SUBMITTED TOINSTITUTE OF MANAGEMENT TECHNOLOGY

GHAZIABAD.

Submitted by:

Gaurav Sharma. Roll No. 52102591.

Semester- VI (Marketing)

CONTENTS

1. Acknowledgement

2. Declarationu

3. Preface

4. An Introduction to the company

5. Tariff plans

6. Swat analysis

7. Concept of Customer Satisfaction

8. Objectives of the study

9. Research Methodology

10. Precautions

11. Result analysis

12. Conclusion

13. Recommendations

14. Limitations

15. Questionnaire

16. Bibliography

Acknowledgement

I wish to express my sincere thanks to my guide _____________________

for guiding me throughout the project and helping me to improve my

understanding of the subject further. During the period Mr. Rajesh provided

me the key information and support on my project assessment of customer

satisfaction and spared his valuable time for my trivial work.

GAURAV SHARMA

DECLARATION

I, Gaurav Sharma, Student of M.B.A. (3rd year) of Institute of Management

Technology, Ghaziabad hereby declare that the Training Report entitled,

“Assessment of Customer Satisfaction” in IDEA Cellular Ltd.,Noida is an

original work and the same has not been submitted to any other institute for

the award of any other degree.

Signature of Candidate

PREFACE

Techniques adopted in the classroom can replace the inevitable need

of practical experience.

There has been much progress recently in filling the gap between

theory and Practical by different programmes. Master of Business

Administration, a two year duration Course in Management is conducive to

prepare professional managers to cope with main requirement of Indian

society i.e. to achieve optimum utilization of resources. This course enables

a student to build a foundation of theoretical knowledge in Business

Administration.

Our Institute has also provision for imparting training to the students.

Accordingly, I underwent practical training in Idea Cellular Ltd., Noida.

The Training programme gave me insight in to the working of an

organization and application of some important concepts that I have been

studying as a student of Business Administration.

I have tried my best in this work yet I do not have misconception of

its being perfect. Any criticisms will me more proficient in any future work.

GAURAV SHARMA

Introduction

Company Information

As India's leading GSM Mobile Services operator, IDEA Cellular

has licenses to operate in 11 circles. With a customer base of

over 10 million, IDEA Cellular has operations in Delhi,

Maharashtra, Goa, Gujarat, Andhra Pradesh, Madhya Pradesh,

Chattisgarh, Uttaranchal, Haryana, UP-West, Himachal Pradesh

and Kerala. IDEA Cellular's footprint currently covers

approximately 45% of India's population and over 50% of the

potential telecom-market.

As a leader in Value Added Services,

Innovation is central to IDEA's VAS

Factory. It is the first cellular company

to launch music messaging with

'Cellular Jockey', 'Background Tones',

'Group Talk', a voice portal with 'Say

IDEA' and a complete suite of Mobile

Email Services.

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, with 'Super Power', 2 Minutes Outgoing

Free, Lifelong offer and other segmented offerings like Women's Card.

'Lifetime Idea' is the first and only loyalty program, for pre paid customers,

introduced by a Cellular brand.

Customer Service and Innovation are the drivers of this Cellular Brand. A

brand known for their many firsts, Idea is only operator to launch GPRS and

EDGE in the country.

The latest feather in Idea's cap is GSM Association Award for CARE. It is

the second GSM Association award that Idea has won, the first one being for

Bill Flash.

Idea Cellular is part of the Aditya Birla Group, which is India's first truly

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.

The combined holding of the Aditya Birla Group companies in Idea stands at

around 57 per cent.

With ambitious future plans, the company is poised for rapid growth.

Our Circles

The Indian telecommunications market for mobile services is divided into 23

“Circles”. There are four “metropolitan” Circles, covering the cities of

Mumbai, Delhi, Kolkata and Chennai, and 19 Circles classified by the

Government as category “A”, category “B” or category “C”, which cover the

rest of India. These classifications are based principally on a Circle’s revenue

generating potential, with metropolitan and category A Circles having the

highest revenue potential.

Established Circles

We operate in the metropolitan Circle of Delhi, the category A Circles of

Andhra Pradesh, Gujarat and Maharashtra, and the category B Circles of

Haryana, Kerala, Madhya Pradesh and Uttar Pradesh (West).

Licenses for the Maharashtra and Gujarat Circles were awarded to us in

December 1995, with network rollout and commercial launch achieved in

1997. Subsequently, in January 2000, we merged with Tata Cellular Limited,

the mobile operator in the Andhra Pradesh Circle, and integrated its

operations into ours by January 2001. In February 2001, we acquired RPG

Cellcom Limited, the mobile operator in the Madhya Pradesh Circle, with full

integration of this Circle with ours achieved by June 2001. We acquired the

license for the Delhi Circle during the fourth mobile license auction in October

2001, with network rollout and commercial launch by November 2002.

