Telecommunications In Uganda
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Telecommunications in Uganda
Abhi & Apu Communications Group
“Reach Out and Feel”
Date of Commencement of the Company 15th April, 2008
Date of Launch of the Product 15th January, 2009 By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Organizational Structure Managing Directors
Managers
Staff
Staff
Staff
Staff
Managing Directors Apurva Jha and Abhishek Vishwakarma
Managers Priyanka Chadda, Abhinav Nawathe, Hoshang Chathurvedi
Staffs Ravi Raj, Santosh Kelkar, Rapheal D’Souza, Mukund Kelkar
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Head Office AA Communications Group, A.K. Vihar, Near Santa Maria Church, Santacruz, Mumbai, Maharashtra, INDIA, Pin 400 023.
www.aacommunications.com
Office in Uganda AA Communications Group, Near Kampala Hoima Bus Stop, Allen Road, Kampala, AFRICA, Pin 312 807. www.aacommunications.kampala.com
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Country for Product Launch Uganda
Map of Africa
Satellite Location of Our Ugandan Office
Map of Uganda
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Vision of the Company Present Uganda
Future Uganda
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Mission of the Company “To get the vision successful the Abhi & Apu Communications Group will connect the world with the people of Uganda who are still living in a Third Galaxy away from the world’s best things. Along with the telecommunications AAC Group will also try to eradicate the Unawareness, Unemployment and improve the standard of the living of the people.”
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Abhi &Apu Communications Group Office in Uganda
Picture taken on the date of Inauguration of the AAC Group Office in Kampala, Uganda
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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First Telephone Pole Erection
Workers Carrying the Tools and Equipments for the first Telephone Pole Erection on a hill Near Kampala
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Market Research ¾ Background ¾ Buying Behavior ¾ Culture ¾ Demographic Statistics ¾ Economy ¾ Political Scenario ¾ Competition ¾ Legal Issues ¾ Location ¾ Percentage of Privatization ¾ Literacy ¾ Social Awareness ¾ Languages in Influence ¾ Racial Superiority ¾ Level of Employment ¾ Market Structure ¾ Main Source of Income ¾ Sports Inclination
Market Research in Details ¾ Background Uganda occupies an area of 236, 040 square kilometers and lies along the equator in the eastern part of Africa. Neighboring countries are Sudan in the north, Kenya in the east, Tanzania in the south, and Rwanda in the southwest, and Democratic Republic of Congo in the west.
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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It is the cradle of the river Nile, a river that runs for over 6000 miles through the Sudan and Egypt to the Mediterranean Sea. A country of 25 million people (Uganda census, 2002), Uganda gained independence from Britain in October 1962. The people identify with one of about eighteen ethnic groups and learn corresponding ethnic varieties as first language or mother tongue. English is the official language while other widely spoken languages are Luganda and other Bantu languages, Swahili, and Nilotic languages. With the imposition of European colonialism in Uganda, like in many other countries in Africa, Asia and the Americas came the imposition of European languages as official languages of the colonies. After attaining political independence, however, Uganda retained the language of the former colonial power as the official language.
¾ Buying Behavior Perceptions and attitudes of among people in Uganda govern their buying behavior to a very large extent. People are price sensitive and prefer buying goods available at the local market or open air market. The influence from the social groups is much lesser than the people of other countries as the economic means of Ugandan citizens is meager. Due to this impulsive buying strategy is missing among Ugandans and they prefer to buy the product as and when they avail of means.
¾ Culture By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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The culture of Uganda is made up of a diverse range of ethnic groups. Lake Kyoga forms the northern boundary for the Bantu-speaking peoples, who dominate much of east, central and southern Africa. In Uganda they include the Baganda and several other tribes. In the north live the Lango and the Acholi, who speak Nilotic languages. To the east are the Iteso and Karamojong, who speak a Nilotic language. A few Pygmies live isolated in the rainforests of western Uganda. Culture and traditions are also expressed through a wide range of arts and Crafts made from wood ,Papyrus reeds and local materials . These include black smithimplements ,beaded Jewellery, wood carvings and batiks.
Folk Dance of Uganda
¾ Demographic Statistics Although generally equatorial, the climate is not uniform as the altitude modifies the climate. Southern Uganda is wetter with rain generally spread
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throughout the year. At Entebbe on the northern shore of Lake Victoria, most rain falls from March to June and the November/December period. Further to the north a dry season gradually emerges; at Gulu about 120km from the Sudanese border, November to February is much drier than the rest of the year. The north eastern Karamoja region has the driest climate and is prone to droughts in some years. Ruwenzori in the south west on the border with Congo (DRC) receives heavy rain all year round. The south of the country is heavily influenced by one of the world's biggest lakes, Lake Victoria, which contains many islands. It prevents temperatures from varying significantly and increases cloudiness and rainfall. Uganda is home to many different ethnic groups, none of whom form a majority of the population. Around forty different languages are regularly and currently in use in the country. English became the official language of Uganda after independence. The most widely spoken local language in Uganda is Luganda spoken predominantly in the urban concentrations of Kampala, the capital city, and in towns and localities in the Buganda region of Uganda which encompasses Kampala. The Lusoga and Runyankore languages follow, spoken predominantly in the south-eastern & south-western parts of Uganda respectively. Uganda has a very young population, with a median age of 15 years.
¾ Economy Economy Uganda has substantial natural resources, including fertile soils, regular rainfall, and sizable mineral deposits of copper and cobalt. The country has largely untapped reserves of both crude oil and natural gas. Agriculture is the most important sector of the economy, employing over 80% of the work force, with By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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coffee accounting for the bulk of export revenues. Since 1986, the government (with the support of foreign countries and international agencies) has acted to rehabilitate an economy decimated during the regime of Idi Amin and subsequent civil war. During 1990 - 2001, the economy grew because of continued investment in the rehabilitation of infrastructure, improved incentives for production and exports, reduced inflation, gradually improved domestic security, and the return of exiled Indian-Ugandan entrepreneurs between 1990 and 2001. Ongoing Ugandan involvement in the war in the Democratic Republic of the Congo, corruption within the government, and slippage in the government's determination to press reforms raise doubts about the continuation of strong growth. In 2000, Uganda qualified for the enhanced Heavily Indebted Poor Countries (HIPC) debt relief initiative worth $1.3 billion and Paris Club debt relief worth $145 million. These amounts combined with the original HIPC debt relief added up to about $2 billion. Growth for 2001 - 2002 was solid despite continued decline in the price of coffee, Uganda's principal export. According to IMF statistics, in 2004 Uganda's GDP per-capita reached $300, a much higher level than in the Eighties but still at half of Sub-Saharan African average income of 600 dollars per year. Total GDP crossed the 8 billion dollar mark in the same year. With the Uganda securities exchange established in 1996, several equities have been listed. The Government has used the stock market as an avenue for privatisation. All Government treasury issues are listed on the securities exchange. The Capital Markets Authority has licensed 18 brokers, asset managers and investment advisors including names like African Alliance, AIG Investments, Renaissance Capital and SIMMS. As one of the ways of increasing formal By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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domestic savings, Pension sector reform is the centre of attention (2007). Uganda is part of the East African Community and a potential member of the planned East African Federation.
¾ Political Scenario Government of Uganda encourages privatization of sectors. Stock exchange of Uganda too has been privatized. Political scene of Uganda is unstable and unorganized. Elections are not carried out appropriately and due to the diverse language, votes are given to people who can speak the voters language. This way the politicians exploit the public for their personal benefits.
¾ Competition Telecommunication percentage in Uganda is 17% of the total population. This is so because of the lack of affordability of the population and most of the telecommunication companies have not been successful in fulfilling the peoples genuine needs. Though Africa is one of the world most rapidly growing market for telecommunication, Uganda still has some of the lowest penetration rates in the market sector.
¾ Legal Issues Even though the government of Uganda has been taking privatization seriously, the Government fails to provide incentives to the business which set up there. There is dispute regarding stock market which has been privatized. Also, the market provides a great opportunity for various products which the government fails to exploit due to its internal mismanagement.
