IN PARTIAL FULFILMENT OF Master of Business Administration (IT&MARKETING)

Bharati Vidyapeeth University (IMED), PUNE



I, Mr. BIPEEN KUMAR Hereby declare that this project report is the record of authentic work carried out by me during the period from 12/5/2010 to 12/7/2010 and has not been submitted earlier to any University or institute for the award of any degree/diploma etc.

(BIPEEN KUMAR) Name of the student



Company Letter Head


This is to certify that the Summer Project titled LAUNCH OF UNINOR IN MAHARASTRA is a bonafinde and a sincere work of Mr.BIPEEN KUMAR is original and has been made under my supervision in partial fulfillment of the requirement for the award of MBA Program in IT & Marketing for the period from12 may10,to 28 June. I am pleased to say that his performance during this period was GOOD

Mr. KETAN SHETTY (Project head) (Company Name) UNINOR



This project has been made possible through direct and indirect cooperation of some person for whom I whish to express my heartfelt gratitude. I express my heartfelt gratitude to eminent organization “UNINOR.” for providing me with such a glorious opportunity and furnishing me with much of the precious time and resources during my training. My sincere thanks to Mr. KETAN SHETTY (Project head) and other staff members those have spent their precious time with me and in fulfilling the requirement of this project. Without their help these project impossible. I am very much pleased to express my heartiest gratitude to our Vulnerable H O D as well as my college mentor Dr. …………………….. sir for providing me with such a glorious opportunity for learning practicality of bookish concepts. Who has provided me with the valuable suggestions, support and guidance during my training to successfully complete my project work.




We assign for the UNINOR launch project. Our project title “youth go to market strategy” was focused on the youth, to know there behavior, perception and expectation from a telecom company. To know those things, we did a proper market study with proper tools by using questionnaire method. We conducted a general survey focused on the overall market potential of the telecom sector by including all existing major players of the telecom. In this survey we find out some very interesting results regarding the thinking of the youth about a telecom company and expectation from a new one. As a summer trainee we assign for the Blue Wave project, in that project we are responsible for the promotional activities of the service of the uninor that was new for Pune people. We have to meet the retailers and customers in different- different regions of Pune district which is already declared in advance. In meeting it was our responsibilities that explain the plans and schemes of uninor and how they can get the benefit comparatively with other telecom service provider. To develop the relationship with retailers and for proof that, our team went in that particular retail shop we also took the stamp of the retailer and his contact number and gave some gift on the behalf of company. The main focus of our team in Blue Wave was “to convince the retailers and customers” by putting word to mouth express and we targeted the retailer and convinced him to sell more and more SIM cards of uninor. Our team did the work in a fair way, and fulfills the responsibility and gave a shining in the Blue Wave.


Chapter Main Body 1.

Topic Introduction Theoretical back ground of the topic Introduction Objective of the Project Objective of the study SWOT Analysis of the Project Problem Identification SIP Profile Consumer Behavior Research mythology Blue Wave Promotion Branding Pricing Place Product Differentiation Organizational Profile About Telecom Sector About Telecom History Telecom Service In India About UNINOR History of uninor. Introduction of uninor. Vision of uninor. Mission of uninor. Patent company Company organizational Structure Analysis of the data

Pg no.

10 11 12 12-13 14 16 16 -17 20 20 21 22-23 24



27-28 29-30 31-33 34 34 34 35





Conclusion & Recommendation Finding Conclusion Recommendation Bibliography Appendices(Questionn aire )

59 60 61 62 63-66

Closing Page/ Back Matter 1. 2.



Telecom sector is not just a sale of product, but it comprehensively based on the service facility offered by the organization. So, a careful study and proper analysis can help a telecom company to reach on the right direction, at right place, at right time. It will not only help to know the” Market Potential” of telecom company but, it will also help to find the factors those are responsible for the exploitation of the telecom sector. To find out those above things, “Market Research” can be the most effective and efficient tools to reach on the right decision. In we have to do research on youth what t they perceive what is their necessities and what is their requirement from the Telecom service provider.

The second phase of our project was named as Blue Wave. It was concerned with the product/service launch and promotion of the service of uninor in Pune district. It started from 1st week of June, to create an atmosphere in market that telecom giant uninor enter in the Pune region along with five circles at a time. To establish in the market like telecom sector and occupy the large base of consumer it was an inevitable part for any new force of Telecom Company to do market entry and promotion in proper and comprehensive way. Uninor’s market strategy is clearly visible for making a brand in the mind of consumer. So, they launched the product in vibrant way in Magarpatta City, Laxmi Lawns, Pune on 2nd june 2010, after this they started their promotional activities like “to meet the retailers and customers” personally for word to mouth exchange and to reach on the grass root level of the telecom market.


