Strategic Marketing Plan For Warid Telecom

[MARKETING MANAGEMENT] WARID
Sr No Table of Contents Pages
01 Executive Summary 2
02 Introduction 3-4
03 Background 5
04 Business Scope 7-11
05 PEST Analysis 12-14
06 Competitive Review 15-17
07 Distribution Channels 18-21
08 Critical Success Factors 22-23
09 Objectives 23-25
10 Promotions 26-28
11 Internal Capabilities 29
12 Marketing Strategies 30-33
14 SWOT Analysis 34-37
15 Implementation of Theories 38-41
16 Implementation 41-43
17 Evaluation and control Process 44-45
18 Glossary and Abbreviation 47-49
1 Marketing takes day to learn. Unfortunately it takes a lifetime to master

EXECUTIVE SUMMARY
Telecom International which stands as a prominent name
in Telecom industry. We are proud to work as a group to
do our project in Warid. In this report we discussed all
relevant topics for covering a formal report. This report
include brief introduction of Warid and its strategies to
gain the market share and all its depth analysis which we
think should be consider necessary to analysis of such a
big company. By our evaluation we have found that
WARID Telecom is lacking some activities which are
mostly its communication to its customers. At the end of
this report we provide implementation of strategies for
Warid.
THANK YOU

INTRODUCTION
Warid Telecom is one of the biggest cellular service providers in Pakistan. Warid is an
international company that is joint venture of Abu Dhabi Group and Sing Tel Group. In
this joint venture SingTel acquired 30% percent equity stake and remaining acquired by
Abu Dhabi Group. This partnership is part of a strategy to support Warid Telecom’s
continued growth and to enhance its market position.
WARID’s NEW LOOK
➢ An evolution that strengthens the Warid identity while keeping the customers in
focus
➢ Use of a more contemporary font & style to give a more approachable image
➢ This new logo encompasses the expanding reach of Warid not just in Pakistan but
in an international footprint
➢ With our strengthened GPRS/EDGE network we would empower our customers

to create their own life style networks
INVOLVING BUSINESSES:
International Investments
• Iranian Sanden Industries
• J.C. Mc Leans & Co.
• Neo Pharma
• National Tele Systems and Services
• Al-Jazira Management Mall
• Abu Dhabi Vegetable Oil Company

• Nama Development Enterprises.

• Le Royal Meridian Hotel, Abu Dhabi
• Dhabi contracting
• Union National Banking, U.A.E.
• Alfalah Exchange Company, U.A.E.
• Bank Alfalah Ltd., U.A.E.
Investment in Pakistan
• Bank Alfalah Ltd.
• Alfalah GHP Investment Management
• Alfalah Securities
• United Bank Limited
• Warid Telecom
• Wateen Telecom
• Emaar Al Bilaad Properties
Warid Team
Board of Directors
1. Mr. Bashir A. Tahir
2. Mr.Parvez a. Shahid
3. Mr. Lim Chaon Poh
4. Mr. Quah Kung Yang
Management Team
1. Mr. Tariq Gulzar (Chief Financial Officer)

2. Mr. Shahzad Rauf (Chief Strategy and Operation Officer)
3. Mr. Javed Mushtaq (Chief Information Officer)
4. Mr. Muhammad Irfan Chaudry (chief Technical Officer)

Background of WARID
The Dhabi Group is a multinational company based in the UAE, which owns and
operates a wide range of business concerns that are spread across 3 different continents.
It has a diversified business interest in the institutions that have enjoyed commercial
success as a result of its strong financial resources and extensive management expertise.
The Abu Dhabi Group's major investments are in the following sectors:
• Telecommunications
• Hospitality services
• Property development
• Oil exploration and supplies
• Banking and financial services
• Automobile industries.
Warid Telecom takes pride in being backed by the Abu Dhabi Group, one of the largest
groups in the Middle East and in Pakistan. Warid Telecom is currently operational in
Bangladesh and Pakistan, while it is also setting pace o initiate its operation in Uganda
& Congo. Within the markets Warid is already operating, it has quickly developed a
large customer base and established itself as one of the leaders of telecom service sector.
In Bangladesh, Warid Telecom commenced its operations under a landmark MOU
agreed upon by the Dhabi Group and the Government of Bangladesh worth USD 1
billion, out of which USD 750 million was exclusively committed for investment in the
telecommunication sector of the country. Succeeding the MOU signing, the BTRC
license for telecom service provision was issued to Warid Telecom, followed by the
signing of interconnectivity agreement with all the existing telecom companies of
Bangladesh.
In May 10th, 2007, Warid Telecom launched its commercial operations in Bangladesh
with a network encompassing 26 districts. By November 2007, the network had been
expanded to cover 61 districts and being used by 2 million customers.

BUSINESS DEFINATION & SCOPE
WARID’s MISSION and PURPOSE
“Our aim is to be perceived not only as a telecommunication operator of voice

services, but also as a universal provider of comprehensive communications services
for both residential and business customers. Warid's corporate identity seeks to
reflect the changes in telecom sector in relation to helping customers keep pace with
rapidly changing technology in the field of communication, through maximum
network coverage and clear connectivity that we have committed to provide”
WARID’s VISION
“Be a part of largest post paid cellular base in Pakistan and to become the leader in
national communications arena with a strong international presence”
Warid Telecom started its operation in May 2005 from Pakistan. Warid Telecom
International LLC, purchased a license for operating a nationwide mobile telephony
network, (WLL) and long distance international (LDI) for $291 million US dollars.
Within 80 days of launch Warid attracted more than 1 million users. Currently the
network has around 7.6 million subscribers. In Warid business strategy four things are:
• Competitiveness :differentiated in value added aspects

• Cost Leadership: by providing less price service/product
• Rapid Response of company :when need identify they response to it
• Customer care by providing quality service: The pre-paid segment is
branded and marketed as Zem Pre-Paid. Zahi-Post-paid and Zem Pre-paid
user enjoy various value added services (VAS), such as SMS, MMS, GPRS,
64K SIM and a host of other features. However International Roaming is only
available to its Zahi (post-paid) users.

