Project IMC Final

7/25/2019 Project IMC Final

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MKT_701

INTEGRATED COMMUNICATION

GROUP MEMBERS:

Huma riaz 15221001

a!ri"a #a$%& 1'22'001

M( A)i& a*a+

Da,%:

Tim%r -%ri.& /.$%r%& i+ /am-ai+:

Nam% . /i%+, a+& -r.&u/,:

Pr.#%/, ,i,%: .+ M3 4%r$i/%


2/59

Industry background:

T% ,%%/.m 4%/,.r i4 .+% . ,% a4,%4, r.*i+ 4%m%+,4 . Pa!i4,a+64 %/.+.m" a+& i4 a !%"

&ri$%r .r r.*,( T%r% ar% a+ %4,ima,%& m.r% ,a+ 100 Mii.+ /%uar u4%r4 a+& ,% 4%/,.r

&ir%/," .r i+&ir%/," %m-."4 a--r.ima,%" 1('8 Mii.+ -%.-%(

Ti4 +.,% /a-,ur%4 a 4ummar" . ,% r%/%+, &%$%.-m%+,4 i+ ,% r%ua,.r" ram%*.r! .r ,%

,%%/.mmu+i/a,i.+ 4%/,.r(

9% +%%& +., m%+,i.+ ,a, ,% ,%%/.m 4%/,.r i4 /.m-% %,%+4i$%" r%ua,%& a+& ra-i&"

%$.$i+ ,. !%%- u- *i, ,% .)a mar!%,4 a+& i+i,ia,i$%4( A4 4u/ ,% ..*i+ i4 .+"

i+,%+&%& ,. -r.$i&% a i %$% 4ummar" a+& 4.u& +., )% /.+4,ru%& a4 a+ %au4,i$% a+a"4i4

. a r%ua,.r";%a i44u%4 ,a, *i )% a%/, a -.,%+,ia i+$%4,.r( A//.r&i+" 4-%/ii/i+a+/ia %a a+& r%ua,.r" a&$i/% 4.u& )% 4.u, ,. a4/%r,ai+ a+& u+&%r4,a+& ,% a--i/a)%

%a a+& i4/a r%im% )%.r% a+" i+$%4,m%+, &%/i4i.+ i4 /.+4i&%r%&(

Pa!i4,a+ m.)i% i+&u4,r" a, ,% m.m%+, i4 %-%ri%+/i+ r.*, %-.4i.+( T.u ,% %i4,i+

-a"%r4 ar% ,r"i+ ar& ,. m%%, ,% r.*i+ &%ma+& 4,i ,%r% i4 a u% am.u+, . u+m%,

&%ma+& i+ ,% /.u+,r" a4 aai+4, ,% 4u--" . /.++%/,i.+ )" ,% .-%ra,i+ m.)i% /.m-a+i%4(

Curr%+," ,%r% ar% i$% m.)i% .-%ra,.r4 .-%ra,i+ i+ Pa!i4,a+ 9i/ ar%: M.)i i+! U.+%

9ari& ONG a+& T%%+.r(

Growth:

2


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Mar!%, 4ar% . &i%r%+, ,%%/.m i+&u4,ri%4:

Establishment of the Pakistan Telecommunication Authority:T% -ri+/i-a %i4a,i.+ .$%r+i+ ,% ,%%/.m 4%/,.r i+ Pa!i4,a+ i4 ,% Pa!i4,a+

T%%/.mmu+i/a,i.+ A/, 1338 ( S.m% . ,% mai+ %a,ur%4 . ,% A/,

i+/u&%:

Cr%a,i.+ . ,% Pa!i4,a+ T%%/.mmu+i/a,i.+ Au,.ri," ,. r%ua,% ,% ,%%/.m 4%/,.r?

Cr%a,i.+ . ,% @r%u%+/" A./a,i.+ B.ar& *i, ,% r%4-.+4i)ii," . a./a,i+ a+&

a44i+i+ r%u%+/" 4-%/,rum ,. ,% G.$%r+m%+, . Pa!i4,a+ ,%%/.m 4"4,%m ; 4%r$i/%

-r.$i&%r4 )r.a&/a4,i+ .-%ra,.r4 a+& -ri$a,% u4%r4 . *ir%%44 4"4,%m4( T% @AB r%-a/%& ,%

Pa!i4,a+ 9ir%%44 B.ar& %4,a)i4%& u+&%r T% 9ir%%44 T%%ra-" A/, 13''?

Cr%a,i.+ . Na,i.+a T%%/.mmu+i/a,i.+ C.r-.ra,i.+ ,. -r.$i&% ,%%/.m 4%r$i/%4 ,. arm%& .r/%4 &%%+4% -r.#%/,4 ,% GOP Pr.$i+/ia G.$%r+m%+,4 a+& 4u/

.,%r G.$%r+m%+,a i+4,i,u,i.+4 a4 ,% GOP ma" &%,%rmi+%? Tra+4%r . ,%%/.mmu+i/a,i.+

4%r$i/%4 ,. ,% -ri$a,% 4%/,.r? P.*%r . ,% GOP ,. i44u% -.i/" &ir%/,i$%4 ,. ,% PTA? a+&

E4,a)i4m%+, . ,% Pa!i4,a+ T%%/.mmu+i/a,i.+ C.m-a+" imi,%& 1 u+&%r ,%

C.m-a+i%4 Or&i+a+/% 132 *i, a imi,%& %/u4i$i," -%ri.& ,. -r.$i&% )a4i/ ,%%-.+%

4%r$i/%4 u+&%r ,% A/,(

'


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Macro environment:

Political:

Political Instability:

Pa!i4,a+ i4 a/i+ -.i,i/a i+4,a)ii," /au4i+ &a+%r .r ,% ,%%/.m i+&u4,r"( Bu, ,% -.i,i/a

a/,.r &.%4 +., %%/, .+ .+ 4. i )%/au4% .+ r%a,%& r.m /i+a a+& r%a,i.+4i- . /i+a

a+& Pa!i4,a+ i4 $%r" 4,r.+(

Deregulation:

T% ,%%/.m 4%/,.r . Pa!i4,a+ a4 4u//%44u" i)%raiz%& i+ a+ %i/i%+, ,ra+4-ar%+, a+& a4,%4,

&%r%ua,i.+ . ,%%/.m i+ ,% r%i.+( T% G.$%r+m%+, . Pa!i4,a+ a$% ,% 4,a,u4 . I+&u4,r" ,.

Pa!i4,a+ T%%/.mmu+i/a,i.+ S%/,.r(

Changes in Tax Laws:

Ta ra,%4 a$% )%%+ i+/r%a4%& &a" )" &a" .$%r+m%+, ,a ra,% . /a i4 15 a+& r%/%+,"

.$%r+m%+, i+/r%a4%& i, )" 8 m.r%(

Economic:

Gross Domestic Product:

T%%/.m 4%/,.r . Pa!i4,a+ a4 a 4ar% . am.4, 2 -%r/%+, i+ Na,i.+a GDP(

Average Revenue er !ser "ARP!#:

T% a$%ra% r%$%+u% -%r u4%r i4 ai+( I, &.%4 +., a%/, $au% a)% .+ .+( B%/au4% .+

4,ar,%& i+ 4am% /.+&i,i.+(

Decline in $oney %alue:

T% &%/i+% i+ Ru-%% $au% aai+4, ,% US D.ar ,% &%/r%a4% i+ ,% i+,%r/.++%/, /ar%4 a+&

.*%r -ri/%& ,ari4 a$% r%4u,%& i+ a+ .$%ra &%/r%a4% . ARPU i+ US D.ar ,%rm4(

&ut'low o' Caital:

T% .+.i+ %/.+.mi/ ,urm.i a.+ *i, ,% *.r4%+i+ . 4%/uri," /.+&i,i.+4 i+ Pa!i4,a+ a4

/au4%& a+ i+/r%a4%& .u,.* . /a-i,a r.m ,% /.u+,r"(


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Technological:

Technological Develoment:

C.m-a+i%4 ar% i+$%4,i+ i+ ,%ir i+ra4,ru/,ur% ,. +., .+" %-a+& )u, a4. ,. u-ra&% ,%ir%i4,i+ 4,ru/,ur%( A4 ,% /.m-%,i,i.+ i4 4,r.+ .+ i4 ./u4i+ .+ i,4 $au% a&&%& 4%r$i/%4(

Technological Advancement:

Curr%+," a /.m-a+i%4 ar% -r.$i&i+ Mu,i=m%&ia M%44ai+ S%r$i/%4 G%+%ra Pa/!%,

Ra&i. S%r$i/% Fir,ua Pri$a,% N%,*.r! P./!%, S,./!4 C.+%r%+/% Cai+

9a-a-%r4 A+ima,%& -i/,ur%4 P."-.+i/ ri+ ,.+%4 a+& F.i/% Mai a, .* -ri/%(

Technological Trends:

T% *%=r%/.+iz%& ,%/+.." ,r%+&4 ,a, ar% i+u%+/i+ ,% %$.u,i.+ . ,% +%,*.r! i+&i/a,%

,a,:

T% /.4, . a /a i4 )%/.mi+ %$%+ m.r% i+4%+4i,i$% ,. ,% &i4,a+/%?

T% m.&uari," . ,% +%,*.r! i4 i+/r%a4i+?

T% +%,*.r!i+ i4 4i,i+ r.m /ir/ui,=4*i,/%& ,. -a/!%,=r.u,i+?

T% $.i/% /.mmu+i/a,i.+ i4 +.* i+&%-%+&%+, . ,% +%,*.r!?

T% %.ra-i/ ).u+&ari%4 ar% irr%%$a+, .r %m%ri+ ,%/+.."?

T% i+,%i%+/% a+& u+/,i.+ ar% m.$i+ a*a" r.m ,% /%+,ra .i/%(

Social:

Duri+ ,% .rma,i.+ . mar!%,i+ 4,ra,%i%4 /.m-a+i%4 a$% ,. ..! a,%r a ., . a/,.r4( D%%-

4,u&" . ./a /u,ur% a+& 4./ia 4%,u-4 i4 a4. .+% . ,% ma#.r a/,.r4 *i/ a//.u+, mu/ i+

4u//%44u 4,ra,%" .rma,i.+( T% 4,u&" . /u,ur% %-4 ,. u+&%r4,a+& ,% /.+4um%r )%a$i.r

a+& i+ ,ur+ a44i4,4 irm4 ,. im-r.$% ,%ir mar!%,i+ 4,ra,%i%4

om!any !rofile:

"rief sketch:

ONG i4 ,% ir4, i+,%r+a,i.+a )ra+& . Ci+a M.)i% au+/%& i+ Pa!i4,a+ i+ 200(Pa!,% r%=

au+/%& *i, ,% +am% . .+( T% /.m-a+" i4 .,%+ /i,%& a4 Ci+a M.)i% .r CM

Pa!( a,% 2011? i, a& a 4u)4/ri)%r )a4% . 1'(2 mii.+( T% /.r% %44%+/% . .+ i4 ,. a.*

-%.-% ,. /.mmu+i/a,% a, *i *i,.u, *.rr"i+ a).u, ,ari4 +%,*.r! /.$%ra% /a-a/i," i44u%4

5


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.r /.+%4,i.+( .+ *i )% 4u--.r,%& )" r.u+& )r%a!i+ /.mmu+i/a,i.+ ,r%+& 4%,,i+

/u4,.m%r 4%r$i/% a+& ma,/%& -r.&u/, .%ri+ *i/ *i r%&%i+% ru%4 . ,% am% a+&

%4,a)i4 ONG a4 a 4%ri.u4 /.+,%+&%r .r ,% +um)%r .+% 4-.,(Comany In'ormation

Ci+a M.)i%4 Pa!i4,a+

.+

T"-% Pri$a,% imi,%& /.m-a+"

Par%+,;4u)4i&iar" Su)4i&iar"

@.u+&%& 05;18;07

@.u+&%r Ci+a m.)i% Pa!i4,a+

H%a&uar,%r4 7 Mau$% Ar%a I4ama)a& Pa!i4,a+

I+$%4,m%+, U4 1500mii.+C% 4i,%4 8'00

I+&u4,r" T%%/.mmu+i/a,i.+ *ir%%44 /.mmu+i/a,i.+

Pr.&u/,4 C.mmu+i/a,i.+

T%%-.+% 32=51=111222111

@a 32=51=1110'10'1

S.a+ Su) !a &.


7/59

S. ar CMPa! a4 i+$%4,%& m.r% ,a+ US 700 mii.+ i+ ,% ,%%/.m 4%/,.r i+ Pa!i4,a+ a+& a+

a&&i,i.+a US 00 mii.+ *i )% i+$%4,%& ,i ,% %+& . "%ar 200(

9i, am)i,i.u4 -a+4 ,. /a,%r ,. ,% a4,%4, r.*i+ Pa!i4,a+i mar!%, a+& ,. *i+ .$%r ,% %$%r&%ma+&i+ Pa!i4,a+i /u4,.m%r i, *i )% .%ri+ u+-r%/%&%+,%& /.$%ra% $.i/% a+& &a,a

4%r$i/%4 a4 *% a4 a *i&% ra+% . ,ari .-,i.+4 ,. /..4% r.m(

Growth:

Tr%% @a/,.r4 Dri$% Bu4i+%44 Gr.*,

N%* Cu4,.m%r4

N%* S%r$i/%4

N%* Trai/

I+i,ia" ONG *a4 i+ ,% u%4,i.+ mar!4 *%r% ,%" ., m%&i./r% 4iz% i+$%4,m%+,4 a+& *%r%

u+a)% ,. /.+$%r, ,. /a4 /.*4( Ti4 am.u+, . i+$%4,m%+, *a4 a/,ua" a *a4,% . m.+%" a4

,%" 4.u& %i,%r a$% r%/%i$%& %+.u i+$%4,m%+, .r ,%ir SBU64 i+ .r&%r ,. a/i%$% r%a

mar!%, D.mi+a+/% a+& )%/.m% /a4 /.*4 *i/ . /.ur4% *a4 im-.44i)% i+ /a4% . ONG

*i/ a& $%r" %* i+a+/%4(

A//.r&i+ ,. ,% +%* 4,ra,%" i, i4 .ur aim ,. -a/% ONG i+ ,% ma,ri a4 /a4 /.*4 *i/

a$% i mar!%, 4ar% *i, a .* r.*, ra,%( T% m.4, im-.r,a+, a/,.r .r !%%-i+ ,%

/.m-a+" i+ ,i4 ri& i4 ,a, %r% *% a$% ,. i+$%4, .* a+& ,% r%,ur+ .+ i+$%4,m%+, i4

/.m-ara,i$%" i mar!%,4(

7


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Mission:

T. %a& ,% u,ur% i++.$a,i$%" ,r.u:

= Cu4,.m%r C%+,ri/i,"= B.u+&ar" %44 T%am

= Ora+iza,i.+a Aii,"

$ision:

B%/.m% a+ i+&i4-%+4a)% &ii,a i% -ar,+%r

Bu4i+%44 -i.4.-":

T% CMPa! 9a" )u4i+%44 -ri+/i-%4 ui&% .ur &%/i4i.+4 a+& a/,i.+4 a, %$%r" %$% . .ur

