advertising campaign for ufone vas - a telecom marketing report

2011Promote Value-Added-Services of UFONEA 3600 Advertising Solution by Agents of Change

Syed Abdul Basit Syed Yasir Uddin Nabeel Haider Khan Institute of Business Management August 28, 2011

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TELECOM MARKETING

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TELECOM MARKETING TERM PROJECTSubmitted to:Sir Sajjad Hussain Institute of Business Management Karachi, Pakistan

Submitted by:Syed Abdul Basit Syed Yasir Uddin Nabeel Haider Khan (10133) (10210) (9632)

Course:Telecommunication Marketing Summer 2011

Submission DateSunday, August 28, 2011

MBA Executive Program Institute of Business Management, Karachi, Pakistan

TELECOM MARKETING

TERM PROJECT

LETTER OF AUTHORIZATIONAugust 28, 2011

Dear Readers, We have been authorized to do a term project on Telecom Ad Analysis by our course instructor Mr. Sajjad Hussain.

The enclosed report contains thorough study of the research conducted by using different methodologies and by evaluating different marketing strategies in the context with telecom industry.

We hope that this case will serve the requirement of being a complete set of information.

Sincerely,

Syed Abdul Basit |Syed Yasir Uddin | Nabeel Haider KhanMBA (TCM) INSTITUTE OF BUSINESS MANAGEMENT

MBA Telecom Mgmt. Students | Summer 2011

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TELECOM MARKETING

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LETTER OF TRANSMITTALAugust 28, 2011

Mr. Sajjad Hussain Telecommunication Marketing (Course) Institute of Business Management Karachi

Subject: Term Report on Telecom Ad Analysis

Dear Mr. Sajjad Hussain: Here is our case analysis on Advertising Strategy to Promote Ufone VAS which you had authorized us to make at the beginning of this semester. The case is now ready.

This case helps us to improve our knowledge base pertaining to subject of Telecommunication Marketing. We have tried our best to cover every aspect in this report but if you require any further clarification or have any queries, we would be more than happy to answer your questions and facilitate your understanding on the report.

Sincerely,



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LETTER OF ACKNOWLEDGEMENTAugust 28, 2011

Mr. Sajjad Hussain Telecommunication Marketing (Course) Institute of Business Management Karachi

Dear Reader: The preparation of this case is a sound example of research on topics related to telecommunication marketing and service marketing. The experience is a valuable one because not only did this term project increase our understanding and knowledge on the assigned topic but also taught us important lessons of how to incorporate out theoretical knowledge to enhance the understanding of practical implications. However, this would not have been possible had we not been given the opportunity to present this case. Therefore, we would like to express the deepest appreciation to our course instructor, Mr. Sajjad Hussain, a visionary person, who has been a continuous source of guidance throughout the semester and has always been there to answer our queries. We hope that this case will prove to be a useful source of study in the area of Service Marketing in telecom industry and also the findings specific to this research may be useful for Ufone and also for the students taking up the course of Telecommunication Marketing and to others in future. Thanking you,

Sincerely,



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TABLE OF CONTENTSLETTER OF AUTHORIZATION ............................................................................................................I LETTER OF TRANSMITTAL............................................................................................................... II LETTER OF ACKNOWLEDGEMENT ................................................................................................ III 1.0. 1.1. 1.2. 1.3. 1.4. 1.5. 2.0. 2.1. 2.2. 2.3. 2.4. 2.5. 3.0. 3.1. 3.2. 3.3. 3.4. 4.0. 4.1. 4.2. 4.3. 4.4. 5.0. 6.0. INTRODUCTION ........................................................................................................................ 1 Scope of Work .......................................................................................................................... 1 Problem Statement .................................................................................................................... 1 Motivation ................................................................................................................................ 1 About Agents of Change......................................................................................................... 1 Solution for Ufone .................................................................................................................... 1 ABOUT UFONE ......................................................................................................................... 2 Company Profile ...................................................................................................................... 2 Vision ...................................................................................................................................... 2 Mission Statement .................................................................................................................... 2 Market Position of Ufone ......................................................................................................... 3 Ufones VAS Portfolio ............................................................................................................. 4 ENVIRONMENTAL & MARKETING ANALYSIS ................................................................... 5 SWOT Analysis ....................................................................................................................... 5 Strategic Marketing for Mobile VAS ........................................................................................ 7 Marketing Mix of Mobile VAS ................................................................................................ 9 Consumer Behavior................................................................................................................. 11 ADVERTISING STRATEGY & CAMPAIGN ........................................................................... 12 Why ZooZoo........................................................................................................................... 12 Media Plan .............................................................................................................................. 12 Message Design and Execution ............................................................................................... 12 Story Board of Advertisements................................................................................................ 14 CONCLUSION ..........................................................................................................................18 REFERENCES ...........................................................................................................................18


