A REPORT ON COMPARISON OF ADVERTISEMENT

AND SEVICES OF MOBILINK AND U-FONE

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 INSITUTE OF MANAGEMENT SCEINCES

A REPORT ON COMPARISON OF ADVERTISEMENT

AND SEVICES OF MOBILINK AND U-FONE

Submitted To: Prof. Yousaf Bhatti

Submitted By:

Name: Zeeshan Ghaffor

ID: 073171

Name: Mujtaba Mahmood

ID: 073175

Name: Javeed Iqbal

ID: 072131

Sec:A

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1.1 Introduction-Mobilink GSM..........................................................................................6
1.1.1 Postpaid and Prepaid Advantages...........................................................................6
1.1.2 Call and Control services .......................................................................................6
1.2Introduction of Ufone ....................................................................................................7
1.2.1Value Added Services .............................................................................................7
1.2.2GPRS Advantages....................................................................................................7

1.2.3 Postpaid and Prepaid Advantages

..........................................................................................................................................7
1.3 Strategic Response to Growing Demand for High-Quality Mobile Telephony ...........8
1.4 Growth of GSM.............................................................................................................8
1.5 Mobile Phone Market Analysis ....................................................................................8
1.6 Problem Identification: .................................................................................................9
1.7 Criterion Variable:.........................................................................................................9
1.8 Research Objective .......................................................................................................9
2-Review of Literature.........................................................................................................9
2.1 Is the Telecom honeymoon period over? By Ismail Qureshi ...................................9
2.2 By Aamir Attaa · Wednesday, Feb 25, 2009...........................................................11
2.2.1 Mobilink & Ufone Charging 5 percent Additional Charges for Services as well
....................................................................................................................................12
2.2.2 Buried Post Paid Cellular Customers................................................................12
2.2.4 Mobilink Pre Paid (as of May 9, 2008).............................................................14
3-Research Methodology...................................................................................................15
3.1-Data Collection........................................................................................................15
3.1.1 Sources of Secondary Data...........................................................15
3.1.2 Primary Data.....................................................................................................15
3.1.2.1 The Sampling Design Process...................................................................15
3.1.2.2 Target Population.......................................................................................16
3.1.2.3 Sample Size................................................................................................16
3.1.2.4 Sampling Procedure...................................................................................16
3.1.2.5 Allocation of Sample Size ........................................................................17
3.1.2.6 Execution of the Sampling Process............................................................17
3-2 Data Collection Method...........................................................................................17
3.2.1 Choosing a Basic Method of Research.............................................................18
3.2.2 Survey Method..................................................................................................18
3-3 Data Collection Instrument......................................................................................18
3.3.1 Objective of Questionnaires .............................................................................18
3.3.2 Question Structure............................................................................................18
3.3.2.1 Unstructured Questions..............................................................................18
3.3.2.2 Structured Questions..................................................................................18
3.3.2.3 Multiple-choice Questions.........................................................................19
3.3.2.4 Dichotomous Questions.............................................................................19
3.3.2.5 Scale...........................................................................................................19
3.3.3 Order of Questions............................................................................................19
3-4 Data Analysis...........................................................................................................20

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 3.4.1 Frequency Distribution.....................................................................................20
3.4.2 Graphical Representation .................................................................................20
3-5 Limitations of data:..................................................................................................20
4-RESULTS.......................................................................................................................21
The above table and graph are actually giving us information about the overall
advertisement strategies of Ufone. We have found here that most of the people like the
advertisements of Ufone and they rate their advertisements as very good or simply
good................................................................................................................................35
4.2-Respondents’ Personal Profiles...............................................................................37
Income:..........................................................................................................................38
5-Conclusion......................................................................................................................38
6-Suggestions and Recommendations...............................................................................39
6.1-For Mobilink:...........................................................................................................39
6.2-For U-Fone:.............................................................................................................39
7-Appendices.....................................................................................................................39
7.1-Questionnaire...........................................................................................................39
7.2-Respondent’s personal profile.................................................................................42
8-Bibliography...................................................................................................................43

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1.1 Introduction-Mobilink GSM
Mobilink GSM (PMCL) is the market leader in providing state-of-the-art
communications solutions to more than 2.5 million people in Pakistan. Mobilink can
proudly boast of being the first cellular service provider in Pakistan to operate on a 100%
digital GSM technology.
Mobilink offer tariff plans that are exclusively designed to cater to the communication
needs of a diverse group of people, taking into account occasional users to businessmen.
To achieve this objective, Mobilink offer both postpaid (Mobilink Star) and the prepaid
(JAZZ) solutions to their customers.
Mobilink GSM has the most efficient distribution channels that facilitate the sales of their
products and services in more than 30 cities and towns across the country. These include:
 An in-house Sales Team
 Mobilink GSM Centers (Pakistan’s first franchised network in telecom.)
 Connect Point-Of-Sales Express Shops (POS)

