The marketing of U Phone is in terms of TV Media as well as Radio FM , Print and Social Media..

1. Media Strategy
For Launch Campaign
Prepaid By : Muhammad Ammar Jawed (MBA) :
2017-19
University : University of Management and
Technology (UMT)

2. Reaching Out The
Target Audience
Marketing
Plan/Objective
Target Audience
What is U fone
Super Card
Contents

3. Reaching Out The
Target Audience
Media Mix
Estimate Budget
SWOT Analysis
Contents

4. • Super Card Offers 1000 on Net
• Price Point Rs 499 (Inclusive of All Taxes )
• Value : 1000 On Net minutes /SMS /DATA
• 150 Off Net Minutes
• Validity : 30 Days
• No Additional Charges
• No Call Set Up Charges
• Product is sold through Retail Either Scratch Card or EVC.
Unique Selling Point

5. Objectives: Increase adoption of product to provide Ufone customer with a one window solution
that fulfills their communication needs on a single network and there by reduce the Dual Sim
phenomenon .
Strengthen growing perception of super card as a convenience product and increase uptake.
To use media vehicles cost effectively in order to reach
our Target Audiences .
Objectives
Our Mission

6. Target Audiences
SEC: A, B , C Age Group (20- 45)
Gender Male /
Female

7. Target Audiences
Geographic :khi, lah, Rwp, ISB,
FSB, PES, QTA
Campaign Reach : Urban

8. • Target Audience: The Youth Class
• Target Market: (To all mobile Subscribers)
• To create Awareness of U Fone Service to new and
existing customers
Target Class

9. (Routine Travellers in KLI , Families, Businessmen,
etc.)
Potential Target Audiences
• Male
• Female

10. • Top Rated TV Channels.
How to reach our Target Audiences
• Top Fm Network
• Digital Media
• Top News paper/ Magazines

11. SWOT Analysis
• Every Organization has some Strengths, Weakness, Opportunities and Threats.
Strengths and Weakness are the Internal Factors and Opportunities and threats are
External Factors

12. Strength
• They have the latest technology as compared to any other mobile company
• As government is backing them they can get as many fund as required by them to Introduce the new
technology.
• Good quality service
• Pakistan's second GSM network
• Established customer base including lower middle class
• Less rate than competitors
• Only company present in all four provinces
• Highly motivated and trained work force
• Offering products like mobile office, mobile Internet .

13. WEAKNESSES:
• Less coverage in remote areas
• Not targeting the rural areas at the moment
• No proper planning to cater the excessive demand

14. OPPORTUNITIES:
• They can start their services in other cities of Pakistan
• As they are the subsidiary of Pakistan telecommunication limite
d, they can acquire as much fund needed to improve their
technology.
• They can also target corporate sector.
• New Technology.

15. Threats:
• Legal environment, government interference
• PTCL has been given license for cellular operation
• Mobilink is also going to introduce some new technology and committed to
invest more in Pakistan
• Zong, Mobilink and Telenor phone have more coverage in different cities
of Pakistan then Ufone
• High taxes are imposed on the cellular industry in Pakistan
• Zong also now has the GSM technology that is another threat for Ufone.

16. Rating Analysis
News and Entertainment Channels

17. Target
Male / Female Age 20 - 45 Universe Sample
All Households SEC (A) 528 59
All Households SEC (B) 1247 145
All Households SEC (C) 7004 704
Pakistan Urban

18. SEC Break Up
Sec Break up Percentage
SEC A 6%
SEC B 17%
SEC C 25%
SEC D 23%
SEC E 29%
Total 100%

19. 18% 29% 34%
5- 14 YEARS 15- 25 YEARS 26- 45 YEARS
Age Wise Break Up

20. 14% 5% 100%
46- 59 YEARS 60 + YEARS TOTAL
Age Wise Break Up

21. Timebands
Morning 0800 -
1100
Noon/After Noon
1100 - 1700
Pre-PrimeTime
1700 - 1900
PrimeTime
1900 - 2100
Post-PrimeTime
2100 - 2300
Late Night
2300 - 2400
DUNYA NEWS 0.16 0.41 0.60 3.42 10.18 3.43
SAMAA 0.33 0.38 1.54 2.56 0.61 4.20
EXPRESS NEWS 0.01 1.56 0.09 0.23 0.19 0.04
CHANNEL24 0.10 0.06 0.26 1.06 0.27 0.09
ABBTAKK 0.01 0.01 0.01 0.05 0.50 0.03
ARY NEWS 0.01 0.02 0.01 0.03 0.08 0.29
GEO NEWS 0.15 0.05 0.04 0.04 0.09 0.03
DAWN NEWS 0.01 0.14 0.01 0.03 0.03 0.10
NINETY 2 NEWS 0.01 0.01 0.01 0.02 0.06 0.03
Dunya News was the top with highest rating , while Samaa were next respectively
SEC :A (News)

