Marketing Plan

WARID TELECOM’S BEST OPPORTUNITY FOR EXPANSION IN

PAKISTAN

SUBMITTED TO:

PROFESSOR AHMAD QAMAR

BY:

1. MOHAY-UD-DIN RUBBANI

2. MALIK WAHEED

ACKNOWLEDGEMENT
All glory and honor is for Allah, the Supreme Being who bestowed profound
perseverance and ability on us to accomplish this work.

We express our profound and cordial gratitude to offer thanks to our learned,
kind and experienced teacher, Mr. Ahmad Qamar for his valuable guidance,
constructive comments and continuous encouragement through out the research.

Grateful acknowledgement is due to Mr. Naveed Saeed GM Sales & Marketing

& Miss Rubab of Warid Telecom for allowing us to carry out our research for the
completion of this project.

　
Special & Grateful acknowledgement goes to our parents who enable us to
perform such activities.

Table of contents
1. Executive summary
2. Warid Telecom
 • An Introduction

3. Marketing Environment

• Competition

• Technology

• Financial

• Social & Demographic trends

• Legal

4. Target Market

• Consumer or Industrial

• Buying Characteristics

• Market Potential

5. Product Positioning

6. Product

• Stage of PLC

• Classification

• Core/Augmented product

• Packaging and Labeling

• Warranties and Services

7. Distribution

• Market Coverage

• Channel Structure

• Logistics/Physical Distribution

8. Pricing
 • Mark-ups

• Discount/Allowance

• Pricing Strategies

9. Promotion

• Advertisement

• Role of Personal Selling

• Publicity and Public Relations

• Sales/Trade Promotion

10. Ethical issues associated with this product

11. International marketing activities/opportunities

12. Bibliography

Executive Summary
This report is based on WARID TELECOM which is a GSM service provider in
Pakistan by Abu Dhabi Group. one of the largest groups in the Middle East and
the single largest foreign investor group in Pakistan. Its services are admired by
its ultimate customers in telecom as well as in banking field.

This report is made by visiting different stores for the purpose of collecting the
information about different aspects of the product

i.e., environmental factors, marketing mix, segmentation, positioning, distribution,

pricing strategies, ethical issues, international marketing strategies and
comments of the group about this product.

WARID TELECOM:
AN INTRODUCTION:
Warid is an Arabic word meaning an Oasis in the middle of a desert. It is
pronounced as Waa-rid. The meaning of our name directly depicts our dominant
position and our refreshing services in the vast desert of telecommunication in
Pakistan. Browse through our Portal to find out more about what Warid Telecom
is all about, and become part of the true quality experience that we offer you.

Warid Telecom has implemented a new and modern corporate identity as a

result of the dynamic changes taking place in the telecom industry in Pakistan.
With a reflection of a new strategy, 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, and to harmonize the customers'
perception of our brand with the quality and range of our services. Our objective
is to provide optimum level of support and care through our highly skilled and
motivated team of professionals and through maximum network coverage and
clear connectivity that we have committed to provide.

MARKETING ENVIRONMENT
In present environment, Pakistan has gained growth rate of 18.6% with 18,400,233
subscribers in mobile communication with in 05 years from 2000 to 2005

COMPETITION:

Competition is there, mainly 06 companies are providing there cellular services in

Pakistan (close competitors to one and other)

1. Warid

2. U-fone

3. Mobilink

4. Telenor

5. Paktel

6. Instaphone

　
Following Table shows the Subscription Rate, which, help us to measure the
clientele of these companies and their success with the pace of time

　
SUBSCRIBERS:

　
Growth
Mobilink Ufone Paktel Instsphone Telenor Warid Total
Rate
　
2000 114,272 80,221 112,000 306,493 15.39
2001 309,272 116,711 96,623 220,000 742,606 142.29
2002 800,000 350,000 218,536 330,000 1,698,536 128.73
2003 1,115,000 550,000 319,400 420,000 2,404,400 41.56
2004 3,215,989 801,160 470,021 535,738 5,022,908 108.90
2005 7,469,085 2,579,103 924,486 454,147 835,727 508,655 12,771,203 154.26
Jul-
14,119,257 10.56
05
Aug
15,511,045 9.7
-05
Sept-
9,010,850 3,830,527 954,528 440,159 1,200,908 1,509,111 16,946,083 9.2
05
Oct-
18,400,233 18.6
05

(1)

TECHNOLOGY:

Warid is using “Ericsson” technology to provide telecom services in Pakistan.