Objective of the project
 To find out the youth potential for a telecom company

 To know the perception and expectation of youth from a telecom service

 Who are the major players of the telecom for the Youth

 What should a new company do, to enter in the market

 To know the market potential for UNINOR in youth segment

 To know the expectation from UNINOR by youth

 What should do UNINOR to satisfy youth Customers

 Which techniques use the UNINOR to grab the market Comprehensively

How to promote UNINOR their service


 To create the brand image of uninor in the mind of customers

 To develop a good market atmosphere for uninor that can help it, for expansion of its base of customers  To make the uninor as supreme telecom service provider by giving a different touch

Objective of study
 To know the consumer behavior.

 To know the telecom market potential.
 To know the competition exist in market.  To understand the problems of mobile customers.  To study the basic need of the customer for switching from one Cellular

Company to another.  To compare the service of “Uninor” with that of the other market players.  To study telecommunication industry.

 To study the company profile of Uninor.

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 6th largest telecom company and

India’s 2nd largest real estate company.  Least capital investment as various services are out sourced.  Different price strategy.  Decentralized management structure.

Weakness:The first signs of Weakness in new Operators are 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.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

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 market could 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 introduction of new services.  Bloodbath in market due to price war.







Consumer Behavior
I learned consumer behavior through marketing research activity. Consumer behavior is the study of how people buy, what they buy, when they buy and why they buy. It attempts to understand the buyer decision making process, both individually and in groups. What the customer actually wants to the service provider what is the acceptation of them. It studies characteristics of individual consumers such as demographics, psychographics, and behavioral variables in an attempt to understand people's wants.

Research design indicates the methods and procedure of conducting research Study. Research design can be done in following three types:1 Exploratory Research: Exploratory research focuses on the discovery of new ideas and is generally based on secondary data. 2 Descriptive Researches: Descriptive research is undertaken when the researcher want to know the Characteristics of certain groups

Research Methodology
“Marketing research means the systematic gathering, recording, analyzing of data about problems relating to the marketing of goods and services” Marketing research has proved an essential tool to make all the need of marketing management. The systematic conduct of research requires:  Orderliness, in which the measurements are accurate.  Impartiality in analysis and interpretation. All of research can be categorized into basic and applied.

1. BASIC RESEARCH: - Basic Research is that intended to expand the
body of

Knowledge for the use of others.

2. APPLIED RESEARCH: - Applied Research is one, which is carried out to
find the solution for a particular problem or for guiding a specific decision. It is Usually private in nature. My research on Uninor is carried on for guiding specific decisions and its results are useful only to Uninor for taking particular decision regarding product quality, staff and security. Hence the nature of my research study is “APPLIED

Process of Marketing Research:-

Problem Identification

Research Design

Data Collection

Data Analysis & Interpretation

Research Report


Problem Identification
The first and the most important step of marketing research is properly defining the problem. In order to identify the research problem two categories of problem should be carefully noticed Main problems are:  A number of customers are not satisfied with services, new schemes and offers.  A number of customers are not satisfied with the network coverage.  A number of customers are not satisfied with the current call rates of Uninor.  A number of customers are not satisfied with the Free SMS schemes.  A number of customers are not satisfied with the service of customer care of Uninor.

Data Collection and Sampling
I) Primary Data Collection:
Primary data collection contains the following four types of methods: -

1 Observation Method:
It contains Causal observation, Systematic observation, direct observation and contrived observation.

2 Survey Methods:
: It contains Personal Interview, Telephone Interview and Mail Interview

II) Secondary Data Collection:
1 Internal Source: Various internal sources availability, Product cost, etc.

It can be collected from internal as well as external sources like employee, books, sales activity, stock


2 External Sources: Libraries, trade publications, literatures, etc are some important sources of external data. The Researcher has used primary data for the core purpose of the project and this primary data has been gathered by survey method. The researcher has also used secondary data.


Sample Size
Sample size means limited numbers of respondents covered under the research Study from a population and the researcher has taken a survey of 100 respondents to know about the youth go to market Sampling Area  In youth go to market project we cover the following areas of Pune district…………..

