A

Project Report
ON

MODERN SALES TRADE

COMPLETED AT

UNINOR
“ And Research Study On Go To Market
Survey For Blue Collar Customer Segment
”
Prepared By:

SAMEER SINGH

PGP ADBA J-29

( 2009-2011)

INDIRA INSTITUTE OF CARRIER STUDIES

WAKAD , PUNE

1
 Acknowledgement

I would like to acknowledge and extend my gratitude to the following

persons who have made the completion of this project possible:

First of all I would like to thank our Project Coordinator Prof. Mr. Vijay
Rao Sir for his great help. As he is being my Project Coordinator he provided me
very necessary and important guidance and support until the submission of my
project.

Secondly, I would like thank Chetan Wakalkar , Chairman of INDIRA

Group of Institute , and Pranav Vyas Sir, Director of IICS , to provide us such a
very exiting opportunity and for their good help to provide a better coordination
and control among all the activities related to completion of the project.

Again I would like to thank all the members of our Placement Cell to help
me and other students to get placed in good and reputed company for the Summer
Project.

I also thank to Mr. Rajat Agrawal , Sales Manager – UNINOR Pune Pvt.
Ltd., to provide me right kind of training and information helpful to my project. I
also thank all my Seniors and Friends to give me proper guidance and support for
preparing the Project.

Lastly, I would like to be very thankful to the whole Family of IICS for
their continuous effort in making the whole Project Activity very much learning
and Interesting.

2
 EXECUTIVE SUMMARY

My project topic is “ Modern Sales Trade .” done For Uninor

The topic covers:

1. Sales & Advertisement Sales Promotion .

2. Awareness about Uninor

3. What are the strengths and weakness of Uninor

4. Market Survey for Company Among The Blue Collar Worker

Segments

For the survey the total sample size was taken about 500
Blue Collar including

For the sample purpose a very simple questionnaire is

used. While preparing the questionnaire almost

all the attribute were considered which might have some

relevance to the

project.

the whole data analysis is based on the opinion and

suggestions of consumer and company officers as well.

3
 Table of Contents

1. Introduction
1.1 Explanation about the Topic in brief (i.e. Modern Sales Trade) ( 7 )
1.2 Reasons for selecting the Topic (15)
1.3 Importance of the Topic to the company (16)
1.4 My Work In Modern Sales Trade (17)
2. Organization Profile
2.1 Introduction of Company (19)
2.1.1 Formation of the company (25)
2.1.2 Scope of products and services (26)

2.1.3 Collaborations (32)

2.1.4 Head Office and Branches (40)
2.1.5 Key People in Organization (43)

3. Research objectives and Scope of Research project (45)

3.1 Problem definition (45)
3.2 Objectives of the Research project (47)
3.3 Data Collection Method (48)
3.4 Questionnaire (49)
3.5 Analysis Of Data And Recommendations (54)

4
 4 . Blue Wave Sales Promotion Program (69)
4.1 Introduction Blue Wave Promotion Program
(69)

4.2 Objective Of Blue Wave Promotion Program (71)

4.3 My Work In Blue Wave Promotion Program (72)

5 . Conclusion and Suggestions

6 . Limitations (75)

7 . Bibliography (77)

5
Chapter - 1
INTRODUCTION
6
 1.1 The Topic

Modern Sales Trade as opposed to traditional retail shops refers

to a full range of sale methods based on marketing techniques:
for instance in self-service shops you have no more sales
attendants behind a counter; now the customer can touch the
articles.

The more expensive goods will be ready at hand whereas you'll

have to bend to reach good with less added value for the store.A
few articles will be offered at rock bottom prices with much
publicity in order to attract as many customers as possible.

The display of goods is very important and needs an elaborate

know-how.

Usually the basic criteria is the size of the outlet:

 Hypermarkets are the biggest (over 2500 m2)

 Supermarkets come second

 Departmental Stores.

 Specialty Stores

 Smaller shops come then

7
The Role all these types of Retail Outlets in the Modern Sales
Trade is very Important because nowadays this is very big
mentality of 21st century people to do shopping from any of these
types Retail Outlets because these Retail Outlets Not only Provide
the Shopping to the end customer but also these Places provide
Customer much more than Traditional shopping like Foodding ,

Entertainment . and all these done through the help of Modern

Sales Trade . Modern Sales also helps Telecom Industry to sell
various types of Telecom product like Selling Mobile Phones ,
selling Other Mobile Accessories , Selling the Sim Cards to the
coming Customers in the Retail Stores .

Like Company had given me a store Called The Mobile Store In

PCMC Area For Selling the Company Product that was Selling of
New Connections to the Customers. For Attracting the Customer
we did the Effective Merchandising inside the Store as well as
outside the store . son that Customers can also see the Product
Information from the outside of the store and they can come into
the store for have an information.

In the Modern sales Trade of Selling the New Sim card to the end
User we Activate the Customer Sim Card on the store and Also
Recharged it at the same place so the Customer can’t feel
Uncomfortable .

We also did all the necessary work at the store level so the
customer will be happy with the Service of the Store . And He
Goes with a positive attitude.

8
But there is also another criteria, which is the organization of
the shop:

- All these cited above are self service, and you pay at the cash
counter at the exit of the outlet

- Other type of outlet is the department store, like Harrods in

London or Le in Paris. There, you are attended by sales persons,
and you pay in each department. This type of outlets were
invented in the 19th century, and I guess they do not belong to
'modern trade'.

Finally, another criteria to classify outlets is the goods they sell.

Hypermarkets usually sell everything (food and everything else)
as well as nowadays the sales of Mobile phones with New
Connection.

Trade in India is being organized. However the traditional trade

modes will co exist with the modern trading. Customer
satisfaction is the key. As the economy grows it empowers the
population to choose. Trading organizations which focus on
customer dynamics will survive and thrive.