The basic features of its technology are:

Billing:

With Warid’s very simple billing procedures it makes sure that one is kept up-to-
date with all the math that they do at their end. Warid offers one transparent
billing and no nasty surprises.

Its bill contains information like

• Warid to Warid call

• Local Calls to Other Operators

 • International calls

• Local SMS with mobile no. and locality

• Incoming Calls

• Non charge able calls like emergency nos. & others

• Incoming SMS

• Warid information services

SIM:

Warid is currently providing SIM of 64K (64 kilo byte)

Warid’s comparison with others networks is given below;

Mobile Service Provider: Technology: Frequency: Sim:

Warid Ericson 900-1800MHZ 64K

U-fone Huawei 900-1800MHZ 16-32K

Mobilink Orascom 900-1800MHZ 08-16-32K

Telenor Nokia Siemens 900-1800MHZ 32K

Paktel N/A 900-1800MHZ 32K

Instaphone Analog Service AMPS

 (2)

FINANCIAL:

Warid Telecom takes pride in being backed by the Abu Dhabi Group, one of the
largest groups in the Middle East and the single largest foreign investor group in
Pakistan. 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 sector:

1. Oil and Gas Exploration,

 2. Banking and financial Services

3. Automobile Industry,

4. Hospitality Services

5. Property Development,

6. Telecommunications

Associated companies:

Bank Alfalah Limited:

Fully licensed commercial bank in Pakistan with over 70 branches in all the major
financial centers of the country

United Bank Limited:

A leading commercial bank in Pakistan with a vast branch network of

approximately 1,100 branches including 23 international branches, affiliates and
representative offices in UAE, Bahrain, Qatar, Yemen, Egypt, Iran, Switzerland,
UK and USA

Alfalah Exchange Company:

Fully licensed exchange company in Abu Dhabi

Iranian Sanden Industries PJS Co:

A joint venture with Sanden Singapore to manufacture car air conditioners in

Iran. The project has the capacity to produce up to 300,000 air conditioning units
per annum

J.C. Maclean and Co

• Manufacturers of high quality furniture

• Neo Pharma LLC

• Manufacturers of pharmaceutical products

National Telesystems and Services (NTS)

A joint Venture with Bin Jaber Group Ltd. and Thales International Middle East
Holding S.A.L.

Al Jazira Management Mall

Management joint venture

Abu Dhabi Vegetable Oil Company

Manufacturer of edible oils

Nama Development Enterprises

Representation of leading companies in the UAE in the field of oil and gas,
engineering, equipment suppliers, consultants, etc

Wholly Owned Properties and Companies

Le Royal Meridien Hotel, Abu Dhabi

Previously known as the Abu Dhabi Grand Hotel, was re-branded in 2003 as Le
Royal Meridien Hotel. It is a 5-star Hotel in the heart of Abu Dhabi. It will soon be
offering 300 deluxe rooms and suites and other facilities

Dhabi Contracting A special category construction company

Dhabi Drilling Offshore Rig operations in collaboration with Sedco Forex

Al Ain Palace Hotel A 4-star hotel in Abu Dhabi

Dhabi Enterprises Leasing Leasing a number of groups and real estate

properties across Abu Dhabi

SOCIAL & DEMOGRAPHIC TRENDS:

While looking at social needs of a family and having an eye on economy (as two
to three and plus members of a family are using Hand-held phone) Warid has
launched a family package named “ FRIENDS AND FAMILY”

　
　

FRIENDS AND FAMILY:

Friends and Family are On-net minutes only.

No upfront line rent will be deducted on any post

paid customer.

Post-Paid connection costs will be Rs. 300.

All free Airtime/ Value in post paid is one-time.

Demographically Warid has launched prepaid connections according to the

income level market. Warid’s post-paid connections are meant for low-income
level, young stars and young executives like its SILVE & GOLD packages.

POST-PAID PACKAGES FOR LOW-INCOME LEVEL

Package: Silver, Gold,

Connection, Postpaid, Postpaid,

Activation Tax, 150, 150,

Monthly Line Rent, 0, 150,

No. of Friends &

Family members, 5, 10,

Monthly VAS

Subscription, 50, 0,

Free of Charge,

Free outgoing

Minutes (Monthly) 0, 60,

Free SMS

(Monthly Units) 0, 15,

Free MMS

(Monthly Units), 0, 3,

Free Internet

(Monthly Units), 0, 3,

POST-PAID PACKAGES FOR MIDDLE & HIGH INCOME-LEVEL

Package: Platinum, Diamond,

Connection, Postpaid, Postpaid,

Activation Tax, 150, 0,

Monthly Line Rent, 500, 2,500,

No. of Friends &

Family members, 20, Unlimited,

Monthly VAS

Subscription, 0, 0,

Free of Charge,

Free outgoing

Minutes (Monthly) 240, 1,000,

Free SMS

(Monthly Units) 50, 100,

Free MMS

(Monthly Units), 5, 10,

Free Internet

(Monthly Units), 5, 10,

FOR LOW-LOWER INCOME-LEVEL

For lower-lower income level Warid has launched its pre-paid connection i.e.
ZEM.

