Final Project Report

VODAFONE & IDEA
Chayanika
Varshney 82058
Kankesh Aggarwal
82060
Nagraj 82067
Rohit Chugh 82072
Sanjeev Kumar
82074
FORE SCHOOL OF MANAGEMENT
NEW DELHI
Acknowledgement
This project would not have been possible without the help & guidance of our
professor. We lend our sincere and heartfelt acknowledgement to our professor,
who channelized our raw ideas and gave us the encouragement to pursue our goals
and make realize this project.
We would therefore like to express our deep gratitude to our Prof. Jayant Bose,
faculty Fore School of Management and our mentor who showed us the guiding
light at every stage of our project. Without his help and constant guidance it would
not have been difficult for us to reach the position we have accomplished.

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Table of Contents
Topic Particulars Page No.
1. Introduction 2
2. Indian Telecom Industry 2
3. History of the brands 5
4. Rewards and Recognitions 11
5. Corporate Image 11
6. Points of Parity 12
7. Points of Difference 13
8. Brand Portfolio 13
9. Product Attributes 16
Brand Elements
a) Brand Name
b) Brand Association
18
10. c) Brand URL
d) Logos & Symbols
e) Slogans / Jingles
f) Colors
Communication
11. 24
 Comparison with Competitors
12. Role of Celebrity 29
13. Sports 31
14. Culture 32
15. Brand Value 34
Customer Based Brand Equity – The CBBE
36
Pyramid
37
1) Salience = Brand Identity
16. 2) Performance & Imagery = Brand
38
Meaning
40
3) Judgment & Feeling = Brand Responses
44
4) Resonance = Brand Relationship
17. Brand Mantra 45
Comparative Brand Equity of Vodafone &
18. 46
Idea
19. Customer Relationship Management 48
20. Brand Audit of Companies 49
21. Conclusion 54

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22. Recommendations 54
23. References 55
INTRODUCTION
Indian Telecom industry is one of the fastest growing telecom markets in the
world. Overall telecom subscriber penetration increased to over 52 % at the
end of Q1/2010. Mobile handsets account for 26 % of the total telecom
equipment industry in India. The lion's share was held by the carrier
equipment business while the enterprise equipment segment accounted for
the remaining 14 %. The market size of the telecom equipment industry
grew to Rs 954 (ca USD 22 bn.).
In the current scenario according to the survey held on Oct 31, 2010, Bharti
Airtel is market leader with approx. 146 million subscribers and has largest
number of wireless subscriber in all metro cities. On the other hand Vodafone
is the market challenger with 118 million subscribers and Idea is the market
follower with 76 million subscriber base.
Objective
 To know the current market scenario of the Vodafone Cellular Services
and Idea cellular w.r.t. the Indian market – wide Cellular Services.
 To build the brand resonance of the Vodafone and Idea Services.
 To find out the customer response for both the Telecom Services for
comparison.
 To find out the gaps and loopholes they are facing and termed as market
challengers/followers.
 To recommend strategies for improving customer satisfaction so that Idea

can become market leader in telecom industry.
INDIAN TELECOM INDUSTRY

The telecommunication sector has emerged as one of the key sectors
responsible for resurgent India’s economic growth. In recent times, India has
emerged as one of the fastest growing telecom markets in the world. Since
FY05-FY09, the telecom industry has grown by a healthy CAGR of 36.1%. But

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this growth is skewed in favor of wireless services rather than fixed or wire
line services. The telecom sector is one of the highest FDI attracting sectors
in India, and has recorded FDI inflows worth over Rs 45,530 crore (US$ 9,993
million) between April 2000 and October 2010. The Indian
telecommunications industry comprises of three major categories of players
Regulatory authorities, Service providers and Equipment vendors.
The Indian telecom industry can be primarily divided into wire line, wireless
and internet services. It also has smaller segments such as radio paging
services, Very Small Aperture Terminals (VSATs), Public Mobile Radio
Trunked Services (PMRTS) and Global Mobile Personal Communications by
Satellite (GMPCS). Factors including low tariffs, low handset prices, effective
government regulations, higher incomes and changes in customer behavior
are the key drivers of growth in the sector.
Wire Line Segment

The wire line (fixed line) segment has witnessing a deceleration trend in
terms of subscribers over the past few years, as against explosive growth in
the cellular segment. The Government owned companies viz BSNL (75.3%)
and MTNL (9.5%) are the dominant players in the fixed line segment. But,
private players are aggressively targeting this segment, predominantly in the
urban areas. The fixed line services can be divided into Direct Exchange
Lines (DELs), Public Call Offices (PCOs), and Village Public Telephones (VPTs).
Since FY05, Wire line subscriber base drastically reduced from 41.43 million
to 36.96 million in FY10. In fact, Year FY10 witnessed a reduction of 1 million
subscribers over FY09. Out of the 36.96 million wire line subscribers, 27.03
million are urban wire line subscribers and 9.93 million rural subscribers. The
rural wire line subscriber base decreased from 12.56 million in FY07 to 9.93
million in FY10.
Wire Less Segment

The growth in the wireless segment has been substantial from past few
years. Since FY05, this segment is growing at a CAGR of 62.1%. The private
sector service providers adopted wireless technology since it was easy to roll
out wireless telecom services. Wireless phones have been widely preferred
due to their convenience and affordability. The Wireless subscriber base
increased to 584.32 million in FY10 as compared to 391.76 million in FY09. In
FY10, 192.56 million subscribers were added at a healthy growth rate of

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49%. Out of 584.32 million subscribers in FY10, 478.68 million (81.9%) were
GSM subscribers and 105.64 million (18.1%) were CDMA Subscribers. In
FY10, the subscriber growth in rural market has reached the 190.88 million
as against 111.63 million in FY09. According to the Annual report of TRAI
(2009-10), the rural subscriber base is steadily increasing and around 32.7%
of total wireless subscribers are now in rural areas.
The Major Cellular Service Providers

Bharti Airtel has the largest customer base with a 31 per cent market share,
followed by Hutch and BSNL, with each holding a 22 per cent market share.
The 2007 budget has brought further relief to the customers with a reduction
in the tariffs, both local and long distance, and with the slashing of roaming
charges. This is likely to lead to even more people going for cellular services
and a higher usage of the value added services. However, landline telephony
is likely to remain popular, too, in the foreseeable future. MTNL, the largest
landline service provider, has recently taken some bold initiatives to retain
its market share and, if possible, expand it.
Service Provider-wise Wireless Subscribers and Market

Share
Sl. No. Service Total Wireless
Providers Subscribers
(in millions)
1. Bharti 127.62
2. Reliance 102.42
3. Vodafone 100.86
4. BSNL 69.45
5. Tata 65.94
6. Idea/Spice 63.82
7. Aircel 36.86
8. MTNL 5.09
9. Unitech 4.26

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10. Sistema 3.78
11. Loop 2.84
12. S Tel 1.01
13. HFCL 0.33
14. Videocon 0.03
15. Etisalat 0.00
Total 584.31
Service Provider-wise Wire line Subscribers and Market

Share
Sl. No. Service Total Wire line
Provider Subscribers
(in millions)
1. BSNL 27.83
2. MTNL 3.50
3. Bharti 3.07
4. HFCL 0.17
5. Sistema 0.05
6. TATA 1.16
7. Reliance 1.18
Total 36.96
Going Forward
The growth momentum in the domestic telecom industry is likely to sustain.
Improving telecom infrastructure, rising disposable incomes, declining tariffs,

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increasing demand, growing attraction for mobiles with new features and
greater availability of handsets at lower prices, are expected to drive the
growth of the telecom sector, going forward.
The target of 11th Five Year Plan to achieve the subscriber base of 600
million has successfully achieved in FY10. The government has also proposed
to achieve a rural teledensity of 25% by addition of 200 million rural
telephone connections by 2012. The optimum utilization of Universal Service
Obligation Fund and increase in mobile services might help the government
attain this goal. During the Eleventh Five Year Plan period, Rs 231,000 crore
worth of investments are projected to be made in the telecom industry. The
growth process in this ever-evolving sector needs to be backed by a strong
research and development support. The active participation of the private
sector in R&D would ensure greater benefits for the sector. Further, the
government also envisions making India a hub for telephone equipment
manufacturing that is expected to be achieved through telecom specific
special economic zones (SEZs) and by setting up Export Promotion Council to
promote export of telephone equipment and services.
HISTORY OF THE BRANDS

Vodafone
Vodafone made the UK's first mobile call at a few minutes past midnight on 1
January 1985. Within fifteen years, the network was the largest company in
Europe and the largest of its kind anywhere in the world. By the turn of the
century, almost every second UK citizen had a mobile – and a third of them
were connected to Vodafone.
The Vodafone story is one of investment, innovation and award-winning

customer service. Above all, it’s one of growth and the ability to deliver the
tremendous benefits of mobile communications, not just in the UK but
worldwide.
In 2006
• The number of Vodafone live! Customers with 3G reach 10 million.
In 2005

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• Vodafone Simply is launched, giving customers new, easy-to-use voice and
text services.
• Vodafone introduces Passport, a new voice roaming price plan.
In 2004
• Vodafone launches its first 3G service in Europe with the Vodafone Mobile
Connect 3G/GPRS data card.
• Vodafone live! with 3G is launched in 13 markets.
In 2003
• Vodafone live! attracts 1 million customers in its first six months.
• Orange, Telefonica Moviles, T-Mobile, and Vodafone form a new association

to drive interoperable mobile payments.
In 2002
• Vodafone trials its global mobile payment system in the UK, Italy and
Germany.
• Vodafone launches the first commercial European GPRS roaming service.
• The Vodafone Group Foundation is launched. The Group and its

subsidiaries plan to contribute £20 million to community programmes,
guided by the Group Social Investment Policy.
• Vodafone launches Vodafone live! and Mobile Office, two new consumer
and business propositions.
• Arun Sarin is selected to succeed Sir Christopher Gent as Chief Executive of

Vodafone Group Plc.
In 2001
• Vodafone introduces instant messaging to its networks.
• Vodafone makes the world’s first 3G roaming call between Spain and
Japan.

