Post on 18-Nov-2014
[ ] WARID
Sr No Table of Contents Pages 01 Executive Summary
2
02 Introduction 3-4
03 Background 5
04 Business Scope 7-11
05 PEST Analysis
12-14
06 Competitive Review 15-
17
07 Distribution Channels 18-
21
08 Critical Success Factors
22-23
09 Objectives 23-
25
10 Promotions 26-
28
11 Internal Capabilities 29
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12 Marketing Strategies 30-
33
14 SWOT Analysis 34-
37
15 Implementation of Theories
38-41
16 Implementation 41-
43
17 Evaluation and control Process
44-45
18 Glossary and Abbreviation
47-49
EXECUTIVE SUMMARY
Telecom International which stands as a prominent name
in Telecom industry. We are proud to work as a group to
do our project in Warid. In this report we discussed all
relevant topics for covering a formal report. This report
include brief introduction of Warid and its strategies to
gain the market share and all its depth analysis which we
think should be consider necessary to analysis of such a
big company. By our evaluation we have found that
WARID Telecom is lacking some activities which are
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mostly its communication to its customers. At the end of
this report we provide implementation of strategies for
Warid.
THANK YOU
INTRODUCTION
Warid Telecom is one of the biggest cellular service providers in Pakistan.
Warid is an international company that is joint venture of Abu Dhabi Group
and Sing Tel Group. In this joint venture SingTel acquired 30% percent
equity stake and remaining acquired by Abu Dhabi Group. This partnership
is part of a strategy to support Warid Telecom’s continued growth and to
enhance its market position.
WARID’s NEW LOOK
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An evolution that strengthens the Warid identity while keeping the
customers in focus
Use of a more contemporary font & style to give a more approachable
image
This new logo encompasses the expanding reach of Warid not just in
Pakistan but in an international footprint
With our strengthened GPRS/EDGE network we would empower our
customers to create their own life style networks
INVOLVING BUSINESSES:
International Investments
Iranian Sanden Industries
J.C. Mc Leans & Co.
Neo Pharma
National Tele Systems and Services
Al-Jazira Management Mall
Abu Dhabi Vegetable Oil Company
Nama Development Enterprises.
Le Royal Meridian Hotel, Abu Dhabi
Dhabi contracting
Union National Banking, U.A.E.
Alfalah Exchange Company, U.A.E.
Bank Alfalah Ltd., U.A.E.
Investment in Pakistan
Bank Alfalah Ltd.
Alfalah GHP Investment Management
Alfalah Securities
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United Bank Limited
Warid Telecom
Wateen Telecom
Emaar Al Bilaad Properties
Warid Team
Board of Directors
1. Mr. Bashir A. Tahir
2. Mr.Parvez a. Shahid
3. Mr. Lim Chaon Poh
4. Mr. Quah Kung Yang
Management Team
1. Mr. Tariq Gulzar (Chief Financial Officer)
2. Mr. Shahzad Rauf (Chief Strategy and Operation Officer)
3. Mr. Javed Mushtaq (Chief Information Officer)
4. Mr. Muhammad Irfan Chaudry (chief Technical Officer)
Background of WARID
The Dhabi Group is a multinational company based in the UAE, which owns
and operates a wide range of business concerns that are spread across 3
different continents. It has a diversified business interest in the institutions
that have enjoyed commercial success as a result of its strong financial
resources and extensive management expertise. The Abu Dhabi Group's
major investments are in the following sectors:
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Telecommunications
Hospitality services
Property development
Oil exploration and supplies
Banking and financial services
Automobile industries.
Warid Telecom takes pride in being backed by the Abu Dhabi Group, one of
the largest groups in the Middle East and in Pakistan. Warid Telecom is
currently operational in Bangladesh and Pakistan, while it is also setting
pace o initiate its operation in Uganda & Congo. Within the markets Warid
is already operating, it has quickly developed a large customer base and
established itself as one of the leaders of telecom service sector.
In Bangladesh, Warid Telecom commenced its operations under a landmark
MOU agreed upon by the Dhabi Group and the Government of Bangladesh
worth USD 1 billion, out of which USD 750 million was exclusively
committed for investment in the telecommunication sector of the country.
Succeeding the MOU signing, the BTRC license for telecom service
provision was issued to Warid Telecom, followed by the signing of
interconnectivity agreement with all the existing telecom companies of
Bangladesh.
In May 10th, 2007, Warid Telecom launched its commercial operations in
Bangladesh with a network encompassing 26 districts. By November 2007,
the network had been expanded to cover 61 districts and being used by 2
million customers.
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BUSINESS DEFINATION & SCOPE
WARID’s MISSION and PURPOSE
“Our aim is to be perceived not only as a telecommunication operator of
voice services, but also as a universal provider of comprehensive
communications services for both residential and business customers.
Warid's corporate identity seeks to reflect the changes in telecom sector
in relation to helping customers keep pace with rapidly changing
technology in the field of communication, through maximum network
coverage and clear connectivity that we have committed to provide”
WARID’s VISION
“Be a part of largest post paid cellular base in Pakistan and to become
the leader in national communications arena with a strong international
presence”
Warid Telecom started its operation in May 2005 from Pakistan. Warid
Telecom International LLC, purchased a license for operating a nationwide
mobile telephony network, (WLL) and long distance international (LDI) for
$291 million US dollars. Within 80 days of launch Warid attracted more
than 1 million users. Currently the network has around 7.6 million
subscribers. In Warid business strategy four things are:
Competitiveness :differentiated in value added aspects
Cost Leadership: by providing less price service/product
Rapid Response of company :when need identify they response
to it
Customer care by providing quality service: The pre-paid
segment is branded and marketed as Zem Pre-Paid. Zahi-Post-
paid and Zem Pre-paid user enjoy various value added services
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(VAS), such as SMS, MMS, GPRS, 64K SIM and a host of other
features. However International Roaming is only available to its
Zahi (post-paid) users.
