Strategic Marketing Plan for Warid Telecom

[ ] 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

1 Marketing takes day to learn. Unfortunately it takes a lifetime to master

[ ] WARID

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


[ ] WARID

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


[ ] WARID

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:


[ ] WARID

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.


[ ] WARID

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


[ ] WARID

(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


[ ] WARID

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


[ ] WARID

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.


[ ] WARID

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


[ ] WARID

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.


[ ] WARID

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


[ ] WARID

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.


[ ] WARID



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


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.



Social Factors

Consumer Buying behavior 1 2 3 4

5


[ ] WARID

Work life Quality 1 2 3 4

5

Workforce Diversity 1 2 3 4

5


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.



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



[ ] WARID

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.


[ ] WARID

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


http://www.orascomtelecom.com/

[ ] WARID

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.



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



[ ] WARID

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


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.


[ ] WARID

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.


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


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


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


[ ] WARID

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.


[ ] WARID

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


[ ] WARID

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.


[ ] WARID

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


[ ] WARID

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


[ ] 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.


[ ] 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


[ ] WARID

about managing its big operations by excellent deliverable plans. Warid is

also look up towards the research and development activities.



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


Marketing Strategies of Warid


[ ] 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


[ ] 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


[ ] 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


[ ] 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.


[ ] 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


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


[ ] 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


[ ] 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


[ ] 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


[ ] 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.


[ ] WARID

Porter’s five Model in WARID


[ ] WARID


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.


[ ] 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.


Sales Growth

[ ] WARID

Implementation and Control Process


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.


[ ] 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.


[ ] 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


[ ] 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)


[ ] 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.


[ ] 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


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


[ ] 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


[ ] 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


[ ] 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


Strategic Marketing Plan for Warid Telecom

Documents

Transcript of Strategic Marketing Plan for Warid Telecom