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Uninor targets 8 per cent market share by 2018
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#1


In the success story of Indian economy in the recent past, the telecom sector plays an important role. Indeed, the sector has witnessed the biggest ever action in the last couple of years, and has grabbed attention from across the globe.

No wonder then, that within months of Tata Docomo entering the telecom space - which was already dominated by biggies such as Airtel, Vodafone, Reliance Communications, Tata Indicom and others - another player, Uninor, is set to make its debut. The GSM service provider is the result of a joint venture of real estate major, Unitech and Norway-based Telenor Group.

But how do these newcomers break into the highly competitive Indian telecom market and acquire customers? The trend suggests aggressive marketing as their mantra. If Docomo hit it right with the price card, Uninor is banking on its strong and unique positioning.

"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.

Uninor has set its sights on an 8 per cent market share by 2018. At the same time, it wants to be ready and responsive to its customers.



To achieve this, the brand aims to speak to the young, ambitious Indians in their own voice.

Uninor's recently launched brand campaign is a reflection of this thought process. The 360-degree campaign, launched in eight circles so far (Tamil Nadu, Kerala, Karnataka, Andhra Pradesh, Orissa, Bihar, Eastern and Western Uttar Pradesh), upholds the voice of the youth, proclaiming that their time has arrived. The campaign will be launched nationally soon.

"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.

About the cost of the campaign, he states, "We are in a market that is competitive and cluttered. Our spends will reflect the need to establish and position ourselves as a strong telecom brand in India."

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Uninor is moving fast in the mobile service field.
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