MARKETING WRITE­UPS 
TOPICS: 
1.NOKIA 2690 
2.LIPTON TEA ROAD SHOW 
3.TELENOR ‘KARO MUMKIN’ 
 
Submitted To Mr.  Naveed Il...
NOKIA 2690 
New Nokia 2690 with extreme features and low price
had been launched all over Pakistan.
Accordingly the advert...
67 % market in Pakistan is below $100, this segments wants communication in terms of voice,
above that looks for voice and...
soothing one-liner of ‘Hum Say Hai Qismat-Qismat Say Hum Nahin’, is developed to
enhance the association of Nokia with unc...
LIPTON TEA ROAD SHOW 
Unilever is organizing road shows for Lipton
Tea on many Spots in Karachi. Sales boys wear
Yellow Dr...
Lipton promotes casual and informal environment in its advertises, social gatherings,
picnics, extreme & pleasant weather ...
TELENOR­‘KARO MUMKIN’ 
A campaign tagged ‘KARO-
MUMKIN’ had been launched by
Telenor Pakistan to get the ideas
of Pakistan...
Karo Mumkin Campaign 
Telenor Pakistan has launched the ‘Karo Mumkin’ campaign with the aim to position itself as a
leader...
Observations  
By this promotion, Telenor focused on gaining emotional attention of Pakistani People
who really think abou...
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Marketing Write Ups

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Marketing Diary
New Nokia 2690
Lipton Road Show
Telenor Karo Mumkin