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In 2000
• The acquisition of Mannesmann AG almost doubles the size of the

Vodafone Group making it the largest mobile telecommunications company
and one of the top ten companies, by market capitalization, in the world.
• Vizzavi is launched, a 50/50 joint venture between Vodafone AirTouch and

VivendiNet to deliver a multi-access branded Internet portal for Europe.
• Vodafone acquires the largest available 3G licence in the UK. In parallel

with the development of 3G, Vodafone announces its intention to offer GPRS
(General Packet Radio Service) to UK corporate customers.
• The Globalstar satellite communications service is launched in the UK.
Vodafone Essar is the Indian subsidiary of Vodafone Group and commenced

operations in 1994 when its predecessor Hutchison Telecom acquired the
cellular license for Mumbai. The company now has operations across the
country with over 124.25 million customers**.
Vodafone is one of the world's leading international mobile communications

group with approximately 343 million customers in its controlled and jointly
controlled markets as at 30 September 2010. Vodafone currently has equity
interests in over 30 countries across five continents and over 40 partner
networks worldwide as on 30 June 2010.
The Essar Group is a diversified business corporation with a balanced

portfolio of assets in the manufacturing and services sectors of Steel, Energy,
Power, Communications, Shipping Ports & Logistics, and Projects. Essar
employs more than 50,000 people across offices in Asia, Africa, Europe and
the Americas.
Mission – “to be admired as a diverse and ethical company, operating

responsibly and providing services which enable a more sustainable society
for our customers.”
Idea
IDEA Cellular is a publicly listed company, having listed on the Bombay Stock
Exchange (BSE) and the National Stock Exchange (NSE) in March 2007.

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Idea is the 3rd largest mobile services operator in India, in revenue terms,
and recorded a subscriber base of over 78 million as on end November '10. It
became a pan-India integrated GSM operator covering the entire telephony
landscape of the country, and expanded its NLD and ILD operations in FY
2010. During the year, Idea increased its revenue market share by over 1%,
despite stiff tariff war in the market.
The company has won license to offer 3G services in 11 service areas, which
generate over 81% of the company's total revenue. Idea's 3G services will be
launched in the year 2011.Idea's strong growth in the Indian telephony
market comes from its deep penetration in the non-urban and rural markets.
Idea has the highest share of rural subscribers as a percentage of total
subscribers, amongst other GSM players. In fact, two out of every three new
subscribers now come from non-urban market.
In 2009
 Subscriber base as on December 31, 2009: 57,611,872
 Idea becomes a pan-India operator
 Emerging Company of the Year - fastest growing mobile operator in the

world’s fastest growing telecom market
In 2008
 Idea acquired 9 licenses for Punjab, Karnataka, Tamil Nadu & Chennai,
West Bengal, Orissa, Kolkata, Assam, North East and Jammu & Kashmir
 Acquired Spice Communications with the operating circles of Punjab

and Karnataka
 Launched services in Mumbai metro in the largest single metro city

launch, ever
 Launched services in Bihar

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In 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
In 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
 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.

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 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.
In 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 International Indian Film Academy Awards
In 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
In 2003
 Reached the two million subscriber mark
In 2002

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 Changed name to Idea Cellular Limited and launched "Idea" brand
name
 Commenced commercial operations in Delhi Circle
 Reached the one million subscriber mark
In 2001
 Acquired RPG Cellular Limited and consequently the license for the
Madhya Pradesh (including Chattisgarh) Circle
 Changed name to Birla Tata AT&T Limited
 Obtained license for providing GSM-based services in the Delhi Circle

following the fourth operator GSM license bidding process
In 2000
 Merged with Tata Cellular Limited, thereby acquiring original license

for the Andhra Pradesh Circle
In 1999
 Migrated to revenues share license fee regime under New

Telecommunications Policy ("NTP")
In 1997
 Commenced operations in the Gujarat and Maharashtra Circles
In 1996
 Changed name to Birla AT&T Communications Limited following joint

venture between Grasim Industries and AT&T Corporation
In 1995
 Incorporated as Birla Communications Limited

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 Obtained licenses for providing GSM-based services in the Gujarat and
Maharashtra Circles following the original GSM license bidding process.
Mission – “we will delight our customers while meeting their individual
communication needs anytime anywhere”.
REWARDS AND RECOGNITIONS

Vodafone
Vodafone Essar, one of India’s leading GSM Mobile services provider, today
announced that its Zoozoo campaign won three accolades – two Gold and
one Silver, at the Asia Marketing Effectiveness (AME) awards ceremony. The
‘Vodafone Zoozoos’ campaign won Gold and Silver in the ‘Most effective use
of advertising’ category and the ‘Best Integrated Marketing Campaign’
category respectively. The Zoozoo Ads have won the PETA award (People for
Ethical Treatment for Animals) this award is given to businesses that take
advantage of humane alternatives to the use of real animals in their
advertisements. At 9 June 2009 two of Vodafone Fiji Limited’s staff won the
top awards at the inaugural Productivity Champions Award Ceremony. On
25 October 2010 Vodafone won awards at the recent MMT conference and
exhibition held in Dubai, it won best operator led MMT project. Vodafone
emerged the most awarded brand at Goafest 2010 with the Zoozoos
sweeping a total of 15 metals in the Creative Abbys including two Grand
Prixs, three Golds, four Silvers and six Bronzes. It also picked up two metals
in the Media Abbys.
Idea
IDEA is the winner of 'The Emerging Company of the Year Award' at The
Economic Times Corporate Excellence Awards 2009. IDEA Cellular also
received the prestigious Avaya Global Connect Award for being the 'Most
Customer Responsive Company' in the Telecom sector in the year 2010. The
company has received several other national and international recognitions
for its path-breaking innovations in mobile telephony products & services. It
won the GSM Association Award for 'Best Billing and Customer Care Solution'
for 2 consecutive years. It was awarded 'Mobile Operator of the Year Award -
India' for 2007 and 2008 at the Annual Asian Mobile News Awards. It was
awarded Buzziest Brands in India 2010 in India by afaqs for the second
consecutive year.

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CORPORATE IMAGE
Vodafone
Vodafone Essar , usually referred to simply as Vodafone , is a cellular operator in
India that covers 23 telecom circles in India. It was formerly known as Hutchison
Essar. It is based in Mumbai. Vodafone Essar is the Indian subsidiary of Vodafone
Group 67% and Essar Group33%. It is the second largest mobile phone operator in
terms of revenue behind Bharti Airtel, and third largest in terms of customers.
The company now has operations across the country with over 113.77 million
customers. On February 11, 2007, Vodafone agreed to acquire the controlling interest
of 67% held by Li Ka Shing Holdings in Hutch-Essar for US$11.1 billion, pipping Reliance
Communications, Hinduja Group, and Essar Group, which is the owner of the remaining
33%. The whole company was valued atUSD18.8 billion.
The transaction closed on May 8, 2007. Despite the official name being Vodafone Essar,
its products are simply branded Vodafone. It offers both prepaid and postpaid
GSM cellular phone coverage throughout India with good presence in the metros.
Vodafone Essar provides 2.75G services based on 900 MHz and 1800 MHz digital GSM
technology, offering voice and data services in 23 of the country's 23 license areas. It is
among the top three GSM mobile operators of India. Vodafone Essar also launched
third-generation (3G) services in the country in the January-March quarter of 2011and
plans to spend up to $500 million within two years on its 3G networks.
Idea
IDEA Cellular is an Aditya Birla Group Company, India's first truly
multinational corporation. The group operates in 25 countries, and is
anchored by over 1, 30,000 employees belonging to 30 nationalities. The
Group has been adjudged the '6th Top Company for Leaders in Asia Pacific
Region' in 2009, in a survey conducted by Hewitt Associates, in partnership
with The RBL Group, and Fortune. The Group has also been rated 'The Best
Employer in India and among the Top 20 in Asia' by the Hewitt-Economic
Times and Wall Street Journal Study 2007. Idea is likely to overtake BSNL and
emerge as the fourth-largest cellular operator with about 50 million or more
users. There are reasons behind Idea's strong performance. The spectrum
band it uses, the 900 Mhz, is considered very conducive to subscriber growth
and gaining market share. The 900 Mhz spectrum is able to provide at least
50% more geographical coverage than the 1,800 Mhz and capex and

