Warid Telecom

April 30, 2009

1
 STRATEGIC BRAND MANAGEMENT

DANISH AZEEM
(08210027)

ZUBAIR ZULFIQAR
(08210005)

MR. NADEEM MUSTAFA

2
 ACKNOWLEDGEMENT

To Him belongs the dimension of the Heavens and the earth, it is He who gives
Life and death and He have power over all things. (Al-Quran)

First of all we would like to thank our Allah Almighty who really helps us in every
problem during the project. We would like to express our sincere and humble gratitude to
Almighty WHO’s Blessings, help and guidance has been a real source of all our
achievements in our life.

We are also thankful to our parents for their tiresome efforts in bringing us to this stage.
We would also like to admit that we completed this project due to parents who pray for
our success.

We also wish to express our appreciation to our supervisor Mr. Nadeem Mustafa who
help us a lot and introduce us to new dimensions of knowledge. And we would like to
acknowledge all staff member of IT lab of GIFT University.

We are also thankful to the generous and kind help and guidance of following Warid
Telecom staff members:

3
Chapter no 1

BRAND INVENTORY

SUCCESS IS NOT SOME THING

TO WAIT FOR, BUT SUCCESS IS

SOMETHING TO WORK FOR

4
 WARID TELECOM

Warid Telecom is backed by the Abu Dhabi Group and is owned by Sheikh Nahayan Al-
Mubarak Al-Nahayan. It is one of the largest groups in the Middle East and the single
largest foreign investor group in Pakistan. Abu Dhabi Group has diversified business
interest in the institutions that have enjoyed commercial success as a result of its strong
financial resources and extensive management expertise. The major investments of Abu
Dhabi Group in Financial and Telecom sectors are shown in the following chart:

In 2004, Warid Telecom International LLC, purchased a license for operating a

nationwide mobile telephony network, (WLL) and long distance international (LDI) for
$291 million US dollars and was the first venture of Warid Telecom International LLC.
Warid started it services in Pakistan May 2005. Within 80 days of launch Warid Pakistan
claims to have attracted more than 1 million users. It is ranked as the fourth largest
operator in Pakistan.

Vision Statement:

WARID Telecom’s vision is

To be the leading national communications provider with a strong international
presence.

5
 Mission Statement

WARID Telecom’s mission is

Our Mission Statement is to provide optimum level of support and care through our
highly skilled and motivated team of professionals and through maximum network
coverage and clear connectivity that we have committed to provide

Product And Services:

Product:
Warid Pakistan provides both post-paid and pre-paid connection plans. They offer tariff
plans that are exclusively designed to cater to the communication needs of a diverse
group of people, taking into account occasional users to businessmen. To achieve this
objective, they offer both postpaid (Zahi) and the prepaid (Zem) services to their
customers.
Zem is an amazing prepaid service that allows freedom from monthly bills and gives
complete control over the customer’s cellular expenditure. The user can decide in
advance when and how much he wants to spend. He can load a scratch card whenever he
wants to and start talking.
Zahi-Post-paid and Zem Pre-paid user enjoy various value added services, such as SMS,
MMS, GPRS, 64K SIM, Dual SIM product, Corporate packages for product advertising
via SMS, and a host of other features. However International Roaming is available to its
Zahi (post-paid) users as of March 2007. For pre-paid customers, International Roaming
is also available.
Services:
Warid presents a wide selection of value added services to its customers. The world of
Warid Value Added Services has unlimited options of not only communication, but also
convenience, entertainment & personalization. These services comprise a myriad of

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 options from entertainment to utility based services. You think of it and we have it! Keep
exploring & stay amused!
1. Upload Photos @ Face book: 9. Wzone:
Snap, Send, Share! Enjoy the latest videos, tones, pictures
2. Love Meter: and much more from around the world
When you are in Love, you can’t fall straight on …
asleep because reality is better than your 10. International Top-up:
dreams. Send prepaid airtime to their loved ones
3. Gift A Caller Tune: back home.
Warid brings you a unique way to send a 11. Warid Sports Station:
special gift. Never miss out your favorite game
4. Warid Fun Store: read more
Now gift to friends & spread the joy!
5. 786 Islamic Services: 12. Friend Finder
Dial 786 for a complete Islamic library Find your friends location instantly on
6. Zem Gup Lagao: your mobile...
Gup Lagao-Dost Banao Sir Zem Kay 13. Place Finder
saath Find places instantly on your mobile
7. Balance Share: 14. Mobile Games
Out of cash? But never out of balance! Turn your phone into a gaming zone
read more with Zem mobile game.
8. Pocket PCO:
Now your business is truly in your
pocket

Source:
1. Warid telecom (website) 2. Wikipedia encyclopedia

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 VALUE CHAIN ANALYSIS

Value chain is a high-level model of how businesses receive raw materials as input, add value to
the raw materials through various processes, and sell finished products to customers.

Firm Infrastructure

Human Resource Management M

Support
A
Activities Technology Development
R
Procurrement

G
Goods Operations Distrib- Marketing Services
inwards -ution & Sales I
N

Primary Activities

Inbound Logistics:
As Warid Telecom is engaged in service concerns so in the service such as mobile
communication inbound logistics are of two types. In which first is network infrastructure
provider and second is GSM SIM manufacturers. For providing end to end solution to
users Warid Telecom have chosen Ericsson as it GSM infrastructure supplier. Ericsson
with almost 40% market share and world’s most widely deployed mobile standards.
Ericsson involves in an evolution and expansion of Warid's GSM network, Mobile Soft
switch solution, radio, transmission and packet core network equipment as well as
multimedia services. Ericsson also provides capacity for an additional 10 million
subscribers through its mobile soft switch solution and the expansion of the radio access
network in existing and new cities. The expansion of the network and the implementation
of Ericsson's Mobile Soft switch solution enable Warid to cater to Pakistan's capacity
requirements, cover its growing customer requirements and evolve to all-IP. Ericsson not
only helps Warid Telecom in network rollout but also in professional services like
operations assistance and network maintenance. In matter of SIM’s manufacturing in the

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beginning SIMs are manufactured abroad (Malaysia, Korea, China, Singapore) and
imported to Pakistan abroad and imported in Pakistan. But now a days SIM’s are
manufactured locally by the local software houses. Islamabad software house is a big
supplier of Warid telecom. ISH and Warid has five year contract for manufacturing the
GSM SIMs.

Operations:
Telecom sector operation involves providing service to the customer through network
routers. Today, the cellular segment operation is increasingly dictated by the end users.
The operational processes of Warid come into view only after the customer has bought
their product or experiencing their service. For that purpose Product (SIM) of Warid is
bought to get their service be experience. When SIM is installed in the cell phone then
services operation starts in the form of voice communication, text, or other value added
service. With respect to service providence Warid have been adapted to owning the
customer because services were a one-to-one relationship with users; no third party was
involved. Under the operation processes also come their way of dealing with the
customer when customer enters the Warid office or calling their help line with a hope to
get better response and better communication in order to buy their product and issue re-
solvency. At Warid Telecom‚ customers are served with the mindset that they are our
most important stakeholders for the organization. Based on Warid Telecom untiring
efforts to produce a quality services‚ they are provided the most state of the art network.
Warid's operation process strategy is to provide superior Quality of Service based on
competitive pricing rather than being cheapest in the market. A critical element to
Warid's strategy is to work with key Strategic Partners to allow Warid to focus on its core
competencies while leveraging its Partner's strength. By using this strategic operational
approach, Warid is willing to tie up preferential terms on a lower profit basis with the
upside of partnering with the leading operators in each market

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Outbound Logistics:
These are all the activities concerned with distributing the product or service to the
customers. In the outbound logistics Warid has no such distribution network of their own
means to say they distribute Sims to customer care centers and franchises through local
transporter and mini goods travelers’ distribution Farrukh Hayat
networks. They have built strong relationships with (GM Distribution & Payphones)
particular distributors. They have their warehouse in Farrukh Hayat has joined Warid
their zonal offices. Warid has nearly 19 Regional as General Manager Distribution
and GSM
Sales Offices in all over the Pakistan which works
under their respective zonal offices.

Marketing & Sales

This subdivision of Warid Telecom is mainly meant for promotional activities. It includes
building an identity for the corporation and brand, managing advertising campaigns,
sponsorships, media relations (newspaper
coverage, press releases, press conference Naveed Saeed
(GM Sales & Marketing)
before launching etc), point of sale material Naveed Saeed is responsible for the full
preparation (brochures, tariffs, flyers etc), range of Group Marketing and Sales
Functions. His portfolio includes brand,
website management. In fact company is product development and content
using the selling and marketing concept as management along with franchise, direct
and corporate sales.
Warid is superficially executing the business
through certain marketing campaign and operating the business flow in the country. It has
revolutionized the marketing phenomena by different marketing processes such as
billboards media etc. The correct marketing management process success depends upon
secret passion of defining the boundaries logistics and innovation of services to provide
excellent feedback to consumers and Warid is doing this in a very comprehensive way.
Task of Promotional campaign of Warid is usually taken by Spectrum R&Y Consultants
which enhance Warid brands attributes and value.

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Service
One of the important elements of any kind of business’s success is knowing your
customers and keeping up with their demands. Services of Warid Telecom are through
Customer Service centers and Franchise. For service enhancement, Warid telecom
improves and can increase the number of its Customer Service Centers and Franchises..
WARID Telecom has emphasized on building a relationship with the customer. They
encourage their customers to offer different suggestion to improve its services. They
respond positively to the desires of the customers. Though WARID Telecom has a lot of
good feature about after sale service, but with regard to customer their customer care
department is be one of the major in terms of customer satisfaction. Whenever a
customer calls in to one of their call centers he feels more than welcome by either their
friendly staff. WARID Telecom management highlighted the fact that they not only
stressed on having good customer care services but also those they have been successful
in doing. Inspite of customer care center Warid too have franchises where they are
serving the customer well. Warid telecom has at most 240 franchises and 19 regional sale
offices all over the country.

Procurement
This function is responsible for purchasing the materials that are necessary for the
company’s operations. For software upgrading Ericsson provide software to meet the
needs that help Warid in operation and for the
Shahzad Rauf
procurement of Sims ISH provide the supply to (GM Procurement)
meet the demand which is required by many Mr. Rauf joined the Company in
March 2005 as General Manager
customer care and franchises and other Procurement and Logistics.
distributors. In the matter of SIM Warid have
contract of SIM manufacturing with supplier that make sure that supply of the product
deed not stop.

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Technology Development

Warid Telecom is using 900 and 1800 GSM technology, in order to optimize the
utilization of frequency, thus to ensuring the highest quality and service. It was the first
GSM network to launch with an SMSC-less messaging infrastructure it is one of the
factors helping Warid create its technical and services lead. Warid has highly advanced
network that is EDGE compatible‚ 3G–compatible and has measures in place for a soft
switch and media gateway architecture. Ericsson is Warid Preferred business partner for
providing complete “Turnkey state of the art” GSM network. Ericsson not only helps
Warid Telecom in network rollout but also in professional services. Fully redundant
network with a robust design to cater for future needs. At customer care centers there are
IP–based call center and leading data center with over 300 seats. Warid presents the most
powerful 64K SIM. Apart from the special WARID menu, the 64K SIM gives its users
added flexibility to store up to 500 numbers and 50 text messages. No other SIM in the
market offers this amount of storage space. Prepaid customers can replace their standard
32K SIM with the 64K SIM by paying a replacement fee.

Human Resource Management

A healthy working environment is very necessary to induce a sense of belonging into the
employees. At WARID Telecom working environment was very informal. Employers
were encouraged to participate and they could easily communicate with their co-workers.
WARID Telecom has maintained open communication channels both downward and
upward in the company’s hierarchy. This is
ZAFAR IQBAL
quite effective in creating a good working (GM Human Resources)
Is GM Human Resources of Warid Telecom
environment for the employees. WARID (Pvt) Ltd. He was responsible for Human
Telecom has a very comprehensive and Resource implementation of policies and
procedures for the countrywide operations. He
distinctive procedure of requirement, also looked after all the Personnel matters,
Manpower Development, Legal and Public
selection, hiring and placement of the Affairs.
employee. The have an active incentive
program. They tend to test people skills by assigning to them challenging tasks that fulfill

12
their achievements needs. WARID Telecom has a monthly evaluation system in place
that keeps a check on employees every 30 days. WARID Telecom has a very strong
organizational culture in every customer care center and franchise. WARID Telecom
believes on team work. The internal control system of the organization is also very tight
and effective. The check and balance system is also very strong. Due to this strong check
and balance, they can make correction in their plans. If at any time or at any place, the
plan does not work properly, the manager knows it at a right time and they can make it
well. Nobody is allowed to violate his power. They are completely satisfied their current
performance and work for the betterment and development of the system.

Infrastructure:

The environment of any organization plays a very vital role in bringing out the inner
qualities and talents of people. On entering the Warid Telecom office, what strikes a
person most is their atmosphere and décor. The atmosphere of the Warid Telecom head
office is a very pleasant one, with a large impressive lobby welcoming the distinguish
customers. The décor includes glass and steel walls. This communicates that Warid
Telecom has effectively dealt with its toughest and delicate issues with care. To make the
atmosphere more pleasant, a touch of greenery has been added, to communicate that
Warid Telecom is an eco-friendly organization. The security check on entering the
majestic hall gives the customer a sense of security. It requires the person visiting the
office to sign an entry form and wear a badge. All these things made the office informally
communicate that it welcomed customers and guests, but the most important element that
makes this backdrop complete is the employees, all formally dressed, communicating that
the organization strictly adheres to dress code.

