ACKNOWLEDGEMENT

All the praise is for Allah, the most merciful and beneficent, who blessed us with the knowledge,
gave us the courage and allowed us to accomplish this task. We are especially indebted to all our
teachers for instilling in us enough knowledge to be able to carry our self efficiently during our
Secondly, We are bound to thank Mr.Ahmar who is region manager and of telenor franchise
Faisalabad.

DEDICATION
We dedicate this report to our parents and friends in recognition of their worth and to our teacher
Sir Mazhar Hayat who is the guiding force for us and it is their effort and hard work that showed
us the path of success and prosperity which would be there for us for the rest of our life.

Keep your dreams alive. Understand to achieve anything requires

faith and belief in yourself, vision, hard work, determination, and
dedication. Remember all things are possible for those who
believe. - Merlin Olsen

Table Of Content
Introduction and background................................................................................
Mission.................................................................................................................
Vision.....................................................................................................................
PESTEL analysis.....................................................................................................
SWOT analysis........................................................................................................
Stakeholder Analysis...............................................................................................
Competitive Analysis..............................................................................................
STP analysis............................................................................................................
7P's Description.......................................................................................................
Strategies in Pakistan................................................................................................
Conclusion..............................................................................................................
References.................................................................................................................

INTRODUCTION & BACKGROUND OF VODAPHONE

Vodafone Group plc a British multinational mobile network operator headquartered
in Newbury, England. Vodafone is the world's largest mobile telecommunication network
company, based on revenue, and has a market value of about 71.2 billion (November 2009).It
currently has operations in 31 countries and partner networks in a further 40 countries Based on
subscribers, it is the world's second largest mobile phone operator behind China Mobile, with
over 427 million subscribers in 31 markets across 5 continents as of 2009.In the UK, its home
ground, Vodafone has badly underperformed in the last few years due to brisk change in
administration. It has slipped from first to third largest telecom operator generating a revenue of
4.9 billion from its 18.7 million customers in 2008-09.As of March 31, 2009, the company
employs more than 79,000 people worldwide.
Vodafone was formed in 1984 as a subsidiary of Racal Electronics Plc. Then known as Racal
Telecom Limited, approximately 20% of the company's capital was offered to the public in
October 1988. It was fully demerged from Racal Electronics Plc and became an independent
company in September 1991, at which time it changed its name to Vodafone Group Plc.
Following its merger with Air Touch Communications, Inc. (Air Touch), the company changed
its name to Vodafone Air Touch Plc on 29 June 1999 and, following approval by the shareholders
in General Meeting, reverted to its former name, Vodafone Group Plc, on 28 July 2000.

MISSION
We will be the communications leader in an increasingly connected world
Explanation
Vodafone Group Plc is the world's leading mobile telecommunications company, with a
significant presence in Europe, the Middle East, Africa, Asia Pacific and the United States
through the Company's subsidiary undertakings, joint ventures, associated undertakings and
investments

VISION
Our vision is to lead the industry in responding to public concerns regarding mobile
phones, masts and health by demonstrating leading edge practices and encouraging others
to follow.

Explanation
Vodafone offers voice, messaging, data and fixed broadband services through multiple solutions
and supporting technologies to deliver on its total communications strategy. The advancements in
3G networks and download speeds, handset capabilities and the mobilization of internet services,
have contributed to an acceleration of data services usage growth.

