Ufone/QAU/STRATEGY/TELECOM/BEST/NEW
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Ufone/QAU/STRATEGY/TELECOM/BEST/NEW Ufone/QAU/STRATEGY/TELECOM/BEST/NEW Presentation Transcript

  • UFONE PROMOTIONAL AND ADVERTISING STRATEGY • GROUP MEMBERS • • • • • MUHAMMAD ALI ABDULLAH MUJAHID MUHAMMAD IRFAN SEHRISH MAJEED FARYAL BATOOL GOHAR
  • INTRODUCTION • TELECOM INDUSTRY IN PAKISTAN  Telecommunication is the science and practice of transmitting information by electromagnetic means.  In 2008 Pakistan was the world’s third fastest growing telecommunications market.  In Pakistan telecom sector is oligopoly with 5 market players
  • History of Ufone •Ufone’ a wholly-owned subsidiary of PTCL commenced its operations on 29th January 2001 • As a result of PTCL’s privatization, 26% of its shares were acquired by Emirates Telecommunication Corporation (Etisalat)
  • COMPANY PROFILE • ‘Ufone is the leading organization because of huge network coverage •Ufone is the most active, aggressive and innovative players •Ufone was pioneer in launching the GPRS and MMS services
  • • COMPANY VISION • “To be the leading telecommunication service provider in Pakistan by offering innovative communication solutions for our customers while exceeding shareholder value and employee expectation.” • COMPANY MISSION • “Our mission is to provide best services with best coverage that would eventually generate profit for the company and its stakeholders.” • “To be the best cellular option for u.”
  • • PRODUCTS AND SERVICES Prepaid Postpaid
  • UFONE MARKET • MARKET SIZE • MARKET SEGMENTATION ECONOMY: Upper class, Middle class, lower class. AGE: Teenagers, youngsters, middle age, aged people. GENDER: Male & Female. OCCUPATION: corporate class, Business class, working class, students etc
  • ORGANIZATIONAL STRUCTURE DEPARTMENTS • • • • • • • • Finance department Marketing department Information Technology department Customer Operation department Government Relation department Engineering department Sales department Human Resource department
  • • MARKETING DEPARTMENT A. BRAND B. MARKETING STRATEGY AND ANALYSIS C. VALUE ADDED SERVICES
  • • COMPETITORS 1.MOBILINK 2.TELENOR 3.WARID 4.ZONG
  • MARKET SHARES AND ITS COMPETITORS
  • CELLUER SUBSCRIBERS – SEPT 2012
  • MARKETING STRATEGY • MARKETING STRATEGY USED BY OTHER COMPANIES  Push strategies by Telenor  Later used pull strategies • MARKETING STRATEGY USED BY UFONE  Price penetration strategy at very 1st time  Value added services strategy  providing more than 170 value added services
  • A. MARKETING STRATEGY – PROMOTION i. Pull strategy ii. proper market research and massive advertising campaigns iii. Use different communication channels      advertising sales promotion public relations direct marketing personal selling
  • B. POSTIONING • • • an image of company’s brand in the mind of customer on the basis of emotionally, functionally or on the basis of brand quality Ufone position itself on the basis of its services Ufone’s former positioning statement: “Everybody loves to Ufone prepay” Ufone current positioning statement: “Ufone tum hi to ho!”
  • ADVERTISMENT • ADVERTISING BUGDET       Ufone spent almost 20% of its revenue on advertising Ufone is heavy spender on advertisement Ufone ad play 15 to 20 times a day on a TV channel costs millions More focused on TV ads 5% of its advertisement is made on radio and fm Now Ufone is paying more attention to web advertisement
  • ADVERTISING STRATEGY BY UFONE Ufone is using repetitive strategy for its advertisements It makes every ad at right time to get the attention of people Ufone launched its different value added services Ufone uses humorous theme that always makes the ads more appealing and engaging the minds of customers ADVERTISING MESSEGE The very first content of Ufone message was humor shifted to youth excitement. Ufone generated much revenue from it
  • MESSEGE FORMAT Ufone advertising has always been very colorful and eye catching The shocking orange and green color has always attracted the people MESSEGE SOURCE Ufone ads are designed and made by “GameOver Production” Ufone also hired “waseem Akram” as its Brand Ambassador.
  • MEDIA • PRINT MEDIA Ufone prints ads in all leading newspapers  The Dawn  Jung  Nawa-i-Waqt  Khabrain  local Sindhi newspapers It also gives ads in magzines  Sunday magazine  akhabr-e-jahan  Libas  Mag
  • DISPLAY MEDIA Display media includes Billboards Hoardings signs (on Shop boards etc) Posters wall paintings
  • ELECTRONIC PROMOTION BROADCAST MEDIA       HUM TV GEO ARY INDUS WASEEB PUNJAB TV ONLINE MEDIA Ufone places flashing ads on famous portals  coolbuddy.com  pakfellows.com  Ufone has great number of fans as compared to other companies and pages talked about are highest as well
  • FANS ON FACEBOOK
  • PAGES TALK ABOUT
  • ACHIEVEMENTS  BEST ADVERTISING COMPAIGN AWARD 2011-12  CUSTOMER SERVICE AWARD 2011  BEST GSM OPERATOR AWARD 2010  AISA COMMUNICATION AWARD 2011  BEST BRAND OF THE YEAR AT THE WORLD TELECOM AWARD MIDDLE EAST  PROFESSIONAL EXECELENCE AWARD
  • Survey
  • Conclusion • advertisement is the most effective way to communicate • effective message urges people to think • influence the potential customers to buy the product or service • captured a great market share through its effective promotional strategy • different from the old and boring ones • The creativity, fun and humor • Rapidly increase