Contents

CHAPTER-1........................................................................................................................3
INTRODUCTION..................................................................................................3
a. BACKGROUND OF THE STUDY........................................................4
b OBJECTIVES OF THE STUDY.............................................................5
c. SCOPE OF THE STUDY........................................................................5
d. LIMITATION OF THE STUDY.............................................................6

CHAPTER-2........................................................................................................................7
LITERATURE REVIEW.......................................................................................7
2.1 FACTORS AFFECTING CUSTOMER ATTITUDE.................................7
a. Customer Knowledge Management.....................................................7
b. Brand....................................................................................................9
c. Brand Knowledge.................................................................................9
d. Brand Awareness.................................................................................9
e. Brand Image.......................................................................................10
MARKETING MIX DECISIONS OF WATEEN...............................................10
2.2 PRODUCTS AND SERVICES.................................................................11
a. Telephony..................................................................................................11
b. Fixed lined.................................................................................................12
c. WCard........................................................................................................12
1) Calling Cards.................................................................................................12
a. Video Telephony.......................................................................................12
b. 111 Service................................................................................................13
c. wimax Broadband......................................................................................13
d. Cable Broadband.......................................................................................13
e. DSL Broadband.........................................................................................14
f. Dial up.......................................................................................................14
g. Multimedia and TV...................................................................................14
h. Future Products..........................................................................................14
Brand Name.....................................................................................................14
Slogan...............................................................................................................15
2.3 PRICING DECISIONS.............................................................................15
Internet Tariff*.................................................................................................16
Telephony tariff*..............................................................................................16
2.4. DISTRIBUTION/PLACEMENT..............................................................17
2.5. PROMOTIONS.........................................................................................18
a. Personal Selling..........................................................................................18
b. Advertising..................................................................................................18
c. Branding.....................................................................................................19
d. Sales Promotion.........................................................................................19

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 e. Publicity………………………………………………………………….20
CHAPTER-3......................................................................................................................21
RESEARCH METHODOLOGY…………………………………………………21
3.1 Methods of research………………………………………………21
a. Qualitative Method……………………………………………….21
b. Quantitative Method.............................................................................7
3.2 Types of Research................................................................................8
3.3 Population and Sampling of Research................................................8
a. Population............................................................................................9
b. Sampling.............................................................................................9
3.4 SOURCES OF DATA COLLECTION.............................................10
a. Primary Data......................................................................................10
b. Secondary Data.................................................................................10
CHAPTER- 4.....................................................................................................................26
ANALYSIS..........................................................................................................26
4.1 SWOT ANALYSIS...........................................................................26
a.. Strengths............................................................................................26
b. Weaknesses........................................................................................27
c. Threats................................................................................................28
d. Opportunities......................................................................................28
CHAPTER-5......................................................................................................................31
CONCLUSION AND RECOMMENDATIONS.................................................57
5.1 CONCLUSION......................................................................................57
5.2 STRATEGIES RECOMMENDED FOR WATEEN TELECOM.........59
5.3 MANAGERIAL IMPLICATION..........................................................60
QUESTIONNAIRE...........................................................................................................62
REFERENCES..................................................................................................................61
INTERNET RESOURCES................................................................................................62
ANNEXURE - 1 62

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CHAPTER-1
INTRODUCTION

This research will deal with the marketing strategies of Wateen Telecom. Wateen
Telecom is a Pakistani telecommunication company based in Lahore, Pakistan and
is a sister concern of Warid Telecom. Wateen Telecom is the Abu Dhabi Group’s
latest communication investment in Pakistan. Its current goals are to be set up as
the leading “Carrier’s Carrier.” With the collaboration of Motorola, they plan on
deploying a Wimax (Worldwide Interoperability for Microwave Access) country-
wide network across Pakistan.

Wimax is a wireless digital communication system, also known as IEEE (Institute

of electrical and electronic engineers) 802.16, which is intended for wireless
“Metropolitan Area Networks.” Wimax can provide broadband wireless access up
to 30 miles (50km) for fixed stations and 3-10 miles (5-15km) for mobile stations.

In contrast, the WiFi/ 802.11 wireless Local network standard is limited to 100-300
feet (30-100m). The IEEE 802.16 standard defines the technical features of the
communication protocol. Wimax is a second generation protocol which can be used
for wireless networking the same way as WiFi protocol. However, Wimax allows
for more efficient bandwidth use, interference avoidance and is intended to allow
higher data rates over longer distances.

Wateen Telecom is the first company in the world to roll out a Wimax network at a
country wide scale. In order to analyze its progress the marketing strategy needs to

3
be analyzed. Marketing strategy is essentially a pattern or plan that integrates an
organization’s major goals, policies and action sequences in a cohesive whole.
Marketing strategies are generally concerned with four P’s, product strategies,
pricing strategies, promotional strategies and placement strategies.

a. BACKGROUND OF THE STUDY

This research will deal with the marketing strategies of Wateen Telecom. Wateen
Telecom is a Pakistani telecommunication company based in Lahore, Pakistan and
is a sister concern of Warid Telecom. Wateen Telecom is the Abu Dhabi Group's
latest communication investment in Pakistan. Its current goals are to be set up as
the leading "Carrier's Carrier". With the collaboration of Motorola, they plan on
deploying a WiMax (Worldwide Interoperability for Microwave Access) country-
wide network across Pakistan.

I have selected this topic for research as I am planning to do internship in Wateen

Telecom and would have easy access to primary data from their company. This
research would be practical experience, and which would be documented in the
written form known as “Research Report” which would be based on theoretical and
practical learning. This report would concern the marketing strategies analysis of
Wateen Telecom and would also comprise of a consumer research survey regarding
the attitudes and satisfaction level of customers expectations related to Wateen’s
products and services. At present Wateen Telecom launched Broadband Internet
services via DSL, WiMax, Cable Internet along with Digital TV and Landline
Phone services in 22 Major cities of Pakistan. The commercial launch of WiMAX
services in 22 major cities took place on 16th of December 2007.

Marketing strategy is essentially a pattern or plan that integrates an organization's

major goals, policies, and action sequences in a cohesive whole. Marketing

4
strategies are generally concerned with four P’s, product strategies, pricing
strategies, promotional strategies, and placement strategies.

