There was a time when phone meant a landline handset lying in a corner of your house.Service,network were terms not heard of.Over the years the things have changed drastically and today we have dozens of new mobile players fighting for your personal handset .
Now the consumer is not restricted to just an Airtel or a Vodafone but he/she has choices.In recent past many new players have entered the market with a bang.
TATA Docomo,Aircel,Virgin,MTS entered the market in recent past (2008-2009) and gave a consumer the ‘choice’.The price wars started.1p/sec,1/2p/sec etc etc were terms used in daily conversations.
Now yet again a new player has entered the market named ‘Uninor’.
The new GSM service provider is the result of a joint venture of real estate major, Unitech and Norway-based Telenor Group.They have started their campaigns in Tamil Nadu, Kerala, Karnataka, Andhra Pradesh, Orissa, Bihar, Eastern and Western Uttar Pradesh.
For any new player to get noticed in the current Indian scenario is to market and position their brand well.They have to market it aggressively to get noticed in the telecom jungle.
With number portability just around the corner,brands and service would matter even more.
So what is Uninor doing ?
Are they going for the regular offensive strategy ? Is the price their talking point as Docomo did ?
“We chose to go beyond the immediate functionalities of prices, plans and schemes and offers. There’s something much bigger going on in India. An entire generation is breaking free and reaching out to get what it wants. We hope to be able to serve as a tool in their hands to do this,” explains David Meneghello, executive vice-president, marketing, Uninor.
“Our positioning statement, ‘Ab mera number hai’, is the voice of a young Indian who is restless to succeed; who knows that his or her time has come and it is now. We at Uninor believe that heroes need not necessarily be celebrities and stars. The real heroes are out there — succeeding every day in their own lives, making it on their own and wanting more. And these are the faces you see in our TVCs and on our billboards,” adds Meneghello.(source : Afaqs)
They have started with 15 sec teasers to introduce the brand with the tagline “Ab Mera Number Hai ”
I found 2 full TV commercials for it which set the Positioning straight.
Father and Son
Flatmates
Both ads have similar positioning and similar setup.Both ads are trying to connect to today’s successful ambitious youth.But they have kept getting a job as the base in both ads.But still the ads are fresh,realistic,connects well.
They are not shouting per sec billing,low sms charges etc etc etc,but yes they are important too because they are gonna get you the acquire the customers.
Their plans are different and not at per sec billing.You can check out their website here.They have less plan choices as of now.
Lets wait to see how does this new player backed by strong parentage fight the competition ?
What Say ?
Uninor-Ab Mera Number Hai !…
Now the consumer is not restricted to just an Airtel or a Vodafone but he/she has choices.In recent past many new players have entered the market with a bang. TATA Docomo,Aircel,Virgin,MTS entered the market in recent past (2008-2009) and gave a consum…
I have recently taken uninor and I can see the differenc.Uninor is very effective and as compared to one second pulse uninor is economical.also the value packs are very good for making ISD’s
Uninor’s launch products aren’t as attractive as DOCOMO’s.Their biggest value proposition – 29p/min, isn’t a trend setter either. But definitely they are gonna play the tariff game. They have deep pockets and they arent expecting a break-even for the next five years, meaning they are only gonna invest now and reap rewards later.
Yes I agree to it that DOCOMO’s plans were more attractive and it drove whole industry into a price war making india almost the cheapest in the world in telecom for customer.
But Uninor has tried to try diffrentiation very similar to Aircel when they came they also focussed on their special VAS especially internet with MSD as Brand Ambassador.
Lets see how Uninor turns out to be when its launched nationally soon.
Uninor-Ab Mera Number Hai !…
There was a time when phone meant a landline handset lying in a corner of you house.Service,network were terms not heard of.Over the years the things have changed drastically and today we have dozens of new mobile players fighting for your personal han…
its good that new players are entering the Indian Telecom space, better for us customers as we will be spoiled for choices. Currently i am using a Uninor connection, which is coming out to be much more economical than my previous connection. hopefully, uninor carries out the same pricing strategy in the future!
DOCOMO and MTS did set a new standard when they entered..but i have to give it to Uninor as they entered without setting foot in the tariff war and have already got 1.2 million subscribers just in the first month. amazing!
it is a really good connection in Pakistan its working as a name of Telenor
seems like uninor is getting it right with every step they take…firstly they entered with a no price war strategy, then launched by coloring cities in BLUE and now amazing tariffs! wat a start!
Telenor is the 6th largest telecom provider in the world, and this JV with Unitech will just boost the effectiveness of their telecom service in India under the brand name Uninor. good tariffs, great network, new and innovative advertising strategies, give Uninor an edge above others and also are the reason why Uninor has already got 12 lakh customers in its first month
I think telecom is now becoming a commodity and it becomes very hard to retain the brand prestige.
Btw, the name “Uninor” sounds too “foreign” for Indian market. To position it with connecting a telephone number with “success” is difficult in the long term, specially when you have brands like Airtel, Vodaphone already being used by the successful. In the beginning, brands like Uninor may be successful in differentiating them even by their brand identity and brand name; but later on they would become just another player…
I HAVE TAKEN THE UNINOR TODAY LET’S SEE HOW GUD IT IS. I HEARD LOT ABOUT UNINOR SERVICES IF REALLY IT IS GOOD THAN I’LL CHANGE MY NUMBER SURE.
i want to serch jobs through ab meranumber.com how to do this send mail.