1.1.1 Postpaid and Prepaid Advantages

Jazz Features
Jazz is extremely affordable, with features like:
 No daily charges
 lowest out going charges
 180 days validity of scratch cards

Indigo Features
Indigo is having following features for the customers convenience
 Airtime is charged through Jazz vouchers
 Line rent is charged in monthly bills

 There is no scratch card validity period - your account remains active as long as
you pay the monthly bill.
 Instant NWD and ISD calling - no security deposit required

1.1.2 Call and Control services

Call & Control is aimed at customers who currently fall between prepaid and postpaid. It
is meant for customers who want the prestige and benefits of postpaid with the control
and convenience of prepaid. They could include parents buying connections for their
children, companies buying connections for their sales force with the control of prepaid
cards and so on. The media campaign for the product will also emphasize these control
and convenience features.

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1.2Introduction of Ufone
Ufone started its operations from Islamabad on 29th January 2001 as the youngest entrant
in the cellular market. Ufone, a subsidiary of PTCL, is the only Pakistani-owned cellular
service operator in Pakistan.
With a total current investment of over $350 Million, including a recent contract of $161 Million
for expansion & capacity for 2004-05, the management believe in solid commitment to growth,
security & reliability.
Currently, with a market share of over 24%, and an aggressive commercial plan, they have
more than tripled their customer base in the last quarter to over 1.5 million subscribers…the
fastest uptake of any cellular service operator in Pakistan!
1.2.1Value Added Services
Ufone provides with high-end corporate solutions for customers convenience.
Wide ranges of customized packages are available.

 Virtual Private Network

 Pocket Stocks
 GPRS Advantage
 MMS
 Voice Mail
 Conference Calling
 Call Waiting Ufone provides with high-end corporate solutions for customers
convenience.
 Wide ranges of customized packages are available.

1.2.2GPRS Advantages
With Ufone GPRS subscriber can check e-mails, chat with friends or browse the Internet from
mobile phone!
With very affordable prices, Ufone GPRS lets one stay connected! It’s faster, cheaper and most
importantly subscriber can be online all the time!
Ufone GPRS charges are Rs. 15 per MB. Data charges are for upload and download, reading time
is absolutely free!

1.2.3 Postpaid and Prepaid Advantages

At Ufone focus is U. With the best value for money packages, state-of-the-art GPRS network
offering a wide range of VAS, wider coverage throughout Pakistan, efficient and friendly
customer services, the company ensures complete satisfaction of the customers. Ufone is the most
technologically advanced cellular company in Pakistan.
Ufone is now offering services with a rejuvenated and refreshing outlook. With Ufone Prepaid,
subscribers can not only talk to their loved ones but do a whole lot more.
No matter who U are, where U are, or how U want to say it, Ufone Prepaid offers you the best
prepaid service at the most affordable rates. Now customers can get the Ufone Prepaid Double
Advantage, connection for Rs. 199 only with the first 50 SMS absolutely FREE!

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1.3 Strategic Response to Growing Demand for High-Quality Mobile
Telephony
The year after its official launch, Ufone has awarded Nortel Networks a contract
estimated to be worth US$60 million to implement a major expansion of its GSM 900
digital cellular network. The expansion is in response to Pakistan’s accelerating demand
for mobile services and will raise Ufone’s capacity to 370,000 subscribers.
Serving 15 cities, Ufone’s GSM 900 network offers such IN (Intelligent Network)
services as voice mail, short messaging and prepaid calling, as well as advanced billing,
customer care and transmission services. The expansion contract includes a General
Packet Radio Services (GPRS) solution, which will enable Ufone to offer consumers
wireless Internet access, e-commerce, virtual private networking, and other value-added
mobile multimedia services.
“Ufone has experienced unbelievably strong growth since its launch in January of 2001
and now requires a more than four-fold capacity increase for its network,” Launched on
January 29, 2001, Ufone is a new cellular operator in Pakistan. Pak Telecom Mobile Ltd.
offers Ufone services, a fully owned subsidiary of Pakistan Telecommunications
Corporation Ltd. Ufone has been a highly successful venture, attracting over 100,000
subscribers in less than four months of operation.

1.4 Growth of GSM

The growth of GSM continues unabated with more than 160 million new customers in the
last 12 months. Since 1997, the number of GSM subscribers has increased by a
staggering 10 fold. During late 2004 or early 2005, it is predicted that global GSM
subscribers will smash through the two billion mark. The progress hasn't stopped there.
Today's GSM platform is living, growing and evolving and already offers an expanded
and feature-rich 'family' of voice and data enabling services. GSM was born out of the
revolutionary vision that mobile phones should keep customers connected anytime,
anywhere, even when crossing borders. That revolution has gained currency and support
faster than even the most optimistic dreams of it founders.