Escotel Mobile Communications Private Limited (“Escotel”), which we

acquired in January 2004, was awarded the original licenses in the Circles of

Haryana, Uttar Pradesh (West) and Kerala. We re-branded these Circles and

integrated them with ours by June 2004.

New Circles

In connection with the acquisition of Escotel, we also acquired Escorts

Telecommunications Limited (“Escorts”), which was awarded licenses for the

New Circles. Due to certain existing license conditions we were unable to

complete the transfer of shares of Escorts until June 2006. However, we

ensured that Escorts met the first phase of network requirements for these

New Circles in June 2005 in accordance with the relevant licenses (as

amended following the payment of a penalty by us on behalf of Escorts).

Following significant investment by us in the roll-out of the network in the

New Circles, amounting to approximately Rs. 4,678 million upto September

30, 2006, we were able to achieve full commercial launch of mobile services

in the New Circles between September and November 2006 in a manner

which also met the network roll-out requirements of the licenses which were

to be completed by June 2007.

History

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

Calendar year Events

2007

Won an award for the "CARE" service in the "Best Billing or Customer Care Solution" at the GSM Association Awards in Barcelona, Spain

Initial Public Offering aggregating to Rs. 28,187 million and Listing of Equity Shares on the Bombay Stock Exchange and the National Stock Exchange

Merger of seven subsidiaries with Idea Cellular Limited

Reached the twenty million subscriber mark

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)

Restructuring of debt

Launch of the New Circles

Reached the 10 million subscriber mark

Received Letter of Intent from the DoT for a new UAS License for the Mumbai Circle.

Received Letter of Intent from the DoT for a new UAS License for the Bihar Circle through Aditya Birla Telecom Limited. ABNL, the parent of Aditya Birla Telecom Limited, pursuant to a letter dated November 22, 2006, agreed to transfer its entire shareholding in Aditya Birla Telecom Limited to the Company for the consideration of Rs. 100 million.

2005

Reached the five million subscriber mark

Turned Profit Positive

Won an Award for the "Bill Flash" service at GSM Association Awards in Barcelona, Spain

Sponsored the International Indian Film Academy Awards

2004

Completed debt restructuring for the then

Acquired Escotel, incumbent cellular service provider in Haryana, UP(W) & Kerala and new licensee in HP

Brand IDEA launched Delhi operations commence (Nov)

Acquired RPG Cellcom, service provider in Madhya Pradesh (Feb) Awarded

MoU for merger between Birla AT&T and Tata Cellular Limited Andhra Pradesh signed (Jan)

Birla AT&T commence Cellular operations Maharashtra & Gujarat

We are part of the Aditya Birla Group and all our Promoters are companies belonging to the Aditya Birla Group.

Our Mission

Key People

Board of Directors -

Mr. Kumar Mangalam Birla (Chairman)

Smt. Rajashree Birla

Mr. M.R. Prasanna

Mr. Saurabh Misra

Mr. Sanjeev Aga (Managing Director)

Mr. Arun Thiagarajan

Ms. Tarjani Vakil

Mr. Mohan Gyani

Mr. Biswajit Anna Subramanian

Mr. Gian Prakash Gupta

 

Management Team -

Corporate Leadership Team

Mr. Sanjeev Aga, Managing Director

Mr. Anil J. Jhala, Chief Financial Officer

Mr. Anil K. Tandan, Chief Technology Officer

Mr. Prakash K. Paranjape, Chief Information Officer

Mr. Pradeep Shrivastava, Chief Marketing Officer

Mr. Navanit Narayan, Chief Service Delivery Officer

Mr. Vinay K. Razdan, Chief Human Resource Officer

Mr. Rajat K. Mukarji, Chief Corporate Affairs Officer

Mr. Rajesh K. Srivastava, Chief Materials & Procurement Officer

Mr. Aniljit Singh, Chief Officer - Business Strategy

Mr. Ambrish Jain, Chief Operating Officer, Corporate

Mr. Himanshu Kapania, Chief Operating Officer, Corporate

Circle Heads

Mr. Iyer Subbaraman S., Chief Operating Officer, Andhra Pradesh

Mr. Rajendra Chourasia, Chief Operating Officer, Madhya Pradesh & Chattisgarh

Mr. Atul Chaturvedi, Chief Operating Office, Delhi

Mr. Cherian Peter, Vice President - Operations, Haryana & Himachal Pradesh

Mr. T. G. B. Ramakrishna, Chief Operating Officer, Kerala

Mr. Sashi Shankar, Chief Operating Officer, Mumbai

Mr. P.Lakshminarayana, Chief Operating Officer, Maharashtra & Goa

Mr. Virad Kaul, Chief Operating Officer, Uttar Pradesh (West)

