Download - Global marketing strategies
Global Marketing Strategies
Global Company Versus Local Company
Lahore Business School (LBS) – Global Marketing Strategies Global Versus Local
Presented By:Ali ZulfiqarJaved IqbalNoman ShiekhSufwan SaleemiAsadullah BashirPresented To: Mam Izza Rehman
Telenor Versus Ufone Global Company Versus Local Company
Lahore Business School (LBS) – Global Marketing Strategies Global Versus Local
Telenor Versus Ufone
Telenor - Introduction• GSM license in 2004 • Commercial operations on March
15, 2005.• 100% owned by the Telenor Group• Telenor Pakistan has invested over
US$2.3 billion in the local economy • Second largest mobile operator.• Subscriber base of 35.2 million
with over 26% SIM market share.
Ufone - Introduction• January 2001 (PTML) subsidiary
(PTCL).• 26% shares & control was sold to
Etisalat Emirates Telecommunication Corporation Group.
• Subscriber base of over 24 million in less than a decade.
• Network coverage 10,000 locations.• Third Largest Mobile Operator• International Roaming more than 288
live operators more than 160 countries.
Lahore Business School (LBS) – Global Marketing Strategies Global Versus Local
Telenor Versus Ufone
Telenor – Mission StatementWe’re here to help our customers
Ufone – Mission Statement
“To be the best cellular option for U”.
Lahore Business School (LBS) – Global Marketing Strategies Global Versus Local
Telenor – Vision Statement Ufone – Vision StatementWe provide the power of digital
communication, enabling everyone to improve their lives, build societies
and secure a better future for all. Our vision to empower societies is a
clear call to action. We bring vital infrastructure, new services and products that stimulate progress,
change and improvement
To be the leading telecommunication service
provider in Pakistan by offering innovate communication
solutions for our customers while exceeding shareholder
value & employee expectation.
Market Growth
Lahore Business School (LBS) – Global Marketing Strategies Global Versus Local
Mobilink Telenor Ufone Zong Warid0
200000
400000
600000
800000
1000000
1200000
Million Users
Million Users
Mobilink30%
Telenor25%
Ufone20%
Zong13%
Warid12%
Market Share
Telenor Versus Ufone
3G License – Telenor • April-23 spectrum auction
• High-speed mobile broadband services in two weeks.
• 3G services on a trial basis in selected areas.
• Telenor users could dial a code [*7799#] to find out whether the service is available in their area.
• The company’s marketing head also said they would ensure the affordability of the service for low-income subscribers.
3G License - Ufone• 23rd April 2014. 3G license (5
MHz).
• Make package first 3G technology then produce a TVC.
• 3G services on a trial basis in selected areas.
• Three different versions of 3G package by Ufone with varying cost and other details.
• Ufone itself has released these three versions to gauge public’s response.Lahore Business School (LBS) – Global Marketing Strategies Global Versus Local
Ufone – 3G Package Information
Lahore Business School (LBS) – Global Marketing Strategies Global Versus Local
Package Name SpeedU High Upto 64kbpsU Super Upto 128kbpsU Hyper Upto 512kbps
Duration Data Limit Price (first Leak) Price (Second Leak)Daily 40 MB Rs.5 Rs.100Half Day 50 MB Rs. 3 Rs. 120Weekly 250 MB Rs. 25 Rs. 250Monthly 1 GB Rs. 100 Rs. 500Monthly 1.5 GB Rs. 150 Rs. 700Monthly 3 GB Rs. 300 Rs. 1000
Duration Data Limit Price (first Leak) Price (Second Leak)Weekly 250 MB Rs. 50 Rs. 350Monthly 1 GB Rs.150 Rs. 700Monthly 1.5 GB Rs. 200 Rs. 1000Monthly 3 GB Rs. 350 Rs. 1750
Duration Data Limit Price (1st Leak) Price (2nd Leak)Weekly 250 MB Rs. 70 Rs. 500Monthly 1 GB Rs. 200 Rs. 750Monthly 1.5 GB Rs. 300 Rs. 1500Monthly 3 GB Rs. 500 Rs. 3000
Market Mix
Product – Telenor • Djuice is a youth based mobile phone.• Bangladesh, Hungary, Montenegro,
Norway, Pakistan, Sweden and Ukraine. • 12 million subscribers• Pakistan in 2006• Main Hoon Live
Ufone – Uth Pack• 16 May 2013 Ufone Launch A Uth
Pack Network For The Youth.• Uth Pack is the country’s first youth• Offering discounts in more than 250
branded outlets• On Kar
Lahore Business School (LBS) – Global Marketing Strategies Global Versus Local
Market Mix
Price – Telenor • Pricing policy is influenced by
different factors among them five • Market survival• Sales growth• Market position• Maximization of Profits• Maintenance of product’s quality
Ufone – Price• Price has always been the core
differentiation of Ufone. • Occasional or timely basis. • offered very good call rates on
international calls in Eid days. • Market penetration pricing strategy
and dynamic pricing strategy
Lahore Business School (LBS) – Global Marketing Strategies Global Versus Local
Market Mix
Place – Telenor • In regional marketing, Telenor is
taking advantages of his heavy infrastructural products and its financial worth. • Partnership strategy and on the local
level, shops and customer care centers are used as place strategy.
