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A Project Report

On

LAUNCH OF UNINOR IN MAHARASTRA

SUBMITTED TO

BY

BIPEEN KUMAR

ROLL No 06

Course:-IT & MARKETING

IN PARTIAL FULFILMENT OF

Master of Business Administration (IT&MARKETING)

2009-2011

Bharati Vidyapeeth University

(IMED), PUNE

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http://www.google.co.in/url?q=http://www.bharatividyapeeth.edu/&sa=U&ei=qTp6TN2uNYbQca3viTw&ved=0CBgQFjAA&usg=AFQjCNFIDK4-Zk6dJ-urSuqb3VmUfV0w3Q

http://www.google.co.in/url?q=http://www.bharatividyapeeth.edu/&sa=U&ei=qTp6TN2uNYbQca3viTw&ved=0CBgQFjAA&usg=AFQjCNFIDK4-Zk6dJ-urSuqb3VmUfV0w3Q

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DECLEARATION

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 to12/7/2010 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

Date

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Company Letter Head

Certificate

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

ACKNOWLEDGEMENT

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This project has been made possible through direct and indirect cooperationof some person for whom I whish to express my heartfelt gratitude.

I express my heartfelt gratitude to eminent organization “UNINOR.” forproviding 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 therequirement of this project. Without their help these project impossible.I am very much pleased to express my heartiest gratitude to our VulnerableH O D as well as my college mentor Dr. …………………….. sir for providing mewith such a glorious opportunity for learning practicality of bookish concepts.Who has provided me with the valuable suggestions, support and guidanceduring my training to successfully complete my project work.

BIPEEN KUMAR

EXECUTIVE SUMMARY

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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 theoverall 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 indifferent- 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 retailerand 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.

TABLE OF CONTENTS

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Chapter Topic Pg no.

Main Body1. Introduction

Theoretical back

ground of the topicIntroductionObjective of the Project

Objective of the studySWOT Analysis of the

Project

Problem Identification

10111212-13

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2. SIP ProfileConsumer Behavior

Research mythology

Blue WavePromotionBrandingPricingPlaceProduct

Differentiation

1616 -17

20202122-2324

3. OrganizationalProfileAbout TelecomSector

About TelecomHistory Telecom Service InIndia About UNINORHistory of uninor.Introduction of

uninor.Vision of uninor.

Mission of uninor.Patent companyCompany

organizationalStructure

27-2829-30

31-3334343435

4. Analysis of the data 39-57

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5. Conclusion &RecommendationFinding ConclusionRecommendation

596061

Closing Page/ Back Matter1. Bibliography 622. Appendices(Questionn

aire )63-66

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CHAPTE

R

1

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INTRODUCTION

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 properanalysis 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.

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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 marketComprehensively

How to promote UNINOR their service

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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.

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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 andIndia’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 focusedrollout in majority of 22 circles, while meeting license obligations in allcircles. Uninor also said that India capex plans have been scaled down fromRs155 billion earlier to Rs 120-125 billion.Uninor has just 12,000 basestations installed, much lower than the base stations required for nationwidelaunch. This development is an indication of new operators feeling the heatdue to tariff wars in Indian telecom industry. We wait for more such signs

especially foreign players’ bids for 3G spectrum – we believe that a quickconsolidation would be positive for incumbents

Opportunities:

The telecommunications market, even though highly saturated in someregions offers great potential due to the ageing population and thesophistication of the consumers. It offers great opportunities through a

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careful market segmentation and exploitation of particular profitablesegments. Different strategies should be pursued –simple phones andsimplified pricing plans to the ageing population and more updated,sophisticated solutions for younger generations. The expanding Boundariesof the market could provide further opportunities by allowing Uninor to enter

more aggressively into service and to better enjoy the benefits of its highinvestment.

Threats:-

Competitor like Airtel, Reliance, Vodafone, BSNL/MTNL etc.

Extensive government regulations through TRAI as regardsintroduction of new services.

Bloodbath in market due to price war.

CHAPTER

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2

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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

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 generallybased on secondary data.2 Descriptive Researches:Descriptive research is undertaken when the researcher want to know theCharacteristics of certain groups

Research Methodology

“Marketing research means the systematic gathering, recording, analyzingof 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 thebody of

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Knowledge for the use of others.

2. APPLIED RESEARCH: - Applied Research is one, which is carried out tofindthe 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 guidingspecific decisions and its results are useful only to Uninor for takingparticular decision regarding product quality, staff and security. Hence thenature of my research study is “APPLIED

Process of Marketing Research:-


Research Design

Data Collection

Data Analysis & Interpretation

Research Report

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The first and the most important step of marketing research is properly

defining the problem. In order to identify the research problem twocategories of problem should be carefully noticed

Main problems are:

A number of customers are not satisfied with services, new schemesand offers.

