Global Marketing Strategy

Global Company Versus Local Company

Presented By- Ali Zulfiqar- Noman Arshad- Asadullah Bashir- Safwan Saleemi- Javed Iqbal Presented To- Mam Izza Rehman

Discussion And Task

- Introduction - Strategies - Evaluation- Conclusion - Recommendations

- Market Mix (4ps)- Market (Segmentation,

Target)- Positioning &

Differentiation- SWOT & PEST- Porter Forces- Advertising Review

Telenor Versus UfoneGlobal Company Versus Local Company

Introduction

Telenor• GSM license in 2004 • 100% owned by the Telenor Group• Commercial operations on March

15, 2005• Subscriber base of 35.2 million

with over 26% SIM market share• Network coverage 3500 Cities• Second Largest Mobile Operator• Telenor Pakistan has invested over

US$2.3 billion in the local economy

Ufone• 2001 (PTML) subsidiary (PTCL).• 26% shares & control was sold to

Etisalat (ETCG)• Subscriber base of over 24

million in less than a decade • Network coverage 3000 Cities• Third Largest Mobile Operator• International Roaming more than

288 live operators more than 160 countries.

Mission & Vision StatementTelenor

• We’re here to help our customers• Karo Mumkin• We provide the power of digital

communication, enabling everyone to improve their lives,

build societies and secure a better future for all. Our vision to empower societies is a clear call

to action. We bring vital infrastructure, new services and products that stimulate progress,

change and improvement

Ufone

• “To be the best cellular option for U”.• Tum He To Ho

• To be the leading telecommunication service

provider in Pakistan by offering innovate

communication solutions for our customers while

exceeding shareholder value & employee expectation.

Marketing MixProduct – Price – Place – Promotion

Marketing Mix – (Product & Price)

Product • Djuice • TalkShaw

k• EasyPaisa • 3G

Product• Uth Pack• U-Circle• Lady's

Package• Upaisa• 3G

Price• Pricing policy

factors among them five • Market survival• Sales growth• Market position• Maximization of

Profits• Maintenance of

product’s quality

Price• Occasional or

timely basis. • offered very good

call rates on international calls in Eid days.

• Market penetration pricing strategy

• Dynamic pricing strategy

Marketing Mix – (Place & Promotion)

Place• Infrastructur

e• Financial

Worth• Northern

Area• 3,500

Place• Northern

areas in expanding its network.

• Intensive Coverage In Cities

• 3,200

Promotion• Developed a

standardized promotional package sufficiently flexible with the different ways in different cultures and norms.

• Clear picture of the objectives for regional marketing communication strategy

Promotion• Sales

Promotion• Public

Relations: “Hajj Guide” service on Ufone.

• Direct Marketing: Sell their connections and Sims.

MarketingSegmentation, Target & Positioning

Marketing – (Segmentation & Targeting)

• Relatively large emerging middle class segment (Basic in Telenor Terminology)

• Strong youth culture with needs similar to other markets.

• Private postpaid almost non-existent.

Segmentation

• ECONOMY - Upper class, Middle class, lower class

• AGE - Teenagers, youngsters, middle age

• OCCUPATION - corporate class, Business class, working class

Segmentation

• Youth• Middle Class• Teenagers• Lower Class

Targeting

• Targeting Youth Market by using young brand endorsers or ambassadors.

• No doubt it has also launched packages, brands and offers for working people, business class, ladies and aged ones.

Targeting

Positioning

Call

Rate

s

Discounts Different Promotion

o Uth Pack o Djuice

o Glow o Uth Circle

SWOT AnalysisStrength, Weakness, Opportunity &

Threats

SWOT Analysis

Strength

Superior customer care

Excellent Coverage & Distribution.

Strength

Ufone is offering more and better

Value Added Services (VAS)

than its competitors

Ufone has the most promising and attractive

Weakness

Low profit margins

Weakness

Shadow of a government organization

Ufone has pathetic billing system for

postpaid connections.

SWOT Analysis

Opportunity

Inefficiency & poor performance of other

mobile networks

International Mobile Equipment Identity

System

Opportunity

Growing its customer base due to increasing trend of using mobile

phones

Pioneer in southern Punjab where it can promote itself and

become market leader on the basis of this very

fact

Threats

Grey Traffic

Propagandas attacking brand

image

Threats

The boosting customer base of Zong is also a big threat for Ufone

The decreasing economy rate

PEST AnalysisPolitical, Environmental, Social &

Technology

PEST Analysis

Political

• Maximum Protection to this sector and passing number of Laws to make it more safe

Political

• Environment is investor non-friendly & telecommunication sector is under regulation.

