You are on page 1of 20

PresentedBy

Syed
da Fou
uzia Ghazal
G

59532

Irfa
an You
usaf

59593

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0

TABLE OF CONTENT
S.NO
1.

2.

DESCRIPTION
Letter of Acknowledgement
Introduction to Ufone
History
Mission & Vision Statement
Coverage
Key Success Factors
Departmentalization

3.

Product Portfolio

4.

BCG Matrix

5.

Analysis of Market/Expansion Grid (Ansoff Matrix)

6.

SWOT Analysis
Strength
Weakness
Opportunities
Threats

7.

PEST Analysis
Political Factors
Economic Factors
Social Factors
Technological Factors

8.

Market Survey / Research

9.

Consumer Behavior Model

10.

Segmentation

11.

Targeted Market

12.

Market Positioning

13.

Marketing Mix

14.

Conclusion

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1.

Letter of Acknowledgement

MR. MUDASSIR HUSSAIN


Sr. Lecturer
Principle of Marketing
At PAF K.I.E.T
KARACHI

April 30th, 2015

Dear Sir,
With prayers of our parents and your support, it became possible for us to
formulate this report. We are also thankful to all our friends and class fellows
who provided us support to complete principle of marketing course report.
This report has given us insights of Marketing carried out at UFONE. We had a
comprehensive learning experience with the report formulation. With our
knowledge at this level, we have put all the efforts to summarize our knowledge
and experience in this report, to make it comprehensive and meet your
expectations.

Regards,

Syeda Fouzia Ghazal


Irfan Yousaf

59532
59593

MBA-1 (Evening)

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Pakistan Teelecommunnication Com


mpany Lim
mited (PTCL
L) that startted its operaations in Jaanuary 20011
under the bbrand namee 'Ufone'. As
A a result of PTCL'ss privatization, Ufone became a part of thee
Group
(Etisallat)
Emirates
Telecom
mmunicatioon
Corrporation
inn
20066.
o Pakistan,, empowerinng them wiith the most
Since its innception, Ufone has foocused on thhe people of
relevant coommunicatio
on modes and
a servicess that enablle them to do a lot more
m
than juust talk, at a
price that suits
s
them the most. Along withh the claim
m of lowestt call rates,, clear sounnd and best
network, U
Ufone offerss its custom
mers simplified tariffs with no hiidden chargges. With a strong andd
uniquely hhumorous communicattion directioon that hass now becoome Ufonee's signaturee across alll
media,
advertising
Ufone
gives
its
cusstomers
many
reasons
tto
smilee.
This custom
mer focus and
a best offfering has allowed Ufone
U
has buuilt a subsccriber base of over 244
million in lless than a decade. Ufo
fone has nettwork coverrage in 10,0000 locationns and acrooss all majorr
highways of
o Pakistann. Ufone cuurrently catters for Intternational Roaming to
t more thaan 288 livee
operators inn more thann 160 countrries. Ufone also offers Pakistan's fastest groowing 3G network
n
andd
BlackBerryy Roaming coverage available wiith more thaan 200 Live Operatorss across 122 countriess.
Ufone has also becom
me a focuseed and intennsive leaderr in VAS, constantly introducingg innovativee
services, w
which havve been the
t
first of
o their kind
k
in thhe Pakistaani cellulaar industryy.

As the woorld of teleecommuniccations adv


vances, Ufoone promises its custtomers to stay aheadd,
developing and evolvinng, to go beeyond their expectationns, because at Ufone, itt's all aboutt U.

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To be thhe leading telecomm


munication service prrovider in Pakistan by offerinng innovatee
communicaation solutiions for our customeers while exceeding shareholdeer value & employeee
expectationn.

"Ufone,

it's

alll

about

U!

We

are,

wheree

you

want

to

be

At Ufone w
we aim to provide
p
youu with wider coverage,, superior connectivity, clear signnals & voicee
quality. Whherever you
u are, Ufone keeps you connected.""

