Idea Mobile - Operations Management
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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
15
ANU PILLAI
28
ANANDITA SINGH
34
SOURABH SURYAVANSHI
35
AMIT JAIN
44
IDEA CELLULAR MUMBAI
INTRODUCTION
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
ARENA (what to do & where to do?)
ARENA
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
mobile phones compared with an all India average of just 26% .
Expected market share in Mumbai – 14.5 million
Their aim is to conquer 20% of city's new users .
VEHICLE (how to do ?)
VEHICLE
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
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
BPL MOBILE
VODAFONE
AIRTEL
MTNL
R COM
TATA INDICOM
DIFFERENTIALS
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
STAGING (what are the moves of the company?)
STAGING
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.
STAGING
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.
ECONOMIC LOGIC (Cost consideration ?)
ECONOMIC LOGIC
The economic consideration
during
this project that how idea cellular can drag the subscribers from competitors.
ECONOMIC LOGIC
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
ECONOMIC LOGIC
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 .
CONCLUSION
WEBLIOGRAPHY & BIBLIOGRAPHY
www.yahoo.com
www.google.com
www.ideacellular.com
“OPERATIONS RESEARCH” by S.D. Sharma
THANK YOU
GROUP MEMBERS Roll No IZHAR MUSHRIF
15
ANU PILLAI
28
ANANDITA SINGH
34
SOURABH SURYAVANSHI
35
AMIT JAIN
44
IDEA CELLULAR MUMBAI
INTRODUCTION
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
ARENA (what to do & where to do?)
ARENA
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
mobile phones compared with an all India average of just 26% .
Expected market share in Mumbai – 14.5 million
Their aim is to conquer 20% of city's new users .
VEHICLE (how to do ?)
VEHICLE
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
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
BPL MOBILE
VODAFONE
AIRTEL
MTNL
R COM
TATA INDICOM
DIFFERENTIALS
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
STAGING (what are the moves of the company?)
STAGING
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.
STAGING
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.
ECONOMIC LOGIC (Cost consideration ?)
ECONOMIC LOGIC
The economic consideration
during
this project that how idea cellular can drag the subscribers from competitors.
ECONOMIC LOGIC
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
ECONOMIC LOGIC
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 .
CONCLUSION
WEBLIOGRAPHY & BIBLIOGRAPHY
www.yahoo.com
www.google.com
www.ideacellular.com
“OPERATIONS RESEARCH” by S.D. Sharma
THANK YOU
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