A STUDY OF LAUNCH OF UNINOR IN MAHARASTRA

Transcription

1 Volume 119 No , ISSN: (on-line version) url: ijpam.eu 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 praveenkumar.mba@bharathuniv.ac.in 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 5571

2 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. 5572

3 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 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 5573

4 Arab Emirate s Pvt. Ltd, the Videocon group-promoted Datacom, and Bahrain s Batelco coowned 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. 5574

5 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 ing 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 5575

6 Valid Airtel Aircel Reliance Vodafone Idea Tata Indicom Docomo BSNL/MTNL More than one Frequency Percent Valid percent o Cumulative Percent TOTAL 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 5576

7 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. Cumulative Frequency Percent Valid percent Percent Valid Prepaid Postpaid 100 TOTAL 94% of the respondents use pre-paid services while only 6% of the respondents use post-paid services. 5577

8 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. Cumulative Frequency Percent Valid percent Percent Valid Rental Brand Value Network Coverage All of these TOTAL 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. Cumulative Frequency Percent Valid percent Percent 5578

9 Valid Less than one month month to 6 month month to 1 year More than 1year TOTAL % 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. Cumulative Frequency Percent Valid percent Percent Valid Advertisement Hoardings Newspaper Mouth publicity 100 TOTAL 5579

10 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 Rs 100 to Rs Rs 300 to Rs More than Rs 500 TOTAL 5580

11 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. Cumulative Frequency Percent Valid percent Percent Valid Call rates Network SMS Rates Value Added Services 100 TOTAL 5581

12 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. Cumulative Frequency Percent Valid percent Percent Valid Yes No TOTAL

13 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. 5583

14 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 Average Poor Good Network SMS Rates New schemes and offers Customer Care Recharge Outlets Call Rates Value Added Services 5584

15 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. 5585

16 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 REFERENCES: 1. Nimal, R.J.G.R., Hussain, J.H., Effect of deep cryogenic treatment on EN24 steel,, V-116, I-17, PP , Parameswari, D., Khanaa, V., Deploying lamport clocks and linked lists, International Journal of Pharmacy and Technology, V-8, I-3, PP , Parameswari, D., Khanaa, V., Case for massive multiplayer online role-playing games, International Journal of Pharmacy and Technology, V-8, I-3, PP , Parameswari, D., Khanaa, V., Deconstructing model checking with hueddot, International Journal of Pharmacy and Technology, V-8, I-3, PP , Parameswari, D., Khanaa, V., The effect of self-learning epistemologies on theory, International Journal of Pharmacy and Technology, V-8, I-3, PP , Pavithra, J., Peter, M., GowthamAashirwad, K., A study on business process in IT and systems through extranet,, V-116, I-19, PP , Pavithra, J., Ramamoorthy, R., Satyapira Das, S., A report on evaluating the effectiveness of working capital management in googolsoft technologies, Chennai, International Journal of Pure and Applied Mathematics, V-116, I-14, PP , Pavithra, J., Thooyamani, K.P., A cram on consumer behaviour on Mahindra two wheelers in Chennai,, V-116, I-18, PP-55-57,

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