Download - Abhishek Thesis
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.