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					OPERATIONS MANAGEMENT PROJECT MMS-I CHANAKYA BATCH 2008-09 DATE- 13/10/2008
SUBMITTED TO: MR SABARWAL

GROUP MEMBERS Roll No IZHAR MUSHRIF ANU PILLAI ANANDITA SINGH SOURABH SURYAVANSHI AMIT JAIN 15 28 34 35 44

IDEA CELLULAR MUMBAI

INTRODUCTION
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IT IS GSM MOBILE CELLULAR SERVICE PROVIDER IT IS OWNED BY ADITYA BIRLA GROUP .

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FIFTH LARGEST MOBILE OPERATOR IN INDIA AND 20th IN THE WORLD .

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MAJOR TELECOM CO. IN INDIA AND 5th GSM OPERATOR IN MUMBAI .

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Chairman : MR. KUMAR MANGALAM BIRLA Chief Operating Officer of Mumbai : MR. SASHI SHANKAR
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KUMAR MANGALAM BIRLA

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IT WAS COMMENCED IN 1995 IN MAHARASHTRA CIRCLE . 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

IDEA CELLULAR IN MUMBAI
five operation strategies are as follows :

ARENA VEHICLE DIFFERENTIALS STAGING ECONOMIC LOGIC

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ARENA
(what to do & where to do?)

ARENA
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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 they launched in Mumbai.

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As more than 80% of Mumbai's population owns of just 26% .

mobile phones compared with an all India average 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 ?)

VEHICLE
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They invested around 800 crores : - 200 crores for acquiring license to operate in Mumbai . - 600 crores for building infrastructure . Marketing strategy : Brand ambassador Abhishek Bachhan . Tag line :jiska number mumbai ka, woh mumbai ka .

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ADVERTISING

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.

DIFFERENTIALS
(How our product is different from others?)

Competitors Of Idea Cellular
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BPL MOBILE VODAFONE AIRTEL MTNL R COM TATA INDICOM

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DIFFERENTIALS
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NETWORK OF OVER 1,000 SITES WHICH PROVIDES A LUXURY EXPERIENCE,UNLIKE ANY OTHERS IN THE WORLD. HIGH SPEED INTERNET . DIALER TONES IN 19 LANGUAGES . AROUND 1 LAKH SONGS IN 21 DIFFERENT LANGUAGES .

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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 .

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15000 RETAIL OUTLETS & OVER 60 “MY IDEA” SERVICE CENTERS IN MUMBAI .

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“ALERT MUMBAIKAR”, DISASTER MANAGEMENT CAPABILITY.

PLANS OF IDEA
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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?)

STAGING
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2006 - Became part of Aditya Birla Group. Acquired Escorts Telecommunications Limited & renamed as Idea Telecommunications Ltd. , reached the 10 million subscriber mark. 2008 - Launched its services in Mumbai Circle and reached the twenty million subscriber mark.

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STAGING
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Expansion in 22 service areas such as Andhra Pradesh, Delhi, Gujarat, Haryana, Maharashtra etc. Future expected moves – To operate in Bihar, Tamil Nadu, 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.

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Staging in terms of number of Idea subscribers:
X-Axis: Year Y-Axis: Number of Subscribers in Millions.

ECONOMIC LOGIC
(Cost consideration ?)

ECONOMIC LOGIC
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The economic consideration during this project that how idea cellular can drag the subscribers from competitors.

ECONOMIC LOGIC
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The growth rate of profit depends upon market share. More than 80% of Mumbai's population owns mobile phones compared with an all India average of just 26% .

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Expected market share – 14.5 million

ECONOMIC LOGIC
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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 feedback from subscribers .

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CONCLUSION

WEBLIOGRAPHY & BIBLIOGRAPHY
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www.yahoo.com www.google.com www.ideacellular.com “OPERATIONS RESEARCH” by S.D. Sharma

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THANK YOU


				
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