report warid services marketing

7/26/2019 Report Warid Services Marketing

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ContentsIntroduction................................................................................................................ 3

Warid Vision................................................................................................................ 3

Warid Mission.............................................................................................................4Competitive Edge....................................................................................................... 4

Factors Stimulating Transformation of the Service Econom......................................4

Five !road categories "ithin non#o"nership frame"or$.............................................%

Value Creation is &ominated ! Intangi!le Elements.................................................'

Classi(cation of services............................................................................................'

E)tended Mar$eting Mi) for Services.........................................................................*

+roduct....................................................................................................................... *

+lace and Time........................................................................................................... *

+rice........................................................................................................................... *

+romotion and Education............................................................................................*

+rocess....................................................................................................................... *

+hsical Environment.................................................................................................,

+eople.........................................................................................................................,

Management functions pla central and interrelated roles in meeting needs of

service customers...................................................................................................... ,

-perations Management............................................................................................,

Mar$eting Management.............................................................................................. ,

uman /esource Management...................................................................................,

-rganogram of Warid.................................................................................................0

Chapter 1..................................................................................................................2

+roduct ttri!utes 5ect Ease of Evaluation............................................................2

+erceived /is$s of +urchasing and 6sing Services...................................................2

Strategic /esponses to Managing Customer +erceptions of /is$.............................2

Customer E)pectations............................................................................................ 2

+urchase &ecision....................................................................................................2

Service encounter stage...........................................................................................22

The Servuction Sstem.............................................................................................21

+ost encounter stage................................................................................................23

chieved Competitive advantage............................................................................. 24

Service attri!utes of Warid....................................................................................... 2%


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+ositioning strateg of "arid7................................................................................... 2*

Mar$et nalsis7....................................................................................................... 2,

Competitive analsis of Warid.................................................................................. 20

Supplementar Services of Warid.............................................................................20

Warid Telecom will provide HBL with Unstructured Supplementary Service Data (USSD)......20

Flo"er of Services7................................................................................................... 1

Creating services as su!stitutes for phsical good...................................................12

8enerating /evenues and pro(ts............................................................................. 11

The role of mar$eting communications.................................................................... 14

+rocesses..................................................................................................................1,

Managing Capacit................................................................................................... 32

Service Environment................................................................................................ 31

Source of Customer 9oalt : Competitive dvantage............................................34Service /ecover...................................................................................................... 3*

Improving Service ;ualit and +roductivit..............................................................30


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Introduction

Warid Telecom is an Abu Dhabi-based mobile telecommunication investment firm whoseportfolio companies provide telephony services in the Republic of the Congo,Paistan and

!ganda" #n $%%&, Warid Telecom #nternational, purchased a license for operating a nationwide

mobile telephony networ, and long distance international '(D#) for *$+ million ! dollars and

was the first venture of Warid Telecom #nternational" The licence was bid for and ac.uired by a

team led by /ashir Tahir the former C01 of the Abu Dhabi 2roup which is the present company

of all Warid operations" Waird is the 3oint 4enture of Abu Dhabi 2roup and ing Tel

Warid Paistan launched its services in 5ay $%%6" Within 7% days of launch Warid Paistan

claims to have attracted more than million" !sers

Abu Dhabi 2roup owned Warid Wateen, /an Alflah and Tavon Constructions" There are si8members in board of e8ecutive committee"

The Competition Commission of Paistan '9CCP:) has approved the merger of Paistan 5obile

Communications (imited '95obilin:) and Warid Telecom 'Private) (imited '9Warid:);" This

approval is the first of four re.uired approvals from the local regulatory bodies, including

Paistan Telecommunication Authority '9PTA:), ecurities < 08change Commission Paistan

'90CP:) and the tate /an of Paistan '9/P:)" The combination of 5obilin and Warid will

be a positive step for the development of technology and communications services in Paistan"Together, the future entity will serve more than &6 million customers through a best-in-class

mobile and high-speed networ, and bring further investment into infrastructure and digital

services for consumers in Paistan as they navigate the digital world"

The transaction is the first ma=or merger in the mobile telecommunications sector in Paistan

Warid Vision>To be the leading national communication provider with a strong internationalpresence">Warid Telecom's brand values include:

i"?uality - the best availableii"implicity - easy and user friendlyiii"#nnovation - providing cutting edge technology and solutions


