1. IDEA CELLULAR’S ADVERTISING AND PROMOTION STRATEGIES
BY
M.V.SAIMAHESH
13BSP1569
SEC-B
SWOT ANALYSIS FOR ‘A GOOD IDEA’ CAMPAIGN
STRENGTHS:
 Strong distribution channel and good relations with parentcompany.
 High servicequality and network coverage.
 Innovativestrategies to attract customer attention.
 Low local call charges.
 Analysts appreciated Idea’s ads for being creative
 Celebrity endorsement for the product.
 Creative advertising team.
WEAKNESSES:
 Spending huge money on Advertising
 Celebrity endorsement is high cost advertising than normal advertising
 Low coverage in India
 Market leader only in North India
 Less market share in urban market
OPPORTUNITIES:
 The Indian telecommunication industry is growing at faster rate
 Low penetration, more particularly in rural India.
 Ad campaign like “What an idea sirji” by Bachchan is created huge market
share and growth
 New advertising channels like Facebook, Bing, and YouTube etc..,
 Idea tied up with several news channels and radio broadcasters to
promote this campaign further.
 “Walk when you talk” Campaign creates an opportunities for new
customers
 Increasing number of subscribers.
 Opportunities of economies of scale and high customer value

2. THREATS:
 Intense competition.
 Customers loyalty is low
 Increasing cost of promotion.
 Increased network cost.
 Alternative technologies like Imax, VOIP (Skype).
 Market demand may slow down.
 Govt. rules and regulations.
SWOT ANALYSIS FOR IDEA ASSOCIATION WITH IPL:
STRENGTHS:
Innovative campaign “Call the Cricketers”
Sponsoring MumbaiIndians team as a plus point, where large number of
customers favourite team because of Sachin Tendulkar.
Idea Logo on their uniforms during the IPL tour
The campaign provided Idea with huge visibility.
This campaign werepublicized throughTV ads,outdoor media, and on the
Internet. By this it will reach all the cricket lovers
WEAKENESSES:
This campaign is only for cricket lovers.
Spending lot of money on IPL that to it attracts only cricket lovers.
There is a less probability that few customers can change to other
networks because of this ad campaign, reasons are
1. It supporting only Mumbai Indians
2. From campaign people who are rejected from the interesting call list
they may be chance to change to other network.
OPPORTUNITIES:
 According to data 75% of calls registered were fromsubscribers of other
service providers.
 It can increase their market share
 Up to 2011 it is a sponsor for Mumbai Indians

3. THREATHS:
 From other IPL teams
 Aircel is for Chennai super kings and etc..,
 Competitors increasing marketing budgets.
 Increasing cost of promotion.
 Intense competition.
SWOT ANALYSIS FOR THE ‘OUT-OF-HOME’ CAMPAIGNS
STRENGTHS:
 Idea had been using OOH media like hoardings, public transportsystems
and bus shelters
 It used the entire railway station in the city to promote the brand.
 Around 65 trains passed through Surat station every day.
 Attention of train passengers and other passengers.
WEAKNESSES:
 It covers only surat station in Gujarat
 This campaign reaches only to train passengers.
OPPORTUNITIES:
 Company has upgraded the number of its cellular sites in surat
 Support from Indian Railways
 Value added services
 Expanding business operations
THREATHS:
 Intense competition
 Entry of foreign players
 Regulatory risks and licensing fees
 Increasing cost of promotion
 Government rules and regulations