PROJECT OF MM ON

UFONE
PARTICIPANTS
Jamil Hassan Khattak
Abrar Hussain
Sammar Azeez
Faiza Tariq
Beenish Mehboob
Javeria Mehmood

INTRODUCTION
Ufone understand the value of
words and the need to
communicate effectively and
efficiently at all levels of society,
thats why ufones primary focus
is on U, Ufones valued
customers bring strength to the
company. Because UFONE IS ALL
ABOUT YOU.

MISSION STATEMENT
Ufone, its all about U! We
are there where you want to
be. We aim to provide you
with wider coverage, superior
connectivity, clear signals
and voice quality. Wherever
you are, Ufone keeps you
connected.

VISION STATEMENT
To be the leading
telecommunication service
provider in Pakistan by
offering innovative
communication solutions for
our customers while
exceeding shareholder value
& employee satisfaction.

OPERATING
PERFORMANCE

Ufonesoperational
performance has been very
encouraging. Despite the stiff
competition in Pakistan
telecom market. Company
managed to improve its
revenue and after-tax profit
by 87% and 54%
respectively, as compared to

MARKETINGSTRATEGY
In order to extend
cellularnetwork to new cities,
towns and highways and
enhance its current installed
capacities in existing cities,
Ufone has finalized a huge
network expansion contract
amounting to about USD 550
million.

MARKET SHARE

ORGANIZATIONAL
STRUCTURE

UFONE MANAGEMENT
Abdul Aziz (President& Chief Executive
Officer)
Naveed Khalid Butt (Chief Officer)
Muhaamad Aslam Khan (Chief Technical
Officer)
Muhammad Nadeem Khan (Chief Financial
Officer)
Saleem A Chauhan (GM Admin &
Procurement)
Abdul Rehman Faisal (Senior Manager
Human Resources)

DEPARTMENTS IN
UFONE

The Following departments are

currently working:
Human Resource Management
Marketing Department
Commercial Department
Sales Department
Finance Department
Payroll Department

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

MARKET SEGMENTATION
OF FEW BRANDS &
OF UFONE
Brands PACKAGES
T arget market
Reason for targeting
Post pay

Corporte class

Life

Youth

High usage for

business & working
people
Night dwellers

Packages

Target Market

Reasons for Targeting

Public demand

Lower class/lower youth

High usage

5 ka 15

Ladies

Ladies intention of 5 mins

chat usually exceeds to 15
min or more

Walkie Talkie

Working class/ business

class

Call conferencing

TARGET MARKETS
Ufone main focus is
THEYOUTH of Pakistan which
is its Target Market. 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
Companies position themselves
emotionally, functionally oron the
basis of brand quality.
UFONES FORMER POSITIONING
STATEMENT
Everybody Loves to Ufone
Prepay
UFONES NEW POSITIONING
STATEMENT
Ufone tum hi

Conti
Ufone changed the image of
mobile phones from a luxury
only affordable by the elite, to
necessity affordable by the
common man. Since its
inception, Ufone has
positioned its brand for
MASSES on the basis of
services it is providing and its

DIFFERENTIATION
In these days ofintense
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

Differentiation Strategy
Ufone has always strategizedin
satisfying the demands of its
customers. In doing so
ithasbeen successful in
differentiating itself in terms of
Price
Quality service
Technology

MARKETING MIX

 PRODUCT/SERVICES
Ufone is a service providing
company. Service is any intangible
product that consists ofactivities,
benefits or satisfactions offered for
sale.
Ufone has segmented its product on
the basis of two features
Ufone Post-pay: is for the
youngsters, with attractive packages
to their requirements.

Conti
Ufone Prepay: is
segmented for the people
of mature age, having their
own business, belongs to
business class or people
who are senior executives
of the organizations.

PRICE
Cellular service providers are
facingintense price competition in
contemporarymarket. Customers
perceive pricing as the heart of
brand selection.
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

PLACE
Place plays a very important part in
the distribution and promotion of
services.
Strategy
Ufone strategize to widen its
coverage to all places 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.

Conti
It is divided into four regions, which are
given below:
N ORTH
SOUTH
CENTRAL-1
CENTRAL-2
Ufone coversall major cities of Pakistan
now consumers can enjoy comprehensive
coverage in areas like GTRoad, Super
Highway &Motorway etc. So wherever
they are in Pakistan, Ufone keeps them
connected.

PROMOTION
Ufone believes in Integrated
Marketing Communication which is a
carefully blended mix ofpromotion
tools. Ufone employ different
marketing activities and channels to
communicate and deliver value to
customer.
Advertising, salespromotion,
public relations,
directmarketing & personal

ADVERTISING
Advertising Reach And
Frequency
To increase the reach and frequency of
advertisement Ufone is using repetitive
strategy for its advertisements. And the
humorous theme always makes the ads
more appealing and engaging the minds of
customers.
MEDIA
Print Media (Sunday magazine, akhabr-ejahan etc)
Display Media (posters, wall paintings
Shop

SALES PROMOTION
Sales promotions are short term
incentives to encourage the purchase or
sale of a product or serviceUfone
utilizes sales promotion activities to
boost its sales. It includes
Contest
Games
Premiums
Free tickets

PUBLIC RELATIONS
Ufone is less conscious of developing its
generalpublic relations. But recently it has
launched its Hajj Guide service on Ufone.

