Comparison of Pricing Strategies of Warid Postpaid with that of Ufone Postpaid

Nisar Ahmed Khan mc090200744 11th April 2010

1.1

INTRODUCTION

Ce u ar Indu ry n Pak an ha ach eved enormou grow h n he pa year and ha become one of he mpor an con r b u or n our GDP. Moreover, wa he on y ndu ry o be foreca ed by econom c ana y of Pak an n a re u of more ce u ar compan e en er ng Pak an, econom c ua o n of our 2010 o ach eve good grow h. coun ry and he G oba econom c cr , he ce u ar compan e have een decrea e n he r revenue and are a way a er ng he r marke ng ra eg e o compe e and urv ve n h env ronmen . Pak an had a o a of 98 m on mob e ub cr ber a end -May 2010, accord ng o he Pak an Te ecommun ca o n u hor y (PT ). Mob nk had he h ghe number of ub cr ber w h 31.98 m o n ub cr ber , fo owed by Te enor w h 23.65 m o n ub cr ber , Ufone w h 19.16 m on ub cr ber , War d w h 16.64 m o n ub cr ber , and Zong w h 6.55 m on ub cr ber . (PT Web e:2010)

Follo

g Number of ub cr ber at May-e

2010:

No. of Subscribers (Amount in millions)

35 30 25 31.98

23.65
19.16

20 15 10 5
0 Mobilink

16.64 Subscribers
6.55

Telenor

Ufone

Warid

Zong

The con umer marke no on y arge dynam c. To deve op an ap prec a o n of h dynam c con umer marke , we w exam ne con umer behav or and re pon e on cer a n var ab e ha affec bo h con umer and he ce u ar connec o n . Ba ed on he above var ab e he con umer w g ve preference o he ce u ar opera or package ha wh ch o o on he e var ab e he ce u ar compan e are choo e and wh ch eem more a rac ve and rea onab e. a of refere ce for con umer keep ng n m nd he marke ng he r produc and make dec o n . So a rac vene oward any ne work (re u of marke ng ra egy of ce u ar compan e ). refere ce (or a e) a concep , u ed n he oc a c ence , par cu ar y econom c . I a ume a rea or mag ned "cho ce" be ween a erna ve and he po b y of rank order ng of he e a erna ve , ba ed on happ ne , a fac o n, gra f ca o n, enjoymen , u y hey prov de. Moregenera y, can be een a a ource of mo va o n. In cogn ve c ence , nd v d ua preference enab e cho ce of objec ve /goa .

accord ng o a re earch on Con umer Buy ng-Dec o n Proce of f ve ep : 2005), he ame con

quo ed by Ph p

o er (Marke ng Ed on-

per he men o ned ep Con umer Buy ng Behav or con of a number of ep . Fur her he cho ce d ffer becau e of d fference n age egmen , Peer re nforcemen , a u , paren and emanc pa o n. Each egmen need o be approached epara e y. he area wh ch we are
                                                         

In he econd ep he con umer make a dec o n abou he d fferen a erna ve , hence uppo ed o nqu re fur her.
                          

In pa re earche have been carr ed ou n erv ce ndu r e .e. e ecom ec or bu no re earch da a cou d be udy made o probe fur her acqu r ed from e her of he mob e opera or opera ng n Pak an. Hence h re earch n o marke ng ra eg e a we a effec on con umer preference.
                                                   

o de erm ne he performance of ce u ar compan e n Pak an a a re u of The purpo e of h re earch udy he r marke ng and promo o na ra eg e . The re earch ha a profound background con a n ng he performance eve n he compan e . n eff c en exp o a on of promo o na campa gn and crea ng va ue for new produc ha become dec ve n mprov ng nc u ve a e . Th re earch udy ba ed upon he concep of a erv ce-produc bund e con ed of he e e emen : pr c ng, adver ng, va ue added erv ce , cu omer erv ce and produc ne.
                                                                                           

 

       

- eed recogn o n -Iden f ca o n of a erna ve -Eva ua on of a erna ve -Dec o n -Po purcha e behav or
                            



Con umer Buy ng-Dec o n Proce

       