A number of customers are not satisfied with the network coverage.

A number of customers are not satisfied with the current call ratesof Uninor.

A number of customers are not satisfied with the Free SMSschemes.

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 observationand contrived observation.

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

II) Secondary Data Collection:It can be collected from internal as well as external sources

1 Internal Source:Various internal sources like employee, books, sales activity, stockavailability,Product cost, etc.

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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. Theresearcher has also used secondary data.

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Sample Size

Sample size means limited numbers of respondents covered under theresearchStudy 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

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Sampling Unit

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

Data Analysis andInterpretation

After all the above steps are completed now the important step is dataanalyzingand interpretation. For this there are various analytical and statistical tools.

Some of these tools are Percentage, Average, Dispersion, Co-relation, Co-

efficient, etc.

BLUE WAVE

Promotion

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 IndianRegional languages.

The series of television ads (by creative agency Leo Burnett) show

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‘young people in real-life situations’ rather than models orcelebrities.

BLUE WAVE: - Even the outdoor campaign show young, ambitious, realpeople 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 socialmedia.

Brand Philosophy- Empower People.

Media Mix Print and Broadcast ads

Motion Pictures

Brochure and booklets

Posters

Billboards

POP displays

Logos

Branding

The American Marketing Association defines a brand as follows:

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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 andlabel it well organized manner for the safety of SIM card.

Eco friendly packaging

Good looking packet

Well organized labeling

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Pricing

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

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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 Rs. 48 , Rs26

Validity 365 Days

Talk time Rs. 10

Local Call (Uninor to Uninor & Others) 50 p/min 60p/min (5% to 60%discount)

STD 50 p / min 60p/min

ISD (USA, Canada, South East Asia,Bangladesh, Sri Lanka, Pakistan, Gulf,fixed for Australia, New Zealand &UK)

Africa, Rest of SE Asia, Rest of SAARC, Mobile phones for Australia,New Zealand & UK

Rest of Africa, Rest of Europe

Rest of world (excluding specialcountries & inmarsat calls)

6.4Rs/min

14Rs/min

15Rs/min

55Rs/min

SMS Local & National 25p/ SMS

MMS Rs.5/- per event

Place

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

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Company camps in various areas

PRODUCT DIFFERENTIATION

A product is not a mere object; it is not a mere assembling of matter. Itmeans something more than a physical commodity. Product may be tangibleor non tangible. There are two type of organization one who manufacture theproduct 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. PrepaidCDMA and GSM mobile services in 13 circles out of 22 circles in India.

THE PRODUCT PERSONALITY OFUNINOR:CORE: - The core components of UNINOR is its total personality and theseare Positioning as youth brand through aggressive advertisement by usingfresh and energetic youth faces

Uninor as our brand is much more than a name and a logo. It stands for a setof ideas and a way of doing business and, most importantly, a philosophythat puts people first. 24x7 badalta discount plan a new concept introducedin telecom market.

Brand name

Low cost calling

ASSOCITED FEATURES: - Associated features of UNINOR are its uniquefeatures 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

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CHAPTER

3

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ABOUT TELECOM HISTORY

The Indian telecommunications industry is one of the fastest growing in theworld 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 December2009, an increase of 3.5 per cent from 543.20million in November 2009.With this the overall teledensity (telephones per 100 people) has touched47.89.

The telecom industry notched up US$ 8.56 billion in revenues during thequarter ended December 31, 2009 helped by a recovery in earnings fromboth mobile and landline services.

According to Business Monitor International, India is currently adding 8-10million mobile subscribers every month. It is estimated that by mid 2012,around half the country's population will own a mobile phone. This wouldtranslate 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 communicationssector is expected to emerge as the single largest component of thecountry's GDP with 15.4 per cent by 2014.

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Evolution of the Industry - Important Milestones:

Year Description1851 First operational land lines were laid by the govt. near

Calcutta(seat of British Power)1881 Telephone Service introduced in India1883 Merger with the postal system1923 Formation of Indian Radio Telegraph Company (IRT)1932 Merger of ETC and IRT into the Indian Radio and

Communication Company(IRCC)1947 Nationalization of all foreign telecommunication

companies to form the

Posts, Telephone and Telegraph(PTT), a monopoly runby the

government’s Ministry of Communication1985 Department of Telecommunications (DOT)

established, an exclusiveprovider of domestic and long-distance service thatwould be its own regulator (separate from the postalsystem)

1986 Conversion of DOT into two wholly government-owned companies: the

Videsh Sanchar Nigam Limited (VSNL) forinternational telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for service inmetropolitan areas.