Warid telecom is introducing two types of product in all over the Pakistan-
1. Zem Prepaid
2. Zahi Post Paid
Zem Prepaid
Zem is a prepaid connection provided by Warid telecom. Under this connection

customer obtain a digital SIM and transfer this SIM to his name. Under this
connect6ion there is no need of any security or payment of line rent. The customers
purchase prepaid scratch cards and load it into its Warid SIM at any time during a
period of one year. The customers of Zem connections are free to load balances at any
time and amount of their own choice.
Targeted Market for Zem Prepaid
Demographic Descriptions
Factors
Age Between 15-65
Income Between 8000-10000
Gender Both Males and Females
Geographical For all the cities of Pakistan

Location
Life Cycle That life cycle stage is given more importance which includes
more young people

Use Situation Used as 24-hour telecom service provider for all non business
and business users.
Zahi
Zahi is a post-paid connection provided by the Warid telecom. In this connection, the customer
has to pay line rent plus the charges of call every month. In this connection customer is billed
every month. In this connection Warid, telecom has four further categories
• Silver
• Gold
• Diamond
• Platinum
Targeted Market for Zahi Post Paid
Demographic Descriptions
Factors
Age Between 30-75
Income Between 50000-100000
Gender Both Males and Females
Geographical For all the cities of Pakistan

Location
Life Cycle That life cycle stage is given more importance which includes
more business people
Use Situation Used as 24-hour telecom service provider for all business
users.

Services
Basic Services
• Caller Line Identification (CLI)
This service enables you to identify callers and answer calls with discretion.
• Conference Calls
With conference call, you can tele conference with 6 people simultaneously. You can create
conference calls with on net and off net numbers.
• Call Hold and Call Waiting

Handle two calls at a time with your Warid phone. You can be on one call while network will
alert you about another incoming call. You can put the first call on hold while you answer the
second call.
• Call Divert
Whether you are unable to take a call, driving outside the national coverage area, traveling
abroad or busy, you can divert call to another number.
• Short Messaging Services (SMS)

With SMS, you can be as discreet or as creative as you like. Either way, sending a message is
quick, reliable, and confidential and if you want to be Great Fun!
Value Added services
• Voice Mail
Voice mail allows you to receive your voice messages even when your mobile us switched off, you are
outside the coverage area or are busy. You can retrieve your messages free from your Warid phone at
your own convenience.

• Picture Messaging & Multi Media Messaging Services (MMS)

With MMS, messaging is fun, colorful and musical. Add pictures animations, polyphonic &
MIDI sound, even video clips to messages and show the world how amazing communication can
be.
• Surf Now (Mobile Internet)

Surf now gives you to browse the Internet on your mobile phone and laptop anywhere you are.
So, whenever you are on the move and want to look for information on the Internet, simply set
up the Internet connection from your GPRS/ WAP enabled handset.
• Warid Zone
Thanks to state of the art SIM technology, your Warid SIM comes with a special Warid Menu.
This menu offers a bundle of services. Using this menu you can send email from your handset,
download ring tones. Set GPRS/WAP settings, get latest weather forecasts etc.
• 64K SIM
Warid presents the most powerful 64K SIM. Apart from the special WARID menu, the 64K SIM
gives its users added flexibility to store up to 500 numbers and 50 text messages .No other SIM
in the market offers this amount of storage space.
• Roam About
At Warid telecom, we believe your mobile phones should be no different to use when you are out
of country. Our larger global network means you get the same great service wherever you travel.
Warid Telecom Brand Values
Warid Telecom’s vision is "to become the leader in national communications arena with a strong
international presence”. Warid Telecom's brand values include:
1. Quality
2. Transparent
3. Innovative
4. Customer Friendly
5. Simple

Quality:
• Premium qualities of services.

• International standards.
• Second to none.
Transparent:
• Leading the national communication evolution
Innovative
Bright ideas the only thing that restricts us in our imagination continuously improving through
challenging the norm and looking at things differently. Leading the way in adding value to your
life.
Customer Friendly:
• Affordable solution for you.

• Being there for you when you need us.
• Speaking your language.
Simple:
• Ease of use.
• Making communication simple.
• Clear and straight forward.

