Promotion activity of Uninor 2

8/7/2019 Promotion activity of Uninor 2

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ADVERTISING &PROMOTION ACTIVITY

OF

By

VICKY SHAW M5-44SANDIPAN CHATERJEE-33

KAMAL MAITY-15







Introduction

yJoint venture between Telenor(67.25%) and Unitech Group(32.75%)

yStarted Mobile services in India in December 2009 focusing on the

GSM technology.

yIndia¶s 8th nation-wide mobile operator operating in 8 out of 22telecom circles in the country.

yHub Head Offices at Delhi, Kochi, Chennai, Bangalore, Hyderabad,

Kolkata, Patna, Mumbai, Lucknow, Guwahati, Chandigarh, Indore



Area of operation of Uninor





Parent Companies

Unitech� Unitech Group is India¶s second largest real estate investment

company, 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 called UnitechCities/Uni World, 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 UnitedTechnical Consultant Private Ltd in 1972 as a soil investigationcompany.



Infrastructure

� Tower Sharing-Network-BSNL, Reliance, Infotel

Telecom Infrastructure Ltd.

� Telecom, network and radio services- Alcatel, Lucent,

Huawei Technologies India, Nokia Siemens Networksand Ericsson.

� IT services and Infrastructure- Wipro Technologies

� Network management- Huawei, Ericsson and ZTE.

� Charging solutions for prepaid and postpaid customers-Telcordia.



International Telecommunications Union( ITU)

The mobile phone has moved beyond being a mere device to become akey social object present in every aspect of our daily lives.

Indian Telecom

Fastest Growing Telecom Market with CAGR of 17 %

TRAI telecom regulatory authority of India

3rd Largest Telecommunication Network in World.

2nd Largest Wireless Network in World.

About 15 million connections are being added every month.

About 3 % is the Contribution of Telecom Sector in Nation¶s GDP.

The Unique Indian Business Telecom Model

³Low Cost,

High Volume,



Impact of Telecom Sector on Indian Economy:



Different players in INDIAPlayers of Indian

Telecom Industry :There are three types of players in telecom services:

State owned companies (BSNL and MTNL)

Private Indian owned companies (Reliance Communication, Tata Teleservices, etc)

Foreign invested companies (Vodafone Essar, virgin,uninor etc)

I WANT ONLY

1 SIM CARD



Market Share in India

Overall Indian Telecom Industry Market Share : TRAI REPORT : MARCH 20



4 P¶s of marketing

� Product- Prepaid GSM mobile services .

� Price- SIM@49 Rs

� Promotion- Slogan- µAb mera number hai¶Brand Ambassador- Young, Energetic, Ambitious youth

� Place- 13 circles of 22 Indian telecom circles- in cities like

Mumbai, Delhi, Kolkata, Chennai, Hyderabad, Bangalore, Kochi,Noida , Greater Noida, Agra, Lucknow, Varanasi, Gurgaon and

Ghaziabad.



Promotion

Product Promotion� Creative strategy- Informational with Positive appeal µPride¶

� Slogan- µAb mera number hai¶

� Advertising in Hindi, Kannada, English and many more Indianregional languages.

� The series of television ads (by creative agency Leo Burnett) showµyoung people in real-life situations¶ rather than models or celebrities.

� Even the outdoor campaign show young, ambitious, real peoplelooking 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.

� Maha Kumbh Mela



Promotion

Institutional Promotion

� For brand empowerment, it is working an online initiative with social

media.

� Brand Philosophy- Empower People.

Media Mix

� Print and Broadcast ads

� Motion Pictures

� Brochure and booklets

� Posters� Billboards

� POP displays

� Logos



Badalte plan : Introduced by Uninor

Call tariff will be changingaccording to time and

place

Discount

from 5% to

60%



Targeting

� The company is targeting for 8% market share in India by 2018.

� The country will have over 1.2 billion customers by 2018 as against

540 million now.

� Thus Uninor is targeting for 80 million customers by 2018.

� Break-even in 3 years

� Positive operating cash flow within 5 years in India.

� Targeting youth as well as all the ambitious people.

� Selective specialization targeting strategy

� First priority is to roll out across the country; a credible market sharecan be built only after that. They hope to launch across the entire

country by the end of the year



Opportunities

Statistics-

� Cell phone ownership-

Total- 51%

Male- 56%

Female- 44%

Youth (16-19 years)- 64%

Amount spent on Mobile per month (average)-

Boys- Rs. 125 (71% of pocket money)

Girls- Rs.106 (62% of pocket money)

New mantra of youth-Kapda Roti and Cellphone.



THANK YOU

Type Joint Venture

Industr y TelecommunicationsFounded 2009

Headquarters Gurgaon, India

Key people

Sigve Brekke

(CEO)

Sanjay Chandra

(Chairman)

Products

Wireless

Telephone

Internet

Employees 2,000

ParentTelenor (67.25%)

Unitech Group (32.75%)

Documents

Promotion activity of Uninor 2