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To Study 3G Products & Services in PrepaidDistribution Channel
Presented by
Anurag kumar
MBA(SEM)CDAC,NOIDA
05511809911
Idea Cellular Limted
Under the guidence of
Ms.Swati Bhatt
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INTRODUCTION
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About company
IDEA Cellular is a publicly listed company, having listed on BSE & NSE in March
2007. It is the 3rd largest mobile services operator in India with wireless
revenue market share at 13.9 % in Q1 FY2012. Idea has join the select global
operators club servicing over 100 million subscribers, as of September 2011.
Idea is a pan-India integrated GSM operator and has its own NLD and ILD
operations, and ISP license.
Idea ranks among the Top 10 country operators in the world. Idea operates
across all 22 service areas with 2G services, and 3G services are being
progressively rolled out to cover over 3,000 towns by FY 2012.
IDEA Cellular is an Aditya Birla Group Company, Indias first truly multinational
corporation.
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IDEA is a pan-India operator with services across 23 circles, namelyDelhi (NCR), Andhra Pradesh, Mumbai, Gujarat, Madhya Pradesh and
Chattisgarh, Uttar Pradesh (East), Uttar Pradesh (West), Bihar &
Jharkhand, HP, Kerela, Punjab, Haryana, Karnataka, Tamil Nadu,
Orissa, Chennai, Jammu & Kashmir, West Benagal & Kolkata, North
East.
Idea Cellular has won 3G License in 11 service areas, Maharashtra,
Gujarat, Andhra Pradesh, Kerala, Punjab, Haryana, HP, Uttar Pradesh
(East and West), MP and J &K.
Our Services Areas:
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On 19 May 2010, the Idea paid 5768.59 crores for spectrum in 11 circles.
On 28 March 2011, Idea launched 3G services in Gujarat, Himachal Pradesh
and Madhya Pradesh. The launch cities were Ahmedabad, Shimla and Indore.
This makes Idea the sixth private operator (eighth overall) to launch its 3G
services in the country following Tata Docomo, Reliance Communications, Airtel,
Aircel and Vodafone.Idea currently supports up to 21.1 Mbit/s over 2G speeds of 256 kbit/s.
However, different handsets support different speeds, from 384 kbit/s, 3.6
Mbit/s, 7.2 Mbit/s or 21.1 Mbit/s. Speeds also depend on the 3G plan/recharge
that users opt for.
The operator announced that IDEA 3G services will be available in 200 towns of
11 3G circles by mid-April 2011, progressively growing at the rate of ten towns
per day to cover 750 towns by mid-2011 and 4000 towns by the end of 2012.
Idea cellular has announced a cut of 70% in the tariff of its 3G services.
3G
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CIRCLE WISE OPERATOR ALLOCATION
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Organization Structure
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To understand 3G Products & Services in Prepaid Distribution
Channel in Idea Cellular Limited.
Objective of Project
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This entire project to study 3G Product & Services and tofind out Major Driving Factor as well as Level of Consumer
Satisfaction in IDEA Cellular Limited.
To understand the Sales Process in 3G function and which
activities takes place in the organization i.e. LeadGeneration, Marketing Plan Communication , Cold Call,
Product Demonstration, Negotiation , Closing the Sales
and Services to Customer.
And to Study Major driving Factor behind the Product
Purchase and Level of Consumer Satisfaction against
Services.
SCOPE OF STUDY
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3G is the third generation of mobile communication
systems that allows customers to use a wide range of
services at faster speeds.
3G
DO WITH 3G
Video Calling & Conferencing
Mobile Internet
Live TV (a bouquet of 100 Channels , available via a
downloadable application that allows you to watch MobileTV)
Video on Demand
Idea Mall
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On 23 November 2011 Idea Cellular launched two affordable 3G handsets inIndia: Idea 3G Smartphone Blade priced at 7,992 and Idea 3G Smartphone
priced at 5,850. Both handsets are based on Android 2.2 Froyo.
Idea has also launched a Dual-SIM Android smartphone in India on June 15,
2012 named as Idea ID-918 at a price point of Rs.5,994 ($108 approx.) It
features Android v2.3 OS, 3.2-inch capacitive touchscreen, 3G, Wi-Fi and 3.2MP rear facing camera.