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Marketing Write Ups

  1. 1. MARKETING WRITE­UPS  TOPICS:  1.NOKIA 2690  2.LIPTON TEA ROAD SHOW  3.TELENOR ‘KARO MUMKIN’    Submitted To Mr.  Naveed Ilyas  Submitted by Abdul Saboor Zaman  ID # 2010­2­10­10901  July 26, 2010        Principles of Marketing (MKT 401) Masters of Business Administration (Industrial Management)  Institute of Business Management 
  2. 2. NOKIA 2690  New Nokia 2690 with extreme features and low price had been launched all over Pakistan. Accordingly the advertisements were produced to focus on the target markets and put to the suitability on audience. In the current advertisement of New Nokia 2690, a difference in Marketing Strategy of Nokia-once the Market Leader of Cell phones in Pakistan has been observed. Structural Analysis of Cell phone market in Pakistan & Nokia 2690 marketers’ implications in its light are broken down for easy understanding. Demographics  Pakistan's estimated population in 2010 is over 170,022,000 making it the world's sixth most- populous country, behind Brazil and ahead of Russia. During 1950-2008, Pakistan's urban population expanded over sevenfold, while the total population increased by over fourfold. In the past, the country's population had a relatively high growth rate that has, however, been moderated by declining fertility and birth rates. The population growth rate now stands at 1.6%. Dramatic social changes have led to rapid urbanization and the emergence of megacities. During 1990-2003, Pakistan sustained its historical lead as the most urbanized nation in South Asia with city dwellers making up 36% of its population. Furthermore, 50% of Pakistanis now reside in towns of 5,000 people or more. Pakistan has a multicultural and multi-ethnic society and hosts one of the largest refugee populations in the world as well as a young population which accounts for about 63 percent. Cell­Phones Market in Pakistan  The number of mobile phone subscriptions in Pakistan is set to hit 100 million by August 2010, even though the subscription growth is very slow due to a saturated market. Subscriptions had reached 97.303 million till April 2010 through which Mobile phone density had reached 60%. Out of a population of about 170 million, if we exclude about 35 million Pakistanis living below the poverty line, who cannot afford to buy mobile phones and connections, we can say that a maximum number of our population has obtained access to mobile phones subscriptions. Nokia holds 50-55 per cent market share in Pakistan, while Sony Ericsson enjoys 14-15 per cent followed by Samsung 12 per cent and Motorola six to seven percent. (Source: Internet Blog).
  3. 3. 67 % market in Pakistan is below $100, this segments wants communication in terms of voice, above that looks for voice and messaging (SMS) due to literacy factor. Five companies (Mobilink, Telenor, Ufone, Warid and China Mobile's Zong) are providing cellular service in the country. Of these, Mobilink, Telenor and Ufone are the market leaders with 31.762 million, 23.454 million and 18.937 million subscribers, respectively. From 2000 to 2007, growth in mobile subscriptions ranged between 80 percent and 170 percent. The pace eased to about 40 percent in 2008 and is continuously declining since then. Segmentation of Pakistan’s Cell­phones Markets  Marketers can segment Pakistan’s cellular market in the way to target Urban and Rural audience, business class, high income groups, average income economic class & low income economic class. Imran Khalid Mahmood — Country General Manager, Pakistan and Afghanistan while being interviewed by Blue Chip Magazine told, “The future of Pakistan telecom looks very positive for Nokia. We have some amazing products lined up for the low income market and that is where the growth will come from.” Advertisement Analysis  According to the aforementioned statistics, the marketing strategies followed in the New Nokia 2690 advertise which is published in all media sources (electronic, voice & print) the following points can be drawn; Nokia 2690 targets the market of low income group, urban as well as rural customers but emphasis is on rural customers. The advertise carries emotional touch already embedded in the slogan of Nokia- ‘Connecting People’, same here for Pakistani Customers. Newly added soft and mind
  4. 4. soothing one-liner of ‘Hum Say Hai Qismat-Qismat Say Hum Nahin’, is developed to enhance the association of Nokia with uncertain conditions prevailing in our Country Nokia had always focused on the collective social pattern of life in Pakistan rather than promoting individualism, it had shown ‘family’ as a basic unit in its ads, this also contains the same in the form of ‘Ali ko har baat ki khabar pehlay say hoti hai’, go and ask him if the result is going to be announced or rain had been forecasted etc. This ad also considers the information sharing and peoples’ interest of being well informed with right and on-time information. Specially in the current scenario of uneven political and security, law & order conditions. People are concerned about remaining constantly in contact with their loved ones. Living in the Information Technology Era, Nokia 2690 contains the feature of information sharing and e-mail access by adding OVI Mail options as indicated in the advertise, through which Picture, Songs Video Clips and other material of interests can be shared and archived easily in Memory Card. Some Observations  Some observations sought out of this new advertisement are stated hereunder; Nokia faced a tough competition and also suffered losing market share, on features and prices from other International Brands such as Samsung, Sony Ericsson, LG, Huawei, China’s Branded & Unbranded Sets, which urged Nokia to Modify or Shift its Marketing Strategy. Nokia is about to target Rural Population and low income groups, which would drive it towards Myopic Conditions specially Population Myth. Nokia doesn’t seem as aggressive in Branding and following Market Driving Strategy as it should be in research & development when comes to a technology product. It seems that Nokia is a mere follower of Apple Inc. or Blackberry Phones in technology development & delivery. [Writer was inspired by NOKIA 2690 advertise on FM Radio.]     
