Executive Summary Telenor Pakistan is 100% owned by the Telenor Group, an international provider of high quality voice, data,

content and communication services in 14 markets across Europe and Asia. Telenor Group is among the largest mobile operators in the world with over 179 million mobile subscriptions (Q1 2010) and a workforce of approximately 40,000. Telenor Easypaisa launched on 15th October 2009 with 2500 outlets across Pakistan. Presently Easypaisa processed the worth of 20 million transactions within 1 year with more than 1 million customers. The marketing mix of Easypaisa demonstrates the 4 Ps of the brand and also the brand equity with all the positioning strategies which are going to be implemented and also the brand equity with all the attributes which come under this umbrella. Salient features of the growth strategies in accumulation to the holistic approach of the ANSOFF model and how does it complies with this product. Telenor being the pioneer in the financial services came up with this idea when financial sector was endangered and not only provided extra support to the customers but also provoked the potential customers about this service. Stretching the brand is fruitful for Telenor because of innovation and bringing up the new sources of the transactions by removing the intermediaries and showing the focused towards the marketing concept rather than the selling or product concept. Finding a need and filling it up with the appropriate product is the real marketing where you actually stand with your product. This direct interest of customer and focused on the target market shows the concern of the organization as this is one of the core value of Telenor in other words the main purpose of this is to provide convenience to the customers. Diversification is one of the market growth strategies that not only attract the new market but also evokes the need for the change and lead to the adaptation of the service.

History
Telenor Pakistan is 100% owned by the Telenor Group, an international provider of high quality voice, data, content and communication services in 14 markets across Europe and Asia. Telenor Group is among the largest mobile operators in the world with over 179 million mobile subscriptions (Q1 2010) and a workforce of approximately 40,000. Telenor Pakistan is the countrys single largest European investor, with investments in excess of US$2 billion. It acquired a GSM license in 2004 and began commercial operations on March 15, 2005. At the end of May 2010 it had a reported subscriber base of 23.65 million, and a market share of 24% making it the countrys second largest mobile operator. Offering mobile financial services: Telenor Pakistan acquired 51% of Tameer Microfinance Bank in November 2008. In 2009 it

launched easypaisa to become Pakistans first telecom operator to partner with a bank to offer mobile financial services across Pakistan. Contributing to Pakistans economy: The Company continues to contribute to Pakistans economy. It has created 2,500 direct and 25,000 plus indirect jobs and has a network of 24 sales & service centers, more than 250 franchises and some 150,000 retailers, thus providing a means to livelihood to thousands. For 2009 it is estimated that Telenor Pakistan contributed Rs20 billion in various forms of direct and indirect taxes to the economy of Pakistan. Internet service provider: Telenor Pakistan provides wide EDGE connectivity across the country. It has one of the largest data networks (GPRS) in Pakistan providing Internet services to customers. Today: Telenor Pakistan has grown to become a leading mobile communications services provider of the country. Telenor Pakistans corporate headquarters are in Islamabad, with regional offices in Karachi, Lahore, Faisalabad, Multan, and Hyderabad. Corporate Responsibility: Telenor Pakistans flagship corporate responsibility program, Khuddar Pakistan, aims to create dignified opportunities for persons with disabilities. The purpose is to become the most disabled-friendly organization in Pakistan in terms of employment, service, and community support. Environmentally conscious: Telenor Pakistan has taken and continues to implement a number of environmentallyfriendly initiatives. These include mainstreaming energy efficiency and alternate energy solutions, and implementing occupational health & safety practices that comply with international standards.

Vision & Values

Our vision crystallizes our customer focus as the cornerstone of everything we do. Our values describe what behaviors are necessary to realize that vision. Our corporate responsibility mindset ensures that our vision and values nurture social concern and help us create shared value. Our Vision: Our vision is simple: Were here to help We exist to help our customers get the full benefit of communications services in their daily lives.

The key to achieving this vision is a mindset where every one of us works together: Making it easy to buy and use our services. Delivering on our promises. Being respectful of differences. Inspiring people to find new ways. We believe in four core values: Make it Easy: Were practical. We dont complicate things. Everything we produce should be easy to understand and use. Because we never forget were trying to make customers lives easier. Keep Promises: Everything we set out to do should work, or if it doesnt, were here to help. Were about delivery, not over promising, actions not words. Be Inspiring: We are creative. We strive to bring energy to the things we do. Everything we produce should look good, modern and fresh. We are passionate about our business and customers. Be Respectful: We acknowledge and respect local cultures. We do not impose one formula worldwide. We want to be a part of local communities wherever we operate. We believe loyalty has to be earned.

