Table Of Contents

1.0.1.7 Goals .......................................................................................................................5

1.0 Introduction

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.

Abu Dhabi group's other successful investments in Pakistan besides Warid Telecom
includes Bank Alfalah, United Bank Limited, and Wateen Telecom.

1.0.1 Brief introduction of company

Warid Pakistan launched its services in May 2005. Within 80 days of launch Warid
Pakistan claims to have attracted more than 1 million. users. According to Pakistan
Telecommunication Authority, currently Warid Telecom has 16.41 million subscribers as
of October 2008. It is ranked as the fourth largest operator in Pakistan. Warid Pakistan
claims it has the largest "post-paid" subscriber base in Pakistan.

Warid Telecom is the fastest growing GSM mobile company in Pakistan with over 13
million subscribers and coverage in more than 180 cities all over Pakistan. As per
company policy, Warid Telecom's cities are only included as a coverage destination when
cell sites along with a fully functional sales and service center or franchise is operational
in the area. This results in premium connectivity and the optimal experience for its loyal
users.

The Pakistani cellular market is one of the most competitive GSM environments in the
world today. In accordance with the business strategy, Warid Telecom has managed to
attain 17% of the market share in two years of operations in Pakistan. It attained this
milestone by catering to each segment of the market and broader coverage of all the
income groups. Warid Telecom products, high quality of service, affordability, and
customer support have enabled it to seize this market share from existing players in
addition to targeting new markets. The cellular operators are expected to continue such
growth as reduced tariff and increased destinations have brought mobile services within
the reach of low-income groups.

The subscribers of Warid Telecom while traveling internationally stay in touch with their
families and business through its one of the largest international roaming networks at
over 126 destinations. Warid Telecom has established this network by entering into
roaming partnerships with 179 leading international mobile service operators around the
world.

1.0.1.1 Company name

Waird Telecom Limited

1.0.1.2 Company Logo

Life ka Network

1.0.1.3 Company History

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. With a
capital expenditure of over US $500 million, Warid Telecom has been set up to provide a
premium quality GSM service. Warid began its operations on May 23, 2005. In less than
a year, Warid have a customer base of over 4.8 million and operate in over 110 cities
across Pakistan, providing quality service to our customers.

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1.0.1.4 Company Hierarchy

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1.0.1.5 Vision Statement

Warid Telecom’s vision is to become the primary service provider of all communication
needs of subscribers in Pakistan‚ supported by exemplary customer care. This can only be
possible by a vigilant eye on all aspects of its operations: from network quality to
innovative services. Warid Telecom’s vision include:

1. Quality – Investments in an organization must be spent effectively to gain

targeted success. Warid Telecom has an uncompromising commitment to quality
in this regard. That is why they spare no efforts in pursuing the best in
network‚ services‚ products and HR.

2. Simplicity – The industry trend is to complicate all aspects of

telecommunications to intimidate the user into caring behavior. Warid Telecom
encourages subscribers to be bold‚ knowing that they are getting what they asked
for. They keep things simple‚ easy to understand and even easier to use.

3. Innovation – For years‚ people complained of the same things on mobiles. At

Warid Telecom‚ they constantly look to make the communication experience
different by doing things in a better way. That is why the telecommunications
market is totally different from three years ago.

4. Transparency – they are always open and honest. Warid Telecom has paved the
way to expose hidden charges‚ reduce tariffs and maintain a clean reputation.
They say what they do and they do what they say.

5. Customer-Friendliness – they enjoy working and succeeding together by

building close relationships. While they have a sense of purpose in their
operations‚ they also have a strong culture that demonstrates to customers that.
Warid Telecom considers the needs of customers first.

1.0.1.6 Mission

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“To be successful telecom company in the competitive telecom industry”

1.0.1.7 Goals

Its major focus is on achieving the following goals

1. First of all it wants to improve the customer services. Warid wants to satisfy all
the customers by fulfilling their needs and demands.
2. It always tries to build a strong and wide network.
3. It also wants to provide good quality services to the customers.
4. It doesn’t want to stick to only GSM but it wants to provide and increase its
services like recently they have launched Wateen, and they are providing other
services as well.
5. Warid Telecom’s 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 the individual and corporate customers. They
strive to provide an optimum level of support and care through their highly skilled
and motivated team of professionals‚ along with a focus on maximum network
coverage and connectivity.