1.2 BACKGROUND

Te ecommun ca on ec or ha ma ve y expanded dur ng 2004-2008 n Pak an. The governmen ha gran new cen e o compan e o opera e n ce u ar Indu ry. "Therefore, ma ve expan on par cu ar y n he ce u ar ec or and he grow h n h ec or ha been more han 800 per cen " Dur ng 2002-2009, he o a number of ce u ar phone ub cr ber n he coun ry were 1,698,536 bu now he r number have cro ed he f gure of 98 m on (PT S a c 2010) . Mob e phone ub cr ber grew from 2.4M n 12/2003 o 5M n 12/2004 and from 5M o 18M ub cr ber n he f r 10 mon h of 2005. Te ephone ra e have ma ve y decrea ed oo. In he e ecommun ca on ec or, governmen ha adop ed he ra egy ha pr ce hou d be reduced and marke ba e a re u , he ra e of na onw de d a ng ca have decrea ed by 40 o 45 per cen . expanded. Mob e phone erv ce wa n roduced n 1990, w h wo opera or bu heav y regu a ed and axed. n ac va on fee of R . 20,000 wa charged a a e a 1996. Serv ce wa b ocked comp e e y n ome c e a ome me o preven error from u ng ce phone . Th ng gradua y began o change af er a new e ecom ac n a e 1996. a re u , n 1998, erv ce wa back on everywhere. By 2001 here were four opera or n he marke (w h he PTT en er ng he mob e marke a he beg nn ng of he year under he brand name UFO E) and he ac va on ax wa down o R . 5000. Th ng ar ed o acce era e. By he end of 2002 here were 1.2M mob e ub cr ber . The rea change happened n 2004. F r , n pr he governmen gran ed wo more cen e . Te enor won one of ho e cen e , bu a ne work and aunched erv ce n March 2005. War d won he o her, aunch ng erv ce n May 2005. Second, n June 2004 he governmen of Pak an abo hed he rema n ng re r c on on fore gn d rec nve men perm ng fore gn nve or o re a n 100% equ y n he r nve men . nd h rd, hey dropped he ac va on ax o R . 500. C ear y, he wo new opera or com ng on ne n ear y 2005 have cau ed a o of marke ac v y, bu he r ne work bu d ou wa he ped by he arge annua fore gn d rec nve men ha Pak an ha ever een.
" ! ! " ! " ! ! " ! !  !  " " !  " ! ! ! " ! ! # ! " ! ! "  " !  ! " ! " !  ! ! ! " ! !  ! " " "  !!  " !  ! ! " " !  ! " ! ! ! " ! ! " ! ! # " ! " ! "  " $ ! ! !  " ! ! " # " ! ! ! ! !  " ! ! ! " !   ! "   ! !  ! ! " !  ! " !  ! " ! " ! " !  " "  " " " " ! " " " !  " " ! ! # ! !  ! ! " " " ! ! "  ! !  " ! " ! ! "  " ! ! " #  ! " !  " " " " !  ! " ! ! " ! ! " ! " " " " ! ! ! " ! ! " # "   ! !  " !  ! ! ! "" " !  ! "" !   ! ! ! ! ! " !   ! " ! "" ! " ! ! ! ! " ! " !   " ! " " " "  "  " "" "  ! ! ! " " " ! ! ! ! " " ! ! ! ! " "    ! !  " 

F na y, he co of acqu r ng erv ce ha fa en be ow a cr ca breakpo n , n par by he reduc on n ac va on fee and n par by he ever dec n ng co for mob e phone and mob e phone nfra ruc ure. Cr ca fac or n he r e of he mob e ub cr ber ba e n Pak an ha been he reduc on n ac va on fee and co of u ed hand e wh ch around R 1000/-.
" "  "  " ! ! ! ! " ! ! "  " !  " "    " " " !  " !  " ! ! ! !  !

Thu a ub cr ber on y need o pend a very nom na everyone can afford o have a mob e connec on.
" " !  " " " ! " ! " !  ! ! ! ! " " " ! ! #

um on a mob e connec on he e day , and pre y much he r e of prepa d mob e acce . There are no
! ""  "

The fac or a o con r bu ng o he grow h ( ha he repor w cover) were a o pr c ng a pr c ng ha reduced o o o her 300% n f ve year a a re u of n en e compe on. The compan e are f gh ng on pa a nowaday . var ab e, he new produc ne w h grea va ue added erv ce a rea onab e pr ce ke n gh package , d coun ed ra e on fr end and fam y number , ad e f r , happy hour e c. The e were new package a a rac ve pr ce backed by heavy promo ona campa gn re u ed n con umer a en on and gave grow h o ndu ry. Moreover, he ce u ar opera or ncrea ed performance of he r cu omer erv ce depar men and reeng neered hem. ow he marke ng ra egy of he e ce u ar compan e and wa he ow ca ra e , V S (Va ue dded Serv ce ), Cu omer Serv ce , Produc ne wh ch mpor an for hem o re a n or ge new cu omer .
"  " " ! "  !  ! " ! ! " ! !   "  ! " " ! " " " # ! " " " !! # ! ! " ! " ! " " ! # !  " ! ! " " !  " ! " " ! ! " ! ! !!  " ! " " " " ! ! ! !  " ! "  " ! ! !  " !    ! " ! ! " " ! " " " ! " ! " !   " ! $

"

no her fac or for he grow h of he mob e ub cr ber ba e mon h y connec on charge n h y em.
" ! ! ! ! ! ! ! " ! ! !

