Uninor Report Vishal

Launching of UNINOR in Maharashtra & Goa Circle
Uninor
PROJECT REPORT
By
VISHAL GHULE
1
CONTENT
Bonafied certificate i
Abstract ii
Acknowledgement iii
List of tables iv
1. INTRODUCTION
 Uninor --------------------------------------------------------------3
2. LITERATURE REVIEW
 Positioning------------------------------------------------------------6
 Product-----------------------------------------------------------------9
Global GSM
 Price-------------------------------------------------------------------10
 Place ------------------------------------------------------------------11
Maharashtra(pune)
 Promotion-----------------------------------------------------------16
Blue wave project
 Consumer behaviour-----------------------------------------------18
3. DATA ANALYSIS----------------------------------------------------22
4. CONCLUSION --------------------------------------------------------40
5. APPENDIX
Questionnaire--------------------------------------------41
2
Introduction
Joint venture between Telenor(67.25%) and Unitech Group(32.75%).

Started Mobile services in India in December 2009 focusing on theGSM
technology.
India’s 8th nation-wide mobile operator operating in 8 out of 22
telecom circles in the country.
Testing of network in the circles of Kolkata and Rest of Bengal isgoing on and
services will be launched by March 2010.
Hub Head Offices at Delhi, Kochi, Chennai, Bangalore, Hyderabad,Kolkata,
Patna, Mumbai, Lucknow, Guwahati, Chandigarh, Indore.
Parent Companies
TELENOR :->
• Founded in 1855, Telenor is the largest company in Norway, with
headquarters 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 than 172
million subscribers.
3
Unitech :->
• 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.
Infrastructure :->
• Tower Sharing-Wireless-TT Info Service Ltd, Quippo Telecom
Infrastructure Ltd.
• Telecom, network and radio services- Alcatel, Lucent, Huawei
Technologies 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.
Area of operation of Uninor
4
POSITIONING
5
Launched with unique pricing strategy :->

Uninor launched its services in 8 circles and hit a subscriber base of over 2 lakh
in Tamil Nadu and over 1 lakh in Kerala and a pan-India subscriber base of 12
lakhs by end of 2009. Uninor came up with a unique pricing strategy that
moved away from the per second plan.
"Our products and price models are designed with a long term customer
relations perspective and not short term wallet share of the customer. We are
targeting a segment that demands quality and service, at affordable prices. We
are focused in positioning ourselves in this segment," said Stefan Kercza, Head
of Tamil Nadu-Kerala Hub.
According to Stefan, all research indicates that on a broader perspective, there
are two types of calling patterns in mobile usage - multiple calls with short call
duration & minimum number of calls with long call duration. Keeping with
both these patterns, at 29 paise per minute, the customer realizes the maximum
benefit by talking or calling more. Uninor moved away from the per second
approach to take a clear cut segmented approach. "The segment we are targeting
looks more for value. Our pricing strategy provides value specific to the usage
pattern of our segment."
In Uninor's Talk More Plan, after the initial call setup charge of 39 paise,
subsequent minutes are priced at 29 paise. If a customer speaks for 3 minutes
his call charges are Rs 1.26. In the per second billing, the same 3 minutes would
cost a customer Rs 1.80.
6
In the case of the per minute billing, our 29 paise in the Call More Plan still
adds value when the customer makes more calls and talks more. Most per
minute plans in the market charge 40 paise per minute. Uninor charges 29 paise
per minute with Rs 2 rentals only for the day. A customer gets value from the
29 paise per minute when he makes more than 4 calls a day.
The 29 paise plan is trying to appeal to the short callers and benefit the long
callers.
Customer focus :-
Uninor promises to bring to its customers -
o Good network and voice clarity & quality of service.
o Simple plans that are aligned to his usage needs and not just low cost
plans.
o Adhere to the company's core values- Keep promises, be inspiring, be
respectful & make it easy
"Our marketing focus is to keep the customer as the central focus. It is no longer
about providing technology; technology is given. It is about empowering the
customer with quality service and tailor-made products," said Stefan Kercza.
Uninor is a joint venture with Unitech & the Telenor Group. Uninor brings with
it the expertise of the Telenor Group that is No. 1 or close to it in their mobile
and telecommunications operations in Europe, the Nordic countries and other
Asian countries.
7
4 P’s of MARKETING:->
• Product- Prepaid CDMA and GSM mobile services in 8 circles out of 22

circles in India.
• Price- Dynamic price planning(24/7 badalta discount plan)
 Promotion- Slogan- ‘Ab mera number hai’