Mr. Naozer Firoze Aibara, Chief Operating Officer, Uttar Pradesh (East)

Mr. Puneet Krishnan, Vice President - Operations, Rajasthan

Mr. Arul Bright, Chief Operating Officer, Gujarat

Mr. M. D. Prasad, Vice President - Operations, Bihar

Mr. Vijay Grover, Chief Operating Officer, East

Our Partners

IDEA welcomes all businesses and individuals interested in partnering

with us to enhance and strengthen the IDEA products & services

portfolio.

To explore such potential partnerships, kindly get in touch with us by

submitting the Partners Form.

Some of our Technology and Content Partners:

  VAS  

Onmobile Asia Pacific Ltd

Cellebrum India Ltd

Siddhivinayak Astro Services Ltd.

Kodiak Ltd

Mauj

Net4nuts India Ltd

Yahoo

Rediff

Indiatimes  

Mobile2win

Sify

NDTV

     

  ROAMING  

Roamware.inc

Starhome

Bharti Telesoft

     

  MARKETING COMMUNICATIONS  

Lowe India Pvt Ltd

Insight Media Ltd

     

  NETWORK  

Nokia

Ericsson

Siemens

     

  BILLING  

Atos Origin

Brand Information

The brand Idea

It is almost impossible to disintegrate brand Idea from the

corporate Idea. Brand values are the company values and

vise versa.

Brand Vision: It goes without saying that the brand vision

of idea mirrors the company’s vision. The brand mission

statement is...... To be the most customer-focused mobile

service brand, continuously innovating to help liberate our

customers from the shackles of time & space.

IDEA - Brand Values

Innovate. Stimulate. Liberate....

It is these brand values, which have made us a formidable player in the telecom

industry. Innovations that stimulate the customer and liberate him from the

shackles of time and space are the core of our brand. This is what we strive for.

Nothing more, nothing less, nothing else.

IDEA - Brand Mission

The India footprint Idea

Anywhere connectivity - bringing India closer.

The Technology Advantage Idea

Tomorrow's technology to enrich today.

The Customer Focus Idea

Make a single interaction a lasting relationship.

The Employee Focus Idea

Nurture the roots that nurture our ideas.

Brand Initiatives -

Our aim, through media buying and planning, is to create year round impact. With the

objective of Strengthening our brand, we work with strategic communication partners on

campaigns like sponsorship of the Idea International Indian Film Academy awards and

the television programs “Idea Rocks India”, “Idea Star Singer” and “Idea Andhra Idol”.

We seek engagement with subscribers on a variety of levels, from major celebrity

fashion shows to small local events timed to coincide with new product offerings.

Since August 2003, we have commissioned a Brand Track Index Study to evaluate the

health of our brand. The Brand Track Index Study is a monthly study conducted by

TNS, a marketing consultant engaged by us to evaluate our brand using face-to-face

interviews on a random sample of mobile users a well as those Intending to purchase

mobiles within the next three months. According to the study our brand is perceived as

“reliable/trustworthy” and one that “offers cheaper and good promotional offers”. We

have improved our rating in the Brand Track Index calculated by the study in the past

year reflecting, we believe, the growing strength of our brand.

The main communication medium for the Idea brand is television, where we seek

strategic Idea brand coverage in various formats. Billboards and hoardings are used as

a secondary medium, customized for specific regional preferences to communicate

effectively at the local level. We also use other mass communication media such as the

press and radio to communicate price plans and other tactical and customer

information.

All our key initiatives are subjected to a rigorous testing and launch process to ensure

accountability for all advertising spend and improve the chances of success of a new

product. This process is followed up with extensive briefing of call center agents and

sales personnel and real-time tracking of the impact of the communication and feedback

from subscribers.

Our Values 

Values We Value :

Integrity - Honesty in every action

At Aditya Birla Group, Integrity is defined as: Acting and taking decisions in a

manner that is fair, honest, following the highest standards of professionalism and

also perceived to be so. Integrity for us means not only financial and intellectual

integrity, but in all other forms as are commonly understood.

Key words that connote Integrity are:

    Ethical

    Truthful

    Principled

    Transparent

    Upright

    Respectful

Commitment - deliver on the promise

At Aditya Birla Group Commitment is defined as: On the foundation of integrity,

doing whatever it takes to deliver value to all stakeholders. In the process, taking

ownership of our actions and decisions, those of our team and that part of the

organization that we are responsible for.

