A PROJECT REPORT ON Go-to-market to find the target people AT

BY Paresh Patel INDIAN INSTITUTE OF e-BUSINESS MANAGEMENT, (IIeBM) WAKAD, PUNE-57

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INDIAN INSTITUTE OF EDUCATION & BUSINESS MANAGEMENT

Let knowledge prevail
Survey No. 114/1/3, BhumkarWasti, Wakad-Marunje Road, Off Mumbai Bangalore Highway, Pune 411057.Tel: 91 20 22932255 / 56, Web: www.iiebm.com , E-mail:communicate@iiebm.com.

TO WHOMSOEVER IT MAY CONCERN

This is to certify that Mr. Paresh Patel from Indian Institute of Education and Business Management, Pune has successfully completed his Summer Internship Project titled Go-To-Market to find target peopleat Uninor for 2 months (from 20.05.2010 to 20.07.2010) in partial fulfilment of the requirements of the Post Graduation Diploma in Business Management (PGDBM)

He had been in touch with the faculty at the institute and received regular inputs related to the project. We found him to be a committed, hardworking student.

We wish him all the best in his future Endeavours.

Place: Pune Date:

AUTHORISED SIGNATORY

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Table of contents

Serial no
1 2 3 4 5 6 7 8 9 10 Declaration Synopsis

Title
Acknowledgement

Page no
5 6 7 8 23 28 32 34 51 52

Introduction Marketing Strategy SWOT Analysis Methodology Observation & Finding Conclusion Bibliography

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ACKNOWLEDGEMENT
It gives me great sense of satisfaction upon complection of this project in a successful manner. However, this would definitely not have been possible without the expert and timely guidance that I received from my mentors at every level and stage of this project. I express my deep sense of gratitude towards Mr. Akshay Sir for giving me a chance to undergo my summer training at UNINOR. as very much indebted to him for his valuable guidance on the analyzing market. I also thank ful to my project guide Mr. Gaurav Sir for giving us guiding during the project . I also express my humble gratitude to Mr Jai Singh, Director and Prof. AnupamaLakhera, Placement co-ordinater of Indian Institute of e-Business Management, Pune for their expert advice. They have been the guiding light, in lighting me at every step of this project. I also extend my heart-felt thanks of my other facilities and the administrative staff at research centre and Uninor for their kind help and support.

Paresh Patel

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DECLARATION

I do hereby declare that the project report entitled Go-ToMarket to find target people has been prepared and submitted in partial fulfilment of the requirement for the award of the degree of Post-Graduation Diploma in Business Management (PGDBM) by Indian Institute of e-Business Management. I also declare that this entire project report is a result of my whole hearted effort in part or in full, has been provided in accordance with the requirements of any other examination of this institute, or any other institute.

Paresh Patel

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SYNOPSIS

I would like to express my sincere thanks to all the readers of this report. This report mainly speaks about the market research and launching of new telecom company in the market. This report gives a brief idea about the market research and promotional activities of new telecom company in the saturated Indian market. Gone are the days when customers had very few options to choose their simcard but in present era, where in every field there is a cut throat completion, so it is difficult to enter the market like telecom because many telecom companies are already playing a big role. So it is very necessary to fine a USP for the new telecom company. The project I did during my Summer Internship Program was about the entry of new telecom company in Maharashtra and Goa circle where a lot of big players are already playing a big role. BharatiAirtel which is number one company in telecom and others like Vodafone, Idea, Aircel, BSNL and MTNL,Reliance (GSM), Tata DoCoMo, virgin and Videocon are the big players playing a big role in the Indian GSM telecom market. Uninor the Telenor Unitech Company come in the market with a new innovative idea Dynamic Pricing (DP). Branded as 24X7 Badalta Discount Plan, DP will offer call discounts that will change from 5% to 60% with location and with time - with each cell phone tower broadcasting a different discount. which is more cheaper than the one second billing plan introduce by Tata DoCoMo. The badalta discount plan is already introduce in other circles of India like Andra Pradesh, Utter Pradesh (east) ,Utter Pradesh (west), Karnataka, Tamil Nadu, Orissa circle etc. which is still going in a very successful in the Indian telecom market. Uninor is looking at launching services in five more circles by September this year. Uninor has license for 22 circles and is present in 13 circles. It has spectrum in circles like Himachal Pradesh, Madhya Pradesh, Punjab, Haryana where it is yet to launch its services.

