INTRODUCTION

Ufone understand the value of words and the need to communicate effectively and efficiently at all levels of society, which is why ufones primary focus is on U, Ufones valued customers bring strength to the company. With a fresher look than is accepted and appreciated across the board by people of all ages, we aim to connect with you and provide you state of the art services. No matter who you are, where you are, what you want to say, how you want to say it or how you feel, you are our focus. Because at Ufone, its all about U!

Companys PROFILE
Pakistan Telecom Mobile Limited (PTML) is a wholly owned subsidiary of Pakistan Telecommunication Corporation Limited (PTCL) that started its operations in January 2001 under the brand name Ufone. As a result of PTCLs privatization, Ufone became a part of the Emirates Telecommunication Corporation Group (Etisalat) in 2006. Since its inception, Ufone has focused on the people of Pakistan, empowering them with the most relevant communication modes and services that enable them to do a lot more than just talk, at a price that suits them the most. Along with the claim of lowest call rates, clear sound and best network, Ufone offers its customers simplified tariffs with no hidden charges. With a strong and uniquely humorous communication direction that has now become Ufones signature across all advertising media, Ufone gives its customers many reasons to smile. This customer focus and best offering has allowed Ufone to build a subscriber base of over
20

million in less than a decade. Ufone has network coverage in 10,000 locations and across

all major highways of Pakistan.. Ufone also offers Pakistans largest GPRS & Blackberry Roaming coverage available with more than 150 Live Operators across 105 countries.

Pakistan Telecommunication Mobile Ltd. (PTMLUfone

Type Genre Founded Founder Headquarters Area served Key people Industry Products Revenue Parent Slogan Website Private Subsidiary

January 29, 2001

Pakistan Telecommunication Company Ltd Islamabad, Pakistan

13-B, F-7 Markaz

2336 cities of Pakistan, GT Road, Super Highway & Motorway

Mr.Walid Irshaid , CEO

Telecommunication Pre Pay, Post Pay Rs.9.214 billion PKR (Closing quarter 2009-10). PTCL Pakistan Its all about U! (Tum He Tou Ho)

www.ufone.com

STRUCTURE
In Ufone the hierarchy is very lean, in general the whole setup is centralized, all the matters are to be reported to the main company and all the policies and targets are approved at the higher level. But at the department level the structure is decentralized. UFONE has following functional departments: Technical Customer operations Finance Administration & Procurement Human Resource Co-ordination (Govt. relations) Marketing Ufones Head Offices is in Islamabad

MARKETING STRATEGIES MARKET SEGMENTATION

Cellular service market is a diverse set of people. Ufone as well as other cellular service companies segment their market on four bases: - economy, age, gender & occupation. I. ECONOMY: Upper class, Middle class, socio-economic class, lower class II. AGE: Teenagers, youngsters, middle age, aged people III. GENDER: Male & Female IV. OCCUPATION: corporate class, Business class, working class etc

 TARGET MARKETS Cellular phones are the technology of new era, the 21st century. These cellular phones are the main focus of our youngsters. All the cellular companies are targeting The Youth one way or other. Ufone is no longer a follower in this race. Its main focus is THE YOUTH of Pakistan which is its Target Market.

Target marketing strategy

Ufone has always been targeting Youth Market by using young brand endorsers or ambassadors. It always brings such packages and offers that precisely meet the needs of our young people. No doubt it has also launched packages, brands and offers for working people, business class, ladies and aged ones. Ufone seeks to target masses in the long run.