PESTEL ANALYSIS
Political:
1. Development of effective business plan to get license and sound projections about
company
2. Getting license regulations are not so difficult to achieve.
3. Govt. is in miserable conditions now a days because of Dharma and political battle
between parties. It requires to sustain its position by anyway thats why ,it has made the
rules flexible for almost every sector and facilitates the business. Moreover, the 3G
licenses are given to companies making the rules of competition more strict.
4. Vodafone is also doing business in India, Pakistan is unable to form good and friendly
relationships with India, thats why, there may be some problems in business in india if
Vodafone started business in Pakistan. Indian govt. can create problems due to hatred
against Pakistan. And ultimately, the population of india is more than Pakistan which if
lost will create great problem.
5. People dont make the payment of tax directly so govt. collects tax indirectly. Now, Govt.
is increasing the tax burden on telecommunication sector like 6% increase in recharging
balance W.H.Tax. so, it makes the entry in market with low cost very difficult.
6. Main focus of govt. is towards Dharma's and protection of govt. many of the industries
are ignored and telecom sector has not been paying attention.
7. Moreover, the political leadership is not successful in building good relationship with
other neighboring countries like Afghanistan, Iran where constant threat of terrorism
prevails.
8. Political parties perception towards mobile network disruption on important events also
effects. Like Rehman malik (PPP) announced disruption of services on youm-e-ashoor,
eid, etc.
Economics:
1. Demand for products of Vodafone be created because the existing communication
networks cannot provide effective services. So, the quality services of Vodafone can be
encouraged.
2. Cost effectiveness is an issue because PCI of Pakistan is low so the people are less likely
to spend extra in economy.
3. It is easier to start in the market with existing products rather than, taking out new
customers. Moreover, half of the population of Pakistan is mobile phone users and others
live in villages that dont take mobile phone connection. Mobile phone users are 136.5
million
4. 63.8% population lives in rural areas, do these areas must be addressed properly to
capture the market.
5. Competitors are making economic offers to customers considering their purchasing
power and demand, it will not be easy to cope with them.

6. Govt. has reduced the interest rate for commercial loans encouraging the investment in
business sector. Moreover, small personal loans are also provided to customers increasing
their purchasing power.
7. Inflation rate is 7.7% which is lower as compared to 2012 i.e., 9.7% means having more
power to purchase the products and services by consumers.
Social:
1. Population of Pakistan is 196,174,380 (est. of june 2014) and rural areas population is
63.8% which rarely use cellphone.
2. Education of population: literacy rate is
3. Pakistan has 54.8% population of youth ranging from (1-24) which means targeting them
will create more long time customers if inspired.
4. People have habit of texting so SMS packages at comparative rates must be introduced.
5. Calls of people range very limited time form mobile (short duration of calls) so packages
must be introduced accordingly.
6. Social responsibility in people is provoking slowing through media and it can create a
positive point for us being the part of UK economy which already has concerns for social
responsibility.
7. Pakistani people are friendly enough that welcome new entrants considering their
favorable offers and especially UK based companies are considered as positive sign to
mostly population.
8. In communication industry, consumers have power over suppliers because they can
switch easily to other networks so this fact must be considered before launching offers.
Technology:
1. Towers technology has slightly changed in Pakistan because there is energy shortage in
Pakistan and due to this, the solar panels are attached by a company to save cost.
Adaptation of this technology can provide strength in signal every time. But it will
increase cost because we have to purchase it, while zong gets it on low prices from china
being china based company.
2. In communication industry, only internet technology has changed from modem to DSL
and EVO but it is not as much required in Pakistan for cellular phone companies.
3. But change in technology for working of staff inside organization can affect.
Ecological environment:
1. Customers are somehow environment conscious and least make decision on ecologic
base. But in future it is expected that customers will be affected by it because media is
playing its role.
2. Employees act as whistle blowers and when change job, can reveal the secrets of
dissatisfied from organization.

3. Legislation for companies entering in telecommunication is not so strict. Govt. provides

equal space for new entrants. And no legislation against it is observed.
4. Media of Pakistan like other medias is interest in hot news form any company. Existing
telecommunication companies are working very attentively to this issue to avoid any
effect. So working in such environment is difficult for a company.
5. Again ethical concerns are important for Vodafone in any country being the international
organization. But Pakistani environment is still in the back.
Legal environment:
1. The legal environment is not so strict but if any company falls under legislative process,
it becomes difficult for any company to fall out of it early because the case lasts for long
and expenses continue to occur. Moreover, its goodwill can also be affected by media by
providing news excessively. But no case of suing telecommunication company has seen
in Pakistan.
2. The procedure for obtaining license is not very difficult for any company being the
simple rules for getting license.
3. License is issued for 25 years in Pakistan to telecommunication with yearly renewal
4. Not more than 5 numbers on the name of one person can be registered.

