Q1: A service oriented company operating in Pakistan, compare and contrast its different

forms of online advertising and how appealing their advertisement campaigns are in this
COVID-19. What factors should this company consider in deciding among these different
forms? Discuss in detail.

Telenor Pakistan Private Limited is one of the cellular companies operating in Pakistan. The company
having the relatively most effective advertising campaign in the country. Unlike its competitors, the
company is supporting free of cost connectivity through what app for the whole month, this is quite a
reasonable milestone in promoting the business. The company has also introduced and set the caller the
tune by default a voice message which is advising the customer to stay conscious of the pandemic. The
company is talking about the “People & Connectivity First” by highlighting that what matter in the
current situation of COVID-19. The company is working on new ways of educating children, running a
business and maintaining critical societal functions to ensure the health and welfare functions people
around. The company is trying to provide a good quality of connectivity to make easy the connectivity
between the students and teachers and patients and doctors in the current situation of social distancing
and quarantine.

“Don’t let germs hitch a ride on your phone” Telenor is teaching its customer to keep their cell phone
clean and virus free. Cell phone is an item that is touched a lot in daily routine so if the phone is infected
then it may transmit the germs unknowingly. All this working by the company regarding the pandemic is
a type of passive and effective marketing and building a strong team. This type of marketing will also
increase the sustainable marketing and ethical marketing.

Telenor is talking about the following points

1. Wash your hands, and don’t be touchy:

The company is strongly advising to wash the hands regularly and do not touch the nose, mouth, and
eyes too often. It’s also advising to touch the lesser things in general including your cell phone. 

2. Keep your phone to yourself:

Do not allow the people to touch your phone as its an equipment which is often kept near mouth so the
transmission of the virus may be higher.

3. Treat your phone some quality hygiene time:

Telenor strongly advise the customers to keep the phone clean with a disinfectant. Washing the phone
with soapy water is not advised but making it clean with a disinfectant is very important.

While planning the marketing strategy Telenor must consider the population of the rural areas as the
company has a major market in countryside areas due to a large network of coverage. This chunk of
customers is mostly uneducated about the pandemic and its after-effects. Some cellular companies are
offering free talk time to keep the customers with them and others are focusing on ethical marketing
and sustainable business development. To gain more benefit the customer-driven marketing strategy
can be used to analyze the interest of potential consumers. As the cellular market has different
dynamics in Pakistan. So it would be relatively more effective and beneficial to plan on customer-driven
strategy.
Question.2 Pick a service oriented company operating in Pakistan (local or
international) and explain how a company designs a customer-driven marketing strategy.

Service-Oriented Companies: A process or activity of a company whose offerings for its

customers are intangible.  For example cellular companies, courier companies, and internet
service providers.

Nayatel: Nayatel is a well-known internet service provider in Pakistan. One of the pioneer

service provider who introduced DSL in Pakistan. Nayatel is currently providing its services
in major cities of Pakistan which includes telephone, TV, and internet services.

Customer-Driven Marketing Strategy in Nayatel

Market Segmentation in Nayatel: In market segmentation the whole market is divided into
different small portions and segments so that each part of the market can be evaluated and
studied according to the ground realities of buyers. In Nayatel the company is fully aware of its
customers’ requirements and offers the packages according to the needs of consumers. In
commercial areas where the corporate offices are situated the company assure the smooth
connectivity for business hours. As it would be very critical and important for the different
departments to stay connected and updated.

In residential areas the company usually focuses on the better streaming and availability of best
graphics as the minor disconnection in residential areas may not be noticed by its consumers and
may be overlooked on account of other better services. Furthermore, the residential area servers
may be updated with latest entertainment stuff in order to reduce the traffic on their cloud
network.

Geographic Segmentation: Consumers can be divided into different geographical locations as

Islamabad, Karachi and their regional areas.

Demographic Segmentation: Consumers can be suggested about the packages and offerings
according to their income, occupation, religion, and education

Gender Segmentation: Nayatel team can identify the IP addresses of males and females by the
traffic and may suggest and market the plan accordingly.
Targeting:  “A set of buyers sharing common needs or characteristics that the company decide
to serve”

After segmentation of the market, the main areas of the market are identified to be focused. By
focusing the specific buyers the consumers can be satisfied more efficiently. Nayatel can target
its market by evaluating its traffic. For domestic customers, the TV and good streaming services
can lead to better sales.

