A Project Report On AN ANALYTICAL STUDY OF ADVERTISEMENT AND SALES PROMOTION ACTIVITIES OF UNINOR IN PUNE REGION At UNINOR PVT LTD

SUBMITTED TO UNIVERSITY OF PUNE FOR PARTIAL FULFILLMENT OF MASTER OF MARKETING MANAGMENT

BY NITIN JAIN MMM-C

UNDER THE GUIDANCE OF PROF. BALAJI KHUNE

SINHGAD BUSINESS SCHOOL KARVE ROAD, PUNE

(2010 2012)

DECLARATION

I, the undersigned, hereby declare that the Project Report entitled AN ANALYTICAL STUDY OF ADVERTISEMENT AND SALES PROMOTION ACTIVITIES OF UNINOR written and submitted by me to University of Pune, in the partial fulfilment of the requirement for the award of degree of Master of Marketing Management under the Guidance of Prof. BALAJI KHUNE . This is my original work and the conclusions drawn therein are based on the material collected by myself.

Place: Pune Date: / /

Nitin Jain (Research Student)

CERTIFICATE

This is to certify that project titled AN ANALYTICAL STUDY OF ADVERTISEMENT AND SALES PROMOTION ACTIVITIES OF UNINOR for UNINOR PVT LTD. is a bonafide work carried out by Nitin Jain 2nd year MMM student of Sinhgad Business School in partial fulfilment of MMM degree of university of Pune. He has worked under our guidance and direction.

Prof. Balaji khune Date: Place: Pune.

Prof. Nitin Jain Date: Place: Pune

ACKNOWLEDGEMENT

I take this opportunity as privilege to express my deep sense of gratitude to Prof. BALAJI KHUNE, SINHGAD BUSINESS SCHOOL, Pune for their continuous encouragement, invaluable guidance and help for completing the present research work. They have been a source of Inspiration to me and I am indebted to them for initiating me in the field of research.

I am deeply indebted to Prof. Balaji khune my project guide, without his help completion of the project was highly impossible. I take this opportunity as privilege to articulate my deep sense of gratefulness to Mr. ANUP BAROT for his encouragement and valuable guidance are gratefully acknowledged.

I would like to acknowledge all my family members & friends for their help and support. Lastly, I convey my gratitude to all those who or directly or indirectly related to this project and helped me to complete this project report.

Thanks and regards, Nitin Jain

CONTEXT OF THE TOPIC

CHAPTER NO. * 1 Executive Summary Introduction

PARTICULARS

PAGE NO.

1.1Context of the topic 1.2Need for the study 1.3Objective of the research 1.4Scope of the Project 1.5Limitation of the Project 2 Profile of the organisation 2.1Company Name and history 2.2Vision and Values 2.3Different Product and Services 2.4Marketing Strategies adopted by Uninor 2.5Promotional Strategies adopted by Uninor 2.6Target market segment 2.7Launching of Uninors scheme in different circles 3 Research Design and methodology 3.1Sampling design 3.2Source and method of data collection

3.3Methods of data analysis 3.4Introduction to Customer perception 4 5 Data Presentation, Analysis and Interpretation Findings and Suggestions 5.1Findings 5.2Suggestion 6 * * Conclusion Bibliography Annexure

EXECUTIVE SUMMARY

EXECUTIVE SUMMARY

The internship under gone by me in Uninor Pune is a part of the curriculum of MMM and was for a period of two months from 01-06-2011 to 31-07-2011. This research project was done at AN ANALYTICAL STUDY OF ADVERTISEMENT AND SALES PROMOTION ACTIVITIES OF UNINOR in Pune. Our survey conducted was customer survey. The main objective of this survey was to know the advertisement and sales promotion schemes and techniques used by Uninor in Pune market. Customers were being asked about the sales promotion schemes and whether they were satisfied by them. The entire study was carried out in

Swargate Shankersheth road Guruwar peth Shaniwar peth Bhavani peth Of Pune region

INTRODUCTION TO THE TOPIC

This project is made on the project title AN ANALYTICAL STUDY OF ADVERTISEMENT AND SALES PROMOTION ACTIVITIES OF UNINOR. The main aim of this research was to study the overall advertisements and sales promotion techniques used by Uninor. Nowadays, telecom industries in India are at a boom. Cut throat competition is being seen in the market between the companies. The objective of any marketing activity is to sell a product. For this, one must have the right product at the right price, available at the right time and place, through the right promotion commonly understood as the 4 Ps of marketing mix. If we take a look around to all the successful brands and ask the marketing managers the reason for success, they will invariably tell you that it is because the company has been able to get this mix right. If one were to examine these variables carefully one will realize that these are indeed ways of communicating with the consumer. A product talks to the consumer through its features, packaging and the promise of fulfilling a need .Its pricing tells the consumer whether it is affordable, value for money or premium. Its placement also communicates the values associated with the product. A premium store versus a discount store communicate very different message to the consumer .The promotion of the product also obviously communicates some message to consumer. In effect therefore, marketing is all about communication, whether through the product and its packaging, the pricing, the placement and the promotion. We would therefore like to use the term communication mix and highlight the importance of sales promotion in this report.

