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
IT IS GSM MOBILE CELLULAR SERVICE PROVIDER IT IS OWNED BY ADITYA BIRLA GROUP .
FIFTH LARGEST MOBILE OPERATOR IN INDIA AND 20th IN THE WORLD .
MAJOR TELECOM CO. IN INDIA AND 5th GSM OPERATOR IN MUMBAI .
Chairman : MR. KUMAR MANGALAM BIRLA Chief Operating Officer of Mumbai : MR. SASHI SHANKAR
KUMAR MANGALAM BIRLA
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
(what to do & where to do?)
To provide cellular service in Mumbai . They were not operating in Mumbai due to frequency problem. Operates with 1800 MHz frequency .
To lead as a telecom player in the country they launched in Mumbai.
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 .
(how to do ?)
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 .
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.
(How our product is different from others?)
Competitors Of Idea Cellular
BPL MOBILE VODAFONE AIRTEL MTNL R COM TATA INDICOM
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 .
WIDE RANGE OF WALLPAPERS, MOBISODES
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.
PLANS OF IDEA
IDEA: NOKIA HANDSET BUNDLE OFFER IDEA: NEW MY GANG – OPTION 1 IDEA: NEW MY GANG – OPTION 2 IDEA LIFE TIME
(what are the moves of the company?)
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.
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.
Staging in terms of number of Idea subscribers:
X-Axis: Year Y-Axis: Number of Subscribers in Millions.
(Cost consideration ?)
The economic consideration during this project that how idea cellular can drag the subscribers from competitors.
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% .
Expected market share – 14.5 million
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 .
WEBLIOGRAPHY & BIBLIOGRAPHY
www.yahoo.com www.google.com www.ideacellular.com “OPERATIONS RESEARCH” by S.D. Sharma