.ra+iza,i.+( T%" %-ai+ *a, i4 %-%/,%& . u4 i+ ..*i+ ,% CMPa! 9a"J(

Bu4i+%44 Pi.4.-" i4 )a4%& .+:

S.i& /.mmi,m%+, ,. r.*,(

C.+4um%r /.+$%+i%+/%(

N. /.m-r.mi4% .+ uai,"(

C.++%/,i$i," *i, r%ia)ii,"(

Product line:

.+ .%r ,% ..*i+ ,"-% . -a/!a%4:

Preaid Pac(ages: ONG 5 Br%a! Tim% O%r @ri&a" N..+ ,. -mL @r%% Pa/!a% ONG

85 12 Aa+a" Pa/!a% 50 Pai4a;Ca


9/59

Sales history:

Target market:

ONG ,ar%, mar!%, $ari%4 *i, i,4 &i%r%+, -r.&u/, i+%4 %(( ,% mai+" ,ar%,4 ,% /.r-.ra,%

4%/,.r . ,% Pa!i4,a+i /.mmu+i,"(S,u&%+, -a/!a% a+& DOSTI HOUR i4 &%4i+%& ,. a,,ra/, ".u,

S,u&%+, O%r Bu&%, i4 aim%& a, ,% mi&&% a+& @u,,%r .r u--%r=mi&&% /a44

.+ Bu4i+%44 4.u,i.+4 a+& 9AP PORTAS AND ONG COMMUNITIES ,% ma44%4 *i,

i,4 &i$%r4% $au% a&&%& 4%r$i/%4(

I, i4 im-.r,a+, ,. u+&%r4,a+& ,a, ,% u,ur% . mar!%,i+ ,%%/.mmu+i/a,i.+ 4%r$i/%4 i+

Pa!i4,a+ i4 .i+ ,. )% )a4%& .+ ,ar%,%& 4%m%+,a,i.+ 4,ra,%i%4(

ONG a4 ..*%& a /.+4i4,%+, 4,ra,%" . r.*i+ ,% +%,*.r! a+& %+4uri+ ,a, ,% -r.&u/,4

ar% a$aia)% %$%r"*%r%(

Market share:

Positioning:

3


10/59

ONG /a,/-ra4%: ONG Sa" i, AJ

T%4 a a).u, .* ,%" *a+, ,. -.4i,i.+ ,% )ra+& i+ ,% mi+&4 . ,%ir ,ar%, /u4,.m%r4( T%

m%44a% ,%" *a+, ,. /.mmu+i/a,% ,. ,% /.+4um%r mar!%, i4 ,a, .+ i4,% )%4, 4.u,i.+ .r ,%%/.mmu+i/a,i.+ a+& /a+ )% ,ru4,%& ,. -r.$i&% /.mmu+i/a,i.+ a/ii,i%4

a a/r.44 ,% .)% *%r% +. .,%r 4%r$i/% i4 a$aia)%(

Marketing mi%:

Product:

Pr.&u/, i4 !+.*+ ,. )% ,% %ar, . mar!%,i+ mi( A4 ,i4 i4 ,% .+% .r *i/ -ri/% -a/%m%+,

a+& -r.m.,i.+ i4 &.+%( .+ i4 a 4%r$i/% .ra+iza,i.+ -r.$i&i+ /% -.+% 4%r$i/%4 ,. i,4

/u4,.m%r4( .+ i4 -r.$i&i+ )., Pr% a+& P.4, -a" 4%r$i/%4 *i, GSM +%,*.r!( K%%-i+ ,%

+%%&4 . /.+4um%r4 i+ mi+&( I, i4 /.mi+ u- *i, +%* -a/!a%4 ,. /a,%r &i%r%+, 4%m%+,4 .

mar!%, %(( ".u,? 4,u&%+,64 %,/( .+ a4 au+/%& &i%r%+, -a/!a%4 %4-%/ia" .r 4,u&%+,4

a+& ".u,(

Pricing:

Pri/i+ i4 a $%r" ma#.r i44u% /.+4i&%ri+ a -r.&u/,( Pri/% i4 +.rma" a44./ia,%& *i, ,% uai,"

*%r%a4 -ri/% 4.u& )% 4u/ *i/ i4 a.r&a)% .r ,ar%, /.+4um%r4( .+ r%/.+iz%4 ,i4 a/,

a+& i4 -r.$i&i+ mu/ %44%r ra,%4 .r &i%r%+, 4%r$i/%4 /.m-ari+ ,. .,%r /.m-a+i%4(

Place:

.+ a4 i,4 .*+ 4a%4 .r/% *i/ -r.$i&%4 r%,ai a+& &ir%/, 4a% 4%r$i/%4( E$%r" 4a%4 ma+a%r

a4 i,4 .*+ a44i+%& ar%a a+& 4a%4 .r/%( T%r% ar% ,*. /a,%.ri%4 . 4a%4 .r/% a, z.+ RSOJ

a+& DSOJ( RSO 4,a+&4 .r R%,ai Sa%4 Oi/%r( T% &u," i4 ,. ma+a% 4a%4 ,r.u r%,ai .u,

%, a+& ra+/i4%4( 9%r%a4 DSO 4,a+&4 .r Dir%/, Sa%4 Oi/%r ,% &u," . DSO i4 ,. 4% ,%

4%r$i/% &ir%/, ,. ,% /u4,.m%r? z.+ i4 &.i+ ,i4 )" -u,,i+ 4,a4 a, 4%$%ra ./a,i.+4 . Pa!i4,a+

.r ma+ai+ %$%+,4( E$%r" ma+a%r i4 r%4-.+4i)% ,. ma+a% 4a%4 i+ i4 ar%a(

Promotion:ONG i4 -r.m.,i+ i,4 -r.&u/,4 a+& 4%r$i/%4 i+ ma+" *a"4 i!%:

10


11/59

Pri+, m%&ia

Bi).ar&4

TF a&4M.)i% -r.m.,i.+4

Tr.u ./a /a)%

I+,%r+%,

I+ -ri+, m%&ia -ri+, a&4 a+& +%*4-a-%r4 ar% i+/u&% i ONG i4 .%ri+ 4.m%,i+ i+ a 4-%/ii/

-a/% ,a+ ONG u4% -ri+, m%&ia i!% -ri+, a&4 a+& +%*4-a-%r4( Bi).ar&4 ar% u4% i+ a .$%r

,% /.u+,r"( O+ ma+" TF /a++%4 A&4 ar% -r.m.,i+ ONG( O+ ma+" *%)4i,%4 ONG i4

-r.m.,i+ i,4 -a/!a%4 a+& .%r4 a+& a4.

ONG a4 i,4 .*+ /.mm%r/ia *%) 4i,% ***(z.+(/.m(-!(

Product&services review:

ategory review:

ONG .%r4 a *i&% ra+% . +%* 4%r$i/%4 ,. 4%r$% /u4,.m%r4 %$%+ )%,,%r( B%.* i4 a )ri%

i+,r.&u/,i.+ . a ,%4% 4%r$i/%4(

Post aid:

E/i,i+ +%*4 .r ONG4 -.4,-ai& /u4,.m%r4 ONG a4 i+,r.&u/%& 4.m% +%* -.4,-ai&

-a/!a%4 a+& ma" )% ,% m.4, %a,ur% ri/ i+ mar!%,( N.* ONG64 -.4,-ai& -a/!a%4 /.m%4

*i, ,% r%% mi+4 .+=+%, a+& .=+%, a+& a4. u+imi,%& SMS 15 MB . r%% GPRS u.,a a+&

ma+" m.r%(

I /u4,.m%r /.m%4 ,. -ur/a4% -.4,-ai& SIM ,a+ % /a+ a$ai -a/!a%4 *i/ ar% i$%+ a).$%(

O+ -.4, -ai& SIM ,%r% i4 +. &%au, -a/!a% /u4,.m%r *i 4%%/, a+" . ,% a).$% -a/!a%4

a//.r&i+ ,. i4 +%%& a+& &%-.4i, i+% r%+, a//.r&i+ ,. ,%

Pa/!a% a+& -a/!a% *i )% /a+%&(

Preaid:9%+ a /u4,.m%r -ur/a4% a -r%-ai& SIM i,4 &%au, -a/!a% i4 0 -ia4a -%r '0 4%/.+& )u,

/u4,.m%r /a+ a$ai a+" . ,% ..*i+ -a/!a%4:

ONG 85 -a/!a%

ONG r%% -a/!a%

11


12/59

ONG 12 a+" -a/!a%

ONG 20 -a/!a%

ONG ai! 4%/.+& -a/!a%ONG 85 Pa/!a%4

)&*G +, ac(ages o''ers its customer:

ONG 85 .%r4 /a ra,% . 85 -ai4a -%r '0 4%/.+& a+" ,im% a+" +%,*.r!

)&*G -ree Pac(age:

ONG r%% -a/!a% .%r4 i,4 /u4,.m%r:

@.r ,% ir4, ,im% i+ Pa!i4,a+ ".u /a+ ma!% r%% /a4 .r i%

C..4% .+% a$.ri,% ONG +um)%r a+& /a r.m mi& +i, ,. 7am=a)4.u," r%%

Duri+ )r%a! ,im% .ur4 /a a ONG +um)%r4 a, R4('(33 -%r .ur r.m +..+ ,. 2 -m(

N.* ".u /a+ /a u- ,. 10 @N@10 +um)%r4(

T% r%% +um)%r /a+ )% m.&ii%& .+/% i+ a m.+,(

ONG 12 A+" Pa/!a%:

ONG 12 a+" -a/!a% .%r4 i,4 /u4,.m%r:

Ca .r SMS .r .+" 75 -ai4a ,. a+" +%,*.r! a+& a+" ,im% '0 4%/.+& )ii+( Ta! .r a+ %+,ir%

.ur . ".ur i!i+=a+" .ur .r .+" R4( (33 a+& .r ir4, ,im% i+ Pa!i4,a+ ".u /a+ /a+% ,%

.ur %$%r" &a"

Ha--" .ur +%%&4 ,. )% a/,i$a,%& )" /u4,.m%r? %$%r" a/,i.+;m.&ii/a,i.+ *i )% /ar%& a,

R4(5(

@N@ ra,% a--" .r 2 .ur4 .r ,.4% /u4,.m%r4 *. a$% 4u)4/ri)%& .r a--" .ur @N@ ra,%4

*i +., )% a--i/a)% &uri+ ,a, .ur(

)&*G )./ Pac(age:

T% /.+/%-, . )%i+& ,i4 -a/!a% i4 ,. -r.m.,% ,% $au% . ,im% a+& ,% im-.r,a+/% . /.,i

)u, zar..ri )aa,J(

ONG Ai! S%/.+& Pa/!a%:

ONG ai! 4%/.+& -a/!a% i,4 /u4,.m%r:

P%r 4%/.+& )ii+(

Ma!% /a .r #u4, -ai4a -%r 4%/.+& a+" +%,*.r! a+" ,im%

12


13/59

Ca i$% @N@ +um)%r4 .r #u4, 2 -ai4a -%r 4%/.+&(

&ther 0ervices and &''ers:

ONG a4 a*a"4 -r.$i&%& i,4 /u4,.m%r *i, ,% )%4, .%r4 a+& 4%r$i/%4 4.m% . ,%m ar%i$%+ )%.*

10 @ri%+&4 a+& ami" 11 Br%a! ,im% .%r 1

Ha--" .ur

Su-%r r%% +um)%r

C.+%r%+/% /a

0$01, ac(ages

Dai" *%%!" .r,+i, a+& m.+," SMS -a/!a%4

uu SMS -a/!a% < 2(50,a -%r &a">

GPR01+ ac(ages

Ramza+ $au% ,im% .%r

E=/ar%

Mi44%& /a a%r,

Dia ,u+%

ONG M.)i% .%r

Ca .r*ar&i+BN17

Ca *ai,i+

ONG .+% .+ ai .%r

)&*G 'amily ac(

F.i/% )u+&%

B./! u+*a+,%& /a a+& SMS

MNP1

M.)i% Mu4i/ /a++%

U+imi,%& r%% +um)%r

ONG *%%!" i+.,ai+m%+,

Pac(ages 0$0 Limit Price:

1'


14/59

Dai" SMS )u+&% 500 SMS 100 MMS -%r &a" 1 &a" '(33 ,a%4

9%%!" SMS )u+&% 1000 SMS 7 &a"4 10,a

@.r,+i," SMS )u+&% 500 SMS -%r &a" 15 &a"4 50,aM.+," SMS )u+&% 500 SMS -%r &a" '0 &a"4 0,a

GPR0 Pac(ages:

ONG a$% a +%* a+& %/i,i+ GPRS -a/!a%4 .r ONG /u4,.m%r4(

Pa/!a%4 ar% a4 ..*4:

H.ur" -a/!a%

M.+," -a/!a%4= .r -r%-ai& u4%r . 2 GB20 )u+&%

GB )u+&%

Tru" u+imi,%&

'ife cycle stage:

.+ i4 i+ r.*, 4,a%(

1


15/59

Growth:

"rand review:

M3 .u, Tar%,%& Bra+& ; Pa/!a% )" .+ i!% T%%+.r4 D#ui/% U.+%4 UTH Pa/!a%

M.)i i+!64 azz az)a a+& 9ari&4 G.*(.+ )ri+4 m3 a +%* !i+& . -a/!a% -a+ i+ *i/ ".u a$% .,4 . .-,i.+4 ,. /..4% ".ur

m.)i% -a+ %a4i" *i, %/i,i+ A&& .+%64 i!% @N@ Su-%r @r%% Num)%r Su--%r O%r F.i/%

Bu+&%4 M3 @ami" Pa/! IDD Bu+&% .%r SMS Bu+&%4( Pa/!a%4 -a+ ,a, *i a--%a ,.