SWOT ANALYSIS
Strengths

1. Worlds second largest mobile service provider by subscribers

Vodafones customer base of 435 million in various parts of world is its biggest asset. In
many countries Vodafone is Market leader.
2. Geographically diversified business
Vodafone has a presence in all kind of mobile market. Developed markets like Germany
and UK bring bulk of revenue. Markets like Pakistan have massive growth potential both
in voice and data.
3. Strong brand recognition
Vodafone is strengthening its place among better brands of the world by Creative
advertising, good customer service and aggressive strategies.

Weaknesses
1. High competition in the telecom market
There is already high completion in telecom sector market share of Ufone is 18%, 28%
Moblink, Warid 17%, Telenor 25% and of Zong is 19%. This shows that market is
already saturated.
2. High Cost
Vodafone have to face high cost on advertising and promotions for launching of Vodafone
in Pakistan.

Opportunities
1. Large Market
There is large market available in Punjab for Vodafone.
2. LTE

The whole wireless world is moving towards LTE. LTE for mobile broadband can be a
good solution for Pakistan where competition in LTE is low. ZONG has taken the lead
with this version of LTE in Pakistan. So this can be the opportunity for Vodafone.
3. Merger and Acquisition
Vodafone has an opportunity of merger and acquisition to enter in Pakistan market.
Vodafone can merge itself in to companies of low market share.

Threats
1. Political Instability
The history of politics in Pakistan is highly instable. This is the threat for any country for
foreign direct investment in Pakistan.
2. Intense competition
In Pakistan competition in telecom sector is already intense therefore it can be a threat for
Vodafone.
3. High Tax Rates
Indirect taxes are increasing in Pakistan in telecom sectors so it is difficult for Vodafone
to offer low prices.

STAKEHOLDERS

Customers
It is not easy for any company to create the customers that were not previously using any
particular product. So, company has to snatch the share of competitors. Customers of Vodafone
are cellular phone users. According to PTA, there are 136.5 million cellular phone users in
Pakistan (March 2014). About 60% people have more than one cell with different numbers. The
users of different cellular network companies are given in the table:
Company

Customers

Mobilink

38m

Telenor

35m

Warid

12.94m

Zong

More than ufone

Ufone

Least

3G users are also the customers of Vodafone. Other cellular companies provide 3G to the
following number of customers:
Company

Customers (3G)

Mobilink

1m

Telenor

1.3m

Warid

-------

Zong

1m

Ufone

More than 1m

Proper information about customers is required to cope with market conditions and for this
purpose, Vodafone can communicate directly in retail stores and customer service centers.
Developing an understanding about the attitude of customers is the name of the game for staying
in market.

Financial institutions:

The financial institutions for Vodafone may be:

Banks
Insurance Companies
Ministry of IT
SBP
Board of revenue
Board of investment

These institutions are required for financing because the addition of debt capital to total capital
of business can decrease the cost of capital.
Government:
It is the stakeholder of Vodafone because it can influence any business in Pakistan. Moreover,
one government can influence the policies of other governments. For example: there may be the
relaxing policies of government toward foreign investment and since Vodafone is a foreign
investment so relaxing policies are there. But Vodafone has to comply with the rules and
regulations of government in order to survive and flourish in market.
Employees:
Employees are the stakeholders as well because the employees of any company are in direct
contact with company and know its secrets. Moreover they also act as whistle blowers. So their
interests must be considered in order to make the company function smoothly. Their rights and
interests, moreover their level of satisfaction can be maintained by different facilities to them and
the reward structure in the form of bonuses and funds.
Knowing about employees is important that is why, they can organize meetings with managers to
know about employees in any region in which Vodafone is operating.
Shareholders:
Shareholders can be from both Pakistani government and UK government. We can also invite the
large corporate investors as well to get a portion of shares of funds in companys capital. We can
also form joint ventures with other companies for the purpose of market penetration.Besides
annual meetings, Vodafone can be in contact with them through internet, conference calls,
emails, messages, can discuss the sustainability and risks associated.
Public pressure groups:
The role of public pressure groups is being played by the media of Pakistan. It emphasizes the
presence of corporate social responsibility and public benefit. Most of the policies are devised
because of pressure from these groups. An accurate balance with this group is required to make

the company succeed. And for this purpose, we have to keep in touch with the practices
prevailing.

