In The Name Of Allah The Most Beneficent And

Merciful

PRESENTATIONPRESENTATIONONON

SALES PROMOTION &

ADVERTISING

OF

PRESENTED BY:PRESENTED BY:

»Zoya chaudhry»Iqra khan»Sidra Ghazanfar»Faizan»Kokab Khalid»Muzammil Hanan»Mudassir Khalid

CONTENTS

• Textual overview of Sales Promotion & Advertising

• Case Study :•Ufone Company•Ufone’s Sales Promotion•Ufone’s Advertising

• Hypothetical product

SALES PROMOTION

“ Sales promotion consists of short term incentives

to encourage purchase or sales of a product or

services”

FACTORS CONTRIBUTING TO THE FACTORS CONTRIBUTING TO THE GROWTH OF SALES PROMOTIONGROWTH OF SALES PROMOTION

•Pressure to increase sales

•Competition and competing brands

•Decline in advertising efficiency• Rising costs

•Media clutter.

•Legal restraints.

•Deal oriented consumers and retailers.

OBJECTIVES OF SALES OBJECTIVES OF SALES PROMOTIONPROMOTION

For consumer promotions

• To urge short term customer buying.

• To enhance long term customer relationships.For trade promotions

• to make retailers to carry new items and more inventory

• To make retailers advertise company‘s product and give them more shelf space

For sales force

• To get more sales force support for current or new products

• To get sales people to sign up new accounts

MAJOR SALES PROMOTION MAJOR SALES PROMOTION TOOLSTOOLS

•Consumer promotion tools

•Trade promotion tools

•Business promotion tools

Consumer Promotion Tools

•Samples

•Coupons

•Cash refunds

•Price packs

•Premiums

•Advertising specialties

•Patronage rewards

•Contests and games

“They are the sales promotion tools used to urge short term

customer buying or to enhance long term customer relationships” It includes :-

Trade Promotion Tools“They are the sales promotion tools used to

persuade resellers to carry a brand,give it shelf space,promote it in the

advertising,and push it the consumers”It includes:

• Discount off(price off ,off-invoice,off-list)

• Allowance

•Advertising

•Display

• Free goods

• Push money

• Specialty advertising items

Business Promotion Tools

“Sales promotion tools used to generate business leads,

stimulate purchases, reward customers, and motivate

salespeople”It includes:

•Conventions & Trade shows

•Sales contests

DEVELOPING THE SALES PROMOTION PROGRAM

• First marketer must decide on the size of incentive

• Second they must decide how to promote and distribute the promotion program itself.

• Thirdly evaluation is also very important.

ADVERTISING

“Any paid form of non-personal presentation

and promotion of ideas, goods or services by an

identified sponsor”

MAJOR ADVERTISING DECISIONS

•Setting advertising objectives

•Setting advertising budget.

•Developing advertising strategy

•Evaluating advertising campaigns

SETTING ADVERTISING OBJECTIVES

A specific communication task to be accomplished with a specific target

audience during a specific period of time

Advertising objective can be classified by:-

•Informative

•Persuasive

•Reminder

ADVERTISING BUDGET

The dollars and other resources allocated to a product or company

advertising program

Advertising budgets depends on:-

•Stage in the product life cycle

•Market share

ADVERTISING STRATEGYThe strategy by which the company

Accomplishes its advertising objectivesIt consists of two major elements:-• Advertising message

• Message Strategy• Message Execution(format ,source etc)

• Advertising media• Television• Newspaper• Direct mail• Magazines• Radio • Outdoor• Internet

ADVERTISING EVALUATION

The net return on advertising investment divided by the costs of

the advertising investment

CASE STUDY

UFONE’S COMPANY PROFILEUFONE’S COMPANY PROFILE

OPERATOR'S NAME : PTCLOFFICIAL NAME : PTMLCOMMENCED OPERATIONS ON : 29 JAN’2001TECHNOLOGY : GSM 900GOVERNED BY : ETISALAT (since 2006)

MISSION OF UFONEMISSION OF UFONE

“Our mission is to provide best services with best coverage

that would eventually generate profit for the company and its

stakeholders”

MANAGERS OF UFONEMANAGERS OF UFONECurrent CEO (Chief executive Officer) &

President of UFONE is Mr.Mubashir Naqvi

Current Vice President of UFONE is Mr.Asher Yaqub

Current CMO (Chief Marketing Officer) of Ufone is Mr. Arshad Yaqoob Khan

Current SME (Senior Marketing Executive) Multan is Mr.Waqas Anjum

BRANDS

• PostPay

• LIFE

PACKAGES

• Public Demand

• 5 Ka 15

• UWON

• Walkie Talkie

UFONE’s TARGET MARKETUFONE’s TARGET MARKET

UFONE as a whole Targets “THE YOUTH”