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 ABOUT PAKISTAN

Pakistan with a large and growing population of 160 million considered as most attractive
place for investors in the world. The end of year 2008 marked the culmination of one of
the most volatile periods in the country’s history. In the face of U.S recession and relative
slowdowns in China and India, the outlook for international commodity prices is bleak in
2009. The cost of importing oil and cotton increased by 30%, 65% increase in wheat and
47% palm oil during the commodity boom which pushed the fiscal year 2008 trade deficit
to USD15.3bn.The PKR has weakened by 29.0% during first quarter of 2009 and tight
liquidity had spawned rumors of bank defaults. IMF support has boosted the FX reserve
position to over USD10bn, while remittance activity recorded yet another high for
December 2008.The inflation seems to have finally peaked, the last CPI reading came in
at 23.3%. Moreover, projections for GDP growth in this fiscal year are now 3.5%; a
significant fall from 6.4% and growth of economy witnessed over the last five years is
pulse 7% annual. However, corporate will still have to deal with a weaker PKR than has
been over the last few years along with restructuring and higher unemployment that will
hurt overall consumption patterns. First quartile of 2009 shows a slight decline in overall
corporate earnings by 0.9%.

Economy of Pakistan in Q1 2009:

Real GDP growth (%; fiscal years ending Jun 30th) 3.4
Consumer price inflation (av; %) 23.3

Economy growth rate (av; %) 7+

GDP (purchasing power parity) $446.1
billion
GDP - per capita $2,600

Labor force: 49.18

million

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 Demographics Of Pakistan:

It is estimated that the Pakistan's population will be over 180,000,000 by mid 2008. And
by the next decade the population is expected to exceed 176 million. In the past, the
country's population had a relatively high growth rate that has, however, been moderated
by declining fertility and birth rates. Dramatic social changes have led to rapid
urbanization and the emergence of mega cities

Key Indicators:

§ Population: 164,741,942 (July 2007 est.)

§ Growth rate: 1.828% (2007 est.)
§ Birth rate: 27.74 births/1,000 population (2007 est.)
§ Death rate: 8 deaths/1,000 population (2007 est.)

Age Structure:

Age group %age Male Female

0-14 36.3 31,316,803 29,567,622
15-64 59.4 51,000,863 48,648,480
65 and over 4.3 3,409,246 3,819,026

Emerging Middle Class:

Middle class incomes are rapidly growing and consumer spending consequently growing
above 16.5% CAGR as compared to 10% for last 3 years.

Population:

Pakistan had an estimated population of 169,300,000. During last 4 to five years

population is expanded and now it is estimated that Pakistan's population will be over
180,000,000 by mid 2008. Country's population had a relatively high growth rate that is

15
 1.805%. Pakistan has a family-income Gini index of 41, close to the world average of 39.
Population below the poverty line is 28 percent of the total population

Literacy:

Educated people are the back bone of every economy. Pakistan has low literacy rate as
compared to other developed country like china, America. Literacy rate in Pakistan is
55%. Among this literacy rate male literacy ratio is 67% and female ratio is 42%

Social Changes

Globalization has increased the "Western culture" influence in Pakistan, especially

among the well-off, who can easily acquire Western products such as television, media,
and food. There are many western restaurant chains can be found in the major cities.
Pakistan currently ranks 46th on the Kearney/FP Globalization index in the world.

Purchasing power parity:

The purchasing power parity of Pakistani consumers has been increased to Rs. 504,269 in
2008 from Rs. 465,416 in 2007.

Culture and Norms:

There are five main ethnic groups in Pakistan and these are Punjabi, Sindhi, Pashtun,
Muhajirs and Baloch. Languages are the most common identity of ethnicity in Pakistan.
Urdu is the official language and can speak and read all over the Pakistan. English is the
medium of education in most of the schools and universities; therefore it is a de facto
national language of Pakistan. One of the boys always stays - acting as the parents' social
security and taking care of them in their old age, since there is no government to run an
official 'social security' system that is administered.

Source:
1. BMA Capital 2009 (slowing down, U-turn ahead) 2. Pakistan Facts CIA World Fact Book
3. Federal Bureau Statistics 4. Pakistan Economic Survey 2008 5.Population Census Organization

16
 PEST ANALYSIS

Political And Legal Factors:

The government plays an important role in the operation and manufacturing products and
services in terms of regulations. Following are some of the factors that could cause Warid
brands to differ materially from the expected results. These are:

§ Due to the unpredictable political and governmental changes rules and regulation
are changed quite frequently. Currently government has increased the taxes in the
telecommunication sector that will also a harder in the smooth operation of Warid
telecom operation.
§ Before WTO implementation for deregulation of different sectors of the economy.
Pakistan government taken the step to regulate the telecom sector by the authority
of PTA. There are two types of Regulators held by PTA; the first is called the
“Economy Wide Competition Regulator” as the Monopoly Control Authority.
Also the political governmental rules can not be completely applicable in this
sector due to the regulation authority of PTA.
§ Now a day’s Pakistani environment is instable due to political clashes among
political parties. Inside country war and drown attacks in north frontier areas.
This political instability has led to uncertain environment in the country, which is
a threat for any business including Warid telecom.
§ Environment of telecom is investor friendly and have great potential to gain
profit. The mobile phone teledensity which had reached to 55.80 by the end of
December. Still, it means that about half of the population may possess the phone.
In Pakistan, the total number of subscribers which had touched an all-time high
figure of 90.52 million in October 2008.
§ Due to huge budget deficit and low growth of economy government has increased
the taxes in telecom sector. Pre-paid customers were charged 10 per cent
withholding tax on every new load, which was deducted in advance. The
customers were also paying 15 per cent sales tax on every call. However, the

17
 present government increased the sales tax from 15 per cent to 21 per cent for
mobile users by declaring the mobile phone a luxury item. These kinds of threats
are hindrance in the way of Warid brand

Economical Factors:

Economic conditions are influenced by political and government policy, being a major
influence affecting these can affect the Warid telecom strategies. These can affect how
easy or how difficult Warid telecom is to be successful and profitable in the economy.
§ Over all economic conditions are not very sound .The country risk of Pakistan
goes to 3 which is alarming situation for Pakistan. Due to mistrust in the Pakistan
environment the foreign direct investment has been declined. This is the thread
for Warid telecom because not new investments in being carried out in this
environment.
§ Due to inflation the cost of doing business is also gone higher. Inflation remains
the biggest threat to the economy, jumping to 7.9% in 2006 to 23.3% in first
quartile of 2009. This increasing ratio will hurt the buying power of the
consumers that will overall reduce the demand for the products.
§ Pakistan has a growing upper class with relatively high per capita incomes. In late
2006, the Central Board of Revenue estimated that there were almost 2.8 million
income-tax payers in the country with 45 % people are living on 2 $ per day.
§ The unemployment rate is going up and up with the increase of level of poverty
that is reducing the buying power of the people that is threat for Warid brand.

Social Factors:
The socio cultural environment summarizes demand and tastes, which vary with fashion
and disposable income, provide opportunities and threats for Warid brand.

§ As Pakistan is an Islamic country and people are very strict in case of Islam any
thing against the philosophy of Islam on either print or electronic media are
treated as against Pakistan. Most of the people dislike anything extra-ordinary or
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 something which sabotage their culture or subculture. Pakistani society is largely
multilingual and multicultural
§ The Pakistani people are more social and want to remain in contact with other
people. They celebrate lot of festivals like Jashn-e-Baharan, Eid Celebrations and
other cultural festivals. On these festivals they make calls to relative and one of
the key issues is sending SMS regarding the event. This will influence the demand
for the Warid product
§ Increasing globalization has amplified the influence of "Western culture" in
Pakistan. The life style of Pakistani people is changing rapidly. People are more
conscious about status pat most all people purchase multimedia mobile phones.
And also there is trend for Black berry sets by youth which will help in enhancing
their product and services.
§ The total population of Pakistan is approximately 16 billion. The population is
increasing rapidly which increase the number of cellular usage and help in
projecting high profits.

Technological Factors:

Advances in technology can have a major impact on business success. Technological

change impacts socio cultural attitudes as well as on economy.
§ Companies have technology with which they can compete in the Pakistan and
now companies are investing in their infrastructure to not only expand coverage
but also to upgrade their existing systems.
§ The current focus in cellular industry is coverage and establishing franchises
which has a positive effect on the Warid brand
§ Introduction of CDMA technology in the Mobile SIMS which is also an
opportunity for the Warid brand.
§ The latest technology of 3G mobile communications has been earmarked and
PTA will soon be inviting applications for 3G spectrum auction. This technology
will increase operating capacity and revenues by using HSPA technology.

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 TELECOM SECTOR

In the era of globalization and information society, the fundamental role of

telecommunication technologies cannot be underestimated. Although tremendous growth
has taken place in the Pakistan telecom sector but most of it can be attributed to the
cellular growth. Fixed line is still awaiting a take off. Similarly Value Added Services
have grown but are still a drop in the bucket. Now that the competition has been
introduced in the telecom sector some very positive impact have been observed on the
growth of the sector in a short span of time which is expected to continue to grow for at
least next five years if the daring investors influx continue as in the last 3 years. Our
Industry already has LL (Local Loop), WLL (Wireless Local Loop), LDI (Long distance
and International), and ISP (Internet Service Provider) players and WiMax; 3G cellular
systems are expected be a part of this Industry soon.

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Key Telecom Market Trends:

v Macro / Demographic trends

Ø Continued urbanization trend
Ø Rapidly rising disposable income with influx of expatriate income.
Ø Availability of low-cost hand sets
Ø Large youth population
v Fixed mobile substitution
v Regulatory environment
Ø Independent and well-respected regulator
Ø Transparent decision making process and level playing field
Ø No cap on foreign ownership of telecom assets
Ø Liberalization of WLL, LL and LDI sectors
Ø Effective policing of limited mobility rules for WLL players
Ø Clear rules regarding license renewal and issuance.

Pakistan Cellular Market Outlook:

Cellular Mobile segment of the industry is considered an engine of growth for telecom
sector in Pakistan. Pakistan’s mobile Industry is a dynamic and highly competitive
market. Cellular mobile telecommunication services were introduced in Pakistan in 1990
and now Pakistan stands as one of the largest telecom subscriber with the cheapest calling
rates in the region. . Cellular Mobile sector continued to add 2.1 million subscribers per
month during the year 2007-2008. At present the cellular subscriber base is close to a
mature stage. Total subscribers growth has been reported 40% in 2007-08, which has
declined from 82% in the year 2006-07. Cellular Mobile teledensity jumped from 39% in
2006-07 to 54.7% in 2007-08.Collective Revenues of the sector have grown by 35% in
the year 2007-08 against a record growth of 48% in the year 2006-07. Growth of cellular
subscribers has declined by all major companies. Government has stopped granting
license to mobile operators, and this will significantly impact the overall performance of

21
 the telecom sector. The existing players may experience high growth opportunities as the
number of players is put on hold for the time being.

Key GSM Market Trends:

v Intensive subscriber’s growth

v 60% of subscribers are prepaid.
v ARPU has fallen 3% over the last year.
v Majority of revenue are from voice-based services.
v Compatible handsets pushing Java Games and GPRS usage.
v Low GPRS usage.
v Content services mainly SMS based.
v A huge market for cheaper handsets.
v Handsets are available for as low as $12 (with subscription).

Industry Subscribers & Penetration forecast:

Pakistan has been one of

the fastest growing
mobile markets among
the emerging telecom
markets. Subscription of
subscribers remained
impressive for another
year and all companies
together added more than
25 million subscribers to
their networks. Total
subscribers crossed 88
million at the end of
2007-08. It has been estimated that in the coming years till end of 2010 penetration as
well as subscriber reached to 139,000 million.

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Average Revenue per User:

Average Revenue per User

(ARPU) is an important tool
to measure the financial
health of any telecom sector.
The emerging markets of
cellular mobile segments in
South Asia are considered the
low ARPU markets. In
Pakistan ARPU has declined
significantly over the years.
In the year 2003-04, ARPU in Pakistan was US$ 9 which has declined to only US$ 3.1 in
2007-08. However, the cellular mobile operators in Pakistan succeeded to maintain
ARPU in 2007-08 at the level of previous year and reported only 3% further decline.It
has been estimated that in the coming years Average Revenue per User (ARPU) reached
to 3.9 US$.

Exploring The Cellular Market:

ü Cellular subscribers in Pakistan reached 76.6 million.

ü During 2007-08, Cellular players invested over US$ 2.3 billion, which is 12%
lower than the previous year.
ü During 2007-08 the revenue of mobile industry was Rs.182080.9 million.
ü Activation tax collection has increased from Rs. 17.57 billion in 2006-07 to Rs.
19.18 billion in 2007-08 which is 11% higher than the previous year.
ü Total Cell sites in Pakistan reached 21,518 which were only 13, 752 in 2006-07.
ü During the year 2007-08, total cellular operators franchises increased to 1,679
which were 1,619 the pervious year.
ü Today mobile network coverage is reaching to almost 90% of the total population.

23
 ü International Mobile Equipment Identity (IMEI) blocking system installed to stop
Mobile handset theft, PTA blocked 96,258 hand sets.
ü In the year 2007-08, Pakistan cellular mobile industry terminated 1.109 billion
minutes on foreign networks while foreign operators terminated 2.82 billion
minutes in Pakistan.
ü PTA has completed schedule for migration from 7 to 8 digits numbering plan.
ü 31%. Domestic traffic of cellular mobile operators on fixed networks increased by
13%.
ü PTA fixed US$ 10 million for grant of cellular mobile license for Azad Jammu &
Kashmir and North As and issued five cellular mobile Licenses to Mobilink,
Warid Telecom, Telenor Pakistan, Ufone and Zong.
ü Total subscribers crossed 88 million at the end of 2007-08.