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operating costs are much lower. Also, expanding in rural markets in the
1,900 Mhz spectrum tends to be quite difficult. Idea is among the few
telecom companies to have added more subscribers in rural areas.
POINTS OF PARITY
Vodafone
 Pricing strategies
 Accurate market segmentation
 Superior customer service – “Happy to Help”.
 Strong Network – “Wherever you go, our network follows”.
Idea
 Basic voice and data transmission
 GPRS services
 Easy recharge facilities by local retailers
 Specific company stores to cater to customer query
 Customer service helpline
 Call management services(Call Divert, Call Barring, Caller Line

Identity Restriction and Call Conferencing)
POINTS OF DIFFERENCE
Vodafone
 Target customers which are middle class people.
 It positions itself as common man’s brand

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 It’s CRM.
 Connectivity network
 More value added services for customers.
Idea
 Advertisements communicating a social message
 Position in the mind ladder
 Pro active advertising (mobile number portability)
 Initiator of competitive prepaid pricing
 Innovative VAS like customer friendly tariff plans
 Catering to the unique needs of different customer segments,

where ‘Women’s Card’ caters to the special needs of the woman on
the move, and ‘Youth Card’ covers the emerging youth segment.
BRAND PORTFOLIO
Vodafone

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Prepaid and Postpaid plans are consists of many values an added service
which are comprises of the following:-
 Number portability
 M-shop
 Vodafone delights
 Top ups
 Roaming
 Entertainment & lifestyle – music, movies, humor, sports, news.
 Games, downloads & applications
 Mail & messaging – all types of messages.
 Call management services
 Social networking sites

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For corporate Vodafone provides other types of rare services which are:-
 Mobile emails & mobile email solutions
 Integrated wire line communication
 Productivity services
 Voice and messaging
 Roaming for business
 Machine to machine solutions – security solutions
It provides its phones also like blackberry, i-phone, and magic box. In 3G
services it provides mobile t.v. with many channels, HD gaming, Video
calling, internet on mobile for pictures download and large email
attachments.
Idea
The pre paid and post paid plans are complemented by various value added
services which act as a differentiating factor:
 SMS Conferencing “Reply all”
 Idea Multiplayer gaming

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 Different GPRS settings for different handsets
 M-chat
 Cricket alerts
 Flash SMS
 Voice SMS
 Idea fresh
 Idea Radio
 Dialer tone search
 Background music
There are exclusive offering for corporate plans as a part of its business
offering. There are exclusive services for its business clients like:
Idea Remote Meter Reading: - Remote meter reading is an area

focused on the automatic reading of meters - the non-manual collection,
storage and utilization of data from meters for monitoring and increasing
the efficiency of processes.
Vehicle Tracking System: - VTS enables businesses to keep track of

their fleets of vehicles through a VTS unit installed in a vehicle. VTS unit has
a GPS device (to take the location coordinates), GSM modem (which is
programmed to initiate an outgoing SMS / GPRS session) and a GSM SIM
card.
PRODUCT ATTRIBUTES
There is so many product attributes of Vodafone which are as follows:
Caller Line Identification Presentation (CLIP):- Clip identifies
the caller by displaying the number of the caller on the handset. This allows

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the benefit of accepting or rejecting the call; although, at times caller Line
Identification may not appear due to technical problems in the originating
network.
Call Hold/ Call Wait:-This feature allows receiving or making another

call, while we are already busy with a call, without disconnecting it. We can
receive or make a second call, by putting the first call on hold. We billed for
both the calls.
Call Conference (CC):- This feature allows having a teleconference

with up to five people at the same time, from wherever we are. We can
conference with either cellular or landline phones, including STD and ISD
calls.
Caller Line Identification Restriction (CLIR):- Now, with CLIR we

can restrict our cellular phone number from being displayed on the receiver’s
cellular phone. This means, we can maintain complete confidentiality of our
number. This feature might not function across operator networks, but will
definitely restrict caller ID when called within the same cellular operator
network’s Mobile numbers.
Itemized Billing:- An itemized bill gives the details of all calls made and
received, and of all the other facilities user availed of, on user mobile
number during a month. It also carries details of the number called/
received, time and date of the call, duration and the amount charged.
Short Messaging Service (SMS):- This feature allows user to send

and receive messages to and from, respectively; almost all national and
international cellular operators. SMS allows user access to services lime
receiving stock quotes, horoscopes, Jokes messages, email, news and many
others. It comes as an in built feature to all Vodafone subscribers. Vodafone
offers an array of Services that help user manage his calls better. From caller
Identification to call waiting, from call divert to call conference Vodafone
redefines convenience. Most of these features are optional and can be
availed of on request and carry a nominal subscription charge.
Calls Divert (CD):- With call divert, user can divert an incoming call to
another cell phone (be it Vodafone or Airtel/Essar or BSNL cellular Phone) or
even a landline number.

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Value Added Services: - Just when user thought user had the cake,
vodafone made it possible for user to eat it too. Introducing THE VODAFONE
Value Added Services, a vibrant bouquet of "little conveniences" "small
pleasures" "bits of happiness" "dollops of infotainment" and all those "itsy
bitsy" wants of users that together make up THE BIG SMILING PICTURE.
SMS based services to Voice based ones, the vodafone range cuts across all
modes of communication to ensure the BEST VALUE for user money. So be it
downloading the latest ring tones or sharing the freshest of blonde jokes, be
it checking the status of your cousin's train arrival time or arranging a pick
up for your boss's delayed flight, vodafone hands user the power to do it all.
User could also book a surprise movie ticket or deliver those dainty
dandelions for his date or access the latest cricket scores or some serious
stock information; or maybe even play downloadable games or chill out with
some zany chats with buddies on-line.
The various product attributes of Idea are:

Voice services, data transmission, network connection, easy recharge, calling
and messaging plans, GPRS, value added services.
The key issues that people face in a telecom service are:
• Network issues
• Billing issues
• Customer care
Idea has tried to resolve the network issue by having a subsidiary for
handling its passive and active infrastructure. For customer care and billing
services ‘MY IDEA’ stores have been opened.
The Company deployed a best-in-class Interactive Voice Response (IVR)

system, based on a highly efficient technology architecture deployed by IBM
in partnership with CISCO. This IVR is the world’s largest Cisco CVP
deployment in telecom, and the largest deployment in APAC (Asia Pacific
American Coalition). The Company currently manages close to 5 million
customer interactions per day using this IVR.

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BRAND ELEMENTS
Vodafone
Brand Name

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Vodafone is a British mobile network operator and is the largest mobile
telecommunications network company in the world in terms of revenue. In
terms of subscriber base, it is second only to China Mobile with an estimated
303 million customers in 25 markets across 5 continents. In the
U.S., Vodafone owns 45% of Verizon Wireless, the largest American mobile
telecommunications company.
The name Vodafone comes from Voice data fone, chosen by the company to
"reflect the provision of voice and data services over mobile phones."
Brand Association
Brand associations are the attributes of brand which come into consumers
mind when the brand is talked about. It is related with the implicit and
explicit meanings which a consumer relates/associates with a specific brand
name. Vodafone zoozoo is a fantastic concept which became successful in
creating a emotional brand association with its customers. The pug dog
concept which tells about the network of the Vodafone that wherever you go
your network follows you which fairly associated it with the consumers mind.
The latest musical advertisements are also caching the consumers
frequently by VAS Vodafone is providing by saying “little things you do”.

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Brand URL
Vodafone url is www.vodafone.in, which is for India and for corporate it has
separate url which is www.vodafone.com. For the consumers and business
there are separate sections on the website. It’s very convenient as for every
person to bifurcate according to his needs. The home page of website
includes things like:-
 Consumer section
 Business section

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 Its new offerings
 Consumer details with his account ids.
 Social sites like facebook and twitter.
Its corporate website comprises of some other things which are specific.
Like:-
 About Vodafone
 About its investors
 Press and media
 Career and job offering it is giving
 Selection of countries
 Latest news about the company
Logos & Symbols
The significance of the logo is to help the reader identify the organization,
assure the readers that they have reached the right article containing critical
commentary about the organization, and illustrate the organization's
intended branding message in a way that words alone could not convey. It is
exactly look like the KKK blood group.
Slogans / Jingles

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“Make the most of now”, “Happy to help”, “Wherever you go our network
follows you” all these slogans relate the company with its consumers.
Vodafone with the timely update its jingles and slogans which serve as new
and fresh image to people every time.
Colors
Vodafone company values Red – Red is the color of passion. Passion for its
customers, communication, results and the world around us. Red is the color
of blood, and blood is the single, most important communications fluid for
the whole body. Vodafone's red color is in contra-distinction to Tigo's blue,
MTN's yellow, KASAPA's green, ZAIN's combination green and purple and
GLO-COM's green.
Idea

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Brand Name
The brand name ‘IDEA’ is has meaningful connotations in the English

language and the company has used that well in the brand building process.
‘Idea’ was the preferred choice as the brand name, since the word is spoken
and understood in all major Indian languages. There advertisements are
focused on an idea which helps the society. It carries a moral and social
message catering to an issue of relevance to all like ‘education for all’,
‘power of democracy’, ‘save paper, save trees’, ‘language barrier’ etc.
Brand Association
Brand Associations are not benefits, but are images and symbols associated
with a brand or a brand benefit. Associations are not “reasons-to-buy” but
provide acquaintance and differentiation that’s not replicable. Idea is
associated with a brand that provides value for its entire customer. This is
conveyed through the ad campaigns which are aimed at spreading a
message which will add value to the society, the flexible tariff plans which
are value for money. For e.g. the latest ads by Idea on breaking the
‘language barrier’ and uniting India has been executed through 360O
Campaign.
Brand URL
The URL is www.ideacellular.com. It is easy to locate as the URL has the

name of the company. The first page has a link to you tube for the customers

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to have a look at all the ad campaigns of Idea and a facebook link to connect
with Idea. The home page of the website has a lot of information about:
 How to take a connection
 Easy recharge through the internet
 Latest schemes for the local users in various states
 Upcoming events
 Latest contests being organized by the firm
 Investor relations report
 VAS provided
 Corporate plans
 Business offering
 Customer care
The website is a comprehensive medium used by the company to display the

various services it offers to its customers.
Logos & Symbols
To enhance the visual appeal and to promote a generic association of ‘Idea’

with the company name ‘IDEA Cellular’, and to depict the category of
telephony services, the brand’s visual identity is set against the backdrop of
the universally recognized SIM chip. The inverted ‘I’ (!) is an attention-
grabber, a visual representation signifying innovation.

