TELENOR:VISION&VALUES Ourvisioncrystallizesourcustomerfocusasthecornerstoneofeverythingwedo.Ourvaluesdescribe whatbehaviorsarenecessarytorealizethatvision.Ourcorporateresponsibilitymindsetensuresthat ourvisionandvaluesnurturesocialconcernandhelpuscreatesharedvalue. OurVision Ourvisionissimple:Wereheretohelp Weexisttohelpourcustomersgetthefullbenefitofcommunicationsservicesintheirdailylives. Thekeytoachievingthisvisionisamindsetwhereeveryoneofusworkstogether:Makingiteasytobuy anduseourservices.Deliveringonourpromises.Beingrespectfulofdifferences.Inspiringpeopletofind newways. Webelieveinfourcorevalues: MakeitEasy Werepractical.Wedontcomplicatethings.Everythingweproduceshouldbeeasytounderstandand use.Becauseweneverforgetweretryingtomakecustomersliveseasier.

KeepPromises Everythingwesetouttodoshouldwork,orifitdoesnt,wereheretohelp.Wereaboutdelivery,not overpromising,actionsnotwords. BeInspiring Wearecreative.Westrivetobringenergytothethingswedo.Everythingweproduceshouldlook good,modernandfresh.Wearepassionateaboutourbusinessandcustomers. BeRespectful Weacknowledgeandrespectlocalcultures.Wedonotimposeoneformulaworldwide.Wewanttobea partoflocalcommunitieswhereverweoperate.Webelieveloyaltyhastobeearned. ABOUTTHECOMPANY,ITSPRODUCTSANDCOMPETITORS: TelenorPakistanis100%ownedbyTelenorASAandaddsontoitsoperationsinAsiatogetherwith Thailand,MalaysiaandBangladesh. TelenorPakistanlauncheditsoperationsinMarch2005asthesinglelargestdirectEuropeaninvestment inPakistan,settingprecedenceforfurtherforeigninvestmentsinthetelecomsector.Thecompanyhas coveredseveralmilestonesoverthepasttwentyeightmonthsandgrowninanumberofdirections,we havegrowntobecomealeadingtelecomoperatorinthecountry.Infiscalyear2006,weachieved nearly200%growthinoursubscriberbasethehighestintheindustrybyawidemargin. CurrentlyTelenorisofferingmanypackagessuchasTalkshawk,DjuiceandPersona(Corporate).This projectwilllookatmarketingstrategiesforthefirsttwoproducts. TelenorscompetitorsinthePakistanimarketare: Mobilink Ufone Zong Warid

 Djuicewastelenorspackagefortheyouth.The launchoftheproductisnowaclassiccampaign. Weweresubjectedtoaseriesofcoolteasers thatgavenoindicationofwhatDjuicewas about. Thedjuicecampaignheavilyfeatures contemporary,young,elitesettingsandmodels. Itobviouslytargetstheupperclass.Thetagline isYourewelcomewhichisdeliveredbya smoothfemalevoiceintheTVCsbutrecently thetaglineOnePlaceismoredominant.The campaignmainlyfocusesontheyoungcrowd, goodpackagesandITfactorwestartto believethatdjuiceisthemodernpackagethat weshouldoptfor. Theimageontherightisfromthedjuice website.RecentprintadsandTVCscontinuein thesamedirection:Emphasizepackagesand thepositioningofitasabrandfortheelite youngcrowd. Afewprintadsfollowonthenextpages. DjuiceisTelenorsinternationalyouthbrandandwas firstlaunchedinNorwayin2000.Sincethen,ithas rockedyouthinSweden,Ukraine,Hungary& Bangladesh.Pakistanisthemostrecentadditiontothe djuicefamily,havinglaunchedinMarch2005.