Idea 3G Smartfone
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Idea Cellular Limited is a telecom operation based Service
Provider company based on Voice and Data Services.
VOICE Customer
DATA Customer (2G and 3G) Data Card and 3G Handset User
Blackberry Smart Phone
Enterprise Business Unit (Corporate)
Target Customer:
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SIM
DATA CARD
HANDSET
FLEXI RECHARGE ( n NO. Of Flexi Recharge)
PAPER COUPON RECHAGRE
Products of Organization
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IDEA 3G PRODUCT AT A GLANCE
id-918
id-280
BLADE
1732 NetSetter
E5 Wi-Fi Idea E367 NetSetter
BlackBerry Curve 8520
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0.5/10 Kb *1024 = 51.2/100 = 0.51p/Mb
1Gb = 0.51 * 1024 = Rs. 522
5p/10 KB * 1024 =512/100 =5.12 Rs./Mb1Gb = 5.12 * 1024 = Rs. 5242.88
Default Rate
10p/10 Kb*1024 = 1024/100 = 10.24 Rs. /Mb
1Gb =10.24 * 1024 = Rs. 10485.76
IDEA 3G Billing Process
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IDEA 3G Prepaid Netsetter & Mobile handheldsuper saver 3G Products
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Idea Prepiad FRC Product
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The Idea Net Setter supports the followingstandards: Wideband Code Division Multiple Access (WCDMA)
Global System for Mobile Communications (GSM)
Enhanced Data Rates for Global Evolution (EDGE)
General Packet Radio Service (GPRS)
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An IDEA NETSETTER,Speed
HSUPA data service of up to 5.76Mbps
HSDPA data service of up to 3.6 MbpsUMTS PS domain data service of up to 384 kbps
EDGE packet data service of up to 236.8 kbps
GPRS packet data service of up to 85.6 kbps
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Service Data
Volume
2G-GSM GPRS PSTN/ ISDN 3G UMTS
Speed 9.6kbps 50kbps 64kbps 128kbps 384kbps 2Mbps
E-mail 5KB 8 sec 1.7 sec 1.6 sec 1.2 sec 0.5 sec 0.5 sec
SMS with Photo 5KB (JPEG) 8 sec 1.7 sec 1.6 sec 1.2 sec 0.5 sec 0.5 sec
Web Page 20 KB 20 sec 4.5 sec 4 sec 2.4 sec 0.8 sec 0.5 sec
Document 100 KB 2 min 35 sec 25 sec 12 sec 4 sec 1 sec
3-min audio CD 2MB (MP3) 40 min 9 min 6.5 min 3 min ---- ----
10s video clip 600 KB
(MPEG-4)
10 min 2.5 min 1.5 min 45 sec 15 sec
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MARKETING CHANNEL
In this channel first manufacture produce the
simcards & datacard, and then they sent to the
wholesaler as per the order. Wholesalers send
to the retailers and shopkeepers and then lastly
retailer sales to customer.
PULL Strategy is develop by the Idea Cellular. As Idea Cellular is very
known brand and is punch line is For the People, By the People, Ek ideajo badal de aapki duniya and An Idea Can Change Your Lifewhich is
very good thats why Penetrated Market consumer know about that and they
ask about Idea 3G Product & Services
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DISTRIBUTION CHANNEL
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We will use selective distribution. It involves the use of less
intermediaries who are willing to carry the particular
product. It can gain adequate market coverage with more
control and less cost.
Distribution Strategy for Idea Cellular:
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USSD
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CUSTOMER PUK ON CARE USSD
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Crack Sales Strategy
PJP ( Permanent Journey Plan)
BEAT Plan
Classification of Retailers
A : > 50
B : 20- 49
C : < 20
DPL ( Dealer Per Lacs)
Example: Let 100000 Subs : 30 Dealers ( CSS Norms : 1.25 / 1000
Pop.)