Package Silver

Connection Prepaid

Activation Tax 300

Free Airtime Rs. (On Activation) 150

No. of Friends and Family Members 5

Monthly VAS Subscription (Optional) 50

In Sindh Rs. 50 is levied as stamp duty on new connection sales

LEGAL:

According to Warid legally environment is fully protected

TARGET MARKET:
According to one of the representatives of Warid that Warid has divided its target
market in to categories of A+, A-, B+, B-, C, D, E and F

CATEGORIES: CHARACTERISTICS:

A+ & A- Age group of 28 to 32, 40+ and of upper-income level (Urban)

B+ & B- Age group of 22 to 27 and of lower-upper-income level (Urban)

C Age group of 18 to 21 young stars (CORE TARGET) (Urban)

D Age group of 13 to 17 and low lower income level all Ages(Urban)

E & Users of Semi-urban areas (Has planned to launch)

F Users of Rural Areas (Has planned to launch)

Consumer or Industrial

Warid is providing their packages at both levels. Consumer level is provided in

this report, while, industrial level has variable domain, settled according to no. of
connections and on the nature of packages according to line rents e.t.c.

Buying Characteristics

Warid is very much selective and stresses on value added purchases

Market Potential

Currently market is on SATURATION POINT as for Urban areas concern and as

for as Rural Areas concern there is great POTENTIAL. Warid is going to launch
its products in Semi-Urban and Rural Areas

Product Positioning

As Warid is new in the market of Pakistan and is still trying to make its position in
the mind of customer better than existing big giant Mobilink.

Although Warid is new in market but it has acquired a good position as for as
Zero line rent post-paid connections and low rate pre-paid connections.

In my point of view, as Warid launched its products in Pakistan with a MARKET

PUSHER STRATEGY, while providing low rates, not only it has made its position
better but also made other networks to reduce their prices.

According to BCG matrix Warid falls under STARS, which shows its low market
share and high growth rate. BCG model is given below,

　
 Product
In market there are two basic categories of its product brands, which are ZAHI
and ZEM.

Zahi is meant for Post-Paid and Zem for Pre-Paid, their features and tariffs are
given below.

ZAHI

Zahi is a Post-Paid brand with different packages, which are;

• Diamond

• Platinum

• Gold

• Silver

ZAHI TARIFF:

With Warid's unique billing system, one only get billed for a call on a 30 second
basis when calling from Warid to Warid, Warid to PTCL landline and on all
International Calls, rather than the existing per minute charges. This is not
applicable on Off-net (other mobile operators) numbers in Pakistan.

Package: Silver, Gold, Platinum, Diamond,

Connection, Postpaid, Postpaid, Postpaid, Postpaid,

Activation Tax, 150, 150, 150, 0,

Monthly Line Rent, 0, ` 150, 500, 2,500,

No. of Friends &

Family members, 5, 10, 20, Unlimited,

Monthly VAS
Subscription, 50, 0, 0, 0,

Free of Charge,

Free outgoing

Minutes (Monthly) 0, 60, 240, 1,000,

Free SMS

(Monthly Units) 0, 15, 50, 100,

Free MMS

(Monthly Units), 0, 3, 5, 10,

Free Internet

(Monthly Units), 0, 3, 5, 10,

Voice (Peak Hours) Rs. per minute

Friends and Family 1.50 1.25 1.00 0.50
On-net (Warid to Warid) 2.00 1.75 1.50 0.50
Off-net (National) 3.00 2.75 2.50 2.00
International (Zone 1) 9.00 8.00 7.00 6.00
International (Zone 2) 18.00 17.00 16.00 15.00
Voice (Off Peak Hours) Rs. per minute
Friends and Family 1.00 1.00 0.75 0.50
On-net (Warid to Warid) 1.50 1.50 1.25 0.50
Off-net (National) 2.75 2.50 2.25 2.00
International (Zone 1) 8.00 7.00 6.00 6.00
International (Zone 2) 17.00 16.00 15.00 15.00

Peak Hours are 7am to 10pm, Off Peak Hours are 10pm to 7am
Short Messaging Service (SMS)
On-net (Warid to Warid) Rs. 0.50
Off-net (National) Rs. 1.00
International SMS Rs. 5.00
VAS (Rs. 3.0 per transaction)
Surf Now (Mobile Internet) download per 200 Kb
Picture Messaging per 100 Kb
Warid Zone Content Download per 100 Kb
 　
　
　
　

Download SMS based content for Re. 1.00 per transaction

Download MMS based content for Rs. 4.00 per transaction

MMS unit is a message of size 100KB maximum

Internet unit is an upload or download of 200KB

MMS is charged both for receiving and sending

Notes

All calls will be billed on a 30 second basis, except Off-net calls on other cellular
operators, which will be billed on a per minute basis.

