PROJECT REPORT

ON

“ IN DEPTH ANALYSIS OF MODERN TRADE”

( MARKET RESEARCH, LAUNCHING, SALES PROMOTION, SELLING)

FOR

SUBMITTED BY:-

SHWETA CHOUDHARY

SPECIALIZATION –MARKETING

ROLL NO- J-40

BATCH- 2009-2011

INDIRA INSTITUTE OF CAREER STUDIES

WAKAD, PUNE

SUBMITTED TO:-

ZONAL OFFICE, UNINOR

MAGARPATTA CITY

HADAPSAR, PUNE

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 ACKNOWLEGEMENT

My gratification and elation on the success of this project would be

incomplete without mentioning the names of all the people who helped me
with it and without whose guidance and encouragement this wouldn’t have
been successful.

I am greatly indebted to Prof. Chetan Wakalkar (Group Director, indira

group of institutes, pune), Prof. Pranav Vyas (Director, IICS, Pune) for
providing me the right kind of opportunity and facilities to complete this
endeavor.

I would like to express my deepest gratitude to Prof. Brijesh Pillay,

(Marketing faculty) , for having spared his valuable time with me and for all
the guidance given in executing the project as per requirements.

I extend my sincere thanks to the organization guide, Mr. Ketan Shetty

(Deputy Marcom Manager), uninor pune for giving me the opportunity to
do my project work in the organization.

I got the profile as Market Research, Launching, Sales Promotion, Selling. I

have the golden opportunity to be the part of Maharastra and Goa launching
team of world’s 6th largest telecom company. So I have learnt a lot. I have
also done promotional activities under the constant guidance of my project
guide.

I m also thankfull to Planet M Chapekar Chowk, where I have done my

selling, for their co-orporation.

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Above all I thank my family for their grace and blessings at each and every
stage of the project have resulted in the successful completion of this project.
Last but not the least; I would like to record my deepest sense of gratitude to
my friends for their support and constant encouragement.

Regards
Shweta Choudhary

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 PREFACE

In a every professional course, training is an important factor. Professors give

us theoretical knowledge of various subjects in the college but we are
practically exposed of such subjects when we get the training in the
organization. It is only the training through which I come to know that what
an industry is and how it works. I can learn about various how industry is
performed, which would, in return, help me in the future when I will enter the
practical field.

During this whole training I got a lot of experience and came to know about
the management practices in real that how it differs from those of theoretical
knowledge and the practically in the real life.

In today’s globalized world, where cutthroat competition is prevailing in the

market, theoretical knowledge is not sufficient. Beside this one need to have
practical knowledge, which would help an individual in his/her activities and
it is true that “experience is best teacher”

I want to express my gratitude for the experience and practical knowledge

that I gained during the summer internship project at UNINOR.
The project flows logically consisting of MARKETING RESEARCH
among youth across pune and analyse the the market parameters. Than we
had been given PRODUCT TRAINING at zonal office which is in
magarpatta city. After that I was the part of the PRODUCT LAUNCHING
and SALES PROMOTION in Maharastra and Goa circle. I was in pune
BLUE WAVE team. After that for 37 days I was into SELLING. And the
store allotted to me was planet m, chapekar chowk. So all together I have got

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to learn a lot of things. It was a good learning experience with Uninor whish
will surely help me in future. I thank uninor for listening to our problems and
queries.
I am pleased to work in this esteemed organization. I have tried my best to
make this report a reader friendly & also did my level best to fulfill the
objective of the summer training.
Last but never the least I want to thank to INDIRA family who gave me an
excellent opportunity to make my summer internship a wonderful experience
by working at UNINOR.

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 CONTENT
Topic page no.
1. Executive summary……………………………7
2. Brief outline of telecom sector………….. ……9
3. Introduction of the company…………………14
4. Introduction of the product …………………18
5. Market research………………………………21
(Go to market)
6. Data interpretation and analysis……………..23
7. Launching and promotion…………………...29
(blue wave)
8. Analysis (in terms of 4p’s)………………….. 35
9. Selling………………………………………..39
10. Swot………………………………………50
11. Observation and findings………………...53
12. Recommendations………………………...55
13. Limitation…………………………………57
14. Bibliography………………………………58
15. Appendix………………………………....59

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 1). EXECUTIVE SUMMARY

The first project which was assigned to us was a market research

entitled as “GO TO MARKET”.
The objective of was to analyse the market parameters related
to sim cards. To fulfill the above objective we conducted the survey
among the youth across the pune city and made them filled
questionnaires.
We found that airtel and reliance is most popular among youth majority
of the youth has prepaid connections. They prefer good connectivity and
better service.
Some recommendations are they can tie-up with some mobile
brands.
We should increase the trial purchase rate (T.P.R) by keeping initial cost
low. If he finds it better he will keep it as a main sim.
Then we were trained on the product. Service offered is GSM. It
operates on 2G not on 3G because majority of the Indian population
doesn’t have 3G enabled handsets. Our logo is a symbol of dynamic
change; always moving and changing, just like the Indian market.

USP of the product is its “DYNAMIC PLAN”. It is activated in 48 rs in

which discount will vary according to the place and time. And it depends
on the traffic on that particular tower through which the subscriber is
connected. The discount will range from 5% to 60% on the base plan
that is 50paise / min. and discount available will be visible on the
handsets screen.

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Positioning statement - “Ab mera number hai”.