Differentiation: In this part of the customer-driven marketing strategy the company creates
uniqueness in their product or service and adds superior value to the service. Different designs
and attractive badges and tag lines may be more effective to attract the customer. Nayatel is
currently using differentiation in many ways in comparison to its competitors. Wi-Tribe running
its business in different countries and mainly focusing on expanding the business while the
Nayatel is focusing more on making happier existing customers than capturing new markets
rapidly.

Positioning: The product positioning is very important after the segmentation. The consumer’s
mind must be clear about the product or serviced according to the competitors.

Nayatel is positioning its core efficiency to the customers as the market competitors Wi-Tribe
and PTCL are also offering the same services on discounted rates. So the Nayatel main focus of
quality service of smooth connectivity incorporate areas and in a residential area the better
streaming and high definition graphics and availability of entertainment stuff on nearest servers
are key positioning roles.
Q.3 Define the different relationship levels companies can build with customers. Pick a
company from Pakistani Telecom Mobile Industry and describe the types of relationships
they have with their customers.

Customer relationships can be built by the companies at different levels depending on the
situation of the target market. Sometimes the low margin customers can have a basic level of
relationship with the companies. Usually, the relationship is focusing on two major factors.
Quality of goods or services and price whether companies are selling to consumers (B2C) or
other companies (B2B). By building a good trust level between the companies and their
customers is more beneficial for the companies. Companies which work on retaining its
customer for a long time may have loyal customers. If a customer has an equal choice to decide
between goods and services at the same price the customer will go to the company that has a
loyalty program exchange for. In some scenarios, there are three types of customer relationships.

The Loyal Customer: The most important and the backbone of the business. This type of
customer is that in any case, they will buy the goods from their company, and despite calls from
competitors they don’t give attention. Loyal customers are always fruitful and source of referrals
for the company.

The Habitual Buyer: Habitual buyers are mischievous. Sometimes it becomes difficult to
identify between the habitual buyer and loyal buyer. For a salesperson, it could be difficult to
identify between these two types.

The Occasional Buyer: This type of buyer has no real pattern and can buy products by just on a
sudden visit. They have an impact or dependency on the competitor.

Ufone’s customer relationship strategy is quite powerful and focused to build long term
customer loyalty and to capture a lifetime value by customers. For this purpose, the company is
training and developing its resources for the interaction with customers.

Loyal customers will always prefer the Ufone as they are satisfied with the services being
offered. No matter how many levels the other companies are giving free offers and attractive
plans, the loyal customer will always stick to the company.
The Companies also have habitual buyers to which they need to work on and to make them more
satisfied in order to get them converted from habitual to loyal customers. Similarly, there is a
small amount of occasional buyers who use to buy the company’s product very rarely. This type
of customer needs proper marketing plan and focus to make them habitual customers and then
loyal customers.
Q4: “Good business ethics is the cornerstone of sustainable marketing”. Does this
proposition is being practiced by a company operating in Pakistan (Local or International).
Discuss in detail.

“Good business ethics is the cornerstone of sustainable marketing”. The statement is very
important and meaningful for the business in a long. Just seeing the marketing approach in short
term or financial aspects may lead to a company to downfall. Strong business ethics and socially
responsible companies grow more effectively. Unethical marketing harms the customers and
society in the long run.

Few ethical values marketers are expected to uphold.

Honesty: Offerings and deals may be publicized honestly.

Fairness: Marketers may keep a balance between sellers and consumers and avoid the
manipulation in information sharing.

Respect: Basic human respect and dignity must be taken care of.

Transparency: Genuine and real information needs to be shared and propagated.

The sustainable marketing and good business ethics are long term goals of companies. In
Pakistan, many local and international companies are practicing this. The Pak Suzuki while
marketing their products use controlled and fine-tuned statements in order to stay in limits of
business ethics. While viewing their web page it is observed that there is a balanced relationship
between the products i.e Mehran, Cultus, and Alto. By visiting their different workshops in
Pakistan it can be noticed that company is observing the environment-friendly protocols.
Because of all these steps the company has gained a reasonable business and well word of
mouth. As the competitors of Suzuki are still the process of building credibility and genuineness.
The company claims to refuse the relationship with antisocial forces. the quality of products and
services is being monitored. If by any chance or reason the quality is compromised the company
put its efforts at best to satisfy the customer. The company claims to obey the rules and safety
measures of its workers and employees. If there is any loophole is observed in the safety of
customers as well as the works and employees it is addressed and fulfilled accordingly. The
company claims to promote the Kaizen activates and basic business rules. The company works
on customer satisfaction for that reason their business is going high in Pakistan. The company
has established consultation and reporting desks in order to fulfill the compliance of basic norms.
If in any case the breach of rules is occurred the concerned authorities come into action and take
necessary actions.