2.0 SWOT Analysis:

Strengths:
1. They have largest postpaid network in Pakistan.
2. The staff employees of the business are well trained, experienced and qualified
3. Their boosters and towers are of superior quality than others.
4. Warid present the most powerful 64k sim. The 64k sim gives its user added
flexibility to store up to 500 numbers and 50 text messages
5. Provide backup of phone contacts
6. Heavy financial backup because of ABU DHABI Groups
7. Warid Access Card

Weaknesses:
1. Advertisement is not attractive to customers.
2. They require more to establish their booster and towers as compared to
competitors.
3. Little market share.
4. The prices of their packages are relatively high as compared to competitors.
5. Web site is not customer friendly.
6. Slowest GPRS services.

Opportunities:
1. Good marketing campaign might be their opportunity if they properly utilize and
analyze it.
2. The stage show THE PHANTOM OF OPERA organized by Warid and CDA.

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 3. Warid Telecom (Pvt.) Ltd. and Trafco Group renewed their agreement and signed
another contract through which Trafco Group will utilize voice and data
communication services of the EDGE, GSM and GPRS network of Warid
Telecom.
4. Covering areas like northern areas Kashmir and remote areas

Threats:
1. If they do not effort for their low market share it will become threat.
2. Severe competition from direct competitors
3. Relatively new player.
4. Political and fianacial condition of the country.

3.0 Market Plan

3.0.1 Competitor Analysis

Warid have a number of direct and indirect competitors which is discussed below. But of
all the competitors Warid views Telenor as his major competitor because the launching
time both the companies are same. Further their market segmentation and target
marketing are somewhat similar to each other.

3.0.1.2 Direct competitors

Mobilink:
Mobilink is the largest cellular company in Pakistan. It has the largest market share and
oldest telecom company

Telenor:
It also the famous company in Pakistan. It has captures the big market share in a very
short span of time.

Ufone:
The company commenced its operations, under the brand name of Ufone, from Islamabad
on January 29, 2001. he Company further expanded its coverage and has added new cities
and highways. Ufone has network coverage in more than 4536 locations and across all
major highways of the country.

Zong
Zong is also a competitor of Warid telecom. ZONG is the first International brand of
China Mobile being launched in Pakistan

3.0.1.3 Indirect Competitors

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The indirect competitors are PTCL and World Call. PTCL is the largest
telecommunications provider in Pakistan. It provide customers with telephone services
and wireless services. Worldcall Telecommunications Group began life in 1995 when
First Capital Securities Corporation Ltd started incubating Worldcall Payphones, now
Worldcall Telecom Limited. It provide wireless phones to customers.

3.0.2 Supply Chain

Inbound logistics deal with the suppliers. Warid telecom has its own suppliers from
which they take raw materials of booster and antennas. Also they have suppliers that
provide them with Sims.
Warid right now is using the mode of intensive distribution as to get the availability of
scratch cards in every introduced city and narrow town relate to city as well. Warid is
available in almost all retail outlets in the coverage areas. Almost every region or area has
a franchise of Warid.

3.0.3 Market Segments

Basically Warid has divided his segments into two categories i.e. Demographic
Segmentation and Geographic Segmentation.

3.0.3.1 Demographic Segmentation

They are using the demographic segmentation which includes variables such as age,
income, occupation etc. Warid have divided their segments which includes business
people and moderate and lower income level people. Further they have divided their
segments to people of all ages.

3.0.3.2 Geographic Segmentation

They have also segmented their markets geographically. They have divided their markets
into urban areas and rural areas and design sometimes different and sometimes same
packages for their satisfaction. They have also segmented their markets to city all over
Pakistan.

3.0.4 Target Market

To facilitate the people like business man and high income level people Warid is
providing them a postpaid package which is “Zahi”. While Zem is ore is for people of
any income category. Zem is a complete form of product which contains different
packages for youngsters, women and people of all ages.

4.0 Product Plan

Product Planning is the ongoing process of identifying and articulating market
requirements that define a product’s feature set. Product plan describe about the product a
company offer, its prices, place and promotion the company is doing for it.

4.0.1 Product
There are two basic products of Warid

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4.0.1.1 Zahi

ZAHI is the postpaid brand. The aim is to position it as a premium brand that is identified
as a leader in a wide array of mobile telecommunications services for executives and for
people who want an exceptional customer experience.The strategy is to create a brand
that appeals to a wide range of market segments from the youth to young professionals
and to business men and women.
Also the Warid is providing the BlackBerry to its customers. Black berry from Warid
comes in two simple solutions that would empower customer with the tools customer
require to manage personal and business needs in just a few clicks. It provides internet
browsing, attachments like pictures, Excel, Pdf and messenging etc

4.0.1.2 Zem

Zem is the prepaid brand. The strategy is to create a brand that appeals to a wide range of
market segments from the youth to young professionals and to ordinary men and women.
Zem caters to people belonging to all fields of life in urban Pakistan.

