advertising campaign for ufone vas - a telecom marketing report

I

2011

Syed Abdul Basit

Syed Yasir Uddin

Nabeel Haider Khan

Institute of Business Management

August 28, 2011

Promote Value-Added-Services of UFONE A 3600 Advertising Solution by Agents of Change

TTEELLEECCOOMM MMAARRKKEETTIINNGG TTEERRMM PPRROOJJEECCTT

TELECOM MARKETING

TERM PROJECT

Submitted to:

SSiirr SSaajjjjaadd HHuussssaaiinn

IInnssttiittuuttee ooff BBuussiinneessss MMaannaaggeemmeenntt

KKaarraacchhii,, PPaakkiissttaann

Submitted by:

SSyyeedd AAbbdduull BBaassiitt ((1100113333))

SSyyeedd YYaassiirr UUddddiinn ((1100221100))

NNaabbeeeell HHaaiiddeerr KKhhaann ((99663322))

Course:

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SSuummmmeerr 22001111

Submission Date

SSuunnddaayy,, AAuugguusstt 2288,, 22001111

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IInnssttiittuuttee ooff BBuussiinneessss MMaannaaggeemmeenntt,, KKaarraacchhii,, PPaakkiissttaann


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I

LETTER OF AUTHORIZATION

August 28, 2011

Dear Readers,

We have been authorized to do a term project on “Telecom Ad Analysis” by our course instructor

Mr. Sajjad Hussain.

The enclosed report contains thorough study of the research conducted by using different methodologies

and by evaluating different marketing strategies in the context with telecom industry.

We hope that this case will serve the requirement of being a complete set of information.

Sincerely,

Syed Abdul Basit |Syed Yasir Uddin | Nabeel Haider Khan

MBA (TCM)

INSTITUTE OF BUSINESS MANAGEMENT


MMBBAA TTeelleeccoomm MMggmmtt.. SSttuuddeennttss || SSuummmmeerr 22001111 II

LETTER OF TRANSMITTAL

August 28, 2011

Mr. Sajjad Hussain

Telecommunication Marketing (Course)


Karachi

Subject: Term Report on Telecom Ad Analysis

Dear Mr. Sajjad Hussain:

Here is our case analysis on „Advertising Strategy to Promote Ufone VAS‟ which you had authorized

us to make at the beginning of this semester. The case is now ready.

This case helps us to improve our knowledge base pertaining to subject of Telecommunication Marketing.

We have tried our best to cover every aspect in this report but if you require any further clarification or

have any queries, we would be more than happy to answer your questions and facilitate your

understanding on the report.

Sincerely,


MBA (TCM)



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LETTER OF ACKNOWLEDGEMENT

August 28, 2011

Mr. Sajjad Hussain

Telecommunication Marketing (Course)


Karachi

Dear Reader:

The preparation of this case is a sound example of research on topics related to telecommunication

marketing and service marketing. The experience is a valuable one because not only did this term project

increase our understanding and knowledge on the assigned topic but also taught us important lessons of

how to incorporate out theoretical knowledge to enhance the understanding of practical implications.

However, this would not have been possible had we not been given the opportunity to present this case.

Therefore, we would like to express the deepest appreciation to our course instructor, Mr. Sajjad Hussain,

a visionary person, who has been a continuous source of guidance throughout the semester and has

always been there to answer our queries.

We hope that this case will prove to be a useful source of study in the area of Service Marketing in

telecom industry and also the findings specific to this research may be useful for Ufone and also for the

students taking up the course of “Telecommunication Marketing” and to others in future.