The MIT College Paud Road Kothrud. The Royal MIT hostel kothrud. Big bazaar karve nagar. Some hostel of katraj, Hinjewadi, Pashan.

In blue wave project we cover the following areas of Pune district…….

 Bhosari

 Allindi road

 Chikhli

 Dhandekar chowk

 Akurdi

 Chinhwad gaown

Sampling Unit
Here the researcher has randomly selected the respondents of the Pune city.

Data Analysis and Interpretation
After all the above steps are completed now the important step is data analyzing and interpretation. For this there are various analytical and statistical tools. Some of these tools are Percentage, Average, Dispersion, Co-relation, Coefficient, etc.

Slogan- ‘Ab mera number hai’ Brand Ambassador- Young, Energetic, Ambitious youth Creative strategy- Informational with Positive appeal ‘Pride’ Advertising in Hindi, Kannada,Marathi, 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.  BLUE WAVE: - 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
 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

The American Marketing Association defines a brand as follows:


A brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. BRAND NAME: A brand is defined as ‘name, term, symbol, or a combination of them. The UNINOR has built its brand name strongly in the market. The name of brand UNINOR is come from the two companies UNITECH INDIA and TELENOR NORWAY.

A brand can be define as  Its name

 Term

 Symbol

 Design

THE PACKAGE AND LABLE: The packaging is another important of the total product personality and UNINOR has give huge important on the packaging and labeling it design its packaging ego friendly and label it well organized manner for the safety of SIM card.  Eco friendly packaging  Good looking packet  Well organized labeling


Pricing is only element in marketing mix of a firm that generates revenue. All else generate only cost. But the new companies who entered into market normally charges low price for its product to catch customer attention

24×7 BADALTA DISCOUNT PLAN – A UNIQUE PLAN The success of any organization depends on mainly two important frameworks, one is innovation and other is marketing. 24×7 Badalta discount plan has also a unique proposal of uninor in the field of telecom. According to the name this plans, working for twenty-four hours with different discount rate. So it’s important that to understand how it works. If a customer insert a SIM card of uninor in his cell phone, and he get first recharge with worth of Rs.48 or Rs.26, this plan automatically activate. In customer cell phone, in mobile inflow display he can always observe that he is getting certain discount on his call based on the how congestion in the network. Simply if in network there is less congestion, he will get more

discounts on his call rate but, if congestion is heavy means in peak period he will receive less discount. But, it is sure that he will get certain discount in any circumstances; that will be very from 5% to 60% based on the place and time. Hence this discount rate is very from place to place, time to time.

Pricing Strategy of Uninor:Cost of pack Validity Talk time Local Call (Uninor to Uninor & Others) STD Rs. 48 , 365 Days Rs. 10 50 p/min discount) 50 p / min 60p/min (5% to 60% 60p/min Rs26

ISD (USA, Canada, South East Asia, 6.4Rs/min Bangladesh, Sri Lanka, Pakistan, Gulf, fixed for Australia, New Zealand & UK) Africa, Rest of SE Asia, Rest of 14Rs/min SAARC, Mobile phones for Australia, New Zealand & UK 15Rs/min Rest of Africa, Rest of Europe Rest of world (excluding countries & inmarsat calls) SMS Local & National MMS special 25p/ SMS Rs.5/- per event 55Rs/min

Place is another important thing in 4ps in marketing in place the channel of distribution of the company is most important. Place contains various things those are  Channel design  Intermediaries


 Location of outlets  Dealers  Retailers Place has important place in 4pc of marketing and proper placing is required for the success in business.

UNINORS PRDUCT PLACING STRATEGY:Uninor has basically follow the given channel for placing the product into the market, means the customer is playing the last part for purchasing the SIM card out of three part.

 Company own outlets

 Company camps in various areas

A product is not a mere object; it is not a mere assembling of matter. It means something more than a physical commodity. Product may be tangible or non tangible. There are two type of organization one who manufacture the product and one who provide services to customers. Manufacturing organization. (e.g.: TATA), Service organization. (Eg: UNINOR) Uninor is a service organization which provides telecom services to the customers. Its main product is the SIM card and providing services. Prepaid CDMA and GSM mobile services in 13 circles out of 22 circles in India.

