In The Name Of Allah The

Most Beneficent And Merciful

PRESENTATION
ON
SALES PROMOTION
&
ADVERTISING
OF
PRESENTED BY:
»Zoya chaudhry
»Iqra khan
»Sidra Ghazanfar
»Faizan
»Kokab Khalid
»Muzammil Hanan
»Mudassir Khalid
 CONTENTS

• Textual overview of Sales Promotion

& Advertising
• Case Study :
•Ufone Company
•Ufone’s Sales Promotion
•Ufone’s Advertising
• Hypothetical product
 SALES
PROMOTION
“ Sales promotion consists of
short term incentives to
encourage purchase or sales
of a product or services”
FACTORS CONTRIBUTING TO THE
GROWTH OF SALES PROMOTION

• Pressure to increase sales

• Competition and competing brands
• Decline in advertising efficiency
• Rising costs
•Media clutter.
•Legal restraints.
• Deal oriented consumers and
retailers.
OBJECTIVES OF SALES PROMOTION
For consumer promotions
• To urge short term customer buying.
• To enhance long term customer relationships.
For trade promotions
• to make retailers to carry new items and more inventory
• To make retailers advertise company‘s product and give
them more shelf space
For sales force
• To get more sales force support for current or new
products
• To get sales people to sign up new accounts
MAJOR SALES PROMOTION
TOOLS

• Consumer promotion tools

• Trade promotion tools
• Business promotion tools
Consumer Promotion Tools

“They are the sales promotion tools

used to urge short term customer
buying or to enhance long term
customer relationships”
It includes :-

• Samples • Premiums
• Coupons • Advertising specialties
• Cash refunds • Patronage rewards
• Price packs • Contests and games
 Trade Promotion Tools
“They are the sales promotion tools used to persuade
resellers to carry a brand,give it shelf
space,promote it in the advertising,and push it the
consumers”
It includes:

• Discount off(price off ,off-invoice,off-list)

• Allowance
• Advertising
• Display
• Free goods
• Push money
• Specialty advertising items
 Business Promotion Tools

“Sales promotion tools used to generate

business leads, stimulate purchases,
reward customers, and motivate
salespeople”
It includes:

• Conventions & Trade shows

• Sales contests
 DEVELOPING THE SALES
PROMOTION PROGRAM

• First marketer must decide on the

size of incentive
• Second they must decide how to
promote and distribute the promotion
program itself.
• Thirdly evaluation is also very
important.
ADVERTISING
 “Any paid form of non-
personal presentation and
promotion of ideas, goods or
services by an identified
sponsor”
 MAJOR ADVERTISING
DECISIONS

•Setting advertising objectives

•Setting advertising budget.
•Developing advertising strategy
•Evaluating advertising campaigns
 SETTING ADVERTISING
OBJECTIVES
A specific communication task to be
accomplished with a specific target
audience during a specific period of time

Advertising objective can be classified by:-

•Informative
•Persuasive
•Reminder
 ADVERTISING BUDGET
The dollars and other resources
allocated to a product or company
advertising program

Advertising budgets depends on:-

•Stage in the product life cycle

•Market share
 ADVERTISING STRATEGY
The strategy by which the company
Accomplishes its advertising objectives
It consists of two major elements:-
• Advertising message
• Message Strategy
• Message Execution(format ,source etc)
• Advertising media
• Television
• Newspaper
• Direct mail
• Magazines
• Radio
• Outdoor
• Internet
ADVERTISING EVALUATION

The net return on advertising

investment divided by the costs of
the advertising investment
CASE STUDY
UFONE’S COMPANY PROFILE

OPERATOR'S NAME : PTCL

OFFICIAL NAME : PTML
COMMENCED
OPERATIONS ON : 29 JAN’2001
TECHNOLOGY : GSM 900
GOVERNED BY : ETISALAT
(since 2006)
 MISSION OF UFONE

“Our mission is to provide best

services with best coverage
that would eventually generate
profit for the company and its
stakeholders”
 MANAGERS OF UFONE
 Current CEO (Chief executive Officer) & President
of UFONE is Mr.Mubashir Naqvi

 Current Vice President of UFONE is Mr.Asher

Yaqub

 Current CMO (Chief Marketing Officer)

of Ufone is Mr. Arshad Yaqoob Khan

Current SME (Senior Marketing

Executive) Multan is Mr.Waqas Anjum
 BRANDS

• PostPay

• LIFE
PACKAGES
• Public Demand

• 5 Ka 15

• UWON

• Walkie Talkie
UFONE’s TARGET MARKET
UFONE as a whole Targets
“THE YOUTH”
 SUB TARGET MARKETS

