[2008]

Lahore School of Economics

[WARID ZEM PRE-

PAID
PACKAGE RE-
LAUNCH] ● ● ●

By

MAHAM JAVED

● ● ●
T

ABLE OF CONTENTS

1. Executive summary

2. Background

3. Research objectives

4. Focus group

 Focus Group Criteria

 Screening Criteria
 Screening Questionnaire
 Moderator Discussion Guide
 Projective Techniques
 Verbatim
 Summary & Analysis

5. Quantitative study

 Questionnaire
 Sampling plan
 List of Variable
 Hypothesis
 Question for statistical co-relation
 Statistical techniques

6. Finding of the Research

7. Conclusion & Recommendation

8. Appendix

 Appendix A – Focus group projective techniques

 Appendix B --Focus group Screening Questionnaire
 Appendix C – Graphs
 Appendix D -- Questionnaire
 EXECUTIVE SUMMARY

Warid offers a range of pre-paid packages for its users such as Zem Nites, Zem Voice
Craze, Zem Infinite Craze, Zem Sunday Craze and Zem Committee (esp. for the
females). All the packages offer different services and cater to different niche in the
market. They offer variety of options and call rate all catering to different needs of the
consumer such as unlimited sms package, free night calls and so on.

One of such package introduced by Warid was ZEM SUNDAY CRAZE. The basic theme
behind the campaign was that if one is busy all week it can catch up with friends and
family on Sunday. The Warid to Warid call are free on Sunday between 8 am to 12 pm. In
the TV advertisement it is noticed that a house wife is talking on the phone with her
friend and the husband is complaining that she is always on the phone. Warid spent 1.6
million on its Sunday craze Advertisement and expected revenue of 50 million but did not
recover the expected revenue. That even after spending a huge sum on this nationwide
advertisement the sales of the product were not as much as expected.
Thus the management was faced with the problem that should it re-launch its package
with different feature and if they do would it increase the sales.

To help the Warid management a marketing research was conducted. This research was
both qualitative and quantitative. To explore and understand the attitudes of potential
customers towards Warid package a focus group was conducted. This was on campus
focus groups as our target population was university students. The student will be
between the ages of 18-25.they will belong to a middle or upper middle income group.
The students will be from leading universities of Lahore such as LSE. This focus group
gave us insight what the consumer wanted from a pre-paid package deal. The focus group
covered all the operators such as Zong, Ufone, Warid, Jazz and Telenor. This gave us an
idea that why people were using certain network operators and certain packages. The
focus group also covered the reason that why Zem Sunday Craze Package was not
famous among the teenage and post teen population. The research finding of the focus
group showed us the even though free calls were being offered in the package but the
package was deficient in meeting the basic needs of the target population. The package
did not offer and other value added service and offer such as a limited number of free sms
of mms. The most basic deficiency was the timing of the package. Almost every
respondent wanted the timing of the package changed. People associated the Sunday
mornings to laziness, sleep and relax in the coziness of their bed. They hated to wake up
early in morning on Sunday because Sunday is holiday, a break from routine life, no
teachers no assignments and no quizzes. So timing between a 9am to 12 noon was not
good on a Sunday morning.
 BACKGROUND

Pakistan has emerged as one of the fastest growing mobile market in the developing
nations. In the year 2008 the mobile sector grew by 80%. The total subscribers have
reached 76.9 million from 34.9 million in 2006.

In Pakistan the no of mobile subscribers are increasing this due to the increasing
economic boom and continued urbanization trend. There are other reasons that contribute
to the rising mobile subscribers such as the rapidly rising disposable income, availability
of low cost mobile handsets and large youth population.

The major strength of the telecom industry in Pakistan is the complete deregulation of the
telecom sector and incentives for operators to expand the network. But there are a few set
backs as well such as there is no formal association of the gsm operators to hold back the
price wars and there is increasing price pressure due to competition.

There are opportunities in the market that cannot be overlooked such as there is 60% of
the rural population that remains untapped. Thus the successes now lies in tapping new
areas and give more value added services. In the early boom period the pricing strategy
was the major deciding factor for switching for switching or remaining with on telecom
operator. But now the user is becoming aware of the packages and tariff rates thus the
pricing strategy is no longer the viable one. Thus the leading competitors are looking for
the value added package deals.

The leading competitors in the market are Mobilink, Ufone, Telenor, and Warid. The
Zong is a recent entry in the market and Paktel (the China Mobile Company) and
Instaphone are still in the transitional phase. These telecom giant have entered into a new
cellular war. Where one can see lowest ever call and SMS rates complimented through
mega-budget advertising campaigns, event launches and high profile star endorsements,
establishing "larger than life" campaign strategies.

Mobilink and Ufone was the sole window that Pakistan had towards telecom, but that
window has recently been further extended by Warid, Telenor and more recently by Zong.
Whereas Warid came took off through advertising, Telenor came out with a bang, and its
marketing has not looked back since. Mobilink captured the market and enjoyed the
largest share as he was the first entrant and has a wide network coverage area. Telenor
has offered its prepaid customer variety of packages that suits the individual need keeping
in mind their target market and changing trends in Pakistan. These packages include
Telenor Tawkshawk and Dejuice Jagtay Raho. The very name of the package gives a
message that the call rate are very low that one can keep talking to there loved ones.
Ufone is not left behind in the race it has offered packages that offer the lowest sms rate
even the international sms rates. The package includes Ufone Prepay Life, Ufone Public
Demand. Jazz is a prepaid service by Mobilink. It is not left behind in the war of low call
rates and sms charges. Seeing its competitors Mobilink offered Jazz Budget, Jazz One,
Jazz Octane and Jazz ladies First (especially catering to female needs offering value
added services such as food recipes, shopping ideas.)

