Abhishek Thesis

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SUBMITTED TO INSTITUTE OF MANAGEMENT TECHNOLOGY GHAZIABAD.

Submitted by: Gaurav Sharma. Roll No. 52102591. Semester- VI (Marketing)

CONTENTS 1. Acknowledgement2. 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

AcknowledgementI 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

DECLARATIONI, 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

IntroductionCompany 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 CirclesThe 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 Circles revenue generating

potential, with metropolitan and category A Circles having the highest revenue potential.

Established CirclesWe 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 CirclesIn 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

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

2007Won 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

2006Became 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.

Brand IDEA launched Delhi operations commence (Nov)

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

2005Reached 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 Academy Awards International Indian Film

2004Completed 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) Reached the four million subscriber mark First operator in India to commercially launch EDGE services 2005

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

2003Reached the two million subscriber mark

2002

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

Our Mission

Key PeopleBoard 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 Off