CORE: - The core components of UNINOR is its total personality and these are Positioning as youth brand through aggressive advertisement by using fresh and energetic youth faces Uninor as our brand is much more than a name and a logo. It stands for a set of ideas and a way of doing business and, most importantly, a philosophy that puts people first. 24x7 badalta discount plan a new concept introduced in telecom market. Brand name Low cost calling ASSOCITED FEATURES: - Associated features of UNINOR are its unique features which is associated with the brand UNINOR these are:  Its 32k storage capacity in SIM card  Low calling rate  Giving discount 5% to 60% on local call  Giving full talk time on every recharge card  Cheaper SMS pack  Low roaming charges  Excellent network coverage



The Indian telecommunications industry is one of the fastest growing in the world and India is projected to become the second largest telecom market globally. According to the Telecom Regulatory Authority of India (TRAI), the number of telecom subscribers in the country increased to 562.21 million in December 2009, an increase of 3.5 per cent from 543.20million in November 2009. With this the overall teledensity (telephones per 100 people) has touched 47.89. The telecom industry notched up US$ 8.56 billion in revenues during the quarter ended December 31, 2009 helped by a recovery in earnings from both mobile and landline services. According to Business Monitor International, India is currently adding 8-10 million mobile subscribers every month. It is estimated that by mid 2012, around half the country's population will own a mobile phone. This would translate into 612 million mobile subscribers, accounting for a tale-density of around 51 per cent by 2012. Moreover, according to a study conducted by Nokia, the communications sector is expected to emerge as the single largest component of the country's GDP with 15.4 per cent by 2014.


Evolution of the Industry - Important Milestones: Year 1851 1881 1883 1923 1932 1947 Description First operational land lines were laid by the govt. near Calcutta(seat of British Power) Telephone Service introduced in India Merger with the postal system Formation of Indian Radio Telegraph Company (IRT) Merger of ETC and IRT into the Indian Radio and Communication Company(IRCC) Nationalization of all foreign telecommunication companies to form the Posts, Telephone and Telegraph(PTT), a monopoly run by the government’s Ministry of Communication Department of Telecommunications (DOT) established, an exclusive provider of domestic and long-distance service that would be its own regulator (separate from the postal system) Conversion of DOT into two wholly governmentowned companies: the Videsh Sanchar Nigam Limited (VSNL) for international telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas. Telecom Regulatory Authority of India created Cellular Services are launched in India. New National Telecom Policy is adopted. Dot becomes a corporation, BSNL



1997 1999 2000


There are three types of players in telecom services: • State owned companies (BSNL and MTNL) • Private Indian owned companies (Reliance Infocomm, Tata Teleservices) • Foreign invested companies (Vodafone-Essar, Bharti Tele-Ventures, Escotel, Idea Cellular, BPL Mobile, Spice Communications, Uninor, Docomo) India's mobile telecom sector is one of the fastest growing sectors. Unlike in the 1990s when the mobile phone was an elitist product, mobile operators now tap a mass market with mass marketing techniques. "Unified licensing" rules allow basic and mobile operators into each other’s territory, and have ushered in perhaps the final phase of industry consolidation. It seems that only companies with deep pockets can effectively compete as primary operators mobile markets. Economies of scale, scope, and end-to-end presence in long-distance as well as local telecom, are desirable. There are, besides, new challenges. Operators have to find new growth drivers for the wire line business. There are problems of getting broadband to take off, of technology choice, of when to introduce new technologies, and of developing a viable business model in an era of convergence. Bharti Airtel: - formerly known as Bharti Tele-Ventures LTD (BTVL) is the largest cellular service provider in India, with more than 131 million subscriptions as of April 2010. With this, Bharti is now the worlds thirdlargest, single-country mobile operator and sixth-largest integrated telecom operator. It also offers fixed line services and broadband services. It offers its TELECOM services under the Airtel brand and is headed by Sunil Bharti Mittal. The company also provides telephone services and broadband Internet access (DSL) in top 95 cities in India. It also acts as a carrier for national and international long distance communication services. The company has a submarine cable landing station at Chennai, which connects the submarine cable connecting Chennai and Singapore. Airtel is providing cellular services in Delhi, Mumbai, Kolkata, Chennai, and Andhra


Pradesh, Gujarat, Haryana, Himachal Pradesh, Jammu and Kashmir, Karnataka, Kerala, Madhya Pradesh, Maharashtra, Goa, Orissa, Punjab, Rajasthan, Tamil Nadu, UP and West Bengal. Reliance Communications:Reliance has both CDMA and GSM networks and total subscriber base of 29 million or 17% market share. It has GSM network in Assam, Bihar, Himachal Pradesh, Kolkat, North East, Madhya Pradesh, Orissa and West Bengal. Reliance has CDMA networks in other states and cities.