¾ Location for the Product Launch The product was launched in Kampala By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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The City spread to Nakasero Hill where the administrative centre and the wealthiest residential area is. There is also Tank Hill, where there is a water tank. Mulago Hill is the site of Mulago Hospital, which is the largest hospital in Uganda. Makerere Hill, where Makerere University is situated. The city is now rapidly expanding along both sides of the Makindye Hill and Konge Hill. Makindye Division incorporating Kibuli, Tank Hill and Makindye now has 300,000 residents. Medical provision in this part of town, being more recently developed, is limited. Hospitals include Kibuli Hospital, St Francis Nsambya and the International Hospital (IHK). Philanthropic health services are provided by Hope Clinic Lukuli situated between Makindye/ Konge and Tank Hills. Suburbs include Kololo in the East on Kololo Hill the highest hill, home to the Uganda Museum; Namirembe; Kibuli; Kabalagala; Rubaga; Ntinda; Najjera; Kisassi; Nateete; Kireka; Namugongo; Najjanakumbi among others.
The aerial view of Kampala Streets
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¾ Literacy Uganda has been referred to as the Pearl of Africa, and you only have to take a look at its emerald hills, snow capped mountains, misty forests and deep, crystal clear lakes, to see why. Uganda has substantial natural
resources,
including
fertile soils, regular rainfall, and sizable
mineral
deposits
of
copper and cobalt. Agriculture is the most important sector of the economy, employing over 80% of the work force, with coffee accounting for the bulk of export revenues. Since 1986, the government (with the support of foreign countries and international agencies) has acted to rehabilitate an economy decimated during the regime of Idi Amin and subsequent civil war.
¾ Social Awareness Gender inequality in Uganda, women’s rights have been violated, for example in some communities women are not given the chance to participate in political issues, most are denied education and some have been sexually abused even in their own homes etc. It was recommended that; Women should become activists and stand up to fight for their rights. They should have a representative in the UN body so that their ideas are dealt with directly. They should be encouraged to get involved in all levels of decision making so that they can push government to implement their activities. NGOS such as UWONET should be set up to fight for women rights. By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Information gap As the saying goes “where there is no information there are rumours and therefore suspension” The right to information is important because it creates a democratic society. Without information, one can’t process what he wants and can’t go beyond what he/she sees. It determines purchasing power and one’s worth. If information is the currency to one’s destiny then everyone has the right to information. Confidential documents in Africa exist which is not the case in the library of congress. Recommendation we should know that the right to know is a requirement for freedom of thought and expression therefore information should be accessed freely. Access to information is a basic human right. Librarians should be activists to see that information is accessible to the general public at the time when they need it. Librarians should ensure that information is disseminated to all levels of the community. Food Sovereignty and Land in Uganda Most of the struggles are similar country wide. Agriculture is a way of life and land is the only inheritance that we own and if commercialized, then the rights of the peasants to feed themselves are denied. People pushing for commercialization are in the business and have no concern for the poor who have no money. The argument that commercialization will lead to economic development is not true because many examples of those countries who have undertaken those reforms such as South Korea and Taiwan have developed much faster, are not valid generally. Poverty is growing fast and the situation of the poor people is deteriorating. Peasants should have their land to become self-reliant. If the farmers have access to good framework conditions, like affordable credits, good seeds, agricultural research and other agricultural inputs, access to marketing facilities and if not overtaxed by the government their yield per hectare can be higher. Let’s unite and fight together to stop commercialization of the land. Let’s participate in the information network exchange information and invite people to participate Let’s disseminate information and publications on the struggle for food By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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sovereignty and land Assist peasant movements in Uganda Let’s internationalize our movement so as to achieve the goal for the fight for land and food production in order to turn women and men peasants into real subjects of the economic, social and political development of society. Let’s empower them so that we can produce healthy food for all, free from genetic manipulation. Poverty Uganda has got the problem of poverty that is affecting the entire country and yet the standards of living are high this has led to poor living standards. Poverty in Uganda is usually due to unemployment. Recommendations World Bank claim to be striving to achieve a world free of poverty, this will remain but a pipe dream. Hence, the civil society will continue working together till these debts are cancelled. Creating employment for people so that they can earn income Strengthening sectors like Agriculture that most people depend on to earn a living. Human Rights and Dignity Human right is the search for dignity, people who live in poverty have no experience of dignity. Poverty is therefore a violation of human rights. There are frameworks in the forum of UN instruments and various regional and local chapters which bind governments to steer towards the realization of human dignity. Activists need not only remind governments on this obligation but should go the extra mile to demand governments to respect their obligation towards a realization of human dignity for their citizens and the community as a whole. Not only governments violate the rights of citizens, in Uganda multinational corporations who are more powerful than governments often encourage the government to pass policies which violate the rights of citizens. Recommendations: We need a world where everyone is economically pro-active, a world where everyone is socially inclusive and a world of unity and cultural diversity. The community should be sensitized about human rights. Strengthening By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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institutions like Human Rights Commission so that they can emforce laws to protect human rights. Setting up and enforcing law on human rights abuses. Corruption in Uganda corruption has become one of the most pressing injustices committed. This is usually committed by top government officials making it difficult for the local person to complain and even if they did no measures where enforced. Recommendation setting and enforcing laws against corruption like leadership code sensitizing the public on acts of corruption.
¾ Languages in Influence Nineteen Bantu languages are spoken in central and southern Uganda, the bulk of them of the Nyoro-Ganda subfamily. Ganda is the largest in number of speakers, over three million. It is also widespread as a second language. Other relatively widespread Bantu languages include Soga, Runyankore, its close relative Chiga, Masaba, Nyoro (the language of the ancient Bunyoro kingdom), Tooro, Kenyi (closely related to Soga), Konjo, and Gwere, Nyole and Luyia (about 250,000 each). Kinyarwanda is spoken by about 500,000 Ugandans, mainly in Kisoro district. There are also several smaller languages such as Amba, Gungu, Ruli, and Talinga-Bwisi (all less than 70,000 speakers). As a reflection of the arbitrarily drawn borders during the Scramble for Africa, many languages along the border of Uganda, especially the smaller Bantu languages in the Uganda-Congo borderland, extend into neighbouring countries. In most of the Bantu speaking areas of Uganda, dialect continua are very common. For example, people around Mbarara in Ankole District speak Runyankore and people from Fort Portal in Toro District speak Rutooro — but in the area between those towns one will find villages where most of the people speak a dialect which is best characterized as intermediate between Runyankore and Rutooro. By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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In recognition of the closeness of four of these languages - Runyankore, Rutooro, Chiga, and Nyoro - and in order to facilitate work in them such as teaching, a standardized version called "Runyakitara" was developed around 1990. Of Nilo-Saharan, the Eastern Sudanic branch is well represented by several Nilotic languages, eastern as well as western. Eastern Nilotic languages include Karamojong of Eastern Uganda, the Bari languages in the extreme northwestern corner), and Teso south of Lake Kyoga. Alur, Acholi, Lango, Adhola and Kumam of eastern Uganda are Western Nilotic Luo languages. Some southern Nilotic Kalenjin languages are spoken along the border with Kenya, including Pokot and the Elgon languages near Kupsabiny. The eastern Ugandan Kuliak languages Ik and Soo are also members of the Eastern Sudanic branch. Lugbara, Aringa, Ma’di and Ndo of northeastern Uganda are languages of the Central Sudanic branch of Nilo-Saharan.
¾ Racial Superiority Yes, there’s a heavy percentage of “Racial Superiority” in the deep interiors of Uganda with the tribes of the same. They are not allowed for any social events. Neither, they are considered for any public involvement. There are incidents `recorded where they are being even kicked off from few jungles. They are used for the extent only as a ‘Slaves’.