NEED OF THE STUDY

The purpose of this project is to know about the use of mobiles and the need of sales promotional activities and to know what are the promotional activities company follow to increase the sale. Now a days mobile service has become a necessary service. In field of marketing many kind of survey are conducted by Uninor time to time for promotion awareness. The information gathered through this research can be used by the company to improve its services and became more customers friendly. This can increase the goodwill of the company and its overall performance. Thus this study is aimed to provide the management with some knowledge about its status in market both in terms of Promotion and customer awareness. Market survey is an important vehicle for collecting the customers opinion and needs. It allows the company to quickly capture the market information; and depending on the method the company use it with minimal effort and expenses. The title of this project is AN ANALYTICAL STUDY OF ADVERTISEMENT AND SALES PROMOTION ACTIVITIES OF UNINOR

OBJECTIVE OF THE STUDY

PRIMARY RESEARCH OBJECTIVE:
To study and to understand the Advertisements and sales promotion schemes carried out by Uninor in Pune region.

SECONDARY RESEARCH OBJECTIVE:

To know the activities and facilities provided by company to satisfy customers. To study the strengths and weaknesses of the company. To know the expectations of customers while connecting with Uninor.

To improve companys competitive position and to better serve the needs of the

customers.

To get the proper feedback from the customers about the service provided by Uninor. To understand how marketing is carried out with the help of policies, plans, mediaadvertisement. To identify and analyze the level of customer satisfaction with regard to the price, plans, network and other services provided by the Uninor. And lastly what makes them to purchase the Uninor products. .

SCOPE OF THE STUDY

The Scope of the Research study would include the geographic & demographic region of Pune. This research targets customers who deal into UNINOR and the time period of the survey is from 1 /JUNE/2010 31/ JULY/ 2010. .

The analysis was done in Pune, covering the areas like Swargate, Raviwar peth, Dhanakwadi, etc giving a clear picture to the company regarding the Advertisements and sales promotions scheme adopted by Uninor which will help in expanding business in that region. Further it will help developing effective and Cost-efficient promotional tactics and campaigns. Moreover it will help in fine tuning between the customers and the company and will help the company to understand the perceived wants of the customers and their expectations from Uninor.

LIMITATION OF THE STUDY

Like every project, this project has also limitation, which can be mentioned As below:

As the company was newly launched, it was difficult to study the different

advertisements and sales promotion schemes. Stipend was thus provided by the company but it was less. Therefore financial constraint was a major hazard for me while performing the research.
Secondary data is very useful in planning how to obtain primary data.

But lack of the adequate secondary data offered some limitations.

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.

ORGANIZATIONAL PROFILE

INTRODUCTION
Uninor is a new mobile operator, with a localized approach to the Indian market. We combine the force of Indias second largest real estate company, Unites Ltd and Norwaybased Teleport, the 6th largest mobile communications group in the world. Now were 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 Indias 22 circles

Has also received spectrum to roll out these services in 21 of the 22 circles

Presently, Union 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

Teleport 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

Lifecycle management and organization culture to our operations in India.

As Indias 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 Exchanges 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 nationwide 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 Service. 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 lowcost with a gradual network-build up, infrastructure sharing, GSM equipment at competitive cost, full-scale IT-outsourcing and long term cost efficiency. Uninor will organize 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 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, Huawai Technologies India, Nokia Siemens Networks and Ericsson. The company's IT services and infrastructure is to be shared with Wipro Technologies.

Uninor Promise
Company vision is simple, yet powerful. Companies exist to help you get the full benefit of communications services in your daily lives. Were here to help. This means providing services that bring solutions to your everyday endeavours and needs, enabling your future aspirations to come even closer. We are driven by this promise to youA 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.

Companys Operated Circle

The uninor service is currently available in 13 circles out of 22 as of 7 June 2010:

1. Uttar Pradesh (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

VISION AND VALUES

We keep things simple. We make products and processes easy to understand, easy to use and easy to choose. We make things happen quickly, simply and openly so that you understand us better. We are creative and innovative We bring energy and fresh ideas to everything we do and we build motivated teams, encouraging everyone staff and customers to do more, to try more, and to be more. We're honest and straightforward. Were reliable and responsible. We do what we say. We take ownership. Were about actions, not words. Were about delivery, not over -promising. We deliver on time and to the very best quality. And in the unlikely event that things do go wrong you can rely on us to take responsibility and sort it out quickly and transparently.

We care about customers, communities and colleagues. We strive to know our customers and to understand their needs. We are thoughtful and considerate. We

listen and respond because we know loyalty has to be earned. Well listen to your needs and we will do our very best to answer them. Your opinions and your feedback are always valued they help us to create a better service. Our vision is simple, yet powerful. We exist to help you get the full benefit of communications services in your daily lives. Were 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. Hence, you can rely upon us.