Bharat Sanchar Nigam Limited (BSNL):BSNL is a state owned telecom company which has GSM presence in almost every cities and towns. BSNL has 27 million subscribers with a market share of 16%. Tata Indicom:Tata Indicom is a main CDMA provider in India with 16 million subscribers all over India. Tata Indicom has presence in almost every state and cities in India. Vodafone:Vodafone is another emerging GSM provider in India with coverage in Kerala, Mumbai, Delhi, Kolkata, Chennai, Gujarat, Andhra Pradesh, Karnataka and Punjab with a total subscriber base of 27 million. NOW UNINOR:Uninor’s operating areas, or circles, include Tamil Nadu, Kerala, Karnataka, Andhra Pradesh, Uttar Pradesh (east and west) and Bihar (including Jharkhand). The firm has spectrum in 21 of the 22 circles it is licensed to operate in and expects to launch services in all these by the end of this financial year, Vellan said.Uninor is entering the market at a time when a noholds-barred tariff war is on among India’s telecom firms, after Tata Teleservices Ltd, the country’s sixth largest operator, launched a per-second billing system in June. Uninor is the 12th operator to enter the Indian market, the second largest and fastest growing telecom market in the world with at least 480 million


wireless subscribers. The market is growing rapidly this year, adding an average 14 million new users every month.

Company Introduction


The company Unitech Wireless was until 2009 a subsidiary of Unitech Group, holding a wireless services licence for all 22 Indian telecom circles since 2008. In early 2009, Unitech Group and Telenor agreed on a majority takeover by Telenor of Unitech's wireless business, including Unitech Wireless' national-wide mobile licence. By March, May and November, Telenor acquired a 33%, 49% and 60% stake in Unitech Wireless, respectively. In September, the mobile operation changed its name to Uninor. On October 19 the Indian Cabinet Committee of Economic Affairs (CCEA) announced that it has approved Telenor's acquisition of up to 74% in Unitech Wireless, and the shareholder's agreement sets a 67.25% Telenor ownership in Uninor Share of Teleno Group and Unitech Wireless India (p) Ltd can be shown by graphically as-


Companies Telenor Group Unitech Wireless (p) Ltd

% of Share 67.25 32.75

SNAPSHOT ABOUT THE COMPANY PROFILE: Name of Company: Uninor Telecom Status: A world class GSM service provider Joint Venture: Telenor (Norway) & Unitech Wireless (p) Ltd (India) Telenor: World’s 6th largest telecom company (Presence in 14 countries) Unitech Wireless: A constituent of India’s 2nd largest real estate firm Unitech Market share of Telenor: 67.25% Market share of Unitech Wireless: 32.75%

In India: Rollout license for 21 circles out of 22 telecom circles Current status: Launched in 13 circles including Maharashtra Experience in Telecom Sector: More than150 years Total Number of Mobile Subscription: 174 million Number of Employee: 40,000 employees across the globe Punch Line: ab mera number hai Vision: “We exist to help you get the full benefits of communications services in our daily lives. We are here to help”.

 Joint venture between Telenor (67.25%) and Unitech group (32.75%)  Started mobile services in India in 2009 focusing on the GSM technology.  India’s 8th nation wide mobile operator operating in 8 out of 22 telecom circles in the country.  Now it is launching in Maharashtra, Goa and Gujarat. Hub head offices in Delhi, Kochhi, Chennai, Banglore, Hyderabad, Kolkata, Patna, Mumbai, Lucknow, Guwahati, Chandigarh and Indore.



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

Vision:Uninor vision is simple, yet powerful. Uninor exist to help customer get the full benefit of communications services in people daily lives. Uninor is here to help. This means providing services that bring solutions to people everyday endeavors and needs, enabling your future aspirations to come even closer. Uninor is 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.

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.



 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, Hyderabad, Bangalore, Kochi, Noida, Greater Noida, Agra, Luckhnow, Varanasi, Gurgaon and Ghaziabad.  Formed by Ramesh Chandra and originally formed as United TechnicalConsultant Private Ltd in 1972 as a soil investigation Company

THE TEAM THAT DRIVES UNINOR: The team who manages the uninor can be shown as-


 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





Analysis and Interpretation Data
Q1) which mobile service provider are you using? Purpose: - The main purpose of this question is to know about which service provider are being more used by youth.

