Transcript
8/3/2019 Power Points of Ufone
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Presentationon
Advertising campaign
Of ufone
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Introduction of ufone
The company commenced its operations, under the brandname of Ufone, from Islamabad . as a consequence of
PTCLs privatization, 26% of its shares were acquired byEmirates Telecommunication Corporation (Etisalat). Beingpart of PTCL, the management of Ufone has also beenhanded over to Etisalat. During the year July 2005 to June2006, Ufone continued on the path to success. TheCompany further expanded its coverage and has addednew cities and highways. Ufone has network coverage inmore than 3475 locations and across all major highways of the country.
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Ufone profile
OPERATOR'S NAME : PTCL
OFFICIAL NAME : PTML
COMMENCED
OPERATIONS ON : 29JAN,2001
TECHNOLOGY : GSM 900GOVERNED BY : ETISALAT
(since 2006)
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MISSION OF UFONE
provide best services with best coverage
that would eventually generate prof it for
the company and its stak eholder s
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MANAGER S OFUFONEMANAGER S OFUFONE
Curr ent CEO (Chief executive Off icer ) &
Pr esident of UFONE is Mr. Abdul Aziz. CFO is Mr. Mohammad Nadeem Khan.
Chief Off icer (sales&distr ibution) is Mr. younas iqbal sheik h.
CMO is Mr. Ak bar k han
SME is Mr. waqas anjum
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Vision of Ufone
³To be the leading telecommunication service
provider in Pak istan by off er ing innovatecommunication solutions for our customer s
while exceeding shar eholder value &
employee ex pectation.´
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Objectives of Ufone
Provide best service
Provide best coverage
Generate high prof it for the
company
stak eholder s
Satisfaction of
inter nal & exter nal customer s
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SER VICES LINE OF UFONE
Two basic products of Ufone
Prepay
Ufone Pr e pay is mor e affor da ble. Its pr imary
mark et is intended towar ds teen ager s and
students.
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Post pay
These services ar e mainly targeted towar ds the
business community of the country
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Company Analysis Analyzing a company involve two factors i.e.
flexibility and innovation.
The overall structure of Ufone is Divisional and has
three divisions and four business units each headed
by Project Director.
BUs are divided geographically into three divisions
BU North (Peshawar to Jehlum)
BU Central-1 (Gujranwala till Sialkot)
BU Central-2 (Multan till Rahim Yar Khan)
BU South (Sindh and Balouchistan)
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Compensation Strategies
Salary adjustment is based on the market
movement, performance and internal /
external equity adjustments.
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LEVELS OF UFONE HIERARCHY C.E.O
V.P
G.M
Senior Manager Manager
Assistant Manager
Senior Executive Permanent Executive
Outsourced Executive
M.T
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SEGMENTATION, TARGETING,
POSITIONING MARKET SEGMENTATION
Ufone as well as other cellular service companies
segment their market on four bases: - economy, age,
gender & occupation.
ECONOMY:
Upper class, Middle class, socio-economic class, lower class
AGE:Teenagers, youngsters, middle age, aged people
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GENDER:
Male & Female
OCCUPATION:
Initially Ufone targeted youngsters and teenagers th
enCorporate class, Business class, working class and now
ladies.
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TARGET MARKETS
TARGET MARKETING STRATEGY
Ufone has always been targeting Youth Market by
using young brand endorsers or ambassadors.
No doubt it has also launched packages and offers
for working people, business class, ladies and aged
ones.
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POSITIONING
UFONE is still a market challenger in comparison to
market leader MOBILINK.
It is still trying to reach to the top
Most position of cellular
companies.
Ufone positions itself on the basis of its services.
Ufones former Positioning Statement:
Everybody Loves to Ufone Prepay
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Ufones new Positioning Statement:
Ufone Tum Hi Toh HoOR
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Ufone¶s Positioning Strategy
The image of mo bile phones was changed from a luxury to a
necessity.
Ufone has positioned its brand for ³ MASSES ́ .
Ufone is ther e when any body needs it. The brand nameUFONE itself is a positioning statement.
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DIFFERENTIATION
In these days of intense competition marketers find it
hard to differentiate their services from those of
competitors.
Now customer care about only price.
An unsatisfied customer will immediately go for
brand switching.
Thus leaving a customer unsatisfied and not meeting
his/her demands is out of question for marketers.
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Differentiation Strategy
Ufone has always strategized in satisfying the
demands of its customers. In doing so it has been
successful in differentiating itself in terms of:-
Price
Quality service
Technology
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SAMIA AHMED
BB-09-10
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Customer relationship
28 Million mobile users in Pakistan.
Ufone has subscriber base of 7
million.