ALONGSIDE the multitude flocking to empty their wallets in any

shopping mall, supermarket or hypermarket, there is another
queue of people lining up. Marketers of every hue and color —
banks, credit card companies, cars, airlines, you name it — are
trying to grab the opportunity to interact closely with their target
audience. Be it co-branding activities with retailers, the selling of
wall space within outlets, signage’s, end-of-aisle spaces, carry
bags, trolleys or even in-store TV — modern trade is acting as the

9
medium for brands to connect directly with consumers.

The increased focus on traditional trade and the resultant

marketing activity thereof comes as companies that even as the
modern trade brings opportunities for companies, it has also
brought the specter of monopoly and domination by the modern
trade closer home in India. Globally, many a manufacturers have
seen the balance of power shift from manufacturer to retailer as
modern trade has taken roots. A HLL distributor in Mumbai states
that modern trade is a threat more to HLL than us as no one can
match the retailers in terms of the personalized service that they
offer.

“Even as modern trade is getting more attention, there have

been times when they have indulged in undercutting, which has
put the companies in a very awkward position when they visit
us,” says a HLL distributor. Globally, while there is a
mushrooming of the modern trade and the traditional mom and
pop stores have either vanished or become franchisees of retail
chain, in India, the picture in the time ahead will be different.
According to a study conducted by AC Nielsen, by the year 2009,
the traditional stores will go up to 8.9 million, from 7.9 million in
2007. The report states that the urban stores will grow faster
than the rural stores and grocers and pan plus will exhibit high
growth in numbers. “They are stocking more product categories
than ever before and such stores can contribute close to 20 % of
the metro FMCG from the current 8 % in the time to come,” the
report adds. India, according to the AC Nielsen Asia Pacific retail
and shopper trends 2005 is one of the four countries which still
has over 6000 grocery stores per million of population. The other
countries are Sri Lanka, Philippines and Indonesia. In fact, even

10
in the South East Asia where the growth of modern trade is far
more mature than countries like India, 75 % of the urban
population continue to use the traditional trade regularly. “In a lot
of these countries, shoppers are using the traditional trade
frequently, at least once every other day, hence their continued
importance, particularly for impulse categories,” the report
states.
Thus the landscape is changing at a very rapid pace and
companies realize that they need to match up to the changing
tide. So new marketing strategies specific to each trade is the
norm of the day.

* The “changing of the guard” so to speak regarding the

bargaining power shifting in the favor of retailers as opposed
to manufacturers is also not surprising.

Simple economics of supply and demand dictates this. As

little as the manufacturers like it, they only continue to exist
if end users make purchasers. Those that control the
distribution channel and make the largest volumes of sale to
these end users will always have increasing bargaining
power. In Western countries such as USA, UK, Australia, etc
the purchasing power of the large retailer is far greater than
smaller traditional grocers / retailers or 1 shop business
owners unless the smaller retailers are part of a franchise or
buying group.

In these Western regions there are large retail chains that in

11
fact make the supplier pay for strategic shelf space and also
have to convince the large retailer that “their” product will
provide “Maximum return on investment” for the shelf
positioning and space provided. It is all about making as
much revenue and profit per square meter of shelf and store
space for larger retailers…bottom line!!!

A relative of mine who ran a number of small successful

retail outlets overcame this “bargaining power” of the large
retailers by forming a buying group which comprised several
smaller retailers of smaller chains of shops that were not
within a competitive geographical territory. This evened the
playing field somewhat between the large retailers and the
smaller independent shops.

What will be interesting is when larger retailers become more

prevalent in India, how will the smaller specialized retailers
will continue to compete successfully?

Buying groups seem like one of many logical first steps.

Competitive disadvantages that small retailers / grocers have

in comparison to large retailers are a very important issue
that needs consideration.

For example: a small retailer may sell basic grocery items

but not possess near the same range of product or store
12
space as a large retailer. As a result, the larger retailer may
be willing to sell products that are also stocked in the small
retailer / grocers store at a lower price margin to make
things difficult for the smaller retailer.

In order to compete, the smaller retailer drops their price

and is lured into being in a price war. Where the large
retailers have been able to out do the smaller retailers and
either eliminate them or buy them out is due to the larger
retailer knowing that by selling other product categories that
the smaller retailer does not stock, they can charge more
and obtain a higher profit margin for these products.

Next, if the smaller retailer attempts to stock these

additional items, they may not be able to due to exclusive
contracts or licensing agreements tied up between large
retailers and certain suppliers. Another challenge for the
small retailer is having to find greater store space to display
the increased range, which increases operating expenses.

Furthermore, in many cases, the larger retailer obtains a

much better leasing agreement on a price per square metre
for the store space than a small retailer due to the greater
store size of the larger retailers premises. This is another
competitive disadvantage for the smaller retailer to contend
with.

13
In order to continue to protect the smaller retailers / grocers,
it is in these areas and others the smaller retailers / grocers
need to be protected and mindful of before it becomes a
serious issue in the future.

“To match up with the changing tide”, many Western

businesses began to focus on a market niche. As the trend of
organized retail growth continues in India, it will be
interesting to see the number businesses specializing in
niches to also grow. When the industry grows, opportunity
seekers will look at capitalizing upon this, so why not
specialise?

For example: look at the legal profession in the services

sector. If you are in a business litigation dispute over a
patent, do you want a general lawyer representing you or
specialist patent litigation lawyer with a long-term track
record of success representing you? In short, to differentiate
oneself, companies and individuals will look to capitalize on
these niches because as the market grows, so will the
opportunities for small businesses or suppliers who choose to
"own a category".

14
 1.2 Reason for selecting the Topic

“Customer is a king of Market.”