,% i+,%r+%, u4%r4 . Pa!i4,a+ i+ %+%ra a+& ,% %&u/a,%& 4mar, m.)i% u4%r i+ -ar,i/uar(

S-%/ii/a" &%4i+%& .r .ur ".u+ a, %ar, %+,%r,ai+m%+, .$%r4 M3 i4 +., #u4, a -a/!a% )u,

a,.%,%r a +%* %-%ri%+/%( T% /.r% $au%4 . ,% M3 -a+ )%i+ @%i)ii," Q i%4,"%4

/.m)i+%& *i, ,% -r.&u/, .%ri+ %+&.* a +%* -%r4.+ai," ,. ,% Pa/!a%(

9i, M3 ".u /a+ +., .+" /..4% ".u .*+ M3 /ai+ -a+ a4 *% a4 r%% )%+%i,4 a4 i, 4ui,4

".u( O+ ,.- . ,i4 ".u *i ur,%r r%/%i$% &ai" r%% mi+u,%4 )a4%& .+ "%4,%r&a"64 u4a%(

M%a+4 *i, M3 ".u &.+6, a$% ,. *ai, .r 4-%/ia 4/%m% ,. -u, ".ur SIM )a/! a+& %+#." r%%

)%+%i,4 ra,%r !%%- u4i+ M3 a+& %+#." &ai"(

15


16/59

(escri!tion:

-*- 2 -riends and -amily

*a,64 .ur Pa+T.,a A.*%& @ri%+&4 a+& @ami" Num)%r4

T"-%: &n2*et only

Car%4 .r @N@ 4%%/,i.+;M.&ii/a,i.+: R4 5Ta

A 5 @N@ Num)%r4 *i a$% 50 Di4/.u+,(

@N@ A&&i,i.+;M.&ii/a,i.+ )" SMS

@N@ A&&i,i.+;M.&ii/a,i.+ )" SMS

A&&i,i.+ . @N@ a&&SPACE'1 S%+& ,. 233

D%%,i.+ . @N@ &%SPACE'1 S%+& ,. 233

0uer -ree *umber

*a,64 .ur Pa+

Ta, 4-%/ia 4.m%.+% &%4%r$%4 4.m%,i+ 4-%/ia( N.* /a .+ ".ur .+% 4-%/ia +um)%r 2

.ur4 = .r r%%

Ta,4 ri, ".u /a+ i,%ra" ,a! ".ur %ar, .u, 2 .ur4 a &a" %$%r"&a" ,. ,a, 4-%/ia 4.m%.+%

a .r @REE

M.+," 4u)4/ri-,i.+ R4500Ta ,i4 .%r i4 .r M3 Pa+4 .r M3 ,. M3 /a4 .+"

Dia 30 .r -a/!a% /.+$%r4i.+ Q 4-%/ia +um)%r 4%%/,i.+ ; m.&ii/a,i.+ .r S%%/, ,% .-,i.+

r.m ,% USSD 27 9EB .r 9AP(

0uer &''er

9a,4 .ur Pa+

@.r a ,% +i, .*4 M3 )ri+4 .r ".u ,% Va,% Ni, O%r6( N.* ".u /a .+ a+" O+=N%,

+um)%r )%,*%%+ 0000=0700 a+& ,a! %+&%44"

M3 /u4,.m%r4 *i +.* a$% a 4im-ii%& .%r *i/ i4 %a4" ,. u+&%r4,a+& a+& r%%4 ,%m r.m

a a44%4 . mi+u,%4 .r .ur" /ari+

.u /a+ a$ai ,i4 .%r )" 4%+&i+ 4u)J ,. 31' .r &iai+ 31' a+& -r%44i+ 1 .r /.+irma,i.+

@ir4, ,im% 4u)4/ri-,i.+ /ar%4 . PKR (33 ,a *i a4. )% a--i/a)%

18


17/59

%oice 3undles

9a,64 .ur Pa+

M3 i4 %a&i+ i+ )ri+i+ ,% )%4, .%r4 i+ ,% Mar!%, N. *.+&%r *% ar% ,% a4,%4, r.*i++%,*.r! i+ Pa!i4,a+( N.* *% )ri+ ,. ".u ' &i%r%+, WF.i/% Bu+&%4W( T%4% Bu+&%4 +., .+"

i+/u&% F.i/% Mi+u,%4 )u, SMS a4 *%(

$4 -amily Pac(

*a,64 .ur Pa+

H.m% ADD O+%64 M3 @ami" Pa/! M.)i% )i4 mi+u,%4 /ari+ i+,%r$a4 )aa+/% a,% +i,

.ur4 &a" ,im% .ur4 .%r .ur4 +.+=.%r

A,%r 4u)4/ri-,i.+

XA /a4 B .r r%%

XA /a4 C .r r%%

XB /a4 C .r r%%

XB /a4 A .r r%%

XC /a4 A .r r%%

XC /a4 B .r r%%

@.r %am-% ,%r% ar% ,r%% M3 -r%-ai& 4u)4/ri)%r4 /a%& A B a+& C( A /a+ 4u)4/ri)% ,. @ami"

Pa/! )" &iai+ 3'0 .r a m.+," /ar% . PKR 733,a(

A,%r 4u)4/ri-,i.+ ".u *i )% a)% ,. u4% ,% 4%r$i/% .r ,% +%, '0 &a"4(

17


18/59

IDD 3undles &''ers

*a,64 .ur Pa+

H.m% ADD O+%64 IDD Bu+&%4 O%r4( T% +%* IDD BUNDE .%r +.* ma!%4 i, a.r&a)%.r ".u ,. /a ".ur .$%& .+% i$i+ i+ UK a+& a+"*%r% i+ USA Q Ca+a&a( G%, ,%

IDD BUNDE *i/ 4ui,4 ".ur )u&%,

' S%+4a,i.+a IDD Bu+&% -a/!a%4 ,. /..4% r.m

X125 mi+4 .r R4( 200,

X'50 mi+4 .r R4( 500,

0$0 3undles

9a,64 .ur Pa+ H.m% ADD O+%64 SMS Bu+&%4M34 a,%4, SMS Bu+&% .%r i4 ,ai.r%& ,.

4ui, OUR )u&%, a+& +%%&4( N.* /..4% r.m a $ari%," . SMS -a/!a%4 .+ Dai" 9%%!" Q

M.+," )a4i4 4%%/, ,% -a/!a% ,a, m%%,4 ".ur r%uir%m%+, + Sa" I, A *i, M3

Daily 3undle

X500 SMS Q 100 MMS .r *.% &a" .+" .r R4( '(33

X.+ %/%%&i+ 500 SMS a&&i,i.+a SMS ,. )% /ar%& a4 -%r ,ari -a+

X,i4 )u+&% *.u& )% $ai& .r 1 &a" .+" I+ .r&%r ,. r%=4u)4/ri)% ".ur +um)%r 4.u& )%

a/,i$% a+& ".u mu4, a$% 4ui/i%+, )aa+/% a$aia)%

5ee(ly 3undle

X1000 SMS .r *.% *%%! .+" .r R4( 10

XO+ %/%%&i+ 1000 SMS a&&i,i.+a SMS ,. )% /ar%& a4 -%r ,ari -a+

XTi4 )u+&% *.u& )% $ai& .r 7 &a"4 .+"

XI+ .r&%r ,. r%=4u)4/ri)% ".ur +um)%r 4.u& )% a/,i$% a+& ".u mu4, a$% 4ui/i%+, )aa+/%

a$aia)%

-ortnightly 3undle

X500 SMS ; &a" .r 15 &a"4 .r .+" R4( 50

XO+ %/%%&i+ 500 SMS a &a" a&&i,i.+a SMS ,. )% /ar%& a4 -%r ,ari -a+

XTi4 .%r *.u& )% $ai& .r 15 &a"4 .+"

XI+ .r&%r ,. r%=4u)4/ri)% ".ur +um)%r 4.u& )% a/,i$% a+& ".u mu4, a$% 4ui/i%+, )aa+/%

1


19/59

a$aia)%

$onthly 3undle

X500 SMS ; &a" .r '0 &a"4 .r .+" R4 0XO+ %/%%&i+ 500 SMS a &a" a&&i,i.+a SMS ,. )% /ar%& a4 -%r ,ari -a+

XTi4 .%r *.u& )% $ai& .r '0 &a"4 .+"

XI+ .r&%r ,. 4u)4/ri)% ".ur +um)%r 4.u& )% a/,i$% a+& ".u mu4, a$% 4ui/i%+, )aa+/%

a$aia)%

Swot analysis:

Strengths:

Im-r.$i+ N%,*.r! S%r$i/%4 aai+ a+& aai+ i4 a ma#.r 4,r%+, 4i+/% i, i$%4 i, a+ %&% .$%r

.,%r )ra+&4 i!% 9ari& T%%+.r a+& u.+%

Ba/!i+ . 9.r&64 ar%4, M.)i% C.m-a+" i4 a u% -%r! 4i+/% i,64 a+ i+,%r+a,i.+a )ra+& a+&

r%/.+iz%& a .$%r ,% r%i.+(

.+ a4 .*%4, ra,%4 +a,i.+*i&% ra,%4 *i/ a4 a,,ra/,%& ,% /u4,.m%r4 ,.*ar&4 ,i4 )ra+&(

S,r.+ ima% . -ar%+, /.m-a+"(

N%,*.r! -.r,a)ii,": 500 -%.-% a$% 4*i,/%& r.m .,%r +%,*.r!4 ,. .+ *i/ 4.*4 ,a, i,

i4 ai+i+ -.-uari," %$%+ ,.u i,64 4,i 4. +%* ,. ,% mar!%,(

./a,i.+ a+& %.ra-i/ /.$%ra% (

N%* ,a%+, /a+&i&a,%4 *. ar% r%4 ra&ua,%4 ar% -r%%rr%&(

)eaknesses:

.+ i4 /.+4i&%r%& ,. a$% a )a& .r +., 4u/ a 4,r.+ 4,a+&i+ a+& a *%a! )ra+& ima% 4i+/% i, i4

4,i air" +%* ,. ,% mar!%,(

O+% . ,% *%a!+%44%4 .)4%r$%& . ,% .+ +%,*.r! i4 ,a, i, a4 .* $.i/% uai," *i/ i4 a

u% ,ur+. .r /u4,.m%r4 *. ar% -a++i+ ,. 4*i,/ ,. ,i4 )ra+&(.+ 4,i a4 r..m .r )%,,%rm%+, i+ i,4 +%,*.r! /.$%ra% i i, *a+,4 ,. i$% ,.u /.m-%,i,i.+

,. ,% mar!%, ia+,4(

*!!ortunities:

N%* -r.&u/, &%$%.-m%+,: i, /a+ i+,r.&u/% +%* -r.&u/,4(

13


20/59

.+ a4 ,% .--.r,u+i," . r.*i+ i,4 /u4,.m%r )a4% &u% ,. i+/r%a4i+ ,r%+& . u4i+ m.)i%

-.+%4(

.+ a4 ,% .--.r,u+i," ,. *i+ ,% /u4,.m%r4 . i,4 /.m-%,i,.r4 )" -r.$i&i+ ,%m 4u-%ri.r4%r$i/% .+ .*%r -ri/%(

.+ /a+ )% a -i.+%%r i+ 4.u,%r+ Pu+#a) *%r% i, /a+ -r.m.,% i,4% a+& )%/.m% mar!%, %a&%r4

.+ ,% )a4i4 . ,i4 $%r" a/,(

Threats:

Tr%a,4 . +%* %+,ra+,4( Tr%a, r.m .,%r /%uar )ra+&4 M.)ii+! U.+% 9ari& T%%+.r(

I+/r%a4i+ /u4,.m%r )a4% . T%%+.r a+& U.+% i4 a4. a ma#.r ,r%a, .r .+( Ba& %/.+.mi/

/.+&i,i.+ a+& i+4,a)ii," . Pa!i4,a+ i4 a u% -r.)%m .r a )u4i+%44%4 i+ Pa!i4,a+(

+ey benefits:

.* -ri/%

N%* au+/ 4%r$i/%4 .r ".u,

T%ir +%,*.r! i4 /a++%i+ a .$%r ,% /.u+,r" %$%+ i+ 4ma /i,i%4 a+& ,.*+4

20


21/59

Perce!tual ma!:

om!etitive review:

Curr%+, a+& -.,%+,ia /.m-%,i,.r4 i+ ,%%/.m 4%/,.r i+/u&% ./a .-%ra,.r4 ,a, ar% -r.$i&i+

4%r$i/%4 -ri.r ,. .+( S%$%ra . ,%4% /.m-a+i%4 a$% a 4,r.+ mar!%, -r%4%+/% )ra+&

r%/.+i,i.+ a+& 4,r.+ /u4,.m%r r%a,i.+4i-4( A ,%4% a/,.r4 &%ri$% mar!%, /.m-%,i,i.+ a+&

i+%/, a . ,%m ar% i+ i" /.m-%,i,i$% /ima,%(

Mobilink:ONG6S .+% . ,% ar%4, /.m-%,i,.r i4 M.)i i+!( I,64 a 4u)4i&iar" . Ora4/.m

T%%/.m 4,ar,%& i,4 .-%ra,i.+4 i+ 133 a+& a4 )%/.m% ,% mar!%, %a&%r )., i+ ,%rm4 .

r.*, a4 *% a4 a$i+ ,% ar%4, /u4,.m%r 4u)4/ri)%r )a4% i+ Pa!i4,a+ = a )a4% . .$%r '0

mii.+ a+& r.*i+( T%" ar% -r.$i&i+ 4,a,%=.=,%=ar, /.mmu+i/a,i.+ 4.u,i.+4 ,. ,%

/u4,.m%r4( I, .%r4 %/u4i$%" &%4i+%& ,ari -a+4 ,a, /a,%r ,. ,% /.mmu+i/a,i.+ +%%&4 . a

&i$%r4% r.u- . -%.-% r.m i+&i$i&ua4 ,. )u4i+%44m%+ ,. /.r-.ra,%4 a+& mu,i+a,i.+a4( B.,

,% -.4,-ai& a+& -r%-ai& )ra+&4 ar% ,% ar%4, )ra+&4 . ,%ir !i+& i+ ,%

Pa!i4,a+ /%uar i+&u4,r"( I+ a&&i,i.+ ,. -r.$i&i+ a&$a+/%& $.i/% /.mmu+i/a,i.+ 4%r$i/%4 ,a,

21


22/59

ma!%4 ,% i$%4 . mii.+4 ,a, mu/ %a4" i, a4. .%r4 a .4, . $au%=a&&%&=4%r$i/%4 ,.

