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69
66 68 70 67 71 Sandeep Dubey Atit Dhaygude Neha Dhuri Neha Durugkar Preeti Dhepe Remya Earaly

Services Marketing
telecom

Indian Telecom Company

1994 3rd Largest Telecommunication networks in the world 2nd Largest in terms of the number of wireless connections estimated that user of mobile will have billion plus customers till 2015

Segmentation of Telecom Industry In In

State owned companies (BSNL and MTNL)
Private Indian owned companies (Reliance Info and Tata Teleservice) Foreign invested companies (Vodafone, BPL mobile, uninor and Idea Cellular)

Types Of Telecom Services In India Fixed Wire Line or Wireless Services

Mobile Services Internet Service Video Telecom Service

Basic Strategy Of Indian Telecom Industry Sales Growth with Existing Products

Sales Growth with New Products

Market Share Growth Niche Market Status Quo

Current Senario Of Telecom Service Marketing Price Wars Changing for Actual Usages Falling Revenues from Telecom services

The Value Adding Services

List of indian wireless communication service providers

Introduction
Joint venture between telnor (67.25%) and unitrech (37.75%)

Started mobile services in India in Dec 2009 focusing on GSM technology

Testing of network in circles of Kolkata & rest of Bengal is going on & services will be launched by march 2010
Hub head offices at Delhi, Kochi, Chennai Banglore, Hydrabad, Kolkata, Patna, Mumbai, Lukhnow , Guwahati, Chandigrah, Indore.

Parent Companies
Founded in 1855, Telenor is the largest company in Norway, with headquarters 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 than 172 million subscribers.

Parent Companies
Unitech group is Indias 2nd largest real investment company & has recently claimed to e the largest real estate building in country Based in New Delhi & ranks 1484 in forbes global 2000 companies, 32nd in India

Its construction business includes highways, roads, power houses, transmission lines & it has residential projects called unitech cities/uni wor;ld.
Formed by Ramesh chandra & originally formed as united technical consultant

Area of Operation
The overall area of operation of Uninor :

Andhra pradesh Tamil nadu Kerala Karnataka Orissa Bihar Uttar pradesh

Uninor received spectrum for rolling out services . Uninor held 64 per cent market share in its 13 areas of operation during June 2010-June 2011. The operator has a large tower portfolio comprising of over 26,600 towers. SIM cards and recharges available at 320,000 points of sale. 622 exclusive stores through 11,699 distributors. Uninor has asked DoT for an additional 1.8 MHz of spectrum in eight circles. According Uninor adopted Three simple strategies : mass market distribution, basic service delivery and cost-efficient operations.

Growth in Market

Uninor is the fastest growing mobile telecom operator with growth rate of 159.21% during last twelve months.

Targeting
Targeting youth as well as all the ambitious people. Uninor is targeting for 8% market share in India by 2018. Differentiated itself from established brands it is not a me too brand in the market. 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. Various value packs for ISD users- USA/Canada, ingapore/Malaysia, Gulf packs.

Strengths
Joint venture between worlds 6th largest telecom company and Indias 2nd largest real estate company. Least capital investment as various services are outsourced. Least number of employees. Decentralized management structure simple prepaid plan in which a local call is priced at 29 paisa a minute. Different segmentation strategy as compared to competitors. Use of real young people in promotion instead of any role model.

Weakness
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 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 areas13. Falling handset prices and tariff rates.

Increasing network distribution.

Opportunities
StatisticsCell phone ownershipTotal- 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)

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 Arab Emirates Pvt. Ltd, the Videocon group-promoted Datacom, and Bahrains Batelco co-owned STel.

BCG Analysis

4 Ps Of Marketing

Strategising telecom service Product

Prepaid CDMA and GSM mobiles services in 8 circles out of 22 circles in India

Strategising telecom service Pricing

29 p/min Plan- for all local calls 247 BADALTA DISCOUNT PLAN A UNIQUE PLAN Call uninor to uninor @ 2p/min

Strategising telecom service Place

8 circles of 22 Indian telecom circles in cities like: Mumbai, Delhi, Kolkata, Chennai, Hyderabad, Bangalore, Kochi,

Strategising telecom service Promotion

Product Promotion:
Slogan- Ab mera number hai Advertising in Hindi, Kannada, English and many more Indian regional languages. . Even the outdoor campaign show young, ambitious, real people looking for challenges, wanting to make things happen. Innovational promotion in small towns Creative strategy- Informational with Positive appeal Pride

Strategising telecom service 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

Branding:

+3Ps Of Marketing

Strategising telecom service People

An essential ingredient to any service provision is the use of appropriate staff and people

Strategising telecom service Physical Evidence

Obtained by way of providing value added services such as dial tones, voice mails, internet facilities, ring tones & free sms of social value to customers

Strategising telecom service Process

Ensuring availability of new connections immediately
Ensuring network availability at all times and in all places falling under the jurisdiction of telecom company Ensuring transparency in billing system

Recent Updates Of Uninor

Indias Uninor expands network to 13 telecom circles

Uninor signed up 1.2 million customers in december

Indias supreme court cancels all 122 licences from 2008 licence scandals Telnor seeking compensation from Unitech looking for new partner