Global marketing strategies

Global Marketing Strategies

Global Company Versus Local Company

Lahore Business School (LBS) – Global Marketing Strategies Global Versus Local

Presented By:Ali ZulfiqarJaved IqbalNoman ShiekhSufwan SaleemiAsadullah BashirPresented To: Mam Izza Rehman

Telenor Versus Ufone Global Company Versus Local Company


Telenor Versus Ufone

Telenor - Introduction• GSM license in 2004 • Commercial operations on March

15, 2005.• 100% owned by the Telenor Group• Telenor Pakistan has invested over

US$2.3 billion in the local economy • Second largest mobile operator.• Subscriber base of 35.2 million

with over 26% SIM market share.

Ufone - Introduction• January 2001 (PTML) subsidiary

(PTCL).• 26% shares & control was sold to

Etisalat Emirates Telecommunication Corporation Group.

• Subscriber base of over 24 million in less than a decade.

• Network coverage 10,000 locations.• Third Largest Mobile Operator• International Roaming more than 288

live operators more than 160 countries.



Telenor – Mission StatementWe’re here to help our customers

Ufone – Mission Statement

“To be the best cellular option for U”.


Telenor – Vision Statement Ufone – Vision StatementWe provide the power of digital

communication, enabling everyone to improve their lives, build societies

and secure a better future for all. Our vision to empower societies is a

clear call to action. We bring vital infrastructure, new services and products that stimulate progress,

change and improvement

To be the leading telecommunication service

provider in Pakistan by offering innovate communication

solutions for our customers while exceeding shareholder

value & employee expectation.

Market Growth


Mobilink Telenor Ufone Zong Warid0

200000

400000

600000

800000

1000000

1200000

Million Users

Million Users

Mobilink30%

Telenor25%

Ufone20%

Zong13%

Warid12%

Market Share


3G License – Telenor • April-23 spectrum auction

• High-speed mobile broadband services in two weeks.

• 3G services on a trial basis in selected areas.

• Telenor users could dial a code [*7799#] to find out whether the service is available in their area.

• The company’s marketing head also said they would ensure the affordability of the service for low-income subscribers.

3G License - Ufone• 23rd April 2014. 3G license (5

MHz).

• Make package first 3G technology then produce a TVC.

• 3G services on a trial basis in selected areas.

• Three different versions of 3G package by Ufone with varying cost and other details.

• Ufone itself has released these three versions to gauge public’s response.Lahore Business School (LBS) – Global Marketing Strategies Global Versus Local

Ufone – 3G Package Information


Package Name SpeedU High Upto 64kbpsU Super Upto 128kbpsU Hyper Upto 512kbps

Duration Data Limit Price (first Leak) Price (Second Leak)Daily 40 MB Rs.5 Rs.100Half Day 50 MB Rs. 3 Rs. 120Weekly 250 MB Rs. 25 Rs. 250Monthly 1 GB Rs. 100 Rs. 500Monthly 1.5 GB Rs. 150 Rs. 700Monthly 3 GB Rs. 300 Rs. 1000

Duration Data Limit Price (first Leak) Price (Second Leak)Weekly 250 MB Rs. 50 Rs. 350Monthly 1 GB Rs.150 Rs. 700Monthly 1.5 GB Rs. 200 Rs. 1000Monthly 3 GB Rs. 350 Rs. 1750

Duration Data Limit Price (1st Leak) Price (2nd Leak)Weekly 250 MB Rs. 70 Rs. 500Monthly 1 GB Rs. 200 Rs. 750Monthly 1.5 GB Rs. 300 Rs. 1500Monthly 3 GB Rs. 500 Rs. 3000

Market Mix

Product – Telenor • Djuice is a youth based mobile phone.• Bangladesh, Hungary, Montenegro,

Norway, Pakistan, Sweden and Ukraine. • 12 million subscribers• Pakistan in 2006• Main Hoon Live