Brand Ambassador- Young, Energetic, Ambitious youth.
• Place- 8 circles of 22 Indian telecom circles- in cities like

Mumbai, Delhi, Kolkata, Chennai, Hyderabad, Bangalore, Kochi,Noida ,
Greater Noida, Agra, Lucknow, Varanasi, Gurgaon and Ghaziabad
8
Product Differentiation
1. Airtel
Airtel instills the emotional connect of a father and son. It starts with a young college lad
visiting a small house in a distant village. An old lady opens the door and upon enquiring
finds out that the lad is her grandson. Grandson meets grandfather who is angry with the lad's
father for leaving them alone in their old. The young lad uses his mobile to call his father, and
hands his (young lads) mobile to his grandfather. Upon hearing apologies, the grandfather
gets emotional and cries. Thus the young grandson helps to bridge the gap between
grandfather and father.
2. Idea
An idea can change life - The priest wants to teach, needy and poor students but lacks
resources less no of teachers, far of villages, less classrooms, etc. So uses Idea mobile
network and starts classes for these students through speaker phone.The teacher teaching
students through mobile phones a great idea to reach the needy students in villages.
Everybody wants to help society what they need is a simple Idea, this also highlights that
Idea can reach the remote villages where teachers cannot reach.
3. Vodafone
While Vodafone says wherever you go will be there with you always. They positioned
this with a pup following a small child the goes in forests, in bathroom, in school bus, etc the
pup follows the child everywhere.
4. Reliance mobile- They openly claim that they are present in more than 100,000 villages
through advertising.
5. Uninor :- 24*7 BADALATA PLAN - unique pricing strategy of allotting discounts to customers
On the basis of congestion on network in the particular area at the particular time. It gives
definite discount of 5% to 60% max on every call. It is displayed on your mobile screen when
you dial number. It uses common man for advertising.
9
PRICING
24*7 changing discount

plan for those of us who want to make the
most of ever changing discount
The 24x7 changing discount plan is a first of its kind plan from Uninor that
gives us the unique benefit of changing discount rates on calls, which
keep changing depending on our locations and time of the day. And
throughout, our mobile screens keep flashing these ever changing
discounts.
The following are details of this tariff plan:

Cost of pack Rs. 48
Validity 365 days
Talk time Rs. 10
Local call(Uninor to Uninor & Others) 50 p/min(5% to 60% discount)
STD 50 p/min
ISD Shown in table1
National roaming Shown in table2
International roaming Shown in table3
SMS local & National 25 p/sms
MMS Rs. 5/event
Myuninor WAP/Internet 10 p/10kb
10
Talk unlimited plan

for those who like to talk unlimited
Cost of the Pack Rs.37 Rs. 38 Rs. 197 Rs. 198

Local Call (Uninor to Uninor) Unlimited Unlimited Unlimited Unlimited
Local Call (Uninor to Others) 49 p / min 1p/sec Unlimited Unlimited
STD 49 p / min 1p/sec 49p/min 1p / sec
Validity 30 days
MMS Rs.5/- per event
myuninor WAP/Internet 10p/10kb
ISD Shown in table1
National Roaming Shown in table2
International Roaming + Shown in table3
SMS Local & National 49p/SMS
Starter kit detail
MRP Rs.49
Validity Lifetime*
Base tariff plan
All local calls 60p

All STD calls 60p
National roaming Shown in table1
International roaming + Shown in table2
ISD Shown in table3
Local 60p
National 60p
SMS# International Rs.5
*Lifetime validity: Validity for lifetime is applicable as per license period of the circle and is subject
to change in case any regulatory or licensing conditions change in the future. The validity of our
existing license is 24-Jan-2028 and extendable for further period by Govt. of India.
Table 1 : ISD tariff
Country Rate (Rs/min)
11
USA, Canada, South East Asia, Bangladesh, Sri Lanka, 6.4

Pakistan,fixed for Australia, New Zealand & UK
Gulf 11
Africa, Rest of SE Asia, Rest of SAARC, Mobile phones for Australia, 14

New Zealand & UK
Rest of Africa, Rest of Europe 15
Rest of world (excluding special countries & inmarsat calls) 55
INMARSAT 550
Table 2 : National roaming
Uninor Rate
Network (Rs/min)
Call rates Rate / min Rate / min
Incoming Calls 60 p / min Rs. 1 / min
Outgoing Calls
Local
Uninor to Uninor 60 p -
to other mobile & landline networks 80 p Rs. 1.00

