This report covers all the major contents regarding Marketing.

3. LETTER OF TRANSMITTLE
Sir,
Enclosed in this report is what was required by you. We have tried our best to use our
knowledge and capabilities to meet your requirement. Kindly excuse us if there is any kind
of mistake.
Thanks
Yours obediently,
MBA 2nd Morning
Group Members
MBA 2nd Morning
Saira Sharif: MBA-12-15
Raba Khalid: MBA-12-11
Bashiran Rafique: MBA-12-14
Saliha Mukhtar: MBA-12-30

4. Acknowledgement
Thanks to almighty Allah for enabling us to fulfil all the requirements for the completion of
our report. It would not be a justice in presenting this report without mentioning the people
around us who have been inextricably related with the completion of this report.
For assisting us in all respect and regard to complete this report our heartfelt thanks to our
teacher Dr. Moeed Ahmad Sandhu, who enriched us knowledge with wealth led ideas
to pursue and power of writing this report. It could not have been possible to accomplish this
report without his thoughtful guidance and expertise.
It is also a great pleasure to record honourable regards to all those who helped us lot in
learning and enhancing our knowledge and ability during the report.
Finally for all possible errors, omissions and shortcomings in writing of this report only we
are responsible for which we hope that all concerning regards of this report will forgive us.
Thank you

5. Abstract
Telecom Industry is experiencing a fast pace in context of new launchings and introduction
of exciting technologies. In this report, we analyzed all components strategically and
critically keeping the competitors in the mind and other business environments and also
forecast the futuristic approach of Telenor Pakistan.
As Telenor’s strategy is to be a market oriented firm to survive in the market, so they need
regulate and change the policies accordingly. Then, the certain segments through which
Telenor is setting its target audience is briefly discussed in terms of demographically, psycho
graphically and geographically.
Through its effective Research and development in certain areas, its market growth is
increasing dramatically as it is effectively targeting customers of all areas. They are also
using such packages with efficient pricing and through user friendly glamorous
advertisements that attract the customers to increase its overall sales and services. This is all
done through effective distribution channels and value chains that create a sense of easy
availability to the customers.

6. Table of Contents
INTRODUCTION OF TELENORPAKISTAN......................................................................................... 8
HISTORY OF TELENOR................................................................................................................... 8
COMPANY PROFILE....................................................................................................................... 9
VISION & MISSION OF TELENOR................................................................................................... 10
ORGANIZATIONAL STRUCTURE.................................................................................................... 11
CORPORATE STRATEGY............................................................................................................... 15
BUSINESS STRATEGY................................................................................................................... 16
BUSINESS OBJECTIVES................................................................................................................. 19
MARKET DRIVEN STRATEGY......................................................................................................... 19
COMPETITION ............................................................................................................................ 22
BCG MATRIX............................................................................................................................... 23
MARKET SEGMENTATION & TARGETING...................................................................................... 25
MARKET SEGMENTATION & POSITIONING ................................................................................... 25
SEGMENTATION STRATEGY......................................................................................................... 26
PRODUCT STRATEGY................................................................................................................... 30
FIVE PRODUCT LEVELS:............................................................................................................... 35
MOBILE SUBSCRIBER FORECAST:.................................................................................................. 36
PRICING STRATEGY:.................................................................................................................... 38
PROMOTION STRATEGY.............................................................................................................. 40
DISTRIBUTION STRATEGY: ........................................................................................................... 43
TELENOR APPLICATIONS:............................................................................................................. 45
CONCLUSION:............................................................................................................................. 46

8. INTRODUCTION OF TELENOR PAKISTAN
Telenor is emerging as one of the fastest growing service providers of mobile communications services
worldwide. Telenor is also the largest service provider of TV services in the Nordic region. Telenor is organized
into three business areas; Mobile operations covering 12 countries, and Fixed-line and Broadcast services
covering the Nordic region.
They have More than 129 million mobile subscriptions worldwide.
Strong position in the growing Scandinavian market for broadband services.
Largest provider of television and broadcast services in the Nordic region. Revenues: NOK 91.1 billion
Workforce: 33,500.
Listed in Oslo Stock Exchange.
During the late 90’s it has been deregulated and changed from fully government owned into a public limited
company. However the government retained substantial stake in terms of shares. Since deregulation began in
EU, the telecommunication industry is facing tough competition from new entrants and this is the case for
Telenor as well.
HISTORY OF TELENOR
For over 150 years, telecommunications has played a vital part in the development of modern Norwegian
society. As the incumbent provider, Telenor has been the driving force in the development of a highly
sophisticated home market. The physical work has helped in rolling out infrastructure and developing services
over long distances and in tough natural conditions. The real job, however, is building relations between people.
In 1994, the then Norwegian Telecom was established as a public corporation. In December 2000, the company
was partly privatized and listed on the stock exchange. This transformation took place as a gradual adaptation to
increasing competition in the Norwegian telecoms market after deregulation in the 1990s, with free competition
for all services from1998. Telenor has successfully defended its strong position in the Norwegian market.
Internationally, Telenor has achieved on the basis of strong positions in satellite communications, in mobile
communications and in domestic Internet activities. Telenor has been one of the world's leading suppliers
of satellite communications for many years. Telenor Launched it services in Pakistan in March 2005. Telenor
brand names in past years are as follows:

