Professional Documents
Culture Documents
REPORT SUBMISSION
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TABLE OF CONTENTS
Preface
Company Profile
Vision & Mission Statement of Ufone
Marketing Department
Business Portfolio
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PREFACE
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COMPANY PROFILE
MISSION OF UFONE
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UFONE’s ACHIEVEMENTS
OPERATING PERFORMANCE
Ufone’s operational performance has been very encouraging. Despite the stiff
competition in Pakistan telecom market which has led to reduction of prices to bare
minimum level, due to its aggressive policies and exercising strict control over
expenses the Company managed to improve its revenue and after-tax profit by 87%
and 54% respectively, as compared to last year.
GROWTH RATE
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As mobile users in the country have reached over 28 million at a very rapid pace,
Ufone has maintained itself as the 2nd largest cellular operator in Pakistan with a
subscriber base of around 6.5 million and a market share of nearly 25%. Ufone has
seen a subscriber growth rate of over 200% in the last year, and since the start of
2005 Ufone added nearly 5 million subscribers onto its network. A remarkable
achievement indeed, especially considering the fact that two new international
players also entered into the market in 2005. Subsequently the growth in subscriber
base caused a healthy trend in revenues which have doubled.
TECHNOLOGY
After Mobilink, Ufone is the second cellular service provider company that is based
on GSM technology. Basically they are using GSM 900 technology with version 2001.
Apart from this they are very strong in technological developments especially they
have a well-established research and development department that is working on new
technological developments in their products. Like they are the first company in
Pakistan that is offering GPRS facility to their subscribers
In Ufone the hierarchy is very lean, in general the whole setup is centralized, all the
matters are to be reported to the main company and all the policies and targets are
approved at the higher level. But at the department level the structure is
decentralized.
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Co-ordination (Govt. relations)
Marketing
MARKETING DEPARTMENT
Marketing department handles all the marketing activities concerning all Ufone
packages and brands. A recent marketing survey conducted by a prominent
marketing research company showed that Ufone has considerably increased its
brand visibility and image through its vibrant marketing strategies.
(Head
Office : CMO
Islamabad)
HEAD OF
DEPARTMENT
S///
(Head
Office :
ASSISTANT
Islamabad)
MANAGERS
SENIOR (Reg
ional) EXECUTIVES
MANAGEMEN
T TRAINEES (Reg
ional)
INTERNEES
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(Regional)
(Regional)
►Current CMO (Chief Marketing Officer) of Ufone is Mr. Arshad Yaqoob Khan
BUSINESS PORTFOLIO
BRANDS:
PACKAGES:
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SERVICES
Both Post-Paid and Pre-Paid Ufone subscribers can enjoy any/all Ufone services
including GPRS based services (MMS, Ufone Internet, Pocket Stocks), Global SMS,
etc
Ufone is proving these all services to its consumers:-
• Internal Excess
• Online Billing Payment
• Power SIM
• WAP
• International Roaming
• Voice Mail
• Call Management
• Messaging
MOBILE PRODUCTS
Ufone is offering the following Mobile Products:-
Utalk
Missed Call Notification
Phonebook Saver
Trivia Quiz
Ushare
Uloan
Voice Bucket
Utunes
Awaz SMS
Uchat
Ugames
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Call Block
Self Service Kiosk
U kisaan
U health
Ufone prize bond
Ubazar
Hajj Guide
MARKETING STRATEGIES
► MARKET SEGMENTATION
Cellular service market is a diverse set of people. Ufone as well as other cellular
service companies segment their market on four bases: - economy, age, gender &
occupation.
I. ECONOMY : Upper class, Middle class, socio-economic class, lower class
II. AGE : Teenagers, youngsters, middle age, aged people
III. GENDER : Male & Female
IV. OCCUPATION : corporate class, Business class, working class etc
► TARGET MARKETS
Cellular phones are the technology of new era, the 21st century. These cellular
phones are the main focus of our youngsters. All the cellular companies are targeting
The Youth one way or other. Ufone is no longer a follower in this race. Its main
focus is “THE YOUTH” of Pakistan which is its Target Market.
