Uninor is an Indian mobile operator jointly owned by Telenor and Unitech. It launched in 2009 and operates in 8 of India's 22 circles. The presentation summarizes Uninor's marketing strategy using the 4 P's: it offers prepaid GSM and CDMA services at competitive prices, promotes through TV ads featuring real people, and places through its retail network. Uninor aims to gain 8% market share by 2018 by targeting 80 million customers, especially youth, and hopes to break even within 3-5 years through a nationwide rollout and credible market presence. It leverages strengths like its ownership and outsourcing model while needing to address weaknesses such as its late entry and lack of postpaid options

1. Marketing presentation
on
Uninor

2. Introduction
• Join venture between Telenor(67.25%) and Unitech
Group (32.75%)
• Started Mobile Services in India in December 2009
focusing on the GSM technology.
• India’s 8th nation-wide mobile operator operating in 8
out of 22 telecom circles in the country.

3. Area of
operation

4. 4 P’s of marketing
• Product- Prepaid CDMA and GSM mobile services in 8 circles
out of 22 circles in India.
• Price- Smart Tariff Plan
Talk longer@29p/min
Callmore@29p/min
• Promotion- Slogan-‘Ab mera number hai’
Brand Ambassador-Young, Energetic, Ambitious
youth.
• Place- 8 circles of 22 Indian telecom circles- in cities like
Mumbai, Delhi, Kolkata, Chennai, Hyderabad, Bangalore, Kochi,
Noida, Greater Noida, Agra, Lucknow, Varanasi, Gurgaon and
Ghaziabad.

5. Promotion
Product Promotion
• Creative strategy- Informational with Positive appeal ‘Pride’
• Slogan-‘Ab mera number hai’
• Advertising in Hindi, Kannada, English and many more Indian
regional languages.
• The series of televisions ads (by creative agency Leo Burnett)
show ‘young people in real-life situations’ rather than models or
celebrities.
• Even the outdoor campaign show young, ambitious, real people
looking for challenges, wanting to make things happen.
• The company has around 2 lakh retail points across the country,
including rural areas, apart from 50 company-owned stories.
• Innovational promotion in small towns.

6. Promotion
Institutional Promotion
• For brand empowerment, it is working an online initiative with
social media.
• Brand Philosophy- Empower People.
Media Mix
• Print and Broadcast ads
• Motion Pictures
• Brochure and booklets
• Posters
• Billboards
• POP displays
• Logos

7. Targeting
• The company is targeting for 8% market share in India by 2018.
• The country will have over 1.2 billion customers by 2018 as
against 540 million now.
• Thus Uninor is targeting for 80 million customers by 2018.
• Break-even in 3 years.
• Positive operating cash flow within 5 years in India.
• Targeting youth as well as all the ambitious people.
• Selective specialization targeting strategy
• First priority is to roll out across the country; a credible market
share can be built only after that. They hope to launch across
the entire country by the end of the year.

8. Value proposition
• Maximize the enabling effect of mobile
telecommunications.
• Promote safer products and service.
• Make responsible business practices part of
everything Uninor does.
• Various value packs for ISD users- USA/CANADA,
Singapore/Malaysia, Gulf packs.
• Simple tariff plans which are easily understandable
• Quick responses through circle heads.

9. Strengths
• Join venture between world’s 6th largest telecom company and
India’s 2nd largest real estate company.
• Least capital investment as various services are outsources.
• Least number of employees.
• Decentralized management structure.
• Simple prepaid plan in which a local call is priced at 29 paisa a
minute.
• The more you talk, the lower the price gets.
• Different segmentation strategy as compared to competitors.
• Use of real young people in promotion instead of any role
model.
• Innovative promotional strategy.

10. Weakness
• It has still not launched postpaid schemes.
• Late entrant in the market.
• Too much outsourcing may go against the health of the
company.

11. Opportunities
• With rising individual saving rate with 9% growth rate, and
expected increase in market size by 500 million in 2010(almost
double), the company has great opportunities.
• Approximately 10-15 million mobile connections are being
added every month. The national mobile tele-density is about 39
per hundred, Urban areas-75(in Mumbai), but Rural areas-13.
• Micro segmentation strategy in rural markets adopted by the
company.
• Falling handset prices and tariff rates.
• Increasing network distribution.

12. Opportunities
• Cell phone ownership
Total- 51%
Male- 56%
Female- 44%
Youth(16-19 years)- 64%
• Amount spent on mobile per month (average)-
Boys- Rs. 125 (71% of pocket money)
Girls- Rs. 106 (62% of pocket money)
• New mantra of youth – Kapda Ipod and Cellphone

13. Threats
• Competitors like Airtel, Reliance, BSNL,
Vodafone
• Extensive Government regulations through
TRAI as regards introduction of new services.
• Bloodbath in the market due to price war.

14. BCG Analysis
Relative market share

15. Ansoff matrix

16. Porter’s Five Forces Model