Than we got an opportunity to be the part of the product launching

and sales promotion entitled as “BLUE WAVE” in Maharashtra
and Goa.
Under this project we had done road shows etc and went to each and
every retailers across pune and communicate about our product. In a
traditional way offered them sweets and gifts.
Also distributed pamphelets and told people about our product and
created curiosity about our product.
In this we spread word of mouth as viral marketing is very important and
effective for spreading brand awareness.
Than we also took feedback of the retailers.

2). BRIEF OUTLINE OF TELECOM SECTOR

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The Indian telecommunication industry is one of the fastest growing in
the world. It has been contributing to India’s GDP at large. India is
divided into 23 telecom circles. They are:-

 Andhra Pradesh
 Bihar & Jharkhand
 Chennai
 Delhi
 Gujarat & Daman & Diu
 Haryana
 Himachal Pradesh
 Jammu and Kashmir
 Karnataka Kerala & Lakshadweep
 Kolkata
 Madhya Pradesh & Chhattisgarh
 Maharashtra excluding Mumbai & Goa
 Mumbai
 North Eastern States (Arunachal Pradesh, Assam, Manipur,
Meghalaya, Mizoram, Nagaland, & Tripura)
 Orissa
 Punjab
 Rajasthan
 Tamil Nadu excluding Chennai & Puducherry
 Eastern Uttar Pradesh
 Western Uttar Pradesh & Uttarakhand
 West Bengal excluding Kolkata, Andaman & Nicobar Islands &
Sikkim

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  India has become the third largest telecommunication network in
the world. India is projected to become the second largest telecom
market globally by 2010.

 Previously, telecom sector was monopolized by Government-

owned BSNL and MTNL were allowed to provide landline phone
services through copper wire in India with MTNL operating in
Delhi and Mumbai and BSNL servicing all other areas of the
country.

 After the Indian economy was liberalized, privatized and

globalized, many private companies flooded the Indian market.
India has always been an attractive destination for international
companies across the world. The telecom sector is gaining
momentum with the advent of private players like Vodafone, bharti
airtel, tata indicom, idea cellular, aircel and loop mobile.

 Privatisation was gradually introduced, first in value-added services,

followed by cellular and basic services. Telecom Regulatory
Authority of India (TRAI), was established to regulate and deal with
competition (the service providers). The private operators not only
provide cellular services but also landline.

 This reform process in India has favoured industry growth. Growth

in 2008, with an average 9.5 million customers added every month.
This would translate into 612 million mobile subscribers by 2012. It
is projected that the industry will generate revenues worth US$ 43
billion in 2009-10. Revenue from telecom sector in india to cross
$30 billion by 2013 with a CAGR of 12.5% during 2009-2013.

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  The factor behind the development of the telecom sector are:-
1. Strong economic growth increased average income increasing
the purchasing power of the consumer

2. Easy availability of cheap and skilled labour which is

beneficial for its expansion.

3. Increased focus of operators on rural areas

4. Increased adoption of value added services.

5. Availability of cheaper handsets.

6. Entry of consumer durable and electronic companies into the

mobile handset segment.

7. A large population, low telephony penetration levels

 The number of prepaid subscribers is expected to cross 740 million

(about 96 %) by 2013.
 It is expected that the churn rate which is the rate of switching over to
other operator) will cross 59% in 2013 from 53% currently.

 The opportunities are increasing with the introduction of newer and

innovative schemes in various sectors.

 In 2008-09, rural India outpaced urban India in mobile growth rate.

Bharti Airtel now is the largest telecom company in India.

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 As the unbranded Chinese cell phones which do not have
International mobile equipment identity (IMEI) numbers pose a
serious security risk to the country.

India is targeting to reach a wireless subscriber base of 771 million by

2013.

Telecom sector directly contributing more than 1.5 per cent GDP of the
country, and has a multiplier effect on growth because of connecting the
people and business around it, said the Minister of State for
Communication and Information Technology, Gurudas Kamat. “In
addition to this, we have nearly 37.66 million landline subscribers. India
has one of the cheapest cell phone rates in the world,” he said.

The minister observed that “connecting rural India” for both voice and
data connectivity is the main target of India’s telecom industry.

Expressing satisfaction over the fact that the 74 per cent of new wireless
subscribers are now coming from our rural areas as compared to 42 per
cent from urban, Kamat said that we also mandated the Government-
owned telecom providers to accelerate rural broadband wireless
deployment this year.

Talking about the India’s telecom equipment manufacturing sector, the

Minister said this sector is also set to become one of the largest in the
world, by 2010. These manufacturing facilities, apart from making India
self reliant, generate a lot of secondary employment. Kamat said that the
government is working on many more initiatives to further improve the

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telecom sector.

These new initiatives include to bring inclusive connectivity to both

rural and urban India; Mobile Number Portability (MNP) allows
users to retain their numbers, while shifting to a different service
provider provided they follow the guidelines set by TRAI. Users are
expected to holding the mobile number with a given provider for at least
90 days, before they decide to move to the other provider.

It will not only give more choices to customers but also lead operators to
further improve their services to retain their customers and auctioning
spectrum for 3G and WiMAX within this financial year.

3). INTRODUCTION TO THE COMPANY

 Uninor is a mobile telephony and network operator in India.

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 Uninor is a collaboration of 67.25% by Norwegian telecom gaint
TELENOR (which is the 6th largest mobile communications group
in the world) founded in 1855, and 32.75% by UNITECH (which
is second largest real estate company), founded in 1972.

 CEO - Stein-Erik Vellan

 Chairman – Sanjay Chandra.

 It will organise with headquarters just outside Delhi (Gurgaon).

 In September, the mobile operation changed its name to Uninor.

 It has pan-India UAS license to offer mobile telephony services in

each of India’s 22 circles.