Maintained through customer
service centers and call centers.
Customer Operation Department.
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Competitors
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Business Portfolio of Ufone
Product Lines
Prepaid
Postpaid
Packages
Prepaid
Postpaid
VAS
U-tune
U-sh
are
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Packages
Ladies package
For ladies
Ladies intention usually
Public Demand
Lower class
High usage
Uth Package
Lower&middle class
High usage
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Services by Ufone
Ufone trackservice
Online u-payment
Voice mail
Internationalroaming
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Prepaid packages
Ufone Ghanta package
Ufone Pakistan Package
Uwon Package
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Prepaid Packages
Ufone ki be-hisaab Offer
dunia ka sb se sustatareen rate
Ufone Super GhantaPackage
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Postpaid Packages
Postpay with 30 sec billing
Postpay Blackberry
U postpay packages
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Value Added Services(VAS)
SMS (short messageservices)
U share (balance share)
Awaz SMS Uloan (advanced credit)
Voice bucket
Ufone Al Jazeera News
Song dedication
Ufone video news
Quran on mobile
UHealth
Ukisan
Ufone walkie Talkie
Ufone call collect
Ufone valentine
Ufone travel guide
Ufone master mind
( knowledge dictionary )
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Value Added Services
SMSBundle
Offer
UfoneConferenc
e Call
UfoneUrdu SMS
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ANEEQA MEHMOOD
BB-09-08
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Advertising Strategies of U-fone
Advertising strategy mainly consists
of:
Advertising Message
Advertising Media,ATL AND BTL.
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Message Content
At first U-fone focused on edgy
humour.
In its blooming stage, its focus
shifted to youthful excitement.
Recently, humour has been
adapted again as theme formessage content.
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Message Format
The format of U-fone¶sad¶s is colorful and eye
catching.The colour s orange andgr een show vibrancy and ar e attractive.
These colour s mak e thewall pr inting beautiful.
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Message Sour ce The very f ir st Ufone ad had Faisal Qur eshi as its
message sour ce.
Then non-celebr ity young models for its youthful
message theme. Ufone also hir ed thr ee lollywood queens i.e.
Meera, Jia Ali and Veena Malik with Mikaal in
³Baat Ban Jaye´.
This adver tisement was very controver sial and it¶s
poster s wer e r emoved on the negative r es ponse.
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ATL and BTL
Atl: Above the Line
BTL: below the line U-fone mostly uses below the line. That is
by mak ing ad¶s and painting walls etc.
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Adver tising MediaU-fone uses the followinf media types:
Pr int Media Broadcast Media
Dis play Media
Online Media Events
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ADVERTISING
CAMPAIGN It adver tises a company, cause or product.
The adver tising tools ar e:
Adver tising
Sales promotion
Per sonal selling
Pu blic r elations
Dir ect mark eting
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Promotion Budget
A s pecif ic amount of money is set aside.
The contract is signed which decides the annual
budget.
Right now the contract is with faisal
qur eshiI(wr iter ), jawad basher and ehsan
rahim(dir ector ), adeel hashmi and mikal Hassan
as actor s. The budget is a bout 3-4 million.
Obj ti f
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Objectives of
Advertising
Informative adver tising Competitive or
comparative adver tising
Reminder adver tising
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Media
Media type used:
TV, inter net, magazines and
news paper s, cell phones, wall paints
S pecif ic media vehicles:
All TV channels es pecially ATV.
E hi d S i l
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Ethics and Social
Res ponsibility U-fone provides aid to poor
people in a hos pital in Vehar i. It also provides scholar shi p with the
name of u-scholar s to needy students
and to those who ar e position holder s.
It also formed prof essor s academy.
Donated to the last year ¶s flood
victims.
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Buzz marketing: Cultivating opinion leader s and getting
them to s pr ead information a bout the product or service to other s.
It can also use celebr ities lik e f ilm star sand cr ick eter s.
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Push strategy:Tak ing the product to
the consumer
This strategy tr ies to sell to consumer sdir ectly by passing other distr ibutionchannels.
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Pull strategy: A ³ pull´ selling strategy is one that r equir es
high s pending on adver tising and consumer
promotion to build up consumer demand for a
product. U-fone uses pull strategy very eff ectively
while adver tising of its services and var ious
packages on television.