Warid telecom is introducing two types of product in all over the Pakistan-
1. Zem Prepaid
2. Zahi Post Paid
Zem Prepaid
Zem is a prepaid connection provided by Warid telecom. Under this
connection customer obtain a digital SIM and transfer this SIM to his name.
Under this connect6ion there is no need of any security or payment of line
rent. The customers purchase prepaid scratch cards and load it into its
Warid SIM at any time during a period of one year. The customers of Zem
connections are free to load balances at any time and amount of their own
choice.
Targeted Market for Zem Prepaid
Demographic
Factors
Descriptions
Age Between 15-65
Income Between 8000-10000
Gender Both Males and Females
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Geographical
Location
For all the cities of Pakistan
Life Cycle That life cycle stage is given more importance which
includes more young people
Use Situation Used as 24-hour telecom service provider for all non
business and business users.
Zahi
Zahi is a post-paid connection provided by the Warid telecom. In this connection, the customer
has to pay line rent plus the charges of call every month. In this connection customer is billed
every month. In this connection Warid, telecom has four further categories
Silver
Gold
Diamond
Platinum
Targeted Market for Zahi Post Paid
Demographic
Factors
Descriptions
Age Between 30-75
Income Between 50000-100000
Gender Both Males and Females
Geographical
Location
For all the cities of Pakistan
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Life Cycle That life cycle stage is given more importance which
includes more business people
Use Situation Used as 24-hour telecom service provider for all
business users.
Services
Basic Services
Caller Line Identification (CLI)
This service enables you to identify callers and answer calls with discretion.
Conference Calls
With conference call, you can tele conference with 6 people simultaneously. You
can create conference calls with on net and off net numbers.
Call Hold and Call Waiting
Handle two calls at a time with your Warid phone. You can be on one call while
network will alert you about another incoming call. You can put the first call on
hold while you answer the second call.
Call Divert
Whether you are unable to take a call, driving outside the national coverage area,
traveling abroad or busy, you can divert call to another number.
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Short Messaging Services (SMS)
With SMS, you can be as discreet or as creative as you like. Either way, sending a
message is quick, reliable, and confidential and if you want to be Great Fun!
Value Added services
Voice Mail
Voice mail allows you to receive your voice messages even when your mobile us switched off, you are
outside the coverage area or are busy. You can retrieve your messages free from your Warid phone at
your own convenience.
Picture Messaging & Multi Media Messaging Services (MMS)
With MMS, messaging is fun, colorful and musical. Add pictures animations,
polyphonic & MIDI sound, even video clips to messages and show the world how
amazing communication can be.
Surf Now (Mobile Internet)
Surf now gives you to browse the Internet on your mobile phone and laptop
anywhere you are. So, whenever you are on the move and want to look for
information on the Internet, simply set up the Internet connection from your GPRS/
WAP enabled handset.
Warid Zone
Thanks to state of the art SIM technology, your Warid SIM comes with a special
Warid Menu. This menu offers a bundle of services. Using this menu you can send
email from your handset, download ring tones. Set GPRS/WAP settings, get latest
weather forecasts etc.
64K SIM
Warid presents the most powerful 64K SIM. Apart from the special WARID menu,
the 64K SIM gives its users added flexibility to store up to 500 numbers and 50
text messages .No other SIM in the market offers this amount of storage space.
Roam About
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At Warid telecom, we believe your mobile phones should be no different to use
when you are out of country. Our larger global network means you get the same
great service wherever you travel.
Warid Telecom Brand Values
Warid Telecom’s vision is "to become the leader in national communications arena
with a strong international presence”. Warid Telecom's brand values include:
1. Quality
2. Transparent
3. Innovative
4. Customer Friendly
5. Simple
Quality:
Premium qualities of services.
International standards.
Second to none.
Transparent:
Leading the national communication evolution
Innovative
Bright ideas the only thing that restricts us in our imagination continuously
improving through challenging the norm and looking at things differently. Leading
the way in adding value to your life.
Customer Friendly:
Affordable solution for you.
Being there for you when you need us.
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Speaking your language.
Simple:
Ease of use.
Making communication simple.
Clear and straight forward.
PEST ANALYSIS
Pest analysis has four main components from which we analyze the
company or product under these circumstances. This analysis includes
these factors
Political Factor
Economical Factor
Sociocultural Factor
Technological Factor
Political Factors
1. Regulatory Initiatives
The actions like Level Playing Field Regulation, out of court
settlement case and all related activities in this that affect the
organization’s performance which is very important for any
organization to remain in on-going competition.
2. Governmental Decisions
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Government decisions like Telecom Regulation, Issuance of Mobile
Operator license and decrease and increase in Tax rates also affect
the Overall performance.
1= strongly Significant, 2= Significant, 3= Neutral,
4= Not very significant, 5=Not Applicable
Political Factors
Regulatory Initiatives 1 2 3 4
5
Governmental Decisions 1 2 3 4
5
Laws and Regulations 1 2 3 4
5
Note: Bold number will be considered as check
Economical Factor
Short term and long term state of trading should been considered in
Pakistan. Inflation rate was controlled by the State bank of Pakistan this
authority have a strict eye on our economical issues. But besides this we
have high increasing rate of unemployment as well as increasing level of
poverty.
