IDEA CELLULAR NETWORK

BY: PRERNA ASTHANA SAURABH PANDEY KOMAL KUMARI

ABOUT IDEA

• Started in 1995 as Birla Communications and services initially operating in Maharashtra and Gujarat.

• Idea is pan India GSM operator offering 2G and 3G services.

• Idea has a market share of 16.36% as of April 2015.

• Major competitors include VODAFONE, AIRTEL,BSNL and RELIANCE.

PROMOTIONAL OBJECTIVES OF IDEA• Promotional objective of IDEA cellular network is to

reach every corner of the country.

• IDEA’s promotional objective is also to highlight social issues.

• To make a supply chain benchmark across the industry.

• It is country’s third largest network.

IMC TOOLS OF IDEA CELLULAR

• Their main medium is television• Hoardings and billboards, which comprises of outdoor

advertising.• Ads on buses, taxis and on walls roadside ads.• Print ads.• Radio and cinema • Online advertising.

TV advertisements• Idea had not hired any celebrity till year 2007.• Later in October, 2007 Abhishek Bachchan was hired.• Idea always have social messages.• Company’s focus changed from advertising its plans to

solving social issues.

ONLINE ADS

PRINT ADVERTISEMENTS

• Idea used print media very well.• Through print media, idea is reaching in those places

where still there is no TV.

HOARDING ADS

ADS ON WALLS

SOME OF THE IDEA’S POPULAR CAMPAIGNS

WALK AND TALK CAMPAIGN.

ULLU MAT BANO CAMPAIGN

HONEY BUNNY CAMPAIGN: one of the most successful campaign.

EDUCATION FOR ALL CAMPAIGN.

WORLD WITHOUT RELIGION

SAVE PAPER CAMPAIGN

LANGUAGE BARRIER CAMPAIGN

IIN ad campaign was one campaign that received negative feedback.

IDEA TAGLINES1) “A good IDEA.”

2) “An IDEA can change your life.”

3) “What an IDEA sir jee”

COST ON AD CAMPAIGNS

• Bharti Airtel spent around 11,000 crores and managed to add 3.4 crore subscribers in January 2011to June 2012 period.

• Company’s advertising expenses shot up by 22% in June 2012 but it managed to add only 10% subscribers.

• On the other hand IDEA spend around one-third of what Airtel spent i.e. 3667 crore and managed to add 3.4 crore subscribers.

• TATA DOCOMO on other hand spent 400 crore on advertising campaign and lost 4 million customers in January 2011 to June 2012 period.

SUBSCRIBERS OF IDEA• Gender wise around 92% males are idea subscribers

and 8% females are idea subscribers which means most of the customers are male.

• Age wise subscribers 18-25 age group around 42% subscribers of idea, 34% subscribers are of age group 25-40, 16% subscribers of age group 40-60 and 1.5% subscribers of age group 60 plus.

• On Services used basis 13% subscribers of postpaid, around 87.5% are prepaid subscribers, 4.5% use wireline connection, 11% are regular data pack users.

RESULTS• IDEA is India’s third largest mobile operator by

subscribers base.

• IDEA has market share of 16.36% with 159.20 million subscribers as of April 2015.