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Transcript of ankur pundir
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REPORT ON UNINOR
NC
BY:
ANKUR PUNDIR
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Introduction
yJoint venture between Telenor(67.25%) and Unitech Group(32.75%)
y Started Mobile services in India in December2009 focusingontheGSM technology.
y Indias 8th nation-wide mobile operatoroperatingin 10outof22telecom circles inthe country.
y Headquarterin Gurgaon,India.
yNo.of employees- 2000.
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Introduction.
y Hub Head Offices at Delhi/Noida, Kochi, Chennai, Bangalore,Hyderabad, Kolkata, Patna, Mumbai, Lucknow, Guwahati,
Chandigarh, Indore.
y The companyis targeting an 8 %pan-Indian market share, andthe
openingofone millionretail points withinthree years.
y Website- uninor.in
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Parent Companies
Telenor
Foundedin 1855, Telenoris the largest companyin Norway,with
headquarters located at Fornebu, close to Oslo.
150years oftelecom experience
An International wireless carrierwith operations inScandinavia,
Eastern Europe and Asia.
The 6th largest mobile phone operatorinthe world.
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Presentin 14 countries worldwide with 174 million mobilesubscriptions as of Q4 2009.
Over40,000 employees across the globe.
TelenorGroup has invested INR 6135.63 crores through new sharesto hold67.25% equityinthe company.
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Parent Companies
Unitech
Unitech Groupis Indias second largestreal estate investmentcompany, and has recently claimedto be the largestreal estatebuilderinthe country.
Basedin New Delhi andranks 1484 in Forbes Global 2000companies,32nd in India.
Its construction business includes highways,roads,powerhouses,transmission lines, andit has residential projects called UnitechCities/Uni World.
Secured a 50 billionrupee ($1 billion) loan from State Bank of India(SBI.BO)to fundits mobile phone network rollout.
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Formed by Ramesh Chandra andoriginally formed as UnitedTechnical Consultant Private Ltdin 1972 as a soil investigationcompany.
30years ofpresence across locations nationwide.
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Infrastructure
Tower Sharing-Wireless-TT InfoService Ltd, Quippo TelecomInfrastructure Ltd.
Telecom, network and radio services-Alcatel-Lucent,HuaweiTechnologies India, Nokia Siemens Networks and Ericsson.
IT services and Infrastructure- Wipro Technologies
Network management- Huawei, Ericsson and ZTE.
Charging solutions for prepaid and postpaid customers-
Telcordia.
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Key people
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Offices
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Offices
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4 Ps of marketing
Product- Prepaid GSM mobile services in 10circles outof22 circles in India.
Price- Talklonger@29p/min.
198 unlimited call plan*.
My connect90(internet).
24*7 Badalta discountplan-DP plan.
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Promotion-
Slogan- Ab mera numberhai
Brand Ambassador- Young, Energetic, Ambitious youth
Contest- Uninorsona jeeto contest.
Place- 10 circles of22 Indiantelecom circles- in cities 1.UttarPardesh(West)+Uttrakhand,2.UttarPradesh(East),3.Bihar+Jharkhand, 4.Karnataka,5.Andhra Pradesh,6.Tamil Nadu,7.Kerala , 8.Orissa,9.kolkota,10.restof bengal.(till may2010).
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Tariffs and otherservices
I save32
Free 1000 minutes on calls from Uninor to Uninor .
I save49
Free 100 minutes on calls from Uninor to Uninor
Local calls at29p/min
STD calls at 49p/min
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Tariffs and otherservices..
I save429
Free 1200 minutes on calls from Uninor to Uninor.
Local calls at29p/min.
STD calls at 49p/min.
I save24 (national SMS pack)
75 free local/national SMS
All local/national SMSpost free SMS at 11p/SMS
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Promotion
Product Promotion
Creative strategy- Informational with Positive appeal Pride.
Slogan- Ab mera numberhai.
AdvertisinginHindi, Kannada, English and many more Indianregional languages.
The series oftelevision ads (by creative agency Leo Burnett) showyoungpeople inreal-life situations ratherthan models orcelebrities.
