Witribepk Final

Final Project Wi-Tribe Marketing Management
Marketing Management
Final Project Report
Submitted To:
Mr Waqar Ahmed
Submitted By:
Fariha Shams Butt
Arooj Sajjad
Maryam Malik
Dated: January 17th, 2011
Fariha Shams Butt, Maryam Malik, Arooj Sajjad Page 1

ACKNOWLEDGMENT
May ALLAH bless us with such kind of dedicated teacher in future as well.
Thanks to Mr. Waqar Ahmed, under his dynamic guidance we are able to express ourselves
and we are now at the stage to complete our project. He is beyond our thoughts and much more
than this acknowledgement.
And finally we are thankful that he cooperated with us and appreciated as well. All the research
we have done is due to the skill we require from you. We have tried our best to provide you the
actual facts and figures.
I hope you will surely feel a difference and will appreciate us.
Only your appreciation is our reward
Marked by: ________________________
Date: _____________________________

Executive Summary
Wi-tribe Pakistan is a focused and convenient consumer wireless broadband

provider that enriches the lifestyles of its customers. It aims to create value
across different segments of the society by simplifying its services and
enhancing customer convenience. It strives to create a community with
flexible online access thus redefining the notion of online freedom.
Backed by unrivaled experience, knowledge and vision, Wi-tribe was

established in April 2007, combining the strengths of Qatar Telecom (Qtel)
together with a proactive partnership with the A.A. Turki Group of Companies
(ATCO) and Clear wire. The vast experience these leaders bring to the table
has fueled the growth of this new venture, launching Wi-tribe regionally as
part of Qtel's 2020 vision.
In 2008, Wi-tribe expanded its service to Jordan, and has now ventured into
Pakistan to bring new wireless opportunities. For Wi-tribe, this is a unique
opportunity to showcase the advantages of wireless broadband to the
internet community in Pakistan.
Wi-tribe is designed to usher in a new era that makes broadband a lifestyle!
Vision & Mission
Vision
To be a leading broadband provider by establishing a large market presence

and creating value and profitability for shareholders.
Mission
Wi-tribe aims to be the preferred supplier of wireless broadband services to

consumers. Wi-tribe will aim to provide solutions that are aligned with the
changing social and business needs of the customers and achieve this goal
through innovation and state of the art customer service

Situation Analysis
Analysis of Internal Environment:
They have a very friendly internal environment which motivates their

employees in their work and when they achieve their targets they get
incentives. The people are committed and themselves like the environment
and the policies of Wi-tribe. There are all available Human resource,
Financial, Marketing and Sales resources available with Wi-tribe and internal
environment is really good and equipped with latest technology and
structure. The culture is flexible and employees can communicate with the
management easily as well with the customer. The internal focus is
innovation and cost effective procedures to be used.
Analysis of Customer Environment:
They use to have good relationship with their customers, they support
whenever the customer needs their help through helpline and service
centers. They try to satisfy all customers and give them value. They study
their new and potential customers in detail. They call their customer as well
as the unsatisfied customers of the competitors and know what they did not
like about them and offer them basic solution and convince them to switch
over to Wi-tribe.
Analysis of External Environment (Competitors):
They have a competition surrounding in which their direct competitors are

Wateen and Qubee and indirect competitor is PTCL and Worldcall Telecom
Limited.
Wateen was the pioneer to bring Wi-Max to Pakistan. Now Wi-tribe is the
direct competitor. Wateen when launched did use the entire medium to
reach the target audience i.e., TV, radio, news papers and bill boards,
Wateen had very little competition so it gained significant market share in
consumer market (Micro Net has 90 market share in corporate world).
The biggest threat came for Wateen when overnight Wi-tribe launched in
Pakistan, Wi-tribe came with a tremendous theme (online with no line), it
was launched with mega preliminary advertising Wi-tribe used every
medium to reach the target audience and within months everyone knows
that Wi-tribe is the new thing around. Wi-tribe is providing plug and play
modem with high speed internet unlike Wateen , Wi-tribe device doesn’t
need an aerials to catch the signals at its signals are very strong. Wi-tribe