" " !

! !

!!

"

"

" ! 

" ! ! "

! !

" !

"

" !

"

"

"

"

! " !

"

"

! "

! ! !

h p :// e ecompk.wordpre . com/wp-adm n/www.ufone.comUfo e, a who y

owned ub d ary of Pak an Te ecommun ca on Co. L d (PTCL), now under he con ro ne (2.4 m on) from 2006-07. For of E a a group of U E. I ha 21% of ub cr ber hare and added he mo ho e n Pak an he one company where hey can ea y nve oca y.
8668 6 @ 8 9 7 86 7 9 9 66 9 78 6 7 9 9 8 8 687 @ 7 9 8 8 9 7 8 7 '& 6 A 7 9 4 2 @ 9 78 8 9 5 8 87 78 9 9 6 78 7 8 9 7 22 66 9 9 ) 9 5 9 33 78 9 4 2 3 22 9

h p://www.war d e .com/ ar , owned by he bu Dhab group of he Un ed rab

6 7 8 7 7 78

Em ra e and er of Wa een group o d 30% hare o S ngTe .

6 8 7 7 8 6 7

number 4 w h 18% marke of ub cr ber . Recen y

Th re earch n ended o compare he marke ng ra eg e of War d and Ufone n po pa d egmen becau e he e are b g ce u ar opera or and par of e ecommun ca o n ndu ry wh ch v a for econom c grow h of Pak an. I beg n w h ana yz ng and compar ng he r marke ng env r onmen . Then ana yze he marke ng ra eg e wo way : ba c ra egy and corpora e ra egy of he e ecommun ca o n ndu ry. On he ba of Por er F ve Force Theory, he he ana yze corpora e marke ng ra egy n he fo ow ng way : barga n ng power of con umer, hrea of new en ran , barga n ng power of upp er, hrea of ub u e produc and n erna r va r y of e ecommun ca o n compan e . I how ha Ce u ar Compan e are d fferen n marke ng ra eg e . he re earch abou marke ng ra eg e of ce u ar compan e n Pak an and he r mpac o he Fur hermore, known ha he e ce u ar opera or are go ng hrough a ma ur y age and hav ng an aggre ve con umer . . I marke ng and promo ona campa gn . Ba ed on a udy of preference of 100 ub cr ber , he re earcher ha been ab e o den fy a o wh ch ex en he con umer enjoy u y and how he marke ng ra eg e of ce u ar compan e ha a o affec ed he r budge a o ge a rac ed from new package . Th Re earch udy ba ed on he da a ob a ned regard ng he Ce u ar Compan e n Pak an. They are name y Ufone and War d are under cu - hroa compe on n he marke and a a re u of he r marke ng ra eg e , pr ce reduc on go ng on be ween he ce u ar compan e , wh ch have been benef c a way o he con umer a arge and hey are enjoy ng u y and economy bu a o he fac ha hey pen heav y o ava d fferen offer from compan e ke n gh package , fam y and fr end and he r u e of ce phone ha ncrea ed. eyword : Te ecommun ca on, Ufone, War d , Marke ng S ra egy.
T P I P I T H H I H I H I P H P TP H I H P H P I P H TP P I T P P T I H H I T TT I TT H H H H I H H P H P P P H H H H I P P I IT P P H H P P P H T TT H TP H H H I P H I P H PTP H H IP H P P P P T PT I P IP I I P H IP PII T TT I P I P P I P H I H IP H H I P H P I H I P H H P I P I H I I H T TT PTP H H H P I P H I H I I HH H I P H H I I T TT H H H H H I P H I P H H IP H P T H H I P H H I IT IP I H I I P H H I P I P P H H I T H I H H I P H H T IP H I I P P H T I I H I P H H H P H P H H I I H I PI P P I H P P IP H P H H I H P T I T P H P I H H H I H P H P IP H P I P P P TT P I P H I H H I P P I H H I P H P P P PT H P H T I H H P T TT I H P H I H P H P H H H P H I T H H H H H I H P I H P P H H I P I I I H T H H P I PI H P IP H T P H U H I H P H T TT P H PI I I I P P H I IP H T