PEST ANALYSIS
Pest analysis has four main components from which we analyze the company or product
under these circumstances. This analysis includes these factors
• Political Factor
• Economical Factor
• Sociocultural Factor
• Technological Factor
Political Factors
1. Regulatory Initiatives
The actions like Level Playing Field Regulation, out of court settlement case and
all related activities in this that affect the organization’s performance which is
very important for any organization to remain in on-going competition.
2. Governmental Decisions
Government decisions like Telecom Regulation, Issuance of Mobile Operator
license and decrease and increase in Tax rates also affect the Overall
performance.
1= strongly Significant, 2= Significant, 3= Neutral,

4= Not very significant, 5=Not Applicable
Political Factors
Regulatory Initiatives 1 2 3 4 5
Governmental Decisions 1 2 3 4 5
Laws and Regulations 1 2 3 4 5
Note: Bold number will be considered as check
Economical Factor
Short term and long term state of trading should been considered in Pakistan. Inflation
rate was controlled by the State bank of Pakistan this authority have a strict eye on our
economical issues. But besides this we have high increasing rate of unemployment as
well as increasing level of poverty.
These days Pakistan has double figure interest rate. The price of Dollar increased and
reached up to the Rs. 85PKR. Keeping all these situations into the consideration the
Warid Telecom decreases its calls rates. Now Warid telecom giving the most attractive
packages for its customers. So political factors include following the following things.

Economical Factors
Inflation and Interest Rate 1 2 3 4 5
Unemployment Rate 1 2 3 4 5
Increasing Poverty Rate 1 2 3 4 5
Sociocultural Factors
During the formation of marketing strategies warid look a lot of consumer behaviors
and social culture factors which influence the buying behavior of the Warid’s product. In
this context warid look various consumer behaviors and buying pattern of culture. So in
the view of successful marketing strategy Sociocultural factors influence very much. So it
involves the way how consumer think and feel and how they interpret warid in such an
Islamic country.

Social Factors

Consumer Buying behavior 1 2 3 4 5
Work life Quality 1 2 3 4 5
Workforce Diversity 1 2 3 4 5
Technological Factors
In Pakistan Companies have technology by which they can compete in the industry and
now there is usage of heavy investment for building and upgrading the infrastructure of
organization.

Technological Factors
Technological Advancement 1 2 3 4 5
Cost involve in Technology 1 2 3 4 5
Implication of Technology 1 2 3 4 5
Competition Review

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, we believe in solid commitment to
growth, security & reliability.
Currently, with a market share of over 24%, and an aggressive commercial plan, we have
more than tripled our customer base in the last quarter to over 1.5 million subscribers…
the fastest uptake of any cellular service operator in Pakistan!
Ufone is the only GSM operator with 2.5G GPRS service, which is the next generation
technology and offers
• High speed data service.

• WAP data service.
• Multimedia messaging service.
• Offer real VPN system for corporate clients.
• Ufone is the subsidiary of PTCL. Therefore it has better protection.
Mobilink GSM (PMCL), a subsidiary of Orascom Telecom, is the market leader in

providing state-of-the-art communications solutions in Pakistan. We can proudly boast

of being the first cellular service provider in Pakistan to operate on a 100% digital GSM
technology.
We 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, we offer both postpaid (Indigo) and the prepaid (JAZZ) solutions
to our customers.
In addition to providing advanced voice communication services, we also offer a number

of value added services to our valued subscribers. Keeping in mind our customers'
convenience, we have also bundled mobile handsets, either sold independently or
bundled in Get Set Go Pack
Mobilink GSM started operations in the year 1994; from then on it has shown enormous
growth. At the time when it entered the market it was a small player in the cellular
market of Pakistan it is now the market leader both in terms of growth as well as in
terms of having the largest subscriber base in Pakistan
ISO 9002 Quality Management System Certification for Billing, Engineering

Departments and CS Contact Center Implementation of a full Intelligent Network (IN)
platform from Siemens for the Prepaid platform…………………………………………...
Biggest Call Center in Pakistan, which is there to assist the customers 24 hours.
Only cellular service in Pakistan to provide coverage on the M2 motorway.
Bilateral roaming agreements signed with 100 countries around the world to have true
roaming service operational in 151 operators of the world.
MOBILINK GSM's Short Message Service Center allows Vehicle Tracking and Fleet
Management services that are being provided by Tracker (Pvt.) Ltd., under the brand
name of C-Track, a company licensed by Pakistan Telecom Authority (PTA). Tracker
currently operates from Karachi but can provide these facilities at all those locations
where GSM coverage is available.


Competition Review
Competition with Ufone and Mobilink 1 2 3 4 5
Competitor’s Strategies 1 2 3 4 5
Current User Rate 1 2 3 4 5
Customers’ Liking of Competitors Brand 1 2 3 4 5
Distribution Channels of Warid

There are three types of distribution channel used by WARID TELCOM which are
followings
• Distributor’s Channel
• Corporate Channel
• Direct Channel
• Franchise Selling

Distributor’s Channel
Distributors are also working for selling warid telecom product. Distributor sell warid
products to the retail stores warid telecom wants to cover 3000 to 4000 shops and retail
stores in Pakistan. Because time is money warid telecom want that their customers get
product at the door step. These distributors are working on behalf of warid telecom.
They provide warid products at different retail stores and shops. Warid telecom feels it
is important to provide products with utmost to convenience to the customers. Because
warid telecom is on introduction stage, they are using intensive distribution network. In
near future warid telecom products are widely available in all retail stores.
Corporate Channel
In corporate selling warid telecom conduct meetings and presentations I the business
places where there are more than 50 connections or persons warid telecom conduct
presentations at business places and create awareness of their products the corporate
selling staff sale connections at the spot. The corporate selling staff includes company
executives. In this particulars area warid telecom has to work hard. Because in this
sector the people who have already some other connections do not like to change their
connection. In order to remove this short come warid telecom is providing the same no.
which you have earlier instead of warid telecom code 0321 Warid telecom is making
progress I this sector and try to reach its goals.
Direct Selling

