ufone (report)

7/24/2019 Ufone (Report)

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TABLE OF CONTENT

S.NO DESCRIPTION

1. Letter of Acknowledgement

2.

Introduction to Ufone

History

Mission & Vision Statement

Coverage

Key Success Factors

Departmentalization

3. Product Portfolio

4. BCG Matrix

5. Analysis of Market/Expansion Grid (Ansoff Matrix)

6.

SWOT Analysis

Strength

Weakness

Opportunities

Threats

7.

PEST Analysis

Political Factors

Economic Factors

Social Factors Technological Factors

8. Market Survey / Research

9. Consumer Behavior Model

10. Segmentation

11. Targeted Market

12. Market Positioning

13. Marketing Mix

14. Conclusion


3/20

Page

3

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20

1.

Letter of Acknowledgement

MR. MUDASSIR HUSSAIN

Sr. Lecturer

Principle of Marketing

At PAF K.I.E.T

KARACHI April 30th, 2015

Dear Sir,

With prayers of our parents and your support, it became possible for us to

formulate this report. We are also thankful to all our friends and class fellows

who provided ussupport to complete principle of marketing course report.

This report has given us insights of Marketing carried out at UFONE. We had a

comprehensive learning experience with the report formulation. With our

knowledge at this level, we have put all the efforts to summarize our knowledge

and experience in this report, to make it comprehensive and meet yourexpectations.

Regards,

Syeda Fouzia Ghazal 59532

Irfan Yousaf 59593MBA-1 (Evening)


4/20

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umorous c

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f Pakista

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he first

ations adv

yond their

Page

4

of

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ited (PTCof PTCL'

poration

e people

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5/20

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6/20

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Page

6

of

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r message

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7/20

Custome

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Page

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t.

,

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8/20

Page

8

of

20

1.PREPAID:

Ufonewelcomes everyone to its prepay community where everyone can be their self, live life to thefullest and talk up a storm with the most amazing calling and SMS rates.

At Ufone, they know people have a constant need to stay in touch with friends and family which is

why Prepay scratch cards are available in three denominations to suit the budget; so a person can

charge phone without making it hard on the pocket.

To say nothing of the entire mind boggling value added services it offers; they say a picture is worth

a thousand words wouldnt a person rather send an MMS when you have so much to say? Theres

Voice mail for when you are unable to attend your calls, of course one needs to keep in touch with

friends all the time and calling isnt always convenient, thats where SMSs come in; so you can put

your thumbs to good use. Whats more you can download all sorts of cool picture messages,

wallpapers, ring tones, logos and what not from the Ufone website onto your cell phone.

UfonePrepay is everyones brand, hip and always with us, vibrant, innovative and unique, with an

identity thats entirely its own.

2.POSTPAY:

Ufone surged forward into the future with the advent of 3G in Pakistan. We empowered our

products, services and offerings with cutting-edge mobile Internet to add even more value to our

brand. Now its time to infuse the spirit of Ufone Postpay with lightning-fast Ufone 3G mobile

Internet to bring you Postpay Ultra the Postpay connection for the 3G era that is timeless, yet aheadof its time.

The Postpay Ultra Packages are the definitive fusion between 3G and Postpay. Where lightning-fast

3G mobile Internet services replace regular mobile Internet and combine seamlessly with the elegant

form and feel of our Postpay portfolio to create the ultimate Ufone experience for you. Voice, SMS

and 3G mobile Internet all in one place to push the boundaries of your communication and

productivity with the Postpay Ultra Packages from Ufone.

3.3G:

Ufones focus has always been you and your convenience, and we have consistently launched top-of-

the-line offers, products and services to make life easy and convenient for you. Furthermore, we have

always made it a point to keep you updated with the most cutting-edge technology on offer alongside

our unique and innovative services.

In these constantly changing and fast-paced times, Ufone is making life easier for you by offering

different and highly competitive 3G Mobile Internet Buckets, all in one place, and tailored to suit


9/20

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your needs. All you need to do is simply dial *3# from your 2G/3G enabled handset and choose your

desired Mobile Internet.

4.VALUE ADDED SERVICES:

Experience limitless features by stepping into the world of Ufone Postpays value added services.

We aim to connect with you and provide you state of the art services to make sure you get the most

out of your mobile phone. Which is why, weve mentioned some of our value added services to help

you begin.

Essentials

Short Messaging Service (SMS) & International SMS:You can send and receive text messages

upto 160 characters per SMS. If your handset supports more than 160 characters, one SMS will be

sent for every 160 characters. You can exchange text message both nationwide & worldwide.