These days Pakistan has double figure interest rate. The price of Dollar
increased and reached up to the Rs. 85PKR. Keeping all these situations
into the consideration the Warid Telecom decreases its calls rates. Now
Warid telecom giving the most attractive packages for its customers. So
political factors include following the following things.
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1= strongly Significant, 2= Significant, 3= Neutral,
4= Not very significant, 5=Not Applicable
Economical Factors
Inflation and Interest Rate 1 2 3 4
5
Unemployment Rate 1 2 3 4
5
Increasing Poverty Rate 1 2 3 4
5
Note: Bold number will be considered as check
Sociocultural Factors
During the formation of marketing strategies warid look a lot of consumer
behaviors and social culture factors which influence the buying behavior of
the Warid’s product. In this context warid look various consumer behaviors
and buying pattern of culture. So in the view of successful marketing
strategy Sociocultural factors influence very much. So it involves the way
how consumer think and feel and how they interpret warid in such an
Islamic country.
1= strongly Significant, 2= Significant, 3= Neutral,
4= Not very significant, 5=Not Applicable
Social Factors
Consumer Buying behavior 1 2 3 4
5
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Work life Quality 1 2 3 4
5
Workforce Diversity 1 2 3 4
5
Note: Bold number will be considered as check
Technological Factors
In Pakistan Companies have technology by which they can compete in the
industry and now there is usage of heavy investment for building and
upgrading the infrastructure of organization.
1= strongly Significant, 2= Significant, 3= Neutral,
4= Not very significant, 5=Not Applicable
Technological Factors
Technological Advancement 1 2 3 4
5
Cost involve in Technology 1 2 3 4
5
Implication of Technology 1 2 3 4
5
Note: Bold number will be considered as check
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Competition Review
Ufone started its operations from Islamabad on 29th January 2001 as the
youngest entrant in the cellular market. Ufone, a subsidiary of PTCL, is the
only Pakistani-owned cellular service operator in Pakistan.
With a total current investment of over $350 Million, including a recent
contract of $161 Million for expansion & capacity for 2004-05, we believe in
solid commitment to growth, security & reliability.
Currently, with a market share of over 24%, and an aggressive commercial
plan, we have more than tripled our customer base in the last quarter to
over 1.5 million subscribers…the fastest uptake of any cellular service
operator in Pakistan!
Ufone is the only GSM operator with 2.5G GPRS service, which is the next
generation technology and offers
High speed data service.
WAP data service.
Multimedia messaging service.
Offer real VPN system for corporate clients.
Ufone is the subsidiary of PTCL. Therefore it has better protection.
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Mobilink GSM (PMCL), a subsidiary of Orascom Telecom, is the market
leader in providing state-of-the-art communications solutions in Pakistan.
We can proudly boast of being the first cellular service provider in Pakistan
to operate on a 100% digital GSM technology.
We offer tariff plans that are exclusively designed to cater to the
communication needs of a diverse group of people, taking into account
occasional users to businessmen. To achieve this objective, we offer both
postpaid (Indigo) and the prepaid (JAZZ) solutions to our customers.
In addition to providing advanced voice communication services, we also
offer a number of value added services to our valued subscribers. Keeping
in mind our customers' convenience, we have also bundled mobile handsets,
either sold independently or bundled in Get Set Go Pack
Mobilink GSM started operations in the year 1994; from then on it has
shown enormous growth. At the time when it entered the market it was a
small player in the cellular market of Pakistan it is now the market leader
both in terms of growth as well as in terms of having the largest subscriber
base in Pakistan
ISO 9002 Quality Management System Certification for Billing, Engineering
Departments and CS Contact Center Implementation of a full Intelligent
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Network (IN) platform from Siemens for the Prepaid
platform…………………………………………...
Biggest Call Center in Pakistan, which is there to assist the customers 24
hours.
Only cellular service in Pakistan to provide coverage on the M2 motorway.
Bilateral roaming agreements signed with 100 countries around the world
to have true roaming service operational in 151 operators of the world.
MOBILINK GSM's Short Message Service Center allows Vehicle Tracking
and Fleet Management services that are being provided by Tracker (Pvt.)
Ltd., under the brand name of C-Track, a company licensed by Pakistan
Telecom Authority (PTA). Tracker currently operates from Karachi but can
provide these facilities at all those locations where GSM coverage is
available.
1= strongly Significant, 2= Significant, 3= Neutral,
4= Not very significant, 5=Not Applicable
Competition Review
Competition with Ufone and Mobilink 1 2 3 4
5
Competitor’s Strategies 1 2 3
4 5
Current User Rate 1 2 3
4 5
Customers’ Liking of Competitors Brand 1 2 3 4
5
Note: Bold number will be considered as check
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Distribution Channels of Warid
There are three types of distribution channel used by WARID TELCOM
which are followings
Distributor’s Channel
Corporate Channel
Direct Channel
Franchise Selling
Distributor’s Channel
Distributors are also working for selling warid telecom product. Distributor
sell warid products to the retail stores warid telecom wants to cover 3000 to
4000 shops and retail stores in Pakistan. Because time is money warid
telecom want that their customers get product at the door step. These
distributors are working on behalf of warid telecom. They provide warid
products at different retail stores and shops. Warid telecom feels it is
important to provide products with utmost to convenience to the customers.
