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Indian Institute of Education & Business Management Page 1
A PROJECT REPORT
ON
“Go-to-market to find the target
people”
AT
BY
Paresh Patel
INDIAN INSTITUTE OF e-BUSINESS
MANAGEMENT, (IIeBM)
WAKAD, PUNE-57
Indian Institute of Education & Business Management Page 2
Indian Institute of Education & Business Management Page 3
INDIAN INSTITUTE OF EDUCATION & BUSINESS MANAGEMENT Let knowledge prevail
Survey No. 114/1/3, BhumkarWasti, Wakad-Marunje Road, Off Mumbai – Bangalore Highway,
Pune – 411057.Tel: 91 20 22932255 / 56, Web: www.iiebm.com , E-mail:[email protected].
TO WHOMSOEVER IT MAY CONCERN
This is to certify that Mr. Paresh Patel from Indian Institute of Education and
Business Management, Pune has successfully completed his Summer Internship Project
titled “Go-To-Market to find target people”at Uninor for 2 months (from 20.05.2010
to 20.07.2010) in partial fulfilment of the requirements of the Post Graduation Diploma
in Business Management (PGDBM)
He had been in touch with the faculty at the institute and received regular inputs related
to the project. We found him to be a committed, hardworking student.
We wish him all the best in his future Endeavours.
Place: Pune AUTHORISED SIGNATORY
Date:
Indian Institute of Education & Business Management Page 4
Table of contents
Serial no Title Page no
1 Acknowledgement 5
2 Declaration 6
3 Synopsis 7
4 Introduction 8
5 Marketing Strategy 23
6 SWOT Analysis 28
7 Methodology 32
8 Observation & Finding 34
9 Conclusion 51
10 Bibliography 52
Indian Institute of Education & Business Management Page 5
ACKNOWLEDGEMENT
It gives me great sense of satisfaction upon complection of this project in a
successful manner. However, this would definitely not have been possible without
the expert and timely guidance that I received from my mentors at every level and
stage of this project.
I express my deep sense of gratitude towards Mr. Akshay Sir for giving me a
chance to undergo my summer training at UNINOR. as very much indebted to
him for his valuable guidance on the analyzing market. I also thank ful to my
project guide Mr. Gaurav Sir for giving us guiding during the project .
I also express my humble gratitude to Mr Jai Singh, Director and Prof.
AnupamaLakhera, Placement co-ordinater of Indian Institute of e-Business
Management, Pune for their expert advice. They have been the guiding light, in
lighting me at every step of this project.
I also extend my heart-felt thanks of my other facilities and the administrative staff
at research centre and Uninor for their kind help and support.
Paresh Patel
Indian Institute of Education & Business Management Page 6
DECLARATION
I do hereby declare that the project report entitled “Go-To-
Market to find target people” has been prepared and submitted in
partial fulfilment of the requirement for the award of the degree of
Post-Graduation Diploma in Business Management (PGDBM) by
Indian Institute of e-Business Management.
I also declare that this entire project report is a result of my whole
hearted effort in part or in full, has been provided in accordance
with the requirements of any other examination of this institute, or
any other institute.
Paresh Patel
Indian Institute of Education & Business Management Page 7
SYNOPSIS
I would like to express my sincere thanks to all the readers of this report. This report mainly
speaks about the market research and launching of new telecom company in the market. This
report gives a brief idea about the market research and promotional activities of new telecom
company in the saturated Indian market.
Gone are the days when customers had very few options to choose their simcard but in present
era, where in every field there is a cut throat completion, so it is difficult to enter the market like
telecom because many telecom companies are already playing a big role. So it is very necessary
to fine a USP for the new telecom company.
The project I did during my Summer Internship Program was about the entry of new telecom
company in Maharashtra and Goa circle where a lot of big players are already playing a big role.
BharatiAirtel which is number one company in telecom and others like Vodafone, Idea, Aircel,
BSNL and MTNL,Reliance (GSM), Tata DoCoMo, virgin and Videocon are the big players
playing a big role in the Indian GSM telecom market.
Uninor the Telenor Unitech Company come in the market with a new innovative idea Dynamic
Pricing (DP). Branded as „24X7 Badalta Discount Plan‟, DP will offer call discounts that will
change from 5% to 60% with location and with time - with each cell phone tower broadcasting a
different discount. which is more cheaper than the one second billing plan introduce by “Tata
DoCoMo”. The “badalta discount plan” is already introduce in other circles of India like Andra
Pradesh, Utter Pradesh (east) ,Utter Pradesh (west), Karnataka, Tamil Nadu, Orissa circle etc.
which is still going in a very successful in the Indian telecom market. Uninor is looking at
launching services in five more circles by September this year. Uninor has license for 22 circles
and is present in 13 circles. It has spectrum in circles like Himachal Pradesh, Madhya Pradesh,
Punjab, Haryana where it is yet to launch its services.