Key words that connote commitment are:

    Accountability

    Discipline

    Responsibility

    Result -orientation

    Self-confidence

    Reliability

Passion - energized action

At Aditya Birla Group Passion is defined as: A missionary zeal arising out of

emotional engagement with the organization that makes work joyful and inspires

each one to give his or her best. Relentless pursuit of goals and objectives with the

highest level of energy and enthusiasm, that is voluntary and spontaneous.

Key words that connote passion are:

    Intensity

    Innovation

    Transformational

    Fire-in-the-belly

    Inspirational

    Deep sense of purpose

Seamlessness - boundryless in letter and spirit

At Aditya Birla Group, Seamlessness is defined as:

Thinking and working together across functional silos, hierarchies, business and

geographies. Leveraging the available diversity to garner synergy benefits and

promote openness through sharing and collaborative efforts.

Key words that connote Seamlessness are:

    Teamwork

    Integration

    Involvement

    Openness

    Global

    Learning from the best

    Empowering

Speed - one step ahead always

At Aditya Birla Group, Speed is defined as: Responding to internal and external

customers with a sense of urgency. Continuously seeking to crash timelines and

choosing the right rhythm to optimize organization efficiencies.

Key words that connote Speed are:

    Response time

    Agile

    Accelerated

    Timelines

    Nimble

    Prompt

    Proactive

    Decisive

Press Releases - New Releases

CORPORATEIdea Cellular and IBM Ink a 10 year Business Transformation Pact(Mumbai, March 21, 2007)Ericsson signs three-year GSM expansion contract in India with IDEA Cellular(Pune, February 27, 2007)

 

ANDHRA PRADESH IDEA Extends Reach To 500 Towns In Andhra Pradesh(Hyderabad - 2nd August 2006)IDEA presents "Jalsa" (Hyderabad - 26th May 2006)

 

DELHI & NCRIDEA launches unbeatable offers in prepaid(New Delhi - 22nd March 2006)IDEA plans massive expansion in Delhi. Adds 400 cell sites to reach 1 Million Subscribers(New Delhi, December 8 2005)

 

GUJARATThe IDEA Vraj Mela - A tribute to LORD KRISHNA on JANMASHTAMI(Ahmedabad - 11th August 2006)IDEA crosses 1 Million subscriber mark in Gujarat (Ahmedabad - 21st March 2006)

 

HARYANAIDEA Haryana crosses base of half a MILLION (5 LAKH) subscribers(Sonepat - September 9, 2006)IDEA offers bouquet of services for its pre-paid customers of Haryana(Haryana- October 19, 2005)

 

HIMACHAL PRADESH IDEA commences operations in Himachal Pradesh(Shimla, Himachal Pradesh - 6th September 2006)

 

KERALAIDEA ties up with Mobily to offer International Roaming in Kingdom Of Saudi Arabia(Kerala - 3rd October 2005)IDEA launches new number series 99470(Kerala - 6th September 2005)

 

MADHYA PRADESH & CHATTISGARH Idea MPCG Announces Winners of the 10 lac celebrations(Indore, December 4, 2006)IDEA adds over 50 towns in 2 months(Indore - 12th May 2006)

 

MAHARASHTRA & GOAIDEA reduces the prepaid tariff to 50p per minute for calls to any phone in Mumbai, Maharashtra & Goa

 

RAJASTHAN

IDEA commences operations in Rajasthan(Jaipur, Rajasthan - 12th October 2006)

 

UTTAR PRADESH (East) IDEA launch in Uttar Pradesh (East) Unifies Uttar Pradesh(Lucknow, 1st November 2006)

 

UTTAR PRADESH (West)IDEA Customer Manish Gahtodi becomes "Lakhpati"(Meerut - 17th March 2006)12 Idea UP West Customers have won Diamond Jewellery worth Rs. 20,000 under "Idea’s Girls Best Friend Offer"(Meerut - 9th March 2006)

Our Promoters 

The Aditya Birla Group is India's first truly 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. Its 66 state-of-the-art manufacturing units and

sectoral services span India, Thailand, Indonesia, Malaysia, Philippines, Egypt,

Canada, Australia and China.

A US$ 6.7 billion conglomerate, with a market capitalization of US$ 7 billion, it is

anchored by an extraordinary force of 72,000 employees belonging to over 20

different nationalities. Over 30 per cent of its revenues flow from its operations

across the world.

