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Instaphone to Prime Fone

Telecommunication
Telecommunication is the assisted transmission of signals over a
distance for the purpose of communication. In earlier times, this
may have involved the use of smoke signals, drums, semaphore,
flags, or heliograph. In modern times, telecommunication typically
involves the use of electronic transmitters such as the telephone,
television, radio or computer. Early inventors in the field of
telecommunication include Antonio Meucci, Alexander Graham
Bell, Guglielmo Marconi and John Logie Baird.
Revolution in Pakistan
From the humble beginnings of Posts & Telegraph department in
1947 and establishment of Pakistan Telephone & Telegraph
Department in 1962, PTCL has been a major player in
telecommunication in Pakistan Then different companies
introduced there services which are of following…
Instaphone introduced mobile telephony in Pakistan in 1991
with AMS technology. It holds honor of Pioneering coverage to an
ever expanding network of 185 Cities and pioneering consumer-
favorable initiatives such as; Instaone, Xcities, Pre-paid plans,
Calling Party Pays, low end pre-paid cards, 12 months Free
Incoming, Roam Free Incoming, Interconnect SMS services and
International SMS services.
Mobilink GSM (PMCL) started its operations in 1994. The first
cellular service provider to operate on a 100% digital GSM
technology in Pakistan, offer both postpaid (Indigo) and prepaid
(JAZZ).
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Ufone GSM is a cellular telephony which start its service in

January 28, 2001 under the brand name of Ufone from Islamabad,
And launched by the PTCL.
Telenor acquired the license for providing GSM services in
Pakistan in April 2004, and had launched its services
commercially in Islamabad, Rawalpindi and Karachi.

Failure Reason of Instaphone

 Technology
 Portability
 H.R. (Lack of Expertise)

 Management
 Marketing Research

Instaphone to “Prime Fone”

To over comes the said reasons and to boost the marketability of
the existing system, there is a need to devise a plan for
improvement. For this purpose change in the existing system is
crucial, to create a market share of this existing failed system. For
this purpose I have decided to change the brand name from
“Instaphone” to “Prime Fone” (i.e. P Fone) and few of the
following just to create awareness in the market about the
change and promotion in the Instaphone. The main change is
“AMS” technology to “GSM”. Changing of HR, changing of
marketing research it help us to overcome the said reason,
making improvement & portable the new system.
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Slogan
The slogan of “Prime Fone” is “FOR ALL”. From this slogan, it’s
shown that for our organization the most important thing is our
customer. The main purpose is to satisfy the customer wants. So
these also create some sort of confidence among the customers
& they feel pride of being the part of such organization where
proper attention is paid to them.

Target Audience
The target audience for PFone will be the new potential user &
also the user that PFone already use in the cities & in the
Village/Fata area. However this does not mean that this strategy
will not pursue any new users. The challenge in the promotion
strategy is to balance the campaign in such a way that neither of
these desired target audiences is ignored during the campaign.
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Features/Benefits of joining the Prime Fone

 Short Messaging Service (SMS & MMS)

 GPRS Services
 Power SIM
 Information Services
 Logos (In Different style)
 Web SMS
 Picture Message
 Downloadable Music & Games
 Widest nationwide coverage
 International roaming.
 Well connected Franchise/Service centers across the nation
assist you in every possible way
 On net advantage (Call over allot of Instaphone family
members for as low as RS. 0.60/min)
 Great Value Added Services readily available
 Ring Tones
 Conference Calling
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Marketing Mix refers to combination of four elements- product,

pricing structure, distribution system, and promotional activities-
used to satisfy the needs of organizational structure and at the
end fulfill the organizational objectives.

Major components of Marketing Mix:

 Product

 Place

 Price

 Promotion

The marketing mix strategies for Prime Fone

In order to implement the strategy the company is going to

consider each element of the marketing mix.

 Product

Prime Fone is offering two types of connections i.e.

Prepaid and Postpaid. In prepaid connections they are
offering Packages like Splinter, Lajawab, wonder and Top.
While in Post Paid category they are offering Packages
like Hamesha, Rabita and Decent. The plan is to launch
its products in a new market i.e. Fata area. These
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connections will be available at all Prime Fone offices in

the country and at Franchised PFone dealers.