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iv"@onesty - providing openness and fairnessv"riendliness - sensitive to customer needs

Warid ission

Warid mission is to enter new maret segments, e8pand the cellular maret through highsales, capture significant maret share and conse.uently achieve unprecedented revenues

!ompetitive "d#e

Competitive Edge of Warid telecom is its voice quality and its only telecom brand in Pakistan which is

providing the 4G LE service to its customer

$actors Stimulatin# Trans%ormation o% the Service "conomy

8overnment policies are e5ecting telecom sector ! imposing rules and regulations

ta)es on recharger general sales ta) and other ta)es< +T =+a$istanTelecommunication authorit> is the government !od "hich are ta$ing care of

telecom sector in countr

Government

Policies

Social

Changes


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Warid has easier access to information ! their customer services center. Warid

allo"s Immigration to an other net"or$ and also accept the immigration from

other net"or$s. /ising consumer e)pectations ! providing ne" pac$ages and

!etter ?ualit service.

s the !usiness trends are changing and "arid is having merger "ith Mo!ilin$ this

ear the are going to have more strategic alliances< Focus on ?ualit and customer

satisfaction and Emphasis on productivit and cost savings

Warid is IT !ase companies so it has to !e follo" the latest IT trends to compete in

the mar$et and Waird is providing !etter voice ?ualit< onl 48 9TE in the countr

gives Warid a technological advantage

Warid having merger "ith Mo!ilin$ to more gro"th. Warid is planning to outsource is

call center service to T/8 =The /esource 8roup>. dopting ne" trends and

improving organi@ational culture ! merger. Compan is also going to share its data

!ase "ith Mo!ilin$ "hich is providing !oth companies a large customer

$ive &road cate#ories within non'ownership %ramewor

Warid Comes under the ccess to and usage of sstems and net"or$s

Business

Trends

Advances

In IT

Globalization


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Value !reation is Dominated &y Intan#i&le "lements

s telecom service is intangi!le so "arid value creation is highl intangi!le

Warid Core +roduct is to provide telecom service. Warid mar$et through service !

providing good ?ualit< pac$age and high speed 48 9TE internet. The add value to

their core product ! providing after sale service li$e customer care center are

here< call centers of "arid guide their customer and resolve their issues

!lassi%ication o% services

Warid falls under mental stimulus processing and information processing< providing

voice telephone service to customers and core content of "arid is information !ased

falls under mental stimulus processing and providing fastest internet service ma$e

"arid also information processing.


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"tended aretin# i %or ServicesThe *+s of Services Mar$eting

*roduct+roviding "ireless telecom and 48 Services

*lace and Timell over +a$istan< franchises< retail center< customer services center< !usinesscenters< and time to respond customer complain is 14 hours. Franchise and other

retail centers are open 0M to *+M.

*rice+ac$ages change time to time< introduction of ne" pac$ages< pac$ages changing

according to competitive mar$et

*romotion and "ducation6sing mar$eting mi) "hich includes advertising< TVC< personal selling< sales

promotion< pu!lic relations< customer services

*rocess

&esigning the process that ho" "arid is going to provide its service to customersso< creating and delivering product elements re?uired design and implementation of

e5ective processes. Warid encourage its lo" line sta5 so the can provide

customers "ith their !est


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*hysical "nvironmentWarid have ver good and furnished oAces< retail centers< customer care center are

full furnished and air#conditioned provide customer "ith !etter phsical

environment. organi@ation provides par$ing lot oAces special ca!ins for their

managers.

*eoples "arid is dealing in intangi!le service !ut services al"as re?uired direct

interaction !et"een customers and contact person< customer care centers are

providing direct interaction "ith companBs representatives customer call centers

are also guiding customers a!out the services or resolving their issues guiding them

"ith !etter solutionBs

ana#ement %unctions play central and interrelated roles in

meetin# needs o% service customers

+perations ana#ement&ail -perations are !eing o!served ! managerBs operations and oor managersat "arid and directl reported to 8eneral Manager -perations

aretin# ana#ementWarid have its o"n Mar$eting department and the pla ver important role to

maintain customer satisfaction


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Human ,esource ana#ement/ group of "arid is not as !ig as mar$eting and operations group / is providingservices in recruitment< lao5s< career development and training of all emploees in

relevant (elds.

