1. Institute Of Business & Management
UET, Lahore
Telenor Pakistan
Rizwan Bashir Goraya
BBA-Fall12-167

2. Telenor Pakistan
History:
Telenor Group was founded in 1855 and build on more than 155 years of telecom experience.
Telenor Group headquartered in Oslo, Norway. Telenor Pakistan is 100% owned by the Telenor
Group, an international provider of high quality voice, data, content and communication services
in 12 markets across Europe and Asia. Telenor Group is among the largest mobile operators in
the world with 160 million mobile subscriptions and a workforce of approximately 33,000.
Telenor Pakistan has invested over US$2.3 billion in the local economy so far. It acquired a
GSM license in 2004 and began commercial operations on March 15, 2005.
In October 2012, Telenor Pakistan’s crossed the active subscriber base is 30 million retaining its
position as the country's second largest mobile operator. Telenor Pakistan has coverage in more
than 1500 cities and towns. It has more than 200 franchises in major cities and towns. Telenor
Pakistan's corporate headquarters are in Islamabad, with regional offices in Karachi, Lahore,
Faisalabad, Multan, Hyderabad and Peshawar. Telenor Group’s revenue distribution policy for
the year 2013 is
Contributing To Pakistan's Economy:
Telenor Pakistan continues to contribute to Pakistan's economy. It has created 2,800 direct and
25,000 plus indirect jobs and has a network of over 200,000 retailers, franchises and sales &
service centers, thus providing a means to livelihood to thousands.
Telenor Pakistan contributed over Rs. 121 billion in various forms of direct and indirect taxes to
the economy of Pakistan since the beginning of its operations in 2005.
Telenor Pakistan acquired 51% of Tameer Microfinance Bank in November 2008. In 2009 it
launched 'Easypaisa' to become Pakistan's first telecom operator to partner with a bank to offer
mobile financial services across Pakistan.
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3. Telenor Pakistan
In addition to our focus on extending the benefits of mobile communications, Telenor contributes
to society through selected social investments. The company’s social investments are focused on
long-term partnerships that can contribute to lasting change. Focus areas for Telenor Pakistan
are; Disability, Education, Health, Emergency Response and Employee Volunteerism. Telenor
Pakistan's flagship corporate responsibility program, Khuddar Pakistan, aims to create dignified
opportunities for persons with disabilities. The purpose is to become the most disabled-friendly
organization in Pakistan in terms of employment, service, and community support. Other
programs include Khamoshi Ka Boycott, Karo Mumkin, Djuice Rozgar and Angotha Chalao etc.
Mission , Vision & Values:
Our vision crystallizes our customer focus as the cornerstone of everything we do. Our values
describe what behaviors are necessary to realize that vision. Our corporate responsibility mindset
ensures that our vision and values nurture social concern and help us create shared value.
Our Vision:
Our vision is call for action: “Empower societies”
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.
Our Mission:
Our Mission is simple: “We are here to help”
We exist to help our customers get the full benefit of communications services in their daily
lives.
The key to achieving this vision is a mindset where every one of us works together: Making it
easy to buy and use our services, Delivering on our promises, being respectful of differences and
Inspiring people to find new ways.
Core Values:
We believe in four core values for gaining our customers loyalty, these are as follows:
Make it Easy:
We're practical. We don't complicate things. Everything we produce should be easy to
understand and use. Because we never forget we're trying to make customers' lives easier.
Keep Promises:
Everything we set out to do should work, or if it doesn't, we're here to help. We're about delivery,
not over promising, actions not words.
Be Inspiring:
We are creative. We strive to bring energy to the things we do. Everything we produce should
look good, modern and fresh. We are passionate about our business and customers.
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4. Telenor Pakistan
Be Respectful:
We acknowledge and respect local cultures. We do not impose one formula worldwide. We want
to be a part of local communities wherever we operate. We believe loyalty has to be earned.
Products & Services:
Following are the products and services offered by Telenor Pakistan:
Services:
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Utilities (Easy Load & Song Dedication etc.)