 Uninor has started mobile services in India at the end of 2009,

focusing on the GSM technology.

 In December they launched their services in Tamil Nadu, Kerala,

Karnataka, Andhra Pradesh, Orissa, Bihar, Eastern and Western
Uttar Pradesh. In june it was launched in other circles which are
Mumbai, Maharashtra and Goa, Gujarat, Kolkata and West
Bengal.

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 The 13 circles cover the states of Uttarakhand,
Uttar Pradesh, Bihar, Jharkhand, West
Bengal, Orissa, Tamil Nadu, Karnataka,
Kerala, Andhra Pradesh, Maharashtra, Goa,
and Gujrat (marked in blue).


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

Hyderabad, Kolkata, Patna, Mumbai, Lucknow, Guwahati,
Chandigarh, Indore

 With this it launched in two largest metro. Metros are

demanding markets – often a step ahead both in terms of
trends and expectations.

 Uninor population footprint to 900 million people across

India.

 It has a subscriber base of 4.3 million, compared with India’s

total mobile subscriber base of 584 million

Sales
UNINOR
SUBSCRIBER
INDIA'S TOTAL
SUBSCRIBER

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 Our positioning statement “ ab mera number hai”, is the voice of a
young Indian who is restless to succeed; who knows that his or her
time has come and it is now.

 We at uninor believe that heroes need not necessarily be

celebrities and stars. The real heros are out there succeeding
everyday in their own lives, making it on their own and waiting
more. And these are the faces you see in you see in our TVCs and
on our billboards .

 Our logo is a symbol of dynamic change; always moving and

changing, just like the Indian market.

 We have deputed IT systems and outsourced networks. We have

leveraged some of the world’s best call centers through our
partnership with Wipro in India. It has set up over 21,000 BTSes.
And expects to increase to 40,000 BTS.

 The company opened its first zonal office in Cyber City in

Magarpatta, which will drive the operations across Maharashtra
and Goa.

 Their current focus is on strengthening our service in circles we

are present in and launching additional circles this year.

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 “Uninor aims to provide the young ambitious Indian customers
with services that help them in their daily life, and support them in
fulfilling their ambitions”.

 Uninor, believe in safeguarding human worth. A non-

discriminatory and respectful attitude towards customers,
colleagues and 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.

 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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 4). PRODUCT TRAINING
 The USP of our GSM (global system for mobile communications)
services is- “Dynamic Pricing” rides on sophisticated technology
that puts the customer in control. In this the discount will vary
according to the subscriber location and time. Discounts are
calculated by an intelligent 'Discount Engine' that continuously
monitor traffic at every tower in the network. The system also
ensures that the discount at which a call is originated is maintained
through the duration of the call - even if the customer moves from
the coverage of that tower to the next.

 Uninor's network is brand new with the most modern equipment

and the very latest IT systems. It's a congestion free network
powered by the latest technology anyone can deploy today.

 Which ensures superior voice quality, less call drops, maximum

first attempt dials and a much better experience overall on our
network. In Maharashtra it has launched with 4000 towers.

 The second most loved USP of uninor is that it is offering a TRUE

LIFETIME VALIDITY which means consumer has no liability to
make recharge in every 6 months or so.

 Uninor GPRS offers which are priced at Rs 90 and you can use Up
to 3GB with a validity of 30 days. Uninor provides unlimited

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 access to Facebook, LinkedIn & Twitter for the validity of the
plan, which means that you will NOT be charged for Browsing

I gain SMS STV 7: all Uninor to Uninor 1 paisa per SMS.

Uninor to other locally and nationally 11 paise per

SMS.

I gain STV 13: 1,00,000 FREE Uninor to Uninor local SMS. All other
local & national sms at 11p. Post 1 lakh sms, local uninor SMS will be
available at 1p per SMS. valid for 30 days.

I gain SMS STV 16: first two paid smses at 50p each (Local or
National), 100 Local and STD will be FREE, post free usage charges at
50p/sms.

Various recharge offers:-

Maximum service charge (Rs) Total talk time (Rs)

50 55
100 115
150 175
300 355
500 600

 They will operate on 2G not on 3G because majority of the

subscribers do not have 3G enabled handsets.

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How does DYNAMIC PRICING work?

The discount available at any given time will be visible at all times on the
screens of handsets that display cell broadcast. The discount visible on the screen
at the time a customer calls will be the applicable discount for the call. When the
call ends, a flash will appear on the phone screen indicating the actual discounted
cost of the call.

The dynamic discounts available at any given time will depend on network
traffic and customers location at that time, providing customers maximum
flexibility to choose between convenience and savings.

“The 24X7 Badalta Discount Plan (DP) will not only help customers make
significant savings on their bills, but also empower them by placing the power of
tariffs in their hands. We will pass on our network capacity savings to our
customers. With customers using our service more at locations and times that give
best discounts, we will also be able to utilize our capacity better

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 5). “ GO TO MARKET STRATEGY”- YOUTH

The main objective of this project was to analyse the market

parameters. This was designed to understand the customers effectively
thereby to deliver the best in this growing competitive market. The
initiative is also an attempt to express the employee solidarity to support
the marketing and sales team towards building the brand ‘uninor’.

Research methodology and coverage- To fulfill above objective we

conducted the survey among the youth in pune city, made them fill
questionnaires. According to area of the research (youth) we have to use
the design of descriptive studies. Under this type of the research design
we have followed the following steps,
A)Formulating the objective of the study.

B) Defining the population and selecting sample.

C) Designing the methods of the data

D)Analysis of the data.

