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April 30, 2009
STRATEGIC BRAND MANAGEMENT
DANISH AZEEM (08210027) ZUBAIR ZULFIQAR (08210005) MR. NADEEM MUSTAFA
To Him belongs the dimension of the Heavens and the earth, it is He who gives Life and death and He have power over all things. (Al-Quran)
First of all we would like to thank our Allah Almighty who really helps us in every problem during the project. We would like to express our sincere and humble gratitude to Almighty WHO’s Blessings, help and guidance has been a real source of all our achievements in our life. We are also thankful to our parents for their tiresome efforts in bringing us to this stage. We would also like to admit that we completed this project due to parents who pray for our success. We also wish to express our appreciation to our supervisor Mr. Nadeem Mustafa who help us a lot and introduce us to new dimensions of knowledge. And we would like to acknowledge all staff member of IT lab of GIFT University. We are also thankful to the generous and kind help and guidance of following Warid Telecom staff members:
Chapter no 1
SUCCESS IS NOT SOME THING TO WAIT FOR, BUT SUCCESS IS SOMETHING TO WORK FOR
Warid Telecom is backed by the Abu Dhabi Group and is owned by Sheikh Nahayan AlMubarak Al-Nahayan. It is one of the largest groups in the Middle East and the single largest foreign investor group in Pakistan. Abu Dhabi Group has diversified business interest in the institutions that have enjoyed commercial success as a result of its strong financial resources and extensive management expertise. The major investments of Abu Dhabi Group in Financial and Telecom sectors are shown in the following chart:
In 2004, 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 and was the first venture of Warid Telecom International LLC. Warid started it services in Pakistan May 2005. Within 80 days of launch Warid Pakistan claims to have attracted more than 1 million users. It is ranked as the fourth largest operator in Pakistan.
WARID Telecom’s vision is To be the leading national communications provider with a strong international presence.
WARID Telecom’s mission is Our Mission Statement is to provide optimum level of support and care through our highly skilled and motivated team of professionals and through maximum network coverage and clear connectivity that we have committed to provide
Product And Services:
Product: Warid Pakistan provides both post-paid and pre-paid connection plans. They 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, they offer both postpaid (Zahi) and the prepaid (Zem) services to their customers. Zem is an amazing prepaid service that allows freedom from monthly bills and gives complete control over the customer’s cellular expenditure. The user can decide in advance when and how much he wants to spend. He can load a scratch card whenever he wants to and start talking. Zahi-Post-paid and Zem Pre-paid user enjoy various value added services, such as SMS, MMS, GPRS, 64K SIM, Dual SIM product, Corporate packages for product advertising via SMS, and a host of other features. However International Roaming is available to its Zahi (post-paid) users as of March 2007. For pre-paid customers, International Roaming is also available. Services: Warid presents a wide selection of value added services to its customers. The world of Warid Value Added Services has unlimited options of not only communication, but also convenience, entertainment & personalization. These services comprise a myriad of
pictures and much more from around the world straight on … 10.options from entertainment to utility based services. 4. Gift A Caller Tune: Warid brings you a unique way to send a special gift. Warid telecom (website) 2. Warid Sports Station: Never miss out your favorite game read more Source: 1. Pocket PCO: Now your business is truly in your pocket 12. International Top-up: Send prepaid airtime to their loved ones back home. 9. Zem Gup Lagao: Gup Lagao-Dost Banao Sir Zem Kay saath 7. Warid Fun Store: Now gift to friends & spread the joy! 5. Place Finder Find places instantly on your mobile 14. 786 Islamic Services: Dial 786 for a complete Islamic library 6. Wikipedia encyclopedia 7 . Send. Upload Photos @ Face book: Snap. Love Meter: When you are in Love.. Mobile Games Turn your phone into a gaming zone with Zem mobile game. 11. you can’t fall asleep because reality is better than your dreams.. 13. tones. You think of it and we have it! Keep exploring & stay amused! 1. Balance Share: Out of cash? But never out of balance! read more 8. Friend Finder Find your friends location instantly on your mobile. Wzone: Enjoy the latest videos. 3. Share! 2.
cover its growing customer requirements and evolve to all-IP.VALUE CHAIN ANALYSIS Value chain is a high-level model of how businesses receive raw materials as input. Firm Infrastructure Support Activities Human Resource Management Technology Development Procurrement M A R G Goods inwards Operations Distrib-ution Marketing & Sales Services I N Primary Activities Inbound Logistics: As Warid Telecom is engaged in service concerns so in the service such as mobile communication inbound logistics are of two types. Ericsson involves in an evolution and expansion of Warid's GSM network. add value to the raw materials through various processes. Ericsson with almost 40% market share and world’s most widely deployed mobile standards. Ericsson not only helps Warid Telecom in network rollout but also in professional services like operations assistance and network maintenance. transmission and packet core network equipment as well as multimedia services. Ericsson also provides capacity for an additional 10 million subscribers through its mobile soft switch solution and the expansion of the radio access network in existing and new cities. In which first is network infrastructure provider and second is GSM SIM manufacturers. Mobile Soft switch solution. radio. For providing end to end solution to users Warid Telecom have chosen Ericsson as it GSM infrastructure supplier. In matter of SIM’s manufacturing in the 8 . and sell finished products to customers. The expansion of the network and the implementation of Ericsson's Mobile Soft switch solution enable Warid to cater to Pakistan's capacity requirements.