¾ Level of Employment There are no reports or statistics on the employment situation of persons with disabilities in Uganda. According to the 1991 population census, persons with disabilities represented some 10% of the population, and some 5.8% had a
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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serious need of rehabilitation services. Most common disabilites were moving, seeing and hearing difficulties. Approximately 500,000 people in Uganda have movement disabilities. Of these, 1% (200,000) are so severely affected that they require assistive devices to overcome their disability. The major causes of movements disabilities include:
Polio
Amputation due to land mines, road traffic accidents and infection of bones
Cerebral Palsy
Birth Injuries.
About 1%-2 % (200,000 – 400,000) Ugandans have significant hearing impairment. The leading causes of hearing impairment include:
Infectious diseases such as measles, meningitis and chronic otitis media (infection of the middle ear).
Excessive noise
Drugs that damage hearing (ototoxic drugs) such as quinine and streptomycin.
An estimated 0.5%-0.8% (160,000 people) of all Ugandans are visually impaired. The leading causes of visual impairment include:
Cataract; or a milky covering on the pupil of the eye.
Muscular lesions; wounds or scars on the outer part of the eye
Glaucoma; high pressure of the eye ball.
Trauma; eye injury.
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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¾ Market Structure The proposed design for a pilot market information service targeted at small-scale farmers, traders and processors in Uganda complies with the government's recommendation for such a service and the CTA's market information service model. Details of the design are based on the findings of the Preliminary Study for this project, completed in November 1999, and meetings with a full range of stakeholders. The International Institute of Tropical Agriculture's original concept of a pilot project, providing market information for actors in the maize market in a single district of Uganda, has been expanded.
Ugandan open air market
The proposed design now includes two minor components providing information on the market in beans to a number of comparatively well organised farmers in Rakai and Masaka Districts and on the market for cassava to farmers' groups in Gulu District. The pilot project will be fully integrated with IITA's existing macroinformation service which collects and processes market information for the use of
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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government and development agencies to assist their work in providing food security, monitoring the economy and improving agricultural performance.
¾ Main Source of Income Main Source of Income of people of Uganda is agriculture. Maize, sugar case and sweet potato are cultivate throughout the year. Apart from agriculture, fishing too is carried out in a big way. The income generated from business is gradually growing in Uganda, however, the main source of income remain to be from agriculture.
These ladies are selling huge sweet potatoes at the market.
Due to the prevailing poverty in the country, child labor is also common which does generate income in the households, however, as in the other countries around the world, this is also seen as a social evil and needs to be curbed.
¾ Culture and Sport Due to the large number of ethnic communities, culture within Uganda is diverse. Many Asians (mostly from Kottar-Nagercoil, India) who were expelled during the regime of Amin have returned to Uganda. The people of Uganda eat a variety of food which ranges from vegetables to cats. Cricket has experienced massive rapid growth and is the most popular sport in Uganda. Recently in the Quadrangular Tournament in Kenya, Uganda came in By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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as the underdogs and went on to register a historic win against arch rivals Kenya. Uganda also won the World Cricket League Division 3 and came fourth place in the World Cricket League Division
Products to be Launched Wireless Cell Phone, Landline Telephones
Product Attributes Voice mail, call waiting/holding, and call forwarding will be some of the features included in both Cell phones as well as in the Landlines. Some also have other added features like your first incoming minute free. The main thing we focus on is to seewhat fits into the customerslife style best and also too be sure when and if the features expire. Areas to concentrate on
Size
Looks
Ergonomics
Robustness
Screen size
Mode
Battery type
Display
Included functions
Special features
Price
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Battery type Li-ion (lithium ion) - has a lot of power in a lightweight package but usually costs more than NiMH batteries
Display
Size A large, multi-line display is typically more expensive, but it's necessary if you plan to use the phone for wireless Internet.
Color vs. Monochrome Most cell phones have monochrome displays (16 grays), but a there are a growing number that have color. Cell phones with color screens need more memory and tend to be more expensive.
Reflective or Backlit Almost all cell phones have backlit screens, which are good for low-light conditions.
Included Functions Most phone include basic functions such as phone directory, clock, calculator, automatic redial, last number recall and the ability to customize the ring tone of incoming calls. Most premium phones offer all of these features:
Phone directory
Clock
Calculator
Games
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Personalized/custom sounds
Appointment reminder/calendar
Incoming-number storage
Automatic redial
Last-number recall
Mute/hold button
One-touch dialing/speed dialing
Voice-activated functions
Vibrate mode
Lock/alarm
Call forwarding
Multi-party calls
Hands-free headset/speakerphone
External volume/ringer control
Rapid charger/built-in charger
Car adapter
Abhi & Apu Communications Group
Special Features Additional features such as teh ones listed here can greatly affect the price of a phone. Make sure that youare not paying a premium for features that you never intend to use. Some cell phones have special features such as: •
Text messaging
•
Wireless Internet
•
Modem function
•
PC synchronization
•
PDA
•
MP3 player
•
GPS receiver
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Weight 10 ounces weight would be appropriate to be handled by people of Uganda. Lighter than this would prevent them from the ease to recognise it and a lighter handset would require handling with care which the people of Uganda may not be able to do.
Price Price would be the most important factor to decide as this market is extremely price sensitive. Market would be segmented in such a way that people living in civilised towns would be provided mobile phones with upgraded versions offering better services and those staying in lesser civilised towns or in proper tribes with handsets with features to suit their personalised needs.
Model of AAC Wireless Cell Phone
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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The above cell phone is going to be launched in the Ugandan market. It is made of fibre plastic and is 10 ounce weight. It will be cold with free guard against rainfall and each handset has a warrantee of 2 years.
Landline Telephones
The above landline is made of plastic and does not need electricity to operate. There’s also an upgradation which is a cordless phone for a better facilities.
Price The market of Uganda is extremely price sensitive. People need very high motivation to invest in a technological product like telecommunication. Keeping this is mind we are launching our product with three schemes. Basically, the prices are distributed in different packages. These are follows:
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Scheme 1 150 Shillings down payment with a choice of billing and prepaid. 200 min free talk time. This is bound to attract the businessmen and politicians of Uganda. This scheme will be called the Kings Scheme as it will concentrate on the ability of the company to serve the customers as if he is a king. This scheme is one of the pioneer scheme hence it has prime importance both to the company and to the people of Uganda. Just as a kings life is full of freedom of expression, the customers will be made to experience the same freedom of a king. His experience of feeing life king size.
Scheme 2 100 Shillings down payment with choice of billing and prepaid. 150 min free talk time. This is expected to attract the service class and the students of colleges. This scheme will be called the Queens Scheme. It will concentrate on the supporting section of the population. Just as the queen supports all the working and decision making of the King, the people using this scheme are also expected to behave in the same manner, It is the sense and the clever mind of the Queen that our second scheme will be delivering to the customer.
Scheme 3 50 Shillings down payment with choice of billing and prepaid. 100 min free talk time. This will surely attract the labour class, the farmers and the agricultural workers. This scheme will be called the Rainbow scheme. Since this scheme focuses on the labour class of the country, the scheme is named Rainbow scheme as Rainbow symbolises brightness, hope and a path of progress. Similar to this, the labour class works hard towards providing the basic necessities to the population of Uganda. This way they prepare the path to growth and development of the nation. By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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As per our launching strategy, first 100 customers will get an add on connection free of cost. This is likely to promote the viral marketing. The first 100 customers will be chosen by the method of lucky draw and will be provided extra after sales services as a special incentive.
Sales Promotion The sales promotion of our product will be carried out in two ways : Mass scales print advertising. Sales Promotion strategy.
Advertising The print advertising will be carried out in three stages. i.
Pioneer advertising
ii.
Pre launch advertising
iii.