1997 Telecom Regulatory Authority of India created1999 Cellular Services are launched in India. New National

Telecom Policy is adopted.2000 Dot becomes a corporation, BSNL

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TELECOM SERVICE IN INDIA

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 inthe 1990s when the mobile phone was an elitist product, mobile operatorsnow tap a mass market with mass marketing techniques. "Unified licensing"rules allow basic and mobile operators into each other’s territory, and haveushered in perhaps the final phase of industry consolidation. It seems thatonly companies with deep pockets can effectively compete as primaryoperators mobile markets. Economies of scale, scope, and end-to-endpresence in long-distance as well as local telecom, are desirable. There are,besides, new challenges. Operators have to find new growth drivers for thewire 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 thelargest cellular service provider in India, with more than 131 millionsubscriptions as of April 2010. With this, Bharti is now the worlds third-largest, single-country mobile operator and sixth-largest integrated telecomoperator. 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 broadbandInternet access (DSL) in top 95 cities in India. It also acts as a carrier for

national and international long distance communication services. Thecompany has a submarine cable landing station at Chennai, which connectsthe submarine cable connecting Chennai and Singapore.

Airtel is providing cellular services in Delhi, Mumbai, Kolkata, Chennai, andAndhra

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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 29million or 17% market share. It has GSM network in Assam, Bihar, HimachalPradesh, 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 almostevery cities and towns. BSNL has 27 million subscribers with a market shareof 16%.

Tata Indicom:- Tata Indicom is a main CDMA provider in India with 16 million subscribers alloverIndia. 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 andPunjab 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 tooperate 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 no-holds-barred tariff war is on among India’s telecom firms, after Tata Teleservices Ltd, the country’s sixth largest operator, launched a per-secondbilling 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

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wireless subscribers. The market is growing rapidly this year, adding an

average 14 million new users every month.

Company Introduction

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History

The company Unitech Wireless was until 2009 a subsidiary of Unitech Group,holding a wireless services licence for all 22 Indian telecom circles since2008. In early 2009, Unitech Group and Telenor agreed on a majority take-over by Telenor of Unitech's wireless business, including Unitech Wireless'national-wide mobile licence. By March, May and November, Telenoracquired a 33%, 49% and 60% stake in Unitech Wireless, respectively. InSeptember, the mobile operation changed its name to Uninor. On October 19

the Indian Cabinet Committee of Economic Affairs (CCEA) announced that ithas approved Telenor's acquisition of up to 74% in Unitech Wireless, and theshareholder'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-

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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”.

Introduction:

Joint venture between Telenor (67.25%) and Unitech group (32.75%)

Started mobile services in India in 2009 focusing on the GSMtechnology.

India’s 8th nation wide mobile operator operating in 8 out of 22telecom 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.

Mission:-

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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 thefull benefit of communications services in people daily lives. Uninor is here tohelp.

This means providing services that bring solutions to people everydayendeavors 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. Apromise 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, 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.

Unitech

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Unitech Group is India’s second largest real estate investmentcompany and has recently claimed to be the largest real estatebuilder in the country.

Based in New Delhi and ranks 1484 in Forbes Global 2000companies,

32nd in India.

Its construction business includes highways, roads, powerhouses,transmission lines, and it has residential projects calledUnitech 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 investigationCompany

THE TEAM THAT DRIVES UNINOR:

The team who manages the uninor can be shown as-

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Infrastructure

Tower Sharing-Wireless-TT Info Service Ltd, Quippo TelecomInfrastructure 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

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CHAPTER

4

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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

Frequenc

y

Percent Valid percent

Cumulative

Percent

Valid Airtel

Aircel

Reliance

Vodafone

Idea

Tata

Indicom

Docomo

BSNL/MTNL

More than

one

TOTA

L

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

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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%.

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Q.2) Which type of services are you using?

Purpose: - The purpose behind this question is to know which services do thecustomer use, Pre-Paid or Post-Paid.

Frequency Percent Valid percent

Cumulative

Percent

Valid

Prepaid

Post

paid 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 therespondents use post-paid services.Q.3) What do you think before taking new connection?

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Purpose:- Purpose of this question is to know about what adjacctly they

think before taking the connection.


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.

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Q.4) How long have you been using your prepaid/postpaid

connectioon?

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

Frequen

cy

Percent Valid

percent

Cumulativ

e

Percent

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

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41% of the respondents use services from past more than 1 year while thelowest 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 sourcethe respondentsKnow about service provider.


Cumulative

Percent

Valid

Advertisement

Hoardings

Newspape

r

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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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

Percent

Valid Less than

Rs 100

Rs 100 to

Rs 300

Rs 300 to

Rs 500

More than

Rs 500

18

40

19

23

100

18.0

40.0

19.0

s23.0

100.0

18.0

40.0

19.0

23.0

100.0

18.0

58.0

77.0

100.0

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TOTAL

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 aremore helpful to the

respondent while using it.