Moreover it will discuss the direct and indirect competitors of Wateen Telecom,
and will analyze its SWOT, branding, products and promotions. Apart from that a
customer survey will be conducted to analyze the attitudes and satisfaction level of
customers availing Wateeen’s products and services.

b. OBJECTIVES OF THE STUDY

The main purpose of conducting this study is to analyze the marketing strategies of
Wateen Telecom and to examine the attitudes and satisfaction level of customers
about the use of Wateen’s products and services. This has been broken down into
the following sub objectives:

1. To examine the customer attitude and satisfaction level regarding new

Wateen’s products and services through questionnaire survey.

2. To present a telecommunication industry overview and Wateen’s position in

the market.

3. To conduct SWOT analysis and pin point the main growth drivers for
Wateen telecom.

4. To discuss the Marketing mix strategies of Wateen telecom

c. SCOPE OF THE STUDY

The parameters for this research would be covering the marketing strategies of
Wateen and the customer views and expectations regarding their products and
services. Since Wateen has brought the new technology of WiMax and its network

5
is growing therefore it is a popular topic to research on as no research has been
done on it before.

d. LIMITATION OF THE STUDY

The research may go through certain limitations that may affect the accuracy of the
results. Firstly, the time constraint as Wateen has newly launched it services for
domestic clients in Peshawar. Secondly, there may be limitation of non
responsiveness of the surveyed customers that is the people could refuse to
cooperate. Thirdly, the sample size will be limited as it would only focus on
customers of Peshawar whereas Wateen is operating in many other cities as well.

CHAPTER-2
LITERATURE REVIEW

Since Wateen has recently launched its Wimax technology in Pakistan therefore not
much data is available and related research work has not been found. However,

6
Wimax is a new and growing technology on international level therefore I would
review some literature on this technology, its growth internationally and its
development and progress in Pakistan.

The customer attitude analysis will focus on the factors of brand awareness and
brand image as they are the major driving forces affecting the customer attitude
towards the brand.

2.1 FACTORS AFFECTING CUSTOMER ATTITUDE

a. Customer Knowledge Management

Customer knowledge management that is gathering, managing and sharing

customer knowledge is a valuable competitive tool for companies. The article by
(M. Garcia Murrillo August, 2002) focuses on acquiring customer knowledge from
interaction with the customers. With personal interactions firms can ask customers
directly and have an idea of the source of problems, preferences and needs. The
authors propose a three step model by which companies obtain this knowledge. The
first step is the knowledge revealing when the customer and salesperson come
together bring their knowledge and experience to their interaction.

The customer seeks to satisfy a need and on the other hand, the salesperson who
attempts to inform the customer, in addition can gather knowledge from the
customer about the:

1. Preferences with respect to the product, service, such as color, size, shape,
textures, style for products and requirements for services;

2. Competing products and in particular the attributes that are appealing about
them; and even

3. Industry trends such as incoming products or services.

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4. The type of knowledge he/she can gather can be about reasons for buying a
product, such as functionality, aesthetic considerations, price, time
limitations, convenience, entertainment, belief and conspicuous
consumption. Secondly, after knowing the customer needs, the salesperson
sorts the knowledge relevant to that particular individual regarding product
characteristics, functional attributes, information about common problems,
substitute products, maintenance information, quality records, competitive
products and options which help a customer make a decision. The third step
in the process involves reaching an understanding needs after exchange of
the knowledge has taken place and for the customer to realize the type of
information that he requires to make a decision. Finally, the knowledge is
codified- that is, documented so the person can retrieve it. After codification
of knowledge it has to be shared amongst all the employees. The outcome
of this process will be beneficial for both the customer and the firm as it
gives the company a better understanding of the true needs and expectations
of the customer.

b. Brand

A brand is an identifiable entity that makes specific promises of value. It is a

unique and identifiable symbol association, name or trademark which serves to
differentiate competing products of services.

c. Brand Knowledge

It is important to understand brand knowledge content and structure as it influences

what comes to mind when a consumer thinks about a brand. Brand knowledge is
defined in terms of two components, brand awareness and brand image. Brand
knowledge is conceptualized as consisting of a brand node in memory to which a
variety of associations are linked. (Kevin Lane Keller. January, 1993).

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d Brand Awareness

It is the first dimension distinguishing brand knowledge. It is related to the strength

of the brand node or trace in memory; as reflected by consumers’ ability to identify
the brand under different conditions (Rossiter and Percy, 1987). Brand awareness
consists or brand recognition and brand recall performance. Brand recognition
relates to consumers’ ability to confirm prior exposure to the brand when given the
brand as a cue. On the other hand, brand recall is the consumers’ ability to retrieve
the brand when given product category, or some other type of probe as a cue. The
relative importance of brand recall and recognition depends on the extent to which
consumer’s make decisions in the store versus outside the store, among other
factors (Bettman 1979; Rossiter and Percy 1987). Brand awareness plays an
important role in the consumer decision making for three major reasons; firstly, it is
important that consumers think of the brand when they think about the product
category. Secondly, brand awareness can affect decisions about brands in
consideration set, even if there are essentially no other brand associations. This is
the case in high involvement buying when consumers buy only familiar and well
established brands (Jacoby, Syzabillo, and Busato-Schach 1977; Roselius 1971).

Finally, band awareness affects consumer decision making by influencing the

formation and strength of the brand association in the brand image.

e. Brand Image

It is a unique set of associations within the minds of target customers which

represent what the brand currently stands for and implies the current promise to
customers. Brand associations are the other informational nodes linked to the brand
node in memory and contain the meaning of the brand for consumers (Kevin Lane
Keller, January 1993).

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 MARKETING MIX DECISIONS OF WATEEN

A marketing mix is the overall marketing offer to appeal to the target market. It
consists of decision of four basic areas: product (developments of a product, service
or idea to exchange), pricing (what to change for the exchange), and integrated
marketing communications (how to communicate with the target market about the
possible exchange), and distribution (how to get the product, service or idea to the
target market to consummate the exchange (Bearden, 2001).

3.1 PRODUCTS AND SERVICES

To achieve higher sales requires the satisfaction of the demands of the target
market and this satisfaction can only be achieved if the product or service offered in
the market is suitable and acceptable for its purpose.

