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BUSINESS COMMUNICATION

MOHAMMAD ALI JINNAH UNIVERSITY

ISLAMABAD

PROJECT REPORT

MBA Section 3

Group Members

JALAL UD DIN MB091027

WAQAS MEHMOOD MB091028

AHMAD NAWAZ MB091010

MUHAMMAD RAFEH MB091022

HASEEB ABBASI MB091018

WAQAS AHMAD MB091052

SUBMITTED TO: MS. AMEENA ZAFAR

SUBMITTED BY: THE LEADERS

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DEDICATION

We would like to dedicate this project to our parents who has given us opportunity

to study here in MAJU, and to our respected teachers who give us a chance to

work on this project.

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TABLE OF CONTENTS

 Abstract ………………………………………………………………………5

 Acknowledgement……………………………………………………………6

 Introduction…………….…………………………………………………...7-8

 History ………………………………………………………………………8-9

 Headquarter ………………………………………………………….....……9

 Mission...………………………………………………………………..……10

 Vision…………...………………………………………………………...…..10

 Objective ……………………………………………………………………..10

 Sales and Services Center ………………………...……………………....11

 Brand...………………………………………………………………………..12

 Performance.…………………………………………………………………12

 Departments………………………………………………………………….13

 Products.………………………………………………………………………13

 Prepaid………………………………………………………………………..13

 Packages……………………………………………………………………..14

 Postpaid ……………………………………………………………………...14

 SMS Packages………………………………………………………………15

 Price………………………………………………………………………..…15

 Promotion…………………………………………………………………….16

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 Cards Review …………………………………………………………..…...16

 Market Share ………………………………………………………………...17

 Slogan ………………………………………………………………………..18

 Competitor …………………………………………………………………....18

 Mobilink …………………………………………………………………...18-19

 SWOT Analysis……………………………………………………………....19

 Strength ……………………………………………………………………...19

 Weakness ………………………………………………………………….....19

 Opportunities ………………………………………………………………....20

 Threats ………………………………………………………………………...20

 Target Market……………………………………………………………...20-21

 Research Methodology……………………………………………………….21

 Level of priority ………………………………………………………………..21

 Cellular Subscriber …………………………………………………………...22

 Conclusion …………………………………………………………………...23

 Reference ……………………………………………………………………..24

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ABSTRACT

Ufone is the second largest cellular network in Pakistan. The head office of the

ufone is located in 13-B, F-7 Markaz Islamabad, Pakistan. Every Organizational

whether its multinational, private business or Govt. Offices depend on its people.

Telecom industry is growing in Pakistan with new companies is getting license the

competition is though as a result is the consumer is getting benefits and enjoy

low call rates. With a population of 15 million countries Ufone is one of the best

telecommunication networks that generate revenue. Ufone Company

commenced its operations under the brand name of Ufone from Islamabad on

January 29 2001. Ufone Provide two kinds of Services that is Ufone Prepay and

Post pay. In postpaid they provide a lot of packages such as Uwon, Ushare.

Public Demand etc. in post paid they provide a Black berry, payment choice,

value added service etc.

Ufone has always played a vital role in the development of cellular market in
Pakistan. It has been a step ahead in introducing a innovative product in the
market. Ufone adopted the policy of simplified tariffs with no hidden charges.
Ufone targeted the middle class, by introducing low rates. Ufone has network
coverage in more than 5885 locations and across all major highways of the
country. Mobilink has 910,000 subscribers and Ufone has 565,000 subscribers.
According to the latest marker survey there is 70.64% annual growth in this
sector. So when Ufone will change their technology the market is open for them
because their prices are low and they are catering to middle and lower middle
class which has quite big ratio in Pakistan.

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ACKNOWLEDGEMENT

First of all we are thankful to Almighty ALLAH for giving us much cooperation and

supporting parents who has given us this opportunity to study here. I would like to

thank Ms. Ameena Zafar for giving us the confidence and opportunity to prove

ourselves.

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INTRODUCTION

The company commenced its operations under the brand name of Ufone

from Islamabad on January 29 2001. Ufone expanded its coverage and has

added new cities and highways to its coverage network. After the privatization of

PTCL, Ufone is now owned by Etisalat.

During the year, as a consequence of PTCL’s privatization, 26% of its

shares were acquired by Emirates Telecommunication Corporation (Etisalat).

