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A PROJECT REPORT ON “Go -to-market to find the target people” AT BY Paresh Patel
A PROJECT REPORT ON “Go -to-market to find the target people” AT BY Paresh Patel

A PROJECT REPORT

ON

“Go-to-market to find the target people”

AT

REPORT ON “Go -to-market to find the target people” AT BY Paresh Patel INDIAN INSTITUTE OF

BY Paresh Patel

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

INSTITUTE OF e-BUSINESS MANAGEMENT, (IIeBM) WAKAD, PUNE-57 Indian Institute of Education & Business Management Page
INSTITUTE OF e-BUSINESS MANAGEMENT, (IIeBM) WAKAD, PUNE-57 Indian Institute of Education & Business Management Page

Indian Institute of Education & Business Management

Page 1

OF e-BUSINESS MANAGEMENT, (IIeBM) WAKAD, PUNE-57 Indian Institute of Education & Business Management Page 1
OF e-BUSINESS MANAGEMENT, (IIeBM) WAKAD, PUNE-57 Indian Institute of Education & Business Management Page 1
OF e-BUSINESS MANAGEMENT, (IIeBM) WAKAD, PUNE-57 Indian Institute of Education & Business Management Page 1
Indian Institute of Education & Business Management Page 2
Indian Institute of Education & Business Management Page 2
Indian Institute of Education & Business Management Page 2
Indian Institute of Education & Business Management Page 2

Indian Institute of Education & Business Management

Page 2

Indian Institute of Education & Business Management Page 2
Indian Institute of Education & Business Management Page 2
Indian Institute of Education & Business Management Page 2
INDIAN INSTITUTE OF EDUCATION & BUSINESS MANAGEMENT Let knowledge prevail Survey No. 114/1/3, BhumkarWasti,
INDIAN INSTITUTE OF EDUCATION & BUSINESS MANAGEMENT Let knowledge prevail Survey No. 114/1/3, BhumkarWasti,
INDIAN INSTITUTE OF EDUCATION & BUSINESS MANAGEMENT Let knowledge prevail Survey No. 114/1/3, BhumkarWasti,

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

AUTHORISED SIGNATORY

Date:

Endeavours. Place: Pune AUTHORISED SIGNATORY Date: Indian Institute of Education & Business Management Page
Endeavours. Place: Pune AUTHORISED SIGNATORY Date: Indian Institute of Education & Business Management Page

Indian Institute of Education & Business Management

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Place: Pune AUTHORISED SIGNATORY Date: Indian Institute of Education & Business Management Page 3
Place: Pune AUTHORISED SIGNATORY Date: Indian Institute of Education & Business Management Page 3
Place: Pune AUTHORISED SIGNATORY Date: Indian Institute of Education & Business Management Page 3
Table of contents Serial no Title Page no 1 Acknowledgement 5 2 Declaration 6 3
Table of contents Serial no Title Page no 1 Acknowledgement 5 2 Declaration 6 3

Table of contents

Serial no

Title

Page no

1

Acknowledgement

5

2

Declaration

6

3

Synopsis

7

4

Introduction

8

5

Marketing Strategy

23

6

SWOT Analysis

28

7

Methodology

32

8

Observation & Finding

34

9

Conclusion

51

10

Bibliography

52

34 9 Conclusion 51 10 Bibliography 52 Indian Institute of Education & Business Management Page
34 9 Conclusion 51 10 Bibliography 52 Indian Institute of Education & Business Management Page

Indian Institute of Education & Business Management

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9 Conclusion 51 10 Bibliography 52 Indian Institute of Education & Business Management Page 4
9 Conclusion 51 10 Bibliography 52 Indian Institute of Education & Business Management Page 4
9 Conclusion 51 10 Bibliography 52 Indian Institute of Education & Business Management Page 4
ACKNOWLEDGEMENT It gives me great sense of satisfaction upon complection of this project in a
ACKNOWLEDGEMENT It gives me great sense of satisfaction upon complection of this project in a

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

and Uninor for their kind help and support. Paresh Patel Indian Institute of Education & Business
and Uninor for their kind help and support. Paresh Patel Indian Institute of Education & Business

Indian Institute of Education & Business Management

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Uninor for their kind help and support. Paresh Patel Indian Institute of Education & Business Management
Uninor for their kind help and support. Paresh Patel Indian Institute of Education & Business Management
Uninor for their kind help and support. Paresh Patel Indian Institute of Education & Business Management
DECLARATION I do hereby declare that the project report entitled “ Go-To- Market to find
DECLARATION I do hereby declare that the project report entitled “ Go-To- Market to find

DECLARATION

I do hereby declare that the project report entitled “Go-To- Market 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

of this institute, or any other institute. Paresh Patel Indian Institute of Education & Business Management
of this institute, or any other institute. Paresh Patel Indian Institute of Education & Business Management

Indian Institute of Education & Business Management

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this institute, or any other institute. Paresh Patel Indian Institute of Education & Business Management Page
this institute, or any other institute. Paresh Patel Indian Institute of Education & Business Management Page
this institute, or any other institute. Paresh Patel Indian Institute of Education & Business Management Page
SYNOPSIS I would like to express my sincere thanks to all the readers of this

SYNOPSIS

SYNOPSIS I would like to express my sincere thanks to all the readers of this report.