Caller Line Identification (CLI): You can find out the callers number automatically beforeanswering the phone as it is displayed on your handset.

Conference Calling: Conference Calling lets you talk to 5 other people at the same time in a multi

party simultaneous conversation. To activate your conference calling, please call 333.

Call Waiting:Call Waiting allows you to receive another call while in conversation with a caller.

Voice Mail: Voice mail lets you receive and store voice messages when you are unable to attend

your calls; if your phone is switched off, busy or out of coverage. To activate your voice mail, please

call 333. To retrieve your voice messages, please dial 191. You can enjoy a storage capacity up to 10messages.

Exclusives Missed Call Notification: With Missed Call Notification, you never miss a call even

when your phone is switched off or youre out of coverage. Ufone Postpay offers you SMS

notifications of all missed calls with time and date information as soon as you turn your phone back

on or are back in coverage. To activate your missed call notification, SMS MCN ON to 180.

Phone Book Saver: With Phonebook Saver, now you can retrieve all your contact numbers instantly

whenever you lose them. So go on and create your personal Phonebook Saver account and never lose

a contact again. To subscribe to Phonebook Saver, write an SMS, Sub and send it to 400.Example: Sub 6230 or Sub K750i or Sub L6 etc.

Mobile Banking: Ufone Postpay offers its customers the convenience of conducting their banking

transactions like account balance, outstanding balance on the credit card, payment transfer etc from

the comfort of their office or home. Services offered may vary from Bank to Bank.

Virtual Private Network (VPN): This facility provides you and your corporate the option to define


10/20

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10

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20

your personalized calling group within your organization and avail fabulous discounted rates and

other benefits. To get tariff and activation details, please call 333.

GPRS enabled MMS and Internet Access: With GPRS (General Packet Radio System) you can

access your internet based emails, browse the internet and send & receive multimedia messages from

your handset.

Internet Access:you can access the internet by simply entering the desired website address on your

phones internet browser.

MMS: this service allows you to send and receive pictures, sounds & video clips along with your

personalized text messages to Ufone and other mobile operator subscribers.

Emails:you can use your internet based emails by accessing your email website through the GPRS

enabled handset.

GPRS Roaming: With Ufone Postpay you can now send & receive MMS, surf the internet, access

your emails and enjoy lots of other GPRS services while roaming abroad. All this with the same ease

as you would in your city.

5.UBANK:

U Microfinance Bank Limited (Formerly known as Rozgar Microfinance bank Ltd.) was

incorporated as public ltd. Company On 29th of October 2003 under Company Ordinance 1984. It

was the 4th microfinance bank, licensed by State Bank of Pakistan under Microfinance Institutions

Ordinance 2001. Initially, Rozgar, Microfinance Bank Limited was a district wide microfinanceBank (MFB) operating in Karachi district. In August, 2012, Pakistan Telecommunication Company

Limited (PTCL) has acquired 100% shareholding of Rozgar Microfinance Bank Limited, after

fulfilling required regulatory requirements and change in name from Rozgar Microfinance bank Ltd.

To U Microfinance bank Ltd, it was awarded 14thlicenseto operate at national level.

6.UPAISA:

UPaisa brings financial convenience to your doorstep! In collaboration with U Microfinance Bank

Ltd., UPaisa launched innovative branchless banking solutions for the masses of Pakistan in October

2013. With one of the largest agent networks in the country, UPaisa provides convenient access to

financial services to even the remotest locations. Anyone can now easily conduct financial

transactions through Mobile Accounts or the nearest UPaisa Shop.

7.UMOBILE

Ufone, a market leader in innovation, is again primed to set precedent in the market with the launch

of Ufone Smart U5; Pakistans cheapest quad core, 3G enabled handset.


11/20

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11

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The smartphone offers exceptional specifications that include a 4-inch screen, quadcore processor by

Qualcomm, 512 MB RAM, a 5 megapixel rear camera and a front cam at an unbeatable price of Rs

6,666. Additionally, it comes with a 6-month warranty.

Mr Taimur Faiz Cheema, GM Marketing at Ufone said, Ufone always strives to introduce new,

innovative and unique offers in the market, which is substantiated with this new offering of the mostaffordable 4-inch 3G device with a Quad core processor.

He added, You can be sure that this is going to be very popular among the customers, as no other

brand is offering these specifications at such an affordable price.

It is pertinent to mention here that other brands are offering phones with similar specifications in the

price range of around Rs 15,000. With a substantial difference in price, the Ufone Smart U5 is

expected to provide stiff competition in the cell phone market.