Thanking you,

Sincerely,


MBA (TCM)



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TABLE OF CONTENTS

LETTER OF AUTHORIZATION ............................................................................................................ I

LETTER OF TRANSMITTAL ............................................................................................................... II

LETTER OF ACKNOWLEDGEMENT ................................................................................................ III

1.0. INTRODUCTION ........................................................................................................................ 1

1.1. Scope of Work .......................................................................................................................... 1

1.2. Problem Statement .................................................................................................................... 1

1.3. Motivation ................................................................................................................................ 1

1.4. About „Agents of Change‟ ......................................................................................................... 1

1.5. Solution for Ufone .................................................................................................................... 1

2.0. ABOUT UFONE ......................................................................................................................... 2

2.1. Company Profile ...................................................................................................................... 2

2.2. Vision ...................................................................................................................................... 2

2.3. Mission Statement .................................................................................................................... 2

2.4. Market Position of Ufone ......................................................................................................... 3

2.5. Ufone‟s VAS Portfolio ............................................................................................................. 4

3.0. ENVIRONMENTAL & MARKETING ANALYSIS ................................................................... 5

3.1. SWOT Analysis ....................................................................................................................... 5

3.2. Strategic Marketing for Mobile VAS ........................................................................................ 7

3.3. Marketing Mix of Mobile VAS ................................................................................................ 9

3.4. Consumer Behavior ................................................................................................................. 11

4.0. ADVERTISING STRATEGY & CAMPAIGN ........................................................................... 12

4.1. Why ZooZoo ........................................................................................................................... 12

4.2. Media Plan .............................................................................................................................. 12

4.3. Message Design and Execution ............................................................................................... 12

4.4. Story Board of Advertisements ................................................................................................ 14

5.0. CONCLUSION .......................................................................................................................... 18

6.0. REFERENCES ........................................................................................................................... 18


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1

1.0. INTRODUCTION

1.1. Scope of Work

To signify the Value Added Services (VAS) associated with Ufone customers

1.2. Problem Statement

Currently, Ufone has wide portfolio of value added services but they are not pitching these

services to the target customers and overall the turn-up ratio is very low. The involvement of

VAS in terms of percentage is only 8% of revenue generation and they want to increase up to

20% to have a competitive advantage in the market.

1.3. Motivation

We get an inspiration from the international telecommunication market with an innovative

advertising character that was designed to promote the Mobile Value Added Service (VAS)

market, precisely “ZooZoo”, an animated character that was bring to screens by the advertising

agency.

1.4. About „Agents of Change‟

Agents of Change, is an advertising agency provides innovative marketing promotion solutions,

mainly to telecom sector in Pakistan.

1.5. Solution for Ufone

Providing a 3600 advertising solution to Ufone for their Mobile VAS promotion

Transforming the marketing strategy of Ufone into educate target audience with an

emphasis on Total Value Addition

Help Ufone to increase their market share by adopting Blue Ocean Strategy (choosing a

niche market of VAS) and to come out from the price war zone going on basic voice and

message services


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2.0. ABOUT UFONE

2.1. Company Profile

Pak Telecom Mobile Limited (PTML) is a wholly owned subsidiary of Pakistan

Telecommunication Company Limited (PTCL) that started its operations in January 2001 under

the brand name 'Ufone'. As a result of PTCL‟s privatization, Ufone became a part of the Emirates

Telecommunication Corporation Group (Etisalat) in 2006.

Since its inception, Ufone has focused on the people of Pakistan, empowering them with the most

relevant communication modes and services that enable them to do a lot more than just talk, at a

price that suits them the most. Along with the claim of lowest call rates, clear sound and best

network, Ufone offers its customers simplified tariffs with no hidden charges. WWiitthh aa ssttrroonngg aanndd

uunniiqquueellyy hhuummoorroouuss ccoommmmuunniiccaattiioonn ddiirreeccttiioonn tthhaatt hhaass nnooww bbeeccoommee UUffoonnee‟‟ss ssiiggnnaattuurree aaccrroossss aallll

aaddvveerrttiissiinngg mmeeddiiaa,, UUffoonnee ggiivveess iittss ccuussttoommeerrss mmaannyy rreeaassoonnss ttoo ssmmiillee..