Ufone – Uth Pack• 16 May 2013 Ufone Launch A Uth

Pack Network For The Youth.• Uth Pack is the country’s first youth• Offering discounts in more than 250

branded outlets• On Kar


Market Mix

Price – Telenor • Pricing policy is influenced by

different factors among them five • Market survival• Sales growth• Market position• Maximization of Profits• Maintenance of product’s quality

Ufone – Price• Price has always been the core

differentiation of Ufone. • Occasional or timely basis. • offered very good call rates on

international calls in Eid days. • Market penetration pricing strategy

and dynamic pricing strategy


Market Mix

Place – Telenor • In regional marketing, Telenor is

taking advantages of his heavy infrastructural products and its financial worth. • Partnership strategy and on the local

level, shops and customer care centers are used as place strategy.

Ufone – Place• Ufone strategize to widen its coverage

to all places in Pakistan in order to meet the requirements of its increasing customer base. • Ufone is heading from cities to remote

northern areas in expanding its network. • Ufone has intensive promotion in

cities, but it is also considering improving its promotion in rural areas.


Market Mix

Promotion – Telenor • The company developed a

standardized promotional package which is sufficiently flexible with the different ways in different cultures and norms. • the company should have the clear

picture of the objectives for regional marketing communication strategy • promotional tools and activities for

the higher level of cost effectiveness.

Ufone – Promotion• Advertising• Sales Promotion• Public Relations: “Hajj Guide” service

on Ufone. • Direct Marketing: Sell their

connections and Sims.


Market Segmentation

Telenor • Relatively large emerging middle

class segment (Basic in Telenor Terminology)• Strong youth culture with needs

similar to other markets.• Private postpaid almost non-

existent.• Small but profitable (high ARPU)

Corporate/SME segment.

Ufone• ECONOMY : Upper class, Middle class,

socio-economic class, lower class• AGE : Teenagers, youngsters, middle

age, aged people• GENDER : Male & Female• OCCUPATION : corporate class,

Business class, working class etc


Target Market

Telenor

• Youth• 60%• 15% Youth they already have• Local Marketing• Specific

Ufone• Ufone has always been targeting

Youth Market by using young brand endorsers or ambassadors. • No doubt it has also launched

packages, brands and offers for working people, business class, ladies and aged ones.


Positioning


Call

Rate

s

Discounts Different Promotion

o Uth Pack o Djuice

o Glow o Uth Circle

Differentation

Telenor

• Data Warehouse and Analytics Pakistan. • Teradata and drive from

Telenor Pakistan to use Data Warehouse and Analytics as strategic competitive differentiator” • New opportunities for

competitive advantage and growth.

Ufone

• Ufone has always strategized in satisfying the demands of its customers. In doing so it has been successful in differentiating itself in terms of• Price• Quality service• TechnologyLahore Business School (LBS) – Global Marketing Strategies Global Versus Local

SWOT Analysis

Telenor – Strength • Network quality & design• Superior customer care • Financial Strength• Excellent Coverage & Distribution.• Commercial Launch of LDI &

mobile services• Contract with Siemens & Nokia• Brand image of Quality• PTA initiatives• E-commerce usage.

Ufone – Strength • Ufone is offering more and better

Value Added Services (VAS) than its competitors i.e. Ufone’s Walkie talkie,_

• Ufone has the most promising and attractive ATL (Above The Line) activities

• Ufone has great management within the organization (internally & externally)


SWOT Analysis

Telenor – Weakness • Low profit margins• Negative cash flows in the initial

years

Ufone – Weakness • Less professionalism within the organizational

members

• Formerly under government management, Ufone still has a shadow of a government organization

• Ufone still has room for the betterment of its network coverage in comparison to The Market Giant “MOBILINK”

• Ufone has pathetic billing system for postpaid connections. This faulty system creates a negative vibe among its customers


SWOT Analysis

Telenor – Opportunity • low cellular market penetration• Inefficiency & poor performance

of other mobile networks• International Mobile Equipment

Identity System

Ufone – Opportunity • Ufone has the opportunity of growing its

customer base due to increasing trend of using mobile phones

• Ufone has the opportunity to win the customers of its competitors by providing them superior services on lower price