Zoom is the package of Zem and Zahi in which people can enjoy the best ever SMS &
MMS rates as low as Rs.0.3, on any mobile network (on-net & off-net) in Pakistan.
Especially designed while keeping the affordability in mind of customers.

4.0.2 Price

Zahi
ZAHI is the postpaid brand. The aim is to position it as a premium brand that is identified
as a leader in a wide array of mobile telecommunications services for executives and for
people who want an exceptional customer experience

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All charges are exclusive of government taxes and levies including sales tax at 21% and
advance withholding tax at 10%

Terms & Conditions

• All charges are exclusive of government taxes and levies including sales tax at
21% and advance withholding tax at 10%

• Prices are subject to change at Warid’s discretion

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 • FnF include 5 On-Net Numbers (Warid to Warid)

• Postpaid tariff rates are applicable on 30 seconds billing pulse.

• MMS is charged both for receiving and sending

• MMS unit is a message of size 100kb off-net and 250kb on-net

• Mobile Internet unit is per 64KB

• For Postpaid connection‚ please make sure that you submit your Warid
connection form with a copy of your NIC (along with a copy of 3 paid utility bills
in case the NIC address does not match the billing address)

• Zoom Unlimited SMS offer is applicable for a subscription of Rs.210 + tax for
7500 SMS/MMS per month

• Zoom Unlimited SMS offer & Caller Tune activation charges are Rs.2 +tax

• Weekend rates are from 12:00 AM (Sat) to 11:59 PM (Sun)

Zem

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All charges are exclusive of government taxes and levies including sales tax at 21%

Zoom package

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Warid has launched the unlimited sms package under Zem first time in 2005. It was an
instant hit as mobile users were able to send unlimited SMS/MMS to any network in
Pakistan for just 5 PKR a day. These days there are two Zoom packages available for the
Warid’s Zem prepaid users. Zoom Limited and Zoom Unlimited. It also available for
Zahi.

Zoom SMS/MMS Rates

Package Offer Charges*

Zoom Limited 25 SMS/MMS Rs.3+tax per day

Zoom Unlimited 250 SMS/MMS Rs.7+tax per day

How to Activate Zoom

• To activate Zoom packages just dial 100 from your Warid number
• One-time charges of Rs.2+tax apply per activation

Prices of Zem Pakistan Package

• ZEM Pakistan is a daily subscription based package offering 50 on-net minutes,

500 SMS/MMS between 9am-9pm
• Daily subscription charges are Rs.19.96.
• You can utilize the 50 on-net minutes as you seem fit. You can consume them in
one call equaling 50 minutes or multiple calls with combined duration of 50 minutes.
• SMS/MMS can be sent on both on-net (Warid-Warid) & off-net (Other mobile
numbers)
• Customers of all Warid Packages can avail this offer
• This is a daily subscription based package, all minutes/SMS/MMS would have to
be consumed within 9am-9pm.Unconsumed free on-net minutes and free SMS/MMS
will not be carried forward

Sms Craze Offer

Zem brings the only messaging and internet package in the market. With SMS Craze
subscribers can get up to 2,000 SMS/MMS to any number across Pakistan & 10MB of
Mobile Internet for a monthly subscription of Rs.150 inclusive of all taxes.

All need to do to subscribe is call 100 and select SMS Craze.

Warid Access Card

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Packages

Special Bulk GPRS (Data Card) packages:

Postpaid Packages Line Rent Free Units Rate

Package – GPRS80 Rs. 80* 6MB Rs.12/Mb
Package - GPRS120 Rs. 120* 15MB Rs.10/Mb
Package - GPRS200 Rs. 200* 20MB Rs.8/Mb
Package - GPRS240 Rs. 240* 30 MB Rs.6/Mb
Package - GPRS Infinity ∞ Rs. 500* Unlimited Rs.0/Mb

Note: * Government taxes are additional which are 21%

Charges

Card Price SIM Cost Security

Rs. 7500* Nill Rs. 500

*Inclusive of all taxes

∞ The Infinity package has a limit of 2GB data. Once the user exceeds 2GB, incremental
charging at the rate of Rs.0.20 / MB will apply.

