Telenor rebranded itself in India in 2015 by acquiring Unitech Wireless and adopting the Telenor brand name. Telenor operates mobile telephony and wireless internet services in India through GSM technology. It has over 47 million subscribers and holds the 8th position in the Indian market. Telenor rebranded to differentiate itself from competitors and reassure customers following issues such as shutdowns of operations in some areas.

2.  Prepared by
 Rokonuzzaman
 B.B.A (pursuing)
 United International University,Bangladesh.
 Contact: rzaman563@gmail.com

3.  Brand Name: Telenor
India
 Type: Private
 Industry:
Telecommunications
 Ownership: 100%
stakes ownership
 Parent: Telenor Group,
Norway
 Services: Mobile telephony
& Wireless internet
 Type of technology:
GSM
 Founded: 2009
 Consumer Base: 47.55
millions
 Market Position: 8
th
in
India.

5.  2009- started joint venture with Unitech Group under the
brand name of Uninor
 2012- captured around 45.6 million customers within a short
time.( as of Q2)
 2012- in July, the company began to scale down its operations
from the low performing circles in order to properly
concentrate on top performing circles due to a cancellation
issue passed by supreme court of India.

6.  2013- shut down its operation in “A”, “B” and “C”
circles(Mumbai, Delhi and Kolkata) ordered by supreme
court because of failure to gain spectrum in the auction taken
place in November 2012.
 2015- On September 23, announced to rebrand itself as
Telenor buying a 100% stake of Unitech Wireless,a
subsidiary of Unitech group.

7.  Brand is the public face of a business ,whereas Rebranding is
the creation of a new look and feel for an established product
in order to differentiate the product from its competitors.
 In a broader sense, rebranding is:
 Changing perceptions without changing the business.
 Attracting new consumers.
 Creating newer customer base.
 Reassuring brand promise to customers.
 Re-promising by replacing the old ones.

8.  Hundreds of competitors are emerging and coming up with
sophisticated tactics and strategies to dominate the market. To
remain competitive in the market, sometimes it becomes
worthwhile to rebrand a company.
A company rebrands itself to:
 Change the name: Our name no longer fits who we are.
 Revitalize a brand: Our identity does not represent us any
longer.
 Revitalize a brand identity: Our identity is outdated.

9.  Merge two or more companies: We need a new brand to
represent the new company.
 Create an integrated system: Our visual materials do
not look the same.
 When internal teams lack clarity: Our employees lack
direction, engagement and purpose.
 Attract Talent: We are not hiring the right people.

10.  High speed internet service
 4G telephony service
 Modernizing the existing towers.
 Call drop compensation offer
 Customized product offers.

11.  At its peak, Telenor operated services in 13 telecom circles of
India. Winning fresh licenses in its 6 most successful circles,
today it operates in the following telecom regions/circles:
Current operations:
 Andhra Pradesh & Telangana
 Bihar & Jharkhand
 Gujarat
 Maharashtra & Goa
 Uttar Pradesh (East) & (West)

12. Discontinued operations:
 West Bengal (shut down services after midnight on 16
February 2013)
 Karnataka (gradually scaled down from July 2012)
 Kerala (gradually scaled down from July 2012)
 Kolkata (shut down services after midnight on 16
February 2013)
 Orissa (gradually scaled down from July 2012)
 Tamil Nadu (gradually scaled down from July 2012)
 Mumbai (shut down services after midnight on 16
February 2013)

13.  Streaming unlimited videos on DailyMotion and YouTube
from 11:00PM to 7:00AM charging Rs 2 to Rs 5.
 Free life insurance cover for its existing 47.55 million as well
as potential new customers across its six operating circles.

14.  Revised online exclusive plans
Revised Packs Details:
Old Packs New Packs
Pack(in Rs) Talktime(in Rs) Pack(inRs) Talktime (in Rs)
70 80 78 88
120 145 128 150
160 200 168 200
350 450 358 430
510 650 518 628

15.  Features of self care app:
 Recharge your account using your Credit Card.
 View recent payments made or check your main and bonus balance.
 View and subscribe to best offers.
 View or change bill preferences.

16.  View recent recharges and deductions.
 View current voice plan details, data plan details, and recent data usage
 Apply for itemised bills at minimal cost.
 Manage upto 5 Telenor numbers from a single app.
 Call customer care through a tap.
 Locate Telenor Stores.
 Activate or deactivate DND.