STD 60 p Rs. 1.50
Uninor to Uninor 80 p Rs. 1.50
to other mobile & landline networks
ISD
USA, Canada, Europe (F), Singapore & Hong Kong Rs 10 Rs 10
Sao Tome & Principe, Guinea Bissau, Diego Garcia, Cuba, Rs 52 Rs 52

Norfolk Islands, Nauru, Solomon Islands, Vanuatu, Cook
Islands, Tuvalu, Tokelau Is, Sakhalin,
Rs 13 Rs 13
Other Countries
Rs 504 Rs 504
INMARSAT Calls
12
SMS Rate / Rate /

SMS SMS
Local
99 p Rs. 3.45
National
Rs. 1.49 Rs. 3.45
International
Rs. 5.00 Rs. 5.00
Table 3 : International roaming
Operator Calling Outgoing Calling Incoming Call GPRS

outside SMS within (Rs / min) (Rs /
visited (Rs / SMS) visited 10KB)
country country
(Rs / min) (Rs / min)
Grameenphone 65 15 25 55 5.5
Bangladesh
Telenor Denmark 140 15 30 70 5.5
Etisalat misr Egypt 170 15 35 27.5 5.5
Digi Malaysia 95 15 35 58 5.5
Telenor Norway 130 15 35 27.6 5.5
M1 Singapore 95 15 35 38 5.5
Telenor Sweden 140 15 30 70 5.5
Telenor serbia 140 15 30 70 5.5
Dtac Thailand 95 15 35 58 5.5
Du UAE 185 15 50 115 5.5
AT&T USA 165 15 70 90 5.5
Recharge
13
Maximum Processin Service Talk value (Rs)

service g fee (Rs) tax (Rs)
charge
(Rs)
10 2 0.93 7.07
20 2 1.87 16.13
30 2 2.80 25.20
50 2 4.67 43.33
100 2 9.34 88.66
150 0 - 150.00
First recharge bonus
Maximum service Total talk value on first recharge (Rs)

charge (Rs)
50 55.00
100 115.00
150 175.00
300 355.00
500 600.00
14
PROMOTION :->
Product Promotion
• Creative strategy- Informational with Positive appeal ‘Pride’
• Slogan- ‘Ab mera number hai’
• Advertising in Hindi, Kannada, English and many more Indian
regional languages.
• The series of television ads (by creative agency Leo Burnett) show ‘young
people in real-life situations’ rather than models or celebrities.
• 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 country,including rural
areas, apart from 50 company-owned stores.
• Innovational promotion in small towns.
Institutional Promotion
15
• For brand empowerment, it is working an online initiative with socialmedia.

• Brand Philosophy- Empower People.
Media Mix
• Print and Broadcast ads
• Motion Pictures
• Brochure and booklets
• Posters
• Billboards
• POP displays
• Logos
Targeting
• The company is targeting for 8% market share in India by 2018.
• The country will have over 1.2 billion customers by 2018 as 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 sharecan be
built only after that. They hope to launch across the entire country by the end of
the year.
16
Consumer behaviour
TITLE: YOUTH GO TO MARKET
Go to market strategies define a holistic process of reaching your customers.
Focuses on Three Dimensions
 What to sell - Schemes & offers
 How to sell - New sales model
 Whom to sell - Customer Base and Customer Partnerships
Sample and sample size
 We took the sample of 700 people all around the Pune.
 We covered areas like Wakad, Hinjewadi, Hadapasar, Pimpri Chinchawad and

Tathawade to collect the data.
17
 We even conducted the e-survey to collect the data.