A premium conglomerate, the Aditya Birla Group is a dominant player in all of the

sectors in which it operates. Such as viscose staple fiber, non-ferrous metals,

cement, viscose filament yarn, branded apparel, carbon black, chemicals, fertilizers,

sponge iron, insulators and financial services.

The Group has also made successful forays into the IT and BPO sectors.

Currently around 57 percent of our Equity Shares are held by our Promoters who are

companies belonging to the Aditya Birla Group.

Our Promoters are –

1. Aditya Birla Nuvo Limited

2. Grasim Industries Limited

3. Hindalco Industries Limited and

4. Birla TMT Holdings Private Limited.

Coverage

Idea Cellular Ltd has seen phenomenal growth since its inception. Idea Cellular's

footprint idea is to first achieve critical mass, then drill deep instead of spreading

thin.

In keeping with this, the company has been providing excellent service to its

subscribers in various states. It controls a portfolio of India's most attractive and

contiguous telecom geographies, including the circles of Andhra Pradesh & Delhi

(inclusive of NCR), Gujarat, Haryana, Himachal Pradesh,   Kerala, Madhya

Pradesh & Chattisgarh, Maharashtra & Goa (excluding Mumbai), Rajasthan,

Uttar Pradesh (W), Uttar Pradesh (E). With a footprint dominating the map of

India, Idea Cellular accesses over 60% of India's total telephony potential. The

company is now poised to launch its services in new circles - namely Mumbai and

Bihar.

Idea Cellular Ltd, however, does not believe only in increasing geographic footprint -

it also drills deep and successfully attempts to provide excellent network coverage in

all its circles of operations.

Towns Covered in Haryana

Regional Roaming National RoamingAreas Available Delhi U.P. (East & West) Punjab Haryana Himachal Pradesh Rajasthan Gujarat Andhra Pradesh Maharashtra Kerala Madhya Pradesh

Chattisgarh

Available All Over India

Security: No Additional Sec.

Monthly Rent: Nil

Security : NIL/-Monthly Rent: Nil

Call Charges:

Sl No. Description Charges Rs. Per Minute

Outgoing calls1 Local calls / intra circle calls 1

2STD (Inter-circle) Calls to mobile phones

& Fixed Phones1.50

3 ISD calls

USA, Canada, Europe+UK (fixed), SEA, Australia and New Zealand

9.49

Gulf, SAARC, Africa, ROW1, UK (Mobile)