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Sample selection - Our target were the youths as youth are the main
targets of uninor. Our sample size was 700. Sampling design method
gives every unit of the population a known and non-zero chance of being
selected in the population. It is also called the proportionate sampling as
each class of items is in the same population as in the universe. Random
sampling method was used because all people of the slum area have
different segment according to their age, gender, occupation.

Time period alotted to us was 10 days. From 17th may to 26th may.

Limitation was as youth were using multiple sim so they were

confused about which sim questionnaire has to be filled.

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 6). Data interpretation and analysis
Q1. Which connection are you using?
We found that AIRTEL is most popular among the youth with 35%and
second is RELIANCE with 18%.

18
airtel
35 bsnl
idea
10 aircel
tata
5 reliance
6 9

Q2. Which type of connection are you using?

Majority of the youth use pre-paid connection. Almost 83.3% use
prepaid and only 16.7% use postpaid.

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 16.7

post-paid
pre-paid

83.3

Q3. What kind of benefit do you prefer from any connection?

Is the most preferd benefit is connectivity and rates.

36
40
31
35 27
30
connectivity
25
rates
20 service
15 8 tariff
10
5
0
preferred benefit

Q4. How much satisfied are you with the present connection?
In this scaling we found that majority of the youth are

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 58
60

50
poor
40
bad
25 satisfied
30
good
20 10 excellent
5
10 2
0
level of satisfaction

Q5. In which of the following factor you are not satisfied?

We found that most of the youth needs better connectivity

40 38
35
32
30

25 24
connectivity
20 rates
service
15 tariff

10
5
5

0
Category 1

Q6. How much do you spend on your mobile monthly?

In this 100-500 range is most preferrd.

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 monthly expense in recharge
8 5
below 100
100-500
29 500-1000
above 1000

58

Q6. How many sim card do you use presently?

66% youth use multiple sim out of which 52 % use 2 sims.

no. of sim
2
12 1
34 2
3
4

52

Q7. Are you interested in switching over to a new company? Which

and why?
35 % of the youth are ready to accept the new company and majority of
them want to switch over to airtel because of better connectivity and
more tariff plans.

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 switching over

35 yes
no

65

Q8. Which time do you prefer calling?

Peak time of calling is 8 pm to 1am. That is night calling is most
common among youth.
50
50
45
40
6am-11am
35
26 11am-3pm
30
25 3pm-8pm
20 14 8pm-1am
15 1am-6am
5 5
10
5
0
preferred calling time

Q9. Which mobile brand are you using?

Majority of the youths are using nokia mobiles with 44 % followed by
Samsung with 18%.

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 44
45
40
nokia
35
samsung
30
lg
25 18 blackberry
20 13 sony
11
15 i-phone
6 6
10 motorola
1.2
5
0
mobile brands

Q10. From which mode of advertising are you getting awared about
new schemes the most?
Hoardings the most popular mode of advertising followed by t.v. and
viral marketing that is word of mouth.

40
35
hoarding
30
t.v.
25 radio
20 newspaper/magazine
15 mouth publicity
10 customer care
internet
5
0
mode of advertising

Q11. Which value added service do you prefer the most?

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Most preferable VAS among youth is GPRS.

value added services

13
GPRS
OTHER

87

7). LAUNCHING AND PROMOTION

“BLUE WAVE”
Uninor started offering its services in December 2009 with the biggest
ever launch in Indian telecommunications history, “blue wave”- parade
to celebrate that Uninor services are available to the Indian people.

Together with towns across Maharashtra and Goa, Uninor's services

were also simultaneously rolled out in Kolkata, West Bengal and
Gujarat. With this launch, Uninor's services are now has population
footprint of over 900-million pan-India.

The company attributes the performance to its 'Blue Wave' strategy

under which over 20,000 people went out to the launch circles to
personally inform users about the company and its services. and cereate
brand awareness by spreading word of mouth.
The odds are, however, still stacked against the company. For one, it is
still awaiting spectrum in an important circle -- Delhi -- and parts of

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states like Rajasthan and Jammu & Kashmir. Second, major telecom
operators like Bharti Airtel, Reliance Communications and Vodafone are
leagues ahead with over 100 million users and control as much as 50 per
cent of the market
OBJECTIVE OF THE SALES PROMOTION :-
 To accelerate the sale of Uninor sim cards in the Pune city.
 To carry out the sales activities.
 To convenience to the retailers to keep the Uninor products.
 Increase sales by building a good brand image.

 Customers would tend to spread the word about our product.

 To gain maximum market share
 Increase product awareness among the target audience.
 Inform target audience about features and benefits of our product and its
competitive advantage, leading to increase in sales.

They celebrate the launch in the streets. "I believe we will be reaching
more people directly in Maharashtra than any other operator at launch.
We will colour the streets of Maharashtra blue in the coming days," said
Olav Sande.

People took to the streets where Uninor has launched their services
creating a gigantic blue wave of people celebrating and creating
momentum.

Uninor’s launch in India is as unique as the brand itself. In line with

what the brand promise, Uninor launched a huge countrywide on-ground
activation aptly termed as the “Blue Wave”. For six days it storm into
the cities where Uninor services have been rolled out.

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Thousands of Uninor partners dressed in the quintessential “Uninor”
blue symbol took to the streets, at Uninor stores, colleges, shopping
malls, youth hangouts and most important public places to spread the
word that finally Uninor is here in India. The main focus of Blue Wave
is to engage and educate maximum number of people and get them
acquainted with Uninor.