The company has around2 lakh retail points across the country,includingrural areas, apart from 50 company-owned stores.
Innovational promotionin small towns.
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Promotion
Institutional Promotion
Forbrand empowerment,itis working anonline initiative with socialmedia.
Brand Philosophy- EmpowerPeople.
Media Mix
Print and Broadcast ads
Motion Pictures
Brochure and booklets
Posters Billboards
POP displays
Logos
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Targeting
The companyis targeting for8% market share in India by2018.
The countrywill have over1.2 billion customers by2018 as against540 millionnow.
Thus Uninor is targeting for80 million customers by2018.
Break-evenin3years.
Positive operating cash flowwithin5years in India.
Targetingyouth as well as all the ambitious people.
Selective specializationtargeting strategy
Firstpriorityis toroll out across the country; a credible market sharecan be builtonly afterthat. They hope to launch across the entirecountry bythe endofthe year.
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Value proposition
Maximize the enabling effectof mobile telecommunications
Promote saferproducts and services
Make responsible business practices partof everything Uninor does.
Various value packs forISD users- USA/Canada,
Singa
pore
/Mala
ys
ia
,G
ulf
packs
.
Simple tariffplans which are easilyunderstandable.
Quick responses through circle heads.
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Strengths
Joint venture betweenworlds 6th largesttelecom company andIndias 2nd largestreal estate company.
Least capital investment as various services are outsourced.
Leastnumberof employees.
Decentralized management structure
simple prepaidplaninwhich a local call is priced at29paisa aminute.
The more youtalk,the lowerthe price gets.
Use of real youngpeople inpromotioninsteadof anyrole model.
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Weakness
The f irst signs ofWeakness innew Operators is now evidentthatUninor[ a JV ofTelenorandUnitech Ltd] has confirmedthatitwillhave a focusedrolloutin majorityof22 circles,while meeting license
obligations in all circles.
Uninorhasjust 12,000 base stations installed, much lowerthanthebase stations required fornationwide launch.
Ithas s
till
notla
unche
dpo
stp
aid
schemes
. Late entrantinthe market.
Too much outsourcing maygo againstthe health ofthe company.
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Opportunities
With risingindividual savingrate with 9%growth rate, and expectedincrease in market size by500 millionin2010(almostdouble),thecompany has greatopportunities.
Approximately 10-15 million mobile connections are being addedevery month. The national mobile tele-densityis about39perhundred, Urban areas-75(in Mumbai), but Rural areas-13.
Micro segmentation strategyinrural markets adopted bythecompany.
Falling handsetprices andtariffrates.
Increasingnetwork distribution.
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Threats
Competitors like Airtel, Reliance, BSNL, Vodafone .
Extensive Governmentregulations through TRAI as regards
introductionofnew services.
Bloodbath inthe marketdue toprice war.
Uninor is likelyto be followed by Etisalat of United Arab EmiratesPvt. Ltd,the Videocongroup-promoted Datacom, and BahrainsBatelco co-ownedSTel.
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BCG Analysis
StarsAirtel, Reliance,
BSNL,vodafone.Question Marks ?
Local players, Uninor
Dogs
Virgin,aircel.
Cash cows
Tata Teleservices(TTL),idea.
Marketgro
wthrate
Relative MarketShare
High Low
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Ansoff matrix
Uninor
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Porters Five Forces Model
Threat of
Substitute
Products-
Internet
Threat of
Substitute
Products-
Internet
Threat of New
Entrants-Etisalat,
Datacom, STel
Threat of New
Entrants-Etisalat,
Datacom, STel
Industry competitors-
Airtel, Reliance, BSNL,
Vodafone, TTL, Idea
Industry competitors-
Airtel, Reliance, BSNL,
Vodafone, TTL, Idea
Bargaining
Power of
Buyers
Bargaining
Power of
Buyers
Bargaining
Power of
Suppliers-
outsourcecompanies
Bargaining
Power of
Suppliers-
outsourcecompanies
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THANK YOU