9. COMPANY PROFILE
Telenor Pakistan, a wholly owned subsidiary of Telenor ASA, launched its operations in March 2005. One of
the leading telecom operators providing prepaid, post paid and value-added services to seven million customers,
it is spread across the country with a network of 15company-owned sales and service centres, more than 200
franchisees and some 100,000 retail outlets selling subscriptions and refills. Differentiated packages include
TalkShawk, Telenor Persona and Djuice. Being a part of the Telenor Group which has its operations in 12
countries employing more than 34,000 individuals, Telenor Pakistan has created 2,200 direct and 20,000-plus
indirect employment opportunities.
The organization is in the growth phase capturing more than 14% of the market share, achieving a 200%
increase in the subscriber base in 2006(beating Ufone in the number of the subscribers) and planning for
further expansion of network and services. Maintaining a wide coverage in the country, with 500 destinations
covered within less than 16 months of the company’s launch, it now has the second largest network in Pakistan.
The striking growth rate has been achieved through the application of a highly successful business model, local
enthusiasmand hard work. Telenor Pakistan considers Mobilink as its major competitor.
Telenor Pakistan is 100% owned by Telenor ASA and adds on to its operations in Asia together with Thailand,
Malaysia and Bangladesh. The Company has crossed many milestones and grown in a number of directions,
making Telenor Pakistan a leading telecom operator of the country.
They are the fastest growing mobile network in the country, with coverage reaching deep into many of the
remotest areas of Pakistan. In the most difficult terrains of the country, from the hilly northern areas to the
sprawling deserts in the south, at times we are the only operator connecting the previously unconnected.
They are keeping ahead by investing heavily in infrastructure expansion. With USD2 billion already invested,
they have extended agreements with our vendors for network expansion and services until 2009. The
agreements, with a potential to result in USD750 million worth of orders from Telenor Pakistan, are some of the
biggest of their kind in the industry.

10. VISION & MISSION OF TELENOR
Vision Statement
Our vision is simple: “Telenor exists to help
customers get the full benefit of communications
services in their daily lives. We're here to help”.
Mission Statement
“Telenor is Customer focused business mobile service
operator/telecommunications Company that seeks
competitive advantage in quality and value added
services in both prepaid and post paid categories through
state of the art technology.”
Values

11. ORGANIZATIONAL STRUCTURE
The structure of Telenor is mechanistic structure. As being told, during the interview with Human Resource
Manager,there are strictrules and regulations, which the company's employees have to follow. Decision-making is
highly centralized and empowerment is not appreciated.
The structure ofTelenoris functionalas there are sevendepartments.A SeniorExecutive Vice President or Executive
Vice President heads every department. Each executive in charge is responsible for all the services that are related to him.
Every department is headed by a separate manager, which controls overall operations of that department.
Flat structure foreach department is adopted to enhancemutualoperations andco-operations between lower staff and
managers. Wide span of control in whole organization makes it easy for lower staff to access top managers and
enhance coordination between them.
Formaximum efficiency,theoverallstructure oforganizationis functional as all human knowledge; skills and abilities
with respect to specific activities are consolidated in a single department. The organ gram of Telenor Pakistan is
given as:

12. CEO
ChiefFinance Officer /
Vice PresidentFinance
Division
Business Planning &
Finance
Accounts
Procurement
Treasury and
FinancialOperations
Revenue Assurance
& Fraud
Management
Audit and Internal
Control
Credit Control
ChiefInformation
Officer / Vice
President ITDivision
Business Support
System
IT Operations
ITSecurity
ChiefTechnical Officer
/ Vice President
Technical Division
Network Planning
& Design
Implementation
Operations &
Maintenance
Real Estate& Site
Acquisition
ChiefMarketing
Officer / Vice
President Commercial
Division
Sales &
Distribution
Marketing
Customer
Relations
Segments &
Pricing
Products &
Platforms
Vice President
Strategy Executive Vice PresidentCorporate&
Regulatory Affairs
Regulatory &
Interconnect
Legal Affairs
Public &
Government
Affairs
Corporate
Communications
Vice President
Human Capital
Division
People Excellence&
Business Process
Improvement
Safetyand
Security
Organizational
Support Services

13. CEO
Vice Presidents
Directors
Managers
Assistant Managers
Executives
Officers
TYPE OF STRUCTURE: VERTICAL DIFFERENTIATION
HIERARCHICAL LEVELS
There are seven hierarchical levels as the size of the organization approaches 2500 to 3000 employees. Roles
and responsibilities are clearly defined at the time of joining the organization; employees are selected against
defined criteria. Roles can be added later but employees have a fair idea about their job responsibilities fromthe
beginning.
Hierarchical Levels at Telenor Pakistan
Seven layers do not create communication or motivation problems due to the open culture. There are no
instances of de-motivation though in certain areas like Customer Relationship Department or Customer Service
Centre different customer queries and complaints can raise frustration levels. Managers in these departments
intervene to solve problems.
Whenever an employee has a new idea, he/she is encouraged to approach the management and share it with
them. Idea drop boxes are also placed at various locations where employees leave their suggestions. The
Communications Department works out if the ideas can be implemented and then discusses them with the
employees. There is also a formal platform at the group level known as SEED where innovation is encouraged
and new ideas about revenue concepts and cost efficiency can be discussed. Employees are welcome to
participate and submit their ideas. If the ideas handed in are feasible then they are implemented in the
organization (at country level or global level, depending on the nature of the proposal). Employees are then
rewarded financially for their helpful contributions.