Indian Institute of Education & Business Management Page 8
INTRODUCTION
Uninor are a new mobile operator, with a localized approach to the Indian market. We combine
the force of India‟s second largest real estate company, Unitech Ltd and Norway-based Telenor,
the 6th largest mobile communications group in the world. Now we‟re bringing our services and
innovation in communications to all of India.
Holds a pan-India UAS license to offer mobile telephony services in each of India‟s 22
circles
Has also received spectrum to roll out these services in 21 of the 22 scircles
Presently, Uninor services are available in the thirteen telecom circles of UP West
(including Uttaranchal), UP East, Bihar (including Jharkhand), Orissa, Tamil Nadu,
Karnataka, Kerala , Andhra Pradesh, Maharashtra, Mumbai, West Bengal, Kolkata and
Gujarat
Telenor Group has invested INR 6135.63 crores through new shares to hold 67.25% equity
in the company.
The Telenor Group has proven itself to millions of customers around the world over a long
period of time. With over 150 years of telecom experience, the group is now present in 14
countries worldwide with 174 million mobile subscriptions as of Q4 2009 and over 40,000
employees across the globe. A dominant position in markets most similar to India, means the
group brings existing competencies in distribution, targeted offerings, customer lifecycle
management and organization culture to our operations in India.
Indian Institute of Education & Business Management Page 9
As India‟s second largest diversified real estate major with over 30 years of presence across
locations nationwide, the Unitech Group comes into this joint venture as a partner with decades
of consumer facing experience in the Indian market, bringing with it deep insights into business
as well as consumer marketing in the diverse Indian market. The company also features in the
National Stock Exchange‟s bell weather S&P CNX Nifty Index.
This unique partnership gives us the advantage of the most extensive and the most relevant
experience to rollout services in India.
Indian Institute of Education & Business Management Page 10
Parent Companies
Telenor
• Founded in 1855, Telenor is the largest company in Norway, withheadquarters 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 than172 million subscribers.
Telenor started off in 1855 as a state-operated monopoly, named Telegrafverket as a provider of
telegraph services. The first ideas for a telegraph were launched within the Royal Norwegian
Navy in 1848, but by 1852 the plans were public and the Parliament of Norway decided on a
plan for constructing the telegraph throughout the country. Televerket began by building from
Christiania (now Oslo) to Sweden (Norway was at that time in a union with Sweden) as well as
between Christiania and Drammen. By 1857 the telegraph had reached Bergen (west coast) via
Sørlandet (south coast) and by 1871 it had reached Kirkenes (north coast). Cable connections
were opened to Denmark in 1867 and to Great Britain in 1869. The telegraph was most
important for the merchant marinewho now could use the electric telegraph to instantly
communicate between different locations, and get a whole new advantage within logistics.
Indian Institute of Education & Business Management Page 11
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.
Indian Institute of Education & Business Management Page 12
Infrastructure
• Tower Sharing-Wireless-TT Info ServiceLtd,QuippoTelecomInfrastructure Ltd.
• Telecom, network and radio services-lcatel,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.
Indian Institute of Education & Business Management Page 13
UNINOR IN SOCIETY
At Uninor, we believe in safeguarding human worth. A non-discriminatory and respectful
attitude towards customers, colleagues and wider 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.
Our primary responsibility is to help people communicate wherever they are. We will leverage
on our combination of local heritage and global telecom experience to develop products and
services that positively affect people‟s lives. 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.
Indian Institute of Education & Business Management Page 14
PROMISE
Our vision is simple, yet powerful. We exist to help you get the full benefit of communications
services in your daily lives. We‟re here to help.
This means providing services that bring solutions to your everyday endeavors and needs,
enabling your future aspirations to come even closer.
We are 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.
Indian Institute of Education & Business Management Page 15
VISION AND VALUES
We make our vision a reality by living our values..
These values, are embedded in our thoughts and enlivened in our actions. It is our values that
shape our personality and bring the brand Uninor alive. They reflect in the way we behave and
also in the products and services we offer.
We are here to:
Make it easy
We keep things simple. We make products and processes easy to understand, easy to use and
easy to choose. No waste. No jargon. No complications. We make things happen quickly, simply
and openly so that you understand us better.
Be inspiring
We are creative and innovative. We bring energy and fresh ideas to everything we do. We build
motivated teams, encouraging everyone – staff and customers – to do more, to try more, and to
be more.
