Ufone is a telecommunications company in Pakistan that has used effective promotional strategies to grow its market share. Its strategies include heavy advertising spending using colorful and eye-catching ads with humorous themes. Ufone promotes through various media channels, including television, print, billboards, and online. These promotion efforts have helped Ufone position itself as a leader in the Pakistani telecom market and achieve several awards for marketing and customer service excellence.

1. UFONE PROMOTIONAL AND
ADVERTISING STRATEGY
• GROUP MEMBERS
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MUHAMMAD ALI
ABDULLAH MUJAHID
MUHAMMAD IRFAN
SEHRISH MAJEED
FARYAL BATOOL GOHAR

2. INTRODUCTION
• TELECOM INDUSTRY IN PAKISTAN
 Telecommunication is the science and practice of
transmitting information by electromagnetic means.
 In 2008 Pakistan was the world’s third fastest
growing telecommunications market.
 In Pakistan telecom sector is oligopoly with 5 market
players

3. History of Ufone
•Ufone’ a wholly-owned subsidiary of PTCL commenced its
operations on 29th January 2001
• As a result of PTCL’s privatization, 26% of its shares were
acquired by Emirates Telecommunication Corporation
(Etisalat)

4. COMPANY PROFILE
• ‘Ufone is the leading organization because of huge network
coverage
•Ufone is the most active, aggressive and innovative players
•Ufone was pioneer in launching the GPRS and MMS services

5. • COMPANY VISION
• “To be the leading telecommunication service provider in
Pakistan by offering innovative communication solutions for
our customers while exceeding shareholder value and
employee expectation.”
• COMPANY MISSION
• “Our mission is to provide best services with best coverage
that would eventually generate profit for the company and its
stakeholders.”
• “To be the best cellular option for u.”

6. • PRODUCTS AND SERVICES
Prepaid
Postpaid

7. UFONE MARKET
• MARKET SIZE
• MARKET SEGMENTATION
ECONOMY: Upper class, Middle class, lower class.
AGE: Teenagers, youngsters, middle age, aged people.
GENDER: Male & Female.
OCCUPATION: corporate class, Business class, working class, students etc

8. ORGANIZATIONAL STRUCTURE
DEPARTMENTS
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Finance department
Marketing department
Information Technology department
Customer Operation department
Government Relation department
Engineering department
Sales department
Human Resource department

9. • MARKETING DEPARTMENT
A. BRAND
B. MARKETING STRATEGY AND ANALYSIS
C. VALUE ADDED SERVICES

10. • COMPETITORS
1.MOBILINK
2.TELENOR
3.WARID
4.ZONG

11. MARKET SHARES AND ITS COMPETITORS

12. CELLUER SUBSCRIBERS – SEPT 2012

13. MARKETING STRATEGY
• MARKETING STRATEGY USED BY OTHER
COMPANIES
 Push strategies by Telenor
 Later used pull strategies
• MARKETING STRATEGY USED BY UFONE
 Price penetration strategy at very 1st time
 Value added services strategy
 providing more than 170 value added services

14. A. MARKETING STRATEGY – PROMOTION
i. Pull strategy
ii. proper market research and massive
advertising campaigns
iii. Use different communication channels
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advertising
sales promotion
public relations
direct marketing
personal selling

15. B. POSTIONING
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an image of company’s brand in the mind of
customer
on the basis of emotionally, functionally or on the
basis of brand quality
Ufone position itself on the basis of its services
Ufone’s former positioning statement:
“Everybody loves to Ufone prepay”
Ufone current positioning statement:
“Ufone tum hi to ho!”

16. ADVERTISMENT
• ADVERTISING BUGDET
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Ufone spent almost 20% of its revenue on advertising
Ufone is heavy spender on advertisement
Ufone ad play 15 to 20 times a day on a TV channel costs millions
More focused on TV ads
5% of its advertisement is made on radio and fm
Now Ufone is paying more attention to web advertisement

17. ADVERTISING STRATEGY BY UFONE
Ufone is using repetitive strategy for its advertisements
It makes every ad at right time to get the attention of people
Ufone launched its different value added services
Ufone uses humorous theme that always makes the ads more appealing and
engaging the minds of customers
ADVERTISING MESSEGE
The very first content of Ufone message was humor
shifted to youth excitement.
Ufone generated much revenue from it

18. MESSEGE FORMAT
Ufone advertising has always been very colorful and eye
catching
The shocking orange and green color has always attracted
the people
MESSEGE SOURCE
Ufone ads are designed and made by “GameOver
Production”
Ufone also hired “waseem Akram” as its Brand
Ambassador.

19. MEDIA
• PRINT MEDIA
Ufone prints ads in all leading newspapers
 The Dawn
 Jung
 Nawa-i-Waqt
 Khabrain
 local Sindhi newspapers
It also gives ads in magzines
 Sunday magazine
 akhabr-e-jahan
 Libas
 Mag

20. DISPLAY MEDIA
Display media includes
Billboards
Hoardings
signs (on Shop boards etc)
Posters
wall paintings

21. ELECTRONIC PROMOTION
BROADCAST MEDIA
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HUM TV
GEO
ARY
INDUS
WASEEB
PUNJAB TV
ONLINE MEDIA
Ufone places flashing ads on famous portals
 coolbuddy.com
 pakfellows.com
 Ufone has great number of fans as compared to other
companies and pages talked about are highest as well

22. FANS ON FACEBOOK

23. PAGES TALK ABOUT

24. ACHIEVEMENTS
 BEST ADVERTISING COMPAIGN AWARD 2011-12
 CUSTOMER SERVICE AWARD 2011
 BEST GSM OPERATOR AWARD 2010
 AISA COMMUNICATION AWARD 2011
 BEST BRAND OF THE YEAR AT THE WORLD TELECOM
AWARD MIDDLE EAST
 PROFESSIONAL EXECELENCE AWARD

25. Survey

26. Conclusion
• advertisement is the most effective way to communicate
• effective message urges people to think
• influence the potential customers to buy the product or
service
• captured a great market share through its effective
promotional strategy
• different from the old and boring ones
• The creativity, fun and humor
• Rapidly increase