WATEEN

Wateen Telecom is a converged communication services provider based in

Lahore, Pakistan, The company began its operations in Pakistan in 2007
with the deployment of the largest fiber optic network in the country.
Wateen is the world’s first company to commercially roll out a WiMAX
network on a nationwide scale.
Products & Services
Wateen Telecom is dedicated to providing you with the industry’s best and
most innovative services for your home and business use. We provide
converged communication services that include a wide range of Internet
Broadband, Multimedia, Telephony and Enterprise Solutions that give you
the choice to personalize your lifestyle in any way and anywhere you
want.
Reasons of Wateen’s WiMax broadband
internet services failure:
• WiMax signals was not properly routed, in some areas
signals were not available
• Their Static IP address was getting blocked by Pakistan
Telecom Association due to GREY traffic issues.
• Poor support by call center operators
• Ping (Latencies) of network was very much high.
• No advertising campaign.
• Bill payment issue, monthly bill can pay at their own
franchise only.
 Market Summary

Marketing Objectives:-

• Promote the brand through strong communication by delivering superior

value.
• Generate profit by bringing Wireless broadband back into wateen (PVT) Ltd.
• Making the internet services an essential part of people’s daily life and when
they think of a internet “wateen” comes in their mind.
• Advertise the product and deliver the superior customer value in the best
way at the best possible cost.
Market offerings:-

• Data Connectivity
• Telecommunication

• Customer Analysis (Segmentation/Targeting):-

• Students
• Professionals
• Techies
Suppliers:-
Trans world (Raw internet, bandwidth suppliers)
Huawei (Wireless infrastructure)
Cisco (Data center and NOC products)
Motorola (w Lan routers and USB sticks)
 Market Size – Past Four Years (Volume)
FINANCIAL HIGHLITS 2011 2010 2009 2008 2007
OPERATIONS
Gross Margin 35.69 39.83 32.36 48.60 38.30
PERFORMANCE
Return on Assets (26.57) (11.85) 6.60 12.04 18.27
LEVERAGE
Debt Equity 76.24 81.19 76.24 52.48 48.52
LIQUIDITY
Earning Per Share (10.97) (6.77) 6.93 5.62 2.76

HISTORICAL TRENDS
Revenue 6770 7961 15410 8343 4389
Profit/Loss (4982) (2021) 928 723 382
FINANCIAL POSITION
Share Holders Equity 4146 4210 4309 3382 2569
TOTAL MARKET
 Micro Environmental Factors
• Customers
• Suppliers
• Competitors
Macro Environmental Factors
• Political/Legal
• Economic/Social
• Demographics
• Education
• Technological
 Target Market

• Our target market is basically everyone who comes in between the ages of 5 to 65
but our main focus would be on students of teenage. We see rural areas as a
potential target market as people related to agriculture has benefitted in the last
5-8 years so much that they are upgrading their standard of living and trying new
things
 SWOT Analysis

Strengths:
• Pricing power
• An Innovative culture
Weakness:-
• Weak distribution Channel
• Online Presence:
Opportunities:
• Fragmented marked
Threats:
• Change in Govt policies
• Technological advances
– Competition

Product Category Brand Product Generic Total Budget

Competitors Competitors Competitors Competitors

Broad band PTCL DSL broadband Ufone Super Local Internet

internet WI-TRIBE 3G WiMAX Card Connections
(ISP) wireless services Telenor/Jazz
Zong/ Jazz EVO Super Card
Devices
 MARKETING STRATEGY
•
• Wateen wireless broadband is Pakistan’s first
Wi-Fi Signals unified network.
• It providing limitless internet services.
• Wateen is providing an Entertainment FTP
server.
 Critical Issues

• Poor support by call center operators

• Ping (Latencies) of network was very much
high.
• No advertising campaign.
 MARKETING STRATEGY
Marketing Objectives
• Our Objective is to promote the brand through
strong communication deliver the superior
customer value in the best way at the best
possible cost.
Target Markets
People between the ages of 5 to 65 but our main focus
would be on students of teenage, Professionals, Techies.
Wateen Wireless Broadband has chosen the three
aforementioned target markets due to their adoption of
broadband Internet technology.
 Marketing Program

• Product
 wiMax
• Price
 the price skimming strategy & premium pricing
strategy
• Place
 active franchises and customer support centers
like Zong, mobilink and witribe
• Promotion
 Free Internet For All
 ADVERTISING

• Public Relations
• Campus Activity
• Web Marketing
• T.V CHANNELS
• NEWSPAPER
• PROMOTIONAL CAMPAIGN
 FUNCTIONAL
 FREEDOM
 FINANCE
 FEELING
 Implementation

• The overall objective of your promotion

strategy is to contribute toward achieving the
marketing objectives.
• We will access our customer through social
media networking simultaneously.
• We will outsource ad and we will contact ad
agency.
• We will try our level best to get the prestige
timings.