This customer focus and best offering has allowed Ufone to build a subscriber base of over 20

million in less than a decade. Ufone has network coverage in 10,000 locations and across all

major highways of Pakistan. Ufone currently caters for International Roaming to more than 288

live operators in more than 160 countries. Ufone also offers Pakistan‟s largest GPRS &

BlackBerry Roaming coverage available with more than 200 Live Operators across 122 countries.

More recently, UUffoonnee hhaass bbeeccoommee aa ffooccuusseedd aanndd iinntteennssiivvee lleeaaddeerr iinn VVAASS,, ccoonnssttaannttllyy iinnttrroodduucciinngg

iinnnnoovvaattiivvee sseerrvviicceess,, wwhhiicchh hhaavvee bbeeeenn tthhee ffiirrsstt ooff tthheeiirr kkiinndd iinn tthhee PPaakkiissttaannii cceelllluullaarr iinndduussttrryy.. As

the world of telecommunications advances, Ufone promises its customers to stay ahead,

developing and evolving, to go beyond their expectations, because aatt UUffoonnee,, iitt‟‟ss aallll aabboouutt UU..

2.2. Vision

“Be the leaders of the cellular companies in telecommunication sector in Pakistan by giving the

consumers better quality in low rates and bring innovation and communication resolution

whereas beyond the investors value and employee expectation.”

2.3. Mission Statement

“To be the best cellular option for U”.

We aim to provide you with wider coverage, superior connectivity, clear signals & voice quality.

Wherever you are, Ufone keeps you connected.



2.4. Market Position of Ufone

The cellular industry in Pakistan grows extensively in last 5 years, with a current subscriber base

of 110 million approx. nationwide. There are five Cellular Operators, providing 2G (GSM) voice

and data services to mobile users. Currently, Ufone lies in the 3rd

position in Cellular Industry

with a market share of 19%, while Mobilink leads the market with a market share of 31%

followed by Telenor Pakistan, having market share of 24%.

Mobilink Telenor Ufone Warid Zong Total

33,378,161 26,667,079 20,533,787 17,387,798 10,927,693 108,894,518

33,378,161

26,667,079

20,533,78717,387,798

10,927,693

Mobilink Telenor Ufone Warid Zong

Current Subscriber Base - Jun'11

MOBILINK31%

TELENOR24%

UFONE19%

WARID16%

ZONG10%

Overall Market Share - Jun'11



2.5. Ufone‟s VAS Portfolio

Ufone is a pioneer in VAS segment and has wide portfolio of Value Added Services for their

subscribers.

Ufone is leading the VAS segment by offering 73 different kinds of Mobile VAS, following by

Telenor offers 68, Mobilink offers 54, Warid offers 52, and Zong offers 47 value added services

to the cellular subscribers. Here is the categorization of VAS offered by Ufone.

Basic Services (Call & SMS)

SMS

Group SMS

Call waiting

Conference calling

Voice Mail

Awaz SMS (VSMS)

Call Blocking

Missed Call Notification (MCN)

Collect Call

Entertainment Services

U-Tunes

U-Greetings

U-Track Business

U-Cricket

Love Box

Ufone Quiz Whiz

Ufone E-bill

Ufone URDU SMS Conversion

Ufone International Load

Internet Services

Ufone MyMail

Mobile Banking

Twitter on SMS

Facebook Mobile Alerts

Phone Book Saver

GPRS Enabled MMS

WAP Gaming Portal

Multimedia Services

Background Music (BGM)

Personalized Ring Back Tone (PRBT)

Ufone Song Catcher

Ufone Song Dedication

U-Singer

Coke Studio

Ufone Music Station

Unique Services

Double Number

Ufone Walkie-Talkie

U-Bazaar

U-Health

U-Job Portal

Ufone Travel Guide

Islamic Services

Quran on Mobile

Hajj Guide

Ufone Religion Portal

Azaan Alert

Haidth a day

Quranic Ayat



3.0. ENVIRONMENTAL & MARKETING ANALYSIS

3.1. SWOT Analysis

SWOT analysis is an overall evaluation of the company‟s

Strengths (S)

Weaknesses (W)

Opportunities (O)

Threats (T)

Following is the SWOT analysis of Ufone‟s in the context of VAS services they offered.