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.

Punjab, Haryana where it is yet to launch its services. Indian Institute of Education & Business
Punjab, Haryana where it is yet to launch its services. Indian Institute of Education & Business

Indian Institute of Education & Business Management

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Punjab, Haryana where it is yet to launch its services. Indian Institute of Education & Business
Punjab, Haryana where it is yet to launch its services. Indian Institute of Education & Business
Punjab, Haryana where it is yet to launch its services. Indian Institute of Education & Business
INTRODUCTION U ninor are a new mobile operator, with a localized approach to the Indian
INTRODUCTION U ninor are a new mobile operator, with a localized approach to the Indian

INTRODUCTION

Uninor are a new mobile operator, with a localized approach to the Indian market. We combine

the force of India‟s second largest real estate company, Unitech Ltd and Norway-based Telenor, the 6th largest mobile communications group in the world. Now we‟re 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 India‟s 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.

and organization culture to our operations in India. Indian Institute of Education & Business Management Page
and organization culture to our operations in India. Indian Institute of Education & Business Management Page

Indian Institute of Education & Business Management

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and organization culture to our operations in India. Indian Institute of Education & Business Management Page
and organization culture to our operations in India. Indian Institute of Education & Business Management Page
and organization culture to our operations in India. Indian Institute of Education & Business Management Page
As India‟s second largest diversified real estate major with over 30 years of presence across
As India‟s second largest diversified real estate major with over 30 years of presence across

As India‟s 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 Exchange‟s 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.

the most relevant experience to rollout services in India. Indian Institute of Education & Business Management
the most relevant experience to rollout services in India. Indian Institute of Education & Business Management

Indian Institute of Education & Business Management

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most relevant experience to rollout services in India. Indian Institute of Education & Business Management Page
most relevant experience to rollout services in India. Indian Institute of Education & Business Management Page
most relevant experience to rollout services in India. Indian Institute of Education & Business Management Page
Telenor Parent Companies • Founded in 1855, Telenor is the largest company in Norway, withheadquarters

Telenor

Telenor Parent Companies • Founded in 1855, Telenor is the largest company in Norway, withheadquarters located

Parent Companies

• 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 Sørlandet (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.

and get a whole new advantage within logistics . Indian Institute of Education & Business Management
and get a whole new advantage within logistics . Indian Institute of Education & Business Management

Indian Institute of Education & Business Management

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and get a whole new advantage within logistics . Indian Institute of Education & Business Management
and get a whole new advantage within logistics . Indian Institute of Education & Business Management
and get a whole new advantage within logistics . Indian Institute of Education & Business Management
Unitech • Unitech Group is India‟s second largest real estate investment company,and has recently claimed

Unitech

Unitech • Unitech Group is India‟s second largest real estate investment company,and has recently claimed to

• Unitech Group is India‟s 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.

Private Ltd in 1972 as a soil investigation company. Indian Institute of Education & Business Management
Private Ltd in 1972 as a soil investigation company. Indian Institute of Education & Business Management

Indian Institute of Education & Business Management

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Private Ltd in 1972 as a soil investigation company. Indian Institute of Education & Business Management
Private Ltd in 1972 as a soil investigation company. Indian Institute of Education & Business Management
Private Ltd in 1972 as a soil investigation company. Indian Institute of Education & Business Management
Infrastructure • Tower Sharing -Wireless-TT Info ServiceLtd,QuippoTelecomInfrastructure Ltd. • Telecom, network

Infrastructure

Infrastructure • Tower Sharing -Wireless-TT Info ServiceLtd,QuippoTelecomInfrastructure Ltd. • Telecom, network and

• 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.

solutions for prepaid and postpaid customers - Telcordia. Indian Institute of Education & Business Management Page
solutions for prepaid and postpaid customers - Telcordia. Indian Institute of Education & Business Management Page

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for prepaid and postpaid customers - Telcordia. Indian Institute of Education & Business Management Page 12
for prepaid and postpaid customers - Telcordia. Indian Institute of Education & Business Management Page 12
for prepaid and postpaid customers - Telcordia. Indian Institute of Education & Business Management Page 12
UNINOR IN SOCIETY A t Uninor, we believe in safeguarding human worth. A non-discriminatory and
UNINOR IN SOCIETY A t Uninor, we believe in safeguarding human worth. A non-discriminatory and

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 people‟s 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.

responsible business practices part of everything we do. Indian Institute of Education & Business Management Page
responsible business practices part of everything we do. Indian Institute of Education & Business Management Page

Indian Institute of Education & Business Management

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business practices part of everything we do. Indian Institute of Education & Business Management Page 13
business practices part of everything we do. Indian Institute of Education & Business Management Page 13
business practices part of everything we do. Indian Institute of Education & Business Management Page 13
PROMISE O ur vision is simple, yet powerful. We exist to help you get the

PROMISE

PROMISE O ur vision is simple, yet powerful. We exist to help you get the full

Our vision is simple, yet powerful. We exist to help you get the full benefit of communications

services in your daily lives. We‟re 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.