15. CORPORATE STRATEGY
Telenor's corporate strategy is to focus on to increase in number of subscriber throughout the world and to
increase overall profitability of the firm by combining “Group industrialisation with local drive and
responsiveness”. And also focus to develop our leading position in certain regions with a broad range of
communication services.
This strategy implies the following focus areas:
To strengthen our position as an international mobile operator
We intend to continue to strengthen our mobile industrialization mobile operations by obtaining control over
selected mobile companies. Control is essential for us to benefit from cross -borders synergies, such as scale in
procurement, to develop new services and implement best practices, to improve operational efficiency and to
increase our overall profitability. We intend to manage our non-strategic investments as financial investments
and to exit from international mobile operations where we cannot obtain control over time.
To strengthen our position in certain regions
We intend to continue to streamline our mobile and fixed operations in the Nordic region by exploiting the
benefits resulting from economies of scale and cross-border synergies. We believe our Nordic presence will
improve support to our customers by building upon our expertise in, and our range of, both mobile and fixed
services.
Global coordination achieving local competitiveness Telenor's global coordination programme has a
single goal: To increase the local competitiveness of our mobile operations by taking advantage of our
global joint competence and scale.
Telenor’s corporate strategy is to emphasize on the Marketing & sales ranks in certain regions as it
increases the sales of certain connections.
Re examined all the firms businesses in different regions’ departments where they think that there
sales are not keeping the rapid pace in that market.
Focusing on the Customer’s segments means to build packages through extensive and aggressive
research technology. Like due to its broad experience as it is one of the pioneers in Telecommunication
industry, so they use their effective experiences and come up with so many packages in that country
that is useful for kind of people.
Intelligence of Competitor’s and potential competitors strategy. Telecommunication market is
certainly very sensitive market in which making the strategy to be made by taking care of other
competitors’ strategy is very important. The strategy is to focus on the applications or packages or
services that give the most value to the customers than its competitors. They are also focusing on
providing the services on the web.

16. BUSINESS STRATEGY
Telenor crystallizes their customer focus as the cornerstone of everything they do.
Their values describe what behaviours are necessary to realize that vision. Their
corporate responsibility mindset ensures that their vision and values nurture social
concern and help them create shared value.
Telenor Pakistan considers good business strategy to be an essential tool for achieving our vision, value creation
and strategic goals, and for maintaining a healthy corporate culture. Furthermore, good corporate governance is
imperative for credibility and for access to capital.
Telenor Pakistan’s activities should serve to illustrate that business success in demanding markets can be
achieved without compromising ethical principles or international norms. Their Codes of Conduct have been
adopted by the Telenor Board and are a key management tool for influencing all their activities.
Telenor’s vision in Pakistan is simple: “We're here to help”
They say that they exist to help their customers to 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 their promises. Being respectful of differences. Inspiring people to find new
ways.
Believe in following strategies:
The foundation achieves its goals in the following business strategies.
Social Responsibility
Telenor Pakistan acts responsibly and respectfully towards the people and authorities indifferent societies and
aims to contribute to social and economic development in the local market. This is the essence of our
commitment to Social Responsibility.
Supply Chain Management
Telenor has an important role to play in the societies where we provide our services. Telecommunications has
shown to give positive impacts on economic growth in all societies. Moreover, as a major buyer of products and
services, Telenor has a responsibility to ensure that work conditions, safety, security and environmental
standards are satisfactory. The same standards apply equally to our own operations as well as to our suppliers
and subcontractors.

17. Collaboration
Collaboration and realization of projects with nongovernmental organizations, public and private institutions;
Training and Research
Initiating, supporting and carrying out research, training and holding competitions;
Managing certain Operations
Organizing roundtables, seminars, conferences and other events related to fields of Telenor’s operation;
Make it Easy
They say that they don't complicate things.Everything produced should be easy to understand and use. Because
they never forget they're trying to make customers' lives easier.
Keep Promises
Everything they set out to do should work, or if it doesn't, they're here to help. They’re about delivery, not over
promising, actions not words.
Be Inspiring
They are creative and strive to bring energy to the things they do. Certainly, they are passionate about their
business and customers.
Be Respectful
They acknowledge and respect local cultures and do not impose one formula worldwide and want to be a part of
local communities wherever they operate.
Dynamic
Being dynamic means having insight and active involvement, coupled with a capacity for implementation
Innovative
Being innovative means continuously being on the lookout for new opportunities for development and growth
Responsible
Being responsible means raising realistic expectations, deliver as promised and stay committed to the society
which our group is part of

18. There are 5 core elements to Telenor Objects

19. BUSINESS OBJECTIVES
Objectives 2006-07 2015
Market Share in terms of
Subscribers
10% 40%
Market Penetration 9% 30%
Market Share in terms of
Revenue
7% 30%
Unprompted Brand Awareness 20% 90%
MARKET DRIVEN STRATEGY
It is a strategy that drives Telenor into the market which excel the Telenor operations into neck to neck
competition in the market according to the following ways:
Market orientation
Leveraging distinctive capabilities
Customer value/capabilities match
Superior performance
Market Orientation:
Customer focus
For Telenor is to be market oriented, it is essential to focus on the customers need and wants and make such
packages that need to facilitate the services of its customers in Pakistan. Telenor through its effective experience
has one of the competitive edges of making more packages giving to its customers, on its competitors.
Like they are giving six packages of prepaid connection services and four packages of post paid
connection packages.
As through their proper research and development, they get to know that mostly upper middle class and lower
middle class eager to have pre paid connection. As statistics shows that more than 80% of the mobile subscriber
in Pakistan are using pre paid services. So they introduced certain packages in the name of Telenor d-juice and
TalkShawk with in which they offer different rates to different customers according to demographical and
psycho graphical segmentation which shows to what extent they are customer focused. As it is giving the
franchising and retailer facilities in different cities reflects their concentration on the customer. They facilitate
the customer through its sales and customer services centre in different cities where the customer relation
officer facilitate the customer regarding different issues like GPRS,MMS and other connection activation issues.