Zong bounced out from China mobile, and has been pretty active as far as TV and print
advertising is concerned with a very impressive teaser campaign. The name is quite a
curiosity and an eccentricity, but the marketing campaign has been a breath of fresh air in
a telecom cluttered advertising front. As far as Zong is concerned, two aspects
particularly gained the attention. The first was an amusing TV Ad which shows a guy
walking and talking about Zong. The Ad looks to poke fun at competitors and at the same
time establish Zong as a more affordable and more flexible service. Talking to
consumers, the most popular of Zong's services so far remains the one number that you
can call for free for a lifetime, and that resulted in Zong SIMs being run within a few
weeks of its launch.
Warid Telecom is a group company of the Abu Dhabi Group Consortium from the United
Arab Emirates. Warid began its operations on May 23; 2005. The financial strength of its
shareholder and its telecom expertise is plus point for Warid. The strength for Warid
include modern network with GPRS, extensive sales and service network with 257
franchises and more than 8000 retail outlets. Warid has plenty of opportunities to exploit
such as increasing its network coverage to get subscribers from untapped markets,
catering to the niche market and give more value added services to retain customers.
There are still threats for Warid. One of it is being the re-launch of Paktel under China
mobile company. The other is Mobilink with its wide area coverage, brand recognition
and acceptability. Telenor and Ufone also offer competitions as they offer different value
added services in the prepaid range.

Warid offers a range of pre-paid packages for its users such as Zem Nites, Zem Voice
Craze, Zem Infinite Craze, Zem Sunday Craze and Zem Committee (esp. for the
females). All the packages offer different services and cater to different niche in the
market. They offer variety of options and call rate all catering to different needs of the
consumer such as unlimited sms package, free night calls and so on.

One of such package introduced by Warid was ZEM SUNDAY CRAZE. The basic theme
behind the campaign was that if one is busy all week it can catch up with friends and
family on Sunday. The Warid to Warid call are free on Sunday between 8 am to 12 pm. In
the TV advertisement it is noticed that a house wife is talking on the phone with her
friend and the husband is complaining that she is always on the phone. Warid spent 1.6
million on its Sunday craze Advertisement and expected revenue of 50 million but did not
recover the expected revenue. That even after spending a huge sum on this nationwide
advertisement the sales of the product were not as much as expected.
 MANAGEMENT DECISION

“SHOULD WARID ZEM SUNDAY CRAZE

PACKAGE BE RE-LAUNCHED?”

MARKETING RESEARCH

“WOULD RE-LAUNCHING WARID ZEMS’

SUNDAY CRAZE PACKAGE INCREASE ITS
SALE?”
 STATEMENT OF RESEARCH OBJECTIVES

1. How frequently is the consumer using the mobile phone?

2. What are the major uses of the mobile phone for this target group and sub group?

3. Are they aware of and do they use different value added services offered by the
mobile operators?

4. Are the prepaid customers aware of and do they use different packages launched
by mobile operators?

5. What are the main attractive features in a package for this user group?

6. What is the most effective advertising medium to create awareness for a new
package launch?
 FOCUS GROUP
Focused research will be used to explore and understand the attitudes of potential
customers towards Warid Zem Sunday Craze and subsequent quantitative research
will be used to measure how wide spread these attitudes are.

• Non users, Light and Heavy users for prepaid package

• Male and female both
• Age group between 18-25
• Students of LSE

FOCUS GROUP CRITERIA

• There will be 6-8 members in a focus group.

• Two focus groups will be conducted one of boys and the other one of
girls.
• These will be on campus focus groups as our target population is
university students. On campus interview has an advantage that
students are at easy because they are accustomed to there
surroundings. The student will be between the ages of 18-25.they will
belong to a middle or upper middle income group. The students will be
from leading universities of Lahore such as LSE.
• The focus group is almost 30 minutes to 45 minutes in length.
• A proper discussion guide for the focus group is prepared. The focus
group of boys is moderated by a male. And the focus group of girls is
conducted by a female.
SCREENING

• 20-25 people on the campus are given a questionnaire to fill

and they are told the nature of the study and why this is being
done. Out of which 10 are boys and 15 are girls.
• Only 6 boys and 6 girls are screened for the focus group study.

SCREENING CRITERIA

• Moderate to heavy users of the information will be selected

• They are using Warid and have a already used or are using
another mobile operator as a side number ( Jazz, Dejuice
and Ufone)

SCREENING QUESTIONAIRRE

• The questionnaire is designed such that it will tell us

about the mobile usage rate of the respondent.
• Only the respondents that use mobile most frequently
will be taken. They are more aware and active users.
They are also more demanding consumers.
• It will tell us if the respondent is a prepaid user or a
postpaid user.
• Because the study only focus on the prepaid users this
will automatically screen out the post paid users.
• The questionnaire also asks for which network the
respondent has used or currently using.
 Screening Questionnaire
Date: ________________ Time: ___________ Gender: _________ Code: ____________