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1.0.1.1.

INTRODUCTIONScope of WorkTo signify the Value Added Services (VAS) associated with Ufone customers

1.2.

Problem StatementCurrently, Ufone has wide portfolio of value added services but they are not pitching these services to the target customers and overall the turn-up ratio is very low. The involvement of VAS in terms of percentage is only 8% of revenue generation and they want to increase up to 20% to have a competitive advantage in the market.

1.3.

MotivationWe get an inspiration from the international telecommunication market with an innovative advertising character that was designed to promote the Mobile Value Added Service (VAS) market, precisely ZooZoo, an animated character that was bring to screens by the advertising agency.

1.4.

About Agents of ChangeAgents of Change, is an advertising agency provides innovative marketing promotion solutions, mainly to telecom sector in Pakistan.

1.5.

Solution for Ufone Providing a 3600 advertising solution to Ufone for their Mobile VAS promotion Transforming the marketing strategy of Ufone into educate target audience with an emphasis on Total Value Addition Help Ufone to increase their market share by adopting Blue Ocean Strategy (choosing a niche market of VAS) and to come out from the price war zone going on basic voice and message services


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2.0.2.1.

ABOUT UFONECompany ProfilePak Telecom Mobile Limited (PTML) is a wholly owned subsidiary of Pakistan Telecommunication Company Limited (PTCL) that started its operations in January 2001 under the brand name 'Ufone'. As a result of PTCLs privatization, Ufone became a part of the Emirates Telecommunication Corporation Group (Etisalat) in 2006. Since its inception, Ufone has focused on the people of Pakistan, empowering them with the most relevant communication modes and services that enable them to do a lot more than just talk, at a price that suits them the most. Along with the claim of lowest call rates, clear sound and best network, Ufone offers its customers simplified tariffs with no hidden charges. With a strong and uniquely humorous communication direction that has now become Ufones signature across all advertising media, Ufone gives its customers many reasons to smile. This customer focus and best offering has allowed Ufone to build a subscriber base of over 20 million in less than a decade. Ufone has network coverage in 10,000 locations and across all major highways of Pakistan. Ufone currently caters for International Roaming to more than 288 live operators in more than 160 countries. Ufone also offers Pakistans largest GPRS & BlackBerry Roaming coverage available with more than 200 Live Operators across 122 countries. More recently, Ufone has become a focused and intensive leader in VAS, constantly introducing innovative services, which have been the first of their kind in the Pakistani cellular industry. As the world of telecommunications advances, Ufone promises its customers to stay ahead, developing and evolving, to go beyond their expectations, because at Ufone, its all about U.

2.2.

VisionBe the leaders of the cellular companies in telecommunication sector in Pakistan by giving the consumers better quality in low rates and bring innovation and communication resolution whereas beyond the investors value and employee expectation.

2.3.

Mission StatementTo be the best cellular option for U. We aim to provide you with wider coverage, superior connectivity, clear signals & voice quality. Wherever you are, Ufone keeps you connected.


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2.4.

Market Position of UfoneThe cellular industry in Pakistan grows extensively in last 5 years, with a current subscriber base of 110 million approx. nationwide. There are five Cellular Operators, providing 2G (GSM) voice and data services to mobile users. Currently, Ufone lies in the 3rd position in Cellular Industry with a market share of 19%, while Mobilink leads the market with a market share of 31% followed by Telenor Pakistan, having market share of 24%. Mobilink 33,378,161 Telenor 26,667,079 Ufone 20,533,787 Warid 17,387,798 Zong 10,927,693 Total 108,894,518

Current Subscriber Base - Jun'1133,378,161

26,667,07920,533,787 17,387,798 10,927,693

Mobilink

Telenor

Ufone

Warid

Zong

Overall Market Share - Jun'11WARID 16% ZONG 10% MOBILINK 31%

UFONE 19%

TELENOR 24%


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TELECOM MARKETING

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2.5.