Being part of PTCL, the management of Ufone has also been handed over to

Etisalat. During the years, Ufone continued on the path to success. The Company

further expanded its coverage and has added new cities and highways. Ufone

has network coverage in more than 5885 locations and across all major highways

of the country.

During the year Ufone adopted the policy of simplified tariffs with no hidden

charges, which resulted in positive impacts on the usage trends of subscribers as

well as total subscriber base, which has increased to 19.4 million. Ufone currently

caters for International Roaming to more than 230 live operators in more than

130 countries and introduced International roaming facility for Prepaid

subscribers in Saudi Arabia, United Kingdom, United Arab Emirates, Singapore,

Portugal, Thailand, Cyprus, Bangladesh, Uzbekistan, Tunisia, Sri Lanka, Belgium

and Kuwait with lowest rates, featuring no security deposit and activation

charges. GPRS Roaming facility is available with more than 115 Live Operators

across 85 countries.

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0The company has also been awarded a new License for providing cellular

services in Azad Jammu & Kashmir and Northern Areas.

HISTORY

In 1990, Pakistan introduced its first mobile phone service called “Paktel”. After

eleven years in January 2001, a new cellular company with GSM technology

came into the market and they named it Ufone. The government of Pakistan

granted them the license of Pak Telecom mobile limited to operate GSM 9000 all

Around Pakistan. Ufone succeeded to establish itself in the market by providing

quality service at low rates. After it’s opening, initially they started their service in

major cities like Rawalpindi, Islamabad, Karachi and Lahore and on major

highways. Later the service expanded to other major cities like Peshawar, Quetta

and different towns.

Ufone invested around $ 65 million to setup its modern technical infrastructure to

provide high quality crystal clear voice and fast data transmission. Ufone targeted

the middle class, by introducing low rates and different packages with Urdu

names like Jazba etc to attracted lower and middle class people. Ufone has

expanded its customer support in a very organized manner with a planned

network of dealers, outlets for people convenient. Ufone is committed to care for

its customers even after they have acquired a new connection. Ufone not only

focused on the technical capabilities, but to provide subscribers a convenient to

get connections and services. Ufone recently started GPRS through which users

can connect themselves to the global village via Internet, also introduced

multimedia messaging services and worldwide SMS at flat rates. Not only SMS

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but also provides Ufone Info service through which user can get latest information

about news, sports, religion, horoscope, stock exchange etc even live sports

updates. The tariff packages have been designed keeping in mind the

requirements of every segment of the society may that be a housewife, a taxi

driver, a trader or a student. Ufone started its operation from Islamabad on 29th

January 2001. Cellular industry performance in Pakistan before the launch of

Ufone was quite dismal, with one of the lowest population penetration rates in the

Whole region. Ufone’s strategy from the day one was to change this scenario and

ensure that mobile phones are turned into an everyday business and personal

communication tools for all. This approach brought about a revolution in the

market; increasing its size five fold in a mere two years.

Ufone’s own performance in these two years has been exemplary, as it

surpassed all financial and marketing goals. Despite Ufone’s strategy to provide a

high standard of service rather than increasing subscriber base without capacity,

it has achieved a substantial market share in a market ten years older than itself.

HEADQUARTER

The head office of the ufone is located in 13-B, F-7 Markaz Islamabad, Pakistan

and it covered area is 2336 cities of Pakistan, GT Road, Super Highway &

Motorway.

MISSION

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"Ufone, it's all about U! We are, where you want to be…

…At Ufone we aim to provide you with wider coverage, superior connectivity,

clear signals & voice quality. Wherever you are, Ufone keeps you connected."

Vision

“To be the leading telecommunication service provider in Pakistan by offering

innovate communication solutions for our customers while exceeding shareholder

value & employee expectation.”

OBJECTIVES

Ufone because it is a dynamic organization with a powerful culture that allows

people to make the most of their skills, personality and career. I developed such

knowledge and skills which directed to my career.

Customer Service

Ufone is proud to have an efficient and friendly customer service through 21

company-owned Sales & Customer Service Centers and nearly 250 franchisees

across the country. The outlets are able to service the customers with innovative

solutions, and are empowered with Web based franchise management systems.

Ufone is poised to face the ever increasing challenges of the market and is

confident it will attract new customers. It has the ability to retain its existing

customer base with a high level of customer satisfaction via optimum network

service and a 24 hour call center facility.