There was a time years ago, whatever the seller produces,

he sells in the market and the customer has to buy the same. But
in the current scenario due to the keen competition in the
market, the situation has changed. Now seller has to produce
what customers want, to sustain in the market.

In the same way to sell the Product and Services directly to

the End Customers at the different types of stores because
customers comes with a mind to purchase other product and
services and selling them is a challenging Job . This is the reason
why this topic is given importance for selection.

Once marketer understands the mentality, thought process

and reaction for certain product, he can easily grab the market
share. Sales are largely bases on the Customers then the product
and services offered by the marketer. The Modern Sales Trade
helps in (1) Product Development and Improvement (2)
Launching of new Product (3) Deciding and targeting to particular
Market Segment (4) Estimating Advertisement and branding
Budget.

15
 Importance of the Topic to the company

There are mainly two important Assets for any marketing

company, i.e. customers and clients . Modern Sales Trade provide
an extra advantage to the company for selling the Product &
Services of the company directly to the End Customers and
Clients because in Modern Sales Trade Customers and Clients
comes with a mind to purchase the Product and Services but
With the help of Modern Sales Trade the sales Representative of
the Company attract the Customers through or with the help
Organise and on Arranged Manner.

It is also very important from the Company Prespective because

with help Modern Sales Trade the Compant Pramote its Brand in
the Market as well as Pramote its Brand in the Mind of the End
Customers and Clients

Company do the modern sales Trade basically in the Malls and

Speciality Stores like Mobile Store , Planet M , House of Laptops ,
Spice Cellucum Big Bazar etc .

16
 My Work In Modern Sales Trade

I was the Team Leader in the Modern Sales Trade . Company

Had Given me a Store Name The Mobile Store . I did Selling for
the Uninor at Mobile Store which is in PCMC . Under me their
were 5 other store which I take care during my selling . For 1
Month I did selling . And I Achieved My Selling Target.

The others thing which I did except Selling being the Team
Leader are :-

 Take Care Of Sales In the Store .

 Make Daily, Weekly , Monthly Sales Report .

 Take Care of Other Store Sales Report Under My Area.

 Make Other Stores Report .

 Make The Performance Report Of Every Sales Guy Store

wise.

 Convey The Message to all Communicators .

 Check The CAF , Submit The all CAF on Time.

 Solve Any Problem Occur in Store Related To Sales ,

Activation , any Issue.

 Check All Promoters and Sales People are Working or Not .

17
Chapter - 2
ORGANISATIONA
LPROFILE

18
 INTRODUCTION OF COMPANY

Uninor is a new mobile operator, with a localized approach to the

Indian market. We 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. Now we’re
bringing our services and innovation in communications to all of
India.

 Holds a pan-India UAS license to offer mobile telephony

services in each of India’s 22 circles

 Has also received spectrum to roll out these services in 21 of

the 22 circles

 Presently, Uninor services are available in the thirteen

telecom circles of UP West (including Uttaranchal), UP East,
Bihar (including Jharkhand), Orissa, Tamil Nadu, Karnataka,
Kerala , Andhra Pradesh, Maharashtra, Mumbai, West Bengal,
Kolkata and Gujarat

 Telenor Group has invested INR 6135.63 crores through new

shares to hold 67.25% equity in the company

The Telenor Group has proven itself to millions of customers

around the world over a long period of time. With over 150 years
of telecom experience, the group is now present in 14 countries
worldwide with 174 million mobile subscriptions as of Q4 2009
and over 40,000 employees across the globe. A dominant position
in markets most similar to India, means the group brings existing
competencies in distribution, targeted offerings, customer

19
lifecycle management and organization culture to our operations
in India.

As India’s second largest diversified real estate major with over

30 years of presence across locations nationwide, the Unitech
Group comes into this joint venture as a partner with decades of
consumer facing experience in the Indian market, bringing with it
deep insights into business as well as consumer marketing in the
diverse Indian market. The company also features in the National
Stock Exchange’s bell weather S&P CNX Nifty Index.
This unique partnership gives us the advantage of the most
extensive and the most relevant experience to rollout services in
India.

Uninor's strategy

Uninor is India's eighth nation-wide mobile operator, in a

competitive landscape of 13 nation-wide or regional mobile
operators. The company is targeting an 8 % pan-Indian
market share, and the opening of one million retail points
and breaking even on EBITDA within three years.It will
provide mobile communication and Value Added Servic.

In order to reduce time-to-market, Uninor will outsource

infrastructure and back-end services to partner organizations
with established core competencies.The operational model is
low-cost with a gradual network-build up, infrastructure
sharing, GSM equipment at competitive cost, full-scale IT-
outsourcing and a long term cost and capex efficiency.

20
Uninor will organise with headquarters just outside Delhi
(Gurgaon), and 11 regional hubs covering one or more of the
total of 22 telecom circles. Hub head offices are located in
the following cities:

 Kochi- Kerala Circle


 Chennai - Chennai, Tamil Nadu

 Bangalore - Karnataka Circle

 Hyderabad - Andhra Pradesh Circle

 Kolkata - Kolkata, West Bengal & Orissa Circle


 Delhi / Noida (NCR) - Delhi, Western Uttar Pradesh,

 Uttarakhand & Rajasthan Circle

 Patna - Bihar & Jharkhand Circle

 Mumbai - Mumbai, Maharashtra & Gujarat Circle

 Lucknow

 Guwahati

 Chandigarh

 Indore
21
 
 Ahmedabad

World Class IT And Network

Technology for us has always taken the role of an enabler. A

slingshot to our aims. A catalyst for change and growth.
We at Uninor bring with us world class network & IT
infrastructure which enables you with the best voice clarity and
quality mobile experience.

