T ELEFUN  M ARKETING  M YOPIA P RESENTED  B Y A DAM  K HAN  K ASI www.soopertutorials.com
<ul><li>Facts about the founder </li></ul><ul><li>Company Background </li></ul><ul><li>Company Mission & Vision </li></ul>...
Facts About The Founder www.soopertutorials.com
Background of Company <ul><li>Foundation   </li></ul><ul><ul><li>End of 2004 </li></ul></ul><ul><li>Initial Capital </li><...
Background of Company <ul><li>Industry </li></ul><ul><ul><li>Telecommunication  </li></ul></ul><ul><li>Business Objective ...
Company Mission & Vision  <ul><li>Company have no mission and vision statement. </li></ul><ul><li>Proposed Vision </li></u...
Branding Entertainment Service <ul><li>Brand is the paramount image of product or service which create awareness, drives t...
Telefun Jingle <ul><li>Telefun Jingle  </li></ul><ul><ul><li>0900-78601 Telefun! Telefun. </li></ul></ul><ul><li>Story beh...
Business Process <ul><li>Telefun business process is quite simple </li></ul><ul><ul><li>Caller dial 0900-78601 from PTCL n...
Products & Services <ul><li>Music Library  </li></ul><ul><li>Latest News </li></ul><ul><li>Horoscope  </li></ul><ul><li>Ca...
Employees <ul><li>Employees are core competencies for company. </li></ul><ul><li>Telefun started with 70 employees and cur...
Marketing <ul><li>Marketing is one of the strong point of telefun. </li></ul><ul><li>Co-branding </li></ul><ul><ul><li>Mac...
Finance <ul><li>Telefun enjoyed high profits during years 2005 and 2006. </li></ul><ul><li>Telefun Revenues declined up to...
Competitors <ul><li>Telefun have no direct competitors. </li></ul><ul><li>Although some of the Indirect competitors making...
Social & Legal Issues <ul><li>In 2006 Telefun marketing team came with the idea of Quiz show “Kaun Baney Ga Crore Pati Der...
Social & Legal Issues <ul><li>Pakistani nation were shocked to see Indian celebrity image on billboards and commercials. <...
Strength and Weakness <ul><li>Strengths </li></ul><ul><ul><li>Low operations cost </li></ul></ul><ul><ul><li>Easy reach to...
Marketing Myopia <ul><li>Telefun fall in love with its services that’s the reason marketing strategies are limited. </li><...
Opportunities and Threats <ul><li>Opportunities  </li></ul><ul><ul><li>Bring new products & services to market </li></ul><...
Future Strategies <ul><li>Online Social Network   </li></ul><ul><ul><li>Similar to Orkut </li></ul></ul><ul><li>Online Doc...
Telefun Poetry The top gun of the fun Telefun, Telefun Top class entertainment service Telefun. Telefun Favorite of the Pa...
www.soopertutorials.com
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Telefun Marketing Myopia

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Interactive presentation on entertainment company covers internal and external enviroment of the company under the umbrella of strategic management.

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  • This is an in-depth analysis of the concept of Marketing Myopia. For further information on the subject you can read:
    ’What is marketing myopia?’ at:
    http://www.helium.com/items/1620224-marketing-myopia-and-homo-economicus
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Telefun Marketing Myopia

  1. 1. T ELEFUN M ARKETING M YOPIA P RESENTED B Y A DAM K HAN K ASI www.soopertutorials.com
  2. 2. <ul><li>Facts about the founder </li></ul><ul><li>Company Background </li></ul><ul><li>Company Mission & Vision </li></ul><ul><li>Branding entertainment service </li></ul><ul><li>Telefun jingle </li></ul><ul><li>Business process </li></ul><ul><li>Products & Services </li></ul><ul><li>Employees </li></ul><ul><li>Marketing </li></ul><ul><li>Finance </li></ul><ul><li>Competitors </li></ul><ul><li>Social & Legal Issues </li></ul><ul><li>Strengths and weakness </li></ul><ul><li>Opportunities and threats </li></ul><ul><li>Marketing Myopia </li></ul><ul><li>Future Strategies </li></ul>Presentation Plan www.soopertutorials.com
  3. 3. Facts About The Founder www.soopertutorials.com