launched itself with a bang and it gained significant market share, everyone
is now going after Wi-tribe because of flexible packages it is offering, the
most convincing thing about Wi-tribe is its advertising campaign they have
placed the bill boards at very good places and they give different messages
in accordance with target market, Wi-tribe is succeeding in giving right
message to right person and now within months it is big thing.
After successful launch of Wi-tribe, Wateen now has felt the danger of losing
its customers, in reply to Wi-tribe, Wateen has started the campaign;
Wateen is offering broadband at very low price and free installation. But then
there comes the power of advertising. Wateen made the television ad which
to our view is the cheapest television commercial, they are selling internet
broadband and in the ad, they have shown that you can impress girls with
high speed internet. It doesn’t make any sense, in contrast Wi-tribe ad has
no model yet their ad is more attractive and delivers the message clearly.
Qubee has just arrived on the scene and is not imposing a threat right now
to Wi-tribe because Wi-tribe has spread its awareness and developing at a
rapid rate. Qubee is yet to use any advertising media so it lacks behind in
this regard as well. Price rates and products are very much similar to Wi-
tribe.
PEST ANALYSIS
Political Analysis
It includes factors like political stability and regulations. Government is

allowing new companies to operate in Pakistan in the Internet sector so
politically there are no such issues faced by Wi-tribe.
Economic Analysis
Economically Pakistan is also not stable and is an agricultural country. Most

of its rural population is not aware of the internet. But people love the
broadband and specially middle and high income classes like wireless
connectivity and there is a move towards wireless and Wi-Fi more rapidly.
Socio Cultural Analysis
People are very much involved in social activities and cultural trends.
Lifestyles are changing so Internet is also advanced which can help people in
their social and cultural activities. Wi-fi is a new way of getting connecting
and used to most home and business area nowadays so the trend is

changing and Wi-tribe has done a right thing to introduce the Wi-Fi enables
modem devices.
Technological
Technologically advancement is taking place all over the world and Wi-tribe
is up to date in this respect because it has an innovative strategy. Wi-Max is
the latest wireless technology and very consistent and reliable so there are
no technological issues for Wi-tribe.

Marketing Mix
Product
Product strategy:
Product is the latest technology and only one competitor available on large
scale in Pakistan so they are trying to offer more than what Wateen offers
and provide more space and convenience to their customers.
Wi-tribe is a wireless broadband service provider, providing wireless

broadband service in all major cities of Pakistan. The products include the
following:
Wi-Fi Device
Wi-tribe’s SliderPLUS modems are Wi-Fi enabled using the latest technology
for wireless freedom within your home or office! Wifi is a latest technology
and is really good to connect with Laptop and mobiles that are Wi-Fi
enabled. The slider plus modem is Wi-Fi built-in. It can be used to most of
people and businesses.
Simple DSL Device
Wi-tribe’s Slider modems are customized devices offering seamless wireless

broadband connectivity. Slider is non wifi enabled and come in different
speed of 256 kb to 1 Mb and activation charges of Rs.500. Slider package is
the most used package and meant for all the classes and masses.
USB Device
Wi-tribe offers internet on the go. USB device enabled internet can be
accessed most parts of the city. Speed is between 256 Kb/s and 512 Kb/s.

Activation charges are 2500. USB device is convenient and can be connected
to the PC or Laptop at ease. So upper and middle class go for this product.
Price
Pricing Strategy:
The pricing strategy they adopt is reasonable and high price for more space.
Pricing is also comparative and competitors price are studied before setting
the prices. Wi-Max technology is new and rare in Pakistan and is somewhat
expensive because of its wireless connectivity and consistent speed.
Select from one of the packages below and place an order:
Speed Volume (GB) Activation (Rs) Monthly (Rs)

256 Kbps 6 500 650
512 Kbps 6/12 500 750/1,200
1 Mbps 6/12/15 500 950/1,350/1,600
Things to know:
• Refundable Security Deposit* and Activation** to be paid upfront

• Email notifications on 80% and 100% consumption of volume
• Excess usage will be charged at Rs. 0.15 per MB
*Equal to a one month subscription only

**Onetime non-refundable charge
Wi-Tribe's SliderPLUS Offering Seamless Wireless Connectivity

within Your Home or Office

Choose from one of our exciting packages below and order now:

256 Kbps 6 1,500 650
512 Kbps 6/12 1,500 750/1,200
1 Mbps 6/12/15 1,500 950/1,350/1,600
Things to know:


Feel the freedom of wireless broadband with your Wi-tribe USB

Dongle on the go

256 Kbps 6 2,500 1,000
512 Kbps 10 2,500 1,500

Things to know:



Place
Place strategy
Distribution strategy is right now to fulfill the need of the customers that are
available and willing and places where large numbers of customers present
are.
They are providing their services in the following cities:
• Lahore
o Coverage Map
In Lahore areas like Gulberg, DHA, Model town and Johar town are
looked after and targeted because customers are there in large

numbers. Areas like township and Samanabad and Anarkali are not
targeted yet nor there any franchises or shops there.

• Karachi
o Coverage Map
Same is the case with Karachi right now they are creating awareness
and letting the upper and middle class get adopted to the product first
so they offices and shops are operating in areas like DHA, Saddar,
Nazimabad and Clifton.

• Islamabad
o Coverage Map
Islamabad is mostly developed and middle and high class and also not
very large area wise so distribution and shops can be anywhere there.

Promotion
Promotion Strategy:
Promotion strategy used by the Wi-tribe as their sales officer and

representative told us in the interview is that billboards, Newspaper and
Radio Advertisement are much used as compared to TV Ads.
Radio according to him is the most followed and effective advertising tool
nowadays so they are also going through radio and to create awareness
among the masses.
Promotions used by Wi-tribe:
Wi-tribe launched a series of tempting summer packages for all customers,

both new and existing.
Wi-tribe is offering:
1. Speed Boost: Increase your package speed by 50% for just Rs.99
2. Happy Days: Enjoy endless internet on your choice of days, 1 day
Rs.100, 3 day Rs.200
3. Upsize GB: Increase your monthly volume limit, get 2GB for Rs.99 or
5GB for Rs.199
Talking about the new offerings, Wi-tribe Pakistan's Director of Marketing, Ali
Fahd said, "We wanted to offer something useful and relevant, but at the
same time special, to our customers. Demonstrating the level of
commitment we have towards all our customers, we think this new offer will
really enrich everyone's multimedia experience”.


Laptop Promo Awards:
Wi-tribe Pakistan launched a customer reward campaign themed “Win big

with Wi-tribe”, enabling its customers to win one laptop daily for 30 days
across Karachi, Lahore, Rawalpindi and Islamabad.
A raffle draw was held in April daily at each of the Wi-tribe regions. One
lucky winner in each region got the chance to take home a brand new state
of the art Dell Notebook over the 30 day campaign period.
Event Promotions:
In past promotions such as events like Wi-tribe’s Valentine’s Day winners win
a trip to Dubai and Nintendo and winners from Wi-tribe’s Pakistan Day
campaign on facebook and twitter invited to our offices to receive Nintendo’s
and ipods.
Positioning
Wi-tribe positions itself as Pakistan’s No. 1 Wireless broadband company. It

provides the evidence of this position by discussing the Pakistan
Telecommunication Authority’s event on which Pakistan’s youngest
broadband company, completing one year, tops PTA’s broadband industry
QoS survey

SWOT Analysis
Strengths:
• The main strength of Wi-tribes is its no compromise on speed and its

consistency.
Others are as follows:
• Good Reception
• Affordable Prices
• Easy to install
• Advance Technology
• After sale services
• On the spot refund
Weakness:
• Less coverage areas

• Less Awareness in people
• Low volume providing
• Congestion

Opportunities:
• Enter other Areas of Pakistan

• Giving new affordable packages to customers
• People shifting to Wireless Broadband
• More franchises will be offering more jobs
Threats:
• Competitors such as PTCL, Worldcall & Wateen

• Due to limited volume people move towards PTCL
• Changes in PTA policies
• External environment and bad weather that bring speed and
connectivity issues.
Future Outlook of Wi-tribe

Expansion Strategy
They want to expand in future and move to all parts of Pakistan. They are
also trying to introduce a VOIP phone like Wateen which will be free from Wi-
tribe to Wi-tribe and can dial any network in Pakistan also.
They will also hire new employees and management to increase the
marketing of their products. They are also planning to increase the speed
and space allocation for their customers.
They believe in the long term planning they establish their own BTS station
Dedicated to Wi-MAX, with personalized customer care service, they are also
working on CSR projects, they are focusing on their network because PTCL
has a developed and sophisticated infrastructure and Wateen has already
extended their network very rapidly, they seems to be a threat.