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SW
OT ANALYSIS
:
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Strengths: Lowest off -net call rates
Cheapest shor t text messages(SMS) packages
Eff icient customer satisfaction system Value added service (VAS) i.e. Ufone¶s Walk ie talk ie,
call block etc
Second largest cellular company in Pak istan
Most attractive ATL (a bove the line) and BTL (belowthe line) activities
Ufone provides a lot of packages which satisfy diff er entage groups of people.
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Weaknesses:
U-fone off er s fr ee balance which is
not given to ma jor ity of customer s.
Less network coverage in
compar ison to the Mark et Giant³MOBILINK ́
Pathetic billing system
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Threats:? Zong and telenor ar e a strong competitor s.
Decreasing economy& instability of
Pakistan.
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Recommendations: It should improve its network and extend
it to r emote r egions.
The incentives off er ed by it should be provided to customer s.
They should explore new value added
services.
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Future plans In or der to extend cellular network to
new cities, towns and highways and
enhance its curr ent installed capacities inexisting cities, U-fone has f inalized a
huge network ex pansion contract
amounting to a bout USD 550 million,which will enhance the su bscr iber s¶
capacity by 10 million.
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Hypothetical Product
Hypothetical product is a product that is based
on imagination. Every product that is cr eated
for the f ir st time is somewher e a hypothetical
product which is based on imagination and
pr edictions that this product will be acce pted
by the mark et on the basis of its use and need
in the mark et.
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Our hypothetical product
MANDFFS
A wrist watch which provides you music with
wireless ear phones and lets you watch
videos.
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MARKET RESEARCH a method for testing how popular a product or
service is.
conducted a survey for the features that
customers want from different branded wrist
watches.
Customer needs and wants:
Provides both features of time and fun.
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SEGMENTATION
of mandffs
Economy:
Elite class, upper middle class,
Age:
Teenagers, youngsters, middle aged. Gender:
Male & female
Occupation:
Students and working class.
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TARGETING
we have targeted
teenagers of elite class
upper middle class also young and middle aged working class
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POSITIONING
Mandff s watch can be simply positioned onthe basis of its unique functionality
We may have the positioning statement as:
³ Now time is fun´ People will get inter ested in its engineer ing
and satisfying power. And this inter est will mak e customer s r esear ch on the product and
eventually buy it.
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Brand name
MANDFFS is abbreviation of following characters:
M: Maha
A: Aneeqa
N: Nassar
D: Daniyal F: Fatima
F: Farah
S: Samia
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LOGO OF MANDFFS
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PACKAGING
Black colour for men
Dim golden colour for
women
Logo at the top
sophisticated
packaging for brand
conscious people.
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Marketing mix
4ps
Product
Place Price
Promotion
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PRODUCT
Product means the com bination of goods and services the company off er s to the target mark et.
Mandff s wr ist watch shows elegance
and quality with new f eatur e of listening music and watching videosin the same wr ist watch withwir eless ear phones
Availa ble in diff er ent sizes for men
and women.
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FEATURES of product
Wr ist watch with adjusta ble watch band Lithium ion battery protection
Backlight LED dis play (5-inch scr een)
Water r esistance Platinum ±tone-ceramic bracelet (Women¶s
Only)
Color s: black ,brown, pink ,ceyan,magenta,white,blue
mother of pearl
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FEATURES of product Two wir eless earphones Two Rechargea ble Lithium Ion Batter ies
Two Charger s
Automatic conver sion to .mp3 if your or iginal f ile is in another
format 1 GB built in memory + memory car d slot ( suppor t 8 GB
memory car d)
JPEG format is compatible that is capa ble of dis playing
images. Compatible with the MP3 audio format and many other s
suppor t (WMA).
One user manual
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PRICING
Pr ices of the product is associated with the
brand name.
Mandffs has set the price of its wrist watches
starting from 15000 to 50000.
Af ter war ds if the product proves to be success
then it should be charged accor dingly.
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PLACE
Place include company activities that mak e the
product availa ble to target consumer s
I nde pendently owned dealer shi p.
initially offering it in the five big cities of
Pakistan Lahore ,Karachi ,Islamabad ,Faisal
Abad and Multan.
product will be available in ChenOne outlets.
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PROMOTION
Mediums of promotions can be:
Television
Radio Internet(online selling)
Posters
Vouchers Many more
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Our group wants to conclude that as we have
r esear ched much on this product and have
given our thought to every as pect of its
designing to usage to mark eting to selling and
to promoting; it stands out as a complete new
product r eady to be launched in the mark et.
Using our strategies and considerationsMANDFFS can come out as a success.
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