As Warid telecom is on introduction stage it uses direct selling also. In this channel
company has large no. of sales of officers who meet persons and tell them about warid
telecom products. This sale force is totally committed towards their work. They know
how to sell the products to the customers. In future warid telecom is planning to start
door to door selling of their products. In the introduction stage of its operations warid
telecom wants to provide all the things to its customers at their door step. The direct
selling staff is highly trained and motivated. They use their personal references,
retailers, friends for selling products.
Franchise Selling
Warid telecom is providing their brands to ultimate consumers through franchises. It

has a strong network of franchises all over the Pakistan. In Multan there are 5
franchises of Warid telecom they want to establish 7 franchises. In franchises Warid
telecom brands are sold and commission is giver to franchisee. The franchisee work
according to the requirements of Warid telecom. In order to provide best services to
their customer’s Warid telecom monitor the working of franchisees time to time.
Franchisees sell Warid brands directly to the ultimate consumer or they can appoint
their own dealers in order to save the product. Warid telecom provides technical
training to the staff of franchisees. Warid telecom franchisees are in all the important
areas of Multan. So for a Warid customer it is easy to get connection at any time from
everywhere. Warid telecom establishes franchisees in the important areas of every city.

Warid telecom is working in 28 cities of Pakistan and it has large no. of franchisees
according to the need and demand of specific areas.
Critical Success Factors

There are a lot of factors exist in the success of a company that may be the core
competences of that particular company. There are following success factors for Warid
Telecom.
The Network
Warid telecom is partners with some of the leading vendors in the telecom industry,
who help them in providing the best and latest network solutions for business. These
vendors include cellular giants Ericson, Nortel, Siemens, Cisco and Huawei.
Warid has pioneered in key technologies, which include the following:
• Custom-made network for Pakistan’s environment.

• Congestion-free connectivity in all coverage areas.
• Roll out plan for complete national populated coverage by 2006.
• Fully redundant network.
• Robust design catering to future needs.
• Future professional network (EDGE compatible and 3G upgraded with soft
switch and media gateway architecture).
• State of the art IP base contact centre and leading data centre.
• Launch of WiMax services across Pakistan by the end of 2005 with revolutionary
3.5 GHz broadband solutions

Services beyond Comparison

Customers are the most important element in any organization. We distinguish them as
our biggest assets, and we strive for excellence by listening to their needs. We work with
our customers to gain an understanding of their business, their goals and their
objectives, to ensure that they receive the best possible services and the right solutions
to meet their demands.
We seek to be trendsetters in customer services, with our one stop concept for all
telecom requirements. This will be achieved with the provision of a one-window
operation for on the spot issue resolution and one stop service. We have the maximum
number of Sales and Customer service Centers countrywide, with the state of art contact
centers of informational standards, equipped with innovative technologies to ensure real
time online services. Our highly trained and well-groomed team of Customer Service
Executives is on hand 24 hours to provide personalized care to our esteemed corporate
clients. Furthermore an extensive network of franchises, kiosk and mobile units ensure
easy and convenient accessible.
Innovation
Warid is committed to providing superior levels of professional services to all its

customers- before, during and after the deployment of our leading solutions. To
accommodate our customer’s demands we have deployed the state of the art 2.5G EDGE
compliant networks. There are also innovative services of various standards that cater to
a wide spectrum of users.
Best practices
We believe in a process driven set up with comprehensive business processes covering

all our activities. All business processes are ETOM complaint as per accredited
international standards.

GSM cellular services
Warid telecom decided to opt for GSM (Global system for mobile communication)
technology as it is the global standard for digital cellular telephone service. GSM
networks support enhanced data applications and more than one billion customers in
109 countries are using this technology. Warid telecom would be launching its cellular
services based on 900 & 1800 GSM technology. In order to optimize the utilization of
frequency, thus ensuring the highest quality and services.
Objectives
These are the some objectives of the company as any other company has it. Through the
complete study of these objectives we can measure how much company has the ability to
perform well and customer oriented.
Pricing Objectives
The first objective that any company has is the price objective. This is the most
important objective of a company. Price is an important element of the pricing mix. It
has a great influence on the customers’ perception. It determines the quality and value
of the product. In determine the prices of product corporate objectives are very much
important. So Warid telecom has certain objectives in their mind. These objectives are;
• Competitive objectives
• Sales objectives
• Customer oriented objectives
Competitive Objective
The main objective of Warid telecom is to compete in the market. Because they have
strong competitors in the market such as Mobilink, Telenor and Ufone etc. So Warid

telecom is setting low prices as compared to its competitors. Warid telecom sets its
prices relatively low as compared to Mobilink but its prices are high as compared to
Ufone. Warid telecom wants to become the price leader in market. The prices of Warid
telecom are low but they are offering better quality and services are better as compared
to other network services. Another new product of Warid Telecom have been launched
which completely based on the pricing the product name was GLOW. This is new offer
from the Warid telecom which have comparatively low price as compared to its
competitors. They offered a number free value added services in it e.g. Internet
packages, Low weekend charges, SMS Bundles and Night Packages etc.
Sales Objective
Every company wants to increase their sales. Warid telecom wants to get a huge share of
market by increasing its sales. The users of mobile were increasing day by day in
Pakistan. So, therefore there is a huge potential in this market for Warid telecom. Warid
Telecom has the great opportunity to become leader of the market in such conditions
when the Telecommunication industry was on groom. Their main thrust is on increasing
the sale of their product. Therefore, Warid telecom has set relatively low prices.
Customer Oriented Company
Warid telecom wants to satisfy their customers. They feel that their customers are more
important for them. Warid telecom wants to provide advanced technology and more
features to their customers. Warid telecom wants to serve their customers according to
their needs. In order to satisfy customer’s needs Warid telecom has a wide range of
customer service centers. The most attractive and new service that Warid Telecom has
recently launches was GLOW. GLOW is not only the call package but it is also a website
from which we can download a lot of entertaining items such as Songs, Wallpapers,
Videos, Themes, ringtones and lot of other items.

