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Final Presentation - Telenor V Ufone - Comparison - Global Marketing
 

Final Presentation - Telenor V Ufone - Comparison - Global Marketing

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Global Versus Local Company

Global Versus Local Company
4ps
SWOT
PEST
Porter Five Forces
3G License
Evaluation
Conclusion
Recommendation

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    Final Presentation - Telenor V Ufone - Comparison - Global Marketing Final Presentation - Telenor V Ufone - Comparison - Global Marketing Presentation Transcript

    • Global Marketing Strategy Global Company Versus Local Company
    • Presented By - Ali Zulfiqar - Noman Arshad - Asadullah Bashir - Safwan Saleemi - Javed Iqbal Presented To - Mam Izza Rehman
    • Discussion And Task - Introduction - Strategies - Evaluation - Conclusion - Recommendations - Market Mix (4ps) - Market (Segmentation, Target) - Positioning & Differentiation - SWOT & PEST - Porter Forces - Advertising Review
    • Telenor Versus Ufone Global Company Versus Local Company
    • Introduction Telenor • GSM license in 2004 • 100% owned by the Telenor Group • Commercial operations on March 15, 2005 • Subscriber base of 35.2 million with over 26% SIM market share • Network coverage 3500 Cities • Second Largest Mobile Operator • Telenor Pakistan has invested over US$2.3 billion in the local economy Ufone • 2001 (PTML) subsidiary (PTCL). • 26% shares & control was sold to Etisalat (ETCG) • Subscriber base of over 24 million in less than a decade • Network coverage 3000 Cities • Third Largest Mobile Operator • International Roaming more than 288 live operators more than 160 countries.
    • Mission & Vision Statement Telenor • We’re here to help our customers • Karo Mumkin • 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 Ufone • “To be the best cellular option for U”. • Tum He To Ho • To be the leading telecommunication service provider in Pakistan by offering innovate communication solutions for our customers while exceeding shareholder value & employee expectation.
    • Marketing Mix Product – Price – Place – Promotion
    • Marketing Mix – (Product & Price) Product • Djuice • TalkShawk • EasyPaisa • 3G Product • Uth Pack • U-Circle • Lady's Package • Upaisa • 3G Price • Pricing policy factors among them five • Market survival • Sales growth • Market position • Maximization of Profits • Maintenance of product’s quality Price • Occasional or timely basis. • offered very good call rates on international calls in Eid days. • Market penetration pricing strategy • Dynamic pricing strategy
    • Marketing Mix – (Place & Promotion) Place • Infrastructure • Financial Worth • Northern Area • 3,500 Place • Northern areas in expanding its network. • Intensive Coverage In Cities • 3,200 Promotion • Developed a standardized promotional package sufficiently flexible with the different ways in different cultures and norms. • Clear picture of the objectives for regional marketing communication strategy Promotion • Sales Promotion • Public Relations: “Hajj Guide” service on Ufone. • Direct Marketing: Sell their connections and Sims.
    • Marketing Segmentation, Target & Positioning
    • Marketing – (Segmentation & Targeting) •Relatively large emerging middle class segment (Basic in Telenor Terminology) •Strong youth culture with needs similar to other markets. •Private postpaid almost non- existent. Segmentation •ECONOMY - Upper class, Middle class, lower class •AGE - Teenagers, youngsters, middle age •OCCUPATION - corporate class, Business class, working class Segmentation •Youth •Middle Class •Teenagers •Lower ClassTargeting •Targeting Youth Market by using young brand endorsers or ambassadors. •No doubt it has also launched packages, brands and offers for working people, business class, ladies and aged ones. Targeting
    • Positioning CallRates Discounts Different Promotion o Uth Pack o Djuice o Glow o Uth Circle
    • SWOT Analysis Strength, Weakness, Opportunity & Threats
    • SWOT Analysis Strength Superior customer care Excellent Coverage & Distribution. Strength Ufone is offering more and better Value Added Services (VAS) than its competitors Ufone has the most promising and attractive Weakness Low profit margins Weakness Shadow of a government organization Ufone has pathetic billing system for postpaid connections.