Ufone has always been targeting Youth Market by using young brand endorsers or
ambassadors. It always brings such packages and offers that precisely meet the
needs of our young people. No doubt it has also launched packages, brands and
offers for working people, business class, ladies and aged ones. Ufone seeks to
target masses in the long run.
► POSITIONING
Positioning is the process of creating an image of company’s brand in the mind of
market. Companies position themselves emotionally, functionally or on the basis of
brand quality. Ufone is still a market challenger in comparison to market leader
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MOBILINK. It is still to reach to the top most position of cellular companies. So
Ufone positions itself on the basis of its services.
► DIFFERENTIATION
In these days of intense competition marketers find it hard to differentiate their
services from those of competitors. Now customer care about only price. An
unsatisfied customer will immediately go for brand switching. Thus leaving a
customer unsatisfied and not meeting his/her demands is out of question for
marketers.
Differentiation Strategy :
Ufone has always strategized in satisfying the demands of its customers. In doing so
it has been successful in differentiating itself in terms of:-
Price
Quality service
Technology
► CUSTOMER RELATIONSHIP
With 28 million mobile users in Pakistan, Ufone is having a subscriber base of around
7 million. Ufone is showing a remarkable growth rate. It is maintaining a healthy
customer relationship through its “customer service centers” and “call centers”. Its
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department of “Customer Operations” is specially designed for maintaining Customer
Relationships.
Strategy :
Ufone has always considered the ever growing needs of low call rates and quality
service. It has provided its customers their needed packages and has introduced
such brands & packages that meet customer’s latent needs as well. For example 5 ka
15 is result of a latent need of women of our society. They plan to make a short call
but it becomes a long one unintentionally due to gossips and chit chats
► COMPETITORS
There is a hard core competition among the cellular service providers in Pakistan.
Ufone is a market challenger in its competitive position, where MOBILINK is the
market leader. Warid, Telenor and newly introduced ZONG are also strong
contenders in market challenger category. Ufone has the following four direct
competitors:-
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Ufone also considers the following as its competitors:-
ZONG (former PAKTEL)
PTCL WIRELESS
Wateen
WorldCall
Competitive strategy:
Ufone’s competitive strategies are Customer intimacy and Differentiation. Ufone
aims at fore passing Mobilink in its competitive race.
► MARKETING MIX
1 - PRODUCT/SERVICES
Ufone is a service providing company. Service is any intangible product that consists
of activities, benefits or satisfactions offered for sale.
Strategy:
Ufone makes strategies to provide a better cellular telephonic service which excels
its competitors at all levels. When Ufone launches a new package in a market, it
actually makes it a complete package of core benefit, design, features, brand name,
quality, and after sale service.
2 - PRICE
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Cellular service providers are facing intense price competition in contemporary
market. Customers perceive pricing as the heart of brand selection. Price has always
been the core differentiation of Ufone. Ufone is the one who is offering least call
rates off-network.
Strategy :
Ufone strategize to capture the existing pricing needs of its customers and use it
well on occasional or timely basis. For example Ufone offered very good call rates on
international calls in Eid days. It offered hourly call rates in Ramadan when people
were least likely to avail the offer that much that it might prove unprofitable for
Ufone. It was a fantastic strategy to beautify the brand image in term of pricing in
customer’s minds as well as remain profitable in doing so. Ufone follows market
penetration pricing strategy and dynamic pricing strategy to meet the customer
needs and ever changing price competition.
3 – PLACE
Place plays a very important part in the distribution and promotion of services.
Competitors of Ufone are seeking to penetrate into places where others haven’t
reached. Cellular service providers are drastically widening their network & coverage
in every area of Pakistan. Mobilink has this edge in place excellence because it is the
pioneer in cellular telephonic field.
Strategy :
Ufone strategize to widen its coverage to all places in Pakistan in order to meet the
requirements of its increasing customer base. Now Ufone is heading from cities to
remote northern areas in expanding its network. Ufone has intensive promotion in
cities, but it is also considering improving its promotion in rural areas as well.