POSITIONING
Positioning is the process of creating an image of companys brand in the mind of market. Companies position themselves emotionally, functionally or on the basis of brand quality. Ufone is still a market challenger in comparison to market leader MOBILINK. It is still to reach to the top most position of cellular companies. So Ufone positions itself on the basis of its services. Ufones former Positioning Statement: Everybody Loves to Ufone Prepay Ufones new Positioning Statement: Ufone tum hi toh ho! Or Its All About U

Ufones positioning strategy:

Ufone changed the image of mobile phones from a luxury only affordable by the elite, to a necessity affordable by the common man. Since its inception, Ufone has positioned its brand for MASSES on the basis of services it is providing and its lowest call rates. It makes them believe that it satisfies the needs of everyone (viz all classes, age & genders). It tells them that Ufone is there when anybody needs it. The brand name UFONE itself is a positioning statement. DIFFERENTIATION In these days of intense competition marketers find it hard to differentiate their services from those of competitors. Now customer care about only price. An unsatisfied customer will immediately go for brand switching. Thus leaving a customer unsatisfied and not meeting his/her demands is out of question for marketers.

Differentiation Strategy :
Ufone has always strategized in satisfying the demands of its customers. In doing so it has been successful in differentiating itself in terms of: Price Quality service

 Technology CUSTOMER RELATIONSHIP With 28 million mobile users in Pakistan, Ufone is having a subscriber base of around 7 million. Ufone is showing a remarkable growth rate. It is maintaining a healthy customer relationship through its customer service centers and call centers. Its department of Customer Operations is specially designed for maintaining Customer Relationships.

Customer Relationship Strategy:

Ufone strategize to build and maintain strong customer relationships in order to build longterm customer loyalty and to capture customer lifetime value. In this context Ufone has been training its internees and permanent employees in the fine art of interacting with customers. It is also strategizing to offer gifts & rewards for its long-term customers in its PostPay to match the wonderful customer relationship strategy of INDIGO. TOTAL MARKET ORIENTATION Total Market Orientation is about understanding and meeting customers expressed and latent needs.

Strategy :
Ufone has always considered the ever growing needs of low call rates and quality service. It has provided its customers their needed packages and has introduced such brands & packages that meet customers latent needs as well. For example 5 ka 15 is result of a latent need of women of our society. They plan to make a short call but it becomes a long one unintentionally due to gossips and chit chats J COMPETITORS There is a hard core competition among the cellular service providers in Pakistan. Ufone is a market challenger in its competitive position, where MOBILINK is the market leader. Warid, Telenor and newly introduced ZONG are also strong contenders in market challenger category. Ufone has the following four direct competitors:Mobilink Telenor Warid Ufone also considers the following as its competitors: ZONG (former PAKTEL) PTCL WIRELESS Wateen WorldCall Competitive strategy: Ufones competitive strategies are Customer intimacy and Differentiation. Ufone aims at fore passing Mobilink in its competitive race. MARKETING MIX 1 - PRODUCT/SERVICES Ufone is a service providing company. Service is any intangible product that consists of activities, benefits or satisfactions offered for sale. Strategy:

Ufone makes strategies to provide a better cellular telephonic service which excels its competitors at all levels. When Ufone launches a new package in a market, it actually makes it a complete package of core benefit, design, features, brand name, quality, and after sale service. 2 - PRICE Cellular service providers are facing intense price competition in contemporary market. Customers perceive pricing as the heart of brand selection. Price has always been the core differentiation of Ufone. Ufone is the one who is offering least call rates off-network. Strategy : Ufone strategize to capture the existing pricing needs of its customers and use it well on occasional or timely basis. For example Ufone offered very good call rates on international calls in Eid days. It was a fantastic strategy to beautify the brand image in term of pricing in customers minds as well as remain profitable in doing so. Ufone follows market penetration pricing strategy and dynamic pricing strategy to meet the customer needs and ever changing price competition. 3 PLACE Place plays a very important part in the distribution and promotion of services. Competitors of Ufone are seeking to penetrate into places where others havent reached. Strategy : Ufone strategize to widen its coverage to all places in Pakistan in order to meet the requirements of its increasing customer base. Now Ufone is heading from cities to remote northern areas in expanding its network. Ufone has intensive promotion in cities, but it is also considering improving its promotion in rural areas as well. 4 - PROMOTION Ufone believes in Integrated Marketing Communication which is a carefully blended mix of promotion tools. Ufone employ different marketing activities and channels to communicate and deliver value to customer. These activities are coordinated to provide maximum communication output. Ufone strategize to carry out promotion in order to increase its market share. Strategy : Advertising (discussed later) Sales Promotion (discussed later) Public Relations Direct Marketing Personal Selling