Consumer Research
Table 1.1: Frequency Distribution of Users and Non Users of Wi-tribe
Wi-Tribe Users
Responses from Users Extrem Satisfi Neutr Dissatisf Extremel
ely ed al ied y
Satisfie Dissatisf
d ied
Services Of Product 10 23 7 6 4
Overall Quality 5 19 12 14 0
Purchase Experience 8 14 15 5 8
First Use Experience 16 12 9 7 6
Usage Experience 9 7 10 19 5
After Purchase Service 12 9 6 14 8
Comparison with 3 11 15 18 3
Competitors
Customer Service 4 9 18 11 8
Price Value 13 10 12 8 7
Product Availability 3 6 14 14 13
Catering Your Needs 12 26 2 7 3
Advertisement 11 8 18 9 4
After 12 Months Would Yes No
You Like To Replace Wi- 33 17
Tribe
Non Users
Responses for Non Yes No
users
Lack of Availability 41 9
Lack of Awareness 29 21
Don’t Have the Need 13 37
Analysis:
The table 1.1 shows that a majority of the total 50 respondents selected are
satisfied with the service provided by the product while the frequency of the
overall quality tends to shoot down. Users have a relatively satisfied
purchase experience but they find a usage gap, most of the respondents
stated that their first usage experience was highly satisfied but the
continuous usage experience was not up to their expectations, explaining
the reason to why they feel that way they said there are other products in
the market that are doing a better job than Wi-tribe, the users said that the
price and promotion of Wi-tribe is highly satisfied and it caters their needs

but the customer service signals and the product availability is not highly
appreciated. 33 out of 50 respondents showed their consent and agreed to
the fact that if provided better services and availability they would prefer to
switch to another product. On the other side the non users stated that they
do not prefer to buy the product due to the lack of availability, awareness
and need.
Marketing Strategies
Existing Strategy
Wi-tribe is using innovative and customer oriented strategies. Their main

focus is to aware the customer about new wireless internet technology that’s
why they came up with the idea of wireless internet in Pakistan. Their slogan
is “Online with No Line” because they don’t need any kind of landline of
PTCL. Other strategy used is the competitor analysis. They analyze their
competitors fully and then take action and makes policies accordingly.
Target Market
Initially people of Lahore, Karachi, Islamabad and Rawalpindi are targeted

and for the social classes the packages are then subdivided targeting the
higher middle and lower classes.
Positioning
They are positioning to buy their product benefits in which it’s convince and
functions are included with the speed, reliability and portability.

New Strategy
As seeing the growth rate of Wi-tribe it may possible that Wi-tribe can be the
leading Wireless Broadband operator in Pakistan.
Awareness:
Wi-tribe must create awareness about their products and their advantages to
the consumer. As they enter a new market they must tell the consumer
about it, many non users wanted to use Wi-tribe but they were unaware that
if it is providing services in their area or not. Many users are also unaware of
the kind of service they are using they think competitors are better so Wi-
tribe should make their customers feel confident on their choice of being a
user of No.1 broadband company of Pakistan.
Focus:
They should use their key strengths of Wi-tribe their Products and Customers
so they have to focus more on them, if not it will become the biggest threat
to the company.
They must improve the quality of their product in terms of bandwidth and
speed in order to provide maximum customer satisfaction.
Expand:
Wi-tribe should focus on the other untapped areas, major markets are
Multan, Bahawalpur, Quetta, Faisalabad and Hyderabad etc these markets
have a lot of potential so Wi-tribe must cover those areas too.
Implementation
Wi-Tribe is focusing on youth, according to youth requirement they should
provide some student packages in which they provide some sort of discounts
to School, College, University Students.
Wi-tribe can expand their target audience too, by launching high bandwidth
solutions for offices and corporations.
In order to improve products and services there are several other

suggestions which are given below:
• Improve e-business promotions and e-marketing through more easy to
use web portal
• Evaluate its existing systems efficiency and effectiveness in dealing
with customer needs.