Ufones VAS PortfolioUfone is a pioneer in VAS segment and has wide portfolio of Value Added Services for their subscribers. Ufone is leading the VAS segment by offering 73 different kinds of Mobile VAS, following by Telenor offers 68, Mobilink offers 54, Warid offers 52, and Zong offers 47 value added services to the cellular subscribers. Here is the categorization of VAS offered by Ufone. Basic Services (Call & SMS) SMS Group SMS Call waiting Conference calling Voice Mail Awaz SMS (VSMS) Call Blocking Missed Call Notification (MCN) Collect Call Internet Services Ufone MyMail Mobile Banking Twitter on SMS Facebook Mobile Alerts Phone Book Saver GPRS Enabled MMS WAP Gaming Portal Unique Services Double Number Ufone Walkie-Talkie U-Bazaar U-Health U-Job Portal Ufone Travel Guide Entertainment Services U-Tunes U-Greetings U-Track Business U-Cricket Love Box Ufone Quiz Whiz Ufone E-bill Ufone URDU SMS Conversion Ufone International Load Multimedia Services Background Music (BGM) Personalized Ring Back Tone (PRBT) Ufone Song Catcher Ufone Song Dedication U-Singer Coke Studio Ufone Music Station Islamic Services Quran on Mobile Hajj Guide Ufone Religion Portal Azaan Alert Haidth a day Quranic Ayat


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TELECOM MARKETING

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3.0.3.1.

ENVIRONMENTAL & MARKETING ANALYSISSWOT AnalysisSWOT analysis is an overall evaluation of the companys Strengths (S) Weaknesses (W) Opportunities (O) Threats (T)

Following is the SWOT analysis of Ufones in the context of VAS services they offered. STRENGTHS: Strengths include internal capabilities, resources, and positive situational factors that may help the company to serve its customers and achieve its objectives. A key of difference among all services Ufone is offering more and better Value Added Services (VAS) than its competitors i.e. Ufones Walkie talkie Ufone is enjoying the third largest cellular operator in Pakistan Innovative marketing strategy and strong advertisement campaign Wide media coverage, more precisely through video

WEAKNESS: Weaknesses include internal limitations and negative situational factors that may interfere with the markets associated with value added services Difficulty in understanding value perceived by rural population. Ufone has pathetic billing system for postpaid connections. This faulty system creates a negative impact among its customers. Customers demand online payment service. Put less focus on the postpaid subscribers, has 2% subscriber base. Doesnt promote each category of VAS to different segments of subscribers.


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OPPORTUNITIES: Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage Identifying growth markets of VAS areas Advertising through animated characters to gain customer interest Deploy innovative VAS on revenue sharing basis with vendors Revolutionized the advertising campaigns Should come up with an innovative VAS that solve issues face by users in their daily life Can increase the subscriber base by offering unique VAS Ufone has the opportunity to win the customers of its competitors by providing them superior services on lower price To cater the 3G market, can extensively increase their subscriber base by offering 3G value added services, like Video Calling, Background Video and Personalized Ring Back Video.

THREATS: Threats are unfavorable external factors or trends that may present challenges to performance. The boosting value added service customer base of Telenor and Mobilink is also a big threat for Ufone The decreasing economy rate and instability of Pakistan is a big threat for all businesses in Pakistan including Ufone. Advertisements getting lost in marketing war.


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3.2.