Source:
1. PTA cellular sector report 2008 2. Pakistan Economic Survey 2008 3. Warid investor presentation
(July 2008)

24
 COMPETITOR ANALYSIS

The major players of Pakistani mobile market comprises of Mobilink, Ufone, Telenor,
Warid and China Mobile. Mobile sector which is now driven by lowest tariffs, maximum
coverage, and relatively better quality the Pakistan mobile market maintained rapid
growth during 2008. The main reason for this slow growth could be a strong competition
between cellular and fixed line industry offering low packages to its consumers.

Players Matrix:

Mobilink:

Mobilink enter into the market in 1994 as a market leader both in terms of growth as well
as having the largest customer subscribers. During the year 2007-08 Mobilink added
comes 5.7 million subscribers and stood in the second position in regard to subscriber’s
prospect.

Ufone
Ufone commenced its operations from Islamabad on January 29, 2001. Despite the stiff
competition in Pakistan telecom market which has led to reduction of prices to bare
minimum level, due to its aggressive policies and exercising strict control over expenses
the Company managed to improve its revenue and after-tax profit by 87% and 54%
respectively, as compared to last year. Now during year 2008 it added 4.0 million
subscribers as compared to its addition of 6.5 million in previous year.

Telenor:

The years of 1855 to 1920 was a pioneering period in the history of Norwegian
telecommunications. Manual mobile telephony services were introduced in Norway in
1966; Telenor now has mobile operations in 12 markets around the world. Telenor started
its business in Pakistan in 2006. During the year 2007-08, Telenor added about 7.4
million subscribers as compared to 7.1 million in 2006-07.

25
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. Subscribers of Zong in April 2008
were 3,146,763. Its growth was negative previous year but in 2008 it added 2.9 million
subscribers in last few months.

Subscriber Of Cellular Service Provider:

The mobile subscriber numbers for last few months tell an interesting story. Zong and
Telenor have been growing at a
brisk pace, at the expense of
Mobilink and Ufone. Take a look
at the April to May changes.

Mobilink s share of market is

down to 37%.
But in June, Warid fought back
by adding the largest number of
subscribers. Telenor and Zong
seem to be losing some steam
after a few months of high
subscriber intake. Mobilink
continues at sluggish pace. Ufone
and Telenor numbers remain extremely close to each other.

Coverage Of Cellular Service Provider:

Tough competition in cellular mobile market of Pakistan compelled all operators to

expand the network rapidly so that they can add more subscribers on their network to
improve their revenue. Currently more than 91% of the population has access to cellular
mobile service all across Pakistan though the access is more in thickly populated

26
localities. Some areas of Baluchitsan
and NWFP remained uncovered due
to disturbances in those areas; rest of
the country is almost covered by
now. During the year 2007-08 all
operators have added around 8,000
new cell sites, which is an
impressive figure because it takes huge investments to install the cell sites. Ufone has
added the highest number of cell sites in 2007-08 and that addition was1,827 new cell
sites during 2007-08. With addition of these, Ufone total cell sites have reached to 3,471.
Next was Mobilink who added 1,817 cell sites, its total sites stand at 7,339 which is the
highest among all. Total Cell sites in Pakistan reached 21,518 which were only 13, 752 in
2006-07. In terms cell sites growth, Ufone growth was 111% while CM Pak growth
remained 100%.

Revenue Of Cellular Service Provider:

Financial health of the cellular mobile industry seems to be volatile and most of the
operators are operating in loss though their revenues have increased significantly over the
last few years. Most of the
operators are engaged in
rolling out infrastructure
and operators have to spend
a huge amount on import of
machinery and equipments.
Depreciation of Pakistani
currency has further
exacerbated the financial position of the industry. Moreover, low tariffs and increased tax
rates could also be responsible factors for low profit margins in the industry. In the year
2007-08, revenue grew by 35% compare to 48% last year. Among the operators, Telenor
is the most efficient operator in terms of revenue generation who has increased about

27
97% revenue in 2007-08 compared to previous year and reported Rs. 45 billion revenues
in the fiscal year 2007-08. Mobilink earned about Rs. 80 billion revenues which is 24%
higher than the last year. Mobilink and Telenor hold about 70% of the total revenues of
the industry while 29% is held by Warid and Ufone. Warid and Ufone have 15% and
14% of total revenue respectively.

Market Share Of Cellular Service Provider:

Mobilink continued to be market leader in terms of market share by subscriber in Dec

2008 although the company lost its share of 11% in the reporting year as compared to
50% in 2006. Warid acquired 17% of total in Pakistan at the end of 2007. Ufone and
Telenor also gained some market share where Instaphone lost its market during the year.
In 2008 the share of each company in mobile market exhibited a change, except for
Ufone whose subscriber share remained more or less the same. Mobilink kept on loosing
its share for another year in favor of Telenor and Warid.

28
 Competitive Comparison Matrix:

PLAYERS POSITIONING TECHNOLOGY PRODUCT & SERVICES OWNER

M
Moobbiilliinnkk § Plays upon as market § GSM § Reduce its tariffs due to Orascom
leader § GPRS immense competition on rate
§ Focuses on quality § EDGE § Data products (blackberry and
and coverage. § GSM- USB DSL modem)
§ “reshaping lives” 900/1800 § Red carpet promotion

U
Uffoonnee § Attractive brand § GSM § Reduce rates and offers Etisalat
claiming to be a trend § GPRS attractive packages
setter in the industry. § EDGE § Funny promotional ads
§ Cheap rates and § GSM- focusing general attention.
medium quality. 900/1800 § Data products (blackberry and
§ “Its all about U” USB DSL modem)
§ Claiming to be a
peoples brand
T
Teelleennoorr § Has focused on § GSM § Reduce rates with attractive on Telenor
strong network § GPRS net call packages ASA
deployment & § EDGE § Data products (blackberry)
leveraging on its § GSM- § Abstract and party promotion
international expertise. 900/1800 with renowned personalities.
§ Claming strong
quality & coverage.
§ “The smart call”
W
Waarriidd § Perceive as good § GSM § Enhanced and diversified
quality but rates are § GPRS Value added services portfolio
high as compared to § GSM- § Important Value added services
other competitors. 900/1800 portfolio Abu
§ Focuses again on Dhabi
network quality with Group
high rates.
§ “life ka network”

Z
Zoonngg § Has focused on § GSM § Youth oriented VAS portfolio China
strong network § GPRS § Free calls on Closed user group Mobile
deployment § GSM-
§ Symbolized as “say 900/1800
it all”
§ Recently focused on
low rates irrespective
of others.

29
 Competitors SWOT Matrix:

Mobilink:

• Market leader
• Strong Equity
• Wide network range
STRENGTHS
• International brand
• Network capacity
.

• High prices
• Foreign brand
WEAKNESS
• Less known to culture

Ufone:

• Subsidiary of PTCL.
• Stream line benefit.
• Knowledge about country culture.
STRENGTHS
• Experience Variety of
• Value Added Service
• Broad market coverage.

• Stagnant Profitability
• Low market share as compare to
WEAKNESS competitor (Mobilink).
• Overly Dependent on PTCL

30
Telenor:

• Have maximum coverage in

PAKISTAN
• Have a very strong financial.
STRENGTHS
• They have the ability and resources to
hire skilled engineers.
• Large number of Subscriber

• Low market share as compare to

competitor
WEAKNESS • Limited coverage due to newly
introduce in the market
• Signal problem due to limited network

Zong:

• World biggest network

• A product of China Mobile Company.
• Leverage financial resource from CMC
STRENGTHS
• Experienced administration

• Low market share as compare to

competitor
WEAKNESS • They are unable to improve the network
means that they are not using their
resources.
• There is the diversion of customers towards
other brands due to connectivity issue

31
Source:
1. Ufone (website) 2. Mobilink (website) 3. Warid (website) 4. Telenor (website) 5. Zong (website)
6. Wikipedia encyclopedia 7. PTA cellular sector report 2008

32
 PORTER S FIVE FORCES

Porter's five forces developed by Michael E. Porter of Harvard Business School in 1979.
Give a framework for environmental audit but tends to focus on the single, stand alone,
business or SBU (Strategic Business Unit) rather than a single product or range of
products

33
Intensity Of Rivalry:
Overview of caller sector indicates that rivalries among the competitors are high.
Actually basis for fierce competition is that there are total five players in the market and
cellular market is at growth with more than two million subscribers in a month each year.
All the service providers are competing to each by the factors of low price, innovative
packages, active efforts to improve quality service and also the better customer service.
Telenor, Warid Ufone, Mobilink and Zong all have attractive packages nearly in Paisa s
and coverage in almost every city with franchise and sale centers. The competition is also
tough because new enterer has opened competition for gaining market share as well as
contribution in the industry sale. Using all media vehicles cellular service provider
heavily bombarded customers with promotional activities with timer checks, Jingle
promotions and sponsorship with famous watch’s. In this competition arena efforts of
companies are to gain better market position, higher sales and competitive advantage.
One important factor for fierce competition is users low switching cost and also the
demand for the user increases. Users in this sector are price conscious and also variety
seeking so they can switch form one service provider to another without having switching
cost.

Supplier Power:
There are two types of supplier in the industry one are those which are providing
cellular infrastructure to the cellular firms and other are the manufactures of SIM and
other items. In the case of infrastructure provider Supplier power is relatively high in the
cellular sector. As there are few suppliers in the telecom industry that are providing
telecommunication equipment and other related service to the sector. Each company has
its own suppler in the matter of providing telecommunication equipments. Here is the list
of suppliers that provide infrastructure to telecom sector these are ZTE, Alcatel-Lucent,
Siemens, Nortel, and Motorola. Companies face huge switching cost in matter of
switching from supplier because they have to install whole new infrastructure when
switched to other vendor’s .But in respect of SIM manufactures the bargaining power of
the Suppler is relatively weak because in the initial stage SIM’s are exported from
Malaysia, Korea, China and Singapore but currently locally SIM’s are manufacture.
34
There are lots of suppler engaged in the SIM manufacturing. Service providers can switch
to other SIM manufacture because their switching cost is low. Companies negotiate their
prices from SIM manufacturers to set their own price standard.

Buyer Power:
The bargaining power of end users however, is low because there are a large number of
service providers and customer can switch to other service provider with at least no cost.
Also customers have both quantity and quality of information available which help them
in their decision process while purchasing. And customer demand for the product service
increases time to time changes. They are large and purchase a sizable percentage of
industry’s product. Also service provided by mobile operators are almost same because
users have to make call which is basic need regarding this sector. Also there are lot of
other substitute in the industry user may switch to these service provider with the fact that
their costs in switching to substitutes or other brands are low.

Threat Of Substitutes:
Overview of telecommunication sector indicates that threat for substitute is
moderate high. In spite of cellular service provider there are many other substitutes in the
telecom industry these are fixed line, wireless line, and calling cards. The substitute
service provider that goes indirect competitor with cellular service provides are PTCL,
world call, and others. These all service providers mentioned earlier have recently
reduced their prices and hence have well established infrastructure for coverage. From
customer prospective the cost of switching is low as there are verities of service offering
from these indirect competitors. Recent years the fixed line subscriber increased to 4.8
million during current years while WLL services has grown 30% in the year 2007-08
and Overall growth of the PCOs remained 10% in the year 2007-08 which was. This
trend shows the current trends for using substitute service in telecommunication sectors

35
Threat Of New Entrants:
With regard to the cellular industry in Pakistan, there is a high threat of new
entrants. As PTA has taken back its order that no more firms can enter in the cellular
sector at the end of December 2008. There are already five players in the cellular sector
playing aggressively to compete each other. Legal requirements and costs are two types
of barriers. When legal requirements are concerned, new firm needs to get spectrum
license and they need to provide some conditions required by Pakistan
Telecommunication Authority and these legal requirements with regard to cellular sector
are not consider such barriers. But in cellular industry actually the main barrier is high
initial expenses. Network coverage, satellite, installation costs are extremely high for the
service providers which is considers normal barrier. Existing industry service providers
are looking to expand their market reach by new service offerings and coverage there is
probability of new entrance. Customer demands are increasingly growing mobile
teledensity reaches to 54.7 percent which is relatively high and also an opportunity for
new entrance where they currently do not have a presence.

COMPETITIVE MAGNITUDE OF FORCE CONCLUSION

FORCE

Intensity of Rivalry Relatively high Reduces profit potential of the

industry

Supplier Power Relatively weak (supplier type 1) Increases profit potential of the
industry
Relatively strong (supplier type 2)

Buyer Power Relatively weak Reduces profit potential of the

industry

Threat of Substitutes Moderately strong Reduces profit potential of the

industry

Threat of New Entrants Relatively high Increases profit potential of the

industry

36
 SWOT OF WARID TELECOM

S
trengths:

Leveraging brand equity from international corporate “Abu Dhabi Group”

Having modern network capabilities in respect of infrastructure.

Financial strength of share holder and their telecom expertise ‘Warid

international”

Large Post paid based generating high ARPU

State of the art IP based contact center and leading data center

It has technical partnering involving “SingTel”, “Nokia” and “Wateen”.

W eakness:

Need to expand network coverage.

Need to increase brand awareness and improved market positioning

Lack of proactive churn management and stimulate programs to address

inactive subscriber

Low promotional packages activities

The product line is too narrow.

37
O Pportunities

Over 60 percent population in rural areas still underserved pent up demand

by aggressive network expansion.

Multiple SIM Warid being used as secondary connection opportunity to

stimulate the growth by improving network coverage

Bring innovation and VAS and data services to increase revenue

Market Growth and industry expansion

T hreats:

High taxation rate of activation tax is causing a slowdown in consumer

growth especially all in rural areas.

