IDEA
Cellular is a part of the US $ 43 billion Aditya Birla Group, India’s
first truly multinational corporation. It is usually referred to as
Idea, a wireless telephony company operating in all the 22 telecom
circles in India based in Mumbai. In fact, 2010 was a significant
year for the company. It not only established a pan-Indian presence,
but also played a deft hand in the 3G spectrum auctions. Focusing
mostly on circles where it has a competitive edge, Idea bid for 11
circles: Maharashtra, Gujarat, Andhra Pradesh, Kerala, Punjab,
Haryana, Uttar Pradesh (East), Uttar Pradesh (West), Madhya Pradesh,
Himachal Pradesh and Jammu & Kashmir. The total outgo on this was
Rs 57.69 billion, far less than what other operators had to pay for a
similar 3G footprint. For Idea, this also meant securing its presence
in circles that contribute nearly 81 per cent to its total revenues.
Idea competes with 14 other mobile operators throughout India. They
are Aircel, Airtel Cheers Mobile, BSNL, Loop Mobile,MTNL, MTS, Ping
Mobile, Reliance Communications, S Tel, Tata DoCoMo, Tata Indicom,
Uninor, Videocon, Virgin Mobile and Vodafone.
The company
has its retail outlets under the "My Idea" banner. The
company has also been the first to offer flexible tariff plans for
prepaid customers. It also offers GPRS services in urban areas. Idea
Cellular won the GSM Association Award for "Best Billing and
Customer Care Solution" for 2 consecutive years. IDEA Cellular
has been recognized as the 'Most Customer Responsive Company' in the
Telecom sector, at the prestigious Avaya GlobalConnect Customer
Responsiveness Awards 2010.Stating a brief introduction about Adiyta
Birla Group, we look at the inception of Idea Cellular. A brief
overview of Telecommunication sector in general, transformation of 2G
services to 3G services and detailed analysis of Idea 3G based in the
Market is carried out in the plan.SWOT analysis, Marketing mix and
positioning based on BCG Matrix is done to further analyze Idea 3G as
major player in the 3G markets. STP analysis is done to find the
current trends of Idea 3G and recommendations are made to improve its
market share in certain target segments.
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