COMPAPTETIVE ANALYSIS

There are six major competitors in market of Pakistan:

Telenor
Warid
Ufone
Zong
PTCL
Mobilink

Telenor

:
Telenor launched in March 15,2005 and now it is the second best company in Pakistan for
telecommunication. According to 2014, Telenor has 26% market share with 35 million
subscribers having 1.3 million users of 3G recently launched.
4Ps:
Telenor has these major types of products:

Prepaid
Persona
Talkshawk
Djuice
EasyPaisa

It has wide range of packages in these products which are as follows:

Products:

Number of packages:

Prepaid/Talkshawk

10 types of packages

Djuice

8 types of packages

Persona

7 types of packages

Telenor provides a variety of services like easyload, GPRS/WAP, smartshare, song dedication,
smart tunes, friend finder, missed call alert, conference call, recharge flexibility, etc. Telenor is
the first organization in this sector in Pakistan that follows the international rules for HR.
Price:
Telenor offers special rates for friends and family numbers. Prices details is as follows:
Category

Plan 1 (Rs.)

Plan 2 (Rs.)

Plan 3 (Rs.)

Plan 4 (Rs.)

Monthly rent

250

500

1000

1500

On-net call

1.5

0.8

0.6

Off-net call

2.5

2.25

1.75

FNF

0.8

0.6

0.4

SMS- on net

0.5

0.5

0.5

0.5

SMS- off net

Prices of Telenor are very economical as compared to other companies operating in the market.
Place:
Telenor distributes through retail stores, franchises and own shops. It has captured almost 1247
cities and towns with more than 100,000 retail outlets and 200+ franchises.
Promotion:
Telenor launches marketing campaigns, advertise through billboards, print and electronic media,
social campaigns, cultural campaigns and transportation.

Telenors SWOT:
Strengths:

Innovation in products e.g. easypaisa, having the first mover advantage. Coverage is in both rural
and urban areas. Rates charged by Telenor are most favorable to customers thats why its second
hot favorite company in Pakistan.
Weaknesses:
It is basically a European product and any clash with these countries directly affect Telenor.
Persona is not giving market growth. The rates of SMS are same as other networks.
Opportunities:
Telenor is best network with respect to quality of communication and can take advantage of
increase share in market by claiming it to public. Share of mobilink can be btained because of
mobilinks weak position relative to quality.
Threats:
Increasing completion and bargaining power of buyings are threats to some extent.

Zong

Zong is the product of CMPak. When paktel was sold to CMPak, the existence of Zong came.
Reasons for pastel going out of market was their old strategies with unsuccessful results, noninnovative behavior and poor services. But Zong is also doing the same in market now. Being the
4G network, Zong has not been able to win extra share of market due to previous bad repute.

4Ps:
Products:
Zong has following categories of products:

Timepey

Flutter
BizXcess
Prepay

It has small number of packages in these categories.

Place:
Zong distributes its products in market by retail outlets, franchises, customer service centers.
According to 2014, zong has 23 customer service centres, 305 franchises and 190,000 retail
outlets. It has done co-ordination with bank of Punjab for BizXcess also.
Price:
The price of zong packages and services are quite low but the company I unable to sustain good
position in market. Low price of zong services are showing that they target only poor class with
no reasonable real time connectivity.
Promotion:
Zong uses electronic media, print media and billboards for advertisement purposes moreover,
some few events in northern areas are also sponsored by it for advertisement purposes. Mostly,
Chinese events are sponsored.
Strengths:
Low prices with coverage of northern areas is its strengths.
Weaknesses:
Poor quality of network, rural areas not covered, managerial problems are Zong weaknesses.
Opportunity:
The area of Punjab and overall Pakistan is opportunity for Zong for expansion of services.
Threats:
Any new entrant can acquire zong or can take competitive position as compared to zong.

