NEW PRODUCT DEVELOPMENT STRATEGY:

Marketing Business
Strategy Analysis

Concept Product
Development Development
And Testing

Idea Test
Screening Marketing

Commercialization
Idea
Generation

IDEA GENERATION:
Our idea generation source is based on customer needs and wants. We have collected the
ideas of public through questionnaire as well as through online sources (orkut)

The ideas which we have collected through questionnaire are as follows

o More capacity of SIM
o easy blockage of unwanted numbers
o mobile phone at discounted prices (post paid packages)
o variety in packages (prepaid and postpaid)
o free SMS
o free talk time on weekends
o navigation
o Fax facility on mobile phones.

IDEA SCREENING:
Out of the above ideas we have selected those ideas that are affordable in terms of price
and that would generate more revenue so we have rejected the idea of free SMS and Free
talk time on weekends because it would increase company’s cost and hence would result
in lower revenues.

CONCEPT DEVELOPMENT AND TESTING:

PRODUCT CONCEPT:
We have developed the following concepts for our product:

1
 o Offers wide range of facilities and more coverage targeting people from villagers
to business men.
o enables customers to enjoy SMS and calls at lower rates
o promises customers to be connected anywhere
o Enables customers to use their mobile phone as walkie talkie.
o Enables customers to call abroad at lower rates

CONCEPT TESTING:
Questionnaire
Through questionnaire we analyzed that most of the people have very positive response
towards AMPLE which encourages us to continue the process of new product
development.

PRODUCT DEVELOPMENT:
After careful analysis of estimated costs and revenues the concept of telecommunication
service is turned into the product names as AMPLE Telecom

BRIEF SUMMARY:
Telco is the telecommunication company, which is launched with the aim of providing
greater customer satisfaction by making communications an easy accessible part of daily
life. Because of intense competition between various telecommunication companies,
Telco adopted differentiation concept to succeed and maintain its position among them.
Telco

Prepaid Postpaid

Teen Titans Charisma Biz Gem

For youngsters For Family and For business class For Students
friends

POSTPAID:

2
 Details GEM BIZ

Line rent 300 1000

Free Telco to 150 900

Telco minutes

Free evening &

weekend 75 100
minutes

Free sms to 100 100

Telco

Free landlines N/A 250

minutes

 Free Info Free daily report of LSE and

o Scholarships KSE
o Temporary and part
Monthly benefits time jobs
o Top 10 educational
sites One favorite Telco Number to
call any time of the day subject
to a fair usage policy of 3 hours
per day, per favorite Telco
Number.

PREPAID:

3
THREE LEVELS OF PRODUCT
• Core product
• Actual product
• Augmented product

CORE BENEFIT:
 More coverage is provided to customers by focusing their primary needs.
 More variety in form of packages (prepaid and postpaid)
 More capacity of sim size (up to 64 k, phonebook 300, sms50)
 GPRS activation for our packages
 Free entertainment
 free news updating
 free information of LSE and KSE to postpaid business customers
 low rates
 Network performance is assured.
 More security is given to customers by allowing them to block unwanted
numbers to contact them.

ACTUAL PRODUCT:
 PRODUCT AND SERVICE ATTRIBUTES:

PRODUCT PRODUCT PRODUCT STYLE

QUALITY FEATURES & DESIGN

 PRODUCT QUALITY:

4
  DIMENSIONS OF PRODUCT QUALITY:

LEVEL CONSISTENCY

o LEVEL:
By providing better coverage than any other telecommunication services in Pakistan we
are providing highest quality level. Moreover our marketing offer also provides a wide
range of facilities at economical prices that enables the customers at all income level to
enjoy it.

o CONSISTENCY:
Our telecommunication service not only promises a greater quality level than its
competitors but also promises consistency in delivering superior customer value by
keeping in mind their needs and wants.

PRODUCT FEATURES:
1. conference calling
2. CLI
3. calling abroad
4. Pictures logos
5. Ring tones
6. wallpapers
7. screen saver
8. Games
9. Songs
10. Animated greetings
11. Urdu info service
12. easy load (load as low as 10 rupees)
13. voice mail
14. free roaming

5
 15. Call diverting
16. Call Waiting
17. Never miss a call
18. text messaging
19. international messaging
20. photo messaging (MMS)
21. voice messaging
22. sms timer ( Set time and date of msg delivery)
23. web 2 sms (free of charge)
24. Info services
25. GPRS
26. address book
27. Join your group combine your household's mobile phone accounts under
one, easy to manage account.
28. WAP portal
29. balance checking (free)
30. song dedication
31. Postpaid customers can pay through direct debit facility.

PRODUCT STYLE AND DESIGN:

PREPAID
Sim

POSTPAID:

BRANDING:
Brand name of our telecommunication service is TELCO which means “more than
enough”

Ample meaning is actually depicting our telecommunication service, as we have

combined a lot of features that promises to provide greater customer satisfaction therefore
we have chosen this name.

SLOGANS:

o WORLD IN HANDS

o IS SEY BEHTER OR KIA?

LOGO:

PACKAGING:

6
Warid cover

LABELING:
Picture of our sim

AUGMENTED PRODUCT:
COMMON IN PREPAID / POSTPAID:
1. Excellent Navigation
2. Fax facility
3. voice info services
4. walkie talkie (turn your mobile into walkie talkie by just pressing button, no need
to dial number)
5. Video messaging
6. Memory mate Backups
7. Blockage of unwanted numbers to contact you anymore by just sending sms
8. Sms to wireless, PTCL and world call
9. Share your balance with your friends
10. Network performance (If you're cut off during a call, Telco are the only network
provider to give you up to a minute of talk time back)
11. show your number with your will

IN POSTPAID:
1. Handset offer (for postpaid package of Biz customers can get headset from the
offered ones by paying 6 month line rent in advance and by paying the remaining
cost of the handset (if any))
2. Increased SIM capacity upto 64 K by paying 100 replacement fee.