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Idea since its inception has faced plethora of problems and has been successfull y able to mitigate them. Though it did not receive licences for Delhi or Mumbai, it won 3G spectrum for 1 1 circles: Maharashtra, Gujarat, Andhra Pradesh, Kerala, Punjab, Haryana, Uttar Pradesh (East), Uttar Pradesh (West), Madhya Pradesh, Himachal Pradesh, and Jamm u & Kashmir. For any operator, the biggest challenge is to match the market leaders in the ci rcles it operates in. And with new players in the fray, the competition will onl y get more intense. Keeping that in mind, Idea will continue to build on its gro wth momentum to increase its market share. Also, with falling tariffs and lower ARPUs, margins will be extraordinarily tight. In such a market, VAS will continu e to be a key area of focus along with 3G. Industry experts agree that one of Idea's strengths has been in creating a disti nct brand identity. Its "What an Idea, Sirji" campaign has not just differentiat ed the brand from the rest, but has also brought in a social component to teleco m advertising.

Understand Category... Divide first into categories..brands..competitors...analayse drivers.. Determine factor.... Understand which brand which is possible...make a brand map.. like Distribution.... Identify growth drivers for other brands.. Regions...area...