I H

H I H

1.4

g f ca ce

I P

1.3 Objec ve of he udy The objec ve of he re earch udy are: y To de erm ne he con umer percep on abou he pr c ng of War d po pa d y To de erm ne he con umer percep on abou he pr c ng of Ufone po pa d y To compare he con umer percep o n abou he pr c ng of bo h he compan e
F C G E D B C H H C C F F P P B B E E H H C F B E P H 7 9 D G I 7 B E H C F 9 B 7 E 7 8 8 Q R RS R 9

8 9

Here a br ef e cr t o of t e to Cellular com a e

( %

ak ta :

%&

1 )& % &) (

8 9

) & (& 9 7 9

% ' 9

9 7 87 9

&

Formatted: Font: 10 pt, Not Bold

H H H

Chapter 2: Pricing Strategies of Ufone 2.1 Marketing Mix Product

Ufone following products as under: -PostPay -Ulife -Public Demand -5 ka 15 -U life -U Economy

Price
Ufone has placed itself on low and cost effective operator with monthly launch of new price attractive packages.

Promotion
Ufone has launched massive advertisement campaign and its advertisement is getting very popular among the masses.

Placement
Ufone has placed its product line allover Pakistan with established country wide network.
a

2.2 o t o
eec b b c d d d ee c d c cb d c

Everybody Love o Ufone Prepay

c

Ufone new Po
d c d b

o n ng S a emen :

Ufone um h oh ho! Or
ee b

bou U o n ng ra egy:
c d b d c cb d

Ufone po
b

d d

Ufone former Po
b b

o n ng S a emen :

Po o n ng ha crea ed an mage of company brand n he m nd of marke . Compan e po o n hem e ve emo o na y, func o na y or on he ba of brand qua y. Ufone a marke cha enger n compar on o War d. o reach a he op mo po o n of ce u ar compan e . So Ufone po o n e f on he ba of erv ce . I
b c e b c b b c d d bc b cb b c d c e b c b d ee d c cb d eec b b c d c b c c ce d b e ee b cb c cb d d d b d d d c d ee c cb d dd c d b

c cb d

c cb d

` Y` d

X Y Y f

g trategy

Ufone changed he mage of mob e phone from a uxury on y affordab e by he e e, o a nece y affordab e by he common man. S nce ncep o n, Ufone ha po o ned brand for MASSES on he ba of erv ce owe ca ra e . I make hem be eve ha a f e he need of everyone (v z a c a e , age & prov d ng and hem ha Ufone here when anybody need . The brand name UFO E e f a po o n ng gender ). I e a emen . 2.3 Target Market g trateg e
t ph h p g i v v x w h x xu u h hp ph g p pp i ii h p v p hp v u i p h g h q g p i h p g p h ph p h g g g g p h g i w v v x w w v uu v v x vx w x v x uu x w w v g h hp g xv u v w vx v x hi i p x w x g p w p g ph g h g ih u x p t r g h p h g w xu x ii x x g w g p g sr h h p ii g i p h g g g g p h h p g g

TARGET MARKETS Ce u ar phone are he echno o gy of new era, he 21 cen ury. The e ce u ar phone are he ma n focu of our he ce u ar compan e are arge ng The You h one way or o her. Ufone no o nger a fo ower n young er . h race. I ma n focu THEYOUTH of Pak an wh ch Targe Marke . Target market g trategy Ufone ha a way been arge ng You h Marke by u ng young brand endor er or amba ador . I a way br ng uch package and offer ha prec e y mee he need of our young peop e. o doub ha a o aunched package , brand and offer for work ng peop e, bu ne c a , ad e and aged one . Ufone eek o arge ma e n he o ng run.
t v u w vv v v w w x w w t v u v v uu x u vx v w w u uu w x vx w w v x u vx v u uu sr x v w uu v w y v v w u uu vx w v w w w

2.4 r c g Object ve of t e Com et tor

v t v x w x x

The pr c ng ra egy of War d n po pa d egmen ba ed on co a era by Marke ng Opera o n D v o n and en ure o g ve he cu omer he op qua y and cu omer erv ce a hey are a key revenue genera ng egmen . 2.5 ro uct M x r c g Strateg e
x uu w vx xv x x v x w v x x vu w v xu w v x t r w w v x v w sr r w r x w v x x v x w

2.6 r c g A justme t Strateg es

x x u x uu vx

Ufone
r

fo ow ng promo o na pr c ng.
s

2.7 r ce Cha ges Ufone ha a way re ponded o pr ce change and now adap ed promo ona pr c ng and offer ng he be ra e n marke 2.8 Com et tors Respo se to r ce Cha ge
v v x vx xvv x v x x x u v s r s v v u r v w w v w w w w

War d (Ufone Compe or) ha no come up aggre

v x

ve y w h pr ce change and

offer ng he ame ra e a ear er.

