Submitted To Institute Of Management Technology Ghaziabad.

SUBMITTED TO INSTITUTE OF MANAGEMENT TECHNOLOGY GHAZIABAD.

Submitted by: Gaurav Sharma. Roll No. 52102591. Semester- VI (Marketing)

CONTENTS 1. Acknowledgement 2. Declarationu

3. Preface 4. An Introduction to the company 5. Tariff plans 6. Swat analysis 7. Concept of Customer Satisfaction 8. Objectives of the study 9. Research Methodology 10.Precautions 11.Result analysis 12.Conclusion 13.Recommendations 14.Limitations 15.Questionnaire 16.Bibliography

Acknowledgement I wish to express my sincere thanks to my guide _____________________ for guiding me throughout the project and helping me to improve my understanding of the subject further. During the period Mr. Rajesh provided me the key information and support on my project assessment of customer satisfaction and spared his valuable time for my trivial work.

GAURAV SHARMA

DECLARATION I, Gaurav Sharma, Student of M.B.A. (3rd year) of Institute of Management Technology, Ghaziabad hereby declare that the Training Report entitled, “Assessment of Customer Satisfaction” in IDEA Cellular Ltd.,Noida is an original work and the same has not been submitted to any other institute for the award of any other degree.

Signature of Candidate

PREFACE

Techniques adopted in the classroom can replace the inevitable need of practical experience.

There has been much progress recently in filling the gap between theory and Practical by different programmes. Master of Business Administration, a two year duration Course in Management is conducive to prepare professional managers to cope with main requirement of Indian society i.e. to achieve optimum utilization of resources. This course enables a student to build a foundation of theoretical knowledge in Business Administration.

Our Institute has also provision for imparting training to the students. Accordingly, I underwent practical training in Idea Cellular Ltd., Noida.

The Training programme gave me insight in to the working of an organization and application of some important concepts that I have been studying as a student of Business Administration.

I have tried my best in this work yet I do not have misconception of its being perfect. Any criticisms will me more proficient in any future work.

GAURAV SHARMA

Introduction Company Information

As India's leading GSM Mobile Services operator, IDEA Cellular has licenses to operate in 11 circles. With a customer base of over 10 million, IDEA Cellular has operations in Delhi, Maharashtra, Goa, Gujarat, Andhra Pradesh, Madhya Pradesh, Chattisgarh, Uttaranchal, Haryana, UP-West, Himachal Pradesh and Kerala. IDEA Cellular's footprint currently covers approximately 45% of India's population and over 50% of the potential telecom-market. As a leader in Value Added Services, Innovation is central to IDEA's VAS Factory. It is the first cellular company to launch music messaging with 'Cellular Jockey',

'Background

Tones',

'Group

Talk', a voice portal with 'Say IDEA' and a

complete

suite

of

Mobile

Email

Services.

A frontrunner in introducing revolutionary tariff plans, IDEA Cellular has the distinction of offering the most customer friendly and competitive Pre Paid offerings, for the first time in India, with 'Super Power', 2 Minutes Outgoing Free, Lifelong offer and other segmented offerings like Women's Card. 'Lifetime Idea' is the first and only loyalty program, for pre paid customers, introduced by a Cellular brand.

Customer Service and Innovation are the drivers of this Cellular Brand. A brand known for their many firsts, Idea is only operator to launch GPRS and EDGE in the country.

The latest feather in Idea's cap is GSM Association Award for CARE. It is the second GSM Association award that Idea has won, the first one being for Bill Flash.

Idea Cellular is part of the Aditya Birla Group, which is India's first truly multinational corporation. Global in vision, rooted in Indian values, the group is driven by a performance ethic pegged on value creation for its multiple stakeholders.

The combined holding of the Aditya Birla Group companies in Idea stands at around 57 per cent.

With ambitious future plans, the company is poised for rapid growth.

Our Circles The Indian telecommunications market for mobile services is divided into 23 “Circles”. There are four “metropolitan” Circles, covering the cities of Mumbai, Delhi, Kolkata and Chennai, and 19 Circles classified by the Government as category “A”, category “B” or category “C”, which cover the rest of India. These classifications are based principally on a Circle’s revenue generating

potential, with metropolitan and category A Circles having the highest revenue potential.

Established Circles We operate in the metropolitan Circle of Delhi, the category A Circles of Andhra Pradesh, Gujarat and Maharashtra, and the category B Circles of Haryana,

Kerala,

Madhya

Pradesh

and

Uttar

Pradesh

(West).