Indian Institute of Education & Business Management Page 16
Keep promises
We're honest and straightforward. We‟re reliable and responsible. We do what we say. We take
ownership. We‟re about actions, not words. We‟re about delivery, not over -promising. We
deliver on time and to the very best quality. And in the unlikely event that things do go wrong
you can rely on us to take responsibility and sort it out quickly and transparently.
You can rely on us.
Be respectful
We care about customers, communities and colleagues. We strive to know our customers and to
understand their needs. We are thoughtful and considerate. We listen and respond because we
know loyalty has to be earned. We‟ll listen to your needs and we will do our very best to answer
them. Your opinions and your feedback are always valued – they help us to create a better
service.
Indian Institute of Education & Business Management Page 17
Plans that help you realize your dreams
As a generation we are restless. We constantly push ourselves towards growth and change. We
explore, we implore, we innovate; we do everything possible to try and get more from every
opportunity. We see thing as either right or wrong, there is no room for doubts; we don‟t let
anything slow us down.
At Uninor we share this feeling with you and our products are designed based on your needs and
ambitions. Our plans are simple; easy to understand, offer incomparable value and most of all are
designed to give wings to your ambitions
Indian Institute of Education & Business Management Page 18
KEY PEOPLE
Indian Institute of Education & Business Management Page 19
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Indian Institute of Education & Business Management Page 21
OBJECTIVE
The Indian communications scenario has transformed into a multiplayer, multiproduct market
with varied market size and segments. Within the basic phoneservice the value chain has split
into domestic/local calls, long distance players,and international long distance players. Apart
from having to cope with thechange in structure and culture (government to corporate), uninor
has had to gearitself to meet competition in various segments – basic services, longdistance(LD),
International Long Distance (ILD), and Internet Service Provision(ISP).It has forayed into
mobile service provision as well.
Objective of study are:
What marketing strategies the uninor is implementing to defend and increase the market
share.
To find who are the competitors of the uninor and the market shares of the
competitors and what strategies uninor is implementing to beat its competitors.
To find out how uninor react to the technology changes in the communications sector.
To know the customer preferences.
To understand the problems of mobile customers.
To study the basic need of the customer for switching from one Cell Company to another.
To compare the service of “Uninor” with that of the other market players.
Indian Institute of Education & Business Management Page 22
To study telecommunication industry.
To study the company profile of Uninor.
To study customer satisfaction of Uninor.
31
To study various Marketing activities provided by Uninor.
To study the various services provided by Uninor.
To know the expectation of Uninor Customers.
Indian Institute of Education & Business Management Page 23
MARKETING STRATEGY USED BY UNINOR
4 P’s of Marketing
Uninor recently launch their services in Maharashtra and Goa. It consider 4 P‟s of Marketing mix
such as Product, Price, Place, Promotion to launch their services in respective status.
Product
Company provides CDMA and GSM services in the market.
Price
Uninor the Telenor Unitech Company come in the market with a new innovative idea Dynamic
Pricing (DP). Branded as „24X7 Badalta Discount Plan‟, DP will offer call discounts that will
change from 5% to 60% with location and with time - with each cell phone tower broadcasting a
different discount. It has also introduced two call rate plans to attract customers to the GSM
mobile service. A „talkmore‟ at 29 paise base plan and „callmore‟ at 29 paise subscription plan.
These plans are designed for those customers who talk longer on their calls or those who make
more than four calls a day.
Place
Uninor holds a Pan- India UAS license to offer mobile telephony services in each of India‟s 22
circle. But at present, Uninor services are available in the sthirteen telecom circles of UP West
(including Uttaranchal), UP East, Bihar (including Jharkhand), Orissa, Tamil Nadu, Karnataka,
Kerala , Andhra Pradesh, Maharashtra& Goa, Mumbai, West Bengal, Kolkata and Gujarat.
Uninor is also looking at launching services in five more circles by September this year.
Indian Institute of Education & Business Management Page 24
Promotion
The company promotes its product through its tag line “AabMera Number Hai”.It uses
Promotional techniques such as Advertisement, Sales Promotion, Banners, Hording etc. It keeps
campus ambassadors.
Indian Institute of Education & Business Management Page 25
Promotion
Product Promotion
• Creative strategy- Informational with Positive appeal „Pride‟
• Slogan- „Abmera number hai‟
• Advertising in Hindi, Kannada, English and many more Indianregional languages.
• The series of television ads (by creative agency Leo Burnett) show„young people in real-life
situations‟ rather than models orcelebrities.
• 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 countryincluding 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.
Indian Institute of Education & Business Management Page 26
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 agains540 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.