Strategic Marketing for Mobile VAS

SERVICE SEGMENTATION Value added service market is a diverse, literate and young segment of society. Ufone has segmented this entertainment and value adding market on four bases: - economy, age, gender & occupation. Economy: Age: Gender: Occupation: Upper class, Middle class, socio-economic class, lower class Teenagers, youngsters and middle age Male & Female Students, Corporate class, Business class, Labor etc

TARGET MARKET Cellular phones have entered in 3rd generation that is the developed market. These 3rd generation value added services are the main focus of Ufone. Ufone is targeting Youth one way, students, corporate class, Business class, working class, labor. Ufone is no longer a follower in this race. The company is trying to be pioneer in taking value added service to at its peak by providing vast variety of value added services that is entertaining and saving precious of this particular segment. Target Marketing Strategy Ufone has always been targeting Youth Market or specific by using young brand endorsers or ambassadors. It always brings such packages and offers that precisely meet the needs of particular segment. No doubt it has also launched packages, brands and offers for working people, business class, ladies and aged ones. Ufone is seeking a way to cater value added service market. We are providing animated ambassadors ZOOZOO. ZOOZOO will address the issues faced by individual and then resolve these problems and issues by providing solution.


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POSITIONING Positioning is the process of creating an image of companys brand or services in the mind of market. Companys position services emotionally, functionally or on the basis demand that is being generated in particular market. Ufone is still a market challenger in comparison to market leader MOBILINK. It is still to reach to the top most position of cellular companies. So, Ufone positions itself on the basis of its services. Current Slogan of Ufone

Its All About U (in English) Tum Hi Toh Ho (in Urdu) Rebranding Ufone New Slogan

Wherever you go our network follows you to add value into your life.Ufone changed the image of services associated with mobile phones from a luxury only affordable by the elite, to a necessity affordable by the common man. Since its inception, Ufone has positioned its brand for MASSES on the basis of services it is providing maximum services and its lowest services rates. It makes them believe that it satisfies the needs of everyone (all classes, age & genders). The impression is Ufone caters services on individual basis. The brand name UFONE itself is a positioning statement. DIFFERENTIATION In these days of intense competition marketers find it hard to differentiate their services from those of competitors. Now customer care about price against the service they are utilizing. An unsatisfied customer will immediately go for service switching or operator switching. Thus leaving a customer unsatisfied and not meeting his/her demands is out of question for marketers. Differentiation Strategy Ufone has always strategized in satisfying the demands of its customers. In doing so it has been successful in differentiating itself in terms of: Price Quality service Technology


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3.3.

Marketing Mix of Mobile VAS

PRODUCT / SERVICES Ufone is a service providing company. Service is any intangible product that consists of activities, benefits or satisfactions offered for sale. Strategy: Ufone should provide unique voice/data services to beat its competitors at all levels. When Ufone launches a new VAS in a market, it actually makes it a complete package of core benefit, design, features, brand name, quality, and after sale service.

PRICE Cellular service providers are facing intense price competition in contemporary market. Customers perceive pricing as the heart of brand selection. Price has always been the core differentiation of Ufone. Ufone offers unique VAS at low-tariff rates to facilitate their customers and to be the first choice for them. Strategy: Ufone strategize to capture the existing pricing needs of its customers and use it well on occasional or timely basis. For example Ufone offered very good Roaming services during the occasion of Hajj with lowest call rates. It was a fantastic strategy to beautify the brand image in term of pricing in customers minds as well as remain profitable in doing so. Ufone follows market penetration pricing strategy and dynamic pricing strategy to meet the customer needs and ever changing price competition. Here are the few reasons to choose ZooZoo character in the context of pricing. Consumes low cost, animations 10-15 times costlier than real people. Unique Brand Name: ZooZoo name nowhere in commercial and it easy to capture the attention of target audience. Massive Viral Marketing Some VAS would be offered to mobile users at affordable prices, like Rs. 30/month.


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PLACE Place plays a very important part in the distribution and promotion of services. Competitors of Ufone are seeking to penetrate into places where others havent reached. Cellular operators are drastically widening their network & coverage in every area of Pakistan. Mobilink has this edge in place excellence because it is the pioneer in cellular industry. Strategy: Ufone should come up with regional based Mobile VAS, to promote cultures and traditions of each province. For this, they have to extend their network coverage to all places in Pakistan in order to meet the requirements of its increasing customer base. Now Ufone is heading from cities to remote northern areas in expanding its network. Ufone has intensive promotion in cities, but it is also considering improving its promotion in rural areas as well.