/u4,.m%r4( M.)i i+! -a/%4 i im-.r,a+/% ,. i,4 /.$%ra% i+ am.4, 000 /i,i%4 a+& ,.*+4

+a,i.+*i&% a4 *% a4 .$%r 120 /.u+,ri%4 .+ i+,%r+a,i.+a r.ami+ 4%r$i/%(,fone:U.+% i4 a4. a /%uar .-%ra,.r( D%4-i,% ,% 4,i /.m-%,i,i.+ i+

Pa!i4,a+ ,%%/.m mar!%, *i/ a4 %& ,. r%&u/,i.+ . -ri/%4 ,. )ar% mi+imum %$% &u% ,. i,4

ar%44i$% -.i/i%4 a+& %%r/i4i+ 4,ri/, /.+,r. .$%r %-%+4%4 ,% C.m-a+" ma+a%& ,. im-r.$%

i,4 r%$%+u% a+& a,%r=,a -r.i, )" 7 a+& 5 r%4-%/,i$%"( I, -r.$i&%4 4%r$i/%4 *i, *i&%r

/.$%ra% 4u-%ri.r /.++%/,i$i," /%ar 4i+a4 Q $.i/% uai,"( C.$%ri+ .$%r '75 !%"

&%4,i+a,i.+4 i, a.*4 4%am%44 r.ami+ ,r.u ,% +%,*.r! -r.$i&i+ ,% )%4, +a,i.+*i&%

/.$%ra%( U.+% )%i+ .+% . ,% %a&i+ /%uar 4%r$i/%( K%%-i+ u- *i, i,4 -a/% i, i4 ra-i&"

%-a+&i+ i,4 +%,*.r!( I, !%%-4 .+ a&&i+ +%* /i,i%4 *i, 4am% 4u-%ri.r +%,*.r! ,a, /.+,i+u%4

,. %-a+&(

)arid:9ari& T%%/.m i4 ,% a4,%4, r.*i+ GSM m.)i% /.m-a+" i+ Pa!i4,a+ *i, .$%r 1'

mii.+ 4u)4/ri)%r4 a+& /.$%ra% i+ m.r% ,a+ 25 /i,i%4 a .$%r Pa!i4,a+( A4 -%r /.m-a+"

-.i/" 9ari& T%%/.m4 /i,i%4 ar% .+" i+/u&%& a4 a /.$%ra% &%4,i+a,i.+ *%+ /% 4i,%4 a.+

*i, a u" u+/,i.+a 4a%4 a+& 4%r$i/% /%+,%r .r ra+/i4% i4 .-%ra,i.+a i+ ,% ar%a( Ti4 r%4u,4

i+ -r%mium /.++%/,i$i," a+& ,% .-,ima %-%ri%+/% .r u4%r4(

Telenor:T%%+.r Pa!i4,a+ au+/%& i,4 .-%ra,i.+4 i+ Mar/ 2005 a4 ,% 4i+% ar%4, &ir%/,

Eur.-%a+ i+$%4,m%+, i+ Pa!i4,a+ 4%,,i+ -r%/%&%+/% .r ur,%r .r%i+ i+$%4,m%+,4 i+ ,%

,%%/.m 4%/,.r( T% /.m-a+" a4 /.$%r%& 4%$%ra mi%4,.+%4 .$%r ,% -a4, a+& r.*+ i+ a

+um)%r . &ir%/,i.+4 r.*+ ,. )%/.m% a %a&i+ ,%%/.m .-%ra,.r i+ ,% /.u+,r"( I+ i4/a "%ar

2008 ,%" a/i%$%& +%ar" 200 r.*, i+ 4u)4/ri)%r )a4%( T% i%4, i+ ,% i+&u4,r" )" a

*i&% mari+( I,64 ,% a4,%4, r.*i+ m.)i% +%,*.r! i+ ,% /.u+,r" *i, /.$%ra% r%a/i+ &%%-

i+,. ma+" . ,% r%m.,%4, ar%a4 . Pa!i4,a+( I+ ,% m.4, &ii/u, ,%rrai+4 . ,% /.u+,r" r.m ,%

i" +.r,%r+ ar%a4 ,. ,% 4-ra*i+ &%4%r,4 i+ ,% 4.u,( I,4 !%%-4 .+ m.$i+ a%a& )" i+$%4,i+

%a$i" i+ i+ra4,ru/,ur% %-a+4i.+( I, i4 4-r%a& a/r.44 Pa!i4,a+ /r%a,i+ 2200 &ir%/, a+& 20000=

-u4 i+&ir%/, %m-."m%+, .--.r,u+i,i%4(

Market Share- Sales and Growth:

22


23/59

C.m-%,i,i.+ r%mai+4 i *i, +%,*.r! -r.$i&%r4 i+,r.&u/i+ a+/" -a/!a%4 ,. a,,ra/, +%*

/u4,.m%r4( Barri%r4 . %+,r" ar% i )%/au4% . 4i+ii/a+, /a-i,a %-%+&i,ur% i+$.$%& i+ ,%

.rm . i+ra4,ru/,ura i+$%4,m%+,4 a+& i/%+4i+ %%4( T% ,r%a, . /u4,.m%r4 r%mai+4 i &u%,. .* 4*i,/i+ /.4,4( M.)i% +%,*.r! -r.$i&%r4 a$% r%mai+%& &%-%+&%+, .+ .* $au% a&&%&

-r.&u/,4 &u% ,. &%a" i+ i/%+4% i44ua+/% . 'G;G( A4 a r%4u, ,% A$%ra%

R%$%+u% %+%ra,%& )" a U4%r i+ a M.+, a !%" m%,ri/ . /%uar i+&u4,r" -r.i,a)ii,"

% ,. PKR 200 i+ @201 /.m-ar%& ,. PKR 217 i+ @201'( I, i4 i+,%r%4,i+ ,. +.,% %r% i4 ,a,

,% ARPU % &%4-i,% a 0 #um- i+ $.i/% ,rai/ )%,*%%+ m.)i% +%,*.r!4 i+ @201(

Pakistan Mobile .etwork Industry +ey Stats:

H.*%$%r r%/%+," Pa!i4,a+ M.)i% N%,*.r! i+&u4,r" u+&%r*%+, 4i+ii/a+, 4,ru/,ura /a+%4

r%/%+," *i, ,% au/,i.+ . 'G;G i/%+4%4( M.)i% +%,*.r! -r.$i&%r4 i+$%4,%& +%ar" USD 1(

Bii.+ &.ar4 .+ i+ra4,ru/,ur% u-ra&% a+& i/%+4i+ %%4 i+ 201( Si+/% ,%+ 'G;G

4u)4/ri)%r )a4% a4 r.*+ 4,%a&i" *i, /urr%+," 10 . ,% 4u)4/ri)%r4 a/,i$%" u4i+ 'G;G

4%r$i/%4(

Bi.=m%,ri/ $%rii/a,i.+ i4 ,% ma#.r r%a4.+ . &i4ma i+a+/ia -%r.rma+/%( O*i+ ,. ,% au+/

. mu/ a*ai,%& 'G;G 4%r$i/%4 i+ Pa!i4,a+ i, *a4 %-%/,%& ,a, ,% u-/.mi+ m.+,4 *i )%

%a$%+ i+ ,%rm4 . u4%r r.*, a+& i+a+/ia4( Bu, *i, ,% r%/%+, ,%rr.ri4, a/,i$i,i%4 i+ ,%

/.u+,r" PTA &%ma+&%& )i.m%,ri/ 4im r%=$%rii/a,i.+ ,. /ur) i+/r%a4i+ ,%rr.ri4m( T% ma#.r

/.+4%u%+/%4 . ,% &%/i4i.+ *%r% a &r.- i+ u4%r )a4% a+& a&&i,i.+a /.4, . )i.=m%,ri/

$%rii/a,i.+ %ui-m%+,( A4 a r%4u, m.)i% +%,*.r! .-%ra,.r4 a$% -r.&u/%& $%r" &i4ma

i+a+/ia -%r.rma+/% i+ 1Y@2015(

2'


24/59

Telenor / 0ong beating the com!etitors:

A /.m-%,i,i$% a+a"4i4 . m.)i% .-%ra,.r4 .$%r a4, ,*. "%ar4 "i%&4 4.m% i+,%r%4,i+ r%4u,4(

M.)i i+! U.+% a+& 9ari& a$% .4, mar!%, 4ar% ,. T%%+.r a+& ONG( ONG a4 %m%r%&

,. )% ,% a4,%4, r.*i+ m.)i% .-%ra,.r i+ Pa!i4,a+ i+ a4, ,*. "%ar4( @ur,%rm.r% T%%+.r a4

,% ar%4, 'G 4u)4/ri)%r4 i+ Pa!i4,a+ am.+ a .-%ra,.r4 mai+" &u% ,. u4%r ./a,i.+ . T%%+.r

i+ /i,i%4(

Pakistan ellular Market Share:

G.i+ .r*ar& &u% ,. im-r.$%& -%+%,ra,i.+ . 'G;G 4u--.r,%& a+&4%,4


25/59

'G -%+%,ra,i.+4 i+ M.)i i+! +%,*.r! a4 )%%+ .+

Target market of the Mobilink:M.)i i+!64 ,ar%, mar!%, $ari%4 *i, i,4 &i%r%+, -r.&u/, i+%4 %(( ,% M.)i i+! I+&i. )ra+&

mai+" ,ar%,4 ,% /.r-.ra,% 4%/,.r . ,% Pa!i4,a+i /.mmu+i,"( T% azz O/,a+% i4 &%4i+%& ,.

a,,ra/, ".u,? azz Bu&%, i4 aim%& a, ,% mi&&% a+& u--%r=mi&&% /a44 *i% M.)i i+! 9.r&

,ar%,4 ,% ma44%4 *i, i,4 &i$%r4% $au% a&&%& 4%r$i/%4(

Target market of the ,fone-

.u, S-%/ia"

@ri%+&4 Q @ami"

Ur)a+

Rura

U-ai4a

Target market of the Telenor:

.u,

@ri%+&4 Q @ami"

Ur)a+

Rura

Ea4" -ai4a u4%r4

Tar%, mar!%, . ,% 9ari&

S.-i4,i/a,%& u4%r4

25


26/59

.u,

P.4, -ai& u4%r4

Marketing *b1ectives:Mar!%,i+ .)#%/,i$%4 . %$%r" /.m-a+" i4 am.4, ,% 4am%( E$%r" ,%%/.m /.m-a+" *a+,4 ,. )%

%a&i+ /.m-a+" . ,% Pa!i4,a+

Marketing *b1ective of Telenor:

9%6r% %r% ,. %- .ur /u4,.m%r4( 9% %i4, ,. %- .ur /u4,.m%r4 %, ,% u )%+%i, . )%i+

/.++%/,%&( Our 4u//%44 i4 m%a4ur%& )" .* -a44i.+a,%" ,%" -r.m.,% u4(

Marketing *b1ective of Mobil ink:

T. )% ,% %a&i+ T%%/.mmu+i/a,i.+ S%r$i/%4 Pr.$i&%r i+ Pa!i4,a+ )" .%ri+ i++.$a,i$%

C.mmu+i/a,i.+ 4.u,i.+4 ,a, ma!% %a/ &a" )%,,%r .r .ur /u4,.m%r4 *i% %/%%&i+

Sar%.&%r $au% Q Em-."%% E-%/,a,i.+4(

Marketing *b1ective of ,fone:

Our mi44i.+ i4 ,. -r.$i&% )%4, 4%r$i/%4 *i, )%4, /.$%ra% ,a, *.u& %$%+,ua" %+%ra,% -r.i,

.r ,% /.m-a+" a+& i,4 4,a!%.&%r4( T. )% ,% %a&i+ ,%%/.mmu+i/a,i.+ 4%r$i/% -r.$i&%r i+

Pa!i4,a+ )" .%ri+ i++.$a,% /.mmu+i/a,i.+ 4.u,i.+4 .r .ur /u4,.m%r4 *i% %/%%&i+

4ar%.&%r $au% Q %m-."%% %-%/,a,i.+(

Marketing strategies:

Marketing Strategy for )arid:

C.m-%,i,i$%+%44: Di%r%+,ia,%& i+ $au% a&&%& a4-%/,4

C.4, %a&%r4i-: B" -r.$i&i+ %44 -ri/% 4%r$i/%;-r.&u/,

0trategic Planning

Z I&%+,i"i+ a+& &./um%+,i+ ,im%ram%4 mi%4,.+%4 a+& )u4i+%44 /a4%

Z I+,%ra,i.+ *i, +%* .r %i4,i+ mar!%,i+ a+& m%&ia a/,i$i,i%4

Z %a a+& /.m-ia+/% i44u%4

Z S,ra,%i/ -ar,+%r4 a+& &i4,ri)u,i.+ /a++%4

Positioning of Mobilink:

28


27/59

D%$%.-i+ ,% .%ri+64 $au% -.4i,i.+i+ i4 ,% a4, -ar, . /..4i+ ,% $au% -a4% . ,%

$au% &%i$%r" -r./%44(

M.)i i+!64 /a,/-ra4% M.)i i+![ R%4a-i+ i$%4J ,%4 a a).u, .* ,%" *a+, ,. -.4i,i.+,% )ra+& i+ ,% mi+&4 . ,%ir ,ar%, /u4,.m%r4(

T% m%44a% ,%" *a+, ,. /.mmu+i/a,% ,. ,% /.+4um%r mar!%, i4 ,a, M.)i i+! i4 ,% )%4,

4.u,i.+ .r ,%%/.mmu+i/a,i.+ a+& /a+ )% ,ru4,%& ,. -r.$i&% /.mmu+i/a,i.+ a/ii,i%4 a a/r.44

,% .)% *%r% +. .,%r 4%r$i/% i4 a$aia)%(

27


28/59

Strength:

T% /.m-a+" %/%4 i+ mar!%,i+ 4a%4 a+& /u4,.m%r 4%r$i/%4(

I, a4 ,% a&$a+,a% . a$i+ a u% a+& ."a /u4,.m%r )a4%(

)eakness:

N%,*.r! -r.)%m i4 ,% )i%4, *%a!+%44 .r M.)i i+! .r *i/ i, a/%4 ma#.r /ri,i/i4m .r

/.m-ai+,4(

T% /.m-a+" i4 a4. $u+%ra)% *i, -.4, -ai& &%),(

"udget:

A&$%r,i4i+ Bu&%, Si+/% ,% /.m-%,i,i.+ i4 i+,%+4% i+ ,% ,%%/.mmu+i/a,i.+ mar!%, M.)i i+!

a4 a 4i+ii/a+, a&$%r,i4i+ )u&%,( I, i4 a&$%r,i4i+ %a$i" ,. )% %ar& a+& ,. /.+4,a+," r%mi+&i,4 ,ar%, mar!%, ,. . .r M.)i i+!( H.*%$%r M.)i i+!64 a/,ua a&$%r,i4i+ )u&%, *a4 +.,

&i4/.4%& )" ,% ma+a%m%+,(

A&$%r,i4i+ M%&ia M.)ii+! i4 u4i+ ,%%$i4i.+ -ri+, a+& ra&i. a&$%r,i4i+ m%&ia ,. &i44%mi+a,%

i,4 m%44a% a+& ,. )ui& a )ra+& -r%%r%+/% )u, ,% m.4, -r%%rr%& i4 ,%%$i4i.+ 4i+/% ,i4 m%&ium

i4 ,% m.4, -.*%ru r%a/%4 a )r.a& 4-%/,rum . /.+4um%r4 a+& a4 ,% maimum /u4,.m%r

im-a/,(

Ra&i.: I, a4 a r%a,i$%" ar% i4,%+%r46 )a4% a+& 4. i4 a+ %%/,i$% *a" ,. /.mmu+i/a,% ,%

m%44a%(

Bi).ar&4 a+& Pri+, M%&ia: T% C.m-a+" a4 /.m% u- *i, %a).ra,% /am-ai+4 )i).ar&4 a+&

-.4,%r4 ,. -r.m.,% I+&i. ,%ir -.4,=-ai& )ra+&(

Sa%4 Pr.m.,i.+ M.)ii+! u4%4 &i%r%+, ,"-%4 . 4a%4 -r.m.,i.+ m%,.& 4u/ a4:

Consumer romotions

I+ .r&%r ,. !i+&% r%a,%r a+& ui/!%r -ur/a4%4 M.)i i+! i4 /arr"i+ .u, ,% ..*i+

/.+4um%r -r.m.,i.+ a/,i$i,i%4 i+/u&i+ 4-%/ia &%a4 4u/ a4:

Z I+&i. @r%%&.m Pa+: ,i4 &%a .%r4 /%r,ai+ )%+%i,4 . *i/ ,*. ar%:=

-riends 7 -amily:Ti4 %a,ur% i4 a$aia)% ,. ,% /u4,.m%r4 .+ a+" ,r%% M.)i i+! +um)%r4

*i/ /a+ )% a&&%& i+,. @Q@ i4, )" /ai+ ,% %- i+% a, 111(

2


29/59

Local Rates:A//.r&i+ ,. ,i4 r%%&.m -a+ a/r.44 Pa!i4,a+ a /a a/r.44 a +%,*.r!4 ar%

/ar%& a4 ./a /a4(

B.+u4%4 Q @r%% Air,im%4: M.)i i+! a4 )%%+ .%ri+ a +um)%r . ).+u4%4 ,. i,4 /.+4um%r4(A+ %am-% . i,4 /urr%+, ).+u4 .%r i4:

B.+u4 .+ R%/ar%: M.)i i+! )ri+4 a+ %/i,i+ .%r .r i,4 azz /u4,.m%r4( R%/ari+ ,%ir

M.)i i+! azz /.++%/,i.+ )%,*%%+ 1, Ma" 2007 a+& 1, u+% 2007 *i i$% ,%m 100 r%%

air,im%


30/59

)eakness:

%44 /.$%ra% i+ r%m.,% ar%a4

N., ,ar%,i+ ,% rura ar%a4 a, ,% m.m%+,

N. -r.-%r -a++i+ ,. /a,%r ,% %/%44i$% &%ma+&(

ustomer relationshi! ,fone:

9i, 2 mii.+ m.)i% u4%r4 i+ Pa!i4,a+ U.+% i4 a$i+ a 4u)4/ri)%r )a4% . ar.u+& 7 mii.+(

U.+% i4 4.*i+ a r%mar!a)% r.*, ra,%( I, i4 mai+,ai+i+ a %a," /u4,.m%r r%a,i.+4i-

,r.u i,4 /u4,.m%r 4%r$i/% /%+,%r4J a+& /a /%+,%r4J( I,4 &%-ar,m%+, . Cu4,.m%r

O-%ra,i.+4J i4 4-%/ia" &%4i+%& .r mai+,ai+i+ Cu4,.m%r R%a,i.+4i-4(

Sales Promotion ,fone:@.r ,% -r.m.,i.+ . -r.&u/, -ri+, m%&ia %%/,r.+i/ m%&ia )i).ar&4 )r.a/%r4 a+& %a%,4

a4 )%%+ u,iiz%& .r ,% a*ar%+%44 . $ari.u4 /u4,.m%r4( U.+% -r.m.,%4 i,4 4%r$i/%4 ; 4/%m%4

,. ,%ir u4%r4 a+& %+%ra -u)i/ $ia u4i+ $ari.u4 ,"-%4 . -r.m.,i.+ /a++%4( Tr.u ,%

a&$%r,i4%m%+,4 -%.-% %, a*ar%+%44 a).u, ,% -r.&u/, a+& ar% a)% ,. /..4% ,% )%4, .+% .r

ui ,%ir r%uir%m%+, i+ M.)i% T%%/.mmu+i/a,i.+( E%/,r.+i/ m%&ia a+& )i).ar&4 ar% ,%

!%" 4.ur/%4 .r ,% -r.m.,i.+ . U.+%( Di%r%+, !i+& . a&$%r,i4%m%+, /a+ )% 4%%+ .+

T%%$i4i.+ a+& )i).ar&4( U.+% i4 a4. a /.=4-.+4.r . Cri/!%, 9.r& Cu- 2007(A&$%r,i4i+

/am-ai+ i4 4-%/ia a+& im-r%44i$% ,a+ .,%r /%uar /.m-a+i%4 i!% /.+/%-, m.&%4 /..r4

4/%m% a+& $i4uaizi+( T% a&$%r,i4%m%+, . -.4,-a" a4 )%%+ $%r" mu/ a,,ra/,i$% .r ,%

)u4i+%44 /a44 /u4,.m%r4 *i, ,% 4.a+ . %+&%44 -.44i)ii,i%4( U.+%

9%)4i,% /.+,ai+4 )u+/ . i+.rma,i.+ a).u, ,% -r.&u/, 4%r$i/%4 /.$%ra%

-a/%m%+, a+& $au%=a&&%& 4%r$i/%4( 9%)4i,% i4 -a"i+ a %a&i+ a+& 4i+ii/a+, r.% .r ,%

!romotion of !roduct2

A&$%r,i4%m%+, 4,ra,%i%4 . U.+%:

A&$%r,i4i+ 4,ra,%" /.+4i4,4 . ,*. ma#.r %%m%+,4: A&$%r,i4i+ M%44a% Q A&$%r,i4i+ M%&ia(

U.+% a4 ,% ..*i+ 4,ra,%i%4 r%ar&i+ ,% M%44a% a+& M%&ia . a&$%r,i4i+:=

Advertisement messages:

'0


31/59

M%44a% C.+,%+, ==\T% $%r" ir4, /.+,%+, . @i+%64 a&$%r,i4i+ m%44a% *a4 um.r a+& ,%+ i+

i,4 )..mi+ 4,a% i, 4i,%& i,4 m%44a% /.+,%+, ,. ".u,u %/i,%m%+,( R%/%+," U.+% a4

aai+ a&.-,%& um.r.u4 ,%m% .r i,4 m%44a% /.+,%+,( Ti4 ,im% U.+% i4 *i++i+ ,% %ar,4 .-%.-% ,r.u um.r a+& i, a4 i+/r%a4%& RPI . U.+%( U.+% a4 ar%a&" %+%ra,%& mu/

r%$%+u% ,r.u i,(

M%44a% @.rma, ==\T% .rma, . U.+%64 a&$%r,i4%m%+,4 a4 a*a"4 )%%+ $%r" /..ru a+& %"%

/a,/i+( T% 4./!i+ Ora+% Q Gr%%+ /..r4 u4%& )" U.+% a$% a*a"4 a,,ra/,%& -%.-%(

T%4% /..r4 ..! )%au,iu .+ *a -ri+,i+ . U.+%(

M%44a% S.ur/% ==\T% $%r" ir4, U.+% a&$%r,i4%m%+,4 a& @ai4a Yuru4 a4 i,4 m%44a% 4.ur/%(

A,%r*ar&4 U.+% ir%& +.+=/%%)ri," ".u+ m.&%4 .r i,4 ".u,u m%44a% ,%m%( U.+% a4.

ir%& ,r%% H."*..& u%%+4 i(%( M%%ra ia Ai a+& F%%+a Mai! *i, Mi!aa i+ a+

a&$%r,i4%m%+, . Baa, Ba+ a"%J( Ti4 a&$%r,i4%m%+, /r%a,%& a )i /.+,r.$%r4" r%ar&i+ ,%

%r.,i/ a+& 4%ua" a,,ra/,i+ a/,4 )" ,% ,r%% %ma% m.&%4( Du% ,. +%a,i$% r%4-.+4% )"

-%.-% U.+% a& ,. $a/a,% i,4 )i).ar&4 a+& %ra&i/a,% i,4 )a++%r4 -.4,%r4 %,/ .$%r+i, a4

&ir%/,%& )" CEO a+& CMO . U.+%(

Bu, +.* U.+% a4 aai+ ir%& a /.m%&ia+ ,ri. %a,uri+ @ai4a Yur%4i Mi!aa Q Hamma&(

T% 4,ra,%" )%i+& iri+ ,i4 ,ri. i4 ,a, ,%" ar% %/.+.mi/a a+& ar% -%r4.+a a$.ri,%4 .

-%.-%(

Advertisement media:T. i+/r%a4% ,% r%a/ a+& r%u%+/" . a&$%r,i4%m%+, U.+% i4 u4i+

r%-%,i,i$% 4,ra,%" .r i,4 a&$%r,i4%m%+,4( A+& ,% um.r.u4 ,%m% a*a"4 ma!%4 ,% a&4 m.r%

a--%ai+ a+& %+ai+ ,% mi+&4 . /u4,.m%r4( U.+% a&$%r,i4% i+ ,% ..*i+ m%&ia ,"-%4:=

Pri+, M%&ia ==\U.+% ,ri%4 a+& -ri+, a&4 i+ a %a&i+ +%*4-a-%r4 i+/u&i+ T% Da*+ u+

Na*a=i=9a, a+& Ka)rai+( U.+% -a/% i,4 a&4 i+ a %a&i+ maazi+%4 a4 *% i(%( Su+&a"

maazi+% a!a)r=%=#aa+ i)a4 Ma %,/

Br.a&/a4, M%&ia ==\ I, i4 ,% -ri.r /.i/% .r U.+%( I, i+/u&%4 ,% %%/,r.+i/ m%&ia ,%%$i4i.+

a+& ra&i.( U.+% i4 a&$%r,i4i+ i+ a Pa!i4,a+i /a++%4 i+/u&i+ GEO Hum AR I+&u4 TF

.+% HBO Car,..+ N%,*.r! %,/ ( U.+% a4. -a"4 i,4 a&4 .+ ./a

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'1


32/59

Di4-a" M%&ia ==\Ti4 ,"-% . m%&ia i4 ,% 4%/.+& /.i/% . U.+% *%r% i, /arri%4 .u, i,4 m.4,

. 4a%4 -r.m.,i.+ a+& a&$%r,i4i+( U.+% a&$%r,i4% u4i+ )i).ar&4 .ar&i+4 4i+4 -.4,%r4 *a -ai+,i+4 %,/( SME Mu,a+ a4 u4%& a +%* a+& i++.$a,i$% $%i/% i+&i4-a" m%&ia i(%( U.+%64 -ai+,%& ri/!4a*4(

O+i+% M%&ia ==\ I+,%r+%, i4 ,% .+i+% m%&ia( U.+% -a/%4 a4i+ a&4 .+ am.u4 -.r,a4 i!%

/..)u&&"(/.m -a!%.*4(/.m %,/( Bu, U.+% i4 +., /arr"i+ .u, &ir%/, mai .r &ir%/, %=mai

a&$%r,i4i+(

E$%+,4 ==\ U.+% a4 4-.+4.r%& ma+" %$%+,4 i+ ,% -a4, a+& .&4 u,ur% -a+4 /.+/%r+i+ i,(

T% am.u4 %$%+, 4-.+4.r%& )" U.+% i+ 2008 *a4 a 4%ri%4 . mu4i/a /.+/%r,4 &i& a .$%r

Pa!i4,a+ %a,uri+ Mi!aa Ha44a+ a+& u+..+ i, +am%& UROCK(

Marketing Strategy for Telenor

Strength:

U.+% a4 a 4u)4/ri)%r )a4% . 1(37 mii.+ a4 . O/,.)%r 200(

U.+% a4 +%,*.r! /.$%ra% i+ m.r% ,a+ 750 /i,i%4 ,.*+4 a+& a/r.44 a ma#.r i*a"4 .

,% /.u+,r"(

U.+% -r.$i&%4 I+,%r+a,i.+a R.ami+ a/ii," *i, m.r% ,a+ 150 i+,%r+a,i.+a .-%ra,.r4 a/r.44

73 /.u+,ri%4(

U.+% i4 -r.u& ,. a$% a+ %i/i%+, a+& ri%+&" /u4,.m%r 4%r$i/% ,r.u 21/.m-a+"=.*+%&

Sa%4 Q Cu4,.m%r S%r$i/% C%+,%r4 a+& +%ar" 250 ra+/i4%%4 a/r.44 ,% /.u+,r"(

)eakness:

U.+% *a4 ,% ir4, ,. i+,r.&u/% ,% SMS -a/!a%4 )u, ,%ir -a/!a%4 ar% +., %i)% %+.u

a+& i,4 /ar%4 ar% .+" .+ m.+," )a4%4 *i% i, 4.u& )% .+ )., m.+," a+& &ai" )a4i4(

Ca ra,%4 r.m U.+% ,. U.+% i4 $%r" /%a- )u, ,. .,%r +%,*.r!4 i,4 ra,%4 ar% %-%+4i$%(

I,4 /.$%ra% .+ S.u,%r+ -ar, . Pa!i4,a+ i4 ui,% ..& )u, i+ +.r,%r+ ar%a4 i,4 /.$%ra% i4 a )i,

-..r(

I+ U.+% *%) 4u--.r, i4 +., a$aia)%(

Cu4,.m%r r%a,i.+4i- T%%+.r:

'2


33/59

9i, 2 mii.+ m.)i% u4%r4 i+ Pa!i4,a+ T%%+.r i4 a$i+ a 4u)4/ri)%r )a4% . ar.u+& 7

mii.+( T%%+.r i4 4.*i+ a r%mar!a)% r.*, ra,%( I, i4 mai+,ai+i+ a %a," /u4,.m%r

r%a,i.+4i- ,r.u i,4 /u4,.m%r 4%r$i/% /%+,%r4J a+& /a /%+,%r4J( I,4 &%-ar,m%+, .Cu4,.m%r O-%ra,i.+4J i4 4-%/ia" &%4i+%& .r mai+,ai+i+ Cu4,.m%r R%a,i.+4i-4(

Sales Promotion Telenor:

@.r ,% -r.m.,i.+ . -r.&u/, -ri+, m%&ia %%/,r.+i/ m%&ia )i).ar&4 )r.a/%r4 a+& %a%,4

a4 )%%+ u,iiz%& .r ,% a*ar%+%44 . $ari.u4 /u4,.m%r4( T%%+.r -r.m.,%4 i,4 4%r$i/%4 ; 4/%m%4

,. ,%ir u4%r4 a+& %+%ra -u)i/ $ia u4i+ $ari.u4 ,"-%4 . -r.m.,i.+ /a++%4( Tr.u ,%

a&$%r,i4%m%+,4 -%.-% %, a*ar%+%44 a).u, ,% -r.&u/, a+& ar% a)% ,. /..4% ,% )%4, .+% .r

ui ,%ir r%uir%m%+, i+ M.)i% T%%/.mmu+i/a,i.+( E%/,r.+i/ m%&ia a+& )i).ar&4 ar% ,%

!%" 4.ur/%4 .r ,% -r.m.,i.+ . T%%+.r( Di%r%+, !i+& . a&$%r,i4%m%+, /a+ )% 4%%+ .+

T%%$i4i.+ a+& )i).ar&4( T%%+.r i4 a4. a /.=4-.+4.r . Cri/!%, 9.r& Cu- 2007(A&$%r,i4i+

/am-ai+ i4 4-%/ia a+& im-r%44i$% ,a+ .,%r /%uar /.m-a+i%4 i!% /.+/%-, m.&%4 /..r4

4/%m% a+& $i4uaizi+( T% a&$%r,i4%m%+, . -.4,-a" a4 )%%+ $%r" mu/ a,,ra/,i$% .r ,%

)u4i+%44 /a44 /u4,.m%r4 *i, ,% 4.a+ . %+&%44 -.44i)ii,i%4( T%%+.r

9%)4i,% /.+,ai+4 )u+/ . i+.rma,i.+ a).u, ,% -r.&u/, 4%r$i/%4

/.$%ra% -a/%m%+, a+& $au% a&&%& 4%r$i/%4( 9%)4i,% i4 -a"i+ a %a&i+ a+& 4i+ii/a+, r.%

.r ,% -r.m.,i.+ . -r.&u/,(

A&$%r,i4i+ 4,ra,%" /.+4i4,4 . ,*. ma#.r %%m%+,4: A&$%r,i4i+ M%44a% Q A&$%r,i4i+ M%&ia(

T%%+.r a4 ,% ..*i+ 4,ra,%i%4 r%ar&i+ ,% M%44a% a+& M%&ia . a&$%r,i4i+:=

Advertisement message:

M%44a% C.+,%+, ==\T% $%r" ir4, /.+,%+, . T%%+.r64 a&$%r,i4i+ m%44a% *a4 um.r a+& ,%+

i+ i,4 )..mi+ 4,a% i, 4i,%& i,4 m%44a% /.+,%+, ,. ".u,u %/i,%m%+,( R%/%+," T%%+.r a4

aai+ a&.-,%& um.r.u4 ,%m% .r i,4 m%44a% /.+,%+,( Ti4 ,im% T%%+.r i4 *i++i+ ,% %ar,4

. -%.-% ,r.u um.r a+& i, a4 i+/r%a4%& RPI . T%%+.r( T%%+.r a4 ar%a&" %+%ra,%&

mu/ r%$%+u% ,r.u i,(

M%44a% @.rma, ==\T% .rma, . E%a+.r64 a&$%r,i4%m%+,4 a4 a*a"4 )%%+ $%r" /..ru a+&

%"% /a,/i+( T% 4./!i+ Ora+% Q Gr%%+ /..r4 u4%& )" T%%+.r a$% a*a"4 a,,ra/,%&

-%.-%( T%4% /..r4 ..! )%au,iu .+ *a -ri+,i+ . T%%+.r(

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M%44a% S.ur/% ==\T% $%r" ir4, T%%+.r a&$%r,i4%m%+,4 a& @ai4a Yur%4i a4 i,4 m%44a%

4.ur/%( A,%r*ar&4 T%%+.r ir%& +.+=/%%)ri," ".u+ m.&%4 .r i,4 ".u,u m%44a% ,%m%(

T%%+.r a4. ir%& ,r%% H."*..& u%%+4 i(%( M%%ra ia Ai a+& F%%+a Mai! *i, Mi!aa i+ a+a&$%r,i4%m%+, . Baa, Ba+ a"%J( Ti4 a&$%r,i4%m%+, /r%a,%& a )i /.+,r.$%r4" r%ar&i+ ,%

%r.,i/ a+& 4%ua" a,,ra/,i+ a/,4 )" ,% ,r%% %ma% m.&%4( Du% ,. +%a,i$% r%4-.+4% )"

-%.-% T%%+.r a& ,. $a/a,% i,4 )i).ar&4 a+& %ra&i/a,% i,4 )a++%r4 -.4,%r4 %,/ .$%r+i, a4

&ir%/,%& )" CEO a+& CMO . T%%+.r(

Bu, +.* T%%+.r a4 aai+ ir%& a /.m%&ia+ ,ri. %a,uri+ @ai4a Yur%4i Mi!aa Q Hamma&(

T% 4,ra,%" )%i+& iri+ ,i4 ,ri. i4 ,a, ,%" ar% %/.+.mi/a a+& ar% -%r4.+a a$.ri,%4 .