SEGMENTS: Basedonages: 16 16 25 25 35 35+ TARGERMARKET: Ages: 16 25 25 35 POSITIONING: Fortheyoungcrowd,thereforecoolandmodernandfullofentertainmentandgood packages. Fortheeliteclass,sotheadslooksleek,costlyandfeaturesupperclasslookingmodels. Classes: UpperMiddle Elite Basedonclass: Low Middle UpperMiddle Elite

 TalkshawkisTelenorsgeneralpackageforthe masses.Itsverybigineverything.Bigbudgeted ads,bigcampaigns,bigstars.TheTalkshawkbrand waslaunchedinabigwaywithadsfeaturingpop superstarAliZafarandsupermodelSonyaRizvi.The adsusedthestarwattageofthetwotonarratethe attractivepackageswhileacatchyjinglyplayedin theback. TheTalkshawkcampaignfocusesheavilyonits celebrityendorsersandmakingsuretheadsare colorful,musicalandentertainingeveninthe absenceofastorylinetypeconceptualtheme. Wewerereallylookingforwardtodiscussingthe ideabehindTalkshawksdedicationtocelebrityand colorwiththemediaexecutiveatTelenor. Afewprintadsfollow.

SEGMENTS: Basedonages: 16 16 25 25 35 35+

Basedonclass: Low Middle UpperMiddle Elite POSITIONING:

TARGERMARKET: Ages: 16 25 25 35 35+ Classes: Low Middle UpperMiddle Elite

Foreverybodysothecommercialshaveamoremainstream,generalentertainment relatedfeel. Forallclasses,sotheadsarecarefulnottoalienateanyone.

Interviewwith

FaisalQureshi, MediaExecutive,Telenor
TheinterviewtookplaceatTelenorsF11 establishment.TheF11premiseshousesthe MarketingandSalesdepartmentwhiletheF7 HeadquarterscontaintheHRdepartment.Our appointmentwithFaisalQureshiwasfor3:00PMon October28.Theinterviewwasacandid,beneficial experienceandwemanagedtolearnalot.

q.Whatwouldyouconsideryourmostsuccessfulmarketingcampaign? a.Wehavethreeplansforourcustomers:Talkshawk,Corporate(Persona)andDjuice.Whileallthree weresuccessfulandweveneverhadafailure,theTalkshawkcampaignlaunch,withAliZafarandSonya Rizvi,wasatruesuccessstory.Alsostrongwasthelogochangecampaign.Thereasonwhythe Talkshawkadvertisementsweresosuccessfulisthattheypossessedclearcommunication,hittingofthe targetmarketeffectivelyandwewereprovidingthebestratesforcommunicationonanynetwork.Itis neverjusttheadvertisementswhichcreatecustomers.Ourservicewastopnotch. q.AninformalsurveythatweconductedrevealedthatthelaunchofDjuicedisplayedyourstrongest marketingstrategyanditwasbyfarafavoriteamongstthesurveytakers.Comment? a.Djuiceisourbrandfortheyouth.Itsafavoritefortheyouth,whichmustalsohavecomprisedyour surveytakers(Mr.Qureshismilesknowinglyitstrue.OnlypeoplefromouragegroupfavoredDjuice). Forthemassesatlarge,wehaveTalkshawk.Anditisevenmoresuccessful. q.Givenmarketstandings,Telenorisno.2overallwhilethefastestgrowing.Howdoyouplanto improve/maintainitwithamarketingperspective. a.Wehavealwayshadanedgefordata.Andwefocusonfulfillingourpromisesofratesandcoverage. InfactwearealmostheadtoheadwithMobilinkinthatregardnow.Thereisalwaysroomfor improvementbutIthinkweresatisfiedwithourqualityandquantityofadvertisingatthepresenttime. q.YourTalkshawkTVCsandPrintAdshavealwaysbeenvivaciouslycolorfulandhasamarkedpattern ofcelebrityendorserslikeAliZafar,SonyaRizviandAaminahHaq.Isthatacautiousstrategywhats themotivebehindit. a.Withcolors,wereobviouslymakingthecampaignattractive.Aboutcelebrities,weknowthatthereis adefinitefollowing.Wearecarefulaboutwhichcelebrityendorseswhichproduct.Wewouldnothire RameezRajaforsomethinglikeTalkshawk.Whenwearebrandsegmentingweconsiderallsuchfactors. TheTalkshawknameislinkedwithentertainment,musicandpopularityandAliZafarisaperfectmatch forit.