(http://www.kwiksurveys.com/online-survey.php?
surveyID=KNOEGF_a63f8703)
 Mostly the data is collected from the youth.
58%(16-25 years)
23 %(26-34 years)
What was given us to do?
 What is the best way to communicate the brand?
 How they get to know (Source/Medium) ?
 What schemes do they prefer?
 Cost preference
 Frequency of Recharges
 Switching Operator(Who and Why)
 Where and How they purchase
 Why will they buy your product
 How they decide what to purchase
 What they are willing to pay
 What is their value proposition
What is the best way to communicate the brand and How they get to
know (Source/Medium) ?
 What we got from our survey is that people get to know about the brand mostly by :-
o Television(24.43%)
18
o Friends and relative(24.28%)
What schemes do they prefer?
 Nearly 50% people said they will go in for free calling
 17% said they go for per second billing
 15% for free messaging
 14% for night calling
Frequency of Recharges
 Nearly 45% said weekly
 Nearly 31% said monthly
Switching Operator(Who and Why)
 Nearly 50% people of think of switching operator in between 6 months to 2 years.
 Nearly 38% people goes for a brand that is priced competitively.
 24% goes for better feature.
 Nearly 21% are using the same brand because they are using it for quite long.
 Where and How they purchase 82% said retail shops and retail shops came out to
be the ultimate winner.
 Nearly 20% go in for tariffs in between Rs 101-200.
 Nearly 19% public goes for full talktime options.
 17% goes for recharge in between Rs. 10-50.
19
How they decide what to purchase
 They go for brand that have strong price advantage( nearly 54%)
 14% people goes for established brand.
 21% goes for bundled services.
What they are willing to pay?
 Nearly 31% people are willing to pay in between Rs 0 to 100.
 Nearly 21% are willing to pay in between Rs 200-300
 Nearly 19% are willing to pay in between Rs 100-200
What is their value proposition
The youth in the age group of 16-25 years are price conscious , they want better features
and better services like WAP/GPRS. They prefer plans like free calling and per second billing.
They expect better connectivity, wide coverage and low tariffs.
20
Data Analysis
1.
AGE RESPONDENTS Percentage

a 15 yrs & below 30 4.28
b 16-25 yrs 406 58.00
c 26-34 yrs 157 22.42
d 35-45 yrs 104 14.85
e 46-50 yrs 3 0.42
f 51 & above 0 0
700 100
450
400
350
300
250
200 RESPONDENTS
Percentage
150
100
50
0
15 yrs & 16-25 yrs 26-34 yrs 35-45 yrs 46-50 yrs 51 &
below above
21
2.
GENDER Percentage
a M 593 84.71
b F 107 15.28
700 100
107
M
F
593
3.
EDUCATION Respondent Percentage

a SSC/HSSC 112 16
b Bachelors degree 167 23.85
c Masters degree 106 15.14
d professional degree 224 32
e others 91 13
700 100
250
200
150
Respondent
100 Percentage
50
32
23.86
16 15.14 13
0
SSC/HSSC Bachelors Masters degree professional others
degree degree
4.
OCCUPATION Respondent Percentage

a STUDENT 406 58
b IT/BPO Sector 68 9.71
22
c CONSULTING/BANKING 30 4.28
d SELF EMPLOYED PROFESSIONAL 101 14.42
e family business 74 10.57
f others 21 3
700 100
21
74
STUDENT
IT/BPO Sector
101
CONSULTING/BANKING
SELF406
EMPLOYED PROFESSIONAL
30
family business
68
others
5.
MONTHLY INCOME Respondent Percentage

a RS.0-500 323 46.14
b RS.5001-10000 98 14
c Rs.10001-15000 101 14.42
d Rs.15001-20000 139 19.85
e Rs.20001-30000 21 3
f Rs.30001-ABOVE 18 2.57
700 100
Rs.30001-ABOVE
Rs.20001-30000
Rs.15001-20000
Respondent
Rs.10001-15000
RS.5001-10000
RS.0-500
0 50 100 150 200 250 300 350
23
6.
Purpose:- The main purpose of this question is to know about which

service provider are being more used by youth.
BRAND YOU OWN Reapondents Percentage

a RIM 130 18.57
b TATA INDICOM 58 8.28
c AIRTEL 246 35.14
d VODAFONE 97 13.85
e OTHERS 169 idea=94,bsnl=45 24.14
700 100
130
169
RIM
58 TATA INDICOM
AIRTEL
VODAFONE
OTHERS
97
246
7. Purpose:- Purpose of this question is to know about what adjacctly they think before
taking the connection.
BRAND SELECTION
CRITERION Respondent Percentage
a Better features 165 23.57
b Priced competitively 263 37.57
c Have been using this brand for long 143 20.42
Peers/family member using &satisfied with
d the brand 42 6
e Phone reviews 17 2.42
f Catchy and attractive advertisements 39 5.57

g Others 31 4.42
24
700 100
31
39
17 Better features
165
42 Priced competitively
Have been using this brand

for long
Peers/family member using

&satisfied with the brand
143
Phone reviews
Catchy and attractive

advertisements
263 Others
8.
How much you are willing to

pay per month for your phone(in
Rs) Respondent Percentage
a 0-100 214 30.57
b 100-200 133 19
c 200-300 147 21
d 300-400 101 14.42
e 400 & above 105 15
700 100
25
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? Respondents Percentage
a 0-6 months 145 20.71
b 6months-1yr 171 24.42
c 1-2 yrs 174 24.85
d 2+ yrs 210 30
700 100
145
210
0-6 months
6months-1yr
1-2 yrs
2+ yrs
171
174
10.
26
Would you like to stick to your