Promotion
The most controversial and dynamic factor in today’s market is promotion. Today
without promotion you cannot sell your product. Customers also must be reminded
about a product’s availability and its potential to satisfy. Sellers bombard the
marketplace with thousands of messages everyday in hopes of attracting new customers
and established market for new products. The promotional activities are different in
each stage of product life cycle. Given the intensive competition for consumer’s
attention, even an established firm must constantly remind people about its brands to
retain a place in the market & in the mind of consumer. Warid telecom has enough
budgets for promotional activities. In the introduction stage Warid telecom wants to get
share in the mind of consumer and in market. Warid telecom is performing all
promotional activities like:
• Advertising
• Sales promotion
• Personal selling
• Publicity
Advertising
Advertising is a non-personal communication paid for clearly identified sponsors

promoting ideas, organization or products. Warid telecom is advertising its products &
corporation on both print media and digital media. The main purpose of Warid telecom
is to establish corporation name in the mind of customers. They are doing corporate
advertising now. They are in introduction stage so they want to tell, “ we are here “. Now

Warid telecom is not focusing its product at all. They want to gain recognition in the
market first. In media advertising they have collaboration with GEO TV their ads are
coming on PTV, GEO TV, ARY DIGITAL and other channels. The present ad of Warid
telecom is prepared in India. It is a very simple message. The ad tells that Warid telecom
is for everyone it is so convenient that every person young, old, child, rich and poor can
get it. In future Warid telecom is going to launch an effective advertising campaign in all
over the Pakistan. Warid telecom is also advertising itself on print media as well. Their
ads are in all the leading newspapers of Pakistan the advertising strategy is to tell the
customers that Warid telecom is present. Warid telecom believes on long-term
profitability. They think that after establishing a strong image in the mind customers
through advertising they will be able to get huge profit and market share in the country.
Sales Promotion
Sales promotion is sponsored funding, demand stimulating activity design to

supplement advertising and facilitate personal selling. It frequently consists of
temporary incentives to encourage a sale or purchase. As Warid telecom is in
introduction stage and there is intensive competition in the market so sales promotion is
effective tool for Warid telecom. Warid telecom has recently introduce its” bundle offer”
in which they are giving Nokia 1100, balance of Rs. 500 and Warid SIM in Rs. 3450.
This offer has proved very much effective. Warid telecom increases its sales through
“bundle offer”. Warid telecom has introduced a package of family & friends for both
prepaid and post paid customers. In prepaid connection the maximum limit is 5
members and in post paid connection the maximum limit is 10 members. The customers
of family & friends package provide special discount offer to each member. This strategy
has also proved effective for Warid telecom. In future Warid telecom wants to introduce
more such packages, which attracts customers.
Personal Selling
Personal selling is the direct presentation of a product to a prospecti8ve customer by a

representative of the organization selling it. Personal selling is more expensive method

from any other method. Warid telecom is doing personal selling both or customer basis
and on corporate level. Warid telecom is doing personal selling through their sales
executives and sales officers. Sales officers meet ultimate consumers. Sales executives
meet corporate bodies, conduct presentations in order to create awareness about their
brands. Warid telecom focus is customers and their main objective is to get a handsome
share in the market. Warid telecom wants to continue this practice in future.
Publicity
Publicity is an important part of promotional mix. Warid telecom is also doing publicity through
sign boards, tack ;shows, sponsoring some concerts etc. Warid telecom has got 28 places in
Multan for their signboards. Warid telecom is arranging trade shows in various cities. Warid
telecom has conduct a trade show in Faislabad and going to conduct another in Karachi. The
main purpose of these trade shows is not just introducing products but also to entertain people.
So that they can remember the name of Warid telecom. Warid telecom provide a fantasy
atmosphere for all age people like young, old, children, male, female etc. You can dance in their
trade show, Eat Bar B. Q. listen your favorite music or anything else of your own choice. Warid
telecom is planning to arrange some concerts in different cities of Pakistan.

Situation Analysis-Internal capabilities

It involves the review of following things
• Financial Position of Warid Telecom

• Human Resource Role of Warid Telecom
• Management Capabilities
• Operations Capabilities
• Research and Development Activities
There are certain activities other than marketing which also strength the Warid Telecom
in Pakistan. These things include the financial position of company in the market which
is very good in Pakistan because it created and support by the Arab country. Human
resource is quiet accurate in Warid because all the employees feels satisfaction about
their job and feel that their career objective can be achieved by this company. Warid is
all about managing its big operations by excellent deliverable plans. Warid is also look
up towards the research and development activities.