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INTRODUCTION

Uninor are a new mobile operator, with a localized approach to the Indian market. We combine
the force of Indias second largest real estate company, Unitech Ltd and Norway-based Telenor, the 6th largest mobile communications group in the world. Now were bringing our services and innovation in communications to all of India.

Holds a pan-India UAS license to offer mobile telephony services in each of Indias 22 circles

Has also received spectrum to roll out these services in 21 of the 22 scircles Presently, Uninor services are available in the thirteen telecom circles of UP West (including Uttaranchal), UP East, Bihar (including Jharkhand), Orissa, Tamil Nadu, Karnataka, Kerala , Andhra Pradesh, Maharashtra, Mumbai, West Bengal, Kolkata and Gujarat

Telenor Group has invested INR 6135.63 crores through new shares to hold 67.25% equity in the company.

The Telenor Group has proven itself to millions of customers around the world over a long period of time. With over 150 years of telecom experience, the group is now present in 14 countries worldwide with 174 million mobile subscriptions as of Q4 2009 and over 40,000 employees across the globe. A dominant position in markets most similar to India, means the group brings existing competencies in distribution, targeted offerings, customer lifecycle management and organization culture to our operations in India.

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As Indias second largest diversified real estate major with over 30 years of presence across locations nationwide, the Unitech Group comes into this joint venture as a partner with decades of consumer facing experience in the Indian market, bringing with it deep insights into business as well as consumer marketing in the diverse Indian market. The company also features in the National Stock Exchanges bell weather S&P CNX Nifty Index. This unique partnership gives us the advantage of the most extensive and the most relevant experience to rollout services in India.

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Parent Companies
Telenor
Founded in 1855, Telenor is the largest company in Norway, withheadquarters located at Fornebu, close to Oslo. An International wireless carrier with operations in Scandinavia,Eastern Europe and Asia. The 6th largest mobile phone operator in the world, with more than172 million subscribers. Telenor started off in 1855 as a state-operated monopoly, named Telegrafverket as a provider of telegraph services. The first ideas for a telegraph were launched within the Royal Norwegian Navy in 1848, but by 1852 the plans were public and the Parliament of Norway decided on a plan for constructing the telegraph throughout the country. Televerket began by building from Christiania (now Oslo) to Sweden (Norway was at that time in a union with Sweden) as well as between Christiania and Drammen. By 1857 the telegraph had reached Bergen (west coast) via Srlandet (south coast) and by 1871 it had reached Kirkenes (north coast). Cable connections were opened to Denmark in 1867 and to Great Britain in 1869. The telegraph was most important for the merchant marinewho now could use the electric telegraph to instantly communicate between different locations, and get a whole new advantage within logistics.

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Unitech
Unitech Group is Indias second largest real estate investment company,and has recently claimed to be the largest real estate builder in the country. Based in New Delhi and ranks 1484 in Forbes Global 2000 companies,32nd in India. Its construction business includes highways, roads, powerhouses,transmission lines, and it has residential projects called Unitech Cities/UniWorld, in cities like Mumbai, Delhi, Kolkata, Chennai, Hyderabad,Bangalore, Kochi, Noida, Greater Noida, Agra, Lucknow, Varanasi,Gurgaon and Ghaziabad. Formed by Ramesh Chandra and originally formed as United Technical Consultant Private Ltd in 1972 as a soil investigation company.

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Infrastructure
Tower Sharing-Wireless-TT Info ServiceLtd,QuippoTelecomInfrastructure Ltd. Telecom, network and radio services-lcatel,Lucent, HuaweiTechnologies India, Nokia Siemens Networks and Ericsson. IT services and Infrastructure- Wipro Technologies Network management- Huawei, Ericsson and ZTE. Charging solutions for prepaid and postpaid customers- Telcordia.