1.5 Mobile Phone Market Analysis

At present four mobile companies are providing cellular mobile services in Pakistan.
These are Pakistan Mobile Communications (Mobilink) and Pakistan Telecommunication
Mobile Limited (U-Phone). Only two companies, Mobilink, majority owned by Orascom
Telecom, and PTML, a 100% PTCL subsidiary, were using digital GSM technology for
their services.

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1.6 Problem Identification:

What are the strategies of Mobilink and Ufone through which they identify and analyze
the problems regarding the delivery of quality services, which they are providing to their
customers?
How do they get feedback from their customers about the distinction and effectiveness of
their advertisements

1.7 Criterion Variable:

This research has been conducted to comprise the services and advertisement of Mobilink
and Ufone. That what are the consumers views about these two companies.

1.8 Research Objective

We are analyzing the perception of customers about two companies’ advertisement

strategies and the quality of their customer services. We are not only identifying the
market leader but we also want to know that what is the current position of mind and
heart share of both companies. Since we are gathering the primary data so we are doing
descriptive research, which is designed to assist the decision makers in, determining,
evaluating and selecting the best course of action to take in a given situation

2-Review of Literature

2.1 Is the Telecom honeymoon period over? By Ismail Qureshi

Telecom honeymoon Era in Pakistan which lasted almost five years, saw tremendous
growth while breaking almost every global record; ranging from network expansions,
number of subscribers to service pricing. During these years, Pakistan consumers
enjoyed the benefit of cellular wireless technology for easy, better and quick access to
their communication.

They warmly welcomed and embarrassed new means of inexpensive communication

compared to older landline based infrastructure. The investors telecom business and
Pakistani treasury-all made good bucks and it was a win-win situation .How ever, sadly
though, it seems like that the Golden period for Pakistan Telecom is going to be over
soon. The spike in Tele density and corresponding load on the new infrastructure is
causing a number of service issues. To add fuel to fire the telecom rates for calls to
Pakistan and within Pakistan, in case of PTCL, have started rising, causing a lot of
concerns. There are number of factors that lie under this particular discussion, which
support the logic of the topic as well. The Pakistan Telecommunication Authority

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recently increased Approved Settlement Rate by 100 percent, which has made calling to
Pakistan more expensive.

Operators who are observing serious declines in their revenues, such as PTCL, have
started finding alternate ways and tricks to grab the money from customers. Landline call
rates going uphill, is a clear demonstration of operator’s intentions. Forced activation of
Pakistan package, voice mail, line rent on PTCL wireless, are other instances found
where PTCL try to recollect its drooping financial statements positions and other element
that is direct hit on customers pocket on help line calls which are not free anymore.
Charging help line was a unique idea, never ever implemented before anywhere in the
world. Charging help line calls is largely considered a wrong step when the service
providers Webster are either with incomplete information or a large amount of population
have no access to Internet.
Almost every cellular company bears a bunch of packages, which at times creates good
ambiguity, charging calls are made to their contact center seems a purposeful step leading
towards some money generating tool. Beyond these technical ways, telecom companies
also tend to rely on deceptive marketing strategy to leave a physiological impact on
customer’s minds. Aggressive marketing comparing and advertisement displaying 50
paisa, 3 paisa, 1 paisa call rates normally does not include 15%CED. These advertising
campaigns try to one up other competitors; the advertisement emphasis the lowest
possible rates to grab attention.
Over the years mobile service packages have become difficult to understand. It uses to be
prepay & post pay and in network & out network plans few years ago. Now we see the
options of lower price for pre defined numbers (usually in network) such as family &
friend this offer is available with almost all-cellular companies. The rates advertise are
usually based on lowest billing duration ( say 30 seconds) or for friends and family
circle. In reality the low rates being advertised come with many conditions, such as
specific time for any specific rate, on net- off net call rates. To figure it out one has to
read the fine print carefully. Some people hold the view that given the tremendous
progress made, telecom situation in Pakistan is not justified. Yes there have been great
advances made but if u do not fix the structural issues early on, we will lose much of that
progress. Left uncheck we may even regress to a point where there plenty of competition
but consumers end up without the services they deserve at a fair price. Broadband is a
appropriate example the public has been tormented with poor service and caps on the
usage. Effective regularity measures consumer protection laws and a code of ethics can
keep the telecom sector on the right track, for the betterment of the consumers and the
national economy alike.

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 2.2 By Aamir Attaa · Wednesday, Feb 25, 2009

We had posted below image scan few days ago, in which Ufone packages are being
compared with Mobilink. These photocopies are reportedly distributed on all franchises
and retailer throughout north Pakistan.

ufone mobilink1 Mobilink Vs Ufone Decide YourselfWhile, in another image that we

received today through Shahzad Khan, Mobilink has come up with a similar sort of
comparison - but with different impression and results, check your self below!

