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MARKETING PLAN AND E-BUSINESS STRATEGY Directory of Management e.Publications Aug (2011) Vol. 1, No. 1 E-BUSINESS STRATEGY Prepared by: Mujahid Hanif, Bilal Maharavi, Irfan Hanif, M. Rashid Badar, Muzammil Jahangir, Muzammil Hussain, Shahzaib Raheem © HRMARS, Pakistan www.hrmars.com

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MARKETING PLANAND

E-BUSINESS STRATEGY

Directory of Management e.Publications

Aug (2011) Vol. 1, No. 1

E-BUSINESS STRATEGY

Prepared by:Mujahid Hanif, Bilal Maharavi, Irfan Hanif, M. Rashid Badar,

Muzammil Jahangir, Muzammil Hussain, Shahzaib Raheem

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Directory of Human Resource Management e.Publications

Aug(2011) Vol. 1, No. 1

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Executive Summary

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Executive Summary

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• We are going to launch a new cellular companynamed EzTel. Information technology sector isgrowing very rapidly in Pakistan. Mobilink, Ufone,Telenor and Warid are big names in the cellularindustry. We can compete them by offering ourbest coverage and unique packages and value

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best coverage and unique packages and valueadded services at low prices. We shall targetyouth and professionals separately by offeringthem services they need.

• Specially the segment of young generation isgrowing opportunity for us to get good marketshare. Our primary objective is to achieve 6%market share till the end of first year with sales 5million connections . Our target of achievingbreakeven is till end of 3rd year.

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Current market situation

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Current market situation

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• Communication industry has been growing veryrapidly in recent years in Pakistan.

• Mobile phones are becoming a necessity forpeople.

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people.

• Very popular device to have for communication.

• Competition is becoming more and more intense.

• The youth segment is good opportunity to gainmarket share.

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Market Description

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Market Description

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• EzTel has two main market segments.

– Youth Segment

– Business Professionals Segment

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• EzTel will provide them services theyneed at their best and at low price.

• Our network quality will be higher thananyone.

• Coverage is a big concern for businessman.

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Target Segment Customer Needs Features

Youth Low sms rates

Low call rates

Cheapestcommunicationpackagesaccording to theiraffordability.

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Economicalscratch card

affordability.

Businessmen Good Coverage

EDGE/3GConnectivity

Video call

Post Paid

Any where Anytime

Unlimited EDGE

Video calls Feature

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Competitive Review

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Competitive Review

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• Ex-Giant in industry.

• Had captured very much market sharebefore the entrance of new companies.

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• Very experienced in this field.

• The market share of Moblink isgradually decreasing.

• Is surviving due to many loyalcustomers.

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Technologies in use of

• 1) Mobi customer manual:

– Consumer Manual CustomerServices Helpline (111) Customerscan call at the helpline 24 hours aday and 7 days a week for any

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day and 7 days a week for anyquery, complaint or concern. Thecall is recorded also.

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2) Lost / Stolen Mobiles

If your mobile is lost or stolen, youcan report it to have it blocked, so it isuseless for anyone else. Please makesure your phone connection is in your

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sure your phone connection is in yourname and you have your IMEI number.

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1) Ufone pollen count

– Ufone brings Ufone Pollen Count.Every spring, there is an epidemicof pollen allergy in the northernareas of Pakistan especiallyIslamabad and its suburbs. During

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Islamabad and its suburbs. Duringthis season, health professional’sadvice people to takeprecautionary measures and avoidgoing outside especially when thepollen counts are high.

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Cont’d

• Keeping in view the pollen issue, you canget daily pollen counts for Islamabad andLahore and take precautionary measures

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Lahore and take precautionary measuresaccordingly.

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• 2 )WAP portal

– Ufone presents a WAP Portal whichallows customers to have easy accessand a one stop shop where they may be

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and a one stop shop where they may beable to download various things from awide variety of Ufone’s content, servicesand applications directly from theirhandsets.

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• Has been growing at a rapid rate sincelaunch.

• They advertise their services

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• They advertise their servicesaggressively.

• Focus on young generation mainly.

• Its market share is growing rapidly.

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• Offers good services to theindustry but due to pooradvertisement and communicationits market share comparativelylow.

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low.

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Very active and alive competitor. Veryexperienced but not potential to gethigh market share due to networkproblem and poor coverage.

