Ufone is a cellular company in Pakistan that focuses on advertising to promote its services and attract customers. It sets objectives like informing and persuading customers. Ufone spends around 20% of its profits on advertising. Its ads often use humorous themes and colorful branding. Celebrities and comedians frequently appear in Ufone's ads to attract viewers. Ufone evaluates its campaigns and makes adjustments when needed, showing its focus on effective advertising.

2. ADVERTISING OF

3. Anum Khan Tahir Iqbal Hira Naz Alvi Maryam Latif Asad Raza

4. Textual overview of Advertising Case Study : Ufone Company Ufone’s Advertising Hypothetical product

6. “ Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor”

7. Setting advertising objectives Setting advertising budget. Developing advertising strategy Evaluating advertising campaigns

8. A specific communication task to be accomplished with a specific target audience during a specific period of time Advertising objective can be classified by:- Informative Persuasive Reminder

9. The dollars and other resources allocated to a product or company advertising program Advertising budgets depends on:- Stage in the product life cycle Market share

10. The strategy by which the company Accomplishes its advertising objectives It consists of two major elements:- Advertising message Message Strategy Message Execution(format ,source etc) Advertising media Television Newspaper Direct mail Magazines Radio Outdoor Internet

12. OPERATOR'S NAME : PTCL OFFICIAL NAME : PTML COMMENCED STARTED : 29 JAN’2001 TECHNOLOGY : GSM 900 GOVERNED BY : ETISALAT (since 2006)

13. To be the best cellular option for U

14. “ Our mission is to provide best services with best coverage that would eventually generate profit for the company and its stakeholders”

15. Current CEO (Chief executive Officer) & President of UFONE is Mr. Abdul Aziz Current Vice President of UFONE is Mr.Asher Yaqub Current CMO (Chief Marketing Officer) of Ufone is Mr. Mr. Akbar Khan Current SME (Senior Marketing Executive) Multan is Mr.Waqas Anjum

18. UFONE as a whole Targets “ THE YOUTH”

19. Public Demand : Lower/Rural youth UWON : Socio economic class 5 ka 15 : Ladies Post Pay : Corporate class LIFE : Youth postpaid for : businessmen

20. BRANDS PostPay Prepaid

21. ---------ADVERTISING----------

22. ADVERTISING & DEVELOPIND AD COMPAIGNS

23. Ufone is a heavy spender on Advertisements. Owing to the growing competition in cellular telephonic services, Ufone strategize to increase its effect on market through aggressive promotion & advertising Ufone has its own advertising department because its packages change by time to time Ufone advertiising department is responsible for making ads and promotion

24. UFONE’s ADVERTISING OBJECTIVES Ufone informs its customers about new or available services Ufone seeks to persuade people to purchase their service or switch to their connection from other connections Keep smiling pakistan UFONE’s ADVERTISING BUDGET A single Ufone advertisement played 15-20 times per day on a TV channel costs millions of rupees varying with the time of day when it is played. Ufone spends about 20% of its profit on advertising and sales promotion

25. MESSAGE CONTENT OF ADVETISEMENT The very first content of Ufone’s advertising message was humorous Then Ufone shifted its message content to youthful excitement But now Ufone has again adopted humorous theme for its message content

26. Marketers inform advertising department before launching new package and give a time limit. All Ad team works for making ad ,mostly idea for ad is given by Faisal Qureshi Because there are many problems in Pakistan in these circumstances their marketing strategy is to provide some fun to the people that why we made funny ad message is written very carefully When an ad format is made then their place designers select place for the final shoot.

27. Director Producers Helpers Celebrities Faisal Qureshi Adeel hasmi Mehreen Mihaal Zulfiqar

28. MESSAGE FORMAT The format of Ufone’s advertisements has always been very colorful and eye catching The shocking Orange & Green colors used by Ufone have always attracted people These colors look beautiful on wall printing of Ufone.