Which service provider are you using Cumulative Frequenc y Valid Airtel Aircel Reliance Vodafone Idea Indicom Docomo BSNL/MTNL More than one 26 4 19 17 14 Tata 5 3 2 10 Percent 26.o 4.0 19.0 17.0 14.0 5.0 3.0 2.0 10.0 Valid percent 26.0 4.0 19.0 17.0 14.0 5.0 3.0 2.0 10.0 Percent 26.0 30.0 49.0 66.0 80.0 85.0 88.0 90.0 100

100 TOTA L




Major respondents are enjoying their services given by the service provider. Most user youth are using Airtel that is 26% after that Reliance That is 19% after that Vodafone 17%,Idea 14%,Tata Indicom 5%,Aircel 4% ,Docomo 3%,BSNL/MTNL 2% and some youth using more than one that is 10%.


Q.2) Which type of services are you using? Purpose: - The purpose behind this question is to know which services do the customer use, Pre-Paid or Post-Paid. Cumulative Frequency Valid Prepaid 94 Percent 94.0 Valid percent 94.0 Percent 94.0

6 Post paid TOTAL 100






94% of the respondents use pre-paid services while only 6% of the respondents use post-paid services. Q.3) What do you think before taking new connection?

Purpose:- Purpose of this question is to know about what adjacctly they think before taking the connection.

Cumulative Frequency Valid Value Network Coverage All of these TOTAL Rental 4 Percent 4.0 6.0 34.0 56.0 100.0 Valid percent 4.0 6.0 34.0 56.0 100.0 Percent 4.0 10.0 44.0 100.0

Brand 6 34 56 100

Before taking new connection 56% of youth think about all of these factor like Rental, Brand value,Network Coverage 34% , Rental 4%, Brand Value 6%. Mean that netwrok coverage is the most important factor.

Q.4) How long connectioon?







Purpose:-purpose of this question is to know regarding the time.

Frequen cy Valid month month 6 month to 1 year More than 1year TOTAL Less than one 2 16 1 month to 6 41 41 100

Percent 2.0 16.0 41.0 41.0 100.0

Valid percent 2.0 16.0 41.0 41.0 100.0

Cumulativ e Percent 2.0 18.0 59.0 100.0


41% of the respondents use services from past more than 1 year while the lowest is 2% respondents using services less than 1 month.

Q.5) which source did you know about these service providers? Purpose: - The purpose behind this question is to know from which source the respondents Know about service provider. Cumulative Frequency Valid Advertisement Hoardings Newspape r Mouth publicity TOTAL 43 6 10 41 100 Percent 43.0 6.0 10.0 41.0 100.0 Valid percent 43.0 6.0 10.0 41.0 100.0 Percent 43.0 49.0 59.0 100.0


Interpretation:- 43% of respondent are aware about service through advertisement,41% is aware by mouth publicity,by news paper 10% and by hoardings only 6%.That means Advertisement is more important than other .

Q.6) How much of rupees do You recharge in a month?
Purpose:- the purpose of this question is to know regarding frequency of recharge that means how of rupees they expend in a month

Cumulative Frequency Valid Rs 100 Rs 300 Rs 300 to Rs 500 More than Rs 500

Percent 18.0 40.0 19.0 s23.0 100.0

Valid percent 18.0 40.0 19.0 23.0 100.0

Percent 18.0 58.0 77.0 100.0

Less than 18 40 Rs 100 to 19 23 100


40% of youth their frequency of recharge is Rs 100 to Rs 300,then 23% of youth their frequeny of recharge is more than 500,less than 100 are 18% and 19% are 300 to 500. Q.7) Which service are more useful for you? Purpose:- The purpose behind this question is to know which services are more helpful to the respondent while using it. Cumulative Frequency Percent Valid percent Percent



Call rates Network SMS Rates

44 44 6

44.0 44.0 6.0 6.0

44.0 44.0 6.0 6.0

44.0 88.0 94.0 100.0

Value Added 6 Services 100 TOTAL



44% of respondent they think that call rate is more usefull for them,44% respondents think that network is more usefull,6% of respondents think that SMS is important and 6% of respondents they think that VAS is more usefull.

Q.8) Do you call at customer care? Purpose:- Customer care facility one of the important factor for a service provider and purpose of this question is to know about how many customer are using this facility.