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EzTel’s Distinctive Technologies

• ATM POSTPAID

• Ez and rapid access to service center’s help line.

– FAQs added.

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– FAQs added.

• EzCard

• Video call

• Twin sims

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1)Satellite Navigation System

• In this age of innovation, companies areconstantly exploring new ways to offer consumershigh value, state-of-the-art and moderntechnology gadgets.In a latest development EzTel , have entered the

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In a latest development EzTel , have entered thefield of Satellite Navigation Systems (SatNav) bylaunching Ez-Track

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Function of SatNav

• SatNav system allows small electronic receiversto determine their location, longitude, latitude, andaltitude within a few meters using time signalstransmitted along a line-of-sight by radio fromsatellite.

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satellite.

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Con’td

• Receivers on the ground with a fixed position canalso be used to calculate the precise time as areference for scientific experiments. US, Russia,China and European Union are already exercisingGlobal Navigation Satellite Systems.However, Pakistani cellular companies are in the

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However, Pakistani cellular companies are in themidst of introducing new value added services fortheir customers on their GSM networks. AndEzTel is one of them.

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Con’td

• A true navigation service normally called GPS(Global Positioning System) is a precisepositioning tool. The information is highly accurateand plays an important role in finding correctroutes and addresses and is helpful in providinguseful information like weather update, voice

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useful information like weather update, voiceassistance on routes, traffic updates, shoppingand eating places, ATM machines etc

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Con’td

• Ez-Track is a real-time satellite-basednavigation and location based applicationhaving house number search feature.Only for some cities still.

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• With over 50,000 POI (Points of Interest)such as banks, ATMs, CNG and fuelstations, hospitals, schools and colleges,hotels, and pharmacies search facility.The Ez-Track, on the other hand, is quitecheaper service which provides a free trialof 14 days to consumers as compared toMobi Track which gives a 5-day trail period.

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Cont’d

• The real time GPS guided navigation is thefeature where Mobi Track product unleashes itsreal potential. With the help of sophisticatedsatellite guided navigation, this application canlead the user to within 5 meters of the destinationwith turn-by-turn voice assistance and 3D maps

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with turn-by-turn voice assistance and 3D mapsdisplay.

•However, experts say the problem with someSatNav systems is that they tell you the mostdirect route to your destination even if it is not thewisest choice. So it is worthwhile looking for amodel that has the ability to reconfigure the routeby offering other alternativess

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Problem

• However, experts say the problem with someSatNav systems is that they tell you the mostdirect route to your destination even if it is not thewisest choice. So it is worthwhile looking for amodel that has the ability to reconfigure the routeby offering other alternativess

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by offering other alternativess

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2) Ez tel’s technology

• Communication Point Customer RelationshipManagement

– The software - from Dublin-based CRMpioneer POINT Information Systems - is partof a major upgrade and integrates EZTEL'ssales, billing, credit, helpline and technical

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sales, billing, credit, helpline and technicalsupport services. It has already improved andautomated workflow and given call centreagents the information they need to handle allenquiries and complaints.

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• The call centre implementation - just the firstphase of COMMUNICATION POINT deploymentin EzTel - includes two modules: CarePOINT forcomprehensive Customer Service andCentrePOINT for account and activitymanagement.

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management.

CARE POINT• Care POINT gives access to complete customer

information on installed products and services,enabling front-line staff to resolve customer issuesquickly. In addition engineering and quality controldepartments immediately know about faults orcomplaints.

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CenterPOINT

• CenterPOINT centrally co-ordinates all interactions withcustomers and prospects, andshares a centralised view of all

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shares a centralised view of allcustomer information across theorganisation.

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• The Communication POINT CRMplatform helps optimize all customerinteractions, from initial contact to after-sales care. It captures and retains vital

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sales care. It captures and retains vitalinformation about customers, shares itthroughout an organization, and helpscompanies use it for competitiveadvantage.

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• Founded in 1989, POINT Information Systems isan international supplier of advanced CustomerRelationship Management solutions that letcompanies link their sales, marketing, customercare, and back office functions into an integrated,enterprise-wide customer interaction platform.

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enterprise-wide customer interaction platform.