Product launch advertising
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Pioneer Advertising
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Description of the Advertisement This is a pioneering advertisement depicts a feminine character who is trapped in such a bad way that her communication process is totally blocked. She cannot express her feelings neither can she voice her opinions. Her eyes show the fear and agony of being trapped in such a pitiful situation. This is the same case of the people of Uganda. Due to their lack of internal as well as external communication, their potential is not fully utilised. This lack of communication leads to a fear among the people of Uganda of not being able to avail of complete exposure and not being able to reach out to their loved ones in times of crisis. The ad finally has a caption saying that “YOU WILL TALK”. This signifies that there is some product going to land-in which will let the people to talk. Here the product is not revealed. Instead, the logo of the company and the colour schemes have been revealed
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Pre-Launch advertising
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Description of the Advertisement Lack of communication and flow of information leads to a point where the individual feels so suffocated that he feels trapped in fire wheels as it is shown in the second successive pioneering advertisement. The red blood filled eyes show the frustration and anger citizens of Uganda experience. Since, they are not able to communicate in times of crisis such as kidnapping of children popularly known as ‘Invisible Children’, whether variations, etc. The advertisement further explains the launch date of the product. Also, the product is revealed a bit more with words saying that the “Freedom of the Emotions will be Hands”.
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Product Advertisement
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Telecommunications in Uganda
Abhi & Apu Communications Group
Description of the Advertisement Our product hits this very problem faced by the people of Uganda. It eliminated the level of suffocation they feel on not being able to keep in touch with their loved ones and not being able to rise to the level of the standard set by the ‘Superior Race’. The content look that the tribal man is exhibiting pleasure with the product “Phone” in the hand. This makes us realise how much a potential market exists in a place never imagined to have it. The tribal is made to ‘Feel the Difference by being Connected.’ and realise how indispensable the cellular phone is in his life. This advertisement reflects the launched product as the phone with the tribal man rejoiced with its presence with him.
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Telecommunications in Uganda
Abhi & Apu Communications Group
Sales Promotion Strategy To launch a new product in the market, it is essential that the company makes potential customers try the new product on their own will. This is best done when the product is first introduced free of cost. Our strategy is also alike. In the month of December, we will be providing free mobile handsets with connection to 100 chosen family from diverse areas of population of Uganda. The first month of advertisement combined with the sales promotion strategy is bound to attract the attention of the population and the good quality service provided to them will facilitate viral marketing among Ugandans. ` The local channels of Uganda will be used as a medium to promote our product in English as well as in the local languages of Uganda. Talk shows will be held whereby the sales personnel will have a one to one conversation with the Ugandans about their problems and how our product will be beneficial to them.
Market segmentation Our company has divided the market into three main segments :
1st segment Businessmen and Politicians Businessmen are the main target audience of our product as they aim for profit maximization. Export incentive works the best for businessmen. They have the desire to By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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invest in expensive prepositions and are usually the trendsetters of the markets who influence others through demonstration effect. This segment is targeted sales of the King scheme. As this scheme promotes maximum talk time, businessmen will be attracted towards it as they need communication for the working of their business. Also, export incentive will inculcate the need to grow their business and this way their business turnover would increase in a big way. Politicians of Uganda are also a major segment we are focusing at. Politicians need communication especially at the time of elections. Communication will also promote better coordination among the party members. For the encouragement of our product in the Ugandan market, we will be giving the leading and well as opposition party leaders a handset with the King Scheme connection absolutely free. This would also help in influencing people by the way of demonstration effect. Just as in the case of businessmen.
2nd segment Service people and college students People working in services are our next segment. These people have a stable and regular income. This is a category of people that believes in earning and investing in the most lucrative and benefiting preposition . The scheme we are launching called Queen Scheme will provide this class a product that will provide the attribute they can best relate to- smart, clever, intelligent and cost effective. By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Students also provide a bright market segment for our product and services. These are the impressionable class which can be influenced through aggressive marketing and advertisement.
College students will also be brought to our factory and see the
production process so that they can understand the production process and such engineering subjects maybe taught at their college so that these students can gradually join our organization later.
3rd segment Labour class/agricultural workers The scheme designed for this class is Rainbow scheme. The people of this class need communication but do not have the money power to avail of them. Therefore our company will provide this particular scheme at a lower price. The talk time obviously remains lower, but the need for communication for this class is anyway lower than that of businessmen and politicians.
The main necessity of this class is need for communication to help then it times of crisis such as crime, kidnapping and urgent messages to the people far away from them. Just as the rainbow spreads and throws its beauty and light in the sky, our product and scheme would spread clarity and brightness to the life of these poor people. By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Telecommunications in Uganda
Abhi & Apu Communications Group
Our integrated marketing communication (through advertisement) would position our product in the mind of these customers in such a way that they feel the only way to break the bondage and get freed. This can be very well expressed by our pioneering advertisement.
Marketing Strategy Market Diversification: “Selling New Product in New Market” Our strategy is that of market diversification as the product we are launching is new as well as the market. The breaking of the ice has to be done by our company for which we have our own plan in mind. From August onwards, we have set up our factory producing our products (telephone) in Uganda employing the local population. This generates employment in the country which leads to raising of supply of money in the economy. The employees would be exposed to the working and benefits of the products. There would be a competition held where the employees would be made to participate and display their talent and efficiency in the production process. 10 best chosen employees would be provided with free samples as their prize. Employees when mix with the general crowd, will talk about the product, its benefits and the schemes it is offering. This is expected to creat buzz marketing and more and more people will get awareness of the product. The demand for the product is expected to generate the maximum this way.
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Telecommunications in Uganda
Abhi & Apu Communications Group
Unique Selling Proposition Product will be sold on various USPs. The USPs of the product is determined according to the needs and wants of the Ugandan population.
Scope for Export of Agriculture and Fishing The Ugandan population grows Sugarcane and sweet Potatoes and fish in a very
systematic and large manner. However, their production is not exposed to exporting even though the production is more than sufficient for the local public. Due to the lack of this, they earn revenue much less than what they can. Our communication channel provided to them will enable the local producers of Uganda to contact foreign buyers and sell their products at a much higher price. As per our promotional strategy, we are giving away free samples initially. This way the producers can carry out the work without any additional expenditure. Once the revenue starts getting generated, the sales of the business can increase by heaps and bounds.
Relief at the time of crisis Crime at Uganda is a big problem for the people of Uganda. The problem of ‘INVISIBLE KIDS’ has caused unrest in the population and they want relief. That’s exactly [what our product will be offering them. Communication at the time of emergency will make them avail of the aid that a medicine does to a person suffering from a deadly disease. Communication will also give an incentive for the development of the law and order situation By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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in the country and thus the people can be given a hope for improvement in their security to life.
Better standard of living Every individual has a desire to grow and develop. Our product fulfils this very desire. The process of communication enables the people to avail of information and ideas not available to them locally. This way, the development of the skills and knowledge would also improve. As our strategy speaks about providing employment first and then generating demand for the product, employment would lead to fund generation in the country which would generate the need in the Ugandans to raise their standard of living. Consumers would demand communication to prevent the fear of lagging behind the standard of living their friends and family members are having and this way, due to viral marketing, the demand for our product is expected to generate all over the country.
After Sales Services As soon as the Cell phones and the Landlines are being dispatched, there’s a separate team organized for training the people on the same for the ease in usage. Apart from the product user manual that is printed in the local language, there’s always allotted for the product explanation and instructions. The sales personnel of our company would be available at four market places in Kampala. They would call up the customers once a month for a follow up on the network coverage of the network provided to them. Technicians would be provided for every problem the customer brings in.
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Abhi & Apu Communications Group
“Reach Out and Feel”
Date of Commencement of the Company 15th April, 2008
Date of Launch of the Product 15th January, 2009 By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Organizational Structure Managing Directors
Managers
Staff
Staff
Staff
Staff
Managing Directors Apurva Jha and Abhishek Vishwakarma
Managers Priyanka Chadda, Abhinav Nawathe, Hoshang Chathurvedi
Staffs Ravi Raj, Santosh Kelkar, Rapheal D’Souza, Mukund Kelkar
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Abhi & Apu Communications Group
Head Office AA Communications Group, A.K. Vihar, Near Santa Maria Church, Santacruz, Mumbai, Maharashtra, INDIA, Pin 400 023.
www.aacommunications.com
Office in Uganda AA Communications Group, Near Kampala Hoima Bus Stop, Allen Road, Kampala, AFRICA, Pin 312 807. www.aacommunications.kampala.com
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Country for Product Launch Uganda
Map of Africa
Satellite Location of Our Ugandan Office
Map of Uganda
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Abhi & Apu Communications Group
Vision of the Company Present Uganda
Future Uganda
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Telecommunications in Uganda
Abhi & Apu Communications Group
Mission of the Company “To get the vision successful the Abhi & Apu Communications Group will connect the world with the people of Uganda who are still living in a Third Galaxy away from the world’s best things. Along with the telecommunications AAC Group will also try to eradicate the Unawareness, Unemployment and improve the standard of the living of the people.”