Licenses for the Maharashtra and Gujarat Circles were awarded to us in December 1995, with network rollout and commercial launch achieved in 1997. Subsequently, in January 2000, we merged with Tata Cellular Limited, the mobile operator in the Andhra Pradesh Circle, and integrated its operations into ours by January 2001. In February 2001, we acquired RPG Cellcom Limited, the mobile operator in the Madhya Pradesh Circle, with full integration of this Circle with ours achieved by June 2001. We acquired the license for the Delhi Circle during the fourth mobile license auction in October 2001, with network rollout and commercial launch by November 2002. Escotel

Mobile

Communications

Private

Limited

(“Escotel”), which

we

acquired in January 2004, was awarded the original licenses in the Circles of Haryana, Uttar Pradesh (West) and Kerala. We re-branded these Circles and integrated them with ours by June 2004.

New Circles In connection with the acquisition of Escotel, we also acquired Escorts Telecommunications Limited (“Escorts”), which was awarded licenses for the New Circles. Due to certain existing license conditions we were unable to complete the transfer of shares of Escorts until June 2006. However, we

ensured that Escorts met the first phase of network requirements for these New Circles in June 2005 in accordance with the relevant licenses (as amended following the payment of a penalty by us on behalf of Escorts). Following significant investment by us in the roll-out of the network in the New Circles, amounting to approximately Rs. 4,678 million upto September 30, 2006, we were able to achieve full commercial launch of mobile services in the New Circles between September and November 2006 in a manner which also met the network roll-out requirements of the licenses which were to be completed by June 2007.

History

The chronology of key events of the Company from incorporation is set out below: Calendar year Events

Acquired Escotel, incumbent cellular service provider in Haryana, UP(W) & Kerala and new licensee in HP

2007 Won an award for the "CARE" service in the "Best Billing or Customer Care Solution" at the GSM Association Awards in Barcelona, Spain Initial Public Offering aggregating to Rs. 28,187 million and Listing of Equity Shares on the Bombay Stock Exchange and the National Stock Exchange Merger of seven subsidiaries with Idea Cellular Limited Reached the twenty million subscriber mark

2006 Became part of the Aditya Birla Group subsequent to the TATA Group transferring its entire shareholding in the Company to the Aditya Birla Group

Brand IDEA launched Delhi operations commence (Nov)

Acquired Escorts Telecommunications Limited (subsequently renamed as Idea Telecommunications Limited) Restructuring of debt Launch of the New Circles Reached the 10 million subscriber mark Received Letter of Intent from the DoT for a new UAS License for the Mumbai Circle. Received Letter of Intent from the DoT for a new UAS License for the Bihar Circle through Aditya Birla Telecom Limited. ABNL, the parent of Aditya Birla Telecom Limited, pursuant to a letter dated November 22, 2006, agreed to transfer its entire shareholding in Aditya Birla Telecom Limited to the Company for the consideration of Rs. 100 million.

Acquired RPG Cellcom, service provider in Madhya Pradesh (Feb) Awarded

2005 Reached the five million subscriber mark Turned Profit Positive Won an Award for the "Bill Flash" service at GSM Association Awards in Barcelona, Spain Sponsored the Academy Awards

International

Indian

Film

2004 Completed debt restructuring for the then existing debt facilities and additional funding for the Delhi Circle. Acquired Escotel Mobile Communications Limited (subsequently renamed as Idea Mobile Communications Limited) Reached the four million subscriber mark First operator in India to commercially launch EDGE services 2005

2003 Reached the two million subscriber mark

2002

MoU for merger between Birla AT&T and Tata Cellular Limited Andhra Pradesh signed (Jan)

We are part of the Aditya Birla Group and all our Promoters are companies belonging to the Aditya Birla Group.

Our Mission

Key People Board of Directors -

Mr. Kumar Mangalam Birla (Chairman) Smt. Rajashree Birla Mr. M.R. Prasanna Mr. Saurabh Misra Mr. Sanjeev Aga (Managing Director) Mr. Arun Thiagarajan Ms. Tarjani Vakil Mr. Mohan Gyani Mr. Biswajit Anna Subramanian Mr. Gian Prakash Gupta

Management Team -

Corporate Leadership Team

Mr. Sanjeev Aga, Managing Director Mr. Anil J. Jhala, Chief Financial Officer Mr. Anil K. Tandan, Chief Technology Officer Mr. Prakash K. Paranjape, Chief Information Officer Mr. Pradeep Shrivastava, Chief Marketing Officer Mr. Navanit Narayan, Chief Service Delivery Officer Mr. Vinay K. Razdan, Chief Human Resource Officer Mr. Rajat K. Mukarji, Chief Corporate Affairs Officer