Ufone fo ow ng produc ne pr c ng pec a y n he po pa d egmen a d fferen package ba ed on pr c ng and va ue added fac or .

v w uu x u v x x r x x s v v sr r x

offer ng erv ce accord ng o

v x v w

x w

v w

r c g Strategy of
w v w

ar

ot a
v x w

Segme t

vx

The pr c ng objec v e of Ufone compe or .e. War d

x r t sr r sr r

a fo ow :

x v vv

hpp g

vu

w v

x w w

hi g

v x

u vv u

vv

w w

x w w

xv

v w

u vx

x w w

sr r

g w

CHA TER# 3: Compet tors A alysis (

3.1 Introduction of

arid

h p://www.war d e .com/ arid, owned by he bu Dhab group of he Un ed rab

Em ra e and er of Wa een group o d 30% hare o S ngTe . 3.2 Marketing Mix

number 4 w h 18% marke of ub cr ber . Recen y

roduct

War d ha a o var e y of Produc L ne n bo h po pa d and prepa d. Po pa d Produc ne deve oped accord ng o con umer demograph c . Ou of po pa d produc , My5 Package becom ng very popu ar. ricing

Pr c ng of War d ha been n he ower de e pec a y n he po pa d egmen accord ng o d fferen package Zem 250, 500 and 750. romotion

lacement produc a over Pak an.

War d ha p aced

3.3 Market Segmentation Strategies

War d

work ng on Demograph c Segmen a o n.

3.4 Target Marketing Strategy

War d

ma n y arge ng he young marke .

3.5 ricing Objectives of the competitor

3.6Product Mix Strategies

War d

fo ow ng produc

ne pr c ng and op ona produc pr c ng

War d fac ng ough compe on w a offer ng he owe pr ce and he objec ve

compe or ke Mob nk, Ufone, Zong and Te enor a o offer he owe po b e ra e n he marke .

War d ha no been aggre

ve n

promo o na campa gn and no much n o adver

ng.

arid)

ke

hey are a

3.7 Price Adjustment Strategies War d ha adop ed Promo o na Pr c ng 3.8Price Changes

d ed d gg d ed d d g g d e e d d d d f f

Pr ce Change
d g d

he b gge cha enge War d

3.9Initiating Price Changes

e de

War d ha n a ed pr ce change on year y ba 4.0 Company response to Price changes

g e d

CHAPTER# 4 METHODOLOGY
4.1 DATA SOURCES There were var o u o urce of Da a Co ec o n. The re earch wa carr ed ou dur ng he May 2010- ov 2010 n he akeho der . e. emp o yee , marke . The re earcher rave ed o d fferen Indu ry ana y , Ce u ar Indu ry a vendor , re a er , and he end-u er, he con umer . In-dep h n erv ew , n erac ve e o n and d cu o n were o a comprehen ve que o nna r e wa made and he concerned par e were he d w h he concerned peop e. reque ed o f n he que o nna r e. I occa o na y ef que o nna r e w h peop e who reque ed for more me becau e ome of hem were key po o n ho der w h bu y chedu e. On approach ng cr er a wa e up by he re earcher o de erm ne who o g ve or no o g ve he urvey. Moreover, he n erne , o her econdary ource , D g a brar e , and reference abroad n he ndu ry wa a o he ource o ob a n know edge.
f e f eg e e e f d d f d d e d e d dg g e d d f e e e e d e f d g f f d f e d f d e e d g f dee ed d e e f g f e f dee e e gg f f f g d d f e f f d f e d e e f g gg d d d d g e d e f d e f d f f e e g f e f e f e de g f e f d f gg e e de e f g d gg f d d de f d f eg i f e f g g d e f e f f e e f d f f d ggd e e d gd f f f e d f e e f e f f f h f f f f

4.1.1 Primary Sources Pr mary da a wa ex rac ed from Re ponden , end-u er and Ce u ar Opera or Off c a . 4.1.2 Secondary Sources Secondary da a ource are a under: y y y y y Internet Digital Libraries University Libraries Magazines Newspaper Articles
e e e f eg d d g gg e e e e e f f f f f

e de

e d

d d

dee

War d ha no re ponded aggre

e

ve y oward pr ce change and ju rev ew ng

pr c ng ra eg e on year y ba

e f

e d f

e f

e f

fac ng

d d d e f f

4.2 Data Collection Tools

The exp ora ory re earch wa conduc ed for he co ec on of quan a ve da a wh ch wa a a ned hrough que o nna re .
l

