War Id Final
War Id Final
War Id Final
Acknowledgement 3
Abstract 4
Introduction 7
Corporate Profile 8
Company Vision 9
Shareholders 9
Message from chairman 10
Company Brand Values 11
Objectives 13
Warid Telecom’s Business Overview 14
GSM Services
LDI/WLL Services
International Gateway
Business Partners 16
Strategy to increase market share 17
Marketing Environment – Pestle Analysis 17
Stats table 20
Labour Force and Household Income table 21
Detailed Competitors Analysis 23
Market Share 24
MOBILINK
UFONE
INSTAPHONE
PAKTEL GSM
TELENOR
SWOT Analysis cellular industry 31
Brand Personification 32
Marketing Objectives 32
BCG Growth Matrix 34
Growth strategy 35
Market Segmentation 36
Positioning 37
Product 38
Promotion 39
Promotional strategy 41
Distribution 43
Concludion 44
Last but not the least we would like to thank each other
for being there for each other at all times. Also, We are really
thankful to our friends for the very useful suggestions.
Corporate Profile
Warid Telecom formally launched its nationwide GSM
network in Pakistan in May 2005. It belongs to the Abu Dhabi
Consortium, lead by His Highness Sheikh Nahayan Mabarak,
previously been responsible for the successful operations of
Bank Alfalah and United Bank Limited in the country. The
group has been recently awarded a license of US $291
million to operate mobile services, after the implementation
of the Deregulation Policy of Telecom Sector by the
Government of Pakistan in 2004. In addition, Warid Telecom
also holds a license to operate Long Distance & International
(“LDI”) and Wireless Local Loop ("WLL") activities. These
services provide international termination of traffic into
Pakistan, alternative affordable nationwide and international
voice telephony and data & value added services. These
services also target a market that is highly price competitive
Company Vision
“To become the leader in national communications
arena with a strong international presence.”
Shareholders
Warid Telecom’s shareholders include:
The Abu Dhabi Group is led by His Highness Sheikh Nahayan Mabarak Al
Nahayan. His Highness is the Federal Minister for Education of the United
Arab Emirates. He is also the chairman of Warid Telecom, Wateen Telecom,
United Bank Limited, and is also the Founder Chairman of Bank Alfalah
Limited.
Quality
Customer
friendliness Innovation
Quality
Transparency
Innovation
Customer Friendliness
Simplicity
o Ease of use
o Making communication simple
o Clear and straightforward
• GSM
• LDI (Long Distance International)
• WLL (Wireless Local Loop)
GSM Services
LDI/WLL Services
Business Partners
Warid Telecom is looking to become a leading
communications company in Pakistan with an international
footprint. Warid Telecom wishes to leverage its Partners
innovative and robust solutions to launch a Quality Service.
To highlight this Warid Telecom has entered into a long term
agreement with Ericsson, the leading wireless solution
partner in the world.
POLITICAL
POLITICAL
ENVIRONM-
ENVIRONM- ECONOMIC
ENTAL ECONOMIC
ENTAL
PESTLE
PESTLE
ANALYSIS
FORANALYSIS
WARID
FOR WARID
TELECOM
TELECOM
LEGAL SOCIAL
LEGAL SOCIAL
TECHNOLO-
TECHNOLO-
GICAL
GICAL
Political Issues
An important factor that is critical for all foreign
investors is the political condition of Pakistan. Pakistan has
struggled to stabilize its political system since independence
in 1947, and this instability poses a threat to investors.
Terrorism in certain areas of the country is also an
impediment Warid should keep in mind. Just two years ago,
Pakistan-India relations were at their nadir, today the two
powers have lowered their tensions and increased
cooperation and peace. Warid can incorporate this
phenomena and feeling of brotherhood between the two
nations as a tool for its promotional strategy.
Technological Issues
Legal Issues
Environmental Issues
Product category:
Telecom industry LDI
Telegram
LL Satellite
Product form:
(Thuraya)
Cellular
Train
wirelessservice
Internet
GSM providers phones
Warid,Mobilink,
Ufone, Insta,
Fixed Paktel, Telenor Cellular
Cardpayphone
WLL
Instaphone
8%
Paktel
9%
Ufone
21% Mobilink
62%
MOBILINK
• Stock watch
o Continuous updates on stocks listed on the LSE
(Lahore Stock Exchange) or KSE (Karachi Stock
Exchange) anytime through Mobilink’s Stock
Watch
• Gmail
o e-mails of up to 160 alphanumeric characters can
be sent on your mobile from any email account.
You get your own G-Mail address
UFONE
Ufone was launched in 2001, and its parent company is
PTCL. It currently possesses a 21% share in the market,
second to Mobilink, and its subscriber growth has increased
from 116,711 in the first year to 1,959,772 in Jan 2005.
INSTAPHONE
TELENOR
ii) An Arab who likes to have fun and party all the time.
He has money, drives the best cars around and dines
in, in the best hotels. He does not care about anyone
but himself and is very arrogant and stylish.
Detailed Objectives
• Good corporate citizenship
o The GSM license will be used for the maximum
benefit of the country, its people, customers and
the business community.
• Putting customer first
o Being customer oriented is the key to the success
of any organization.
o Localisation
o Integration of marketing activities centred around
the customer
o Customer relationship management
o Effective and aggressive sales force targets and
personnel.
• Coverage
• Benefit
o Low prices, high capacity, high quality.
o Shareholders earn a reasonable return on
investment by offering low prices to many, instead
of high prices to few.
• Brand value and identity
o Create a brand name in the market to compete
with Jazz, as that has the highest recall.
o Create brand awareness by investing heavily in
BCG Matrix
Extensive geographic
coverage obligation
• Corporate segment
o High level employees usually earning above Rs.25,
000
• SME (Small medium enterprise)
o Medium level employees usually earning below
Rs.25, 000
• SOHO (Small Office Home Office)
o Small businesses like bookshops, small petrol
pumps etc.
• Individuals
o Students
POSITIONING
PRODUCT
Warid Telecom offers services that meet the income
levels and needs of the different market segments in
Pakistan.
Proper billing
With our very simple billing procedures we make sure that
you are kept up-to-date with all the math that we do at our
end. Warid offers you transparent billing and no nasty
surprises.
Rates
Television
Geo Rs. Rs.45000/ min
Magazines
20000 for a full page ad
Billboards
Radio
FM 100
Rs.2250 per 30 seconds
Radio1
Rs. 4000 per minute
TV
Radio
News Papers
Magazines
Billboards
Personal selling
Public Relations
Relationship management
DISTRIBUTION
CONCLUSION