This custom
mer focus and
a best offfering has allowed Ufone
U
has buuilt a subsccriber base of over 244
million in less
l
than a decade. Uffone has nettwork coverrage in 10,0
000 locationns and across all majorr
highways oof Pakistann. Ufone cuurrently caaters for Innternational Roaming to more thhan 288 livee
operators inn more thann 160 counttries. Ufonee also offerss Pakistan's fastest groowing 3G network, andd
BlackBerryy Roaming coverage available
a
with more thhan 200 Liv
ve Operatorrs across 1222 countriess.
Ufone has also becom
me a focuseed and intennsive leaderr in VAS, constantly introducingg innovativee
services, whhich have been
b
the firsst of their kiind in the Paakistani celllular industrry.

Ufone has pproven itself to be far from ordin


nary. With an
a array of packages,
p
u
unbelievably
y affordablee
rates and a spectaculaar voice quuality, Ufonne has alwaays strived to providee you with immaculatee
remain
services
thhat
unmatchedd.
You don't want
w
to endd up shoutinng at the phoone to get your
y
voice across,
a
or haave it gluedd to your earr
so hard thaat it turns reed to actuallly understaand what is being saidd. With Ufoone, you gett the instan
nt
connection and superrb voice cllarity whichh eliminatees all sore throats an
nd throbbinng red earss.

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So forget tthe string of 'Hellos' and


a get youur message across withhout any haassle or disttortion withh
Ufone's
netwoork
offeering
crrisp
andd
clear
voice
qualityy.
incrediblee

The compaany is haviing Decentrralized struucture. The flow of co


ommunicatiion becomees easy andd
simple in suuch structurre.

Functional departtments:
Finance Deepartment: The
T head off finance deppartment is designatedd as CFO Chief
C
Finanncial Officerr
or Vice preesident of financial
f
heead. The deepartment is responsib
ble for Creddit exposuree for Ufonee
postpaid coonnection.

Budgetin
ng and Plaanning:
Marinating accounts and
a records,, Internal au
udit, ensuree error free billing opeerations, depployment of
key revenuee assurancee applicationns/solutionss, fraud mannagement.

Marketin
ng Departtment:
The head of marketingg departmennt is designaated as CMO
O- Chief Marketing
M
Offficer or Vicce Presiden
nt
of Marketinng Head.

Informattion Techn
nology Deepartmen
nt:
The head of informatio
on technology is termed as CIO- Chief
C
Inform
mation officcers

Billing:
The billingg departmennt is responssible for agggregating CDRs
C
and preparation
p
of the posttpaid billingg
for customeer from systtem.

IT Develoopment:
Any kind of
o IT development reqquired by thhe companyy in billing or CRM (C
Customer Relationship
R
p
Managemennt) module is done by IT developm
ment team.

Customerr operatioons Deparrtment:


The head of this department is dessignated as VP cops vice
v presideent customeer operationns.

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Customerr Care:
Ufone provvides custom
mer care thhrough Cusstomer Caree Center loccated in alll key cities, across thee
country. Thhey will nott only resollve consumers issues but also guuide them in
nto customizing Ufonee,
according tto their needds. Customeers care is offered to through call centers
c
and business ceenters.
Call centerr representaatives are prroviding seervices, 24 hours a day
y. The custtomers can contact thee
Ufone Call Center to get
g answers to all their queries

Business centers:
IM issuancce and otheer customerr related isssues, retenttion of custtomers andd handling requests
r
forr
Mobile num
mber portab
bility.

Engineerring Depa
artment:
The head of the departtment is term
med as CTO
O - Chief Teechnical Offficers or Viice presidennt.

BSS Bu
usiness Su
upport System:
The subheaad is responsible for Raadio Planninng and netw
work optimizzation.

