ufone

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Marketing strategies

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Page 1: Ufone

Marketing strategies

Page 2: Ufone

Group members

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Page 3: Ufone

Contents

• Summary• Marketing hierarchy of Ufone• Market definition• Technology• Market segmentation• Ufone competitor’s strengths and weaknesses • Demographics and psychographics• Mission statement• Vision statement• Marketing strategy (price and promotion)

Page 4: Ufone

BRIEF HISTORY OF UFONE

• Ufone GSM is a company in Pakistan providing cellular services.• The current CEO of UFONE is Mr. Abdul Aziz. • PTML is a subsidiary of PTCL (Pakistan Telecom Company

Limited), the largest operator in Pakistan.• The management of Ufone has also been handed over

to Etisalat.• Ufone adopted Huawei's new-generation GSM solution to

construct a GSM network covering 1,500 cities and towns of Pakistan• Its competitors are mobilink, Telenor and zong.

Page 5: Ufone

MARKETING HIRARCHY OF UFONECEO

HOD

Assistant Managers

Senior Executives

Management trainees

Internees

Page 6: Ufone

TECHNOLOGY

• Company has added VAS (value added services)• Providing all kinds of services that competitors are offering.• MMS (multimedia messaging serives)• GPRS (general packet radio serives) • VPN (virtual private networks), • WAP • Now its in 3G and 4G also

Page 7: Ufone

MARKET SEGMENTATION OF FEW BRANDS AND PACKAGES

• Postpay: target market is corporate class• Life: it is targeted on youth• Public demand: it is targeted on lower class people• 5 ka 15: it is targeted on ladies• Walkie talkie: targeted on business class

Page 8: Ufone

By distribution channel:

• distributes its Sims through franchises (wholesaler) • franchise further dispenses the Sims in local shops

(retailers)• Local companies to distrubite banners cards in given areas

Page 9: Ufone

Competitors

• Market leaders and market challengersUfone has 4 competitors:• Mobilink • Telenor• Warid• Zong

Page 10: Ufone

STRENGTHS AND WEAKNESS OF COMPETITORSMOBILINKStrength:•Leading Telecommunications Company in Pakistan.•Strong Brand name•Good coverage•SpeedWeakness:•High call rates•Competition•High tax rates•Increase in imported equipment costs

Page 11: Ufone

TELENORStrength:•Network quality and design•Superior customer care•Financial Strength•Excellent Coverage and distribution•Contract with Siemens and Nokia•Brand image of quality.Weakness:•Relatively low market share•Low profit margins•Negative cash flows in the initial years.

Page 12: Ufone

ZONGStrength:•Network portability•Resources•Location•High growth Rate•Advertising•First company who introduced mobile.Weakness:•Coverage•Bad Image of Paktel•Weak MIS (management information system)•Old Staff 

Page 13: Ufone

Demographics and Psychographics

• Customer retention• Customer surveys• Identify possible problems

Page 14: Ufone

MISSION STATEMENT

• Ufone, it’s all about U. we are where you want to be, we aim to provide you with wide coverage, superior connectivity clean signals and voice clarity. Wherever you are, ufone keeps you connected.

Page 15: Ufone

VISION STATEMENT

• To be the leading telecommunication service provider in Pakistan by offering innovate communication solutions for customers while exceeding shareholder value & employee expectation.

Page 16: Ufone

MARKETING STRATEGIESTARGET MARKET:• 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, working

class etc

The basic target market of ufone is the “YOUTH”

Page 17: Ufone

POSITIONING

• UFONE TUMHI TO HO• Image in peoples mind regarding the brand

Page 18: Ufone

Marketing strategies: price

• Augmented product• Price has always been the core differentiation of ufone• Least call rates• Ufone follows market penetration pricing strategy

Page 19: Ufone

Discount and allowances

• Low call rates on occasions • Low international call rates• Discounts on public holidays

Page 20: Ufone

Marketing strategies: promotion

• Ufone pays different channels for marketing activities to convey value to customer• communication channels includes, sales promotion,

advertising, public relations, direct marketing & personal selling.

• Frequent attractive advertising

Page 21: Ufone

Media

• Print media: daily dawn, Sunday magazine, akhbar e jahan, jung etc• Display media: billboards, screens, painting walls, posters

etc• Events: musical concert in 2006 all over pak featuring

mikaal hassan and junoon.• Ad shoots: adds are shot in pak as well as foreign locations• Broadcast media: adds on channels• Online media: internet marketing

Page 22: Ufone

Sales promotion

• short term incentives to encourage the purchase or sale of a product or service• Permiums: extra credit or package delivered to their

numbers.• Promotional Products for sales promotion

Page 23: Ufone

Word of mouth

• Basically foucused on youth so they feel proud to tell “they use ufone” to their relatives and friends.