Security Deposits will be as follows:

Security Deposits
National Rs. 1,000
International Rs. 5,000
International Roaming Rs. 20,000

The National security deposit will not apply to Diamond package, i.e. minimum security
deposit will be Rs. 5,000.

All free minutes and SMS are subject to taxes, however, no tax is leviable if they are
marketed as bundled with line rent.

Friends and Family are On-net minutes only.

No upfront line rent will be deducted on any post paid customer.

Post Paid connection costs will be Rs. 300.

All free Airtime/ Value in post paid is one-time.

ZAHI FEATURES:

Basic Services:
Caller Line Identification (CLI):
This service enables you to identify callers at your discretion

Conference Call:
With Conference Call, you can teleconference with 6 people simultaneously. You
can create conference calls with on-net (Warid to Warid) and off-net (national)
numbers

Call Waiting & Call Hold:

Handle two calls at a time with your Warid phone. You can be on one call while
the 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're unable to take a call, driving outside the national coverage area,
traveling abroad or are busy, you can divert your calls to any other Warid
number.

Short Messaging Service (SMS):

With SMS you can be as discreet or as creative as you like. Either way, sending
a message is quick, reliable, confidential and if you want it to be...great fun!

Value Added Services:

Voice Mail:

Voice Mail allows you to receive your voice messages even when your mobile is
switched off, you are outside the coverage are or are busy. You can retrieve
these messages for free from your Warid phone at your own convenience.

Picture Messaging & Multi-media Messaging Service (MMS):

With MMS messaging is fun, colorful and musical. Add pictures, animations,
polyphonic & MIDI sounds, even video clips to messages and show the world
how amazing communications can be.

Surf Now (Mobile Internet):

Surf Now gives you the flexibility to browse the internet on your mobile phone or
laptop anywhere you are. So, whenever you are on the internet, simply setup the
internet connection from your GPRS/WAP enabled handset.
Please note that both your handset and website need to be WAP enabled for this
service to work. If you are using your laptop or if your phone supports windows
internet browser such as Nokia 9500, i-Mate etc., you can log on to the normal
www sites.

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.
Prepaid customers can replace their standard 32K SIM with the 64K SIM by
paying a replacement fee.

Warid Zone:
The to the state-of-the-art SIM technology, one’s Warid SIM comes with a special
WARID menu. This menu offers a bundle of services. Now you don't need to
remember key words or short codes to access information any more. Key words
have already been pre-coded in your SIM card, allowing you to get
information...easily and swiftly.

ZEM

Zem is Pre-Paid brand for low-lower class

Zem Tariff

Want a worthwhile Prepaid Package?

With Warid's unique billing system, you only get billed for a call on a 30 second
basis when calling from Warid to Warid, Warid to PTCL landline and on all
International Calls, rather than the existing per minute charges. This is not
applicable on Off-net (other mobile operators) numbers in Pakistan.

Click here to compare our pre-paid tariffs with other cellular operators.

Package Silver

Connection Prepaid

Activation Tax 300

Free Airtime Rs. (On Activation) 150

No. of Friends and Family Members 5

Monthly VAS Subscription (Optional) 50

In Sindh Rs. 50 is levied as stamp duty on new connection sales

Voice (Peak Hours) Rs. per minute

Friends & Family 1.50

On-net (Warid to Warid) 2.00

Off-net (National) 3.00

International (Zone 1) 9.00

International (Zone 2) 18.00

Voice (Off Peak Hours) Rs. per minute

Friends & Family 1.00

On-net (Warid to Warid) 1.50

Off-net (National) 2.75

International (Zone 1) 8.00

International (Zone 2) 17.00

Scratch Cards are available in the following denominations: Rs. 100, Rs. 250,
Rs. 500, Rs. 1000

All scratch cards valid till 12 months

Peak Hours are 7am to 10pm, Off Peak Hours are 10pm to 7am

Note: All charges are exclusive of Government taxes and levies such as
sales tax at 15% and advance withholding tax at 10%.

