MARKETING ANALYSIS

GROUP MEMBERS:

ROHAMA ABBAS (120667)

PIRAH AFTAB (130003)

ZAIN HASAN (130006)

OUTLINE Introduction

Mission

Vision

Marketing mix- 4P’s

SWOT analysis

STP

Competitors’ analysis

Conclusion

INTRODUCTION PTCL commenced its operations under the brand name of Ufone from Islamabad on January 29, 2001

Ufone is the second largest cellular network in Pakistan.

With the population of almost 17 million, Ufone is one of the largest telecommunication networks

Ufone has always played a very important role in the growing demand of telecommunication in Pakistan.

It offers two kinds of packages to its consumers: Postpaid and the Prepaid

It is covering almost 5885 locations in the country.

MISSION"Ufone, it’s all about U! We are where you want to be… …At Ufone we aim to provide you with wider coverage, superior connectivity, clear signals & voice quality. Wherever you are, Ufone keeps you connected."

“Be 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”

BRAND Ufone mainly comprises of two brands i.e. the Prepaid and the Postpaid.

Ufone changed the image of 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.

Ufone increased its focus on the youth segment (which comprises 50% of the population), with the Prepaid brand.

By designing market focused products, Ufone's brand teaml uanched aggressive campaigns, which further increased the brand equity.

Ufone's Brand success has been rewarded in many ways, including increased number of customers, revenue and market share.

MARKETING MIX

PRODUCT Ufone offers a variety of products and services to its customers. In each product it offers a variety of different packages for its different segment of users.

The following are the different products of Ufone:-

Post paid

Pre-paid

Blackberry

GPRS

PRICE Ufone strategizes to capture the existing pricing needs of its customers and use it well on occasional or timely basis.

For example Ufone offered very good call rates on international calls in Eid day's thus compelling people to use Ufone for international calling.

Ufone follows market penetration pricing strategy to meet the customer needs and ever changing price competition.

PLACE Place plays a very important part in the distribution and promotion of services.

Ufone strategize to widen its 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.

For this purpose, Ufone uses the following strategy of Intensive distribution

PROMOTION Promotion is the best way to attract and aware the customers.

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 includes Advertising, sales promotion, public relations, direct marketing & personal selling.

Ufone strategizes to carry out promotion in order to increase its market share

SWOT ANALYSIS

STRENGTHS The company has the coverage in more than 5885 different locations and across all the major highways.

• Currently the company provides good rates for international Roaming to almost 230 live operators in more than 130 countries.

• Company is a host of price added services and information connecting with the remarkable network in the country.

• Ufone do offers the most affordable rates for their customers.

WEAKNESSES The weaknesses of Ufone are as follows:-

As Ufone is a subsidiary of PTCL, which was previously under government management, Ufone still has a shadow of a government organization. It is also highly dependable on PTCL.

It has a weak marketing strategy to attract post-paid clientele and they are more dependent on pre-paid customers in spite of the fact that Ufone major revenue arises from its Post-paid customers.

They often get carried away with there aggressive marketing strategies.

OPPORTUNITIES Ufone's biggest opportunity lying ahead in near future is the phase of conversion of their GSM technology in to 3G (satellite based) technology

It can further target the corporate segment in PAKISTAN.

Ufone has the opportunity of growing its customer base due to increasing trend of using mobile phones.

Ufone has the opportunity to win the customers of its competitors by providing them superior services on lower price.

Ufone should develop their franchises in far off areas which will help people reaching them more easily and that will surely benefit the company too.

THREATS Ufone's biggest opportunity is its biggest threat as well. The phase of its conversion of GSM technology to 3G technology can be a threat for it if not carried out properly.

The decreasing economy rates, instability in Pakistan and world wide recession are a big threat for all businesses in Pakistan including Ufone.

The biggest threat is the government’s involvement in terms of Taxes.

CORPORATE CULTURE Ufone offers an empowering culture that allows people to make the most of their skills, personality and career.

It takes a constant interest in the progress of individuals by conducting internship evaluation and offering the support and resources they need.

It provides the best possible working environment.

MARKET DIFFERENTIATION

Due to aggressive competition in Pakistan mobile companies, the operator needs to differentiate their product from others in order to attract more and more customers

In the telecom industry, for differentiating the product means to bring and implement some new and innovative technology.

Technological improvements at Ufone are continuous process.

. These practices of bringing something new to the society at Ufone are emerging in the context of GPRS and 3G services.

Ufone is not only emerging technologies but also maintaining a technological dominance for the services it is providing.

Ufone is coming up with innovative products and becoming pioneer towards the new arenas.

SEGMENTATION, TARGETING

AND POSITIONING

(STP)

SEGMENTATIONUfone as well as other cellular service companies segment their market on four basis:

ECONOMY: Upper class, Middle class, socio-economic class, lower class

AGE: Teenagers, youngsters, middle age, aged people

GENDER: Male & Female

OCCUPATION: Corporate class, business class and working class

TARGET MARKET Ufone mostly targets youth by using young brand endorsers or ambassadors.

It always brings such packages and offers that precisely meet the needs of young people.

But it has also launched packages, brands and offers for working people, business class, ladies and aged ones.

Ufone seeks to target masses in the long run.

POSITIONING Ufone’s Positioning Statement is

“It’s All About U”

Ufone changed the image of 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 and its lowest call rates.

COMPETITORS’ ANALYSISPricing for value added services

VAS Mobilink Ufone Telenor

To Same Network 1.00 0.50 1.00

To Other Network 1.50 1.00 1.00

International SMS 5.00 1.50 5.00

MMS Activation Charges (Rs.) Not Available Free Free

MMS Per Incoming / Outgoing

Message6.00

5.005.00

GPRS Per MB 18.00 15.00 15.00

Balance Inquiry Free 0.50 Free

Mobilink28%

UFONE27%

ZONG20%

TELENOR16%

WARID9%

CELLUAR MARKET SHARE

Mobilink UFONE ZONG TELENOR WARID

Ufone has priced its sms rates low and provides a high sms service quality to penetrate the market.

Due to high quality of service Ufone has priced its call rates at cost plus premium price.

Ufone has always been proud of its quality network, that offers customers with clear voice and instant connectivity.

Ufone has proven itself to be far from ordinary. With an array of packages, unbelievably affordable rates and a spectacular voice quality, Ufone has always strived to provide you with immaculate services that remain unmatched.

CONCLUSION Telecommunication industry is growing very fast in Pakistan but there is still huge financial investment required for better coverage.

Consumer searches good service with lowest call rates

Ufone brings amazing packages to attract the customers.

Ufone promotes their product through TV commercial, Newspaper, Radio, Internet etc.

People choose Ufone because Ufone’s price level is low and affordable