The different products offered by UFONE arre:

1. PR
REPAID
2. PO
OSTPAY
3. 3G
G
4. UT
TRACK
5. SU
UPER CA
ARD
6. MIINI SUPE
ER CAR
RD
7. UB
BANK
8. UP
PAISA
9. UM
MOBILE
E

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1. PREPAID:
Ufone welcomes everyone to its prepay community where everyone can be their self, live life to the
fullest and talk up a storm with the most amazing calling and SMS rates.
At Ufone, they know people have a constant need to stay in touch with friends and family which is
why Prepay scratch cards are available in three denominations to suit the budget; so a person can
charge phone without making it hard on the pocket.
To say nothing of the entire mind boggling value added services it offers; they say a picture is worth
a thousand words wouldnt a person rather send an MMS when you have so much to say? Theres
Voice mail for when you are unable to attend your calls, of course one needs to keep in touch with
friends all the time and calling isnt always convenient, thats where SMSs come in; so you can put
your thumbs to good use. Whats more you can download all sorts of cool picture messages,
wallpapers, ring tones, logos and what not from the Ufone website onto your cell phone.
Ufone Prepay is everyones brand, hip and always with us, vibrant, innovative and unique, with an
identity thats entirely its own.

2. POSTPAY:
Ufone surged forward into the future with the advent of 3G in Pakistan. We empowered our
products, services and offerings with cutting-edge mobile Internet to add even more value to our
brand. Now its time to infuse the spirit of Ufone Postpay with lightning-fast Ufone 3G mobile
Internet to bring you Postpay Ultra the Postpay connection for the 3G era that is timeless, yet ahead
of
its
time.
The Postpay Ultra Packages are the definitive fusion between 3G and Postpay. Where lightning-fast
3G mobile Internet services replace regular mobile Internet and combine seamlessly with the elegant
form and feel of our Postpay portfolio to create the ultimate Ufone experience for you. Voice, SMS
and 3G mobile Internet all in one place to push the boundaries of your communication and
productivity with the Postpay Ultra Packages from Ufone.

3. 3G:
Ufones focus has always been you and your convenience, and we have consistently launched top-ofthe-line offers, products and services to make life easy and convenient for you. Furthermore, we have
always made it a point to keep you updated with the most cutting-edge technology on offer alongside
our
unique
and
innovative
services.
In these constantly changing and fast-paced times, Ufone is making life easier for you by offering
different and highly competitive 3G Mobile Internet Buckets, all in one place, and tailored to suit

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your needs. All you need to do is simply dial *3# from your 2G/3G enabled handset and choose your
desired Mobile Internet.

4. VALUE ADDED SERVICES:


Experience limitless features by stepping into the world of Ufone Postpays value added services.
We aim to connect with you and provide you state of the art services to make sure you get the most
out of your mobile phone. Which is why, weve mentioned some of our value added services to help
you
begin.

Essentials
Short Messaging Service (SMS) & International SMS: You can send and receive text messages
upto 160 characters per SMS. If your handset supports more than 160 characters, one SMS will be
sent for every 160 characters. You can exchange text message both nationwide & worldwide.
Caller Line Identification (CLI): You can find out the callers number automatically before
answering
the
phone
as
it
is
displayed
on
your
handset.
Conference Calling: Conference Calling lets you talk to 5 other people at the same time in a multi
party simultaneous conversation. To activate your conference calling, please call 333.
Call Waiting: Call Waiting allows you to receive another call while in conversation with a caller.
Voice Mail: Voice mail lets you receive and store voice messages when you are unable to attend
your calls; if your phone is switched off, busy or out of coverage. To activate your voice mail, please
call 333. To retrieve your voice messages, please dial 191. You can enjoy a storage capacity up to 10
messages.
Exclusives Missed Call Notification: With Missed Call Notification, you never miss a call even
when your phone is switched off or youre out of coverage. Ufone Postpay offers you SMS
notifications of all missed calls with time and date information as soon as you turn your phone back
on or are back in coverage. To activate your missed call notification, SMS MCN ON to 180.
Phone Book Saver: With Phonebook Saver, now you can retrieve all your contact numbers instantly
whenever you lose them. So go on and create your personal Phonebook Saver account and never lose
a contact again. To subscribe to Phonebook Saver, write an SMS, Sub and send it to 400.
Example:
Sub
6230
or
Sub
K750i
or
Sub
L6
etc.
Mobile Banking: Ufone Postpay offers its customers the convenience of conducting their banking
transactions like account balance, outstanding balance on the credit card, payment transfer etc from
the comfort of their office or home. Services offered may vary from Bank to Bank.
Virtual Private Network (VPN): This facility provides you and your corporate the option to define

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your personalized calling group within your organization and avail fabulous discounted rates and
other
benefits.
To
get
tariff
and
activation
details,
please
call
333.