Mr. Rajesh K. Srivastava, Chief Materials & Procurement Officer Mr. Aniljit Singh, Chief Officer - Business Strategy Mr. Ambrish Jain, Chief Operating Officer, Corporate Mr. Himanshu Kapania, Chief Operating Officer, Corporate Circle Heads

Mr. Iyer Subbaraman S., Chief Operating Officer, Andhra Pradesh Mr. Rajendra Chourasia, Chief Operating Officer, Madhya Pradesh & Chattisgarh Mr. Atul Chaturvedi, Chief Operating Office, Delhi Mr. Cherian Peter, Vice President - Operations, Haryana & Himachal Pradesh Mr. T. G. B. Ramakrishna, Chief Operating Officer, Kerala Mr. Sashi Shankar, Chief Operating Officer, Mumbai Mr. P.Lakshminarayana, Chief Operating Officer, Maharashtra & Goa Mr. Virad Kaul, Chief Operating Officer, Uttar Pradesh (West) Mr. Naozer Firoze Aibara, Chief Operating Officer, Uttar Pradesh (East) Mr. Puneet Krishnan, Vice President - Operations, Rajasthan Mr. Arul Bright, Chief Operating Officer, Gujarat Mr. M. D. Prasad, Vice President - Operations, Bihar Mr. Vijay Grover, Chief Operating Officer, East

Our Partners IDEA welcomes all businesses and individuals interested in partnering with us to enhance and strengthen the IDEA products & services portfolio.

To explore such potential partnerships, kindly get in touch with us by submitting the Partners Form.

Some of our Technology and Content Partners:

VAS

Onmobile Asia Pacific Ltd

Cellebrum India Ltd

Siddhivinayak Astro Services Ltd.

Kodiak Ltd Mauj

Net4nuts India Ltd Yahoo Rediff Indiatimes Mobile2win Sify NDTV ROAMING Roamware.inc Starhome

Bharti Telesoft

MARKETING COMMUNICATIONS Lowe India Pvt Ltd

Insight Media Ltd

NETWORK Nokia

Brand Information The brand Idea It is almost impossible to disintegrate brand Idea from the corporate Idea. Brand values are the company values and vise versa.

Brand Vision: It goes without saying that the brand vision of idea mirrors the company’s vision. The brand mission statement is...... To be the most customer-focused mobile service brand, continuously innovating to help liberate our customers from the shackles of time & space.

IDEA - Brand Values Innovate. Stimulate. Liberate....

It is these brand values, which have made us a formidable player in the telecom industry. Innovations that stimulate the customer and liberate him from the shackles of time and space are the core of our brand. This is what we strive for. Nothing more, nothing less, nothing else.

IDEA - Brand Mission The India footprint Idea Anywhere connectivity - bringing India closer.

The Technology Advantage Idea Tomorrow's technology to enrich today.

The Customer Focus Idea Make a single interaction a lasting relationship.

The Employee Focus Idea Nurture the roots that nurture our ideas.

Brand Initiatives Our aim, through media buying and planning, is to create year round impact. With the  objective of Strengthening our brand, we work with strategic communication partners on  campaigns like sponsorship of the Idea International Indian Film Academy awards and  the television programs “Idea Rocks India”, “Idea Star Singer” and “Idea Andhra Idol”. We  seek engagement with subscribers on a variety of levels, from major celebrity fashion  shows to small local events timed to coincide with new product offerings. 

Our Values Values We Value : Integrity - Honesty in every action At Aditya Birla Group, Integrity is defined as: Acting and taking decisions in a manner that is fair, honest, following the highest standards of professionalism and also perceived to be so. Integrity for us means not only financial and intellectual integrity, but

in

all

other

forms

as

are

commonly

understood.

Key words that connote Integrity are:

Ethical Truthful Principled Transparent Upright Respectful

Commitment - deliver on the promise At Aditya Birla Group Commitment is defined as: On the foundation of integrity, doing whatever it takes to deliver value to all stakeholders. In the process, taking ownership of our actions and decisions, those of our team and that part of the organization that we are responsible for.

Key words that connote commitment are:

Accountability Discipline Responsibility Result -orientation Self-confidence Reliability

Passion - energized action

At Aditya Birla Group Passion is defined as: A missionary zeal arising out of emotional engagement with the organization that makes work joyful and inspires each one to give his or her best. Relentless pursuit of goals and objectives with the highest level of energy and enthusiasm, that is voluntary and spontaneous.