Blue-wave project equivalent to 6 days starts with launching of product

in Pune. The main thing of attraction in launching was Human Logo of
Uninor. It was for the first time to launch the telecommunication
services by making Human Logo. After that various groups went to their
respective areas for promoting the product.

After reaching to the every retailer we gave all the information

about the product to them. We also told them that in what way it is
beneficial to use Uninor Telecom services. Various gifts provided by the
company were given to them. The information given to the retailers
consists of the following points:

1) MRP of product

2) Validity

3) 24*7 changing Discount Plan

4) Activation benefits

5) Basic tariff plans

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6) Superior network etc

In true Uninor style, this exercise will be interactive, simulative

and will also encourage customers to air their views on radio on various
subjects ranging from what they expect from a mobile operator, the
service qualities that they expect and what they can suggest to their
mobile service providers to better their offerings. From carnivals to tree
planting in local communities On the first day of service Uninor will
cover a footprint of close to 600 million people. The Uninor launch also
represents the largest ever distribution at launch by any operator in India
for any new player to get noticed in the current Indian scenario is to
market and position their brand well. They have to market it
aggressively to get noticed in the telecom jungle. Our group was consists of
following members:

Team leader 1

Superviser 1

Communicators 10

Promoters 15

Musician & dancer 2

Bouncer 1

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Drivers 3

Duration is 6 days (2nd june to 6th june 2010).

Blue Wave Project is unique project of Uninor introduced for the first
time in India by any Telecom Company. The main part of this project is
promotion of the product, during this period company divided the groups
of ten peoples and each and every groups has assigned the area where
they can work. Area coverd were Camp, Yerwada, MG, Boat Club area.
We all are grouped together and work on it like Greeting the retailers
with tika thali and giving them gift item like sweet boxes, pen and key
rings, then collect the retailers address and their stamp on the feedback
form, and also collects the consumers feedback at the time present in the
retailers shop like consumer name, consumer age, gender, consumer
occupation, mobile no, operator using, and their satisfacation with their
operator.

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The promotion strategies we used were as follows:

-Aggressive advertisements

-Reaching customer via media and personally.

-Provided more and more services to retailers.

-Timely availability of the product.

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

Media Mix
• Print and Broadcast ads Logos
• Motion Pictures Pamphlets
• Brochure and booklets
• Posters

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 8). Analysis (In terms of 4 P’s)
Marketing Mix is the set of controllable marketing variables that the firm
blends to produce the response it wants in the target market. All the P’s of
marketing mix have to be used in a rational manner and their appropriate blends
leads to achievement of organizational objectives such as increasing sales, seeking
customer support, loyalty etc.

The marketing Mix refers to the combination of marketing decisions that are
used to market specific products to specific markets over a specific time period.
Marketing mix is the blending of 4 P’s which form the core of the marketing
system. They are : Product, Price, Place and Promotion.

Product:

Product is the starting point of all marketing activities. A product can be a

physical item, a service, or an idea. It is the thing possessing utility. Product ideas

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require preliminary screening and evaluation. Market research helps in such fields.
“Product planning is an act of marking out and supervising the search, screening,
development and commercialisation of new product, the modification of existing
lines and the discontinuance of marginal or unprofitable items.” Product planning
requires highest degree of ability effort and support.

In case of Uninor the product is a prepaid GSM cellular sim card. Uninor
has Prepaid GSM mobile services in 13 circles out of 22 circles in India.

This product has the following plans:

 Simple tariff plan

 24*7 changing discount plan
 Talk unlimited plan

Price:

Price is an important consideration in buying decisions. Price is the

exchange value of a good or service in terms of money. Correct pricing involves
finding the best possible exchange value for the products. Indian consumers are, by
and large, price conscious. Price and sales volume together decide the revenue of
any business. As the sales volume in itself is dependent on price, pricing really
becomes the key to the revenue of the business.

If a lower price is fixed, it will affect the profitability of a business; and if a

higher price is fixed, the product will not be able to stand in competition and may
be priced out of the market. Therefore, “the right price has to be fixed”.

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Objectives of Pricing policy:

 To maintain Stability in Prices.

 Maximising Profits
 Meeting Competition
 Maintenance or increase of the Share of the Market.
 Fair Return on Investment

In case of Uninor Pricing is as follows:

Uninor launched “Dynamic Pricing” (Badalta 24*7) wherein customers can

make calls at 50 paise per minute (or even less) by getting discounts at different
locations and different times

Place:

It includes channels of distribution, transportation, warehousing and

inventory control.

The following are the channels for consumer goods:

1) Direct sale to ultimate customers

2) Retailers
3) Through middlemen or Agents
4) A combination of any or all of these alterations.

In simple words a marketing channel is the means through which the product
moves from a producer to the ultimate consumer.

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 Uninor has placed his product in 13 Circles of 23 Indian telecom circles.

Promotion:

Promotion is the final element in the marketing mix. After the nature of
product is decided, its price fixed and the methods of distribution decided, the
manufactures has to take effective steps in meeting the consumers in the markets.

Promotion is one of the most powerful elements in the consumer marketing

mix. It includes sales promotional activities, advertising and salesmanship.
Salesmanship is an art or technique of selling an idea.

Uninor promoted the product very effectively as follows

Positioning statement - “Ab mera number hai”.

Brand ambassador- Young, Energetic, Ambitious youth.