    • SWOT Analysis Opportunity Inefficiency & poor performance of other mobile networks International Mobile Equipment Identity System Opportunity Growing its customer base due to increasing trend of using mobile phones Pioneer in southern Punjab where it can promote itself and become market leader on the basis of this very fact Threats Grey Traffic Propagandas attacking brand image Threats The boosting customer base of Zong is also a big threat for Ufone The decreasing economy rate
    • PEST Analysis Political, Environmental, Social & Technology
    • PEST Analysis Political • Maximum Protection to this sector and passing number of Laws to make it more safe Political • Environment is investor non-friendly & telecommunication sector is under regulation. Economical • Customers were charged 22 per cent withholding tax on every new load, which was deducted in advance Economical • Economic instability is worsening day by day as liquidity crunch is prevailing in the world
    • PEST Analysis Social • Its Fun To Be Young • AJ NAE BOLO GY TO KAL BUGHTOO GY {Khamoshi Ka Boycott} (Djuice) Social • Uth Record • U Circle Technological • Introduction of CDMA (Code Division Multiple Access) • This technology gives less radiation then GSM technology. Technological • General Packet Radio Service (GPRS), Virtual Private Network (VPN), • Data Storage (cloud Computing)
    • Market Growth
    • 0 200000 400000 600000 800000 1000000 1200000 Mobilink Telenor Ufone Zong Warid Million Users Million Users
    • Mobilink 30% Telenor 25% Ufone 20% Zong 13% Warid 12% MARKET SHARE
    • 3G – Licenses
    • Telenor Versus Ufone 3G License – Telenor • April-23 spectrum auction • High-speed mobile broadband services in two weeks. • 3G services on a trial basis in selected areas. • Telenor users could dial a code [*7799#] to find out whether the service is available in their area. • The company’s marketing head also said they would ensure the affordability of the service for low-income subscribers. 3G License - Ufone • 23rd April 2014. 3G license (5 MHz). • Make package first 3G technology then produce a TVC. • 3G services on a trial basis in selected areas. • Three different versions of 3G package by Ufone with varying cost and other details. • Ufone itself has released these three versions to gauge public’s response.
    • Basic Bucket Up to 256 Kbps Charges (PKR) Volume Validity (Days) Subscription Code Half Day 5 50 MB *20 Hours *810# Daily 10 40 MB 1 *804# Weekly 50 250 MB 7 *7811# Monthly 1 GB 200 1 GB 30 *7807# Monthly 1.5 GB 250 1.5 GB 30 *5506# Monthly 3 GB 500 3 GB 30 *803# Super Bucket Up to 512 Kbps Charges (PKR) Volume Validity (Days) Subscription Code Weekly 75 250 MB 7 *7814# Monthly 1 GB 400 1 GB 30 *7809# Monthly 1.5 GB 550 1.5 GB 30 *5507# Monthly 3 GB 800 3 GB 30 *8031#
    • Ultra Bucket Up to 1 Mbps Charges (PKR) Volume Validity (Days) Subscription Code Weekly 125 250 MB 7 *7815# Monthly 1 GB 550 1 GB 30 *7810# Monthly 1.5 GB 675 1.5 GB 30 *5508# Monthly 3 GB 1250 3 GB 30 *8032# Super Ultra Bucket Up to 3 Mbps Charges (PKR) Volume Validity (Days) Subscription Code Monthly 1 GB 725 1 GB 30 *813# Monthly 1.5 GB 900 1.5 GB 30 *814# Monthly 3 GB 1500 3GB 30 *815#
    • Porter Five Forces Barging Power of Suppliers, Buyers, Availability of Substitutes, Competitors & Threats of New Entrants
    • Advertising & Evaluation Telenor & Ufone
    • Years Mobilink Ufone Zong Telenor Warid Total 2007 26,466,451 14,014,044 1,024,563 10,701,332 10,620,386 63,159,857 2008 32,032,363 18,100,440 3,950,758 18,125,189 15,489,858 88,018,812 2009 29,136,839 20,004,707 6,386,571 20,893,129 17,886,736 94,342,030 2010 32,202,548 19,549,100 6,704,288 23,798,221 16,931,687 99,185,844 2011 33,378,161 20,533,787 10,927,693 26,667,079 17,387,798 108,894,518 2012 35,953,434 23,897,261 16,836,983 29,963,722 13,499,835 120,151,235 2013 37,121,871 24,547,986 21,044,319 33,513,133 12,706,353 128,933,662
    • Conclusion Telenor • Telenor work as a customers favorite corporation. • Employee Friendly Environment • Social Responsible • Work Ethically • Area Coverage Technique is Good • Focus on Customer Satisfaction Ufone • Unethical Work • Area Coverage Technique is Traditional • Innovate communication solutions • Focus On sales
    • Recommendation • Strategic Alliances • 3G And 4G Strategies • Apps For Cloud Computing • Youth Focus • Work Ethically • Work For The Customers Satisfaction • Social Responsible
    • Thank You So Much Any Questions??