STRENGTHS:

Strengths include internal capabilities, resources, and positive situational factors that may help the

company to serve its customers and achieve its objectives.

A key of difference among all services

Ufone is offering more and better Value Added Services (VAS) than its competitors i.e.

Ufone‟s Walkie talkie

Ufone is enjoying the third largest cellular operator in Pakistan

Innovative marketing strategy and strong advertisement campaign

Wide media coverage, more precisely through video

WEAKNESS:

Weaknesses include internal limitations and negative situational factors that may interfere with

the markets associated with value added services

Difficulty in understanding value perceived by rural population.

Ufone has pathetic billing system for postpaid connections. This faulty system creates a

negative impact among its customers. Customers demand online payment service.

Put less focus on the postpaid subscribers, has 2% subscriber base.

Doesn‟t promote each category of VAS to different segments of subscribers.



OPPORTUNITIES:

Opportunities are favorable factors or trends in the external environment that the company may

be able to exploit to its advantage

Identifying growth markets of VAS areas

Advertising through animated characters to gain customer interest

Deploy innovative VAS on revenue sharing basis with vendors

Revolutionized the advertising campaigns

Should come up with an innovative VAS that solve issues face by users in their daily life

Can increase the subscriber base by offering unique VAS

Ufone has the opportunity to win the customers of its competitors by providing them

superior services on lower price

To cater the 3G market, can extensively increase their subscriber base by offering

3G value added services, like Video Calling, Background Video and Personalized Ring

Back Video.

THREATS:

Threats are unfavorable external factors or trends that may present challenges to performance.

The boosting value added service customer base of Telenor and Mobilink 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.

Advertisements getting lost in marketing war.



3.2. Strategic Marketing for Mobile VAS

SERVICE SEGMENTATION

Value added service market is a diverse, literate and young segment of society. Ufone has

segmented this entertainment and value adding market on four bases: - economy, age, gender &

occupation.

Economy: Upper class, Middle class, socio-economic class, lower class

Age: Teenagers, youngsters and middle age

Gender: Male & Female

Occupation: Students, Corporate class, Business class, Labor etc

TARGET MARKET

Cellular phones have entered in 3rd generation that is the developed market. These 3rd generation

value added services are the main focus of Ufone. Ufone is targeting Youth one way, students,

corporate class, Business class, working class, labor. Ufone is no longer a follower in this race.

The company is trying to be pioneer in taking value added service to at its peak by providing vast

variety of value added services that is entertaining and saving precious of this particular segment.

Target Marketing Strategy

Ufone has always been targeting Youth Market or specific by using young brand endorsers or

ambassadors. It always brings such packages and offers that precisely meet the needs of particular

segment. No doubt it has also launched packages, brands and offers for working people,

business class, ladies and aged ones. Ufone is seeking a way to cater value added service market.

We are providing animated ambassadors ZOOZOO. ZOOZOO will address the issues faced by

individual and then resolve these problems and issues by providing solution.



POSITIONING

Positioning is the process of creating an image of company‟s brand or services in the mind of

market. Company‟s position services emotionally, functionally or on the basis demand that is

being generated in particular market. Ufone is still a market challenger in comparison to market

leader MOBILINK. It is still to reach to the top most position of cellular companies. So, Ufone

positions itself on the basis of its services.

Current Slogan of Ufone

IItt’’ss AAllll AAbboouutt UU ((iinn EEnngglliisshh))

TTuumm HHii TToohh HHoo ((iinn UUrrdduu))

Rebranding Ufone – New Slogan

WWhheerreevveerr yyoouu ggoo oouurr nneettwwoorrkk ffoolllloowwss yyoouu ttoo aadddd vvaalluuee iinnttoo yyoouurr lliiffee..