Key words that connote passion are:

Intensity Innovation Transformational Fire-in-the-belly Inspirational Deep sense of purpose

Seamlessness - boundryless in letter and spirit

At Aditya Birla Group, Seamlessness is defined as: Thinking and working together across functional silos, hierarchies, business and geographies. Leveraging the available diversity to garner synergy benefits and promote openness through sharing and collaborative efforts.

Key words that connote Seamlessness are:

Teamwork Integration Involvement Openness Global Learning from the best Empowering

Speed - one step ahead always

At Aditya Birla Group, Speed is defined as: Responding to internal and external customers with a sense of urgency. Continuously seeking to crash timelines and choosing the right rhythm to optimize organization efficiencies.

Key words that connote Speed are:

Response time Agile Accelerated Timelines Nimble Prompt Proactive Decisive

Press Releases - New Releases

CORPORATE

Idea Cellular and IBM Ink a 10 year Business Transformation Pact (Mumbai, March 21, 2007) Ericsson signs three-year GSM expansion contract in India with IDEA Cellular (Pune, February 27, 2007) ANDHRA PRADESH

IDEA Extends Reach To 500 Towns In Andhra Pradesh (Hyderabad - 2nd August 2006) IDEA presents "Jalsa" (Hyderabad - 26th May 2006) DELHI & NCR

IDEA launches unbeatable offers in prepaid (New Delhi - 22nd March 2006) IDEA plans massive expansion in Delhi. Adds 400 cell sites to reach 1 Million Subscribers (New Delhi, December 8 2005) GUJARAT

The IDEA Vraj Mela - A tribute to LORD KRISHNA on JANMASHTAMI (Ahmedabad - 11th August 2006) IDEA crosses 1 Million subscriber mark in Gujarat (Ahmedabad - 21st March 2006) HARYANA

IDEA Haryana crosses base of half a MILLION (5 LAKH) subscribers (Sonepat - September 9, 2006) IDEA offers bouquet of services for its pre-paid customers of Haryana (Haryana- October 19, 2005) HIMACHAL PRADESH

IDEA commences operations in Himachal Pradesh (Shimla, Himachal Pradesh - 6th September 2006) KERALA

IDEA ties up with Mobily to offer International Roaming in Kingdom Of Saudi Arabia (Kerala - 3rd October 2005) IDEA launches new number series 99470 (Kerala - 6th September 2005) MADHYA PRADESH & CHATTISGARH

Idea MPCG Announces Winners of the 10 lac celebrations (Indore, December 4, 2006) IDEA adds over 50 towns in 2 months (Indore - 12th May 2006) MAHARASHTRA & GOA IDEA reduces the prepaid tariff to 50p per minute for calls to any phone in Mumbai, Maharashtra & Goa

RAJASTHAN

IDEA commences operations in Rajasthan (Jaipur, Rajasthan - 12th October 2006) UTTAR PRADESH (East)

Our Promoters The Aditya Birla Group is India's first truly multinational corporation. Global in vision, rooted in Indian values, the Group is driven by a performance ethic pegged on value creation for its multiple stakeholders. Its 66 state-of-the-art manufacturing units and sectoral services span India, Thailand, Indonesia, Malaysia, Philippines, Egypt, Canada, Australia and China.

A US$ 6.7 billion conglomerate, with a market capitalization of US$ 7 billion, it is anchored by an extraordinary force of 72,000 employees belonging to over 20 different nationalities. Over 30 per cent of its revenues flow from its operations across the world.

A premium conglomerate, the Aditya Birla Group is a dominant player in all of the

sectors in which it operates. Such as viscose staple fiber, non-ferrous metals, cement, viscose filament yarn, branded apparel, carbon black, chemicals, fertilizers, sponge iron, insulators and financial services.

The Group has also made successful forays into the IT and BPO sectors. Currently around 57 percent of our Equity Shares are held by our Promoters who are companies belonging to the Aditya Birla Group.

Our Promoters are –

1. Aditya Birla Nuvo Limited 2. Grasim Industries Limited 3. Hindalco Industries Limited and 4. Birla TMT Holdings Private Limited.

Coverage Idea Cellular Ltd has seen phenomenal growth since its inception. Idea Cellular's footprint idea is to first achieve critical mass, then drill deep instead of spreading thin.