GPRS enabled MMS and Internet Access: With GPRS (General Packet Radio System) you can
access your internet based emails, browse the internet and send & receive multimedia messages from
your
handset.
Internet Access: you can access the internet by simply entering the desired website address on your
phones
internet
browser.
MMS: this service allows you to send and receive pictures, sounds & video clips along with your
personalized text messages to Ufone and other mobile operator subscribers.
Emails: you can use your internet based emails by accessing your email website through the GPRS
enabled
handset.
GPRS Roaming: With Ufone Postpay you can now send & receive MMS, surf the internet, access
your emails and enjoy lots of other GPRS services while roaming abroad. All this with the same ease
as you would in your city.

5. UBANK:
U Microfinance Bank Limited (Formerly known as Rozgar Microfinance bank Ltd.) was
incorporated as public ltd. Company On 29th of October 2003 under Company Ordinance 1984. It
was the 4th microfinance bank, licensed by State Bank of Pakistan under Microfinance Institutions
Ordinance 2001. Initially, Rozgar, Microfinance Bank Limited was a district wide microfinance
Bank (MFB) operating in Karachi district. In August, 2012, Pakistan Telecommunication Company
Limited (PTCL) has acquired 100% shareholding of Rozgar Microfinance Bank Limited, after
fulfilling required regulatory requirements and change in name from Rozgar Microfinance bank Ltd.
To U Microfinance bank Ltd, it was awarded 14thlicenseto operate at national level.

6. UPAISA:
UPaisa brings financial convenience to your doorstep! In collaboration with U Microfinance Bank
Ltd., UPaisa launched innovative branchless banking solutions for the masses of Pakistan in October
2013. With one of the largest agent networks in the country, UPaisa provides convenient access to
financial services to even the remotest locations. Anyone can now easily conduct financial
transactions through Mobile Accounts or the nearest UPaisa Shop.

7. UMOBILE
Ufone, a market leader in innovation, is again primed to set precedent in the market with the launch
of Ufone Smart U5; Pakistans cheapest quad core, 3G enabled handset.

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The smartphone offers exceptional specifications that include a 4-inch screen, quadcore processor by
Qualcomm, 512 MB RAM, a 5 megapixel rear camera and a front cam at an unbeatable price of Rs
6,666. Additionally, it comes with a 6-month warranty.

Mr Taimur Faiz Cheema, GM Marketing at Ufone said, Ufone always strives to introduce new,
innovative and unique offers in the market, which is substantiated with this new offering of the most
affordable 4-inch 3G device with a Quad core processor.
He added, You can be sure that this is going to be very popular among the customers, as no other
brand is offering these specifications at such an affordable price.
It is pertinent to mention here that other brands are offering phones with similar specifications in the
price range of around Rs 15,000. With a substantial difference in price, the Ufone Smart U5 is
expected to provide stiff competition in the cell phone market.
The launch of 3G services in Pakistan has made inroads to consistently introduce latest technology
enabled handsets. This new advancement of launching the cheapest 3G enabled device by Ufone is
another stair in enhancing Ufones 3G device portfolio in the market.
Ufone Smart U5 will enable and empower customers to use Next Generation Mobile Services with
an unprecedented mobile experience and the best data offers. Undoubtedly, Ufone Smart U5 will
prove itself to be a success in the 3G enabled device market.

8. UTRACK
From immediate to long-term business needs, at Ufone its all about U!
In todays world of commerce and industry, time is money. As an active business player, U want
facts & figures at your fingertips. The key to your success lies in keeping an eye on all areas of your
operations. This includes keeping a check on the employees you trust to deliverevery day of the
week.
As a telecom leader that thrives on value-addition, Ufone is committed to facilitating SMEs and
help them maintain the competitive edge. Ufone is at the forefront of offering innovative VAS in the
telecom sector in Pakistan. In light of this Ufone bring to U, UTrack Business, a service developed
exclusively for businesses. Ufone is the only operator to offer such revolutionary service in Pakistan.
Ufone UTrack Business offers businesses the freedom to monitor their employees and track their
task-force ensuring effectiveness and safety. Businesses can assess employees past and present
locations via an online web portal.