you see change. Change that takes you where you want to go. Indian Institute of Education
you see change. Change that takes you where you want to go. Indian Institute of Education

Indian Institute of Education & Business Management

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change. Change that takes you where you want to go. Indian Institute of Education & Business
change. Change that takes you where you want to go. Indian Institute of Education & Business
change. Change that takes you where you want to go. Indian Institute of Education & Business
VISION AND VALUES We make our vision a reality by living our values T hese

VISION AND VALUES

VISION AND VALUES We make our vision a reality by living our values T hese 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.

and customers – to do more, to try more, and to be more. Indian Institute of
and customers – to do more, to try more, and to be more. Indian Institute of

Indian Institute of Education & Business Management

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– to do more, to try more, and to be more. Indian Institute of Education &
– to do more, to try more, and to be more. Indian Institute of Education &
– to do more, to try more, and to be more. Indian Institute of Education &
Keep promises W e're honest and straightforward. We‟re reliable and responsible. We do what we

Keep promises

Keep promises W e're honest and straightforward. We‟re reliable and responsible. We do what we say.

We're honest and straightforward. We‟re reliable and responsible. We do what we say. We take

ownership. We‟re about actions, not words. We‟re 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. We‟ll 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.

always valued – they help us to create a better service. Indian Institute of Education &
always valued – they help us to create a better service. Indian Institute of Education &

Indian Institute of Education & Business Management

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valued – they help us to create a better service. Indian Institute of Education & Business
valued – they help us to create a better service. Indian Institute of Education & Business
valued – they help us to create a better service. Indian Institute of Education & Business
Plans that help you realize your dreams A s a generation we are restless. We
Plans that help you realize your dreams A s a generation we are restless. We

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 don‟t 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

and most of all are designed to give wings to your ambitions Indian Institute of Education
and most of all are designed to give wings to your ambitions Indian Institute of Education

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of all are designed to give wings to your ambitions Indian Institute of Education & Business
of all are designed to give wings to your ambitions Indian Institute of Education & Business
of all are designed to give wings to your ambitions Indian Institute of Education & Business
KEY PEOPLE Indian Institute of Education & Business Management Page 18

KEY PEOPLE

KEY PEOPLE Indian Institute of Education & Business Management Page 18
KEY PEOPLE Indian Institute of Education & Business Management Page 18
KEY PEOPLE Indian Institute of Education & Business Management Page 18
KEY PEOPLE Indian Institute of Education & Business Management Page 18
KEY PEOPLE Indian Institute of Education & Business Management Page 18
KEY PEOPLE Indian Institute of Education & Business Management Page 18
KEY PEOPLE Indian Institute of Education & Business Management Page 18

Indian Institute of Education & Business Management

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KEY PEOPLE Indian Institute of Education & Business Management Page 18
KEY PEOPLE Indian Institute of Education & Business Management Page 18
KEY PEOPLE Indian Institute of Education & Business Management Page 18
Indian Institute of Education & Business Management Page 19
Indian Institute of Education & Business Management Page 19
Indian Institute of Education & Business Management Page 19
Indian Institute of Education & Business Management Page 19
Indian Institute of Education & Business Management Page 19
Indian Institute of Education & Business Management Page 19
Indian Institute of Education & Business Management Page 19
Indian Institute of Education & Business Management Page 19

Indian Institute of Education & Business Management

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Indian Institute of Education & Business Management Page 19
Indian Institute of Education & Business Management Page 19
Indian Institute of Education & Business Management Page 19
Indian Institute of Education & Business Management Page 20
Indian Institute of Education & Business Management Page 20
Indian Institute of Education & Business Management Page 20
Indian Institute of Education & Business Management Page 20
Indian Institute of Education & Business Management Page 20
Indian Institute of Education & Business Management Page 20
Indian Institute of Education & Business Management Page 20
Indian Institute of Education & Business Management Page 20

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Indian Institute of Education & Business Management Page 20
Indian Institute of Education & Business Management Page 20
Indian Institute of Education & Business Management Page 20
OBJECTIVE The Indian communications scenario has transformed into a multiplayer, multiproduct market with varied market
OBJECTIVE The Indian communications scenario has transformed into a multiplayer, multiproduct market with varied market

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.

of “Uninor” with that of the other market players. Indian Institute of Education & Business Management
of “Uninor” with that of the other market players. Indian Institute of Education & Business Management

Indian Institute of Education & Business Management

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of “Uninor” with that of the other market players. Indian Institute of Education & Business Management
of “Uninor” with that of the other market players. Indian Institute of Education & Business Management
of “Uninor” with that of the other market players. Indian Institute of Education & Business Management
 To study telecommunication industry.  To study the company profile of Uninor.  To

To study telecommunication industry.

To study the company profile of Uninor.

To study customer satisfaction of Uninor.

31

of Uninor.  To study customer satisfaction of Uninor. 31  To study various Marketing activities

To study various Marketing activities provided by Uninor.

To study the various services provided by Uninor.