Blackberry Solutions Subscription Charges

Black Berry Subscriptions Charges Charges*

BlackBerry Enterprise Solutions (BES) Rs.1500/Month

BlackBerry Internet Soutions (BIS) Rs. 1000/Month

International dialing:

Warid is offering is different prices for the international dialing.

4.0.2.1 Pricing Formulation

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Pakistan’s telecommunication is a fiercely competitive industry. Warid is positioned
primarily as a provider of extremely economic services. However, Mobilink, Telenor and
Ufone who are the current market leaders are also offering low rates to the customers.
Ward’s pricing strategy should allow it to compete successfully with these market
leaders.
Then Warid use the competition-based pricing strategy to compete with the market
players effectively when competitors launched the same type of package. This pricing
strategy is extremely appropriate as it has allowed Warid to acquire and satisfy over 10
million customers. Moreover, the pricing must be carefully coordinated with the other
marketing mix elements in order to maximize profits.

The new product price strategy Warid is using is market skimming pricing offering high
price for the package which is new in the market to get maximum revenue from the
segments willing to pay the high price.

4.0.3 Place

Warid telecom’s network is covering 166 cities of Pakistan. It has also setup customer
services offices in all these cities. Head office of Warid telecom is in Lahore. Basically
the offices are divided into 3 regions that are; central region, whose head office is in
Lahore, south region whose head office is in Karachi and north region whose head office
is in Islamabad.

It has a large number of business centers and franchises all over the country. Other than
that it owns 13 MSE (mobile switching engines), 2 call centers, 4 warehouses and 7
guesthouses.

4.0.4 Promotion

Warid is currently following a very effective integrated marketing communications mix.

The key factor contributing to the success of this IMC mix is that Warid’s promotions
budget is the biggest as compared to any other competitor. Its current promotion budget
is in millions. Warid use different Medias to promote its services.

Advertisement:
Advertisement is given on different medias television, radio, newspapers billboards.
Every targeted segment have different ads.

Sales promotion:

Warid offers different sales promotion time by time . Warid is offering 20% bonus on
every recharge! If a prepaid zem subscriber tops up his/her zem account with Scratch-
card of any denomination, he/she will simply enjoy 20% bonus every time he/she

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recharges. This offer is valid from 7th October and will continue till further notice. The
bonus amount will be valid for 30 days since the last day of recharge within the above
mentioned period.

Now get 50 FREE MINUTES everyday!

• Warid presents another new and attractive promotion for its valued customers.
Now Warid ZEM customers can get daily 50 FREE MINUTES on all Warid
Numbers.
• With a daily charge of Rs 15 + tax‚ customers can avail 50 free minutes between
9 a.m. and 5 p.m.

• Subscribers can also enjoy 250 free SMS/MMS in addition to the 50 free on-net
minutes at a daily charge of Rs. 20 + tax
• To subscribe to this package simply:
• Dial 100 for free and get the package activated

• To activate Zoom unlimited with the package; dial 100 and activate the package
first and then zoom unlimited to avail 50 free on-net minutes everyday in addition
to 250 SMS/MMS
• Terms & Conditions:
• One time package activation charge is Rs. 10 + tax

• 50 free minutes are only applicable for Warid to Warid calls made between 9:00
a.m. and 5:00 p.m.

• All calls to non Warid numbers will be charged at Zem 30 Second rates.

• Warid to Warid calls between 5:00 p.m. and 9:00 a.m. will be charged at Zem 30
Second rates.

• Warid to Warid calls made after the 50 free minutes have been used up will also
be charged at Zem 30 Second rates.

• Free minutes are given on a daily basis and unused free minutes cannot be carried
over to the next day.

• Subscribers with insufficient balance in their account (i.e. balance is less than the
applicable daily deduction) will be converted back to their default package. i.e.
Zem 30

• Only Zoom Unlimited can be used with Zem 50 Free minutes

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Trade offer:
warid also offer trade benefits that if the distributor take the specific number of stock
(sims)then they are given incentives according to the stock they buy.
Co brand promotion:
By using the promotion of some popular brands warid can enhance the sales by using its
reputation. for example warid offer that you get free balance if you eat meal in the
MacDonald’s.