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2.2.1 Mobilink & Ufone Charging 5 percent Additional Charges for Services as well

Friday, September 26, 2008

Mobilink and Ufone quickly responded, like a rocket, to a move made by Telenor
yesterday to charge additional 5 percent on all scratch cards and balance share reloads.
We are missing Warid and Zong in this charges Gang. So all Mobilink, Ufone and
Telenor prepaid customers

2.2.2 Buried Post Paid Cellular Customers

Monday, September 15, 2008

Only couple of years ago, bearing a post paid connection was considered a high profile
element, and as a status symbol. Then people used to judge others’ status by the type of
connection one had. It was then a highly praised element, and deceivingly so, as post-
paid customers used to get lot of attention.

Only couple of years ago, bearing a post paid connection was considered a high profile
element, and as a status symbol. Then people used to judge others’ status by the type of
connection one had. It was then a highly praised element, and deceivingly so, as post-
paid customers used to get lot of attention and care from telecom operators; in terms of
services and the advantages as well.

Post paid customers, who are no doubt very small in numbers, easily share the optimum
part of revenues generated per head ratio (what we say it, Average Revenue per User,
ARPU) for telecom companies.

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World over, it is observed that post-paid customers get least paying packages, mainly
depending on the amount of monthly rent they pay to operators. These attractive post
paid tariffs not only surround the voice traffic, but the data traffic is also offered at
inexpensive rates.

However, the scenario, in a gradual form, started transforming and now the situation is
entirely opposite to what we had few years back. Today, offerings are very limited with
least benefits for post paid users when compared to pre-paid ones.

PTA notes here the tariffs for pre-paid cellular packages as of April 8, 2008 and here the
post paid packages as of May 7, 2008.

We can not develop an equation to directly compare the both type of packages for all
cellular companies, due to line rent and other constraints, but if we summarize the
difference in a tabular form, the picture looks like below for Mobilink packages.

2.2.3 Mobilink Post Paid (As of May 9, 2008)

Rs. 1.25/minute is charged in addition to airtime charges for calls to other mobile
networks, and Rs. 0.52/minute will be charged in addition to airtime charges for calls to
fixed lines
Note: all prices are exclusive of 15 % CED

Remarks: Seems, you pay your line rent for your free minutes…other than that, air time
seems good, but off net calls are simply expensive, take this Freedom Plan 3, with 400
line rent, you will have to pay 2.50 for your off net calls, 15% CED will make Rs. 2.88
for your off-net calls. Freedom unlimited packages are maybe only used at PCOs or for
top executives, (pardon, I had to relate two entirely different classes under one package)
so lets forget them.

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2.2.4 Mobilink Pre Paid (as of May 9, 2008)

• Rs. 5 per hour, on all on-net calls made after 11:00 PM and before 7:00AM
• Different Rates at different Times
Note: all prices are exclusive of 15 % CED

Remarks: Healthy, useful packages…with ladies first, the lovers’ package, other wise,
jazz budget impressed me. And if you are SMS buddy, then select Jazz Octane.

Special Note: You can get Unlimited SMS for 1 month for Rs. 100 or 500 SMS for Rs.
50, or 100 SMS for Rs. 15 as well

Ok this comparison says it all, do I need to comment anything further?

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I will put the comparison for other companies too, and believe me, they look even worse
for post paid users than of this Mobilink.

I own a Ufone post-paid connection for last 3 years, and I am so much jealous of pre-paid
folks, the way they are getting treats is incredible. It is to be noted that pre-paid packages
keep on changing every 3rd if not 2nd month. Or they keep on getting bundle offer every
month. What’s there for the pos-paid ones??? All of you, who have post-paid customers,
will second my voice, that we are over-charged as well. It has happened so many times
with me at least, and others those I know.

3-Research Methodology
The research method, which we have adopted, is descriptive research. The major
objective of this kind of research is to describe or identifying something, which was not
known earlier i.e. to gather or collect primary data. We have conducted descriptive
research for the following reasons:

• To describe the characteristics of relevant groups such as customers who are the
current users and the potential ones.
• To estimate the percentage of units in a specified population exhibiting a certain
behavior.
• To determine the perception of services features.
• To make specific predictions and finally recommending.

3.1-Data Collection

3.1.1 Sources of Secondary Data

www.propakistani.com

3.1.2 Primary Data

3.1.2.1 The Sampling Design Process

A sampling design is a definite statistical plan concerned with all principal steps taken in
the selection of a sample and the estimation procedure. We have designed our sampling
process in the following way:

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  Defining the target population
 Determining the sample size
 Selection of a sampling procedure
 Execution of sampling process

3.1.2.2 Target Population

The target population is the collection of elements or objects that possess the information
sought by the researcher and about which inferences are to be made. In our research the
target population comprises of mobile phone users in Lahore city. The individual
members of our target population are called sampling units. That was our target
population but our sampled population includes the students, the executives, and the
businessmen
.
3.1.2.3 Sample Size

Sample size refers to the number of elements to be included in the study. Determining the
sample size is complex and involves several qualitative and quantitative considerations.
The nature of the research also has an impact on the sample size. Since we are doing
descriptive research so we need large sample size. And for this purpose we have selected
a total sample size of 45 sampling units. This is a large number so we have splinted 45
people in three groups each consisting of 15 units for our convenience.