9. SUPER CARD
The word super is used quite frequently around the world but we believe that where this word is truly
justified is when it refers to a certain flying man in a red cape andthe Ufone Super Card.
Ufone has spoilt U with innumerable choices that the rest of the industry was quick to copy, and now
it is about to combine that legendary Ufone diversity with a first-of-its-kind solution. The Super

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Scratch Carrd is an all--encompasssing single scratch cardd that leavees U withou


ut a worry in
i the worldd
for the whoole month.
The Ufone Super Cardd rather thann giving U balance,
b
givves 1000 miinutes to Uffone, PTCL
L and Vfonee,
150 minutees to other local
l
mobile networks, 1000 SMS
S to all locaal mobile networks
n
annd 1000 MB
B
mobile Inteernet for alll 2G and 3G
G customerss. All this bby loading one
o card an
nd that too without
w
anyy
additional ttaxes or addditional calll charges, or
o the hasslle of calcullating rates. U can avaail this offerr
through UL
Load as well!
The Ufone Super Card
d is here to make your days hasslee free and prroves once again that we
w back ourr
words withh actions whhen we tell U that its alll about U!

1.

Questio
on Markk:

Uban
nk
2. Star

3G
UPAIISA
SUPE
ER CA
ARD
3. Cash Coow

PREP
PAID
POST
TPAY
Y
VALU
UE ADDED
A
D SER
RVIC
CES
UTRA
ACK

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P
0

4. Dogs

UMO
OBILE
E

Market Penetrration:
Theey believe inn the strateegy throughh which theyy always doo penetrate their produucts throughh
TVC
C, Newspapper, internett, billboardss & magazinnes.
Market Deveelopment:
Ufoone trying to
o develop thheir 3G marrket all overr in Pakistann.
Prooduct Devellopment:
Reccently launched new serrvices are thheir Producct Developm
ment.
n:
Divversification
Thee Company has diversiffied in Bank
king Sector..

Every Organization has


h some Strengths,
S
W
Weakness,
, Opportun
nities and Threats.
T
Sttrengths
and Weakn
ness are th
he Internall Factors an
nd Opportu
unities and
d threats are Externa
al Factors.
STRENG
GTHS:

Theey have thee latest tech


hnology ass compared
d to any oth
her mobilee company

As g
governmen
nt is backin
ng them th
hey can get as many fund
fu as req
quired by th
hem to
intrroduce the new techn
nology

Goo
od quality service

Pak
kistan's seccond GSM network

Established cu
ustomer ba
ase includiing lower middle
m
classs

Lesss rate than


n competittors

Onlly companyy present in


i all four provinces
p

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0

Hig
ghly motiva
ated and trrained worrk force

Offe
fering prod
ducts like mobile
m
officce, mobile Internet an
nd MM

WEAKNE
ESSES:

Lesss coveragee in remotee areas

Nott targeting the rural areas


a
at thee moment

No proper pla
anning to cater
c
the ex
xcessive deemand

OPPORT
TUNITIES
S:

Theey can startt their servvices in oth


her cities of Pakistan

As tthey are th
he subsidia
ary of Pakisstan telecom
mmunication limited
d, they can
n acquire ass
much funds needed
n
to im
mprove their technollogy

Theey can also target corrporate secctor

New
w Technolo
ogy

THREAT
TS:

Leg
gal environ
nment, goveernment in
nterferencee

PTC
CL has beeen given liccense for ceellular operration

Mob
bilink is also
a
going to introdu
uce some new
n
techno
ology and committed
d to investt
morre in Pakisstan

Pak
ktel, Mobilink and Telenor phone
p
havve more coverage
c
in
n differen
nt cities off
Pak
kistan then
n Ufone

Hig
gh taxes aree imposed on the celllular indusstry in Pak
kistan

Pak
ktel also no
ow has the GSM techn
nology tha
at is anotheer threat fo
or Ufone

In PEST P stands for Political,, E stands for econom


mical, S stannds for so
ocial and T stands forr
technologiccal analysis of industryy with respect to their environmeent. The orgganization's advertisingg
surroundinggs is made up
u from:
1. The orgaanization in
nner environnment e.g. staff (or innternal custo
omers), offi
fice, technollogy, wagess
and financee, etc.
2. The orgganization external-ennvironment e.g. our external
e
cusstomers, ag
gents and distributorss,
suppliers, oour competittors, etc.

