ASSESMENT OF MARKETING CHANNEL OF

UNINOR AND RELAINCE COMMUNICATION

 Introduction

·Joint 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.
·Testing of network in the circles of Kolkata and Rest of Bengal
is going on and services will be launched by March 2010.
·Hub Head Offices at Delhi, Kochi, Chennai, Bangalore,
Hyderabad, Kolkata, Patna, Mumbai, Lucknow, Guwahati,
Chandigarh, Indore
Area of operation of Uninor
 UNINOR
Distributors Location – Kuber Complex, Varanasi
Retail store - Ganesh bagh, Piplani, katra, Kabir
Chauraha, Maidagin Road, Varanasi
Contact person - Dharam Raj Mishra
Mob - 9125200094
Store manager – Name not disclosed
Feedback – they are at the moment focusing more on
creating customer base and capturing more customer and
there plan changing scheme is very successful
 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
Talklonger@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.
• Can the target market be located and
reached with cost-effective media and
trade channels?
Ans- As Uninor has appointed over 1,000
distributors and is present in over 300,000
points of sale and outsourced infrastructural
services, it can reach target market along with
being cost-effective.
• From Distribution Perspective:
They are claiming that customer are highly
satisfied because of the different time
discount offer.
From Customer Perspective:
They are getting confused and unaware about the
discount that company provides to them.
Their discount offer varies with the time:
e.g.
At 5:00 PM offer is 15% discount
@ 7: 00 PM offer is 25%
Reliance
 Distribution Structure: They go for Intensive Distribution Structure;

Company Distributer retailer consumer

Co. Office : Mahmurganj

No of distributers in Varanasi – 12

Source:Relaince mini store lanka, Varanasi

 Distributers objective
To achieve sales target (stores and retail outlets)
To reach and cover every possible customer
To find out which type of schemes retailers
prefer and why
Example: differential incentive

To explore cost cutting opportunities

Assessment mechanism of distribution
structure
 Reliance Communication:
• marketing strategy has made millions of
Indians happy, they got the best mobile
• tariffs in the world-local call costs at 15
paise/minute, and STD call at 40
paise/minute
 Reliance Communication
• Distributor:

• Customer Perspective:
Problem in the Network
Conjection; cross connection