  4. 4. Background of Company <ul><li>Foundation </li></ul><ul><ul><li>End of 2004 </li></ul></ul><ul><li>Initial Capital </li></ul><ul><ul><li>5 million rupees approx </li></ul></ul><ul><li>Capital origin </li></ul><ul><ul><li>Mr.Shakeel started medicine business form Rs.5000. </li></ul></ul><ul><ul><li>Sold out Medicine business at 5 Million approx in the year 2003 </li></ul></ul><ul><li>Head behind idea </li></ul><ul><ul><li>Mr. Shakeel </li></ul></ul>www.soopertutorials.com
  5. 5. Background of Company <ul><li>Industry </li></ul><ul><ul><li>Telecommunication </li></ul></ul><ul><li>Business Objective </li></ul><ul><ul><li>To entertain people of Pakistan by providing entertainment stuff using existing telecommunication infrastructure of PTCL </li></ul></ul><ul><li>Business Perquisites </li></ul><ul><ul><li>Register Private limited Company under from SECP. </li></ul></ul><ul><ul><li>Acquiring of PRS (0900-78601) from PTA. </li></ul></ul>www.soopertutorials.com
  6. 6. Company Mission & Vision <ul><li>Company have no mission and vision statement. </li></ul><ul><li>Proposed Vision </li></ul><ul><ul><li>To become the No.1 entertainment company in Pakistan </li></ul></ul><ul><li>Proposed Mission </li></ul><ul><ul><li>Providing better and low rate entertainment products and services throughout Pakistan using wide spread telecommunication infrastructures of PTCL. </li></ul></ul>www.soopertutorials.com
  7. 7. Branding Entertainment Service <ul><li>Brand is the paramount image of product or service which create awareness, drives the perception and finally regards desirability. </li></ul><ul><li>Mr.Shakeel Objectives for brand </li></ul><ul><ul><li>Match with service </li></ul></ul><ul><ul><li>Remembered easily </li></ul></ul><ul><li>Perfect branding </li></ul><ul><ul><li>Telefun brand name was suggested by Mr.Shakeel </li></ul></ul><ul><ul><li>Service brand name “Telefun” </li></ul></ul><ul><ul><li>Match with telephone </li></ul></ul><ul><ul><li>Easy to remember </li></ul></ul><ul><ul><li>Represent service </li></ul></ul>www.soopertutorials.com
  8. 8. Telefun Jingle <ul><li>Telefun Jingle </li></ul><ul><ul><li>0900-78601 Telefun! Telefun. </li></ul></ul><ul><li>Story behind jingle </li></ul><ul><ul><li>Jingle poetry written by Mr.Shakeel </li></ul></ul><ul><ul><li>Jingle informs the consumers to dial the number to use the telefun service. </li></ul></ul><ul><ul><li>Music was composed by telefun marketing team </li></ul></ul>www.soopertutorials.com
  9. 9. Business Process <ul><li>Telefun business process is quite simple </li></ul><ul><ul><li>Caller dial 0900-78601 from PTCL number. </li></ul></ul><ul><ul><li>Call land on Telefun PBX and forwarded to IVR </li></ul></ul><ul><ul><li>Numeric keys are used to select option </li></ul></ul><ul><ul><li>Telefun charges Rs.14.70 per minute </li></ul></ul><ul><ul><li>PTCL is charging special rates that’s why they Keep 40% share and telefun 60% share of revenue. </li></ul></ul>www.soopertutorials.com
  10. 10. Products & Services <ul><li>Music Library </li></ul><ul><li>Latest News </li></ul><ul><li>Horoscope </li></ul><ul><li>Cash prizes </li></ul><ul><li>Amusement world </li></ul><ul><li>Mobile Friendship </li></ul><ul><li>Free Gift hampers </li></ul><ul><li>Lucky Number </li></ul><ul><li>FM 101 programs </li></ul><ul><li>TV Programs </li></ul>www.soopertutorials.com
  11. 11. Employees <ul><li>Employees are core competencies for company. </li></ul><ul><li>Telefun started with 70 employees and currently there are only 20 employees. </li></ul><ul><li>There is no proper Human resource department. </li></ul><ul><li>Faraz Ahmed worked as Project manager was trustworthy employee in the eyes of Mr.Shakeel . </li></ul><ul><li>Hiring on Ad-Hoc basis </li></ul><ul><li>Salaries are below market level. </li></ul><ul><li>In December 2008 IT department employees are fired due to financial crises </li></ul>www.soopertutorials.com
  12. 12. Marketing <ul><li>Marketing is one of the strong point of telefun. </li></ul><ul><li>Co-branding </li></ul><ul><ul><li>MacDonald's </li></ul></ul><ul><ul><li>Telenor </li></ul></ul><ul><ul><li>Mobilink </li></ul></ul><ul><li>Commercials </li></ul><ul><ul><li>TV </li></ul></ul><ul><ul><li>Radio </li></ul></ul><ul><ul><li>CDs </li></ul></ul><ul><ul><li>Local Cable Channels </li></ul></ul>www.soopertutorials.com
