final presentation - telenor v ufone - comparison - global marketing
DESCRIPTION
Global Versus Local Company 4ps SWOT PEST Porter Five Forces 3G License Evaluation Conclusion RecommendationTRANSCRIPT
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Global Marketing Strategy
Global Company Versus Local Company
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Presented By- Ali Zulfiqar- Noman Arshad- Asadullah Bashir- Safwan Saleemi- Javed Iqbal Presented To- Mam Izza Rehman
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Discussion And Task
- Introduction - Strategies - Evaluation- Conclusion - Recommendations
- Market Mix (4ps)- Market (Segmentation,
Target)- Positioning &
Differentiation- SWOT & PEST- Porter Forces- Advertising Review
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Telenor Versus UfoneGlobal Company Versus Local Company
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Introduction
Telenor• GSM license in 2004 • 100% owned by the Telenor Group• Commercial operations on March
15, 2005• Subscriber base of 35.2 million
with over 26% SIM market share• Network coverage 3500 Cities• Second Largest Mobile Operator• Telenor Pakistan has invested over
US$2.3 billion in the local economy
Ufone• 2001 (PTML) subsidiary (PTCL).• 26% shares & control was sold to
Etisalat (ETCG)• Subscriber base of over 24
million in less than a decade • Network coverage 3000 Cities• Third Largest Mobile Operator• International Roaming more than
288 live operators more than 160 countries.
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Mission & Vision StatementTelenor
• We’re here to help our customers• Karo Mumkin• We 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
Ufone
• “To be the best cellular option for U”.• Tum He To Ho
• To be the leading telecommunication service
provider in Pakistan by offering innovate
communication solutions for our customers while
exceeding shareholder value & employee expectation.
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Marketing MixProduct – Price – Place – Promotion
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Marketing Mix – (Product & Price)
Product • Djuice • TalkShaw
k• EasyPaisa • 3G
Product• Uth Pack• U-Circle• Lady's
Package• Upaisa• 3G
Price• Pricing policy
factors among them five • Market survival• Sales growth• Market position• Maximization of
Profits• Maintenance of
product’s quality
Price• Occasional or
timely basis. • offered very good
call rates on international calls in Eid days.
• Market penetration pricing strategy
• Dynamic pricing strategy
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Marketing Mix – (Place & Promotion)
Place• Infrastructur
e• Financial
Worth• Northern
Area• 3,500
Place• Northern
areas in expanding its network.
• Intensive Coverage In Cities
• 3,200
Promotion• Developed a
standardized promotional package sufficiently flexible with the different ways in different cultures and norms.
• Clear picture of the objectives for regional marketing communication strategy
Promotion• Sales
Promotion• Public
Relations: “Hajj Guide” service on Ufone.
• Direct Marketing: Sell their connections and Sims.
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MarketingSegmentation, Target & Positioning
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Marketing – (Segmentation & Targeting)
• Relatively large emerging middle class segment (Basic in Telenor Terminology)
• Strong youth culture with needs similar to other markets.
• Private postpaid almost non-existent.
Segmentation
• ECONOMY - Upper class, Middle class, lower class
• AGE - Teenagers, youngsters, middle age
• OCCUPATION - corporate class, Business class, working class
Segmentation
• Youth• Middle Class• Teenagers• Lower Class
Targeting
• 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.
Targeting
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Positioning
Call
Rate
s
Discounts Different Promotion
o Uth Pack o Djuice
o Glow o Uth Circle
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SWOT AnalysisStrength, Weakness, Opportunity &
Threats
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SWOT Analysis
Strength
Superior customer care
Excellent Coverage & Distribution.
Strength
Ufone is offering more and better
Value Added Services (VAS)
than its competitors
Ufone has the most promising and attractive
Weakness
Low profit margins
Weakness
Shadow of a government organization
Ufone has pathetic billing system for
postpaid connections.
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SWOT Analysis
Opportunity
Inefficiency & poor performance of other
mobile networks
International Mobile Equipment Identity
System
Opportunity
Growing its customer base due to increasing trend of using mobile
phones
Pioneer in southern Punjab where it can promote itself and
become market leader on the basis of this very
fact
Threats
Grey Traffic
Propagandas attacking brand
image
Threats
The boosting customer base of Zong is also a big threat for Ufone
The decreasing economy rate
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PEST AnalysisPolitical, Environmental, Social &
Technology
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PEST Analysis
Political
• Maximum Protection to this sector and passing number of Laws to make it more safe
Political
• Environment is investor non-friendly & telecommunication sector is under regulation.
Economical
• Customers were charged 22 per cent withholding tax on every new load, which was deducted in advance
Economical • Economic instability is worsening
day by day as liquidity crunch is prevailing in the world
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PEST Analysis
Social
• Its Fun To Be Young• AJ NAE BOLO GY TO KAL
BUGHTOO GY {Khamoshi Ka Boycott} (Djuice)
Social• Uth Record• U Circle
Technological
• Introduction of CDMA (Code Division Multiple Access)
• This technology gives less radiation then GSM technology.
Technological • General Packet Radio Service (GPRS),
Virtual Private Network (VPN), • Data Storage (cloud Computing)
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Market Growth
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Mobilink Telenor Ufone Zong Warid0
200000
400000
600000
800000
1000000
1200000
Million Users
Million Users
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Mobilink30%
Telenor25%
Ufone20%
Zong13%
Warid12%
Market Share
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3G – Licenses
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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.
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Basic Bucket Up to 256 Kbps
Charges (PKR) Volume Validity (Days) Subscription Code
Half Day 5 50 MB *20 Hours *810#
Daily 10 40 MB 1 *804#
Weekly 50 250 MB 7 *7811#
Monthly 1 GB 200 1 GB 30 *7807#
Monthly 1.5 GB 250 1.5 GB 30 *5506#
Monthly 3 GB 500 3 GB 30 *803#
Super Bucket Up to 512 Kbps
Charges (PKR) Volume Validity (Days) Subscription Code
Weekly 75 250 MB 7 *7814#Monthly 1 GB 400 1 GB 30 *7809#Monthly 1.5 GB 550 1.5 GB 30 *5507#Monthly 3 GB 800 3 GB 30 *8031#
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Ultra Bucket Up to 1 Mbps
Charges (PKR) Volume Validity (Days) Subscription Code
Weekly 125 250 MB 7 *7815#Monthly 1 GB 550 1 GB 30 *7810#Monthly 1.5 GB 675 1.5 GB 30 *5508#Monthly 3 GB 1250 3 GB 30 *8032#
Super Ultra Bucket Up to 3 Mbps
Charges (PKR) Volume Validity (Days) Subscription Code
Monthly 1 GB 725 1 GB 30 *813#
Monthly 1.5 GB 900 1.5 GB 30 *814#
Monthly 3 GB 1500 3GB 30 *815#
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Porter Five Forces Barging Power of Suppliers, Buyers,
Availability of Substitutes, Competitors & Threats of New Entrants
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Advertising & Evaluation
Telenor & Ufone
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Years Mobilink Ufone Zong Telenor Warid Total
2007 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
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Conclusion
Telenor• Telenor work as a customers
favorite corporation.• Employee Friendly
Environment • Social Responsible • Work Ethically• Area Coverage Technique is
Good • Focus on Customer Satisfaction
Ufone• Unethical Work• Area Coverage Technique
is Traditional • Innovate communication
solutions• Focus On sales
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Recommendation
• Strategic Alliances• 3G And 4G Strategies • Apps For Cloud Computing
• Youth Focus • Work Ethically • Work For The Customers
Satisfaction • Social Responsible
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Thank You So Much
Any Questions??