View
228
Download
0
Category
Preview:
Citation preview
8/7/2019 Promotion activity of Uninor 2
http://slidepdf.com/reader/full/promotion-activity-of-uninor-2 1/19
ADVERTISING &PROMOTION ACTIVITY
OF
By
VICKY SHAW M5-44SANDIPAN CHATERJEE-33
KAMAL MAITY-15
8/7/2019 Promotion activity of Uninor 2
http://slidepdf.com/reader/full/promotion-activity-of-uninor-2 2/19
8/7/2019 Promotion activity of Uninor 2
http://slidepdf.com/reader/full/promotion-activity-of-uninor-2 3/19
8/7/2019 Promotion activity of Uninor 2
http://slidepdf.com/reader/full/promotion-activity-of-uninor-2 4/19
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
8/7/2019 Promotion activity of Uninor 2
http://slidepdf.com/reader/full/promotion-activity-of-uninor-2 5/19
Area of operation of Uninor
8/7/2019 Promotion activity of Uninor 2
http://slidepdf.com/reader/full/promotion-activity-of-uninor-2 6/19
8/7/2019 Promotion activity of Uninor 2
http://slidepdf.com/reader/full/promotion-activity-of-uninor-2 7/19
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.
8/7/2019 Promotion activity of Uninor 2
http://slidepdf.com/reader/full/promotion-activity-of-uninor-2 8/19
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.
8/7/2019 Promotion activity of Uninor 2
http://slidepdf.com/reader/full/promotion-activity-of-uninor-2 9/19
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,
8/7/2019 Promotion activity of Uninor 2
http://slidepdf.com/reader/full/promotion-activity-of-uninor-2 10/19
Impact of Telecom Sector on Indian Economy:
8/7/2019 Promotion activity of Uninor 2
http://slidepdf.com/reader/full/promotion-activity-of-uninor-2 11/19
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
8/7/2019 Promotion activity of Uninor 2
http://slidepdf.com/reader/full/promotion-activity-of-uninor-2 12/19
Market Share in India
Overall Indian Telecom Industry Market Share : TRAI REPORT : MARCH 20
8/7/2019 Promotion activity of Uninor 2
http://slidepdf.com/reader/full/promotion-activity-of-uninor-2 13/19
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.
8/7/2019 Promotion activity of Uninor 2
http://slidepdf.com/reader/full/promotion-activity-of-uninor-2 14/19
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
8/7/2019 Promotion activity of Uninor 2
http://slidepdf.com/reader/full/promotion-activity-of-uninor-2 15/19
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
8/7/2019 Promotion activity of Uninor 2
http://slidepdf.com/reader/full/promotion-activity-of-uninor-2 16/19
Badalte plan : Introduced by Uninor
Call tariff will be changingaccording to time and
place
Discount
from 5% to
60%
8/7/2019 Promotion activity of Uninor 2
http://slidepdf.com/reader/full/promotion-activity-of-uninor-2 17/19
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
8/7/2019 Promotion activity of Uninor 2
http://slidepdf.com/reader/full/promotion-activity-of-uninor-2 18/19
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.
8/7/2019 Promotion activity of Uninor 2
http://slidepdf.com/reader/full/promotion-activity-of-uninor-2 19/19
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%)
Recommended