 Price
The prices will primarily base on the cost and Tax to be
paid to the Govt. will be added to the cost of the products.
The firm will also make sure that the prices are in line with
that of the competitors and also fit in with the overall
marketing mix as well as consistent with the image of the
Prime Fone.

 Placement
The product will be launched in its exclusive outlet,
brushes, where only “PFone” Connections will be offered
for sale. The outlet will be designed and decorated in such
a way that it is as close to target market as possible. Also
for the benefit of user in every place there will be
Customer Service counter, which will receive suggestions
& provide help to the customers.

 Promotion
The promotional campaign will be run through
advertisement on television, radio, newspapers and
magazines, Internet. We also have a plan to promote the
product in Peshawar by arranging a Music concert on the
day of Launch in PC (Pearl Continental).
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PFone offers a large variety of cellular products and services. It

specializes in providing connections to the customer and offers
packages that enable them to utilize the services that are offered
along with the different connection packages.

Before someone can become a PFone customer they have to

purchase a SIM card that confirms that a mobile connection has
been given by this company. The SIM card is therefore the
product that the company offers as it is tangible in nature. After
the SIM is purchased a customer has a wide variety of packages
to choose from along with the facility of paying before or after the
use of PFone services.

PFone offers 2 major types of packages, which include

further options in Pricing and different types of facilities provided
by PFone. These packages are mainly classified as either:

1. Post Paid Connections

By this we refer to the type of connection in which the
customer has to pay for the mobile services after he
has utilized the benefit of these services, which is in
shape of monthly bills. PFone offers three main
packages that offer post-paid facilities to the
customers. These are shown in the Pricing Table.
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Prepaid Connections
The Prepaid Connection is such type of connection in
which users make payment before rendering the
services of PFone. This is another of the products
offered and not a service as people purchasing the
prepaid packages get a card that is tangible. These
cards come in prices of R.S 50, 100, 200, 500, 1000,
1500. After purchasing the cards user can access fully.

Services are of following

The basic strategy of PFone is to provide mobile services to the
user which is affordable enough to be used by the masses. The
objective of PFone is to be capable of providing the best quality
service with the lowest price also offering the customer with
choice in choosing the type of package that they may want and
think of as their best fit.

• Short Messaging Service (SMS & MMS)

• Wireless Application Protocol (WAP)
• Web SMS
• Power SIM
• Information Services
• Ring Tones
• Logos
• International Roaming
• Conference Calling
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Prices will primarily base on the cost and Tax to be paid to the
Govt. will be added to the cost of the products. The firm will also
make sure that the prices are in line with that of the competitors
and also fit in with the overall marketing mix as well as consistent
with the image of the Prime Fone.

Prices of Prepaid Connection

Package Per Per Free SMS Value Added

s minute SMS Services
Call charge
s

PFone 0.60 1.20 50 Free CLI, Voice Mail

Splinter and Incoming SMS
PFone 0.90 0.50 60 Free CLI, Voice Mail
Lajawab and Incoming SMS

PFone 1.00 0.20 70 All Above+

Wonder Conference call & Call
Waiting

Special Offer One no is especially free for life

time
This package is especially for the friends and family member.
Means you can choose one no to be free for life time and anytime
you can call, no tax no cost. It’s only in Prepaid Connection.
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We can see the characteristics of each of the packages that are

offered by Prime Fone with the prepaid facility. The price of the
card may vary and the customer is provided with choice as to
how much to spend on the card as it comes in three prices and is
offered further choice as to which package to use with the card.