SUB TARGET MARKETS

Public Demand : Lower/Rural youth

UWON : Socio economic class 5 ka 15 : Ladies Walkie Talkie : Working/business

class PostPay : Corporate class LIFE : Youth

UFONE’s COMPETITORSUFONE’s COMPETITORS

UFONE’s MARKET SHAREUFONE’s MARKET SHARE

Ufone had 21% market share till Dec 2007,

But Ufone’s market share has shot up to nearly 25%.

PROMOTIONPROMOTIONOFOF

UFONEUFONE

-------SALES PROMOTION-------&

---------ADVERTISING----------

•Ufone uses timely sales promotion stunts to remain in within its customers and to further boost its sales

•Ufone uses different sales promotion tools such as contests, games, premiums, gifts, free tickets and promotional products

CONTESTSUfone held a prominent Cricket Talent Hunt

contest under the patronage of SHOAIB AKHTAR in year 2002

GAMES Ufone is currently running its game

show on ATV prime time. Ufone customers can participate and win prizes in it.

•What we the group members have felt is that Ufone is not promoting its Game Show through advertisements. It must advertise it properly

PREMIUMS:

The premium is offered, when a customer don’t use his/her sim for more than 3-6 months, in the form of extra credit balance delivered to their numbers for free

GIFTS:

Here Ufone is offering a premium over recharge with cash prize of Rs. 10 lakhs and other bumper prizes including car, plasma TV, mobile phone, DVD player and an

air conditioner

FREE TICKETS: Ufone recently

offered free trip to Dubai. It was Ufone’s first Eid offer. Every time you make any international call of 5 minutes or longer than 5 minutes, you enter the lucky draw to win a return ticket to Dubai. The more calls you make, more is your chance to win.

PROMOTIONAL PRODUCTS:

“Phone bhi Ufone bhi”. It was a promotional offer By Ufone where it offered a mobile phone, free air time, Ufone connection and Rs.100 airtime all for Rs.999

Now Ufone also offers Blackberry mobile sets with its PostPay connections as a promotional product

Another recent promotional offer by Ufone is that with your HBL Credit Card; get a free handset of your choice, a Ufone PostPay connection and airtime. Existing as well as new HBL Credit Card customers may avail this offer

Ufone is a heavy spender on Advertisements. Owing to the growing competition in cellular

telephonic services, Ufone strategize to increase its effect on market through aggressive promotion &

advertising

UFONE’s ADVERTISING OBJECTIVES• Ufone informs its customers about new or

available services• Ufone seeks to persuade people to purchase

their service or switch to their connection from other connections

UFONE’s ADVERTISING BUDGET A single Ufone advertisement played 15-20

times per day on a TV channel costs millions of rupees varying with the time of day when it is played. Ufone spends about 20% of its profit on advertising and sales promotion

DEVELOPING AD COMPAIGNSDEVELOPING AD COMPAIGNS

MESSAGE CONTENT OF ADVETISEMENT

• The very first content of Ufone’s advertising message was humorous

• Then Ufone shifted its message content to youthful excitement

• But now Ufone has again adopted humorous theme for its message content

MESSAGE FORMAT

• The format of Ufone’s advertisements has always been very colorful and eye catching

• The shocking Orange & Green colors used by Ufone have always attracted people

• These colors look beautiful on wall printing of Ufone.

UFONE’s old LOGO

UFONE’s created LOGO for communications

UFONE’s new LOGO

Ufone’s former Positioning Statement:

“Everybody Loves to Ufone Prepay“

Ufone’s new Positioning Statement:

“ “ Or

“It’s All About U”

MESSAGE SOURCE

• The very first Ufone advertisements had Faisal Qureshi as its message source

• Afterwards Ufone hired non-celebrity + celebrity young models for its youthful message theme

•Ufone also hired three lollywood queens i.e. Meera, Jia Ali and Veena Malik with Mikaal in an advertisement of “Baat Ban Jaye”•This advertisement created a big CONTROVERSY CONTROVERSY regarding its eroticism and negative appeal. Due to negative response by people Ufone had to vacate its billboards and eradicate its banners, posters etc overnight, as directed by CEO and CMO of Ufone.