To know the expectation of Uninor Customers.

by Uninor. To know the expectation of Uninor Customers. Indian Institute of Education & Business Management
by Uninor. To know the expectation of Uninor Customers. Indian Institute of Education & Business Management

Indian Institute of Education & Business Management

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Uninor. To know the expectation of Uninor Customers. Indian Institute of Education & Business Management Page
Uninor. To know the expectation of Uninor Customers. Indian Institute of Education & Business Management Page
Uninor. To know the expectation of Uninor Customers. Indian Institute of Education & Business Management Page
MARKETING STRATEGY USED BY UNINOR 4 P’s of Marketing Uninor recently launch their services in
MARKETING STRATEGY USED BY UNINOR 4 P’s of Marketing Uninor recently launch their services in

MARKETING STRATEGY USED BY UNINOR

4 P’s of Marketing

Uninor recently launch their services in Maharashtra and Goa. It consider 4 P‟s 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 India‟s 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.

services in five more circles by September this year. Indian Institute of Education & Business Management
services in five more circles by September this year. Indian Institute of Education & Business Management

Indian Institute of Education & Business Management

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services in five more circles by September this year. Indian Institute of Education & Business Management
services in five more circles by September this year. Indian Institute of Education & Business Management
services in five more circles by September this year. Indian Institute of Education & Business Management
 Promotion The company promotes its product through its tag line “AabMera Number Hai”.It uses

Promotion

 Promotion The company promotes its product through its tag line “AabMera Number Hai”.It uses Promotional

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.

Banners, Hording etc. It keeps campus ambassadors. Indian Institute of Education & Business Management Page
Banners, Hording etc. It keeps campus ambassadors. Indian Institute of Education & Business Management Page

Indian Institute of Education & Business Management

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Banners, Hording etc. It keeps campus ambassadors. Indian Institute of Education & Business Management Page 24
Banners, Hording etc. It keeps campus ambassadors. Indian Institute of Education & Business Management Page 24
Banners, Hording etc. It keeps campus ambassadors. Indian Institute of Education & Business Management Page 24
Product Promotion Promotion • Creative strategy - Informational with Positive appeal „Pride‟ • Slogan -

Product Promotion

Promotion

Product Promotion Promotion • Creative strategy - Informational with Positive appeal „Pride‟ • Slogan -

• 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) show„young 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.

with social media. • Brand Philosophy - Empower People. Indian Institute of Education & Business Management
with social media. • Brand Philosophy - Empower People. Indian Institute of Education & Business Management

Indian Institute of Education & Business Management

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social media. • Brand Philosophy - Empower People. Indian Institute of Education & Business Management Page
social media. • Brand Philosophy - Empower People. Indian Institute of Education & Business Management Page
social media. • Brand Philosophy - Empower People. Indian Institute of Education & Business Management Page
Media Mix • Print and Broadcast ads • Motion Pictures • Brochure and booklets •

Media Mix

• Print and Broadcast ads

• Motion Pictures

• Brochure and booklets

• Posters

• Billboards

• POP displays

• Logos

Targeting

Posters • Billboards • POP displays • Logos Targeting • The company is targeting for 8%

• 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.

• Targeting youth as well as all the ambitious people. Indian Institute of Education & Business
• Targeting youth as well as all the ambitious people. Indian Institute of Education & Business

Indian Institute of Education & Business Management

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Targeting youth as well as all the ambitious people. Indian Institute of Education & Business Management
Targeting youth as well as all the ambitious people. Indian Institute of Education & Business Management
Targeting youth as well as all the ambitious people. Indian Institute of Education & Business Management
• Selective specialization targeting strategy • First priority is to roll out across the country;

• Selective specialization targeting strategy

• Selective specialization targeting strategy • First priority is to roll out across the country; a

• 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.

understandable. • Quick responses through circle heads. Indian Institute of Education & Business Management Page
understandable. • Quick responses through circle heads. Indian Institute of Education & Business Management Page

Indian Institute of Education & Business Management

Page 27

• Quick responses through circle heads. Indian Institute of Education & Business Management Page 27
• Quick responses through circle heads. Indian Institute of Education & Business Management Page 27
• Quick responses through circle heads. Indian Institute of Education & Business Management Page 27
SWOT Analysis SWOT Analysis is a strategic planning method used to evaluate the S trengths,
SWOT Analysis SWOT Analysis is a strategic planning method used to evaluate the S trengths,

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 world‟s 6 th largest telecom company and India‟s 2 nd 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.

down from Rs155 billion earlier to Rs 120-125 billion. Indian Institute of Education & Business Management
down from Rs155 billion earlier to Rs 120-125 billion. Indian Institute of Education & Business Management

Indian Institute of Education & Business Management

Page 28

from Rs155 billion earlier to Rs 120-125 billion. Indian Institute of Education & Business Management Page
from Rs155 billion earlier to Rs 120-125 billion. Indian Institute of Education & Business Management Page
from Rs155 billion earlier to Rs 120-125 billion. Indian Institute of Education & Business Management Page
Uninor has just 12,000 base stations installed, much lower than the base stations required for
Uninor has just 12,000 base stations installed, much lower than the base stations required for

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.

of new services.  Bloodbath in market due to price war. Indian Institute of Education &
of new services.  Bloodbath in market due to price war. Indian Institute of Education &

Indian Institute of Education & Business Management

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services.  Bloodbath in market due to price war. Indian Institute of Education & Business Management
services.  Bloodbath in market due to price war. Indian Institute of Education & Business Management
services.  Bloodbath in market due to price war. Indian Institute of Education & Business Management
Market opportunity Analysis • Can the benefits involved in the opportunity be articulated convincingly to
Market opportunity Analysis • Can the benefits involved in the opportunity be articulated convincingly to

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 cost- effective.