Ufone – Place• Ufone strategize to widen its coverage
to all places in Pakistan in order to meet the requirements of its increasing customer base. • Ufone is heading from cities to remote
northern areas in expanding its network. • Ufone has intensive promotion in
cities, but it is also considering improving its promotion in rural areas.
Lahore Business School (LBS) – Global Marketing Strategies Global Versus Local
Market Mix
Promotion – Telenor • The company developed a
standardized promotional package which is sufficiently flexible with the different ways in different cultures and norms. • the company should have the clear
picture of the objectives for regional marketing communication strategy • promotional tools and activities for
the higher level of cost effectiveness.
Ufone – Promotion• Advertising• Sales Promotion• Public Relations: “Hajj Guide” service
on Ufone. • Direct Marketing: Sell their
connections and Sims.
Lahore Business School (LBS) – Global Marketing Strategies Global Versus Local
Market Segmentation
Telenor • Relatively large emerging middle
class segment (Basic in Telenor Terminology)• Strong youth culture with needs
similar to other markets.• Private postpaid almost non-
existent.• Small but profitable (high ARPU)
Corporate/SME segment.
Ufone• ECONOMY : Upper class, Middle class,
socio-economic class, lower class• AGE : Teenagers, youngsters, middle
age, aged people• GENDER : Male & Female• OCCUPATION : corporate class,
Business class, working class etc
Lahore Business School (LBS) – Global Marketing Strategies Global Versus Local
Target Market
Telenor
• Youth• 60%• 15% Youth they already have• Local Marketing• Specific
Ufone• Ufone has always been targeting
Youth Market by using young brand endorsers or ambassadors. • No doubt it has also launched
packages, brands and offers for working people, business class, ladies and aged ones.
Lahore Business School (LBS) – Global Marketing Strategies Global Versus Local
Positioning
Lahore Business School (LBS) – Global Marketing Strategies Global Versus Local
Call
Rate
s
Discounts Different Promotion
o Uth Pack o Djuice
o Glow o Uth Circle
Differentation
Telenor
• Data Warehouse and Analytics Pakistan. • Teradata and drive from
Telenor Pakistan to use Data Warehouse and Analytics as strategic competitive differentiator” • New opportunities for
competitive advantage and growth.
Ufone
• 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• TechnologyLahore Business School (LBS) – Global Marketing Strategies Global Versus Local
SWOT Analysis
Telenor – Strength • Network quality & design• Superior customer care • Financial Strength• Excellent Coverage & Distribution.• Commercial Launch of LDI &
mobile services• Contract with Siemens & Nokia• Brand image of Quality• PTA initiatives• E-commerce usage.
Ufone – Strength • Ufone is offering more and better
Value Added Services (VAS) than its competitors i.e. Ufone’s Walkie talkie,_
• Ufone has the most promising and attractive ATL (Above The Line) activities
• Ufone has great management within the organization (internally & externally)
Lahore Business School (LBS) – Global Marketing Strategies Global Versus Local
SWOT Analysis
Telenor – Weakness • Low profit margins• Negative cash flows in the initial
years
Ufone – Weakness • Less professionalism within the organizational
members
• Formerly under government management, Ufone still has a shadow of a government organization
• Ufone still has room for the betterment of its network coverage in comparison to The Market Giant “MOBILINK”
• Ufone has pathetic billing system for postpaid connections. This faulty system creates a negative vibe among its customers
Lahore Business School (LBS) – Global Marketing Strategies Global Versus Local
SWOT Analysis
Telenor – Opportunity • low cellular market penetration• Inefficiency & poor performance
of other mobile networks• International Mobile Equipment
Identity System
Ufone – Opportunity • Ufone has the opportunity of growing its
customer base due to increasing trend of using mobile phones
• Ufone has the opportunity to win the customers of its competitors by providing them superior services on lower price
• Ufone has the opportunity that it is pioneer in southern Punjab where it can promote itself and become market leader on the basis of this very fact
Lahore Business School (LBS) – Global Marketing Strategies Global Versus Local
SWOT Analysis
Telenor – Threats• Privatizations &
deregulations- increased competitions.• Grey Traffic• Wireless technology at
boom• Public pay phones & calling
cards usage where network is not available• Propagandas attacking
brand image
Ufone – Threats • The boosting customer base of
Warid and Zong is also a big threat for Ufone
• The decreasing economy rate and instability of Pakistan is a big threat for all businesses in Pakistan including Ufone.