Indian Institute of Education & Business Management Page 27
• 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 entirecountry by the end of the year
Value proposition
• Maximize the enabling effect of mobile telecommunications
• Promote safer products and services
• Make responsible business practices part of everything Uninordoes.
• Various value packs for ISD users- USA/Canada,Singapore/Malaysia, Gulf packs.
• Simple tariff plans which are easily understandable.
• Quick responses through circle heads.
Indian Institute of Education & Business Management Page 28
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.
Different market segmentation strategy
Weakness:-
The first signs of Weakness in new Operators is 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.
Indian Institute of Education & Business Management Page 29
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
Opportunities:-
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 marketcould
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 TRAI as regards introduction of new services.
Bloodbath in market due to price war.
Indian Institute of Education & Business Management Page 30
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?
Ans-AsUninor 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.
Indian Institute of Education & Business Management Page 31
• 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.
Indian Institute of Education & Business Management Page 32
Methodology adopted for the execution of the activity
As we know uninor is a new player in telecom industry in india. Before the company enters in
this field they have to know the current market scenario. To know the correct market scenario,
company has conducted the market survey in which they have to know the targeted customer for
their product.
Uninor has conducted this survey in under name of “Go To Market Survey to find the target
people”. The survey is conducted in three different categories :
Youth Go-To-Market survey.
Blue collers Go-To-Market survey.
Slum area Go-To-Market Survey.
The targeted customers are categorized in this three different categories :
Youth Go-To-Market Survey
In this category company mainly targeted the people from college students, school
students, multiplexses, shopping malls etc. where youth crowed is to be seen. As per analysis the
maximum number of sim card is used by the youth generation. So in this category they have
targeted the youth generation.
Blue Collers Go-To-Market Survey
As we know Blue Collers people means corporate persons, businessmans etc. in this
category company manily target the corporate persons so company started the survey in IT parks
in different area of pune where the company can easily target the blue coller peoples.
Indian Institute of Education & Business Management Page 33
Slum area Go-To-Market survey
Company has also conducted the survey in different slum areas situated in pune. As trend
changes poor people also started to change their lifestyle. Now a day slum area people also
started using mobile phone instead of using landlines due to result in available of low cost
mobile phone available in the market.
Indian Institute of Education & Business Management Page 34
OBSERVATION AND FINDINGS
Questionnaire:
1. Age:
15 yrs& below
16-25 yrs
26-34 yrs
35-45 yrs
46-50 yrs
51 & above
Answer
Age :
0
50
100
150
200
250
300
350
400
450
15 yrs &below
16-25yrs
26-34yrs
35-45yrs
46-50yrs
51 &above
RESPONDENTS
Percentage
Indian Institute of Education & Business Management Page 35
2. Gender:
Male
Female
Answer
Gender:
3. Education level:
SSC/HSSC
Bachelors degree
Masters degree
professional degree
Others
593
107
M
F
Indian Institute of Education & Business Management Page 36
Answer
Education:
4. Occupation:
STUDENT
IT/BPO Sector
CONSULTING/BANKING
SELF EMPLOYED
PROFESSIONAL
family business
Others
16 23.857 15.142 32
13
0
50
100
150
200
250
SSC/HSSC Bachelorsdegree
Mastersdegree
professionaldegree
others
Respondent
Percentage
Indian Institute of Education & Business Management Page 37
Answer
1. Occupation:
5. Monthly income:
RS.0-500
RS.5001-10000
Rs.10001-15000
Rs.15001-20000
Rs.20001-30000
Rs.30001-ABOVE
Answer
Monthly income:
406
68
30
101
74
21 STUDENT
IT/BPO Sector
CONSULTING/BANKING SELF EMPLOYEDPROFESSIONALfamily business
others
0 100 200 300 400
RS.0-500
RS.5001-10000
Rs.10001-15000
Rs.15001-20000
Rs.20001-30000
Rs.30001-ABOVE
Respondent
Indian Institute of Education & Business Management Page 38
6. Which brand you own:
RIM
TATA INDICOM
AIRTEL
VODAFONE
OTHERS
Answer
Brand you own:
7. What is your brand selection criteria:
Better features
Priced competitively
Have been using this brand
for long
Peers/family member using
&satisfied with the brand
Phone reviews
Catchy and attractive
advertisements
Others
130
58
246
97
169
RIM
TATAINDICOM
AIRTEL
VODAFONE
Indian Institute of Education & Business Management Page 39
Answer
Brand selection criterion:
