Company Name

Topic

Product Name
Brand Name/s
Sub Topic
Detail Topic

Mobile Connections
PREPAY

Marketing
Environment

Micro Environment

Mission Statement

To become the best cellular option available in

the country for you

Companys Internal
Environment

Finance department
Marketing Department
IT Department
Customer Relation Department
Human Resource Department
Legal Advisory Department.

Customer Market

Franchise (39 registered in Karachi)

Service centers (3 in Karachi)
Sales team (for corporate clients)
Retailers
TELENOR
WARID
MOBILINK
PAKTEL
Financial public: Ufone is ownership of
PTCL and backed by Etisalat. ABN Amro
bank supports Ufone.

Media public: ads, print media, radio.

Interflow, ARY

Government public: Yes. Ufone consults

its lawyers for the ads and other
formatlilties for being ethical. They have
legal Advisory department.

Citizen action Public: yes. We have

customer relation departments to deal with
our customers and look into their queries.

Competitors

Publics

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General public: Yes. As the publics image

of the company affect the buying behaviour
of customers.

Political & legal

Demographic

Internal public: Yes. As everyone need

motivation, Ufone also motivates it
employees through newsletters across the
departments so that they have positive
attitude towards their company and
towards the brand.
Change in political and legal situation may
increase taxes. Sims might then cost rs.3000 once
again. It will not be economical for people to buy
it. Consumption would remain constant.
AGE: n/a

Macro Environment

GENDER: n/a
INCOME: n/a
OCCUPATION: n/a.
FAMILY SIZE: n/a
RACE: n/a

Economic

RELIGION: n/a
Low mobile penetration in Pakistan,
Growth in business,
Need of communication,
Reduction in taxes on Sims (initially the
Sims cost RS3000).

Cultural

Ufone symbolizes friendliness through its

ads, therefore people prefer it. Their main
focus is U.
(no longer a consideration)

Technological

Innovation in technology will lead to efficient cost

and wide range of features. This would in turn lead
to more subscribers.

Demographic

AGE: n/a

Segmentation
GENDER: n/a
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INCOME: n/a
OCCUPATION: n/a
FAMILY SIZE: n/a
RACE: n/a
RELIGION: n/a

Geographic

DENSITY: n/a

LOCATION: n/a

CLIMATE: n/a

Service is provided in following areas.

Metropolitan
Urban
Sub Urban
Network is divided into regions.
Central 1 (Lahore)
Central 2 (Faisalabad)
North (Islamabad)
South (Karachi)
Ufone has its coverage in 750 cities nation wide,
motor ways and highways too.

Psychographic

LIFE SYLE: Yes, as people buy products based on

views of the world that is what other people say is
good.
PERSONALITY: Yes, as, Mobilink is symbol of
prestige that is why people prefer it. Incase of
Ufone, if your social circle believes that Ufone is
the cheapest and reliable, you will buy it. Even
Ufone can be symbol of Patriotism, which is why
people prefer it.

SOCIAL CLASS: n/a

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Behavioral
OCCASIONS: Yes, Ramadan, Hajj & Eid
packages
BENEFITS: Yes, better and efficient and reliable
communication service.
USER STATUS: Yes, New user of Ufone Prepay
gets Rs.150 credit with the sim for free.

USAGE RATES: YES (medium)

LOYALTY STATUS: Somewhat loyal.
ATTITUDE TOWARDS THE PRODUCT:
positive& enthusiastic

Consumer
Behavior

Factor Affecting Buying Behavior of their

customers

Target Market
Strategy

Segmented Marketing Strategy.

Cultural Factor

Social class
Social Factor

Personal Factor

If everyone in the family has Ufone, they

would continue to buy Ufone for their
children, being Brand Loyal or they trust
this Brand.
Even *Ucircle will influence people to buy
Ufone.
In holy month of Ramzan, they send
messages to their users of Iftari and Sehri.

n/a

Cellular Phones are part of lifestyle

Communication is cheaper
Same group of friends prefer same brand of
mobile connections as interaction would be
cheaper.