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Telecommunications in Uganda
Abhi & Apu Communications Group
Abhi &Apu Communications Group Office in Uganda
Picture taken on the date of Inauguration of the AAC Group Office in Kampala, Uganda
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Abhi & Apu Communications Group
First Telephone Pole Erection
Workers Carrying the Tools and Equipments for the first Telephone Pole Erection on a hill Near Kampala
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Telecommunications in Uganda
Abhi & Apu Communications Group
Market Research ¾ Background ¾ Buying Behavior ¾ Culture ¾ Demographic Statistics ¾ Economy ¾ Political Scenario ¾ Competition ¾ Legal Issues ¾ Location ¾ Percentage of Privatization ¾ Literacy ¾ Social Awareness ¾ Languages in Influence ¾ Racial Superiority ¾ Level of Employment ¾ Market Structure ¾ Main Source of Income ¾ Sports Inclination
Market Research in Details ¾ Background Uganda occupies an area of 236, 040 square kilometers and lies along the equator in the eastern part of Africa. Neighboring countries are Sudan in the north, Kenya in the east, Tanzania in the south, and Rwanda in the southwest, and Democratic Republic of Congo in the west.
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Abhi & Apu Communications Group
It is the cradle of the river Nile, a river that runs for over 6000 miles through the Sudan and Egypt to the Mediterranean Sea. A country of 25 million people (Uganda census, 2002), Uganda gained independence from Britain in October 1962. The people identify with one of about eighteen ethnic groups and learn corresponding ethnic varieties as first language or mother tongue. English is the official language while other widely spoken languages are Luganda and other Bantu languages, Swahili, and Nilotic languages. With the imposition of European colonialism in Uganda, like in many other countries in Africa, Asia and the Americas came the imposition of European languages as official languages of the colonies. After attaining political independence, however, Uganda retained the language of the former colonial power as the official language.
¾ Buying Behavior Perceptions and attitudes of among people in Uganda govern their buying behavior to a very large extent. People are price sensitive and prefer buying goods available at the local market or open air market. The influence from the social groups is much lesser than the people of other countries as the economic means of Ugandan citizens is meager. Due to this impulsive buying strategy is missing among Ugandans and they prefer to buy the product as and when they avail of means.
¾ Culture By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Telecommunications in Uganda
Abhi & Apu Communications Group
The culture of Uganda is made up of a diverse range of ethnic groups. Lake Kyoga forms the northern boundary for the Bantu-speaking peoples, who dominate much of east, central and southern Africa. In Uganda they include the Baganda and several other tribes. In the north live the Lango and the Acholi, who speak Nilotic languages. To the east are the Iteso and Karamojong, who speak a Nilotic language. A few Pygmies live isolated in the rainforests of western Uganda. Culture and traditions are also expressed through a wide range of arts and Crafts made from wood ,Papyrus reeds and local materials . These include black smithimplements ,beaded Jewellery, wood carvings and batiks.
Folk Dance of Uganda
¾ Demographic Statistics Although generally equatorial, the climate is not uniform as the altitude modifies the climate. Southern Uganda is wetter with rain generally spread
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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throughout the year. At Entebbe on the northern shore of Lake Victoria, most rain falls from March to June and the November/December period. Further to the north a dry season gradually emerges; at Gulu about 120km from the Sudanese border, November to February is much drier than the rest of the year. The north eastern Karamoja region has the driest climate and is prone to droughts in some years. Ruwenzori in the south west on the border with Congo (DRC) receives heavy rain all year round. The south of the country is heavily influenced by one of the world's biggest lakes, Lake Victoria, which contains many islands. It prevents temperatures from varying significantly and increases cloudiness and rainfall. Uganda is home to many different ethnic groups, none of whom form a majority of the population. Around forty different languages are regularly and currently in use in the country. English became the official language of Uganda after independence. The most widely spoken local language in Uganda is Luganda spoken predominantly in the urban concentrations of Kampala, the capital city, and in towns and localities in the Buganda region of Uganda which encompasses Kampala. The Lusoga and Runyankore languages follow, spoken predominantly in the south-eastern & south-western parts of Uganda respectively. Uganda has a very young population, with a median age of 15 years.
¾ Economy Economy Uganda has substantial natural resources, including fertile soils, regular rainfall, and sizable mineral deposits of copper and cobalt. The country has largely untapped reserves of both crude oil and natural gas. Agriculture is the most important sector of the economy, employing over 80% of the work force, with By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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coffee accounting for the bulk of export revenues. Since 1986, the government (with the support of foreign countries and international agencies) has acted to rehabilitate an economy decimated during the regime of Idi Amin and subsequent civil war. During 1990 - 2001, the economy grew because of continued investment in the rehabilitation of infrastructure, improved incentives for production and exports, reduced inflation, gradually improved domestic security, and the return of exiled Indian-Ugandan entrepreneurs between 1990 and 2001. Ongoing Ugandan involvement in the war in the Democratic Republic of the Congo, corruption within the government, and slippage in the government's determination to press reforms raise doubts about the continuation of strong growth. In 2000, Uganda qualified for the enhanced Heavily Indebted Poor Countries (HIPC) debt relief initiative worth $1.3 billion and Paris Club debt relief worth $145 million. These amounts combined with the original HIPC debt relief added up to about $2 billion. Growth for 2001 - 2002 was solid despite continued decline in the price of coffee, Uganda's principal export. According to IMF statistics, in 2004 Uganda's GDP per-capita reached $300, a much higher level than in the Eighties but still at half of Sub-Saharan African average income of 600 dollars per year. Total GDP crossed the 8 billion dollar mark in the same year. With the Uganda securities exchange established in 1996, several equities have been listed. The Government has used the stock market as an avenue for privatisation. All Government treasury issues are listed on the securities exchange. The Capital Markets Authority has licensed 18 brokers, asset managers and investment advisors including names like African Alliance, AIG Investments, Renaissance Capital and SIMMS. As one of the ways of increasing formal By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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domestic savings, Pension sector reform is the centre of attention (2007). Uganda is part of the East African Community and a potential member of the planned East African Federation.
¾ Political Scenario Government of Uganda encourages privatization of sectors. Stock exchange of Uganda too has been privatized. Political scene of Uganda is unstable and unorganized. Elections are not carried out appropriately and due to the diverse language, votes are given to people who can speak the voters language. This way the politicians exploit the public for their personal benefits.
¾ Competition Telecommunication percentage in Uganda is 17% of the total population. This is so because of the lack of affordability of the population and most of the telecommunication companies have not been successful in fulfilling the peoples genuine needs. Though Africa is one of the world most rapidly growing market for telecommunication, Uganda still has some of the lowest penetration rates in the market sector.
¾ Legal Issues Even though the government of Uganda has been taking privatization seriously, the Government fails to provide incentives to the business which set up there. There is dispute regarding stock market which has been privatized. Also, the market provides a great opportunity for various products which the government fails to exploit due to its internal mismanagement.