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UNINOR IN SOCIETY
At Uninor, we believe in safeguarding human worth. A non-discriminatory and respectful
attitude towards customers, colleagues and wider society will be the hallmark of our approach. And we will work to be at the forefront in matters of health, safety, security and the environment. Our primary responsibility is to help people communicate wherever they are. We will leverage on our combination of local heritage and global telecom experience to develop products and services that positively affect peoples lives. Driven by our values, we will work to:

Maximize the enabling effect of mobile telecommunications Promote safer products and services Make responsible business practices part of everything we do.

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PROMISE
Our vision is simple, yet powerful. We exist to help you get the full benefit of communications
services in your daily lives. Were here to help. This means providing services that bring solutions to your everyday endeavors and needs, enabling your future aspirations to come even closer. We are driven by this promise to you. - A promise to keep things simple. A promise to listen and respond. A promise to constantly innovate, motivate and support; so you see change.

Change that takes you where you want to go.

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VISION AND VALUES

We make our vision a reality by living our values.. These values, are embedded in our thoughts and enlivened in our actions. It is our values that
shape our personality and bring the brand Uninor alive. They reflect in the way we behave and also in the products and services we offer. We are here to:

Make it easy

We keep things simple. We make products and processes easy to understand, easy to use and
easy to choose. No waste. No jargon. No complications. We make things happen quickly, simply and openly so that you understand us better.

Be inspiring We are creative and innovative. We bring energy and fresh ideas to everything we do. We build
motivated teams, encouraging everyone staff and customers to do more, to try more, and to be more.

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Keep promises

We're honest and straightforward. Were reliable and responsible. We do what we say. We take
ownership. Were about actions, not words. Were about delivery, not over -promising. We deliver on time and to the very best quality. And in the unlikely event that things do go wrong you can rely on us to take responsibility and sort it out quickly and transparently. You can rely on us.

Be respectful

We care about customers, communities and colleagues. We strive to know our customers and to
understand their needs. We are thoughtful and considerate. We listen and respond because we know loyalty has to be earned. Well listen to your needs and we will do our very best to answer them. Your opinions and your feedback are always valued they help us to create a better service.

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Plans that help you realize your dreams As a generation we are restless. We constantly push ourselves towards growth and change. We
explore, we implore, we innovate; we do everything possible to try and get more from every opportunity. We see thing as either right or wrong, there is no room for doubts; we dont let anything slow us down. At Uninor we share this feeling with you and our products are designed based on your needs and ambitions. Our plans are simple; easy to understand, offer incomparable value and most of all are designed to give wings to your ambitions

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KEY PEOPLE

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OBJECTIVE
The Indian communications scenario has transformed into a multiplayer, multiproduct market with varied market size and segments. Within the basic phoneservice the value chain has split into domestic/local calls, long distance players,and international long distance players. Apart from having to cope with thechange in structure and culture (government to corporate), uninor has had to gearitself to meet competition in various segments basic services, longdistance(LD), International Long Distance (ILD), and Internet Service Provision(ISP).It has forayed into mobile service provision as well.

Objective of study are:

What marketing strategies the uninor is implementing to defend and increase the market share.

To find who are the competitors of the uninor and the market shares of the competitors and what strategies uninor is implementing to beat its competitors.

To find out how uninor react to the technology changes in the communications sector. To know the customer preferences. To understand the problems of mobile customers. To study the basic need of the customer for switching from one Cell Company to another. To compare the service of Uninor with that of the other market players.

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To study telecommunication industry. To study the company profile of Uninor. To study customer satisfaction of Uninor. 31 To study various Marketing activities provided by Uninor. To study the various services provided by Uninor.

To know the expectation of Uninor Customers.

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MARKETING STRATEGY USED BY UNINOR

4 Ps of Marketing
Uninor recently launch their services in Maharashtra and Goa. It consider 4 Ps of Marketing mix such as Product, Price, Place, Promotion to launch their services in respective status.

Product
Company provides CDMA and GSM services in the market.

Price
Uninor the Telenor Unitech Company come in the market with a new innovative idea Dynamic Pricing (DP). Branded as 24X7 Badalta Discount Plan, DP will offer call discounts that will change from 5% to 60% with location and with time - with each cell phone tower broadcasting a different discount. It has also introduced two call rate plans to attract customers to the GSM mobile service. A talkmore at 29 paise base plan and callmore at 29 paise subscription plan. These plans are designed for those customers who talk longer on their calls or those who make more than four calls a day.