The launch of 3G services in Pakistan has made inroads to consistently introduce latest technology

enabled handsets. This new advancement of launching the cheapest 3G enabled device by Ufone is

another stair in enhancing Ufones 3G device portfolio in the market.

Ufone Smart U5 will enable and empower customers to use Next Generation Mobile Services with

an unprecedented mobile experience and the best data offers. Undoubtedly, Ufone Smart U5 will

prove itself to be a success in the 3G enabled device market.

8.UTRACK

From immediate to long-term business needs, at Ufone its all about U!

In todays world of commerce and industry, time is money. As an active business player, U want

facts & figures at your fingertips. The key to your success lies in keeping an eye on all areas of your

operations. This includes keeping a check on the employees you trust to deliverevery day of the

week.

As a telecom leader that thrives on value-addition, Ufone is committed to facilitating SMEs and

help them maintain the competitive edge. Ufone is at the forefront of offering innovative VAS in the

telecom sector in Pakistan. In light of this Ufone bring to U, UTrack Business, a service developed

exclusively for businesses. Ufone is the only operator to offer such revolutionary service in Pakistan.

Ufone UTrack Businessoffers businesses the freedom to monitor their employees and track their

task-force ensuring effectiveness and safety. Businesses can assess employees past and present

locations via an online web portal.

9.SUPER CARD

The word super is used quite frequently around the world but we believe that where this word is truly

justified is when it refers to a certain flying man in a red cape andthe Ufone Super Card.

Ufone has spoilt U with innumerable choices that the rest of the industry was quick to copy, and now

it is about to combine that legendary Ufone diversity with a first-of-its-kind solution. The Super


12/20

Scratch Ca

for the wh

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13/20

4.

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14/20

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r

s

,


15/20

Page

15

of

20

3. The country forces affecting the environment e.g. Political forces, Economic forces, Socio-cultural

forces, and Technological forces. These are known as PEST factors.

Political:

Political environment of Pakistan is stable in the current situation and country is not progressing

in terms of economic growth that was expected. Environment is investor non-friendly & telecommunication sector is under regulation.

Before WTO implementation government already took steps in regulation of telecommunication

sector.

Economic Factors:

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

Socio-Cultural:

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.

Most of the people dislike anything extra-ordinary or something which sabotage their culture

or subculture.

Companies who are targeting upper-end of market mostly published and aired their

advertisement in English language.

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

Technological Factors:

Companies have technology with which they can compete in the Pakistan and now

companies are investing in their infrastructure to not only expand but also to upgrade their

existing structure.

Currently all companies except Zong & Instaphone are providing Multi-media Messaging

Services (MMS), General Packet Radio Service (GPRS), Virtual Private Network (VPN),

Pocket Stocks, Conference Calling, Wallpapers Animated pictures Polyphonic ring tones

(WAP), and Voice Mail at low price and Ufone is proving an addition feature that one can

see TV channels on their cell.

Ufone shifted its whole network from 900 MHz to 1800 MHz offer Value-Added Services

like General Packet Radio Service (GPRS), Multi-media Messaging Services (MMS) and

Virtual Private Network (VPN) etc


16/20

We adopt

Pri

Sec

Int

Ne

Bro

TV

Qu

Level of

Cu

Pri

Qu

Co

Researc

Acc

Pe

Pe

cha

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the

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the follow

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ondary D

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ta

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isfaction

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of the vie

rates.

ring mess

tworks.

ment of U

ople view

e innovat

to collec

h most of

behavior

Ufone

ging pac

one attra

ed that C

ve service

age

16

of

2

the data

the peopl

owards U

rand is c

ages as w

ts the use

M of Ufo

like call

0

are Ufon

fone netw

arging hi

ell as call

s compar

e is not as

lock cove

users.

rk covera

gh rates

packages

tively mo

effective

s etc.

ge.

nd now

comparati

e.

s other ne

days it i

vely bette

twork.


17/20

Technolog

introduced

system of

advent of t

Telecomm

witnessed

the industr

in Pakistan

deal in rev

service pro

have hadyears. In 2

2010-2011

2010 to 20

to 120 mil

antagonisti

call packag

to reach 11

The availa

amongst p

many fact

Pakistan m

respect to

production

Consumers

than ever

that prevail

the funda

the custom

of understa

focus of m

reached

in the late

communic

echnology

nication

150 % in

is remark

such as U

nue gener

iders; Mo

rowth in t009-2010,

to 30.7%.