4 - PROMOTION
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Ufone believes in Integrated Marketing Communication which is a carefully blended
mix of promotion tools. Ufone employ different marketing activities and channels to
communicate and deliver value to customer. These activities are coordinated to
provide maximum communication output. These communication channels includes:-
Advertising, sales promotion, public relations, direct marketing & personal selling.
Ufone strategize to carry out promotion in order to increase its market share.
Strategy :
Advertising (discussed later)
Sales Promotion (discussed later)
Public Relations : Ufone is less conscious of developing its general public
relations. But recently it has launched its “Hajj Guide” service on Ufone. It
avoids getting in news stories and controversies but sometimes it proves
inevitable.
Direct Marketing : Ufone employ on-road umbrella franchises where the
directly market and sell their connections and Sims.
Personal Selling : Ufone administer personal selling facility to sell their
PostPay connections targeting well to do people and businessmen
› It won’t be an exaggeration to say that Ufone has placed itself where it is now
through brilliant promotions.
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Ufone is currently running its game show on ATV prime time. This game show
rewards the winning participants. Ufone updates its customers every now and then
to participate in this game show. The problem we see in this activity is that Ufone is
not properly advertising it.
Premiums:
All the cellular services are now offering premiums for their customers. This
premium is offered, when a customer don’t use his/her sim for more than 3-6
months, in the form of extra credit balance delivered to their numbers for free
Free tickets:
Ufone recently offered free trip to Dubai. It was Ufone’s first Eid offer. Every
time you make any international call of 5 minutes or longer than 5 minutes, you enter
the lucky draw to win a return ticket to Dubai. The more calls you make, more is your
chance to win.
Promotional Products:
“Phone bhi Ufone bhi”. It was a promotional offer By Ufone where it offered a
mobile phone, free air time, Ufone connection and Rs.100 airtime all for Rs.999.And
now Ufone also offers Blackberry mobile sets with PostPay connection.
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Another recent promotional offer by Ufone is that with your HBL Credit Card; get a
free handset of your choice, a Ufone PostPay connection and airtime. Existing as well
as new HBL Credit Card customers may avail this offer.
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ADVERTISING OBJECTIVES:
ADVERTISING BUDGET
ADVERTISING STRATEGIES
ADVERTISING MESSAGE:
Message Content --»The very first content of Ufone’s advertising message was
humor, and then in its blooming stage it shifted its message content to youthful
excitement. Recently Ufone has again adopted humorous theme for its message
content. This time Ufone is winning the hearts of people through humor and it has
increased RPI of Ufone. Ufone has already generated much revenue through it.
Message Format --»The format of Ufone’s advertisements has always been very
colorful and eye catching. The shocking Orange & Green colours used by Ufone have
always attracted people. These colors look beautiful on wall printing of Ufone.
Message Source --»The very first Ufone advertisements had Faisal Qureshi as its
message source. Afterwards Ufone hired non-celebrity young models for its
youthful message theme. Ufone also hired three lollywood queens i.e. Meera, Jia Ali
and Veena Malik with Mikaal in an advertisement of “Baat Ban Jaye”. This
advertisement created a big controversy regarding the erotic and sexually
attracting acts by the three female models. Due to negative response by people
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Ufone had to vacate its billboards and eradicate its banners, posters etc overnight,
as directed by CEO and CMO of Ufone.
But now Ufone has again hired a comedian trio featuring Faisal Qureshi, Mikaal &
Hammad. The strategy behind hiring this trio is that they are economical and are
personal favorites of people. Ufone always hire endorsers in group
Broadcast Media --» It is the prior choice for Ufone. It includes the electronic
media television and radio. Ufone is advertising in all Pakistani channels including
GEO, Hum, ARY, Indus, TV one, HBO, Cartoon Network etc (except MTV Pakistan).
Ufone also plays its ads on local channels like WASEB and Punjab TV.