20. They also give guideline to customers that how the different packages can facilitate best according to their
affordability and their compatibility. They also solve and answered their queries in a very organized way. So all
the above facts tells us that at what extent Telenor are customer focused.
Competitor intelligence
Due to neck to neck competition, the competitor intelligence plays a vital role in maintaining the market share
aggressively. For example by 2005 it was the competitor of Warid Telecom with the market share of less than
20% and at that time Mobilink was the market leader with more than 58% .But by 2007, its market share
dramatically increases by more than 22% whereas Mobilink has about 30% market share. It is due to an
effective competitor intelligence of Telenor that it is competing with the market leader and want to become the
market leader in the future by their effective services, new innovations in technology, greater customer value,
larger network coverage, efficient promotion, highly qualified and experienced staff and leadership.
It is the ability of Telenor’s competitor intelligence that they are using efficient packaging services to the
customers in the right direction. For example Telenor is only one in Pakistan who is giving mobile TV to its
customers. Also as for as the rates are concerned, it has the competitive advantage of making a call to other
networks at much reasonable price than of making a call to the same network. They had make a better market
share due to biggest network coverage and advance technologies, so on this basis the benefits are more than it
costs for the customers.On the otherhand, Zong and Warid are not come up with that much advance technology
and broad network coverage, so according to that their rates are comparatively high than Telenor.
All the competitor intelligence is possible only through effective marketing research. Because through proper
research, companies come to know about symptoms and the exact problemdefinition. Some symptoms seems to
be a problem but only through proper research we come to know what is exactly happening in the market and
how one would compete efficiently.
So, after proper marketing research, Telenor go for competitive strategies. Like Telenor first time introduced
the service of easy loading to its customers in the beginning of their launching. Moreover, they facilitate the
easy loading of just Rs. 10. Similarly, by the passage of time, Mobile TV servicing etc is a result of effective
marketing research that makes competitive advantage to other companies.
In this way, Telenor makes the competitive environment in the market as before 2005, Mobilink and Ufone
were in the market but there was a situation of oligopoly. So Telenor heightened the competition in the market
and it is the fact that greater the competitive ability, greater would be the growth rate of that company.
Cross-functional coordination
Through cross functional coordination, all the think tanks sit to decide to what extent development and
innovation in information technology is needed and through evaluating certain systems, which department
needed more attention. Through this, Telenor improves the efficiency in overall departments.

21. As Telenor also divides its departments into certain teams, so a sense of competition within a department urges
to improve effectiveness and efficiency of that department.
As Telenor is a market oriented firm, so there are variety of diversifications that need to be handled to sustain its
position in the market. Like it is giving the services of telecommunication, so managing network coverage
without any disruptions is the biggest priority. Then the other services like Mobile TV, SMS service, MMS
service, customer service must also be properly handled by first maintaining the standards and then checking
whether the standards are properly implemented, which is handled perfectly by Telenor.
Environmental Influences
Environmental influences play a key role in market orientation. Telenor is doing effective environmental
scanning through proper research in different departments.
It is done either through secondary data, observational measures and having experiments in the form of test
marketing. By this approach, they get to know whether they are going on the right path or some improvement is
needed or we need to import any substitution on that side. If any improvements are needed, it can be done
through structural adjustment programs or local content requirement approach.
Distinctive Capabilities
Shortly, it includes the capabilities that are different from its competitors and have high value for the customers.
In terms of Telenor, it has the distinctive capabilities of having broad network coverage with the most advance
technology of booster systems. Then the technology of Mobile TVdifferentiates Telenor fromother companies.
Moreover, it can be divide into following aspects:
Superior to the competition
As it is been discussed above, Telenor’s network coverage and its quality creates superiority over the other
companies. They are using Nokia Systems while installing the boosters which are the most efficient one in the
market. This results in less network coverage breakage cost and recruitment of more employees’ cost. As
statistics shows that Telenor has very few Telecom Engineers with high pay package than all the
other competitors in terms of their network coverage.
Difficult to duplicate
Mobile TV is a new thing in a Pakistan market that is very difficult to duplicate. It is introduced to hit post paid
customers and to develop the perception in customers and potential customer’s mind that they have the most
advance technology than any other company.
CEO of Telenor Pakistan while giving an interview in a program Brand Power to TV1Channel says that they
have that much advanced technology in the global world like Telenor Satellite Services, Automatic Meter
Reading, digitalizing telephone network; that if they are introduced in the Pakistan market, they can increase

22. much more shares but introducing these technologies, cost would be higher than the benefits.
Applicable to multiple competitive situations
Telenor has capable to drive its market share in successive way due to its multi dimension capabilities. It has
strong network coverage by using hybrid and dynamic technologies. As technology is the competitive edge of
telenor on others and they design their operation and activities in such a way that they are ready for any multiple
competitive situation. For example if the competitors are introducing some new packages and targets the
customers, then telenor has much capable to response these actions due to its up to date technologies and
competitor intelligence system. In spite of that if there would be some adverse situation like earthquake, floods
and emergency situation they are ready to compete theses contingent situation and can meet the required
services to the customers.
Value and capabilities
Telenor is giving the value-added services to its customers in the form of customer service departments, the
franchising and extra services like horoscope, news, sports updates etc.
Customer values/ Match the capabilities
Matching the capabilities, Telenor evaluate to what extent, they are giving the customer values to the customers.
As far the rates the concerned, they are comparatively the same with other markets as all the competitors are
market oriented. So, to be in the market, they need to be competitive in terms of rates, network coverage etc.
Overall, except distinctive capabilities, customers are getting the same values with different faces.
Superior Performance
Telenor is giving superior performance in terms of its voice quality, network technology and rates in comparison
with giving the values, to its customers. They are using Nokia Systems while installing the boosters which are
the most efficient one in the market. This results in less network coverage breakage cost, high voice quality and
recruitment of more employees’ cost.
COMPETITION
As at 30 June 2008, Telenor Pakistan had a market share of approximately 20%. In addition to Telenor Pakistan,
there are five other mobile operators in Pakistan: Mobilink, Ufone, Warid, Zong (formerly Paktel) and
Instaphone. According to data provided by the Pakistan Telecommunication Authority (the PTA), as at 30 June
2008 Mobilink was the largest cellular mobile operator in Pakistan with a market share of approximately 37%,
Ufone had a market share of approximately 20%, Warid had a market share of approximately 17%, Zong had a
market share of approximately 4%, and Instaphone had a market share of approximately 0.4%.

