uninor international market research

8/13/2019 Uninor international Market Research

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Introduction

Joint venture between Telenor (67.25%) and Unitech Group (32.75%) Started Mobile services in India in December 2009 focusing on theGSMtechnology.

Indias 8 th nation-wide mobile operator operating in 8 out of 22 telecomcircles in the country.

Testing of network in the circles of Kolkata and Rest of Bengal is going onand services will be launched by March 2010.

Hub Head Offices at Delhi, Kochi, Chennai, Bangalore, Hyderabad,

Kolkata, Patna, Mumbai, Luck now, Guwahati, Chandigarh, and Indore.

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, EasternEurope and Asia.

The 6 th largest mobile phone operator in the world, with more than172million subscribers.


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Unitech

Uni tech Group i s Ind ia s second l a rges t r ea l e s ta teinves t ment co mpany, and has recently claimed to be the largest real

estate builder in the country. Based in New Delh i and ranks 1484 in Forbes Globa l 2000co mp ani es , 32nd in India.

I t s cons t ruc t ion bus iness inc ludes h ighways , roads , powerhouses , transmission lines, and it has residential projects calledUnitech Cities/uniworld, in cities like Mumbai, Delhi, Kolkata, Chennai,Hyderabad, Bangalore, Kochi, Noida, Greater Noida, Agra, Luck now,Varanasi, Gurgaon and Ghaziabad.

Formed by Ramesh Chandra and o r ig ina l ly fo rmed as Uni tedTechnical Consultant Private Ltd in 1972 as a soil investigation company.

Infrastructure

Tower Sharing-Wireless-TT Info Service Ltd, Quippo TelecomInfrastructure Ltd.

Telecom, network and radio services- Alcatel, Lucent, Huawei TechnologiesIndia, 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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4 Ps of marketing

Product Prepaid CDMA and GSM mobile services in 8 circles out of 22 circlesin India.

Price Pioneer concept, one of its kind. 24X7 changing discount plan Upto 60% discount depending on the

time and place Smart Tariff Plan Talklonger@29p/min Callmore@29p/min.

Promotion

Hoardings with the changing discount rates along with the time for

which they are applicable TV and web advertisements featuring their own employees treasuring their people the most Localized advertisements and different versions of the tagline Abmera number hai Campaigns without famous personalities and celebrities to containmarketing costs. Slogan- Ab mera number haiBran d Ambassador- Young, Energetic,

Ambitious youth.

Price 8 circles of 22 Indian telecom circlesin cities like Mumbai, Delhi,Kolkata, Chennai, Hyderabad, Bangalore, Kochi,Noida , Greater

Noida, Agra, Luck now, Varanasi, Gurgaon and Ghaziabad.


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Promotion

Product Promotion

Creative strategy- Informational with Positive appeal Pri de Slogan- Ab mera 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 rat her than models or celebrities. Even the outdoor campaign show young, ambitious, real peoplelooking for challenges, wanting to make things happen. The company has around 2 lakh retail points across the country,including 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.

Media Mix

Print and Broadcast ads. Motion Pictures. Brochure and booklets. Posters.

Billboards. POP displays. Logos

Targeting


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The company is targeting for 8% market share in India by 2018. The country will have over 1.2 billion customers by 2018 as against540

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. 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 entire country by the endof the year.

Value proposition

Maximize the enabling effect of mobile telecommunications. Promote safer products and services. Make responsible business practices part of everything Uninor does. Various value packs for ISD users- USA/Canada, Singapore/Malaysia, Gulf

packs. Simple tariff plans which are easily understandable. Quick responses through circle heads.

SWOT Analysis


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Cell phone ownership- Total- 51% Male-56% Female-44% Youth (16-19 years)-64%

Amount spent on Mobile per month (average)- Boys- Rs. 125 (71% of pocket money) Girls- Rs.106 (62% of pocket money)

New mantra of youth- Kapda Ipod and Cellphone.

Threats

Competitors like Airtel, Reliance, BSNL, and Vodafone. Extensive Government regulations through TRAI as regards introduction of

new services. Bloodbath in the market due to price war. Uninor is likely to be followed by Etisalat of United Arab EmiratesPvt. Ltd,

the Videocon group- promoted Datacom, and Bahrains Batelco co-ownedSTel.

uninor international market research

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