Wateen offers a complete range of carrier class telecom and multimedia services
like fixed wireless, line telephone, broadband for data, internet, and TV/
multimedia along with a host of other value added services and applications to set
the standards for a new era of communications and entertainment in Pakistan.

a. Telephony

Wateen’s telephony is cost-effective based on the cutting-edge, best in class and

one of the few 4G networks in the world

b. Fixed lined

Wateen provides a high quality, substitute to the traditional landline for domestic
and business users. It includes innovative packaging, and highly competitive rates
to make local, nationwide, and international calls with voice quality and clarity.

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In addition to standard features such as CLI and call hold, there are other unique
value added services attached such as ‘Authorization Codes’ and ‘Do not disturb’
features which help the users control telephony usage and privacy. Furthermore,
‘voicemail’, ‘call forwarding’, and ‘call transfer’ features enhance telephony

lifestyle and user experience. These telephony services give coverage to over 22
cities in Pakistan currently.

c. WCard

Wateen offers bundled services in one card that is WCard. It can be used as a
calling card and can also be used to recharge Wimax prepaid account. Through
calling card functionality customers can make nationwide or international calls at
affordable rates from any PTCL landline number, Warid GSM connection and from
Wateen number by dialing the access code 12541.

The benefits include:

 Nationwide and international call at affordable prices

 60 sec billing pulse, High quality of service

 24/7 helpline

 No gimmicks

 No service/ hidden charges

1) Calling Cards

Wateen calling cards can be used for nationwide and international dialing at
economical rates and quality of voice and reliability of services.

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 a. Video Telephony

Wateen offers video telephony services for its customers with which they can not
only talk but also view the recipient at the same time. This has become popular
among business clients for their video conferencing.

b. 111 Service

Wateens 111 service is a unique service that gives customers the opportunity to call
their family and friends living abroad, directly from their prepaid Warid mobile at
extremely low rates. The voice quality is excellent.

2) No international dialing activation

3) Dial directly from warid mobile

4) No need to enter pin codes

5) Low international dialing rates

6) No extra or hidden charge

c. Wimax Broadband

“Wateen Home” broadband internet is a high speed wireless connection that

accesses websites faster and lets its users experience the web at its maximum
potential. It provides internet speeds ranging from 128 kbps to 2Mbps. It utilizes
the trusted 802.16e standard which enables Wateen’s wireless broadband to easily
adapt itself to the needs of almost any requirement.

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d. Cable Broadband

Cable broadband refers to providing internet over HFC platform. Through this
medium the subscriber can access the internet services through hybrid fiber coaxial
cable terminated into an Embedded Multimedia Terminal Adaptor (EMTA) or a
cable modem.

The internet over cable is much faster than an ordinary dial up connection and helps
you download data faster as compared to a traditional dial up.

e. DSL Broadband

DSL broadband uses copper telephony and offers internet, data and multimedia on
a single phone line at the same time. It enables user to do multi- tasks at high
speeds over the internet.

f. Dial up

Wateen offers fully charged dial-up services in 69 districts at present.

g. Multimedia and TV

Wateen’s TV broadcast and multimedia services offer high quality analogue and
digital video channels, gaming and interactive TV services to all its subscribers.
Currently analogue TV service is available in DHA, Lahore through HFC network
which will be expanding to other areas and cities shortly.

h. Future Products

Wateen’s upcoming products include Digital TV with an exciting channel line up

as well as interactive services like video on demand, pay per view, where one can

13
watch their favorite program, movie or any special event at their convenience.
Other features will include Parental control, Electronic Program Guide with various
facilities.

Brand Name

Brand name is a word, letter or a group of letters that gives identity to the product.
Wateen is the brand name for Wateen Telecom’s products and services

Slogan

The slogan for Wateen telecom is:

“THE FUTURE IS GREEN, THE FUTURE IS WATEEN”

Wateen’s slogan is in total convergence with its brand name, logo and its corporate
colour, green. Moreover, it conveys the message of their vision which is to launch
Pakistan into the 21st century digital revolution.

Apart from the main slogan they have set up individual slogan for each of their
services.

For telephony it is: “TELEPHONY IN LIFESTYLE”

For WCard it is: “ONE CARD DOES IT ALL”

For Broadband internet: “MAKING BROADBAND PAKISTAN A REALITY”

2.3 PRICING DECISIONS

Wateen has adopted price bundling for its telephony and internet services as they
are offering discount on both. Price bundling is defined as the sale of two or more

14
separate products in a package at a discount, without any integration of the
products. This bundling does not create added value to consumers, and thus a
discount must be offered to motivate at least some consumers to buy the bundle.
Managers use price bundling easily, at short notice, and for a short duration (Stefan
Stremersch and Gerard J. Tellis, 2002).

As Wateen is the pioneer of the 4G technology of Wimax in Pakistan therefore it

had the privilege to charge high prices for its products and services in the beginning
since it had a monopoly. Wateen used Market skimming price policy for their
Wimx after its product launch.

With the introduction of competitors in the market they kept on revising their
pricing policy to make it competitive in order to maintain their market share.

Introductory price dealing – temporary price cuts were also adopted to attract new
customers and to speed their new products such as Buck eye, Jupiter and Wolverine
which are CPE (customer premise equipments). However, prices were raised as
soon as the introductory offer was over.

Internet Tariff*

GB 256Kbps 512kbps 768Kbps 1Mbps

5 Rs. 499 Rs. 599 Rs. 699 Rs. 799
10 Rs. 899 Rs. 999 Rs. 1,099 Rs. 1,199
15 Rs. 1,299 Rs. 1,399 Rs. 1,499 Rs. 1,599
*Additional data rate is Rs. 25 per 100MB for all speeds

Telephony tariff*

GoGreen EverGreen EverGreen Unlimited

Line Rent(Rs./month) 90 150 270
Wateen to Wateen 0.50 0.40 FREE
Other landline 0.50 0.40 0.40
Mobile 0.50* 0.40* 0.40*

15
UK(LL),USA & Canada 0.50 0.50 0.40
UK (mobile) 4.99 4.99 4.75
UAE & Saudi Arabia 4.50 4.50 3.99
Afghanistan 7.50 7.50 6.99
Rates based on 30 sec billing
*Per 15sec

2.3 DISTRIBUTION/PLACEMENT

The telecommunication and wireless industry is faced with increased competition.

Therefore, Wateen has franchises set up in different locations for easy access of
their

products and services to the customer. The direct sales of Wateen telecom take
place through their franchise offices.

