A STUDY OF LAUNCH OF UNINOR IN MAHARASTRA
Dr S Praveen Kumar 1, Dr J Hameed Hussain
2 , Manoj kumar
3
Professor and Head 1, Dean Engineering
2 ,Student
3, Department of Management Studies
1,2,3
BIST, BIHER, Bharath University, Chennai
EXCUTIVE SUMMARY
In this project, I was associated with the UNINOR TELECOM promotion activities under the
title “Blue Wave”. It was focused on the promotion activities, awareness, consumer meet,
customer meet to aware about the company product schemes and many more things.
In this project almost twenty teams made for promotion and they were sent to the various part of
Pune for promote the Brand Uninor. These all teams were supposed to cover the whole Pune in
6days promotion activity which was named Blue Wave.
In those six days I covered various areas of pune with my team in which I was associated I went
to the retailers for the giving information to them about product, schemes, tariffs, and recharge
option available In Uninor. I also meet with the customers and subscriber who is already using
the other company services or SIM card and convey them to try the Uninor services.
1.1 INTRODUCTION TO TELECOM
Telecom Sector has huge competition and every year a new company wanted to enter in telecom
sector. Especially in India competition is exceeding rapidly because India has lots of potential in
telecom sector that’s why every company wanted to enter in this Indian market because of its
great potential, huge population of this country. Whenever a company is going to introduce itself
in to the market require to awareness of that company and company’s product to the customer.
Because customer is the key element who is purchasing product and they can be the cause of
product success or failure[1-4], so awareness is most important element for product success. It
can be done by promotion activities and advertisement[38-41].
In India there are more than 10 Telecom service providers and everyone associated celebrities
with their promotion activities and everyone paying huge amount to then for their work.
Mean to say that how important promotion is for the companies for awareness towards the
customer, because customer is the players who play the game and companies are their play
International Journal of Pure and Applied MathematicsVolume 119 No. 12 2018, 5571-5590ISSN: 1314-3395 (on-line version)url: http://www.ijpam.euSpecial Issue ijpam.eu
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ground. Thus proper and well organized promotion activity is required for the achieving long
term success[5-9].
1.2 OBJECTIVE OF THE PROJECT
The objective behind that project was to aware the people with Brand Uninor to make awareness
and promote the brand for long term success. But the main objective was.
To make awareness for Uninor Telecom.
To make familiar Uninor Telecom for Pune’s people.
To make aware entire Pune’s retailer about Uninor Telecom.
To give information to people Uninor are launched now.
To give information to retailer about product.
To give information to retailer about price.
To give information to retailers about various tariff.
To give information to customer about tariffs, call rates, SIM card and most important
about company.
To give information to retailers & customer about unique feature of uninor telecom
i.eBadalta discount.
To promote the uninor in pune and generates leads for the company.
To know the customers preferences towards Uninor.
To study the competitors of uninor.
To study the customer expectation towards uninor.
To attract the new customer towards the uninor.
To compare service of uninor with the other telecom service providers.
The overall evaluation of a company’s strength, weakness, opportunities, and threats is called
SWOT analysis[10-14].
Strength:
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.
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• Least number of employees.
• Decentralized management structure
• simple prepaid plan in which a local call is priced at 29 paisa a
minute.
• The more you talk, the lower the price gets.
• Different segmentation strategy as compared to competitors.
• Use of real young people in promotion instead of any
role model.
Weakness:
• Many competitors in the market for example
Airtel, Reliance,TataDocomo, etc.
• It has still not launched postpaid schemes.
• Late entrant in the market.
• Too much outsourcing may go against the health of the company.
Opportunities:
• With rising individual saving rate with 9% growth rate, and expected increase in market size by
500 million in 2010(almost double), the company has great opportunities[34-37].
• 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.
• Innovative promotional strategy.
Threats:
• Competitors like Airtel, Reliance, BSNL, Vodafone
• Extensive Government regulations through TRAI as
regards introduction of new services.
• Bloodbath in the market due to price war.
• Uninor is likely to be followed by Etisalat of United
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Arab Emirate’s Pvt. Ltd, the Videocon group-promoted Datacom, and Bahrain’s Batelco co-
owned STel.
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
Here the researcher’s 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[42-45].
RESEARCH METHODOLOGY
RESEARCH DESIGN
A research design is the specification of methods and procedure for acquiring information
needed. According to my research design I have performed the following step in the project.
To decide the objective of the research.
To determine the most suitable method of research.
To determine the source of the data collection.
To determine suitable sampling design and sample size.
To conduct the survey for data collection.
To process and analyze data.
METHODOLOGY ADOPTED:
Questionnaire design:-
The survey is being done by visiting customers and the questionnaire was designed in
an easily understandable way so that the respondents may not have any difficulty in answering
them and the meaning of the question can not be perceived wrongly.The questionnaire contains
all the essential parameters and details[15-18].
Reason For Adopting Questionnaire Method:-
The Questionnaire method is used because of the following reasons:-
Easisest method to find out the solution of a group.
Good way to take the interview of a bunch of people called survey.
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Helps to analyze the data among the alternatives by using statistical method.
Easy to compare the results with other competitors quantitatively as well as qualitatively.