Public Demand : Lower/Rural youth

UWON : Socio economic class
5 ka 15 : Ladies
Walkie Talkie : Working/business class
PostPay : Corporate class
LIFE : Youth
UFONE’s COMPETITORS
 UFONE’s MARKET SHARE

Ufone had 21% market share till Dec 2007,

But Ufone’s market share has shot up to nearly
25%.
 PROMOTION
OF
UFONE

-------SALES PROMOTION-------
&
---------ADVERTISING----------
• Ufone uses timely sales promotion stunts to
remain in within its customers and to further
boost its sales

• Ufone uses different sales promotion tools

such as contests, games, premiums, gifts,
free tickets and promotional products
CONTESTS
Ufone held a prominent Cricket Talent Hunt
contest under the patronage of SHOAIB
AKHTAR in year 2002
 GAMES

Ufone is currently running its game show

on ATV prime time. Ufone customers can
participate and win prizes in it.

• What we the group members have felt is

that Ufone is not promoting its Game
Show through advertisements. It must
advertise it properly
PREMIUMS:
The premium is
offered, when a
customer don’t use
his/her sim for more
than 3-6 months, in
the form of extra
credit balance
delivered to their
numbers for free
GIFTS:
Here Ufone is
offering a premium
over recharge with
cash prize of Rs. 10
lakhs and other
bumper prizes
including car, plasma
TV, mobile phone, DVD
player and an air
conditioner
FREE TICKETS:
Ufone recently
offered free trip to
Dubai. It was Ufone’s
first Eid offer. Every
time you make any
international call of 5
minutes or longer
than 5 minutes, you
enter the lucky draw
to win a return ticket
to Dubai. The more
calls you make, more
is your chance to win.
PROMOTIONAL
PRODUCTS:
“Phone bhi Ufone
bhi”. It was a
promotional offer By
Ufone where it
offered a mobile
phone, free air time,
Ufone connection
and Rs.100 airtime
all for Rs.999
Now Ufone also offers Blackberry mobile sets
with its PostPay connections as a promotional
product
Another recent promotional offer by Ufone is that
with your HBL Credit Card; get a free handset of
your choice, a Ufone PostPay connection and airtime.
Existing as well as new HBL Credit Card customers
may avail this offer
 Ufone is a heavy spender on
Advertisements. Owing to the growing
competition in cellular telephonic
services, Ufone strategize to increase
its effect on market through aggressive
promotion & advertising
UFONE’s ADVERTISING OBJECTIVES
• Ufone informs its customers about new or
available services
• Ufone seeks to persuade people to purchase
their service or switch to their connection
from other connections

UFONE’s ADVERTISING BUDGET

A single Ufone advertisement played 15-20
times per day on a TV channel costs millions of
rupees varying with the time of day when it is
played. Ufone spends about 20% of its profit
on advertising and sales promotion
 DEVELOPING AD COMPAIGNS

MESSAGE CONTENT OF ADVETISEMENT

• The very first content of Ufone’s
advertising message was humorous
• Then Ufone shifted its message content
to youthful excitement
• But now Ufone has again adopted
humorous theme for its message
content
 MESSAGE FORMAT

• The format of Ufone’s advertisements

has always been very colorful and eye
catching
• The shocking Orange & Green colors
used by Ufone have always attracted
people
• These colors look beautiful on wall
printing of Ufone.
 UFONE’s old LOGO

UFONE’s created LOGO for

communications

UFONE’s new LOGO

Ufone’s former Positioning Statement:

“Everybody Loves to Ufone Prepay“

Ufone’s new Positioning Statement:

“ “
Or
“It’s All About U”
 MESSAGE SOURCE

• The very first Ufone

advertisements had Faisal
Qureshi as its message source

• Afterwards Ufone hired non-

celebrity + celebrity young
models for its youthful
message theme
•Ufone also hired three
lollywood queens i.e.
Meera, Jia Ali and Veena
Malik with Mikaal in an
advertisement of “Baat
Ban Jaye”
•This advertisement
created a big
CONTROVERSY
regarding its eroticism
and negative appeal. Due
to negative response by
people Ufone had to
vacate its billboards and
eradicate its banners,
posters etc overnight, as
directed by CEO and
CMO of Ufone.
• But now Ufone has again hired this
comedian trio featuring Faisal
Qureshi, Mikaal Zulfiqar & Adeel
Hashmi
• The strategy behind hiring this
trio is that they are economical
and are
personal
favorites of
people
• Ufone always
hire endorsers in
group
• For PostPay Connection Ufone has used
only super model ABDULLAH as its
brand ambassador
ADVERTISING MEDIA

