BRANDS | TARGET MARKET | REASON FOR TARGETTING |
PostPay | Corporate class | High usage for business & working people |
Life | Youth | Night dwellers |
PACKAGES | TARGET MARKET | REASON FOR TARGETTING |
Public Demand | Lower class/Rural youth | High usage |
UWON | Lower/socio economic class | High usage |
5 ka 15 | Ladies | Ladies’ intention of 5 min chat usually exceeds to 15 min or more |
Walkie talkie | Working class/ business class | Call conferencing |
Uth Pakage | Lower/socio economic class | High usage |
Both Post-Paid and Pre-Paid Ufone subscribers can enjoy any/all Ufone services including GPRS based services (MMS, Ufone Internet, Pocket Stocks), Global SMS, etc
Ufone is proving these all services to its consumers:-• Internal Excess• Online Billing Payment• Power SIM• WAP• International Roaming• Voice Mail• Call Management• Messaging
Ufone is offering the following Mobile Products:-§ Utalk§ Missed Call Notification§ Phonebook Saver§ Trivia Quiz§ Ushare§ Uloan§ Voice Bucket§ Utunes§ Awaz SMS§ Uchat§ Ugames§ Self Service Kiosk§ U kisaan§ U health§ Ufone prize bond§ Ubazar§ Hajj Guide
► 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 classII. AGE: Teenagers, youngsters, middle age, aged peopleIII. GENDER: Male & FemaleIV. OCCUPATION: Corporate class, Business class, working class etc
TARGET MARKETSCellular 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 company’s 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.
Ufone’s former Positioning Statement:
“Everybody Loves to Ufone Prepay “
Ufone’s new Positioning Statement:
“Ufone tum hi toh ho.Or
“It’s All About U”
Ufone’s 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 strategied 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 long-term 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 customer’s 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 customer’s 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.
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
- S.Com.
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 Ufone’s 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 Ufone’s 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.
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. 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 Multan has used a new and innovative vehicle in display media i.e. Ufone’s painted rickshaws.
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.
It’s an advantage over competitors gained by offering consumers greater value than competitor’s offer. Ufone strategies to gain more and more competitive advantages. It also uses these competitive advantages well enough for its promotion. Currently Ufone is enjoying the following competitive advantages:-
- Lowest overall call rates
- Value added Services (VAS)
- Call block service
- Corporate color
Ufone face many challenges with the ever growing needs of telecommunication. It must remain profitable with the decreasing economical situation of Pakistan. It must grow as well in these dark times if it has to remain IN the market. Ufone face very strong competition from its competitors. It must offer lowest rates with better quality service. New features and services should be introduced to make its customers loyal, happy and satisfied.
►Keeping in view the growth potential of the cellular industry there is no option but to be aggressive in order to remain a potent force in the cellular industry.
►In order to extend cellular network Ufone has finalized a huge network expansion contract amounting to about USD 550 million, which will enhance the subscribers’ capacity by 10 million. This is the largest ever expansion project of Ufone.
►A strong focus will be on maintaining high quality of service, which is always a benchmark of Ufone, increasing usage and exploring new revenue streams on value added services, market visibility through various market initiatives to fulfill subscribers’ satisfaction and demand and above all to increase the value of investment for the shareholders.
Which customer they will serve?
How will they serve these customers?
They build strong relationship with customer by offering them best pizza and they create customer delight through;
Customer Relationship Management (CRM):
1-800 customer hot line & a customer call back program.They’ve full service restaurant as well as delivery services.
Partnership Relationship Management (PRM):
PASSION for excellence in Doing everythingEXECUTE with positive energy and needACCOUNTABLE for growth in customer satisfactionRECOGNIZE the achievement of others and have fun doing itLISTEN and more importantly, respond to the voice of the customer.
- To make the people know that for all the eating items they desire to eat can be made available in minimum time without our effort excluding money.
- To improve the well being of our customers, community and people connected to our enterprise. “RUN GREAT RESTURANTS”
- Our goal is to reach 85% recognition of the new product in our target market.
- As with all businesses, the most important goal of a company is to increase revenue and profits.
- Customer satisfaction is for most.
- Practice what we preach: integrity, ethics and open communication
Higher IncomeDual Career FamiliesAge 12-30 Years
Pizza Hut will also have to meet up the inspirational value proposition for its pizzas in smaller towns, which is again tricky
