Idea Cellular - Consumer Behaviour

Topics: Aditya Birla Group, Mobile phone, Kumar Mangalam Birla Pages: 14 (3436 words) Published: December 11, 2012
IDEA CELLULAR
(By Aditya Birla Group)

An Analysis

Submitted to Dr. Kanwal Kapil

In partial fulfilment of the requirements of the course

Marketing Planning
Submitted By

GROUP 10 Apurv Jain(12PGHR14) Chumki Banerjee (12PGHR21) Debanjali Das (12PGHR31) Prateek Singhal (12PGHR41) Sathya S (12PGHR62) Subhadeep Chowdhury (12PGHR50) Vivek Verma (12PGHR60)

Group 10 | Idea Cellular

2|Page

Table of Contents
1 2 3
3.1 3.2

Acknowledgement .............................................................................................................. 3 Executive Summary ........................................................................................................... 4 Section One (Words: 675) ................................................................................................. 4 Identification of Marketing Company ........................................................................................... 4 Identification of Product ................................................................................................................ 4

4

SWOT and PEST Analysis................................................................................................ 5

4.1 SWOT Analysis............................................................................................................................. 5 4.1.1 Strengths .......................................................................................................................... 5 4.1.2 Weaknesses ...................................................................................................................... 5 4.1.3 Opportunities ................................................................................................................... 5 4.1.4 Threats............................................................................................................................. 5 4.2 PESTLE Analysis .......................................................................................................................... 6 4.2.1 Political Aspects .............................................................................................................. 6 4.2.2 Economic Aspects ............................................................................................................ 6 4.2.3 Social Aspects .................................................................................................................. 6 4.2.4 Technological Aspects ..................................................................................................... 6 4.2.5 LegalAspects…………………………………………………………………………………… 6 4.2.6 Environmental Aspects………………………………………………………………………… 6

5

Section Two (Words: 1201) ............................................................................................... 7

5.1 Porter’s Five Forces Model ........................................................................................................... 7 5.1.1 Force 1: Competitive Rivalry within an Industry ............................................................ 7 5.1.2 Force 2: Threat of Substitutes ......................................................................................... 8 5.1.3 Force 3: Threat of new entrants ...................................................................................... 8 5.1.4 Force 4: Bargaining Power of Customers ...................................................................... 8 5.1.5 Force 5: Bargaining Power of Suppliers ........................................................................ 9 5.2 Consumer Behaviour Analysis .................................................................................................... 10 5.2.1 Survey ............................................................................................................................ 10 5.3 Analysis...

References: Marketing Management- Kotler, Keller, Koshy, Jha http://www.tele.net.in/company-stories/item/8011-brand-idea-focus-on-3grural-areas-and-market-positioning http://www.ideacellular.com/wps/portal http://en.wikipedia.org/wiki/Idea_Cellular http://en.wikipedia.org/wiki/Aditya_Birla_Group
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