Title

"Analyzing Ufone’s Ads as contributors to declining

Sales "

Introduction
Currently there are 4 Telecom companies in Pakistan. Each company had its own
rise and fall that started with “PakTel”, which started services in 1989 but went out
of business with time.

Companies operating at the moment are

 Mobilink
 Ufone
 Zong
 Telenor

Initially, “Mobilink” an Egyptian telecom company launched Jazz in Pakistan took

the market when PakTel stepped down in 1994. Then Ufone came along as the first
competitor in 2001 from Islamabad. After that Telenor was launched in 2004 and
Zong in 2008.

Ufone
Ufone once stood at 2nd place as a GSM provider. Currently, Ufone is the least
subscribed company among the 4 other companies listed above in the telecom
sector with 19.3 million customers.

As a result of PTCL's privatization,The company is currently under “Emirates

Telecommunications Group”, also known as “Etisalat.” It has a market share of 13
%, least among all four mobile operators.
List of services
 Mobile broadband(HSPA+)
 Postpaid
 Prepaid
 Mobile Banking (U-paisa)

Problem Satement
Ufone’s advertisement campaigns are not penetrating the telecom consumer
which has stagnated their consumption patterns for both prepaid and
postpaid.

Research Objectives
1. Conducting Survey to compare Ufone and Jazz customer market.
2. Using compiled data to study how their message impacts the targeted
customer market.
3. Making comparison of the compiled data to find the difference in impact,
strategy and relative rates on services.

Scope of Study
Using one of the 7 p’s of Marketing, the one being promotion on which we will ma
inly focus invlolves
 Advertising

Methodology
Research will be done by conducting surveys based on structured questionnaires
across Islamabad and Rawalpindi. Being specific, targets are Ufone and Jazz
service centers.
Survey will consist of questions on company’s influence and customer’s opinion
about Ufone and Jazz. It will also see to the reason as to why the consumer is
subscribed.

We are using Jazz as a comparison benchmark, Since it is currently the most

subscribed company in Pakistan, it will prove to be a better base for the
comparison.

After data compilation the general and specific comparisons will be made. Then a
conclusion will be drawn on reason to the preciously stated problem of Ufone’s
declining customer rates.

Limitations
The limitations of this project will be

1. The lack of resources to be able to extend the reach of the survey, thus only
2 cities are listed above.
2. Data gathering will be specific since it will be conducted by us on a local
scale and reach which is limited to say the least.
3. This will lead to random sampling, thus there will be a possibility of missing
a specific group of samples in the research data.
 Questionnaire
The Survey is being undertaken in partiall fulfillment of award of BBA Degree
1) When talking about the Advertisement campaigns, which telecommunication company comes
to your mind at first place?

●Strongly disagree ●Disagree ●Neutral ●Agree ●Strongly agree

2) Do you think that Ufone keeps their consumer choice in mind while designing their ads?

●Strongly disagree ●Disagree ●Neutral ●Agree ●Strongly agree

3) How much are you influenced by the Ufone Promotional campaigns while choosing you
network?

●Strongly disagree ●Disagree ●Neutral ●Agree ●Strongly agree

4) Have Ufone Ads ever motivated you to change your network to Ufone?

●Strongly disagree ●Disagree ●Neutral ●Agree ●Strongly agree

5) Ufone Packages are the same in reality as claimed in their Advertisements?

●Strongly disagree ●Disagree ●Neutral ●Agree ●Strongly agree

6) Ufone Ads provide useful information for consumers?

●Strongly disagree ●Disagree ●Neutral ●Agree ●Strongly agree

7) I find Ufone Ads full of entertainment?

●Strongly disagree ●Disagree ●Neutral ●Agree ●Strongly agree

8) Do you ever have a positive reaction to the Ufone ad?

●Strongly disagree ●Disagree ●Neutral ●Agree ●Strongly agree

9) Do you like to talk to someone else about the Ufone Ads?

 ●Strongly disagree ●Disagree ●Neutral ●Agree ●Strongly agree

10) Are Ufone advertisements merely comic enactments or are they actually increasing the
brand’s sales and market share?

●Strongly disagree ●Disagree ●Neutral ●Agree ●Strongly agree

11) Ufone’s advertisements have always been very colorful and eye catching?

●Strongly disagree ●Disagree ●Neutral ●Agree ●Strongly agree

12) Ufone advertisement can provide all the relevant information to the consumers are necessary
for them?

●Strongly disagree ●Disagree ●Neutral ●Agree ●Strongly agree

 Questionnaire
The Survey is being undertaken in partially fulfillment of award of BBA Degree
1) When talking about the Advertisement campaigns, which telecommunication company comes
to your mind at first place?

●Strongly disagree ●Disagree ●Neutral ●Agree ●Strongly agree

2) Do you think that Jazz keeps their consumer choice in mind while designing their ads?

●Strongly disagree ●Disagree ●Neutral ●Agree ●Strongly agree

3) How much are you influenced by the Jazz Promotional campaigns while choosing you
network?

●Strongly disagree ●Disagree ●Neutral ●Agree ●Strongly agree

4) Have Jazz Ads ever motivated you to change your network to Jazz ?

●Strongly disagree ●Disagree ●Neutral ●Agree ●Strongly agree

5) Jazz Packages are the same in reality as claimed in their Advertisements?

●Strongly disagree ●Disagree ●Neutral ●Agree ●Strongly agree

6) Jazz Ads provide useful information for consumers?

●Strongly disagree ●Disagree ●Neutral ●Agree ●Strongly agree

7) I find Jazz Ads full of entertainment?

●Strongly disagree ●Disagree ●Neutral ●Agree ●Strongly agree

8) Do you ever have a positive reaction to the Jazz ad?

●Strongly disagree ●Disagree ●Neutral ●Agree ●Strongly agree

9) Do you like to talk to someone else about the Jazz Ads?

●Strongly disagree ●Disagree ●Neutral ●Agree ●Strongly agree

10) Are Jazz advertisements merely comic enactments or are they actually increasing the
brand’s sales and market share?

●Strongly disagree ●Disagree ●Neutral ●Agree ●Strongly agree

11) Jazz advertisements have always been very colorful and eye catching?

●Strongly disagree ●Disagree ●Neutral ●Agree ●Strongly agree

12) Jazz advertisement can provide all the relevant information to the consumers are necessary
for them?

●Strongly disagree ●Disagree ●Neutral ●Agree ●Strongly agree