1. Name: _____________________________________ Ph: ___________________

2. Address: _______________________________________ City: ______________

3. Age:

15yrs and below 16-20 yrs 21-25 yrs

26- 30 yrs 30+ years

4. Household Income:

Below Rs. 20,000 Rs. 20,000 – 40,000

Rs.40, 000 – 60, 000 Rs. 60,000 +

5. Marital Status? Married Unmarried

6. What is your Occupation? ________________________________________

7. Spouse’s Occupation? ___________________________________________

8. Your Education:

Below Matric Matric Intermediate Bachelors Masters

 9. Are you a prepaid user?

Yes No

10. How often do you use your mobile?

Little Moderately Heavily

11. Which Mobile Operator have you used?

Operator Prepaid Package Tick the one you have used

Warid Zem
Telenor Djuice
Mobilink Jazz
Ufone Prepay Life

12. Which operator are you using currently? _________________________________

 DISCUSSION GUIDE

Discussion Guide on Re-launch on Zem Sunday Craze Package

1. Background /Introduction
Moderator will:
• Introduce myself and thank participants for agreeing to come.
Thank you for volunteering your time and coming this morning. I am {NAME} – I
study at Lahore School of Economics. I’ll be moderating our discussion today for our
Marketing Research Project
• Explain group guidelines and tell how long the focus group will last.
We have the discussion scheduled for one hour today. During the group we want to get
your reaction about a pre-paid package that is being re-launched with a different
advertisement and target market. The package is Zem Sunday Craze by Warid Telecom
Again, I am here just to facilitate the session today. You won’t hurt my feelings or make
me feel good with whatever opinions you might give. We are interested in hearing your
point of view even if it is different from what others have expressed.
I’m going to make every effort to keep the discussion focused and within our time frame.
If too much time is being spent on one question or topic, I may move the conversation
along so we can cover all of the questions.
• Address confidentiality
We will be audio-taping the discussion because we don’t want to miss any comments.
But, we will only be using first names today and there will not be any names attached to
the comments on the final report. You may be assured complete confidentiality.
Participant introduction:
On that note, please introduce yourselves – first names are fine. Please tell us which
university or college you study and what subject are you studying. Let’s just go around
the table.
 2. Discussion Topics
Explain Process
• Our topic of discussion today is a Re-launch of a prepaid package “Zem Sunday
Craze” by Warid Telecom. When Warid first launched this Package the basic
theme behind it was that if one is busy all week it can catch up with friends and
family on Sunday. The Warid to Warid call are free on Sunday between 8 am to 12
pm. Now Warid wants to re-launch the product with a different marketing mix,
advertisement and to a different target market.
• We’d like to get your feedback on the current package as well as the materials that
were used to promote the program.
Overall Reaction
1. Why is there a sudden trend in sms package deal that every network is
offering one? What do you think about it?
2. “The lowest call craze’ How has it affected your life? Does it suit your
daily routine
3. I have heard people say that “all nite free from 11pm to 6 am” is a blessing
in disguise. Why all the changing scenarios?
4. Most people think that Warid is the cheapest network when it comes to
call rate and sms packages? Do you think so?
5. Warid offers a large variety of packages to choose the one you need. How
many have you recently tried and why?
6. Why do people keep saying that Ufone provide the best package deal?
7. People say that Mobilink Jazz is providing better services that Ufone Life
in terms of call rates and sms deals?
8. Why do people prefer using Telnor Twak shawk over Ufone life for its
sms rate? Is it true or is just another statement?
THE RESPONDENTS WILL BE SHOWN A COUPLE OF PICTURES AND THEN
THESE PICTURES WILL BE PLACE ON THE TABLE INFRONT OF THEM. THEY
WILL THEN BE TOLD TO PICK OUT ONE PICTURE.
THE PICTURE WILL TELL US WHAT THE CONSUMER MOST LIKELY TO DO ON
THE SUNDAY MORNINGS.

THE RESPONDENT WOULD THEN EXPLIAN WHY THEY SELECTED A

PARTICULAR PICTURE.

Zem Sunday Craze Package

9. What do people basically do on Sundays?

10. Have you ever heard of the Zem Sunday Craze package launched by
Warid? If yes the how?
11. Have you ever used Warid Zem Sunday Craze?
12. The idea of something different on Sunday by Warid any good?
13. What modifications do you want in this package deal?
THE RESPONDENT WOULD BE GIVEN A PIECE OF CARD BOARD AND A
PEN.THEY WILL BE TOLD TO WRITE A ANYTHING THAT COMES TO THEIR
MIND WHEN THEY HEAR “ZEM SUNDAY CRAZE”

CLOSING
• Offer an opportunity for any short final comments participants would like to
make.
Thank you very much for your input today. We are just about out of time. Are there any
last comments that anyone would like to make?
 FOCUS GROUP GIRLS (VERBATIM)

1. Why is there a sudden trend in sms package deal that every network is offering
one? What do you think about it?
• Popular and its in fashion
• Sms services is inexpensive
• Easier to keep in touch with friends.
• Sms rates are cheap
• Friends like to exchange jokes so sms services is popular
• Sms are popular and people use it more often then calls

2. “The lowest call craze’ How has it affected your life? Does it suit your daily
routine?
• Everyone can afford a mobile.
• Made communication with friends easy
• My mobile usage has increased.
• More time spent talking t friends and less time left for family
• I give less time to studies now
• Yes the study time is affected.

3. I have heard people say that “all nite free from 11pm to 6 am” is a blessing in
disguise. Why all the changing scenarios?
• Its blessing for people in relationships
• Yes couple you this package mostly
• Yes its cheaper for couple
• Friends do not have much use of this package
• Yah the friend are together all day so they do not need to talk all night
• The companies are really making profit as mostly couples are switching to
this package.