3.1.2.4 Sampling Procedure

Sampling techniques are broadly classified as probability and non-probability sampling.

We have used probability sampling technique in which sampling units are selected by
chance. In this sampling procedure each unit in a population has a known non-zero
probability of its being included in the sample. Probability sampling techniques vary in
terms of sampling efficiency. Sampling efficiency is a concept, which reflects a tradeoff
between sampling cost and precision.

Precision refers to the level of uncertainty about the characteristic being measured.
Precision is inversely related to sampling error but positively related to cost.
Amongst the different probability sampling techniques, we have selected stratified
random sampling. This is a two-step process in which the population is partitioned into
subpopulations, or strata. As we told earlier that our total population size is 45 so we
made three strata having 15 units each. These three strata are of students, executives, and
the businessmen. All these three strata are mutually exclusive means that no element of
any strata would be repeated in or mixed with other strata’ elements. We have stratified

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our population according to occupation or we could say that we have used the
demographic aspects of our target population.
We have used this technique due to the following reasons:

 Firstly, it ensures that all the important subpopulations are represented in the
sample.
 Secondly, the degree of precision and accuracy is very high.
 Thirdly, it reduces the variations of the estimators through greater accuracy and
better coverage.

3.1.2.5 Allocation of Sample Size

By allocation of a sample we mean the way the total sample size n is distributed among
the various strata into which the population has been divided. The method for allocation,
which we have adopted, is equal allocation method. The allocation is called equal when
from each stratum; equal number of sampling units is selected. That is the total sample
size n is distributed equally among all the k strata.
Our total sample size is 45, thus the stratum sample size n for equal allocation is:

ni = n/k
= 45/3
ni = 15
So the stratum sample size here is “15”

3.1.2.6 Execution of the Sampling Process

Execution of the sampling process requires a detailed specification of how the sampling
design decisions with respect to the population, sampling unit, sampling technique, and
sample size are to be implemented. In execution stage we have allocated the sample
among strata and finally worked for the implementation of our sampling design.

3-2 Data Collection Method

In the marketing research process the fourth step is collection and preparation of data. We
collected our data by working in field and distributing the questionnaire among our
selected sampling units. During this phase we contacted with respondents, administered
the questionnaire, recorded the data and turned in completing forms for processing.
Before the raw data could be subjected to data analysis, we converted it into suitable form
through checking our filled questionnaires, editing, and coding. We did all this through
the use of computer programs such as, SPSS and Excel.

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3.2.1 Choosing a Basic Method of Research

3.2.2 Survey Method

We have used the survey method to fill our questionnaires from the respondents by face
to face interviews and through email. So both structured and unstructured interviews have
been carried out.

3-3 Data Collection Instrument

The instrument which we have used is questionnaires.

3.3.1 Objective of Questionnaires

Regardless of the form of administration, a questionnaire is characterized by some

specific objectives, which are as follows:

 Firstly it provides a clear picture of respondents about him/her intensions about a

product as diversification is in the questionnaire through closed and open ended
questions.
 It has also been used because it is cost effective.
 The questionnaire involves the respondents the interview.
 The questionnaire minimizes the errors.

3.3.2 Question Structure

A question may be unstructured or structured. In our questionnaire we have used both

types of questions that are, structured as well as unstructured questions.

3.3.2.1 Unstructured Questions

Unstructured questions are open-ended questions that respondents answer in their own
ways. They are also referred to as free-response or free-answer questions. They enable
the respondents to express general attitudes and opinions.

3.3.2.2 Structured Questions

Structured questions specify the set of response alternatives and the response format. In
our questionnaire we have used almost all structured questions. Following are different
types of structured questions, which we have used:

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  Multiple-choice questions
 Dichotomous questions
 A scale

3.3.2.3 Multiple-choice Questions

We have added eleven multiple-choice questions in which we have provided a choice of

answers from which the respondents have to select one or more of the alternatives. We
have also tried our level best to use such response alternatives that are mutually
exclusive.

3.3.2.4 Dichotomous Questions

In our questionnaire we have used six dichotomous questions. These questions have only
two response alternatives i.e. yes or no. Dichotomous questions are the easiest type of
questions to code and analyze.

3.3.2.5 Scale

Scaling involves creating a continuum upon which measured objects are located. In our
questionnaire five questions are scaled and for this purpose we have used the ordinal
scale. Ordinal scale is a ranking scale in which numbers are assigned to objects to
indicate the relative extent to which the objects possess some characteristics. An ordinal
scale allows us to determine whether an object has more or less of a characteristic than
some other object, but no how much more or less. Thus an ordinal scale indicates relative
position, not the magnitude of the differences between objects.