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Slogans / Jingles
‘An idea can change your life”, “what an idea sirjee” have a strong
association with the customers. The brand name Idea has been well
incorporated in the slogans to communicate the change which Idea can bring
to the lives of its users. The jingle has also been constant for long time and
has become familiar with the people.
Colors
Idea uses yellow black and blue as it colors. The yellow color of the logo,
considered to be friendly and warm, is used to motivate and stimulate
creative and intellectual energy. The colors used by Idea are also very
different from what its competitors use. With Airtel and Vodafone using red
and white, TATA Docomo being multi colored and TATA Indicom and reliance
using blue, Idea in its striking yellow background successfully breaks through
the clutter.
COMMUNICATION
Brand and Customer Communications of Vodafone
Among all the Brand most powerful brands ranking is Ranked 9th globally.
Vodafone has continued to focus on delivering a superior, consistent and
differentiated customer experience through its brand and communications
activities. A new Marketing Framework has been developed and
implemented across the business, which includes a new vision of expanding
the Group’s category from mobile only to total communications “to be the

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communications leader in an increasingly connected world”. Brand and
customer experience continues to implement Vodafone’s promise of “helping
customers make the most of their time”. The brand function has also
developed a methodology to develop competitive local market brand
positioning, with local brand positioning projects now implemented in 12
markets.
To enable the consistent use of the Vodafone brand, a set of guidelines has
been developed in areas such as advertising, retail, online and
merchandising, all including detail on how to make the brand work across
every touch point. Since June 2006, eight markets have implemented the
global retail design.
In September 2007, Vodafone welcomed India with the “Hutch is now

Vodafone” campaign. The migration from Hutch to Vodafone was one of the
fastest and most comprehensive brand transitions in the history of the
Group, with 400,000 multi brand outlets, over 350 Vodafone stores, over
1,000 mini stores, over 35 mobile stores and over 3,000 touch points
reframed in two months, with 60% completed within 48 hours of the launch.
Vodafone regularly conducts Brand Health Tracking, which is designed to

measure the brand performance against a number of key metrics and
generate insights to assist the management of the Vodafone brand across all
Vodafone branded operating companies. This tracking has been in place
since 2002 and provides continuous historical data against key metrics in all
19 Vodafone branded operating markets. Each operating company manages
a study that complies with the standards and methodology set by Vodafone
Group Insights. An external accredited and independent market research
organization provides global coordination of the methodology, reporting and
analysis. As a result of these activities the Vodafone brand is now ranked
number 11 in the Brand Top 100 global brands list recently published in The
Financial Times, with an estimated value attributable to the brand of £18.7
billion.
For the 2008 financial year, Vodafone brand preference among its own users
reached 81.9%, up 2.0 percentage points on the previous financial year, and
a performance level that is 1.0 percentage point higher than its closest
competitors. In addition, the brand consideration among non-users of the
brand has increased in the 2008 financial year to 33.5%, 1.8 percentage
points above its market share.

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Brand and Customer Communications of Idea
The telecom category in India is characterized by a plethora of similar drivers
such as tariff, network, and customer service expectation. Therefore, the
challenge for IDEA Cellular was to break out of the commoditized
environment and resonate with a diverse target audience. Thus, the
communication was designed to appeal to the masses and classes to create
preference for the brand ‘Idea’.
The Brand Strategy is to elevate an Idea above the transactional plane by

communicating the philosophy of the power of an idea and fixing it to an
essential brand promise and adding good consumer experience with it. Each
campaign from IDEA reinforces the core philosophy of the brand – “An idea
can change your life”.
The effort has been, and is, to establish IDEA as a ‘Champion, Elevating and
Humane’ brand. The brand communication resonates with what is happening
in the society today, and hence there is a reflection of socially relevant topics
in the campaigns like education, caste, elections, health etc. The key thought
in all the campaigns is to offer simple solutions to complex and big problems
through the power of mobile telephony in a way that’s fresh, imaginative and
elevating.
1. Idea’s campaign of “World sans Division” (caste war) was the first step
in this direction. It has successfully provided stature and differentiation
to the brand by moving it beyond a transactional plane. The message in
this advertisement highlighted the way to address the highly prevalent
caste barriers that exist in the Indian society.

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2. The second campaign “Education for All” demonstrated that through
mobile telephony it is possible to rid India of high level of illiteracy. The
ad depicts a solution to address the education disparities across urban
and rural India.
The “For the people, by the people” campaign highlighted the idea of
‘Participative Management’ for Governance where two-way
communication is encouraged between government and public.
3. The next campaign was based on the theme of “Walk when you Talk”
and offers a simple and effective solution for a critical subject such as
Health & Fitness – the fact that one can stay fit by walking while talking
on mobile phone.

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4. Talk for India campaign on 26/11 was a campaign to encourage Indians
to raise their voices against the terror attacks in Mumbai. It showed a
concerned Abshishek Bachchan raising his concern for the people who
lost their lives in saving the innocent. The campaign reiterated the
brands stand for the welfare and justice of the society.
5. Oongli Cricket was started during the IPL season 2010. The customers
were asked to send their predictions about various questions in the ads.
The campaign was aimed at capturing the mind of cricket loving
Indians.

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6. The environment issue highlighted by the company ‘Save paper, Save
trees’ highlighted how mobile phones could be used instead of paper.
Use of mobile phones as a mode of payment, newspaper, taking orders
in hotels was common usage of paper which could be easily substituted
by mobile phones.
7. The latest campaign on breaking the ‘Language Barrier’ is aimed at

uniting India by overcoming the restrictions in communication due to
regional languages. This has been executed as a 360 campaign. In a
first-of-its-kind initiative, Idea Language Helpline is being promoted
through Railway's inquiry no. 139 across all regions. The passengers
are being informed about Idea Language Helpline for conversational
support service in local language that they can avail when they reach
their new destination. As part of this program, the Idea Language
Helpline is being promoted across Indian Railways network for a week.
Idea Language Helpline jingle will play on 139, creating a brand
connects with millions of callers who call on this number.

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8. Idea has been pro-active in its marketing initiatives by starting a drive
to educate the users about ‘mobile number portability’ which is to be
implemented in India soon. The ads highlight the various problems
users face with other telecom operators like poor customer care, poor
network coverage, wrong billing statements and encourage them to get
Idea.
Innovative Mediums of Communication

Idea has continued its innovation in the ad campaign themes to the mediums
of communication. Apart from the conventional television and print add, the
company launched a laser light show with the Idea branding. The brand
ambassador, Abhishek Bachchan, was projected on the multi-storied Air India
building in Mumbai. Bright yellow lights (the brand color) and images were
projected on the building while multiple laser beams from the roof lit up the
night sky and even danced on clouds passing by. Idea Cellular also utilized
trains, railway stations, cabs, 500 buses and conventional OOH media such
as hoardings for the launch campaign in Mumbai.

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Comparison with Competitors
The communication campaigns of other telecom operators have focused on
the benefits that mobile telephony. Airtel’s campaign has been focused on
the brand idea of connecting people. It showcases the various tariff plans
available. Vodafone came up with an innovative idea of ‘ZooZoo’ which
added a humorous touch to the campaign. Aircel focuses on the value added
services and applications that it offers to the customers. MTS highlights the
low cost call charge rates of ½ paisa per second and the voice clarity( no call
drops). Reliance has always emphasized on the value for money it provides
to its users with low call charges and its universal presence. Tata docomo
has also been pro-active by being the first player to launch its 3G services.
ROLE OF CELEBRITY
The motive behind total branding may be decocted as an attempt to
amalgamate diverse activities to win customer preference. Apropos to this
context, the topic “Impact of celebrity endorsement on overall brand”, is a
significant one. The crescendo of celebrities endorsing brands has been
steadily increasing over the past years. Marketers overtly acknowledge the
power of celebrities in influencing consumer purchasing decisions. It is a
ubiquitously accepted fact that celebrity endorsement can bestow special
attributes upon a product that it may have lacked otherwise. But everything
is not hunky-dory; celebrities are after all mere mortals made of flesh and
blood like us. If a celebrity can aggrandize the merits of a brand, he or she
can also exacerbate the image of a brand. “Any brand can get a celebrity.
That is easy. But getting a celebrity consistent with the right brand, to the
right degree, at the right time, for the right purpose and in the right way...
that is not easy.”
Vodafone which was Hutch before, as a brand, always tried to connect

with consumers in a simple, honest and real manner, while Vodafone is a
younger and fun brand. So consumers will see a shift reflecting a more
vibrant brand.”
 The “Pug” and the actor Irfan Khan will be retained for the brand
promotions.
 They are talking about the exclusivity of the network and the
services they are offering to the consumers.