4. Most people think that Warid is the cheapest network when it comes to call rate
and sms packages? Do you think so?
• Yes Warid has the lowest call rates that why I use it.
• Yes arid is really cheap to use.
• No I don’t think so
• Warid is ok
• Warid has a lot of hidden charges and taxes.
• Yah the hidden charges are there even in sms rates.
5. Warid offers a large variety of packages to choose the one you need. How many
have you recently tried and why?
• Yes they do mostly in calls rates
• Their Zem nite is really good
• I mostly use they zoom unlimited package
• Yes the zoom sms package is good it only cost 9 rupees for unlimited
messages.
• Sms package
• Yes they do offer different packages.

6. Why do people keep saying that Ufone provide the best package deal?
• Because of the SMS packages it is the best deal.
• I think the International messages are also really cheap.
• Because it has sms rates are lower than other connections such as
Mobilink and Warid.
• The network coverage is very good.
• It works everywhere even in Burki Campus.
• It is a complete package with good call rates and great SMS deals.

7. People say that Mobilink Jazz is providing better services that Ufone Life in terms
of call rates and sms deals?
• Jazz has a wider coverage
• I use Ufone Life. Its best feature is that calls are charged at half rates on
the weekends.
• I use Uwon. The best thing about this is that all calls to Ufone are charged
at Rs.1/ min.
• No Ufone is also providing 1 ptcl number in friend and family option
• I am a Warid user.
• I do not use Ufone but I think Mobilink is more better

8. Why do people prefer using Telnor Twak shawk over Ufone life for its sms rate?
• Because Telenor offers more sms in this package
• No Ufone is more cheaper than Telenor
• No comments I am Warid user
• Because Telenor offers more sms in this package
• No Ufone is cheaper than Telenor especially in international sms
• Ufone offers more packages than Telenor.
9. What do people basically do on Sundays?
• Sleep
• Visits to friend places
• Talk on phone
• Relax
 • Watch movies
• Relax

10. Have you ever heard of the Zem Sunday Craze package launched by Warid? If
yes the how?

• Yes (T.V)
• Yes (T.V)
• Yes (T.V)
• No
• Yes (Brochures)
• Yes (T.V)
11. Have you ever used Warid Zem Sunday Craze?

• Yes

• No

• Yes

• No

• No

• No

12. The idea of something different on Sunday by Warid any good?

• No its not good

• No its not good

• No its not good

• No its not good

• No its not good

• No its not good

13. What modifications do you want in this package deal?

• More free time should be offer

• Happy hours should be between 9.00 p.m to 9. 00 am

• Its fine
 • Its fine

• Its fine

• Happy hours should be between 9.00 pm to 9. 00 am

14. What do you think of this poster?

• Boring
• Its good
• Its attractive
• Its about a women talking
• Not attractive
• Not attractive

15. What colors should be used to make it more vibrant and attractive?
• Orange and Red
• Red
• Blue and Pink
• Red and Black
• Pink
• Red and Blue

FOCUS GROUP BOYS (VERBATIM)

1. Why is there a sudden trend in sms package deal that every network is offering
one? What do you think about it?
• People find SMS more exciting
• To create social networking
• It is cheaper than calling
• It is cheap and convenient
• It’s the need of hour
• Introduction of new packages

2. “The lowest call craze’ How has it affected your life? Does it suit your daily
routine?
• Not much
• Yes
• Yes
• No, I don’t even use it
• No, I’m not a cell phone person
 • No
3. I have heard people say that “all nite free from 11pm to 6 am” is a blessing in
disguise. Why all the changing scenarios?
• People want to talk late night
• Never thought about that
• There are more boy friends and girl friends these days.
• People don’t have time to talk in other hours
• No comments

4. Most people think that Warid is the cheapest network when it comes to call rate
and sms packages? Do you think so?
• Not any more
• No
• Yes
• Yes
• Yes
• No

5. Warid offers a large variety of packages to choose the one you need. How many
have you recently tried and why?
• 3, it saves money
• 3, they suited me
• 2, according to my need
• none
• 1, I only need sms
• none

7. Why do people keep saying that Ufone provide the best package deal?

• cheap SMS rates

• cheap international SMS rates
• providing 1 PTCL number in family friend options
• cheap international SMS rates
• Free SMS to all network in limited charges
• Cheap international SMS and call rates.

8. People say that Mobilink jazz is providing better services that Ufone life in terms
of call rates and sms deals?

• Yes Mobilink has a greater network coverage

 • No Mobilink is expensive
• No they levy hidden charges
• Yes Mobilink has a greater network coverage
• No Ufone is less expensive than Mobilink and also providing more
packages
• Mobilink is expensive but it’s good.

9. Why do people prefer using Telenor Twak shawk over Ufone life for its sms rate?

• Because Telenor Twak shawk is cheaper than Ufone life in sms package.
• No Ufone’s network is more better than Telenor
• Wrong Statement Most people prefer Ufone
• Yes Telenor Twak shawk is providing better sms deal
• Because Telenor Twak shawk is cheaper than Ufone life in sms package.
• No Ufone’s network is more better than Telenor
•

10. What do people basically do on Sundays?

• Sleep
• Sleep
• Celebrate holiday
• sleep
• Catch up with friends
• Sleep

11. Have you ever heard of the Zem Sunday Craze package launched by Warid? If yes
the how?

• Yes, through ads

• Yes
• Yes, on TV
• No
• Yes
• Yes, TV
12. Have you ever used Warid Zem Sunday Craze?