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0

3. The country forces affecting the environment e.g. Political forces, Economic forces, Socio-cultural
forces, and Technological forces. These are known as PEST factors.
Political:

Political environment of Pakistan is stable in the current situation and country is not progressing
in terms of economic growth that was expected.
Environment is investor non-friendly & telecommunication sector is under regulation.
Before WTO implementation government already took steps in regulation of telecommunication
sector.

Economic Factors:

Marketers should consider long term and short term state of a trading market
Inflation is being controlled by state bank and under strict eyes but unemployment rate is going
up & up with the increase of level of poverty
Economic instability is worsening day by day as liquidity crunch is prevailing in the world
Socio-Cultural:

As Pakistan is an Islamic country and people are very strict in case of Islam anything against
the philosophy of Islam on either print or electronic media are treated as against Pakistan.
Most of the people dislike anything extra-ordinary or something which sabotage their culture
or subculture.
Companies who are targeting upper-end of market mostly published and aired their
advertisement in English language.
In metropolitan cities women are doing work along with their other responsibilities but other
than metropolitan cities it is difficult for women to convince their parents and spouses for
works

Technological Factors:

Companies have technology with which they can compete in the Pakistan and now
companies are investing in their infrastructure to not only expand but also to upgrade their
existing structure.

Currently all companies except Zong & Instaphone are providing Multi-media Messaging
Services (MMS), General Packet Radio Service (GPRS), Virtual Private Network (VPN),
Pocket Stocks, Conference Calling, Wallpapers Animated pictures Polyphonic ring tones
(WAP), and Voice Mail at low price and Ufone is proving an addition feature that one can
see TV channels on their cell.

Ufone shifted its whole network from 900 MHz to 1800 MHz offer Value-Added Services
like General Packet Radio Service (GPRS), Multi-media Messaging Services (MMS) and
Virtual Private Network (VPN) etc

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We adopt the followiing method


d to collectt the data

Prim
mary Data

Seccondary Da
ata

Inteernet

New
wspaper

Bro
oachers

TV Commerciials

Queestionnairee

Level of p
priority

Cusstomer Sattisfaction
Pricce
Qua
ality
Covverage

Research
h Outcom
mes

Acccording to my
m researcch most of the peoplee are Ufonee users.

Peo
ople showeed satisfied
d behavior towards
t
Ufone netwo
ork coverage.

Peo
ople were of the view
w Ufone brand
b
is ch
harging hiigh rates and
a
now a days it iss
chaarging low rates.
r

Theey are offering messa


aging pack
kages as well
w as call packages comparatiively betterr
then
n other nettworks.

Thee advertisement of Uffone attraccts the userrs compara


atively morre.

Most of the peeople view


wed that CR
RM of Ufon
ne is not ass effective as
a other neetwork.

Theey introducce innovatiive servicess like call block


b
coverrs etc.