22. SEC :A Entertainment
Timebands
Morning 0800 -
1100
Noon/After Noon
1100 - 1700
Pre-PrimeTime
1700 - 1900
PrimeTime
1900 - 2100
Post-PrimeTime
2100 - 2300
Late Night
2300 - 2400
ARY DIGITAL 0.22 0.10 0.26 0.71 3.32 0.42
HUMTV 0.02 0.02 0.02 1.13 0.92 0.43
A PLUS 0.10 0.10 0.46 0.04 0.32 0.32
GEO
ENTERTAINMENT
0.01 0.02 0.02 0.49 0.17 0.22
GEO KAHANI 0.01 0.02 0.12 0.08 0.52 0.08
SEETV 0.01 0.04 0.14 0.07 0.06 0.05
PTV HOME 0.10 0.10 0.10 0.01 0.02 0.02
AAJ
ENTERTAINMENT
0.01 0.01 0.03 0.17 0.06 0.03
EXPRESS ENTERTAINMENT 0.01 0.01 0.01 0.01 0.06 0.03
Ary Digital was the top with highest rating , while Hum Tv were next respectively

23. TIMEBAND Morning 0800 -1100
Noon/AfterNoon
1100 - 1700
Pre-PrimeTime 1700
- 1900
Prime Time
1900 - 2100
Post-Prime
Time 2100 -
2300
Late Night
2300 - 2400
DUNYA NEWS 0.48 0.85 0.64 1.88 4.02 1.27
SAMAA 0.69 0.73 1.32 2.19 1.59 1.63
GEO NEWS 0.42 0.65 0.67 1.68 2.36 1.02
ARY NEWS 0.41 0.47 0.61 1.42 1.61 1.43
EXPRESS NEWS 0.38 0.31 0.73 0.82 1.07 0.89
DAWN NEWS 0.82 0.96 0.68 0.94 1.22 0.34
CHANNEL24 0.06 0.2 0.26 0.89 0.65 0.38
NINETY 2 NEWS 0.24 0.25 0.18 0.4 0.53 0.44
ABB TAKK 0.09 0.08 0.1 0.15 0.12 0.15
AAJ NEWS 0.05 0.11 0.26 0.42 0.26 0.08
SEC :B News
Dunya News was the top with highest rating , while Samaa were next
respectively

24. Timebands
Morning 0800 -
1100
Noon/AfterNoon 1100
- 1700
Pre-PrimeTime 1700 -
1900
Prime Time 1900 -
2100
Post-Prime Time
2100 - 2300
Late Night 2300 -
2400
ARY DIGITAL 1.03 1.35 1.61 3.64 2.84 1.65
HUM TV 0.68 1.06 0.77 3.34 2.51 1.41
GEO ENTERTAINMENT 0.59 1.06 1.03 2.87 2.28 1.49
EXPRESS
ENTERTAINMENT 0.55 0.49 0.43 1.03 1.2 0.38
URDU 1 0.31 0.36 0.73 1.21 0.38 0.35
SEE TV 0.45 0.49 0.95 0.68 0.31 0.07
A PLUS 0.32 0.24 0.31 0.69 0.63 0.25
AAJ ENTERTAINMENT 0.14 0.19 0.27 0.76 0.46 0.12
GEO KAHANI 0.28 0.29 0.22 0.36 0.52 0.11
SEC :B Entertainment
Ary Digital was the top with highest rating , while Hum Tv were next respectively

25. Timebands
Morning 0800 -
1100
Noon/AfterNoon
1100 - 1700
Pre-PrimeTime
1700 - 1900
Prime Time 1900 -
2100
Post-Prime Time 2100 -
2300
Late Night 2300 -
2400
GEO NEWS 1.00 0.71 0.90 1.06 2.15 0.68
SAMAA 0.74 0.70 0.60 1.03 1.12 0.93
ARY NEWS 0.59 0.53 0.59 0.89 1.02 0.69
EXPRESS NEWS 0.69 0.47 0.52 0.74 0.96 1.22
DUNYA NEWS 0.54 0.34 0.45 0.75 0.87 0.50
ABB TAKK 0.21 0.34 0.42 0.43 0.45 0.28
AAJ NEWS 0.22 0.21 0.28 0.38 0.45 0.18
DAWN NEWS 0.28 0.30 0.30 0.28 0.35 0.14
NINETY 2 NEWS 0.31 0.26 0.29 0.31 0.51 0.31
CHANNEL24 0.15 0.21 0.25 0.30 0.30 0.10
Geo News was the top with highest rating , while Samaa were next
respectively
SEC :C News

26. Timebands Morning 0800 -1100
Noon/AfterNoon
1100 - 1700
Pre-PrimeTime
1700 - 1900
Prime Time 1900 -
2100
Post-Prime Time 2100 -
2300
Late Night 2300 -
2400
ARY DIGITAL 0.95 1.15 1.07 2.51 2.01 0.87
HUM TV 0.96 0.84 0.93 2.52 1.61 0.96
GEO ENTERTAINMENT 0.39 0.63 0.72 1.80 1.46 0.73
GEO KAHANI 0.41 0.52 0.53 1.12 0.89 0.61
A PLUS 0.31 0.55 0.43 1.16 1.10 0.46
EXPRESS
ENTERTAINMENT
0.39 0.44 0.44 0.79 0.60 0.31
SEE TV 0.48 0.50 0.74 0.57 0.45 0.17
AAJ ENTERTAINMENT 0.15 0.25 0.29 0.53 0.41 0.26
PTV HOME 0.19 0.17 0.18 0.22 0.19 0.11
Ary Digital was the top with highest rating , while Hum Tv were next respectively
SEC :C Entertainment