23. Major Competitor
Parameters Mobilink Telenor
Product Life Cycle Maturity Growth
Market share % 37% 20%
Coverage 900 cities 1100 cities
Product Portfolio Jazz Octane,
Mobilink
Indigo, Ladies First,
TalkShawk, Telenor
Azadi, Djuice
Customer Base 17.2 million 3.6 million
Marketing Operations Excellent Good
BCG MATRIX
Boston Consulting Group is used to help corporations with analyzing their business units or product lines. This
helps the company allocate resources and is used as an analytical tool in brand marketing, product
management, strategic management, and portfolio analysis.
This BCG matrix is with respect to the competition that exists for Telenor in the telecomindustry. This includes
the following mobile operators:
 Mobilink
 Ufone
 Warid
 Zong

25. MARKET SEGMENTATION & TARGETING
Currently the population of Pakistan is over 155million. If we exclude
20% of the poor population and 30% children (below the age of 10
years), we get a potential target market of about 87 million.
So far cellular mobile companies have grabbed 34.5 million
subscribers which are only 39% of the potential target market.
About 59% of the potential population is living in rural areas. Mobile
operators will focus on grabbing the inaccessible areas and increasing
their penetration by expanding their networks.
In future, it is expected that post paid segment will grow at a faster pace than prepaid segment converting a
portion of the prepaid segment to post-paid. For e.g. Post paid packages aimed at the youth and students.
MARKET SEGMENTATION & POSITIONING
Segmentation is the process of dividing the total market for a good or service into several smaller, internally
homogenous groups. Since Telenor is a customer oriented and quality driven company, it segments its market
on the basis of various different dimensions.
Market Segmentation & Product Positioning Analysis
Market
Segment
Today Future 4 years
Estimate
Existing
Products
Profitability
%
Youth/ students 25% 27% Djuice, Talkshawk 29%
Women 10% 20% TalkShawk 21%
Financially
Constraint
40% 23% TalkShawk,
Telenor Azadi
20%
Corporate/ SME 25% 30% Post Paid -
Packages
30%

26. Marketing positioning
Companies positioning against competition
Parameters Mobilink Telenor
Product Life Cycle Maturity Growth
Market share % 59% 7%
Coverage 900 cities 1100 cities
Product Portfolio Jazz Octane,
Mobilink
Indigo, Ladies First,
TalkShawk, Telenor
Azadi, DJuice
Customer Base 17.2 million 3.6 million
Marketing Operations Excellent Average
SEGMENTATION STRATEGY
Telenor is using multiple segmentation strategy and developing separate marketing program for each segment
because different customers are looking for different benefits from different services they purchase. Estimating
the market potential of each segment includes asking how many prospects with how much purchase power there
is for each particular want.
Which Market to Segment
Regarding Pakistan different markets are segmented by Telenor on the basis of:
1. Geographic
2. Demographic
3. Psychographic
4. Behavioural

27. Geographic (Area wise)
In Pakistan Telenor is segmenting the whole country region wise. There are different regions in Pakistan.
Telenor is providing service especially in Northern Areas and in rural areas of Sindh, Balochistan and Punjab
where others are not providing services.
Demographic (Life style)
 Age:
Telenor knows that needs and wants of customers changes as they go through life. So, with change in age
Telenor introduces different services. The main segmented market is the young people of age 15-30.
Pre paid- Mostly Students, youngsters and middle class
Post paid- Business Class, Industrialists
Pre paid:
Talkshawk
Talkshawk Her Second For 15-22 yrs
Talkshawk 30 Second For 20-27 yrs
Talkshawk Her Minute From 25- onward
Djuice
Djuice From 15-24
Djuice Jaagtay raho From 18-24night
Post paid:
Persona
This Post paid service targets the Business Class mainly. There are four different plans which varies
with the amount of monthly line rent.
Persona From 32-55
 Income:
Telenor also segments the customers on the basis of income level. Different packages are there for people of
different income level

28. Pre paid
Post paid
Pre paid:
Talkshawk
Talkshawk Her Second For Students
Talkshawk 30 Second For Students and Job people (low income)
Talkshawk Her Minute For Job people
Djuice
Djuice For SMS lovers Students
Djuice Jaagtay raho For SMS lovers & who like to talk them in night
Psycho graphically (Personality)
Psychographic segmentation goes beyond demographic. Telenor doing segmentation on the basis of customers
mind set. Telenor is segmenting the customers as they are giving different packages for different personality.
There are seven packages of Telenor on the basis of different call & sms rates.
Behavioural
Telenor is segmenting the customers according to their behaviour, mind set and thinking. Different people have
different behaviour, different mindset different thinking Telenor is segmenting behaviourally by offering
different package in pre paid and different plans in post-paid. Singers are liked by people the singing culture is
being promoted in our country so they hire singers for their promotions to hit customer’s mind.