12.28

ROW II 52.19INMARSAT Calls 502.29

4 SMS MO 3.455 SMS MT Nil6 Incoming Calls 1

Security Deposit : Rs. 7500/-

Monthly Rent : Rs. 149/-

Call Charges : As per Visiting Country

International Roaming Tie-UpsS.No. Country Operator name

S.No. Country Operator name

1 ALBANIA VODAFONE 48 MAURITIUS EMTEL

2 AUSTRALIA Vodafone (Inroaming Only) 49 NETHERLANDS LIBERTEL

3 AUSTRIA Connect One GmbH 50 NETHERLANDS Dutchtone/Orange

4 AUSTRIA Mobilkom 51 Norway Netcom

5 BAHRAIN BATELCO 52 Oman Omantel

6 BANGLADESH GRAMEENPHONE 53 PHILLIPINES SMART GOLD

7 Belgium Mobistar 54 Poland PTK Centertel/IDEA           

8 Bulgaria Mobitel 55 Poland POLKOMTEL

9 CZECH REPUBLIC EUROTEL 56 Poland PTC

10 CZECH REPUBLIC T MOBIL/RadioMobil 57 PORTUGAL VODAFONE/Telcel

11 Cyprus Cyta Telecom 58 PORTUGAL Optimus

12 Denmark Telia 59 PORTUGAL TMN

13 FINLAND RADIO LINJA 60 Qatar Qtel

14 FINLAND SONERA 61 RUSSIA NORTHWEST/Megafon

15 FINLAND Telia 62 RUSSIA K B Implus

16 FRANCE BOUYGUESS 63 RUSSIA MTS

17 FRANCE France Telecom/Orange 64 Saudi Arabia STC

18 GERMANY E plus 65 SINGAPORE SING TEL 1800

19 GERMANY Mannesmann/Vodafone 66 SINGAPORE SING TEL 900

20 GERMANY Viag Interkom/O2 67 SINGAPORE MOBILEONE

21 GREECE PANAFON/Vodafone 68 SINGAPORE STARHUB

22 GREECE TELESTATE/TIM/Stet Hellas 69 Slovak T Mobile/Eurotel Bratislava

23 HONGKONG HUTCHISON 70 Spain Telefonica Moviles/Movistar

24 HONG KONG PEOPLES 71 Spain AIRTEL MOVIL/Vodafone

25 HONG KONG HONG KONG CSL LIMITED 72 Spain AMENA/Retevision Moviles

26 HONG KONG New World PCS 73 SOUTH AFRICA CELL-C (Inroaming Only)

27 HONG KONG Sunday Comm 74 SOUTH AFRICA MTN

28 Hungary Westel/T Mobile 75 SRILANKA CELTEL

29 Hungary Pannon 76 SWEDEN EUROPOLITAN

30 INDONESIA Satelindo/INDOSAT 77 SWEDEN TELIA

31 Ireland Vodafone 78 Sweden Comviq

32 ISRAEL ORANGE /PARTNER (Inroaming Only) 79 Switzerland SWISSCOM

33 ISRAEL CELLCOM 80 Switzerland diAx/Sunrise

34 ITALY T.I.M 81 Switzerland Orange

35 ITALY OMNITEL/Vodafone 82 Taiwan Chungwa Telecom

36 Ivory Coast Loteny Telecom 83 THAILANDAIS THAILAND (Outroaming

Only)

37 Kenya Safaricom 84 THAILAND Orange

38 Kenya KENCELL 85 Turkey TURKCELL

39 KUWAIT MTC 86 UAE ETISALAT

40 KUWAIT WATANIA 87 UK VODAFONE  (Inroaming

Only)

41 Liechtenstein Mobilkom 88 U.K One 2 One/T-Mobile

42 LITHUANIA BITE 89 U.K BTCELNET/O2

43 Luxembourg P&T 90 U.K Orange

44 MACAU HTML 91 USA T Mobile

45 MALAYSIA Celcom (Inroaming Only) 92 USA Bell South( now Cingular)

46 Malta Go Mobile 93 Yugoslavia Mobtel

47 MAURITIUS Cellplus 94 Afghan Afghan Wireless

Value Added Services – Haryana

SMS Based:

Idea Buzz - Subscription Services - 4560456

Ring Tones, Picture Messages & Logos

News Updates

New Hottest Schemes on Phone

Tarot Prediction

ISD Through SMS

Voice Based Services:

Dialer Tones - 456

Ganesha Speaks - 181

Radio Station- 4560466

Back Ground Music- 246

!dea Buzz-4560456

GPRS Service:

Idea Fresh

Others:

Flash Balance

Bill Flash

Tariff Via SMS

CUSTOMER:-

A Customer is a person who brings us his wants. It is our

job to handle them profitable and to ourselves.

Customer oriented thinking requires the company to

define customer needs from the customer’s point of view.

SATISFYING THE TARGET CUSTOMER:-

A Company’s sales each period come from two groups:

New customers and Repeated Customers

It costs more to attract a new Customer then to please an

existing customer. It costs much more to bring the new customer to

the same level of profitability as the lost customer. Customer Retention

is thus more important then customer attraction…

The Key of customer retention is CUSTOMER SATISFACTION.

A highly satisfied customer

Stays loyal longer

Buys more as the company introduces new schemes.

Talks favorable about the company and it’s product.

Pays less attention to competing brands and advertising and is

less sensitive to the price.

Costs less to serve than new customer because transactions are

routinised.

Satisfaction is a person’s feeling of pleasures or disappointment

resulting from comparing a product’s perceived performance in

relation to his or her expectations.

If the performance falls short of expectations, the customer is

dissatisfied.

If the performance exceeds expectations, the customer is highly

satisfied or delighted.

OBJECTIVES

During this study, the importance of the customer

satisfaction for the company will be analyzed from

their view point with the objective as follows:

- To measure customer satisfaction.

- To identify the various problems faced by the

customers.

- To identify the reasons behind the problems.

During the study the sub-objectives achieved will be

as follows:

- To find out awareness of customer.

- To study the customer’s opinion on importance of

various facilities and services that can be provided by

the cellular company.

Research Methodology

RESEARCH DESIGN

The project was carried out, keeping in mind the

main objectives of the research. The research design is the

conceptual framework within which the research is

conducted. It contains the blueprint for the collection,

measurement and analysis of the data. So research designs

include an online of everything done, from defining the

problem in terms of predefined objectives to the final

analysis o the data.

METHODOLOGY

My research project called for an exploratory

research. It was a project, where much of secondary data

was not available and emphasis was on the customer.

Secondly, while studying the customer behavior, I was

mainly to focus on the main growing segment.

DATA COLLECTION:

1. Primary data: Primary data is collected from surveys

conducted through systematic gathering of data from

structured sample of the customers through

questionnaire and when customers are contacted.

2. Secondary Data: Secondary data is provided by the

company. For the collection of the data, a questionnaire

was completely according to the subject of my study.