Ufone changed the image of services associated with mobile phones from a luxury only

affordable by the elite, to a necessity affordable by the common man. Since its inception, Ufone

has positioned its brand for “MASSES” on the basis of services it is providing maximum services

and its lowest services rates. It makes them believe that it satisfies the needs of everyone (all

classes, age & genders). The impression is Ufone caters services on individual basis. The brand

name UFONE 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 price against the service they are utilizing. An

unsatisfied customer will immediately go for service switching or operator 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



3.3. Marketing Mix of Mobile VAS

PRODUCT / SERVICES

Ufone is a service providing company. Service is any intangible product that consists of activities,

benefits or satisfactions offered for sale.

Strategy: Ufone should provide unique voice/data services to beat its competitors at all levels.

When Ufone launches a new VAS in a market, it actually makes it a complete package of core

benefit, design, features, brand name, quality, and after sale service.

PRICE

Cellular service providers are facing intense price competition in contemporary market.

Customers perceive pricing as the heart of brand selection. Price has always been the core

differentiation of Ufone. Ufone offers unique VAS at low-tariff rates to facilitate their customers

and to be the first choice for them.

Strategy: Ufone strategize to capture the existing pricing needs of its customers and use it well

on occasional or timely basis. For example Ufone offered very good Roaming services during the

occasion of Hajj with lowest call rates. It was a fantastic strategy to beautify the brand image in

term of pricing in customer‟s minds as well as remain profitable in doing so. Ufone follows

market penetration pricing strategy and dynamic pricing strategy to meet the customer needs and

ever changing price competition.

Here are the few reasons to choose ZooZoo character in the context of pricing.

Consumes low cost, animations 10-15 times costlier than real people.

Unique Brand Name: ZooZoo name nowhere in commercial and it easy to capture the

attention of target audience.

Massive Viral Marketing

Some VAS would be offered to mobile users at affordable prices, like Rs. 30/month.



PLACE

Place plays a very important part in the distribution and promotion of services.

Competitors of Ufone are seeking to penetrate into places where others haven‟t reached. Cellular

operators are drastically widening their network & coverage in every area of Pakistan. Mobilink

has this edge in place excellence because it is the pioneer in cellular industry.

Strategy: Ufone should come up with regional based Mobile VAS, to promote cultures and

traditions of each province. For this, they have to extend their network coverage to all places in

Pakistan in order to meet the requirements of its increasing customer base. Now 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 as well.

PROMOTION

Ufone believes in Integrated Marketing Communication which is a carefully blended mix of

promotion tools. Ufone employ different marketing activities and channels to communicate and

deliver value to customer. These activities are coordinated to provide maximum communication

output. These communication channels include Advertising, Sales Promotion, Public Relations,

Direct Marketing, and Personal Selling. Ufone strategize to carry out promotion in order to

increase its market share.

Public Relations: Ufone is less conscious of developing its general public relations. But

recently it has launched its “Hajj Guide” service on Ufone for their International

customers using Roaming services.

Direct Marketing: Ufone employ on-road umbrella franchises where the directly market

and sell their connections and mobile SIM cards.

Personal Selling: Ufone administer personal selling facility to sell their PostPay

connections targeting well to do people and businessmen.

It won‟t be an exaggeration to say that Ufone has placed itself where it is now through brilliant

promotions.



3.4. Consumer Behavior

CHARACTERISTICS AFFECTING CONSUMERS

Culture

Demand of value added services is not that much high in Pakistan. Our cultural heritage does not

have excess use of value added services, due to the lack of awareness.

Social Class

Middle class families tend to use mobile phone just for in contact with their relatives. Although,

the usage of value added services is less than the other segments of market but the market size is

huge because these services add value into the daily life of mobile users. Ufone should educate

their target audience via advertisement; so they capture this market as well.