In keeping with this, the company has been providing excellent service to its subscribers in various states. It controls a portfolio of India's most attractive and

contiguous telecom geographies, including the circles of Andhra Pradesh & Delhi (inclusive of NCR), Gujarat, Haryana, Himachal Pradesh,

Kerala, Madhya

Pradesh & Chattisgarh, Maharashtra & Goa (excluding Mumbai), Rajasthan, Uttar Pradesh (W), Uttar Pradesh (E). With a footprint dominating the map of India, Idea Cellular accesses over 60% of India's total telephony potential. The company is now poised to launch its services in new circles - namely Mumbai and Bihar.

Idea Cellular Ltd, however, does not believe only in increasing geographic footprint it also drills deep and successfully attempts to provide excellent network coverage in all its circles of operations.

Towns Covered in Haryana

Regional Roaming Areas Available • • • • • • • • • • •

National Roaming Available All Over India

Delhi U.P. (East & West) Punjab Haryana Himachal Pradesh Rajasthan Gujarat Andhra Pradesh Maharashtra Kerala Madhya Pradesh

• Chattisgarh Security: No Additional Sec.

Security : NIL/-

Monthly Rent: Nil

Monthly Rent: Nil

Call Charges: Sl No. 1 2 3

Description Outgoing calls Local calls / intra circle calls STD (Inter-circle) Calls to mobile phones & Fixed Phones ISD calls

USA, Canada, Europe+UK (fixed), SEA, Australia and New Zealand Gulf, SAARC, Africa, ROW1, UK (Mobile) ROW II INMARSAT Calls 4 5 6

SMS MO SMS MT Incoming Calls

Security Deposit : Rs. 7500/Monthly Rent : Rs. 149/Call Charges : As per Visiting Country

Charges Rs. Per Minute 1 1.50

9.49 12.28 52.19 502.29 3.45 Nil 1

International Roaming Tie-Ups S.No . 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35

Country ALBANIA AUSTRALIA AUSTRIA AUSTRIA BAHRAIN BANGLADESH Belgium Bulgaria CZECH REPUBLIC CZECH REPUBLIC Cyprus Denmark FINLAND FINLAND FINLAND FRANCE FRANCE GERMANY GERMANY GERMANY GREECE GREECE HONGKONG HONG KONG HONG KONG HONG KONG HONG KONG Hungary Hungary INDONESIA Ireland ISRAEL ISRAEL ITALY ITALY

Operator name VODAFONE Vodafone (Inroaming Only) Connect One GmbH Mobilkom BATELCO GRAMEENPHONE Mobistar Mobitel EUROTEL T MOBIL/RadioMobil Cyta Telecom Telia RADIO LINJA SONERA Telia BOUYGUESS France Telecom/Orange E plus Mannesmann/Vodafone Viag Interkom/O2 PANAFON/Vodafone TELESTATE/TIM/Stet Hellas HUTCHISON PEOPLES HONG KONG CSL LIMITED New World PCS Sunday Comm Westel/T Mobile Pannon Satelindo/INDOSAT Vodafone ORANGE /PARTNER (Inroaming Only) CELLCOM T.I.M OMNITEL/Vodafone

S.No . 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82

Country MAURITIUS NETHERLANDS NETHERLANDS Norway Oman PHILLIPINES Poland Poland Poland PORTUGAL PORTUGAL PORTUGAL Qatar RUSSIA RUSSIA RUSSIA Saudi Arabia SINGAPORE SINGAPORE SINGAPORE SINGAPORE Slovak Spain Spain Spain SOUTH AFRICA SOUTH AFRICA SRILANKA SWEDEN SWEDEN Sweden Switzerland Switzerland Switzerland Taiwan

36 37 38 39 40 41 42 43 44 45 46

Ivory Coast Kenya Kenya KUWAIT KUWAIT Liechtenstein LITHUANIA Luxembourg MACAU MALAYSIA Malta

Loteny Telecom Safaricom KENCELL MTC WATANIA Mobilkom BITE P&T HTML Celcom (Inroaming Only) Go Mobile

