idea mobile - operations management

8/14/2019 Idea Mobile - Operations Management

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OPERATIONS MANAGEMENTPROJECTMMS-I

CHANAKYA BATCH2008-09DATE- 13/10/2008

SUBMITTED TO: MR SABARWAL


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GROUP MEMBERS

Roll No

IZHAR MUSHRIF 15

ANU PILLAI 28

ANANDITA SINGH 34SOURABH SURYAVANSHI 35

AMIT JAIN 44


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IDEA CELLULAR MUMBAI


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INTRODUCTION IT IS GSM MOBILE

CELLULAR SERVICE

PROVIDER

IT IS OWNED BY ADITYA

BIRLA GROUP .

FIFTH LARGEST MOBILEOPERATOR IN INDIA AND

20th IN THE WORLD .

MAJOR TELECOM CO. IN

INDIA AND 5th GSM

OPERATOR IN MUMBAI .


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Chairman :MR. KUMARMANGALAM BIRLA

Chief Operating

Officer of Mumbai :

MR. SASHI

SHANKAR KUMAR MANGALAM

BIRLA


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IT WAS COMMENCED IN 1995 IN MAHARASHTRACIRCLE .

IT WAS LAUNCHED IN MUMBAI ON AUGUST 20

,2008

Operator Name : IDEA Cellular Limited

Network Name : IDEA Cellular Limited - Mumbai

Technology : GSM 1800

Network Status : Live January 2008

Web Site : www.ideacellular.com
http://www.ideacellular.com/


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IDEA CELLULAR IN MUMBAIfive operation strategies are as follows :-

ARENA

VEHICLE DIFFERENTIALS

STAGING

ECONOMIC LOGIC


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ARENA(what to do & where to do?)


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ARENA

To provide cellular service in Mumbai .

They were not operating in Mumbai due to

frequency problem.

Operates with 1800 MHz frequency .


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To lead as a telecom player in the country thelaunched in Mumbai.

As more than 80% of Mumbai's population own

mobile phones compared with an all India average

of just 26% .

Expected market share in Mumbai 14.5 million

Their aim is to conquer 20% of city's new users .


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VEHICLE(how to do ?)


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VEHICLE

They invested around 800 crores :

- 200 crores for acquiring license to operate inMumbai .

- 600 crores for building infrastructure .

Marketing strategy :

Brand ambassador Abhishek Bachhan .

Tag line : jiska number mumbai ka, woh mumbai jiska number mumbai ka, woh mumbai

kaka .


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ADVERTISING AREAS:

- Newspapers , Radio ,Cinema hall ,Television ,

Outdoors ,Trains etc .

- Campaigns: Sarpanch What an Idea Sirji campaign .

Taj Mahal campaign .

Education for all .- Sponsorship of the Idea International Indian Film

Academy awards.

- Television programs Idea Rocks India,Idea Star

Singer and Idea Andhra Idol.

- Tied up with NDTV & Nanhi Kali, an NGO for

underprivileged children.


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DIFFERENTIALS(How our product is

different from others?)


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DIFFERENTIALS NETWORK OF OVER 1,000 SITES WHICH

PROVIDES A LUXURY EXPERIENCE,UNLIKEANY OTHERS IN THE WORLD.

HIGH SPEED INTERNET .

DIALER TONES IN 19 LANGUAGES .

AROUND 1 LAKH SONGS IN 21 DIFFERENT

LANGUAGES .

WIDE RANGE OF WALLPAPERS, MOBISODES


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SUPERIOR VOICE CLARITY.

INTRODUCTION OF GPRS ON ITS NETWORK, IDEA

ALSO SUPPORTS THE USE OF THE GPRS PHONE

AS A MODEM .

15000 RETAIL OUTLETS & OVER 60 MY IDEA

SERVICE CENTERS IN MUMBAI .

ALERT MUMBAIKAR, DISASTER MANAGEMENT

CAPABILITY.


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PLANS OF IDEA

IDEA: NOKIA HANDSET BUNDLE OFFER

IDEA: NEW MY GANG OPTION 1

IDEA: NEW MY GANG OPTION 2

IDEA LIFE TIME


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STAGING(what are the moves of the

company?)


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STAGING

2006 - Became part of Aditya Birla Group.

Acquired Escorts Telecommunications Limited &

renamed asIdea Telecommunications Ltd. ,

reached the 10 million subscriber mark.

2008 - Launched its services in Mumbai Circle

and reached the twenty million subscriber mark.

STAGING


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STAGING

Expansion in 22 service areas such as AndhraPradesh, Delhi, Gujarat, Haryana, Maharashtra etc.

Future expected moves To operate in Bihar, TamilNadu, Jharkhand and Orissa.

Network covers about 60% of the country.

Acquisition with spice telecom. To garner 20% of the net additions of around 3.5 lakh

customers per month in the Mumbai circle in the next

one year.

Staging in terms of number of


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Staging in terms of number ofIdea subscribers:X-Axis: Year

Y-Axis: Number of Subscribers in Millions.


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ECONOMIC

LOGIC(Cost consideration ?)


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ECONOMIC LOGIC

The economic

consideration during

this project that how

idea cellular can drag

the subscribers from

competitors.


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ECONOMIC LOGIC

The growth rate of profit depends upon marketshare.

More than 80% of Mumbai's population owns

mobile phones compared with an all India

average of just 26% .

Expected market share 14.5 million


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ECONOMIC LOGIC

Idea tied up with Axis bank.

Its an option for customer to pay monthly bills &

Will be available absolutely FREE. Rigorously testing to ensure the effectiveness

of all promotion expenditures.

Testing involves communication and feedbackfrom subscribers .


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CONCLUSION

WEBLIOGRAPHY &


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WEBLIOGRAPHY &BIBLIOGRAPHY

www.yahoo.com

www.google.com

www.ideacellular.com OPERATIONS RESEARCH by S.D. Sharma
http://www.yahoo.com/http://www.ideacellular.com/http://www.google.com/http://www.yahoo.com/


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THANK YOU

idea mobile - operations management

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