10-2011. It

ion from

c marketin

es, SMS b

.2 million s

ility of di

ople. Con

rs; some

ust be anal

the cellula

era, prod

knowled

hich is wh

s in the mo

ental stim

ers (Watso

nding con

ny compa

o different

1980s wh

tion, trans

in Pakista

uthority (P

rease in c

able as mo

Paisa, Easy

tion in tele

ilink, Tele

e marketMobilink

Likewise,

has been o

005 to 201

campaign

ndles, low

ubscribers

ferent mob

sumers ta

have been

yzed so as

r service

ct era, sal

e has incr

y its empi

dern global

lus behind

, Viney,

umers and

ies even in

countries

ich change

ctional pr

, telecom

TA), a reg

ntinuous g

ile teleco

Paisa and

communic

nor, Ufone,

ver the yead the hig

fones ma

bserved tha

2 (Pakista

s, cut-throa

internation

y FY2012

ile telecom

te, prefere

mentioned

to assist t

ector. Pro

es orientat

ased and

ical to ana

ized world.

privatizati

Schomak

their beha

the 1970s.

age

17

of

2

t different

d the cours

cedures, b

unication

lating bo

rowth rate

operators

BL Omni

tion indust

Warid an

ars; howevest marke

rket share

t the mobil

Telecom

competiti

al call rates

.

operators

ces and p

. The var

e business

ucts and

ion, mark

ow they a

lyze their b

In the 198

n, focusin

r, 2002). B

ior is not

0

age and t

e of the bu

usiness en

ector grew

y, telecom

from the y

have now i

. Mobile te

ry. In Paki

Zong. All

er their ma share wh

decreased

e subscribe

unication

n, special

, the teleco

as become

urchase be

ing purch

environme

ervices ha

ting, and

e well awa

ehavior ac

0s and 199

more on

ut from th

the 19th c

me. In Pa

siness wor

ironment

radically.

unication

ar 2003 to

ntroduced

lecom oper

tan, there

of these m

rket sharech was 32

rom 19.7

rs have inc

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discounts a

mobile o

the reason

havior cha

se behavi

nt and eco

ve gone t

ow relati

re of their

ording to t

s consume

he quality

analysis o

ntury phe

istan, tech

ld as well

and the lik

According

sector in

2006. The

obile ban

ators contri

re five mo

bile teleco

has varied.5% which

to 18.9%

reased fro

2012). In

nd irresisti

perators ha

for extre

ges with

r of peop

omy of P

rough dif

nship orie

needs and

heir values

r choice be

of service

f the facts,

omenon, i

nology wa

s the entir

e. With th

to Pakista

akistan ha

progress i

ing model

bute a grea

ile teleco

m operator

in differendropped i

from 2009

33 millio

he arena o

le offers o

e manage

e confusio

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e living i

kistan wit

erent eras

ntation era

wants mor

and cultur

ame one o

delivered t

the concep

s been th

s

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s

t

s

t

-

f

f

;

.

f

t


18/20

Cellular se

segment th

Cellular ph

focus of ou

is no longe

Market. U

ambassado

people. No

class, ladie

Positioning

Companies

still a mar

Everybod

Its All A

elite, to a

brand for

believe tha

is there wh

vice mark

ir market

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EC

II. AG

III.

GE

IV. OC

ones are th

r youngste

r a followe

fone has

s. It alway

doubt it

s and aged

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position t

et challen

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out U. U

ecessity a

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it satisfies

en anybod

t is a dive

n four bas

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DER : M

CUPATIO

e technolo

s. All the c

in this rac

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s brings su

as also la

ones. Ufon

ocess of c

emselves

ger in co

fone Prep

fone chang

ffordable b

on the basi

the needs

needs it. T

se set of p

s: - econo

pper class

rs, youngs

le & Fema

: corpora

y of new

ellular co

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n targetin

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nched pac

seeks to ta

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motionally

parison to

ay Ufone

ed the ima

y the com

s of servic

f everyone

he brand n

age

18

of

2

ople. Ufo

y, age, ge

, Middle cl

ers, middl

le

e class, Bu

ra, the 21st

panies are

focus is T

Youth

s and offer

ages, bra

rget masse

image of

, functiona

market le

s new Posi

e of mobil

on man.

s it is prov

(viz all cla

me UFON

0

e as well a

der &occu

ass, socio-e

age, aged

siness class

century. T

targeting hi

HE YOUT

arket by

s that preci

ds and of

s in the lon

company

ly or on th

der Ufone

ioning Stat

phones fr

ince its in

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itself is a

s other cell

ation.