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 9). ANALYSIS OF MODERN TRADE
“SELLING”
In last 40 days from 11/06/2010 to 15/07/2010 we had done selling of
uninor GSM prepaid sim cards.
Store alotted to me was planet m at chapekar chowk. We had to do
activations also. There’s oxygen machine from which we use to make a
recharge.
The scheme were like- the lifetime validity sim is for free ,48 Rs STV
has to be made to activate the dynamic plan that is 24 hrs changing
discount. In which we get a talk time of 10 Rs. We have to convince
customer to make FRC that is first recharge of 50 Rs in which he is gets
55 Rs Because for the company selling sim without making a FRC is a
waste. According to the company we are selling sim not to keep in
pocket but customer should use it.

Commission of the retailers-

Retailers just has to pay 25Rs for each CAF form and their margin is 35
minimum. For golden no he can charge any amount on it. Retailers get

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lapu sim from which they do activations. The balance which some
retailers got in that is upto 4500rs.
For each activation planet m gets around 98 in aircel. Sim is for 35 in
which we get 35 rs balance. When the sim is given to retailer. Retailer
don’t have to pay anything. Only while submitting the CAF forms they
has to pay. In mobile store on each activation employees get 10rs and
mobile store gets its share separately.

Advertising-
"Ab mera number hai" or "My time is now" is the voice of the Uninor
customer - an aspiring individual eager to succeed. Its catchy and set to
target the young and ambitious individuals.

We will not sell dreams or tell our customers what to do. They know
what they want, and we are simply here to help.

For Uninor though, it will always be people more than numbers

Uninor will not employ big celebrity brand ambassadors. The Uninor
hero will be the everyday young achiever making it on their own grit.

Ads bring in lot of brand value when it comes to the name of Vodafone
but I am damn sure no matter how many times we see that ad we would
not remember the product i.e. the phone number for some services and I
think it should have a unique number rather than different for different
services.
• Uninor ads are trying to connect to today’s successful ambitious
youth but they have kept getting a job as the base in ads are fresh,

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 realistic and connects well. Advertising in Hindi, English and
Marathi languages.
• The series of television ads ‘young people in real-life situations’
rather than models or celebrities.

They are not shouting per second billing, low sms charges etc etc. but
yes they important too because they are going to get you the acquire the
customers.
Their plans are different and not at per sec billing. They have less plan
choices as of now. Most attractive feature in Vodafone is its creative
andinnovative ads of zoozoo.

In idea’s ads social message ads endorsed by abhishek bachchan.

On what basis do the retailer keep the particular sim cards?

Some keep on the basis of commission they get, some keep on the
demand of customers. Some keep because of the tie up of its retail chain
like, house of laptops, planet m, mobile store etc.

How do the company select its distribution channel?

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On launch day, Uninor connections will be available at over 24500
points of sale through 184 distributors and at 25 exclusive shops in
Maharashtra and Goa.
Uninor connections will now be available at close to 300 000 points of
sales across India, increasing the national retail presence by 40 per cent.

 Footprint of 90 million potential subscribers across Maharashtra

and Goa.
 Access to Uninor services available from 24500 retail points of
sale, 184 distributors, over 25 exclusive shops.
 Uninor GSM mobile services will be available in 475 towns across
Maharashtra.

customers this means a Uninor connection is available right next door.

At a supermarket, a kirana shop, a chemist, a corner mobile outlet or a
full service exclusive Uninor shop; definitely a considerable spread for a
brand on launch day.

Competitors
Major telecom operators like Bharti Airtel, Reliance Communications
and Vodafone are leagues ahead with over 100 million users and control
as much as 50 per cent of the market
In other operater sim cards we get full talktime at the recharge above
200 like airtel in this we get at even 55rs.
In Airtel the GPRS is at 98rs in uninor it is at 90 which is the most
preferred VAS (value added service).

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We are still set on bucking the trend and that is how we will compete -
through innovation, quality, flexibility and by relentlessly putting the
customer first - one customer at a time".

Strategies:-
Entry strategy: Pricing models such as that of Uninor’s could help new
entrants but may not be sustainable in the long term

Whatever telecom pie Uninor managed to get within this short period
amidst strong competition in only because of its aggressive
Advertisements. Firstly they entered with a no price war strategy, then
launched by coloring cities in blue and now amazing tariffs!

 Uninor have always put our customers first.

 Uninor has made one of the fastest rollout of its services in the
country within eight months after entering into India, the
company is now in 13 major telecom circles.

 Uninor has already raised eyebrows by opting to not approach

famous personalities/celebrities for marketing. They have made
their presence felt in the print media by splashing colors of blue
all over the front pages of leading newspapers & magazines. And
now comes their TV campaign! The tagline of all Uninor ads is the
same, ” Ab Mera Number Hai“.

 Good tariffs, great network, new and innovative advertising

strategies Putting them at the centre of our business and doing
everything around them is what Uninor is all about.

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 They have 2,500 direct employees. This is the most efficient in the
telecom industry. So, we have kept our overheads low, in keeping
with our objective of having a lean organisation to drive efficiency.

 Uninor bags over 12 lakh subscribers in the first month of

operation - a good start. India, with its population of 1.2 billion
people, represents a market with high degree of diversity
between the different regions.

 To cater for different needs, Uninor has established a

decentralised and empowered organization with 11 regional hub
offices to get closer to their customers. “Our regional offices allow
us to listen to our customers’ needs, and respond and act
differently in each region based on our local presence and
knowledge.”

 They are following the localized approach to the Indian market.

 Uninor have deep pockets and they aren’t expecting a break- even
for the next five years, meaning they will only invest now and reap
rewards later .

 The dominant players are Airtel, Reliance Infocomm, Vodafone,

Idea cellular and BSNL/MTNL. There are many smaller players,
with operations in only a few states.