Questionnaire method was chosen as it provides reality

and also recorded attitude and opinion.

Sample Size

The sample size that was chosen for the customer

survey was kept to 100, the sample size was in

accordance to the standard set for the customer

service. The respondents were mostly businessmen

and taken in to account who were beyond 25 years

of age.

PRECAUTIONS TAKEN

1. Data/ information that are readily available and easy to

remember were asked for.

2. Specific information demanded.

3. Leading questions were avoided.

4. Questions were asked in logical sequence to avoid

unnecessary repetition and explanation.

5. The length of interview was kept between acceptable

limits within 15 minutes for each customer visit.

LIMITATIONS OF THE STUDY

1. The study holds good only for sonepat.

2. The personal bias of the researchers and respondents

may have crept in.

3. Only 100 customers were surveyed.

4. The manpower for the survey was limited to the single

person.

SWOT ANALYSIS

STRENGTH:

1. Company’s Reputation.

2. Market Share.

3. Quality and Service Reputation.

4. IMCL is a part of world 1 Network.

5. GSM and Nokia advantages.

6. GPRS Services.

WEAKNESS:

1. Add-on packs activation problem through SMS.

2. Weak cellular operations at some of the areas around

Rewari.

OPPORTUNITIES:

1. With the business becoming more mobile these days,

the use of cellular phones is increasing.

2. Usage of cellular phones is increasing as the people

are becoming more status conscious.

3. By the time in coming calls have become free, now it

has become the need of everyone.

4. The validity of license of cellular companies has been

increased from 10 years to 15 years.

5. Non-efficient working of DOT phones can be

considered as opportunity for cellular company.

THREATS:

1. New players are entering in to the cellular

communication business.

2. The cellular networks are technology based and the

technology is fast changing these days.

3. Government regulated industries.

DATA ANALYSIS & INTERPRETATION

Q2: Purpose of using Cellular Phones

Respondents

Social Business

Incoming Calls

Outgoing Calls

Result 18% 56% 16% 10%

Ans: 18% customers use cellular services for

social purpose, 56% customers use cellular

services for Business, 16% are use only for

incoming and last 10% customers use the

services for out going calls.

Q4: Factors influencing customers decision to buy the !dea Brand

Respondents

Tried &

Tested

Friends &

Family Membe

rs

Advertising & Media

Local Deale

r

Brand

Image

Result 6% 23% 34% 20% 17%

Ans: 6% customers use Idea services after

Tried & Tested, 23% customers use Idea

services in influence of Friends & Family

Members, 34% customers use idea services

through information by Advertising & Media,

20% customers getting information through

Local Dealer and the last 17% customers use

idea brand by the brand image only.

Q5: Cellular Services

Respondents

Very Useful

Useful Not so useful

Result 56% 40% 4%

Ans: 56% satisfied customers think cellular

services very useful, 40% customers think it

useful and last 4% customers think cellular

services not so useful.

Q6: Cost of services

Respondents

Reasonable

Expensive

Very Expensive

Result 52% 39% 9%

Ans: 52% Customers find the Cost of service

Reasonable after that 39% think it expensive

and then 9% thinks it very expensive.

Q7: Are you aware of Value Added Services

Respondents

Yes No

Result 93% 7%

Ans: 93% Customers are aware about the value

added services and only 7% customers are

there who do not aware about the Value added

services.

Q10: Do you face any problem in cellular services

Respondents

Yes No

Result 4% 96%

Ans: 4% Customers face the problem in Cellular

services and 96% customers do not face any

major problem in Cellular servicers.

Q11: Quality of Service

Respondents

Excellent

Very Good

Good Not so good

Result 46% 32% 17% 5%

Ans: 46% customers find the quality service,

32% think it very good after then 17% find it

good and 5% think it not so good service.

Q13: Doubt clarification at !dea Office

Respondents

Satisfied Not Satisfied

Result 93% 7%

Ans: 93% satisfied customers and 7% customers

are not satisfied about doubt clarification at

Idea office.

Q14: Satisfaction from customer handling at local !dea office

Respondents

Highly

Satisfied

Satisfactory

Little Satisfi

ed

Not satisfi

ed

Totally Dissatis

fied

Result 23% 37% 29% 11 0%

Ans: 23% customers are highly satisfied, 37%

are satisfied, 29% are little satisfied and only

11% customers are not satisfied from the

customer services in local Idea Office.