Price competition

Larger competitors network coverage

Strong advertisement and media presence of competitors

Entrance of new competitors like Zong.

Political Instability

Presence and the acceptability of competitor brand like jazz, talkshak and
public demand

38
 BUYER BEHAVIOUR

High involvement Low involvement

Variety Seeking
Buying Behavior
Complex Buying
Significant Difference between Brands Behavior

Dissonance-
reducing buying Habitual buying
Behavior Behavior
Few Differences between brands

The Pakistani mobile users are more price-conscious but in cellular sector they also don’t
compromise on the quality of voice. So, By taking the advantage of this consciousness of
the users mobile operators re enhancing product offering in the form of low rate packages
and network expansion by installing boaster.
Mobile sector comes under verity seeking buying behavior by the buyer because it occurs
under the conditions of low consumer involvement and significant brand difference. In
this market, consumer has low involvement they perceive the brand benefits on the basis
price, voice quality and coverage. The reason for this is that their ultimate objective is to
communicate to other at for off place.
Buying is initiated by “communication purpose”. Every body can enter in to buying
process by need of communication. In the regard of this communication media vehicles
play an important role in getting their service preferred by the users. These days there is a
rush of packages out in the market from the mobile service providers, targeting different
market segments and offering all kinds of discounts depending on who you call or when
you call. Off-peak timings have always been used by service providers to create interest
and to lure customers. So, customer seeks indifference among services provided by these
39
 cellular operators and switch according to their desire. Factors that influencing on
customer switch age to other operator of mobile network are
Price: Users use services of the operator to communication so on of the factor influencing
the customer switch age is price. A person in this segment seeks the prices most
important factor and operator of service are also offering verity of packages to make the
customer attract. Where the price of any product is low people change their taste and
divert towards that low price product.
Quality: After the price people prefer quality of voice second because they are paying for
the voice if the voice is not clear to them which they are paying for they defiantly they
switch to other operators.
Coverage: After the quality of voice second available factor for customer switch age is
coverage. Users perceive that the operator’s services are available to them where they
visit. If they find signal problem they may switch to more coverage operator in the
sectors
Promotion: With promoting services that has factor too for consumer switch age. Fierce
promotion leads an image in the mind of the consumers that company offers many
servers and “a customer focus company”.

Factor for Demand:

Following are the factor which makes the demand of cellular subscriber go on increasing.
Technological transformation of industry:

Between the 1980s and the 2008, the mobile phone undergoes a great transformation.
From being an expensive item used by the business elite, it became a personal
communications tool for the general population. In most areas of country, mobile phones
outnumber land-line phones.
Cellophane availability:

In Pakistan cellular sector cheaper models of mobile phones for common citizens played
a great role in improving business prospects. Demand for the service provider increase

40
 due to these factors. The imports of handsets have registered 1.788 million sets during
last year.

Attractive packages:

All big names of the cellular sector are offering different low cost packages to users. And
these are competing with each other by attractive packages and low cost call connectivity.
Some examples include Warid (per second, 30 second, 60 second billing), Mobilink (jaaz
budget, jazz one, jazz easy), talkshawk (30 and 60 second billing), Zong (per second, 30
second, 60 second billing), and Ufone (Uwon, Public demand).

Late Night Calling Packages & youth:

Now days the youth is much mature and have more exposure and more understanding of
things. The bigger trend is on the heavily discounted late night time calling packages,
which are in effect usually from 11pm at night to 7am in the morning. In these hours a
single call costs you a total of 3 to 6 rupees an hour. These packages are purely targeting
the younger generation. Some examples include Warid (infinite craze, zem nites),
Mobilink (Raat Shuru Baat Shuru), Djuice (jaagtay raho package), Zong and Ufone.

41
 SEGMENTATION

Mobile segments serve the basic needs of calls, long distance calls and the international.
Traditional telephones have been replaced by the codeless and the wireless instruments.
Mobile phone providers have also come up with GPRS-enabled multimedia messaging,
Internet surfing, and mobile-commerce. Segmentation in cellular sector is generally done
on the basis of behavior usage by the users. Marketing effort of cellular service providers
was focused on objective: adding more subscribers and on increasing usage or increasing
awareness. In cellular sector market is segmentation in to two groups theses are

Segment One:

Corporate cluster

Business class segment SMEs cluster

Professional cluster

Segment Two:

Domestic users cluster

Consumer class segment
Youngster cluster

42
Segment Customer Analysis:

Pakistan currently has one of the largest allies of young people in its history, with
approximately 25 million people between the ages of 15 and 24.Target market group of
cellular sector ranges from 15 to 64 percent which according to demographic profile of
Pakistan consist of 56.9% (male 48,214,298; female 46,062,933) of total population. As
in the Buying behavior we have studied that Female and male both contribute into
making decision for the purchasing of the brand. So the both genders would be in target
market.
In spite of this professionals are also Warid target audience. The Employment Status
categorizes majority (45%) as employees followed by own account workers (42%).
About one in ten workers (11%) are reported as unpaid family workers and one & a half
percent as employers. As far changes in the comparative periods, unpaid family workers
fall by some fractions, employees indicate some increase while own account workers and
employers remain on the same level. In the buying and sales of Warid brand also depends
on these customers too.
Along with the rise of urban consumerism, global corporate such as lever brothers P & G
and many small medium enterprise and local national companies emerges both
manufacture and sell their products in Pakistan. In manufacturing and natural resources,
Shell and BP are present in addition to the Pakistani state oil company. Honda, Nissan
and Suzuki are among international automotive manufacturers with plants in Pakistan.
Warid fulfill needs of these local MNC’s local national and SME’s firms by providing
them special service packages.

43
 TARGETTING

At initial stage Warid has focused on the consumer class segment only but later on fixing
its foots on ground it starts targeting all segments of the cellular sector. To achieve the
objective of targeting all segments Warid offer both postpaid (Zahi) and the prepaid
(Zem) services to their customers. Under the heads of these two products comes the
service package that provides serviceability to all segment of cellular sector.

Zahi and Bundle Packages:

Corporate cluster
Business Class Segment

• Blackberry
SMEs cluster
• Zahi packages

• Enterprise packages

• Wireless broadband packages Professional cluster

Zem:

Consumer Class Segment

Domestic users cluster
• Paisa packages

• Happy Hour packages

Youth cluster
• Voice plus SMS packages

• Weekend and Night packages

44
 POSITIONING & BRANDING

Warid telecom is umbrella band of Abu Dhabi Group. Abu Dhabi Group also has Wateen
a sister concern in the telecommunication sector. Wateen is also launched in the Pakistan
Warid also has a very quick customer response from its employees to the customer in
case of any problem or query. Warid Telecom considers the needs of customer’s first.
Life ka network symbolize as the network is alive, alive in sense of changing according
to customer demand, and keep response to customers needs and wants.

Warid Positioning:
The positioning which want to produce in the mind of customers is that Warid is
providing voice and data communications services through its state of the art GSM,
EDGE and GPRS network with best voice quality and coverage along with most
economical billing packages for its subscribers. Warid will provide them high quality
and stylish products to improve their life style and make their life easy and beautiful.

Warid Brand Elements:

Name:
Warid (al-w rid) is an Arabic language word which means inspiration and
spiritual perception. “Warid telecom” as the name shows is backed by some Arabic firm
and in actual Warid is family brand umbrella of Abu Dhabi Group. As name reflect that
Warid with quality, coverage, and low price package and customer orientation will
inspire the users to use the services.

Logo:

The company logo represents the tower of telecom boaster which symbolize
that they are the pioneer in coverage and where ever they go and operate. A
red ribbon around shows that the incoming and out coming of signals wave means

45
 network quality without collision with other signal bands. Its purpose is that when any
person watches this logo automatically his mind captures the image of Warid tower and
after that their coverage and quality

Slogan:

We can know this from their slogan “Life ka network”. Warid Telecom considers the
needs of customer’s first. Life ka network symbolize as the network is alive, alive in
sense of changing according to customer demand, and keep response to customers needs
and wants. Warid also has a very quick customer response from its employees to the
customer incase of any problem or query.
Jingles:

There are basically different jingles for different packages in order to attract the targeted
segment The company is trying to position itself that it’s the customer’s own service. The
slogan of the brand is “Life ka network”. The company is trying to create image that we
care about our customers the most and its utmost value only bows towards its customers.
And also the network is alive, alive in sense of changing according to customer demand,
and keep response to customer’s needs and wants. We can say this by analyzing their
customer support offices and their help lines where the customer can call for any
problems or queries. Basically in some types of packages which directly target the
youngsters, different spokes person such as children and dashing models are being used
so that the customer segment of youngsters are directly hit and influenced by the ad
campaign launched by Warid telecom

Design:

As far as the design is concerned it correlates itself with a user friendly virtual
environment that Warid telecom provides its customers. The design of prepaid package is
as similar as other Telecom companies in Pakistan. A customer purchases a SIM and
inserts in his mobile and as he will load credit into it he will be able to make calls or
SMS. Whereas postpaid connections are concerned the design is quite different from that

46
 of prepaid ones. A user buys a connection from Warid telecom and uses it regardless of
any credit into it. The office directly charges him according to his usage and the sales
service center sends him the bill for one month or a fixed period of time to his resided
place. The user then goes to the office and pays his charges for the service which he had
been using for the past one month or so.

Style:
The style of Warid product is in a plastic case which is handed over to the customer in the
form of a card with a SIM attached into it which can be displaced. As it lies in a service
sector therefore we cannot effectively analyze its design. But we can analyze its service
design and its franchise and sale center layout as it is in the form of a product to the
customer. Its sales center and franchise are well decored with sun light bulbs all over the
place so that when a customer enters into their place he would feel the warmth of the
service through its environment.

Warid Brand Value:

Quality:
Warid Telecom has an uncompromising commitment to quality in this regard. That is
why they spare no efforts in pursuing the best in network‚ services‚ product offerings.
Simplicity:
The industry trend is to complicate all aspects of telecommunications to intimidate the
user into benign behavior. Warid Telecom encourages subscribers to be bold‚ knowing
that they are getting what they asked for. We keep things simple‚ easy to understand and
even easier to use.
Innovation:
For years‚ people complained of the same things on mobiles. At Warid Telecom‚ they are
constantly look to make the communication experience different by doing things in a
better way. They already introduced 3G supportable system for being see the need of this
in the near future. For seeing the growing trend of SMS usage Warid has introduces
SMSC-less messaging infrastructure that controls the traffic of SMS and makes sure the
delivery of messages with out involving pending issues.

47
Transparency:
Warid Telecom is always providing an open and honest service. Warid Telecom has
paved the way to expose hidden charges‚ reduce tariffs and maintain a clean reputation.
They never deduct taxes of scratch card loading as other did in the sectors which shows
transparent dealing with users.
Customer-Friendliness:
They enjoy working and succeeding together by building close relationships. While they
have a sense of purpose in their operations‚ they also have a strong culture that
demonstrates to customers that “its network of life”. Warid Telecom considers the needs
of customers first.

Brand Associations:

These are the desired associations which Warid telecom wants to create in the mind of
customers.

Voice Quality

Economical billing packages

Network Coverage

Customer oriented service

Brand of Abu Dhabi

Prestigious Brand

Brand slogan

48
 Voice
Quality

Network
Coverage
Economical
billing packages

Warid Telecom

Prestigious
Customer
Brand
oriented service

Abu Dhabi
Brand slogan
Group

A perceptual map for Warid:

Warid telecom wanted to produce perception in the mind of customer that its high quality
network with affordable price. The perception map gives their intended perception they
want to set in the mind of customer and which they have somewhat successful through
their marketing programs.

49
Warid brand personality:

Sincerity:
WARID Telecom has always tried to deliver truthful and interesting advertising to its
viewers. Which develop sincerity trait in consumer mind about the brand.

Excitement:
All advertisement of Warid is delivery through jingle and Songs which shows that
brand has excitement trait also the package plan of the Warid Telecom has excitement
element for the users

Competence:
Warid telecom say what he delivered which show that brand has element of competency
Warid say voice quality then provide that quality to end users.

Passion:
Colour combination of the brand and its logos shows passion. Red colour shows joy and
excitement and also some the ads of the Warid Zem are shows youth passion toward
brand. Also shows the element of brand personality.

50
 Point of difference & point of parity:

Point of parity:

GSM Technology

Value added service

GPRS Service

Both Connection Plans (post paid and prepaid)

Point of difference:

More experienced and high technical backbone collaboration “Wateen”

Strong religious perception due to a Muslim Company.

GSM network with SMSC-less messaging

3G–compatible infrastructure

51
 PRODUCT

Warid telecom’s products are their SIMS that they provide to its customers. They are
postpaid and prepaid connections, Zahi and Zem respectively. And these SIMS or what
we may call their products cannot be experienced by their customers until and unless it is
inserted in the mobile phone.