 q.Whatarethethingsyoukeepinmindwhenmarketing/launchinganewproduct/package? a.Someofthemostimportantthingsweconsiderwhendoingthataretestingtheproduct,makingit ourutmostresponsibilitythatwefulfillwhatwepromise,developingthecommunicationmessage,and choosingthecommunicationvehicles:themedium,channelsandprogrammesforTVCsandways availableinATLandBTLactivities.Weconsidertheentiremarketing360.(Mr.Qureshiencouragesme tolookupthesenewtermsontheinternet:ATL,BTLand360). q.Howdoesthecompanygaugethereactiontoitsadvertisingbesidessalesmeasure,ifthereissuch away? a.Wedeveloptheadsbasedondatawehaveofourtargetaudienceandbasedonoursegmentationof themforexamplewewouldnotlaunchavalueaddservicelikeTeledocwithhiphopmusic.Soitisonly salesmeasurethatmainlyrepresentscustomerreaction. q.Whatarethequalitiesyoulookforwhenhiringpeople?Qualitiesthatcharacterizeyour employees.

a.Welookforpeoplewhoareexpertsintheirfields.Whethertheyareinourbrand,outdoororBTL teams.Ifwewanttoknowinwhatshowsweshouldplaceourads,ourmediaspecialistshouldbeable toexpertlyprovideustherequiredinformationwhatchannelsandwhatshowsarepopularetc. q.Whatdoyouconsideryourstrongsuiteamongthe4Ps? AllthePsareimportant.Wecannotsucceedwithpromotionwithoutplacementorproductwithout promotion.Theyreinterdependentandallareimportant.Wefocusonalltheaspects. q.Anyspecificgoals? TobeNo.1inthetelecomsectorandtofulfillourcustomersneeds. q.Mobilinkflauntsitswidecoverageandstatusaslargestnetwork.Howdoyoucountersuchclaims inyourmarketing? Wearedoingverywellinthecoveragefieldtoo.WerethebestinNorthernAreas.Sowecounter competitorsstrategiesandstrongpointswithourown. q.Specifichurdleyouretryingtoovercome? a.Notreallyahurdleoraproblem.Therearechallengesandoneofthebiggestismaintainingpresence inconsumersminds.GiantslikeCokeandPepsicontinuetoadvertiseeventhoughalmosteveryoneis awareofthem.Wehavetoshowconsumerswearealiveandpresent.Weshowthiswithcontinued promotion. q.TellusaboutTelenorsforayintointernetadvertising. a.WegivethatavenueaLOTofimportance.Butthelimitationistheamountofinternetusersin Pakistan,roughlyacrore.Wetrytotargetouradsoninternetplaceswhichgettheheaviesttrafficsuch asFacebook,Youtube,HotmailandYahoo,GeoandDawnwebsitesetc.Werecentlylaunchedavalue addservicethatinvolvedFacebooktheheavilyadvertiseduploadphotosapplication. q.Whatwouldyouconsideryourtargetmarket? a.Telenor,overall,targetseveryonewithacellphone.Butoneleveldeeper,Djuicetargetstheyoung16 25crowdwhileTalkshawkiswiderwithademographictargetof1645.Theeliteanduppermiddle classpeoplearemostlyDjuicesconsumerswhileTalkshawkcoversallsocialclasses. q.Thepositioningfollows? a.Yes.Afterwevesegmentedourconsumersandbrands,wecreatecampaignmessagesandads accordingly.Wedevelopasoundpositioningstrategy.

Newconceptsthatwelearned:

ATLandBTLactivities:
ATLAbovetheline BTLBelowtheline ATLareconventionalmediumlikeTV,Printads,Radioetc.Thesedayswehaveseenanewtrendof companiesnotspendingalotonATLasitisveryexpensive.RathertheyareinvestingonBTLBelowthe lineactivities.Thesearelikegivingcoupons,roadshows,buzzmarketingetc. Examples AbovetheLine: press television radio posters cinema Theserepresentthehighestcostintheadvertisingbudgettoanybusiness.Therehasbeenarapid expansionintheuseofbelowthelinemediainrecentyearsastechniqueshavebecomemore sophisticated. Belowthelinemediaare: design(includingthedesignofdisplayunits) directmarketing publicrelations salespromotion exhibitions,seminarsanddemonstrations

The360degreemarketingconcept:
The360degreemarketingconceptlooksholisticallyatallofthetouchpointssurroundingtheconsumer, wherevertheyare.Youcanthinkofitasthenextevolutionof"crosschannel"marketing,asit'sless aboutmediaintegrationandmoreaboutaconsumercentricmediastrategy.Itnotonlyincludesa heavyonlinecomponent,butalsotelevision,radio,print,eventsandotherofflinemedia.