Our network is built upon the best and latest technology that
offers state-of-the-art speech and data quality and is supported
by the most modern systems and processes. And with the largest
network ever deployed, our network is our biggest strength.
Find out how strong our network is in your area:

To quickly launch mobile services only nine months after the

foundation of the new company, Uninor has entered into network
and base station service agreements with partners. Tower sharing
agreements are concluded with Wireless-TT Info Service Limited
and Quippo Telecom Infrastructure Limited. Telecommunications,
network and radio equipment is to be supplied by Alcatel-Lucent,
Huawei Technologies India, Nokia Siemens Networks and
Ericsson. The company's IT services and infrastructure is to be
shared with Wipro Technologies.

22
Uninor Promise

Company vision is simple, yet powerful. Company exist to help

you get the full benefit of communications services in your daily
lives. We’re here to help.

This means providing services that bring solutions to your

everyday endeavors and needs, enabling your future aspirations
to come even closer.

We are driven by this promise to you.

- A promise to keep things simple. A promise to listen and

respond. A promise to constantly innovate, motivate and support;
so you see change.

Change that takes you where you want to go.

23
Company’s Operated Circle

The uninor service is currently available in 13 circles out of

22 as of 7 June 2010:

1. Uttar Pardesh (West) and Uttrakhand

2. Uttar Pradesh (East)
3. Bihar and Jharkhand
4. Karnataka
5. Andhra Pradesh
6. Tamil Nadu
7. Kerala
8. Orissa
9. Kolkata
10. Rest Of Bengal
11. Gujarat
12. Mumbai
13. Maharashtra and Goa

24
 Formation of the company

The company Unitech Wireless was until 2009 a subsidiary of

Unitech Group, holding a wireless services licence for all 22
Indian telecom circles since 2008. In early 2009, Unitech
Group and Telenor agreed on a majority take-over by Telenor
of Unitech's wireless business, including Unitech Wireless'
national-wide mobile licence.

By March, May and November, Telenor acquired a 33%,

49% and 60% stake in Unitech Wireless, respectively. In
September, the mobile operation changed its name to
Uninor. On October 19 the Indian Cabinet Committee of
Economic Affairs (CCEA) announced that it has approved
Telenor's acquisition of up to 74% in Unitech Wireless, and
the shareholder's agreement sets a 67.25% Telenor
ownership in Uninor .

25
 Scope of Products and Services

Simple Tarriff Plan 24x7 Badalta Discount Plan

(DP)

The 24x7 changing discount plan is a first of its kind plan from
Uninor that gives us the unique benefit of changing discount rates
on calls, which keep changing depending on our locations and
time of the day.

And throughout, our mobile screens keep flashing these ever

changing discounts. the following are details of this tariff plan:

Cost of pack Rs. 48

Validity 365 Days
365 Days Rs. 10
Local Call (Uninor to Uninor 50 p/min (5% to 60% discount)
& Others)
STD 50 p / min
ISD Depend on Country
SMS Local & National 25p/ SMS
MMS Rs.5/- per event
My Uninor WAP/ Internet 10p/ 10kb

Rechage Table
26
 Recharge

Maximu Processin Servic Talk value (Rs)

m g fee (Rs) e tax
service (Rs)
charge
(Rs)

10 2 0.93 7.07

20 2 1.87 16.13

30 2 2.80 25.20

50 2 4.67 43.33

100 2 9.34 88.66

150 0 - 150.00

27
 First Recharge

First recharge bonus

Maximu Total talk value on first recharge (Rs)

m
service
charge
(Rs)

50 55.00

100 115.00

150 175.00

300 355.00

500 600.00

28
 Recharge Through other Sources

Recharges through bank ATMs/Internet

banking/Kiosks (at Uninor stores)

Maximu Processin Servic Talk value

m g fee (Rs) e tax (Rs)
service (Rs)
charge
(Rs)

100 0 0 100

200 0 0 200

300 0 0 300

29
 Value Packs

MyConnect 9 :- Free usage up to 60 MB and validity

for 3 days

MyConnect 90 :- Free usage up to 3 GB and validity

for 30 days

i gain – free talktime pack

Rs. 37 :-
Local calls Uninor to Uninor unlimited
Local calls Uninor to others @ 49p/min
STD @ 49p/min

i gain – free talktime pack

Rs. 38 :-
Local calls Uninor to Uninor 120000 seconds free;
Local calls Uninor to others @ 1 p/sec:
STD @ 1 p/sec

30
i gain – free talktime pack
Rs. 197

Local calls Uninor to Uninor unlimited

Local calls Uninor to others unlimited
STD @ 49p/min

i gain – free talktime pack

Rs. 198 :-
Local calls Uninor to Uninor 120000 seconds free;
Local calls Uninor to others 42000 seconds:
STD @ 1 p/sec

i gain 24 (National SMS pack)

75 free local/national SMS
All local/national SMS post free SMS at 11p/SMS

i gain 7
All on net local sms at 1p and Offnet/National SMS at 11p

i gain 13
100,000 free Local on-net SMS

i gain 16
1st 2 sms of the day to be charged at 50p
thereafter 100 local + national sms free/day.
50p/sms after free quota.

i gain 201
31
Rs180 Talk Value
Local Calls at 29p/min
STD Calls at 49p/min

Collaboration

Type Joint Venture

Industry Telecommunicati
ons
Founded 2009
Headquart Gurgaon, India
ers
Key people Stein-Erik
Vellan(CEO)
Sanjay Chabara
(Chairman)
Products Wireless
Telephony
Internet
Employees 2000
Parent Telenor (67.25
%) Unitech
(32.75 %)
32
 INTRODUCTION OF TELENOR

Telenor is the worlds Sixth Largest Telecom Service

Provider in the world . Company is based on Norway
Company operate its Services In Europe as well as in
Asia.