• No

• No

• No

• No
 • No

• No

13. The idea of something different on Sunday by Warid any good?

• No its not good, how wants to talk on Sunday

• Not good at all, Its just one day you want to relax

• No I just want to Sleep

• Sleep and hang out in the evening

• Sleep

• Watch movie

14. What modifications do you want in this package deal?

• Change in timings

• Change in timings

• Nothing

• Nothing

• Everything

• Change in timings

15. What do you think of this poster?

• Boring

• Boring

• Nothing special

• Not up to the mark

• Boring

• No comments

16. What colors should be used to make it more vibrant and attractive?
• Red and blue
• Red and orange
• Red and black
 • Red and blue
• Red and white
• Yellow and blue

SUMMARY OF THE FOCUS GROUP OF BOYS

Almost all the participants in the focus group were Warid users. The reasons for using

Warid as their primary connection were as follows:

• Economical Tariffs

• Complementary connections given from Bank Alfalah for opening an account

• Low Friends and Family calling rates

• Better Connectivity

• Number Portability (same number which they are already using of other

companies with Warid prefix helps them to switch).

When asked about the SMS and Call packages offered by Warid, most respondents said

that Warid did not offer customized packages as other operators do. They said Ufone

offers most customized packages.

When asked about the activities of people on Sundays, almost all of them said they sleep

for long hours on Sunday. In other hours they watch T.V, play cricket, hang out with

friends etc.
All of the respondents were aware of Zem Sunday Craze because of T.V ads, but none of

them was a user of it. When asked that what comes in their mind when we say Zem

Sunday Craze; most of them thought of free calls on Sunday.

We asked about the possible modifications that could improve the product; all of them

said that timings allocated to the package were totally brainless, because more than half

of the people are sleeping at that time. They suggested that the timings should be changed

to 12pm to 6pm.

When we showed the poster of the campaign to the target group, they said it was really

boring and does not attract at all. They said that Advertisement and the posters should be

re-launched with proper guidance given about the package and call rates; the current Ad

was depicting a negative image about the product. Most of them suggested Red color for

the campaign to make the posters more vibrant.

Brand Personality of Warid:

• Warid is a middle age and responsible male because it has come up with a very

firm and organized structure as compared to other companies.

PROJECTIVE TECHNIQUE

• THE RESPONDENT WOULD BE GIVEN A PIECE OF CARD BOARD AND A

PEN.THEY WILL BE TOLD TO WRITE A ANYTHING THAT COMES TO THEIR
MIND WHEN THEY HEAR “ZEM SUNDAY CRAZE”
The respondent ideas jotted down on the paper were the same that they thought that

Warid launched a package with free calls and sms for all day on Sunday. They said this

was what they inferred from Zem Sunday Craze offer.

• THE RESPONDENTS WILL BE SHOWN A COUPLE OF PICTURES AND

THEN THESE PICTURES WILL BE PLACE ON THE TABLE INFRONT OF
THEM. THEY WILL THEN BE TOLD TO PICK OUT ONE PICTURE.THE
PICTURE WILL TELL US WHAT THE CONSUMER MOST LIKELY TO DO ON
THE SUNDAY MORNINGS.

When the respondents were shown a picture of what they normally do on Sunday
Mornings they choose the following pictures.
They said that they like to sleep away the entire morning till at least 1 o clock. Because
it’s just one day they have in a week when they do not have to get up for the 8 o clock
class. They said they would never sacrifice their sleep for sum Warid offer because we
like to stay up all night and sleep till late in the morning.
 SUMMARY OF THE FOCUS GROUP OF GIRLS

Most of the participants in our focus group were using Warid Telecom services. From the
focus group we found that Warid is providing the best services but since the competition
is increasing and more and more new entrants are coming into the market, Warid should
really work on their promotional strategies and their packages. The core reasons outlined
by our respondent for using Warid were:
1Unlimited SMS
2Low Friends and Family calling rates
3Free minutes in postpaid packages
4Better sound quality

When we asked the participants for their general opinion regarding customized packages
offered by Warid, some of the participants said that Jazz offers more variety in the shape
of "Jazz One", "Jazz Advanced", etc. whereas rest of the respondents said that Ufone
provides better services in terms of network coverage, call rates and international SMS
when compared to Warid.

When we asked about the activities of people on Sundays, most of the respondents said
that they want to relax, watch television, hang out with friends and give time to family.
For them Sundays are boring where one has nothing else to do except watch television
and sleep the entire afternoon.

Not all of the respondents were aware of Zem Sunday Craze. Only one or two saw an
advertisement on television. When asked what comes to their mind when we say "Zem
Sunday Craze", most of them responded with “Entertainment on Sunday”.

We asked about the value added services that they would like to see amended in this
package in order to make it more attractive, and they all offered that the timings should
be more feasible as 8 am to 12 p.m is very early to be talking on the phone for a Sunday.

PROJECTIVE TECHNIQUE

• THE RESPONDENT WOULD BE GIVEN A PIECE OF CARD BOARD AND A

PEN.THEY WILL BE TOLD TO WRITE A ANYTHING THAT COMES TO THEIR
MIND WHEN THEY HEAR “ZEM SUNDAY CRAZE”

They respondents had similar ideas relating to the word Zem Sunday Craze and all of
them thought that Warid made call free the entire Sunday. Respondent thought this was
the only crazy idea Warid could come up with. This was actually an immediate reaction
of the respondents. They thought that Warid made calls on family and friend package
absolutely free the entire Sunday.

