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Brand Audit of Telenor Pakistan
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BRAND AUDIT
OF
TELE
NOR
PAKIS
TAN
Group MemebersMuhammad Bin ZaheerMuhammad Umar MalikSadaat Ali KhanShaheer NaeemSyed Intesar Hyder
Telenor Pakistan
Vision
We're here to help
Values
Make it Easy
Keep Promises
Be Inspiring
Be Respectful
Telenor Group
Global Presence Telenor Norway
Telenor Sweden
Telenor Denmark
Telenor Hungary
Telenor Serbia
Telenor Montenegro
Telenor Pakistan
Uninor (India)
Grameenphone (Bangladesh)
DTAC (Thailand)
DIGI (Malaysia)
Brand Audit
Brand Inventory
Brand Exploratory
Brand Inventory
Brand Inventory
Competitor Analysis Mobilink – 36.0 million subscribers
Telenor – 30.16 million subscribers
Ufone – 23.8 million subscribers
Zong – 17.8 million subscribers
Warid – 12.0 million subscribers
Competitor Analysis
SWOT Analysis
PORTER’s 5 Forces
Buyers Behavior
Market Segmentation
Brand Elements
Brand Value
Perceptual Map
POD’s & POP’s
FourP’s
Brand Inventory
SWOT Analysis
Competitor Analysis
SWOT Analysis
PORTER’s 5 Forces
Buyers Behavior
Market Segmentation
Brand Elements
Brand Value
Perceptual Map
POD’s & POP’s
FourP’s
Brand Inventory
Porters Five Forces Model
Competitor Analysis
SWOT Analysis
PORTER’s 5 Forces
Buyers Behavior
Market Segmentation
Brand Elements
Brand Value
Perceptual Map
POD’s & POP’s
FourP’s
Competitive Force Magnitude Effect
Bargaining Power of Suppliers HighReduce Profit
Potential
Bargaining power of customers (buyers)
HighReduce Profit
Potential
Threat of substitute products or services
HighReduce Profit
Potential
Threat of new competition Low No Threat
Intensity of competitive rivalry HighReduce Profit
Potential
Brand Inventory
Buyers Behavior
Competitor Analysis
SWOT Analysis
PORTER’s 5 Forces
Buyers Behavior
Market Segmentation
Brand Elements
Brand Value
Perceptual Map
POD’s & POP’s
FourP’s
High Involvment
Low Involvment
Complex Buying
Behaviour
Variety Seeking Behaviour
Dissonance Reducing Buying
Behavior
Habitual Buying
Behaviour
Significant Difference Between Brands
Few Difference Between Brands
Brand Inventory
Market Segmentation & Positioning
Competitor Analysis
SWOT Analysis
PORTER’s 5 Forces
Buyers Behavior
Market Segmentation
Brand Elements
Brand Value
Perceptual Map
POD’s & POP’s
FourP’s
Business or Corporate Users Corporate Sector High Usage 5% of total users
Consumer Class Segment Common Consumers Less Usage 95% of total Users
Market dominated by low-end, low-ARPU customers (largely Untapped) Relatively large emerging middle class segment (Basic in Telenor
Terminology) Strong youth culture with needs similar to other markets. Private postpaid almost non-existent. Small but profitable (high ARPU) Corporate/SME segment. Women a largely untapped segment.