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A frail-framed Irfan Khan dominates the screen with dialogue complementing
the virtues of middle-class existence. The brief really was to make mobility
more affordable than what the subscriber thought. "The examples used in
the advertisement connect with the people we're talking to - chai-paani wala
etc.
In case of IDEA Brand Ambassador, Abhishek Bachchan, symbolizes the

value of Brand Idea, which has attained pan-India appeal. South Indian film
actors Shriya Saran and Siddharth are also associated as brand ambassadors
to enhance IDEA’s regional appeal across many telecom service areas in
India.

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While the Brand Ambassador, in his various Avatars has been successful in
demonstrating the power of an ‘Idea’ by looking at mobile telephony and its
benefits in a fresh, imaginative, and elevating way, it is the character which
he plays that remains indented in the minds of the people, not the celebrity.
The ‘sirjii’ tag give to him in the ad campaign has become synonyms with
him in real life.
SPORTS
Vodafone
Vodafone Essar, One of India’s largest telecom service provider has
partnered with ESPN Star Sports to deliver Live Streaming of ICC Cricket
World Cup 2011.Vodafone is chosen as a co-presenting broadcast sponsor.
Vodafone will enable its subscribers to see ‘ball-by-ball’ live coverage of 49

matches of the event that begins from February 19 onwards. Live streaming
of the Cricket World Cup Matches can be seen on ‘ESPN Mobile TV’ & can be
availed on both 2G (GPRS enabled) and 3G handsets.

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Vodafone provided many other services during the commonwealth games,
IPL2 & IPL3. All the score updates are being available to the customers in
their mobiles. They also offered live commentary to the customers on some
special price and offer packs.
Idea
Idea had its own way of welcoming the visitors of the ‘Common Wealth
Games’ in Delhi. IDEA Cellular had introduced a bouquet of special mobile
communication services to cater to their information and communication
needs. Idea provided unique utility service to get instant information on
Games, places of tourist attraction, restaurants, hotels, hospitals, events,
and transportation facilities in and around the city, besides affordable ISD
tariffs especially to the Commonwealth countries, to its subscribers and the
visiting tourists in the city.
Idea's new initiatives - City Life, Inroamer infoline and special ISD
Tariff vouchers - were designed to assist travelers and other Idea
subscribers with their queries pertaining to city specific information,
downloads, economical international calling etc. Through this initiative they
not only promoted heir brand with the Common Wealth Games but also
showcased the customer centricity. Idea captures the craze of the nation by
sponsoring the IPL team ‘Deccan Chargers’.
CULTURE
Vodafone

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Vodafone launches some special offering for the consumers in context to the
Indian culture which are as follows:-
 Astro packs which give alerts for daily forecast of different zodiac
signs.
 India pack provides the information about the Indian places, people,
and culture.
 Jain panchang for tithes
 Gurbaani alerts
 Launches a string which provides information about the rabindra nath

tagore and the caller tunes, dedicated songs related to him.
 Go green and save trees initiative in Rajasthan which make people to

reduce the usage of paper and opt for online bills.
 Special caller tunes and ringtones for the Independence Day and
republic day.
Idea

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With the objective of strengthening the brand, they 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”. They 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
Idea introduces various schemes in local circles according to the festivities in

that area. For example Idea has a special Navratri Pack to make the festival
more colorful in Gujarat. Idea also aims at rewarding loyal subscribers in the
festive season. Idea's 'Call and Fly' offer is aimed at rewarding subscribers
who make ISD calls by giving them an chance to win exciting prizes including
a once-in-a-lifetime opportunity to fly on an international sector. This
initiative is based in Kerala during the Onam festival, the initiative is a result
of Idea's customer centric approach which has led to the company's strong
growth and performance in the state of Kerala, making us the leading mobile
operator with over 60 lakh subscribers.
In 2010 Idea launched the a campaign “break the language barrier”, which
helped in bringing India together and bought a spark in people by spreading

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how rich the Indian culture is and how language & culture is exchanged and
diversified plus how the people manage to live in this beautiful company.
BRAND VALUE
Vodafone
A series of new corporate values and four desired brand personality traits for
Vodafone were identified:
 Energetic
 Passionate
 Proactive
 Expert
To instill the new brand personality traits within the attitudes of employees
at Vodafone, NKD chose a teaching method that involved hands-on
"experiential learning" using a range of sensory techniques. At each learning
event, employees were immersed in a friendly, themed environment which
exuded the new Vodafone brand personality.
NKD focused on three core programmers to reinforce the new company

branding. A series of live events called Winning Together was used to inspire
the company's 400 retail employees and equip them with world-class sales
skills. This has since become the induction program for all new retail
employees. All shop managers and regional area managers attended a two-
day session called Leading Together, which provided leadership and
management skills designed to be applied back in the workplace. Staying
Together was a live review of key people processes, transforming them -
where necessary - to reflect the new retail promise, brand personality and
company culture.
Vodafone campaigns focuses on the following:-
Strengths
 Relevant
 Consistent

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 Integrated
Vodafone’s brand essence is:
 Red: For the passion and spirit.
 Rock Solid: dependable and empathetic
 Restless: always challenging to improve and being funny.
Idea
Each campaign from IDEA reinforces the core philosophy of the brand – “An
idea can change your life”. The effort has been to establish IDEA as a
‘Champion, Elevating and Humane’ brand.
Innovate. Stimulate. Liberate....
It is these brand values, which have made Idea 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 Idea as a brand. This is
what they strive for.
The brand believes in:
 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.
 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.

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 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.
 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.
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.
CUSTOMER BASED BRAND EQUITY – THE CBBE

PYRAMID
Brand equity refers to the value associated with a brand name and is
contributed by several factors. Building a strong brand, according to CBBE
model can be thought of in terms of a sequence of steps in which each step
is contingent upon the successful completion of the previous step. All these
steps involve accomplishing certain objectives with the customer, both
existing and potential. These steps for the Idea brand are described as
under:

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1) Salience = Brand Identity
The first step is to ensure identification of the brand with customers and an
association of the brand in customers’ mind with a specific product class or
customer need. This step answers the question – “Who are you?” and
establishes the brand identity.
IDEA Cellular Limited is a leading GSM mobile services operator in India. It

comes from the stable of the Aditya Birla Group of companies. Idea Cellular’s
master brand identity consists of the word ‘Idea’ set against a distinctive
background. ‘Idea’ was the preferred choice as the brand name, since the
word is spoken and understood in all major Indian languages.
To enhance the visual appeal and to promote a generic association of ‘Idea’

with the company name ‘Idea Cellular’, and to depict the category of
telephony services, the brand’s visual identity is set against the backdrop of
the universally recognized SIM chip.

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Telecommunication Category Hierarchy
This figure is showing the product category hierarchy of Telecommunication,

which generally prevails in memory and play an important role in consumer
decision making.
Brand Awareness
The product has an identity which links the brand elements to a product
category and consumption or usage situations. In case of Idea it struggled a
lot to keep itself into market by their advertisement, cheap plans and social
messages. Some of its best tag lines helped a lot in connecting Idea with the
mind of customer. From two ways a company can create brand awareness
i.e. Depth of brand awareness and breadth of brand awareness.
Depth of brand awareness measures how easily a brand comes to mind. In

case of idea it creates brand awareness by a tag line called ‘An idea can
change your life’ which they connected with their strong network availability.

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Breadth of brand awareness measures the different usage situations in which
a brand
comes to mind. In case of Idea in many situations it comes in mind. Company
attached many situations from its brand, first with brand campaign of “what
an idea sir ji’ in which they are trying to connect themselves with different
social situation and also trying to provide social benefits by their services. In
the recent scenario it is focusing on the problems which customers usually
face by others company’s tele-services and by solving that problem they are
trying to get that customers, they are running a campaign i.e. ‘no idea- get
an idea’. So with solution of every problem they are connecting the customer
reply with their brand Idea. This is creating so much brand awareness.
2) Performance & Imagery = Brand Meaning
The second step is to firmly establish the brand meaning in the minds of the
customers by strategically linking a host of tangible and intangible brand
associations. This answers the question – “What are you?”
Brand Performance
It describes how well the product or service meets customers’ more

functional needs. It transcends the product’s ingredients and features to
include dimensions that differentiate the brand.
The brand idea has created a very strong imagery by associating itself to the
yellow color, the idea logo, the signature tune, the caption – “An IDEA can
change your life,” the value for money concept as well as the ambassador –
Abhishek Bachchan. The brand values of innovate, stimulate and liberate
are beautifully brought ahead by the campaigns.
Idea's new campaign on number portability is one of the examples. The

campaign focuses on instances where non- Idea subscribers get pissed off
with their mobile service providers. They encounter network issues, over
charging instances and bad consumer services and when Abhishek Bachchan
asks them for the reason why they are being mistreated, they responds in
the typical slang - No Idea. Abhishek Bachchan pitches with the punch line
“Get Idea". ‘Simple but brilliant’.
The brand has consistently offered affordable and world-class services to its
users. It stands good on the aspects of availability, reliability, serviceability,
innovative schemes and service empathy.