　 Short Messaging Service (SMS) 　

　 On-net (Warid to Warid) Rs. 0.50 　
　 Off-net (National) Rs. 1.00 　
　 International SMS Rs. 5.00 　
　 VAS (Rs. 3.00 per transaction) 　
Surf Now (Mobile Internet)
　 per 200 Kb 　
download
　 Picture Messaging & MMS per 100 Kb 　
Download SMS based content for Re. 1.00 per transaction

Download MMS based content for Rs. 4.00 per transaction

MMS unit is a message of size 100KB maximum

Internet unit is an upload or download of 200KB

MMS is charged both for receiving and sending

　

Zem features:

Basic Services

Caller Line Identification (CLI)

This service enables you to identify callers at your discretion

Conference Call
With Conference Call, one can teleconference with 6 people simultaneously. You
can create conference calls with on-net (Warid to Warid) and off-net (national)
numbers

Call Waiting & Call Hold

Handle two calls at a time with your Warid phone. You can be on one call while
the 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're unable to take a call, driving outside the national coverage area,
traveling abroad or are busy, you can divert your calls to any other Warid
number.

Short Messaging Service (SMS)

With SMS you can be as discreet or as creative as you like. Either way, sending
a message is quick, reliable, confidential and if you want it to be...great fun!

Value Added Services

Voice Mail
Voice Mail allows you to receive your voice messages even when your mobile is
switched off, you are outside the coverage are or are busy. You can retrieve
these messages for free from your Warid phone at your own convenience.

Picture Messaging & Multi-media Messaging Service (MMS)

With MMS messaging is fun, colorful and musical. Add pictures, animations,
polyphonic & MIDI sounds, even video clips to messages and show the world
how amazing communications can be.
Surf Now (Mobile Internet)
Surf Now gives you the flexibility to browse the internet on your mobile phone or
laptop anywhere you are. So, whenever you are on the internet, simply setup the
internet connection from your GPRS/WAP enabled handset.
Please note that both your handset and website need to be WAP enabled for this
service to work. If you are using your laptop or if your phone supports windows
internet browser such as Nokia 9500, i-Mate etc., you can log on to the normal
www sites.

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.
Prepaid customers can replace their standard 32K SIM with the 64K SIM by
paying a replacement fee.

Warid Zone
The to the state-of-the-art SIM technology, your Warid SIM comes with a special
WARID menu. This menu offers a bundle of services. Now you don't need to
remember key words or short codes to access information any more. Key words
have already been pre-coded in your SIM card, allowing you to get
information...easily and swiftly.

Zem Scratch Cards:

What is a scratch card?

As the name suggests it, a scratch card is a medium of recharging your account
by acquiring a 16-digit code and inputing in your mobile phone for activation of
that code. Our scratch card is a recharge coupon which has a holographic
scratch field. This silver panel needs to be scratched off before any usage.

Denominations
The scratch cards are available in the following denominations: Rs. 100, 250,
500, 1000

Stage of PLC

In the product life cycle stage Warid is new entry in market; after launching its
products in Pakistan on 23rd may 2005 it is in introductory stage that can be best understood through graph,
 (5)

Classification

Basic classification is done on the basis of Post-Paid & Pre-Paid as per market and other Services/Features are provided in them.

Core/Augmented product

Customers are the most important element in any organization. Warid distinguishes 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 service and the right solutions to meet their demands.
We seek to be trendsetters in customer service, with our 'one stop' concept for all your 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 two state-of-the-art Contact Centers of international standards, equipped with cutting edge
technologies to ensure real-time online services. Our highly trained and well-groomed team of Customer Service Executives are on hand 24
hours to provide support. We have established Corporate Lounges, with a customer-friendly environment to provide personalized care to our
esteemed corporate clients. Furthermore, an extensive network of franchises, kiosks and mobile units ensure easy and convenient
accessibility. Core/Augmented product of Warid is VALUE ADDED SERVICES as discussed above.

Warranties and Services

No sort of warranty is provided by Warid after sale but it does provide services to all the customers with it’s franchises and customer
services. Warid has its network through out the cities in which it provides its services. Its network of franchises and customer service centers
is discussed in next topic.

Distribution

Warid has PERSONAL BASE CENTERS. The description of personal base centers is given below,

Franchises

Warid Telecom is constantly establishing dedicated company owned sales and service centers in all the major cities and towns of Pakistan. Following
is a list of the cities and the addresses of all our established franchises with our presence.