However, when Franchise sales start to slow down, or to boost their sales in a given
period in order to achieve their sales targets Wateen starts their selling campaign of
three to four days when they set up KIOSK at different popular locations to attract
potential new customers.

Wateen is also distributing their technology through their affinity partners in

Pakistan.

Among the affinity partners Wateen has signed contracts with Intel Computers and
Inbox business technologies.

2.4 PROMOTIONS

It is quite obvious from the business environment, that there is a rapid increase in
competition. According to my findings there are a variety of promotional tools
which are used by Wateen telecom to inform and motivate its valuable customers.

16
The company has developed a standardized promotional package to implement all
over the country. During my internship at Wateen telecom I found out that the
company builds up its promotional strategies with two basic issues. First, the
company should have the clear picture of the objectives for its marketing
communication strategy, and, second is, how the company combines the different
promotional tools and activities for higher level of cost effectiveness. The detail of
the various promotional tools is as follows:

a. Personal Selling

Most of Wateen’s selling takes place through references which comes under the
relationship marketing concept. For acquiring potential corporate customers
Wateen uses yellow pages and after their approval for purchase, teams and sales
personnel make personal visits and install the equipment at the premises.

b. Advertising

Wateen has advertised in various mediums. In order to reach the mass market, TV
advertising is used by Wateen telecom which will focus on the target market

segment of domestic as well as their corporate clients. Moreover, they also publish
advertisements in newspapers such as “The News” and “Dawn News”. As radio
advertising concept is used to end the clutter and is gaining popularity these days
Wateen is also running its advertisements on the popular radio channels Radio FM
100 and FM 101. In order to target their market segment of adults and teenagers
Wateen has web advertisements which are displayed on popular websites such as
facebook.

Regarding Wateen’s products and tariffs the information is printed on brochures,

leaflets and posters. Their latest discount offers and bundle package offers are
displayed on banners, buntings, and posters displayed in franchise offices.

17
Furthermore, flyers, billboards, stickers, buntings, posters and buntings are also
seen on the roads and in retail shops.

Wateen has its internet kiosks at Lahore, Karachi, Islamabad and Peshawar airports
which have Internet and pay phone services at the airports. Wateen made the first
attempt to put complimentary kiosks for travelers as a service and earned good
brand recognition from it. It was a successful advertising strategy by Wateen. By
keeping these services up-to-date and functional, it can create good brand
impression and viral marketing.

Wateen is positioned as the 4G technology Wimax internet and telephony provider

and the pioneer in this field in Pakistan.

The electronic media emphasizes on their slogan THE FUTURE IS GREEN, THE
FUTURE IS WATEEN. Moreover, they promote their brand image with the
following stanza:

d. The air we breath, The earth we tread, The speed you need

e. The sights you see

Wateens new device wolverine is seen in the singer Shehzad Roy’s latest song.
This is Product placement, or embedded marketing is another way to promote the

product, it is a type of advertising, in which promotional advertisements are placed

by marketers using real commercial products and services in media, where the
presence of a particular brand is the result of an economic exchange. It is also
known as product integration, especially when the product becomes integral to the
plot. Product placement appears in plays, film, television series, music videos,
video games and books. Product placement occurs with the inclusion of a brand's

18
logo in shot, or a favorable mention or appearance of a product in shot. This is done
without disclosure, and under the premise that it is a natural part of the work
(Wikipedia).

c. Branding

In telecommunications sector most of the companies around the world follow

corporate branding strategies. In which they place corporate name prior to every
individual product/ service brands or packages that they offer to consumers either
in shape of postpaid or prepaid. Similarly, Wateen has also adopted corporate
branding strategies and the corporate name Wateen is heavily promoted. Moreover,
Wateen has promoted its WiMax as it wanted to highlight the particular state of art
4G wireless technology it has pioneered in Pakistan. The core maintenance factor
for managing a brand in telecommunications is to keep subscriber base which can
gain through customer’s loyalty and believes on service provide.

e. Sales Promotion

The sales promotion activities of Wateen includes their free UPS scheme for new
and old customers in the corporate sector that offered the customers a free UPS for
their computer system on their purchase of Wateen connection Key chains, mugs
and diaries are offered as free gifts to the customers who purchase connection at the
KIOSK set up at various locations.

The franchises and retailers are decorated with buntings, banners, posters, and
heavy window display as well.

19
f. Publicity

Reema signs as Wateen’s brand ambassador

Reema, a celebrity with an immense fan following around the world, signs with
Wateen as the Brand Ambassador. She was formally introduced to the media
through a press conference at the Wateen office in April 2008.

20
CHAPTER – 3

RESEARCH METHODOLOGY

1.5.1.1 Methods of Research

These are two research methods which are used for the collection and analysis of
the empirical data. These are qualitative and quantitative. Research method is being
chosen according to research question, so that it should be help full to find out the
answer of research question (Maxwell, 1996).

1.5.1.2 Qualitative Method

Qualitative approach is basically focused on specific situations or people and its

base is on words rather than numbers (Maxwell, 1996). There are two main sources
to gather data the first is, in depth interviews and second one is group discussion. In
qualitative approach purpose full sampling is used, in which particular settings,
persons or events are selected (Maxwell, 1996).

Given the exploratory nature of some aspects of the objectives, I will provide with
detailed qualitative information. The primary data for the (qualitative) research will
be collected mainly through communication with the managers, employees and
corporate customers. Focused research will be used to explore and understand the
marketing strategies currently undertaken by Wateen Telecom and their success in
the market.

1.5.1.3Quantitative Method

Quantitative approach is totally depending on numeric data. The aim of this

approach is to classify features, count them and explain the things which are
observed during research in statistical models (Gorard, 2001). In this approach

21
researchers are very clear about their objective of study. The study is designed
before the data collection. This type of approach involves some tools for data
collection e.g. questionnaires or equipments (Gorard, 2001). The objective of
quantitative research is to seek measurements and analysis of target concepts by
using data collection instruments. This type of approach is also useful in measuring
customer attitudes, satisfaction, and commitment and for some other market data
(Gorard, 2001).

Moreover, quantitative methods such as questionnaires would be used for

descriptive and exploratory research regarding customer attitudes.

The quantitative research will probe the following:

 Awareness of the new brand and new technology

 Satisfaction level of existing customers

 Motivation factors to avail Wateen’s products and services

 The most popular package availed.

