Telenor

Group Members CONSUMER BEHAVIOR

Ahmed Ali, Saeed Akhtar BRAND: TELENOR

Mirza Nadeem Baig & Dr. Owais

Group Members CONSUMER BEHAVIOR

Ahmed Ali, Saeed Akhtar BRAND: TELENOR

Mirza Nadeem Baig & Dr. Owais

..

20017 - 2010 1Hamdard University Students

Telenor History

• Telenor Pakistan is 100% owned by Telenor and

adds on to its operations in Asia together with

Thailand, Malaysia and Bangladesh.

• Telenor Pakistan launched its operations in March

2005 as the single largest direct European

investment in Pakistan, setting precedence for investment in Pakistan, setting precedence for

further foreign investments in the telecom sector.


Vision & ValueVision & ValueOur vision crystallizes our customer focus as the cornerstone of everything we do. Our values describe what behaviors are necessary to realize that vision. Our corporate responsibility describe what behaviors are necessary to realize that vision. Our corporate responsibility mindset ensures that our vision and values nurture social concern and help us create shared value.

VisionOur vision is simple: We're here to helpWe exist to help our customers get the full benefit of communications services in their daily lives.

The key to achieving this vision is a mindset where every one of us works together: Making it easy to buy and use our services. Delivering on our promises. Being respectful of differences. Inspiring people to find new ways.

believe loyalty has to be earned.20017 - 2010 3Hamdard University Students

Core ValuesMake it Easy

We're practical. We don't complicate things. Everything we produce should be easy to understand and use.

Because we never forget we're trying to make customers' lives easier.

Keep Promises

Everything we set out to do should work, or if it doesn't, we're here to help. We're about delivery, not over

promising, actions not words.

Be Inspiring

We are creative. We strive to bring energy to the things we do. Everything we produce should look good,

modern and fresh. We are passionate about our business and customers.

Be Respectful

We acknowledge and respect local cultures. We do not impose one formula worldwide. We want to be a

part of local communities wherever we operate.


TELENOR BRANDTELENOR BRAND“Here to Help”“Here to Help”

* For 150 years, Telenor has pioneered communication technology.

* Telenor is a major worldwide player, but have the same single focus: helping people to communicate.* Telenor is a major worldwide player, but have the same single focus: helping people to communicate.

* Logo is a symbol of movement and change.

* Telenor is committed to make it easy for customers to get what they want, when they want it.

* We will keep promises and deliver what we say.

* We will innovate to deliver fresh ideas, and as a global player we respect our customers and their local cultures wherever we operate.

* Telenor Group is united to help our customers get the full benefit of communication services in their daily lives. In simple words, we’re here to help.


The Brand:The Brand:

At the heart of brand is logo -- a symbol of balance, movement and change.

It represents philosophy of innovation and democratic process.� It represents philosophy of innovation and democratic process.

� Of course a brand is much more than just a logo – it is a set of ideas, a way of doing

things and a measure of behavior.

� Our brand is truly customer centric. We believe in understanding our customers’

needs -- which are changing constantly -- driving us to continuously innovate in our

products and services.


CUSTOMER

A VIEW OF FOUR P’s IN TELENOR


CUSTOMER

A VIEW OF FOUR P’s IN

TELENOR

1-Product – Customer 1-Product – Customer Solution.

Our brand is truly customer centric. We believe in understanding our customers’ needs -- which are changing constantly -needs -- which are changing constantly -- driving us to continuously innovate in our products and services.

2-Price - Cost.

(i) Pre-paid.

(ii) Post-paid.


Pre-Paid:

�Telenor Talkshak.

�Telenor Azadi.�Telenor Azadi.

�Easy Load.

�Scratch Card.


Post-Paid:

(i) Persona Consumer.(i) Persona Consumer.

(ii) Persona Business.


3-Place - Convenience.3-Place - Convenience.

� Easy availability (Where to buy).

� Coverage.

�Mobile Number Portability.

�Easy life & a lot of fun.20017 - 2010 11Hamdard University Students

4-Promotion – Communication.4-Promotion – Communication.(i) Visual Identity.

(ii) TV Commercials.

(iii) Bill Boards.

(iv) Print Adds.

(v) The Telenor Brand Anthem.20017 - 2010 12Hamdard University Students

Market Segments

• Segmentation is the process of dividing the • Segmentation is the process of dividing the

total market for a good or service into several

smaller, internal homogeneous groups. Since

Telenor is a customer oriented and quality

driven company, it segments its market on the

basis of various different dimensions.20017 - 2010 13Hamdard University Students

Market Segmentation & Product

Positioning

Market Segment Product

Youth/ Students Djusice/TalkShak

Women TalkShak

Financially Constraint TalkShak/ Talenor Azadi

Corporate Persona Business


ENVIRONMENT:1-Culture.

2-Subculture.

3-Social Class.

4-Social Group.

5-Family.

6-Friends.

7-Others ( Opinion Leaders).


1-Culture.1-Culture.

Khuddar Pakistan

Khuddar Pakistan is Telenor Pakistan's flagship corporate responsibility

initiative. With Khuddar Pakistan, we want to make a difference in the lives of

our fellow persons with disabilities by addressing the challenges they face. 20017 - 2010 16Hamdard University Students

2-Subculture.

Telenor is catering different cultures of Pakistan

(i.e providing news in local languages like

Panjabi, Sindhi & Pushto.


3-Social Class.

Telenor is catering different

classes.

(1) Persona Customer – Upper Upper

& Upper Lower class.& Upper Lower class.

(2) Persona Business – Upper Middle

class.

(3) Telenor Talkshak & Azadi – Middle,

Working class aswell as lower class.


4-Social Group.

(i)Youth.(i)Youth.

(ii)Elderly.

(iii) Islamic Services (786)20017 - 2010 19Hamdard University Students

5-Family.5-Family.

Telenor has offered packages which are targeting specially friends and families.

-Friends and Family Package.

-Telenor Talkshak.20017 - 2010 20Hamdard University Students

6-Friends & 7-Others

(Opinion Leaders)

* Many packages for friends &

Family are available in Telenor.

* Telenor initially used Ali Zafar* Telenor initially used Ali Zafar

as their Brand Embassedor and

now are usin Ainy. Both are

working as an opinion leaders.

Li Zafar is Famous in Boys and

Ainy is famous in Girls.


Competition

Telenor Pkistan had a market share of 20% parox

Five othe mobile oeratiors in Pakisan

– Mobilkink

– Ufone– Ufone

– Warid

– Zong

– Instaphone


Compaction Compression

Parameters Mobilink Telenor

Product Life Cycle Maturity Growth

Market Share % 37% 20%

Coverage 2300 location 2500 location

Product Portfolio Jazz Octane, Mobilink

Indigo, Ladies First

Persona, TalkShawk,

Telenor Azadi, Djuice

Customer Base 305 million 165 million

Marketing Operation Excellent Good


Telenor

Education

major worldwide player

upper lower class

saeed akhtar brand

social class

promotion communication

telenor talkshak

friends

represents philosophy