Q15: Overall Satisfaction from the company as a whole

Respondents

Very Satisfie

d

Satisfied

Neither Satisfied

Nor Dissatisfi

ed

Dissatisfied

Result 25% 61% 8% 7%

Ans: 61% satisfied customers are from the

company as a whole below 25% are very

satisfied after that neither satisfied nor

dissatisfied are 8% and last Dissatisfied

Customers are 7%.

Q16: Would you repeat the !dea Brand

Respondents

Yes No

Result 93% 7%

Ans: 93% satisfied customers are from the

company as a whole want to repeat the Brand

below 7% customers do not want to repeat the

brand.

Problems and Complaints

Although all the Products and Services of the

company are of best of quality and features giving a

maximum trouble free cellular operations to the

customers and most of the customers are fully

satisfied with the services as well as the product of

the company but, still the services do trouble

shooter as times as subjected to the various

problems.

Major complaints:

1. Cellular operations not working properly at some

areas.

2. VAS activation problem.

3. Add-on packs activation through SMS.

Recommendations

1. Number of sales people in the market should be

increased so as to cope with the ever expending

market.

2. Company should focus its communication efforts on the

more attractive customers. These efforts include

sending communication that don’t sell the customer

anything but rather maintain the customer’s interest in

the company and its product. Such communication may

include booklets, newsletters and diaries, all of which

serve to build a stronger relationship.

3. Whenever !dea achieves high customer satisfaction

ratings, the target market must be made aware of it.

4. Management should focus its energies on the

attributes which the customers see as the most

important in determining their own satisfaction.

5. Customer Care Department should keep in touch with

the customers to check weather the services is

meeting the customer’s expectation. They should also

ask for any service improvement, suggestions and any

specific disappointments. This information will help !

dea continuously improve its performance.

6. Certain communication skills required are

To Do - Make Recommendation

Get to problems

Talk to our Future together

Not to Do - Make Justification

Only responds to the problem

Talk about our making in the past

7. Efforts should be made to resolve customer’s

complaints within hours and to emphasis on within 24

hours services.

8. ICL should go beyond satisfying particular customer to

discovering and correcting the route cause of the

problem.

9. As the market is price sensitive, the effort should be

made to chalk out more diverse customer friendly tariff

plans.

10. Advertising campaign done by IMCL is

satisfactory. But is should be more comprehensive and

elaborate.

11. IMCL should organize or at least offer

sponsorship in village fairs, meals, etc. As there is

large potential in the rural market, this would enhance

the brand image plus give as impetus to the sales.

12. Some gifts to the customers can also be beneficial

to increase the brand loyalty to some more extent and

also help in increasing of sales.

13. Effective advertisements and promotional activities.

Questionnaire

For the kind attention of the respondent: Sir, I

Request you for your kind cooperation in helping me

preparing a report on the cellular phone industry. You

are requested to kindly give your views. Your information

shall be kept confidential.

1. Since how long you have possessed a cell phone?

Ans: _____________________________________

2. For what purpose do you generally use it?

(a)Social

(b)Business

(c) Incoming

(d)Outgoing

3. What is your average monthly bill?

4. What influenced your decision to buy this particular brand?

(a)Tried and tested by you

(b)Friends and Family Members

(c) Advertising & Media

(d)Local Dealer

(e)Brand image

5. Do you find cellular services?

Very useful Useful Not so useful

6. Do you find costs of services are?

(a)Reasonable

(b)Expensive

(c) Very Expensive

7. Are you aware of the value added services provided by the Idea cellular company?

Yes

No

8. If yes what are they?

9. What other information or benefits do you expect from

cellular services?

10. Do you face any problem in cellular services?

Yes No

11. How do you find quality of services?

(a)Excellent

(b)Very good

(c) Good

(d)Not so good

12. *Have you ever visited local Idea Office?

Yes No

(*If not you are requested to skip to Question no. 16)

13. Did you visit the office with reference to some query? Were your doubts

clarified to your satisfaction?

Yes No

13. How welded you receive the customer handling at the idea Office?

(a) Highly satisfied

(b) Satisfactory

(c) Little satisfied

(d) Not satisfied

(e) Totally Dissatisfied

14. Are you Satisfy from services of the company as a whole?

(a) Very Satisfied

(b) Satisfied

(c) Neither satisfied nor Dissatisfied

(d) Dissatisfied

15. Would you like to repeat the same brand whenever you happen to make your

next purchase?

Yes No

BIBLOGRAPHY

(a) Kothari C.R. Methodology (1997) Rishikesh

Publication IInd Edition

(b) Marketing Management by Philip Kotler.

(c) Company Review Reports.

(d) Magazines as Business world, Business Today etc.

(e) Customer Driver Quality Management by

Endosomwan.

(f) Idea web site www. Ideacellular.com.