Marketing strategies

Group members
J]
L
K
h
Contents
Summary
Marketing hierarchy of Ufone
Market definition
Technology
Market segmentation
Ufone competitors strengths and weaknesses
Demographics and psychographics
Mission statement
Vision statement
Marketing strategy (price and promotion)

BRIEF HISTORY OF UFONE

Ufone GSM is a company in Pakistan providing cellular services.
The current CEO of UFONE is Mr. Abdul Aziz.
PTML is a subsidiary of PTCL (Pakistan Telecom Company Limited),
the largest operator in Pakistan.
The management of Ufone has also been handed over to Etisalat.
Ufone adopted Huawei's new-generation GSM solution to construct
a GSM network covering 1,500 cities and towns of Pakistan
Its competitors are mobilink, Telenor and zong.

MARKETING HIRARCHY OF UFONE
CEO
HOD
Assistant Managers
Senior Executives
Management trainees
Internees
TECHNOLOGY

Company has added VAS (value added services)
Providing all kinds of services that competitors are offering.
MMS (multimedia messaging serives)
GPRS (general packet radio serives)
VPN (virtual private networks),
WAP
Now its in 3G and 4G also
MARKET SEGMENTATION OF FEW BRANDS AND
PACKAGES

Postpay: target market is corporate class
Life: it is targeted on youth
Public demand: it is targeted on lower class people
5 ka 15: it is targeted on ladies
Walkie talkie: targeted on business class
By distribution channel:

distributes its Sims through franchises (wholesaler)
franchise further dispenses the Sims in local shops (retailers)
Local companies to distrubite banners cards in given areas
Competitors

Market leaders and market challengers
Ufone has 4 competitors:
Mobilink
Telenor
Warid
Zong

STRENGTHS AND WEAKNESS OF COMPETITORS
MOBILINK
Strength:
Leading Telecommunications Company in Pakistan.
Strong Brand name
Good coverage
Speed
Weakness:
High call rates
Competition
High tax rates
Increase in imported equipment costs

TELENOR
Strength:
Network quality and design
Superior customer care
Financial Strength
Excellent Coverage and distribution
Contract with Siemens and Nokia
Brand image of quality.
Weakness:
Relatively low market share
Low profit margins
Negative cash flows in the initial years.

ZONG
Strength:
Network portability
Resources
Location
High growth Rate
Advertising
First company who introduced mobile.
Weakness:
Coverage
Bad Image of Paktel
Weak MIS (management information system)
Old Staff

Demographics and Psychographics

Customer retention
Customer surveys
Identify possible problems

MISSION STATEMENT

Ufone, its all about U. we are where you want to be, we aim to
provide you with wide coverage, superior connectivity clean
signals and voice clarity. Wherever you are, ufone keeps you
connected.

VISION STATEMENT

To be the leading telecommunication service provider in Pakistan
by offering innovate communication solutions for customers while
exceeding shareholder value & employee expectation.

MARKETING STRATEGIES
TARGET MARKET:
ECONOMY : Upper class, Middle class, socio-
economic class, lower class
AGE : Teenagers, youngsters, middle age, aged people
GENDER : Male & Female
OCCUPATION : corporate class, Business class, working class etc

The basic target market of ufone is the YOUTH
POSITIONING

UFONE TUMHI TO HO
Image in peoples mind regarding the brand
Marketing strategies: price
Augmented product
Price has always been the core differentiation of ufone
Least call rates
Ufone follows market penetration pricing strategy

Discount and allowances
Low call rates on occasions
Low international call rates
Discounts on public holidays

Marketing strategies: promotion
Ufone pays different channels for marketing activities to convey
value to customer
communication channels includes, sales promotion, advertising,
public relations, direct marketing & personal selling.

Frequent attractive advertising

Media
Print media: daily dawn, Sunday magazine, akhbar e jahan, jung
etc
Display media: billboards, screens, painting walls, posters etc
Events: musical concert in 2006 all over pak featuring mikaal
hassan and junoon.
Ad shoots: adds are shot in pak as well as foreign locations
Broadcast media: adds on channels
Online media: internet marketing


Sales promotion
short term incentives to encourage the purchase or sale of
a product or service
Permiums: extra credit or package delivered to their numbers.
Promotional Products for sales promotion

Word of mouth
Basically foucused on youth so they feel proud to tell they use
ufone to their relatives and friends.