Prices for Postpaid Connection

Packages Monthl Per Free Free Value Added

Of Prime y Minute Minute SMS Services
Fone Access s
Charge
s

PFone Free Voice mail,

Hamesha 200* 2.00 50 150 Call Waiting
& Conference Call

PFone Free CLI,

Rabita 190* 2.75 40 200 Call Waiting
& Conference Call

PFone 205* 1.75 60 250 Free Call Waiting

Decent & Conference Call

From the table above we can see the packages offered and the
charges and main features that each type of package offers in the
post paid section. Accompanying this are the value added
services that a customer is entitled to with each package.
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PFone offers its services through its sales outlets in different

areas of the country & authorized dealers which are of
following……

Authorized Dealers

Places Dealers Name Address of Dealers Registration no

Ahmad Wali GPO-90 sadder Road Peshawar. 12-9011-1

Peshawar
Dealers Nawab Ali Charsada Road Peshawar. 12-9012-2

Saeed Ullah GT Road Town 3 Lahore. 12-9013-3

Lahore
Dealers Tanveer Ullah E-105/1-B Defense, Lahore. 12-9014-4

Fazal F-1/17, Kehkashan Clifton, Karachi. 12-9015-5

Muhammad
Karachi
Dealers Umer Farooq M.A.Jinnah road-5-1-p, Karachi. 12-9016-6

Saif-Ullah Blue Area, Islamabad. 12-9017-7

Islamabad
Dealers Sami-Ullah F-10 Markaz, Islamabad. 12-9018-8
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Ufone Offices

PFone Address Phone No

Offices
13-B, F-7 Markaz, Islamabad. 51-111-333-100
Islamabad
Head Office E-105/1-B Defense, Islamabad. 51-111-333-200

Bank Road A-1 Rawalpindi. 00-000-000

Rawalpindi
Head Office Mall Road PO-14 Rawalpindi 00-000-000

15S, Gulberg2, Lahore. 11-111-111

Lahore
Head Office Ameen Chambers, Davis Road, Lahore. 11-111-111

North Nazimabad 3, Karachi. 22-222-222

Karachi
Head Office Ali Center B-9, Clifton Karachi. 22-222-222

Faker-e-Alam Road, Peshawar. 91-2244571

Peshawar
Head Office Sadder near Sweft Center 91-2244572

Coverage in Future

PFone has planned to launch its connections in one of the

major industrial city of Pakistan i.e. Faisalabad and is also
offering satellite connections in collaboration with “Thurraya”.
So after that PFone can be used all over the country and also
internationally.
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Promotion is the only ‘P’ in marketing mix, which create profit for
the business. Promotion means to inform, persuade & remind the
market about the product and organization selling it in the hope
of influencing the recipients feelings, believes & behavior. The
different tools of promotion include advertising, personal selling,
sales promotion, publicity, and public relations.

Parts of the Promotional Strategy

Firstly this segment of promotion deals with the strategy that
PFone adopts for the new launch in the FATA area. Secondly it
deals with the promotional campaign that will be running in the
cities where PFone already has a presence. In these cities PFone
will be promoting the different packages that it will be offering.

Prime Fone promoting its product and services

through following ways………

 Electronic Media
On television the advertisements will appear on PTV and
Channel 3. As we know that it is mostly watched channel.
Advertisements will also broadcast on radio (FM101,
FM104).
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 Print Media
In promotion regarding the print media the agency will
create adverts that will be place in magazines and
newspapers such as The News, AAJ, Mashriq, The Nation,
Daily Jang, & different magazines etc.

 Sales Persons
In sales promotion we will allocate an entertainments
such as, different concert charity shows. Besides this
PFone will also be using other tools of the promotion mix.
It will be using a 125 person sales force in the different
cities & the sale person will be provided according to the
area covered. These personnel will be involved in
personal selling on a regular basis with optimistic targets
that will be set for each person individually.

 Public Relation
The promotion of public relation is done through
sponsorships such as different dramatics clubs, sports
club, sponsoring the different events. Like Quaid-e-Azam
Cricket Tournament.

Through Signboards
We are also promoting it products, through installing
signboards at the roads, cities etc. These signboards will
help us to promote our product. In Peshawar it will appear
on the University Town, Sadder etc.
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The information which I got for the Prime Fone, which

helped out me in the preparing of the report which are of
following.

• From the Internet web sites are of following.

i. http://www.instaphone.com

ii. http://www.wikipedia.com

iii. http://www.pta.gov.pk

iv. http://www.mobilinkgsm.com

v. http://www.ufone.com.pk

vi. http://www.zong.com.pk

• Marketing Mix of Gold Leaf.

• From the Teacher Mr. Shams Ur Rehman (MBA finance).
• From the friend Mr. Amin Ullah who is a student of MBA
(IMscience).