The Telenor Brand

Here to Help: For 150 years, Telenor has pioneered communication technology. Our innovation was necessary to enable movement and development across Scandinavias long distance and harsh natural conditions. Today, we are a major worldwide player, but have the same single focus: helping people to communicate. The Telenor brand articulates this ambition and our logo is a symbol of movement and change our continuous evolution to enable people to communicate better. The Telenor Group is committed to our brand promise. We want to make it easy for customers to get what they want, when they want it. We will keep promises and deliver what we say. We will innovate to deliver fresh ideas, and as a global player we respect our customers and their local cultures wherever we operate. Across all the markets where Telenor has a presence, the Telenor Group is united to help our customers get the full benefit of communication services in their daily lives. In simple words, were here to help. The Brand: At the heart of our brand is our logo a symbol of balance, movement and change. It represents our philosophy of innovation and democratic process, and takes its inspiration from Scandinavias long history of design inspired by nature. Of course a brand is much more than just a logo it is a set of ideas, a way of doing things and a measure of behavior.

In many ways, Telenor already stands out. We have shown impressive growth and an increasingly international focus, particularly in new growing markets. But we can go and need to go much, much further. Our aim is to be the most trusted mobile service provider in Pakistan: Telenor Pakistan today is the fastest growing network in the country with a rich portfolio of products and services. We have introduced a number of industry-first products and provided customers with many convenient options of communication. Our brand is truly customer centric. We believe in understanding our customers needs which are changing constantly driving us to continuously innovate in our products and services.

What is a product?
Anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy want or need. In marketing, product is anything that can be offered to the market that may satisfy the need, want, and demand of a certain individual or market. It is also called as goods or service. Product is more than just a material object. It is also an inclusive package of benefits or satisfactions that the consumer or buyer may achieve upon purchase or usage. A product is the total amount of all physical, psychological, symbolic, and service attributes. Several examples of products are the following: hamburger, fries, and soft drink.

What is a Brand?
A name, term, sign, symbol, design or a combination of these that identifies the products or services of one seller group of sellers and differentiates them from those of competitors. On the other hand, brand is a symbolic manifestation of all the information connected with a company, product, or service. A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons. It is believe that a brand puts an

impression to the consumer on what to expect to the product or service being offered. In other application, brand may be referred as a trademark, which is legally an appropriate term.

Brand Extension:
Extending an existing brand name to new product categories is called brand extension. Brand extension is considered as more advantageous than new brand creation It is true and the main point is that brand extension is obviously cheaper than brand creation. Indeed, brand creation is very expensive whereas with an extension the company can use the image of one existing brand and as a consequence make some economics on advertising, marketing etc. Brand extension is considered to be very beneficial as extending and existing brand name to new product taps the market for which there is a potential for growth for somehow reason still not being taken care of the organization. It creates awareness to the customers as what is required by the customers and what are the benefits of having the same interests. Brand extension always creates the great value of the main brand. Brand Development Strategies: When an organization starting to extend their current brand they are actually extending the current brand name with the new product. A brand extension gives a new product instant recognition and faster acceptance. It also saves the high advertising costs usually required to build the new brands. A brand extension strategy involves some risks. The extension confuses the image of the main brand and if the brand extension fails then it can lead damages to main brand. So the brand extension should be adequate for the growth of the company. Brand extension of Telenor: Brand extension criterion best suits the marketing fit of Telenor as Pakistan has extending the brand with the new product by creating an innovation. Telenor has extended the brand by launching the Financial Services. What are Financial Services? Telenor Pakistan has always been a pioneer in innovative services. For easypaisa, Telenor Pakistan has partnered with Tameer Micro Finance Bank to introduce branchless banking for the first time in Pakistan. The innovative product umbrella of easypaisa will give you complete convenience and empowerment that you have always wanted in life. Easypaisa is not just limited to Telenor subscribers; its available for all mobile users. In fact people without mobile phones can equally enjoy our products. So now everyone can use our services from anywhere and anytime. Easypaisa is the easiest way to conduct your financial transactions whether they are related to paying your utility bills, sending/receiving money within Pakistan, receiving money from

abroad etc. Currently easypaisa is starting with utility bill payments with many other products to be available soon. Easy paisas new products and services will make life more convenient for people all across Pakistan. No longer do people have to travel long distances and wait in long queues at Post Offices or Banks or be constrained by limited working hours. Any person can use easypaisa services by visiting their nearest easypaisa authorized shop, Telenor Franchise, Telenor Sales & Service Center or Tameer Microfinance Bank branch. Without going through the hassle of opening a bank account, everyone can enjoy secure branchless banking through easypaisa with instant transactions. Easypaisa services have been approved by the State Bank of Pakistan.