  13. 13. Finance <ul><li>Telefun enjoyed high profits during years 2005 and 2006. </li></ul><ul><li>Telefun Revenues declined up to 60% after 2006. </li></ul><ul><li>Financial Estimation of Revenues and profits </li></ul>www.soopertutorials.com
  14. 14. Competitors <ul><li>Telefun have no direct competitors. </li></ul><ul><li>Although some of the Indirect competitors making available such services as their secondary services. </li></ul><ul><ul><li>TeleMusti </li></ul></ul><ul><ul><li>Telenor </li></ul></ul><ul><ul><li>ARY </li></ul></ul><ul><ul><li>GEO </li></ul></ul><ul><ul><li>Lexun Group </li></ul></ul><ul><ul><li>Mobilink </li></ul></ul>www.soopertutorials.com
  15. 15. Social & Legal Issues <ul><li>In 2006 Telefun marketing team came with the idea of Quiz show “Kaun Baney Ga Crore Pati Derived from famous celebrity Amitabh Bachan show. </li></ul><ul><li>Show to be launched on independence day of Pakistan. </li></ul>www.soopertutorials.com
  16. 16. Social & Legal Issues <ul><li>Pakistani nation were shocked to see Indian celebrity image on billboards and commercials. </li></ul><ul><li>Pakistan and Indian Government took strict action under the copyright law and banned the Quiz Show. </li></ul><ul><li>This incident not only disrespects out cultural values but also inflicts damage on our nation. </li></ul>www.soopertutorials.com
  17. 17. Strength and Weakness <ul><li>Strengths </li></ul><ul><ul><li>Low operations cost </li></ul></ul><ul><ul><li>Easy reach to the service </li></ul></ul><ul><ul><li>Brand awareness </li></ul></ul><ul><ul><li>No direct competitors </li></ul></ul><ul><li>Weakness </li></ul><ul><ul><li>Higher management not having formal IT Knowledge </li></ul></ul><ul><ul><li>Ad-Hoc decisions </li></ul></ul><ul><ul><li>High service charges </li></ul></ul><ul><ul><li>Informal Organization Structure </li></ul></ul><ul><ul><li>Missing big panda’s </li></ul></ul><ul><ul><li>Limited and outdated entertainment stuff </li></ul></ul>www.soopertutorials.com
  18. 18. Marketing Myopia <ul><li>Telefun fall in love with its services that’s the reason marketing strategies are limited. </li></ul><ul><li>Telefun not adopt the change with time. </li></ul><ul><li>“ Only thing which is remain constant in the world is Change” </li></ul>www.soopertutorials.com
  19. 19. Opportunities and Threats <ul><li>Opportunities </li></ul><ul><ul><li>Bring new products & services to market </li></ul></ul><ul><ul><li>Joint ventures </li></ul></ul><ul><ul><li>Partnership to minimize risk </li></ul></ul><ul><li>Threats </li></ul><ul><ul><li>Inflation </li></ul></ul><ul><ul><li>Government Instability </li></ul></ul><ul><ul><li>Company reputation </li></ul></ul><ul><ul><li>Competitors & new entrants </li></ul></ul><ul><ul><li>Rapid change in technology </li></ul></ul><ul><ul><li>High taxes </li></ul></ul>www.soopertutorials.com
  20. 20. Future Strategies <ul><li>Online Social Network </li></ul><ul><ul><li>Similar to Orkut </li></ul></ul><ul><li>Online Doctor </li></ul>www.soopertutorials.com
  21. 21. Telefun Poetry The top gun of the fun Telefun, Telefun Top class entertainment service Telefun. Telefun Favorite of the Pakistani nation Telefun,Telefun Tale for children Telefun,Telefun We have the talent Telefun,Telefun Company is great Telefun,Telefun No one can imitate Telefun,Telefun Leads the competition Telefun,Telefun Entertainment for everyone Telefun,Telefun Enjoy our Programs Listening FM 101 Telefun,Telefun Just dial 0900-78601 Telefun,Telefun Always accessible 24/7 Telefun,Telefun Select the choice Telefun,Telefun Every option is nice Telefun,Telefun Demand is yours We get it done Telefun,Telefun Find good friends Telefun,Telefun Get the movies While sitting at home Telefun,Telefun Pay less, get more Telefun,Telefun It's not the end Telefun,Telefun We will be offering more Telefun,Telefun Just wait and see Telefun,Telefun Repeat the jingle Telefun,Telefun Beat the drums Telefun,Telefun Always at your service Telefun,Telefun The top gun of the fun Telefun,Telefun www.soopertutorials.com
  22. 22. www.soopertutorials.com

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