 Customer complaints or suggestions

 Whether the brand is clearly differentiated from its competitor

 Perceived image of Wateen Telecom

1.5.2 Types of Research

According to Mcnabb (2002), there are main three types of research; these are
descriptive, exploratory and explanatory. Descriptive and exploratory types of

22
research are for quantitative method while explanatory research is for qualitative
method (Mcnabb, 2002).

In order to develop snapshot of a particular situation, Descriptive research design is

used (Mcnabb, 2002). It involves large samples which are used to give description
of an event or define attitude, opinions or behaviors that are measured or observed
in a particular environment (Mcnabb, 2002). Focus of the descriptive research is to
describe a particular situation i.e. giving answers to questions like what is
happening or what has happened (Mcnabb, 2002).

This research is descriptive by nature because it deals with customer attitudes and
satisfaction levels regarding the quality of products and services. This study is more
structured and less flexible as it involves closed questions which make it a
descriptive.

1.5.3 Population and Sampling of Research

Another step is designing the research or planning the research is to identify the
target population and selecting appropriate sample from it. The researcher must
determine how many people to interview and who they will be; what sort of events
to observe and how many there will be; or how many records to inspect and which
ones (Emory & Cooper, 1991).

1.5.3.1 Population

Population for a study is that group (usually of people) about whom the researcher
wants to draw conclusions (Babbie, 2005). It is never possible to study all the
members of the population that interest researcher. In every case, researcher selects
a sample among the population (Babbie, 2005)

23
1.5.3.2 Sampling

Sampling issue is important because it is seldom possible for a researcher to collect

evidence from all members of the population being studied. In order to deal with
this, most of the time researcher has to choose or select a subset of all possible
informants in the target population which is called sampling.

“The group you wish to study is termed as population and the group actually
involve in your research is the sample” (Gorard, 2001 pp.10).

Sampling is a base for every research in different ways and the purpose of the
sampling is to know about target population (large number of cases) with small
number of cases, less time, less cost and through effective statistical tools (Gorard,
2001).

Sampling is useful in cost saving and time saving as well. Sampling is the short cut
method to find out the require results. It is very difficult to examine the whole
population. Sample must be large enough as possible, to find out the better results
and also good data for empirical section.

This is a quantitative study, so this requires a population and the population for this
research are the Wateen’s customers who are approximately 1000 individuals and
sample of 38 individuals has been chosen. The purpose of sampling is to find out
the result of whole population with a smaller number of cases (Gorard, 2001).

1.6 SOURCES OF DATA COLLECTION

There are two sources of data collection, first is Primary data while other is
secondary data. These are usually used in marketing research.

24
1.6.1 Primary Data

Primary data is new data which is collected by researcher to do a particular research

to find out the answer of research question (Yin, 1994, Gorard, 2001). In this
research primary data is gathered through questionnaire. The questionnaire is filled
by the sample population which consists of Wateen’s customers.

1.6.2 Secondary Data

Secondary data is the data which is collected for some other purposes or the data
which is gathered by previous researchers. This research study includes the
secondary data from articles, books, data bases and internet. This data is a
necessary part of the research especially in social sciences to value and compare
primary data. Secondary data in shape of literature review is guide lines for data
analysis, which is also useful in finding the answer of research question (Gorard,
2001).

25
CHAPTER- 4
ANALYSIS

4.1 SWOT ANALYSIS

4.1.2 Strengths

f. Device mobility

g. Plug and play devices

h. Bundled package of telephony and broadband

i. No media involved transmission of signals and not effected by

weather disturbances.

j. Brand new optical fiber

k. Latest state of art 4G technology

l. Well and skill trained maintenance engineers

m. Pioneer in WiMAX technology in Pakistan, enjoying Monopoly

n. Fast bandwidth for both fixed locations and mobile users

o. In addition to broadband internet access, applications that are

supportable with Wimax support multiplayer, interactive gaming,
streaming media, VOIP, video and teleconferencing and media
content download

26
 p. Broadband access for rural areas that have no other reasonable
broadband access

q. Triple play services

r. Independent broadband infrastructure

s. DSL will be slow to roll out and hard to maintain due to operational
challenges at fixed line operators

t. Cable operators are fragmented (900+) and have poor infrastructure

u. 3G networks will roll out in 4th quarter of 2009 – 18 months lead

for wimax

v. Other wimax operators don’t have independent optical fibre

infrastructure. E.g. Burraq, Qtel and Clearwire, TeleCard/Augere,
PTCL Etisalat, Worldcall EvDO

4.1.3 Weaknesses

w. Lack of awareness among people about wimax technology

x. Non informative advertisements

y. High technicality, difficult to understand for the majority of people

z. Covers only 0.6 km radius from access point

27
 aa. Most aggressive to market their bundle solutions, they had started
advertising without pricing and availability of information that
resulted in weak brand reputation

bb. High up front costs

4.1.4 Threats

cc. PTCL DSL is an indirect competitor

dd. The mobile phone companies that are offering internet

ee. Mobilink – has formed a new entity of broadband called Link Dot
Net (LDN), to focus on broadband market wimax infrastructure was
piloted by Mobilink in 3 cities. Mobilink’s Wimax brand
INFINITY is a direct threat to Wateen’s wimax

ff. Worldcall has launched it wireless EvDo which is doing well in the
market

gg. Burraq telecom – which was aquired by ACT consortium includes

Qatar telecom and Clearwire corporation, an American operator
providing WiMax services in 10 countries, also plans to offer
WiMax.

4.1.5 Opportunities

hh. Internet access market of 12M dial up users (3 Million homes) with
broadband

28
ii. As there are currently only 128K broadband users and broadband
growth has been impeded by infrastructure constraints, poor
marketing and lack of local content.

jj. $ 1 million Fixed line voice business up for grabs

kk. New media – content and services in a whole new format.