I ook four week o ge he que o nna r e f ed, and hen a coup e of week for he da a a c . The da a wa hen ana yzed hrough de cr p ve a c .e. cro ab , bar char , frequenc e and percen age o genera e re ab e re u and f nd ng .
j mj k l m l j l k l ll k jjm l m m k m l l l m k m j l j l k

4.3 Sampling
4.3.1 SAMPLE SIZE: 100 4.3.2 Sampling Methodology amp e ze of 100 re ponden wa con dered for h re earch. re earch amp e ze fur her d v ded n o he ra o of ub cr ber u ng d fferen ce u ar ne work . e 50% re pon e by War d U er and 50% re pon e by Ufone u er
k l l k m l m m k lm l l ml j m l l l l n l l lm m l k k ml j jj l k l k m l ml l m l l ml l l j l m k

kk

k k l m lm l k k k

m k k k

jj

m l m lm l k k k m l k

k k

m l k

k k

CHAPTER #5

ANALYSIS RESULTS AND DISCUSSION Analysis Results and Discussion per he re u of he urvey, he h ghe percen age (44%) of nd v d ua be o nged o age group of 20-27, peop e from age group of 28-33 were around 24%. There were very few who be o nged o age group of 50 and above. far a he profe o n are concerned he h ghe percen age . e. 48% were uden . Then were e ecom profe o na , repre en ng e ecom ndu ry/ce u ar compan e w h 24%, S uden were 12% and o her who were 12% ke og c an e c.
p r r q q p q p q q q r q pr p r s s wv { s p s q s q p q s q p q s q p p q spp q p p p p q q p q z q q p r p q s q q p s q s ps z | { | q q p ps s q ps p p q s p q { q q q o o o o o t s q {

When come o ncome eve re ponden w h R .11, 000 -25,000 are a h ghe percen age. Then fo ow ncome range w h 20% re ponden .Re ponden w h be ow R . 10,000 earn ng w h owe average.
rr s q r p q r rr p s s s p s q p srrs p r s q p s q p p s p p p p p q p s q r p r p q s s p srs

Mob nk had he h ghe number of ub cr ber w h 31.98 m on ub cr ber , fo owed by Te enor w h 23.65 m on ub cr ber , Ufone w h 19.16 m on ub cr ber , War d w h 16.64 m on ub c r ber , and Zong w h 6.55 m o n ub cr ber (Source PT ). per he a fac on eve w h Pricing, 12% are mo a f ed, 52% a f ed, 8% nd fferen wh e on y 28% are d a f ed w h he r erv ce prov der pr c ng. On he who e h fac or no a much roub ed. nd he arger por on of ub cr ber happy w h . When come o Value Added Services, he h ghe number (52%) of peop e eem o be nd fferen . There were equa ra o of a f ed and d a f ed (24%) w h V S. Re ponden had a m xed op n o n abou dver ng. 16% mo a f ed and 20% are a f ed w h Advertisement. o 40% are mo nd fferen and 24% are d a f ed w h he r opera or dver emen .
s ps p ps s q s s q s ps q p p q p r o q s ps q p p q q s q s q s pp s q sp s q o q s ps q pp s q s s s s ps s p q p p s q q r p r q r q o rs r q s q s p q s ps ps q p ps q s ps r o p q q s s q p s q s s q r s ps p p r s s q p p s ps s q q s q pp s s q p q s p p srrs q s q p p p q s p p srrs o s q p s p q p q p srrs p q srrs

When come o Customer Service Responseaga n h ghe percen age

s ps

no a f ed.
q s s q q pr

far a Brand Image, 64% are a f ed and 4% mo ha are d a f ed w h he r opera or Brand Image.
s ps q p q p s ps q q q p r s q s q s q q q r pp s p q q q p

a f ed. There are a o 20% ha are nd fferen and a few

s sp q q q p q

There are a arge number of peop e ha are a f ed w h Product Line. Mo of he re ponden rep y n po abou he r a fac on eve w h Produc L ne.
s r p q q s q q p s q t p r p q q ps rs q q q s s q r q ps r s p s rr q

orma y 9a.m o 5p.m he major me where he mob e mo y u ed and accord ng o an average around 52% of he re ponden pend R .1000-5000 per mon h on he r mon h y u age. o many are qu e a f ed hence ca on he p ne mo y once a quar er or once a mon h and 36% re ponden ay he r comp a n re o ved n 24 -72 hour and ake abou 1-3 day me.18% be eve ha he r comp a n re o ved on he ame day.
{ vx w w v