3.3.3 Order of Questions

The ordering of questions is very important. We have started from a dichotomous

question and also have divided our questionnaire in two parts; the first part includes the
questions that will be asked from users of mobile phones while second part is for the
nonusers of cell phones.
The opening questions are very crucial in gaining the confidence and cooperation of
respondents. We have added very simple and interesting questions at the start of our
questionnaire.
We have classified the type of information that we want to obtain such as:

 Basic information that relates to our research objective.

 Classification information, consisting of socioeconomic and demographic
characteristics used to classify the respondents and understand the results.
 Identification information that includes address and name etc.

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3-4 Data Analysis

When the data was collected and prepared, we conducted some basic analysis. We have
used two basic forms of data analysis, which are frequency distribution tables and
graphical representation of frequency distribution.

3.4.1 Frequency Distribution

In a frequency distribution, one variable is considered at a time. The objective is to obtain

a count of the number of responses associated with different values of the variable. The
relative occurrence, or frequency, of different values of the variable is expressed in
percentages. A frequency distribution for a variable produces a table of frequency counts,
percentages, and cumulative percentages for all the values associated with that variable.
Statistics associated with frequency distribution are measures of location, measures of
variability, and measures of shape.

3.4.2 Graphical Representation

The frequency data may be used to construct histograms and pie charts. We also have
used these graphical forms to interpret the results, which we obtained through
questionnaire. Histograms are also called as vertical bar charts in which the values of the
variables are portrayed along the X-axis and the absolute or relative frequencies of the
values are placed along the Y-axis. From the histograms, we examined whether the
observed distribution is consistent with an expected or assumed distribution.

3-5 Limitations of data:

• There is the problem of data relevancy, especially the secondary data. Mostly the
secondary data was related to is the financial performance of the corporate
strategies which these companies are devising to target market.

• Secondary data is about promotions in different call packages by the companies to

the customer.

• For the primary data collection the biggest limitation is the time constraint as
there were other projects to be completed within this period.

• Then other thing is that the people in our countary feel hesitation in giving
response.

• The scarce resources was also a problem.

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 4-RESULTS

4.1 Q2: Which connection do you have?

No. of
respondents Percentages
mobilink 24 53%
U-fone 13 28%
others 8 17%
Total 45

No. of respondents

30

25

20

15

10

0
mobilink U-fone others

Interpretation:
The results from the above graph and table are clearly showing that which
connection most people prefer. We could see from the above results that percentage of
people using Mobilink is higher than those of others, while Ufone comes at second level.

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 4.1.2- Q3: On what basis do you choose cellular company?

No. of
respondents percentages
services 24 55%
low price 11 30%
Coverage 10 14%
Total 24 100%

30

25

20

15

10

0
services low price Coverage

Interpretation:
The above results are showing us that what are basically the characteristics of a
company, which make it attractive for the customers, and here we could see that almost
all people select their cellular company based on services it is providing. People are
giving least importance to the offered features, prices, and coverage. It means that it is
not only the actual product that a customer is purchasing but services are also of the same
importance.

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 4.1.3-Q4: if you contacted costumer service centre the process of gettting your problem
Resolved?

a) Mobilink

Freqency Percentage
Fair 0 0%
good 2 8%
very good 6 25%
Excellent 15 62%
Total 24 100%

16

14
12
10
8

4
2

0
Fair good very good Excellent

Interpretation:
The above results are showing that how many people are satisfied with the
customers’ service center of their chosen company. Since we have seen that people
mostly select cellular companies based on the level of services they are providing, so if
people do not get that kind of services, which they were expecting then, how could they
be satisfied and this might result in brand switching.

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We could see from the frequency table that most of the people think that the process of
their problems resolved was good, while some rated it as excellent. It means that they are
quite satisfied with the services that they are getting from their companies

B) U-fone

Freqency Percentage
Fair 1 7%
good 5 38%
very good 4 30%
Excellent 3 23%
Total 13 100%

0
Fair good very good Excellent

Interpretation:
The above results are showing that how many people are satisfied with the
customers’ service center of their chosen company. Since we have seen that people
mostly select cellular companies based on the level of services they are providing, so if
people do not get that kind of services, which they were expecting then, how could they
be satisfied and this might result in brand switching.
We could see from the frequency table that most of the people think that the process of
their problems resolved was good, while some rated it as excellent. It means that they are
quite satisfied with the services that they are getting from their companies

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 4.1.4-Q5: how would you rate the overall value of your connection

a) Mobilink

Freqency Percentage
below
satisfactory 0 2%
satisfactory 4 16%
high value 13 54%
Superior Value 7 29%
Total 24 100%

14

12

10

0
below satisfactory high value Superior
satisfactory Value

Interpretation:
The above graph and frequency table are showing that how do the customers rate
the overall value of their chosen company. Most of the people here are saying that the
values, which they are gaining from their company, are more than its costs. It means that
customer value is relatively high.