• But now Ufone has again hired this comedian trio featuring Faisal Qureshi, Mikaal Zulfiqar & Adeel Hashmi

• The strategy behind hiring this trio is that they are economical

and are personal favorites of people• Ufone always hire endorsers in group

• For PostPay Connection Ufone has used only super model ABDULLAH as its brand ambassador

ADVERTISING MEDIAADVERTISING MEDIA

Ufone advertise in the following media types:-

» Print media

» Broadcast media

» Display Media

» Online Media

» Events

PRINT MEDIA • Ufone tries and print

ads in all leading newspapers including The Dawn, Jung,

Nawa-i-Waqt, Khabrain and local

Sindhi newspapers as well

• Ufone place its ads in all leading magazines as well i.e. Sunday magazine, akhabr-e-jahan, Libas, Mag etc

BROADCAST MEDIA Ufone tries and

advertise in all Pakistani channels including GEO, Hum, ARY, Indus, TV one, HBO, etc (except MTV Pakistan). Ufone also plays its ads on local channels like WASEB and Punjab TV AND radios

DISPLAY MEDIA• Ufone advertise using

vehicles like billboards, hoardings, signs, posters, wall paintings etc

• SME Multan has used a new and innovative vehicle in display media i.e. Ufone’s painted rickshaws

ONLINE MEDIA

• Internet is the online media. Ufone is not carrying out direct mail or direct e-mail advertising. And it is not even advertising itself on websites

EVENTS

• Ufone has sponsored many events in the past and holds future plans concerning it. The famous event sponsored by Ufone in 2006 was a series of musical concerts did all over Pakistan, featuring Mikaal Hassan and Junoon, it named UROCK

• The Ufone commercial you just saw was shot in Bangkok

• It took about 2 months to complete, although the ad itself is hardly a few minutes

• The shoot with the actors took three days to complete

• The concept of the ad and script was written by Faisal Qureshi and directed by Ahsan Raheem. Some of the post production work was done in Paris

The concept of the ad and script

was written by Faisal Qureshi

And it was directed by Ahsan Raheem

Have you everwondered how

movies shoot scenes on a plane and of people falling

out of planes ? ? ?

We bring you a behind the scenes look at what goes into the making of a good

TV commercial ! ! !

The plane is actually a set, it looks exactly like the real thing right down

to the oxygen masks !

On the sets of the Ufone commercial

The inside of the plane

Air hostess for Ufone Ad

The inside view of the plane with the actors in place

A shot of the actors in the plane, Adeel Hashmi and Mikaal Zulfiqar

►The actors were strapped with cables at 40 feet high to give the effect of falling from the sky. The wind effect was given by large fans.

► A special thanks to Asher Yaqub, Vice President of Ufone Pakistan as he has been kind enough to share these pictures from their latest commercial

STRENGTHS

• Differentiation (lowest off-net call rates)

• Value Added Services (VAS) i.e. Ufone’s Walkie talkie, call block etc

• second largest cellular network in Pakistan

• Most attractive ATL (Above The Line) activities

WEAKNESSES

• Less professional management style

• A shadow of government organization

• Less network coverage in comparison to the Market Giant “MOBILINK”

• Pathetic billing system

OPPORTUNITIES• The phase of conversion of

their GSM technology Into 3G (satellite based) technology

• Growing mobile customers due to increasing trend of using mobile phones

• To win the customers of its competitors by providing them superior services on lower price

• It is pioneer in southern Punjab where it can promote itself and become market leader on the basis of this very fact

THREATS

• The phase of its conversion of GSM technology to 3G technology

• Boosting customer base of Warid and Zong

• Decreasing economy and instability of Pakistan

• To be aggressive in industry to remain a potent force in the cellular industry

• Huge network expansion contract of USD 550 million, which will enhance the subscribers’ capacity by 10 million

• Maintaining high quality of service• Exploring new value added services• Market visibility through various market

initiatives to fulfill subscribers’ satisfaction and demand

• To increase the value of investment for the shareholders.

• By keenly analyzing the marketing of Ufone, we group member agree that Ufone is penetrating its market by taking risks and aggressively promoting & advertising itself

• We came through unconventional strategies and ad campaigns while working on this report. We believe that mobile services are the toughest market to enter and survive. And in this tough market Ufone isn’t only surviving but growing at an exceptional rate.

• Ufone is using humorous theme in its ads which has become its benchmark. People enjoy watching, discussing and following Ufone ads the most. And it is the biggest achievement of Ufone in recent times.

• We wish a very best of luck to Ufone. May it progress in this field and achieve its desired goals. (AMEEN)