Hence how ha he h ghe average u ed he r opera or becau e hey be eved he ca ra e ha were offered were good/cheap. nd mo of he re ponden changed he r ce u ar opera or w h n 6 mon h -1year, when hey hough he offer ng wa no a good. Ye he h ghe percen age brand o ya and ha been u ng he r opera or nce pa 3-4 year . Mo of he w ch ng of opera or happened becau e of d a fac o n w h ne work connec v y, ca charge and coverage, Produc ne n wh ch h ghe percen age be ng ha of pr c ng, econd y be ng Produc ne, and hen ne work connec v y.
}} | { { z} { z z { { z| { { { z z } | { { z { z| | { }} z z z { | z |z z { z} { { { || z } z } | | } }} { |z z { | { { z z | | { { | { | z z { { z} | { z z z { { z { { | z | | { { { ~ | { | z | | {

z z

z} |

| {

y y

In Ufone he h ghe average (33%) re ponden ke dver emen . In War d he h ghe average (29.50%) re ponden ke Pr c ng.
{ {

rr

r p

s ps

ps

s r

ps

s q p q

q s

p p

r p

ps

s r

p s

p q

p p q

s q

q q

s ps

r rr q q s q

sr

s p

| { w u

r p q p p

s s ps q

ps

pr p

sr r

spp

sr

pr

ve

Re pon e for War d were mo y Indifferent .e. major y had no op n o n abou e work connec v y, Ca Charg ng, Vo ce Qua y, Cu omer Serv ce Re pon e, Coverage, and V S. Becau e omehow hey were ne her u er nor had hey heard abou . mong o her he u er were a f ed. I wa found ou ha he mo effec ve med um of com ng o know a brand adver emen (E ec ron c Med a) and ome of hem an wered for new paper . S nce mo of he peop e go o know abou d fferen promo o n hrough he e wo med um .
                           

CHAPTER #6 CONCLUSION AND RECOMMENDATION Conclusion: Mo con umer change he r preference for brand evera me n he r fe me; however, he que o n a o wha make hem change he r preference ha n r gued marke er and con umer re earcher for decade .

The re earcher had r ed o f nd ou he marke ng ra eg e and he r mpac on he Indu ry and con umer and he marke ng fac or of n ere / mpor ance for cu omer -wh ch make hem w ch one brand w h ano her. From he obv o u ha mo of he cu omer are d a f ed w h he r opera or cu omer erv ce . Hence re earch adv ab e for a o work on he r ne work n erm of mprov ng ne work connec v y wh ch co -re a ed w h ne work capac y o hand e a pec f c number of connec o n , ca charge need o be fur her reduced, vo ce qua y need o be mproved, ew c e (far f ung area ) hou d be prov ded coverage o ha here no h ndrance a n

adver emen Re pon e for Ufone were more of d fferen one a ho e of Ufone .e. major y wa happy abou promo o na and marke ng ra egy had no op n o n abou e work connec v y, Ca Charg ng, Vo ce and Qua y, Cu omer Serv ce Re pon e, and V S. Becau e o mehow hey were ne her u er nor had hey heard abou . mong o her he u er were a f ed.
                      

bu ne of any cu omer, Va ue dded Serv ce need o be n roduced af er o me me wh ch keep he n ere of he ub cr ber o exp ore, know and u e more.

However regard ng package a fac o n for prepa d mo re ponden are ub cr ber of mob nk jazz budge and w h po pa d ub cr ber mo of hem were a o of mob nk w h nd go un m ed. Fo owed by Te enor. o be ng adver ed by a ce ebr y. Mo of he ce u ar many peop e do a rac ed oward cer a n package when compan e aunche here new package once n 6 mon h . Mo of he peop e go o know abou he r ce u ar compan e package hrough TV d .