Business Corner:

Blackberry Device Solution:

Blackberry supports push e-mail, mobile telephone, text messaging, internet faxing, web
browsing and other wireless information services as well as a multi-touch interface. Al
professional personals use device to have direct and prompt access to services that help
them in their professional life.
Blackberry Models available:

Blackberry Bold 9000

Blackberry Pearl 8120

Blackberry Curve
8310
Blackberry 8820

Warid now introduces ‘Blackberry Professional Software’, which specifically caters to

the needs of the Small and Medium Enterprise market segments. The Blackberry
Processional Solution will allow up to 30 users within the SME. The Blackberry
Professional Software has been designed keeping in mind the needs of the SME Market
Segment Some of the basic needs of the SME sector are as follows:
o Focus on affordability
o Smaller IT footprint

52
 o Simplicity for installation and management
o Minimal need for IT support resource
o Require only core functionality
§ No need for developer tools – SME’s use application packages
§ No need for Enterprise IM – SME’s can use Blackberry Messenger, MSN
Messenger
o SME sector requires the power of the Blackberry Solution
§ Security
§ Control
§ Performance
Enterprise packages:
For corporate and SME different service in the shape of packages are provided which are
Corporate Briefcase:
It focused on bundling of feature to the corporate and SME sector and include following
packages in one these include
§ Wireless broadband
§ Warid mobile email
§ Enterprise SMS
§ GPRS roaming
§ International roaming
§ Safe arrival SMS
§ Missed call alert
§ Call waiting & call holding
Enterprise packages
Enterprise services package is an instantaneous broadcast system service that has been
developed for corporate clients who require making regular contact with their staff‚ sends
regular updates on project management‚ corporate announcements‚ allowing client to
send reminders‚ notifications‚ and greetings to their customers' mobile phones or even
alerts to employees at your offices or in remote locations. In this package service comes
follow wing other sub services that are
§ Enterprise GPRS Packages

53
 § Close User Group
§ Warid Access Card
Wireless Broadband Packages:
Warid introduces Wireless Broadband to its valued subscribers. Wireless Broadband
is state of modem which can be plugged in USB port available in Laptop / PC for
high speed wireless network access. Users can enjoy wireless connectivity from their
home, office, outdoor sites and so on.
Warid Mobile Email:
Warid Mobile Email (WME) presents a whole new way to communicate. Now users
keep in touch with their business matters on Warid phone. With WME users can not
only send, receive and delete emails instantly, but you can also view, edit and send
attachments, update your calendar from your phone and much, much more. WME
gives users end-to-end encryption and ensures that all the data communicated to and
from the mobile device are delivered securely.

Zahi

Zahi offers with revolutionary features that will suit both corporate and personal lifestyle,
and ensure that users always have that all important edge in everything they do. Zahi
packages introduced five packages named from silver to diamond; they've introduced
packages named
§ Zahi250
§ Zahi750
§ Zahi1500
§ Zahi 2500
§ Zahi Unlimited
The salient feature of each of the package is it got as many free minutes as the line rent.
The free minutes are divided into which networks they're applicable to. 60% of the free
minutes are applicable only for on-net (Warid - Warid) calls, 20% each to PTCL and
other mobile networks.

54
 Zem:

Zem is an amazing prepaid service that allows freedom from monthly bills and gives
complete control over the customer’s cellular expenditure. The user can decide in
advance when and how much he wants to spend. He can load a scratch card whenever he
wants to and start talking.
Paisa packages
Bundle of package include the calling on other networks as well as other networks on
relatively low price during 24 hour daily with out any daily charges.
Happy Hour packages:
Under these packages calls can be made to any on-net on predetermined time specially
noon or break time hours
Voice plus SMS packages
The package include SMS or MMS facility to any number across Pakistan & MB’s of
mobile internet for a monthly subscription inclusive of all taxes. Voice talky package
include facility of sending voice messages on both on-net and off-net.
Weekend and Night packages
Under these packages calls can be made to any on-net number in predefined prime time
hours with low price package and other package include on-net calls on week weekend
with relatively low package price.

55
 PRICE

Warid Pakistan offer tariff plans that are exclusively designed according to needs of a
diverse group of users by considering the factor Warid offer both postpaid (Zahi) and the
prepaid (Zem) services to their customers.

Zahi

56
 Zem:

Happy Hour packages

Off Peak: 12pm-6pm & 12am-6am @ Rs 4.99/hr*
Peak: 6am-12pm & 6pm-12am @ Rs 11.99/hr*
SMS your Happy Hour to 2742
e.g. SMS 7am to 2742
(for 7am-8am Happy Hour)

Weekend and Night packages

ZIM SUNDAY CRAZE
Unlimited FREE on-net calls on Sundays, from 8:00 a.m. to 12:00 p.m. with weekly
subscription charges of Rs. 15 + tax apply.

ZEM NITES
Under this package the subscribers get unlimited calls to any on-net number from 11pm
to 7am for a daily charge of Rs. 24+tax. Calls on other networks in this time period are
Rs. 0.85 (per 30 second). Calls to off-net Friends & Family number is Rs. 0.75

Paisa packages:

57
Voice plus SMS packages
SMS CRAZE
The subscribers can get up to 5,000 SMS/MMS to any number across Pakistan & 10MB
of Mobile Internet for a monthly subscription of Rs.150 inclusive of all taxes.

VOICE CRAZE
Vice Craze is a weekly subscription based package offering 125 on-net (Warid-Warid)
minutes, 25 off-net (landline/ other mobile operators) and 50 voice talky minutes

Business Corner:

Blackberry Device:

Blackberry Pearl 8120 PKR. 25,000/

Blackberry Curve 8310 PKR. 28,000/
Blackberry Huron 8820 PKR. 31,000/

Blackberry Service Line Rent

BIS 1000 + Tax monthly

Enterprise packages:
Enterprise packages:
ENTERPRISE GPRS PACKAGES
Postpaid Packages Line Rent Free Units Rate
Package GPRS80 Rs. 80* 6MB Rs.12/Mb
Package GPRS120 Rs. 120* 15MB Rs.10/Mb
Package GPRS200 Rs. 200* 20MB Rs.8/Mb
Package GPRS240 Rs. 240* 30 MB Rs.6/Mb
Package GPRS Infinity Rs. 500** 2000 MB or 2 Rs. 0.2/Mb
GB or 20 Pasia /
Mb

ENTERPRISE SMS PACKAGES

Package Monthly Line Rent Available Messages

SMS-A Rs. 20‚000 50‚000

SMS–B Rs. 30‚000 100‚000
SMS-C Rs. 40‚000 200‚000

58
 CLOSE USER GROUP
Close User Group (CUG) rates are at 60 paisa per minute on all packages‚ billed
according to the package plan i.e. per 60 sec‚ 30 sec or per sec.

WARID ACCESS CARD

Postpaid Packages Line Rent Free Units Rate
Package – GPRS80 Rs. 80* 6MB Rs.12/Mb
Package - GPRS120 Rs. 120* 15MB Rs.10/Mb
Package - GPRS200 Rs. 200* 20MB Rs.8/Mb
Package - GPRS240 Rs. 240* 30 MB Rs.6/Mb
Package - GPRS Infinity Rs. 500* Unlimited Rs.0/Mb

Wireless Broadband Packages:

Starter pack (USB Modem + SIM) price is Rs. 11,000 + tax with one month free
unlimited Internet trial

Warid Mobile Email:

Warid Mobile Email Corporate Account ( Rs. 1200 + tax per month)
(Get one corporate and one internet email account with free
unlimited GPRS browsing)

Warid Mobile Email Internet Account (Rs. 750 + tax per month)
(Get one personal email account with free unlimited GPRS
browsing i.e Gmail, Yahoo, ISP account etc)

Due to strong competition in the cellular sector of telecommunication sector of Pakistan

all service providers are offering low price for their service offered inclusive of value
added services. Warid service retail tariffs are split between post-paid and pre-paid
subscribers with a number of packages being available to both sectors. All above price
description of both Zem and Zahi shows the prices are generally low and Warid is using
penetration strategy due to competition among the players in the industry. Pricing list of
Warid telecom shows that all service offering are economical and according to customer
desire. In these package billing are made according to the customer taste and need Warid
second billing, for long time calling Warid introduced happy hours and so on.

59
 DISTRIBUTION

Warid has launched its services all over Pakistan. Warid services are accessible even in
the rural areas of Pakistan means to say that they are use extensive network coverage by
means of coverage. Warid was the first telecom company in Pakistan which launched its
services through its franchises and sales center all over Pakistan on a single day. Warid
telecom has placed its product and services from Karachi to Gilgit, the two extreme cities
in the boundary of Pakistan from which we get the idea of their coverage. Currently the
distribution channels of Warid telecom is approximately as described in the chart below

Form the day start to to-date Warid telecom is using extensive distribution Warid telecom
is currently using all channel to distribute its products. Distribution is made through
Customer Service centers and Franchise. For service enhancement, Warid telecom
improves and can increase the number of its Customer Service Centers and Franchises.

60
Warid telecom has at most 240 franchises and 19 regional sale offices all over the
country. In spite of these authorizes franchises Warid distribute its products by the end
retailer mobile shop and general stores. All franchises of Warid are decorated with Warid
logo; Warid Brand colour and glass and steel walls. Which show the element of
prestigious brand and customer orientation. In spite of this retail outlets of the Warid are
designed with painting and neon board and also the board showing the “Warid
connections are Available here”. This communicates that Warid

61
 COMMUNICATION

Warid message are communicated through using all channels of media including building
an identity for the corporation and brand, advertising campaigns, sponsorships, media
relations (newspaper coverage, press releases, press conference before launching etc),
point of sale material preparation (brochures, tariffs, flyers etc), website. Message
delivered on electronic media through jingle and using celebrity endorsement. First ever
add that comes in the electronic media is symbolize with rain season that bring hope and
refreshment and new joy. Now a day it bran message come man through ball to boys who
are playing Cricket symbolize that Warid is customer oriented and helping the customer
in even small mattes.

Brand themes:

Warid themes are made of combination different styles with correct usage of Red colour
and white. Later is symbol of joy and passion while former is symbol of peace. All Warid
themes are backed by the jingle and sound track with relevance to culture.

Communication Mix:

Warid telecom is using all kind of communication mix to promote image in the mind of
customer for repeat purchase. It uses following communication vehicle to promote and
communicate its services and new offerings promotion campaigns “Warid mobile vans”,
sponsorships, media tools like newspaper coverage, brochures, leaflets, press releases,
tariffs flyers point of sale and website

Media:
WARID Telecom has always tried to deliver truthful and interesting advertising to its
viewers. Through these ads they are trying to convey the message that WARID Telecom
is solely meant for the people’s benefit and convenience. They advertise through
Channels Specially Geo and mostly News channels, PTV, ARY and hum Tv.

62
Print media:

WARID Telecom has designed attractive brochures for their customers. These brochures
contain all the necessary information about their package deals and tariffs. Hence,
making it easier for the people to know about the general prices and services offered.

Sponsorship:

Warid advertise through sponsorship in Cricket matches and joint media campaign with
Al FALAh bank. Also now a day it got sponsorship with MacDonald’s.

63
 QUESTIONNAIRE FOR BRAND AUDIT

1. What is your target market?

Target market of WARID is all kind off customers like home users, business and
executive class. But the major focus of WARID is business class. Although it cant
ignore home users also because it is a big segment of the market. That’s why WARID
has introduced a variety of packages.
2. What is your marketing strategy?
WARID is trying to promote the brand in the customers by actually providing value
to its customers no matter that WARID’s promotional campaign is comparatively
slower as compared to other companies. WARID is using print media comparatively
more as electronic media because it’s also big source of providing information.
WARID is trying to capture maximum of the market share by providing value
services and attractive and low cost packages. Warid has opened its franchises all
over the country to provide better services to the customers and also to support the
promotional campaign.
3. What are your core brand values?
The core brand values of WARID are low prices, wide range network, customer
support services. These values are strongly associated with the brand and WARID is
trying to make them more associated with the brand.
4. How you have segmented the market?
WARID has segmented the market in two major segments. First one is and other one
is households or home users. While as in business class WARID has further
segmented the market in pre-paid customers and post-paid customers. WARID has
also introduced different packages in post-paid for different classes.
5. What is your desired positioning in the mind of target customers?
The first and foremost positioning or image that WARID tried to create in the minds
of customers is that WARID was a low cost and a broad range service network.
WARID’s network services are available in wide range of areas and can be accessed
anywhere any place, any city, any town in the country.

64
6. What is your actual positioning in the minds of customers?
As far as the actual positioning is concerned, WARID has become successful in
creating image in the minds of customers as a low priced but a quality service. As
compared to all other brands, WARID’s prices are much lower and quality of service
is also much better.
But up to some extent, we couldn’t be able yet to strongly create the image in the
minds of customers about the WARID that it is wider network and having wide range
services. To make it sure, and to build the desired image, WARID is continuously
upgrading the network to assure and let people experience that WARID is having a
wide range network.
7. Do you think that you have matched your desired and actual positioning in the
mind of the customers?
Rapid growth, shows this tendency
8. What kind of associations you are trying to create regarding your brand?
WARID is trying to associate certain things strongly with its brand name, as early has
discussed. These are low prices, better quality services, wide range network, better
customer services, most caring cell phone service that cares about customers
expectations and customer satisfaction, suitable for all (for business users and home
users especially for youngsters) and one step ahead in introducing new packages and
services.
9. Do you think that your current associations are strong, favorable and unique?
Yes! Definitely and obviously these associations are strong favorable and unique.
People up to a great extent associate these things with the brand. And also these
associations are favorable because they are in the best interest of our valued customer.
And they are unique also because no other company is providing these things
appropriately to the customers. WARID is focusing more on these things.
10. What are the competitive advantages that your brand has as compared to other
brands?
There are a number of benefits which our brand is providing to the customers and no
other brand is providing. The first no tax deduction, quick customer response, one

65
 time information and WAP. On the basis of these competitive advantages, WARID is
one step ahead as compared to other companies and differentiating itself.
11. What you as a brand manger doing to create awareness regarding your brand in
the minds of target customers?
As people are very much aware of the offers and services provided by WARID. But
in order to make people more aware of WARID offers and services, we have started a
new promotional and advertising campaign. We
12. What is your brand strength (image and performance) and what is your
competitor’s brand strength?