• THE RESPONDENTS WILL BE SHOWN A COUPLE OF PICTURES AND

THEN THESE PICTURES WILL BE PLACE ON THE TABLE INFRONT OF
THEM. THEY WILL THEN BE TOLD TO PICK OUT ONE PICTURE.THE
PICTURE WILL TELL US WHAT THE CONSUMER MOST LIKELY TO DO ON
THE SUNDAY MORNINGS.

Even in the focus group conducted for the girls the same pictures were
selected. People associated the Sunday mornings to laziness, sleep and
relax in the coziness of their bed.
They hated to wake up early in morning on Sunday because Sunday is
holiday, a break from routine life, no teachers no assignments and no
quizzes.
Sunday is free from all kind of tensions and one just sits back and relaxes.
 QUANTITATIVE STUDY
Questionnaire for the Re-launch Study

SCREANING QUESTIONNAIRE

1. Which mobile connection do you use?

o Mobilink
o Warid
o Ufone
o Telenor
o Zong

2. Are you prepaid user

o Yes

o No

3. What is your gender?

o Male

o Female

4. What is your age?

o Under !4 o 14 – 17 o 17 - 19

o 19 -21 o 21- 25 o Over 25

 Pre-Paid Package Re-Launch Questionnaire

Hello, I am a MBA-II student of Lahore School of Economics. We are conducting a

Marketing Research Project to find out about the Value Added Service the consumer want
in a Pre-Paid Package. This research will purely be used for the academic purpose.

Please complete this questionnaire by ticking the appropriate boxes or by writing in your
answer in the space provided.
1. How many calls do you make during a typical day?

o 0-2

o 3-5

o 6-10

o 11-15

2. About how many minutes would your average call last during a day?
o Less than 5mins

o 5-10 mins

o 20-30 mins

o more than 30 mins

o Others (specify) …………………………

3. About how many minutes would your average call last at night?
o Less than 20 mins

o 30 mins

o 1hr

o more than 1 hour

o Others (specify)………………………………
4. What is your average monthly spending on mobile phone bill?
o Below 100 rupees

o 100 - 300 rupees

o 300 - 500 rupees

o above 500 rupees

5. How often do you use the following messaging services?

a) SMS (text message on a mobile phone)

o Less than 10 per day

o 10 – 20 per day

o 20 – 40 per day

o 40 – 60 per day

o Moe than 60 per day

b) MMS (multimedia message on a mobile phone)

o Less than 10 per day

o 10 – 20 per day

o 20 – 40 per day

o 40 – 60 per day

o Moe than 60 per day

c) Voice mail

o Less than 10 per day

o 10 – 20 per day

o 20 – 40 per day

o 40 – 60 per day

o Moe than 60 per day

12. How many mobile operators have you used in the past 3 – 6 months?

o Only 1

o 1-2

o 2-3

o 3-4

o 4–5

13. Please select all of the mobile operators that you have used in the past 3 – 6
months?

o Zong

o Telenor

o Jazz

o Ufone

o Warid
14. Please list mobile operator that you are using currently?

o ------------------------

o ------------------------

o ------------------------

o ------------------------

o ------------------------

15. Please rank the following from 1 to 5.

With 1 being the most preferred and 5 being the least preferred.

o Zong ……………………………….

o Telenor ……………………………….

o Jazz ……………………………….

o Ufone ………………………………

o Warid ……………………………..

16. Please select the mobile operator that you are using most frequently these days?

o --------------------------------
17. Please select all of the reasons for the selection of this mobile operator?

Jazz Ufone Telenor Warid Zong

Lowest call rates
Lowest sms rates
Value added service
Greater coverage
Un-limited sms
Better service
Brand Image
Nite Package

12. Please mention 5 of the value added services that you have used?

Rank them according to importance with 1 being the most important and 5 being
the least.

1)………………………………

2)………………………………

3)………………………………

4)………………………………

5)……………………………….

13. Where did you hear about these services?

o Friends

o Website

o Newspaper Add

o Billboard

o Sms Service
 14. We would like to get your opinion on various value added services?

Very Least
Important Important

1 2 3 4 5

Caller tunes o o o o o

Chat Service o o o o o

Balance Share o o o o o

Sms Filter o o o o o

Islamic Service o o o o o

Urdu Info Service o o o o o

International Top up o o o o o

Find a friend/place o o o o o

Sports Station o o o o o

Easy Load o o o o o

Phonebook Back up o o o o o

Talky Message o o o o o

Unlimited Sms offer o o o o o

Miss call notification o o o o o

Loan for balance low o o o o o

Call Block o o o o o

Walkie Talkie o o o o o
Song Catcher o o o o o

15. Please rank the following prepaid packages which are best suited to your need
With 1 being the most preferred and 7 being the least preferred.

o Enjoy 150 minutes of talk time and

50 minutes of talky messages – every week! ----------------------------------

o Enjoy FREE Calls on

Sunday Morning -----------------------------------
From 8a.m to 9 pm

o Call @99 paisas anywhere

Any network and any time ----------------------------------

o Free late nite call,

Discounted weekend call ---------------------------------
Amazing sms rates

o Each 5 min call gives you

The next 10 minutes absolutely free ---------------------------------

o Late Nite offer @ only 75 paisas per min

From 11pm to 7am ----------------------------------

o Call your F&F number free all nite

Attractive day time offer @ 50 paisas ---------------------------------
To all F& F numbers

