contents

Presentation on
Advertising campaign Of ufone

Introduction of ufone
The company commenced its operations, under the brand name of Ufone, from Islamabad . as a consequence of PTCL s privatization, 26% of its shares were acquired by Emirates Telecommunication Corporation (Etisalat). Being part of PTCL, the management of Ufone has also been handed over to Etisalat. During the year July 2005 to June 2006, Ufone continued on the path to success. The Company further expanded its coverage and has added new cities and highways. Ufone has network coverage in more than 3475 locations and across all major highways of the country.

Ufone profile
OPERATOR'S NAME : PTCL OFFICIAL NAME : PTML COMMENCED OPERATIONS ON : 29JAN,2001 TECHNOLOGY : GSM 900 GOVERNED BY : ETISALAT (since 2006)

MISSION OF UFONE

provide best services with best coverage that would eventually generate profit for the company and its stakeholders

MANAGERS OF UFONE
Current CEO (Chief executive Officer) & President of UFONE is Mr. Abdul Aziz. CFO is Mr. Mohammad Nadeem Khan.  Chief Officer (sales&distribution) is Mr. younas iqbal sheikh. CMO is Mr. Akbar khan SME is Mr. waqas anjum

Vision of Ufone
To be the leading telecommunication service
provider in Pakistan by offering innovate communication solutions for our customers while exceeding shareholder value & employee expectation.

Objectives of Ufone
Provide best service Provide best coverage Generate high profit for the company stakeholders Satisfaction of internal & external customers

SERVICES LINE OF UFONE

Two basic products of Ufone

Prepay
Ufone Prepay is more affordable. Its primary market is intended towards teen agers and students.

Post pay
These services are mainly targeted towards the business community of the country

Company Analysis
Analyzing a company involve two factors i.e. flexibility and innovation. The overall structure of Ufone is Divisional and has three divisions and four business units each headed by Project Director. BUs are divided geographically into three divisions BU North (Peshawar to Jehlum) BU Central-1 (Gujranwala till Sialkot) BU Central-2 (Multan till Rahim Yar Khan) BU South (Sindh and Balouchistan)

  

 Compensation Strategies Salary adjustment is based on the market movement, performance and internal / external equity adjustments.

LEVELS OF UFONE HIERARCHY

C.E.O V.P G.M Senior Manager Manager Assistant Manager Senior Executive Permanent Executive Outsourced Executive M.T

SEGMENTATION, TARGETING, POSITIONING

MARKET SEGMENTATION
Ufone as well as other cellular service companies segment their market on four bases: - economy, age, gender & occupation.

ECONOMY:
Upper class, Middle class, socio-economic class, lower class

AGE:
Teenagers, youngsters, middle age, aged people

 GENDER:
Male & Female

OCCUPATION:
Initially Ufone targeted youngsters and teenagers then Corporate class, Business class, working class and now ladies.

TARGET MARKETS
TARGET MARKETING STRATEGY Ufone has always been targeting Youth Market by using young brand endorsers or ambassadors. No doubt it has also launched packages and offers for working people, business class, ladies and aged ones.

POSITIONING
UFONE is still a market challenger in comparison to market leader MOBILINK. It is still trying to reach to the top Most position of cellular companies. Ufone positions itself on the basis of its services.

Ufone s former Positioning Statement: Everybody Loves to Ufone Prepay

 Ufone s new Positioning Statement: Ufone Tum Hi Toh Ho OR

Ufones Positioning Strategy

The image of mobile phones was changed from a luxury to a necessity. Ufone has positioned its brand for MASSES. 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

SAMIA AHMED BB-09-10

Customer relationship
28 Million mobile users in Pakistan. Ufone has subscriber base of 7 million. Maintained through customer service centers and call centers . Customer Operation Department.

Customer Relationship Strategy

Customer loyalty

Customer Life Time Value

Employee training

Offers gifts & awards

Long term customers

Competitors

Business Portfolio of Ufone

Product Lines Prepaid Postpaid

Packages Prepaid Postpaid

VAS U-tune U-share

Packages
Ladies package
For ladies Ladies intention usually

Public Demand
Lower class High usage

Uth Package
Lower&middle class High usage

Services by Ufone

Ufone track service

Online upayment

Voice mail

International roaming

Prepaid packages
Ufone Ghanta package

Ufone Pakistan Package

Uwon Package

Prepaid Packages
Ufone ki be-hisaab Offer

dunia ka sb se susta tareen rate Ufone Super Ghanta Package

Postpaid Packages
Postpay with 30 sec billing

Postpay Blackberry

U postpay packages

Value Added Services(VAS)

SMS (short message services) U share (balance share) Awaz SMS Uloan (advanced credit) Voice bucket Ufone Al Jazeera News Song dedication Ufone video news Quran on mobile UHealth Ukisan Ufone walkie Talkie Ufone call collect Ufone valentine Ufone travel guide Ufone master mind ( knowledge dictionary )

Value Added Services

SMS Bundle Offer

Ufone Conferenc e Call

Ufone Urdu SMS

ANEEQA MEHMOOD BB-09-08

Advertising Strategies of U-fone

Advertising strategy mainly consists of: Advertising Message Advertising Media, ATL AND BTL.

Message Content
At first U-fone focused on edgy humour. In it s blooming stage, it s focus shifted to youthful excitement. Recently, humour has been adapted again as theme for message content.

Message Format
The format of U-fones ads is colorful and eye catching. The colours orange and green show vibrancy and are attractive. These colours make the wall printing beautiful.