Cumulative

Percent

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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

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 serviceprovider and purpose of this question is to know about how many customerare using this facility.

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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

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 therespondentsregarding calling at customer care.

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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.

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Services Excellent VeryGood

FairlyGood

Average Poor

Network 38 35 17 7 3

SMS Rates 7 25 41 24 3

New schemes 9 18 30 33 10

and offers

CustomerCare

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

Network:-


FairlyGood

Average Poor

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Network 38 35 17 7 3

Purpose: - The purpose of this analysis is to know the perspective of thecustomers viewregarding network service

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

SMS Rates:-

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FairlyGood

Average Poor

SMS Rates 7 25 41 24 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 respondentsrate it excellent, 25% rate it very good, 41% rate it fairly good, 24% rate itaverage, 3% rate it poor.

New Schemes and Offers:

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FairlyGood

Average Poor

New schemesand offers

9 18 30 33 10

Purpose: - The main purpose of this analysis is to the respondent’sperspective related to the

new schemes and offers provided by their service provider.

Here major respondents are not much satisfied with new schemes and offersof their service provider. 33% respondents rate new schemes and offers asaverage, 30% respondents rate it as fairly good, 18% rate it as very goodwhile 10% and 9% rate it as poor andexcellent respectively.

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Customer Care:-


FairlyGood

Average Poor

CustomerCare 10 36 29 19 6

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

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

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Recharge Outlets:-


FairlyGood

Average Poor

Rechargeoutlets

12 32 37 14 5

Purpose: The purpose behind this analysis is to know about the satisfaction of theirservice providercustomers regarding recharge outlets.

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

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Call Rates:-

Services Excellent VeryGood FairlyGood Average Poor

Call Rates 6 24 47 19 4

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

Major percentages of respondents are not happy with the call rates of theirservice provider. 47% of respondents rate call rates of their service provideras fairly good, 24% rate it as very good, 19% rate it as average while 4% and6% respondent rate it as poor and excellent respectively.

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CHAPTER

5

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FINDINGS:

In blue wave and youth go to market our team went in different areasand observes some real corporate practices and find out some majorswhich 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 thepercentage of 33.43.

Distribution of free SIM card can affect a company comprehensively inincreasing the base of Customers.

The monthly expense of most of the youth below Rs. 500 indicates theirpurchasing capacity.

Most of the youth brand loyal and they do not thinking to switch toanother 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

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

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SUGGESTIONS

Suggestions for new service provider which is coming in market:-

1) The New service provider should try to change the perception of thecustomer

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 youthcustomer 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.

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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 toReliance 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.

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ANNEXTURE

QUESTIONNAIRE:-

CUSTOMER NAME :-

AGE :-

MOBILE NO :-

OCCUPATION : - SELF EMPLOYED [ ]

GOVT.EMPLOYED [ ]

NON GOVT.EMPLOYED [ ]

STUDENT [ ]

OTHER [ ]

INCOME PER MONTH : - LESS THAN 50000 [ ]

RS 5001 TO 10000 [ ]

MORE THAN 10001 [ ]

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

a. Airtel [ ] b. Aircel [ ]

c. Vodafone [ ] d. Idea [ ]

e. Reliance [ ] f. BSNL/MTN

[ ]

g. Docomo [ ]

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2) Which type of Service are using?

a. Prepaid [ ] b. Postpaid [ ]

3) What do you think before taking new connection?

a. Rental [ ] b. Brand value [ ]

c. Network coverage [ ] d. All of these [

]

4) How long have you been using your prepaid/postpaid connection?

a. LESS THAN 1 MONTH [ ] b. 1 MONTH TO 6

MONTH [ ]

c. 6 MONTH TO 1 YEAR [ ] d. MORE THAN 1 YEAR

[ ]

5) From which source did you know about that service?

a. Advertisement [ ] b. Hoardings [ ]

c. Newspapers [ ] d. Mouth Publicity [

]

6) How much of rupees do you recharge in a month?

a. Less than 100 [ ] b.100 TO 300 [ ]

b. 300 TO 500 [ ] c.More than 500 [ ]

7) Which services are more useful for you? (Multiple-Choices)

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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 [ ] b. Information regarding new

services [ ]

c. Complaining [ ] d. Other queries [ ]

10) Choose the following on the basis of your satisfaction.

Services Excellen

t

Very Good Fairly Good Average Poor

Network

SMS Rates

New Schemes

and Offers

Customer

care

Recharge

Outlets

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Call Rates

Value Added

Services

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

market?

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