29
4.2 Analysis on the basis of Questionnaire

Gender of person * customer preference of wateen telephone or internet

Crosstabulation

Count

customer preference of wateen

telephone or internet

wateen telephone wateen internet Total

Gender of person Male 9 5 14

Female 7 9 16

Total 16 14 30

Gender of person * how many hours a customer is using internet Crosstabulation

Count

how many hours a customer is using internet

2 hours 4 Hours 6 hours 8 Hours 8 or More Total

Gender of person Male 1 5 4 3 1 14

Female 2 6 2 4 2 16

Total 3 11 6 7 3 30

30
 Gender of person * Customer satisfaction level of Wateen Wimax Crosstabulation

Count

Customer satisfaction level of Wateen Wimax

Highly Dissatisfied Dissatisfied Neutral Satisfied Highly Satisfied Total

Gender of person Male 1 2 4 4 3 14

Female 0 3 5 3 5 16

Total 1 5 9 7 8 30

31
 Gender of person * Purchase Decision on the basis of wateen characteristics Crosstabulation

Count

Purchase Decision on the basis of wateen characteristics

Quality Services Fast Connectivity Download Speed New Technology To

Gender of person Male 2 3 6 3

Female 5 4 4 3

Total 7 7 10 6

32
 Gender of person * customer satisfaction with complaint handled by wateen
customer services Crosstabulation

Count

customer satisfaction with complaint

handled by wateen customer services

yes no Total

Gender of person Male 9 5 14

Female 11 5 16

Total 20 10 30

33
 Gender of person * attitude and the response of sales personnel Crosstabulation

Count

attitude and the response of sales personnel

Excellent Good Average Total

Gender of person Male 8 3 3 14

Female 10 5 1 16

Total 18 8 4 30

Gender of person * attitude and the response of sales personnel Crosstabulation

Count

attitude and the response of sales personnel

Excellent Good Average Total

Gender of person Male 8 3 3 14

Female 10 5 1 16

Total 18 8 4 30

34
 Gender of person * sales personnel competence and understanding of your needs Crosstabulation

Count

sales personnel competence and understanding of your needs

Excellent Good Average Below Average Total

Gender of person Male 5 6 2 1

Female 1 8 6 1

Total 6 14 8 2

35
 Gender of person * solutions offered by wateen match your requirments Crosstabulation

Count

solutions offered by wateen match your requirments

yes no somewhat how Total

Gender of person Male 6 4 4 14

Female 7 9 0 16

Total 13 13 4 30

36
 Gender of person * Quality of Products offered by wateen Crosstabulation

Count

Quality of Products offered by wateen

Excellent Good Average Below Average Total

Gender of person Male 4 6 2 2 14

Female 3 7 5 1 16

Total 7 13 7 3 30

37
 perons income * customer preference of wateen telephone or internet Crosstabulation

Count

customer preference of wateen

telephone or internet

wateen telephone wateen internet Total

perons income Rs.10000 or below 6 2 8

Rs.10000 - Rs.25000 5 6 11

Rs.25000 - Rs.45000 3 4 7

Rs.45000 or Above 2 2 4

Total 16 14 30

38
 perons income * how many hours a customer is using internet Crosstabulation

Count

how many hours a customer is using internet

2 hours 4 Hours 6 hours 8 Hours 8 or More Total

perons income Rs.10000 or below 1 3 1 2 1 8

Rs.10000 - Rs.25000 1 3 1 5 1 11

Rs.25000 - Rs.45000 0 3 3 0 1 7

Rs.45000 or Above 1 2 1 0 0 4

Total 3 11 6 7 3 30

39
 perons income * Customer satisfaction level of Wateen Wimax Crosstabulation

Count

Customer satisfaction level of Wateen Wimax

Highly
Dissatisfied Dissatisfied Neutral Satisfied Highly Satisfied Total

perons income Rs.10000 or below 1 1 0 4 2 8

Rs.10000 - Rs.25000 0 3 6 2 0 11

Rs.25000 - Rs.45000 0 1 3 0 3 7

Rs.45000 or Above 0 0 0 1 3 4

Total 1 5 9 7 8 30

40
 perons income * Purchase Decision on the basis of wateen characteristics Crosstabulation

Count

Purchase Decision on the basis of wateen characteristics

Quality Fast Download

Services Connectivity Speed New Technology Total

perons Rs.10000 or below 1 1 3 3 8

income
Rs.10000 - Rs.25000 3 2 3 3 11

Rs.25000 - Rs.45000 2 4 1 0 7

Rs.45000 or Above 1 0 3 0 4

Total 7 7 10 6 30

41
 perons income * customer satisfaction with complaint handled by wateen customer services
Crosstabulation

Count

customer satisfaction with complaint

handled by wateen customer services

yes no Total

perons income Rs.10000 or below 5 3 8

Rs.10000 - Rs.25000 9 2 11

Rs.25000 - Rs.45000 4 3 7

Rs.45000 or Above 2 2 4

Total 20 10 30

42
 perons income * attitude and the response of sales personnel Crosstabulation

Count

attitude and the response of sales personnel

Excellent Good Average Total

perons income Rs.10000 or below 3 4 1 8

Rs.10000 - Rs.25000 9 1 1 11

Rs.25000 - Rs.45000 4 2 1 7

Rs.45000 or Above 2 1 1 4

Total 18 8 4 30

43
 perons income * sales personnel competence and understanding of your needs Crosstabulation

Count

sales personnel competence and understanding of your needs

Excellent Good Average Below Average Total

perons income Rs.10000 or below 3 3 2 0 8

Rs.10000 - Rs.25000 2 4 4 1 11

Rs.25000 - Rs.45000 1 4 1 1 7

Rs.45000 or Above 0 3 1 0 4

Total 6 14 8 2 30

44
 perons income * solutions offered by wateen match your requirments Crosstabulation

Count

solutions offered by wateen match your requirments

yes no somewhat how Total

perons income Rs.10000 or below 4 2 2 8

Rs.10000 - Rs.25000 6 5 0 11

Rs.25000 - Rs.45000 2 4 1 7

Rs.45000 or Above 1 2 1 4

Total 13 13 4 30

45
 perons income * Quality of Products offered by wateen Crosstabulation

Count

Quality of Products offered by wateen

Excellent Good Average Below Average Total

perons income Rs.10000 or below 1 4 1 2 8

Rs.10000 - Rs.25000 1 4 5 1 11

Rs.25000 - Rs.45000 4 2 1 0 7

Rs.45000 or Above 1 3 0 0 4

Total 7 13 7 3 30

46
how long a customer is using wateen product * customer preference of wateen telephone or internet
Crosstabulation

Count

customer preference of wateen

telephone or internet

wateen telephone wateen internet Total

how long a customer is using 1 month 1 0 1

wateen product
2 months 6 2 8

6 months 5 8 13

1 year 3 2 5

more than year 1 2 3

Total 16 14 30

47
 how long a customer is using wateen product * how many hours a customer is using internet Crosstabulation

