PROJECT OF MM ON
UFONE
PARTICIPANTS
INTRODUCTION
• Ufone understand the value of words and
the need to communicate effectively and
efficiently at all levels of society, that’s
why ufone’s primary focus is on U,
Ufone‘s valued customers bring strength
to the company. Because UFONE IS ALL
ABOUT YOU.
MISSION STATEMENT
• “Ufone, it’s all about U! W e are
there where you want to be. We aim
to provide you with wider coverage,
superior connectivity, clear signals
and voice quality. Wherever you are,
Ufone keeps you connected”.
VISION STATEMENT
• To be the leading telecommunication
service provider in Pakistan by
offering innovative communication
solutions for our customers while
exceeding shareholder value &
employee satisfaction.
OPERATING PERFORMANCE
Ufone’s operational performance has
been very encouraging. Despite the
stiff competition in Pakistan telecom
market. Company managed to
improve its revenue and after-tax
profit by 87% and 54% respectively,
as compared to last year.
MARKETING STRATEGY
In order to extend cellular network
to new cities, towns and highways
and enhance its current installed
capacities in existing cities, U fone
has finalized a huge network
expansion contract amounting to
about USD 550 million.
MARKET SHARE
ORGANIZATIONAL
STRUCTURE
•
•
•
•
•
•
Abdul Aziz (President& Chief Executive Officer)
Naveed Khalid Butt (Chief Officer)
Muhaamad Aslam Khan (Chief Technical Officer)
Muhammad Nadeem Khan (Chief Financial Officer)
Saleem A Chauhan (GM Admin & Procurement)
Abdul Rehman Faisal (Senior Manager Human
Resources)
• Maj. Gen. (R) Hamid Hassan Butt (GM Coordination)
DEPARTMENTS IN UFONE
The Following departments are currently
working:
• Human Resource Management
• Marketing Department
• Commercial Department
• Sales Department
• Finance Department
• Payroll Department
MARKET SEGMENTATION
• Cellular service market is a diverse set of
people. Ufone as well as other cellular service
companies segment their market on four
bases
• Economy
• Age
• Gender
• Occupation
MARKET SEGMENTATION OF FEW
BRANDS & PACKAGES OF UFONE
Brands
T arget market
Reason for targeting
Post pay
Corporte class
High usage for business &
working people
Life
Youth
Night dwellers
Packages
Target Market
Reasons for Targeting
Public demand
Lower class/lower youth
High usage
5 ka 15
Ladies
Ladies intention of 5 min’s chat
usually exceeds to 15 min or more
Walkie Talkie
Working class/ business class
Call conferencing
TARGET MARKETS
• Ufone main focus is ‘THE YOUTH ´ of
Pakistan which is its Target Market. No
doubt it has also launched packages,
brands and offers for working
people, business class, ladies and aged
ones. Ufone seeks to target masses in the
long run.
POSITIONING
• Companies position themselves emotionally,
functionally or on the basis of brand quality.
UFONE’S FORMER POSITIONING STATEMENT
Everybody Loves to Ufone Prepay
UFONE’S NEW POSITIONING STATEMENT
Ufone tum hi toh ho’!
‘It’s All about U´
Conti…
• Ufone changed the image of mobile
phones from a luxury only affordable
by the elite, to necessity affordable
by the common man. Since its
inception, Ufone has positioned its
brand for MASSES ´ on the basis of
services it is providing and its lowest
call rates.
DIFFERENTIATION
• In these days of intense competition
marketers find it hard to differentiate
their services from those of competitors.
Now customer care about only price. An
unsatisfied customer will immediately go
for brand 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
MARKETING MIX
PRODUCT/SERVICES
• Ufone is a service providing company. Service
is any intangible product that consists
of activities, benefits or satisfactions offered
for sale.
• Ufone has segmented its product on the basis
of two features
Ufone Post-pay: is for the youngsters, with
attractive packages to their requirements.
Conti…
Ufone Prepay: is segmented for
the people of mature age, having
their own business, belongs to
business class or people who are
senior executives of the
organizations.
PRICE
Cellular service providers are facing intense
price competition in contemporary market.
Customers perceive pricing as the heart of
brand selection.
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 call rates on international
calls in Eid days.
PLACE
Place plays a very important part in the
distribution and promotion of services.
Strategy
Ufone strategize to widen its coverage to all
places 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.
Conti…
 It is divided into four regions, which are given below:
• N OR TH
• SO UT H
• CENTR AL-1
• CENTR AL-2
Ufone covers all major cities of Pakistan now
consumers can enjoy comprehensive coverage in
areas like GT Road, Super Highway & Motorway etc.
So wherever they are in Pakistan, Ufone keeps them
connected.
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.
Advertising, sales promotion, public
relations, direct marketing & personal selling.
ADVERTISING
Advertising Reach And Frequency
To increase the reach and frequency of
advertisement Ufone is using repetitive strategy for
its advertisements. And the humorous theme always
makes the ads more appealing and engaging the
minds of customers.
 MEDIA
• Print Media (Sunday magazine, akhabr-e-jahan etc)
• Display Media (posters, wall paintings Shop
• Boards etc)
SALES PROMOTION
 Sales promotions are short term incentives to
encourage the purchase or sale of a product or
service´ Ufone utilizes sales promotion activities to
boost its sales. It includes
• Contest
• Games
• Premiums
• Free tickets
PUBLIC RELATIONS
• Ufone is less conscious of developing its
general public relations. But recently it has launched
its Hajj Guide´ service on Ufone.