CityAddress

Lahore8 Ground Floor, Eden Centre, 43/A Jail Road, Lahore

10-A and 10 B UGF Century Towers, Lahore

25-Hunza Block Allama Iqbal Town, Lahore

7 Ground Floor Center Point main Boulevard, Gulberg Lahore

153 GT Road, Near Land Mark School, Lahore

42 Commercial Building, Jeweller Market Old Anarkali, Shahrah-e-Quaid Azam Lahore

Digi Mart Sharif Chamber Ground Floor 68 Mazang Road Lhr.

Opp. Micro Factory, Near PSO Petrol Pump, Main Peco Road, Lahore

39- Wahdat Road

Office No. 103/10 Allama Iqbal Road, Gari Shau

34-G.T Road Shahdra

25-Empress Road, Lahore

Main Boulevard Gulshan Ravi Near Zakoota Plaza, Lahore

367-E, Opposite Royal Arcade, Chungi Amer Sadhu, Main Feroze Pur Road, Lahore.

Shop no 24 bagh ali road , girja chowk Lahore

7-Data Darbar, Near Palace Hotel

Shell Pump Chowk Tajpura, Shadbagh, Lahore

14-A, Asif Chamber, Davis Road. Lahore

38-H Commercial LCCHS, DHA, Lahore.

Shop#3, Ground Floor, M bhatti Building # E84, Main Boulevard Defence Lahore

229 Ravi Road Lahore

10-B, Shalimar Link Road, Opp Total Petrol Pump

89-A Bilal Center, Temple Road, Lahore.

2 Mcleod Road

33 Ferozepur Road

1003-Tufail Road Sadar

Saraiy Rattan chind Main Bansawala Bazar, Shahalam Chowk, Lahore

946/B, Faisal Town, Maulana Shaukat Road, Lahore

35/B, Model Town Link Road

E-22/29 Shaheen colony, Main walton Road

17-Commercial Area, Chouburji Chowk, Lahore.

Shop No 1& 2, Raiwind Road, Near Hyundai Motors, Thokar Niaz Baig, Lahore

17 Ghazali Road, 2nd round about. Samanabad. Lahore

17-18 Agro Squre Main Shadman Market, Shadman Lahore

Civic Center Garden Town Lahore

3/NIL/B-2, College Road, Town Ship, Lahore

Opp. Bagh Rahmat Trust, New Airport Road. Bhatta Chowk, Lahore

1- B, Model Town, Lahore

H # 4, Jail Road, Gulberg 5

SheikhupuraBank Alfalah Lahore Sargodha Road Sheikhupura

KasurChowk Masjid Noor, Kasur

IslamabadShop # 5, Block 12-C, Jinnah Super, Islamabad

Shop # 6, Al Malik Center, Jinnah Ave, Blue Area, Islamabad

Shop # 1, Shalimar Plaza, F-10 Murkaz, Islamabad

Shop # 78, Executive Centre, I-8 Murkaz, Islamabad

Shop # 2, Ground Floor, Shahbaz Plaza, G-6/1, Abpara, Islamabad

Shop # 1, Ground Floor, Hassan Arcade, F-11 Markaz, Islamabad

Shop # 7, Al-Baber Center, Markaz F-8, Islamabad

Shop No 4 Nauman Plaza I-10 Markaz Isb

Office # 8, Londen shoppingcentre, G-9 murkaz

TaxilaShop#1 ,haider plaza faisal shaheed road taxila

RawalpindiD- 109, Main 6th Road, Sattelite Town, Rawalpindi

Next to Al-Bilal Plaza, Chandini Chowk, Murree Road, Rawalpindi

Niazi Plaza Opposite Unique Bakers, Bank Road, Sadar, Rawalpindi

Shop No-247-A (5 & 6) Dhamyal Road, Kalama Chowk, Kamalabad, Rawalpindi

Property # 100, Near Shell Petrol Pump, Adayala Road, Rawalpindi

Commercial Market Road, Opposite Bank Of Punjab.

Choor Chook Main Peshawar Road, Rawalpindi

Shop No. 211,212,213, Jamia Mujid Road Bunni.

Office # 131,132,Ground Floor, Liaqat Road, Rawalpindi.