17.  Proactive Reasons:
 New Audience: Telenor wants to pull customers from the
rural areas with most inexpensive call rate and other
facilities. Therefore, it appears with a new look and
identity to surprise the customers.
 Relevancy: Due to shutdown of operations at Mumbai,
Delhi and Kolkata in 2013 and other problems, Telenor
realizes that its image and relevancy have been tarnished
a little bit. So it is necessary to rebrand itself to get back
to consumers’ attention.

18.  Reactive Reasons:
 Competitive Influences: Telenor is now in 8
th
position in the
telecom market of India. It needs a facelift to strengthen its
foothold in the highly competitive market.
 Negative Publicity: The 2G license controversy of Unitech
wireless has brought a negative publicity to the joint venture
of Uninor. Now it is high time to make a rebirth and turn over
a new leaf.

19. Market Position Name of the company Subscriber base
1st Bharti Airtel 229.5 million
2nd Vodafone India 183.8 million
3rd Idea Cellular 157.8 million
4th Reliance Communications 110.6 million
5th Bharat Sanchar Nigam
Limited (BSNL
93.6 million
6th Aircel 81.3 million
7th Tata Teleservices (TTL) 68 million
8th Telenor (Ex Uninor) 45.6 million
9th Sistema Shyam Teleservices
Ltd. (SSTL)
9 million
10th Mahanagar Telephone Nigam
Ltd. (MTNL)
7 million

20.  India is currently the second-largest telecommunication
market and has the third highest number of internet users in
the world

21. Strengths Weakness
 Relatively cheaper call rate
& SMS.
 Call drop compensation
 Dynamic pricing package
 Self care app for users of
India.
 4th position in revenue&
customer market share in
India
 Still 2G network, whereas
other competitors
approaching to 4G
technology
 No post-paid package
 Poor connectivity
 Slow internet speed
 Absence of operation in the
major circles e.g: Mumbai
Delhi etc

22. Opportunities Threats
 Enrolling free insurance
scheme for the customers.
 Network modernization
accompanied by Huawei
India.
 Promoting green branding by
installing environment friendly
equipment to reduce carbon
footprints
 Expansion of more networks
in the rural areas to increase
overall teledensity.
 Strong competitors like
Airtel, Vodafone, Reliance
etc.
 Negative publicity due to
2G controversy erstwhile
Uninor.
 Expansion of 4G services
by the competitors like
Airtel, Reliance etc.
 Absence of MNP service.

23.  Making publicity based on its strengths e.g: call drop
compensation.
 Launching advertisement cast by prominent celebrities.
 Adopting 4G LTE services without delay.
 Enriching value added service (VAS) e.g: money transfer,
utility bill payment etc.
 Introducing mobile banking solutions.
 To come up with more differentiation in service in addition to
Price differentiation( dynamic pricing)
 Expansion of more market circles throughout India.

24.  http://www.ibef.org/industry/telecommunications.aspx#sthash.
rvrslG8x.dpuf
 http://www.bgr.in/news/telenor-india-modernizes-2500-sites-
across-six-circles-to-upgrade-its-network/
 http://telecomtalk.info/here-are-telenors-revised-online-
exclusive-plans/144782/
 http://telecomtalk.info/telenor-to-expand-retail-
footprint/146084/
 http://www.mbaskool.com/fun-corner/top-brand-lists/13476-
top-10-telecom-companies-in-india-2015.html?limitstart=0

25.  http://economictimes.indiatimes.com/articleshow/49073304.c
ms?utm_source=contentofinterest&utm_medium=text&utm_c
ampaign=cppst
 http://telecomtalk.info/telenor-subscribers-base-asia/146962/
 http://www.thehindu.com/business/Industry/uninor-rebrands-
itself-as-telenor-in-india/article7681401.ece
 http://telecomtalk.info/indian-network-transformation-
drive-to-help-reduce-carbon-footprints-telenor/146741

26.  http://www.hindustantimes.com/business/uninor-to-turn-into-
telenor-india-this-month/story-yuYjlNZEmjU1t
 http://www.garrisoneverest.com/brand-development-2/the-7-
factors-for-rebranding/
 N.B: This slide report has been prepared based on secondary data and fulfilling
an educational purpose. The author is not liable to any harm or loss caused by
using the information provided in the report.

27.  If you read