Family

Family & friends play an important role. The ladies has shown their concerned about long talk

time. But the value added services can capture value out of this segment by adding value into

their life. For example, Call Screening used by parents in their children mobile phones.

Youth

In all the advertisements of Ufone, their main emphasis is on youth. The consumer always feels

that he/she is using a reliable service that adds value into their conversation and never carries

doubt in their mind.

CONSUMERS BUYING BEHAVIOR

Here are the four consumer roles that can use in Mobile VAS segment.

Initiator: Loyal customers looking for innovative services

Influencer: Friends & Family, Traditions, Advertisements

Decider: Consumers

Buyer: Youth, Family



4.0. ADVERTISING STRATEGY & CAMPAIGN

4.1. Why ZooZoo

The objective of this campaign is to create awareness of Mobile VAS among subscribers and to

promote and communicate these services offered by Ufone. The ZooZoo character has humor

appeal to attract target customers more easily, rather to adopt traditional advertising strategy by

casting celebrities.

1. Source of Attractiveness

a. Similarity: The best thing makes ZooZoo so endearing is that they are innocent

people living in a simple world unlike ours, who laugh loud when they laugh and

who seem to be in an in-between world of animation and reality.

b. Likability: These characters showing friendliness attitude with mobile users.

2. Funny and Attractive

3. Not a celebrity endorser, associated risks not present

4.2. Media Plan

Marketing Objective: Build Brand image and increase market share

Show to be promoted: Value Added Services of Ufone

Target Market: Youth, Boys & Girls, College graduates

Primary markets: Universities/Colleges, Restaurants, Shopping Malls

Start time: 1st week of September, 2011

Duration: 3 months

Advertising domain: TVC and promotion on Social Media (Facebook, YouTube)

4.3. Message Design and Execution

Appeal

The main appeal of this advertising campaign is to facilitate mobile users; Ufone‟s value

proposition for subscribers is to “Make your life simple by using VAS in your daily life.

Structure

The main idea is to incorporate service marketing into this proposed TVC and advertising

campaign for Ufone‟s to diversify VAS sector and to promote wide variety of services through all

the communication channels (TV, Press, Radio etc), initially we focused on TVC and Digital



Marketing, i.e. marketing on social media platforms like Facebook, Twitter, YouTube, etc. This

idea has been turned into an actual ad execution with UUffoonnee‟‟ss MMrr.. UU that will capture the target

audiences attention and interest. The creative team of Ufone and Agents of Change has

discovered the best approach, style, tone, words, and format for perfectly carrying and executing

the message during this advertising campaign.

Following styles have been adopted in this TVC advertising campaign.

Slice of Life

In slice of style, the message is convey in such a way that it shows the problem with proposing

solution. For example, in our case, if mobile subscribers use Call Blocking service, he/she can

block unwanted calls by filtering/block the unknown numbers.

Analogy: A couple sitting together in a park having conversation, after sometime a salesman

break their privacy and want to sell the stuff. In traditional case, the couple has to cope up with

this situation and keep trying to avoid that sales person. However, the 3600 approach is that

anyone of them gives a boxing punch to that salesman, so he leaves that place and the couple can

communicates freely. (Note: The TVC has a complete story and theme behind it; more details are

available in the story board section)

Mood or Image

The ZooZoo builds a mood or image around the benefits of VAS that are offered in different

segments of Mobile VAS.

Change of Agents Approach

Here are some recommended styles of advertising for VAS promotion.

Concept is important and directional towards consumers that will be using services and

filling the gap. Focus on how people spent their life before using VAS and what change

comes into their life when they are trying this VAS in their daily life.

Low cost ads can make good impact and company can work on other service offerings

Expensive Brand Ambassadors are not required; the animated or virtual ambassadors will

work efficiently. They also have a positive & strong impact on mobile subscriber‟s mind.

Ads more relate to common man. Co-relating the service with life of common man will

increase the value of service provider.

