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- Ufone has reached out its target audience keeping two points in mind: Ufone emphasized on more economical rates then other networks which is the main reason of their penetration in the market. Ufone advertisement has the wide fan following which provides people fun. Most Talked About Telecom Brand on social websites. Ufones interaction ratios have roughly been three times the percentage engagement of other competitor brands, including Zong, Telenor, Djuice, Warid and Mobilink.
Zong:
Zongs tagline strategy is Target the low and middle end market. They researched and understood Pakistani market and came up with products and offers that masses wanted. They were least interested in very few number of elite class customers, instead they hit the low end market. Zong has offered a package for everyone, either its young, old, kid, girl, student, housewife or whatever! You have a matching package to select from. Thats how zong is improving every next step in getting market share.
Warid We Care
Warid has improved its network coverage to provide better service to its subscribers and it is focusing on rural areas and focusing on providing improved quality services. Warid claims that they have largest number of postpaid customers in Pakistan. Warid has targeted middle and low class market as well as higher niche market like warid Glow. Warid divide its marketing strategy into segments which are postpaid segment, masses segment, female segment, youth segment and corporate segment. Warid is not much successful in getting larger market share because there was a lack of research and internal uncertainty.
Due to Price wars: the actual price sensitive market has shrunken as the prices have gone very down, ARPU average revenue per user decreasing
The market is in maturity phase (>65% of the population owns a mobile phone ) A technological shift is also near. With the emergence and penetration of smartphones the trend would shift to communication mediums like skype and viber Customer's basic communication needs have been fulfilled
Ex - Customer
Incentives
New Segments
Ladies (house wives) Working class Time segment (night packages)
Ufone VAS
Sub-Target Markets
Public demand: lower /rural youth UWON: socio economic class 5 ka 15 & Ladys: ladies Postpay: corporate and pvt working class Life & Uth package: youth
Brands
Postpay endless possibilities Prepaid
Brand Sustainability
Aggressive promotion and advertising Own advertising department Spends 20% of its profit Colorful and eye catching ads Shocking orange and green colors are used to attract peoples The comedian trio of faisal qureshi, mikaal zulfiqar and adeel hashmi
Organized musical events like UROCK Above the line ad strategy Network expansion to enhance subscribers capacity Ufone is using humorous theme in its ad which has become its benchmark. People enjoy watching, discussing and following ufone ads the most.
References
http://www.pta.gov.pk http://propakistani.pk/2012/10/19/declining-cellular-arpu-in-pakistan-and-its-impact-on-economy-part-1/ http://www.scribd.com/doc/22508660/Competition-in-Telecom-Industry-of-Pakistan http://telecompk.net/wp-content/uploads/2007/03/qos_results_cellular09.jpg http://marketingmixx.com/marketing-plan-2/195-marketing-plan-of-ufone.html