UFONE:
HISTORY:

 Pak Telecom Mobile Limited or Ufone is a Pakistani GSM cellular service

provider. It was the third mobile operator to enter Pakistani market. It started its
operations, under the brand name of Ufone, in Islamabad on January 29, 2001.
PTML is the wholly owned subsidiary of Pakistan Telecommunication Company
Limited. Following PTCL's privatization, Ufone became a part of the Etisalat in
2006.
Ufone is among the largest GSM mobile service provider and fourth largest
mobile service in terms of subscriber base of over 24 million. It has a market
share of 18% among mobile operators.
MISSION:
To be the best cellular option for U
LOGO:
Its all about U
FEATURES:
Lowest Call Rates
Clear Sounds
Best Network
Subscriber Base: 24 million in less than a decade
Network Coverage: 10000 cities
International Roaming:More than 288 live operators in more than 160
countries
Leader in VAS due to innovation

PRODUCTS AND SERVICES:

 Prepay
Postpay

PRODUCTS FEATURES:
Recharge Options
SMS Bundle Offer
MMS
GPRS
International Roaming
Call Features
PACKAGES :
For Prepaid:
3GPrepaid Tarrif
Prepaifd Tarrif + Packages
Bundle Offers
UTH Offer
Postpaid:
3G Postpay Tarrif
Bundles

 New Sim Offer

Special Offers

SWOT ANALYSIS:

STRENGTHS
Latest Techonology
Govt Backing
Quality Service
Pak 2nd GSM
Network
Less Rates Only Co.
Present in 4
Provinces

OPPORTUNITIES
New Techonology
Funds from PTCL
Positive Consumer
Behavior

PRICING STRATEGY:

Market
Penetration

WEAKNESS
Less Coverage in
Remote Areas
No Proper Planning
to cater the
excessive demands

THREATS
High Taxes
Other Networks
have more coverage
Govt. Inretferance
Competition
Investment in FATA
in Danger

ADVERTISING STRATEGY:

Message
Content
Advertising
Media
Advertising
Strategy

Message
Format
Message
Source

Message Media

Print,
Billboards,Displ
ay, Internet,
Events

MARKETING STRATEGY

FRONTAL ATTACK STRATEGY

(LOW PRICE AND ATRACTIVE
FEATURES)

COMPETITIVE STRATEGY:

Lowest Call Rates

VAS
Call Block Services
Corporate Color

MOBILINK:
INTRODUCTION:.
Pakistan Mobile Communications Limited, or Mobilink, is the leading
telecommunications service provider in Pakistan.
Founded in 11 June, 1994
Having 38.1 million subscribers

Market share of 28% as of March 2014.

It is headquartered in Islamabad.
Areas Served: 20,000 cities, villages and towns
Subsidiary of Vimpelcom Group
Almost 20 Years of Business
VISSION:
To be the leading Telecommunication Services Provider by Offering innovative
communication Solutions.
OBJECTIVE:

PRICING STRATEGY:

LOW PRICED
PROMOTIONAL
STRATEGIES

Wants to be Number 1
Mobile Business
Wants to Capture More
Market
Wants to Increase Market
Share

SWOT ANALYSIS

STRENGTHS
Highest
Highest NO.
NO. of
of
subscribers
Strong Brand Name
Wide
Wide Network
Network Coverage
Coverage
Engineering
Engineering and
and
Techonological Stability

OPPORTUNITIES
Large Market
Introduce More
packages
Focus on Old and
Ladies

WEAKNESS
Service Issue
Mismanagement
due to Large
network
Huge Expenses
High Tarrifs

THREATS
Price War
Political
Instability
Intense
Competition
High tax Rates

SEGMENTATION:

Segmentati
on

Demograp
hic

Psychograp
hic

TARGETING:

Jazz Budget

Middle and Upper

Class

World Target

Value Added Services

POSITIONING:

Youth

Jazz Outcome

Corporate Sector

MOBILINK
Indigo

RESHAPPING LIVES
PACKAGES:

Prepaid
Postpaid
PACKAGES FOR BOTH:

Packages
Offers
International Direct Dialing
Mobile Internet
Value Added Services

CSR:

Mobilink Foundation
Stolen Mobile Phones
Health and Security
Stamp Down Illegal International Calls

WARID TELECOM

Warid Telecom is a 100% owned company of the Abu Dhabi Group and offers state-of-the-art
telecommunication services at over 7,000 destinations in Pakistan.
Warid Telecom launched its cellular services in Pakistan in May 2005. As an organization, Warid
Telecom prides itself in being contemporary, approachable and constantly innovating. With
achievements ranging from having one of the largest postpaid bases, most loved youth & prepaid

brands, international roaming and nationwide coverage, Warid Telecom's selection of value
added services makes communication effective and enjoyable.

MARKETING MIX
PRODUCTS
Warid Postpaid (Zahi)
Warid Prepaid (Zem)
Glow
Mobile Paisa
Packages of Prepaid and Postpaid
Warid Postpaid (personal)

My 3 offer

New postpaid plans

Free for 3

Handset discount offer

Warid loan

Postpaid weekend /LNO

Unlimted edge

My 5

Warid Ppstpaid (Business)

Warid Mobile Email

Blackberry

Warid international MMS

Bill payment

Warid Prepaid

Prepaid tariff

Pakistan offer

Free calls offer

Prepaid call details

Unlimited Facebook and Whatsapp

PRICE
Warid Telecom does not go for keeping its packages tariffs low. It has competitive prices and
also has designed a few packages for less frequent users.
PLACE
Placement of Warid Telecom is done by business centers Customer service centers and
franchises. Warid Telecom has 12 Customer service centers in Pakistan. There are 9 Franchises in
Faisalabad and 38 in Lahore.
PROMOTION
Warid Telecom started out with an aggressive promotional came back relying mostly on Print
media and out-door advertising. Advertising is done by Newspaper, posters, sign boards,
advertisement through television, internet.
SWOT OF WARID TELECOM
STRENGTHS

Warid Telecom has strong financial backup by top investor group of Abu Dhabi.

Strong perception and high level customer service for users.

Warid Telecom has new packages for every class of society.

Warid Telecom gives appropriate value against price.

WEAKNESSES

Less coverage other than competitors.

Warid Telecom is not providing 3G while other companies operation in Pakistan are 3g
licensed.

OPPORTUNITIES

Offering of value added services and new products.

THREATS

Emerging companies in same market is threat for Warid Telecom.

Low prices of other companies and competing brands.

Technologies used by other companies in telecom sector.

PTCL

Pakistan Telecommunication Company Limited (PTCL) is the leading telecommunication

authority in Pakistan. The corporation provides telephonic and Internet services nation-wide and
is the backbone for the country's telecommunication infrastructure. The corporation manages and
operates around 2000 telephone exchanges across the country, providing the largest fixed-line
network. Data and backbone services such as GSM, CDMA, broadband Internet, IPTV, and
wholesale are an increasing part of its business.
Originally one of the state-owned corporations (SOEs), the shareholding of PTCL was reduced
to approx. 62%, when 26% of shares and control was sold to Etisalat Telecommunications and
the remaining 12% to the general public in 2006 under an intensified privatization program of
Prime Minister Shaukat Aziz. However, the 62% of shares still remain under the management of
government-ownership of state-owned corporations (SOEs) of Pakistan.
MARKETING MIX
PRODUCTS OF PTCL
Personal
Landline