• Ufone has the opportunity that it is pioneer in southern Punjab where it can promote itself and become market leader on the basis of this very fact


SWOT Analysis

Telenor – Threats• Privatizations &

deregulations- increased competitions.• Grey Traffic• Wireless technology at

boom• Public pay phones & calling

cards usage where network is not available• Propagandas attacking

brand image

Ufone – Threats • The boosting customer base of

Warid and Zong is also a big threat for Ufone

• The decreasing economy rate and instability of Pakistan is a big threat for all businesses in Pakistan including Ufone.

• Grey Traffic


PEST Analysis

Telenor – Political

• Terrorism is the Major problem that is facing Pakistan • maximum Protection to this

sector and passing number of Laws to make it more safe • Pakistan telecommunication

Authority (PTA) so that helps in the establishing Business in Pakistan

Ufone – Poltical • Environment is investor non-friendly

& telecommunication sector is under regulation. • Before WTO implementation

government already took steps in regulation of telecommunication sector


PEST Analysis


• Pre-paid customers were charged 10 per cent withholding tax on every new load, which was deducted in advance• With 15 per cent sales tax on

every call increased the sales tax from 15 per cent to 21 percent for mobile users.

Ufone – Ecnomical • Marketers should consider long term

and short term state of a trading market Inflation is being controlled by state bank and under strict eyes but unemployment rate is going up & up with the increase of level of poverty. • Economic instability is worsening day

by day as liquidity crunch is prevailing in the world


PEST Analysis


• AJ NAE BOLO GY TO KAL BUGHTOO GY {KhamoshiKa Boycott} (Djuice)• KRO MUMKIN (Telenor)

Ufone – Social • As Pakistan is an Islamic country and

people are very strict in case of Islam anything against the philosophy of Islam on either print or electronic media are treated as against Pakistan.• In metropolitan cities women are

doing work along with their other responsibilities but other than metropolitan cities it is difficult for women to convince their parents and spouses for works


PEST Analysis


• Introduction of CDMA (Code Division Multiple Access) • This technology gives less

radiation then GSM technology.

Ufone – Technological• Multi-media Messaging Services

(MMS), • General Packet Radio Service (GPRS),

Virtual Private Network (VPN), • Pocket Stocks, Conference Calling,

Wallpapers Animated picture• Polyphonic ring tones (WAP), and

Voice Mail at low price.


Evaluation


Years Mobilink Ufone Zong Telenor Warid Total2007 26,466,451 14,014,044 1,024,563 10,701,332 10,620,386 63,159,857

2008 32,032,363 18,100,440 3,950,758 18,125,189 15,489,858 88,018,812

2009 29,136,839 20,004,707 6,386,571 20,893,129 17,886,736 94,342,030

2010 32,202,548 19,549,100 6,704,288 23,798,221 16,931,687 99,185,844

2011 33,378,161 20,533,787 10,927,693 26,667,079 17,387,798 108,894,518

2012 35,953,434 23,897,261 16,836,983 29,963,722 13,499,835 120,151,235

2013 37,121,871 24,547,986 21,044,319 33,513,133 12,706,353 128,933,662

Conclusion

• Telenor work as a customers favorite corporation.

• Employee Friendly Environment

• Social Responsible

• Work Ethically

• Area Coverage Technique is Good

• Data’s Warehouse Teradata (Cloud Computing)

• Best Management

• Focus In Customer Satisfaction


• Ufone work as a Customer’s Occasionally

• Unethical Work

• Area Coverage Technique is Traditional

• Innovate communication solutions

• Focus On sales

Telenor Ufone

Recommendation

• Telenor Work Good

• Strategic Alliances

• 3G And 4G Strategies

• Apps For Cloud Computing


• Youth Focus

• Work Ethically

• Work For The Customers Satisfaction

• Social Responsible

Telenor Ufone

Thank You So Much


Any Question?

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