• 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.

market share as well as gaining potential buyers . Indian Institute of Education & Business Management
market share as well as gaining potential buyers . Indian Institute of Education & Business Management

Indian Institute of Education & Business Management

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market share as well as gaining potential buyers . Indian Institute of Education & Business Management
market share as well as gaining potential buyers . Indian Institute of Education & Business Management
market share as well as gaining potential buyers . Indian Institute of Education & Business Management
• Will the financial rate of return meet or exceed the company’s required threshold for
• Will the financial rate of return meet or exceed the company’s required threshold for

• Will the financial rate of return meet or exceed the company’s 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.

is right now investing in market building for itself. Indian Institute of Education & Business Management
is right now investing in market building for itself. Indian Institute of Education & Business Management

Indian Institute of Education & Business Management

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is right now investing in market building for itself. Indian Institute of Education & Business Management
is right now investing in market building for itself. Indian Institute of Education & Business Management
is right now investing in market building for itself. Indian Institute of Education & Business Management
Methodology adopted for the execution of the activity As we know uninor is a new
Methodology adopted for the execution of the activity As we know uninor is a new

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.

where the company can easily target the blue coller peoples. Indian Institute of Education & Business
where the company can easily target the blue coller peoples. Indian Institute of Education & Business

Indian Institute of Education & Business Management

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the company can easily target the blue coller peoples. Indian Institute of Education & Business Management
the company can easily target the blue coller peoples. Indian Institute of Education & Business Management
the company can easily target the blue coller peoples. Indian Institute of Education & Business Management
Slum area Go-To-Market survey Company has also conducted the survey in different slum areas situated
Slum area Go-To-Market survey Company has also conducted the survey in different slum areas situated

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.

available of low cost mobile phone available in the market. Indian Institute of Education & Business
available of low cost mobile phone available in the market. Indian Institute of Education & Business

Indian Institute of Education & Business Management

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of low cost mobile phone available in the market. Indian Institute of Education & Business Management
of low cost mobile phone available in the market. Indian Institute of Education & Business Management
of low cost mobile phone available in the market. Indian Institute of Education & Business Management
OBSERVATION AND FINDINGS Questionnaire: 1. Age:     15 yrs& below 16-25 yrs 26-34 yrs
OBSERVATION AND FINDINGS Questionnaire: 1. Age:     15 yrs& below 16-25 yrs 26-34 yrs

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

Indian Institute of Education & Business Management

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46-50 51 & below yrs yrs yrs yrs above Indian Institute of Education & Business Management
46-50 51 & below yrs yrs yrs yrs above Indian Institute of Education & Business Management
46-50 51 & below yrs yrs yrs yrs above Indian Institute of Education & Business Management
2. Gender:   Male Female Answer Gender: 107 593 M F 3. Education level: SSC/HSSC

2. Gender:

 

Male

Female

Answer

Gender:

2. Gender:   Male Female Answer Gender: 107 593 M F 3. Education level: SSC/HSSC
107 593
107
593

M107 593 F

F107 593 M

3. Education level:

SSC/HSSC

Bachelors degree

Masters degree

professional degree

Others

degree Masters degree professional degree Others Indian Institute of Education & Business Management Page
degree Masters degree professional degree Others Indian Institute of Education & Business Management Page

Indian Institute of Education & Business Management

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Masters degree professional degree Others Indian Institute of Education & Business Management Page 35
Masters degree professional degree Others Indian Institute of Education & Business Management Page 35
Masters degree professional degree Others Indian Institute of Education & Business Management Page 35
  Answer Education: 4. Occupation: STUDENT IT/BPO Sector CONSULTING/BANKING SELF
  Answer Education: 4. Occupation: STUDENT IT/BPO Sector CONSULTING/BANKING SELF EMPLOYED
 

Answer

Education:

4.

Occupation:

STUDENT

IT/BPO Sector

CONSULTING/BANKING

SELF EMPLOYED PROFESSIONAL

family business

Others

SELF EMPLOYED PROFESSIONAL family business Others Indian Institute of Education & Business Management Page
SELF EMPLOYED PROFESSIONAL family business Others Indian Institute of Education & Business Management Page

Indian Institute of Education & Business Management

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PROFESSIONAL family business Others Indian Institute of Education & Business Management Page 36
PROFESSIONAL family business Others Indian Institute of Education & Business Management Page 36
PROFESSIONAL family business Others Indian Institute of Education & Business Management Page 36
  Answer 1. Occupation: 2 1 74 101 406 68 30 5. Monthly income: RS.0-500
  Answer 1. Occupation: 2 1 74 101 406 68 30 5. Monthly income: RS.0-500
 

Answer

1.