Ufone advertise in the following media

types:-

» Print media
» Broadcast media
» Display Media
» Online Media
» Events
 PRINT MEDIA
• Ufone tries and print
ads in all leading
newspapers including The
Dawn, Jung,
Nawa-i-Waqt,
Khabrain and local Sindhi
newspapers as well

• Ufone place its ads in all

leading magazines as well
i.e. Sunday magazine,
akhabr-e-jahan, Libas,
Mag etc
 BROADCAST MEDIA

Ufone tries and

advertise in all Pakistani
channels including GEO,
Hum, ARY, Indus, TV
one, HBO, etc (except
MTV Pakistan). Ufone
also plays its ads on
local channels like
WASEB and Punjab TV
AND radios
 DISPLAY MEDIA
• Ufone advertise using
vehicles like billboards,
hoardings, signs, posters, wall
paintings etc

• SME Multan has used a

new and innovative
vehicle in display media
i.e. Ufone’s painted
rickshaws
 ONLINE MEDIA

• Internet is the online media. Ufone is

not carrying out direct mail or direct e-
mail advertising. And it is not even
advertising itself on websites
 EVENTS
• Ufone has sponsored many events in the
past and holds future plans concerning
it. The famous event sponsored by
Ufone in 2006 was a series of musical
concerts did all over Pakistan, featuring
Mikaal Hassan and Junoon, it named
UROCK
• The Ufone commercial you just saw was shot in
Bangkok

• It took about 2 months to complete, although

the ad itself is hardly a few minutes

• The shoot with the actors took three days to

complete

• The concept of the ad and script was written

by Faisal Qureshi and directed by Ahsan
Raheem. Some of the post production work was
done in Paris
 The concept of the
ad and script was
written by Faisal
Qureshi

And it was directed by

Ahsan Raheem
Have you ever
wondered how
movies shoot
scenes on a
plane and of
people falling
out of
planes ? ? ?
 We bring you a behind the
scenes look at what goes into
the making of a good TV
commercial ! ! !
 The plane is actually a set, it looks
exactly like the real thing right down to
the oxygen masks !
On the sets of the Ufone commercial
The inside of the plane
Air hostess for Ufone Ad
The inside view of the plane with the
actors in place
A shot of the actors in the plane, Adeel
Hashmi and Mikaal Zulfiqar
►The actors were strapped with cables at 40 feet
high to give the effect of falling from the sky. The
wind effect was given by large fans.

► A special thanks to Asher Yaqub,

Vice President of Ufone Pakistan as he
has been kind enough to share these
pictures from their latest commercial
 STRENGTHS

• Differentiation (lowest
off-net call rates)
• Value Added Services
(VAS) i.e. Ufone’s
Walkie talkie, call block
etc
• second largest cellular
network in Pakistan
• Most attractive ATL
(Above The Line)
activities
 WEAKNESSES

• Less professional
management style
• A shadow of government
organization
• Less network coverage in
comparison to the Market
Giant “MOBILINK”
• Pathetic billing system
 OPPORTUNITIES
• The phase of conversion of
their GSM technology Into 3G
(satellite based) technology
• Growing mobile customers due
to increasing trend of using
mobile phones
• To win the customers of its
competitors by providing them
superior services on lower
price
• It is pioneer in southern
Punjab where it can promote
itself and become market
leader on the basis of this
very fact
 THREATS

• The phase of its

conversion of GSM
technology to 3G
technology
• Boosting customer base
of Warid and Zong
• Decreasing economy and
instability of Pakistan
• To be aggressive in industry to remain a potent force
in the cellular industry
• Huge network expansion contract of USD 550 million,
which will enhance the subscribers’ capacity by 10
million
• Maintaining high quality of service
• Exploring new value added services
• Market visibility through various market initiatives
to fulfill subscribers’ satisfaction and demand
• To increase the value of investment for the
shareholders.
• By keenly analyzing the marketing of
Ufone, we group member agree that
Ufone is penetrating its market by
taking risks and aggressively promoting
& advertising itself
• We came through unconventional
strategies and ad campaigns while
working on this report. We believe that
mobile services are the toughest market
to enter and survive. And in this tough
market Ufone isn’t only surviving but
growing at an exceptional rate.
• Ufone is using humorous theme in its ads
which has become its benchmark. People
enjoy watching, discussing and following
Ufone ads the most. And it is the biggest
achievement of Ufone in recent times.
• We wish a very best of luck to Ufone. May
it progress in this field and achieve its
desired goals. (AMEEN)