Presence Of Telenor Across The Globe

33
European Countries Where Company Operate Its
Services :-

 Norway
Telenor Norway

34
 Telenor Satellite Broadcasting

 Denmark

Telenor denmark

Sweden

Telenor sweden
Telenor Connexion

 Finland

Canal Digital

 Hungary
Telenor Hungary

 Montenegro
Telenor Montenegro

 Serbia
Telenor Serbia

 Ukraine
Kyivstar

 Russia

VimpelCom

35
Asian Countries Where Company Operate Its
Services :-

 Pakistan
Telenor Pakistan

 Bangladesh

Grameenphone

 Thailand
Dtac

 Malaysia
DiGi

 India
Uninor

INTRODUCTION OF UNITECH GROUP

India's leading Real Estate Developer

Established in 1972, Unitech today is India's leading real estate
company with projects across the country. Unitech is known for
the quality of its products and is the first real estate developer to
36
have been certified ISO 9001:2000 certificate in North India. The
Unitech brand is well recognized in India and was once again
conferred with the title of “Superbrand” by Superbrand India in
2010.

Unitech has the most diversified product mix comprising

Residential, Commercial/Information Technology (IT) Parks,
Retail, Hotel, Amusement Parks and Special Economic Zones
(SEZ).

The Company is also the recipient of the CW Architect and

Builders Award, 2008 for being one of India's Top Ten Builders.

Unitech has long partnered with Internationally acclaimed

architects and design consultants including SOM(USA), BDP(UK),
Maunsell AECOM(HK), MEA Systra(France), Callison Inc.(USA),
FORREC(Canada), SWA and HOK(USA) for various projects.

Unitech's clientele for commercial projects includes global leaders

such as Fidelity, McKinsey, Bank of America, Ford Motors, Nike,
EDS, Hewitt, Amdocs, Ernst & Young, Reebok, Keane, Seagrams,
Perfetti, Exxon Mobile and AT Kearney.

Unitech Ltd. and Norway Based Telenor Group (6th Largest Mobile
Communication Provider in the world) came together to build
UNINOR - a telecommunication service company and is providing
GSM services in 22 circles across India.

37
38
39
 Head offices & Branches Across India

Andhra Kerala Tamil Nadu

Pradesh

Unitech Wireless Unitech Wireless Unitech

(South) Pvt. (South) Pvt. Ltd. Wireless
Ltd. 3rd (Tamilnadu)
No: 1-10-39 to Floor,Vankaarath Pvt. Ltd.
44, 3rd floor , Towers, “TECCI Park”
Gumidelli NH Bypass, 7th floor, Plot
Commercial Palarivattom, No.285,
Complex, Kochi-682024 Old
Opp: Shoppers Mahabalipuram
Stop Road,
Begumpet Karapakkam,
Hyderabad- Sholinganallur
500016 Village,
Chennai-600
119

40
 Bihar (Incl. Karnataka Orissa
Jharkhand)

Unitech Wireless Unitech Unitech

(East) Pvt. Ltd. Wireless Wireless (East)
1st Floor, Vau's (South) Pvt. Pvt. Ltd.
Automobiles, Ltd. Siddharth
Ashiana Digha 11th floor, Arcade,
Road, Ashiana Canberra 1st -2nd -3rd
Crossing, Block,UB City, Floor,
Patna – 800014 Vittal Mallya Janapath Road,
Road, Unit – 9,
Bangalore - 560 Bhubaneswar
001 -751022

UP East UP West Mumbai

Unitech Wireless Unitech Unitech
(East) Pvt. Ltd. Wireless (North) Wireless
Hindustan Pvt. Ltd. (Mumbai) Pvt.
Times House Grande Ltd.
25, Ashok Marg, Pavillion, Sector Hallmark
Lucknow- 96 Business Plaza,
226001, Uttar Off Expressway Level 10,
Pradesh (Near Amity Opposite
Management Gurunanak
School) Noida – Hospital, Sant
201305, Uttar Dnyaneshwar
Pradesh Marg,
Bandra (E)
Mumbai-

41
 40051

Kolkata West Bengal Maharashtra

and Goa
Unitech Wireless Unitech Unitech
(Kolkata) Pvt. Wireless (East) Wireless (West)
Ltd. Pvt. Ltd. Pvt. Ltd.
11th Floor, 11th Floor, 5th floor, Cyber
South City South City City S4,
Pinnacle, Pinnacle, Magarpatta
Block EP, XI- 1, Block EP, XI- 1, City,
Sector –V, Sector –V, Hadapsar,
Salt Lake City, Salt Lake City, Pune – 13
Kolkata - 700 Kolkata - 700
091 091

Gujarat

Unitech Wireless (West) Pvt. Ltd.

306 Dev Arc Complex, Iskcon Circle,Near fun republic,
Ahmedabad – 380051, Gujarat

42
Key People In The Organization

Management bios

43
44
Research objectives and Scope of Research Project

Problem Definition :- GO TO MARKET SURVEY

In this survey we have collected data from 500 skilled workers,
we have collect such data from number of areas, for which we
have make a questionnaire, containing 10 question. go to market
as name suggest is all about go in the market and ask question to
the concern people. While doing survey we ask questions to know
about customer that what they want from a telecom service
provider, in that survey we found that which telecom service is
mostly used by a blue collar worker & which factor affect them for
using that particular service. That survey help me to know that
how much money they spend on a telecom service, & in future
they want to change their service or not, if they get a good
service provider

Blue collar worker totally focus on better network coverage and

cheaper call rates some blue collar worker want corporate plan in
that plan they told that we want free call in our group member
and cheaper call rate in other local and STD calls, and we find
that how much they satisfied from their present telecom service.
In that survey we find that blue collar worker want only clear
voice communication and clear Network .