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Technologyy reached to
t different countries at
a differentt age and tiime. In Pakkistan, techhnology wass
introduced in the late 1980s whhich changed
d the coursse of the buusiness worlld as well as
a the entiree
b
env
vironment and
a the likke. With thee
system of communicaation, transaactional proocedures, business
t
in Pakistann, telecomm
munication sector
s
grew
w radically. According to Pakistann
advent of technology
Telecommuunication Authority
A
(P
PTA), a regu
ulating boddy, telecomm
munication sector in P
Pakistan hass
witnessed a 150 % inccrease in coontinuous growth
g
rate from the yeear 2003 to 2006. The progress inn
the industryy is remarkaable as mobbile telecom
m operators have now introduced mobile
m
bankking modelss
in Pakistan such as U Paisa, Easyy Paisa and UBL
U
Omnii. Mobile telecom operrators contriibute a greaat
a five mobbile telecom
m
deal in reveenue generaation in telecommunicaation industtry. In Pakisstan, there are
service provviders; Mob
bilink, Telenor, Ufone,, Warid andd Zong. All of these moobile telecom operatorss
have had ggrowth in th
he market over
o
the yeears; howevver their maarket share has varied in differen
nt
years. In 2009-2010, Mobilink had
h the highhest markett share whiich was 32.5% which dropped inn
U
maarket share decreased from
f
19.7%
% to 18.9% from 20092010-2011 to 30.7%. Likewise, Ufones
m 33 millionn
2010 to 2010-2011. It has been obbserved thaat the mobille subscribeers have increased from
2
to 20112 (Pakistann Telecomm
munication Authority, 2012). In the
t arena of
to 120 milllion from 2005
antagonisticc marketingg campaignss, cut-throatt competitioon, special discounts and
a irresistibble offers of
call packagges, SMS bu
undles, low internationaal call ratess, the telecom
m mobile operators havve managedd
to reach 11.2 million subscribers by
b FY2012.
h becomee the reasonn for extrem
me confusionn
The availabbility of diffferent mobiile telecom operators has
amongst peeople. Conssumers tasste, preferennces and purchase
p
beehavior channges with time
t
due too
many factoors; some have
h
been mentioned
d. The varyying purchaase behavioor of peoplle living inn
Pakistan m
must be anallyzed so as to assist thhe business environmeent and econnomy of Paakistan withh
respect to the cellulaar service sector.
s
Prodducts and services
s
haave gone thhrough diffferent eras;
n
relatioonship orientation eraa.
production era, produuct era, salles orientattion, markeeting, and now
ge has increeased and now
n
they arre well awaare of their needs and wants moree
Consumerss knowledg
which is wh
hy its empirrical to analyze their behavior
b
acccording to their
t
values and culturee
than ever w
that prevaills in the modern globallized world.. In the 19800s and 1990
0s consumerr choice beccame one of
the fundam
mental stimuulus behind privatizatioon, focusingg more on the
t quality of service delivered
d
too
the customeers (Watsonn, Viney, & Schomakeer, 2002). But
B from thee analysis of the facts, the concept
of understaanding conssumers and their behavvior is not the 19th ceentury phennomenon, itts been thee
focus of maany compannies even in the 1970s.

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Cellular serrvice markeet is a diverrse set of peeople. Ufonne as well as other celluular servicee companiess
segment theeir market on
o four basees: - econom
my, age, gennder &occup
pation.
I.
II.
III.
IV.

ECO
ONOMY : Upper
U
classs, Middle class, socio-eeconomic cllass, lower class
c
AGE : Teenageers, youngstters, middlee age, aged people
p
GEN
NDER : Maale & Female
OCC
CUPATION
N : corporatte class, Business classs, working class
c
etc

Cellular phhones are thhe technologgy of new era,


e the 21stt century. These
T
cellulaar phones aare the mainn
focus of ouur youngsterrs. All the cellular
c
com
mpanies are targeting
t
hiim Youth onne way or other.
o
Ufonee
is no longer a followerr in this racce. Its main focus is T
THE YOUTH of Pakisstan which is its Targeet
a
been targetingg Youth Market
M
by using
u
youn
ng brand endorsers orr
Market. Ufone has always
t needs of our youngg
ambassadorrs. It alwayys brings suuch packagees and offerrs that preciisely meet the
people. Noo doubt it has
h also lauunched packkages, brannds and offfers for working people, businesss
class, ladiess and aged ones.
o
Ufonee seeks to taarget masses in the longg run.

Positioningg is the prrocess of creating


c
an image of companyss brand in the mind of markett.
Companiess position th
hemselves emotionally
e
y, functionallly or on thhe basis of brand
b
qualitty. Ufone iss
nger in com
mparison to market leaader Ufonees former Positioning
P
g Statementt:
still a markket challen
Everybodyy Loves to Ufone
U
Prepay Ufones new Posittioning Stattement: Uffone tum hi toh ho! Orr
Its All Abbout U. Ufone
U
changeed the imagge of mobilee phones fro
om a luxury
y only afforddable by thee
elite, to a nnecessity afffordable by the comm
mon man. Since
S
its in
nception, Uffone has poositioned itss
brand for MASSES on the basiis of servicees it is provviding and itts lowest caall rates. It makes
m
them
m
believe thatt it satisfies the needs of
o everyonee (viz all claasses, age & genders). It
I tells them
m that Ufonee
is there wheen anybodyy needs it. The
T brand naame UFONE
E itself is a positioning
g statement.