+r#ano#ram o% Warid


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!hapter -

s this is the era of technolog cell phone has !ecome !asic need of a person this

need can !e trigger ! unconscious mind or e)ternal sources. Search attri!ute can

help consumer to evaluate a product !efore purchase "hich can also means

positioning of the product in consumerBs mind

*roduct .ttri&utes .%%ect "ase o% "valuationMost of the goods are eas to evaluate and the services are diAcult to evaluate as

"arid is providing service of telecom itBs in the middle of chart !ecause ou can

evaluate "arid ! chec$ing its voice ?ualit< coverage area< internet speed


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Warid is tring to provide desire level service to its customers

*urchase DecisionThere are man alternate of "arid "hich includes @ong< ufone< mo!ilin$< and Telenor

"h choose "arid Man customers choose "arid !ecause of its 4 9TE service< callrates< net"or$ coverage and voice ?ualit as "ell

Service encounter sta#es the +T prohi!it the sales of SIMS ! an unauthori@ed dealer and the !iometric

veri(cation is re?uired for the SIM activation most of the sims are sold ! "arid

franchises and authori@ed dealer of "arid customer comes to franchise interact "ith

sales person and purchase the sim. Customer also interact "ith service provide

"hen facing an issue regarding the service customers calls on help lines and

customer representative provides him solution and resolve its pro!lem.

In the moment of truth customerBs representative tr their !est to provide the

e)pected ?ualit the are !eing trained for. Ever ne" emploee for customer

representative is !eing trained 2% das to 2 month ! supervisor and oor manager

for handling customers


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Warid Service lies in middle of emphasi@es encounter "ith services personnel

!ecause the are not providing phsical goods the are providing technological

!ase service

Warid is providing lo" contact service !ecause it not tangi!le and its technological

!ase service

The Servuction System


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Warid has its Servuction model customer facing an technical issue calls at help line

and customer representative for"ard its complain to technical department as soon

as possi!le "hich provide service operations at !ac$ stage

Service facilitiesB Warid have customer services centers and franchises

Personnel

B Front stage personnel are li$e mem!ers of a cast e.g "aridBs customer

representatives

B Dac$stage personnel are support production team e.g technical sta5

resolving the issues of customers

Roles

B emploees have roles to pla and !ehave in speci(c "as and the are

!eing trained to !ehave in speci(c manners

Scripts

B Speci(es the se?uences of !ehavior for customers and emploees also

"hen customer called at help line there is a certain dialogue "hich

customer representative spea$s e.g at the end of the call heshe sas

than$ ou for calling "arid llah a(@

Warid help its customer to get his desired result ! informing them training them

*ost encounter sta#e

This stage includes the Evaluation of service performance and Future

intentions of the customer. aving feed!ac$ card in customer care center and

franchise or retail center a!out customer e)perience it reall helps to identif

customer satisfaction. In "arid customer satisfaction are often positive and

con(rmation !ut there are also angr customers "hich sometimes lead to

negative discon(rmation


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.chieved !ompetitive advanta#eGo" a das Warid has a competitive advantage over other telecom Companies.

Decause Warid are giving the servicer of 48 9TE services to its customers. Currentl

no other compan is giving the services and voice ?ualit li$e "arid. Their 48 9TEservices are e)ceptional.

Full Focused7

Warid giving limited range of services to narro" and speci(c mar$et of

48 9TE.


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Mar$et Focused7

Garro" mar$et segment "ith "ide range of services

Service focused7

Garro" range of services to fairl !road mar$et

6nfocused7

Droad mar$ets "ith "ide range of services

Identifying and Selecting Target Segments:

mar$et segment is composed of a group of !uers "ho share common

characteristics< needs< purchasing !ehavior or consumption patterns.

Service attri&utes o% Warid

Start Stop Service

o start or stop a service is now simplified and made more convenient for you! "#$%"&Pwill not only allow you to activate'deactivate desired services in an effective way but also itwill make you aware about the available offerings that you can utili(e! Prepaid and Glowcustomers can get their desired service activated or deactivated via interactive ")" basedmenu! he user will receive only those services that are compatible with their ariff! he userhas to send "tart for service activation and "top for service deactivation from their Glow orPrepaid number at *+*+!