DIRECT MARKETING
Ufone employ on-road umbrella franchises
where they directlymarket and sell their
connections and Sims.
PERSONAL SELLING
Ufone administer personal selling facility
to sell their Post Pay connections targeting
well to do people.

COMPETITOR ANALYSIS

 The competitive environment for

mobile telephony in Pakistan is tough
and Ufoneis a major player of the
market. It includes
DIRECT COMPETITION
Direct competition to Ufone are:
Mobilink
Warid telecom
Telenor
Zong

INDIRECT COMPETITION
The indirect competition
is from:
Fixed line services
Card payphone services
Prepaid calling cards

COMPETITIVE STRATEGY
UN matchless call and SMS rates have
given an edge to Ufoneagainst its
competitors. We can consider Warid
telecom as the major competitor today,
because of its rates. But Ufone outclass
Warid with better quality and coverage.
Ufone is a market challenger in its
competitive position, where MOBILINK is
the market leader. Warid, Telenor and
newly introduced ZONGare also strong
contenders in market challenger category.

Conti
The major competitors of Ufone are
domestic companies like:
MOBILIINK

Conti
Pakistan Mobile Communications
Limited, better known as
Mobilink GSM, is a
telecommunication service
provider in Pakistan. According to
PTAstatistics, Mobilink has 30.88
million customers by January
2008. Mobilink's Head office is
located in Kulsum Plaza, Blue
Area, and Islamabad.

TELENOR

Telenoris the incumbent

telecommunications company in
Norway, with headquarters
located at Fornebu, close to Oslo.
Today, Telenor is mostly an
international wireless carrier with
operations in Scandinavia,
Eastern Europe and Asia. In
addition, it has extensive
broadband and TV distribution
operations in four Nordic
Countries.

WARID

Warid Telecom
International
is an Abu Dhabi based
mobile telecommunication
firm providing Telephony
services in Bangladesh,
Pakistan and Uganda.

ZONG

Zongis the first International

brand of China Mobile being
launched in Pakistan. It is
meant to
Empower and liberate the
people of Pakistan in every
nook and corner of the
country.

Conti
SWOT analysis is an overall
evaluation of the companys
Strengths (S)
Weaknesses (W)
Opportunities (O)
Threats (T)

STRENGTHS
Strengths include internal capabilities,
resources, and positive situational factors
that may help the company to serve its
customers and achieve its objectives.

The Strengths Of Ufone Are As

Follows: Second largest cellular operator in
Pakistan
Subscriber base of around 6.5 million and
a market share of nearly 25%.
Network coverage in more that 5885
locations and across all major highways.

Conti
The company has also been awarded
a new license for providing cellular
services in Azad Jammu and Kashmir
and Northern Areas.
Quality coverage and clear
connectivity.
Most reasonable prices for its users.
Ufones differentiation is its biggest
strength. Ufone offers lowest off-net
call rates that differentiate it from its
competitors

WEAKNESSES
Weaknesses include
Unable to meet the demand
which is Ufones biggest
weakness
Centralized structure
As Ufone is a subsidiary of PTCL,
which was formerly under
government management, Ufone
still has a shadow of a
government organization

Conti
It has many franchises in the
whole country but as its
customers are increasing day by
day so its present franchises are
not enough to fulfill the needs of
it customers.
Not yet given many innovative
services as compared to other
cellular companies
Ufone has pathetic billing system

OPPORTUNITIES
Opportunities are favorable factors or
trends in the external environment
that the company may be able to
exploit to its advantage.
Ufone Has Following
Opportunities In Its Way
Conversion of their GSM technology
into 3G (satellite based) technology
Ufone has the ability to expand
globally.

Conti

Ufone has the opportunity of growing its

customer base
Ufone has the opportunity to win the
customers of its competitors by providing
them superior services on lower price.
With the right marketing strategy they can
acquire much more.
Ufone should develop some new
franchises in remote areas so that people
will get more and more benefit from it and
it will help to increase their customers.

THREATS
Threats are unfavorable external factors or
trends that may present challenges to
performance.

Ufone Is Facing/About To Face

The Following Threats: Ufones 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

Conti
The decreasing economy rate and
instability of Pakistan.
Government interference in terms of taxes
Ufone is nothing just a cellular license to
PTCL, PTCL should provide more financial
support to enhance profitability of its
subsidiary company.
Cut throat competition among cellular
companies in Pakistan.

CONCLUSION

Ufone is penetrating its market by taking

risks and aggressively promoting &
advertising itself. In this tough market Ufone
isnt 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.

REFERENCES
http://www.scribd.com/doc/18284574/
Swot-Analysis-Ufone
file://localhost/C:/Documents%20and
%20Settings/Administrator/Desktop/M
arketing%20Report%20on%20Sales
%20Promotion%20and%20Advertising
%20of%20Ufone.mht
www.paktelecom.com
www.scribd.com
www.barrons.com