Internal Capabilities
Financial Position 1 2 3 4 5
Human Resource Role 1 2 3 4 5
Management Activities 1 2 3 4 5
Operational Activities 1 2 3 4 5

Research and Development Activities 1 2 3 4 5
Competitive Objectives 1 2 3 4 5
Control Process and Intelligence, Capabilities 1 2 3 4 5
Marketing Strategies of Warid
Warid Telecom has divided its segmentation and strategy division into five segments on
the basis of their characteristics. Markets consist of buyers and buyers differ in one or
more ways. They may differ in their wants, resources, locations, buying attitudes and
buying practices. The core concept behind companies using marketing segmentation
concept is to divide large homogeneous markets into smaller segments that can be
reached effectively and efficiently with products and services that satisfy needs, wants,
desires and trends of certain segment.
Characteristics that govern segmentation and strategy development in Telecom industry
Specifically mobile services according to a certain segment are
➢ Age
➢ Educational background
➢ Gender
➢ Income
➢ National, regional or other geographical areas of origin
➢ Social class
➢ Religion
➢ Culture
➢ Behaviors
➢ Population
➢ Tele density in area to be segmented

So according to these above mentioned factors Warid divide its marketing strategy into
five segments which are
➢ Postpaid Segment
➢ Masses Segment
➢ Female Segment
➢ Youth Segment
➢ Corporate Segment
Postpaid Segment
Postpaid Segment is the one which includes individuals with good income and usage
more than
that of prepaid customers. Postpaid customers
➢ Pay bill at the end of month depending on the service used.

➢ Pay specific amount in line rent every month, no matter they use service or not.
➢ Enjoy better range of value added services than prepaid customers.
Postpaid Segmentation Section designs marketing activities to better satisfy the needs of
Postpaid consumers.
Masses Segment
Masses Segment is the biggest segments involving most no of people. Masses

segmentation section develops marketing ideas and activities to perform, so that masses
customers enjoy maximum benefits. Consumers from masses segments use relatively
less. Masses customers
➢ Pay before using the service.

➢ Enjoy basic and VAS services
➢ Have less brand loyalty in most cases.
➢ Ready to switch to other mobile services in case of cheaper services

Female Segment
Importance of role of females cannot be overlooked in this modern era. That’s why
Warid Telecom has also developed females segment as a separate segment. The role of
Female segmentation section is to develop ideas that would entertain female population
in Pakistan.
Currently ongoing “Zem Baton ke committee Campaign” promoted by Bushra Ansari is
such an example.
Youth Segment
Youth drives a nation; similarly, youth is taken by cellular companies as a segment

which can drive other segments as well and affect trends of customers of other segments
too. If the youth is targeted in better way, lot of customers can be gained. Warid
Floodlight Tape Ball tournament for youth segment is one of such examples.
Corporate Segment
Corporate segment is niche segment which can be source of great revenue for
organization. Corporate Segmentation section develops idea that can provide maximum
support and facilities to their most profitable segment. Ongoing “Black Berry Campaign”
is one of its examples. Corporate segments are provided with
➢ Best possible VAS

➢ Better rates
➢ Security and Network Solutions
➢ Corporate Series for employees

Product Positioning
Warid positioned itself around simplicity and subtlety, and attracted subscribers more
through word of mouth about its service quality than with advertising. Unfortunately,
Warid wasn’t able to capitalize on its great start, and hasn’t been able to position itself as
a premium brand in the industry; rather, its attempt to characterize itself as a service
provider that offers the best rates has led Warid to be associated with cheap
affordability. Warid consider itself at its growth stage and it has 18% of market share
and it can be next adoption for youth.
Pricing Strategy
When warid starts it offering more value and quality rather than reducing the pricing of its
products and its uses both demand-pull and demand-push strategies for penetrating the market.
Its innovative strategies like 1 second billing and 30 second billing are the strategies to capture
the large share of market. Now warid focus on reducing the prices of its products to increase the
market share of telecom industry. As now there is always good mouth for warid thus warid can
increase its market by reducing the prices of its products.

SWOT Analysis
In order to find what are the strengths, weaknesses, opportunities and threats faced by
Warid Telecom International.
The SWOT Analysis of Warid Telecom is given below.
Strengths of Warid
➢ Superior product quality for customers

➢ Better customer relationship than competitors
➢ Extra features and services
➢ Committed and efficient staff
➢ Strong financial base
➢ Products innovations ongoing
➢ Good reputation among customers
➢ Good packages according to the target market
➢ Management is rational and understanding the situation
➢ Low price as compared to quality provided
Weaknesses of Warid
➢ Less time in market as compared to major competitors

➢ Less coverage as compared to major competitors
➢ Less experienced employees than competitors
➢ Not able to capitalize on start

Opportunities for Warid
➢ A developing market
➢ Mergers, joint ventures or strategic alliances
➢ Could develop new products
➢ Extension to overseas
➢ Decline of major competitors
➢ Technologically better environment
➢ New launches
➢ More customers after prelaunch
Threats for Warid
➢ Emerging companies in market

➢ Unstable political conditions
➢ New companies in market
➢ High public expectations
➢ Low prices of competing brands

Internal Factors Weights Rating Score
➢ Superior product quality for 0.10 4 0.40

customers
➢ Better customer relationship
than competitors 0.10 3 0.30
➢ Extra features and services 0.05 2 0.10

➢ Committed and efficient staff
0.05 4 0.20
➢ Strong financial base
➢ Products innovations ongoing 0.10 4 0.40
➢ Good reputation among
0.05 4 0.20
customers
➢ Good packages according to 0.05 3 0.15
the target market