DIFFERENT PRODUCT AND SERVICES

Simple Tariff Plan 24x7 Badalta Discount Plan (DP)

The 24x7 changing discount plans 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 Validity 365 Days Local Call (Uninor to Uninor & Others) STD ISD

Rs. 48 365 Days Rs. 10 50 p/min (5% to 60% discount) 50 p / min Depend on Country

SMS Local & National MMS My Uninor WAP/ Internet

25p/ SMS Rs.5/- per event 10p/ 10kb

Recharge Table:
Recharge

Maximum service charge (Rs) 10 20 30 50 100

Processing fee (Rs)

Service tax (Rs)

Talk value (Rs)

2 2 2 2 2

0.93 1.87 2.80 4.67 9.34

7.07 16.13 25.20 43.33 88.66

150

150.00

First Recharge:
First recharge bonus

Maximum service charge (Rs)

Total talk value on first recharge (Rs)

50 100 150 300 500

55.00 115.00 175.00 355.00 600.00

Recharge Through other Sources;

Recharges through bank ATMs/Internet banking/Kiosks (at Uninor stores)

Maximum service charge (Rs) 100

Processing fee (Rs)

Service tax (Rs)

Talk value (Rs)

100

200 300

0 0

0 0

200 300

Value Packs:
My Connect 9:- Free usage up to 60 MB and validity for 3 days My Connect 90:- Free usage up to 3 GB and validity for 30 days I gain free talk time pack Rs. 37:- Local calls Uninor to Uninor unlimited Local calls Uninor to others @ 49p/min STD @ 49p/min

I gain free talk time pack Rs. 38 :- Local calls Uninor to Uninor 120000 seconds free; Local calls Uninor to others @ 1 p/sec: STD @ 1 p/sec I gain free talk time pack Rs. 197 :- Local calls Uninor to Uninor unlimited Local calls Uninor to others unlimited STD @ 49p/min I gain free talk time 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 Off net/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 :Rs180 Talk Value Local Calls at 29p/min STD Calls at 49p/min

MARKETING STRATEGIES ADOPTED BY UNINOR

Uninor decided to design different marketing strategies for different circles depending on the strategies, employed by the competitors. While the company is focusing on its pricing strategies, its competitors in various sectors are concentrating on new service offerings and

value additions since the players almost immediately matched price reduction moves, companies had begun focusing on developing value-added offerings and schemes to expand their market and gain customer loyalty. Analysts remarked that the players were coming up with new schemes or value-additions almost every week to get the better of their competitors. By constantly keeping itself abreast with the moves of its competitors and launching various proactive/reactive schemes. Despite continual attacks from Vodafone, Reliance, Idea Cellular and Bsnl, Uninor received good high response in all circles during its launch in 2009 . It was reported that in Pune, 30-40% of customers seeking Uninor services were Vodafone and Airtel subscribers. In fact, it was becoming difficult for the company to activate cellular connections in Pune swiftly on account of the high rush in some cases; it took almost three days to activate a connection. Uninor has spent a considerable amount on advertising its mobile phone service. Besides print advertising, the company had put up large no of hoardings and kiosks in and around Pune. The objective behind designing a promotion campaign for the Uninor services is to promote the brand awareness and to build brand preferences. It is trying to set up a thematic campaign to build a strong brand equity. Since the cellular phone category itself is too restricted, also the fact that a Cellular phone is a high involvement product, price doesn't qualify as an effective differentiator. The image of the service provider counts a great deal. Given the Cell phone category, it is the network efficiency and the quality of service that becomes important. What now the buyer is looking at is to get the optimum priceperformance package. This also serves as an effective differentiator Brand awareness is spread through the' campaigns and brand preference through brand stature. Uninor's campaign in the capital began with a series of 'teaser' hoardings across the city,' bearing just the company's name and without explaining what Uninor was. Vans with Uninors logos roamed the city, handing out brochures about the company and its services to all consumers. About 20,000 direct callers were sent out. When the name was well entrenched in the Puneitess mind, the Uninor campaign began to focus on the utility of Cell phone. In the first four months alone Uninors advertisement spends exceeded Rs. 4 crores. As of today the awareness level is 60% unaided. Brand strength of a product or the health of a brand is measured by the percentage score of the brand on the above aided and the unaided tests. The figures show that Uninor is a healthy and a thriving brand. Every company has a goal, which might comprise a sales target and a

game plan with due regard to its competitor. Uninor's campaign strategy is designed keeping in mind its marketing strategy. The status of the product in terms of its life cycle has just reached the maturity stage in India. It is still on the rising part of the product life cycle curve in the maturity stage. Uninor, keeping in mind the importance of the customer retention, values its heavy users the most and constantly indulges in service innovation. But, since heavy users comprise only 15 20% of the population the other segment cannot be neglected. The population which has just realized the importance of cellular phones has to be roped in. It is for this reason that the service provider offers a plethora of incentives and discounts. The media channel is chosen with economy in mind. The target segment is not very concrete but, there is an attempt to focus on those who can afford. The print advertisements and hoarding are placed in those strategic areas which most likely to catch the attention of those who need a cellular phone. The product promise (which might cost different 1 higher) is an important variable in determining the target audience. Besides this, other promotional strategies that Uninor has adopted are:-

People who have booked Uninor services have been treated to exclusive premiers of blockbuster movies. There have been educational campaigns, image campaigns, pre launch advertisements, launch advertisements, congratulatory advertisements, promotional advertisements, attacking advertisements and tactical advertisements targeting specially youths.