Occupation:

21

74 101 406 68
74
101
406
68

30

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 RS.5001-10000 RS.0-500
Rs.30001-ABOVE
Rs.20001-30000
Rs.15001-20000
Rs.10001-15000
RS.5001-10000
RS.0-500

0

100

200

300

400

Rs.30001-ABOVE Rs.20001-30000 Rs.15001-20000 Rs.10001-15000 RS.5001-10000 RS.0-500 0 100 200 300 400 Respondent

Respondent

RS.0-500 0 100 200 300 400 Respondent Indian Institute of Education & Business Management Page
RS.0-500 0 100 200 300 400 Respondent Indian Institute of Education & Business Management Page

Indian Institute of Education & Business Management

Page 37

RS.0-500 0 100 200 300 400 Respondent Indian Institute of Education & Business Management Page 37
RS.0-500 0 100 200 300 400 Respondent Indian Institute of Education & Business Management Page 37
RS.0-500 0 100 200 300 400 Respondent Indian Institute of Education & Business Management Page 37
6. Which brand you own: RIM TATA INDICOM AIRTEL VODAFONE OTHERS Answer Brand you own:

6. Which brand you own:

RIM

TATA INDICOM

AIRTEL

VODAFONE

OTHERS

Answer

Brand you own:

130 169 58 97 246
130
169
58
97
246

RIM130 169 58 97 246 TATA INDICOM AIRTEL VODAFONE

TATA130 169 58 97 246 RIM INDICOM AIRTEL VODAFONE

INDICOM

AIRTEL130 169 58 97 246 RIM TATA INDICOM VODAFONE

VODAFONE130 169 58 97 246 RIM TATA INDICOM AIRTEL

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

reviews Catchy and attractive advertisements Others Indian Institute of Education & Business Management Page
reviews Catchy and attractive advertisements Others Indian Institute of Education & Business Management Page
reviews Catchy and attractive advertisements Others Indian Institute of Education & Business Management Page

Indian Institute of Education & Business Management

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Catchy and attractive advertisements Others Indian Institute of Education & Business Management Page 38
Catchy and attractive advertisements Others Indian Institute of Education & Business Management Page 38
Catchy and attractive advertisements Others Indian Institute of Education & Business Management Page 38
Answer Brand selection criterion: 31 17 39 165 42 143 263 Better features Priced competitively

Answer Brand selection criterion:

Answer Brand selection criterion: 31 17 39 165 42 143 263 Better features Priced competitively Have
31 17 39 165 42 143 263
31
17
39
165
42
143
263

Better features31 17 39 165 42 143 263 Priced competitively Have been using this brand for long

Priced competitively31 17 39 165 42 143 263 Better features Have been using this brand for long

Have been using this brand for long39 165 42 143 263 Better features Priced competitively Peers/family member using &satisfied with the brand

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

Phone reviewsthis brand for long Peers/family member using &satisfied with the brand Catchy and attractive advertisements Others

Catchy and attractive advertisementsHave been using this brand for long Peers/family member using &satisfied with the brand Phone reviews

Othersbrand for long Peers/family member using &satisfied with the brand Phone reviews Catchy and attractive advertisements

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

100-200 200-300 300-400 400 & above Indian Institute of Education & Business Management Page
100-200 200-300 300-400 400 & above Indian Institute of Education & Business Management Page

Indian Institute of Education & Business Management

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100-200 200-300 300-400 400 & above Indian Institute of Education & Business Management Page 39
100-200 200-300 300-400 400 & above Indian Institute of Education & Business Management Page 39
100-200 200-300 300-400 400 & above Indian Institute of Education & Business Management Page 39
Answer How much you are willing to pay per month for your phone : 400
Answer How much you are willing to pay per month for your phone : 400

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

400 & above 105 300-400 101 200-300 147 Respondent 100-200 133 0-100 214
400 & above
105
300-400
101
200-300
147
Respondent
100-200
133
0-100
214

0

50

100

150

200

250

9. How often do you change (plan to change) service provider?

0-6 months

6months-1yr

1-2 yrs

2+ yrs

provider? 0-6 months 6months-1yr 1-2 yrs 2+ yrs Indian Institute of Education & Business Management Page
provider? 0-6 months 6months-1yr 1-2 yrs 2+ yrs Indian Institute of Education & Business Management Page

Indian Institute of Education & Business Management

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0-6 months 6months-1yr 1-2 yrs 2+ yrs Indian Institute of Education & Business Management Page 40
0-6 months 6months-1yr 1-2 yrs 2+ yrs Indian Institute of Education & Business Management Page 40
0-6 months 6months-1yr 1-2 yrs 2+ yrs Indian Institute of Education & Business Management Page 40
Answer How often do you change (plan to change) service provider : 145 210 171

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

145 210 171 174
145
210
171
174

0-6 months145 210 171 174 6months-1yr 1-2 yrs 2+ yrs

6months-1yr145 210 171 174 0-6 months 1-2 yrs 2+ yrs

1-2 yrs145 210 171 174 0-6 months 6months-1yr 2+ yrs

2+ yrs145 210 171 174 0-6 months 6months-1yr 1-2 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
208
492

yes208 492 no

no208 492 yes

or willing to purchase another: 208 492 yes no Indian Institute of Education & Business Management
or willing to purchase another: 208 492 yes no Indian Institute of Education & Business Management