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Display Media --»This type of media is the second choice of Ufone where it carries
out its most of sales promotion and advertising. Ufone advertise using billboards,
hoardings, signs (on Shop boards etc), posters, wall paintings etc. SME Multan has
used a new and innovative vehicle in display media i.e. Ufone’s painted rickshaws
Online Media --» Internet is the online media. Ufone places flashing ads on famous
portals like coolbuddy.com, pakfellows.com etc. But Ufone is not carrying out direct
mail or direct e-mail advertising
Events --» Ufone has sponsored many events in the past and holds future plans
concerning it. The famous event sponsored by Ufone in 2006 was a series of musical
concerts did all over Pakistan, featuring Mikaal Hassan and Junoon, it named UROCK
AD SHOOTS: The ads of Ufone are shot mostly within Pakistan. But the PostPay ads
are shot in foreign locations. Recently Ufone shot in the picturesque locations of
northern areas of Pakistan in its advertisement of UWON “sabse sasti call”
SWOT ANALYSIS
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Strengths (S)
Weaknesses (W)
Opportunities (O)
Threats (T)
STRENGTHS
WEAKNESSES
Weaknesses include internal limitations and negative situational factors that may
interfere with the company’s performance.
The weaknesses of Ufone are as follows:-
Ufone has less professionalism within the organizational members
As Ufone is a subsidiary of PTCL, which was formerly under government
management, Ufone still has a shadow of a government organization
Ufone still has room for the betterment of its network coverage in
comparison to The Market Giant “MOBILINK”
Ufone has pathetic billing system for postpaid connections. This faulty system
creates a negative vibe among its customers
OPPORTUNITIES
Opportunities are favorable factors or trends in the external environment that the
company may be able to exploit to its advantage.
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Ufone has following opportunities in its way:-
Ufone’s biggest opportunity lying ahead in near future is the phase of
conversion of their GSM technology Into 3G (satellite based) technology
Ufone has the opportunity of growing its customer base due to increasing
trend of using mobile phones
Ufone has the opportunity to win the customers of its competitors by
providing them superior services on lower price
Ufone has the opportunity that it is pioneer in southern Punjab where it can
promote itself and become market leader on the basis of this very fact
THREATS
Threats are unfavorable external factors or trends that may present challenges to
performance.
Ufone is facing/about to face the following threats:-
Ufone’s biggest opportunity is its biggest threat as well. The phase of its
conversion of GSM technology to 3G technology can be a threat for it if not
carried out properly
The boosting customer base of Warid and Zong is also a big threat for Ufone
The decreasing economy rate and instability of Pakistan is a big threat for all
businesses in Pakistan including Ufone
COMPETITIVE ADVANTAGES
It’s an advantage over competitors gained by offering consumers greater value than
competitor’s offer. Ufone strategizes to gain more and more competitive
advantages. It also uses these competitive advantages well enough for its promotion.
Currently Ufone is enjoying the following competitive advantages:-
Lowest overall call rates
Value added Services (VAS)
Call block service
Corporate color
CHALLENGES
Ufone face many challenges with the ever growing needs of telecommunication. It
must remain profitable with the decreasing economical situation of Pakistan. It must
grow as well in these dark times if it has to remain IN the market. Ufone face very
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strong competition from its competitors. It must offer lowest rates with better
quality service. New features and services should be introduced to make its
customers loyal, happy and satisfied.
FUTURE PLANS
►Keeping in view the growth potential of the cellular industry there is no option but
to be aggressive in order to remain a potent force in the cellular industry.
►In order to extend cellular network Ufone has finalized a huge network expansion
contract amounting to about USD 550 million, which will enhance the subscribers’
capacity by 10 million. This is the largest ever expansion project of Ufone.
CONCLUSION
By keenly analyzing the marketing of Ufone, we group member agree that Ufone is
not a safe player in the market. It is penetrating its market by taking risks and
aggressively promoting & advertising itself. It holds second largest market share
and is seeking to become the market leader anyway possible. We came through very
unconventional strategies and ad campaigns while working on this report. We believe
that mobile services are the toughest market to enter and survive. And in this tough
market Ufone isn’t only surviving but growing at an exceptional rate.
Ufone is using humorous theme in its ads which has become its benchmark.
People enjoy watching, discussing and following Ufone ads the most. And it is the
biggest achievement of Ufone in recent times.
We wish a very best of luck to Ufone. May it progress in this field and achieve its
desired goals. (AMEEN)
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