Place
Uninor holds a Pan- India UAS license to offer mobile telephony services in each of Indias 22 circle. But at present, Uninor services are available in the sthirteen telecom circles of UP West (including Uttaranchal), UP East, Bihar (including Jharkhand), Orissa, Tamil Nadu, Karnataka, Kerala , Andhra Pradesh, Maharashtra& Goa, Mumbai, West Bengal, Kolkata and Gujarat. Uninor is also looking at launching services in five more circles by September this year.
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 Promotion
The company promotes its product through its tag line AabMera Number Hai.It uses Promotional techniques such as Advertisement, Sales Promotion, Banners, Hording etc. It keeps campus ambassadors.

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Promotion
Product Promotion
Creative strategy- Informational with Positive appeal Pride Slogan- Abmera number hai Advertising in Hindi, Kannada, English and many more Indianregional languages. The series of television ads (by creative agency Leo Burnett) showyoung people in real-life situations rather than models orcelebrities. Even the outdoor campaign show young, ambitious, real people looking for challenges, wanting to make things happen. The company has around 2 lakh retail points across the countryincluding rural areas, apart from 50 company-owned stores.

Innovational promotion in small towns.

Institutional Promotion
For brand empowerment, it is working an online initiative with social media. Brand Philosophy- Empower People.

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Media Mix
Print and Broadcast ads Motion Pictures Brochure and booklets Posters Billboards POP displays

Logos

Targeting
The company is targeting for 8% market share in India by 2018. The country will have over 1.2 billion customers by 2018 as agains540 million now. Thus Uninor is targeting for 80 million customers by 2018. Break-even in 3 years Positive operating cash flow within 5 years in India. Targeting youth as well as all the ambitious people.

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 Selective specialization targeting strategy First priority is to roll out across the country; a credible market share can be built only after that. They hope to launch across the entirecountry by the end of the year

Value proposition
Maximize the enabling effect of mobile telecommunications Promote safer products and services Make responsible business practices part of everything Uninordoes. Various value packs for ISD users- USA/Canada,Singapore/Malaysia, Gulf packs. Simple tariff plans which are easily understandable.

Quick responses through circle heads.

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SWOT Analysis
SWOT Analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieving that objective. The technique is credited to Albert Humphrey, who led a research project at Stanford University in the 1960s and 1970s using data from Fortune 500 companies.

Strengths: Joint venture between worlds 6th largest telecom company and Indias 2nd largest real estate company. Least capital investment as various services are out sourced. Different price strategy. Decentralized management structure. Different market segmentation strategy

Weakness:The first signs of Weakness in new Operators is now evident that Uninor[ a JV of Telenor and Unitech Ltd] has confirmed that it will have a focused rollout in majority of 22 circles, while meeting license obligations in all circles. Uninor also said that India capex plans have been scaled down from Rs155 billion earlier to Rs 120-125 billion.

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Uninor has just 12,000 base stations installed, much lower than the base stations required for nationwide launch. This development is an indication of new operators feeling the heat due to tariff wars in Indian telecom industry. We wait for more such signs especially foreign players bids for 3G spectrum we believe that a quick consolidation would be positive for incumbents

Opportunities:The telecommunications market, even though highly saturated in some regions Offers great potential due to the ageing population and the sophistication of the Consumers. It offers great opportunities through a careful market segmentation and Exploitation of particular profitable segments. Different strategies should be pursued Simple phones and simplified pricing plans to the ageing population and more updated, sophisticated solutions for younger generations. The expanding Boundaries of the marketcould provide further opportunities by allowing Uninor to enter more aggressively into service and to better enjoy the benefits of its high investment.

Threats: Competitor like Airtel, Reliance,Vodafone ,BSNL/MTNL etc. Extensive government regulations through TRAI as regards introduction of new services. Bloodbath in market due to price war.