And after doing the survey we find that among all those of 500
Hundred Blue Collar skilled workers nearly 30 to 35 % people told
that they are not satisfied with the service of

45
Telecom Companies because they activate so many services
automatically and balance from their account deducted , and
when they called to Customer Care then they don’t get the
sufficient response so from the Customer Care due to less
Literacy Knowledge or we can say education level

So finally we can say that our study on Blue Collar Workers was
to find out and have study about their satisfaction level towards
their Current Service Provider , Needs and other Expectation from
the Service Provider and their Problem Recognition.

46
 Objectives of the Research Project

 Objective of this project was to study about the Go to

market survey for Blue Collar Skilled worker.

 Secondary objective was to study the Market Research.

 Also to study the Relative position and Market Share of

Telecom service providers.

 Studying customer Need and Expectation from Telecom

Industry and Service Provider.

 The commencement of the project is based on the survey

and analysis of customer using telecom services.

 During the survey a total of 500 blue collar skill workers

were Surveyed. The selection of blue collar worker was done
after carefully analyzing the various aspects like competitor
product strategy.

47
 Data Collection Method

Primary Data:-
The primary data is gathered for specific purpose and is collected
by the researcher himself. It includes direct communication.

The research instrument used for collecting primary data for

Analysis was Questionnaire. We made sample of 10 questions
for collecting information from the Blue Collar Workers who are
the users of different Telecom Service Providers Keeping in mind
the education level of the respondents who were mainly
customers, the questionnaire was kept simple and precise so that
the respondents can give their answers very easily that they don’t
feel uncomfortable.

And after making the Questionnaire on the basis of Needs , Wants

, Expectations , Problems , Satisfaction level we Collected the
Primary data with Direct Communication and Direct Interview
through Survey Method. With the help of Survey Method .We
directly Communicated to all 500 Blue Collar Workers and
Collected the data from various different locations so that we can
found out the different types of samples so that we can make
analysis better and effective.

48
 Questionnaire

Q -1:- Who is your current service provider ?

 AIRTEL
 VODAFONE
 IDEA
 RELIANCE
 TATA
 AIRCEL
 BSNL
 VIRGIN

Q-2:- What is your average expense on Mobile Services on

monthly Basis?

UPTO 200

200 to 300

300 to 400

Above to 400

Q 3 :- What is the purpose of your Mobile Connection?

Personal Uses

Business Uses

Q 4 :- What is the most important factor’s you considered when

you choose have a Mobile Connection ?

Less Price
Good Promotion/Advertising
Better Customer Service
Better Network Coverage

49
 Other :-

Q 5 :-How much are you satisfied from your Telecom Service

Provider?
Satisfied
Unsatisfied
Neutral
Highly Satisfied
Highly Unsatisfied

Q 6 :-Do you want to change your Telecom Service Provider if

You have a Better Option of New Telecom Service Provider?

Yes
No

Q 7 :- which Mobile feature’s/Service’s you think is/are important

for you as according to your need ?

Multimedia messaging
Text messaging
Wap/ Internet Connection
Music files as Ring tone/Dialer Tone/Caller Tune/Hello Tunes
Clear Network
Clear Voice Communication

Q 8 :- What kind of Tariff Plan do you think is beneficial for you ?

Local Tariff Plan

STD Tariff Plan
ISD Tariff Plan
SMS Tariff Plan
Roaming Tariff Plan
Per Second Billing
No Tariff Plan

50
Q 9:-Do you use/want any other type of Value Added Service like

News Alerts
Jokes/Shayri
Share Market Updates
Devotional Messages
Call Conferencing
Radio Alerts
Astrology Services
Health Tips
Miss Call Alerts
Any others -----------

Q 10 :- Do you want Electronic Bill Payment through your Mobile

Connection ?

Yes
No

51
 EXECUTIVE SUMMARY

 Objective of this project was to study about the Go to

market survey for Blue Collar Skilled worker.

 Secondary objective was to study the Market Research.

 Also to study the Relative position and Market Share of

Telecom service providers.

 Studying customer Need and Expectation from Telecom

Industry and Service Provider.

 The commencement of the project is based on the survey

and analysis of customer using telecom services.

 During the survey a total of 500 blue collar skill workers

were Surveyed. The selection of blue collar worker was done
after carefully analyzing the various aspects like competitor
product strategy.

52
 ANALYSIS OF DATA

Q -1:- Who is your Current Service Provider?

 AIRTEL
 VODAFONE
 IDEA
 RELIANCE
 TATA DOCOMO + VIRGIN
 AIRCEL
 BSNL

Market Share of Companies in Blue Collar Segment

Airtel Vodafone Idea Reliance Tata + Virgin Aircel

16% 5% 2% 26%

18%
33%

Recommendation & Strategies:- In this segment Idea

rd
has 1/3 Market Share of just because of his Better Network
Coverage & Good Tariffs Plan and also Good Distribution & Retail
Network .

53
 So My Recommendation for the company is that Uninor
Should Tap all these three key Resulting areas

Good Network Coverage like Idea, Vodafone, Airtel have

Better Tariff plans than compare to Idea & Airtel, and must
be cheaper because this segment customer generally prefer
to Cheaper Call Rates & Cheaper Tariffs.

Good Distribution & Retail Channel because A Brand

becomes Powerful Brand when it have the Strong
distribution & Retail Channel , and Ultimately Distributor and
Retailer will be directly Attached to the End User and
Potential Customers . So its very important to have Strong
Distribution & Retail Channel.