¾ Location for the Product Launch The product was launched in Kampala By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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The City spread to Nakasero Hill where the administrative centre and the wealthiest residential area is. There is also Tank Hill, where there is a water tank. Mulago Hill is the site of Mulago Hospital, which is the largest hospital in Uganda. Makerere Hill, where Makerere University is situated. The city is now rapidly expanding along both sides of the Makindye Hill and Konge Hill. Makindye Division incorporating Kibuli, Tank Hill and Makindye now has 300,000 residents. Medical provision in this part of town, being more recently developed, is limited. Hospitals include Kibuli Hospital, St Francis Nsambya and the International Hospital (IHK). Philanthropic health services are provided by Hope Clinic Lukuli situated between Makindye/ Konge and Tank Hills. Suburbs include Kololo in the East on Kololo Hill the highest hill, home to the Uganda Museum; Namirembe; Kibuli; Kabalagala; Rubaga; Ntinda; Najjera; Kisassi; Nateete; Kireka; Namugongo; Najjanakumbi among others.
The aerial view of Kampala Streets
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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¾ Literacy Uganda has been referred to as the Pearl of Africa, and you only have to take a look at its emerald hills, snow capped mountains, misty forests and deep, crystal clear lakes, to see why. Uganda has substantial natural
resources,
including
fertile soils, regular rainfall, and sizable
mineral
deposits
of
copper and cobalt. Agriculture is the most important sector of the economy, employing over 80% of the work force, with coffee accounting for the bulk of export revenues. Since 1986, the government (with the support of foreign countries and international agencies) has acted to rehabilitate an economy decimated during the regime of Idi Amin and subsequent civil war.
¾ Social Awareness Gender inequality in Uganda, women’s rights have been violated, for example in some communities women are not given the chance to participate in political issues, most are denied education and some have been sexually abused even in their own homes etc. It was recommended that; Women should become activists and stand up to fight for their rights. They should have a representative in the UN body so that their ideas are dealt with directly. They should be encouraged to get involved in all levels of decision making so that they can push government to implement their activities. NGOS such as UWONET should be set up to fight for women rights. By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Information gap As the saying goes “where there is no information there are rumours and therefore suspension” The right to information is important because it creates a democratic society. Without information, one can’t process what he wants and can’t go beyond what he/she sees. It determines purchasing power and one’s worth. If information is the currency to one’s destiny then everyone has the right to information. Confidential documents in Africa exist which is not the case in the library of congress. Recommendation we should know that the right to know is a requirement for freedom of thought and expression therefore information should be accessed freely. Access to information is a basic human right. Librarians should be activists to see that information is accessible to the general public at the time when they need it. Librarians should ensure that information is disseminated to all levels of the community. Food Sovereignty and Land in Uganda Most of the struggles are similar country wide. Agriculture is a way of life and land is the only inheritance that we own and if commercialized, then the rights of the peasants to feed themselves are denied. People pushing for commercialization are in the business and have no concern for the poor who have no money. The argument that commercialization will lead to economic development is not true because many examples of those countries who have undertaken those reforms such as South Korea and Taiwan have developed much faster, are not valid generally. Poverty is growing fast and the situation of the poor people is deteriorating. Peasants should have their land to become self-reliant. If the farmers have access to good framework conditions, like affordable credits, good seeds, agricultural research and other agricultural inputs, access to marketing facilities and if not overtaxed by the government their yield per hectare can be higher. Let’s unite and fight together to stop commercialization of the land. Let’s participate in the information network exchange information and invite people to participate Let’s disseminate information and publications on the struggle for food By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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sovereignty and land Assist peasant movements in Uganda Let’s internationalize our movement so as to achieve the goal for the fight for land and food production in order to turn women and men peasants into real subjects of the economic, social and political development of society. Let’s empower them so that we can produce healthy food for all, free from genetic manipulation. Poverty Uganda has got the problem of poverty that is affecting the entire country and yet the standards of living are high this has led to poor living standards. Poverty in Uganda is usually due to unemployment. Recommendations World Bank claim to be striving to achieve a world free of poverty, this will remain but a pipe dream. Hence, the civil society will continue working together till these debts are cancelled. Creating employment for people so that they can earn income Strengthening sectors like Agriculture that most people depend on to earn a living. Human Rights and Dignity Human right is the search for dignity, people who live in poverty have no experience of dignity. Poverty is therefore a violation of human rights. There are frameworks in the forum of UN instruments and various regional and local chapters which bind governments to steer towards the realization of human dignity. Activists need not only remind governments on this obligation but should go the extra mile to demand governments to respect their obligation towards a realization of human dignity for their citizens and the community as a whole. Not only governments violate the rights of citizens, in Uganda multinational corporations who are more powerful than governments often encourage the government to pass policies which violate the rights of citizens. Recommendations: We need a world where everyone is economically pro-active, a world where everyone is socially inclusive and a world of unity and cultural diversity. The community should be sensitized about human rights. Strengthening By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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institutions like Human Rights Commission so that they can emforce laws to protect human rights. Setting up and enforcing law on human rights abuses. Corruption in Uganda corruption has become one of the most pressing injustices committed. This is usually committed by top government officials making it difficult for the local person to complain and even if they did no measures where enforced. Recommendation setting and enforcing laws against corruption like leadership code sensitizing the public on acts of corruption.
¾ Languages in Influence Nineteen Bantu languages are spoken in central and southern Uganda, the bulk of them of the Nyoro-Ganda subfamily. Ganda is the largest in number of speakers, over three million. It is also widespread as a second language. Other relatively widespread Bantu languages include Soga, Runyankore, its close relative Chiga, Masaba, Nyoro (the language of the ancient Bunyoro kingdom), Tooro, Kenyi (closely related to Soga), Konjo, and Gwere, Nyole and Luyia (about 250,000 each). Kinyarwanda is spoken by about 500,000 Ugandans, mainly in Kisoro district. There are also several smaller languages such as Amba, Gungu, Ruli, and Talinga-Bwisi (all less than 70,000 speakers). As a reflection of the arbitrarily drawn borders during the Scramble for Africa, many languages along the border of Uganda, especially the smaller Bantu languages in the Uganda-Congo borderland, extend into neighbouring countries. In most of the Bantu speaking areas of Uganda, dialect continua are very common. For example, people around Mbarara in Ankole District speak Runyankore and people from Fort Portal in Toro District speak Rutooro — but in the area between those towns one will find villages where most of the people speak a dialect which is best characterized as intermediate between Runyankore and Rutooro. By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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In recognition of the closeness of four of these languages - Runyankore, Rutooro, Chiga, and Nyoro - and in order to facilitate work in them such as teaching, a standardized version called "Runyakitara" was developed around 1990. Of Nilo-Saharan, the Eastern Sudanic branch is well represented by several Nilotic languages, eastern as well as western. Eastern Nilotic languages include Karamojong of Eastern Uganda, the Bari languages in the extreme northwestern corner), and Teso south of Lake Kyoga. Alur, Acholi, Lango, Adhola and Kumam of eastern Uganda are Western Nilotic Luo languages. Some southern Nilotic Kalenjin languages are spoken along the border with Kenya, including Pokot and the Elgon languages near Kupsabiny. The eastern Ugandan Kuliak languages Ik and Soo are also members of the Eastern Sudanic branch. Lugbara, Aringa, Ma’di and Ndo of northeastern Uganda are languages of the Central Sudanic branch of Nilo-Saharan.
¾ Racial Superiority Yes, there’s a heavy percentage of “Racial Superiority” in the deep interiors of Uganda with the tribes of the same. They are not allowed for any social events. Neither, they are considered for any public involvement. There are incidents `recorded where they are being even kicked off from few jungles. They are used for the extent only as a ‘Slaves’.
¾ Level of Employment There are no reports or statistics on the employment situation of persons with disabilities in Uganda. According to the 1991 population census, persons with disabilities represented some 10% of the population, and some 5.8% had a
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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serious need of rehabilitation services. Most common disabilites were moving, seeing and hearing difficulties. Approximately 500,000 people in Uganda have movement disabilities. Of these, 1% (200,000) are so severely affected that they require assistive devices to overcome their disability. The major causes of movements disabilities include:
Polio
Amputation due to land mines, road traffic accidents and infection of bones
Cerebral Palsy
Birth Injuries.