Sales & Services Center

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Ufone Sales & Service Centers have been set up to provide you quality services

all under one roof so you can walk in to any Ufone Sales & Service Center for

services like:

o Connection purchase

o Bill payment

o SIM Activation

o Number blocking in case of lost or stolen SIMs

o Number change

o Address change

o SIM replacement

o Ownership Changing

o Product / package change

o Connection closure

o PIN / PUK code number inquiry

o GPRS

o IR activation

o Missed Call Notification

o Call Forwarding

o Conference Call

o FNF Activation / Changes

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Brand

While keeping its tradition of being the trend setter in the industry, Ufone changed

the image of 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. In keeping with the upcoming competition and

market dynamics, Ufone increased its focus on the youth segment (which

comprises 50% of the population), with the Prepay brand. By designing market

focused products, Ufone’s brand team launched aggressive campaigns, which

further increased the brand equity. The new brand image gained huge popularity

amongst the targeted market. A recent marketing survey conducted by a

prominent marketing research company showed that Ufone has considerably

increased its brand visibility and image. Ufone’s Prepay brand is now considered

to be one of the most favored brands by the youth market and is followed by

other mobile operators launching their respective brands for the youth market.

Performance

As mobile users in the country have reached over 28 million at a very rapid pace,

Ufone has maintained itself as the 2nd largest cellular operator in Pakistan with a

subscriber base of around 6.5 million and a market share of nearly 25%. Ufone

has seen a subscriber growth rate of over 200% in the last year, and since the

start of 2005 Ufone added nearly 5 million subscribers onto its network. A

remarkable achievement indeed, especially considering the fact that two new

international players also entered into the market in 2005. Subsequently the

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growth in subscriber base caused a healthy trend in revenues which have

doubled.

Departments in Ufone

The Following departments are currently working:

o Human Resource Management

o Marketing Department

o Commercial Department

o Sales Department

o Finance Department

o Payroll Department

o Information Technology Department

o Engineering Department

o Administration

o Auditing Department

o Customer Care

Products

Ufone offer both prepaid and postpaid services. The following are the services of

Ufone.

Prepaid

Ufone markets its prepaid services as “Prepay”.

Ufone Prepay is more affordable. Its primary market

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is intended towards teen agers and students. Following are some of the

prepaid packages of Ufone.

Packages

o Life plus Package

o Prepay Life

o Life Value

o Josh

o UCircle Life

o UCircle Life Plus

o URock

o Public Demand

o Paanch Ka Pandrah

o Ghanta Package

o UWon

o Teen minutes Package

o One Number free Package

Post paid

Postpaid services are marketed by the name

“Postpay”. These services are mainly targeted

towards the business community of the country

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SMS Packages

Packages 1 165 25+tax

Package 2 500 50+tax

Package 3 1000 75+tax

Package 4 8000 80+tax

Package 5 unlimited 3+tax per day

Price

As compare to other telecommunication companies, Ufone offers its services with

lower and affordable rates. The price of product matters in the market but low

price with high density service is not an easy task to accomplish. For the

satisfaction of valued consumer Ufone merged the low Price and high density

services with wide network.

Both, the Prepay & Post pay tariff are being defined as follows:

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PROMOTION:

For the promotion of product, print media, electronic media, billboards, broachers

and leaflets has been utilized for the awareness of various customers. Ufone

promotes its services / schemes to their users and general public via using

various types of promotion channels. Through the advertisements people get

awareness about the product and are able to choose the best one for fulfill their

requirement in Mobile Telecommunication.

Electronic media and billboards are the key sources for the promotion of Ufone.

Different kind of advertisement can be seen on Television and billboards. Ufone is

also a co-sponsor of Cricket World Cup 2007.

Advertising campaign is special and impressive than other cellular companies,

like concept, models, colors scheme and visualizing. The advertisement of post

pay has been very much attractive for the business class customers with the

slogan of endless possibilities. Ufone website (www.ufone.com) contains bunch

of information about the product, services, coverage, placement, and value

added services. Website is playing a leading and significant role for the promotion

of product.

Cards Review

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Market share

With the monthly additions average around 2.5 million subscribers, 2007 has

been a phenomenal year for the mobile market growth in Pakistan. Here’s a look

at the numbers (from PTA site) for the first 8 Months Of 2007. A quick analysis of

this data reveals few trends about market leadership. Mobilink gained the most

subscribers (5.45 million) in this period. Its market share has been decreasing

gradually but that’s expected with the increase in competition. Telenor was the

fastest growing company, 45% of their current subscribers (5.35 million) were

gained this year. No doubt that Telenor has emerged as a strong contender. It

took a small lead over Warid in March and has been able to maintain it. The rate

of growth for Ufone has been impressive as well. It gained 5.32 million of the

approx 20 million new subscribers in first 8 months of this year in Pakistan. Paktel

has been barely able to reverse the negative trend of subscriber losses.