-%.-%(

Advertisement media:T. i+/r%a4% ,% r%a/ a+& r%u%+/" . a&$%r,i4%m%+, T%%+.r i4 u4i+

r%-%,i,i$% 4,ra,%" .r i,4 a&$%r,i4%m%+,4( A+& ,% um.r.u4 ,%m% a*a"4 ma!%4 ,% a&4 m.r%

a--%ai+ a+& %+ai+ ,% mi+&4 . /u4,.m%r4( T%%+.r a&$%r,i4% i+ ,% ..*i+ m%&ia ,"-%4:=

Pri+, M%&ia ==\T%%+.r ,ri%4 a+& -ri+, a&4 i+ a %a&i+ +%*4-a-%r4 i+/u&i+ T% Da*+ u+

Na*a=i=9a, Ka)rai+( T%%+.r -a/% i,4 a&4 i+ a %a&i+ maazi+%4 a4 *% i(%( Su+&a"

maazi+% a!a)r=%=#aa+ i)a4 Ma %,/

Br.a&/a4, M%&ia ==\ I, i4 ,% -ri.r /.i/% .r T%%+.r( I, i+/u&%4 ,% %%/,r.+i/ m%&ia ,%%$i4i.+

a+& ra&i.( T%%+.r i4 a&$%r,i4i+ i+ a Pa!i4,a+i /a++%4 i+/u&i+ GEO Hum AR I+&u4 TF

.+% HBO Car,..+ N%,*.r! %,/ ( T%%+.r a4. -a"4 i,4 a&4 .+ ./a

/a++%4 i!% 9ASEB a+& Pu+#a) TF(

Di4-a" M%&ia ==\Ti4 ,"-% . m%&ia i4 ,% 4%/.+& /.i/% . T%%+.r *%r% i, /arri%4 .u, i,4 m.4,

. 4a%4 -r.m.,i.+ a+& a&$%r,i4i+( T%%+.r a&$%r,i4% u4i+ )i).ar&4 .ar&i+4 4i+4 -.4,%r4 *a -ai+,i+4 %,/( SME Mu,a+ a4 u4%& a +%* a+& i++.$a,i$% $%i/% i+

&i4-a" m%&ia i(%( T%%+.r64 -ai+,%& ri/!4a*4(

O+i+% M%&ia ==\ I+,%r+%, i4 ,% .+i+% m%&ia( T%%+.r -a/%4 a4i+ a&4 .+ am.u4 -.r,a4 i!%

/..)u&&"(/.m -a!%.*4(/.m %,/( Bu, T%%+.r i4 +., /arr"i+ .u, &ir%/, mai .r &ir%/, %=mai

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E$%+,4 ==\ T%%+.r a4 4-.+4.r%& ma+" %$%+,4 i+ ,% -a4, a+& .&4 u,ur% -a+4 /.+/%r+i+ i,(

T% am.u4 %$%+, 4-.+4.r%& )" T%%+.r i+ 2008 *a4 a 4%ri%4 . mu4i/a /.+/%r,4 &i& a .$%r

Pa!i4,a+ %a,uri+ Mi!aa Ha44a+ a+& u+..+ i, +am%& UROCK(

"uyer Analysis

,ser Profile

(emogra!hic

T% a% r.u- r.m 1' "%ar4 a+& .+*ar& i4 ,% /u4,.m%r . ,% -r.&u/,( Cu4,.m%r4 i+/u&%

4,u&%+,4

.) .&%r

H.u4% *i$%4.u, a+& .,%r4

Geogra!hic:

.+ i4 a$aia)% am.4, i+ %$%r" /i," . ,% /.u+,r" %$%+ i+ ,% r%m.,% ar%4(

Psychogra!hic:

A4 i, i4 ,% +%%& . %$%r".+% *. i4 %&u/a,%& .r u+%&u/a,%& u4% /%uar ,. )% i+ ,.u/ *i, ,%ir

r%a,i$%4 a+& ri%+&4(

3uying Decision Process:

A )u"i+ -r./%44 i4 ,% 4%ri%4 . 4,%-4 ,a, a /.+4um%r .r /u4,.m%r *i ,a!% ,. ma!% a

-ur/a4i+ &%/i4i.+

@..*i+ ar% ,% 4,%-4 i+/u&% i+ )u"i+ &%/i4i.+ -r./%44(

N%%&4 R%/.+i,i.+

I+.rma,i.+ 4%ar/

E$aua,i.+ . A,%r+a,i$%4

Pur/a4% D%/i4i.+

P.4,=-ur/a4% %$aua,i.+

5ho 3uys the Product

M.4," -ur/a4% i4 &.+% )" ,% i+&i$i&ua(

5ho In'luence Decision

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M.,%r4 TFC4 9.r& . M.u, a+& ami" ar% ,% mai+ i+u%+/%r i+ ,% -ur/a4% &%/i4i.+(

5ho ma(e the Decision

T% a/,ua u4%r ma!%4 ,% &%/i4i.+(Decision Criteria

D%/i4i.+ /ri,%ria i4 )a4%& .+ ..*i+ %a,ur%4

1> F.i/% uai,"

2> C.$%ra%

'> Pa/!a%4

> A$aia)ii,"

5> I+,%r+%, -a/!a%4

8> Surr.u+&i+4

Marketing goals:

Sale volume:

M3 i4 .+ ,% i+,r.&u/,i.+ 4,a% i+ ,% mar!%, )%/au4% ,%" ar% -r.$i&i+ ,%ir 4%r$i/%4 i+ ma44

mar!%,i+ &.+6, 4-%/i" a+" ,ar%, mar!%,( P%.-% &.+6, !+.* a).u, ,%ir -a/!a%4 &%,ai a+&

.* ,. a/,i$a,% i,(

Market share

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Ra-i& r.*, i+ ,% mar!%, 4ar% /a,a-u,%& i, ,. ,% +um)%r ,*. 4-., i+ ,% i+&u4,r"( @.r ,%

ir4, ,im% /u4,.m%r 4%%/,4 ,%ir -a/!a%4 ra,%( S. ,%" &.+6, a$% a4 4u/ mar!%, 4ar% a,

i+,r.&u/,i.+ 4,a%(Sa,%i,% /a++% 4u)4/ri-,i.+ .4, i,4 -.-uari," *i, ,% arri$a . /a)% TF i+ ,% ma#.r /i,i%4(

H.*%$%r i, i4 4,i u4%& %,%+4i$%" i+ &i4,a+, ar%a4 *%r% /a)% TF i4 +., a$aia)%( A).u, 7 .

TF 4%, .*+%r4 a4 4a,%i,% &i4%4 *i/ m%a+4 ,a, i$%+ ,% +um)%r . TF 4%,4 i(%( mii.+

4a,%i,% TF 4u)4/ri)%r4 ar% 580000 i+ "%ar 2008(

Target market:

Segmentation:

T%" a$% a--r.a/%&

./a mar!%,? 4%m%+,i+

,% .* i+/.m% u4%r4

E+4uri+ +%* -a/!a%r4(

M3 )ri+4 a i+! )%,*%%+ ,% +%%&4 a+& a.r&a)ii," . ,% ma44%4 *. ar% ar%a&" )ur&%+%&

*i, &ai" %-%+4%4 . 4ur$i$a % ur,%r a&&%&(

Primary Target market:

M3 ,ar%,i+ ,% +., a 4-%/ii/ ,ar%, mar!%,( T%" *%r% u4i+ Ma44 mar!%,i+ ,ar%,(

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Promotional !rogram situation analysis:

Sale !romotion:

Sa%4 ar% ,% i%)..& . a )u4i+%44 *i,.u, 4a%4 ,%r% *.u& )% +. )u4i+%44 i+ ,% ir4, -a/%?

,%r%.r% i, i4 $%r" im-.r,a+, ,a, i a )u4i+%44 *a+,4 ,. 4u//%%& i, 4.u& a$% a 4a%4 -r.m.,i.+

4,ra,%" i+ mi+&( T% -rimar" .)#%/,i$% . a 4a%4 -r.m.,i.+ i4 ,. im-r.$% a /.m-a+"4 4a%4 )"

-r%&i/,i+ a+& m.&i"i+ ".ur ,ar%, /u4,.m%r4 -ur/a4i+ )%a$i.r a+& -a,,%r+4( Sa%4

-r.m.,i.+ i4 $%r" im-.r,a+, a4 i, +., .+" %-4 ,. )..4, 4a%4 )u, i, a4. %-4 a )u4i+%44 ,. &ra*

+%* /u4,.m%r4 *i% a, ,% 4am% ,im% r%,ai+i+ .&%r .+%4( T%r% ar% a $ari%," . 4a%4

-r.m.,i.+a 4,ra,%i%4 ,a, a )u4i+%44 /a+ u4% ,. i+/r%a4% ,%ir 4a%4 .*%$%r i, i4 im-.r,a+, ,a,

*% ir4, u+&%r4,a+& *a, a 4a%4 -r.m.,i.+ 4,ra,%" a/,ua" i4 a+& *" i, i4 4. im-.r,a+,(Sale !romotion strategy:

A 4a%4 -r.m.,i.+ 4,ra,%" i4 a+ a/,i$i," ,a, i4 &%4i+%& ,. %- )..4, ,% 4a%4 . a -r.&u/, .r

4%r$i/%( Ti4 /a+ )% &.+% ,r.u a+ a&$%r,i4i+ /am-ai+ -u)i/ r%a,i.+ a/,i$i,i%4 a r%%

4am-i+ /am-ai+ a r%% i, /am-ai+ a ,ra&i+ 4,am-4 /am-ai+ ,r.u &%m.+4,ra,i.+4

a+& %i)i,i.+4 ,r.u -riz% i$i+ /.m-%,i,i.+4 ,r.u ,%m-.rar" -ri/% /u,4 a+& ,r.u

&..r=,.=&..r 4a%4 ,%%mar!%,i+ -%r4.+a 4a%4 %,,%r4 a+& %mai4( T% im-.r,a+/% . a 4a%4

-r.m.,i.+ 4,ra,%" /a++., )% u+&%r%4,ima,%&( Ti4 i4 )%/au4% a 4a%4 -r.m.,i.+ 4,ra,%" i4

im-.r,a+, ,. a )u4i+%44 )..4,i+ i,4 4a%4(

9%+ &%$%.-i+ a 4a%4 -r.m.,i.+ 4,ra,%" .r ".ur )u4i+%44 i, i4 im-.r,a+, ,a, ".u !%%- ,%

..*i+ -.i+,4 i+ mi+&(

C.+4um%r a,,i,u&%4 a+& )u"i+ -a,,%r+4

.ur )ra+& 4,ra,%"

.ur /.m-%,i,i$% 4,ra,%"

.ur a&$%r,i4i+ 4,ra,%"

A+& .,%r %,%r+a a/,.r4 ,a, /a+ i+u%+/% ".ur -r.&u/,4 a$aia)ii," a+& -ri/i+(

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'3


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M3 !romotion:

M3 a4 )%/.m% a 4,ar,i+ u- . a +%* ,"-% . -a/!a%4 +., =r%/.+iz%& +am% i+ -a4, %* "%ar4

,%r%.r% *% ./u44%& .+ ,%ir ma44 mar!%,i+ ,. %,ra/, ,% -r.m.,i.+a a/,i$i,i%4 ,%" /arr" .u,.r ,% -ur-.4% . ,%ir .ra+iza,i.+a 4,a)ii,"(

*b1ective of sale !romotion:

T% )a4i/ .)#%/,i$%4 . 4a%4 -r.m.,i.+ /.+4i4, .:

0hort term ob8ective:

T. i+/r%a4%& ,% 4a%4 )" a,,ra/,i+ ,% /u4,.m%r4(

Long term ob8ectives:

R%i+.r/i+ ,% -r.&u/,4 a+& )ui&i+ .+ ,%rm /u4,.m%r r%a,i.+( T% mai+ .)#%/,i$% . 4a%4

-r.m.,i.+ i4 ,. a/uir% ,% +um)%r4 . /.++%/,i.+4 r.m ,% mar!%, a+& %a&4 ,% mar!%, *i,

maimum 4ar%(

P%r4.+a 4%i+

A&$%r,i4i+

Sa%4 -r.m.,i.+

Sale !romotion tools of m3:

9%+ ,%" au+/ ,%ir 4%r$i/%4 /.mm%r/ia" i+ Pa!i4,a+ ,%" u,iiz%4 a 4.r, . m%&ia

/am-ai+4 .r -r.m.,i+ ,%ir 4%r$i/%4 a+& %4,a)i4 ,%ir )ra+& ima% i+ ,% mar!%,( @ur,%r

,%" *.r! *i, ,%ir 4a%4 .r/% )., &ir%/, a+& i+ &ir%/, /a++%4 i+ a/uiri+ ,% /.++%/,i.+4

4%i+( @ur,%rm.r% ,%" u4% BT a/,i$i,i%4 a, &i%r%+, ./a,i.+4 i+4,i,u,i.+4 )., %&u/a,i.+a

a+& /.mm%r/ia4 .,%r -u)i/ -a/%4 a+& -ar,i/i-a,i.+ i+ &i%r%+, %$%+,4 .ra+iz%& i+ ,% /i,"(

T%r% ar% ,r%% mai+ /a,%.ri%4 *%r% 4a%4 -r.m.,i.+ ,..4 /a+ )% a--i%&( Ti4 /a,%.r"

i+/u&%4:

onsumers: C.+4um%r -r.m.,i.+ ,..4 ar% u4%& ,. ur% 4.r, ,%rm /u4,.m%r )u"i+ .r

,. %+a+/% .+ ,%rm /u4,.m%r r%a,i.+4i-4(

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"usiness: Sa%4 -r.m.,i.+ ,..4 u4%& ,. %+%ra,% )u4i+%44 %a&4 4,imua,% -ur/a4%4

r%*ar& /u4,.m%r4 a+& m.,i$a,% 4a%4 -%.-%(

Trade: Sa%4 -r.m.,i.+ ,..4 u4%& ,. -%r4ua&% r%4%%r4 ,. /arr" a )ra+& i$% i, 4%

4-a/% -r.m.,% i, i+ a&$%r,i4i+ a+& -u4 i, ,. /u4,.m%r4(

C.+4um%r -r.m.,i.+ ,..4 u4%& )" m3 i+/u&%:

Point *f Purchase: POP -r.m.,i.+ i+/u&%4 &i4-a"4 a+& &%m.+4,ra,i.+4 ,a, ,a!% -a/%

a, a -.i+, . 4a%4( A m.)i% -a/!a% i!% *ari& .* /ir/% i+&i. ,a! 4a*! r%uar"

/.+&u/,4 POP -r.m.,i.+ i+ &i%r%+, u+i$%r4i,i%4 /.%%4 Kara/i /am)%r .