conomic cl

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, working

hese cellul

m Youth o

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sing you

sely meet

ers for wo

run.

brand in

e basis of

s former

ement: U

m a luxur

ception, U

s lowest c

genders).

positionin

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lass etc

ar phones a

e way or

tan which

g brand e

he needs o

rking peop

the mind

rand quali

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one tum hi

only affor

one has p

ll rates. It

t tells the

statement.

companie

lass

re the mai

ther. Ufon

is its Targe

ndorsers o

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of marke

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Statement

toh ho! O

able by th

sitioned it

akes the

that Ufon

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t

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s

:

r

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19/20

I. PR

Ufone is a

benefits o

telephonic

a market,

quality, an

II. PR

Cellular se

perceive p

Ufone. Uf

existing pr

Ufone offe

Ramadan

for Ufone.

minds as

and dynam

II.

PL

Place plays

are seekin

drastically

place excel

coverage t

Now Ufon

intensive p

well.4 -

V. PR

Ufone beli

promotion

deliver val

output. Th

direct mar

market sha

ODUCT

service pr

satisfacti

service wh

t actually

after sale

ICE

vice provi

icing as th

ne is the o

cing needs

red very g

hen peopl

It was a f

ell as rem

ic pricing s

ACE

a very imp

to penetr

widening t

lence beca

all places

e is headin

romotion i

OMOTI

eves in I

tools. Ufo

ue to cust

ese comm

eting & pe

e.

SERVIC

viding co

ns offere

ch excel si

makes it a

service.

ders are fa

e heart of

e who is

of its cust

od call rat

were leas

ntastic stra

ain profita

rategy to

ortant part

ate into pl

eir networ

se it is th

in Pakista

g from citi

cities, b

N

tegrated

e employ

mer. Thes

nication c

rsonal selli

ES

pany. Ser

for sale.

s competit

complete

ing intens

brand sele

ffering lea

omers and

es on inter

likely to a

tegy to be

le in doin

eet the cus

in the distri

ces where

k & cover

pioneer i

in order t

es to remo

t it is also

arketing

different

e activities

hannels in

ng. Ufone

age

19

of

2

ice is any

Ufone ma

rs at all le

ackage of

price co

tion. Price

t call rates

use it well

ational cal

vail the of

utify the b

so. Ufon

tomer need

bution and

others hav

again ever

cellular t

meet the

te norther

considerin

ommunica

arketing

are coord

ludes:-Ad

trategize t

0

intangible

kes strate

els. When

core bene

petition in

has alway

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on occasi

ls in Eid d

er that mu

rand imag

follows

s and ever

promotion

ent reach

area of P

lephonic fi

equiremen

areas in e

g improvi

tion whic

ctivities a

nated to p

ertising, s

carry out

roduct tha

ies to pr

Ufone lau

fit, design,

contempor

s been the

k. Ufone s

nal or tim

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h that it m

in term o

arket pene

hanging p

of services

d. Cellula

kistan. M

eld. Ufone

s of its inc

xpanding i

g its prom

is a car

d channel

rovide ma

ales prom

promotion

t consists

vide a be

ches a ne

features, b

ary market.

core differ

rategize to

ely basis.

ed hourly

ight prove

pricing in

ration pric

ice compet

. Competit

service p

bilink has

strategize

reasing cus

ts network.

otion in ru

fully blen

to comm

imum co

tion, publi

in order to

f activities

ter cellula

package i

rand name

Customer

entiation o

capture th

or exampl

call rates i

nprofitabl

customer

ing strateg

ition

rs of Ufon

oviders ar

this edge i

o widen it

tomer base

Ufone ha

ral areas a

ed mix o

nicate an

municatio

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increase it

,

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20/20

By keenly

in the mar

itself. It h

possible.

report. We

tough mar

theme in it

Ufone ads

of luck to

analyzing t

et. It is pe

lds secon

e came th

believe th

et Ufone is

s ads whic

he most.

fone.

e marketi

etrating it

largest m

ough very

at mobile s

nt only su

has beco

nd it is the

g of Ufone

market b

arket share

unconventi

ervices are

viving but

e its benc

biggest ac

, we group

taking ris

and is se

onal strate

the tough

growing at

mark. Peo

ievement

member a

s and agg

king to b

ies and ad

st market

an excepti

le enjoy w

f Ufone in

ree that Uf

essively p

come the

campaigns

to enter an

nal rate. U

atching, di

recent tim

one is not a

omoting &

market lea

while wor

d survive.

fone is usin

scussing an

s. We wis

safe playe

advertisin

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And in thi

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ufone (report)

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