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 b) Ufone

Freqency Percentage
below
satisfactory 2 15%
satisfactory 4 30%
high value 6 46%
Superior Value 1 7%
Total 13 100%

0
below satisfactory high value Superior
satisfactory Value

Interpretation:
The above graph and frequency table are showing that how do the customers rate
the overall value of their chosen company. Most of the people here are saying that the
values, which they are gaining from their company, are more than its costs. It means that
customer value is relatively high.

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 4.1.5-Q6: compared to other mobile companies in the market what would you say that your where
your mobile company is?

a) Mobilink

Freqency Percentage
Much worse 0 0
Somewhat
worse 1 4.00%
About the same 3 12.00%
Somewhat
Better 4 16
Much better 16 66.00%
Total 24 100%

18

16

14

12

10

0
Much Somew hat About the Somew hat Much
w orse w orse same Better better

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Interpretation:
These results are actually telling us about the brand equity that how people would
rate the overall value of their companies as compared to other companies in the market.
Here most of the people are brand loyal and they are saying that their chosen company is
much better than other companies

b) U-Fone

Freqency Percentage
Much worse 0 0%
Somewhat
worse 2 2%
About the same 2 11.11%
Somewhat
Better 3 53.33%
Much better 6 66.66%
Total 13 100%

0
Much Somew hat About the Somew hat Much better
w orse w orse same Better

Interpretation:
These results are actually telling us about the brand equity that how people would
rate the overall value of their companies as compared to other companies in the market.
Here most of the people are brand loyal and they are saying that their chosen company is
much better than other companies

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4.1.6-Q7: how did you compare price of your chosen connection to your
expectations

a) Mobilink

Freqency Percentage
Poor 2 0
Fair 8 36%
Good 6 26%
very Good 5 21%
excelent 3 15%
Total 24 100%

0
Poor Fair Good very Good excelent

Interpretation:
Here again is the question of customers’ satisfaction level regarding the price of
the potential product. The above results are showing that there are no differences between

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expectations of the customers and company’s set prices for its services. It means that
customer satisfaction regarding price is high.

b) Ufone

Freqency Percentage
Poor 0 0%
Fair 0 0%
Good 1 7%
very Good 2 15%
excelent 8 61%
Total 13 100%

0
Poor Fair Good very Good excelent

Interpretation:
Here again is the question of customers’ satisfaction level regarding the price of
the potential product. The above results are showing that there are no differences between
expectations of the customers and company’s set prices for its services. It means that
customer satisfaction regarding price is high.

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4.1.7-Q8: if you are given the option to change your current mobile
connection which one would you choose?

a) Mobilink

No. of
respondents percentages
Ufone 5 20%
Do not Change 16 66%
Others 3 12%
Total 24 100%

18

16

14

12

10

8
6

4
2

0
Ufone Do not Change Others

Interpretation:
The above information contained in graph and table is showing that how much the
customers are loyal to their brands. The data is showing that most people who are not
using Mobilink would choose it and second highest percentage is showing that they
would not change the connection that they are already using. On the other hand a small
number of people would go for Ufone.

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 b) U-fone

No. of
respondents percentages
Mobilink 1 7%
Do not Change 7 53%
Others 4 30%
Total 13 100%

0
Mobilink Do not Change Others

Interpretation:
. The above information contained in graph and table is showing that how much
the customers are loyal to their brands. The data is showing that most people who are not
using Mobilink would choose it and second highest percentage is showing that they
would not change the connection that they are already using. On the other hand a small
number of people would go for Ufone

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 4.1.7-Q9: do you like ufone's new logo

No. of
respondents percentages
yes too much 36 80%
To some extent 7 15%
Do not like at all 2 4%
Total 45 100

40

35

30

25

20

15

10

0
yes too much To some extent Do not like at all

Interpretation:
This data is giving us the information about the new advertisement of Ufone. And
we have found that most people have shown the positive response towards this
advertisement. So we could say that people have liked the new logo style and colors of
Ufone’s new advertisements. And also that everyone knows about the new advertisement
strategies of Ufone, so the attention factor in their advertisement is very high and they
have become successful in attracting the attention of people towards their advertisements.

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 4.1.8-Q10: how do you grade ufone's advertisement

Freqency Percentages
Poor 1 2%
Good 8 17%
Very good 25 55%
Excllent 11 24%
Total 45 100%

30

25

20

15

10

0
Poor Good Very good Excllent

Interpretation:

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 The above table and graph are actually giving us information about the overall
advertisement strategies of Ufone. We have found here that most of the people like
the advertisements of Ufone and they rate their advertisements as very good or
simply good.