2.3 SOURCES OF DATA:-
There are mainly two types of sources of data available.These are;
Primary data collection
Secondary data collection
Primary data collection
It is the method of data collection in which the marketers collect the data very first time or we
can say that the collected data is fresh or first-hand data. We can collect primary data by: -
Directly by the customer.
By e-mailing the queries & etc.
Secondary data collection
It is a method of data collection in which the collected data is not fresh data, i.e. data is collected
from the report of any research, from internet or from any government offices etc[19-22]. These
types of data collection methods are basically used when the sample size is very large. In this
particular survey I have used the primary data collection method to collect the data. In this
particular method I directly went to meet to the customers and collected data
Sampling technique:
There is random sampling.
Sampling Area
The researcher’s area for survey was:
Some Mall in MG Road.
The MIT collegeKothrud.
Hostel of ISBM CollegeInPashan.
Sampling size:100
Data Analysis and Interpretation
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
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Frequency
Percent
Valid percent
Cumulative
Percent
Valid Airtel
Aircel
Reliance
Vodafone
Idea
Tata
Indicom
Docomo
BSNL/MTNL
More than
one
TOTAL
26
4
19
17
14
5
3
2
10
100
26.o
4.0
19.0
17.0
14.0
5.0
3.0
2.0
10.0
100.0
26.0
4.0
19.0
17.0
14.0
5.0
3.0
2.0
10.0
100.0
26.0
30.0
49.0
66.0
80.0
85.0
88.0
90.0
100
Major respondents are enjoying their services given by the seviceprovider.Most user youth are
using Airtel that is 26% after that Reliance That is 19% after that Vodafone 17%,Idea 14%,Tata
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Indicom 5%,Aircel 4% ,Docomo 3%,BSNL/MTNL 2% and 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.
Frequency
Percent
Valid percent
Cumulative
Percent
Valid
Prepaid
Postpaid
TOTAL
94
6
100
94.0
6.0
100.0
94.0
6.0
100.0
94.0
100.0
94% of the respondents use pre-paid services while only 6% of the
respondents use post-paid services.
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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.
Frequency
Percent
Valid percent
Cumulative
Percent
Valid Rental
Brand Value
Network
Coverage
All of these
TOTAL
4
6
34
56
100
4.0
6.0
34.0
56.0
100.0
4.0
6.0
34.0
56.0
100.0
4.0
10.0
44.0
100.0
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[23-26].
Q.4) How long have you been using your prepaid/postpaid connectioon?
Purpose:-purpose of this question is to know regarding the time.
Frequency
Percent
Valid percent
Cumulative
Percent
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Valid Less than one month
1 month to 6 month
6 month to 1 year
More than 1year
TOTAL
2
16
41
41
100
2.0
16.0
41.0
41.0
100.0
2.0
16.0
41.0
41.0
100.0
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) Whichsourse 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.
Frequency
Percent
Valid percent
Cumulative
Percent
Valid
Advertisement
Hoardings
Newspaper
Mouth publicity
TOTAL
43
6
10
41
100
43.0
6.0
10.0
41.0
100.0
43.0
6.0
10.0
41.0
100.0
43.0
49.0
59.0
100.0
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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[27-30] .
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
Frequency
Percent
Valid percent
Cumulative
Percent
Valid Less than Rs
100
Rs 100 to Rs
300
Rs 300 to Rs
500
More than Rs
500
TOTAL
18
40
19
23
100
18.0
40.0
19.0
23.0
100.0
18.0
40.0
19.0
23.0
100.0
18.0
58.0
77.0
100.0
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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.
Frequency
Percent
Valid percent
Cumulative
Percent
Valid Call rates
Network
SMS Rates
Value Added
Services
TOTAL
44
44
6
6
100
44.0
44.0
6.0
6.0
100.0
44.0
44.0
6.0
6.0
100.0
44.0
88.0
94.0
100.0
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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[31-33].
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.
Frequency
Percent
Valid percent
Cumulative
Percent
Valid Yes
No
TOTAL
82
18
100
82.0
18.0
100.0
82.0
18.0
100.0
82.0
100.0
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82% respondents are using this facility and 18% are not.
Q.9) For what reason you call at custom
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.
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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 Excellent Very Good Fairly
Good
Average Poor
Network 38 35 17 7 3
SMS Rates 7 25 41 24 3
New schemes 9 18 30 33 10
and offers
Customer Care 10 36 29 19 6
Recharge 12 32 37 14 5
Outlets
Call Rates 6 24 47 19 4
Value Added 12 24 35 21 8
Services
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CONCLUSION
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,callrate,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.
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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 provides
better service in cheaper price.
5.2 RECOMMENDATION
Uninor cellular is the growing and big competitive industries today in telecommunication sector
there are many company, like BSNL, Airtel, Reliance and now idea & TATA has also launched
his telecommunication service TATA Indicom, so, Uninor has to face many competition in the
market in the case of sales promotion activities in telecom with special reference to Uninor
cellular, so, Uninor has improve many tower in pune area also I want to recommended to Uninor
cellular to established there tower as fast as they can do so, Uninor is a big and stable company
so they have to improve themselves as a good telecom service provider.I want to recommend to
Uninor cellular have to be launch GPRS in SIM card quickly because its need for youth
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