13. According to you who are your competitors?

The major competitors of WARID are Mobilink, Ufone, Telenor and now Zong
(China mobile) because Zong is also gonna become a big player in the market.
Indirectly, if you see, World Call wireless and PTCL V wireless are also our
competitors because they are also providing cell phones with their own services and
also lowering their prices along with other mobile operators in Pakistan.
14. How does your brand communicate to the customers and what does your brand
name mean? An Arabic word showing the empathy.
15. What is your distribution channel and how do you effectively manage it?
16. How much and what kind of media involvement and its role helps in your brand
promotion?
17. If your competitors copy your competitive advantages then what strategies
would you implement?
Ø New range of services
Ø New packages
Ø Prices settlement
Now-a-days, we are also working on the enhanced packaging scheme not with only
Warid customers but the users other than Warid.
18. What criteria and policies you have adopted for your internal branding i.e.
branding among your employees?

66
Chapter no 2

BRAND EXPLORATORY

NOTHING IS PERMANENT IN THIS

WORLD PERMANENT IS ONLY CHANGE

67
 RESEARCH OBJECTIVES

Main objective of this study is to evolution of Warid’s brand strength and all possible ways of
brand equity particularly in the terms of brand awareness, favouribility and uniqueness of brand
association. The findings of research serve only for the academic purpose. Exploratory areas of
inquiry in this study included are as follow:

1. Explore the relative people perception about Warid.

2. To explore the Brand Image developed by Warid and customer perception.
3. To find out the most favorable association about Warid brand.
4. To check the actual and intended gap between deliverable brand’s
associations.
5. To assess the impact of marketing program input.
6. To explore all possible way of Warid brand equity dimensions (brand
awareness, brand usage, brand judgment, brand performance, brand imagery)

68
 RESEARCH METHODOLOGY

For data collection, primary data collection methods are used. Two types of
questionnaires are developed qualitative and quantitative. Research questionnaire consist
of three parts, these parts include demographic, imaginary associations, performance
associations and attachment and loyalty associations. Research is conducted in conduct in
natural environment and researcher interference is minimum. Data is cross-sectional in
which researcher visited the audience and place once a time. To avoid the chance of non-
response errors questionnaires will be filled by the interviews themselves on the
information provided by the respondents. Researchers are bound to aspect other
information and not allow adding its personal liking or removing it’s disliked thinks in it.

Population:
Research is to observe the brand awareness, favorability and uniqueness of brand association
so it was necessary to collect the data from different locations of the Pakistan. Data is
collected from diverse people because of culture, income, perception and other
differences. So research population is form Gujrat, Gurjranwala and Sialkot. For research
technical point of view it will reduce the biasness of the data. Here is population of these
cities taken from Punjab district website.
GUJRANWALA
Population: 4308905
GUJRAT
Population: 2120529
SIALKOT
Population: 3294000

69
Sampling:

These sample size are from Gujrat, Gurjranwala, Sialkot cities, which are mentioned in
the population size. Respondents are given sufficient time for the salvation of
questionnaire and for that purpose researcher is on the spot to help and guide the
respondents. One hundred consumers were selected randomly exhibiting different
demographics characteristics. Of the total drawn sample seventeen were incomplete or
inconclusive questionnaire, therefore, they were dropped, and hence the final sample size
was of 83 respondents. According to Sekran (1992) if multivariate techniques were to be
used than sample size should be at least 10 times the number of variables. Considering
that the study comprised of five dimensions for measuring brand equity, therefore, the
sample size of 83 would have been appropriate. The questionnaire comprised of 20
questions 17 were related to the research study and 3 were related to personal data. The
field survey was carried out in 7th of May 2009.

Data collection:
The questionnaire was administrated in the supervision of researcher .The data is
collected form places where youth is found in large number.
Following educational institutions and places were visited;
1) Gujrat
a. University of Gujrat
b. Government Fatima Jinnah College, Fawara Chowk
c. Pace Shopping Center, Services Morr
2) Gurjranwala
a. GIFT University
b. Punjab University
c. Pace Shopping Plaza, GT road
3) Sialkot
a. Leadership College, Khadim Ali road
b. Chen One Shopping Mall, Cantt
c. Government Murray College, College road
70
In SPSS different statistical tools and techniques like frequency distribution mean,
median and graphs were used to show the results of data. Correlation and Cross
tabulation was also used.

71
 RESULTS & INTERPRETATIONS

Factor Analysis:

Kaiser Meyer Olkin Measure of Sampling Adequacy. .536

Bartlett's Test of Sphericity Approx. Chi-Square 218.618

df 171
Sig. .008

The Bartlett Test of Sphericity and the Kaiser-Meyer-Olkin measure of the sampling
adequacy were used to validate the use of factor analysis. Bartlett’s test of sphericity was
large and the associate significance level was zero. According to Kaiser (1974) values
0.90 to 1.00 are marvelous, 0.80 to 0.89 are meritorious, 0.70 to 0.79 are middling, 0.60
to 0.69 are mediocre, 0.50 to 0.59 are miserable and 0.00 to 0.49 then don't factor. The
KMO measure for our study is 0.536 which suggests that factors analysis was appropriate
for these data sets. Furthermore values higher than 0.50 indicate that they can be
conceptualized for study. Bartlett's result shown that significant level is less than .001
that means Rotated matrix is no an identity matrix and there are some relationships
between the variables we hope to include in the analysis. Our results show that our
Bartlett's Test is highly significant and therefore factor analysis is appropriate.

72
 Frequencies:

1. What name comes to your mind when we talk about cellular network services in Pakistan?

Cumulative
Frequency Percent Valid Percent Percent
Mobilink 17 28.3 28.3 28.3
Ufone 12 25.0 25.0 53.3
Warid 12 15.0 15.0 68.3
Telenor 12 20.0 20.0 88.3
Zong 7 11.7 11.7 100.0
Total 60 100.0 100.0

The question asks from responded to check the level of recall means how quickly it
comes in the mind of people. About 28.3 % respondent says Mobilink and than comes
Ufone with percentage of 25.0. In this question we find that recall level of Warid brand is
low showing with 15.0 percent of respondent.

The pie chart shows the same interpretation. For more understanding we assume the pie
chart is customer mind and Mobilink covering huge portion of customer mind means
high level of recall. Then after Ufone which cover the second largest portion painted with
color green.

73
2. Do you remember that "Life ka Network" is the slogan of which brand?

Cumulative
Frequency Percent Valid Percent Percent
Mobilink 1 1.7 1.7 1.7
Ufone 6 10.0 10.0 11.7
Warid 50 83.3 83.3 95.0
Telenor 2 3.3 3.3 98.3
Zong 1 1.7 1.7 100.0
Total 60 100.0 100.0

Next question asked is to check the level of recognition means customer remember what
are the brand most deliverable belongings In this question we use brand element slogan
of Warid brand to check the customer recognize the brand in its mind. The results of this
question are traffic almost all responded answer the same thing which is shown by 83.3
percentages. In this question we find that recognition level of brand according to its
slogan is high.

The pie chart shows the same interpretation. For more understanding we assume the pie
chart is customer mind and Warid slogan covers a huge portion with respect of
recognition. Means when ever we say the slogan customer quickly recognize the brand.

74
3. Do you remember the logo of Warid telecom?

Cumulative
Frequency Percent Valid Percent Percent
yes 48 80.0 80.0 80.0
no 12 20.0 20.0 100.0
Total 60 100.0 100.0

Next question asked is also to check the level of recognition means customer remember
what are the brand most deliverable belongings In this question we use brand element
logo of Warid brand to check the customer recognize the brand in its mind. The results
of this question are also traffic almost all responded answer the same thing which is
shown by 80.0 percentages. In this question we find that recognition level of brand
according to its logo is also high.

The pie chart shows the same interpretation. For more understanding we assume the pie
chart is customer mind and Warid logo covers a huge portion with respect of recognition.
The red color shows all respondents response in positive and few shows unawareness by
the green area.

75
4. Do you think that the logo and slogan of Warid telecom are memorable?

Cumulative
Frequency Percent Valid Percent Percent
yes 31 51.7 51.7 51.7
no 12 20.0 20.0 71.7
a little bit 17 28.3 28.3 100.0
Total 60 100.0 100.0

Next question asked is also to check the awareness by asking the brand elements.
Basically in this question we are trying to find the differentiation in the mind of customer
about Warid. If customer says “yes” that we perceive that customer have a CBB model in
the mind in which association include these two elements too. Responded answer varies
differently but mostly answer it remembers able by percentage of 51. Remaining answers
are close too each other with percentage of 20 and 28 ratio. In this question we find that
customer strongly agree that these brand elements of Warid are remember able.

The pie chart shows the same interpretation. For more understanding we assume the pie
chart is customer mind and Warid logo covers a huge portion with respect of agreement
of brand element components. The red color shows all respondents response in positive
and few shows little bit by the portion of blue color.

76
5. Do you now what the slogan (Life ka Network) of Warid telecom communicates

Cumulative
Frequency Percent Valid Percent Percent
yes 38 63.3 63.3 63.3
no 22 36.7 36.7 96.7
100.0
Total 60 100.0 100.0

Next question asked is also to check the brand knowledge by asking the meaning of its
slogan. Basically in this question we are trying to find the have the customer aware of
what brand communicates through its slogan. Responded answer varies differently but
mostly answer it that they knew by mostly saying reliable network, fully retort to
customer wants, aware of customer needs etc. the percentage of 63.3 show this response.
In this question we find that customer strongly agree that they knew what they
communicate through their slogan.

The pie chart shows the same interpretation. For more understanding we assume the pie
chart is customer mind and Warid slogan covers a huge portion with respect of agreement
of brand element components. The red color shows all respondents response in positive
and few shows little bit by the portion of blue color.

77
6. Do you think that ward s offerings and services math with its slogan

Cumulative
Frequency Percent Valid Percent Percent
yes 30 50.0 50.0 50.0
no 20 33.3 33.3 83.3
a little bit 10 16..7 16.7 99.7
100.0
Total 60 100.0 100.0

Next question asked is also to check the deliverable attributes are matching with brand
itself. Basically in this question we are trying to find the have the customer aware of
deliverable attributes and brand elements. Responded answer varies differently but
mostly answers it positively but yes and no gap is close to each other which show
negative aspect of picture too. About 50 percent says that “yes” while 33.3 percent says
“no”. In this question we find that customer strongly agree that they service and offerings
are close to their slogan.

The pie chart shows the same interpretation. For more understanding we assume the pie
chart is customer mind and Warid serves and offering covers a huge portion with respect
of agreement. The red color shows all respondents response in positive and few shows
“no” by the portion of blue color.

78
7. What you think is unique/differs about Warid?

Cumulative
Frequency Percent Valid Percent Percent
Network services 22 36.7 36.7 36.7
Customers services 14 23.3 23.3 60.0
Offers and packages 17 28.3 28.3 88.3
Price 7 11.7 11.7 100.0
Total 60 100.0 100.0

Next question asked is also to check the uniqueness in Warid which people think about
the brand. Basically in this question we are trying to find uniqueness means what differ
Warid from other market player. This difference may be with respect of imaginary and
performance based. Responded answer varies differently but mostly answers network
services mean quality of voice and low disconnections but other difference are packages
and customer services. Most rated attribute is network services with percentage of 36.7.
In this question we find that customer strongly agree that they network services are most
unique in Warid.

The pie chart shows the same interpretation. For more understanding we assume the pie
chart is customer mind and Warid network services covers a colossal portion with
respect of agreement marked by customers. The red color shows all respondents response
in positive and few shows “no” by the portion of blue color.

79
8. What do you dislike about Warid brand?

Cumulative
Frequency Percent Valid Percent Percent
network services 13 21.7 21.7 21.7
customers services 14 23.3 23.3 45.0
offers and Packages 19 31.7 31.7 76.7
prices 14 23.3 23.3 100.0
Total 60 100.0 100.0

Next question asked is also to check the dislikeness in Warid which people think about
the brand. Responded answer varies differently but mostly answers offer and packages
but other dislikeness re prices and customer services. Most rated attribute is offer and
packages with percentage of 31.7. In this question we find that customer strongly agree
that they offer and packages are most dislike thing in Warid brand.

The pie chart shows the same interpretation. For more understanding we assume the pie
chart is customer mind and all attributes excluding network services are dislike by the
most of respondents which is shown with different coloring shades.

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9. According to your Opinion, Warid is most suitable for which kind of Class

Cumulative
Frequency Percent Valid Percent Percent
Business Class 19 31.7 31.7 31.7
Students 15 25.0 25.0 56.7
Home users 14 23.3 23.3 80.0
Commercial Class 12 20.0 20.0 100.0
Total 60 100.0 100.0

Next question asked is also to check the imagery association attach with Warid and what
people think about the brand class usages. Two aspect come in this regard one group says
that it is for business class other says it is for student due to its packages and offerings.
Most rated class is business class with percentage of 31.7

The pie chart shows the same interpretation. For more understanding we assume the pie
chart is customer mind and major portion is covered by the business class and for
students which are shown with red and green color.

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10. Do you think that any of these is competitive advantage of WARID?

Cumulative
Frequency Percent Valid Percent Percent
No Tax Deduction 13 21.7 21.7 21.7
Network 17 28.3 28.3 50.0
Quick Customer
Response 23 38.3 38.3 88.3
WAP 7 11.7 11.7 100.0
Total 60 100.0 100.0

Next question asked is also to check competitive edge in Warid which people think about
the brand. Basically it is asked to check the most favorable attribute about Warid so
Responded answer varies differently but mostly answers network services and customer
response with percentage of 28.3 and 38.3.

The pie chart shows the same interpretation. For more understanding we assume the pie
chart is customer mind and customer service response and network covers a colossal
portion with respect of agreement marked by customers. The red and blue color shows all
respondents response on pie chart.