Indian Institute of Education & Business Management

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to purchase another: 208 492 yes no Indian Institute of Education & Business Management Page 41
to purchase another: 208 492 yes no Indian Institute of Education & Business Management Page 41
to purchase another: 208 492 yes no Indian Institute of Education & Business Management Page 41
to purchase another: 208 492 yes no Indian Institute of Education & Business Management Page 41
11. Would you be ready to buy a new brand? yes no Don‟t know Answer

11. Would you be ready to buy a new brand?

yes

no

Don‟t know

Answer Would you be ready to buy a new brand :

Don‟t know Answer Would you be ready to buy a new brand : 169 329 202
169 329 202
169
329
202

yes169 329 202 no don’t know

no169 329 202 yes don’t know

don’t know169 329 202 yes no

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

ads Bundled with a service Easier to use Others Indian Institute of Education & Business Management
ads Bundled with a service Easier to use Others Indian Institute of Education & Business Management

Indian Institute of Education & Business Management

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Bundled with a service Easier to use Others Indian Institute of Education & Business Management Page
Bundled with a service Easier to use Others Indian Institute of Education & Business Management Page
Bundled with a service Easier to use Others Indian Institute of Education & Business Management Page
Answer What attracts you to brand in spite of it being new to brand :
Answer What attracts you to brand in spite of it being new to brand :

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

others 9 Easier to use 36 Bundled with a service 144 Heavy promotional ads 41
others
9
Easier to use
36
Bundled with a service
144
Heavy promotional ads
41
Established brand name
94
Strong price advantage
376

0

100

200

300

400

144 Heavy promotional ads 41 Established brand name 94 Strong price advantage 376 0 100 200

Respondent

13. You are using?

Postpaid

Prepaid

If prepaid then:

Answer You are using :

186 514 postpaid prepaid

186

514

postpaid186 514 prepaid

prepaid186 514 postpaid

Answer You are using : 186 514 postpaid prepaid Indian Institute of Education & Business Management
Answer You are using : 186 514 postpaid prepaid Indian Institute of Education & Business Management

Indian Institute of Education & Business Management

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You are using : 186 514 postpaid prepaid Indian Institute of Education & Business Management Page
You are using : 186 514 postpaid prepaid Indian Institute of Education & Business Management Page
You are using : 186 514 postpaid prepaid Indian Institute of Education & Business Management Page
14. What tariff you mostly choose? Rs. 0-10 Rs. 10-50 Rs.51-100 Rs.101-200 Rs.201-300 above 300

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

0

50

100

150

200

250

15. Which sort of schemes would you prefer?

Free calling

Free messaging

Per minute

Per second

Night calling

messaging Per minute Per second Night calling Indian Institute of Education & Business Management Page
messaging Per minute Per second Night calling Indian Institute of Education & Business Management Page

Indian Institute of Education & Business Management

Page 44

Per minute Per second Night calling Indian Institute of Education & Business Management Page 44
Per minute Per second Night calling Indian Institute of Education & Business Management Page 44
Per minute Per second Night calling Indian Institute of Education & Business Management Page 44
Answer What sort of schemes would you prefer : Night calling Per second Per minute

Answer What sort of schemes would you prefer :

Answer What sort of schemes would you prefer : Night calling Per second Per minute Respondent
Night calling Per second Per minute Respondent Free messaging Free calling
Night calling
Per second
Per minute
Respondent
Free messaging
Free calling

0

100

200

300

400

16. What is the frequency of your recharge?

Daily

Weekly

Monthly

occasionally

Answer

What is the frequency of your recharge :

40 130 311 219
40
130
311
219

daily40 130 311 219 weekly Monthly occassionaly

weekly40 130 311 219 daily Monthly occassionaly

Monthly40 130 311 219 daily weekly occassionaly

occassionaly40 130 311 219 daily weekly Monthly

311 219 daily weekly Monthly occassionaly Indian Institute of Education & Business Management Page
311 219 daily weekly Monthly occassionaly Indian Institute of Education & Business Management Page

Indian Institute of Education & Business Management

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219 daily weekly Monthly occassionaly Indian Institute of Education & Business Management Page 45
219 daily weekly Monthly occassionaly Indian Institute of Education & Business Management Page 45
219 daily weekly Monthly occassionaly Indian Institute of Education & Business Management Page 45
17. What is your point of purchase of recharge and sim cards? retail shops company
17. What is your point of purchase of recharge and sim cards? retail shops company

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

97 574
97
574

retail shops29 97 574 company stores others

company stores29 97 574 retail shops others

others29 97 574 retail shops company stores

18. What following services you use?

Voice portal service

CRBT service

SMS (P to A)

WAP/GPRS

service CRBT service SMS (P to A) WAP/GPRS Indian Institute of Education & Business Management Page
service CRBT service SMS (P to A) WAP/GPRS Indian Institute of Education & Business Management Page

Indian Institute of Education & Business Management

Page 46

CRBT service SMS (P to A) WAP/GPRS Indian Institute of Education & Business Management Page 46
CRBT service SMS (P to A) WAP/GPRS Indian Institute of Education & Business Management Page 46
CRBT service SMS (P to A) WAP/GPRS Indian Institute of Education & Business Management Page 46
Answer What following services you use : WAP/GPRS 283 SMS (P to A) 183 Respondents