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• Currently deployed in 18 languages across 35countries, POINT's TeamPOINT suite is used bymajor multinational organizations includingHewlett Packard, Allianz Group AG, SingaporeTelecom, Mobile One, Commonwealth Bank ofAustralia, Newton Fund Managers, New T&T

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Australia, Newton Fund Managers, New T&THong Kong, Insurance Company, DigTelecommunications Malaysia and OverseasUnion Bank. POINT has offices in Amsterdam,Atlanta, Boston, Chicago, Dallas, Dublin, Munich,Paris, San Francisco, Singapore, Slough,Melbourne and Sydney.

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Distributive Review

• Intensive Distribution

• Banks:

– We will give license to concerned banks

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– We will give license to concerned banksto function as our franchise to distributeconnections to increase accessibility ofpeople of all territories of Pakistan.

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SWOT ANALYSIS

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SWOT ANALYSIS

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STRENGTHS

• Widest coverage

• Lowest rates

• Intensive Distribution

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• Intensive Distribution

• Unlimited FnF Numbers*

• Video Call

• 3G

• Ez Shopping

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WEAKNESSES

• Lack of Brand Awareness

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• Lack of Experience

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Opportunities

• Fast Growing market

• Low Technology Costs

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• Low Technology Costs

• Increasing International Calls

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THREATS

• Dynamic Environment

• Intense Competition

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• Intense Competition

• Experienced Competitors like Mobilinkand Ufone.

• Frequent Price Wars

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OBJECTIVES AND

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OBJECTIVES ANDISSUES

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OBJECTIVES

• First year objective is to achieve 6% market shareby selling 5mn connections.

• Till the end of second year we would be able toachieve 10% market Share.

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• Target for Breakeven is till the mid of 3rd year.

• We have planned to provide network coverage inthe 90% area of Pakistan till the end of 3rd year.

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ISSUES

• Major issue is our ability to establish wellregarded brand name.

• We will have to invest heavily in marketing tocreate a distinctive brand image.

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• We also must measure awareness and response.

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MARKETING STRATEGY

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MARKETING STRATEGY

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• Primary target is youth who wants lowcall and sms rates.

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• Secondary target are Businessmen,who need to keep in touch with theirbusiness.

– Our widest coverage andGPRS/EDGE connectivity will allowthem to do this.

• 3G and Video Calling first time inPakistan.

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POSITIONING

Using product differentiation, weare positioning as the cheapest andmost widespread network of Pakistan,providing the best services.

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providing the best services.

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PRODUCT STRATEGY

• EzTel’s connections will be introducedwith unique features like EzShopping,EzCard, Video calls, 3G and Twin Sims.

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EzCard, Video calls, 3G and Twin Sims.

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PRICING STRATEGY

• EzTel will introduce PreEz connections at Rs.69.99 per Connection. By low pricing we will beable to achieve high market share.

• Security for PostEz will be Rs. 500 national dialing

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• Security for PostEz will be Rs. 500 national dialingand Rs.1000, for International dialing, security willbe Rs.1500 and for International roaming,Rs.5000.

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MARKETING COMMUNICATIONSTRATEGY

• We’ll reinforce the brand name and the mainpoints of product differentiation, especiallyour video call feature, 3G and lowest ratesEzCard

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EzCard

• Firstly we’ll be advertising our services andfeatures aggressively for creating anawareness in people about our product.

– Through all possible and not possiblemedia, like Bluetooth and MMS ads.

• Then a normal advertising campaign willmaintain it.

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MARKETING RESERCH

• By using research methods we are identifyingfeatures and benefits of our target.

– Through feedback on website and SMSsurveys (SMS will not be charged)

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• This research will help us determine theeffectiveness and efficiency of our product.

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MARKETING ORGANIZATION

MUJAhiDCEO

Rashid Irfan Akmal

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RashidSales Manager

IrfanAdvertising Manager

AkmalPromotion Manager

MuzamilRegional Sales

IhsanRegional Sales

ShahzaibAdvertising Analyst

AliPromotion Analyst

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ACTION PLAN

Directory of Human Resource Management e.Publications

Aug(2011) Vol. 1, No. 1

ACTION PLAN

© HRMARS, Pakistan

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• JUNE– Company Launching

– Aggressive Advertisement

• JULY– Launch of PreEZ

Directory of Human Resource Management e.Publications

Aug(2011) Vol. 1, No. 1

– Launch of PreEZ

– Launch of PostEZ

– Promotion Packages

• AUGUST– Video Call Offer

– 3G

– VAS Offers

– Azadi Offers at Independence day