Economical

• Customers were charged 22 per cent withholding tax on every new load, which was deducted in advance

Economical • Economic instability is worsening

day by day as liquidity crunch is prevailing in the world

PEST Analysis

Social

• Its Fun To Be Young• AJ NAE BOLO GY TO KAL

BUGHTOO GY {Khamoshi Ka Boycott} (Djuice)

Social• Uth Record• U Circle

Technological

• Introduction of CDMA (Code Division Multiple Access)

• This technology gives less radiation then GSM technology.

Technological • General Packet Radio Service (GPRS),

Virtual Private Network (VPN), • Data Storage (cloud Computing)

Market Growth

Mobilink Telenor Ufone Zong Warid0

200000

400000

600000

800000

1000000

1200000

Million Users

Million Users

Mobilink30%

Telenor25%

Ufone20%

Zong13%

Warid12%

Market Share

3G – Licenses

Telenor Versus Ufone

3G License – Telenor • April-23 spectrum auction

• High-speed mobile broadband services in two weeks.

• 3G services on a trial basis in selected areas.

• Telenor users could dial a code [*7799#] to find out whether the service is available in their area.

• The company’s marketing head also said they would ensure the affordability of the service for low-income subscribers.

3G License - Ufone• 23rd April 2014. 3G license (5

MHz).

• Make package first 3G technology then produce a TVC.

• 3G services on a trial basis in selected areas.

• Three different versions of 3G package by Ufone with varying cost and other details.

• Ufone itself has released these three versions to gauge public’s response.

Basic Bucket Up to 256 Kbps

Charges (PKR) Volume Validity (Days) Subscription Code

Half Day 5 50 MB *20 Hours *810#

Daily 10 40 MB 1 *804#

Weekly 50 250 MB 7 *7811#

Monthly 1 GB 200 1 GB 30 *7807#

Monthly 1.5 GB 250 1.5 GB 30 *5506#

Monthly 3 GB 500 3 GB 30 *803#

Super Bucket Up to 512 Kbps

Charges (PKR) Volume Validity (Days) Subscription Code

Weekly 75 250 MB 7 *7814#Monthly 1 GB 400 1 GB 30 *7809#Monthly 1.5 GB 550 1.5 GB 30 *5507#Monthly 3 GB 800 3 GB 30 *8031#

Ultra Bucket Up to 1 Mbps

Charges (PKR) Volume Validity (Days) Subscription Code

Weekly 125 250 MB 7 *7815#Monthly 1 GB 550 1 GB 30 *7810#Monthly 1.5 GB 675 1.5 GB 30 *5508#Monthly 3 GB 1250 3 GB 30 *8032#

Super Ultra Bucket Up to 3 Mbps

Charges (PKR) Volume Validity (Days) Subscription Code

Monthly 1 GB 725 1 GB 30 *813#

Monthly 1.5 GB 900 1.5 GB 30 *814#

Monthly 3 GB 1500 3GB 30 *815#

Porter Five Forces Barging Power of Suppliers, Buyers,

Availability of Substitutes, Competitors & Threats of New Entrants

Advertising & Evaluation

Telenor & Ufone

Years Mobilink Ufone Zong Telenor Warid Total

2007 26,466,451 14,014,044 1,024,563 10,701,332 10,620,386 63,159,857

2008 32,032,363 18,100,440 3,950,758 18,125,189 15,489,858 88,018,812

2009 29,136,839 20,004,707 6,386,571 20,893,129 17,886,736 94,342,030

2010 32,202,548 19,549,100 6,704,288 23,798,221 16,931,687 99,185,844

2011 33,378,161 20,533,787 10,927,693 26,667,079 17,387,798 108,894,518

2012 35,953,434 23,897,261 16,836,983 29,963,722 13,499,835 120,151,235

2013 37,121,871 24,547,986 21,044,319 33,513,133 12,706,353 128,933,662

Conclusion

Telenor• Telenor work as a customers

favorite corporation.• Employee Friendly

Environment • Social Responsible • Work Ethically• Area Coverage Technique is

Good • Focus on Customer Satisfaction

Ufone• Unethical Work• Area Coverage Technique

is Traditional • Innovate communication

solutions• Focus On sales

Recommendation

• Strategic Alliances• 3G And 4G Strategies • Apps For Cloud Computing

• Youth Focus • Work Ethically • Work For The Customers

Satisfaction • Social Responsible

Thank You So Much

Any Questions??