Principle of Marketing

Proposal

Group Members:

Abdul Rab (SP07-BB-0005)

M. Moez Siddiqui (Sp07-BB-0106)
Syed Owais Ali (SP07-BB-0135)
Nabeel Husssain (SP07-BB-0
Shabih-ul-Hassan (SP07-BB-0165)

Presentation Topic

Telenor in Pakistan
 Telenor
About Telenor
Telenor is emerging as one of the fastest growing providers of mobile
communications services worldwide. Telenor is also the largest provider of TV
services in the Nordic region.

Telenor is organised into three business areas; Mobile operations covering 12 countries, and Fixed-line
and Broadcast services covering the Nordic region.

The Telenor Group

• More than 129 million mobile subscriptions worldwide

• Strong position in the growing Scandinavian market for broadband services
• Largest provider of television and broadcast services in the Nordic region
• Revenues 2006: NOK 91.1 billion
• Workforce: 33 500 man-years
• Listed on the Oslo Stock Exchange

History
For over 150 years, telecommunications has played a vital part in the
development of modern Norwegian society. As the incumbent provider,
Telenor has been the driving force in the development of a highly
sophisticated home market and is now one of the largest mobile operators
worldwide.
Telenor (Pakistan)
Telenor Pakistan is a Pakistani GSM cellular service provider, and is a subsidiary of
Telenor, Norway.

Launch
Telenor acquired the license for providing GSM services in Pakistan in April 2004, and
had launched its services commercially in Islamabad, Rawalpindi and Karachi on March
15, 2005 and on March 23, 2005 Telenor started its services in Lahore, Faisalabad and
Hyderabad. Telenor has its Corporate headquarters in Islamabad, with regional offices in
Karachi and Lahore. On January 28, 2005, Telenor established its first call centre in
Lahore.

Launch ceremony

The official opening was held in Islamabad with the President of Pakistan General Pervez
Musharraf as the guest of honor and a Telenor delegation headed by CEO Telenor Jon
Fredrik Baksaas along with CEO Telenor Pakistan Tore Johnsen. The inauguration call
was made by President Pervez Musharaf to the Prime Minister of Norway.

Operations
Coverage

Telenor covers a total of coverage area is more than 1100 cities, towns and highways
throughout Pakistan, making it the 3rd largest GSM service provider in Pakistan with a
subscriber base of 12.57 million as of September 2007. It is also the largest GPRS/EDGE
service provider in Pakistan. Telenor has a strategic alliance with Nokia Siemens
Networks for expansion in Pakistan.

Dial codes

Telenor currently has four dialing codes, 0343, 0344, 0345 and 0346
Smart Services
• Aik Paisa SMS
• Basic Services
• Bubble Message
• Bollywood Downloads
• Content Gifting & Download
• Contact Backup
• Cricket Companion
• Careline
• Content Download
• Content Download IVR - 1704
• Cell Info Display
• Dynamic Sim Menu
• d-calendar
• Ezetop
• Easyload
• EDGE
• GPRS / WAP Portal
• Handset Settings
• International SMS
• Djuice Tool Box
• IIFA Awards
• IVR Music Mantra
• International Direct Dialing
• Islamic Portal
• Info Junction
Service • Missed Call Alerts
• MIG33
• MMS
• PicShare
• Poll
• Smart Share
• SMS Timer
• Smart Tunes
• Song Dedication Service
• Sports Portal
• Telenor Web Self Service
• Telenor Info Services
• Telenor Mobile TV
• Telenor Friends
• Tele Kissan 700
• Voice Mail
• Web 2 SMS

• International MMS • 7775 Akhbaar Service

Marketing And Advertising Strategies of Telenor:

Telenor has high advertising budget when he came in Pakistan. They adopt the
advertising as there base of covering the entire market of mobile in Pakistan. Telnor
intrduce lot of packages on such price which capture the interest of the people and telenor
get the leadind advantage in a market very efficiently instead of that he has a great
compititors with them
Telenor was the fastest growing company, 45% of their current subscribers (5.35
million) were gained this year. No doubt that Telenor has emerged as a strong contender.
It took a small lead over Warid in March and has been able to maintain it.

The rate of growth for Ufone has been impressive as well. It gained 5.32 million of the
approx 20 million new subscribers in first 8 months of this year in Pakistan. Paktel has
been barely able to reverse the negative trend of subscriber losses.

Here’s the month-to-month change analysis.

Some of the reasons for Mobilink’s continued success include useful services such as
Jazz Advance and smart marketing moves which has reinforced its brand. Mobile number
portability - for one reason or another - did not do much to impact its subscriber count.
Conclusion:

Telenor is the company which do such great innovation in short period and cover the
most area of Pakistan with it’s leading strategies.Telenor introduce a great number of
services in Pakistan which are cost effective and easily.Telenor use its advertising as a
basic tool to make itself prominent in a pakistani mobile market as telenor has high
advertising cost rate.
Telenor has its competitors with it but it keep doing good innovation to capture the
market in Pakistan and get success.