30. PRODUCT STRATEGY
PRODUCTS
Products:
Telenor provide products of two types
Prepaid
Postpaid
Prepaid packages are
Djuice
Talkshawk
Postpaid offers are
Persona individual
Persona karobar
BRANDS IN PAKISTAN
Telenor Group has three major brands in Pakistan:
Telenor Talkshawk (prepaid)
Telenor Persona (postpaid)
Djuice (managed by Telenor International directly)

31. Telenor Talkshawk is the prepaid mobile connection which is targeted to the general populace, the general
market, of the Pakistan without much differentiation in the social class or any geographical segmentation as
there are approximately 90 million mobile users in Pakistan. The smartest prepaid package to call any network,
anytime is the claim of Telenor TalkShawk. Telenor Persona is a post-paid mobile connection which is targeted
towards the corporate clients. It is, it can be said, not as much commercialized in terms of advertising as
compared to the Talkshawk or the Djuice. Djuice is a mobile connection that is directly managed by the
Telenor international. It is specifically meant for the youth of Pakistan. Each brand of Telenor has its different
services and packages and there are different tariff rates for each of them. Since all the three brands have their
own personalities Telenor selects different advertising strategies for each brand. For instance, the ads of the
Talkshawk connection are far more in number than Persona and the Djuice. Similarly the ads differ in their
content, themes and slogans as well.
SERVICES:
The Telenor Group provides a wide range of innovative services that are available throughout the world. Here is
a selection.
Mobile Fun
Following are the mobile fun service of Telenor.
Mobile Sports
And he scores!!! You just got a text message alerting you about a sportive highlight.
Luckily you don’t have to wait until you get home to watch that winning moment –
you can watch it directly on your mobile.
Mobile Music
Right now there are 1 million songs ready to download to your mobile. You can share
these digital rights management-free songs with your friends and family or transfer
them to your mobile phone, mp3 player and PC. Share that funky music!
Mobile TV
Keep your favorite TV shows available in your pocket and watch them anytime,
anywhere. You can easily access live TV channels on the move so you don’t have to
miss out on any of the action. Keep yourself updated on news, sports, entertainment and
more, directly on your own mobile phone.

32. Mobile Communities
Get out and about, and stay connected and in touch with your friends. With Telenor
you can access communities such as Windows Live MSN and Facebook on your
mobile and keep your friends close anytime, anywhere.
Mobile Interaction
Following are mobile interaction services providing by Telenor.
Community Information Centers
500 Community Information Centers (CICs) offer high speed Internet access to rural
areas in Bangladesh, where the nearest Internet facilities would otherwise be at least
20-30 miles away. The service was set up by Telenor's Bangladeshi mobile operator
Grameenphone.
Health Line
Health Line provides 24/7 access to medical services for mobile users in remote
areas, several miles from the nearest doctor. All Grameenphone subscribers in
Bangladesh can get medical assistance directly over the phone.
ApnaPCO - Share a Mobile
Can you imagine life without a phone – at all? That is the case for many people
living in some of the most rural communities in Pakistan. ApnaPCO is a business -in-
a-box solution, which allows people in remote areas to share a mobile phone where
there are no other alternatives – making life a little easier.
TeleDoctors
Are you a Telenor Pakistan subscriber and in need of expert medical advice? Simply
dial 1911 to get in touch with experienced doctors who can help you with your
problems – wherever you are in the country.

33. Mobile in Flight
By using Aero Mobile secure mobile communication technology you can now call
your colleagues, customers, friends and family whilst in flight from your own mobile
phone.
Mobile at Sea
Most people have experienced little or no connectivity at sea. Maritime
Communications Partner enables mobile phone coverage by installing and operating the
ship borne radio networks, linking the vessels with public networks via satellite.
Mobile Marketing
Register your phone number with your favorite shops and services, and receive sms’s
with up to the minute information on the latest events and offers. Don’t get first in line,
avoid the queue altogether!
Child Internet Protection
The Security Shield technology offered by Telenor protects children from
accessing sites that have not previously been approved or fromcoming into contact
with unsuitable people on the Internet. Children have their own login with a
protected desktop controlled by parents.
Child Sexual Abuse Filter
In areas with limited access to regular banking services and the Internet, people can use their mobile phones to
transfer money – anywhere, anytime. The easy accessibility of the service will bring new opportunities to DiGi
subscribers with insufficient access to regular banking services.
Mobile Commerce
Mobile commerce services of Telenor are as follow:
Easy Paisa
Easy paisa is a unique service offered by telenor.by easy paisa you can send your
mony nationwide to your lovedones.you can send your money by easy paisa either
you are a telenor customer or not.i.e this service is for all the only requirment is that
you shoud have a valid nation id card.

34. Cell Bazaar - Marketplace in Your Pocket
Using Cell Bazaar, buyers and sellers in Pakistan can trade basic goods from their
mobile phones, bringing the benefits of information exchange, community
networking and one-to-many trading to a previously unwired rural population.
Bill Pay - Pay by Phone
Bill Pay is an innovative service, the first of its kind in Pakistan. It provides an
electronic bill payment service for utilities services and for other companies.
Customers can pay their utility bills and other bills through this service regardless of
whether they own a mobile connection or not.
RESEARCH-PRODUCTS IN NEAR FUTURE
Working with academic and industrial partners worldwide, Telenor is constantly developing, testing and
demonstrating new mobile services and technology solutions.
The Telenor Research & Innovation unit is an innovation hub for the Telenor Group. With three locations in
Norway and a satellite in Kuala Lumpur, Malaysia, Telenor R&I employ 236 people from 23 countries.
Our main research areas are:
Wireless Broadband Future SIM
Connected Objects Content and Service