C.mm%r/% %,/(

(iscount *ffers: .%r4 &i4/.u+, .%r4 /u4,.miz% -a/!a% &%,ai ra,%4 .+ ".ur .*+ *i4

".u *i 4%%/, ,%m

Strength of M3:

.+ 4,r%+, i%4 i+ ,% %4,a)i4m%+, . a 4,r.+ u+&am%+,a $ari%," . .* -a/!a%4 )u+&%4

-a+Investment:

I, a4 i+$%4,%& %a$i" /u4,.m%r 4%r$i/%4 *i/ a$% i$%+ im-%,u4 .r a )r.a&=)a4%& u,ur%

-a++i+ 4,ra,%"( I, ur,%r i4 i+$%4,i+ US 00 mii.+ i+ Pa!i4,a+ ,. &%$%.- i,4

i+ra4,ru/,ur%( T%r%.r% i, a4 ,% /.m-%,i,i$% a&$a+,a% . ma!i+ u% i+$%4,m%+,4 i+

Pa!i4,a+ *i/ +.=.+% %4% a& ma&% )%.r% r%ar&i+ ,i4 -a/!a%(

Resources9 Assets and Peole

B%i+ a mu,i+a,i.+a /.m-a+" .+ a4 u% r%4.ur/%4 i+ ,%rm4 . /a-i,a( I, a4 )ii.+4 .

/a-i,a ,. i+$%4, i+ $ari.u4 -r.#%/,4( i!% m3 ,%" a$% u+iu% -a/!a% %$%+ ,% -a"m%+, .-,i.+

a4. 4%, )" /.+4um%r(

Location and Geograhical Coverage

.+ i4 a4. /.$%ri+ ,% a /i,i%4 . Pa!i4,a+(

1


42/59

2


43/59

)eaknesses of 0ong

Coverage

M3 i4 %4,a)i4%& )u, i, i4 +%* /.+/%-, i+ mar!%, ,%r%.r% -%.-% ar% +., a*ar% . .* ,.

a/,i$a,% i, /.$%ra% i4 *%a! i+ rura ar%a4 . Pa!i4,a+(

3ad image:

Ba& ima% )%/au4% -%.-% ar% +., a*ar% . a+& &.+6, !+.* ,% a/,i$a,i.+ -r./%44

3ad $I0:

M3 &.%4 +., a$% ,% -r.-%r i4,4 . i,4 /u4,.m%r4( I, a4 ,% i4, )u, ,i4 i4, i4 +., au,%+,i/ +.,

-r.-%r" &%4i+ /am-ai+(

Internal Analysis:

B%.r% au+/i+ a+" -r.&u/, .r 4%r$i/% r%4%ar/ i4 $%r" im-.r,a+, i+ .r&%r ,. a+a"z% ,%

mar!%, i+,%r%4,( Bu, *%+ i, /.m%4 .r au+/i+ M3 Mr( Hamza ,.& u4 ,a, ,%" &i& +., a$%

a+" !i+& . r%4%ar/ *i/ /au4%4 ,% aiur% . M3( Ti4 *a4 ,%ir i+,%r+a au,(

E%ternal Analyses:

E,%r+a 4i,ua,i.+4 a4. )%/am% ,% r%a4.+4 .r ,% aiur% . M3 4%r$i/%( B%/au4% M3 *a4 u4i+

Ma44 mar!%,i+ 4,ra,%"( P%.-% i$i+ i+ rura ar%a4 /.u& +., u+&%r4,a+& ,% -r./%44 a+& ,%"

&. +., !+.* .* ,. a/,i$a,% ,i4 -a/!a%(

or!orate strategies:

or!orate Image Strategy

T%ir /.r-.ra,% ima% 4,ra,%" i4 )a4%& .+ /.4, %a&%r4i-( T%" a$% ,% .*%4, /a4 a+&

-a/!a%4 ra,%4 r.m ,%ir /.m-%,i,.r4(

"rand (evelo!ment Strategy

T%r% ar% ,*. !i+&4 . 4,ra,%i%4 ,a, ar% u4%& ,. &%$%.- )ra+&(

AT

AT' m%a+4 ,a,64 /.m-a+" i4 u4i+ Ma44 mar!%,i+ 4,ra,%" ,a, ,%" ar% ,ar%,i+ a .$%r ,%

mar!%,i+ *i/ *a4 u4%& )" M3 4%r$i/%(

"T'm%a+4 ,ar%,i+ 4.m% 4-%/ii/ ,ar%,i+ mar!%,i+ +., &.+% )" z.+ i+ m3(

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(istribution strategy

.+ -ur/a4%4 %ui-m%+, r.m .ur /.m-a+i%4 TE Eri/4.+ A/%,% a+& Ha*aii( T%4% ar%

,% $%+&%r4 a+& .-%ra,.r . .+( .+ &i4,ri)u,.r4 ar% ra+/i4%4 /u4,.m%r /ar% 4%r$i/% /%+,%r4

a+& &i%r%+, .u,%,4( .+ a4 22 CCSC a+& 100000 &i%r%+, .u,%,4 i+ Pa!i4,a+(

I+,%+4i$% &i4,ri)u,i.+

E,%+4i$% &i4,ri)u,i.+

S%%/,i$% &i4,ri)u,i.+

"usiness To "usiness Strategy

.+ i4 a4. u4i+ ,% ) 2 ) S,ra,%" *i, Hua*%i M.)i% C.m-a+"( .+ -r.$i&% Hua*%i

m.)i% *i, .+ 4im i+4%r,%& *i, /%r,ai+ -a/!a%4(Public 4elation Strategy

.+ i4 4,ar,i+ PR r.m -a4, "%ar4 ,a, ,%" ar% 4,ar,i+ 4-.+4.ri+ ,% %$%+,4 %& i+ ,%

&i%r%+, r%i.+4 . Pa!i4,a+(

Evaluation

A 4ummar" 4,%- i+ /.+&u/,i+ a+ i+,%r+a 4,ra,%i/=ma+a%m%+, au&i, i4 ,. /.+4,ru/, a+ I+,%r+a

@a/,.r E$aua,i.+ Ma,ri(Ti4 4,ra,%"=.rmua,i.+ ,.. 4ummariz%4 a+& %$aua,%4 ,%

ma#.r strengths and weaknesses i+ ,% u+/,i.+a ar%a4 . a )u4i+%44 a+& i, a4. -r.$i&%4 a

)a4i4 .r i&%+,i"i+ a+&%$aua,i+ r%a,i.+4i-4 am.+ ,.4% ar%a4( I+,ui,i$% #u&m%+,4 ar%

r%uir%& i+ &%$%.-i+ a+ I@E Ma,ri 4. ,% a--%ara+/% . a 4/i%+,ii/ a--r.a/ 4.u& +., )%

i+,%r-r%,%& ,. m%a+ ,i4 i4 a+ a=-.*%ru ,%/+iu%( A ,.r.u u+&%r4,a+&i+ . ,% a/,.r4

i+/u&%& i4 m.r% im-.r,a+, ,a+ ,% a/,ua +um)%r4( Simiar ,. ,% E@E Ma,ri a+& C.m-%,i,i$%

Pr.i% Ma,ri a+ I@E Ma,ri /a+ )%&%$%.-%& i+ i$% 4,%-4:

i4, !%" i+,%r+a a/,.r4

S,r%+,4 Q *%a!+%44%4

A44i+ *%i, ,. %a/ Sum . a *%i,4 ] 1(0

A44i+ 1= ra,i+ ,. %a/ a/,.r

@irm64 /urr%+, 4,ra,%i%4 r%4-.+4% ,. ,% a/,.r

Mu,i-" %a/ a/,.r64 *%i, )" i,4 ra,i+

Pr.&u/%4 a *%i,%& 4/.r%


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Sum ,% *%i,%& 4/.r%4 .r %a/

D%,%rmi+%4 ,% ,.,a *%i,%& 4/.r% .r ,% .ra+iza,i.+

Hi%4, -.44i)% *%i,%& 4/.r% .r ,% .ra+iza,i.+ i4 (0? ,% .*%4, 1(0( A$%ra% ] 2(5

Integrated marketing communications management

Imc ob1ectives:

I+,%r/%-, ,% /u4,.m%r )ri% ,%m a).u, ,% m3 -r.&u/,4 a+& -a/!a%4 i+/r%a4% 4a%4 .

%i4,i+ /u4,.m%r4 a+& a,,ra/, -.,%+,ia /u4,.m%r4( G%, ,% /r.*& i+$.$%& a.+ ,%

4%a4.+a a/,i$i,i%4> I *% *a+, ,. /r%a,% m.r% %/i,%m%+, i+ ma44%4 ,%+ *% 4.u& a$%

a+ a+/.r -r%4%+, a, ,% &i%r%+, ./a,i.+4 a+& /.+&u/, mi+i 4.*4 a+& i4( Ta, a+/.r

/a+ a4. a&& 4.m% m.r% %/i,%m%+, ,r.u /am-ai+(

M.)i% +um)%r -.r,a)ii," 4.u& )% a mai+ ./u4 . .+ m3 4%r$i/%4 a4 .+ %$%r" .a,

R%,ai%r4 a+& .ur ,%am *i ,a!% a4 ma+" r%u%4, . PORT=IN(

Media,a, *i )% i!% a 4,r%%, 4.* *%r% .+% . .ur am.u4 /%%)ri," *i r.am

ar.u+& /i," a4 .ur Bra+& am)a44a&.r ,. &i%r%+, ar%a4 a+& a4! -%.-% *a, ,%" *i4%&

,. 4a" ,. a+" .+% ,%" *a+, ,. ,r.u ,i4 *.+&%ru /am-ai+ ,a, ma" i$% a

/u4,.m%r a /a+/% ,. *i+ .+ Baa+/%(

Imc budget:

Im/ )u&%, *a4 $%r" i )u, *% &i& +., %, ,a, mu/ -r.i, r.m ,i4 /am-ai+Agency selection:

T%" .u,4.ur/%4 a ,% m%&ia -a++i+ . -ri+, a&$%r,i4%m%+, r.me%!ress/..-%ra,% a%+/"

Internet website:

9%)4i,% i4 /r%a,%& ,. a,,ra/, ,% ".u, a+& a ,% -a/!a%4 &%,ai ar% *ri,,%+ i+ i,(

***(m3(/.m(-!

Imc ob1ective and strategies: T. /r%a,% a*ar%+%44 ,a, /u4,.m%r ,a, .+ M3 i4 +.* &%i$%ri+ m.r% +%* a+& .*

ra,% -a/!a%4(

T. &%i$%r ,% !+.*%&% ,. ,% /u4,.m%r a).u, ,% %a4" 4u)4/ri-,i.+ m%,.& . .+

M3(

5


46/59

C%%)ri," %+&.r4%m%+, *i i+/r%a4% ,% i!%i+%44 . ,% /u4,.m%r ,.*ar&4 ,% .+ M3

4%r$i/%(

2;7 a$aia)ii," . 4%r$i/% -r.$i&%r ,. a+4*%r ,% u%ri%4 . ,% /u4,.m%r *i, r%4-%/, ,.

.+ M3 4%r$i/%(

am!aign ob1ectives

I+/r%a4% a*ar%+%44 . ,% )ra+& )" 5 )" ,% +%, 8 m.+,4

I+/r%a4% .+ M3 4%r$i/% am.4, 20=25 u4%r )" ,% +%, 4i m.+,4

Cr%a,% a +%* -.4i,i$% ima% . ,% 4%r$i/% i+ ,% mi+&4 . ,% /u4,.m%r4(

am!aign Strategy

U4% TFC i+ -%a! ,im% a, 7:00 am ,. :'0 am a+& 7:'0 -m ,. 3:'0 -m

E&u/a,i.+a a+& a4i.+ maazi+%4 *i )% u4%& .r a&$%r,i4%m%+,4(

P.4,%r4 *i )% u4%& i+4i&% a+& .u,4i&% ,% 4.-4 r%a,%& a+& +., r%a,%& ,. ,%%/.m

i+&u4,r"(

S-.+4.ri+ ,% %$%+,4 . /.%% a+& u+i$%r4i,i%4 )" +am%& a4 .+ M3(

T% /.mmu+i/a,i.+ 4,ra,%" i4 )a4%& .+ a ,*.=-a4%& /am-ai+( T% -r%=au+/ i+/.r-.ra,%& a

,%a4%r /am-ai+ *i/ )a4%& .+ ,% au+/ . ,% +%* /.m-a+" ima%( Ti4 ..*%& )" ,%

mai+ au+/ *i/ i+,r.&u/%& m3 +%* -.4i,i.+i+ ,r.u a /.r-.ra,% ,%ma,i/ /am-ai+

,r.u a TFC -ri+, .u,&..r a+& r%$am-i+ ,% /.m-a+"64 ra+/i4%4 a+& )u4i+%44 /%+,%r4(

T% /.m-a+" a4. r%$am-%& i,4 /.r-.ra,% *%)4i,% *i/ *a4 r%4 a+& 4im-i4,i/ i+ i,4

+a$ia,i.+ .r /.+4um%r4(

8


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Positioning Statement and am!aign Theme

Positioning Strategy

Our -.4i,i.+i+ *i )% .+ ,% )a4i4 . !%" %a,ur%4 i!% .* ra,%4 )%+%i,4 .+ 4m4 -a/!a%4 /a

ra,%4 a+& i+,%r+%, -a/!a%4( .+ M3 a4 &i%r%+, )%+%i,4 i!%? ,% /u4,.m%r /a+ 4u)4/ri)%

-a/!a%4 a//.r&i+ ,. i4 ra,%4 *i, 4-%/ii%& ra+%(

B%4i&%4 ,% )a4i/ -a/!a% -a+4 ".u /a+ a$ai ..*i+ 4%r$i/%4 a4 *%:

H.ur" I+,%r+%,

Dai" I+,%r+%,

GB I+,%r+%,

U+imi,%& I+,%r+%,

C.+,%+, Cu)

Ca B./! S%r$i/%

S%r$i/%4 a+& a .,%r i+.rma,i.+ *i/ i4 %44%+,ia .r ,% /u4,.m%r *i, r%ar& ,. ,%

a*ar%+%44 *% *i u4% ,% ..*i+ ,..4:

Pri+, M%&ia

TF a&$%r,i4%m%+,

Sa%4 Pr.m.,i.+

P%r4.+a S%i+

Dii,a Mar!%,i+

Dir%/, Mar!%,i+

Pu)i/ R%a,i.+4

Positioning Statement

B%4, i, @.r E$%r" O+%J(

am!aign Theme

A &i%r%+, /.+/%-, a+& 4,ra,%" i+ ,% /%uar *.r& ,a, i,%ra" ,.u/%& ,% -%r%/,+%44 a4 ,%

4u//%44 a4 )%/.m% i+%$i,a)% i+ %* &a"4 ,. a,,ra/, a u% 4%/,i.+ . /u4,.m%r4(

7


48/59

.+64 )ra+& M9 What is your plan^J

T% )ra+&4 /a,/" a&$%r,i4%m%+,4 a$% /r%a,%& -%r4ua4i$% "-% am.+ ,% ma44%4 ".u, *i/

i,64 *a, ".u iThe face book fan page created to collect feedback from customer

about the new service strategy of the zong brand. Face book fan page

of M9 will hold dierent competitions for its members. The winners will

be receiving gifts. !ther social networking website like twitter will also

attract the youth

reative 4ecommendations

Target Audience

T% .%r z.+ m3 i4 -r.$i&i+ i4 /u4,.miz% 4%r$i/%4 .* 4m4 /a a+& +%, ra,%4 a//.r&i+ ,.