Marketing Mix of Financial Services:

The marketing mix is probably the most famous marketing term. Its elements are the basic, tactical components of a marketing plan. Also known as the Four Ps, the marketing mix elements are price, place,product, and promotion. The marketing mix is the set of marketing tools the firm uses to pursue its marketing objectives in the target market. Marketing-mix decisions must be made for influencing the trade channels as well as the final consumers. Phillip Kotler classified these tools into four broad groups that he called the four Ps of marketing: product, price, place and promotion. Note that the four Ps represent the sellers view of the marketing tools available for influencing buyers.

Product: Product is often used as a catch-all word to identify solutions a marketer provides to its target market. We will follow this approach and permit the term product to cover offerings that fall into one of the following categories: Goods Something is considered a good if it is a tangible item. That is, it is something that is felt, tasted, heard, smelled or seen. For example, bicycles, cell phones, and donuts are all examples of tangible goods. In some cases there is a fine line between items that affect the senses and whether these are considered tangible or intangible. We often see this with digital goods accessed via the Internet, such as listening to music online or visiting an information website. In these cases there does not appear to be anything that is tangible or real since it is essentially computer code that is proving the solution. However, for our purposes, we distinguish these as goods since these products are built (albeit using computer code), are stored (e.g., on a computer hard drive), and generally offer the same benefits each time (e.g., quality of the download song is always the same). Ideas Something falls into the category of an idea if the marketer attempts to convince the customer to alter their behavior or their perception in some way. Marketing ideas is often a solution put forth by non-profit groups or governments in order to get targeted groups to avoid or change certain behavior. This is seen with public service announcements directed toward such activity as youth smoking, automobile safety, and illegal drug use.

Mobile Account:
Following the phenomenal success of easypaisa and it services like Bill Payment and Money Transfer, easypaisa is now proud to introduce another ground breaking service for Telenor subscribers called easypaisa Mobile Account. Using easypaisa Mobile Account

Telenor subscribers will now be able to pay bills, transfer money and use many more services from their own mobile phones, anytime, anywhere. easypaisa Mobile Accounts are actual bank accounts and work just like a normal bank account. This service is available only for existing and new Telenor subscribers. Easypaisa Mobile Account can be opened from any Telenor Sales and Service Centers, Telenor Franchise or Tameer Bank branch. Once an easypaisa Mobile Account is opened, users can go to any of the thousands of easypaisa shops and Tameer Bank branches in Pakistan to Deposit Cash into or Withdraw Cash from their easypaisa Mobile Account.

Who can use easypaisa Mobile Account?

1. Any person with a Telenor SIM who wants to have instant access to a Bank Account from their mobile phone can use easypaisa Mobile Account. 2. Any person with a Telenor SIM who wants to have the freedom to send money to or receive money from other people, or pay utility bills from their own mobile phone at any time. 3. Any person with a Telenor SIM who wants to be part of the largest branchless banking network with thousands of cash deposit/withdrawal points in Pakistan which are open at late working hours and also on the weekends.

Product Features:

Instant access to your Mobile Banking Account anytime, anywhere Any Telenor current or new subscriber can open a Mobile Account. No prior Bank Account is needed; anyone with a Telenor SIM can avail and use this service Send money to any person with a valid NADRA CNIC or to any other easypaisa Mobile Account. Utility bills can also be paid instantly from an easypaisa Mobile Account Cash Deposit into a Mobile Account or Cash Withdrawal from any Mobile Account can be done at many easypaisa merchants in more than 450 cities in Pakistan The following transactional limits apply to all easypaisa Mobile Account, as regulated by the State Bank of Pakistan. Rs. 10,000 per day, Rs. 20,000 per month and Rs. 120,000 per year. These limits apply on both credits and debits in a Mobile Account A customer can only keep a maximum of Rs. 60,000 in his easypaisa Mobile Account at any time Sunday or Monday you can do transactions any day, anytime from anywhere. No more travelling, or no more waiting in long queues Secure Encrypted Transactions based on GSM standards and State Bank of