Cumulative Frequency Valid Yes 82 Percent 82.0 Valid percent 82.0 Percent 82.0










82% respondents are using this facility and 18% are not.

Q.9) For what reason you call at customer care? Purpose:- The main purpose of this question is to know the reason of the respondents regarding calling at customer care.


31% of respondents call at customer care for complainig purpose,29% call at customer care for other queries,21% call for value added services and 17% call forinformation regarding new services.

Q.10) Rate the following on the basis of your satisfaction. Purpose:- To know regarding from which service customer satisfied and which service they are not satisfied.

Services Network SMS Rates New schemes and offers Customer Care Recharge Outlets Call Rates Value Added Services

Excellent 38 7 9

Very Good 35 25 18

Fairly Good 17 41 30

Average 7 24 33

Poor 3 3 10

10 12 6 12

36 32 24 24

29 37 47 35

19 14 19 21

6 5 4 8



Very Good

Fairly Good










Purpose: - The purpose of this analysis is to know the perspective of the customers view regarding network service

Here major respondents are satisfy with the network coverage. 38% of the respondents are rate their service provider’s network excellent, 35% rate it very good, 17% rate it farely good while 7% and 3% rate it average and poor.

SMS Rates:53

Services SMS Rates

Excellent 7

Very Good 25

Fairly Good 41

Average 24

Poor 3

Purpose: The purpose of this analysis is to know the perspective of the customers of their service provider regarding Rates of SMS.

Here major respondents are not much satisfied with the SMS rates of their service provider as major respondents are youngsters. 7% of respondents rate it excellent, 25% rate it very good, 41% rate it fairly good, 24% rate it average, 3% rate it poor.

New Schemes and Offers:



New schemes 9 and offers

Very Good 18

Fairly Good 30

Average 33

Poor 10

Purpose: - The main purpose of this analysis is to the respondent’s perspective related to the new schemes and offers provided by their service provider.

Here major respondents are not much satisfied with new schemes and offers of their service provider. 33% respondents rate new schemes and offers as average, 30% respondents rate it as fairly good, 18% rate it as very good while 10% and 9% rate it as poor and excellent respectively.


Customer Care:Services Customer Care Excellent 10 Very Good 36 Fairly Good 29 Average 19 Poor 6

Purpose: The main purpose of this analysis is to the respondent’s perspective related to the new schemes and offers provided by their service provider.

Customer care service of their service provider is better compared to some of the other services. 36% respondents rate it as very good, 39% rate it as fairly good,19% rate it as average, and 6% and 10% rate it as poor and excellent respectively.


Recharge Outlets:Services Recharge outlets Excellent 12 Very Good 32 Fairly Good 37 Average 14 Poor 5

Purpose: The purpose behind this analysis is to know about the satisfaction of their service provider customers regarding recharge outlets.

Recharge outlets of service provider are majorly rated on fairly good and very good basis. 37% of the respondents rate it as fairly good, 32% rate it as very good, 14% rate it as average, 12% rate it excellent and 5% respondents rate it as poor.


Call Rates:Services Call Rates Excellent 6 Very Good 24 Fairly Good 47 Average 19 Poor 4

Purpose:- The purpose behind this analysis is to know about the perception of customer regarding different call rates.

Major percentages of respondents are not happy with the call rates of their service provider. 47% of respondents rate call rates of their service provider as fairly good, 24% rate it as very good, 19% rate it as average while 4% and 6% respondent rate it as poor and excellent respectively.


Value Added Services:Services Excellent Very Good 24 Fairly Good 35 Average 21 Poor 8

Value Added 12 Services

Purpose: - The purpose behind this analysis is to know about the perception of customers regarding Value Added Services.

Value added services of service provider are quite feasible as compared to some of the other services. 35% respondents rate it as fairly good, 24% rate it as very good, 21% rate it as average while 12% and 8% rate it as excellent and poor respectively.