Most importantly, all the proposed TVC regarding this advertising campaign, have one

thing common, the ads are very simple.



4.4. Story Board of Advertisements

Here are the story boards of four TVC ads discussing the life before/after using VAS.

Advertisements

Call Blocking

Live Counseling

Job Alerts

Balance Share

Call Blocking

Life before using VAS

Restricting unwanted calls on your cell phones has been

a dream for consumers. Traditionally there were no

features of blocking particular number on mobile

phones, so the customer churn-out rate was extremely

high and low value in the eyes of customer related to

service offerings.

Life after using VAS

ZooZoo way is the modern way of blocking the

unnecessary and unwanted calls that is wasting your

time and disturbing you while at work or with family.

In result, the customer is not lost rather it stays and

enjoys the other services associated with his or her way

of VAS life.



Live Counseling


Counseling means guiding the way out to

problems. Basically it has become the need of

individuals to take decision or opinion right on

time to avoid grievances that arise suddenly. For

example, if you want to propose anyone you need

glamorous phrases to convince your mate. This

counseling was not available with the existing

service providers.


ZooZoo way is the modern way of blocking the unnecessary and unwanted calls that is wasting

your time and disturbing you while at work or with family. In result, the customer is not lost

rather it stays and enjoys the other services associated with his or her way of VAS life.



Job Alerts


Jobs has been ultimate requirement for every

youngster in our environment or be it other.

Majority of them face problems and issues

while finding right jobs and targeting right

employers. So, targeting the right employer

that suits your skillset is the key to success in

professional life. The result is good future

prospects and on the negative side loosing

youngsters from track and ruining the future of

themselves and the country.


ZooZoo way is the modern way of blocking

the unnecessary and unwanted calls that is

wasting your time and disturbing you while at

work or with family. In result, the customer is

not lost rather it stays and enjoys the other

services associated with his or her way of

VAS life.



Balance Share


In the traditional environment, subscriber used

to charge vouchers or card in order to fill up

the account but there were no alternate if any

individual was in a need of credit on crucial

times. In result, they unable to make important

calls or sending message.


Change of Agents believes in caring and sharing love with each other, so they came up with an

idea of sharing credit or get a balance transfer. The advantage was high involvement of customers

but not everybody is coming for load on franchise or customer care. Now, subscribers can share

credit with family members, friends and workers, so everybody is reachable and can make calls

or send messages on critical moments.



5.0. CONCLUSION

It keeps on communicating the mobile phone users to adopt new offerings in the cellular market.

Ufone always communicates its latest packages; value added services and offers through its

promotion on TV and in Print media.

In view of the above details, we can conclude that these value-added-services is focusing on the

Affective Stage, by informing users to create interest, desire, liking, preference, conviction,

favorable positive attitude, intention of buying, and it moves the customer to the Behavior Stage,

for an action, purchase, adoption or a behavior that will result in subscription of the offer for the

existing users and purchasing of Ufone‟s SIM. To sum up the communication objective, here are

the major goals which Ufone‟s achieve after this advertising campaign.

Creating awareness of Mobile VAS

To generate interest and develop desire to use innovative VAS

Promote Ufone‟s Brand name

Ufone‟s ads have attracted people and which has boost their sales.

People want Ufone to lower prices.

Everyone is aware about the value added services (VAS) of Ufone as they are depicted

through the advertisements clearly.

6.0. REFERENCES

The information has been gathered through the various sources including

Books:

o Service Marketing by Christopher Lovelock

o Advertising & Promotional Strategy, by Tom Robbins

Ufone – VAS Marketing department

o www.ufone.com

PTA – Telecom Indicators of Cellular Industry for market share and growth

o www.pta.gov.pk

Telecom Blogs

o www.telecompk.net

o www.propakistani.com

http://www.ufone.com/

http://www.pta.gov.pk/

http://www.telecompk.net/

http://www.propakistani.com/