35. FIVE PRODUCT LEVELS:
Core Product: Communication
Basic Product: Telecommunication Service
Expected Product: Consumer expects good network coverage and faster connectivity
Augmented Product: Value addition includes mms, EDGE, bubble messages, WAP portal
Potential Product: Potential service includes bill payment & easy load facility on its websites. Product is
strength of a company. Telenor providing to their target customers quality products.
Telenor have three packages
Talkshawk
Djuice
Persona
Talkshwak and Djuice are prepaid packages of Telenor and Persona is post-paid package. Telenor is using multi
product strategies for improving their performances. Telenor made main product strategy for prepaid packages.
Because now a days, people have many options of product and services offering by other mobile companies.
They switch quickly to other networks. So that’s why Telenor made different product strategies to retain and
attract the customers. These strategies are
Add a new product
Cost reduction
Product improvement
Marketing strategy alteration
Product Elimination
Add a new product strategy
Telenor using new product strategy according to customer need and wants. When they saw their existing
product has been complete its maturity line and they can’t make improvement in existing product then they
introduced new product in market with new features.
Now in market there is very much competition among different mobiles operators. So Telenor introduced
talkshawk and Djuice to compete the market. Talkshawk is for long talk especially in lowest rates. And Djuice
is for sms ate very low rates.
Cost reduction strategy
Telenor using cost reduction strategy to compete with market. Because people are price sensitive so that’s why

36. they do their low the prices of product. Through cost reduction strategy Telenor offering late night packages to
reduce the networking cost of booster. Because whole night boosters continuous provides the coverage and at
night load of subscriber very low that’s why they offered late night packages at very low cost.
Product improvement strategy
Telenor also using product improvement strategy to bring improvement in products with short time period.
Because market demands improvement and want new thing in very low cost. They make little changes in
existing product. Like Telenor now a day making improvement in talkshawk packages.
Marketing strategy alteration:
Telenor also making alteration in strategy to make product successful in market. Firstly Telenor more focus on
TalkShawk packages but when the trend of sms has come in market then Telenor introduced new packages in
Djuice.
Product Elimination strategy:
Product elimination strategy used by companies to survive in market because when the product fail in the
market then companies eliminate the product and introduced new product. Same this case with Telenor, they
firstly introduced ‘AZADI’ package at starting of their operation in Pakistan. Soon after the lunched of Telenor
Djuice package and Telenor talkshawk package, Telenor eliminate the Telenor AZADI package.
MOBILE SUBSCRIBER FORECAST:
The mobile handset market has become very exciting. Market segmentation in high end, middle end and low
end handsets is resulting in choice and affordability to all types of customers.
Increase in the number of subscribers for post-paid packages is mainly because operators have launched services
like gprs/edge, mms, blackberry corporate mobile email solution, mobile banking, ring back tones and several
other content based options.

37. Product forecasting:
2007 2008 2009 2010
Prepaid 59130000 68208000 73950000 78370000
Postpaid 6570000 10192000 10350000 13830000
Total 65700000 784000000 87000000 92200000
Cycle (Telecommunication Industry):
Services Introduction Growth Maturity Decline
Cellular
Fixed Line
WLL
Product life cycle forCellular Service Providers

38. PRICING STRATEGY:
Price plays a strategic role in success of product of company. And now a day price is sensitive issue for all
companies. Because now customer is very much price conscious. That’s why company keeps in mind all
sensitive strategic prices before determining the price of product. And there is very much competition in
business world especially in telecom sector.
Mobile players are segmenting their customers and announcing packages accordingly to meet their needs.
Recently examples include Jazz Octane and Djuice focused on the youth segment, talkshawk for financially
constraint and students, Ladies First by Mobilink for the female segment.
Due to telecom deregulation in Balochistan, the tele density increased by 5.6% to
10.47% in 2006 showing growth of 87%.
When we saw price strategies of Telenor then it looks very much sensitive and
complex. Because they have considerations before making price strategy.
These considerations are:
Ability of customer to pay for product
Cost of products
Marketing cost
Ethical issues
Competitor cost
Telenor makes their price strategy after complete market research and analysis. Telenor first determine the price
objectives which are
To gain market share
To increase in revenue
To increase new subscriber
Stimulate the demand of products of Telenor
To win competition war
To positioning in consumer’s mind
To fulfil the above objectives Telenor analysis the current situation of market on the following grounds.
Customer price sensitivity
Determining product cost
Analyzing current and potential competitive actions
Evaluating legal and ethical constraints
But the main thing is that competitor analysis and before knowing their competitors company can’t be success in
market. So Telenor using different approaches to determine the price.

39. Cost oriented approaches
Competition oriented approaches
Demand oriented approaches
Telenor is doing excellent job in price strategy. Because they introducing new packages at lowest rates and they
have less leverage in packages according to market demand. In certain package Telenor charge little high price
but the services like EDGE, Tele doctor, mobile TV etc., which they are providing to customers not providing
by other companies.
Telenor is using low active price strategy because they are providing quality services to their customer at
relatively low price and they mentioned prices in their ads.
Now there is comparison of Telenor prices with other mobile network
Prepaid tariff comparison of Telenor-Ufone-Mobilink (per minute)
Tariff Telenor(per min) Ufone(per min) Mobilink(per min)
Net work to network 1.00 Rs 2.50 Rs. 1.00Rs.
Network to other
network
1.40 2.50 1.60
Network to PTCL 1.40 2.50 1.60
International SMS 5.00 15.00 8.00
SMS 1.00 1.00 1.00-1.50
MMS Per Incoming/
Outgoing Messages
5.00 5.00(per 64 kb) 6.00(per 50kb)
GPRS Per Megabyte * 15.00 18.00
Nationwide Roaming Free Free Free
Voicemail Per Minute 1.00 1.00 1.50