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Idea Prepaid Simcard is durable goods because it is not purchased by the
buyers on regular basis. Services are intangible, inspirable, variable and
perishable products. As a result they normally required more quality control,
supplier credibility and adaptability. As in Idea Prepaid Service they provides
VAS (Value Added Service), Roaming facilities etc.
Idea will have to improve its brand performance by creating product

reliability, service effectiveness, service efficiency and service empathy. If
we see in current scenario reliability of idea is low among the customers the
reason behind this is that the network connectivity of Idea is not so good and
many times its network drops at certain places , the call get disconnected in
between so company can be more reliable if it should take some steps for
improving the network problem because if it will solve it than the customers
of Airtel/Vodafone will also start to shift on Idea because it is providing very
good plans for the customers and giving more value for the money.
Company will also have to increase service effectiveness by providing more

and more different and new value added services to the customers like
Vodafone/Airtel, it will change the perception of high class income group that
Idea is only for the lower and middle class people which will give huge
benefit to the company.
In case of service efficiency we can say that Idea is better than others
because it’s after sales service is much better than the competitors
moreover the company try to solve the problem of customers so quickly
which creates satisfaction among the users.
In case of service empathy the company is trying to improve and focusing

also because if we see the current situation the company is caring its
customer so much and doing everything which is possible to caring its
customers and increasing their trust and also giving the best plans by
keeping customer’s interest in mind. But still company will have to do much
for improving brand performance.
Brand Imagery
It is basically relates to the intangible aspect of the brand, and according to

this customers can form imagery associations directly from their own
experience or indirectly through advertising or by some other source of
information.

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Idea as a brand made itself capable in all the aspects of making its imagery
which are strong, favorable and unique association.
The great strength of Idea is its uniqueness. Its brand name, imagery, the
striking yellow brand color, is complemented by imaginative advertising and
underpinned by its slogan: "An Idea can change your life". This is a sublime
yet simple message that embodies the corporate spirit.
Brand imagery of Idea is based on its intangible association with the

consumers. All these intangible associations are based on some factors
which are
 Gender: - Idea always represents the gender inequality with its

social messages and offers which it provides.
 Age: - Idea is used by almost every age group and just because
it is cheaper it’s more popular in rural areas and semi urban
areas or we can say students.
 Income: - Right now we can say that Idea is focusing on lower

and middle class income family and customers by providing
cheap plans than Airtel/Vodafone and even in its advertising also
before it was showing the villagers, students and other low
income people but now it is also started to focus on High income
group and people by showing their problems with existing
cellular company and trying to solve their problem to focus on
that group.
3) Judgment & Feeling = Brand Responses
The third step is to elicit proper customer brand responses to this brand
identity and brand meaning. This answers the questions – “What about you?
What do I think or feel about you?”
Brand Judgment
Customers judge the brand from all the perspectives but most important for
judging are as follows (about the Idea):-

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 Brand Quality: - In this case the customer attitude towards Idea is
not so good, reason behind this is people are not happy from the
network connectivity and moreover the company is not providing so
much value added services the only thing which is good i.e. the
postpaid plan and after sales services. So for improving the brand
quality, company will have to take some steps.
 Brand Credibility: - Idea is little low on the credibility factor, to

become market leader and to compete with its near competitors;
company will have to work on this thing. The credibility of the brand
basically depends on three things i.e. perceived expertise,
trustworthiness and likability. To become expertise they will have to
become innovative, competent and market leader by giving different
schemes to its customers, by starting innovative value added service
like Airtel/Vodafone and will have to compete with them, to create
trustworthiness they will have to keep customer interests in mind, they
will have to provide best services at low price by doing this the
trustworthiness of the brand will increase among customers, new
customer will also motivate to use Idea. When Idea will start value
added service like online game playing, downloading wallpapers and
ringtones etc than it will create fun for the customers, the brand will
also become interesting, and customer will also start to spend some
time with Idea brand in the result of that brand credibility will improve.
 Brand Consideration: - The brand consideration is not so much good

in case of Idea because if we see according to the users view they
themselves are not so much sure to recommend it to others because of
its connectivity issue, but the plans of Idea is so much attractive for
the customers. But company can improve it by giving different
schemes to existing users if they recommend to other cellular users to
move onto Idea, if they recommend it to the friends or others than
people will like to come on Idea because the plans which Idea is
offering is so much attractive, the current customers will also be brand
loyal because they will get extra benefit from the company.

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 Brand Superiority: - The brand superiority of Idea is good on the
basis of the plans for the customers, the uniqueness is also there in
case of conveying social messages through advertisement which
people like a lot and always remember them which is totally different
from the other competitors it just lack on its connectivity and network,
if they can improve that than they will be create uniqueness in the
category.
Brand Feeling
It talks about the customer emotional responses and reactions towards Idea.
There are two categories for this which is:-
 Experiential feelings: - these are short lived during purchase and

consumption.
 Warmth: - The users feel warmth in case of Idea because this

company is more willing to resolve the problems of the
customers which other competitors are not doing so well,
moreover it gives value for the money to customers by which it
make consumers feel a sense of calm or peaceful because they
know that they are getting more cheap call rates from others and
if any problem comes than company will resolve it so early.
 Fun: - Idea is also associated from fun because its adds are
totally different and also creates humor among the consumers
and other people, so people always like to repeat and tease to
others by making joke of other company’s sim by repeating the
dialogue of advertisement like ‘No Idea- Get an idea’, ‘walk and
talk’ etc. It can create more fun by giving more value added
services to the customers.

Page 2
 Exciting: - Idea doesn’t make to feel customer excited because
people think that it is more for the low income group people so
they don’t feel so much proud by taking it, in this case Vodafone
and Airtel makes the customers to feel excited, so Idea will have
to target high class people also and giving more services than
the competitors by doing this its customers will also like to feel
excited.
 Enduring feelings: - private and are part of day to day life.
 Security: - Idea creates security among the customers that they

are getting full value of the money, company is not misguiding
them, just on network it is low if they improve it than the
customer will get self assurance and will feel fully secured by
using Idea.

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 Social approval: - By tying itself to a social message, the brand
had generated respect, credibility and superiority for itself. This
is further boosted by the several CSR initiatives undertaken like
the Pocket PCO project for rural India, Idea Telecom Center for
excellence at IIM Ahemdabad, FICCI-Aditya Birla Center for
Excellence.
 Self – respect: - In case of self respect Idea tried much to make

consumers feel better about themselves, like we can mention a
step which Idea took by launching women’s card in which a
women can make an emergency call in situation when they have
zero balance in its calling account and it also provides so many
extra services to women, which makes to feel women a sense of
pride, accomplishment, or fulfillment.
The brand has created enough favorable judgments and feelings for itself
through its much talked about campaigns – “Switch to Idea,” “Break the
language barrier,” “Idea jagoran: Kaho what’s your Idea” etc. The ads are
innovative, funny, exciting and effective in putting forth a social message, to
which everyone can relate to. In education sector they are focusing on the
following:-

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 Balwadis (pre-school)
 Adult education
 Non-formal and continuing education
 Scholarships for girls, merit and technical education
In health and family welfare
 Mobile clinics – doctors visit once a week
 Medical camps – general and issue based
 Health training and awareness
 Sanitation
 Safe drinking water
 Mother and child health
 Reproductive health
 Awareness building
They are focusing on sustainable development and livelihood and agriculture

and watershed development, infrastructure development and social causes.
Idea cellular has also collaborated with UNFPA, SIFSA, CARE India, habitat for
humanity international, Unicef and the world bank.
4) Resonance = Brand Relationship
The final step is to convert this brand response to create an intense, active-
loyalty between customers and the brand. This step answers the question –
“What about you and me? What kind of connection would I like to have with
you?”