Pakistan regulations Dedicated customer helpline / support available 24/7

Money Transfer:
Using Money Transfer from easypaisa, you can now send and receive money to and from family, friends, etc from any easypaisa shop in the most efficient, secure and convenient way. You do not have to own a Telenor connection, nor do you need to have a mobile phone at all. The best thing about the service is that any person in Pakistan can use this product and that no registration is required! Any person with a need to send money from one city to another can use this service from any easypaisa shop. For example, household staff, drivers, guards, etc. can all now send their monthly salaries home to their families from urban cities to rural villages. Similarly, parents can send funds to their children at educational institutions in other cities for tuition fee, monthly pocket money etc. And people who travel frequently, who dont want to carry cash can use this service as Travelers Cheques by sending money to themselves from one city and collecting the money in another city.

Product Features:

Any person with a valid Nadra CNIC can send money or receive money This service is not limited to Telenor subscribers; other mobile network subscribers can also use this service There is no paper work or form filling required An instant SMS message will be sent to both the Sender and the Receiver on sending/receiving money Sending/Receiving can be done from many easypaisa shops all over Pakistan No more waiting in queues a Money Transfer transaction can be done at even late hours. A secure encrypted transaction based on GSM standards Approved by the State Bank of Pakistan.

Bill Payment:
Easypaisa bill payment service brings you a hassle free yet secure solution to pay your Electricity, Gas and Telephone (PTCL) bills. Now you can easily pay your utility bills from your nearest easypaisa shop, Telenor franchise, Telenor Sales & Service Center or Tameer Microfinance Bank branch or through your easypaisa mobile account.

A New Way of Servicing:

Pay wherever you are: easypaisa bill payment offers you a convenient way of paying your utility bills through vast network of easypaisa agents. Just visit any of your nearest easypaisa shop, franchise, Telenor Sales & Service Center or Tameer Microfinance Bank branch or through your easypaisa mobile account and pay your utility bills easily.

Pay at any-time during the day: Unlike conventional banking timings, easypaisa services are available 24 hours a day, 7 days a week. Standing in long queues for paying utility bills is now part of the history! Through this service, you can easily bypass the hassle of waiting in long queues, observing the tightly scheduled timings of conventional bill collection points and also the difficulties of running between places for the bill payment. Pay with Peace of Mind: This service is absolutely secure as all transactions are strictly monitored through our system and also by our partner utility companies so that chances of discrepancies are avoided. Easypaisa services are real time online transactions, which makes them even more secure and reliable. Our 24/7 help line (345, UAN: 111-345-100) is available for your queries and problems any time whenever you need it. Pay on the go: Now you need not waste your time by visiting conventional bill collection points (banks etc). You can easily submit your utility bills at any of our easypaisa outlets while you are on a routine shopping trip.

Utility Companies On Board:

Utility Bills of following Utility Companies can be paid initially: 1. PTCL (Pakistan Telecommunication Company Limited) 2. SSGC (Sui Southern Gas Company) 3. SNGPL (Sui Northern Gas Pipelines Ltd) 4. IESCO (Islamabad Electric Supply Company) 5. KESC (Karachi Electric Supply Company) 6. HESCO (Hyderabad Electric Supply Company) 7. MEPCO (Multan Electric Power Company)

Others:
1. wi-tribe * All other companies will be on-board very soon and then customers will be able to pay all kinds of Utility Bills

International Home Transfer:

Using Easypaisa International Home Transfer, you can now receive money from family and friends from over 80 countries through our Sending Partners. You do not have to own a Telenor connection, nor do you need to have a mobile phone at all. The best thing about the services is that any person in Pakistan can use this product, no registration is required and it is completely free.

Product Features:

No fee is applicable on receiving funds through easypaisa international Home Transfer service.