Wah CanttB-1 Basti La La Rukh Wah Cantt

AttockShop 16 Block B Civil Bazar Attock

Ground Floor Main Double Road Attock

AbbotabadGround Floor Gohar Arcade Supply Mnashera Road. Abbotabad

Opp. Burnal College Ali Plaza Jandian Road Abbotabad

PeshawarBurjaman Center Near KFC University Road Peshawar

Shop 4,5,6 Aukaf Plaza YakaToot Road Peshawar

Haleem Tower Main GT Road Peshawar

24 The Mall Peshawar Cantt

Ground Floor Mian Duble Road Hayataba Chowk Peshawar

Tariq Sultan & co,Warid Franchise,Opp. LR Hospital, Kabli Road, Peshawer

NowsheraShop 6 Army Welfare Shops Nowshera Cantt

PubbiGround Floor Main Double Road Pubbi

D. I. KhanMian Circular Road Near State Life Building D.I.Khan

Shop 17 & 18 Aman Ullah Shopping center Double Road D.I. Khan

FaisalabadAdjacent to Rayz hotel,Kotwali road, . Faisalabad

Opp. To National Bank, Main SamonabadRoad, Faisalabad

Old service shop, adjecent tochief boot house, katchery bazar, Faisalabad

P-19/C, Main Susan Rd 213, Adjacent to Global Medical Center, Madina Town. Faisalabad

Ajmal Arcade, 1st Floor, Main Rd, Betala Colony. Faisalabad

Awan Plaza, Bole Di Jughi, Sargodha Rd. Faisalabad

Raffaqat Plaza, Peoples Colony#1, Tanki Rd. Faisalabad

Adjacent to Shaukat Khanum Lab, Main Gulberg Rd. Faisalabad

Near Bata Shop, Millat Rd, Gulistan Colony#1. Faisalabad

Main sadar bazar, near Aminia beakers, Gulam Muhammad Abad, Faisalabad.

9- Iqbal Stadium Faisalabad

Sahiwal275 B-1, High Street Sahiwal

OkaraAhmed Telecom, Church Road, Okara

SargodhaOpp. Sadique Hospital, Main Bazar Sattelite Town, Sargodha

331-C, Civil Lines, University Rd, Opp DIG House. Sargodha

1 Joiya Market, Block 8, City Rd. Sargodha

GujranwalaRahwali Chowk near sugar mill,G.T.Road Rahwali

Granton hotel,G.T Road, Gujranwala

Ali market,bairoon khiali darwaza,hafizabad rd,Gujranwala

64-D Jinnah Statdium,Gujranwala.

Model Town Market, near Yummy 36,Gujranwala

Old City centre G.T Road Near Pakistan Electronics,Gujranwala

PO Jalil town,Qilla Chan G.T.Road,Gujranwala

Satellite Town market.beside Rex dry cleaners,Gujranwala

SialkotOpp. Liberty Market, Aziz Shaheed Road,Cantt Sialkot

Paris rd. near Telephone Exchange,Sialkot

Abbot Road,Near KASB Bank, Sialkot

Lahore Marketing,Near Sony Square, Sony Building, Alam Chowk, Sialkot.

Old National Bank building , opposite Gulistan Cinema, Kashmir Road , Sialkot

GujratShop #1,2 & 8. Block ''C'' Naseem Plaza Budkey wala Chowk Rehman Shaheed Road Gujrat

opp P.S.O Petrol Pump Bus Stand ram Talai Road

Mashallah Plaza,Fawara chowk, Gujrat

Ajmal Traders, B 1/169, Opposite Mirza Akram Hospital, Court Road Gujrat

JhelumAkram Shaheed Park, Shandar Chowk, Jhelum

GTS Chowk Near DHL Office, Jehlum

Sara-i-AlamgirG. T Road Sarai Alamgir

HafizabadGujranwala Road Hafizabad

Mandi BahauddinJalal sevices punjab online Rafique Chowk Mandi Bahauddin

Ammar Telecom, Opp. NBD Bank Kechehry Road Mandi Bahudin

KarachiKhayaban-e-Ittehad, Defence

Shop # 7, Rex Centre, Zaib-un-Nisa Street

69/1, 8th Commercial Street, Ph. IV, DHA

Firdous Market, Firdous Colony, Rizvia Chowrangi

Shop # 1,Minhas Electronics, I.I. Chundrigar Road

Sober Center, Adamjee Nagar, Block B, Ghazi Salahuddin Road, Main Dhoerajee, CP Barrar Society