Ba ed on he re earch, he re earcher conc uded ha he ce u ar compan e a have d fferen marke ng ra eg e ke Mob nk ca er ng need of corpora e u er and have key revenue from corpora e a e . Wh e Ufone and e enor are ncrea ng he r revenue hrough promo o n and p er o na ze ce u ar erv ce . Moreover, War d and owe ca ra e n he e ecom ndu ry. Zong are compe ng on

Recommendations:

The re earcher ha been ob erv ng a rend of aggre ve marke ng and adver emen by he mob e opera or n Pak an. 50 pa a, 3 pa a, 1 pa a. Try ng o one -up o her compe or , he adver emen empha ze he owe po b e ra e o grab a en o n. In rea y he ow ra e be ng adver ed come w h many cond o n . To f gure ou one ha o read he f ne pr n carefu y. I h nk h unfa r o he con umer and we need o cr c ze h rend wh ch ome may charac er ze a decep ve marke ng. Have a ook a he e amp e adver emen g ven w h h po .

over he year mob e erv ce package have become d ff cu o under and. I u ed o be pre-pay &po payand n-ne work & ou -of-ne work. ow here he op on of ower pr ce for pre-def ned number ( u ua y n-ne work) uch a fam y and fr end . Then here he b ng dura o n wh ch u ed o be 1 m nu e n good o d day . o anymore. The ra e adver ed are u ua y ba ed on owe b ng dura on ( ay 30 econd ) and may on y be va d dur ng cer a n me The b ng dura o n for he ame package can vary for n -ne work and ou of ne work ca ! G ven a of he comp ex y, d ff cu for a common per o n o ea y under and and compare he e p an . Who ha me o ana yze a of h (excep your ru y)? Wou d n be fa r f a he opera or adver emen nc uded he ra e for m nu e ca c ear y? How abou be ng more up-fron and mak ng he f ne pr n a b e f ne?

The prob em common o a opera or , herefore a of hem hou d hare he re pon b andard. Be er o f x h now before he regu a or (PT ) a ked o ep n.

y o crea e a ba e ne

Pr c ng hou d be rev ed and made more compe ve e.g. ca o ame ne work hou d be free however mon h y deduc o n of R 100/ - may be made for he ame where a nom na amoun hou d be charged for ca o he o her ne work .

Ne work connec v y and Coverage hou d be enhanced by n a ng more ce e bo h n ex n g and new y covered area . For h d fferen IT and Sof ware o u on compan e hou d be h red o peed up a h and ca ch up on compe on.

na y , mo of he From Cro Tab D a fac ory. Major y are d a f ed e work Connec v y, Ca Charg ng, V even af er hey reg er a comp a n aga Mob nk .

ub cr ber erm he r exper ence w h he r ex w h he r opera or curren offer ng a n erm S e c. They have ue and be eve he r word n he ame. good percen age of cu omer

ng erv ce prov der a of Cu omer Serv ce , no aken n o accoun nce hey are u er of

The ca ra e of po paid package hou d be reduced and more incen ive hou d be offered in he po paid egmen backed by a good promo iona campaign o arge his a rac ive segmen .

Cu omer Service Re pon e ime hou d be reduced by having more Ca Cen er and increa ed S aff for a ending o Cu omer Ca .

Marke ng ra egy hou d be more pub c pec f c e.g. Niche marke , ike under anding need of he common man.

BIBLIOGRAPHY

Pta.gov.pk mobilinkgsm.com ufone.com zong.com.pk

e enor.com.pk

waridte .com.pk

http://

.paktribune.com/ne s/index.shtml?129424

scribd.com http:// .easypaisa.com.pk .amcy5.com/Reports/marketing/amcy10.htm

http://

http://zumbeel.net/beta/ne s/details.php?rev_param=6862 amcy5.com http://blog.converget.com/2010/02/19/maximize-your-digital-marketing-mix-10- ays-to-integrate-socialmobile-and-email/

http://

.scribd.com/doc/8914506/Best-Mobile-Net ork-in-Pakistan .palgrave-journals.com/dbm/journal/v14/n2/full/3250043a.html

http://

http://en.wikipedia.org/wiki/Telecommunications_in_Pakistan http://blog.netkarachi.com/?p=93 www.telecompk.net http://blog.netkarachi.com/?p=93 www.brecorder.com jang.com.pk dawn.com.pk New: http://telecomnewsbd.wordpress.com/2008/12/18/nterview-mr-salman-wassay-head-of-marketing-zongpakistan/

http://www.brandchannel.com/features_effect.asp?pf_id=426 http://www.kaykizz.net/?p=25 http://www.scribd.com/doc/19139623/ZONG-say-it-all www.docstoc.com http://www.blurtit.com/q564113.html Michae E. Porter. On Competition. Boston: Harvard Business Schoo Press, 1998 Jukka a io, MarkkuTinnil, nne Tseng. n international comparison of operator-driven business models.Business Process Management Journal. Bradford: 2006. Vol. 12, Iss. 3 http://www.myacme.org/ACMEProceedings09/p11.pdf http://www.huawei.com/ www.nokia.com http://wwwen.zte.com.cn/en/