A STUDY OF LAUNCH OF UNINOR IN MAHARASTRA Dr S Praveen ... fileto the retailers for the giving...

A STUDY OF LAUNCH OF UNINOR IN MAHARASTRA

Dr S Praveen Kumar 1, Dr J Hameed Hussain

2 , Manoj kumar

3

Professor and Head 1, Dean Engineering

2 ,Student

3, Department of Management Studies

1,2,3

BIST, BIHER, Bharath University, Chennai

[email protected]

EXCUTIVE SUMMARY

In this project, I was associated with the UNINOR TELECOM promotion activities under the

title “Blue Wave”. It was focused on the promotion activities, awareness, consumer meet,

customer meet to aware about the company product schemes and many more things.

In this project almost twenty teams made for promotion and they were sent to the various part of

Pune for promote the Brand Uninor. These all teams were supposed to cover the whole Pune in

6days promotion activity which was named Blue Wave.

In those six days I covered various areas of pune with my team in which I was associated I went

to the retailers for the giving information to them about product, schemes, tariffs, and recharge

option available In Uninor. I also meet with the customers and subscriber who is already using

the other company services or SIM card and convey them to try the Uninor services.

1.1 INTRODUCTION TO TELECOM

Telecom Sector has huge competition and every year a new company wanted to enter in telecom

sector. Especially in India competition is exceeding rapidly because India has lots of potential in

telecom sector that’s why every company wanted to enter in this Indian market because of its

great potential, huge population of this country. Whenever a company is going to introduce itself

in to the market require to awareness of that company and company’s product to the customer.

Because customer is the key element who is purchasing product and they can be the cause of

product success or failure[1-4], so awareness is most important element for product success. It

can be done by promotion activities and advertisement[38-41].

In India there are more than 10 Telecom service providers and everyone associated celebrities

with their promotion activities and everyone paying huge amount to then for their work.

Mean to say that how important promotion is for the companies for awareness towards the

customer, because customer is the players who play the game and companies are their play

International Journal of Pure and Applied MathematicsVolume 119 No. 12 2018, 5571-5590ISSN: 1314-3395 (on-line version)url: http://www.ijpam.euSpecial Issue ijpam.eu

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ground. Thus proper and well organized promotion activity is required for the achieving long

term success[5-9].

1.2 OBJECTIVE OF THE PROJECT

The objective behind that project was to aware the people with Brand Uninor to make awareness

and promote the brand for long term success. But the main objective was.

To make awareness for Uninor Telecom.

To make familiar Uninor Telecom for Pune’s people.

To make aware entire Pune’s retailer about Uninor Telecom.

To give information to people Uninor are launched now.

To give information to retailer about product.

To give information to retailer about price.

To give information to retailers about various tariff.

To give information to customer about tariffs, call rates, SIM card and most important

about company.

To give information to retailers & customer about unique feature of uninor telecom

i.eBadalta discount.

To promote the uninor in pune and generates leads for the company.

To know the customers preferences towards Uninor.

To study the competitors of uninor.

To study the customer expectation towards uninor.

To attract the new customer towards the uninor.

To compare service of uninor with the other telecom service providers.

The overall evaluation of a company’s strength, weakness, opportunities, and threats is called

SWOT analysis[10-14].

Strength:

Joint venture between world’s 6th largest telecom company and

India’s 2nd largest real estate company.

• Least capital investment as various services are outsourced.

International Journal of Pure and Applied Mathematics Special Issue

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• Least number of employees.

• Decentralized management structure

• simple prepaid plan in which a local call is priced at 29 paisa a

minute.

• The more you talk, the lower the price gets.

• Different segmentation strategy as compared to competitors.

• Use of real young people in promotion instead of any

role model.

Weakness:

• Many competitors in the market for example

Airtel, Reliance,TataDocomo, etc.

• 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 in 2010(almost double), the company has great opportunities[34-37].

• 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 areas-13.

• Micro segmentation strategy in rural markets adopted by the

company.

• Falling handset prices and tariff rates.

• Increasing network distribution.

• Innovative promotional strategy.

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


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Arab Emirate’s Pvt. Ltd, the Videocon group-promoted Datacom, and Bahrain’s Batelco co-

owned STel.

PROBLEM IDENTIFICATION

The first and the most important step of marketing research is properly defining the problem. In

order to identify the research problem two categories of problem should be carefully noticed

Here the researcher’s problems are:

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

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

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

A number of customers are not satisfied with the Free SMS schemes[42-45].

RESEARCH METHODOLOGY

RESEARCH DESIGN

A research design is the specification of methods and procedure for acquiring information

needed. According to my research design I have performed the following step in the project.

To decide the objective of the research.

To determine the most suitable method of research.

To determine the source of the data collection.

To determine suitable sampling design and sample size.

To conduct the survey for data collection.

To process and analyze data.