ADVERTISING (& DEVELOPING AD COMPAIGNS) Any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor ADVERTISING OBJECTIVES: Ufone use advertisements when

v It has to inform the customers about new or available services v It seeks to persuade people to purchase their service or switch to their connection from any other connection ADVERTISING BUDGET Ufone is a heavy spender on advertising in electronic media as well as other media. Recently Ufone invested a huge amount on mass advertising. It was definitely a risk to take such decision. They are developing and playing new advertisements on electronic media not even with a months gap or so. A single Ufone advertisement played 15-20 times per day on a TV channel costs millions varying with the time of day when it is played. Ufone spends 20% of its profit on advertising and sales promotion. ADVERTISING STRATEGIES Advertising strategy consists of two major elements: Advertising Message & Advertising Media. Ufone has the following strategies regarding the Message and Media of advertising:ADVERTISING MESSAGE: Message Content --The very first content of Ufones advertising message was humor, and then in its blooming stage it shifted its message content to youthful excitement. Recently Ufone has again adopted humorous theme for its message content. This time Ufone is winning the hearts of people through humor and it has increased RPI of Ufone. Ufone has already generated much revenue through it. Message Format --The format of Ufones advertisements has always been very colorful and eye catching. The shocking Orange & Green colours used by Ufone have always attracted people. These colors look beautiful on wall printing of Ufone. Message Source --The very first Ufone advertisements had Faisal Qureshi as its message source. Afterwards Ufone hired non-celebrity young models for its youthful message theme. Ufone also hired three lollywood queens i.e. Meera, Jia Ali and Veena Malik with Mikaal in an advertisement of Baat Ban Jaye. This advertisement created a big controversy regarding the erotic and sexually attracting acts by the three female models. Due to negative response by people Ufone had to vacate its billboards and eradicate its banners, posters etc overnight, as directed by CEO and CMO of Ufone. But now Ufone has again hired a comedian trio featuring Faisal Qureshi, Mikaal & Hammad. The strategy behind hiring this trio is that they are economical and are personal favorites of people. Ufone always hire endorsers in group ADVERTISING MEDIA: To increase the reach and frequency of advertisement Ufone is using repetitive strategy for its advertisements. And the humorous theme always makes the ads more appealing and engaging the minds of customers. Ufone advertise in the following media types:Print Media --Ufone tries and print ads in all leading newspapers including The Dawn, Jung, Nawa-i-Waqt, Khabrain and local Sindhi newspapers as well. Ufone place its ads in all leading magazines as well i.e. Sunday magazine, akhabr-e-jahan, Libas, Mag etc Broadcast Media -- It is the prior choice for Ufone. It includes the electronic media television and radio. Ufone is advertising in all Pakistani channels including GEO, Hum, ARY, Indus, TV one, HBO, Cartoon Network etc (except MTV Pakistan). Ufone also plays its ads on local channels like WASEB and Punjab TV.

Display Media --This type of media is the second choice of Ufone where it carries out its most of sales promotion and advertising. Ufone advertise using billboards, hoardings, signs (on Shop boards etc), posters, wall paintings etc. SME Online Media -- Internet is the online media. Ufone places flashing ads on famous portals
like coolbuddy.com, pakfellows.com etc. But Ufone is not carrying out direct mail or direct e-mail advertising Events -- Ufone has sponsored many events in the past and holds future plans concerning it. The famous event sponsored by Ufone in 2006 was a series of musical concerts did all over Pakistan, featuring Mikaal Hassan and Junoon, it named UROCK AD SHOOTS: The ads of Ufone are shot mostly within Pakistan. But the PostPay ads are shot in foreign locations. Recently Ufone shot in the picturesque locations of northern areas of Pakistan in its advertisement of UWON sabse sasti call