Internet
Infotainment
Music & Games
Education & Careers
Entertainment & Sports
Smart Tunes
Religion
Social
Products:
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Prepaid
(Talkshawk & Djuice)
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Postpaid
(Personsa)
Talkshawk Packages:
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Talkshawk 24 Hours
Talkshawk Economy
Talkshawk 75 Paisa
Talkshawk Har Second
Talkshawk Har Minute
Talkshawk A1
Talkshawk Value Package
Talkshawk Meri Pasand Offer
Talkshawk Pora-Pakistan Offer
Talkshawk Superstar Offer
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5. Telenor Pakistan
Djuice Packages:
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Djuice Din Raat Package
Djuice Ghanta Package
Djuice Boltay Jao Offer
Djuice Free Call Offer
Djuice Minutes Bundle Offer
Djuice Khamoshi Torr Offer
Djuice Bol Jigar Bol Offer
Djuice Jagtay Raho Offer
Persona Packages:
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Persona Consumer
Persona Easy (100)
Persona Simple (500)
Persona Free
Persona Business
Persona Special 5ive
Persona Team Talk
Pricing Strategies:
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Demographic Pricing
(Age, Income, Occupation)
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Psychological Pricing
(Social Class, Lifestyle, Personality)
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Promotional Pricing
Segmented Pricing
Dynamic Pricing
Promotional Strategies:
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Advertisement
Bill Boards
Societal Campaigns
Sales Promotions
Public Relation
Direct Marketing
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6. Telenor Pakistan
Placement Strategies:
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Coverage
Coverage in more than 1500 Cities & Towns
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Franchising
More than 200 Franchises & 200000 Retailers
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Channels
Locations
Transportation
STP Modeling:
The STP (Segmentation, Targeting and Positioning) Model of Telenor is as follows:
Segmentation:
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Geographic
(Country, Region, City, Density)
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Demographic
(Age, Gender, Income, Occupation)
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Psychographic
(Social Class, Lifestyle, Personality)
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Behavioral
(Occasions, Users, Benefits)
Targeting:
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Age & Gender Based
Occupation Based
Income Based
Social-Class Based
Area & Region Based
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7. Telenor Pakistan
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Occasion Based
Positioning:
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Functional Positioning
(Solve Problem, Get Favorable Perception)
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Symbolic Positioning
(Self Image, Affective Fulfillments)
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Experiential Positioning
(Sensory Stimulation, Cognitive Stimulation)
SWOT Analysis:
The SWOT (Strengths, Weaknesses, Opportunities and Threats) Analysis is as follows:
Strengths:
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Largest Geographical Coverage
Largest International Roaming Service
Superior Customer Care
Strong Distribution Channels
24 Hours Customer Services
Competitive Price
Innovative & Intense Growth
More Attractive & Valued Services
Weaknesses:
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Billing Inflexibility
Growing Customer Dissatisfaction
Low Growth Rate Of Persona
Marketing Plan
Lack Of Follow-Up From Customers
Not Promising Packages
European Identity
Less Differentiation & Switching Cost
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8. Telenor Pakistan
Opportunities:
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Declining Growth Of Market King
Further Network Expansion
Poor Network Services Of Competitors
Favorable Regulatory Authority
Unmet Demand
Innovative Products & Services
Investment Opportunity
Threats:
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Aggressive Marketing By Competitors
Possibility Of New Networks Entrance
Close Competitive Environment
Political Instability
Changing Technologies
Economical Challenges
BCG Matrix:
The BCG (Boston Consulting Group) Matrix of Telenor is as follows:
Stars
Question Mark
Cash Cows
Dogs
Djuice has the high Relative Market Share and high Growth Rate so it is treated as Star. It take
heavy investment.
Talkshawk has the high Growth Rate and low Relative market Share that is why it is treated as
Question Mark.
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9. Telenor Pakistan
Persona has high Relative Market Share and low Growth Rate, and takes less investment so it is
treated as Cash Cow.
Comparison:
Annual Cellular Subscribers in Pakistan of various Networks:
Annual Cellular Subscribers
Mobilink
Ufone
Zong
Instaphone
Telenor
Warid
Total
2003-04
3,215,989
801,160
470,021
535,738
5,022,908
2004-05
7,469,085
2,579,103
924,486
454,147
835,727
508,655
12,771,203
2005-06
17,205,555
7,487,005
1,040,503
336,696
3,573,660
4,863,138
34,506,557
2006-07
26,466,451
14,014,044
1,024,563
333,081
10,701,332
10,620,386
63,159,857
2007-08
32,032,363
18,100,440
3,950,758
351,135
18,125,189
15,489,858
88,019,812
2008-09
29,136,839
20,004,707
6,386,571
34,048
20,893,129
17,886,736
94,342,030
2009-10
32,202,548
19,549,100
6,704,288
0
23,798,221
16,931,687
99,185,844
2010-11
33,378,161
20,533,787
10,927,693
0
26,667,079
17,387,798
108,894,518
2011-12
35,953,434
23,897,261
16,836,983
0
29,963,722
13,499,835
120,151,235
2012-13
37,121,871
24,547,986
21,044,319
0
33,513,133
12,706,353
128,933,662
Telenor Pakistan is growing year by year. 2007 was the best year in terms of increase in network
subscribers when it got almost 80% growths as compare to the previous year 2006.
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10. Telenor Pakistan
Growth Rate:
Telenor Pakistan showing positive growth every year as compared to other communication
networks working in Pakistan. This year Telenor Pakistan showed 3.7% growth and achieved 30
Million network subscribers to be the 2nd largest communication network of Pakistan.
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11. Telenor Pakistan
Market Share:
Telenor Pakistan has now got the 25.2% subscribers out of total communication
subscribers in Pakistan. Telenor Pakistan is now become the 2nd largest communication
network of Pakistan.
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