ankur pundir

8/9/2019 ankur pundir

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REPORT ON UNINOR

NC

BY:

ANKUR PUNDIR


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Introduction

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

y Started Mobile services in India in December2009 focusingontheGSM technology.

y Indias 8th nation-wide mobile operatoroperatingin 10outof22telecom circles inthe country.

y Headquarterin Gurgaon,India.

yNo.of employees- 2000.


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Introduction.

y Hub Head Offices at Delhi/Noida, Kochi, Chennai, Bangalore,Hyderabad, Kolkata, Patna, Mumbai, Lucknow, Guwahati,

Chandigarh, Indore.

y The companyis targeting an 8 %pan-Indian market share, andthe

openingofone millionretail points withinthree years.

y Website- uninor.in


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Parent Companies

Telenor

Foundedin 1855, Telenoris the largest companyin Norway,with

headquarters located at Fornebu, close to Oslo.

150years oftelecom experience

An International wireless carrierwith operations inScandinavia,

Eastern Europe and Asia.

The 6th largest mobile phone operatorinthe world.


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Presentin 14 countries worldwide with 174 million mobilesubscriptions as of Q4 2009.

Over40,000 employees across the globe.

TelenorGroup has invested INR 6135.63 crores through new sharesto hold67.25% equityinthe company.


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Parent Companies

Unitech

Unitech Groupis Indias second largestreal estate investmentcompany, and has recently claimedto be the largestreal estatebuilderinthe country.

Basedin New Delhi andranks 1484 in Forbes Global 2000companies,32nd in India.

Its construction business includes highways,roads,powerhouses,transmission lines, andit has residential projects called UnitechCities/Uni World.

Secured a 50 billionrupee ($1 billion) loan from State Bank of India(SBI.BO)to fundits mobile phone network rollout.


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Formed by Ramesh Chandra andoriginally formed as UnitedTechnical Consultant Private Ltdin 1972 as a soil investigationcompany.

30years ofpresence across locations nationwide.


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Infrastructure

Tower Sharing-Wireless-TT InfoService Ltd, Quippo TelecomInfrastructure Ltd.

Telecom, network and radio services-Alcatel-Lucent,HuaweiTechnologies India, Nokia Siemens Networks and Ericsson.

IT services and Infrastructure- Wipro Technologies

Network management- Huawei, Ericsson and ZTE.

Charging solutions for prepaid and postpaid customers-

Telcordia.


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Key people


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Offices


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Offices


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4 Ps of marketing

Product- Prepaid GSM mobile services in 10circles outof22 circles in India.

Price- Talklonger@29p/min.

198 unlimited call plan*.

My connect90(internet).

24*7 Badalta discountplan-DP plan.


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Promotion-

Slogan- Ab mera numberhai

Brand Ambassador- Young, Energetic, Ambitious youth

Contest- Uninorsona jeeto contest.

Place- 10 circles of22 Indiantelecom circles- in cities 1.UttarPardesh(West)+Uttrakhand,2.UttarPradesh(East),3.Bihar+Jharkhand, 4.Karnataka,5.Andhra Pradesh,6.Tamil Nadu,7.Kerala , 8.Orissa,9.kolkota,10.restof bengal.(till may2010).


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Tariffs and otherservices

I save32

Free 1000 minutes on calls from Uninor to Uninor .

I save49

Free 100 minutes on calls from Uninor to Uninor

Local calls at29p/min

STD calls at 49p/min


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Tariffs and otherservices..

I save429

Free 1200 minutes on calls from Uninor to Uninor.

Local calls at29p/min.

STD calls at 49p/min.

I save24 (national SMS pack)

75 free local/national SMS

All local/national SMSpost free SMS at 11p/SMS


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Promotion

Product Promotion

Creative strategy- Informational with Positive appeal Pride.

Slogan- Ab mera numberhai.

AdvertisinginHindi, Kannada, English and many more Indianregional languages.

The series oftelevision ads (by creative agency Leo Burnett) showyoungpeople inreal-life situations ratherthan models orcelebrities.