16. Which prepaid package are you currently using

o -------------------------------------

17. Please list down at least 5 reasons for using this package?

o --------------------------------------

o --------------------------------------

o --------------------------------------

o -------------------------------------
 o -------------------------------------

18. Have you ever heard of Zem Sunday Craze Package

o Yes

o No

19. Have you ever used the Zem Sunday Craze Package?

o Yes

o No

20. How did you find Zem?

1 2 3 4 5 6 7

Modern o o o o o o o Old Fashion

Attractive o o o o o o o Un-attractive

Creative o o o o o o o Boring

Bold o o o o o o o Dull

Playful o o o o o o o Simple

Vibrant o o o o o o o Classic

Unique o o o o o o o Ordinary
Name: ________________________________

What is your Education?

o Metric
o Intermediate
o Undergraduate
o Graduate

Where do you Study?

o LSE
o LUMS
o PCBA
o PU
o BNU
o Others (specify)………………………………..

(Thank you for your time. Have a good day.)

SAMPLING PLAN

Population of interest
• Our population of interest is prepaid users of different mobile operators such as
Warid, Ufone, Jazz and Telenor.
• Our population of interest is the younger group like pre-teen and the post-teen
studying in good educational institutions.
• The postpaid user will not be included in this study.

Data collection method

• We will float the questionnaire to collect data. The questionnaire will be floated
among the university students of LSE.

Sampling Frame and Sub-groups

• Gender
This will include male and female both.
• Age
This will include 2 groups of
• 16 – 19
• 20 – 24
• Mobile Phone Operator
• Telenor
• Ufone
 • Warid
• Jazz

Sampling Method:
• Convenience sampling method for our study.

Sample Size:
• Our sample size is 160 non random respondents. Now our sample frame and sample
size is given below in the table.

User Male Female Total

Warid 20 20 40
Telenor 20 20 40
Ufone 20 20 40
Jazz 20 20 40
80 80 160
 LIST OF VARIABLES

Dependent Variable:

 Sales

Independent Variables:

 Frequency of usage
 Call Packages & Tariffs
 SMS Packages
 Late Night Packages
 Value Added Services
• MMS
• Caller Tunes
• Easy Load
• Balance Share
• Advertisements
 HYPOTHESIS

Ho: There is a relationship between the frequency of usage and sales

H1: There is no relationship between the frequency of usage and sales

Ho: There is a relationship between the call package rates and sales
H1: There is no relationship between the call package rates and sales

Ho: There is a relationship between the SMS package rates and sales
H1: There is no relationship between the SMS package rates and sales

Ho: There is a relationship between late night option packages with sales
H1: There is no relationship between late night option packages with sales

Ho: There is a relationship between VAS (value added services) and sales
H1: There is no relationship between VAS (value added services) and sales

Ho: There is a relationship between Advertisements and sales

H1: There is a relationship between Advertisements and sales
 QUESTIONS FOR THE STATISTICAL
CO-RELATION

Sales
Q1) what is your average monthly spending on mobile phone bill?

Independent Variables

Frequency of usage
Q) About how many minutes would your average call last during a day?
SMS Packages
Q) How often do you use the following messaging services?
SMS (text message on a mobile phone)
Advertisements
Q) Where did you hear about these services? (Advertisements)
Value Added Services
• MMS
• Caller Tunes
• Easy Load
• Balance Share
Q) We would like to get your opinion on various value added services launched by
Warid?
Call Packages & Tariffs
Late Night Packages
Q) Please rank the following prepaid packages which are best suited to your need.
(With 1 being the most preferred and 7 being the least preferred.)
 TESTING
Q) About how many minutes would your average call last during a day?

Chi-Square Te sts

Asymp. Sig.
Value df (2-sided)
Pearson Chi-Square 37.329 a 9 .000
Likelihood Ratio 40.510 9 .000
Linear-by-Linear
27.776 1 .000
Association
N of Valid Cases 160
a. 5 cells (31.3%) have expected count less than 5. The
minimum expected count is .17.

What is your av e rage monthly spe nding on mobile phone bill? * How many calls do you make during a
typical day? Crosstabulation

Count
How many calls do you make during a typical
day?
0-2 3-5 6-10 11-15 Total
What is your average Below 100 Rs 1 1
monthly spending on 100-300 Rs 10 10 2 22
mobile phone bill? 300-500 Rs 9 20 16 9 54
Above 500 Rs 8 16 28 31 83
Total 27 46 47 40 160
 Symme tric M e asure s

Asymp.
a b
Value Std. Error Approx. T Approx. Sig.
Interval by Interval Pearson's R .418 .066 5.783 .000 c
Ordinal by Ordinal Spearman Correlation .417 .067 5.770 .000 c
N of Valid Cases 160
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.

Q) How often do you use the following messaging services?

SMS (text message on a mobile phone)

Chi-Square Te sts

Asymp. Sig.
Value df (2-sided)
Pearson Chi-Square 6.946 a 12 .861
Likelihood Ratio 8.925 12 .709
Linear-by-Linear
.166 1 .683
Association
N of Valid Cases 160
a. 15 cells (75.0%) have expected count less than 5. The
minimum expected count is .01.