83 84 85 86 87 88 89 90 91 92 93

THAILAND THAILAND Turkey UAE UK U.K U.K U.K USA USA Yugoslavia

Operator name EMTEL LIBERTEL Dutchtone/Orange Netcom Omantel SMART GOLD PTK Centertel/IDEA POLKOMTEL PTC VODAFONE/Telcel Optimus TMN Qtel NORTHWEST/Megafon K B Implus MTS STC SING TEL 1800 SING TEL 900 MOBILEONE STARHUB T Mobile/Eurotel Bratislava Telefonica Moviles/Movistar AIRTEL MOVIL/Vodafone AMENA/Retevision Moviles CELL-C (Inroaming Only) MTN CELTEL EUROPOLITAN TELIA Comviq SWISSCOM diAx/Sunrise Orange Chungwa Telecom AIS THAILAND (Outroaming Only) Orange TURKCELL ETISALAT VODAFONE (Inroaming Only) One 2 One/T-Mobile BTCELNET/O2 Orange T Mobile Bell South( now Cingular) Mobtel

47

MAURITIUS

Cellplus

94

Afghan

Afghan Wireless

Value Added Services – Haryana

SMS Based: •

Idea Buzz - Subscription Services - 4560456

•

Ring Tones, Picture Messages & Logos

•

News Updates

•

New Hottest Schemes on Phone

•

Tarot Prediction

•

ISD Through SMS

Voice Based Services: •

Dialer Tones - 456

•

Ganesha Speaks - 181

•

Radio Station- 4560466

•

Back Ground Music- 246

•

!dea Buzz-4560456

GPRS Service: •

Idea Fresh

Others: •

Flash Balance

•

Bill Flash

•

Tariff Via SMS

CUSTOMER:A Customer is a person who brings us his wants. It is our job to handle them profitable and to ourselves. Customer oriented thinking requires the company to define customer needs from the customer’s point of view.

SATISFYING THE TARGET CUSTOMER:A Company’s sales each period come from two groups: New customers and Repeated Customers It costs more to attract a new Customer then to please an existing customer. It costs much more to bring the new customer to the same level of profitability as the lost customer. Customer Retention is thus more important then customer attraction… The Key of customer retention is CUSTOMER SATISFACTION. A highly satisfied customer •

Stays loyal longer

•

Buys more as the company introduces new schemes.

•

Talks favorable about the company and it’s product.

•

Pays less attention to competing brands and advertising and is less sensitive to the price.

•

Costs less to serve than new customer because transactions are routinised. Satisfaction is a person’s feeling of pleasures or disappointment

resulting from comparing a product’s perceived performance in relation to his or her expectations. If the performance falls short of expectations, the customer is dissatisfied. If the performance exceeds expectations, the customer is highly satisfied or delighted.

OBJECTIVES

During this study, the importance of the customer satisfaction for the company will be analyzed from their view point with the objective as follows: - To measure customer satisfaction. - To identify the various problems faced by the customers. - To identify the reasons behind the problems.

During the study the sub-objectives achieved will be as follows:

- To find out awareness of customer. - To study the customer’s opinion on importance of various facilities and services that can be provided by the cellular company.

Research Methodology

RESEARCH DESIGN The project was carried out, keeping in mind the main objectives of the research. The research design is the conceptual framework within which the research is conducted. It contains the blueprint for the collection, measurement and analysis of the data. So research designs include an online of everything done, from defining the problem in terms of predefined objectives to the final analysis o the data.

METHODOLOGY My research project called for an exploratory research. It was a project, where much of secondary data was not available and emphasis was on the customer. Secondly, while studying the customer behavior, I was mainly to focus on the main growing segment.

DATA COLLECTION: 1. Primary data: Primary data is collected from surveys conducted through systematic gathering of data from structured

sample

of

the

customers

through

questionnaire and when customers are contacted.

2. Secondary Data: Secondary data is provided by the company. For the collection of the data, a questionnaire was completely according to the subject of my study. Questionnaire method was chosen as it provides reality and also recorded attitude and opinion.

Sample Size The sample size that was chosen for the customer survey was kept to 100, the sample size was in accordance to the standard set for the customer service. The respondents were mostly businessmen and taken in to account who were beyond 25 years of age.

PRECAUTIONS TAKEN 1. Data/ information that are readily available and easy to remember were asked for. 2. Specific information demanded. 3. Leading questions were avoided. 4. Questions were asked in logical sequence to avoid unnecessary repetition and explanation. 5. The length of interview was kept between acceptable limits within 15 minutes for each customer visit.

LIMITATIONS OF THE STUDY

1. The study holds good only for sonepat. 2. The personal bias of the researchers and respondents may have crept in. 3. Only 100 customers were surveyed. 4. The manpower for the survey was limited to the single person.