Any person with a valid CNIC can receive money This service is not limited to Telenor subscribers; you dont even need a mobile phone. There is no paperwork or form filling requirement. No more waiting in queues remittance can be collected even at late hours or on Saturdays. Secure encrypted transaction Approve by the State Bank of Pakistan

How It Works:
In order to collect on easypaisa International Home Transfer transactions, the sender has to use one of our sending partners. Sender visits any Xpress money sending Agent in a foreign country, fills out a form and hands over the amount to be sent. Sender needs to write down the full name of the recipient as it appears on his/her CNIC. Xpress Money will generate a unique Transaction ID and give it to the Sender. Sender will communicate the transaction ID to the Receiver through a secured channel. Receiver visits any Telenor Franchise, Sales & Services Center or Tameer Bank branch with his/her original CNIC and Transaction ID. Receiver can than collect his/her money along with Receipt.

Partners:
Telenor works with a number of Sending Partners all over the world. Each of our Sending Partners covers a unique geographic footprint. We are constantly working on adding more partners, to increase coverage and convenience for our customers. Remittances sent from the following partners can be claimed through Easypaisa International Home Transfer:

Xpress Money is UAE based Sending Partner. They provide a fast, secure and simple way to send money home. Whatever be your reason to send money, Xpress Money takes pride in ensuring that it reaches its destination safely and in a matter of minutes. Powered by a strong network of agent locations spread across 5 countries.

Corporate Solutions:
Incoming Payments:
Incoming payments solution enables corporate organizations to receive payments (noninvoice based) from their customers for goods / services rendered in an easy and convenient manner. Customers of the corporate clients will be able to make the payments through the following mechanisms: At any of the easypaisa locations From their easypaisa mobile accounts. Organizations will benefit from this service by expanding their potential payment outlets significantly and getting a service that offers the following benefits: Real time payments report Larger foot print (for payments) Reliable and convenient service Real time fund transfer As a corporate if you are interested in our service, please follow the link below and send us initial information (we will get back to you for the solution details).

About EP
Im One of YOU! - Im a Friend - Im a Relative - Im a Colleague - Im an Acquaintance Im here to tell you about the most convenient way to pay your Utility Bills. Easy Paisa provides you the Convenience to pay your Utility Bills Anytime & Anywhere! Price: It can be simply defined as: The currency value charged to a Client by the company for a product or service. Is one of the most important elements of the marketing mix, as it is the only mix, which generates a turnover for the organization. The remaining 3ps are the variable cost for the organization. It costs to produce and design a product; it costs to distribute a product and costs to promote it. All services at Easy Paisa are provided at customer oriented price which are highly affordable in order to promote this new concept of simple and convenient living. Presently the pricing of the services is very nominal as they do not charge any cost for paying your utility bills.

Price Determination: Telenor is a good brand being which actually targeted the market into 3 main segments (Corporate/Small Medium Enterprises (SME) & Consume, yet the price setting is a very critical issue for the marketers. High standard and quality is assured for the product as well as the price Prices are influenced by the following factors: Cost of the product Affordable for the target market Demand of the product Uniqueness and innovative features of the products Place: Keeping the legacy of core values, Telenor has provided the things or the solutions to make the things easy. With the wide variety of channels Telenor has provided the milestone to the customers to access the services. Below mentioned are the places from where a customer can transact. Tameer Bank Outlets: There are over 52 branches of Tameer Bank are available across Pakistan. WIC (Walk in Centers)/Sales & Service Centers: There are over 100 company owned sales & Service centers are available across Pakistan form where customer can indulge their selves into a transaction. Franchises: With the wide range of services and coverage across the Pakistan there are over 750 Franchises across Pakistan to provide these facilities to the customers. Merchants: Currently there are over 10,500 easypaisa shops located across Pakistan and this number is rapidly growing. Promotion: To make one brand available in the minds and consideration set of the potential and actual customer repetitive message of your existence and promotions is very necessary. So advertising is really necessary to keep people well informed of easypaisa products. Telenor uses different strategies to promote its product. They advertise by using Billboards, Fashion Magazines, flexes and banners. The key purposes of Telenor Easypaisa advertisement are as hereunder: To inform, persuade and remind the potential customers about its products Increase awareness and build primary demand To build strong brand equity. Build Companys image as innovator. To create bonds between public and Telenor by helping the people.