Self-Care Section:

$echarge your account

)anage ,n, numbers

Get account details

Get -alance info


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Packages & Services Section:

Change your Package

"ubscribe'.nsubscribe to /nternet 0 ")" -undles 0 L-C &ffers

"ubscribe'.nsubscribe 1#" "ervices

Warid Call & SMS Block 420

2o you often see yourself taking calls or ")" that you don3t want to Well5 you can

now block all the unwanted calls and ")" with 6Warid Call 0 ")" -lock 4786 service

and get control over calls 0 ")" you wish to restrict! With 6Warid Call 0 ")" -lock

4786 service9 you can block unlimited on%net5 off%net and international numbers!

Key eat!res:

:ou can create a block list for the obno;ious caller


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# dedicated self care helpline for all ,#@s and info you require about our products andservicesA because there is a huge amount of free and convenient services out there that youmust find out aboutB :ou can check your billing details5 confirm payment history5 know usagedetails about free minutes5 ")"5 GP$" and confirm your ,n, through guided step by stepprocedures!

#2$ Services

Services 'n SMS( )ype S*ort Code +etails

Prepaid ELP )enu elp D7 Check details of Prepaid tariff 0 "ervices via ")" b

Postpaid -illing /nfo - D7 Get billing details of postpaid number via free ")"

Postpaid Payment istory P D7Get details of last five successful payments made agyour postpaid number

,ree )inutes info ,) D7 Check remaining free minutes of postpaid number

):* ,ree )inutes info )y* D7 Check remaining free minutes of postpaid )y* pack

ariff Confirmation ariff D7 Confirm tariff plan against your prepaid 0 postpaid n

Foom Counter FC D7 Postpaid Foom ")" counter information

GP$" Counter GC D7 Postpaid GP$" counter information

,riends 0 family List List D7Check friends 0 family list against your prepaid 0 ponumbers

P. Code $etrievalP. HumberCH/C

D7 Confirm P. code of any Warid number

Four Principles of Positioning Strategy:

Warid must esta!lish position for (rm or product in minds of customers

Warid position should !e distinctive< providing one simple< consistent

message

+osition must set (rmproduct apart from competitors

Warid cannot !e all things to all people H must focus its e5orts

*ositionin# strate#y o% warid/+ositioning involves decisions on attri!utes important to customers.


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aret .nalysis/

Internal Analysis of Warid:

Warid is providing low prices to their customers" #nitial strategy they have to get more customer thengenerate revenue" ollowing issues are

Warid have to pay for !D '!niversal ervice 1rganiation) and !'!niversal ervice und)"

Strate#ic .lliance Warid had issue to use e8isting networ" As in Paistan lots of

unbundling'The networ is not one person custody there are primary and secondarye8changes),o warid start negations to hire networ on the basis ofno profit no loss"They negotiated with 0ricsson and hired there networ"finaliing the strategic alliance agreement held in (ahore recently is for 0ricsson to provide Warid Telecom a complete9turney state of the art: 25 networ solution, which encompasses the supply of core andRadio networ e.uipment, networ design rollout as well as professional services lie fulloperations and maintenance" The networ will be 25 E 2PR based and its coverage build outwill commence immediately" Warid is strategic alliance with 0ricsson and Foia for Paistan andin /angladesh with 5otorola"

ervice of warid with passage of time is not providing good .uality" Fetwor capacity is not

improving

5anagement tyle and approach is emphasiing on outcome based 'revenue and profit) not on.uality"


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!ompetitive analysis o% Warid

Changing competitive positioning

Warid ma have to ma$e signi(cant change in e)isting position

/evising service characteristics rede(ning target mar$et segments

a!andoning certain products "ithdra"ing from certain mar$et

segments

Warid must Improve negative !rand perceptions ma re?uire e)tensive

redesign of core product

The repositioning of Warid ma introduces ne" dimensions into positioning

e?uation that other (rms cannot immediatel match.

Chapter 4

Supplementary Services o% Warid

Warid Telecom will provide HBL with Unstructured Supplementary Service

Data (USSD)

Fowadays the telecom companies are becoming an essential part of the branchless baning eco-

system as they provide them with all the necessary and up-to-date technology and resources to

improve the growth and uptae of baning sector" The pact was signed at Warid TelecomGs @ead1ffice in (ahore by 5r" Tari. 2ular, C1, Warid Telecom and 5r" ai. adi., @/(Gs @ead of

payment ervices" everal senior officials from both sides were also present on this auspicious

occasion" These included 5r" Hounas #.bal heih, CC1, 5r" uhail 3an, 4P ales

report warid services marketing

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