➢ Management is rational and
0.10 3 0.30
understanding the situation
➢ Low price as compared to 0.10 3 0.30
quality provided
➢ Less time in market as
compared to major 0.05 3 0.15
competitors
➢ Less coverage as compared to
0.05 3 0.15
major competitors
➢ Less experienced employees 0.10 3 0.15
than competitors
0.10 4 0.40
➢ Not able to capitalize on start
1.00 3.20
Total Score
Internal factors and External factors Evaluation

External factors Weights Rating Score
➢ A developing market 0.10 3 0.30

➢ Mergers, joint ventures
0.05 4 0.15
or strategic alliances
➢ Could develop new 0.10 4 0.40
products
➢ Extension to overseas
➢ Decline of major 0.10 3 0.30
competitors
➢ Technologically better
environment 0.10 4 0.40
➢ New launches
0.05 4 0.20
➢ More customers after re
launch 0.05 2 0.10
➢ Emerging companies in
0.10 4 0.40
market
➢ Unstable political 0.05 4 0.20
conditions
➢ New companies in
market 0.10 3 0.30
➢ High public
0.10 4 0.40
expectations
➢ Low prices of competing 0.10 4 0.40
brands
Total
1.00 3.55

Competitive Profile Matrix (CPM)
Factors Weights Mobilink Warid

Rating Score Rating Score
Product quality 0.20 4 0.80 3 0.60
Prices
0.10 4 0.40 4 0.40
Advertisement
Positioning
0.20 3 0.60 4 0.80
Financial
0.15 4 0.60 3 0.45
position
0.10 4 0.40 3 0.30
Customer loyalty
Market share 0.15 3 0.45 2 0.30
Total
0.10 4 0.40 2 0.20
1.00 3.65 3.05
In the CPM the industry average take as 3.50, so the Mobilink performing is
the best as compared to their competitors in telecom services.
Warid’s performance is good and relatively increasing day by day.

Porter’s five Model in WARID
Business Strategy
Business Strategy focuses on three things which are
➢ Cost leadership
➢ Differentiation
➢ Segmentation
Cost Leadership
Cost leadership of Warid is applied by offering lowest cost packages to its customers at
minimum possible level; they have attracted 7.5 million customers because of this strategy.
Now they are trying to get more profit after investing a lot they can’t low prices further.
Differentiation
Differentiation by Warid implemented by showing cultural integration as it is owned by UAE

group so people are more valuing it as Muslims. Warid is offering special discounts offers on
calls of Arab states. This aspect differentiates Warid from other companies. It has provided
billing updating system which is not given by any other company.
Segmentation
Market Segmentation (Focused) by Warid by catering needs of people. Hay created image by
tag line “we care” for everybody they will provide best quality service. They given post paid
packages for middle class Zem and for elite business class they introduce Zehi.Thats showing
division of market by Warid into distinct parts.

BCG Growth Matrix
Telecom Industry
Stars Question Marks
Mobilink WARID/Telenor
Sales
Growt
h
Cash Cows Dogs
UFONE ZONG
As you see I this picture this is the BCG Matrix for Telecom industry in Pakistan. In this WARID
is question mark because it high market growth rate and expected to be increase its market
share in upcoming years.

Implementation and Control Process
ACTIVITIES TO BE IMPLEMENTED
• Sales representatives target all the untapped markets and niches, by

using WARID’s current products.
• Revenue objectivity should be given high attention , and it should

increase by 40% every year (for the next 2 years.)
• Product line should be extended by offering new service for the

customers.

• Warid is lacking in communication with its customers so it should

focus on this activity.
• More Regional Departmentalization should be there for detailed

marketing analysis.
• There should be dencetrization decision making and employee should

be encouraged for their opinions.
• More budget and resources should be allocated to advertisement and

sales promotion.
• Role of R&D should be increased to help

a) Target markets most effectively
b) To get knowledge about consumer’s table and preference as.
HOW IMPLEMENTATION TO BE DONE
Develop desirable skills in the employees who are assigned the basics
of target implemented these skills may include.
• The ability of sales force, personnel in finance department, expert

in R&D etc, should first understand the nature of the tasks or
task’s importance foot the company.

• To increase the ability to put right people on right jobs .i.e. The
person of finance dept. should not be given the tasks of R&D,
which is highly sensitive and innovational field.
RESPONSIBILITIES FOR IMPLEMENTATION
Create the effectiveness of the personnel to focus on critical aspects of their

job.
Other remedies to enhance implementation includes
1. Organizational Design

Organizational design should consist of multifunctional teams,

including at least 1 member of each department to solve the problem or
to achieve the targets.
2. Incentives
Various rewards may help achieve successful implementation.
For Example in case of WARID TELECOM, bonuses or commission

should be given to members of sales force/personal selling teams who
sales more than its target.
3. Communication
Rapid and accurate movement of information should be
confirmed .To do so efficient and effective feedback systems should be
introduced.
TIME AND LOCATION OF IMPLEMENTATION
Proper time period should be given for the start and end of the task and
each personnel related to that specific job should be given complete
information about the geographic area of his/her sales and the volume to
be sold in case o personal selling and sale promotion.(the balanced score
board technique may be adopted)