Age & Lifecycle: n/a

Occupation: n/a

Economic situation: n/a (this product is for

every class)
TH
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Lifestyle: Yes, as people buy products

based on views of the world that is what
other people say is good. As, Mobilink is
symbol of prestige that is why people
prefer it. Incase of Ufone, if your social
circle believes that Ufone is the cheapest
and reliable, you will buy it.

Personality & self concept: Yes, people

may buy Ufone as they are patriotic to their
country as Ufone is Pakistani company.
*assuming people know that Ufone is owned
by PTCL.

Competitive
Advantage

PTCL (Etisalat) backing up UFONE.

Sole GSM operator of 2.5G GPRS Service.
Best international roaming.
Ufone has International roaming in 158
countries.
Prepaid international roaming in 3
countries. (Afghanistan, Saudi Arabia and
Dubai).

Product

Product
Line

Product
Mix

Product
Classification

Service

Prepaid
Post Paid

PREPAY
U circle

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Product &
Service
attribute

Product Quality

Good signals
First class customized Data & Voice
solutions for our clients including Mobile
Office.

Product Features

U circle
Voice mail
MMS
GPRS
WAP
International Roaming
Virtual Private Network
Call waiting
Call conferencing
SMS

32k sim
Green and Orange Envelope.

Product Style

Price
TARRIF

PREPAY

PREPAID

(Call charges)
Ufone to Ufone-------Rs.2.5/min
(between 7am to 10pm)
Ufone to Ufone-------Rs.1.5/min
(between 10pm to 7am)
Ufone to other network
& PTCL--------------- Rs.2.5/min
(SMS Charges)
Ufone to Ufone--------Rs.0.5/msg
Ufone to other network----Rs.1/msg
any 3 Ufone numbers------- Rs.1/min

Prepaid *(U circle)

Ufone to PTCL (1 number)-Rs.1/min
International SMS:...Rs.1.5
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Value Added

TH

Services

Sim Price
(Trade)
Sim price
(retail)
Product Pricing
Strategy

Price Adjustment
Strategy

Rs.200

Ring tones:...Rs.1.5
MMS/incoming & outgoing
message............................Rs.5
GPRS per megabyte.........Rs.15
Nation wide roaming.FREE
Voice mail per minuteRs.1

Rs.250 with Rs.150 credit.

No compromise on quality.
Keep a check on the competitor and knowing the
average revenue per user (ARPU).
Competition based pricing.

Dependent on competitors activity

Also, considering the ARPU
Competition based.

Marketing
Channels
Channel
Levels

SALES &
DISTRIBUTION
OBJECTIVE

Distribution
strategy

Franchise (39 registered in Karachi)

Service centers (3 in Karachi)
Sales team (for corporate clients)
Retailers

Distribution a competitive advantage.

High level of retail marketing penetrationmaximize sales
Reinforce brand image and positioning.
Low distribution cost.

Intense

Promotion
Promotional
Objective

To capture the market through

advertisements and customer sales service.

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Communicate image
Create a Pull factor for our target
audience.
Create differentiation in our brand.

It varies from campaign to campaign.

Should sound appealing to the customers.

Slice of life
Musical
Lifestyle

Posters
Radio
Billboards
Sponsorships
Television

STRENGTHS

WEAKNESS

Largest growth in company in Prepay

brand in telecom Industry.
PTCL backing up Ufone.
Pioneers of WAP, GPRS, MMS.
SPONSORSHIPS.
When Ufone was launched, they did not as
such specify their brand Prepay, their main
focus was Post paid.
Etisalat taking over.
liberalization policies in telecom sector

Advertising
Objectives
Advertising
Strategy

Message Strategy
Message Execution

Advertising
Media

Key Facts

OPPORTUNITIES

THREATS

MARKET SHARE
ARPU

Stringent competition.
Mobilinks experience.
International competitors.
Over 24%. Over 7 million customers.
$4/month

SUBMISSION DUE ON THE 14TH SESSION

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