PROMOTIONAL STRATEGY ADOPTED BY UNINOR

Uninor promoted its cellular service will go in for positioning of its brand image. The new brand ethos is portrayed in the tag line "Ab mera number hai", which underscores the leading theme for the new brand vision, which underscores a more caring, more customer centric organization. Aimed at re- engineering its image as just simply a cellular service provider to an all out information communications services provider, Ab mera number hai is meant to embrace the new generation of mobile communication services and the changing scope of customer needs and aspirations that come along with it The new communication is about a new dimension in the cellular category that goes beyond the Internet, SMS, roaming, IVRS, etc .The new campaign is in two phases - the first of which will communicate overall brand philosophy and the second products and services. Uninor will incorporate the latest branding in all of its communication and will soon be going in for an enhanced promotional drive to establish the brand's presence. Some of the sales promotion techniques adopted by Uninor are as follows: Good Advertising. Effective Incentive Policy. Good services. Wide & Deep Distribution System. Decorating Retailers shop by display board, dealers board etc. Posters. Banners. Canopies Hoardings

Consumer sales promotion schemes of Uninor

Consumer sales promotions encompass a variety of short-term promotional techniques designed to induce customers to respond in some way. The most popular consumer sales promotions are directly associated with product purchasing. These promotions are intended to enhance the value of a product purchase by either reducing the overall cost of the product (i.e., get same product but for less money) or by adding more benefit to the regular purchase price (i.e., get more for the money). While tying a promotion to an immediate purchase is a major use of consumer sales promotion, it is not the only one. As we noted above, promotion techniques can be used to achieve other objectives such as building brand loyalty or creating product awareness. Consequently, a marketers promotional toolbox contains a large variety of consumer. There are several possible tools that can be used for consumer promotions. Some of the more important ones are: Sampling Price-off Quality deals Banded offers In-product gift Out- product gift Coupons Consumer contests

Trade sales promotion schemes of Uninor

As note in the Promotion Decisions Tutorial, certain promotions can help push a product through the channel by encouraging channel members to purchase and also promote the product to their customers. For instance, a trade promotion aimed at retailers may encourage retailers to instruct their employees to promote a marketers brand over competitors offerings. With thousands of products competing for limited shelf space, spending on trade promotion is nearly equal that spent on consumer promotions. Many sales promotions aimed at building relationships with channel partners follow similar designs as those directed to consumers including promotional pricing, contests and free product. In addition to these, several other promotional approaches are specifically designed to appeal to trade partners. Techniques used in trade promotion On-consignment sales Dealer contests Dealer gifts Display contests Point of sale material Shop board painting Dealer discounts Trade fair participation Dealer meets Cooperative advertising

TARGET MARKET SEGMENT

Uninor has targeted the upper and lower middle class and upper lower class. The rationale behind it is that only those segments should be targeted who value time and have the paying

capacity. It is also planning to target the executives of corporate houses. The targeted customers are specially youths, working professionals and small businessmen. During the introduction stage there was intense pressure to get consumers across to hook up with their brand, because getting them to switch brand loyalty later would be hard So far Uninor marketers have been concentrating totally on the youths but now that the basic viable volumes has been built up and prices have declined to a certain extent they are planning to venture further.

POSITIONING:
The product is sought to be positioned as a business efficiency tool. a lifestyle revolution and a status symbol The emphasis is to remove misconception that the cell phone is an expensive means of communication and drive home the point that the cell phone is actually a day-to-day utility.

PRODUCT POLICY AND PLANNING:

The product or services the hearts of the marketing mix. Without a product or a service customers needs cannot be satisfied. The basic product promise by Uninor is mobility. Uninor's main marketing strategy is to be a first mover all the time. It has recognized the significance of making the first move-- because in the field of Communication & Information Technology changes occur at a tremendous pace. Effective product segmentation has to be carried on continuously because basic services can be and will be copied and in time become expected component of the product. Uninor seeks to carry out this segmentation through provision of new information services and making new facilities available. The product policy and planning depends on the stage of the product life cycle. At present the cellular phone market has reached the maturity stage. Since, the premium segment is nearing saturation the company targeting the upper and lower middle class. In order to do so Uninor is trying to optimize the price performance package by offering suitable "product bundling". This involves the selection of the suitable hardware (handset) and its software (its services.) with reasonable price in order to deliver maximum price performance to its customers. In

addition, it offers free Airtime services and other concessions to make the prices and thus the product more attractive. It has also opened a 24 hours customer service. Only price doesn't serve as an effective differentiator, value added services become the effective differentiator. The "Value Added Services" provided from Uninor are:-

Voice Mail service

This system is similar to the answering machine - if the user is not able to answer a call for some reason the caller can leave messages in the voice mail box which can be later retrieved by the user

Short Message Service

The short message service is like a two-way pager. It gives an option of sending and receiving text messages directly from one mobile phone to another without the intervention of an operator

Mobile Fax 1 Data Service

This service helps the subscriber to send and receive Faxes, access E-mail, download files from other systems and remotely log on to another computer and surf the Internet.