What is your average monthly spending on mobile phone bill? * How often do you use the following messaging services?
Voice M ial Crosstabulation

Count
How often do you use the following messaging services? Voice Mial
Less than More than
10 per day 10-20 per day 40-60 per day 60 per day None Total
What is your average Below 100 Rs 1 1
monthly spending on 100-300 Rs 18 4 22
mobile phone bill? 300-500 Rs 50 4 54
Above 500 Rs 68 1 2 2 10 83
Total 137 1 2 2 18 160
 Symme tric M e asure s

Asymp.
a b
Value Std. Error Approx. T Approx. Sig.
Interval by Interval Pearson's R .032 .085 .407 .685 c
Ordinal by Ordinal Spearman Correlation .070 .083 .877 .382 c
N of Valid Cases 160
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.

Q) Where did you hear about these services? (Advertisements)

Chi-Square Te sts

Asymp. Sig.
Value df (2-sided)
Pearson Chi-Square 8.964a 12 .706
Likelihood Ratio 10.208 12 .598
Linear-by-Linear
.881 1 .348
Association
N of Valid Cases 160
a. 9 cells (45.0%) have expected count less than 5. The
minimum expected count is .08.

What is your average monthly spending on mobile phone bill? * Where did you hear about these services?
Crosstabulation

Count
Where did you hear about these services?
Newspaper
Friends Website Add Billboard SMS Service Total
What is your average Below 100 Rs 1 1
monthly spending on 100-300 Rs 9 6 5 2 22
mobile phone bill? 300-500 Rs 22 17 6 6 3 54
Above 500 Rs 36 22 6 10 9 83
Total 68 45 17 18 12 160
 Symme tric M e asure s

Asymp.
a b
Value Std. Error Approx. T Approx. Sig.
Interval by Interval Pearson's R .074 .071 .938 .350 c
Ordinal by Ordinal Spearman Correlation .030 .078 .375 .708 c
N of Valid Cases 160
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.

Q) We would like to get your opinion on various value added services launched by
Warid?

Chi-Square Te sts

Asymp. Sig.
Value df (2-sided)
Pearson Chi-Square 7.656a 12 .811
Likelihood Ratio 9.382 12 .670
Linear-by-Linear
2.417 1 .120
Association
N of Valid Cases 160
a. 9 cells (45.0%) have expected count less than 5. The
minimum expected count is .08.
 Crosstab

Count
Your opinion on various value added services: Balance share
Less Least
Very important Important Moderate important important Total
What is your average Below 100 Rs 1 1
monthly spending on 100-300 Rs 3 9 7 3 22
mobile phone bill? 300-500 Rs 7 20 16 7 4 54
Above 500 Rs 11 24 22 17 9 83
Total 21 53 46 27 13 160

Symme tric M e asure s

Asymp.
a b
Value Std. Error Approx. T Approx. Sig.
Interval by Interval Pearson's R .123 .070 1.562 .120 c
Ordinal by Ordinal Spearman Correlation .117 .076 1.485 .139 c
N of Valid Cases 160
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.

Q) Please rank the following prepaid packages which are best suited to your need.
(With 1 being the most preferred and 7 being the least preferred.)

Chi-Square Te sts

Asymp. Sig.
Value df (2-sided)
Pearson Chi-Square 22.891a 18 .195
Likelihood Ratio 22.812 18 .198
Linear-by-Linear
2.219 1 .136
Association
N of Valid Cases 160
a. 16 cells (57.1%) have expected count less than 5. The
minimum expected count is .06.
 Crosstab

Count
Rank the prepaid package: Call your F&F number free all nite, attractive day time offer @ 50
paisas to all F& F numbers
1st choice 2nd choice 3rd choice 4th choice 5th choice 6th choice 7th choice Total
What is your average Below 100 Rs 1 1
monthly spending on 100-300 Rs 5 3 3 1 3 3 4 22
mobile phone bill? 300-500 Rs 16 14 7 6 4 3 4 54
Above 500 Rs 43 6 7 7 3 7 10 83
Total 65 23 17 14 10 13 18 160

Symme tric M e asure s

Asymp.
a b
Value Std. Error Approx. T Approx. Sig.
Interval by Interval Pearson's R -.118 .083 -1.495 .137 c
Ordinal by Ordinal Spearman Correlation -.159 .081 -2.024 .045 c
N of Valid Cases 160
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.

CONCLUSION & RECOMMENDATION

From the research finding we conclude that there are factors that need to be fulfilled for
a pre-paid package to be successful. The pre-paid package has to be designed in such a
way that can provide the consumer with maximum value added services, lower call rates
and good sms package. Not only this the network companies has to identify there target
market carefully and design a customized package for the target group. The competition
and the price war is really fierce in the telecom industry. More companies are coming up
and offering a lower and almost free calls. But this is not what is attracting a consumer.
The consumer really want a whole package deal. The just do not want a package that
can offer them just lower call or lower sms rates. They want a package suited for there
particular need and that is the reason why the telecom companies are coming up with
different packages deal.

The basic idea behind this is to know your customer carefully observe there changing
taste preferences. The first and the basic task facing the companies is to identify a
potential target group and then map them out according to their taste preference, their
changing moods and their changing needs.

The best thing then is to offer a package that is offering a deal that has a whole some
look and feel. Taking for instant that the company has identified a target of university
going student then design a package that has elements of sms, mms and call rates. The
university going student use the text massaging the most so design a package that has
the lowest sms rate or almost free sms rates. Some times they need to talk to a friend
who skipped a class or they need to share gossip so make the call rates affordable. A
package with free sms rate and high call rate will also fail in the market. A wholesome
feel of the package will sale the most.
APPENDIX