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SLOGANS

One of the main reasons of the popularity of the Ufone is to use slogan to attract

the customers. The Slogan of Ufone in Urdu is “Ufone Tum Hi to Ho", In English

"it’s all about U”

Competitors

The following are some competitors of the Ufone

• Mobilink (Jazz)

• Telenor

• Zong

• Warid

Mobilink (Jazz)

Mobilink GSM a subsidiary of Orascom Telecom started its Operations in 1994

and has become the market leader both in term of Market Share and also the

largest customer subscriber in Pakistan. To achieve the objective they offer both

post pay (Indigo) and prepay (Jazz) services to their customer.

Jazz is an amazing prepaid service that allows freedom from monthly bill and

gives complete control over the customer’s cellular expenditure. The user can

decide in advance when and how he wants to spend. He can load a scratch card

whenever he wants and talking. Mobilink have 13 more products given below.

o Mobilink Indigo Mobilink Jazz

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o Mobilink PCO Mobilink Black Berry

o Mobilink Wimax Mobilink TV

o Mobilink Game on Jazz Cricket Sim

o PSO Card PIA Reservation

o Stock Watch Corporate SMS

o SMS Advertiser Fax Mail

SWOT Analysis of Ufone

Every Organization has some Strengths, Weakness, Opportunities and Threats.

Strengths and Weakness are the Internal Factors and Opportunities and threats

are External Factors.

STRENGHTS

o They have the latest technology as compared to any other mobile

company

o As government is backing them they can get as many fund as required by

them to introduce the new technology

o Good quality service

o Pakistan's second GSM network

o Established customer base including lower middle class

o Less rate than competitors

o Only company present in all four provinces

o Highly motivated and trained work force

o Offering products like mobile office, mobile Internet and MMS

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WEAKNESSES

o Less coverage in remote areas

o Not targeting the rural areas at the moment

o No proper planning to cater the excessive demand

OPPORTUNITIES

o They can start their services in other cities of Pakistan

o As they are the subsidiary of Pakistan telecommunication limited, they can

acquire as much fund needed to improve their technology

o They can also target corporate sector

o New Technology

THREATS

o Legal environment, government interference

o PTCL has been given license for cellular operation

o Mobilink is also going to introduce some new technology and committed to

invest more in Pakistan

o Paktel, Mobilink and Telenor phone have more coverage in different cities

of Pakistan then Ufone

o High taxes are imposed on the cellular industry in Pakistan

o Paktel also now has the GSM technology that is another threat for Ufone

Target Market

Ufone has the target market concerning youth in the nation. This target market of

youngster comprises 40% of the population. Ufone has targeted the corporate

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class for which the Ufone is customizing the packages in order to preserve the

existing small businessman.

Gender: Both Male & Female

Target Class: Middle & Lower Middle Class

Targeting: Mainly they are targeting to youth, if we look at their ads, which

are shown on the TV, we got the clear idea.

Income Group: Rs. 15,000 & above

Research Methodology:

We adopt the following method to collect the data

o Primary Data

o Secondary Data

o Internet

o Newspaper

o Broachers

o TV Commercials

o Questionnaire

o Interview

Level of priority
o Low cost
o Value added services
o Packages
o Customer services
o Better quality service (connectivity and coverage).

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Cellular Subscribers

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CONCLUSION

Telecom industry is most growing industry of Pakistan still huge investment

required for coverage. The market also has strong competition after the entrance

of China Mobile Company as player. Competitors are hiring professionals to

entertain the consumer which is resulting technological implementation and value

added services. People are worried about call rates they don’t prefer any

particular company. Consumer searches good service with lowest call rates,

although companies are minimizing call rates this will result more growth in the

market. Ufone bring amazing packages to attract the customers. Ufone promote

their product through TV commercial, Newspaper, Radio, Internet etc. The choice

of people is Ufone because Ufone price level is low and affordable that every one

can say “it’s all about U”

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Reference:

www.ufone.com

www.scribd.com

www.pta.gov.pk

www.pakboi.gov.pk

www.telecompk.net

Broachers

TV Commercial

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