Message Source
The very first Ufone ad had Faisal Qureshi as its message source. Then 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 Baat Ban Jaye. This advertisement was very controversial and its posters were removed on the negative response.

ATL and BTL

Atl: Above the Line BTL: below the line U-fone mostly uses below the line. That is by making ads and painting walls etc.

Advertising Media
U-fone uses the followinf media types: Print Media Broadcast Media Display Media Online Media Events

ADVERTISING CAMPAIGN
It advertises a company, cause or product. The advertising tools are: Advertising Sales promotion Personal selling Public relations Direct marketing

Promotion Budget
A specific amount of money is set aside. The contract is signed which decides the annual budget. Right now the contract is with faisal qureshiI(writer), jawad basher and ehsan rahim(director), adeel hashmi and mikal Hassan as actors. The budget is about 3-4 million.

Objectives of Advertising
Informative advertising Competitive or comparative advertising Reminder advertising

Media
Media type used: TV, internet, magazines and newspapers, cell phones, wall paints Specific media vehicles: All TV channels especially ATV.

Ethics and Social Responsibility

U-fone provides aid to poor people in a hospital in Vehari. It also provides scholarship with the name of u-scholars to needy students and to those who are position holders. It also formed professors academy. Donated to the last years flood victims.

 farah

Buzz marketing:
Cultivating opinion leaders and getting them to spread information about the product or service to others. It can also use celebrities like film stars and cricketers.

Push strategy:
Taking the product to the consumer This strategy tries to sell to consumers directly by passing other distribution channels.

Pull strategy:
A pull selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product. U-fone uses pull strategy very effectively while advertising of its services and various packages on television.

SWOT ANALYSIS:

Strengths:
Lowest off-net call rates Cheapest short text messages(SMS) packages Efficient customer satisfaction system Value added service (VAS) i.e. Ufones Walkie talkie, call block etc Second largest cellular company in Pakistan Most attractive ATL (above the line) and BTL (below the line) activities Ufone provides a lot of packages which satisfy different age groups of people.

Weaknesses:
U-fone offers free balance which is not given to majority of customers. Less network coverage in comparison to the Market Giant MOBILINK Pathetic billing system

Threats:?
Zong and telenor are a strong competitors. Decreasing economy& instability of Pakistan.

Recommendations:
It should improve its network and extend it to remote regions. The incentives offered by it should be provided to customers. They should explore new value added services.

Future plans
In order to extend cellular network to new cities, towns and highways and enhance its current installed capacities in existing cities, U-fone has finalized a huge network expansion contract amounting to about USD 550 million, which will enhance the subscribers capacity by 10 million.

maha

Hypothetical Product
Hypothetical product is a product that is based on imagination. Every product that is created for the first time is somewhere a hypothetical product which is based on imagination and predictions that this product will be accepted by the market on the basis of its use and need in the market.

Our hypothetical product

MANDFFS A wrist watch which provides you music with wireless ear phones and lets you watch videos.

MARKET RESEARCH
a method for testing how popular a product or service is. conducted a survey for the features that customers want from different branded wrist watches. Customer needs and wants: Provides both features of time and fun.

SEGMENTATION of mandffs
Economy: Elite class, upper middle class, Age: Teenagers, youngsters, middle aged. Gender: Male & female Occupation: Students and working class.

TARGETING
we have targeted teenagers of elite class upper middle class also young and middle aged working class

POSITIONING
Mandffs watch can be simply positioned on the basis of its unique functionality We may have the positioning statement as: Now time is fun People will get interested in its engineering and satisfying power. And this interest will make customers research on the product and eventually buy it.

Brand name
MANDFFS is abbreviation of following characters: M: Maha A: Aneeqa N: Nassar D: Daniyal F: Fatima F: Farah S: Samia

LOGO OF MANDFFS

PACKAGING
Black colour for men Dim golden colour for women Logo at the top sophisticated packaging for brand conscious people.

Marketing mix
4ps Product Place Price Promotion

PRODUCT
Product means the combination of goods and services the company offers to the target market. Mandffs wrist watch shows elegance and quality with new feature of listening music and watching videos in the same wrist watch with wireless ear phones Available in different sizes for men and women.

FEATURES of product
Wrist watch with adjustable watch band Lithium ion battery protection Backlight LED display (5-inch screen) Water resistance Platinum tone-ceramic bracelet (Womens Only) Colors: black,brown,pink,ceyan,magenta,white,blue mother of pearl

FEATURES of product
Two wireless earphones Two Rechargeable Lithium Ion Batteries Two Chargers Automatic conversion to .mp3 if your original file is in another format 1 GB built in memory + memory card slot ( support 8 GB memory card) JPEG format is compatible that is capable of displaying images. Compatible with the MP3 audio format and many others support (WMA). One user manual

PRICING
Prices of the product is associated with the brand name. Mandffs has set the price of its wrist watches starting from 15000 to 50000. Afterwards if the product proves to be success then it should be charged accordingly.

PLACE
Place include company activities that make the product available to target consumers Independently owned dealership. initially offering it in the five big cities of Pakistan Lahore ,Karachi ,Islamabad ,Faisal Abad and Multan. product will be available in ChenOne outlets.

PROMOTION
Mediums of promotions can be: Television Radio Internet(online selling) Posters Vouchers Many more

 Our group wants to conclude that as we have researched much on this product and have given our thought to every aspect of its designing to usage to marketing to selling and to promoting; it stands out as a complete new product ready to be launched in the market. Using our strategies and considerations MANDFFS can come out as a success.

ASK ANY QUESTION REGARDING OUR PRESENTATIONS WE WILL TRY OUR BEST TO SATISFY YOU