GOOD

AFTERNOON
MARKETING RESEARCH
To determine the effectiveness of
marketing strategy of uninor.
Under the mentorship of Mr Kshitez Banerjee

Saurabh Tewary
Piu Chatterjee
Shipra Devedi
Ashish Jaglan
Rajshree
Tonika Mallik
Millind Bhaduria
Aparajita Sirvastava
Rahul Singh
Ashutosh Mishra
 Primary objectives of the study
 To analyze the effectiveness of current marketing
strategy by Uninor .

Secondary objectives of the study

 To study how the customer choose their respective
telecom services
 To find the awareness among the customers about Uninor
and its new plans
 To find out the problems faced by the users of any
telecom network
 To analyze the position of Uninor against its
competitors

 To analyze the loyalty status of the consumers

 To find out the strength and weakness of Uninor and

its competitors
Company profile

 Uninor a new mobile operator in India. They 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.

 Presently, Uninor services are available in the eight

telecom circles of UP West (including Uttaranchal), UP
East, Bihar (including Jharkhand), Orissa, Tamil Nadu,
Karnataka, Kerala and Andhra Pradesh
 Telenor Group has invested INR 6135.63 crores through
new shares to hold 67.25% equity in the company
 Marketing Strategy Of uninor in India.

Uninor Is offering cheap tariff plans across the

8 operating circles.
Uninor is heading forward to cover 21 of the
22 operating circles
Uninor is planning to attain at least 8% of the
market share.
Unique strategy : No celebrity endorsement.
 Tariffs and other services

 I save 32
Free 1000 minutes on calls from Uninor to Uninor .
 I save 49
Free 100 minutes on calls from Uninor to Uninor
Local calls at 29p/min
STD calls at 49p/min
 I save 429
Free 1200 minutes on calls from Uninor to Uninor
Local calls at 29p/min
STD calls at 49p/min
 I save 24 (national SMS pack) 75 free
local/national SMS
All local/national SMS post free SMS at 11p/SMS
I save Singapore/Malaysia minutes pack
Save on calling Singapore/Malaysia …etc

GPRS (Internet services)

Rs90, 3GB,30 daysRs9, 60MB,3 days
10p/10KB
*Free browsing on facebook, Orkut & twitter
 Field Work

Data Source:

Primary

 Local Residents of lucknow using mobile telecom

service.
 Students
 Field Work

Secondary data

Web sites
www.uninor.com
www.Telecomyatra.com
Magazines/Journals
My Mobile
 QUESTIONNAIRE

• A structured questionnaire was designed in order to

get the needful information which was utilized to
do the data analysis.

• Initially a qualitative research was conducted on a

few members of population to identify the attributes
related to customer satisfaction.
 SAMPLING

• Target Population
o Residents of lucknow using mobile telecom service.

• Sampling Technique:
o Stratified Sampling
 Strata I: Teenagers
 Strata II: College students ( undergraduates & postgraduates )

 Strata III: Working professionals

 Strata IV: Middle aged & Aged people
 SAMPLING (contd).
Sampling Design:
The sampling design mainly consists of the sample
taken for the study along with the sample size, sample frame
and sampling method.

Sample Universe:
All customers using any telecom network will be taken
as the sample universe.
 Sample Size:
From the universe, sample sizes of 20 customers
were selected for the purpose of the study.
 
 SAMPLING (contd).

Sample Frame:
The customers were selected on a
random basis from which the respondents were
selected based on convenience.

 
 COMPARISION WITH NEAREST RIVAL!!!
(Tata DOCOMO)

Tata DoCoMo’s Uninor’s Daily Rental

Buddy-Net Basis Plan
Details Join BuddyNet for Pay Re2/day
free, weekly rental
Rs7 (per day cost
Rs.1), for first
month it’s free of
cost as free trial.
Tariff Local 1p/6sec, STD Local 29p/min, STD
1p/2sec among 49p/min
BuddyNet
members
To which calls Cheaper call rate You have to pay
among BN Rs2/day to call
members(of course cheaper to Any time,
TD customers) who Any numbers, Any
also paying network across India.
Rs7/week(for first
month free).
Leaving the plan You can leave You can migrate to
BuddyNet anytime Uninor’s 2nd plan
and go for where call set up
TataDocomo basic charge is 39p per call.
plan of call rate
1p/sec
What’s the Deal You and your 5 It’s flat simple. You
friends are having pay Rs. 2 daily and
Docomo connection call any local no @
so after 1st month 29p/min
total charges
@7/week =Rs.42
Verdict Get for 1st month For local calling Idea
free of cost! Then offers 40p/min. or
move to others for get MTS for 1p/2s
calling onnet local & 1p/sec std for
numbers at cheaper onetime lifetime
rate, for eg Reliance’s recharge(Rs 95 / Rs
UL/ ULweekend/UL 198)
night pack
 EXPECTATIONS

RESEARCH QUESTIONS AND HYPOTHESIS

 RQ1:What is the choice of the customer with respect

to telecom services?
 H1a:Students prefer offers than services.
 H1b:Adults prefer services than offers.

 RQ2:What is the awareness of customers about

uninor and its new plans?
 H2: Customers are aware of the services offered by
uninor.
 EXPECTATIONS(contd…)
 RQ3:What are the problems faced by Customers?
 H3a: Customers are facing mainly the network problem.
 H3b: Customers were also not getting recharge coupons of uninor.

 RQ4:What is the position of uninor against its competitors?

 H4: uninor is the fastest growing telecom company among the recently
launched telecom service providers.

 RQ5:What is the loyalty status of the consumers?

 H5a: People of age group 15-35 are not loyal.
 H5b:People of age above 30 are very much loyal.
 EXPECTATIONS(contd.)

 RQ6:What is the strength and weakness of uninor ?

 H6a: The strength of uninor is its convenient tariff
plans.
 H6b:The weakness of uninor is lack of expertise in
Indian market.