METHODOLOGY ADOPTED:

Questionnaire design:-

The survey is being done by visiting customers and the questionnaire was designed in

an easily understandable way so that the respondents may not have any difficulty in answering

them and the meaning of the question can not be perceived wrongly.The questionnaire contains

all the essential parameters and details[15-18].

Reason For Adopting Questionnaire Method:-

The Questionnaire method is used because of the following reasons:-

Easisest method to find out the solution of a group.

Good way to take the interview of a bunch of people called survey.


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Helps to analyze the data among the alternatives by using statistical method.

Easy to compare the results with other competitors quantitatively as well as qualitatively.

2.3 SOURCES OF DATA:-

There are mainly two types of sources of data available.These are;

Primary data collection

Secondary data collection

Primary data collection

It is the method of data collection in which the marketers collect the data very first time or we

can say that the collected data is fresh or first-hand data. We can collect primary data by: -

Directly by the customer.

By e-mailing the queries & etc.

Secondary data collection

It is a method of data collection in which the collected data is not fresh data, i.e. data is collected

from the report of any research, from internet or from any government offices etc[19-22]. These

types of data collection methods are basically used when the sample size is very large. In this

particular survey I have used the primary data collection method to collect the data. In this

particular method I directly went to meet to the customers and collected data

Sampling technique:

There is random sampling.

Sampling Area

The researcher’s area for survey was:

Some Mall in MG Road.

The MIT collegeKothrud.

Hostel of ISBM CollegeInPashan.

Sampling size:100

Data Analysis and Interpretation

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


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Frequency

Percent

Valid percent

Cumulative

Percent

Valid Airtel

Aircel

Reliance

Vodafone

Idea

Tata

Indicom

Docomo

BSNL/MTNL

More than

one

TOTAL

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

Major respondents are enjoying their services given by the seviceprovider.Most user youth are

using Airtel that is 26% after that Reliance That is 19% after that Vodafone 17%,Idea 14%,Tata


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Indicom 5%,Aircel 4% ,Docomo 3%,BSNL/MTNL 2% and and some youth using more than

one that is 10%.

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

Purpose:-The purpose behind this question is to know which services do the customer use, Pre-

Paid or Post-Paid.

Frequency

Percent

Valid percent

Cumulative

Percent

Valid

Prepaid

Postpaid

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 the

respondents use post-paid services.


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Q.3) What do you think before taking new connection?

Purpose:- Purpose of this question is to know about what adjacctly they think before taking the

connection.

Frequency

Percent

Valid percent

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[23-26].

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

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

Frequency

Percent

Valid percent

Cumulative

Percent


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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

41% of the respondents use services from past more than 1 year while the lowest is 2%

respondents using services less than 1 month.

Q.5) Whichsourse did you know about these service providers?

Purpose:- The purpose behind this question is to know from which source the respondents know

about service provider.

Frequency

Percent

Valid percent

Cumulative

Percent

Valid

Advertisement

Hoardings

Newspaper

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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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[27-30] .

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

Frequency

Percent

Valid percent

Cumulative

Percent

Valid Less than Rs

100

Rs 100 to Rs

300

Rs 300 to Rs

500

More than Rs

500

TOTAL

18

40

19

23

100

18.0

40.0

19.0

23.0

100.0

18.0

40.0

19.0

23.0

100.0

18.0

58.0

77.0

100.0


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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 are more helpful to the

respondent while using it.

Frequency

Percent

Valid percent

Cumulative

Percent

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


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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[31-33].

Q.8) Do you call at customer care?

Purpose:- Customer care facility one of the important factor for a service provider and purpose

of this question is to know about how many customer are using this facility.

Frequency

Percent

Valid percent

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


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82% respondents are using this facility and 18% are not.

Q.9) For what reason you call at custom

Purpose:-The main purpose of this question is to know the reason of the respondents

regarding calling at customer care.

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.


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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.

Services Excellent Very Good Fairly

Good

Average Poor

Network 38 35 17 7 3

SMS Rates 7 25 41 24 3

New schemes 9 18 30 33 10

and offers

Customer Care 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


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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 to Reliance 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,callrate,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.


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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 provides

better service in cheaper price.

5.2 RECOMMENDATION

Uninor cellular is the growing and big competitive industries today in telecommunication sector

there are many company, like BSNL, Airtel, Reliance and now idea & TATA has also launched

his telecommunication service TATA Indicom, so, Uninor has to face many competition in the

market in the case of sales promotion activities in telecom with special reference to Uninor

cellular, so, Uninor has improve many tower in pune area also I want to recommended to Uninor

cellular to established there tower as fast as they can do so, Uninor is a big and stable company

so they have to improve themselves as a good telecom service provider.I want to recommend to

Uninor cellular have to be launch GPRS in SIM card quickly because its need for youth

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A STUDY OF LAUNCH OF UNINOR IN MAHARASTRA Dr S Praveen ... fileto the retailers for the giving...

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