Events and experiences:

Warid sponsored different events and festivals to create special brand related interactions.
Some days before warid has sponsored opera play with the collaboration of CDA.
Direct marketing:
Warid is also using direct marketing as their communication channel. When it offer some
new package or other offers or special discounts it sends messages to its customers to
inform them about new deals.
Personal selling:
Warid also organize fairs and trade shows at some specific places in universities,collages
in which the sales representatives have face to face interactions with the customers.

5.0 Sales

Warid started operations in 2005 and has around 10 million customers in Pakistan. A
market share of roughly 17 percent.

There are hypothetical values for the warid’s company cost

Suppose
Variable cost per unit=Rs 70
Fixed cost=Rs 1000000
Expected unit sales 20000

Warid unit cost is given by

Unit cost=variable cost + fixed cost = 40 + 1000000 = Rs 120

Unit sales 20000

Suppose warid wants to earn a 20% markup on sales the markup price will be given by:

Markup price = unit cost = 120 = Rs 150

(1- desired return on sales) (1-.20)

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Target-return price:

Suppose the warid has invested Rs 3000000 and wants to set a price to earn 20% ROI.the
target return price is

Target return price =unit cost +desired return * invested capital

Unit sales

= 120 + .20 * 3000000 = Rs 150

20000

If the sales don’t reach 20000 units the warid prepare a break even chart to learn what
would happen at other sales level.total cost equal the sum of fixed costs and variable
costs.the break even volume for the warid is at that number of units when the total
revenue becomes equal to the total cost.the suppose break even sales for the warid is

Break even volume = fixed cost

(price – variable cost)

= 1000000 = 12500 units

(150 – 70)

The suppose break even volume for the warid is 12500 units

5.0.1 Sales Methodology

Sales Methodology used by Warid depends upon two ways:

1. Trade channels
2. Business centers

5.0.1.1 Trade channels:

Warid trade channels are their franchises which are located at different places. Warid
make their franchises mainly on such places where people live in more population from

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where they can easily visit the franchises. Every franchise has its own 50 registered
retailers. They first fill the customer acquisition form to train those 50 retailers and also
to know about what are the main factors and needs of customers which can increase the
sales.

5.0.1.2 Business centers:

Business centers are places where their stock is kept. All Sims are developed their.
Further the detail record of every customer is stored their.

6.0 Review

6.0.1 Customer feedback

Warid had made a marketing research team which collects the feedback of customers to
know what their requirements are. Firstly they introduce their new packages and then
collect the feedback with the help of this team. The ways which Warid use to collect
feedback are:

1. Questioners
2. Call centers
3. Online feedback

1. Questioners
In this they give questioners to different customers to know what they think about their
brand, what are their expectations, what they think about the packages and rates and
many more questions are asked after this they are able to analyze what is the feedback of
their customers.

2. Call centers
They also gain separately feed back of their customers on their call center service where
650 employees are available to response. Any customer can call them any time if they
have any problem with the service. Main call centers are Hotline 321 and Hotline 124. In
these call centers they can also records their messages regarding any issue.

3. Online feedback
They can also get the customer feedback on internet. Customers give feedback online in
the form of suggestions, complains, and they also tell whether they are satisfy or not.

The way which Warid used more to get the customer feed back is through call centers.

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6.0.2 Reasons for success and failure

Reasons for success

1. Very successful as far as their objective is concered. Warid is launce but moving
very slowly and gradually to achieve their objectives.
2. Market potential is captured very soon
3. Good calling rates and packages
4. Warid is launched in many cities.
5. Biggest share of post paid subscribers.

Reasons for failure

1. Slow expansion time.
2. Don’t give more package as competitors.
3. Their marketing is not good and attractive

6.0.3 Lesson learned

Marketing is a significant aspect of any business in today’s highly competitive world
because those companies who only look to product enhancement will find themselves far
and away behind the power curve.

Through this project we learned how the company can manage their marketing
management to create a image in the market. It informed us that marketing of a brand or
product plays an important role in the success of a product. Through marketing a
company can enhance its image in the mind of customers. Warid main goal is to satisfy
its customers in which marketing plays an important role.

APPENDIX:
Trafco Group: Country’s leading logistics and vehicle tracking company

IMC: stands for Integrated Marketing Communications. It means to use a combination of

media like T.V, newspaper and billboards.

Warid Access Card : Warid Access (wireless) Data Card is the fastest‚ most flexible way
for any laptop user to stay in constant connection while on the move. The Warid Access
Card lets you connect your laptop/notebook to the Warid network. It sends and receives
data via mobile networks. Therefore‚ it allows you to take full advantage of accessing the
Internet.

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