Because warid telecom is on introduction stage, they are using intensive
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Company Distributor Retailer Consumer
[ ] WARID
distribution network. In near future warid telecom products are widely
available in all retail stores.
Corporate Channel
In corporate selling warid telecom conduct meetings and presentations I the
business places where there are more than 50 connections or persons warid
telecom conduct presentations at business places and create awareness of
their products the corporate selling staff sale connections at the spot. The
corporate selling staff includes company executives. In this particulars area
warid telecom has to work hard. Because in this sector the people who
have already some other connections do not like to change their connection.
In order to remove this short come warid telecom is providing the same no.
which you have earlier instead of warid telecom code 0321 Warid telecom is
making progress I this sector and try to reach its goals.
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Direct Selling
As Warid telecom is on introduction stage it uses direct selling also. In this
channel company has large no. of sales of officers who meet persons and
tell them about warid telecom products. This sale force is totally committed
towards their work. They know how to sell the products to the customers.
In future warid telecom is planning to start door to door selling of their
products. In the introduction stage of its operations warid telecom wants to
provide all the things to its customers at their door step. The direct selling
staff is highly trained and motivated. They use their personal references,
retailers, friends for selling products.
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Company
Co. Executive
Businesses
Consumers
[ ] WARID
Franchise Selling
Warid telecom is providing their brands to ultimate consumers through
franchises. It has a strong network of franchises all over the Pakistan. In
Multan there are 5 franchises of Warid telecom they want to establish 7
franchises. In franchises Warid telecom brands are sold and commission is
giver to franchisee. The franchisee work according to the requirements of
Warid telecom. In order to provide best services to their customer’s Warid
telecom monitor the working of franchisees time to time. Franchisees sell
Warid brands directly to the ultimate consumer or they can appoint their
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ConsumerSells OfficerComapony
[ ] WARID
own dealers in order to save the product. Warid telecom provides technical
training to the staff of franchisees. Warid telecom franchisees are in all the
important areas of Multan. So for a Warid customer it is easy to get
connection at any time from everywhere. Warid telecom establishes
franchisees in the important areas of every city. Warid telecom is working
in 28 cities of Pakistan and it has large no. of franchisees according to the
need and demand of specific areas.
Critical Success Factors
There are a lot of factors exist in the success of a company that may be the
core competences of that particular company. There are following success
factors for Warid Telecom.
The Network
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Company
Frenchise
Consumer
[ ] WARID
Warid telecom is partners with some of the leading vendors in the telecom
industry, who help them in providing the best and latest network solutions
for business. These vendors include cellular giants Ericson, Nortel,
Siemens, Cisco and Huawei.
Warid has pioneered in key technologies, which include the following:
Custom-made network for Pakistan’s environment.
Congestion-free connectivity in all coverage areas.
Roll out plan for complete national populated coverage by 2006.
Fully redundant network.
Robust design catering to future needs.
Future professional network (EDGE compatible and 3G upgraded with
soft switch and media gateway architecture).
State of the art IP base contact centre and leading data centre.
Launch of WiMax services across Pakistan by the end of 2005 with
revolutionary 3.5 GHz broadband solutions
Services beyond Comparison
Customers are the most important element in any organization. We
distinguish them as our biggest assets, and we strive for excellence by
listening to their needs. We work with our customers to gain an
understanding of their business, their goals and their objectives, to ensure
that they receive the best possible services and the right solutions to meet
their demands.
We seek to be trendsetters in customer services, with our one stop concept
for all telecom requirements. This will be achieved with the provision of a
one-window operation for on the spot issue resolution and one stop service.
We have the maximum number of Sales and Customer service Centers
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countrywide, with the state of art contact centers of informational
standards, equipped with innovative technologies to ensure real time online
services. Our highly trained and well-groomed team of Customer Service
Executives is on hand 24 hours to provide personalized care to our
esteemed corporate clients. Furthermore an extensive network of
franchises, kiosk and mobile units ensure easy and convenient accessible.
Innovation
Warid is committed to providing superior levels of professional services to
all its customers- before, during and after the deployment of our leading
solutions. To accommodate our customer’s demands we have deployed the
state of the art 2.5G EDGE compliant networks. There are also innovative
services of various standards that cater to a wide spectrum of users.
Best practices
We believe in a process driven set up with comprehensive business
processes covering all our activities. All business processes are ETOM
complaint as per accredited international standards.
GSM cellular services
Warid telecom decided to opt for GSM (Global system for mobile
communication) technology as it is the global standard for digital cellular
telephone service. GSM networks support enhanced data applications and
more than one billion customers in 109 countries are using this technology.
Warid telecom would be launching its cellular services based on 900 & 1800
GSM technology. In order to optimize the utilization of frequency, thus
ensuring the highest quality and services.
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Objectives
These are the some objectives of the company as any other company has it.
Through the complete study of these objectives we can measure how much
company has the ability to perform well and customer oriented.
Pricing Objectives
The first objective that any company has is the price objective. This is the
most important objective of a company. Price is an important element of the
pricing mix. It has a great influence on the customers’ perception. It
determines the quality and value of the product. In determine the prices of
product corporate objectives are very much important. So Warid telecom
has certain objectives in their mind. These objectives are;
Competitive objectives
Sales objectives
Customer oriented objectives
Competitive Objective
The main objective of Warid telecom is to compete in the market. Because
they have strong competitors in the market such as Mobilink, Telenor and
Ufone etc. So Warid telecom is setting low prices as compared to its
competitors. Warid telecom sets its prices relatively low as compared to
Mobilink but its prices are high as compared to Ufone. Warid telecom
wants to become the price leader in market. The prices of Warid telecom
are low but they are offering better quality and services are better as
compared to other network services. Another new product of Warid
Telecom have been launched which completely based on the pricing the
product name was GLOW. This is new offer from the Warid telecom which
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have comparatively low price as compared to its competitors. They offered
a number free value added services in it e.g. Internet packages, Low
weekend charges, SMS Bundles and Night Packages etc.