SWOT ANALYSIS STRENGTH: 1. Company’s Reputation. 2. Market Share. 3. Quality and Service Reputation. 4. IMCL is a part of world 1 Network. 5. GSM and Nokia advantages. 6. GPRS Services. WEAKNESS: 1. Add-on packs activation problem through SMS. 2. Weak cellular operations at some of the areas around Rewari. OPPORTUNITIES:

1. With the business becoming more mobile these days, the use of cellular phones is increasing. 2. Usage of cellular phones is increasing as the people are becoming more status conscious. 3. By the time in coming calls have become free, now it has become the need of everyone. 4. The validity of license of cellular companies has been increased from 10 years to 15 years. 5. Non-efficient working of DOT phones can be considered as opportunity for cellular company.

THREATS: 1. New players are entering in to the cellular communication business. 2. The cellular networks are technology based and the technology is fast changing these days. 3. Government regulated industries.

DATA ANALYSIS & INTERPRETATION

Q2: Purpose of using Cellular Phones Respond ents Result

Social 18%

Busine ss 56%

Incoming Calls 16%

Outgoin g Calls 10%

56%

60% 50% 40% 30% 18%

16% 10%

Incomming calls

Business

0%

Social

10%

Outgoing calls

20%

Ans: 18% customers use cellular services for social purpose, 56% customers use cellular services for Business, 16% are use only for

incoming and last 10% customers use the services for out going calls.

Q4: Factors influencing customers decision to buy the ! dea Brand

34%

35% 30% 25% 20% 15% 10% 5% 0%

23% 20%

17%

e Ima g Bra n d

Dea l er Loca l

& Me di a ti sin g Adv e r

Fri en d

s&F

Tri ed

& Te

sted

6%

ers

Result

Tried Friends Advertis Local Bran & & ing & Deale d Tested Family Media r Imag Membe e rs 6% 23% 34% 20% 17%

amil y Me mb

Respond ents

Ans: Tried

6% customers use Idea services after &

Tested,

23%

customers

use

Idea

services

in

influence

of

Friends

&

Family

Members, 34% customers use idea services through information by Advertising & Media, 20% customers getting information through Local Dealer and the last 17% customers use idea brand by the brand image only.

Q5: Cellular Services Responden ts Result

Very Useful 56%

Useful

Not so useful 4%

40%

4%

40%

Very Useful

56%

Useful

Not so useful

Ans: 56% satisfied customers think cellular services very useful, 40% customers think it useful and last 4% customers think cellular services not so useful.

Q6: Cost of services Responde nts Result

Reasonabl e 52%

Expensiv e 39%

Very Expensive 9%

9%

52%

39%

Reasonable

Expensive

Very expensive

Ans: 52% Customers find the Cost of service Reasonable after that 39% think it expensive and then 9% thinks it very expensive.

Q7: Are you aware of Value Added Services Responde nts Result

Yes

No

93%

7%

7% 93%

Yes

No

Ans: 93% Customers are aware about the value added services and only 7% customers are there who do not aware about the Value added services.

Q10: Do you face any problem in cellular services Responde nts Result

Yes

No

4%

96%

4%

96% Yes

No

Ans: 4% Customers face the problem in Cellular services and 96% customers do not face any major problem in Cellular servicers.

Q11: Quality of Service Respond ents Result

Excellen t 46%

Very Good 32%

Good 17%

Not so good 5%

5% 17% 46%

32%

Excellent

Very Good

Good

Not so good

Ans: 46% customers find the quality service, 32% think it very good after then 17% find it good and 5% think it not so good service.

Q13: Doubt clarification at !dea Office Responde Satisfied nts Result 93%

Satisfied

Not Satisfied 7%

Not Satisfied

7%

93%

Ans: 93% satisfied customers and 7% customers are not satisfied about doubt clarification at Idea office.

Q14: Satisfaction from customer handling at local ! dea office Respond ents Result

Highly Satisfac Little Not Totally Satisfi tory Satisfi satisfi Dissatisf ed ed ed ied 23% 37% 29% 11 0%

11%

0%

23%

29% 37%

Highly satisfied

Satisfactory

Little Satisfied

Not Satisfied

Totally Dissatisfied

Ans: 23% customers are highly satisfied, 37% are satisfied, 29% are little satisfied and only

11% customers are not satisfied from the customer services in local Idea Office.

Q15: Overall Satisfaction from the company as a whole

25%

61%

Neither Satisfied Nor Dissatisfi ed 8%

Dissatisf ied

7%

61%

25%

7%

Dissastifed

8%

Neither satisfied nor dissatisfied

70 60 50 40 30 20 10 0

Satisfi ed

Satisfied

Result

Very Satisfi ed

Very Satisfied

Respond ents

Series1 Ans: 61% satisfied customers are from the company as a whole below 25% are very

satisfied after that neither satisfied nor dissatisfied are 8% and last Dissatisfied Customers are 7%.

