marketing stategies of djuice

IN THE NAME OF ALLAH WHO IS MERCIFUL AND

BENEFECIENT

PRESENTATION LAYOUT INTRODUCTION TO GROUP INTRODUCTION TO TELECOM SECTOR INTRODUCTION TO TELENOR TELENOR PRODUCTS TELENOR DJUICE DJUICE TARGET MARKET AND MARKET

POSITIONING SUMMARY

INTRODUCTION TO GROUP

TELECOM SECTOR PLAYERS

INTRODUCTION TO TELENORTelenor is a Norway based telecom company

It started operations in Pakistan in 2005

Among top 10 mobile operators around the world

Second largest cellular network in Pakistan

TELENOR PRODUCTSTELENOR DJUICE (PRE PAID)TELENOR TALK SHAWK (PRE PAID)TELENOR PERSONA (POST PAID)TELENOR EASYPAISA (FUNDS TRANSFER)

INTRODUCTIONDjuice is international youth brand of Telenor

For the first time launched in Norway in 2000

Later launched in Sweden. Ukraine, Bangladesh, Hungary

Latest addition to djuice family is Pakistan

In Pakistan it was launched in March 2005

MARKET SEGMENTATIONDjuice did market segmentation on the basis

of

AGEEDUCATED/UNEDUCATEDTECHNOLOGY AWARENESSSOCIAL CLASS

TARGET MARKET

Target market of Djuice is young, educated, modern, urban people

It is evident from their ads, website layout, and introduction to brand

POINT OF DIFFERENCECheapest SMS rates (LAY MAN APPROACH)

ACTUAL POD

Djuice is the first brand which got departmentalized on the basis of youth

The way djuice responded towards youth the same `way youth responded towards djuice

MARKRT POSITIONINGMarket positioning refers to marketing mix

Marketing mix is a set of strategies by which a firm position itself in the market

They are known as P’sPRODUCTPRICEPROMOTIONPLACEMENTPEOPLE, PACKAGING, PROCESSES

PRODUCTPRODUCT VARIATIONDjuice is itself a variation of Telenor

BRAND NAMEThe author of Djuice brand is Louis Lygo

Originally that is derived from digital juice

This is not only a colourful diagram but it means something

PRODUCT CNTDBRAND LOGO

The brand logo shows six colourful sticks, Their meaning isYellow FriendshipRed LoveOrange Fun ONE PLACE!

And the other sticks reflect people, music, friends, fun, entertainment, sharing

PRICINGTelenor does pricing mainly in response to

competitors move

DISCOUNTSDjuice gives LOCATION BASED charges

SEASONAL/OCCASIONAL PRICINGTelenor indulge in occasional and seasonal

pricing on events like EID VALENTINE etc

PRICE CHART

PLACEMENT

Telenor has coverage area in more than 3000 cities, towns, villages and highway areas

Telenor has more than 1100 franchises all over the country

Promotion

Djuice promotes its services through following channels

ADS IN ELECTRONIC MEDIAADS IN PRINT MEDIADIRECT MARKETING THROUGH MOBILE

VANSPUBLIC RELATIONING ACTIVITIES

PROMOTION ON RECREATIONAL AREAS

DIRECT MARKETING

PUBLIC RELATIONING ACTIVITIES

E-PROMOTON

PEOPLE“We the people of telenor, are very committed,

integrated and competitive”, John Eddy Abdullah (CEO Telenor Pakistan) says.

“We believe investment in human capital integral to success, that's why telenor always gives first priority to its people” says Affan Haider (Manager Corporate Communications )

This is the reason Telenor is considered as Best Employer of 2009 according to Public Voting.

PACKAGINGThe packaging of djuice

reflects the attraction for its targeted market in following ways.

Yellow = friendshipRed = loveOrange = fun

Packed in plastic package, now only provided by telenor for reliability.

PROCESSES

Telenor IT EQUIPMENT PARTNER is NOKIA SIEMENS

Previously it was Huawei

Telenor uses INTELLIGENT NETWORK of SIEMENS

This network is best known for its reliability

SUMMARY

TELECOM OPERATORS IN PAKISTANINTRODUCTION TO TELENOR PAKISTANTELENOR PRODUCTSTELENOR DJUICEDJUICE TARGET MARKET AND MARKET

POSITIONING

DJUICE ONE PLACE! ITS FUN TO BE YOUNG