To create the importance of its products

Sales promotion:
For the promotion of service Telenor Easypaisa adopted a very effective and comprehensive strategy. Telenor pays attention to the publicity of its products. The major source of promoting this new concept is tapping the customers with the right pitch or in other words we can simply say that Telenor has been trying to communicate the customers to start this feature and promote the financial transactions via easy channel e.g. transferring the money from one destination to other was never been so easy and paying your bills with having long queue of people gathered around the banks. The sales promotion of Telenor Easypaisa targets the end consumers. Telenor Easypaisa provides the competitive edge to the customers for using this service being the innovator of this service Telenor have an edge over other competitors and sales promotion also being offered to the customers. E.g. return tickets to Turkey, Malaysia, iPods, Acer-notebooks, Free minutes, dinner vouchers and cash vouchers etc.
Posted by admin on June 28, 2012 in MarketingNo comments

Promotion Mediums:
The advertising media used by the company are: Newspapers Internet Bill Boards/Banners Newspapers: The most convenient and most repetitive chances of the medium by which a customer can interact with the service is Newspaper. Telenor Easypaisa uses the medium as the source of promoting this service.

Internet:
Telenor Easypaisa provides up-to-date information to their customers through electronic media i.e. from their website and online also you can transact by using the internet.

Billboards & Banners:Billboards and banners are also used for the advertisement purpose.

SWOT Analysis:
Strengths:

Telenor Easypaisa enjoys high brand equity. People all around the country had started to recognize the brand name. Products are unique and innovative in the style.

A lot of variety is offered by Telenor Easypaisa ranging from telecom services to financial services. The products are renowned and are considered as the most accepted. High standard of quality. Bit high priced Less advertisements Less Corporate activities Customer can made only 3 transactions per month 10000 is the limit of transactions allocated to each customer

Weakness:

Opportunities:

Telenor Easypaisa provided the financial services as a new branch of banking to the customers Persons having problem while transferring their salaries got a platform to transact. Sales promotion can be increased by increasing the advertisements expenses so as to enjoy a large number of customers. Electronic medium; i.e. Television should be considered as an advertisement medium. Introducing new features for convenience being offered by other competitors. Competitors can also come up with the same ideology Continuous rejuvenation of services and the brand extension The demographics and psychographics of Pakistan

Threats:

Political and Social cultural changes

Brand Equity:
Brand equity: refers to the marketing effects or outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name. At the root of these marketing effects is consumers knowledge. In other words, consumers knowledge about a brand makes manufacturers/advertisers respond differently or adopt appropriately adept measures for the marketing of the brand. The study of brand equity is increasingly popular as some marketing researchers have concluded that brands are one of the most valuable assets that a company has. Brand equity is one of the factors which can increase the financial value of a brand to the brand owner, although not the only one. Elements that can be included in the valuation of brand equity include (but not limited to): changing market share, profit margins, consumer recognition of logos and other visual elements, brand language associations made by consumers, consumers perceptions of quality and other relevant brand values. People are always out their for convenient, reliable and quick resources to be availed and get their work done in no time. Consuming less of their precious time, money and in most of the cases irritation caused by the hanging process of their work depending upon certain situations. Considering this phenomena in Human Behavior, TELENOR introduced a reliable service named Easy Paisa (Money Transfer) for the ones who want to transfer their earnings to their family members or friends. With this service you just have to visit to your local easy paisa shop and go along with your CNIC and Money and you probably will get a confirmation code to be sent to the one with whom you are transferring money any where in the same country. Inform that person your code and the person out their will consult local shop of easy paisa and gather his transfer by showing the Code. The new launch of this service brings an enhancement by adding four more services offered salary dispersals, ticketing, insurance, loans and leasing. Telenor Pakistan highlighted the progress of easy paisa which recently had their first anniversary. He realized that Telenor easy paisa has a huge potential market with satisfied customers so many out their using this service for money transfer, all this development easy paisa made because their were lack of banks grossly even compared to India and Bangladesh. Easy Paisa holds his account share of 0.4 of the total revenue of Telenor Pakistan and is willing to further enhance their visibility and targeting 10% share in the next three years. We get the inspiration from the people, and serve what the best we can and groom our facilitation services. We need to fit the criteria of every market because all of them are different from each. Everyone in this modern world of Internet and Mobile are aware of 3G Network. So with this amazing new offer made by Telenor-Easy Paisa we are currently under review and

have operated 3G in Malaysia, and we have a quite better experience for what we are operating is resulting in good or worst. But we have chosen not to mess up ourselves in operating or even launching 3G in India and Pakistan not even in Bangladesh. In Bangladesh we are operating 2G and we have realized that soon enough the growth have been promised from the complete details and specifications obtained from the 2G Platform. Easypaisa holds major share of the equity in terms of the monetary and fiscal aspects as this new upcoming brand extension has provided remarkable revenue. Easypaisa with its unique selling points have the potential to grow it equity to a quite sustainable profits and yet the story does not end here as there are a lot of inputs which can be pushed into this field.