PROMOTION Ufone believes in Integrated Marketing Communication which is a carefully blended mix of promotion tools. Ufone employ different marketing activities and channels to communicate and deliver value to customer. These activities are coordinated to provide maximum communication output. These communication channels include Advertising, Sales Promotion, Public Relations, Direct Marketing, and Personal Selling. Ufone strategize to carry out promotion in order to increase its market share. Public Relations: Ufone is less conscious of developing its general public relations. But recently it has launched its Hajj Guide service on Ufone for their International customers using Roaming services. Direct Marketing: Ufone employ on-road umbrella franchises where the directly market and sell their connections and mobile SIM cards. Personal Selling: Ufone administer personal selling facility to sell their PostPay connections targeting well to do people and businessmen. It wont be an exaggeration to say that Ufone has placed itself where it is now through brilliant promotions.


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3.4.

Consumer BehaviorCHARACTERISTICS AFFECTING CONSUMERS Culture Demand of value added services is not that much high in Pakistan. Our cultural heritage does not have excess use of value added services, due to the lack of awareness. Social Class Middle class families tend to use mobile phone just for in contact with their relatives. Although, the usage of value added services is less than the other segments of market but the market size is huge because these services add value into the daily life of mobile users. Ufone should educate their target audience via advertisement; so they capture this market as well. Family Family & friends play an important role. The ladies has shown their concerned about long talk time. But the value added services can capture value out of this segment by adding value into their life. For example, Call Screening used by parents in their children mobile phones. Youth In all the advertisements of Ufone, their main emphasis is on youth. The consumer always feels that he/she is using a reliable service that adds value into their conversation and never carries doubt in their mind. CONSUMERS BUYING BEHAVIOR Here are the four consumer roles that can use in Mobile VAS segment. Initiator: Influencer: Decider: Buyer: Loyal customers looking for innovative services Friends & Family, Traditions, Advertisements Consumers Youth, Family


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4.0.4.1.

ADVERTISING STRATEGY & CAMPAIGNWhy ZooZooThe objective of this campaign is to create awareness of Mobile VAS among subscribers and to promote and communicate these services offered by Ufone. The ZooZoo character has humor appeal to attract target customers more easily, rather to adopt traditional advertising strategy by casting celebrities. 1. Source of Attractiveness a. Similarity: The best thing makes ZooZoo so endearing is that they are innocent people living in a simple world unlike ours, who laugh loud when they laugh and who seem to be in an in-between world of animation and reality. b. Likability: These characters showing friendliness attitude with mobile users. 2. Funny and Attractive 3. Not a celebrity endorser, associated risks not present

4.2.

Media Plan Marketing Objective: Build Brand image and increase market share Show to be promoted: Value Added Services of Ufone Target Market: Primary markets: Start time: Duration: Advertising domain: Youth, Boys & Girls, College graduates Universities/Colleges, Restaurants, Shopping Malls 1st week of September, 2011 3 months TVC and promotion on Social Media (Facebook, YouTube)

4.3.

Message Design and ExecutionAppeal The main appeal of this advertising campaign is to facilitate mobile users; Ufones value proposition for subscribers is to Make your life simple by using VAS in your daily life. Structure The main idea is to incorporate service marketing into this proposed TVC and advertising campaign for Ufones to diversify VAS sector and to promote wide variety of services through all the communication channels (TV, Press, Radio etc), initially we focused on TVC and Digital


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Marketing, i.e. marketing on social media platforms like Facebook, Twitter, YouTube, etc. This idea has been turned into an actual ad execution with Ufones Mr. U that will capture the target audiences attention and interest. The creative team of Ufone and Agents of Change has discovered the best approach, style, tone, words, and format for perfectly carrying and executing the message during this advertising campaign. Following styles have been adopted in this TVC advertising campaign. Slice of Life In slice of style, the message is convey in such a way that it shows the problem with proposing solution. For example, in our case, if mobile subscribers use Call Blocking service, he/she can block unwanted calls by filtering/block the unknown numbers. Analogy: A couple sitting together in a park having conversation, after sometime a salesman break their privacy and want to sell the stuff. In traditional case, the couple has to cope up with this situation and keep trying to avoid that sales person. However, the 3600 approach is that anyone of them gives a boxing punch to that salesman, so he leaves that place and the couple can communicates freely. (Note: The TVC has a complete story and theme behind it; more details areavailable in the story board section)

