Power Points of Ufone

8/3/2019 Power Points of Ufone

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contents



Presentationon

Advertising campaign

Of ufone



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.



Ufone profile

OPERATOR'S NAME : PTCL

OFFICIAL NAME : PTML

COMMENCED

OPERATIONS ON : 29JAN,2001

TECHNOLOGY : GSM 900GOVERNED BY : ETISALAT

(since 2006)



MISSION OF UFONE

provide best services with best coverage

that would eventually generate prof it for

the company and its stak eholder s



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



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.´



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



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.



Post pay

These services ar e mainly targeted towar ds the

business community of the country



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)



Compensation Strategies

Salary adjustment is based on the market

movement, performance and internal /

external equity adjustments.



LEVELS OF UFONE HIERARCHY C.E.O

V.P

G.M

Senior Manager Manager

Assistant Manager

Senior Executive Permanent Executive

Outsourced Executive

M.T



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



GENDER:

Male & Female

OCCUPATION:

Initially Ufone targeted youngsters and teenagers th

enCorporate class, Business class, working class and now

ladies.



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.



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



Ufones new Positioning Statement:

Ufone Tum Hi Toh HoOR



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.



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.



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



SAMIA AHMED

BB-09-10



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.





Competitors



Business Portfolio of Ufone

Product Lines

Prepaid

Postpaid

Packages

Prepaid

Postpaid

VAS

U-tune

U-sh

are



Packages

Ladies package

For ladies

Ladies intention usually

Public Demand

Lower class

High usage

Uth Package

Lower&middle class

High usage



Services by Ufone

Ufone trackservice

Online u-payment

Voice mail

Internationalroaming



Prepaid packages

Ufone Ghanta package

Ufone Pakistan Package

Uwon Package



Prepaid Packages

Ufone ki be-hisaab Offer

dunia ka sb se sustatareen rate

Ufone Super GhantaPackage



Postpaid Packages

Postpay with 30 sec billing

Postpay Blackberry

U postpay packages



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 )



Value Added Services

SMSBundle

Offer

UfoneConferenc

e Call

UfoneUrdu SMS



ANEEQA MEHMOOD

BB-09-08



Advertising Strategies of U-fone

Advertising strategy mainly consists

of:

Advertising Message

Advertising Media,ATL AND BTL.



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.



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.



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.



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.



Adver tising MediaU-fone uses the followinf media types:

Pr int Media Broadcast Media

Dis play Media

Online Media Events



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



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



Objectives of

Advertising

Informative adver tising Competitive or

comparative adver tising

Reminder adver tising



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



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.



farah



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.



Push strategy:Tak ing the product to

the consumer

This strategy tr ies to sell to consumer sdir ectly by passing other distr ibutionchannels.



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.



SW

OT ANALYSIS

:



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.



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



Threats:? Zong and telenor ar e a strong competitor s.

Decreasing economy& instability of

Pakistan.



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.



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.



maha



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.



Our hypothetical product

MANDFFS

A wrist watch which provides you music with

wireless ear phones and lets you watch

videos.



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.



SEGMENTATION

of mandffs

Economy:

Elite class, upper middle class,

Age:

Teenagers, youngsters, middle aged. Gender:

Male & female

Occupation:

Students and working class.



TARGETING

we have targeted

teenagers of elite class

upper middle class also young and middle aged working class



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.



Brand name

MANDFFS is abbreviation of following characters:

M: Maha

A: Aneeqa

N: Nassar

D: Daniyal F: Fatima

F: Farah

S: Samia



LOGO OF MANDFFS



PACKAGING

Black colour for men

Dim golden colour for

women

Logo at the top

sophisticated

packaging for brand

conscious people.



Marketing mix

4ps

Product

Place Price

Promotion



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.



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



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



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.



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.



PROMOTION

Mediums of promotions can be:

Television

Radio Internet(online selling)

Posters

Vouchers Many more



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.



ASK ANY QUESTION REGARDINGASK ANY QUESTION REGARDING

OUR PRESENTATIONSOUR PRESENTATIONS

WE WILL TRY OUR BEST TOWE WILL TRY OUR BEST TOSATISFY YOUSATISFY YOU

Power Points of Ufone

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