Sales Objective
Every company wants to increase their sales. Warid telecom wants to get a
huge share of market by increasing its sales. The users of mobile were
increasing day by day in Pakistan. So, therefore there is a huge potential in
this market for Warid telecom. Warid Telecom has the great opportunity to
become leader of the market in such conditions when the
Telecommunication industry was on groom. Their main thrust is on
increasing the sale of their product. Therefore, Warid telecom has set
relatively low prices.
Customer Oriented Company
Warid telecom wants to satisfy their customers. They feel that their
customers are more important for them. Warid telecom wants to provide
advanced technology and more features to their customers. Warid telecom
wants to serve their customers according to their needs. In order to satisfy
customer’s needs Warid telecom has a wide range of customer service
centers. The most attractive and new service that Warid Telecom has
recently launches was GLOW. GLOW is not only the call package but it is
also a website from which we can download a lot of entertaining items such
as Songs, Wallpapers, Videos, Themes, ringtones and lot of other items.
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Promotion
The most controversial and dynamic factor in today’s market is promotion.
Today without promotion you cannot sell your product. Customers also must
be reminded about a product’s availability and its potential to satisfy.
Sellers bombard the marketplace with thousands of messages everyday in
hopes of attracting new customers and established market for new
products. The promotional activities are different in each stage of product
life cycle. Given the intensive competition for consumer’s attention, even an
established firm must constantly remind people about its brands to retain a
place in the market & in the mind of consumer. Warid telecom has enough
budgets for promotional activities. In the introduction stage Warid telecom
wants to get share in the mind of consumer and in market. Warid telecom is
performing all promotional activities like:
Advertising
Sales promotion
Personal selling
Publicity
Advertising
Advertising is a non-personal communication paid for clearly identified
sponsors promoting ideas, organization or products. Warid telecom is
advertising its products & corporation on both print media and digital
media. The main purpose of Warid telecom is to establish corporation name
in the mind of customers. They are doing corporate advertising now. They
are in introduction stage so they want to tell, “ we are here “. Now Warid
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telecom is not focusing its product at all. They want to gain recognition in
the market first. In media advertising they have collaboration with GEO TV
their ads are coming on PTV, GEO TV, ARY DIGITAL and other channels.
The present ad of Warid telecom is prepared in India. It is a very simple
message. The ad tells that Warid telecom is for everyone it is so convenient
that every person young, old, child, rich and poor can get it. In future Warid
telecom is going to launch an effective advertising campaign in all over the
Pakistan. Warid telecom is also advertising itself on print media as well.
Their ads are in all the leading newspapers of Pakistan the advertising
strategy is to tell the customers that Warid telecom is present. Warid
telecom believes on long-term profitability. They think that after
establishing a strong image in the mind customers through advertising they
will be able to get huge profit and market share in the country.
Sales Promotion
Sales promotion is sponsored funding, demand stimulating activity design to
supplement advertising and facilitate personal selling. It frequently consists
of temporary incentives to encourage a sale or purchase. As Warid telecom
is in introduction stage and there is intensive competition in the market so
sales promotion is effective tool for Warid telecom. Warid telecom has
recently introduce its” bundle offer” in which they are giving Nokia 1100,
balance of Rs. 500 and Warid SIM in Rs. 3450. This offer has proved very
much effective. Warid telecom increases its sales through “bundle offer”.
Warid telecom has introduced a package of family & friends for both
prepaid and post paid customers. In prepaid connection the maximum limit
is 5 members and in post paid connection the maximum limit is 10
members. The customers of family & friends package provide special
discount offer to each member. This strategy has also proved effective for
30 Marketing takes day to learn. Unfortunately it takes a lifetime to master
[ ] WARID
Warid telecom. In future Warid telecom wants to introduce more such
packages, which attracts customers.
Personal Selling
Personal selling is the direct presentation of a product to a prospecti8ve
customer by a representative of the organization selling it. Personal selling
is more expensive method from any other method. Warid telecom is doing
personal selling both or customer basis and on corporate level. Warid
telecom is doing personal selling through their sales executives and sales
officers. Sales officers meet ultimate consumers. Sales executives meet
corporate bodies, conduct presentations in order to create awareness about
their brands. Warid telecom focus is customers and their main objective is
to get a handsome share in the market. Warid telecom wants to continue
this practice in future.
Publicity
Publicity is an important part of promotional mix. Warid telecom is also doing publicity through
sign boards, tack ;shows, sponsoring some concerts etc. Warid telecom has got 28 places in
Multan for their signboards. Warid telecom is arranging trade shows in various cities. Warid
telecom has conduct a trade show in Faislabad and going to conduct another in Karachi. The
main purpose of these trade shows is not just introducing products but also to entertain people.
So that they can remember the name of Warid telecom. Warid telecom provide a fantasy
atmosphere for all age people like young, old, children, male, female etc. You can dance in their
trade show, Eat Bar B. Q. listen your favorite music or anything else of your own choice. Warid
telecom is planning to arrange some concerts in different cities of Pakistan.