About 1%-2 % (200,000 – 400,000) Ugandans have significant hearing impairment. The leading causes of hearing impairment include:
Infectious diseases such as measles, meningitis and chronic otitis media (infection of the middle ear).
Excessive noise
Drugs that damage hearing (ototoxic drugs) such as quinine and streptomycin.
An estimated 0.5%-0.8% (160,000 people) of all Ugandans are visually impaired. The leading causes of visual impairment include:
Cataract; or a milky covering on the pupil of the eye.
Muscular lesions; wounds or scars on the outer part of the eye
Glaucoma; high pressure of the eye ball.
Trauma; eye injury.
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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¾ Market Structure The proposed design for a pilot market information service targeted at small-scale farmers, traders and processors in Uganda complies with the government's recommendation for such a service and the CTA's market information service model. Details of the design are based on the findings of the Preliminary Study for this project, completed in November 1999, and meetings with a full range of stakeholders. The International Institute of Tropical Agriculture's original concept of a pilot project, providing market information for actors in the maize market in a single district of Uganda, has been expanded.
Ugandan open air market
The proposed design now includes two minor components providing information on the market in beans to a number of comparatively well organised farmers in Rakai and Masaka Districts and on the market for cassava to farmers' groups in Gulu District. The pilot project will be fully integrated with IITA's existing macroinformation service which collects and processes market information for the use of
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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government and development agencies to assist their work in providing food security, monitoring the economy and improving agricultural performance.
¾ Main Source of Income Main Source of Income of people of Uganda is agriculture. Maize, sugar case and sweet potato are cultivate throughout the year. Apart from agriculture, fishing too is carried out in a big way. The income generated from business is gradually growing in Uganda, however, the main source of income remain to be from agriculture.
These ladies are selling huge sweet potatoes at the market.
Due to the prevailing poverty in the country, child labor is also common which does generate income in the households, however, as in the other countries around the world, this is also seen as a social evil and needs to be curbed.
¾ Culture and Sport Due to the large number of ethnic communities, culture within Uganda is diverse. Many Asians (mostly from Kottar-Nagercoil, India) who were expelled during the regime of Amin have returned to Uganda. The people of Uganda eat a variety of food which ranges from vegetables to cats. Cricket has experienced massive rapid growth and is the most popular sport in Uganda. Recently in the Quadrangular Tournament in Kenya, Uganda came in By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Telecommunications in Uganda
Abhi & Apu Communications Group
as the underdogs and went on to register a historic win against arch rivals Kenya. Uganda also won the World Cricket League Division 3 and came fourth place in the World Cricket League Division
Products to be Launched Wireless Cell Phone, Landline Telephones
Product Attributes Voice mail, call waiting/holding, and call forwarding will be some of the features included in both Cell phones as well as in the Landlines. Some also have other added features like your first incoming minute free. The main thing we focus on is to seewhat fits into the customerslife style best and also too be sure when and if the features expire. Areas to concentrate on
Size
Looks
Ergonomics
Robustness
Screen size
Mode
Battery type
Display
Included functions
Special features
Price
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Telecommunications in Uganda
Abhi & Apu Communications Group
Battery type Li-ion (lithium ion) - has a lot of power in a lightweight package but usually costs more than NiMH batteries
Display
Size A large, multi-line display is typically more expensive, but it's necessary if you plan to use the phone for wireless Internet.
Color vs. Monochrome Most cell phones have monochrome displays (16 grays), but a there are a growing number that have color. Cell phones with color screens need more memory and tend to be more expensive.
Reflective or Backlit Almost all cell phones have backlit screens, which are good for low-light conditions.
Included Functions Most phone include basic functions such as phone directory, clock, calculator, automatic redial, last number recall and the ability to customize the ring tone of incoming calls. Most premium phones offer all of these features:
Phone directory
Clock
Calculator
Games
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
Page 25 of 42
Telecommunications in Uganda
Personalized/custom sounds
Appointment reminder/calendar
Incoming-number storage
Automatic redial
Last-number recall
Mute/hold button
One-touch dialing/speed dialing
Voice-activated functions
Vibrate mode
Lock/alarm
Call forwarding
Multi-party calls
Hands-free headset/speakerphone
External volume/ringer control
Rapid charger/built-in charger
Car adapter
Abhi & Apu Communications Group
Special Features Additional features such as teh ones listed here can greatly affect the price of a phone. Make sure that youare not paying a premium for features that you never intend to use. Some cell phones have special features such as: •
Text messaging
•
Wireless Internet
•
Modem function
•
PC synchronization
•
PDA
•
MP3 player
•
GPS receiver
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
Page 26 of 42
Telecommunications in Uganda
Abhi & Apu Communications Group
Weight 10 ounces weight would be appropriate to be handled by people of Uganda. Lighter than this would prevent them from the ease to recognise it and a lighter handset would require handling with care which the people of Uganda may not be able to do.
Price Price would be the most important factor to decide as this market is extremely price sensitive. Market would be segmented in such a way that people living in civilised towns would be provided mobile phones with upgraded versions offering better services and those staying in lesser civilised towns or in proper tribes with handsets with features to suit their personalised needs.
Model of AAC Wireless Cell Phone
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
Page 27 of 42
Telecommunications in Uganda
Abhi & Apu Communications Group
The above cell phone is going to be launched in the Ugandan market. It is made of fibre plastic and is 10 ounce weight. It will be cold with free guard against rainfall and each handset has a warrantee of 2 years.
Landline Telephones
The above landline is made of plastic and does not need electricity to operate. There’s also an upgradation which is a cordless phone for a better facilities.
Price The market of Uganda is extremely price sensitive. People need very high motivation to invest in a technological product like telecommunication. Keeping this is mind we are launching our product with three schemes. Basically, the prices are distributed in different packages. These are follows:
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
Page 28 of 42
Telecommunications in Uganda
Abhi & Apu Communications Group
Scheme 1 150 Shillings down payment with a choice of billing and prepaid. 200 min free talk time. This is bound to attract the businessmen and politicians of Uganda. This scheme will be called the Kings Scheme as it will concentrate on the ability of the company to serve the customers as if he is a king. This scheme is one of the pioneer scheme hence it has prime importance both to the company and to the people of Uganda. Just as a kings life is full of freedom of expression, the customers will be made to experience the same freedom of a king. His experience of feeing life king size.
Scheme 2 100 Shillings down payment with choice of billing and prepaid. 150 min free talk time. This is expected to attract the service class and the students of colleges. This scheme will be called the Queens Scheme. It will concentrate on the supporting section of the population. Just as the queen supports all the working and decision making of the King, the people using this scheme are also expected to behave in the same manner, It is the sense and the clever mind of the Queen that our second scheme will be delivering to the customer.
Scheme 3 50 Shillings down payment with choice of billing and prepaid. 100 min free talk time. This will surely attract the labour class, the farmers and the agricultural workers. This scheme will be called the Rainbow scheme. Since this scheme focuses on the labour class of the country, the scheme is named Rainbow scheme as Rainbow symbolises brightness, hope and a path of progress. Similar to this, the labour class works hard towards providing the basic necessities to the population of Uganda. This way they prepare the path to growth and development of the nation. By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Telecommunications in Uganda
Abhi & Apu Communications Group
As per our launching strategy, first 100 customers will get an add on connection free of cost. This is likely to promote the viral marketing. The first 100 customers will be chosen by the method of lucky draw and will be provided extra after sales services as a special incentive.
Sales Promotion The sales promotion of our product will be carried out in two ways : Mass scales print advertising. Sales Promotion strategy.
Advertising The print advertising will be carried out in three stages. i.
Pioneer advertising
ii.
Pre launch advertising
iii.