And Target the Idea & Airtel Customers by providing Similar

And Cheaper Offers

54
 Q-2:- What is your Average Expenses on Monthly Recharge?
A) Up to 200 B) 200 to 300 C)300 to 400 D)500
to Above 500

Monthly Expenses of Mobile Usage

upto 500
25%

300 to 400
13% Upto to 200
43%

200 to 300
19%

Recommendation & Strategies:- Company have good option

here to generate good revenue because more than 50 %
customers in this segment have their Monthly Expense on Mobile
phone more than 200. So if Company can get good Market share
in this Blue Collar Segment then Company can Generate Good
Revenue like what Idea is Doing

And in that 25 % people have expense more than 500 Rs in

a Month so company have good option in this segment to earn
more revenue if the company get the good initial Market Share .

55
Q 3 :- What is the purpose of your Telecommunication Service
is?

 Personal Uses
 Business Uses
 Both

Reason of Using Mobile Facility

Personal use Business use Both

23%

15% 62%

Recommendation & Strategies:- Company Should Come up with

kind of plan which satisfies both Personal as well as Business
users , because there is a huge percentage of no of customers
who are using the mobile phone for the both the purposes. So a
single and Effective plan for both type customers can also

56
targets the individually other type of users (Personal as well as
Business use)

Q 4 :- What is the most important factor(s) you considered

when you choose a Telecom service provider?(Scale 1 is for
Most Important & Scale 5 is Least Important)

1 Cheaper Call Rates

2 Better Customer Service
3 Good Promotion/Advertising
4 Better Network Coverage
5 Friends & Family Influence

Factor's That Are Important While Choosing A Telecom Service

Provider

Other
8% Price
32%

Better Network Coverage

37%

Promotion/Advertising
10%
Customer Services
13%

57
Recommendation & Strategies:- Company can get the good
initial Market share if Company can come up with by Providing
Cheaper Call Rates & Better Network Coverage because these are
the two very important factors we get from the mobile users
when we ask to them

37 % people in this segment to whom we ask says they want

Better Network Coverage , 32 % people wants Cheaper Call
Rates & 13 % wants Better Customer Services . If Company
focuses on these three important factors then company can get
good initial market share because this Blue Collar Segment
Customers are generally Early users and Early Adopters for New
Services.

58
Q 5 :-How much satisfied are you from your current service
provider?

 Highly Unsatisfied
 Unsatisfied
 Neutral
 Satisfied
 Very Satisfied

Satisfaction Level of Mobile Users

very satisfied very unsatisfied

6% 2%
unsatisfied
26%

satisfied
48%

neutral
18%

Recommendation & Strategies:- Company have Very good

Option in this Blue Collar Segment because 32 % people directly
said that they are not satisfied with there current Service
Provider. Reason are - Busy Network , Not Better Customers
Service , Deducting Balance from their Prepaid Account , Not
Better Network Coverage.

59
If Company Ensures to solve all these four problems of customers
then Company can get good initial Market Share.

And Company can also convert those 18 % People who are

Neutral by Providing Better Offers than Compare to their current
Service Provider like Cheaper Call Rates , Better Network
Coverage , Better Customer Service .

60
Q 6:- Do you want to change your current service provider if a
new service provider comes with a good options?

 Yes
 No

Change The Service Provider

Yes No

47%

53%

Recommendation & Strategies:- 47 % People in the Blue Collar

Segment they directly told that they will Either Change or Have
another new Connection if a new company comes with better
offers.

When we ask this Question then 47 % people respond

with Positive word that they are ready to Accept A new Network
Service Provider.

61
Q 7 :- Which Mobile feature’s/Service’s do you think is/are
important to you ?

 Multimedia messaging
 Text messaging
 Wap/ Internet Connection
 Music files as Ring tone/Dialer Tone/Caller Tune/Hello
Tunes
 Conjetion Free Network
 Clear Voice Communication

Important Features & Services

multimedia Messaging
1%

Text Messaging
25%

Clear Voice Communication

43%
Wap/Internet Connection
1%
Music files as Ring tone
19%

Clear Network
10%

62
o Recommendation & Strategies:- 43 % people wants
Clear Communication with there Mobile Operator. That
can be done Through Better Network coverage

o 25 % people in the Blue Collar Segment wants wants

Text Messaging Service but at very lower Cost . So
Company Should Come with Better Message Plan to
Satisfy this 25 % People in Blue Collar Segment.

o 19 % People in this Blue collar Segment wants Music

files Download at Lower rates as well as Caller Tune /
Dialer Tone at a very lower Rate . So Company Should
Come up with free song selection for Dialer Tone/
Caller Tune and Charge should charge not more than
15 Rs

o 10 % People wants Clear Network Coverage and this

can be possible only when Company increase the No of
Tower. So Company Should increase the Number of
Towers.

63
Q 8 :- What kind of Tariffs Plan Suitable for you?

Local Tariff Plan

STD Tariff Plan
SMS Tariff Plan
Roaming Tariff Plan
Per Second Billing
No Tariff Plan

Types of Tarriff Plan Uses by Mobile Users

Per Second Billing No Tarriff Plan

12% 11% Local Tarriff Plan
40%

Roaming Tarriff Plan

1%
SMS Tarriff Plan
12%

STD Tarriff Plan

24%

64
Recommendation & Strategies:- 40 % people in this Blue Collar
Segment wants better Local Tariff Plan with lower Rates . So
Company Should Come up with Local Tariff Plan That can benefit
the Customers very effectively like company can come with a
local Tariff Plan that can Reduce the Local Call Rates in day and
also gives the Benefit of Reduce Night Call Rates with Current
Call Rates in Night.

24 % People In this Segment Blue Collar Segment wants better

STD Tariff Plan with lower Rates . So Company Should Come up
with STD Tariff Plan That can benefit the Customers very
effectively.