 Vfone
Broadband
Char ji Evo
Evo Wingle 9.3 Mbps
Evo 3G Nitro 9.3
3G Evo tab
Smart Tv
Evo 3G Wireless
Business
PTCL Cloud
Carrier wholesale
International Business
Hosted solutions
Managed Service
Business Communication
Business Connectivity
PRICE
Pricing strategy of PTCL is different for its products PTCL is using the strategy of Market
penetration for Vfone, skimming for EVO and premium for Broadband.
PLACE
The Head Office of Pakistan Telecommunication Company Limited is situated in Sector G-8/4,
Islamabad. And Regional offices in cities like Faislabad, Lahore, Quetta, Peshawar,
Abbotabad ,Hydrabad, Karachi, Sukkar, Islamabad and Rawalpindi.
More over PTCL has an Optical Fibre Construction Region Lahore and Optic Fibre System
Islamabad. Exchange, Franchises, Call Centers, Customer Care Centers are available to facilitate
the customer needs in each District and Tehsil.

PROMOTION
PTCL uses different media for promotion Print Media, Newspapers, Electronic Media, Local
cables, Radio, Internet, Brochure, Bill Boards.

SWOT ANYLSIS
STRENGTHS
PTCL enjoy monopoly.
Good quality international connectivity.
Customer Base of over 4 million.
Government support.
WEAKNESS
Lack of customer focus.
Outdated people and technology (perceived by customers).
Lack of aggressive marketing.
Lack of customer services.
Lack of corporate culture.
OPPORTUNITY
Market open for more number of products.
Introduce High Value Added Products.
Employees training programs.
Hiring of qualified HR Staff.
Exploration of small cities.
Technological advancement.
Overall computerized system.
THREATS

 Competitors.
Economic conditions.
Political climate.

STP ANALYSIS:

SEGMENTATION:
To launch itself in Pakistan, Vodafone first of all will divide its market into
different segments.It will Segmentation in the following ways.

Geographic
Segmentati
on

Psychographi
c
Segmentation

Geographic Segmentation:
Segmentation will be on the basis of Vodafons Previous strategies.Vodafone is a
UK based company but it is also operating in 26 more countries.It is for sure they
do demographic segmentation.In Pakistan , first of all it will target Punjab.
Why Punjab??
Vodafone will target because, it is the most populated province of Pakistan.Its
Population is 7.2 crore.On the other hand other provinces.Source
(http://www.pbs.gov.pk/)

Provinces

Population

Punjab

7.3 Crore

Sindh

3.04 Crore

Khyber pakhtoon Khwa

1.77 Crore

Balochistan

0.65 Crore

Target Cities In Punjab:

In Punjab Province, Vodafone will target Lahore and Faisalabad.

Faisalabad
Lahore
CityProvince
Punjab
City
0.1 Crore
2.7

Psychographic Segmentation:
Vodafone will also do psychographic segmentation because attitudes of Pakistani
people for telecommunication sector is positive and they always welcome the new
techonology.On the other hand, mobile phone users and internet usage in increasing
day by day in Pakistan.There are some statistics about it: ( Source : ProPakistani )

According to stats issued by PTA , Cellular users in Pakistan reached 136.5

million at the end of March, 2014.
There are atleast 4 million 3G Users in Pakistan by 31st October,2014.

60% Users use more than one cell phone.

35% people carry a low cost phone with them for safety.

TARGETING:

Middle Class
and High Class
Youngsters

Business People

Vodafone main target in Pakistan will be Youngsters.Followimg are some stats

(source: ProPakistani)
Age of Cell Phone Users in Pakistan:

10 to 20 Years = 9%
21 to 30 Years = 77%
31 to 40 Years = 12%
41+
=1%

It shows that youngsters are the most users of cell phones, there is a big market to
capture and target.
Strategy For Reaching Target Market:

Vodafone will adopt differentiated Marketing.The reason is that Vodafone will

offer different packages as well as products according to the needs of specified
people and their usage.In it the company decides to provide separate offerings and
benefits to each different market segment that it targets.