Page 2
 Behavioral loyalty: - Behavioral loyalty of Idea customers are very
low, they are happy by using Idea but we can’t say that they are loyal
because they hesitate in recommending it to others or to repeat its
purchase because they don’t have confidence on its networks and
other services. Idea will have to take some steps for solving these
problems which will create loyalty among the customers than the
frequency and amount of repeat purchase will increase and they will
recommend it to others also. For any company behavioral loyalty is
very important for creating longtime customers. If we see the near
competitors of company which is Airtel/Vodafone, they have huge base
of loyal customers because they are providing good services to the
customers.
 Attitudinal attachment: - Idea will have to create attitudinal

attachment of their customers towards the brand, because if we see in
case of Airtel/Vodafone the customers have very good attachment
towards the company and they love their brands, they feel proud from
their brands, the reason behind this is companies are providing them
very good, new and different services which Idea is not doing so to
create attachment Idea will have to improve its service delivery,
service quality, more new services and will have to do more work to
create satisfaction among the customers because if customers feels
satisfy from any brand till long time than they start to love that brand.
Idea will have to give more good network services, different value
added services etc, once the people will start to feel attachment with
the company and will feel proud about the brand than they can
compete with the others company as well.
 Sense of Community: - The sense of community is very important

factor for creating brand resonance, in this thing people feel a kinship
or affiliation with the people who are using the same brand. Like in
case of Airtel/Vodafone the users feel good when they come to know
that the person to whom they are talking is also using the same brand,
they start to feel keen and affiliation towards them because they know
that these companies are providing very high level of services and also
belongs to good status symbol so whenever they talk to any high
status personality they see that they are also using the same brand,
which also make them feel high, but in case of Idea customers have
very negative image in mind they made a perception in mind that if a
person belongs to high class society than he will never own Idea

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because it is made for the low class people but Idea will have to break
this perception of people and will have to establish themselves among
the high class people also by giving them customize services,
corporate plans like they require, when that people will start to accept
the Idea automatically affiliation among the people who are using Idea
will increase and people will start to feel kinship. This will improve the
relationship of the customers with brand.
 Active Engagement: - The last and the most important point to

create brand loyalty is active engagement, in this the customer
engaged, or willing to invest time, energy, money or other resources in
the brand beyond those expended during purchase or consumption of
the brand. In case of Airtel/Vodafone the customers’ active
engagement is so high. The reason behind this is they do lots of
market research and trying to find out more and more services which
customers will willing to pay for using them, we can say that they are
successful also in their efforts because they always start new and
useful services at every event or festivals which customers are also
like to use and pay for that, moreover they have Airtel live! and Voda
Services in which they are giving so much things for fun like chat,
music, wallpapers etc which people always like o use but in case of
Idea they don’t have any special services like that moreover it is not
doing any market research for finding out the customers requirement,
it is just following Airtel/Vodafone and providing very few special
services for customers by seeing copying them only, if it has to
become market leader than they will also have to do lots of market
research in this area and will have to give more and more new,
different and exciting services which people should start to use and
willing to pay time, money and other resources for them which will
generate good profit for the company and will also make its customer
brand loyal by satisfying them very well.
Engagement with subscribers is seeked at various levels, from major

celebrity fashion shows to small local events timed to coincide with new
product offerings. Campaigns like “Idea Rocks India,” “Idea Star Singer,”
“Idea Andhra Idol” etc help in the same. Again its social inclination in its
communications and CSR activities for education and rural development
have helped generate community attachment for it. If Idea should take some
steps regarding the problem which we discussed above than it can get huge

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growth in the market and can get more brand loyal customers, also it can
improve users base and become market leader.
BRAND MANTRA
A brand mantra is an articulation of the heart and soul of the brand. Their
purpose is to ensure that all employees within the organization and all
external marketing partners understand what the brand most fundamentally
is to represent with consumers so that they can adjust their actions
accordingly.
Vodafone
Vodafone’s internal brand mantra is simple and memorable. It stands for
Passion, Reliability and Innovation. It is referred to throughout all business
activities across the globe.
Idea
A good mantra for the brand Idea would be “Let’s bring a change, with a new
idea.” This mantra highlights the fact that the company strives to bring
some positive change into the society and you need not think before
adopting the new idea for it is so reasonable.
COMPARATIVE BRAND EQUITY OF VODAFONE

& IDEA
Price Premium = Vodafone cell-phone providers in terms of satisfied
and loyal customers are willing to pay a price premium. Customers are ready
to pay price premium reason being the quality network which Vodafone is
providing to them. On the other hand Idea has disloyal but satisfied
customers.
 Satisfaction/Loyalty: - Vodafone has satisfied and loyal

customers whereas Idea lack behind because of its poor network which
drop out in most of the places.

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 Perceived Quality: - Vodafone leads in the terms of connectivity,
sound quality, customer service and value added services. Idea leads
in customer service only its value added services are also low
moreover the sound quality is poor.
 Leadership and Popularity: - Vodafone is just next to the airtel

and it is crucial market challenger to it. Vodafone leads in leadership.
Popularity is with Idea because of its social messages through its ads.
 Perceived Value: - Vodafone is a value for money service provider

as it targets the middle class and high class people. Idea is cheaper
then Vodafone and it is more popular in rural areas as compared to
urban ones.
 Brand Personality: - Idea has strong brand personality as it

always try to give social message through its advertisements. Its
initiatives are innovative and remembered by the people many times.
Brand recall is strong of Idea as compared to Vodafone. Though
Vodafone zoo zoo ads became very popular in creating its brand
personality but now they have gone and become old too.
 Organizational Association: - Vodafone corporate brand is

more visible then idea. It is more recognized by the corporate as
Vodafone – “wherever you go our network follows you”.
 Brand Awareness: - Both the companies have high brand

awareness within the people. As both have different specialties in them
which are considered by the people according to their need and taste.

Page 2
 Market prices and Distribution Coverage: - Market prices
of the cellular service given by Vodafone are very much similar to
airtel. Idea market prices are low as compared to Vodafone. The
difference is quite high between the both companies. The distribution
coverage is good of Vodafone and Idea. Both the companies are
covering almost al;l states of country and people can also get them
easily.
Comparing all the above explanations and findings we see that Vodafone
leads in five brand equity measures (price premium, satisfaction/loyalty,
perceived quality, organizational association and market prices and
distribution coverage). The other four measures (leadership and popularity,
perceived value, brand personality and brand awareness) have been shared
by both Idea and Vodafone. By all this explanations we can say that the
brand equity of Vodafone is higher than the Idea.
CUSTOMER RELATIONSHIP MANAGEMENT

Siebel CRM at IDEA
IDEA Cellular, one of the leading mobile players in the country, operates in a
space where there are at least five to six service providers in each circle and
the overall mobile subscriber base is largely prepaid ensuring that customer
loyalty doesn’t mean much.
According to Prakash Paranjape, Chief Information Officer, IDEA, “If you look
at the base quality of service offered by all the telcos, there isn’t much
difference between them. In such a scenario, holding on to a customer
becomes a tough task and perhaps the only way that we can retain a
customer is by improving the overall customer experience whenever they
interface with us.”

Page 2
The company has been running Oracle’s Siebel CRM for little over a year and
uses it to provide customer service to both its pre- and post-paid customers.
Paranjape said that the telco valued its pre-paid customer base just as much
as its post paid subscriber base and therefore, unlike many of its competitors
who run graded solutions for different customer segments, it runs a single
CRM instance that delivers a unique customer service experience to both of
its customer segments.
The operator has implemented several modules from Oracle’s Siebel CRM
including Siebel Loyalty, and Siebel Service. These applications enable
seamless integration of the operator’s mission-critical business and customer
interface points. By providing a single, real-time, accurate view of customer
information and sharing customer data across all channels and customer
facing departments (sales, service, call center, marketing, etc.), the solution
has enabled IDEA to streamline its operations, deliver personalized, efficient
customer care and aggressively acquire and retain customers across its
operations.
Although Paranjape insisted that the telco viewed CRM from an enterprise-
wide perspective and not necessarily from a module viewpoint, he admitted
that the Loyalty Management module enabled the creation of loyalty
campaigns without the help of the IT staff. “It delivers analytics, marketing
and service capabilities that help us better understand each customer’s

Page 2
lifetime value and design service levels and promotions that maximize the
potential of all our customer relationships,” he said.
BRAND AUDIT OF IDEA

Qualitative Analysis
Brand Recall
A brand is said to have recall if it comes to consumers’ minds when its

product class is mentioned. It indicates stronger brand positioning in the
mind. Still at a higher level is the top of the mind recall; it is the brand, which
comes first to the mind. The top of mind awareness indicates a relative
superiority a brand enjoys over others. Sometimes a brand becomes so
dominant that it becomes the only recalled brand in the product category.
Keeping this theme in mind we asked the consumer which was the cell
phone service provider that first came to their mind.
Top of mind recall is considered if the brand features

in first three brands mentioned by the respondent for
the mobile operator category.
Idea has the second highest top of mind recall with

70% users mentioning it among the first three brands
recalled by respondents.
Brand Recognition

Page 2
Brand Recognition is the extent to which a brand is recognized for stated
brand attributes or communications.
In some cases brand recognition is defined as aided recall - and as a subset

of brand recall. In the case, brand recognition is the extent to which a brand
name is recognized when prompted with the actual name.
Brand recognition was also used to find out if respondents

can recognize the brand with the help of clues which act as a
stimulus.
Both Idea and Airtel were recognized correctly by 91%

respondents using their respective clues Sirjee and Shahrukh
Khan.
Logo Recognition
Respondents were also asked to identify logos of different telecom operators.

Idea came second only to Airtel and was recognized by 90% of the
respondents. Airtel was the as its new logo was identified by 100%
respondents.

