marketing stategies of djuice
TRANSCRIPT
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