• Use billboards and street advertisement to create awareness in

masses
• Improve their customer services by training staff
• Lead an international culture of technology and info-communication
• Reduce cost & time through integrated systems
Conclusion
Wi-tribe is a fast growing company with a reputable background, but the
problem with the customer knowledge and perception can pose a serious
threat to its sales and growth. Therefore if Wi-tribe works on this week point
and implement the suggested strategy along with their existing strategy it
can boost its performance in market.

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Final Project Wi-Tribe Marketing Management

Final Project Report

Dated: January 17th, 2011

Fariha Shams Butt, Maryam Malik, Arooj Sajjad Page 1

Only your appreciation is our reward

Marked by: ________________________

Fariha Shams Butt, Maryam Malik, Arooj Sajjad Page 2

Wi-tribe Pakistan is a focused and convenient consumer wireless broadband

Backed by unrivaled experience, knowledge and vision, Wi-tribe was

Vision & Mission

To be a leading broadband provider by establishing a large market presence

Wi-tribe aims to be the preferred supplier of wireless broadband services to

Fariha Shams Butt, Maryam Malik, Arooj Sajjad Page 3

Analysis of Internal Environment:

They have a very friendly internal environment which motivates their

Analysis of Customer Environment:

Analysis of External Environment (Competitors):

They have a competition surrounding in which their direct competitors are

Fariha Shams Butt, Maryam Malik, Arooj Sajjad Page 4

It includes factors like political stability and regulations. Government is

Economically Pakistan is also not stable and is an agricultural country. Most

Socio Cultural Analysis

Fariha Shams Butt, Maryam Malik, Arooj Sajjad Page 5

Fariha Shams Butt, Maryam Malik, Arooj Sajjad Page 6

Wi-tribe is a wireless broadband service provider, providing wireless

Simple DSL Device

Wi-tribe’s Slider modems are customized devices offering seamless wireless

Fariha Shams Butt, Maryam Malik, Arooj Sajjad Page 7

Select from one of the packages below and place an order:

Speed Volume (GB) Activation (Rs) Monthly (Rs)

• Refundable Security Deposit* and Activation** to be paid upfront

*Equal to a one month subscription only

Wi-Tribe's SliderPLUS Offering Seamless Wireless Connectivity

Fariha Shams Butt, Maryam Malik, Arooj Sajjad Page 8

Speed Volume (GB) Activation (Rs) Monthly (Rs)

• Refundable Security Deposit* and Activation** to be paid upfront

*Equal to a one month subscription only

Feel the freedom of wireless broadband with your Wi-tribe USB

Speed Volume (GB) Activation (Rs) Monthly (Rs)

Fariha Shams Butt, Maryam Malik, Arooj Sajjad Page 9

• Refundable Security Deposit* and Activation** to be paid upfront

*Equal to a one month subscription only

Fariha Shams Butt, Maryam Malik, Arooj Sajjad Page 10

They are providing their services in the following cities:

Fariha Shams Butt, Maryam Malik, Arooj Sajjad Page 11

Fariha Shams Butt, Maryam Malik, Arooj Sajjad Page 12

Fariha Shams Butt, Maryam Malik, Arooj Sajjad Page 13

Fariha Shams Butt, Maryam Malik, Arooj Sajjad Page 14

Promotion strategy used by the Wi-tribe as their sales officer and

Promotions used by Wi-tribe:

Wi-tribe launched a series of tempting summer packages for all customers,

Fariha Shams Butt, Maryam Malik, Arooj Sajjad Page 15

Fariha Shams Butt, Maryam Malik, Arooj Sajjad Page 16

Laptop Promo Awards:

Wi-tribe Pakistan launched a customer reward campaign themed “Win big

Wi-tribe positions itself as Pakistan’s No. 1 Wireless broadband company. It

Fariha Shams Butt, Maryam Malik, Arooj Sajjad Page 18

• The main strength of Wi-tribes is its no compromise on speed and its

Others are as follows:

• Less coverage areas

Fariha Shams Butt, Maryam Malik, Arooj Sajjad Page 19

• Enter other Areas of Pakistan

• Competitors such as PTCL, Worldcall & Wateen