Product launch advertising
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
Page 30 of 42
Telecommunications in Uganda
Abhi & Apu Communications Group
Pioneer Advertising
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
Page 31 of 42
Telecommunications in Uganda
Abhi & Apu Communications Group
Description of the Advertisement This is a pioneering advertisement depicts a feminine character who is trapped in such a bad way that her communication process is totally blocked. She cannot express her feelings neither can she voice her opinions. Her eyes show the fear and agony of being trapped in such a pitiful situation. This is the same case of the people of Uganda. Due to their lack of internal as well as external communication, their potential is not fully utilised. This lack of communication leads to a fear among the people of Uganda of not being able to avail of complete exposure and not being able to reach out to their loved ones in times of crisis. The ad finally has a caption saying that “YOU WILL TALK”. This signifies that there is some product going to land-in which will let the people to talk. Here the product is not revealed. Instead, the logo of the company and the colour schemes have been revealed
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
Page 32 of 42
Telecommunications in Uganda
Abhi & Apu Communications Group
Pre-Launch advertising
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
Page 33 of 42
Telecommunications in Uganda
Abhi & Apu Communications Group
Description of the Advertisement Lack of communication and flow of information leads to a point where the individual feels so suffocated that he feels trapped in fire wheels as it is shown in the second successive pioneering advertisement. The red blood filled eyes show the frustration and anger citizens of Uganda experience. Since, they are not able to communicate in times of crisis such as kidnapping of children popularly known as ‘Invisible Children’, whether variations, etc. The advertisement further explains the launch date of the product. Also, the product is revealed a bit more with words saying that the “Freedom of the Emotions will be Hands”.
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
Page 34 of 42
Telecommunications in Uganda
Abhi & Apu Communications Group
Product Advertisement
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
Page 35 of 42
Telecommunications in Uganda
Abhi & Apu Communications Group
Description of the Advertisement Our product hits this very problem faced by the people of Uganda. It eliminated the level of suffocation they feel on not being able to keep in touch with their loved ones and not being able to rise to the level of the standard set by the ‘Superior Race’. The content look that the tribal man is exhibiting pleasure with the product “Phone” in the hand. This makes us realise how much a potential market exists in a place never imagined to have it. The tribal is made to ‘Feel the Difference by being Connected.’ and realise how indispensable the cellular phone is in his life. This advertisement reflects the launched product as the phone with the tribal man rejoiced with its presence with him.
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
Page 36 of 42
Telecommunications in Uganda
Abhi & Apu Communications Group
Sales Promotion Strategy To launch a new product in the market, it is essential that the company makes potential customers try the new product on their own will. This is best done when the product is first introduced free of cost. Our strategy is also alike. In the month of December, we will be providing free mobile handsets with connection to 100 chosen family from diverse areas of population of Uganda. The first month of advertisement combined with the sales promotion strategy is bound to attract the attention of the population and the good quality service provided to them will facilitate viral marketing among Ugandans. ` The local channels of Uganda will be used as a medium to promote our product in English as well as in the local languages of Uganda. Talk shows will be held whereby the sales personnel will have a one to one conversation with the Ugandans about their problems and how our product will be beneficial to them.
Market segmentation Our company has divided the market into three main segments :
1st segment Businessmen and Politicians Businessmen are the main target audience of our product as they aim for profit maximization. Export incentive works the best for businessmen. They have the desire to By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Abhi & Apu Communications Group
invest in expensive prepositions and are usually the trendsetters of the markets who influence others through demonstration effect. This segment is targeted sales of the King scheme. As this scheme promotes maximum talk time, businessmen will be attracted towards it as they need communication for the working of their business. Also, export incentive will inculcate the need to grow their business and this way their business turnover would increase in a big way. Politicians of Uganda are also a major segment we are focusing at. Politicians need communication especially at the time of elections. Communication will also promote better coordination among the party members. For the encouragement of our product in the Ugandan market, we will be giving the leading and well as opposition party leaders a handset with the King Scheme connection absolutely free. This would also help in influencing people by the way of demonstration effect. Just as in the case of businessmen.
2nd segment Service people and college students People working in services are our next segment. These people have a stable and regular income. This is a category of people that believes in earning and investing in the most lucrative and benefiting preposition . The scheme we are launching called Queen Scheme will provide this class a product that will provide the attribute they can best relate to- smart, clever, intelligent and cost effective. By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Telecommunications in Uganda
Abhi & Apu Communications Group
Students also provide a bright market segment for our product and services. These are the impressionable class which can be influenced through aggressive marketing and advertisement.
College students will also be brought to our factory and see the
production process so that they can understand the production process and such engineering subjects maybe taught at their college so that these students can gradually join our organization later.
3rd segment Labour class/agricultural workers The scheme designed for this class is Rainbow scheme. The people of this class need communication but do not have the money power to avail of them. Therefore our company will provide this particular scheme at a lower price. The talk time obviously remains lower, but the need for communication for this class is anyway lower than that of businessmen and politicians.
The main necessity of this class is need for communication to help then it times of crisis such as crime, kidnapping and urgent messages to the people far away from them. Just as the rainbow spreads and throws its beauty and light in the sky, our product and scheme would spread clarity and brightness to the life of these poor people. By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Telecommunications in Uganda
Abhi & Apu Communications Group
Our integrated marketing communication (through advertisement) would position our product in the mind of these customers in such a way that they feel the only way to break the bondage and get freed. This can be very well expressed by our pioneering advertisement.
Marketing Strategy Market Diversification: “Selling New Product in New Market” Our strategy is that of market diversification as the product we are launching is new as well as the market. The breaking of the ice has to be done by our company for which we have our own plan in mind. From August onwards, we have set up our factory producing our products (telephone) in Uganda employing the local population. This generates employment in the country which leads to raising of supply of money in the economy. The employees would be exposed to the working and benefits of the products. There would be a competition held where the employees would be made to participate and display their talent and efficiency in the production process. 10 best chosen employees would be provided with free samples as their prize. Employees when mix with the general crowd, will talk about the product, its benefits and the schemes it is offering. This is expected to creat buzz marketing and more and more people will get awareness of the product. The demand for the product is expected to generate the maximum this way.
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
Page 40 of 42
Telecommunications in Uganda
Abhi & Apu Communications Group
Unique Selling Proposition Product will be sold on various USPs. The USPs of the product is determined according to the needs and wants of the Ugandan population.
Scope for Export of Agriculture and Fishing The Ugandan population grows Sugarcane and sweet Potatoes and fish in a very
systematic and large manner. However, their production is not exposed to exporting even though the production is more than sufficient for the local public. Due to the lack of this, they earn revenue much less than what they can. Our communication channel provided to them will enable the local producers of Uganda to contact foreign buyers and sell their products at a much higher price. As per our promotional strategy, we are giving away free samples initially. This way the producers can carry out the work without any additional expenditure. Once the revenue starts getting generated, the sales of the business can increase by heaps and bounds.
Relief at the time of crisis Crime at Uganda is a big problem for the people of Uganda. The problem of ‘INVISIBLE KIDS’ has caused unrest in the population and they want relief. That’s exactly [what our product will be offering them. Communication at the time of emergency will make them avail of the aid that a medicine does to a person suffering from a deadly disease. Communication will also give an incentive for the development of the law and order situation By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
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Abhi & Apu Communications Group
in the country and thus the people can be given a hope for improvement in their security to life.
Better standard of living Every individual has a desire to grow and develop. Our product fulfils this very desire. The process of communication enables the people to avail of information and ideas not available to them locally. This way, the development of the skills and knowledge would also improve. As our strategy speaks about providing employment first and then generating demand for the product, employment would lead to fund generation in the country which would generate the need in the Ugandans to raise their standard of living. Consumers would demand communication to prevent the fear of lagging behind the standard of living their friends and family members are having and this way, due to viral marketing, the demand for our product is expected to generate all over the country.
After Sales Services As soon as the Cell phones and the Landlines are being dispatched, there’s a separate team organized for training the people on the same for the ease in usage. Apart from the product user manual that is printed in the local language, there’s always allotted for the product explanation and instructions. The sales personnel of our company would be available at four market places in Kampala. They would call up the customers once a month for a follow up on the network coverage of the network provided to them. Technicians would be provided for every problem the customer brings in.
By Abhishek G.Vishwakarma and Apurva Jha, Amity Global Business School, Mumbai
Page 42 of 42
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