current brand in the future or
willing to purchase a different
brand Respondents Percentage
a yes 492 70.28
b no 208 29.71
700 100
208
yes
no
492
11.
Would you be open to buying a

brand that is totally new to
market? Respondents Percentage
a yes 329 47
b no 202 28.85
c don’t know 169 24.14
700 100
27
169
yes
329
no
don’t know
202
12.
What attracts you to brand in

spite of it being new to brand? Respondent Percentage
a Strong price advantage 376 53.71
b Established brand name 94 13.42
c Heavy promotional ads 41 5.85
d Bundled with a service 144 20.57
e Easier to use 36 5.14
f others 9 1.28
700 100
others 9
Easier to use 36
Bundled with a service 144
Respondent
Heavy promotional ads 41
Established brand name 94
Strong price advantage 376
0 50 100 150 200 250 300 350 400
13.
You are? Respondents Percentage
a postpaid 186 26.57

b prepaid 514 73.42
700 100
28
Chart Title
186
postpaid
prepaid
514
if prepaid then
14.
What tariff you mostly choose? Respondent Percentage

a Rs. 0-10 24 3.42
b Rs. 10-50 118 16.85
c Rs.51-100 196 28
d Rs.101-200 137 19.57
e Rs.201-300 59 8.42
f above 300 34 4.85
g full talktime 132 18.85
700 100
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
29
15.
What sort of schemes Respond Percent

would you prefer ent age
a Free calling 346 49.42
Free
b messaging 106 15.14
c Per minute 29 4.14
d Per second 119 17
e Night calling 100 14.28
700 100
Night calling
Per second
Per minute
Respondent
Free messaging
Free calling
0 50 100 150 200 250 300 350 400
16.
What is the frequency of your

recharge Respondents Percentage
a daily 40 5.71
b weekly 311 44.42
c Monthly 219 31.28
d occassionaly 130 18.57
700 100
30
40
130
daily
weekly
Monthly
311 occassionaly
219
17.
What is your point of purchase of

recharge and sim cards Respondents Percentage
a retail shops 574 82

b company stores 97 13.85
c others 29 4.14
700 100
Chart Title
29
97
retail shops
company stores
others
574
31
18.
What following services Respond Percent

you use? ents age
Voice portal
a service 156 22.28
b CRBT service 78 11.14
c SMS (P to A) 183 26.14
d WAP/GPRS 283 40.42
700 100
WAP/GPRS 283
SMS (P to A) 183
Respondents
CRBT service 78
Voice portal service 156
0 50 100 150 200 250 300
19.
What are the sources from which

you get the information about various
services and plans by operators Respondents Percentage
a Newspaper 102 14.57
b Television 171 24.42
c Radio 79 11.28
d Hoardings 88 12.57
e Friends and relatives 170 24.28
f Others 90 12.85
700 100
32
Others 90
Friends and relatives 170
Hoardings 88
Respondents
Radio 79
Television 171
Newspaper 102
0 20 40 60 80 100 120 140 160 180
20.
How you decide to choose the

operator Respondent Percentage
a Network 162 23.14
b Economical 191 27.28
c Services like VAS 91 13
d Better plans 184 26.28
What your friends
e and relatives have 72 10.28
700 100
33
What your friends and relatives have 72
Better plans 184
Services like VAS 91

Respondent
Economical 191
Network 162
0 50 100 150 200 250
21.
What you expect from

the operator Respondent Percentage
a Better connectivity 230 32.85
b Wide coverage 142 20.28
c Low tariffs 210 30
d Better customer support 59 8.42
e Good value added services 59 8.42
700 100
34
Good value added services 59
Better customer support 59
Low tariffs 210

Respondent
Wide coverage 142
Better connectivity 230
0 50 100 150 200 250
22.
Have you ever heard of Uninor? Respondents Percentage

a Yes 202 28.85
b No 498 71.14
700 100
202
Yes
No
498
Value proposition
• Maximize the enabling effect of mobile telecommunications

• Promote safer products and services
• Make responsible business practices part of everything Uninor
does.
35
• Various value packs for ISD users- USA/Canada,