Evaluation and Control
For evaluation and control WARID should conducts a comprehensive audit

of all the depts. By comparing the current results to that of company
objectives .They get comprehensive information from all the departments
carefully and its analysis is conducted with great care. The results are
analyzed with great emphasis on the company’s behalf. If there appears any
deficit then revise their strategies implement them and then get the results

and if there are no loopholes found they continue to implement that

strategy for the specified period of time. This evaluation conduct twice a
year.
Glossary
Loyalty
The extent to which customers repurchase a
Particular product or brand.
Gross Domestic Product (GDP)
The total market value of all final goods and
Services produced in a country in a given
Year; equals total consumer, investment and
Government spending, plus the value of
Exports minus the value of imports.
Franchise
Verb. Grant a franchise to an
Individual or group; grant the right to vote
Warehouse
Storage for goods and services prior to
Customer purchase
Corporate Governance
1. The control structure of a corporation.
2. The term used, following recent
Government sponsored reports, to describe
The policies and procedures that the
Company’s directors’ employ in their
Conduct of the company’s affairs, and their
Relationships with shareholders to whom
They are responsible as managers of the

Shareholders’ interests in the company, and

Of its assets.
Vendor
Salesman; supplier, equipment
Salesman (for example in the field of
Computers, etc.); automatic machine for
Selling goods
Quality Assurance
The name given to the procedures used to
Ascertain that measurement data are good
Enough for their intended purpose. It
Involves
1. Quality control: those procedures and
Activities utilized to verify that the quality
Control system is operating within
Acceptable limits and to evaluate the quality
Of the data; and
2. Quality assessment: those procedures and
Activities utilized to verify that the quality
Control system is operating within
Acceptable limits and to evaluate the quality
Of the data.
Administration
Noun. Management (of an office, project,
etc.); execution of managerial duties; people
In charge of directing or managing,
Supervisors,

Abbreviations
CEO: Chief Executive Officer

RSM: Regional Sales Manager
ZSM: Zonal Sales Manager
GM: General Manager
CIO: Chief Information Officer
FM: Franchise Manager
BCM: Business Centre Manager
BEC: Board Executive Committee
CEO: Chief Executive Officer

Bibliography
For successful completion of this project we have utilize different available
resources, from which we have obtain the required data. These resources lie
in both digital and analog form. Most of the information is obtain from
Internet, while a visit to company is also made to get further information. We
are thankful to company management who have welcomed and cooperated
with us. Resources, which we utilize, are as follow:
Resources
➢ Company’s website - www.waridtel.com.pk

➢ Company Annual Reports
➢ Magazine Business Economist
➢ Google.com
➢ Economic survey of Pakistan
➢ PTA Reports
➢ Wikipedia.com
➢ Blogged.com
➢ Yahoo.com

➢ MSN.com

Strategic Marketing Plan For Warid Telecom

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[MARKETING MANAGEMENT] WARID

Sr No Table of Contents Pages

04 Business Scope 7-11

05 PEST Analysis 12-14

06 Competitive Review 15-17

07 Distribution Channels 18-21

08 Critical Success Factors 22-23

12 Marketing Strategies 30-33

14 SWOT Analysis 34-37

15 Implementation of Theories 38-41

17 Evaluation and control Process 44-45

18 Glossary and Abbreviation 47-49

1 Marketing takes day to learn. Unfortunately it takes a lifetime to master

2 Marketing takes day to learn. Unfortunately it takes a lifetime to master

WARID’s NEW LOOK

➢ With our strengthened GPRS/EDGE network we would empower our customers

3 Marketing takes day to learn. Unfortunately it takes a lifetime to master

• Nama Development Enterprises.

1. Mr. Tariq Gulzar (Chief Financial Officer)

4 Marketing takes day to learn. Unfortunately it takes a lifetime to master

5 Marketing takes day to learn. Unfortunately it takes a lifetime to master

BUSINESS DEFINATION & SCOPE

WARID’s MISSION and PURPOSE

“Our aim is to be perceived not only as a telecommunication operator of voice

• Competitiveness :differentiated in value added aspects

6 Marketing takes day to learn. Unfortunately it takes a lifetime to master

2. Zahi Post Paid

Zem is a prepaid connection provided by Warid telecom. Under this connection

Targeted Market for Zem Prepaid

Age Between 15-65

Income Between 8000-10000

Gender Both Males and Females

Geographical For all the cities of Pakistan

7 Marketing takes day to learn. Unfortunately it takes a lifetime to master

Age Between 30-75

Income Between 50000-100000

Gender Both Males and Females

Geographical For all the cities of Pakistan

8 Marketing takes day to learn. Unfortunately it takes a lifetime to master

• Call Hold and Call Waiting

• Short Messaging Services (SMS)

Value Added services

9 Marketing takes day to learn. Unfortunately it takes a lifetime to master

• Picture Messaging & Multi Media Messaging Services (MMS)

• Surf Now (Mobile Internet)

Warid Telecom Brand Values

10 Marketing takes day to learn. Unfortunately it takes a lifetime to master

• Premium qualities of services.

• Affordable solution for you.

11 Marketing takes day to learn. Unfortunately it takes a lifetime to master

1= strongly Significant, 2= Significant, 3= Neutral,

Laws and Regulations 1 2 3 4 5

Note: Bold number will be considered as check

1= strongly Significant, 2= Significant, 3= Neutral,

Inflation and Interest Rate 1 2 3 4 5

Increasing Poverty Rate 1 2 3 4 5

Note: Bold number will be considered as check

1= strongly Significant, 2= Significant, 3= Neutral,

13 Marketing takes day to learn. Unfortunately it takes a lifetime to master

Consumer Buying behavior 1 2 3 4 5

Work life Quality 1 2 3 4 5

Note: Bold number will be considered as check