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Market opportunity Analysis

Can the benefits involved in the opportunity be articulated convincingly to a defined target market? Ans-The strategy of micro-segmentation and targeting youth along with making common youth as brand ambassador of the company shows that Uninor has very well defined its target market. However it will have to watch its competitors moves as well. Can the target market be located and reached with cost-effective media and trade channels? Ans-AsUninor has appointed over 1,000 distributors and is present in over 300,000 points of sale and outsourced infrastructural services, it can reach target market along with being costeffective. Does the company possess or have access to the critical capabilities and resources needed to deliver the customer benefits? Ans-As the company has recently lined up a Rs 5,000 cr bridge finance with the State Bank of India,which includes bank guarantees and a letter of credit that would help the company fund its 22 circle rollout. Can the company deliver the benefits better than any actual or potential competitors? Ans-Uninor boasts of offering the cheapest call rate and all the regional heads are responsible for responding to the concerned customers, they may deliver better services to consumers, but Uninor will certainly have to keep giving better services at cheaper rate in order to gain its competitors market share as well as gaining potential buyers.
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 Will the financial rate of return meet or exceed the companys required threshold for investment? Ans-For this Uninor has sufficient loans from financial institutions and even its parent companies Telenor and Unitech are providing ample financial support. Moreover Uninor has set its target of getting Break-even in 3 years and Positive operating cash flow within 5 years in India, so the company is right now investing in market building for itself.

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Methodology adopted for the execution of the activity

As we know uninor is a new player in telecom industry in india. Before the company enters in this field they have to know the current market scenario. To know the correct market scenario, company has conducted the market survey in which they have to know the targeted customer for their product. Uninor has conducted this survey in under name of Go To Market Survey to find the target people. The survey is conducted in three different categories : Youth Go-To-Market survey. Blue collers Go-To-Market survey. Slum area Go-To-Market Survey.

The targeted customers are categorized in this three different categories :

Youth Go-To-Market Survey

In this category company mainly targeted the people from college students, school students, multiplexses, shopping malls etc. where youth crowed is to be seen. As per analysis the maximum number of sim card is used by the youth generation. So in this category they have targeted the youth generation.

Blue Collers Go-To-Market Survey

As we know Blue Collers people means corporate persons, businessmans etc. in this category company manily target the corporate persons so company started the survey in IT parks in different area of pune where the company can easily target the blue coller peoples.

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Slum area Go-To-Market survey

Company has also conducted the survey in different slum areas situated in pune. As trend changes poor people also started to change their lifestyle. Now a day slum area people also started using mobile phone instead of using landlines due to result in available of low cost mobile phone available in the market.

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OBSERVATION AND FINDINGS

Questionnaire:

1. Age: 15 yrs& below 16-25 yrs 26-34 yrs 35-45 yrs 46-50 yrs 51 & above

Answer Age :

450 400 350 300 250 200 150 100 50 0 15 yrs & 16-25 below yrs 26-34 yrs 35-45 yrs 46-50 yrs 51 & above RESPONDENTS Percentage

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2. Gender: Male Female

Answer Gender:

107 M F

593

3. Education level: SSC/HSSC Bachelors degree Masters degree professional degree Others

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Answer Education:

250 200 150 100 50 0 SSC/HSSC Bachelors degree Masters professional degree degree others 16 Respondent Percentage 13

23.857

15.142

32

4. Occupation: STUDENT IT/BPO Sector CONSULTING/BANKING SELF EMPLOYED PROFESSIONAL family business Others

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Answer 1. Occupation:
21 74 101 30 68 406 CONSULTING/BANKING SELF EMPLOYED PROFESSIONAL family business others STUDENT IT/BPO Sector

5. Monthly income: RS.0-500 RS.5001-10000 Rs.10001-15000 Rs.15001-20000 Rs.20001-30000 Rs.30001-ABOVE Answer Monthly income:

Rs.30001-ABOVE Rs.20001-30000 Rs.15001-20000 Rs.10001-15000 Respondent

RS.5001-10000
RS.0-500 0 100 200 300 400

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6. Which brand you own: RIM TATA INDICOM AIRTEL VODAFONE OTHERS

Answer Brand you own:

RIM 169 130 58 97 246 TATA INDICOM AIRTEL VODAFONE

7. What is your brand selection criteria: Better features Priced competitively Have been using this brand for long Peers/family member using &satisfied with the brand Phone reviews Catchy and attractive advertisements Others

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Answer Brand selection criterion:

17 42

39

31 165

Better features Priced competitively Have been using this brand for long Peers/family member using &satisfied with the brand Phone reviews Catchy and attractive advertisements

143

263

Others

8. How much you are willing to pay per month for your phone (in Rs.)? 0-100 100-200 200-300 300-400 400 & above

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Answer How much you are willing to pay per month for your phone :

400 & above 300-400 200-300 100-200 0-100 0 50 100

105 101 147 133 214 150 200 250

Respondent

9. How often do you change (plan to change) service provider? 0-6 months 6months-1yr 1-2 yrs 2+ yrs

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Answer How often do you change (plan to change) service provider :

210

145

0-6 months 6months-1yr 1-2 yrs

171

174

2+ yrs

10. Would you like to stick to your current brand in future or willing to purchase another? Yes No

Answer Would you like to stick to your current brand in future or willing to purchase another:

208 492

yes no

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11. Would you be ready to buy a new brand? yes no Dont know Answer Would you be ready to buy a new brand :

169 329 202

yes no dont know

12. What attracts you to brand in spite of it being new to brand? Strong price advantage Established brand name Heavy promotional ads Bundled with a service Easier to use Others

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Answer What attracts you to brand in spite of it being new to brand :

others Easier to use Bundled with a service Heavy promotional ads Established brand name Strong price advantage 0

9 36 144 41 Respondent

94
376 100 200 300 400

13. You are using?

Postpaid Prepaid If prepaid then: Answer You are using :

186 postpaid

prepaid
514

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14. What tariff you mostly choose? Rs. 0-10 Rs. 10-50 Rs.51-100 Rs.101-200 Rs.201-300 above 300 full talktime Answer What tariff you mostly choose :

full talktime above 300 Rs.201-300 Rs.101-200 Rs.51-100 Rs. 10-50 Rs. 0-10 0 50 100 150 200 250 Respondent

15. Which sort of schemes would you prefer? Free calling Free messaging Per minute Per second Night calling

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Answer What sort of schemes would you prefer :

Night calling Per second Per minute Free messaging Free calling 0 100 200 300 400 Respondent

16. What is the frequency of your recharge? Daily Weekly Monthly occasionally Answer What is the frequency of your recharge :

130

40 daily weekly 311 Monthly occassionaly

219

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17. What is your point of purchase of recharge and sim cards? retail shops company stores Others

Answer What is your point of purchase of recharge and simcards :

29 97 retail shops company stores 574 others

18. What following services you use? Voice portal service CRBT service SMS (P to A) WAP/GPRS

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Answer What following services you use :

WAP/GPRS SMS (P to A) CRBT service Voice portal service 0 100 78 156 200 183

283

Respondents

300

19. What are the sources from which you get the information about various services & plans by operators? Newspaper Television Radio Hoardings Friends and relatives Others

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Answer What are the sources from which you get the information about various services and plans by operators :

Others Friends and relatives Hoardings Radio Television Newspaper 0 50

90 170 88 79 171 102 100 150 200 Respondents

20. How you choose to decide the operator? Network Economical Services like VAS Better plans What your friends and relatives have

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Answer How you decide to choose the operator :

What your friends and Better plans Services like VAS Economical

72 184 91 191 Respondent

Network
0

162
50 100 150 200 250

21. What you expect from the operator? Better connectivity Wide coverage Low tariffs Better customer support Good value added services

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Answer What you expect from the operator :

Good value added Better customer Low tariffs Wide coverage Better connectivity 0 50

59 59 210 142 230 100 150 200 250 Respondent

22. Have you ever heard of Uninor? Yes No

Answer Have you ever heard of Uninor :

202 498

Yes No

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CONCLUSION

I had been really fortunate to be a part of uninor which taught me core marketing concepts and practical exposure to understand new business strategies implemented in telecome industries. Uninor is a company which delivers a value. This reflects its prospected growth and augmented market shares in future. Last but not the least, every summer internship is typically designed to reflect some corporate etiquettes and height of professionalism. It adds vibrant colours in management learning

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BIBLIOGRAPHY
Company web site www.uninor.in www.google.com Marketing books of Philip Kotler www.wikipidea.com
Some books of market research

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