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11. Do you think that promotional campaign of WARID supports the associations? They are trying to
create?

Cumulative
Frequency Percent Valid Percent Percent
Yes 45 75.0 75.0 75.0
No 15 25.0 25.0 100.0
Total 60 100.0 100.0

Next question asked is also to check the effectiveness of marketing program which is also
the objective of this audit.. Basically in this question we are trying to what people
perceive about the brand through its promotion activity from which we can judge the
actual and perceptive gap between the communication programs. Mostly responded
answers “yes” promotion campaign communicates association which Warid delivery with
percentage of 75.0.

The pie chart shows the same interpretation. For more understanding we assume the pie
chart is customer mind and mostly answer positively with the understanding and
deliverability of association from promotional campaign. The red color shows the
response of question asked which is huge.

83
12. According to price comparison where you rank Warid

Cumulative
Frequency Percent Valid Percent Percent
low 9 15.0 15.0 15.0
medium 40 66.7 66.7 81.7
high premium 11 18.3 18.3 100.0
Total 60 100.0 100.0

Next question asked is also to check the perception about the price rang of Warid
telecom. Basically in this question we are trying what people perceive about the Warid
prices which it offer in its packages with percentage of 66.7. This percentage shows all
customers agreed on one thing that Warid prices are economical which positive sign is.

The pie chart shows the same interpretation. For more understanding we assume the pie
chart is customer mind and Warid price rang show in chart is green which is rated as
medium rang price mean most economical. Green color shows that response of this
aspect on chart. .

84
13. How you rank the services (Network and customer services) of Warid telecom?

Cumulative
Frequency Percent Valid Percent Percent
Poor 7 11.7 11.7 11.7
Good 39 65.0 65.0 76.7
Excellent 14 23.3 23.3 100.0
Total 60 100.0 100.0

Next question asked is also to check the perception about the network offering and
services of Warid telecom. Basically in this question we are trying what people perceive
about the Warid service which it offers in its packages with percentage of 65.0. This
percentage shows all customers agreed on one thing that Warid service are goood are
economical which positive sign .

The pie chart shows the same interpretation. For more understanding we assume the pie
chart is customer mind and mostly answer positively with the understanding of network
services and customer care. The green color shows the response of question asked which
is huge.

85
14. According to you is Warid a caring brand with respect to the benefits given to customers.

Cumulative
Frequency Percent Valid Percent Percent
Valid yes 27 45.0 45.0 45.0
no 15 25.0 25.0 70.0
a little
18 30.0 30.0 100.0
bit
Total 60 100.0 100.0

Next question asked is also to check the level of satisfaction that Warid provide to its
customer through package and services. Almost all respondents answer the question
positively which says that all benefits provided by the Warid which they perceive that
they are higher. This percentage shows all customers agreed on one thing that Warid
provide benefits to customer both in services and package point of view.

The pie chart shows the same interpretation. For more understanding we assume the pie
chart is customer mind and mostly answer positively with the understanding and
deliverability of association from promotional campaign. The red color shows the
response of question asked which is huge.

86
15. Do you remember the packaging of Warid telecom product (SIMS and cards)?

Cumulative
Frequency Percent Valid Percent Percent
Yes 38 63.3 63.3 63.3
No 22 36.7 36.7 100.0
Total 60 100.0 100.0

Next question asked is also to check the other attributes of Warid products that reside in
the mind of customers. The results of this question are interesting these people recognize
the brand through its products and coloring themes and even by its SIM.

The pie chart shows large portion of red color which shows Warid product is
recognizable

87
16. Do you think the packagings of Warid products are different and attractive as compared to others? *

Cumulative
Frequency Percent Valid Percent Percent
Yes 33 55.0 55.0 55.0
No 27 45.0 45.0 100.0
Total 60 100.0 100.0

Next question asked is also to check the level of differentiation with respect to other
player of the market. The previous question results shows tat people are strongly agree
with the offers and packages Warid provides but the situation differs in tht question
almost answer comes are neutral. The percentages are almost the same 55 and 45 .So
people did not consider this factor important.

The pie chart shows the same interpretation. For more understanding we assume the pie
chart is customer mind and mostly answer positively with unique and different from its
competitors. The red color shows the response of question asked which is huge.

88
17. Do you think Warid is providing value (More benefits as compared to price) to its customers? *
Location

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 26 43.3 43.3 43.3
No 16 26.7 26.7 70.0
A little
18 30.0 30.0 100.0
bit
Total 60 100.0 100.0

Next question asked is also to check the level of satisfaction through service quality and
other service attached to it, respondent answer the question positively with response rate
of 43.3 percent but other group of respondent gave it little importance the percentage for
that response are 30.0 percent which is high as well.

The pie chart shows the same interpretation. For more understanding we assume the pie
chart is customer mind and mostly answer positively with benefits provided are higher
that its price. The red color shows the response of question asked which is huge.

89
 Descriptive Statistics:

N Std. Deviation
Questions
Statistic Statistic Statistic Statistic Statistic Std. Error Statistic Statistic
What name comes to your mind when we talk
60 4 1 5 2.67 .18 1.386 1.921
about cellular network services in Pakistan?
do you remember that "Life ka Network" is the
60 4 1 5 2.93 .07 .516 .267
slogan of which brand?
do you think that the logo of Warid telecom? 60 1 1 2 1.20 .05 .403 .163
do you think that the logo and slogan of Warid
60 2 1 3 1.77 .11 .871 .758
telecom are memorable
do you now what the slogan (Life ka Network)
60 2 1 3 1.43 .07 .563 .318
of Warid telecom communicates
do you think that ward s offerings and services
60 3 1 4 1.68 .10 .792 .627
math with its slogan
What you think is unique/differs about Warid? 60 3 1 4 2.15 .14 1.055 1.113
What do you dislike about Warid brand? 60 3 1 4 2.57 .14 1.079 1.165
According to your Opinion, Warid is most
60 3 1 4 2.32 .15 1.127 1.271
suitable for which kind of Class
Do u think that any of these is competitive
60 3 1 4 2.40 .12 .960 .922
advantage of WARID?
Do you think that promotional campaign of
WARID supports the associations? they are 60 1 1 2 1.25 .06 .437 .191
trying to create?
According to price comparison where you rank
Warid 60 2 1 3 2.03 .08 .581 .338
How you rank the services (Network and
60 2 1 3 2.12 .08 .585 .342
customer services) of Warid telecom?
According to you is Warid a caring brand with
60 2 1 3 1.85 .11 .860 .740
respect to the benefits given to customers.
Do you remember the packaging of Warid
60 1 1 2 1.37 .06 .486 .236
telecom product (SIMS and cards)?
Do you think the packaging of Warid products
are different and attractive as compared to 60 1 1 2 1.45 .06 .502 .252
others?
Do you think Warid is providing value (More
benefits as compared to price) to its 60 2 1 3 1.87 .11 .853 .728
customers?
Gender 60 1 1 2 1.50 .07 .504 .254
Location 60 3 1 4 2.50 .15 1.127 1.271
90
 Cross tabs:

Location Wise

1. What name comes to your mind when we talk about cellular network services in Pakistan?

Location Total
Gujranwala Daska Sialkot others
Mobilink 2 4 1 10 17
Ufone 3 5 6 0 14
Warid 3 4 3 0 10
Telenor 3 4 4 3 14
Zong 1 3 1 2 7
Total 12 20 15 15 60

2. Do you remember that "Life ka Network" is the slogan of which brand?

Location Total
Gujranwala Daska Sialkot others
Mobilink 1 0 0 0 1
Ufone 0 1 1 4 6
Warid 13 14 14 9 50
Telenor 0 0 0 2 2
Zong 1 0 0 0 1
Total 15 15 15 15 60

3. Do you think that the logo of Warid telecom? * Location

Location Total
Gujranwala Daska Sialkot others
yes 12 14 10 12 48
no 3 1 5 3 12
Total 15 15 15 15 60

4. Do you think that the logo and slogan of Warid telecom are memorable *

Location Total
Gujranwala Daska Sialkot others
yes 8 10 9 4 31
no 2 1 1 8 12
a little bit 5 4 5 3 17
Total 15 15 15 15 60

91
5. Do you now what the slogan (Life ka Network) of Warid telecom communicates

Location Total
Gujranwala Daska Sialkot others
yes 10 9 8 9 36
no 5 5 6 6 22
3 0 1 1 0 2
Total 15 15 15 15 60

6. Do you think that ward s offerings and services math with its slogan

Location Total
Gujranwala Daska Sialkot others
yes 9 8 10 3 30
no 2 4 3 11 20
a little bit 4 3 1 1 9
4 0 0 1 0 1
Total 15 15 15 15 60

7. What you think is unique/differs about Warid?

Location Total
Gujranwala Daska Sialkot others
network services 7 5 4 6 22
customers services 3 4 2 5 14
offers and packages 4 5 4 4 17
packages 1 1 5 0 7
Total 15 15 15 15 60

8. What do you dislike about Warid brand?

Location Total
Gujranwala Daska Sialkot others
network services 3 3 3 4 13
customers services 1 3 4 6 14
offers and Packages 5 6 4 4 19
prices 6 3 4 1 14
Total 15 15 15 15 60

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9. According to your Opinion, Warid is most suitable for which kind of Class

Location Total
Gujranwala Daska Sialkot others
Business Class 6 5 2 6 19
Students 3 4 3 5 15
Home users 2 5 5 2 14
Commercial Class 4 1 5 2 12
Total 15 15 15 15 60

10. Do you think that any of these is competitive advantage of WARID?

Location Total
Gujranwala Daska Sialkot others
No Tax Deduction 6 4 3 0 13
Network 1 5 6 5 17
Quick Customer Response 6 6 4 7 23
WAP 2 0 2 3 7
Total 15 15 15 15 60

11. Do you think that promotional campaign of WARID supports the associations? They are trying to create?

Location Total
Gujranwala Daska Sialkot others
Yes 10 12 11 12 45
No 5 3 4 3 15
Total 15 15 15 15 60

12. According to price comparison where you rank Warid

Location Total
Gujranwala Daska Sialkot others
Low 2 3 1 3 9
Medium 10 7 13 10 40
high premium 3 5 1 2 11
Total 15 15 15 15 60

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13. How you rank the services (Network and customer services) of Warid telecom?

Location Total
Gujranwala Daska Sialkot Others
Poor 1 0 2 4 7
Good 12 10 10 7 39
Excellent 2 5 3 4 14
Total 15 15 15 15 60

14. According to you is Warid a caring brand with respect to the benefits given to customers.

Location Total
Gujranwala Daska Sialkot others
Yes 5 7 7 8 27
No 6 3 3 3 15
a little bit 4 5 5 4 18
Total 15 15 15 15 60

15. Do you remember the packaging of Warid telecom product (SIMS and cards)?

Location Total
Gujranwala Daska Sialkot Others
Yes 10 12 10 6 38
No 5 3 5 9 22
Total 15 15 15 15 60

16. Do you think the packagings of Warid products are different and attractive as compared to others?

Location Total
Gujranwala Daska Sialkot others
Yes 6 10 9 8 33
No 9 5 6 7 27
Total 15 15 15 15 60

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17. Do you think Warid is providing value (More benefits as compared to price) to its customers?

Location Total
Gujranwala Daska Sialkot others
Yes 6 6 8 6 26
No 2 5 2 7 16
A little bit 7 4 5 2 18
Total 15 15 15 15 60

Interpretation

Location wise cross section of data shows the perception differences of people how they
perceive the Warid brand image with regard to other area. Basically this is done due to
the fact that at one place brand is successful but at the same time at other place it is non
famous. So the result we got are pretty good and aim of cross tab successful because the
results of different as region varies in question number one Mobilink is most rates recall
brand with points of 10. Similarly all the answers to the question varies differently with
the region to region.

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 Gender wise
18. What name comes to your mind when we talk about cellular network services in Pakistan?

Gender Total
Male Female
Mobilink 11 6 17
Ufone 7 7 14
Warid 6 4 10
Telenor 4 6 10
Zong 3 4 7
Total 30 30 60

19. Do you remember that "Life ka Network" is the slogan of which brand?

Gender Total
Male Female
Mobilink 1 0 1
Ufone 4 2 6
Warid 22 28 50
Telenor 2 0 2
Zong 1 0 1
Total 30 30 60

20. Do you think that the logo of Warid telecom?

Gender Total
Male Female
yes 25 23 48
no 5 7 12
Total 30 30 60

21. Do you think that the logo and slogan of Warid telecom are memorable

Gender Total
Male Female
yes 11 20 31
no 9 3 12
a little bit 10 7 17
Total 30 30 60

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22. Do you now what the slogan (Life ka Network) of Warid telecom communicates

Gender Total
Male Female
yes 20 16 36
no 10 12 22
3 0 2 2
Total 30 30 60

23. Do you think that ward s offerings and services math with its slogan

Gender Total
Male Female
yes 11 19 30
no 13 7 20
a little bit 6 3 9
4 0 1 1
Total 30 30 60

24. What you think is unique/differs about Warid?

Gender Total
Male Female
network services 12 10 22
customers services 6 8 14
offers and packages 11 6 17
packages 1 6 7
Total 30 30 60

25. What do you dislike about Warid brand?

Gender Total
Male Female
network services 9 4 13
customers services 7 7 14
offers and Packages 8 11 19
prices 6 8 14
Total 30 30 60

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26. According to your Opinion, Warid is most suitable for which kind of Class

Gender Total
Male Female
Business Class 11 8 19
Students 8 7 15
Home users 6 8 14
Commercial Class 5 7 12
Total 30 30 60

27. Do you think that any of these is competitive advantage of WARID?

Gender Total
Male Female
No Tax Deduction 8 5 13
Network 7 10 17
Quick Customer Response 10 13 23
WAP 5 2 7
Total 30 30 60

28. Do you think that promotional campaign of WARID supports the associations? They are trying to create?

Gender Total
Male Female
Yes 22 23 45
No 8 7 15
Total 30 30 60

29. According to price comparison where you rank Warid

Gender Total
Male Female
Low 7 2 9
Medium 20 20 40
high premium 3 8 11
Total 30 30 60

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30. How you rank the services (Network and customer services) of Warid telecom?