Count

how many hours a customer is using internet

2 hours 4 Hours 6 hours 8 Hours 8 or More Total

how long a customer is using 1 month 0 1 0 0 0 1

wateen product
2 months 1 2 2 0 3 8

6 months 1 5 1 6 0 13

1 year 0 3 2 0 0 5

more than year 1 0 1 1 0 3

Total 3 11 6 7 3 30

48
 how long a customer is using wateen product * Customer satisfaction level of Wateen Wimax Crosstabulation

Count

Customer satisfaction level of Wateen Wimax

Highly
Highly Dissatisfied Dissatisfied Neutral Satisfied Satisfied Total

how long a customer 1 month 0 0 0 1 0 1

is using wateen
2 months 0 0 4 1 3 8
product
6 months 1 4 4 3 1 13

1 year 0 0 0 2 3 5

more than year 0 1 1 0 1 3

Total 1 5 9 7 8 30

49
 how long a customer is using wateen product * Purchase Decision on the basis of wateen characteristics Crosstabulation

Count

Purchase Decision on the basis of wateen characteristics

New
Quality Services Fast Connectivity Download Speed Technology Total

how long a customer is 1 month 0 0 1 0 1

using wateen product
2 months 2 1 3 2 8

6 months 3 3 4 3 13

1 year 1 2 1 1 5

more than year 1 1 1 0 3

Total 7 7 10 6 30

50
 how long a customer is using wateen product * customer satisfaction with complaint handled by
wateen customer services Crosstabulation

Count

customer satisfaction with complaint

handled by wateen customer services

yes no Total

how long a customer is using 1 month 0 1 1

wateen product
2 months 3 5 8

6 months 12 1 13

1 year 3 2 5

more than year 2 1 3

Total 20 10 30

51
 how long a customer is using wateen product * attitude and the response of sales personnel Crosstabulation

Count

attitude and the response of sales personnel

Excellent Good Average Total

how long a customer is using 1 month 0 1 0 1

wateen product
2 months 2 4 2 8

6 months 11 1 1 13

1 year 3 2 0 5

more than year 2 0 1 3

Total 18 8 4 30

52
 how long a customer is using wateen product * sales personnel competence and understanding of your needs Crosstabulation

Count

sales personnel competence and understanding of your needs

Below
Excellent Good Average Average Total

how long a customer is 1 month 1 0 0 0 1

using wateen product
2 months 1 7 0 0 8

6 months 2 4 5 2 13

1 year 2 3 0 0 5

more than year 0 0 3 0 3

Total 6 14 8 2 30

53
 how long a customer is using wateen product * solutions offered by wateen match your requirments Crosstabulation

Count

solutions offered by wateen match your requirments

yes no somewhat how Total

how long a customer is using 1 month 0 1 0 1

wateen product
2 months 3 2 3 8

6 months 7 6 0 13

1 year 2 2 1 5

more than year 1 2 0 3

Total 13 13 4 30

54
 how long a customer is using wateen product * Quality of Products offered by wateen Crosstabulation

Count

Quality of Products offered by wateen

Excellent Good Average Below Average Total

how long a customer is using 1 month 1 0 0 0 1

wateen product
2 months 2 4 1 1 8

6 months 1 5 5 2 13

1 year 3 1 1 0 5

more than year 0 3 0 0 3

Total 7 13 7 3 30

55
56
CHAPTER-5
CONCLUSION AND RECOMMENDATIONS

5.1 CONCLUSION

This research was conducted to know the customer attitudes regarding Wateen’s
product and services from different perspectives. It also discussed the marketing
mix strategies of Wateen telecom. The research was conducted using a sample of
38 Wateen’s customers who are currently using the service. The sample used was
small because Wateen is a newly established entity and the overall population for
the research was approximately 1000 customers or a few more at present.

The results of the survey showed that most of Wateen’s customers belong to the
income level group of Rs. 10,000 – 25,000 per month. The loyalty of the customers
was indicated in the question asked to explore the length of usage period which
showed that majority of the customers are using it for a period of 6months to over a
year. Wateen is offering bundled price offers with Wateen’s telephony and Wateens
internet. The usage of sole Wateen internet is preferred by majority of 76.3%
customers, whereas 23.7% are using both their telephony and internet. The popular
package preference showed that majority of customer’s use 5GB download and
512kbps speed package.

From the research it was revealed that the major characteristics on which the
customers base their purchase decision of Wateen are its quality services and fast
connectivity which shows they have a good brand image of quality services and
fast connectivity, however, Wateen needs to reinforce its diffentiation characteristic
of the new technology Wimax through repositioning.

Regarding the prices/charges of Wateen’s services majority of the customers are

satisfied Furthermore, when asked about the effectiveness of wateen’s marketing

57
campaign the response most of the responses were positive and the majority of
customer’s opinioned that TV ad’s are the most effective advertising medium for
Wateen.

The past switching behavior revealed that 73.7% customers have switched over to
Wateen due to its feature of device mobility.

The research also showed that majority of the customer’s are oblivious of the
merits of the new technology Wimax as compared to the old broadband services
which means Wateen needs to reposition itself reinforcing the differentiating
characteristic of the new 4G technology Wimax.

The service satisfaction was the dependent variable that was studied in the research
and it was revealed that majority of the people are either highly satisfied or satisfied
with the services of Wateen telecom. The independent factors that influence the
services of Wateen telecom are the attitude and on time response of sales personnel,
quality of products, after sales follow up by the CSO, quickness in responding to
customer complaints and value for money. The results showed that attitude and on
time response, quality of products, after sales follow up and quickness of response
to customer complaints have a positive impact on the service satisfaction level of
customers whereas value for money which is checking the price has a negative
influence on service satisfaction as people are price sensitive and want good
services at affordable prices.

Hence, the hypothesis for this research has been proved true. It is very important
for Wateen to reposition its corporate brand in order to counter increasing
competition in the Wimax market; otherwise it may face switching from existing
customers as the Wimax industry is not mature yet and new companies are getting
into it, so Wateen must focus hard in broadening its customer base.

58
5.2 STRATEGIES RECOMMENDED FOR WATEEN TELECOM

1. Reduce customer churn, and acquire and retain customers.

Wateen must develop more effective customer retention strategies by identifying

both their “at risk” and most valuable customers. Wateen can:

ll. Increase customer retention

With them. Moreover, the customers have shown positive satisfaction responses
regarding the complaint handling services, on time completion of installation,
professionalism and technical competence of their technical teams, and solutions
matching with customer requirements.

mm. Aquire profitable customers

nn. Create more effective cross selling and up selling strategies.