Cash Card
The cash card is a pre-paid and pre-activated card which allows the buyers to buy air time in advance. All it requires is the payment of an initial amount. This is a useful service for people who travel often and those who want to control the expenses on their calls.

Caller ID

Displays calling person's number.

Outgoing call restriction

To prevent or limit outgoing calls, for example, in peak hours. Also possible to exclude one or several countries or any geographical region, to permit only local calls, or to limit the outgoing calls to a listed number.

Call forward
Incoming calls can be forwarded to another fixed or mobile phone. Besides these some other services provided by Uninor are - Call conferencing and Call Broadcast. It is in the operators -Interest that they not only get many subscribers but also get them to use the mobile facility frequently. In the early stages getting increases to subscribe may be easier than getting them to talk since they will find it costlier to use the mobile phone as compared to a conventional phone.

Roaming Facility
Roaming facility is available while the subscriber is travelling. The billing is done in the home network (Pune). Roaming facility is available manually* as well as semiautomatically. Once a subscriber is in any other city or country, where a GSM network is available, simply insert the SIM card of the local operator into your handset and start talking.

Launching of Uninors scheme in different circles.

1. Uninor launches dynamic pricing on S.T.D Calls in U.P

Uninor today announced that it has extended its break through concept of Dynamic Pricing on STD calls which will now deliver mobile tariffs (Local/STD) at 20-48 p/min in UP East circle. This discount is not just applicable on local but STD calls too from Uninor to any operator. Dynamic Pricing puts customers in control of their own tariffs with the possibility of a better discount just a street corner away. Dynamic Pricing on STD calls is available on recharge of Rs. 28 with the validity of 90 days & Local calls are available on recharge of Rs. 48 with the validity of 1 year.

2. Uninor Launches The Recharge Dhamaka Offer in Bihar &

Jharkhand

Uninor today announced a unique and rewarding promotion offer for its GSM mobile service customers across Bihar & Jharkhand telecom circle that offers assured gifts on every prepaid recharge, irrespective of the amount. The Uninor customer can win a Bumper Prize of a Car along with weekly prizes of 6 Motorbikes, 8400 Trouser material and Daily Prizes of free Talk Time and Double Talktime. Customers recharging their Uninor SIMs with any amount, whether through e-load or paper, will be eligible to win prizes. Recharges above Rs. 30 will also be eligible for weekly prizes of Motorbikes and Trouser Material and the bumper prize of a brand new car. Winner in each category will be announced at the end of the promotion.

3. Uninor launches USSD scheme in Andhra pradesh:

Uninor a leading GSM service provider in Andhra Pradesh launched selfhelp services marking the essence of Independence celebrations. Now customers have the right to chose and can avail recharge vouchers from their very own cell phone. This is the first time a GSM service provider is launching such a customized value added service in Andhra Pradesh. To subscribe to a voucher, the customer would need to dial the USSD code {*222*7* (voucher MRP) #}. On dialling this, an amount equal to the voucher MRP would be deducted from the customers main balance and the voucher would be activated immediately. The customer can make use of the voucher benefits at once. Customers would get the message intimating activation of voucher.

4. Uninor launches 60% off on per second billing:

Uninor today announced that it will offer 60% discounts on a 1-paisa per second billing for both local and STD calls from Uninor to any operator in all telecom circles across India. With Uninors Dynamic Pricing plan now, a customer could enjoy an effective tariff as low as 0.40 paisa per second simply by crossing a street. Dynamic Pricing offers discounts that change with location and time. Every cell phone tower broadcasts a different discount. This discount is always visible on the screens of all mobile phones in that area. So discounts change as a customer moves from the coverage of one tower to the next. At the same location, the discount changes every hour. This means a better discount could be available at the next traffic signal or simply by crossing a street.

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

CONCEPT OF RESEARCH METHODOLOGY:It is a process of systematic and in depth study of search for a particular topic, subject/area of investigation which is backed up by collection, compilation, presentation and interpretation of data. Research is an art of scientific investigation. It is movement from known to unknown. Thus research is voyage of discovery.

PRIMARY DATA:The data which is collected directly from respondent is called primary data. The first hand information which has been collected by the researcher, agent /agency.The primary data are those which are collected fresh and for the first time and thus they happen to be in their original character.

SECONDARY DATA :The data which have already been collected, compiled and presented earlier by any agency may be used for the purpose of investigation such data can be called as secondary data. It consists of information that already exists somewhere have been collected for some purposes.

MAJOR TYPES OF DESIGNS:

There are various research designs and understanding of them will be facilitated by placing them under just 3 broader groups. There are 3 descriptive, experimental and quasiexperimental.