12 % People want Per second Billing Plan & 12 % People also

want SMS Tariff plan , so company should come with Good SMS
Pack
And 11 % People In this Blue Collar Segment doesn’t want any
type Tariff Plan

65
Q 9 :- Do you use/want any other services like

News Alerts
Jokes/Shayri
Share Market Updates
Devotional Messages
Call Conferencing
Radio Alerts
Astrology Services
Health Tips
Miss Call Alerts
Not Interested

Other Services

Jokes/Shayri
3%
Share Market Updates
0%
News Alert Call Conferencing
2% 0%
Astrology Services
0%
Miss Call Alerts
11%
No
83% Devotional
0%

66
Recommendation & Strategies:- In this segment of Blue Collar
People of Mobile users 83 % people do not want any type
services because they told that they just do Calling and Receiving
the Phone Calls . They do not have time to use other Services .

In this segment 11 % People wants Miss call alert facility on their

Phone at lower charges

67
Q 10 :- Do you want Electronic Bill Payment on your Phone ?

 Yes
 No

Electronic Bill Payment

500
450
400
350
300 Electronic Bill Payment
497
250
200
150
100
50
3
0
Yes No

Recommendation & Strategies:- In the Blue Collar segment of

people mobile users don`t want to pay electronic bill payment
only 0.4 % people want to pay E- bill payment & 99.6 % don`t
want to pay E-bill payment so company should not focus on
this facility .

68
 Blue Wave Sales Promotion Program
Introduction Of Blue Wave Promotion Program

Uninor’s launch in India is as Unique as the Brand itself. In

line with what the Brand Promise, Uninor launched a huge
countrywide on-ground Pramotion termed as the “Blue
Wave”.

In Blue Wave Promotion Program the Company Organized

various Activity on ground in the market to Promote its
Product into the minds of General Public and Make them
Aware about the Company Product

The Blue Wave is the Next level of Promotion Program of

the Uninor Launch , in the Blue wave Program Uninor has
divided the whole Pune Area into 20 Different Parts each
Part had been assigned to Team .

Every Team Consist of 40 Members in that their was Team

Leader who Guide and Lead the Team , For his assistance a
Super wiser was their in Team .

69
Every Team Consist of 10 Communicators who Knows About
the Product their Main Work was to talk to journal People
and solve the People Quarries

Every Team has 20 Promoters whose work was to go with

the Team , Sing the Slogan Of Company , Distribute the
Flags to Retailer , Distribute the Company Pamphlets and
Broachers to General Public

Every Team has 2 Dholwala in the Team for beating the

Dhol so that the General Public Attract and See the
Promotion .

70
 Objective Of Blue Wave Promotion Program

The Main focus of the Blue Wave Promotion Program is to make

the Uninor Brand should be their in the Mind of the General level
Public , Make them understand About the Uninor Product , Tell
them that Finally the Company has Launched its services with
Kind Fetures .

The Another Moto Behind the Blue Wave Promotion

Program is to Go in the market and Meet the Companies Official
Reatailors and Distributos and greet them . Tell them about the
Product that What Kind Features the Company Product have ,
what benefits Customers will get after getting their Activation ,
so that they can feel Comfortable if the customer Communicate to
them and they can respond the general Public questions

The Another Moto of the Blue wave Promotion Program

that Solve all the doubts of the General public , Respond All The
questions of the General Public , Respond the retailers Doubt
towards the product of the company

The Another Main Objective Blue Wave Promotion Program

is that Let Every Person Know About The Uninor so that Company
Launch of its Service Can be Successful .

71
 My Work in Blue Wave Promotion Program

My work in the Blue Wave is to make Blue Wave Promotion

Program very Successful for that Company Assigned me the Duty
of Team Leader , I was the team Leader of a Team Consist of 35
People . Company had Given me the Area called PCMC6 .

Under PCMC 6 , I had Covered Alandi , Bhosari , Nigadi ,

Chapekar Chauk to DY Patil University Road , Nasik Phata ares in
six days.

Every day I went into the field with my Team Members in 3

vehicles and meet them at a certain Point . and from their we
started our Promotion Program with the RSE Guys Who Guide us
to meet the Retailers.

The work Which I have Done as a Team Leader

 To Communicate ASM , RSE , QRT Team

 Talk To Retailer's , Distributors , General Public

 Communicate with Promoters and Communicator.

72
 Assign Duties and Responsibility to Team Members

 Check the Inventory Daily

 Arrange the Vehicles for Promoters and Communicators.

 Give Report to Office daily .

 Check The Work Is Going Better or not .

 Make the Performance Report of every Individual

Communicator.

 Provide them Lunch , Tea on Time .

Calculate the Total Meter Reading of all Vehicles

73
 LIMITATIONS OF PROZECT

Like every project, this project has also limitation, which

can be mentioned

as below:

 It was a tedious job to do the Selling without having any

type of Knowledge and Experience of sales.

Therefore a great care had been taken in Selling when I

was doing the sales.

 Research is a very slow and steady procedure as

things are to be

studied in details, so it need time, which was a

constraint as 15 days was a limited period.

 Financial constraint was big hazard. Financial assistance

was not provided by the company

 Secondary data is very useful in planning how to

obtain primary data.

But lack of the adequate secondary data offered some

limitations.

74
 Respondents were the only source of information and
they are of

peculiar nature. Because of suspicious nature of

respondents,

convincing them and making them feel comfortable was

a difficult task

so the data they gave cannot be relied upon very

much.

Despites the constraints, I have tried my best to

unveil the facts

from the market. Hope this project serves the needs of

the organization in the best possible way as the
limitation have been.

75
 BIBLIOGRAPHY

Books

 Marketing Research – G. C. Beri

 Research Methodology – C. R. Kothari
 Principles of Marketing – Philip Kotler

Websites:
 http://www.google.com
 http://en.wikipedia .org
 http://www.uninor.in
 Other Marketing research related sites.

76