Distibutor Population Present Dealer Additional
Dealer
Calculation
A 20000 5 1 (30/100000)*20000
B 30000 3 6 (30/100000)*30000
C 26000 8 - (30/100000)*26000
D 24000 4 3 (30/100000)*24000
Enhanced the Reach
First Mover Distibution Advantage
Break Target
Daily and Weekly Review
Short Term Goal
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Understanding Prepaid Distribution
Plan Communication
Scheme Communication in Idea 3G service camp
SSO Expansion 3G Datacard Promotion activity
Smartphone Promotion Activity
Knopy Activity
Participation during Training
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2 month Total Business in distribution Channel
entire Philbhit
RECHARGE RETAILER ACTIVATION SSO SECONDARY Distributor
3.5 Crore 2400 60,000 2200 2400 40
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Market Visit
Pilibhit Bilsanda Marori KareliBamroli Bhaden Kanja Madhwapur Itgaon
Bisalpur Kananka Amarta Rahencha
Barkhera Pania Pota Gajrola
Mala Lalorikhera Resola Jahanabad
Pareva Tikari Piparia Santosh Neuria
Piparia Majhola Amaria Kalinagar
Madhotanda Ghabiya Puranpur Bhikaripur
Hatua Karod Jangroli Jarakothi
Nadha Shiv Nagar Khajuria Pachpeda KhamariaPandari
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GEOGRAPHICAL AREA: The study is conducted in
Philibhit/Barily Zone
RESEARCH DESIGN: Descriptive research design.
SAMPLE TECHNIQUE : Convenience method
SAMPLE SIZE : 50
DATA USED : Primary data is collected
DATA COLLECTION METHOD : Through Questionnaire
Research Methodology
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Data was collected and excel sheet was maintained for all
responses then from this pie charts were created to
analyze the data
DATA ANALYSIS
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Customer prefer 3G Mobile Internet Service
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Value Added Service Customer are using with3G Mobile Internet Service
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Customer are interested in Case of 3GMobile Internet Service
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Reason behind the purchase of 3GMobile Internet Service:
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Operator communicate all the new offer ofMobile Internet Service Data Card andHandset
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Customer preferred 3G Smartphone withenabled platform
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Major driving factor behind the growth of 3G product are
high speed internet, plug & play, instant connectivity,
unlimited plan.
The customer prefers 3G services due to High Speed
Download and Upload and web surfing.
The customer has more focused on value Added Services
like Live TV, Video Calling and mobile Internet.
Most of the Customer are often interested in case of 3G
Mobile Internet Services in Unlimited 3G Plan at high
Speed and second priority is Superior Indoor Connectivity.
CONCLUSION
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Most of Customer receives call regarding communication
of New Offer but there was also big percentage of
consumer who is not getting communicated regarding new
offer. So it is very essential to communicate the updated
plan to retain the customer.
I found that 32% Customer are still with Symbian and 28%
Customer are tended toward Android Version. Idea Mobile
Phone is based on Android OS. Android version has option
of millions of Software can consumer download withAndroid Market.
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Most of Customer are satisfied with Idea Netsetter dongle andhandheld mobile Speed , Idea Tariff Plan both 3G & 2G and available
3G Coverage in entire Pilibhit. But there was major problem of Issue
resolution because of unavailability of Exclusive Service Centre for
Data Product. Because Idea have tie up with Huwavi ,ZTE and Alcatel
for Data Product like Datacard and Mobile .
So issue is there if there is any network related fault then Prepaid
Point are able to troubleshoot the problem on spot but if the problem
is handset or dongle related then instant solution not available over
there for the consumer .
So After Sales Services and Issue Resolution are major constraint
behind hampering the exponential growth in Pilibhit.WOM effect is
very essential for Data Services Growth.
PROBLEM
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Limitations Of Project
Time Constraint research was carried on for short
duration of 2 months.
Area of study is limited 3G users in Philibhit.
Response
respondents were hesitating to shareinformation
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IDEA Market visibility(Barily Zone)-Pilibhit
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Market 3G Promotion & Visibilty
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IDEA Branding Hamara gaon Hamara Idea
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3G Promotion with Demo & Speed test
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3G Banners
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Customer Interaction
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Thank You