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  The pun in the tagline seems to be intended. Ab Mera Number
Hai can be interpreted as Its my turn now!”. So in other words,
UniNor wants to announce to its competitors that its their turn
now, to grab the telecommunication market.

Top 15 Telecom Companies in World

Rank Company Name Subscribers

1 China Mobile 522 Mln

2 Vodafone Group 333 Mln

3 Telefonica 202 Mln

4 AmericaMovil 201 Mln

5 Telenor Group 172 Mln

6 Deutsche Telecom 151 Mln

7 China Unicom 148 Mln

8 TeliaSonera 148 Mln

9 France Telecom 133 Mln

10 Bharti Airtel 125 Mln

11 MTN Group 116 Mln

12 Mobile Telesystems 102 Mln

13 Reliance Communications 100 Mln

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14 Orascom Telecom 93 Mln

15 AT&T 85 Mln

Indian Mobile Market - May 2010

Mobile Service Providers Subscriber Statistics

Service Subscriber Market

Provider  (Mn)  Share (%)
Bharti Airtel 130.61 21.73
Reliance Com
105.15 17.49
+ RTL
Vodafone Essar 103.75 17.26
BSNL 70.62 11.75
Tata
67.88 11.29
Teleservices
IDEA 65.28 10.86
Aircel 38.46 6.4
MTNL 5.12 0.85
Uninor 5.02 0.84
Sistema Shyam 4.21 0.7
Loop Mobile 2.89 0.48
STel 1.11 0.19

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Videocon 0.65 0.11
HFCL Infotel 0.327 0.06
Etisalat/Allianz 0.004 0

 When you are the 14th entrant in a fast growing but highly
competitive product or service

 “We are putting the power of the tariff in the hands of the
consumer”, said olav sande, EVP - western hub, Uninor India.

 “Our discounts are supported by high technology. Our efforts are

towards long-term excellence in 2G services.”

 Vodafone is only dependent on the zoozoos popularity. As new

player keep coming Vodafone will be keep falling.

 Tata Teleservices Ltd, the country’s sixth largest operator,

launched aggressive pricing per-second billing system in June. and
in response to that all telecom operator including market leader,
Bharti Airtel Ltd, and the state-run Bharat Sanchar Nigam Ltd
(BSNL) and Mahanagar Telephone Nigam Ltd (MTNL),
announced per second billing to survive. Than tata and mts
launched ½ paise per sec that further increased the competition.

 The lowest rate so far, offered by two other new service providers,
is 30 paise per minute.

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 Compared to one second pulse uninor compared to one second
pulse Uninor is economical.

 Docomo’s plans were more attractive and it drove whole industry

into a price war making India almost the cheapest in the world in
telecom for customer.

 But uninor has tried to try differentiation very similar to Aircel

when they came they also focused on their special VAS especially
internet with MSD as brand ambassador.

 Docomo and MTS did set a new standard when they entered but
uninor entered without setting foot in the tariff war and have
already got 1.2 million subscribers just in the first month.

 Its good that new players are entering the Indian telecom space,
better for us customers as we will be for choices. The competition
will ultimately benefit the end users that is customer.

 Growth is the common element even in our communication and

brand experience. Uninor is a young company, a youth-oriented
brand. Our company is also filled with young people. The brand
hopes to capture the spirit of youthful optimism everyone. We are
focused on a chunk of the Indian telecom market pie, and not the
entire pie

 The firm will not enter into a price war as it may bleed the
business.

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 Vellan said, “we will adopt only those measures that make
business sense our products and price models are designed with a
long term customer relations prespective and not short term wallet
share of the customer .

 We are targeting a segment that demands quality and services, at

affordable prices. We are focused in positioning ourselves in this
segment sacrificing profitability to keep users loyal and attract new
ones.”

 Uninor said the aim of its new services is not to set off another
tariff war telecom companies are facing stiff competition entering
of the new players.

 This has led to sharp decline in the call rates and prices of mobile
handsets has also become cheaper. One can buy a branded
handsets at rs. 1000 companies such as reliance, airtel tata and idea
are offering several schemes to attract consumer.

 Some of the schemes are call rates being rs 1 per second, making
calls on the same network has become free or very nominal rate is
charged. The monthly rentals have also decreased.

 They believe that the potential is large and for a focused brand like
us, there is a lot to gain.

 “The battle of Indian telecom will be fought on innovation, quality

and flexibility,” said Stein Erik Vellan, Managing Director of
Uninor.

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10). SWOT ANALYSIS

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The Swot Analysis for the Uninor Telecommunications is as follows:

Strengths:

 Joint venture between worlds 6th largest telecom company and India’s 2nd
largest real estate company.
 Simple prepaid plan in which there is 24*7 changing discount per call.
 Different segmentation strategy as compared to competitors.
 Use of real young people in promotion instead of any role model.
 Innovative promotional strategy.
 Don’t confuse customer due to less plan choices
 Full talktime at just 50Rs
 Give the power in the hands of customer for being charged on the call.

Weaknesses:

 It has still not launched postpaid schemes.

 It is the 14th enterant in the marketToo much outsourcing may go against the
health of the company.
 It operates on 2G.

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Opportunities:

 With rising individual saving rate with 8% growth rate and expected
increase in market size, the company has great opportunities.
 Falling handset prices and tariff rates.
 Increasing population
 Increasing economic development
 Increasing purchasing power of the consumer.
 Low telephony peneteration in rural India.
 Increasing network distribution.
 Cell phone ownership-
Total-51%
Male-56%
Female-44%
Youth(16-20yrs)-64%
And new mantra of Youth is “Kapda, Bike aur Cellphone”.