Brand Inventory
Brand Elements
Name combination of two words Tele and Nor, Tele is the abbreviation of Telecommunication and Nor is the short form of Norway
Logo
Design
Style
Slogan
Competitor Analysis
SWOT Analysis
PORTER’s 5 Forces
Buyers Behavior
Market Segmentation
Brand Elements
Brand Value
Perceptual Map
POD’s & POP’s
FourP’s
Brand Inventory
Brand Value Quality
Simplicity
Innovation
Transparency
Customer-Friendliness
Brand Associations:
Superior Voice quality
Nationwide coverage
Economical Billing package
Friendly customer service
No hidden Charges
International Brand
Competitor Analysis
SWOT Analysis
PORTER’s 5 Forces
Buyers Behavior
Market Segmentation
Brand Elements
Brand Value
Perceptual Map
POD’s & POP’s
FourP’s
Brand Inventory
Perceptual Map
Competitor Analysis
SWOT Analysis
PORTER’s 5 Forces
Buyers Behavior
Market Segmentation
Brand Elements
Brand Value
Perceptual Map
POD’s & POP’s
FourP’s
Brand Inventory
Point Of Difference EDGE service
Multiple bills receiving option
International Prepaid and Postpaid
Largest Data network in Pakistan
Largest Network of AJK and Northern Areas
E-Commerce
In-Flight Service
Tele-Doctor
Competitor Analysis
SWOT Analysis
PORTER’s 5 Forces
Buyers Behavior
Market Segmentation
Brand Elements
Brand Value
Perceptual Map
POD’s & POP’s
FourP’s
Point Of Parity
GSM technology
SMS
Call waiting
Conference calling
Call forwarding
Roaming
Pre-Paid and Postpaid connections
Brand Inventory
Product
Telenor provide products of two types
• Prepaid
• Postpaid
Prepaid packages are
• Dejuice
• Talkshawk
Postpaid offers are
• Individual Postpaid
• Telenor Business/Karobar
Competitor Analysis
SWOT Analysis
PORTER’s 5 Forces
Buyers Behavior
Market Segmentation
Brand Elements
Brand Value
Perceptual Map
POD’s & POP’s
FourP’s
Value Added Services
Pricing
Pricing Continued..
Distribution
PromotionTelenor doing advertising through different media like:-
• Television
• FM Radio
• Internet
• News Papers
• Banners
• Sign Boards
• Sales & service centers
• franchises
• Other outlets
• Mobiles Vans
• House name plates
• Street number plates
• Different walls of colleges
Brand Exploratory
Brand Exploratory - Research
• Meaningful questionnaire giving real time results
• To explore the consumer perception about Telenor as a brand
• To explore how successful is Telenor in building their Brand Image
• To find out the areas (if any) where Telenor leads/lags compared to competitors
• To check the correlation between saying and keeping promises
General perceptions about Telenor : BRAND EXPLORATORY
23
1829
11
17
Responses
MobilinkTelenorUfoneZongWarid
• Which cellular brands are available
in Pakistan?
• Which brand comes in your mind
when we say ‘Karo Mumkin’?
• Do you remember the logo of
Telenor Pakistan?
3
81
42 8
Responses
MobilinkTelenorUfoneZongWarid
94
4
Responses
YesNo
BRAND EXPLORATORY
83
15
Responses
YesNo
• Do you think that the logo
and slogan of Telenor
Pakistan are memorable?
• Do you know what ‘Karo
Mumkin’ communicates?
• Do you think that Telenor’s
offerings and services
match with its tagline?
40
58
Responses
YesNo
27
35
36
Responses
YesNoNeutral
BRAND EXPLORATORY
20
2326
1910
Responses
Network QualityVAS ServicesCustomer ServicesPackages & BundlesPricing
• What do you think is the Unique Selling Proposition (USP) of Telenor Pakistan?
• Would you recommend Telenor Pakistan as a brand to others?
• Is Telenor providing value (more benefits as compared to price) to its customers?
52
21
25
Responses
YesNoNeutral
BRAND EXPLORATORY
• Is the packaging of Telenor products different and attractive as compared to others?
• Do you think Telenor delivers what it promises?
• Is Telenor a caring brand?
BRAND EXPLORATORY
• Where do you rank Network and Customer Services of Telenor Pakistan?
• Where do you rank Telenor Pakistan according to price comparison?
• Promotional campaigns of Telenor support the associations they are trying to create?
Conclusion• Strong brand awareness & favorability
• Logo and name are recognizable, memorable, adaptable
• Innovative
• Overall good market position
• Passionate for thriving
• Good customer services
• Good potential for word-of-mouth marketing
• Because the environment is getting tougher so to enhance their competitiveness & profitability it is providing good service, giving top priority to meeting customer requirements and charging low operating costs from their customers
Recommendations
• Should strive from ‘good’ customer services to ‘excellent’
• The slogan needs to be more elaborative & communicative
• Marketing & advertising of Value Added Services needs to pick up
• Needs to build more Brand Resonance to be ‘in sync’ with the customers
• More focus on postpaid services is required as currently Djuice and Talkshawk have extensive marketing campaigns but Telenor Business has virtually no campaign for the publics and is majorly targeted for business users and large corporate clients
Thank You