Presented By:Presented By:Mohmmed Bharmal

(NR11008)Prateek Govani (NR11052)

Ravi Shah (NR11142)Zil Shah (NR11145)Kandarp Thakkar

(NR11162)

MARKETING STRATEGIES OFUNINORUNINOR

A Presentation onA Presentation on

Name:-Name:- Uninor

Type :-Type :- Joint Venture

Industry:- Industry:- Telecommunication

Founded:-Founded:- 2009

Head Quarter:- Head Quarter:- Gurgaon,India

CEO:- CEO:- Stein Erik Vellen

Chairman :- Chairman :- Sanjay Chandra

Product:- Product:- Wireless Telephone, Internet

Telenor Group Telenor Group

• Founded in 1855, Telenor is the largest company in Norway, with headquarters located at Fornebu, close to Oslo. • The 6th largest mobile phone operator in the world, with more than 172 million subscribers.•It has stack of 67.25% in Uninor India Ltd.

Unitech Group Unitech Group

• 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. • It has stack of 67.25% in Uninor India Ltd.

• Marketing Strategy Innovative Pricing Scheme 24X7 Badalta Discount Plan Pay Less, Talk More

• Promotional Strategy

Different Strategies of Uninor

• Uninor entered the market and resorted to aggressive marketing strategy and in it’s very first month of launch it added 1.2 million customers

• The per-second billing (which many operators are offering) is for those who use the phone a less .

• Uninor has launched two plans

1. Talk more plan The more you talk, the lower the price gets.

2. daily rental plan which give more value for users who use the phone a lot.

Smart Tariff Plan

Innovative Pricing Scheme

‘Talk more'

Differentiation is the Key

 Dynamic Discounted pricing dubbed as “24X7 Badalta Discount plan”

• This plan really established the brand as

an innovative one and grabbed the fancy

of one and all. With this plan the company

has successfully differentiated itself from

established in cumbents.

• The brand now doesn’t exist as a me-too

brand rather it considered to be an

innovative brands.

24X7 Badalta Discount plan

•This is first of its kind service in India dynamic pricing is ‘24X7 Changing Discount Plan (DP)

•The discounts will change with location and with time, with each cell phone tower

•By putting customers in control of costs, with 24X7 changing discount rates, this could very well change the tariff structure in Indian telecom.

•Under the ‘24X7 Changing Discount Plan (DP)’, customers will be able to available a discount on their calls that ranges from 5% to as much as 60%, depending on their location and time at which they call.

•This discount will be applicable on a standard base call rate of 50 paisa per minute for any local call, Uninor-to-Uninor or Uninor-to-any other operator. This means a 1-minute call could cost as low as 20 paisa and never more than 50 paisa.

24x7 Badalta Discount Plan

• Uninor has since launch been able to catch the attention of target audience with its youth focused inspiration advertising with positioning statement of ”Ab Mera Number HaiAb Mera Number Hai””

• Use of real young people in promotion instead of any role model

Promotional Strategy

From TV and radio to hoardings on buses, at malls and airports, Uninor is pulling out all the stops and literally painting the town blue and white, the colours of its logo.

• Uninor entered into an advertising pact with the Bengaluru International Airport Ltd (BIAL) to showcase its ads at strategic locations within the airport premises.

• They Inconstant Endeavour to innovate and set new benchmarks in the Indian airport advertising space

Promotional Strategy

Promotional Strategy

Uninor has just launched a new service. It provides radio service to its customers.

Here one has to just dial a number and he can listen “RED FM” in any language in anywhere in india.

The company has around 2 lakh retail points across the country, including rural areas, apart from 50 company-owned stores.

It has also released a series of television ads

which show “young people in real-life situations” (not models or celebrities), signaling to the world that their time has arrived.

Even in outdoor campaign

They have used real people - young, ambitious, looking for challenges, wanting to make things happen.

Promotional Strategy

ProductProduct Prepaid CDMA and GSM mobile services in 13 circles out of 22 circles in India.

PricePrice Smart Tariff Plan Talk More

Daily Rental Plan

PromotionPromotion Slogan- ‘‘Ab mera number haiAb mera number hai’’ Brand Ambassador- Young, Energetic, Ambitious youth

Place Place 13 circles of Indian telecom circlesMumbai, Delhi, Kolkata, Chennai, Ahmedabad,

Hyderabad, Bangalore, Kochi, Noida , Greater Noida, Agra, Lucknow, Varanasi, Gurgaon and Ghaziabad.

4 P ’s ofMarketing

Critical EvalutionStrengths

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.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.

Critical EvalutionWeakness

Customer has network problem.It has still not launched postpaid schemes.Late entrant in the market.Too much outsourcing may go against the health of

the company.

Opportunity

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.

Threats

Competitors like Airtel, Reliance, BSNL, Vodafone, Idea.

Extensive Government regulations through TRAI as regards introduction of new services.

Bloodbath in the market due to price war.

Conclusion

Here we conclude that UNINOR is being able to grab the market share with its Innovative Strategies.

It is a great success in a short period of time.

Some step should be taken by the company such as the customer has network problem. So it should take steps to reduce the problem.

Ms Ann Hofvander, Executive Vice-President - Karnataka Hub, Uninor,Ms Ann Hofvander, Executive Vice-President - Karnataka Hub, Uninor,

Although we do have call centres, we do not want to force our customers to call them. We are utting in place some back-end processes that will empower and enable the retailer who sold the SIM to handle any complaints or problem the customer may have. The retailer may not be able to solve the issue himself but he will register the complaints and ensure the

customer that his or her problem will be resolved soon, without sending him or her away.

The retailer will subsequently get in touch with us and the issue will be sorted out as soon as possible. This

will especially come in handy in rural areas where we do not have company owned stores or call centres."

Customer Services

Customer Company Retailer

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 against 540 million now.

Thus Uninor is targeting for 80 million customers by 2018. Positive operating cash flow within 5 years in India. Targeting youth as well as all the ambitious people. Selective specialization targeting strategy First priority is to roll out across the country; a credible

market share can be built only after that. They hope to launch across the entire country by the end of the year