Singapore/Malaysia, Gulf packs.
• Simple tariff plans which are easily understandable.
• Quick responses through circle heads.
Strengths
• Joint venture between world’s 6th largest telecom company and India’s 2nd
largest real estate company.
• Least capital investment as various services are outsourced.
• Least number of employees.
• Decentralized management structure
• simple prepaid plan in which a local call is priced at 29 paisa a
minute.
• The more you talk, the lower the price gets.
• Different segmentation strategy as compared to competitors.
• Use of real young people in promotion instead of any role model.
• Innovative promotional strategy.
Weakness
• It has still not launched postpaid schemes.
• Late entrant in the market.
• Too much outsourcing may go against the health of the company.
Opportunities
36
• With rising individual saving rate with 9% growth rate, and expected increase
in market size by 500 million in 2010(almost double), the company has great
opportunities.
• Approximately 10-15 million mobile connections are being added every
month. The national mobile tele-density is about 39 per hundred, Urban areas-
75 (in Mumbai), but Rural areas-13.
• Micro segmentation strategy in rural markets adopted by the
company.
• Falling handset prices and tariff rates.
• Increasing network distribution.
Opportunities Statistics-
• 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)
Threats
• Competitors like Airtel, Reliance, BSNL, 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 Emirate’s Pvt. Ltd,
the Videocon group-promoted Datacom, and Bahrain’s Batelco
37
co-owned STel.
Ansoff matrix
Uninor is at “Market-developement strategy”
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?
38
Ans- As Uninor 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
• 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.
39

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Uninor Report Vishal

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Launching of UNINOR in Maharashtra & Goa Circle

Joint venture between Telenor(67.25%) and Unitech Group(32.75%).

Area of operation of Uninor

Launched with unique pricing strategy :->

• Product- Prepaid CDMA and GSM mobile services in 8 circles out of 22

• Price- Dynamic price planning(24/7 badalta discount plan)

 Promotion- Slogan- ‘Ab mera number hai’

• Place- 8 circles of 22 Indian telecom circles- in cities like

24*7 changing discount

The following are details of this tariff plan:

Validity 365 days

Talk time Rs. 10

Local call(Uninor to Uninor & Others) 50 p/min(5% to 60% discount)

ISD Shown in table1

National roaming Shown in table2

International roaming Shown in table3

SMS local & National 25 p/sms

MMS Rs. 5/event

Myuninor WAP/Internet 10 p/10kb

Talk unlimited plan

Cost of the Pack Rs.37 Rs. 38 Rs. 197 Rs. 198

Starter kit detail

Base tariff plan

All local calls 60p

Table 1 : ISD tariff

Country Rate (Rs/min)

USA, Canada, South East Asia, Bangladesh, Sri Lanka, 6.4

Africa, Rest of SE Asia, Rest of SAARC, Mobile phones for Australia, 14

Rest of Africa, Rest of Europe 15

Rest of world (excluding special countries & inmarsat calls) 55

Table 2 : National roaming

Call rates Rate / min Rate / min

Incoming Calls 60 p / min Rs. 1 / min

to other mobile & landline networks 80 p Rs. 1.00

STD 60 p Rs. 1.50

Uninor to Uninor 80 p Rs. 1.50

to other mobile & landline networks

USA, Canada, Europe (F), Singapore & Hong Kong Rs 10 Rs 10

Sao Tome & Principe, Guinea Bissau, Diego Garcia, Cuba, Rs 52 Rs 52

SMS Rate / Rate /

Table 3 : International roaming

Operator Calling Outgoing Calling Incoming Call GPRS

Telenor Denmark 140 15 30 70 5.5

Etisalat misr Egypt 170 15 35 27.5 5.5

Digi Malaysia 95 15 35 58 5.5

Telenor Norway 130 15 35 27.6 5.5

Telenor Sweden 140 15 30 70 5.5

Telenor serbia 140 15 30 70 5.5

Dtac Thailand 95 15 35 58 5.5

Du UAE 185 15 50 115 5.5

AT&T USA 165 15 70 90 5.5

Maximum Processin Service Talk value (Rs)

100 2 9.34 88.66

First recharge bonus

Maximum service Total talk value on first recharge (Rs)

• For brand empowerment, it is working an online initiative with socialmedia.

TITLE: YOUTH GO TO MARKET

Go to market strategies define a holistic process of reaching your customers.

Focuses on Three Dimensions

 What to sell - Schemes & offers

 How to sell - New sales model

 Whom to sell - Customer Base and Customer Partnerships

Sample and sample size

 We took the sample of 700 people all around the Pune.