The document discusses Ufone, a mobile network operator in Pakistan. It provides an overview of Ufone's history, operations, target market, marketing strategies and recommendations. Ufone started in 2001 and now has over 20 million subscribers. It aims to provide affordable services and targets middle class customers. The document also outlines some issues with Ufone's network quality and customer service.

2. Objective of Project The purpose of study is to have skills for performing specific tasks in efficient way. Study always requires technical knowledge of the field. Beyond the skill of knowledge, we should also keep technical skills in field. The project will not only helps us to know about scope of study but also helps us to tackle our field problems in future.

3. Ufone Company started its business in Pakistan on January 29, 2001. Now CEO of Ufone is ABDUL AZIZ Coverage in Pakistan is more than 10000 locations . Introduced international roaming facility for prepaid subscribers in Saudi-Arabia, United Kingdom, United Arab, Cyprus, Sri Lanka and different countries with lowest rates. Profits increased to Rs 2.66 billion in last financial year. Subscribers of Ufone now rapidly increase more then 20 million. The Ufone was the 2 nd GSM provider company.

4. When the Ufone Company entered in the market of Pakistan in 29 th January 2001, there were already three companies existing in the market. Which were Paktel , Instaphone and Mobilink . For standing in the market, it provided low rates and quality services Ufone firstly provide coverage in main cities like Rawalpindi , Islamabad, Karachi and Lahore . Ufone targeted the middle class by introducing low rates and different packages. For competing with other companies Ufone also provided convenient connections , Internet services , multimedia messaging and worldwide SMS at flat rates.

5. "Ufone, it's all about U ! We are where you want to be……At Ufone we aim to provide you with wider coverage, superior connectivity, clear signals & voice quality. Wherever you are, Ufone keeps you connected." “ To be the best cellular option for u” “ To be the leading telecommunication service provider in Pakistan by offering innovate communication solutions for our customers while exceeding shareholder value & employee expectation”

6. Ufone Company is using a proper and formulized system to control the activities of departments Strategies are made under the CEO (ABDUL AZIZ) and the heads of all the departments. The fowling are the departments of Ufone Company. 1: Sales and marketing department. 2: Finance department. 3: Customer service department. 4: IT department. 5: Human resource department.

7. Ufone, in cash cow stage Market share value; Market share value is high as compared to competitors Relative Market Growth rate Relative Market growth rate is low Desired Strategies of Ufone Further investment Follow customer needs & taste Strong customer relationship

8. BCG MATRIX Figure Star Question mark Cash cow Dog

9. Huge market High opportunity. No Restrictions by Govt. and PTA. Company should continue its new packages with low rates to compete with competitors.

10. Similar call rates Almost similar packages Low switching cost Similar services Product differentiation. New offers. Increase brand loyalty by giving competitive advantages. Innovative services. No substitute No another suppliers Create long term relation with suppliers.

11. Numbers of substitute Same services Low switching cost Differentiation Value addition Bring loyalty Use competitive advantages as a tool New services Number of competitors Plenty of opportunity Price reduction Avail opportunities. Competitive strategies.

12. Direct competition with Mobilink , Telenor , Warid and Zong . Indirect competition with Wateen , PTCL Wireless , Worldcall etc..

13. Founded in 1994 1 st GSM Slogan “ Reshaping lives ” . Rs. 22.95 billion revenue in 3 rd quarter of last fiscal year. 30 million subscribers 130 countries on international roaming. postpaid “ Indigo ” . prepaid “ Jazz ”. Largest cellular service provider in Pakistan.

14. Public limited founded in March 2005 . Largest direct European investment in Pakistan. “ Here to Help ” slogan Revenues of PKR 19.8 billion in Q3 for fiscal year 2011. More than 20 million customers approximately.

15. Private limited company founded in May 2005 . “ We Care ” slogan 80 days after lunching , more than 1 million users . More than 18 million subscribers. Last year low portability rate.

16. 1 st international brand of China Mobile , in 2008 . “ Say it all” slogan. Zong have 13.2 million subscribers. Zong now provide low call and sms service, internet services as compare to others.

17. More than 10000 location coverage. 288 live operators in more than 160 countries.. More than 250 franchisees. Total investment is $400 Million. Mobile phones easily affordable for the common man. Exciting and energetic SMS packages

18. Ufone did nothing for its voice clarity as it should be. Insufficient number of franchises. Network jammed on special occasions like Eid, New year etc. To other networks its rates are expensive as compared to Mobilink and Telenor. Service at Baluchistan is a normal and in Khyber P.k is very poor. Behave rudely with customers.

19. Attractive packages for youth. Ufone should increase number of its franchises in remote areas. Introduce some international package with lowest rates. Should increase hourly packages. Ufone can extend its network in Northern areas and bring technological shift. Like “NADRA Kiosk” if Ufone provide “Ufone kiosk”. These will be the machines like ATM machines and provide 24 hour balance recharging facility.

20. Competitive threats from direct and indirect competitors. Have no Exact summery of its users. Current market and economics situations are not stable. Working and investment is in danger. Some adverse Government policies are key threat to Ufone like heavy imposing of taxes. Ufone is facing some problems due to the Subsidiary Company of PTCL. Mobilink and Telenor are providing high remuneration to its employees as compared to Ufone, due to it these are attracting many expertise and skilled persons. Electromagnetic waves which are not good for the human health.

21. Segmentation Economy Upper class Middle class Lower class Age Youngsters Middle age Aged people

22. Gender Male Female Occupation Business class Labour class Farmers

23. Targeting Ufone is mainly targeting to youngsters via their current needs and glowing packages Positioning Affordable call rates Lowest sms packages rate. Economic handsets Best service quality

24. MARKETING STRATEGY Differentiation Ufone get competitive advantage in different terms; Price Quality Technology

25. MARKET PLANING Marketing Mix Products Ufone is providing Intangible services and tangible products Prepaid Postpaid Ufone Mobiles

26. Price Ufone is charging lowest call rates on routine and different Occasions Eid Ramadan 14 th August Charismas

27. Place Ufone is focusing the provision of network on bringing shift according to current needs. All Backward Areas Northern Areas Desert Areas

28. Promotion Ufone employ different marketing policies, activities and sources for the provision of value added services to customers like; Advertising Electronic media Print media Billboards SMS marketing Internet marketing Public relations Sales promotion Direct marketing Personal selling

29. For any queries or complaints, contact Ufone: Dial 333 from Ufone or 111-333-100 from any landline. Fax us at 111-333-900 Register complaint on our website http://www.ufone.com/cs_voiceOfTheCustomer.aspx Write to Ufone at P. O. Box # 3333

30. Recommendations Coverage in Northren areas. Voice clarity & quality Increase number of franchises Trained staff in service centers Improve network service Differentiate its packages

31. Thank you…..