Brand Positioning

TELENOR PERSONA is more than service; it’s more than facilitation. Its life! Like any
other powerful brand the managers of Telenor Persona have offered many value added
services such as EDGE (Widest EDGE coverage anywhere with Pakistan's largest data
network),MMS(So you can enjoy sending and receiving Multi Media Messages! )
Exciting Downloads (Wo you can select and receive the latest ring tones, pictures,
background themes and games!), Telenor WAP Portal (Keeps you up to date with the
latest happenings in news, entertainment, sport, downloads and much more!) along with
the basic services such as sms, international roaming, call waiting and forwarding etc and
have successfully devised an image due to which it has a distinct place in the minds of
consumers.

Target market
Telenor persona users are small in numbers as compared to the prepaid packages it
offers. The target market of Telenor brand persona is the corporate class/sme and the
normal consumers.

Segmentation
Telenor is using multiple segmentation strategy and they strive to devise various benefits
to cater to need of these segments. Regarding Pakistan’s different market are segmented
by them on the basis of

• Geographic
Telenor postpaid sims are available in major cities; like Faisalabad, Islamabad, and
Sialkot etc which are the real industrial hubs in Pakistan. One cannot find Telenor
postpaid in small villages.

Demographic (lifestyle)

Age:
Telenor knows the needs and wants of its customers as they go through their lives. The
main segmented markets of persona are industrialist in the age bracket of (30-55).
Income:
Telenor segments on the basis of their income levels. The users of postpaid are upper
middle – upper upper class.(A,A+,B+)

• Behavioral
Telenor is segmenting the customers according to their behaviors; their mind set,
behaviors . They offer different offers in their postpaid keeping in mind the user benefits.

POINTS OF PARITY AND POINTS OF DIFFERENCE

Points of Difference:
Shortly, it includes all the points that are different from the competitors and have high
value for the customers. In terms of Telenor it has distinctive capabilities of having
broadband network coverage with the most advanced technology of booster system
,value added services etc. Telenor persona is the different from its competitors in several
ways the biggest is that it is the only postpaid services that caters to both the business
class and the normal consumers secondly it offers distinctive services such as

Multiple billing
options Call back facility
Missed call alert

TELENOR
PERSONA Bill info service
Multiple bills
receiving option

Edge/ data service

• Edge/ data service

• Multiple bills receiving option
• Bill info service
• Missed call alert
• Multiple billing options
Telenor takes a step ahead to facilitate its SME clients. The Persona Karobar package
plan has served to be a milestone in bridging the barrier that once existed between
business & customer. Persona Karobar Package offers a wide range of feasible and
convenient solutions for its corporate clients.

Points of Parity:
Other cellular companies also have their separate post paid brands Telenor provides basic
facilities such as sms, international roaming, call waiting and forwarding.
 The Criteria for Choosing the Brand Elements
(Brand Name)

Memorability:
The brand “Telenor persona” can be easily recalled and recognized due to its
father brand Telenor. To strengthen more the brand effective media campaigns and
advertising strategies can be used.

Meaningfulness:
The name “persona”, its-self is descriptive of the kind of service it is which
makes it meaningful for the customers. Persona refers to a word that is used in everyday
life and is a social role or even a character role that is played by a particular individual.
This word comes from a Latin word, which means "mask" or "character”. Persona is the
aura a person has.

Likeable:
The name Persona is likeable by masses.

Adaptability:
Persona Postpaid services are updated at various regular intervals, to give the
customers latest information. It is adaptable to environmental change and conditions.

Protect ability:
The persona is legally protected through trade marks and copyrights.

Symbol and logo

The logo is same of Telenor in general; they used yellow and blue color to differentiate
them from other brands of company. They have decided over a set of colors which they
mix up to get a unique and distinct color for their brand.
Slogan:
The slogans they’ve used in various advertising campaign are

“ kamyabi her mor per”(business class)

“taraki her mor per”
“Asani her mor per”( normal consumers)

Although it doesn’t remains identical every time but the main theme or the core meaning
of the slogan remains same. It changes slightly with the different scenarios presented in
their ads.

Url( Universal Resource Locator):

Customers can get information and booking of sims on company’s site. This is an
easy access to the company’s brand.
www.telenor.com.pk