Gender Total
Male Female
Poor 5 2 7
Good 19 20 39
Excellent 6 8 14
Total 30 30 60

31. According to you is Warid a caring brand with respect to the benefits given to customers.

Gender Total
Male Female
yes 12 15 27
no 9 6 15
a little bit 9 9 18
Total 30 30 60

32. Do you remember the packaging of Warid telecom product (SIMS and cards)?

Gender Total
Male Female
Yes 16 22 38
No 14 8 22
Total 30 30 60

33. Do you think the packagings of Warid products are different and attractive as compared to others?

Gender Total
Male Female
Yes 14 19 33
No 16 11 27
Total 30 30 60

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34. Do you think Warid is providing value (More benefits as compared to price) to its customers?

Gender Total
Male Female
Yes 11 15 26
No 10 6 16
A little bit 9 9 18
Total 30 30 60

Interpretation

Gender wise cross section of data shows the perception differences of people how they
perceive the Warid brand image with regard to change the femininity type. Basically this
is done to check that choice of preference and recall, recognition factor in the gender. It
may b possible that female like one type of bran but male like other type of brand. At
one place brand is successful but at the same time at other place it is non famous. It also
cross tab to check the Warid association and equity in female as well as male. So the
result we got is appealing and aim of cross tab successful because the results of different
gender varies against each other. Warid is favorite among male rather than female but
Mobilink is favorite among both male and female. Similarly all the answers to the
question vary differently with the gender to gender.

100
 ANALYSIS

• Recall level
The questionnaire includes question number one that is about recall of brand. Form that it
is conclude that Warid has low recall rate as compared to other major player in the
market. About 28.3 % respondent says Mobilink and25.0 say Ufone in their recall
question
• Recognition level:
There are almost four questions (2 and 3,) regarding recognition in this research. For
recognition purpose we use brand element of Warid such are logo, slogan. The results of
question are fabulous people recognize the brand from its deliverable attributes. The level
of recognition according to slogan is 83.3 and 80.0 from logo. The result shows that
people recognize the brand among its competitors due to its above mention elements.
• Knowledge level
There are three question regarding knowledge level check (3, 4, 5). For knowledge
purpose we use again brand elements to learn something about the level of knowledge of
customer. The results of these questions are good about all respondents’ answer that they
have full knowledge about the Warid brand. Some answer that slogan communicates
reliability, trust and despondence towards customer needs. These results we obtain are
similar to Warid brand values that it delivers. The responses rates are almost near to 80
percent. But the answer related to slogan and logo remembers does not go as well as they
are expected. The response rates in these questions are 50 to 55 percent and the non
response rate in these question are close to response on with rating of 30 to 45 percent.
• Personality & image:
There are three question regarding knowledge level check (9, 12, 13). In these questions
we asked something regarding to imaginary associations attach with Warid and what
people think about the brand class usages. Two aspect come in this regard one group says
that it is for business class other says it is for student due to its packages and offerings.
Most rated class is business class with percentage of 31.7. Next question asked is also to
check the perception about the price rang. Basically we are trying what people perceive
about the Warid prices which it offer in its packages with percentage of 66.7. Last
101
 question is about service and customer service perception because in the telecom sector
these services cater most. Basically people are asked what are the about service and
customer services with percentage of 65.0. From imaginary and personality point of we
have found that people perceive about the brand as business purpose but its packages are
for both end consumer end too. But if we talk about the personality of brand results
shows that people perceive its price and service offering as prestigious brand
• Attributes and benefits:
There are four question regarding knowledge level check (10, 11, 14, 17). In these
questions we asked to check the most favorable attribute about Warid mostly response
come are network service and customer responsiveness with high percentage of 38.3 and
28.3. Next question asked is to check what people perceive about the brand through its
promotion activity from which we can judge the actual and perceptive gap between the
communication programs. Mostly responded answers “yes” promotion campaign
communicates association which Warid delivery with percentage of 75.0. Next we asked
benefit question regarding Warid brand. All respondents answer positively which says
that all benefits provided by the Warid which they perceive that they are higher. Again
benefit question is asked from the respondents that they are satisfied with what type of
service provided by the bran and they say that service quality and customer resonance
will be preferred most in their mind.
All above question say that Warid provide benefit to customer but most unique ones are
network service quality and customer orientation. Most of non-nameable attributes and
association are prices and corporate brand they did not consider these factors important in
preference in choosing in Warid brand.
• Customer’s Motivation:
There are four question regarding knowledge level check (7, 16, 08). These set of
question are asked to find uniqueness means what differ Warid from other market player.
This difference may be with respect of imaginary and performance based. Responded
answer varies differently but mostly answers network services mean quality of voice and
low disconnections but other difference are packages and customer services. Most rated
attribute is network services with percentage of 36.7. The previous question results shows
that people are strongly agree with the offers and packages Warid provides but the

102
situation differs in that question almost answer comes are neutral. The percentages are
almost the same 55 and 45 .So people did not consider this factor important. In this
question we find that customer strongly agree that they network services are most unique
in Warid. Dislikeness about Warid which people think are mostly offer and packages but
other dislikeness are prices plan and customer services.
All above question revealed some facts regarding Warid people likeness and dislikeness
depends upon the benefits provided by the brand. Results indicate that Warid most
motivated factor in customer mind are network services and customer service but most
dislikeness are price plan of Warid.

Conclusion:

So from above analysis we conclude that Warid has low recall but have high recognition
in the minds of customers and also has very strong brand image. People mostly like
attributes such as network service which include voice quality and low disconnection rate
and also like customer service like introduction of new package planes. Warid desired
associations which company wants to create in the minds of customers are also network
services in the form of voice quality and low disconnection rate so we can say that
company is successful in creating the desired association sin the minds of customers
through advertisement, promotional activities. But there are some other attributes which
company delivers but it is not successful that is price plan and brand for all type of
customers. Consumers have some what image of association they are trying to give this
can be shown by benefit analysis of research. The Warid creates secondary association by
co-branding with other most favorable brand now a day co-branding with Mc Donald that
creates association and also through linking with other SBU of corporate brand operating
in Pakistan i.e., Bank Alfalah. Most interesting thing is that people know the brand has
linkage to Abu Dhabi Group this was created through word of mouth as our qualitative
portion of research shows (see appendix).

103
 RECOMMENDATIONS

To establish core competence and to bring competitiveness Warid should implement

numerous effective plans to improve the performance. Following are some
recommendations for Warid, which we personally feel can be useful for the
organization, its employees and the customers.

Ø We found that recall level of Warid brand is low which is due to the fact that they
did no focus on advertisement campaigns. In telecom sector advertisement cater
most so for quick recall Warid should focus on mass level of advertisement and
invest more on advertisement.
Ø We have found that Warid claims that it offers economical prices to its customers
but their price plan are medium range which consumer think are high as other
player in the market are offering comparatively low package plans. We
recommend that Warid should have to adjust their prices which are relatively
equal to their competitors.
Ø We have found that Warid claims to provide best offering to its customer but
results shows that customer response negatively about offerings. Now a days in
telecom sector competition is based on price and value added service if we see the
value added service of Warid we found that Warid have low value added service
as compared to other player. So we recommend Warid to introduce almost those
value added service that are currently enjoying other customer of other service
provide to keep those customer which are using Warid brand still.
Ø Warid Telecom should improve their customer satisfaction level both related to
product and services.
Ø We have found that Warid is unique in its network service but still lot of customer
thinks that factor low. So it is recommended that Warid Telecom should continue
to maintain the same quality.

104
Ø From the analysis of questionnaire it was found out that 69 percent of the
consumers of Warid Telecom value the actual product. Therefore, Warid Telecom
should focus on the factors related to the actual products. These factors are
Ø Value added service
Ø New offering and customer should be informed from time to time
about the new facilities available to them as being the customer of a
specific company
Ø Quality

Ø WE have found that people consider Warid brand for business brand but company
positioned it self as customer brand for both ends. For changing this perception
Warid should offers more package plans for consumer ends with price relatively
benchmarked with other industry player at least.

105
 APPENDIX

Qualitative Questionnaire:

Respected Respondent
We are the students of GIFT University, Gujranwala. We are doing Brand Audit of a
telecom company, we request you to fill this questionnaire framed by us, looking forward
encouraging response.

What name comes to your mind when we talk about Telecommunication network service
providers in Pakistan?

_______________________________________________________________________________
What comes next?

_______________________________________________________________________________
What name comes to your mind when we talk about Mobile communication service providers in
Pakistan?

_______________________________________________________________________________
What comes next?

_______________________________________________________________________________
What comes next?

_______________________________________________________________________________
What comes in your mind when we talk about Abu Dhabi Group in Mobile Service provider?

_______________________________________________________________________________
Do you remember that "Life ka network" is the slogan of which brand?

_______________________________________________________________________________
Do you remember that logo belongs to which brand?

_______________________________________________________________________________
Do you remember 0321 and 0322 is series of which brand?

_______________________________________________________________________________
Do you remember which brand of mobile service provider use colors of blue and Red in
their themes?

106
 Distributes 100 marks among following brands keeping in view the customer
services.
Brands Marks
Mobilink
Ufone
Telenor
Warid
Fill the following spaces below

1. U--- O -- NE 2. T—L – N -- R 3. -- AR --D 4. M – B – L -- NK 5. Z -- -- G

Do you think that the logo and slogan of Warid Telecom are memorable?

_______________________________________________________________________________

What do you think Warid is unique / different in its package offerings?

_______________________________________________________________________________
What you dislike about the Warid?

_______________________________________________________________________________
What you like about the brand Warid?

_______________________________________________________________________________
What differs Warid from other mobile sector brands?

_______________________________________________________________________________
According to price comparison, where you rank Warid? (Premium to low)

_______________________________________________________________________________
Do you think that WARID is providing value (more benefits as compared to price) to its
customers?

_______________________________________________________________________________
Do you think that Warid provide best voice quality and coverage to its customers?

_______________________________________________________________________________

Do you think that Warid services are based on voice quality and low package price to?

_______________________________________________________________________________

Which network do you use and why?

_______________________________________________________________________________

107
Have you tried Warid services?

_______________________________________________________________________________

What do you think people use Warid for? (Short calls and long package calls)?

_______________________________________________________________________________
Do you think Warid is used as secondary SIM instead of master SIM or vice versa?

_______________________________________________________________________________

What do you think Warid is prestigious brand?

_______________________________________________________________________________
According to your opinion, Warid is most suitable for which kind of class?

______________________________________________________________________________
If Warid is a person what kind of person it is?

______________________________________________________________________________
What do you think what kind of people use Warid?

______________________________________________________________________________
People use warid because?

______________________________________________________________________________
Would you recommend other to use Warid services?

______________________________________________________________________________
I like to get update information regarding Warid services?

______________________________________________________________________________
Warid stands special to me

______________________________________________________________________________
I like to talk others about Warid?

______________________________________________________________________________
I really miss Warid if Warid went away?

______________________________________________________________________________
I am proud to have Warid SIM?

________________________________________________________________________

Thank You Very Much!!!

108
 Quantities Questionnaire:

Q UE ST IO NN AIRE
Respected respondents!
We are the students of GIFT University, Gujranwala. We are assigned to do a project, which aims to study the
evolution of Warid’s brand strength and all possible ways of brand equity. The findings of research serve only for the
academic purpose. We request you to fill this questionnaire framed by us, looking forward encouraging response.
Please Choose Between the Alternatives Given Against each Variable

These are Variables Which used to measure Warid’s

brand strength
What name comes to your mind when we talk about cellular network
service providers in Pakistan?

Do you remember that "Life ka network" is the slogan of which brand?

Yes NO
Do you remember the logo of WARID Telecom?

Do you think that the logo and slogan of WARID Telecom are
Yes No A Little Bit
memorable?
Do you know what the slogan (Life ka network) of WARID Telecom
communicates?
Do you think that Warid’s offerings and services match with its
slogan? Yes No A little bit

Network Customers Services

What you think is unique / different about the brand (WARID)?
Services

Offers & Prices

Packages
Network Customers Services
What you dislike about the brand (WARID)? Services
Offers & Prices
Packages
Business Student Class
Class
According to your opinion, WARID is most suitable for which kind of
class?
Home Users Commercial Class

109
 No Tax Network
Deduction
Do you think that any of these is competitive advantage of WARID? Quick
Customer WAP
Response
Do you think that promotional campaign (Advertising) of
WARID supports the associations? They are trying to create?
Yes No

According to price comparison, where you rank WARID?

Low Medium High/Premium
How you rank the services (Network & Customer Services) of
WARID Telecom? Poor Good Excellent

According to you, is WARID a caring brand with respect to the

benefits given to customers? Yes No A Little Bit
Do you remember the packaging of WARID Telecom's products
(Sims & Cards)? Yes NO

Do you think that packaging of WARID products are different

and attractive as compared to others? Yes NO

Do you think that WARID is providing value (more benefits as

compared to price) to its customers? YES NO A Little Bit

RESPONDENTS DEMOGRAPHICS

Name ___________________
Gender Male ____________ Female ______________
Location _____________________

Thanks you for your cooperation!!!

110