/u4,.m%r &%ma+& ,i4 ,"-% . -a/!a%4 ar% .r ".u, ,%" *a+, %$%r" ,im% a+",i+ +%* *i/

+. .+% %4% /a+ .%r .* -a/!a%4 /ar% +%%& i4 . ".u, )%/au4% ,%" *a+, ,. )% i+ /.+,a/,

*i, ,%ir ri%+& /"/% a+& +.* a &a"4 ,%" ar% m.r% 4./iaiz% ,%+ ,*. ,. ,r%% "%ar4 )a/! 4.

,%" %/i,%m%+, %$% i %$%r" ,im% *%+ i,64 /.m% ,. ,%ir -a/!a% 4%r$i/%4 z.+ m3 i4 i$i+

,a, )u+&% . %/i,%m%+, i+ .+% 4i+% -a/!a% -a+ m3

Segment 5 Segment 6(emogra!hic (emogra!hic

Age 57866 Age 6989

Income level & Income level 67- ;


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,ser status (aily usage ,ser status (aily usage

,ser rate =eavy ,ser rate Medium &heavy

"enefit >oyful- e%cited "enefit 1oyful

Advertising *b1ectives

T. i+/r%a4% a*ar%+%44(

T. -%r4ua&% /u4,.m%r ".u,

T. %+a+/% 4a%4 . ,% /.m-a+"

T. %+a+/% )ra+& %ui,"

Advertising Strategy

T. )% ar%44i$% i+ .r&%r ,. r%mai+ a -.,%+, .r/% i+ ,% /%uar i+&u4,r"(

E,%+&i+ /%uar +%,*.r!4(

S,r.+ ./u4 .+ .* ra,%4 4%r$i/%4(

I+/r%a4i+ u4a%(

Mar!%, $i4i)ii," ,r.u $ari.u4 i+i,ia,i$%4

)%4, i, .r ".u

M3 /aim i4 )a4%& .+ ,% 4u-%ri.ri," . ,% 4%r$i/% a,,ri)u,%4( S%r$i/% i4 m%a+i+u a+&

&i4,i+/,i$% /.+4um%r )%+%i,( U4% . m3 *i )% m.r% %-u .r ,% /u4,.m%r *i, r%4-%/, ,.

4-%%& a+& /.++%/,i$i,"(

3


50/59

Advertising A!!eals

Our a&$%r,i4i+ a--%a i4 )a4%& .+ ir4, ,im% m.$%r *i, i++.$a,i$% 4%r$i/% *%r% /u4,.m%r /a+

4u)4/ri)% ,% -a/!a% a//.r&i+ i4 a.r&a)ii,"


51/59

Denotative:,% ).u,iu% *%r% % . .r i4 4.--i+(

Connotative:% ,ri%& ma+" #a/!%,4 )u, &.%4+6, i, im %

*a+, )%4, i, .r im4%

Denotative:".u+4,%r u4i+ i4 -.+%

Connotative:% .u+& a )%4, i, -a/!a% *i, .* -ri/%

Denotative:".u+4,%r u4i+ m3 4%r$i/%4(

51


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Connotative:%%i+ a--" a+& 4a,i4i%&

Denotative:m3 4%r$i/% *a,64 ".ur -a+

Connotative:.* ra,% -a/!a%

52


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Advertising Media 4ecommendation

Target Audience

.u, a%4 r.m 15 ,. '0(

Segment 5 Segment 6

(emogra!hic (emogra!hic

Age 57866 Age 6989

Income level & Income level 67- ;


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*b1ectives

9% *i u4% i" %+,%r,ai+m%+, /a++%4 .r .ur a&$%r,i4%m%+, ,. r%a/ maimum u4%r4

a+& ,% ,im% *%+ -%a! .ur4

9% *i a/i%$% ,% r%a/ ,. ,% a*ar%+%44 i+ m.4, . ,% ur)a+ /i,i%4 *i,i+ 10= 12

*%%!4 *i, %%/,i$% 4,ra,%i%4(

Strategy

TFC .+ r%+.*+%& /a++%4 a, ,% -%a! ,im% . 07:'0 -m ,. 3:'0 -m(

E&u/a,i.+a a+& a4i.+ maazi+%4

P.4,%r4 i+ a+& .u,4i&% ,% 4.-4 . m.)i% a+& a//%44.ri%4(

S-.+4.ri+ ,% %$%+,4 i+ /.%%4 a+& u+i$%r4i,i%4(

The Media Plan

Media mi% recommendation and rationale

9% *i u4% ..*i+ m%&ia mi

1> TF

2> Maazi+%

'> S./ia N%,*.r!i+

> Ra&i.

T%:,%%$i4i.+ i4 *i&%" a+& m.4," *a,/%& m%&ium a+& /a+ %a4i" /.+$%" ,% m%44a% ,. ,%

u4%r4 a+& /u4,.m%r4(

15 -rim% -.4i,i.+ a/r.44 ,% "%ar

5 &a",im% a//%44(

TFC )a4%& .+ a 4,.r" i+% *i/ /u4,.m%r4 /a+ r%a,% a+& /.++%/,(

5


55/59

U4i+ $i4ua /u%4

$againes: Maazi+%4 ar% a,,ra/,i$% a+& i, r%a/%4 ,. .ur ,ar%, au&i%+/% a+& /a+ )% $i%*%&

,im% a+& aai+ maazi+%4 i!% u4=*%%!" &ai" ,im%4 a4i.+ maazi+% %,/

0ocial networ(ing:S./ia +%,*.r!i+ *%)4i,%4 ar% m.4," i+ u4% +.* a &a"4 a+& i, /a+ r%a/

m.4, au&i%+/% a, a+" ,im% &i%r%+, -a%4 /a+ )% ma&% r%ar&i+ .+ M3 4%r$i/% i+ ,% ?ace

book2

-ace boo(:

C.m-a+" /a+ /r%a,% i,4 .*+ .i/ia -a% a4 i, /a+ )% ma+a%& +i/%" a4 *% a4 /u4,.m%r

4%r$i/% /a+ )% -r.$i&%& ,r.u ,i4 -a%(

U-&a,% -a% r%uar"

Hii, i+.rma,i.+

P.4, =5 ,im%4 &ai"

I+/r%a4% @a/% )..! i!%4 )" -.,. a+& .,%r /.+,%4,4(

,,-4:;;***(a/%)..!(/.m;ONG=M3=17518331555';^r%],4

&''icial website:

U,ima,% ui&% A+ .i/ia *%)4i,% . ,% /.m-a+" i4 -r.-%r ui&%i+% ,. ,% /u4,.m%r(

H% /a+ %a4i" i+& %a/ a+& %$%r" r%uir%& &%,ai(

@%%&)a/! Cu4,.m%r4 /a+ %a$% ,%ir %%&)a/! ,a, ,%ir r%4-.+4% a).u, ,r".u,4 a+& i

a+" )%,,%rm%+,4 ,%" r%uir%(

O+i+% )..!i+4 O+i+% )..!i+4 .+ .i/ia *%)4i,% *i +., .+" %- i+ a+&i+

/u4,.m%r ,rai/ )u, a4. *i /r%a,% u% im-a/, .+ %$%r".+%(

U-&a,% ,% *%)4i,% )" -.4,i+ -.,.4 a+& $i&%.4(

,,-:;;***(z.+(m3(/.m;

Radio:ra&i. a&& ar% #u4, i!% TF )u, ,% ,imi+ i4 &i%r%+, *% -a" .ur a&$%r,i4%m%+, a, 4/..

/.a% m.r+i+ ,im% a+& 5(00 ,. 7(00 -m .i/% ,imi+

Geogra!hic Sco!e

G%.ra-i/ 4/.-% *i )% *i,i+ ,% Pa!i4,a+ ur)a+ /i,i%4 ar%a4 *i )% ,ar%,%&(

55


56/59

"rand (evelo!ment Inde%

Bra+& D%$%.-m%+, I+&% a4 !+.*+ a4 BDI i4 ,% -%r/%+,a% . a )ra+&4 4a%4 i+ a -ar,i/uar

ar%a i+ r%a,i.+ ,. ,% -%r/%+,a% . ,% /.u+,r"4 -.-ua,i.+ i+ ,a, ar%a( @.r a+ %am-% BDI .r

Gu#ra+*aa /a+ )% /a/ua,%& a4 ..*4

0(0'100]'

Gu#ra+*aa64 -.-ua,i.+ i4 1( . Pa!i4,a+

';1(]1(53

Media !lan 4ationale

U4i+ ,%4% m%&ia mi%4 *% *i i$% .ur m%44a% ,. maimum au&i%+/% 4. ,a, maimum

-%.-% %, ,% m%44a% a+& ,i4 *i i+&u/% -ur/a4% )%a$i.r i+ ,%m( B" ,%4% /a++%4 *% /a+r%a/ %+,ir% +a,i.+ *i/ *i a4. i+/r%a4% 4a%4 +a,i.+*i&% a+& %$%r".+% /a+ 4%% +%* z.+

-a/!a% a&$%r,i4%& m%44a%(

"udget

Media Media .ame Items am!aig

n Period

ost budget

for

cam!aign

estimated

TFC E+,%r,ai+m%+, a+&

+%*4 /a++%4

10 M.+, R4(

1000000

Pri+, M%&ia Maazi+%4

N%*4-a-%r

E&u/a,i.+a a+&

a4i.+ .ri%+,%&

Maazi+%4

Dai" +%*4-a-%r4

'=8

M.+,

R4 200000=

'00000

S./ia

N%,*.r!i+

@a/% )..! Pai& mar!%,i+ 10 M.+,

i

4u//%44u

,%+

/.+,i+u%

S.-4 T%%/.m a+& +.+=

,%%/.m 4.-4

P.4,%r4 %%4 =5

m.+,4

R4 500000

58


57/59

Sales Promotion 4ecommendation @onsumer

*b1ectives

T. a,,ra/, +%* /u4,.m%r4

T. i+/r%a4% 4a%4(

T. m%%, /.m-%,i,i.+ r.m .,%r4 %%/,i$%"

TechniBues

Cr%a,i+ i+,%r%4, )" -r.$i&i+ i+.rma,i.+

T. ,ur+ ,% -.,%+,ia /u4,.m%r i+,. ,% a/,ua /u4,.m%r( T. %$aua,% ,% -r%=4%a4.+ r%4-.+4%(

S,imua,i+ &%ma+& )" /.+$i+/i+ ,% /u4,.m%r4 ,. ma!% a -ur/a4%(

Tactic:

C.4, mi+ima: A ,*. 4., ,r".u, .r -%.-% *. a$% +%$%r %-%ri%+/%& ,i4 ,"-% . &ai"

-a/!a%4 a, mi+imum /.4, mi, i+u%+/% ,%m ,. a/,ua" ,r" i, u ,im% %-%ri%+/%(

Ear" %-%ri%+/%: A ..& %ar" %-%ri%+/% . ,% %$%+, *i ,ur+ -.,%+,ia /u4,.m%r4 i+,. a/,ua

/u4,.m%r4(

Ear" Su)4/ri-,i.+ ,%4,:

M.,i$a,% /u4,.m%r4: Cu4,.m%r4 *. a$% #u4, .+% ,r.u ,% ,r".u,4 ar% m.,i$a,%& a+& %a4"

,. ,ar%, a4 ,%ir &%4ir% ,. a/,i$a,% i,

E$aua,i.+: Su)4/ri-,i.+ *i %- ,% /.m-a+" i+ %$aua,i+ ,% /urr%+, 4,a,u4 . ,% /.m-a+"

,a, .* ,% /urr%+, r%4-.+4% i4 a+& *a, %4% ,%" /a+ ,%m &.%4 ,. a,,ra/, /.+4um%r

57


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Sales !romotion !lan& timing:

I+/%+,i$%4; &i4/.u+,4 a+& &i%r%+, -a/!a%4 *i )% arra+%& .+ /.+,i+u.u4 )a4i4 .r Cu4,.m%r4(

T%4% &i4/.u+,4 a+& -a/!a%4 *i )% /a+%& %$%r" 8 m.+,4 a--r.ima,%" .r *%+%$%r *%

.u+& ,a, ,%r% i4 a +%%& . /a+% ,%+ +%* &i4/.u+,4 *i )% -r.$i&%&( Di%r%+, !i+&4 .

/.+,%4,4 ."a," a+& m.,i$a,i.+a -r.ram4 *i )% /.+,i+u.u4" au+/%& ,r.u.u, ,% "%ar ,.

4,a" /.++%/, *i, .ur /u4,.m%r4 a+& ,. ma!% .+ ,%rm r%a,i.+4(

"udget

T% )u&%, r%uir%& .r .ur 4a%4 -r.m.,i.+ i4 ar.u+& R4( 500000( T% %-%+4%4 /.$%r r%%

4am-i+ &i4/.u+,4 a+& ,% -a/!a% .%r *% ar% .%ri+ )u, .ur %4,ima,% i4 ,a, ,i4 *i

i+/r%a4% 4a%4 )" ar.u+& '0 .r ,i4 m.+,((irect marketing recommendations:

Target audience

*b1ective

Media ty!e

Direct mail

;lectronic

Print media

Telemar(eting

Catalog


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?ace to face selling

(irect marketing !lan and timing

4ationale

"udget

Documents

Project IMC Final