Answer What following services you use :

Answer What following services you use : WAP/GPRS 283 SMS (P to A) 183 Respondents CRBT
WAP/GPRS 283 SMS (P to A) 183 Respondents CRBT service 78 Voice portal service 156
WAP/GPRS
283
SMS (P to A)
183
Respondents
CRBT service
78
Voice portal service
156

0

100

200

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

Radio Hoardings Friends and relatives Others Indian Institute of Education & Business Management Page
Radio Hoardings Friends and relatives Others Indian Institute of Education & Business Management Page

Indian Institute of Education & Business Management

Page 47

Hoardings Friends and relatives Others Indian Institute of Education & Business Management Page 47
Hoardings Friends and relatives Others Indian Institute of Education & Business Management Page 47
Hoardings Friends and relatives Others Indian Institute of Education & Business Management Page 47
Answer What are the sources from which you get the information about various services and
Answer What are the sources from which you get the information about various services and

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

Others 90 Friends and relatives 170 Hoardings 88 Radio 79 Television 171 Newspaper 102
Others
90
Friends and relatives
170
Hoardings
88
Radio
79
Television
171
Newspaper
102

0

50

100

150

200

90 Friends and relatives 170 Hoardings 88 Radio 79 Television 171 Newspaper 102 0 50 100

Respondents

20. How you choose to decide the operator?

Network

Economical

Services like VAS

Better plans

What your friends and relatives have

Better plans What your friends and relatives have Indian Institute of Education & Business Management Page
Better plans What your friends and relatives have Indian Institute of Education & Business Management Page

Indian Institute of Education & Business Management

Page 48

plans What your friends and relatives have Indian Institute of Education & Business Management Page 48
plans What your friends and relatives have Indian Institute of Education & Business Management Page 48
plans What your friends and relatives have Indian Institute of Education & Business Management Page 48
Answer How you decide to choose the operator : What your friends and… 72 Better

Answer How you decide to choose the operator :

Answer How you decide to choose the operator : What your friends and… 72 Better plans
What your friends and… 72 Better plans Services like VAS Economical 184 91 Respondent 191
What your friends and…
72
Better plans
Services like VAS
Economical
184
91
Respondent
191
Network
162

0 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

Better customer support Good value added services Indian Institute of Education & Business Management Page
Better customer support Good value added services Indian Institute of Education & Business Management Page

Indian Institute of Education & Business Management

Page 49

customer support Good value added services Indian Institute of Education & Business Management Page 49
customer support Good value added services Indian Institute of Education & Business Management Page 49
customer support Good value added services Indian Institute of Education & Business Management Page 49
Answer What you expect from the operator : Good value added… 59 Better customer… 59

Answer What you expect from the operator :

Answer What you expect from the operator : Good value added… 59 Better customer… 59 Low
Good value added… 59 Better customer… 59 Low tariffs 210 Respondent Wide coverage 142 Better
Good value added…
59
Better customer…
59
Low tariffs
210
Respondent
Wide coverage
142
Better connectivity
230
0
50
100
150
200
250

22. Have you ever heard of Uninor?

Yes

No

Answer Have you ever heard of Uninor :

202 498
202
498

Yes202 498 No

No202 498 Yes

Have you ever heard of Uninor : 202 498 Yes No Indian Institute of Education &
Have you ever heard of Uninor : 202 498 Yes No Indian Institute of Education &

Indian Institute of Education & Business Management

Page 50

you ever heard of Uninor : 202 498 Yes No Indian Institute of Education & Business
you ever heard of Uninor : 202 498 Yes No Indian Institute of Education & Business
you ever heard of Uninor : 202 498 Yes No Indian Institute of Education & Business
CONCLUSION I had been really fortunate to be a part of uninor which taught me
CONCLUSION I had been really fortunate to be a part of uninor which taught me

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……

It adds vibrant colours in management learning…… Indian Institute of Education & Business Management Page
It adds vibrant colours in management learning…… Indian Institute of Education & Business Management Page

Indian Institute of Education & Business Management

Page 51

It adds vibrant colours in management learning…… Indian Institute of Education & Business Management Page 51
It adds vibrant colours in management learning…… Indian Institute of Education & Business Management Page 51
It adds vibrant colours in management learning…… Indian Institute of Education & Business Management Page 51
BIBLIOGRAPHY  Company web site www.uninor.in  www.google.com  Marketing books of Philip Kotler 
BIBLIOGRAPHY  Company web site www.uninor.in  www.google.com  Marketing books of Philip Kotler 

BIBLIOGRAPHY

Company web site www.uninor.in

www.google.com

Marketing books of Philip Kotler

www.wikipidea.com

Some books of market research

 www.wikipidea.com  Some books of market research Indian Institute of Education & Business Management Page
 www.wikipidea.com  Some books of market research Indian Institute of Education & Business Management Page

Indian Institute of Education & Business Management

Page 52

www.wikipidea.com  Some books of market research Indian Institute of Education & Business Management Page 52
www.wikipidea.com  Some books of market research Indian Institute of Education & Business Management Page 52
www.wikipidea.com  Some books of market research Indian Institute of Education & Business Management Page 52