Imperial Court, Dr. Ziauddin Ahmed Road

Main Rashid Minhas Road

Shop # 1, Building 8-D, Stadium Commercial Lane # 3, Phase 5, DHA

Shop # FL-10/3, Block 5, Gulshan-e-Iqbal, Main Rashid Minhas Road

Shop # 38/39, GF, Hashoo Terrace, Fl # 7 , Block 5, Clifton

B 25, SMCHS, Shahra-e-Faisal

Shop # 12, UBL Building, Gurumandir

B 253, Block L, N. Nazimabad

Shop # 1&2, Shah Faisal plaza North nazimabad Block B

SC14/1, Sector 11/H, North

11th Commercial Street, Khayaban-e-Ittehad, Defence

Shop # 1-2, Plot # 5E, 8th Zam Zama Commercial Lane, Phase V, DHA

Shop # 4-5, Falak Naz Arcade, Shahr-e-Faisal

Shop # 29, Hassan ali centre, M.A jinnah road

Karimabad, near Mina Bazar, Federal B Area

Opp. English biscuits Factory, KIA

Plot # 185, Sector 11-L, Main ZMC Road, Orangi Town

Abul Hasan Isphahani Road, near IBA Gate University of Karachi, Gulshan-e-Iqbal

Plot # H 6/1

Showroom # 1, Main National Highway, Quidabad Lahandi

Shop # 3-19, DMCHS, near Gahni Sons, Tariq Road

1-D, Main Sunset Boulevard, Phase 2, Defence

Shop #23, RusiLake Drive,Block 18, Gulistan Johar

Shop # C-2/3, Al Hassan Plaza, Block # 13-A. Gulistan Iqbal

QuettaMetha Mehal Street

Shop # 11, Gulistan Road, Opp. IG Office

Main Jinnah Road, Idara-e-Saqafat

Satellite Town, near Jillani Hospital

HyderabadShop # 1, Safia High School, Saddar Cantt, Opp. Faran Hotel

Shop # 14-25, Ward of Gul Center, Thandi Sadak

Shop # 14, American Centre Tilak, Chari Road

SukkerApwa Shopping Centre, near Dolphin Bakers, Main Queens Road

Shop # 4-5, Sidra Terrace, Minara Road

MultanShop # 13-14-15, Areej Commercial Centre, Old Ttehsil Chowk, Gulgasht Colony Bosan Road

Shop # 1, Makkah Arcade, Near PTCL Exchange, LMQ Road, Dera Adda

House # 1879-F/1, Khanewal Road

Shop # 2-3-91, United Square, Nusrat Road, SP Chowk. Multan Cantt

Shop # 36, Rahma Commercial Centre, Kutcheri Road

BahawalpurCircular Road

Near Fawara Chowk

MuzzafargarhOpp. Fiaz Park, near National Bank

Rahim Yar Khan28 model town, Adjacent Daewoo Booking Office

Market Coverage

Warid has covered 9.782 % of total market share

Warid’ s connections 1,800,000

Total Mobile users 18,400,233

Warid’s share 9.782485 %

(According to graph of Pakistan Telecommunication Authority given on pg. no.07)

Channel Structure

Warid is having its Main/Head office in EFU House Building Lahore, with its Business Centre in Lahore Center Plaza on main boulevard
Lahore.

Warid has its basic distribution centers in all 28 cities of Pakistan as discussed above.

Logistics/Physical Distribution

Warid is manufacturing its products i.e. SIM outside the country with its central warehouse in Lahore and 03 regional warehouses in
Lahore, Karachi and Islamabad.

Pricing

Pricing is simple and is provided above with tariff of Zahi and Zem. Additionally, Warid comprises no hidden charges.

Mark-ups

Mark-up is kept confidential and no information provided by them.

Discount/Allowance

Discount and allowances are provided only on corporate level.

Pricing Strategies

Pricing strategies is kept confidential and no information provided by them.

Promotion

Warid is promoting its trough all the means available.

Advertisement

Warid is using both, ATL (Above The Line) and BTL (Below The Line) advertisement for its products.

Role of Personal Selling

Role of personal selling is used by Warid through

• Interaction

• Events

• Shopping Centers Activities

Publicity and Public Relations

Warid is keeping public relationing and publicity in mind and doing great work on it, it has helped by 120 Million Rs. Relief fund in earth quick
disaster.

Sales/Trade Promotion

Warid is doing Sales/Trade Promotions but kept confidential.

Ethical issues associated with this product

Warid is care full about ethical issues associated with its products but does not open them as per strict confidentially concern.

International marketing activities/opportunities

Warid is on availing international market and opportunities and hence it is launching its services in
 • Bangladesh

• Afghanistan

• Sri Lanka　

BIBLIOGRAPHY

(1): (Source: Pakistan Telecommunication Authority  www.pta.gov.pk )

(2): (Source: Calls to Service Centers of respective networks

Warid: 111-111-321

U-fone: 111-333-100

Mobilink: 111-300-500

Telenor: 111-345-100

Paktel: 111-222-111

Instaphone: 111-500-500)