31 Marketing takes day to learn. Unfortunately it takes a lifetime to master
[ ] WARID
Situation Analysis-Internal capabilities
It involves the review of following things
Financial Position of Warid Telecom
Human Resource Role of Warid Telecom
Management Capabilities
Operations Capabilities
Research and Development Activities
There are certain activities other than marketing which also strength the
Warid Telecom in Pakistan. These things include the financial position of
company in the market which is very good in Pakistan because it created
and support by the Arab country. Human resource is quiet accurate in
Warid because all the employees feels satisfaction about their job and feel
that their career objective can be achieved by this company. Warid is all
32 Marketing takes day to learn. Unfortunately it takes a lifetime to master
[ ] WARID
about managing its big operations by excellent deliverable plans. Warid is
also look up towards the research and development activities.
1= strongly Significant, 2= Significant, 3= Neutral,
4= Not very significant, 5=Not Applicable
Internal Capabilities
Financial Position 1 2 3
4 5
Human Resource Role 1 2 3
4 5
Management Activities 1 2 3
4 5
Operational Activities 1 2 3
4 5
Research and Development Activities 1 2 3 4
5
Competitive Objectives 1 2 3
4 5
Control Process and Intelligence, Capabilities 1 2 3 4
5
Note: Bold number will be considered as check
Marketing Strategies of Warid
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[ ] WARID
Warid Telecom has divided its segmentation and strategy division into five
segments on the basis of their characteristics. Markets consist of buyers
and buyers differ in one or more ways. They may differ in their wants,
resources, locations, buying attitudes and buying practices. The core
concept behind companies using marketing segmentation concept is to
divide large homogeneous markets into smaller segments that can be
reached effectively and efficiently with products and services that satisfy
needs, wants, desires and trends of certain segment.
Characteristics that govern segmentation and strategy development in
Telecom industry
Specifically mobile services according to a certain segment are
Age
Educational background
Gender
Income
National, regional or other geographical areas of origin
Social class
Religion
Culture
Behaviors
Population
Tele density in area to be segmented
So according to these above mentioned factors Warid divide its marketing
strategy into five segments which are
Postpaid Segment
Masses Segment
Female Segment
Youth Segment
Corporate Segment
34 Marketing takes day to learn. Unfortunately it takes a lifetime to master
[ ] WARID
Postpaid Segment
Postpaid Segment is the one which includes individuals with good income
and usage more than
that of prepaid customers. Postpaid customers
Pay bill at the end of month depending on the service used.
Pay specific amount in line rent every month, no matter they use
service or not.
Enjoy better range of value added services than prepaid customers.
Postpaid Segmentation Section designs marketing activities to better satisfy
the needs of
Postpaid consumers.
Masses Segment
Masses Segment is the biggest segments involving most no of people.
Masses segmentation section develops marketing ideas and activities to
perform, so that masses customers enjoy maximum benefits. Consumers
from masses segments use relatively less. Masses customers
Pay before using the service.
Enjoy basic and VAS services
Have less brand loyalty in most cases.
Ready to switch to other mobile services in case of cheaper services
Female Segment
Importance of role of females cannot be overlooked in this modern era.
That’s why Warid Telecom has also developed females segment as a
35 Marketing takes day to learn. Unfortunately it takes a lifetime to master
[ ] WARID
separate segment. The role of Female segmentation section is to develop
ideas that would entertain female population in Pakistan.
Currently ongoing “Zem Baton ke committee Campaign” promoted by
Bushra Ansari is such an example.
Youth Segment
Youth drives a nation; similarly, youth is taken by cellular companies as a
segment which can drive other segments as well and affect trends of
customers of other segments too. If the youth is targeted in better way, lot
of customers can be gained. Warid Floodlight Tape Ball tournament for
youth segment is one of such examples.
Corporate Segment
Corporate segment is niche segment which can be source of great revenue
for organization. Corporate Segmentation section develops idea that can
provide maximum support and facilities to their most profitable segment.
Ongoing “Black Berry Campaign” is one of its examples. Corporate
segments are provided with
Best possible VAS
Better rates
Security and Network Solutions
Corporate Series for employees
36 Marketing takes day to learn. Unfortunately it takes a lifetime to master
[ ] WARID
Product Positioning
Warid positioned itself around simplicity and subtlety, and attracted
subscribers more through word of mouth about its service quality than with
advertising. Unfortunately, Warid wasn’t able to capitalize on its great start,
and hasn’t been able to position itself as a premium brand in the industry;
rather, its attempt to characterize itself as a service provider that offers the
best rates has led Warid to be associated with cheap affordability. Warid
consider itself at its growth stage and it has 18% of market share and it can
be next adoption for youth.
Pricing Strategy
When warid starts it offering more value and quality rather than reducing the
pricing of its products and its uses both demand-pull and demand-push strategies
for penetrating the market. Its innovative strategies like 1 second billing and 30
second billing are the strategies to capture the large share of market. Now warid
focus on reducing the prices of its products to increase the market share of
telecom industry. As now there is always good mouth for warid thus warid can
increase its market by reducing the prices of its products.
37 Marketing takes day to learn. Unfortunately it takes a lifetime to master
[ ] WARID
SWOT Analysis
In order to find what are the strengths, weaknesses, opportunities and
threats faced by Warid Telecom International.
The SWOT Analysis of Warid Telecom is given below.