With this knowledge, they can target the right customers with their bundled offers.

2. Develop more focused marketing sales campaigns. This can be done by

developing more accurate sales forecasts and quickly spotting where customer
activity is hot.

3. Target messages to differences among customers in specific geographic

regions and demographic segments. This will help Wateen effectively
customize its strategies, offerings and campaigns by providing a clearer
understanding of the common characteristics of behaviors of certain
groups.the right customers. This can be done by understanding the similarities
and

59
4. Finally, understand what matters most to the customers. After analysis of
customer opinion and market assessment Wateen can:

oo. Predict which customers are more likely to churn over time.

pp. Gauge satisfaction with regard to a particular service or rate plan

qq. Evaluate the effectiveness of customer service

rr. Understand which features and options encourage customer

retention

ss. Determine the likelihood of a new logo or tagline which will

succeed in the market place.

5.3 MANAGERIAL IMPLICATION

As this research is carried out in order to investigate the customer attitudes

regarding Wateen telecom’s products and services therefore, will provide as an
effective performance measure for the company. This research will also be helpful
for Wateen’s managers to know about the point of view of their customers
regarding their products and services. This will help them for better positioning of
their brand to get target recognition for a better and longer relationship

60
REFERENCES
Aaker, David A. (1982), “Positioning your product”, Business Horizons, 25(May
June), 56-52

Ajzen, Icek and Martin Fishbein (1980), Understanding Attitudes and predicting
social behaviour. Eaglewood cliffs NJ: Prentice Hall Inc.

Aydin S. & Ozer G. (2004) “The Analysis of Antecedents of Customer loyalty in

the Turkish Mobile Telecommunication Market”, European Journal of
Marketing, vol.39, No. 7/8, PP.910- 925

Chu-Mei Liu, “The effects of promotional activities on brand decision in the

cellular telephone industry”, Journal of Product and Brand Management,
Vol. 11 No.1 2002, PP. 42-51

Daly, L.J. (2002), “Pricing for profitable”, John Wiley and sons, Inc. ISBN:
0471415359

Gorard S., (2001)., “Qualitative Methods in educational Research Edition one

ISBN 0-8264-5307-4

J. Wesley Hutchinson (1987), “Dimensions of consumer expertise”, Journal of

Consumer Research, 13 (March), 411-53

Karine, M. E., Frank, L. and Laine, K. (2004), “Effects of price on the diffusion of
cellular subscriptions in Finland”, Journal of Product and Brand
Management, Vol.13 No.3, pp.192

Lane, K. K. (1993), “Conceptualizing, Measuring, and Managing Customer-

Based Brand Equity, The Journal of Marketing, Vol. 57, No. 1 (Jan., 1993),
pp. 1-22 Published by: American Marketing Association.

Kay J. M., (2006) “Strong Brands and Corporate Brands” European Journal of
Marketing Vol.40 No.7/8 PP. 742-760

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Kotler, P., Armstrong, G., Saunders, J. and Wong, V. (1996), Principles of
Marketing: The European Edition, Prentice-Hall, Hemel Hempstead.

Kotler P., Armstrong G., Saunders J., Wong V. (1999) “Principles of Marketing”
(2nd Edition) Europe Prentice Hall Edition.

Kotler P., 1994 “Marketing Management” Prentice Hall International ISBN 0-13-
098005-6

M. Garcia-Murillo and H. Annabi, “Customer Knowledge Management” The

Journal of the Operational Research Society, Vol. 53, No. 8 (Aug., 2002),
pp. 875- 884 Published by: Palgrave Macmillan Journals on behalf of the
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Social research Methods series Vol. 41 ISBN 0-8039-738-2

INTERNET RESOURCES

tt. www.wateen.com.pk

uu. www.wikipedia.com

vv. www.netmba.com

ANNEXURE - 1
QUESTIONNAIRE
Dear Customer,

This questionnaire survey is a part of research which is intended to help Wateen

Telecom serve its customers better and more effectively. It covers Wateen’s
activities and services. Thank you for taking out a couple of minutes to provide
your evaluation for the following points:

Name: Age:

62
Occupation:

Gender:  M  F

Income per month : □ Rs 10000 or below

□ Rs 10000 – 25000

□ Rs 25000 – 45000

□ Rs 45000 or above

1. How long have you been using Wateen’s product?

 1 month  2 months

 6 months  1 year

 More than a year

2. Do you prefer

 Wateen Telephony

 Wateen Internet

3. Approximately how much is your monthly bill for internet use:

Specify:____________________________________________

63
4. Which package are you using for internet? (X) = Rs. X

GB 256kbps 512 kbps 768 kbps 1Mbps

□5 □ (499) □ (599) □ (699) □ (799)
□10 □ (899) □ (999) □ (1099) □ (1199)
□15 □ (1299) □ (1399) □ (1499) □ (1599)

5. How many hours do you use daily approximately?

Specify:

6. Are you satisfied with the services of Wateen’s Wimax?

 5 (highly satisfied)

 4 (satisfied)

 3 (Neutral)

 2 (dissatisfied)

 1(Highly dissatisfied)

7. On the basis of which of Wateen’s characteristic did you make the purchase
decision?

 Quality Services

 Fast Connectivity

 Download Speed

 New Technology

8. Are you satisfied with their charges?

64
  Yes  No

9. Are you satisfied with their complaint handling service?

 Yes  No

10. Are you aware about the merits of this new technology Wimax as compared
to other old broadband service providers?

 Yes  Somewhat Yes  No

11. Was Wateen your first choice?

 Yes  No

If No, then did you switch?

Due to the brand

 Due to the quality of products and services

 Due to the device mobility

How do you rate Wateen’s performance in each of the following aspects?

12. Attitude and on time response of sales personnel

 Excellent

 Good

 Average

 Below Average

65
13. Sales personnel’s competence and their understanding of your needs

 Excellent

 Good

 Average

 Below Average

14. Do the solutions offered by Wateen match your requirement?

 Yes □ Somewhat Yes □ No

15. Quality of products

 Excellent

 Good

 Average

 Below Average

Thank you for your time and effort.

66