Threats:

 Competitors like Tata Docomo, Airtel, Idea, Reliance, Vodafone etc.

 Extensive Government regulations through TRAI as regards introduction of
new services.
 Price war in the market.
 Uninor is likely to be followed by Videocon group-promoted Datacom and
Batelco co-owned S-Tel.

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 Airtel, Vodafone, reliance, bsnl already occupied 50% of the market.

11). OBSERVATIONS AND FINDINGS

 Airtel connectivity is good but because there are lot of airtel users
so there is congestion in a network

 Youth find marketing of Vodafone interesting and innovative.

 Idea has a best connectivity in Maharashtra but it is bit costlier.

 Reliance is cheaper but connectivity is poor.

 Airtel is most popular among youths because of its better tariff

plans, better connectivity and cheaper access to internet.

 Tariffs related to sms is most popular because most of the time

they are in college or in job so messaging is more comfortable for
them.

 Mostly youth use prepaid connections.

 They use multiple sims usually 2 sims with different plan in

different sim.

 Connectivity and rates is the factor which attract the youth the
most.

 Youth generally spent 100-500 in a month.

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 They prefer night calling mainly between 8pm to 1am.

 Nokia handsets are most commonly used.

 Viral marketing and hoardings are the most popular mode of

creating awareness.

 GPRS is the most preferd VAS.

 Most of them want to switch over to airtel because of better tariffs.

 Per second billing is common.

 Suggestions from most of them for a new company was good

connectivity and cheaper rates.

 Many people thinks that Uninor is the company from Pakistan

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 12). Recommendations

 We can do tie-ups with the mobile brand which is most commonly

used.

 As prepaid connection is used mostly we can make it more

attractive by giving better connectivity at competitive rates.

 We should increase the trial purchase rate (T.P.R) by keeping

initial cost low. If the consumer will find it better he will keep it as
a main sim.

 We should also provide GPRS facilities at the affordable price.

 Youth don’t like to get disturbed by customer care calling every

now and then. So to create awareness about the schemes
messaging is the better option than calling them.

 For a new company recharge above 500 should be provided with

some additional benefit like 100 free international sms, free access
to net, free dialer tone for a month. This will have low cost for the
company but it help making loyal customers.

 We should try taking feedback by retailers to improve the service.

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 Initially there will be less youth who will keep it as main sim. So
if we provide them with better initial plans like for the first
recharge he will get 50rs on 25 FRC.
 Indian market has still not reached to its saturation point. The
telecom sector has to still make inroads in the rural areas.
Companies should divert their attention to the rural areas to cater
to the rural market. Government should also provide the companies
secure environment so that they invest in india.

 It should have different schemes according to demography like for

people in rural areas, students etc.

 Company should give good margins to the retailers and push the
retailers to sell their product over its competitors.

 Must try to pass the benefit to consumers if any provided by the government
like reduction in tax or surcharge etc.

 New advertisement campaign.

 Should always expand product and service range.

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 13). Limitations

 As youth are using multiple sim so they were confused that

about which of them questionnaire has to be filled.

 If the respondents answer does not fall amongst the options

given, then it will turn up to be a biased answer.

 Some of them don’t have fixed monthy budget for their mobile.

 Sometimes we were getting ambiguous answers for some of

the questions.

 Sometimes while sales promotion the problem which I faced

was language problem for the retailers who knows only regional
languge.

 Non cooperative approach and rude behavior of the respondents.

 The information collected solely depends upon the respondents answers

and accuracy of information may vary.

 It was sometimes bit difficult to explain its dynamic pricing to

illiterates.

Page | 57
 14). BIBLIOGRAPHY

1. 1. Research methodology. ( Harper W. Boyd, C.R.Kothari)

2. Marketing book by Philip Kotler

WEBLIOGRAPHY
GOOGLE
WIKIEPEDIA

Page | 58
 15). APPENDIX

QUESTIONNAIRE- for GO TO MARKET- youth

1. Which company connection are you using presently?

a. Airtel e. Tata
b. Bsnl f. Reliance
c. Idea g. Vodafone
d. Aircel

2. Which type of connection are you using?

a. Postpaid b. Prepaid

3. What kind of benefit do you prefer from any connection?

b. connectivity d. service
c. rates e. tariff

4. How much satisfied are you with the present connection?

a. 1-Poor d. 4-Good
b. 2-Bad e. 5-Excellent
c. 3-Satisfactory

5. In which of the following benefits you are not satisfied?

b. connectivity d. d. service
c. rates e. e. tariff

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 6. How much do you spend on mobile monthly?
a. Below 100 c. 500-1000
b. 100-500 d. Above 1000

7. Are you interested in switching over to a new company, which and

why?
a. Yes
b. No

-----------------------------------------------------------------------------------------

-----------------------------------------------------------------------------------------------------------

8. Which time do you prefer calling?

a. 6 a.m.-11 a.m. d. 8 p.m.-1 a.m.
b. 11 a.m.-3 p.m. e. 1 a.m.-6 a.m.
c. 3 p.m.-8 p.m.

9. Which mobile brand are you using?

a. Nokia e. Sony
b. Samsung f. I-phone
c. L.G. g. Motorola
d. Blackberry

10. Which mode of advertising creates awareness about new schemes

the most?
a. Hoardings e. Mouth publicity
b. T.V. f. Customer care
c. Radio g. Internet
d. Newspaper/magazine

11. Which value added service you prefer the most?

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 a. info sms
b. GPRS
c. voicemails
d. dialer tone

12. How many sim card are you using presently?

a. 1 b. 2

c. 3 d. 4

Name of respondent:

Male/ female:

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