Q16: Would you repeat the !dea Brand Respond ents Result

Yes

No

93%

7%

7%

93%

Yes

No

Ans: 93% satisfied customers are from the company as a whole want to repeat the Brand below 7% customers do not want to repeat the brand.

Problems and Complaints Although all the Products and Services of the company are of best of quality and features giving a maximum trouble free cellular operations to the customers and most of the customers are fully satisfied with the services as well as the product of the company but, still the services do trouble shooter as times as subjected to the various problems.

Major complaints: 1. Cellular operations not working properly at some areas. 2. VAS activation problem. 3. Add-on packs activation through SMS.

Recommendations 1. Number of sales people in the market should be increased so as to cope with the ever expending market. 2. Company should focus its communication efforts on the more attractive customers. These efforts include sending communication that don’t sell the customer anything but rather maintain the customer’s interest in the company and its product. Such communication may include booklets, newsletters and diaries, all of which serve to build a stronger relationship. 3. Whenever !dea achieves high customer satisfaction ratings, the target market must be made aware of it. 4. Management should focus its energies on the attributes which the customers see as the most important in determining their own satisfaction. 5. Customer Care Department should keep in touch with the customers to check weather the services is meeting the customer’s expectation. They should also ask for any service improvement, suggestions and any specific

disappointments. This information will help !dea continuously improve its performance. 6. Certain communication skills required are To Do

-

Make Recommendation Get to problems Talk to our Future together

Not to Do -

Make Justification Only responds to the problem Talk about our making in the past

7. Efforts should be made to resolve customer’s complaints within hours and to emphasis on within 24 hours services. 8. ICL should go beyond satisfying particular customer to discovering and correcting the route cause of the problem. 9. As the market is price sensitive, the effort should be made to chalk out more diverse customer friendly tariff plans. 10.Advertising campaign done by IMCL is satisfactory. But is should be more comprehensive and elaborate.

11.IMCL should organize or at least offer sponsorship in village fairs, meals, etc. As there is large potential in the rural market, this would enhance the brand image plus give as impetus to the sales. 12.Some gifts to the customers can also be beneficial to increase the brand loyalty to some more extent and also help in increasing of sales. 13. Effective advertisements and promotional activities.

Questionnaire For the kind attention of the respondent: Sir, I Request you for your kind cooperation in helping me preparing a report on the cellular phone industry. You are requested to kindly give your views. Your information shall be kept confidential. 1. Since how long you have possessed a cell phone? Ans: _____________________________________ 2. For what purpose do you generally use it? (a) Social (b)Business (c) Incoming (d)Outgoing 3. What is your average monthly bill?

4. What influenced your decision to buy this particular brand? (a) Tried and tested by you (b)Friends and Family Members (c) Advertising & Media (d)Local Dealer (e) Brand image

5. Do you find cellular services? Very useful

Useful

Not so useful

6. Do you find costs of services are? (a) Reasonable (b)Expensive (c) Very Expensive 7. Are you aware of the value added services provided by the Idea cellular company? Yes No 8. If yes what are they? 9. What other information or benefits do you expect from cellular services? 10.Do you face any problem in cellular services? Yes

No

11.How do you find quality of services? (a) Excellent (b)Very good (c) Good (d)Not so good

12.*Have you ever visited local Idea Office? Yes

No

(*If not you are requested to skip to Question no. 16)

13. Did you visit the office with reference to some query? Were your doubts clarified to your satisfaction? Yes

No

13. How welded you receive the customer handling at the idea Office? (a) Highly satisfied (b) Satisfactory (c) Little satisfied (d) Not satisfied (e) Totally Dissatisfied 14. Are you Satisfy from services of the company as a whole? (a) Very Satisfied (b) Satisfied (c) Neither satisfied nor Dissatisfied (d) Dissatisfied 15. Would you like to repeat the same brand whenever you happen to make your next purchase?

Yes

No

BIBLOGRAPHY

(a)Kothari C.R. Methodology (1997) Rishikesh Publication IInd Edition (b)Marketing Management by Philip Kotler. (c)Company Review Reports. (d)Magazines as Business world, Business Today etc. (e)Customer Driver Quality Management by Endosomwan. (f) Idea web site www. Ideacellular.com.