  5. 5. LIPTON TEA ROAD SHOW  Unilever is organizing road shows for Lipton Tea on many Spots in Karachi. Sales boys wear Yellow Dresses with Red Boxers’ type Helmet and offer prepared teabag made tea to trespassers with greetings. A vehicle is occupied and parked by the crew which targets a visible and crowded area, especially markets where plenty of people can observe the activity and can receive the complimentary product. The crew consists of 7-8 sales boys with all portable equipment and vehicle along. Lipton’s Yellow & Red Combination  Whether or not, it is a claim of international brand owners Unilever for Lipton to be the World’s largest tea brand giving a global share of all tea-based beverages that's nearly three times larger than its nearest rival. In total non-alcoholic beverages, Lipton is the global number two brand in terms of volume consumed. Lipton Yellow Label is painting the world Yellow with natural goodness & vitality and the red represents the energy it gives. Global Consumption Pattern  1649 cups of Lipton Tea are enjoyed every second 8245 cups of Lipton Tea are enjoyed every time you blink 1252 cups of Lipton Tea are drunk every time your heart beats 52 billion cups of Lipton Tea are drunk each year 45.75 billion Tea Bags are produced by Lipton Tea each year Previous Promotion Campaigns in Karachi  Lipton had always been involved in attracting consumer attention towards itself by various campaigns of advertisements and sponsorship programs. The key factors used for marketing in past years are; A ceremonial and family gathering consumption with a slogan ‘Chai Chahiye, Kaunsi Janab, Lipton hi tou hai-Lajawab’ for a long time.
  6. 6. Lipton promotes casual and informal environment in its advertises, social gatherings, picnics, extreme & pleasant weather conditions, hard working times and mental stress times. An advertising campaign on Mind blowing was devised and implemented in Pakistan. The attributes of tea presented in the ad show lipton as an stimuli for freshness and healthiness. A question on each clip or billboard was asked and was associated with stress work conditions and Liton was projected as an istrument to refresh and regain vitality. After being criticized on the matter of health relatedness, Lipton shortened its campaign on such attributes. Lipton contributes substantially in sponsoring public events like live concerts, sport events, family exhibitions and mega galas. Lipton’s billboards and Sign boards are regularly viewed on the way to your home or any where while passing by the roads of Karachi. Current Road Shows  The road shows being currently organized by Lipton can be concluded with the following outcomes; Lipton once again targeted the low & average income groups which are the major consumers of Lipton’s competitor products just as Tapal, Mezban. Brooke Bond Supreme, Tetley and other locally available branded & non-branded tea beverages. The offer of complimentary SKU’s just as teabags, sounds a good choice for promotion because of its low price availability i.e. affordability for targeted market, ease of process, same taste attributes, portability and disposability. Timely we are importing the disposable usage environment. [Writer was inspired by Lipton’s Promotion Activity­Road Show in Hussainabad Food Street.] 
  7. 7. TELENOR­‘KARO MUMKIN’  A campaign tagged ‘KARO- MUMKIN’ had been launched by Telenor Pakistan to get the ideas of Pakistani People, where they see Pakistan in the future. This campaign is being projected as an initiative to implement the ideas of Pakistani people about their dreams, vision, thoughts, hopes and desires for their motherland. People are asked to share their ideas with Telenor and selected best ideas will be presented on media forums where they can get due attention. Advertises for this purpose were designed in a futuristic approach that you perceive the success you have achieved right now, and start thinking that what you really had to do to achieve that extensive goal. About Telenor  Telenor Pakistan is a wholly-owned subsidiary of Telenor. On 14 April 2004, Telenor was awarded a GSM licence to build and operate a mobile network in Pakistan. On 15 March 2005, a full multimedia platform for commercial mobile services was launched under the name of Telenor Pakistan. As at 31 March 2010, Telenor Pakistan had 23.3 million mobile subscriptions. As at 31 March 2010 the mobile penetration and number of inhabitants in Pakistan were 58% and 168 million, respectively according to official estimates. Market Share of Telenor currently can be estimated as 24%. Previously Offered Packages  Telenor Pakistan have offered and marketed a wide array of private and corporate services, prepaid and contract mobile telephony. Some examples of the services are: Easypaisa, which provides innovative financial services on mobile phone The Telenor Cricket Companion, a GPRS based application allowing consumer to get updates and watch games directly on phone. The TeleDoctor service answers medical questions from customers via SMS. Food recipe services, Bollywood downloads, etc. Apna PCO ("Our Public Call Office"), allowing people in rural areas to share a mobile phone.
  8. 8. Karo Mumkin Campaign  Telenor Pakistan has launched the ‘Karo Mumkin’ campaign with the aim to position itself as a leader in innovation, and provided the people of Pakistan with a platform for inspiration and realization of possibilities. The campaign was designed to showcase the vision of Telenor Pakistan which seeks to explore new business opportunities in telecommunications, financial services and media. This launch also marks Telenor 5th anniversary in Pakistan. The ‘Karo Mumkin’ campaign invited people to realize possibilities by coming forward and sharing ideas. Participants were registered on the ‘Karo Mumkin’ web portal and responded to the question “Where do you see Pakistan in the future?” An idea that best described the future Pakistan was to be selected by a national jury of specialists as well as public voting and aired on the “Karo Mumkin” TV show. To participate entrants were asked to visit the webportal www.telenor.com.pk/karomumkin or send an SMS to 576 or call 0345-555 5540 before 31st March 2010. Advertisements  Gists of Some advertisements based on the idea are; Changing your own future through the power of your vote Education enhancement through a rule of providing 6 months free tuition to any illiterate rural vicinity Provide an hour free health services with a team of doctors in a lower economic class locality Enhancement of Special People’s Professional Skills
  9. 9. Observations   By this promotion, Telenor focused on gaining emotional attention of Pakistani People who really think about and keep their heartiest attachment in improving the situation in Pakistan, wether it is economic, social, legal, political or individual. Telenor targeted the youth market which accounts for 63% population of Pakistan because Youth is the segment which seeks solutions to the nation’s problems & issues and is enthusiastic enough to implement the right solution if directed and lead properly. [Writer was inspired by Telenor’s ‘Karo Mumkin’ Promotional Hoarding on Habib Bank Roundabout.] 

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