The company has around2 lakh retail points across the country,includingrural areas, apart from 50 company-owned stores.

Innovational promotionin small towns.


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Promotion

Institutional Promotion

Forbrand empowerment,itis working anonline initiative with socialmedia.

Brand Philosophy- EmpowerPeople.

Media Mix

Print and Broadcast ads

Motion Pictures

Brochure and booklets

Posters Billboards

POP displays

Logos


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Targeting

The companyis targeting for8% market share in India by2018.

The countrywill have over1.2 billion customers by2018 as against540 millionnow.

Thus Uninor is targeting for80 million customers by2018.

Break-evenin3years.

Positive operating cash flowwithin5years in India.

Targetingyouth as well as all the ambitious people.

Selective specializationtargeting strategy

Firstpriorityis toroll out across the country; a credible market sharecan be builtonly afterthat. They hope to launch across the entirecountry bythe endofthe year.


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Value proposition

Maximize the enabling effectof mobile telecommunications

Promote saferproducts and services

Make responsible business practices partof everything Uninor does.

Various value packs forISD users- USA/Canada,

Singa

pore

/Mala

ys

ia

,G

ulf

packs

.

Simple tariffplans which are easilyunderstandable.

Quick responses through circle heads.


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Strengths

Joint venture betweenworlds 6th largesttelecom company andIndias 2nd largestreal estate company.

Least capital investment as various services are outsourced.

Leastnumberof employees.

Decentralized management structure

simple prepaidplaninwhich a local call is priced at29paisa aminute.

The more youtalk,the lowerthe price gets.

Use of real youngpeople inpromotioninsteadof anyrole model.


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Weakness

The f irst signs ofWeakness innew Operators is now evidentthatUninor[ a JV ofTelenorandUnitech Ltd] has confirmedthatitwillhave a focusedrolloutin majorityof22 circles,while meeting license

obligations in all circles.

Uninorhasjust 12,000 base stations installed, much lowerthanthebase stations required fornationwide launch.

Ithas s

till

notla

unche

dpo

stp

aid

schemes

. Late entrantinthe market.

Too much outsourcing maygo againstthe health ofthe company.


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Opportunities

With risingindividual savingrate with 9%growth rate, and expectedincrease in market size by500 millionin2010(almostdouble),thecompany has greatopportunities.

Approximately 10-15 million mobile connections are being addedevery month. The national mobile tele-densityis about39perhundred, Urban areas-75(in Mumbai), but Rural areas-13.

Micro segmentation strategyinrural markets adopted bythecompany.

Falling handsetprices andtariffrates.

Increasingnetwork distribution.


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Threats

Competitors like Airtel, Reliance, BSNL, Vodafone .

Extensive Governmentregulations through TRAI as regards

introductionofnew services.

Bloodbath inthe marketdue toprice war.

Uninor is likelyto be followed by Etisalat of United Arab EmiratesPvt. Ltd,the Videocongroup-promoted Datacom, and BahrainsBatelco co-ownedSTel.


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BCG Analysis

StarsAirtel, Reliance,

BSNL,vodafone.Question Marks ?

Local players, Uninor

Dogs

Virgin,aircel.

Cash cows

Tata Teleservices(TTL),idea.

Marketgro

wthrate

Relative MarketShare

High Low


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Ansoff matrix

Uninor


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Porters Five Forces Model

Threat of

Substitute

Products-

Internet

Threat of

Substitute

Products-

Internet

Threat of New

Entrants-Etisalat,

Datacom, STel

Threat of New

Entrants-Etisalat,

Datacom, STel

Industry competitors-

Airtel, Reliance, BSNL,

Vodafone, TTL, Idea

Industry competitors-

Airtel, Reliance, BSNL,

Vodafone, TTL, Idea

Bargaining

Power of

Buyers

Bargaining

Power of

Buyers

Bargaining

Power of

Suppliers-

outsourcecompanies

Bargaining

Power of

Suppliers-

outsourcecompanies


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THANK YOU

ankur pundir

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