POSITIONING:
Positioning Strategy of Vodafone:

MORE FOR LESS

Positioning Map:

High Quality

Low Price

High Price

Low Quality

7 PS OF VODAFONE:
1. PRODUCT:

Fixed

Mobile

Main Products:

Prepaid

Postpaid

Iphone 3G

Vofafone
Live

Vodafone
PCO

Gulf
Calling
Cards

Vodafone
Handypho
ne

Features of Products:

Chat
Play Games
Send and Receive Pictures
Change Ringtones
Receive information about ravel and sporting events
Obtain Billing Information
View and Send Video Messages

Value Added Services:

2.

Instant Blance Inquiry

24 Hour Recharge Facilities
MMS
Live Portal
Sms Based Information System
Black List Callers

PRICE:

Affordable for all

Various
Different Monthly
Reward
Prepay
pricing
package Package
for
Options
structur
s
s
usage
es
Vodafones main target are youngsters and business people and for them, it have
different packages to offer.
Monthly Packages
Prepay Options
It gives Reward for usage
Various pricing structures
3. PLACE:

It Operates in its own Stores.

It also sell through Independent Retailers
Customers can see and handle products while buying
Products are made available for the customers

4. PROMOTION:

PROMOTIO
NS

Above the line:

Sponsor to
Events

Advertising
Compaigns

Below the line:

Advertising via
TV, magazines ,
internet and
billboards

5.

Special Offer
promotions

PEOPLE:

High Level of People Interaction is required

Trainings will be provided to the HR of Vodafone
Incentives for motivation
Vodafones employees are considered as the source of competitive advantage
for the company

6. PROCESS:
Process should be Customer Friendly
Speed and Accuracy of Services matters
Processing method should be easy and convenient
7.PHYSICAL EVIDENCES:
Punch Lines(Depict the attitudes of Service Providers)
Employees dress Code

Strategies to be Suggested For VODAFONE:

Market Penetration
Customer Focused
Product Development
Mergers and Acquisition

CONCLUSION
we four member of this assignment, would like to thanks our respected teacher Prof. Mobeen
Asad. In this assignment we briefly read out the PESTEL environment of Pakistan not as a whole
but for specific Telecommunication sector. VODAFONE is the 2nd largest telecommunication
company all over the world. if it will operate in Pakistan thn it will adopt some cultural ethics

according to Pakistan environment and will make some different strategies which will bifacial
for both countries, US and Pakistan.

REFERRENCES
UFONE:
http://www.ufone.com/
http://projectsinmba.blogspot.com/2011/08/marketing-research-project-onufone.html
http://www.slideshare.net/ataulhassnain/ufone-marketing-presenation
http://www.ufone.com/about-us/

MOBILINK:

http://www.mobilink.com.pk/
http://www.slideshare.net/Marwat10/mobilink-project-22561811
http://www.slideshare.net/aaisha6/mobilink-proj-final
http://www.slideshare.net/ramshajabeen1/mobilink-15275494

WARID TELECOM
http://www.slideshare.net/zesale/sm-presentation-on-warid-telecom-final
http://waridtel.com/search/search.php
http://www.ukessays.com/essays/marketing/strategic-marketing-of-warid-telecommarketing-essay.php
http://notes-university.blogspot.com/2012/07/warid-telecom-internship-report.html

PTCL
www.slideshare.net
www.ptcl.com.pk
http://www.scribd.com/doc/19212883/Marketing-Mix-of-Ptcl
http://mbamarketingproject.blogspot.com/2010/05/ptcl-project.html

VODAFONE:
http://www.vodafone.co.uk
http://marketingmixx.com/marketing-plan-2/196-marketing-plan-of-vodafone.html
http://www.slideshare.net/torus/vodafone-comprehensive-strategic-managementmodel-6170809
http://www.managementparadise.com/sayed123/documents/15126/project-onvodafone-marketing-strategies/
http://www.managementparadise.com/rakesh.ss/documents/15703/7p039s-ofvodafone-telecom/

STATS:

http://propakistani.pk/2014/05/02/mobile-phone-users-in-pakistan-reach-136-5million/
http://propakistani.pk/category/cellular/stats-cellular/
http://propakistani.pk/2014/07/08/smartphone-users-in-pakistan-infographic/