Descriptive designs have that name because they describe phenomena without establishing association between factors. The data may be the behavioural variable of the people who are under study and the situational variables that existing or are forthcoming.

Experimental designs are intended to demonstrate cause and affect relationships. If they can measure concomitant variation, the degree of change in one variable y, when the other variable x is changed, that is of greater benefit. Quasi-experimental designs as their name implies, lack the rigorous qualities of the real experiments, particularly a valid demonstration of variables association. Still, they are descriptive ones either, because they do yield some quantitative indicators of association between these variables.

SAMPLING DESIGN:Sampling is the selection of some part of aggregate or totality on the basis of which a judgment or inference about the aggregate or totality is made. SAMPLING UNIT:The sampling unit of the survey includes the customers visiting the store. SAMPLING SIZE:In the survey, a sample unit of 100 customers was taken. SAMPLING METHOD:In the survey, simple random sampling method was used for collection of primary data which administered a structured questionnaire and personal interview.

THEROTICAL BACKGROUND

INTRODUCTION TO SALES PROMOTION

Sales promotion describes promotional methods using special short-term techniques to persuade members of a target market to respond or undertake certain activity. As a reward, marketers offer something of value to those responding generally in the form of lower cost of ownership for a purchased product (e.g., lower purchase price, money back) or the inclusion of additional value-added material (e.g., something more for the same price). Sales promotions are often confused with advertising. For instance, a television

advertisement mentioning a contest awarding winners with a free trip to a Caribbean island may give the contest the appearance of advertising. While the delivery of the marketers message through television media is certainly labelled as advertising, what is contained in the message, namely the contest, is considered a sales promotion. The factors that distinguish between the two promotional approaches are:
1.

Whether the promotion involves a short-term value proposition (e.g., the offered for a limited period of time), and

contest is only 2.

The customer must perform some activity in order to be eligible to receive the

value proposition (e.g., customer must enter contest). The inclusion of a timing constraint and an activity requirement are hallmarks of sales promotion. Sales promotions are used by a wide range of organizations in both the consumer and business markets, though the frequency and spending levels are much greater for consumer products marketers. One estimate by the Promotion Marketing Association suggests that in the US alone spending on sales promotion exceeds that of advertising.

Advantages and Disadvantages of sales Promotion

Sales Promotion techniques yield results that many other marketing communication elements cannot achieve .For example it can turn around a sales trend in the short run ,help introduce a new product by encouraging consumer and retail acceptance ,reinforce message driven by other communication mix element ,etc.Some of the benefits of sale promotion : Sales promotion produces result by stimulating people to act to try, to buy, to buy more, or to buy more often. It can lead to trial, generate excitement, encourage rein peat purchase, attract switchers, etc. It is especially helpful in situations where there is extreme pressure to increase sales eg.at the end of the year when there are shortfalls in budgeted sales. It produces immediate results. While advertising or public relation act as an investment producing sales in the long run, sales promotion works during a definite span of time. Most of the sales come during the sale promotions period itself. Very often, if the promotion is successful, one can get results within hours, days or weeks. It can prevent competitor entry or offset competitor promotions and thus help maintain the brands current market share. Sales promotion techniques directed at channel members or sales force can gain channel support and involvement and help push the product. It helps in getting shelf space and merchandising benefits at the retail level, clearing off excess inventory, motivating sales people to find new contacts etc. Sales promotion is relatively easy to design and implement. It is possible to calculate costs effect on sales and sometimes even on competitor sales.

DISADVANTAGES OF SALES PROMOTION

Most sales promotion is used for short-term results. Any excessive use can shift the focus on short-term marketing planning that acts only at the behavioral level. Increasing sales promotion activities has led to clutter, leading companies to cut each other and thus eroding the bottom line.

DATA ANALYSIS AND INTERPRETATION

1.

Table showing the nature of plan purchased by the customer of UNINOR?

NO. OF RESPONDENTS PERCENTAGE

NATURE OF PLAN

PLAN 29

40

40

PLAN 49

30

30

PER SECOND BILLING

15

15

PLAN 99

15

15

TOTAL

100

100

INTERPRETATION:a) Out of 100 respondents, 40% people want to go for 29 plan. b) 30% of respondents want to go for 49 Plan.

c) 15% of respondents want to go for per second billing plan. d) 15% of respondents want to go for plan 99. 1.

How did you come to know about UNINOR?

NO. OF RESPONDENTS PERCENTAGE

OPTIONS

PRINT MEDIA

30

30

FRIENDS

15

15

BRAND IMAGE

13

13

ELECTRONIC MEDIA

42

42

TOTAL

100

100

INTERPRETATION:a) Maximum number of people come to know about the UNINOR through ELECTRONIC MEDIA i.e 42%. b) 30% of people come to know about the UNINOR through PRINT MEDIA. c) 15% of people come to know about the UNINOR through its FRIENDS. d) 13% of people come to know about the UNINOR through BRAND IMAGE.

2.

What mode of advertisement attracts you the most?