40. The number of franchises increased from 984 in 2004/05 to 1202 in 2005/06
PRICING PLANNING
WHAT HOW WHO WHEN
Low cost leadership Revamping the value
chain and outsourcing
high cost production
activities
Marketing head of
Telenor
By the end of 2013
PROMOTION STRATEGY
Promotion strategy consists of planning,
implementing, and controlling communications from
an organization to its customers and other target
audience. Telenor using different types of modes for promotion of their products in Pakistan. First Telenor set
their promotion objectives which they want to achieve through promotion. Then they decide how and what
massage should be communicate. Which media should b used for promotion? And which media is most
effective from consumer point of view? The objective Telenor is achieving following objectives through
promotion strategy.
Gaining more market share
Finding buyers
Building their image
Customer retention

41. So Telenor using following components of promotion strategy:
Advertising (non-personal communication)
Sales promotion (trade shows, contests)
Publicity (indirect channel)
Advertising:
Advertising is the main common mean of conveying massage to your right consumers. Through advertising
media you can generate the need of your product in customer’s mind. Telenor using advertising media for their
both packages,
Prepaid
Postpaid
Telenor doing advertising through different media like
Television
FM Radio
Internet
News Papers
Banners
Sign Boards
Sales & service centers
franchises
Other outlets
Mobiles Vans
Prepaid advertising:
Telenor is doing more advertising of their prepaid packages. Because they mainly focus on youngster, like
students, bachelors, middle class people. So they are doing advertising of their prepaid packages in more
attractive and energetic way. Today whenever you will watch the ads of prepaid packages its more colour full
and innovated. Telenor continuous bring changes in their prepaid packages. And one thing is very important in
their advertising that they make contracts for most popular model and singer of the Pakistan.

42. Postpaid advertising:
The strategy for postpaid advertisement is very different and sophisticated according their target market of
postpaid packages. In their advertisement they show only business class and executive class people. And they
only focus on business class people.
Sales promotion:
Telenor also do sales promotion activities to build customer relation, brand image, and also retain the customers.
In sale promotion activities Telenor arranged the certain trade shows, contests, concerts of popular singers of
Pakistan. And through sponsor to cricket series in Pakistan, Telenor do sale promotion. And objectives of sale
promotion activities are:
To make new customers
To create awareness about Telenor
To increase in sale
To gain market share
To remind the people about Telenor
To build their soft image in people’s mind
Publicity (indirect channel)
Telenor also doing publicity of their brand through different indirect channels. Basically they are conveying a
soft message to people that we are going with our vision that is

43. Telenor using different ways for publicity like,
Traffic sign boards on main roads
House name plates
Street number plates
Different walls of colleges
In news paper social ads about diseases
On motorway signs for careful drive
Telenor Pakistan now operates the country’s fastest-growing mobile network by effective promotion activities.
The striking growth rate has been achieved through the application of a highly successful business model, local
enthusiasmand hard work.
DISTRIBUTION STRATEGY:
Channel of distribution provide the essential linkages that connect producer and customers. Telenor using more
than one distribution channel to provide the customer value and satisfaction and easy access to them. If the
companies have strong distribution channel system then it will:
Control over market share
Have competitive advantage
Customer characteristics:
The demographic and psychographic characteristics of targeted customer will formthe basis for channel design
decision.
According to above approach Telenor also analysis the internal and external determinants for selecting for
distribution channels.
Determinants
External Internal
Customer characteristics Company Objective
Culture Character
Competition Capital
Cost
Convey
Contract
Continuity
Communication

44. The Telenor channel of distribution is a value-chain networks that providing customer values to the end user.
Telenor was using in near past intensive distribution strategy but the government of Pakistan banned to sells
their Sims on every retail shop. Now authorized dealer can sell the mobile Sims of Telenor. So now they are
using exclusive distribution strategy.
So Telenor using following chain of distribution channels for reliability of customer. To make sure that product
should be available everywhere in Pakistan (Pakistan Telecommunication Authority, 2008).
Distribution centers of Telenor:
Sales and service centers
Franchises
Other outlets
Mobile vans
Telenor have their sales and service centre in major cities or Pakis tan like Islamabad, Karachi,
and Lahore.
Telenor have their franchise in every city of Pakistan where network is providing services. These franchises
provide the customer information and service of mobile cards and new connections. They are
also providing these Sims, mobile cards and facility of easy load to other authorized dealer
through their agents.

45. Distribution by Franchises and service centers (combined) (CRM & Business Strategy,
2000-2008)
Total franchises by all operators grew by 60% in 2005 whereas it grew by only 22% in 2006
Operators including Paktel and Instaphone negatively affected this growth since Instaphone started closing its
franchises whereas Paktel stopped giving official status to franchises and changed its policy with freelance
franchises concept (Pakistan Telecommunication Authority, 2008).
TELENOR APPLICATIONS:

46. CONCLUSION:
According to all of this information we can see that although Telenor is facing some problems to become a
market leader but they still strive and passionate to achieve its task, so its overall market position is very strong
in different countries especially in Pakistan as statistics shows Pakistan has second highest economic growth as
comparison to the other countries. So by adapting carefully manage strategy Telenor can compete in Pakis tan
and can get full opportunities in this high potential market. Due to its distinctive capabilities of latest technology
in the form of Mobile TV, bubble message, EDGE, SIEMENS and NOKIA boosters’ systems in certain region,
it is still in the growth stage in the market. Also, it has the vast experience in other countries and it is also one of
the pioneers in satellite telecommunication and broad casting technology throughout the world, so it knows how
to do and when to implement the certain strategies.
HEAD OFFICE OF TELENOR IN ISLAMABAD