Factors shown in above picture make the brand equity and these aspects which can extend or stretch the equity of the brand extension. Key points: The risks increase as you extend your brand from your existing market into unrelated markets.

Your biggest chance of success is if your brand is well developed in terms of its higher emotional profile (personality, values, taste & appearance). The key success factors are whether you have: 1. a compelling brand proposition in the new product/service or market category 2. sufficient competence in the new product/service or market category The main advantage of a brand extension is that you take the equity/goodwill from an existing brand and use it in another context. If successful, this can save a lot of money because you do not have to invest the billions in developing a new brand on a global basis. All you have to do is to make people aware that the brand has entered a new product/service or market category. Another advantage is that, if you are successful, you increase the respect/stature of your brand overall, and may well rejuvenate it. The downside to a brand extension is that you can: 1. fail in the new product/service or market because the brand is not compelling in that area 2. lose the tight focus of your existing brand, and therefore its intimacy (differentiation and relevance) 3. damage your existing brand by introducing new conflicting/confusing attributes Brand extension options, in order of increasing risk, are: 1. related product/service extension same market 2. unrelated product/service extension same market 3. related product/service extension related market 4. unrelated product/service extension related market 5. related product/service extension unrelated market 6. unrelated product/service extension unrelated market Whether a brand extension is successful will largely depend on: 1. your existing brand definition, and whether it is compelling in the new product/service or market category 2. your distinctive capabilities your brand definition may allow you to stretch, but your execution of the extension lets you down Broadly, the more your customers perception of your brand definition is geared to the higher emotional needs (personality, values, tastes/appearance etc.), the more your brand can stretch into unrelated product/service or market areas. The obvious example is Virgin which probably stands for something like the ability to rejuvenate a business sector and so potentially works in transport (plane, train, cars and courier services), finance, mobile communications et. However, lack of execution competence may let the brand down e.g. Virgin Trains, Virgin Express. So the questions are:

1. What does your brand stand for in the mind of existing/potential customers? 2. What could you, with significant investment, make it stand for? 3. Which markets could your brand profile match needs, and in which segments? 4. Are those segments attractive enough to you? 5. Do you, or could you, have leading edge competence in those markets? Imagine achieving so much more for so much less. We can help you in two ways we have a mass of smart strategic brand marketing tools, processes and workshop techniques for you to use, and a mass of smart brand marketing agencies as members across the world with niche knowledge and experience to support you thereafter.

Marketing approach in outlook of ANSOFF Matrix:

Easypaisalaunched itself by opening 2500 Easypaisa outlets stores on 15thOctober 2009, despite of undaunted success which was supported by market need and quality required has a lot more to go with each passing season. Being a financial services brand and being at initial stage should use market penetration strategies to increase its market share.

Market Penetration:
As Easypaisa in at the start of its brand life and there is a lot to be done before it becomes a mature brand with large customer equity Market Penetration strategy must be used to enhance sales. Penetration strategy involves increasing sales to present and potential target customers. The product itself remains unchanged although there may be a substantial change in how the product is promoted. Considering the same line Easypaisa can increase their market penetration by number of below mention strategies:

Product Strategies:
Product Quality: Valued customers are cautious for the value of their money and being middle class serving brand needs to give something extra. This something extra could be best in form of quality and services. Product Features: Adding unique and desired features could increase the brand sales and its penetration by many folds. These features could be as below; 1. promote the M-wallet accounts to SMEs 2. Payments of SME customer through Easypaisa accounts 3. By developing good business terms with other financial institutions 4. Convenient and hassle free tertiary services

Price consideration and Approach Strategies:

Price consideration is a very important factor as it attracts the current and potential customers as well as also plays a role in Brand Image. Price should be according to the society economical class of people which the company is catering. It should justify with the average spending of the potential customer. Being the innovator this industry Telenor is the pioneer of such services ever launched in Pakistan and yet the unique selling points of this service. Though the question arises that do we have the facility to transfer the money outside the country and the answer is YES Telenor has recently launched this international money transfer facility in 80 countries with the help of Xpress Link Company.