Mood or Image The ZooZoo builds a mood or image around the benefits of VAS that are offered in different segments of Mobile VAS. Change of Agents Approach Here are some recommended styles of advertising for VAS promotion. Concept is important and directional towards consumers that will be using services and filling the gap. Focus on how people spent their life before using VAS and what change comes into their life when they are trying this VAS in their daily life. Low cost ads can make good impact and company can work on other service offerings Expensive Brand Ambassadors are not required; the animated or virtual ambassadors will work efficiently. They also have a positive & strong impact on mobile subscribers mind. Ads more relate to common man. Co-relating the service with life of common man will increase the value of service provider. Most importantly, all the proposed TVC regarding this advertising campaign, have one thing common, the ads are very simple.


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4.4.

Story Board of AdvertisementsHere are the story boards of four TVC ads discussing the life before/after using VAS. Advertisements Call Blocking Live Counseling Job Alerts Balance Share

Call Blocking Life before using VAS Restricting unwanted calls on your cell phones has been a dream for consumers. Traditionally there were no features of blocking particular number on mobile phones, so the customer churn-out rate was extremely high and low value in the eyes of customer related to service offerings.

Life after using VAS ZooZoo way is the modern way of blocking the unnecessary and unwanted calls that is wasting your time and disturbing you while at work or with family. In result, the customer is not lost rather it stays and enjoys the other services associated with his or her way of VAS life.


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Live Counseling Life before using VAS Counseling means guiding the way out to problems. Basically it has become the need of individuals to take decision or opinion right on time to avoid grievances that arise suddenly. For example, if you want to propose anyone you need glamorous phrases to convince your mate. This counseling was not available with the existing service providers.



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Job Alerts Life before using VAS Jobs has been ultimate requirement for every youngster in our environment or be it other. Majority of them face problems and issues while finding right jobs and targeting right employers. So, targeting the right employer that suits your skillset is the key to success in professional life. The result is good future prospects and on the negative side loosing youngsters from track and ruining the future of themselves and the country.



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Balance Share Life before using VAS In the traditional environment, subscriber used to charge vouchers or card in order to fill up the account but there were no alternate if any individual was in a need of credit on crucial times. In result, they unable to make important calls or sending message.

Life after using VAS Change of Agents believes in caring and sharing love with each other, so they came up with an idea of sharing credit or get a balance transfer. The advantage was high involvement of customers but not everybody is coming for load on franchise or customer care. Now, subscribers can share credit with family members, friends and workers, so everybody is reachable and can make calls or send messages on critical moments.


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5.0.

CONCLUSIONIt keeps on communicating the mobile phone users to adopt new offerings in the cellular market. Ufone always communicates its latest packages; value added services and offers through its promotion on TV and in Print media. In view of the above details, we can conclude that these value-added-services is focusing on the Affective Stage, by informing users to create interest, desire, liking, preference, conviction, favorable positive attitude, intention of buying, and it moves the customer to the Behavior Stage, for an action, purchase, adoption or a behavior that will result in subscription of the offer for the existing users and purchasing of Ufones SIM. To sum up the communication objective, here are the major goals which Ufones achieve after this advertising campaign. Creating awareness of Mobile VAS To generate interest and develop desire to use innovative VAS Promote Ufones Brand name Ufones ads have attracted people and which has boost their sales. People want Ufone to lower prices. Everyone is aware about the value added services (VAS) of Ufone as they are depicted through the advertisements clearly.

6.0.

REFERENCESThe information has been gathered through the various sources including Books: o o o o o o Service Marketing by Christopher Lovelock Advertising & Promotional Strategy, by Tom Robbins

Ufone VAS Marketing department www.ufone.com PTA Telecom Indicators of Cellular Industry for market share and growth www.pta.gov.pk

Telecom Blogs www.telecompk.net www.propakistani.com


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advertising campaign for ufone vas - a telecom marketing report

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