In blue wave and youth go to market our team went in different areas and observes some real corporate practices and find out some majors which can help a company in making his market strategy that will certainly lead to his expansion of market share. These findings are….  Highest number of users in youth segment covered by Airtel with the percentage of 33.43. increasing the base of Customers.  The monthly expense of most of the youth below Rs. 500 indicates their purchasing capacity.  Most of the youth brand loyal and they do not thinking to switch to another one.  If a company enters in telecom market with a comprehensive planning and clear strategy, company will be in a better position in near future in spite of hard competition.  Costumers are not much loyal about their service provider they always looking for better facility, service, schemes etc. If any new one come with the above facility customers can go for that.  Customers give much emphasis on the network facility and availability of recharge coupons rather than cheaper call rate, tariff schemes and other facility given by the company.  We find that, in spite of decreasing call rate and SMS charges, people still want cheaper call rate.
 Some class of customers like youth segment gives more preference to

 Distribution of free SIM card can affect a company comprehensively in

higher technology like GPRS facility, video calling, Broadband facility etc.  Some class of customers want that the plans and schemes of telecom companies should not be ambiguous. It should be clear and easily understandable and plans should not be comprise any hidden charges. 2


Suggestions for new service provider which is coming in market:1) The New service provider should try to change the perception of the customer towards its services and brand name. 2) New service provider should try to create its distinct brand image. 3) Although the satisfaction level of old service provider is high but still youth customer are expecting better service in cheaper rate. 4) New service provider should focus to make the customer loyalty. 5)Network coverage should be strong. 6)Local call rate shoud be low.


 The result of the research is that “Market strategy for youth should be different”.  Because after seen all parameter like: Most of youth using Airtel because of “Airtel offering friend circle

scheme. “For local call.  Most of youth using Reliance because of “Reliance offering Reliance to Reliance STD call free.  Most of youth using Vodafone because of “Vodafone offering best service in cheaper rate.”  Most of youth using prepaid connection because of in prepaid service provider offer new scheme.
 Before taking a new connection they think about all factors like

network coverage, call rate, SMS rate etc.  Most of youth are using their connection from 6 month.  Advertisement can change youth’s perception regarding new sceme.  Most of youth accept that Reliance has poor network and Airtel has best network coverage.  Vodafone has best customer care services and Value added services.  According to my research Most of youth’s recharge frequency is 100 rupees to 300 rupees.  Most of youth accept that Call rate and Network is more important for him.
 Most of youth accept that they can switch to other service provider if

they provide better service in cheaper price.


Books: Marketing Management – Philip Kotler, Kevin Lane Keller. Journals: Indian general of Marketing Research  Harvard business review

Websites: 

www.iimcal.ac.in/community/consclub/reports/telecom.pdf http://en.wikipedia.org/wiki/uninor

 http://www.icmrindia.org/business%20Updates/micro %20casestudies/Marketing/MCMK0039.htm
 http://www.icmrindia.org/casestudies/catalogue/marketing/ Rebranding

%20of%20Hutch%20to%20Vodafone%20Marketing %20Studies.htm









LESS THAN 50000 RS 5001 TO 10000 MORE THAN 10001

[ [ [

] ] ]

1) Which mobile services do you using?[multiple choice]

a. Airtel c. Vodafone e. Reliance [ ] g. Docomo

[ ] [ ] [ [ ] ]

b. Aircel d. Idea


] [ ]


2) Which type of Service are using? a. Prepaid [ ] b. Postpaid [ ]

3) What do you think before taking new connection? a. Rental ] 4) How long have you been using your prepaid/postpaid connection? a. LESS THAN 1 MONTH [ MONTH [ ] c. 6 MONTH TO 1 YEAR [ ] [ ] ] b. 1 MONTH TO 6 [ ] [ ] b. Brand value [ ] d. All of these [

c. Network coverage


5) From which source did you know about that service? a. Advertisement c. Newspapers ] [ [ ] ] b. Hoardings [ ]

d. Mouth Publicity [

6) How much of rupees do you recharge in a month? a. Less than 100 [ b. 300 TO 500 [ ] ] b.100 TO 300 [ ] ]

c.More than 500 [

7) Which services are more useful for you?



a. Call [


b.Network [


c. SMS [


d.Value Added Services [


8) Do you call at customer care? a. Yes [ ] b.No [ ]

If yes how often you call at customer care? a. Daily [ ] ] b. Once a week [ ] ]

c. Once a month [

d. occasionally [

9) For what reason you call at customer care? a. Value added services [ services [ ] c. Complaining [ ] ] b. Information regarding new d. Other queries [ ]

10) Choose the following on the basis of your satisfaction. Services Network SMS Rates New Schemes and Offers Customer care Recharge Outlets

Excellen t

Very Good

Fairly Good Average


Call Rates Value Added Services

11) Please give your suggestion for new service provider. Which is coming in market?