Strengths of Warid
Superior product quality for customers
Better customer relationship than competitors
Extra features and services
Committed and efficient staff
Strong financial base
Products innovations ongoing
Good reputation among customers
Good packages according to the target market
38 Marketing takes day to learn. Unfortunately it takes a lifetime to master
Quality and Value
Reduction in Prices
Great
Market
Share
[ ] WARID
Management is rational and understanding the situation
Low price as compared to quality provided
Weaknesses of Warid
Less time in market as compared to major competitors
Less coverage as compared to major competitors
Less experienced employees than competitors
Not able to capitalize on start
Opportunities for Warid
A developing market
Mergers, joint ventures or strategic alliances
Could develop new products
Extension to overseas
Decline of major competitors
Technologically better environment
New launches
More customers after prelaunch
Threats for Warid
Emerging companies in market
39 Marketing takes day to learn. Unfortunately it takes a lifetime to master
[ ] WARID
Unstable political conditions
New companies in market
High public expectations
Low prices of competing brands
Internal Factors Weights Rating Score
Superior product quality
for customers
Better customer
relationship than
competitors
Extra features and
services
Committed and efficient
staff
Strong financial base
Products innovations
ongoing
Good reputation among
0.10
0.10
0.05
0.05
0.10
0.05
0.05
0.10
4
3
2
4
4
4
3
3
0.40
0.30
0.10
0.20
0.40
0.20
0.15
0.30
40 Marketing takes day to learn. Unfortunately it takes a lifetime to master
[ ] WARID
customers
Good packages according
to the target market
Management is rational
and understanding the
situation
Low price as compared to
quality provided
Less time in market as
compared to major
competitors
Less coverage as
compared to major
competitors
Less experienced
employees than
competitors
Not able to capitalize on
start
Total Score
0.10
0.05
0.05
0.10
0.10
1.00
3
3
3
3
4
0.30
0.15
0.15
0.15
0.40
3.20
Internal factors and External factors Evaluation
External factors Weights Rating Score
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[ ] WARID
A developing market
Mergers, joint
ventures or strategic
alliances
Could develop new
products
Extension to
overseas
Decline of major
competitors
Technologically
better environment
New launches
More customers
after re launch
Emerging companies
in market
Unstable political
conditions
New companies in
market
High public
expectations
Low prices of
competing brands
Total
0.10
0.05
0.10
0.10
0.10
0.05
0.05
0.10
0.05
0.10
0.10
0.10
1.00
3
4
4
3
4
4
2
4
4
3
4
4
0.30
0.15
0.40
0.30
0.40
0.20
0.10
0.40
0.20
0.30
0.40
0.40
3.55
42 Marketing takes day to learn. Unfortunately it takes a lifetime to master
[ ] WARID
Competitive Profile Matrix (CPM)
Factors Weights
Mobilink Warid
Product quality
Prices
Advertisement
Positioning
Financial position
Customer loyalty
Market share
Total
0.20
0.10
0.20
0.15
0.10
0.15
0.10
1.00
Rating
4
4
3
4
4
3
4
Score
0.80
0.40
0.60
0.60
0.40
0.45
0.40
3.65
Rating
3
4
4
3
3
2
2
Score
0.60
0.40
0.80
0.45
0.30
0.30
0.20
3.05
In the CPM the industry average take as 3.50, so the Mobilink performing is the best as compared to their competitors in telecom services.
Warid’s performance is good and relatively increasing day by day.
43 Marketing takes day to learn. Unfortunately it takes a lifetime to master
[ ] WARID
Porter’s five Model in WARID
44 Marketing takes day to learn. Unfortunately it takes a lifetime to master
[ ] WARID
45 Marketing takes day to learn. Unfortunately it takes a lifetime to master
Warid is gaining
market share but need
improvement
New Companies china
Tel
More Supplie
r are coming
More custome
rs in Pakistan
Warid unable to offer low price as
low capital
[ ] WARID
Business Strategy
Business Strategy focuses on three things which are
Cost leadership
Differentiation
Segmentation
Cost Leadership
Cost leadership of Warid is applied by offering lowest cost packages to its
customers at minimum possible level; they have attracted 7.5 million customers
because of this strategy. Now they are trying to get more profit after investing a
lot they can’t low prices further.
Differentiation
Differentiation by Warid implemented by showing cultural integration as it is
owned by UAE group so people are more valuing it as Muslims. Warid is offering
special discounts offers on calls of Arab states. This aspect differentiates Warid
from other companies. It has provided billing updating system which is not given
by any other company.
Segmentation
Market Segmentation (Focused) by Warid by catering needs of people. Hay
created image by tag line “we care” for everybody they will provide best quality
service. They given post paid packages for middle class Zem and for elite
business class they introduce Zehi.Thats showing division of market by Warid
into distinct parts.
46 Marketing takes day to learn. Unfortunately it takes a lifetime to master
[ ] WARID
BCG Growth Matrix
Telecom Industry
Stars
Mobilink
Question Marks
WARID/Telenor
Cash Cows
UFONE
Dogs
ZONG
As you see I this picture this is the BCG Matrix for Telecom industry in Pakistan. In this WARID is question mark because it high market growth rate and expected to be increase its market share in upcoming years.
47 Marketing takes day to learn. Unfortunately it takes a lifetime to master
Sales Growth
[ ] WARID
Implementation and Control Process
48 Marketing takes day to learn. Unfortunately it takes a lifetime to master
Activities to be implementedHow To be Implemented
Time of ImplementationResponsibility f implementation
[ ] WARID
ACTIVITIES TO BE IMPLEMENTED
Sales representatives target all the untapped markets and niches, by using WARID’s current products.