27. SELECTED TV Channels
News Channels
GEO NEWS
SAMAA
ARY NEWS
EXPRESS NEWS
DUNYA NEWS
ABB TAKK
AAJ NEWS
DAWN NEWS
NINETY 2 NEWS
CHANNEL24
City 42
Metro 1

28. SELECTED TV Channels
ARY DIGITAL
HUM TV
GEO ENTERTAINMENT
GEO KAHANI
A PLUS
EXPRESS ENTERTAINMENT
SEE TV
AAJ ENTERTAINMENT
PTV HOME
Entertainment Channels
Initial one Quarter , the focus would be on the mainstream news channels to reach out
the maximum target audiences with strong creative, message & endorsement.

29. Types of Placements
•The objective of the campaign would be to reach out the maximum target
audiences with 3+ reach. Which will be possible through the
•RODP – Placements
•Fixed Spots
•Headline Spots
•Island Spots
•Time Checks
•Sponsorships
•On screen animation
•Branded Shows
•Day Brandings.
Program Selection will be based upon Ratings/ Viewership, Lowest CPRP &
maximum GRP’s

30. FM Networks
•FM 106.2 ( Lhr, Khi , Islamabad)
•FM 89 (K,L, I)
•FM 91 (K, L , I)
•Power 99
•APNA Karachi 107.4
•RODP Placement, Time Checks, Brandings, Sponsorships

31. Print Media
•Top Rated newspaper /magazines will be selected to reach
out the target audiences .
• Daily Jang
• Daily Nawa-E-Waqt
• Daily Express
• Daily Dawn
• The News
• Business Recorder
• Express Tribune

32. Magazines
• Herald
• Newsline
• Manager Today
• Economist
• Flare
• Synergyzer
• Money & Travel
• She English
• Hello Pakistan
• Women's Own
• Fashion Collection

33. Digital Media
•Website Development
•Facebook Page and it Maintenance
•SEO
•Advertisement on Popular Search engine ( Google, etc.)
•Promotion on Popular website across Pakistan ( Initially people travelling in &
around (KLI)
•Development of online booking setup on site & through App
•Creating a YouTube channel and managing it.(Highlighting the Aircraft, Facilities,
Experience, services )
•Instagram
•LinkedIn
•Google+

34. Ad Placement
• Ad placements can be as broad as an entire
website or as specific as a single ad unit.
Your Ad would be placed like in given
image

35. Most Used Social Websites Of Advertising
Twitter
Linkedin
Google
PlusFacebook
You Tube

36. Is the biggest player in Social Media? Boasting an enviable user base
and a sophisticated platform, Facebook is an attractive option for
advertisers hoping to increase their visibility.
Each ad placement has different image and text specifications that you will need to meet
in order to run your ad on Facebook. That is why you should consider where we will
place the ad before we begin to plan design for both visuals and copy.

37. Facebook Advertising Reach
• When it comes to audience reach, Facebook is the
undisputed king of the hill.
• 1 billion registered users
• 699 million daily active users

38. Page Post ad
An example of the Local
Stores ad format:

39. Businesses That Can Benefit From Facebook Advertising
• Businesses that may benefit the most from
advertising on Facebook include:
• Photographers
• E-commerce retailers
• Travel agencies
• Caterers

40. 1. Twitter has a dedicated and making it an option worth for advertisers to
reach the audience.
2. 271 million active users across mobile and desktop.

41. Below is the example of promoted Tweet of product or services

42. Sample Picture of Promoted Ad

43. The third one is twitter “Promoted top Trends”

45. LinkedIn Advertising Reach
 For B2B advertisers, LinkedIn the world’s largest professional social network
offers valuable opportunities to get their message in front of the right people.
 300 million active monthly users

46. Sample Of LinkedIn Ad Placement

47. LinkedIn Targeting Options
LinkedIn offers unique targeting options to advertisers that leverage
the platform’s strengths as a professional social network.
 Job title
 Job function
 Industry
 Geography
 Company name
 Company size
 Seniority
 Age
 Gender
 Membership of LinkedIn

48. It can be tricky to calculate the reach of Google+ as an advertising
platform due to its integration with many of Google’s other products.
300 million monthly active users

49. Google+ Advertising Formats
Google+ offers just one advertising format, which is known as +Post ads

50. Sample of True View ad

51. In Display Advertisements

52. In Video Advertisements

53. Budget Allocation
Media Campaign Budgets % Age
TV 30,000,000 43%
Radio Fm 10,000,000 14%
Print 10,000,000 14%
In house Cable 10,000,000 14%
Web + Digital 10,000,000 14%
Total 70,000,000 100%
30,000,000
10,000,000 10,000,000 10,000,000 10,000,000
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
TV Radio Fm Print In house Cable Web + Digital

54. Thank You