Market Segmentation of

Ufone

By:
Muhammad Talha

Market Segmentation of Ufone

 Layout
• 3 Things that company focus on before offering a product
• Background of the product
• Current Position of Company
• What is Market Segmentation
– Ways to segment

• How it is being segmented in Pakistan

• How brand have positioned itself for all classes
• Recommendations

Market Segmentation of Ufone

3 Things that company focus on before
offering a product
o Who is buying?
o What do they buy?
o When do they buy?

Market Segmentation of Ufone

Introduction

Market Segmentation of Ufone

Competitors

Market Segmentation of Ufone

Current Position of the Company
Market Share
6.77% 0.04%

30.88%

18.96% Mobilink
Telenor
Ufone
Warid
Zong
Others

21.2% 22.15%

Market Segmentation of Ufone

Market Segmentation

Market Segmentation of Ufone

 Market Segmentation
Ways to segment
• Geographic
• Demographic
• Psychographic
• Behavioral

Market Segmentation of Ufone

Ufone Market segmentation in
Pakistan
oDemographic Segmentation

– ECONOMY:
• Upper class • Upper class
• Middle class • Middle class
• lower class

Market Segmentation of Ufone

 Ufone Market segmentation in
Pakistan
o Demographic Segmentation

– AGE:
• Teenagers
• youngsters
• middle age

Market Segmentation of Ufone

 Ufone Market segmentation in
Pakistan
oDemographic Segmentation

‒ OCCUPATION:
• Corporate class • Corporate class]
• Business class • Business class
• Working class etc

Market Segmentation of Ufone

 Ufone Market segmentation in
Pakistan
o Psychological Segmentation

‒ Lifestyles

Market Segmentation of Ufone

 Ufone Market segmentation in
Pakistan
o Psychological Segmentation

– Personality Characteristics

Market Segmentation of Ufone

 Ufone Market segmentation in
Pakistan
o Behavioral Segmentation

‒ Benefit Sought
• Low call rates
• Call block service
• Missed call notifications

Market Segmentation of Ufone

 Ufone Positioning
Quality:
o Good network service
o Giving feedback of complaints immediately
o Quality coverage

Market Segmentation of Ufone

 Ufone Positioning
Positioning Statement:
– Old
“Everybody loves to U”

– New
“Its all about U”

“Ufone Tum Hi To Ho”

Market Segmentation of Ufone

 Ufone Positioning
Benefits:
UFONE PACKAGES
o U Loan
o Uwon
o U-circle
o U share
o Missed Call Notifications
o Phone Book Saver
o Unlimited SMS
o Tension free

Market Segmentation of Ufone

Recommendations

Market Segmentation of Ufone

Thank you

Market Segmentation of Ufone