Revenue objectivity should be given high attention , and it should increase by 40% every year (for the next 2 years.)
Product line should be extended by offering new service for the customers.
Warid is lacking in communication with its customers so it should focus on this activity.
More Regional Departmentalization should be there for detailed marketing analysis.
There should be dencetrization decision making and employee should be encouraged for their opinions.
More budget and resources should be allocated to advertisement and sales promotion.
Role of R&D should be increased to help a) Target markets most effectively
b) To get knowledge about consumer’s table and preference as.
49 Marketing takes day to learn. Unfortunately it takes a lifetime to master
[ ] WARID
HOW IMPLEMENTATION TO BE DONE
Develop desirable skills in the employees who are assigned the basics of target implemented these skills may include.
The ability of sales force, personnel in finance department, expert in R&D etc, should first understand the nature of the tasks or task’s importance foot the company.
To increase the ability to put right people on right jobs .i.e. The person of finance dept. should not be given the tasks of R&D, which is highly sensitive and innovational field.
50 Marketing takes day to learn. Unfortunately it takes a lifetime to master
[ ] WARID
RESPONSIBILITIES FOR IMPLEMENTATION
Create the effectiveness of the personnel to focus on critical aspects of their job. Other remedies to enhance implementation includes
1. Organizational Design Organizational design should consist of multifunctional teams, including at least 1 member of each department to solve the problem or to achieve the targets.
2. Incentives Various rewards may help achieve successful implementation.
For Example in case of WARID TELECOM, bonuses or commission should be given to members of sales force/personal selling teams who sales more than its target.
3. Communication
51 Marketing takes day to learn. Unfortunately it takes a lifetime to master
[ ] WARID
Rapid and accurate movement of information should be confirmed .To do so efficient and effective feedback systems should be introduced.
TIME AND LOCATION OF IMPLEMENTATION
Proper time period should be given for the start and end of the task and each personnel related to that specific job should be given complete information about the geographic area of his/her sales and the volume to be sold in case o personal selling and sale promotion.(the balanced score board technique may be adopted)
52 Marketing takes day to learn. Unfortunately it takes a lifetime to master
[ ] WARID
Evaluation and Control
For evaluation and control WARID should conducts a comprehensive audit of all the depts. By comparing the current results to that of company objectives .They get comprehensive information from all the departments carefully and its analysis is conducted with great care. The results are analyzed with great emphasis on the company’s behalf. If there appears any deficit then revise their strategies implement them and then get the results and if there are no loopholes found they continue to implement that strategy for the specified period of time. This evaluation conduct twice a year.
53 Marketing takes day to learn. Unfortunately it takes a lifetime to master
[ ] WARID
GlossaryLoyalty
The extent to which customers repurchase a
Particular product or brand.
Gross Domestic Product (GDP)
The total market value of all final goods and
Services produced in a country in a given
Year; equals total consumer, investment and
Government spending, plus the value of
54 Marketing takes day to learn. Unfortunately it takes a lifetime to master
Strategic Management AuditS
et the StandardsO
btaining the information
Implement the actions
[ ] WARID
Exports minus the value of imports.
Franchise
Verb. Grant a franchise to an
Individual or group; grant the right to vote
Warehouse
Storage for goods and services prior to
Customer purchase
Corporate Governance
1. The control structure of a corporation.
2. The term used, following recent
Government sponsored reports, to describe
The policies and procedures that the
Company’s directors’ employ in their
Conduct of the company’s affairs, and their
Relationships with shareholders to whom
They are responsible as managers of the
Shareholders’ interests in the company, and
Of its assets.
Vendor
Salesman; supplier, equipment
Salesman (for example in the field of
Computers, etc.); automatic machine for
Selling goods
Quality Assurance
The name given to the procedures used to
Ascertain that measurement data are good
Enough for their intended purpose. It
Involves
1. Quality control: those procedures and
55 Marketing takes day to learn. Unfortunately it takes a lifetime to master
[ ] WARID
Activities utilized to verify that the quality
Control system is operating within
Acceptable limits and to evaluate the quality
Of the data; and
2. Quality assessment: those procedures and
Activities utilized to verify that the quality
Control system is operating within
Acceptable limits and to evaluate the quality
Of the data.
Administration
Noun. Management (of an office, project,
etc.); execution of managerial duties; people
In charge of directing or managing,
Supervisors,
Abbreviations
CEO: Chief Executive Officer
RSM: Regional Sales Manager
ZSM: Zonal Sales Manager
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[ ] WARID
GM: General Manager
CIO: Chief Information Officer
FM: Franchise Manager
BCM: Business Centre Manager
BEC: Board Executive Committee
CEO: Chief Executive Officer
BibliographyFor successful completion of this project we have utilize different available resources, from
which we have obtain the required data. These resources lie in both digital and analog
57 Marketing takes day to learn. Unfortunately it takes a lifetime to master
[ ] WARID
form. Most of the information is obtain from Internet, while a visit to company is also made
to get further information. We are thankful to company management who have welcomed
and cooperated with us. Resources, which we utilize, are as follow:
Resources
Company’s website - www.waridtel.com.pk
Company Annual Reports
Magazine Business Economist
Google.com
Economic survey of Pakistan
PTA Reports
Wikipedia.com
Blogged.com
Yahoo.com
MSN.com
58 Marketing takes day to learn. Unfortunately it takes a lifetime to master