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Brand Personality
It is a comprehensive concept, which includes all the tangible and intangible

traits of a brand, say beliefs, values, prejudices, features, interests, and
heritage. A brand personality makes it unique.
Brand personality is seen as a valuable factor in increasing brand

engagement and brand attachment, in much the same way as people relate
and bind to other people.
What Idea means to people
Respondents were asked what came to their mind when the thought of
Idea.
Advertisements and Abhishek Bachchan were the most common

replies comprising of 60% responses put together.
Perception about Idea Users

Page 2
Respondents were asked who in their mind was a typical
Idea User.
The common perception among respondents had been that

Idea is used my college students or price conscious people,
comprising of over 70% responses.
Personality Type
Respondents were asked to imagine Idea as a

person.
Idea had the personality of a ‘common man’ is

what more than 30% respondents said. Other
personality types mentioned were Innovative which
was said by close to 20% respondents.
A Film that can be associated with Idea

Page 2
Respondents were also asked to associate a film
with Brand Idea
All the responses could be clubbed into three broad

categories of Creative, Comedy and Village based
films. The common films mentioned were 3 Idiots,
Andaaz Apna Apna and Peepli Live
Brand Communication
Most admired feature about Idea
When respondents were asked one thing that

they admired most about Idea, it got an almost
unanimous reply with 85% of respondents saying
that the Idea ads and social messages in these
ads were what they admired.
Favorite Campaign

Page 2
On asking the respondents to choose their favorite campaign
across brands, over 60% respondents chose Idea’s save paper
and language barrier campaigns as their personal favorite
CONCLUSION
Idea started in 2004 and in the past six years it has built a great brand, a
brand that has the ability to become the biggest brand in India.
Communication is clearly Idea’s strong point. Lowe Lintas have done a great
job with each of the TVC campaigns and they are hugely popular with Idea
users and non users alike. Even out of home campaigns like the Mumbai &
Surat launches were first of its kinds in India.
However, branding doesn’t only mean communication, and a brand also has
to look at the quality of product and services offered. This is where we feel
that Idea lets the ball slip. The image that is created by the TVC is not
maintained by the products and services and that is why Idea is losing out on
the branding race to Airtel and Vodafone because both these brands have
great communication coupled with quality products and services.
RECOMMENDATIONS
1) There is a wide disconnect in the perception of people about Idea. The
urban consumers think it has poor network whereas in rural areas it is
primarily used for good network coverage. This gap needs to be bridged.

Page 2
The company should promote advertisements which build a singular pan
India perception of Idea.
2) The main competitors of Idea i.e. Airtel and Vodafone are very global
companies which have global appeal. Idea is viewed as a Desi Indian
company. The company needs to revamp its image by polishing its brand.
As Indian per capita income would grow in the coming years, people
would more and more prefer brands that have a global presence. Idea
needs to keep that in mind.
3) Idea users are perceived to be value conscious users. They are mostly
students. Idea needs to break this image by focusing a little more on
HNI's. Most of their schemes are aimed at students. This alienates them
from the wealthy people.
4) The idea brand is too much dependent upon Abhishek Bachchan as its
sole ambassador. It should not be that in future Idea is unable to change
its celebrity. It may occur that Idea brand recall will bring back Abhishek
in the consumer's minds. It should look towards other celebrities too.
REFERENCES
The graphs and findings are based on collected information and perception
of the some Idea users and non users, to know more deeply about the
company we took the personal interview of Idea Company’s executive at
their authorized centers in South Delhi. Some secondary information is also
used to know more facts about the company. The address of that authorized
centers, sources of secondary information and the advertisement campaigns
links are mentioned above:
Authorized Centers
Idea Cellular Ltd
18, First Floor, Vasant Arcade,, Nelson Mandela Marg, Vasant Kunj, New Delhi

Page 2
Idea Mobile Communications Limited
A-68, Near Sahara Electronics, Sector 64, New Okhla Industrial Development
Area
Mobiphone Communication Pvt Ltd - Idea
M 22, M Block Market, Greater Kailash, New Delhi
Sources of Seconary Information
www.ideacellular.com/
http://www.google.co.in/
http://in.yahoo.com/?p=us
http://www.wikipedia.org/
ADD Campaigns
Idea Cellular language barrier Ad

http://www.youtube.com/watch?v=ElxERkFfAwU
Idea Ad for Education for all

http://www.youtube.com/watch?v=0bh3HP51rJs
Idea Cellular Public Service ad

http://www.youtube.com/watch?v=maUDRdSZXUs
Idea Ad for outgoing calls at 50 p

http://www.youtube.com/watch?v=sHHlMbctZoo
Idea Ad for News

http://www.youtube.com/watch?v=sPTFyAORa5g

Page 2
Idea Cellular Ad for Unwanted Calls
http://www.youtube.com/watch?v=AGxTKKqWM1Y
Idea Ad for Omnipresent Idea Network ‘No Monkeying’

http://www.youtube.com/watch?v=VJ61sahAWLs
Idea MMS Commercial

http://www.youtube.com/watch?v=rcgGroiNxL8
Idea’s Women Card Launch

http://www.youtube.com/watch?v=bO9gg_g2oRg
Idea Cellular ‘walk when you talk’

http://www.youtube.com/watch?v=GhFA0vQcm8s
Idea ‘My Gang’ Commercial

http://www.youtube.com/watch?v=PBp7rotIF4I
Idea Mobile Portability starts from 20th jan

http://www.youtube.com/watch?v=iljywAXykB0
Idea MNP helpline no. campaign

http://www.youtube.com/watch?v=D7rv0S7RrQA
Idea Rocks India Commercial

http://www.youtube.com/watch?v=onD5AHeqSf8
Idea TVC Ad
http://www.youtube.com/watch?v=STZAcD2R6YI
Idea Cellular Night Calling ad

http://www.youtube.com/watch?v=U0YOlSQ0eV0
Idea Ongli Cricket-lovers

http://www.youtube.com/watch?v=1D5WjCb3iQE

Page 2
No Idea – Get Idea
http://www.youtube.com/watch?v=UCIaNzzMsoQ
http://www.youtube.com/watch?v=hMW1BGF064I
Get Idea
http://www.youtube.com/watch?v=G1BJf7nI7K0
http://www.youtube.com/watch?v=2VSyIuL4sMM
Get Idea! Get better network

http://www.youtube.com/watch?v=l6CTX2axIPY
http://www.youtube.com/watch?v=tZVn5CYtDQA

Page 2

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VODAFONE & IDEA

Rohit Chugh 82072

professor. We lend our sincere and heartfelt acknowledgement to our professor,

and make realize this project.

FORE SCHOOL OF MANAGEMENT

FORE SCHOOL OF MANAGEMENT

 To build the brand resonance of the Vodafone and Idea Services.

 To recommend strategies for improving customer satisfaction so that Idea

INDIAN TELECOM INDUSTRY

FORE SCHOOL OF MANAGEMENT

Wire Line Segment

Wire Less Segment

FORE SCHOOL OF MANAGEMENT

The Major Cellular Service Providers

Service Provider-wise Wireless Subscribers and Market

FORE SCHOOL OF MANAGEMENT

11. Loop 2.84

12. S Tel 1.01

13. HFCL 0.33

14. Videocon 0.03

15. Etisalat 0.00

Service Provider-wise Wire line Subscribers and Market

Sl. No. Service Total Wire line

FORE SCHOOL OF MANAGEMENT

HISTORY OF THE BRANDS

The Vodafone story is one of investment, innovation and award-winning

• The number of Vodafone live! Customers with 3G reach 10 million.

FORE SCHOOL OF MANAGEMENT

• Vodafone introduces Passport, a new voice roaming price plan.

• Vodafone live! with 3G is launched in 13 markets.

• Vodafone live! attracts 1 million customers in its first six months.

• Orange, Telefonica Moviles, T-Mobile, and Vodafone form a new association

• Vodafone launches the first commercial European GPRS roaming service.

• The Vodafone Group Foundation is launched. The Group and its

• Arun Sarin is selected to succeed Sir Christopher Gent as Chief Executive of

• Vodafone introduces instant messaging to its networks.

FORE SCHOOL OF MANAGEMENT

• The acquisition of Mannesmann AG almost doubles the size of the

• Vizzavi is launched, a 50/50 joint venture between Vodafone AirTouch and

• Vodafone acquires the largest available 3G licence in the UK. In parallel

• The Globalstar satellite communications service is launched in the UK.

Vodafone Essar is the Indian subsidiary of Vodafone Group and commenced

Vodafone is one of the world's leading international mobile communications

The Essar Group is a diversified business corporation with a balanced

Mission – “to be admired as a diverse and ethical company, operating

FORE SCHOOL OF MANAGEMENT

 Subscriber base as on December 31, 2009: 57,611,872

 Idea becomes a pan-India operator

 Emerging Company of the Year - fastest growing mobile operator in the

 Subscriber base as on December 31, 2008: 40,016,153

 Acquired Spice Communications with the operating circles of Punjab

 Launched services in Mumbai metro in the largest single metro city

 Launched services in Bihar

FORE SCHOOL OF MANAGEMENT

 Subscriber base as on December 31, 2007: 21,054,027

 Initial Public Offering aggregating to Rs. 28,187 million and Listing of

 Merger of seven subsidiaries with Idea Cellular Limited

 Reached the twenty million subscriber mark

 Subscriber base as on December 31, 2006: 12,442,450

 Acquired Escorts Telecommunications Limited (subsequently renamed

 Launch of the New Circles

 Reached the 10 million subscriber mark

FORE SCHOOL OF MANAGEMENT