market segmentation of ufone

Market Segmentation of Ufone

By: Muhammad Talha


• 3 Things that company focus on before offering a product

• Background of the product• Current Position of Company

• What is Market Segmentation– Ways to segment

• How it is being segmented in Pakistan

• How brand have positioned itself for all classes

• RecommendationsMarket Segmentation of Ufone

Layout

3 Things that company focus on before offering a product

o Who is buying?o What do they buy?o When do they buy?


Introduction


Competitors


Current Position of the Company


Market Share

MobilinkTelenorUfoneWaridZongOthers

30.88%

22.15%21.2%

18.96%

6.77% 0.04%

Market Segmentation


Market Segmentation

Ways to segment

• Geographic• Demographic• Psychographic• Behavioral


Ufone Market segmentation in Pakistan

– ECONOMY: • Upper class

• Middle class

• lower class

• Upper class• Middle class


oDemographic Segmentation


o Demographic Segmentation

– AGE: • Teenagers• youngsters• middle age



‒ OCCUPATION:• Corporate class• Business class• Working class etc

• Corporate class]• Business class


oDemographic Segmentation


o Psychological Segmentation

‒ Lifestyles



o Psychological Segmentation

– Personality Characteristics



o Behavioral Segmentation

‒ Benefit Sought• Low call rates• Call block service• Missed call notifications


Ufone Positioning

Quality:

o Good network service

o Giving feedback of complaints immediately

o Quality coverage


Ufone Positioning

Positioning Statement:– Old

“Everybody loves to U”

– New“Its all about U”

“Ufone Tum Hi To Ho”


Benefits:UFONE PACKAGESo U Loano Uwono U-circleo U shareo Missed Call Notificationso Phone Book Savero Unlimited SMSo Tension free


Ufone Positioning


Recommendations


Thank you

market segmentation of ufone

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