• Grey Traffic
Lahore Business School (LBS) – Global Marketing Strategies Global Versus Local
PEST Analysis
Telenor – Political
• Terrorism is the Major problem that is facing Pakistan • maximum Protection to this
sector and passing number of Laws to make it more safe • Pakistan telecommunication
Authority (PTA) so that helps in the establishing Business in Pakistan
Ufone – Poltical • Environment is investor non-friendly
& telecommunication sector is under regulation. • Before WTO implementation
government already took steps in regulation of telecommunication sector
Lahore Business School (LBS) – Global Marketing Strategies Global Versus Local
PEST Analysis
Telenor – Political
• Pre-paid customers were charged 10 per cent withholding tax on every new load, which was deducted in advance• With 15 per cent sales tax on
every call increased the sales tax from 15 per cent to 21 percent for mobile users.
Ufone – Ecnomical • Marketers should consider long term
and short term state of a trading market Inflation is being controlled by state bank and under strict eyes but unemployment rate is going up & up with the increase of level of poverty. • Economic instability is worsening day
by day as liquidity crunch is prevailing in the world
Lahore Business School (LBS) – Global Marketing Strategies Global Versus Local
PEST Analysis
Telenor – Political
• AJ NAE BOLO GY TO KAL BUGHTOO GY {KhamoshiKa Boycott} (Djuice)• KRO MUMKIN (Telenor)
Ufone – Social • As Pakistan is an Islamic country and
people are very strict in case of Islam anything against the philosophy of Islam on either print or electronic media are treated as against Pakistan.• In metropolitan cities women are
doing work along with their other responsibilities but other than metropolitan cities it is difficult for women to convince their parents and spouses for works
Lahore Business School (LBS) – Global Marketing Strategies Global Versus Local
PEST Analysis
Telenor – Political
• Introduction of CDMA (Code Division Multiple Access) • This technology gives less
radiation then GSM technology.
Ufone – Technological• Multi-media Messaging Services
(MMS), • General Packet Radio Service (GPRS),
Virtual Private Network (VPN), • Pocket Stocks, Conference Calling,
Wallpapers Animated picture• Polyphonic ring tones (WAP), and
Voice Mail at low price.
Lahore Business School (LBS) – Global Marketing Strategies Global Versus Local
Evaluation
Lahore Business School (LBS) – Global Marketing Strategies Global Versus Local
Years Mobilink Ufone Zong Telenor Warid Total2007 26,466,451 14,014,044 1,024,563 10,701,332 10,620,386 63,159,857
2008 32,032,363 18,100,440 3,950,758 18,125,189 15,489,858 88,018,812
2009 29,136,839 20,004,707 6,386,571 20,893,129 17,886,736 94,342,030
2010 32,202,548 19,549,100 6,704,288 23,798,221 16,931,687 99,185,844
2011 33,378,161 20,533,787 10,927,693 26,667,079 17,387,798 108,894,518
2012 35,953,434 23,897,261 16,836,983 29,963,722 13,499,835 120,151,235
2013 37,121,871 24,547,986 21,044,319 33,513,133 12,706,353 128,933,662
Conclusion
• Telenor work as a customers favorite corporation.
• Employee Friendly Environment
• Social Responsible
• Work Ethically
• Area Coverage Technique is Good
• Data’s Warehouse Teradata (Cloud Computing)
• Best Management
• Focus In Customer Satisfaction
Lahore Business School (LBS) – Global Marketing Strategies Global Versus Local
• Ufone work as a Customer’s Occasionally
• Unethical Work
• Area Coverage Technique is Traditional
• Innovate communication solutions
• Focus On sales
Telenor Ufone
Recommendation
• Telenor Work Good
• Strategic Alliances
• 3G And 4G Strategies
• Apps For Cloud Computing
Lahore Business School (LBS) – Global Marketing Strategies Global Versus Local
• Youth Focus
• Work Ethically
• Work For The Customers Satisfaction
• Social Responsible
Telenor Ufone
Thank You So Much
Lahore Business School (LBS) – Global Marketing Strategies Global Versus Local
Any Question?