8. How much you are willing to pay per month for your phone (in Rs.)?
0-100
100-200
200-300
300-400
400 & above
165
263
143
42
17 39 31
Better features
Priced competitively
Have been using this brandfor long
Peers/family member using&satisfied with the brand
Phone reviews
Catchy and attractiveadvertisements
Others
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Answer
How much you are willing to pay per month for your phone :
9. How often do you change (plan to change) service provider?
0-6 months
6months-1yr
1-2 yrs
2+ yrs
214
133
147
101
105
0 50 100 150 200 250
0-100
100-200
200-300
300-400
400 & above
Respondent
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Answer
How often do you change (plan to change) service provider :
10. Would you like to stick to your current brand in future or willing to purchase another?
Yes
No
Answer
Would you like to stick to your current brand in future or willing to purchase another:
145
171
174
210 0-6 months
6months-1yr
1-2 yrs
2+ yrs
492
208 yes
no
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11. Would you be ready to buy a new brand?
yes
no
Don‟t know
Answer
Would you be ready to buy a new brand :
12. What attracts you to brand in spite of it being new to brand?
Strong price advantage
Established brand name
Heavy promotional ads
Bundled with a service
Easier to use
Others
329
202
169 yes
no
don’t know
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Answer
What attracts you to brand in spite of it being new to brand :
13. You are using?
Postpaid
Prepaid
If prepaid then:
Answer
You are using :
376
94
41
144
36
9
0 100 200 300 400
Strong price advantage
Established brand name
Heavy promotional ads
Bundled with a service
Easier to use
others
Respondent
186
514
postpaid
prepaid
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14. What tariff you mostly choose?
Rs. 0-10
Rs. 10-50
Rs.51-100
Rs.101-200
Rs.201-300
above 300
full talktime
Answer
What tariff you mostly choose :
15. Which sort of schemes would you prefer?
Free calling
Free messaging
Per minute
Per second
Night calling
0 50 100 150 200 250
Rs. 0-10
Rs. 10-50
Rs.51-100
Rs.101-200
Rs.201-300
above 300
full talktime
Respondent
Indian Institute of Education & Business Management Page 45
Answer
What sort of schemes would you prefer :
16. What is the frequency of your recharge?
Daily
Weekly
Monthly
occasionally
Answer
What is the frequency of your recharge :
0 100 200 300 400
Free calling
Free messaging
Per minute
Per second
Night calling
Respondent
40
311 219
130 daily
weekly
Monthly
occassionaly
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17. What is your point of purchase of recharge and sim cards?
retail shops
company stores
Others
Answer
What is your point of purchase of recharge and simcards :
18. What following services you use?
Voice portal service
CRBT service
SMS (P to A)
WAP/GPRS
574
97
29
retail shops
company stores
others
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Answer
What following services you use :
19. What are the sources from which you get the information about various services & plans
by operators?
Newspaper
Television
Radio
Hoardings
Friends and relatives
Others
156
78
183
283
0 100 200 300
Voice portal service
CRBT service
SMS (P to A)
WAP/GPRS
Respondents
Indian Institute of Education & Business Management Page 48
Answer
What are the sources from which you get the information about various services and
plans by operators :
20. How you choose to decide the operator?
Network
Economical
Services like VAS
Better plans
What your friends and relatives
have
102
171
79
88
170
90
0 50 100 150 200
Newspaper
Television
Radio
Hoardings
Friends and relatives
Others
Respondents
Indian Institute of Education & Business Management Page 49
Answer
How you decide to choose the operator :
21. What you expect from the operator?
Better connectivity
Wide coverage
Low tariffs
Better customer support
Good value added services
162
191
91
184
72
0 50 100 150 200 250
Network
Economical
Services like VAS
Better plans
What your friends and…
Respondent
Indian Institute of Education & Business Management Page 50
Answer
What you expect from the operator :
22. Have you ever heard of Uninor?
Yes
No
Answer
Have you ever heard of Uninor :
230
142
210
59
59
0 50 100 150 200 250
Better connectivity
Wide coverage
Low tariffs
Better customer…
Good value added…
Respondent
202
498
Yes
No
Indian Institute of Education & Business Management Page 51
CONCLUSION
I had been really fortunate to be a part of uninor which taught me
core marketing concepts and practical exposure to understand new
business strategies implemented in telecome industries.
Uninor is a company which delivers a value. This reflects its
prospected growth and augmented market shares in future.
Last but not the least, every summer internship is typically
designed to reflect some corporate etiquettes and height of
professionalism. It adds vibrant colours in management
learning……
Indian Institute of Education & Business Management Page 52
BIBLIOGRAPHY
Company web site www.uninor.in
www.google.com
Marketing books of Philip Kotler
www.wikipidea.com
Some books of market research