NO. OF RESPONDENTS PERCENTAGE

ADVERTISEMENT

TELEVISION

40

40

NEWSPAPERS

20

20

MAGAZINES

20

20

HOARDINGS

20

20

TOTAL

100

100

INTERPRETATION:a) Maximum number of people attracted through television i.e 40%.

b) 20% of people attracted through newspapers. c) 20% people attracted through magazines. d) 20% remaining are attracted through hoardings.

3.

Are you satisfied with the services provided by UNINOR?

NO. OF RESPONDENTS PERCENTAGE

OPTIONS

HIGHLY SATISFIED

40

40

SATISFIED

50

50

NOT SATISFIED

10

10

TOTAL

100

100

INTERPRETATION:a) Maximum number of people are highly satisfied with the customer service provided by UNINOR i.e 50%. b) 40% of people are satisfied with the customer service provided by UNINOR. c) 10% of people are not satisfied with the customer service provided by UNINOR.

4.

What made you to buy UNINOR sim cards?

NO. OF RESPONDENTS PERCENTAGE

OPTIONS

ATTRACTIVE TARIFF PACKS

62

62

NETWORK

26

26

OTHER SERVICES

12

12

TOTAL

100

100

INTERPRETATION:a)Maximum number of people are using UNINOR because of attractive tariff packs i.e
62%. b) 26% of people are using UNINOR because of network. c) 12% of people are using UNINOR because of other services.

6.

What are you looking forward to in any product?

OPTIONS

NO. OF RESPONDENTS

PERCENTAGE

LOW CALL RATES

35

35

FREE SMS SERVICE

35

35

FREE RINGTONES

OTHER SERVICES

25

25

TOTAL

100

100

INTERPRETATION:a) 35% of people are looking forward for low call rates.

b) 35% of people are looking forward for free sms. c) 25% of people are looking forward for other services. d) Remaining 5% are looking forward for free ringtones.

7.

What do you think is the most impressive about UNINOR?

OPTIONS

NO. OF RESPONDENTS

PERCENTAGE

EXTRA TALKTIME

35

35

INTERNET FACILITY

NETWORK COVERAGE

13

13

SMS FACILITY

30

30

OTHER SERVICES

15

15

TOTAL

100

100

INTERPRETATION:a) 35% of people are impressed by extra talktime.

b) 30% of people are impressed by sms facility. c) 15% of people are impressed by other services. d) 13% of people are impressed by network coverage. e) 7% of people are impressed by internet facility.
8.

Are you satisfied by the network of UNINOR?

OPTIONS

NO. OF RESPONDENTS

PERCENTAGE

HIGHLY SATISFIED

20

20

SATISFIED

30

30

NOT SATISFIED

50

50

TOTAL

100

100

INTERPRETATION:a) 20% of people are highly satisfied with the network of UNINOR.

b) 30% of people are satisfied with the network of UNINOR. c) 50% of people are not satisfied with the network f UNINOR.

9.

Performance of UNINOR sim as compared to others sim?

OPTIONS

NO. OF RESPONDENTS

PERCENTAGE

DELIGHTED

24

24

HIGHLY SATISFIED

34

34

SATISFIED

42

42

TOTAL

100

100

INTERPRETATION;a) According to the analysis,42% of people are not satisfied.

b) 34% of people are highly satisfied. c) 24% of people are delighted.

10.

Is UNINOR prepaid plan cost effective?

OPTIONS

NO. OF RESPONDENTS

PERCENTAGE

YES

80

80

NO

20

20

TOTAL

100

100

INTERPRETATION:a )80% of people said no.

b) 20% of people said yes.

11.

What other sim card you prefer other than UNINOR?

OPTIONS

NO. OF RESPONDENTS

PERCENTAGE

AIRTEL

35

35

RELIANCE

18

18

VODAFONE

34

34

BSNL

13

13

TOTAL

100

100

INTERPRETATION:a ) 35% of people are preferred AIRTEL other than UNINOR.

b) 34% of people preferred VODAFONE other than UNINOR. c) 18% of people preferred RELIANCE other than UNINOR. d) Remaining 12% preferred BSNL other than UNINOR.

12. How will you grade UNINOR sim card with comparison to other sim cards?

OPTIONS

NO. OF RESPONDENTS

PERCENTAGE

EXCELLENT

21

21

GOOD

38

38

AVERAGE

31

31

BAD

10

10

TOTAL

100

100

INTERPRETATION:a) 38% of people said that UNINOR was excellent as compared to other sim.

b) 31% of people said that UNINOR was good as compared to other sim. c) 21% of people said that UNINOR was average as compared to other sim. d) 10% of people said that UNINOR was bad as compared to other sim.

13.What kind of promotional activities would be preferred by you along with the product?

PROMOTIONAL ACTIVITEIS

NO. OF RESPONDENTS

PERCENTAGE

FREE SIM CARDS

EXTRA TALKTIME

48

48

DISCOUNT PLANS

25

25

FREE SMS

20

20

TOTAL

100

100

INTERPRETATION:a) 7% of people preferred free sim cards. b) 48% of people preferred extra talktime. c) 25% of people preferred discount plans. d) 20% of people preferred free sms.