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I.

PR
RODUCT//SERVIC
CES

Ufone is a service pro


oviding com
mpany. Servvice is any intangible product
p
thaat consists of
o activitiess,
benefits orr satisfactioons offeredd for sale. Ufone maakes strateggies to pro
ovide a bettter cellularr
telephonic service whiich excel sitts competito
ors at all levvels. When Ufone laun
nches a new
w package inn
i actually makes
m
it a complete package
p
off core beneffit, design, features, brand
b
namee,
a market, it
quality, andd after sale service.
s

II.

PR
RICE

Cellular serrvice providders are faccing intensee price com


mpetition in contemporary market.. Customerss
perceive prricing as thhe heart of brand selecction. Price has alway
ys been the core differrentiation of
Ufone. Ufoone is the onne who is offering
o
leasst call ratess off-networrk. Ufone sttrategize to capture thee
existing priicing needss of its custtomers and use it welll on occasio
onal or timeely basis. For
F examplee
Ufone offerred very goood call ratees on intern
national callls in Eid daays. It offerred hourly call rates inn
Ramadan when
w
peoplee were leastt likely to avail
a
the offfer that mucch that it miight prove unprofitable
u
e
for Ufone. It was a faantastic straategy to beaautify the brand
b
imagee in term off pricing inn customerss
minds as w
well as remaain profitabble in doingg so. Ufonee follows market
m
penettration pricing strategy
y
and dynamiic pricing sttrategy to meet
m the customer needds and ever changing
c
prrice competiition

I
III.

PLACE

Place playss a very imp


portant part in the distriibution and promotion of services. Competitoors of Ufonee
are seekingg to penetraate into plaaces where others havvent reacheed. Cellularr service prroviders aree
drastically widening th
heir networrk & cover again everyy area of Paakistan. Moobilink has this edge inn
n cellular teelephonic fiield. Ufone strategize to
t widen itss
place excelllence becauuse it is thee pioneer in
coverage too all places in Pakistann in order to
o meet the requirement
r
ts of its inccreasing cusstomer basee.
Now Ufonee is headin
ng from citiies to remoote northernn areas in expanding
e
i network.. Ufone hass
its
intensive ppromotion inn cities, buut it is also considerinng improvinng its prom
motion in ruural areas ass
well.4 -

IV.
I

PR
ROMOTIO
ON

Ufone beliieves in In
ntegrated Marketing
M
C
Communica
ation whichh is a careefully blendded mix of
promotion tools. Ufonne employ different marketing
m
a
activities
an
nd channelss to commuunicate andd
mmunicationn
deliver valuue to custoomer. Thesee activities are coordiinated to provide maxximum com
output. These commu
unication channels inccludes:-Advvertising, sales promo
otion, publiic relationss,
s
too carry out promotion in order to increase itss
direct markketing & peersonal sellinng. Ufone strategize
market sharre.

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By keenly aanalyzing thhe marketinng of Ufonee, we group member aggree that Uffone is not a safe playerr
in the markket. It is pennetrating itss market byy taking riskks and aggrressively prromoting & advertisingg
itself. It hoolds secondd largest market
m
sharee and is seeeking to beecome the market leadder anyway
y
possible. W
We came thrrough very unconventiional strateggies and ad campaigns while workking on thiss
report. We believe thaat mobile services
s
aree the tougheest market to enter annd survive. And in thiss
tough markket Ufone isnt only surrviving but growing at an exceptio
onal rate. Uffone is usinng humorouss
theme in itss ads which
h has becom
me its benchhmark. Peopple enjoy watching,
w
disscussing annd followingg
Ufone ads tthe most. And
A it is the biggest achhievement oof Ufone in recent timees. We wishh a very best
of luck to Ufone.
U

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