29. UFONE’s old LOGO UFONE’s created LOGO for communications UFONE’s new LOGO

30. Ufone’s former Positioning Statement: “ Everybody Loves to Ufone Prepay “ Ufone’s new Positioning Statement: “ “ Or “ It’s All About U”

31. MESSAGE SOURCE The very first Ufone advertisements had Faisal Qureshi as its message source Afterwards Ufone hired non-celebrity + celebrity young models for its youthful message theme

32. Ufone also hired three lollywood queens i.e. Meera, Jia Ali and Veena Malik with Mikaal in an advertisement of “Baat Ban Jaye” This advertisement created a big CONTROVERSY regarding its eroticism and negative appeal. Due to negative response by people Ufone had to vacate its billboards and eradicate its banners, posters etc overnight, as directed by CEO and CMO of Ufone.

33. Ufone has again hired this comedian trio featuring Faisal Qureshi, Mikaal Zulfiqar & Adeel Hashmi The strategy behind hiring this trio is that they are economical and are personal favorites of people Ufone always hire endorsers in group

34. Ufone advertise in the following media types :- Print media Broadcast media Display Media Online Media Events

35. Ufone tries and print ads in all leading newspapers including The Dawn, Jung, Nawa-i-Waqt, Khabrain and local Sindhi newspapers as well Ufone place its ads in all leading magazines as well i.e. Sunday magazine, akhabr-e-jahan, Libas, Mag etc

36. Ufone tries and advertise in all Pakistani channels including GEO, Hum, ARY, Indus, TV one, HBO, etc (except MTV Pakistan). Ufone also plays its ads on local channels like WASEB and Punjab TV AND radios

37. DISPLAY MEDIA In each city they Divide city into different Classes i.e. A class (cantt area) for postpaid customers B class (9#, khanewal road) for prepare conection C class (remaining city part) Ufone advertise using vehicles like billboards, hoardings, signs, posters, wall paintings etc

38. SME Multan has used a new and innovative vehicle in display media i.e. Ufone’s painted rickshaws

39. ONLINE MEDIA Internet is the online media. Ufone was not carrying out direct mail or direct e-mail advertising. But now Ufone respond its customers through mailing by [email_address]

40. Ufone has sponsored many events in the past and holds future plans concerning it. The famous event sponsored by Ufone in 2006 was a series of musical concerts did all over Pakistan, featuring Mikaal Hassan and Junoon, it named UROCK

41. AD SHOOT BY UFONE

42. We bring you a behind the scenes look at what goes into the making of a good TV commercial ! ! !

43. SWOT ANALYSIS

44. Differentiation (lowest off-net call rates) Value Added Services (VAS) i.e. Ufone’s Walkie talkie, call block etc second largest cellular network in Pakistan Most attractive ATL (Above The Line) activities

45. Less professional management style A shadow of government organization Less network coverage in comparison to the Market Giant “MOBILINK” Pathetic billing system

46. The phase of conversion of their GSM technology Into 3G (satellite based) technology Growing mobile customers due to increasing trend of using mobile phones To win the customers of its competitors by providing them superior services on lower price It is pioneer in southern Punjab where it can promote itself and become market leader on the basis of this very fact

47. The phase of its conversion of GSM technology to 3G technology Boosting customer base of Warid and Zong Decreasing economy and instability of Pakistan

48. FUTURE PLANS

49. To be aggressive in industry to remain a potent force in the cellular industry Huge network expansion contract of USD 550 million, which will enhance the subscribers’ capacity by 10 million Maintaining high quality of service Exploring new value added services Market visibility through various market initiatives to fulfill subscribers’ satisfaction and demand To increase the value of investment for the shareholders.

50. CONCLUSION

51. By keenly analyzing the marketing of Ufone, we group member agree that Ufone is penetrating its market by taking risks and aggressively promoting & advertising itself We came through unconventional strategies and ad campaigns while working on this report. We believe that mobile services are the toughest market to enter and survive. And in this tough market Ufone isn’t only surviving but growing at an exceptional rate.

52. Ufone is using humorous theme in its ads which has become its benchmark. People enjoy watching, discussing and following Ufone ads the most. And it is the biggest achievement of Ufone in recent times. We wish a very best of luck to Ufone. May it progress in this field and achieve its desired goals. (AMEEN)