FINDINGS AND SUGGESTION

FINDINGS
Uninor launches every month a new first recharge scheme for its Customers. Now Uninor is going to launched new first recharge scheme which is going to prove beneficial for Customers.

Earlier a starting pack of 29 rs was launched but it failed to attract Customers which resulted in launching of a new 49 rs pack. . When the pack of rs 49 was launched in the market, it faced some problem at the initial stage because competitors were providing the same plan at a low cost. Some customers were facing problem in the activation of their sim cards which took around 3 days to get started.

In the initial stage some customers were facing network issues in some part of the city. Many customers reported that their sim cards were not working because they failed to submit their documents on the prior date.

After sales service plays essential part. More than 10% customers have complaints regarding the after sales service of Uninor. But a number of customers have reported it excellent and very good. Some customers reported that they could not get recharge vouchers on time as they were out of stock.

SUGGESTION

The customer rate quality of the service as good and hence Uninor should maintain the quality in services and should make improvements in this feature. Some customers are planning to discontinue because after sales service is not good. Though it is a small percentage, the company should focus on these to keep the brand image in the minds of people. If any complaints are registered by the customers in call centres, it should be resolved as soon as possible to maintain healthy relationship with the customers. Many dissatisfied customers ask for more information about their current plan and also to change their plans. So this dissatisfaction may be because of providing wrong plan which did not meet customers need. Company should focus on this matter. Customers are not aware properly about different plans, so company should take initiative to explain their different plans better. Uninor should make necessary change in its FRC plan. For ex. Company should divide talk time in two parts i.e {50% at the time of activation and 50% after 15 days}. Uninor should concentrate more on the advertisement and sales promotion techniques as compared to its competitors. Uninor should open their own company owned stores as compared to Airtel, Vodafone, and Reliance communications. Uninor should segment their market properly.

And finally, emphasis should be given on voice clarity, hidden cost should be removed, and should launch post paid schemes for its customers.

CONCLUSION

CONCLUSION

Everything in this world is made to utilize properly but it should be reach at the proper person or to the proper utilized areas. Otherwise the value added to those things became in vein. Thus promotion role plays a very important role in achieving the objectives of a company. Un doubtly, value utility is created by the manufacture of product or service but time and place utilities are created by marketing role. The various finding and befitting recommendation have been made to increase the market share of each product of Uninor thereby increasing the market share of Uninor as a whole. Various facts and data have been enclosed for better perusal and various graphs have been provided for better comprehension. Sales Promotion techniques yield results that many other marketing communication elements cannot achieve. Sales promotion that is used in with the overall long-turn communication strategy of the brand is said to use strategically. A promotion should not be used for the sole purpose of altering sales in the short run . Sales promotion is used as a very strategic tool to introduce a new product. Although advertising plays a large role towards creating awareness and attitude information, sales promotion used to make new product launch easier and more effective.

BIBLIOGRAPHY

BIBLIOGRAPHY

BOOKS & LITREATURE Philip Kotler - Marketing Management (11th edition) Printed in 2005 Kevin Keller & Philip Kotler - Marketing Management(12th edition) Printed in 2006 C R Kothari Research Methodology.

1.

2.

3.

WEBSITES
1. www.uninor.in 2. www.google.com

3. www.telecommunication.com

ANNEXURE

ANNEXURE

General question:1. NAME:2. AGE:-

3. OCCUPATION:4. Table showing the nature of plan purchased by the customer of UNINOR? a) Plan 29 b) Plan49 c) Per second billing d) Plan99 5. How did u come to know about UNINOR? a) Brand image b) Friends c) Electronic media d) Print media 6. What mode of advertisement attracts you the most? a) Television b) Newspapers c) Magazines

d) Hoardings 7. Are you satisfied with the customer service provided by UNINOR? a) Highly satisfied b) Satisfied c) Dissatisfied 8. What made you to buy Uninor simcard? a) Attractive tariff plans b) Network c) Others 9. Are you satisfied by the network of the UNINOR? a) Highly satisfied b) Satisfied c) Not satisfied 10. What other sim card you prefer other than UNINOR? a) Airtel b) Reliance c) Vodafone d) Tata Indicom

11. What kind of promotional activities would be preferred by you along along with the product? a) Free sim cards b) Extra talktime c) Discount plans d) Free sms 12. What are you looking forward to in any product? a) Low call rates b) Free sms c) Free ringtones d) Other services 13. What do you think is the most impressive about UNINOR? a) Extra talktime b) Internet facility c) Network coverage d) SMS facility e) Discount plans 14. Is UNINOR prepaid plan cost-effectiveness? a) Yes b) No

15. Performance of UNINOR sim? a) Delighted b) Highly satisfied c) Satisfied 16. Any specific area of dissatisfaction you would like to Mentioned which you like us to look into improve upon:-------------------------------------------------------------------------------------17. Any suggestion you would like to give for the Improvement? -------------------------------------------------------------------------------------18. What is your feedback about UNINOR product? ---------------------------------------------------------------------------------------