4.1.9-Q11: how do you grade mobilink's advertisement

Freqency Percentages
Poor 4 8%
Good 18 40%
Very good 14 31%
Excllent 9 20%
Total 45 100%

20
18
16
14
12
10
8
6
4
2
0
Poor Good Very good Excllent

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Interpretation:
After looking at the information provided from above graph and table we could
reach at conclusion that almost everyone rate the Mobilink advertisements as good but
not as very good. By comparing the above two tables and graphs, we could say that
people like Ufone’s advertisements more than Mobilink’s advertisements.

4.1.10-Q12: what do you recall after watching any advertisement

Freqency Percentages
Logo 10 22%
Model 11 24%
Advertisement
Slogan 15 33%
music 9 20%
Total 45 100%

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 16

14

12

10

0
Logo Model Advertisement music
Slogan

Interpretation:
The above information is actually telling us that what are the important attributes
or characteristics that people do remember after looking at any advertisement. We have
given the four options of these attributes that are logo, advertisement slogan, model and
any other but the above results are showing that all people remember the advertisement
slogan. So we have found here that how important is the actual message of an
advertisement. People here prefer distinctive messages, which they are receiving from the
advertisements.

4.2-Respondents’ Personal Profiles

Gender

Frequency

Male 30

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 Female 15

Total 45

Age:
All the respondents are above 20 years of age.

Occupation:

Frequency Table

Frequency
Student 15
Proffesional 15
Businessman 15
Total 45

Income:
All the respondents are having income above 30000.

5-Conclusion

• Percentage of mobile phone user is very high.

• Users of mobilink are higher they prefer it because of its quality and packages that
they offer.
• People prefer services.
• High percentage of each company’s user is satisfied with their connection
regarding price and quality.
• A number are not ready to change their connection.

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 • Distinctive messages are the one which people remember.

6-Suggestions and Recommendations

6.1-For Mobilink:

• They are needed to device new strategies for their prepaid customers as they are
facing constant threats from a fast moving U-Fone company. It is very necessary
to remain with their market.

• They are also needed to focus on their advertisement because although they have
made some very beautiful Ad focusing on moral values, as the Ad of “Azan”. But
other Ads were as not that effective as the have to.

• Confusions about packages should be cleared out from the mind of the customers.

• It must take care to maintain the position through consistent performance and
communication.

6.2-For U-Fone:

• They should try to make new customers by increasing their coverage area.

• Their new advertisement campaign is an attempt to increase their market share.

• Those advertisements has been beautifully executed with the very clear message.

• In their advertisement they are focusing on the lowest rates.

• U fone should remain alert of their positioning on the basis of price. It can be very
dangerous for them in the future.

7-Appendices
7.1-Questionnaire

Dear customer,

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 We are students of Institute of Administrative Sciences and we have
prepared this questionnaire for our marketing research project. We would
appreciate your kind participation to fill up this questionnaire.

Q.2. which connections do you have?

Mobilink Ufone
Others

Q.3 On what basis do you choose a cellular company?

Services Low price

Offered features Coverage

Q.4 If you contacted customers’ service centre, the process of getting your problem
resolved was:
a) Mobilink b) Ufone

Poor Excellent
1 2 3 4 5

Q.5 how would you rate the overall value of your connection?

a) Mobilink b) Ufone

Very low value Superior value

1 2 3 4 5

Q.6 Compared to other mobile companies in the market, what you would say that
your mobile company is:

a) Mobilink b) Ufone

Much worse Somewhat About the same Somewhat Much better

worse Better

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 1 2 3 4 5

Q.7 how did you compare price of your chosen connection to your expectations?

a) Mobilink b) Ufone

Poor Excellent
1 2 3 4 5

Q.8 If you were given the option to change your current mobile connection, which
one would you choose?

a) For Mobilink User

Ufone Others Do not change

b) For Ufone users

Mobilink Others Do not change

Q.9 Do you like Ufone’s new logo?

Yes strongly to some extent

Do not like at all

Q.10 how do you grade Ufone’s advertisement?

Poor Excellent
1 2 3 4 5

Q.11 how do you grade Mobilink’s advertisement?

Poor Excellent
1 2 3 4 5

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Q.12 what do you recall after watching any advertisement?

Logo Advertisement slogan

Model any other

Q.13 Which Mobilink’s advertisement do you like the most and why?

Q.14 Which Ufone’s advertisement do you like the most and why?

7.2-Respondent’s personal profile

Residential area

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Gender
Male Female
Age

20-29 30-39
40-49 50-59
60 and above

Occupation

Students Professional Businessman

Average Income Level

20,001 - 30,000 30,001 - 50,000

50,001 or above

Thank you for your cooperation

8-Bibliography

Electronic Sources

www.propakistani.com

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 www.infopak.gov.pk

Mobilink

• www.mobilink.com/about/index.php
• www.mobilink.com/about/vision.php
• www.mobilinkworld.com
• www.mobilink.com/offers/index.php

UFONE
• www.ufone.com/about.aspx

Non-Electronic Sources

• Magazines( Flare Magazine and Spider)

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