Promotion Strategies:
Nub of the story is the promotional strategy devised by the marketers of the brand. Easypaisa should now do extensive billboard as well as newspaper advertisements. Added to this radio is in these days and can be used as a medium to invite people to their store. On festivals like Eid special discounts should be given to enhance sales as well as making people aware of the brand and its quality and also time to time promotional campaigns should be running. These above few steps taken in the marketing mix of the Telenor Easypaisa would surely help to boost their sales and increase their market share. How far the equity can be stretched? Easypaisa can extend the brand equity in a quite sustainable amount as there are a lot of manners which can provide the maximum profits and in order to get the same benefits. As the brand equity grew more because of the matter of the fact as Easypaisa is backed by strong brand name and can stretch its equity because currently in the tenure 1 year the company has made the transactions with the help of mobile accounts amount to20 Million with more than 1 million customers. As far as the question is concerned we were concerned about the acceptability of the product but actually the product has a very good impact on the customer based service as the equity will definitely increase in next upcoming years as per the appended mentioned graph showing the transactions during the year. Is extension is good or bad for Easypaisa? Easypaisa backed by Telenor a renowned brand in terms of services and product services, and as per above mentioned analysis of branding extensions and it is a good sign for the future growth as this is a diversified product. Telenor came up with the new product to new market and chances for growth are very bright and consistent too. With the help of this product Telenor can easily distinguish the market by providing yet another innovative service. Telenor has edge of this service as there is no competitor of this product available in Pakistan and Telenor is the only cellular company with the distinctive product and this brand extension has a very good impact not in terms of cakes but also

provide the good strokes towards the revenue as during the period of just 1 year Easypaisa has gained a large amount transactions with more than 1 million customers which is itself a self driven strategy. Brand extension really worked out for Easypaisa as when it was started with 2500 outlets and currently there are more than 10,500 0outlets across Pakistan and this is a good sign towards the growth. Telenor can see forth future on this sector as well being the pioneer of this service it proved itself a good brand extension.

Summary
Telenor Pakistan is 100% owned by the Telenor Group, an international provider of high quality voice, data, content and communication services in 14 markets across Europe and Asia. Telenor Group is among the largest mobile operators in the world with over 179 million mobile subscriptions (Q1 2010) and a workforce of approximately 40,000. People are always out their for convenient, reliable and quick resources to be availed and get their work done in no time. Consuming less of their precious time, money and in most of the cases irritation caused by the hanging process of their work depending upon certain situations. Considering this phenomena in Human Behavior, TELENOR introduced a reliable service named Easy Paisa (Money Transfer) for the ones who want to transfer their earnings to their family members or friends. With this service you just have to visit to your local easy paisa shop and go along with your CNIC and Money and you probably will get a confirmation code to be sent to the one with whom you are transferring money any where in the same country. Inform that person your code and the person out their will consult local shop of easy paisa and gather his transfer by showing the Code. The new launch of this service brings an enhancement by adding four more services offered salary dispersals, ticketing, insurance, loans and leasing. Telenor Pakistan highlighted the progress of easy paisa which recently had their first anniversary. He realized that Telenor easy paisa has a huge potential market with satisfied customers so many out their using this service for money transfer, all this development easy paisa made because their were lack of banks grossly even compared to India and Bangladesh. Easy Paisa holds his account share of 0.4 of the total revenue of Telenor Pakistan and is willing to further enhance their visibility and targeting 10% share in the next three years. We get the inspiration from the people, and serve what the best we can and groom our facilitation services. We need to fit the criteria of every market because all of them are different from each. Everyone in this modern world of Internet and Mobile are aware of 3G Network. So with this amazing new offer made by Telenor-Easy Paisa we are currently under review and have operated 3G in Malaysia, and we have a quite better experience for what we are operating is resulting in good or worst. But we have chosen not to mess up ourselves in operating or even launching 3G in India and Pakistan not even in Bangladesh. In

Bangladesh we are operating 2G and we have realized that soon enough the growth have been promised from the complete details and specifications obtained from the 2G Platform. Easypaisa holds major share of the equity in terms of the monetary and fiscal aspects as this new upcoming brand extension has provided remarkable revenue. Easypaisa with its unique selling points have the potential to grow it equity to a quite sustainable profits and yet the story does not end here as there are a lot of inputs which can be pushed into this field. Valued customers are cautious for the value of their money and being middle class serving brand needs to give something extra. This something extra could be best in form of quality and services.
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