DIRECT MARKETING
Ufone employ on-road umbrella franchises where
they directly market and sell their connections and
Sims.
PERSONAL SELLING
• Ufone administer personal selling facility to sell their
Post Pay connections targeting well to do people.
COMPETITOR ANALYSIS
The competitive environment for mobile
telephony in Pakistan is tough and Ufone is a
major player of the market. It includes
DIRECT COMPETITION
Direct competition to Ufone are:
• Mobilink
• Warid telecom
• Telenor
• Zong
INDIRECT COMPETITION
The indirect competition is from:
• Fixed line services
• Card payphone services
• Prepaid calling cards
COMPETITIVE STRATEGY
 UN matchless call and SMS rates have given an edge
to Ufone against its competitors. We can consider
Warid telecom as the major competitor today,
because of its rates. But Ufone outclass Warid with
better quality and coverage.
 Ufone is a market challenger in its competitive
position, where MOBILINK is the market leader.
Warid, Telenor and newly introduced ZONG are also
strong contenders in market challenger category.
Conti…
The major competitors of Ufone are domestic
companies like:
MOBILIINK
Conti…
• Pakistan Mobile Communications
Limited, better known as Mobilink GSM,
is a telecommunication service provider
in Pakistan. According to PTA statistics,
Mobilink has 30.88 million customers by
January 2008. Mobilink's Head office is
located in Kulsum Plaza, Blue Area, and
Islamabad.
TELENOR
Telenor is the incumbent
telecommunications company in Norway,
with headquarters located at Fornebu,
close to Oslo. Today, Telenor is mostly an
international wireless carrier with
operations in Scandinavia, Eastern
Europe and Asia. In addition, it has
extensive broadband and TV distribution
operations in four Nordic Countries.
WARID
Warid Telecom International
is an Abu Dhabi based mobile
telecommunication firm
providing Telephony services in
Bangladesh, Pakistan and
Uganda.
ZONG
Zong is the first International brand
of China Mobile being launched in
Pakistan. It is meant to
Empower and liberate the people of
Pakistan in every nook and corner of
the country.
Conti…
SWOT analysis is an overall evaluation of
the company’s
• Strengths (S)
• Weaknesses (W)
• Opportunities (O)
• Threats (T)
STRENGTHS
 Strengths include internal capabilities, resources,
and positive situational factors that may help the
company to serve its customers and achieve its
objectives.
The Strengths Of Ufone Are As Follows:• Second largest cellular operator in Pakistan
• Subscriber base of around 6.5 million and a market
share of nearly 25%.
• Network coverage in more that 5885 locations and
across all major highways.
Conti…
• The company has also been awarded a new
license for providing cellular services in Azad
Jammu and Kashmir and Northern Areas.
• Quality coverage and clear connectivity.
• Most reasonable prices for its users.
• Ufone’s differentiation is its biggest strength.
Ufone offers lowest off-net call rates that
differentiate it from its competitors
WEAKNESSES
Weaknesses include
• Unable to meet the demand which is
Ufone’s biggest weakness
• Centralized structure
• As Ufone is a subsidiary of PTCL, which
was formerly under government
management, Ufone still has a shadow of
a government organization
Conti…
• It has many franchises in the whole
country but as its customers are
increasing day by day so its present
franchises are not enough to fulfill the
needs of it customers.
• Not yet given many innovative services as
compared to other cellular companies
• Ufone has pathetic billing system
OPPORTUNITIES
Opportunities are favorable factors or trends
in the external environment that the company
may be able to exploit to its advantage.
Ufone Has Following Opportunities In Its Way
• Conversion of their GSM technology into 3G
(satellite based) technology
• Ufone has the ability to expand globally.
Conti…
• Ufone has the opportunity of growing its customer
base
• Ufone has the opportunity to win the customers of
its competitors by providing them superior services
on lower price.
• With the right marketing strategy they can acquire
much more.
• Ufone should develop some new franchises in
remote areas so that people will get more and more
benefit from it and it will help to increase their
customers.
THREATS
 Threats are unfavorable external factors or trends
that may present challenges to performance.
Ufone Is Facing/About To Face The Following
Threats:• Ufone’s biggest opportunity is its biggest threat as
well. The phase of its conversion of GSM technology
to 3G technology can be a threat for it if not carried
out properly.
• The boosting customer base of Warid and Zong is
also a big threat for Ufone
Conti…
• The decreasing economy rate and instability of
Pakistan.
• Government interference in terms of taxes
• Ufone is nothing just a cellular license to PTCL, PTCL
should provide more financial support to enhance
profitability of its subsidiary company.
• Cut throat competition among cellular companies in
Pakistan.
CONCLUSION
• Ufone is penetrating its market by taking risks and
aggressively promoting & advertising itself. In this tough
market Ufone isn’t only surviving but growing at an
exceptional rate. Ufone is using humorous theme in its
ads which has become its benchmark. People enjoy
watching, discussing and following Ufone ads the
most.And it is the biggest achievement of Ufone in
recent times. We wish a very best of luck to Ufone. May
it progress in this field and achieve its desired goals.
REFERENCES
• http://www.scribd.com/doc/18284574/SwotAnalysis-Ufone
• file://localhost/C:/Documents%20and%20Settings/
Administrator/Desktop/Marketing%20Report%20o
n%20Sales%20Promotion%20and%20Advertising%2
0of%20Ufone.mht
• www.paktelecom.com
• www.scribd.com
• www.barrons.com