MARKET VISIT

24TH Andheri
27TH Thane
SUMMARY

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I went on a market visit on

Friday, 24th June to Andheri (Mahakali Caves Area)
Monday, 27th June to Thane (Wagle Estate Area)

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Findings 24th- Andheri

No of Retailers Visited = 6
5 of them catered to low pocket customers.
1 of them was an Idea Exclusive Store.
99% of the customers were 2G base
Common recharge were of Rs. 199 & Rs. 17/Rs. 29 in the order
1 Retailer said that some customers recharge with Rs. 298 in hope of getting more data (offer says
Get 1.25 to 5 GB data)
Rs. 17 & Rs. 29 recharges were done by common labours, they tend to carry exact amount of change
to recharge. Their recharge frequency is irregular since many retailers said these customers buy as
per need. (These use Idea as their primary SIM card.)
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Findings 24th- Andheri

Rest of the customers were Voice based and visited the retailers mostly to know the current offers.
Customer comments:
face signal problem at residence and uses Idea as his 3 rd SIM, that too only if necessary,
he recently changed from post-paid to prepaid.
Also retailers are reluctant to increase awareness about 3G offers. They said that
o A custom setting is required
o many problems faced
o poor speed/signal strength
o leading to customers complaining to retailers and hence retailers dont promote
3G offers.
One retailer mentioned he had high sales of Reliance Voice packs than any other.
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Findings 27th- Thane

Retailers mentioned - Most popular FRCs was Rs. 77 which included 50MB data + Rs. 50 talk time.
Aiming on customer interaction - With the help of Mr Prabhat (TSE) made arrangements for a booth
at one of the retailers getting high traffic during peak hours (6-9 pm)
Shop Ramdeo Mobile/Chamunda Telecom
Since 6:30 pm I was able to interact with 34 customer in total.
All these were data users, out of which 24 used data on Ideas Service, and others used only voice.

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Findings Total 24 who recharged

with DATA

No of People who recharged with respective Data Packs

199; 8; 33%
17; 12; 50%

29; 4; 17%

17 29 199

12 Customers got Rs. 17 recharge (validity 3 Days)

On asking them why dont they opt for a recharge of more validity, said they get a
recharge only when they have spare money. Frequency was undefined
(sometimes every 3 days/ sometimes every week, sometime once a month)
4 Customers got Rs. 29 recharge (validity 5 Days)
On asking them why dont they opt for a recharge of more validity said that they
dont use much. Frequency of recharge was once/twice a month.
8 Customers got Rs. 199 recharge (Validity 28 Days)
On asking what was their current usage, They replied to watch/download movies
on mobile or whatsapp.
On asking why they dont upgrade to 3G pack, they said the data was less for the
price and were satisfied with current speed.
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Findings 27th- Thane

Some of the customers who used voice only, had a Vodafone SIM as well, and used Data on that
(Reason: Had better signal strength, even 2G is faster than that of Ideas)
On asking them if the offers by Idea werent attractive, to that they simply replied Tried once, but
not impressive, connectivity problems, poor signal in case of 3G
Alternatively Customers also said they dont need internet. (used feature phones/UP-Bihar Labour
Class as described by retailers)

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