Operations: Telecom sector operation involves providing service to the customer through network routers. Warid is willing to tie up preferential terms on a lower profit basis with the upside of partnering with the leading operators in each market 9 . Korea. Islamabad software house is a big supplier of Warid telecom. Today.beginning SIMs are manufactured abroad (Malaysia. text. Warid's operation process strategy is to provide superior Quality of Service based on competitive pricing rather than being cheapest in the market. the cellular segment operation is increasingly dictated by the end users. Based on Warid Telecom untiring efforts to produce a quality services‚ they are provided the most state of the art network. ISH and Warid has five year contract for manufacturing the GSM SIMs. China. When SIM is installed in the cell phone then services operation starts in the form of voice communication. A critical element to Warid's strategy is to work with key Strategic Partners to allow Warid to focus on its core competencies while leveraging its Partner's strength. But now a days SIM’s are manufactured locally by the local software houses. Under the operation processes also come their way of dealing with the customer when customer enters the Warid office or calling their help line with a hope to get better response and better communication in order to buy their product and issue resolvency. Singapore) and imported to Pakistan abroad and imported in Pakistan. no third party was involved. With respect to service providence Warid have been adapted to owning the customer because services were a one-to-one relationship with users. For that purpose Product (SIM) of Warid is bought to get their service be experience. At Warid Telecom‚ customers are served with the mindset that they are our most important stakeholders for the organization. or other value added service. The operational processes of Warid come into view only after the customer has bought their product or experiencing their service. By using this strategic operational approach.
tariffs. press releases. Farrukh Hayat (GM Distribution & Payphones) Farrukh Hayat has joined Warid as General Manager Distribution and GSM Marketing & Sales This subdivision of Warid Telecom is mainly meant for promotional activities. They have their warehouse in their zonal offices. point of sale material preparation (brochures. product development and content management along with franchise. press conference before launching etc). 10 . sponsorships. through certain marketing campaign and operating the business flow in the country. It includes building an identity for the corporation and brand.Outbound Logistics: These are all the activities concerned with distributing the product or service to the customers. They have built strong relationships with particular distributors. Task of Promotional campaign of Warid is usually taken by Spectrum R&Y Consultants which enhance Warid brands attributes and value. His portfolio includes brand. It has revolutionized the marketing phenomena by different marketing processes such as billboards media etc. The correct marketing management process success depends upon secret passion of defining the boundaries logistics and innovation of services to provide excellent feedback to consumers and Warid is doing this in a very comprehensive way. managing advertising campaigns. website management. flyers etc). direct and corporate sales. In fact company is using the selling and marketing concept as Warid is superficially executing the business Naveed Saeed (GM Sales & Marketing) Naveed Saeed is responsible for the full range of Group Marketing and Sales Functions. Warid has nearly 19 Regional Sales Offices in all over the Pakistan which works under their respective zonal offices. media relations (newspaper coverage. In the outbound logistics Warid has no such distribution network of their own means to say they distribute Sims to customer care centers and franchises through local transporter and mini goods travelers’ distribution networks.
Though WARID Telecom has a lot of good feature about after sale service. distributors.. WARID Telecom has emphasized on building a relationship with the customer. but with regard to customer their customer care department is be one of the major in terms of customer satisfaction. In the matter of SIM Warid have contract of SIM manufacturing with supplier that make sure that supply of the product deed not stop. 11 . Rauf joined the Company in March 2005 as General Manager Procurement and Logistics. Warid telecom has at most 240 franchises and 19 regional sale offices all over the country. Warid telecom improves and can increase the number of its Customer Service Centers and Franchises.Service One of the important elements of any kind of business’s success is knowing your customers and keeping up with their demands. Services of Warid Telecom are through Customer Service centers and Franchise. Whenever a customer calls in to one of their call centers he feels more than welcome by either their friendly staff. They encourage their customers to offer different suggestion to improve its services. They respond positively to the desires of the customers. For software upgrading Ericsson provide software to meet the needs that help Warid in operation and for the procurement of Sims ISH provide the supply to meet the demand which is required by many customer care and franchises and other Shahzad Rauf (GM Procurement) Mr. WARID Telecom management highlighted the fact that they not only stressed on having good customer care services but also those they have been successful in doing. Inspite of customer care center Warid too have franchises where they are serving the customer well. Procurement This function is responsible for purchasing the materials that are necessary for the company’s operations. For service enhancement.
No other SIM in the market offers this amount of storage space. WARID Telecom has maintained open communication channels both downward and upward in the company’s hierarchy. This is quite effective in creating a good working environment for the employees. hiring and placement of the employee. At WARID Telecom working environment was very informal. At customer care centers there are IP–based call center and leading data center with over 300 seats. Ericsson not only helps Warid Telecom in network rollout but also in professional services. Manpower Development. in order to optimize the utilization of frequency. He also looked after all the Personnel matters. Warid has highly advanced network that is EDGE compatible‚ 3G–compatible and has measures in place for a soft switch and media gateway architecture. ZAFAR IQBAL (GM Human Resources) Is GM Human Resources of Warid Telecom (Pvt) Ltd. selection. Fully redundant network with a robust design to cater for future needs. Human Resource Management A healthy working environment is very necessary to induce a sense of belonging into the employees. The have an active incentive program. Legal and Public Affairs. Ericsson is Warid Preferred business partner for providing complete “Turnkey state of the art” GSM network. They tend to test people skills by assigning to them challenging tasks that fulfill 12 . It was the first GSM network to launch with an SMSC-less messaging infrastructure it is one of the factors helping Warid create its technical and services lead. Employers were encouraged to participate and they could easily communicate with their co-workers. the 64K SIM gives its users added flexibility to store up to 500 numbers and 50 text messages. Apart from the special WARID menu.Technology Development Warid Telecom is using 900 and 1800 GSM technology. He was responsible for Human Resource implementation of policies and procedures for the countrywide operations. Warid presents the most powerful 64K SIM. Prepaid customers can replace their standard 32K SIM with the 64K SIM by paying a replacement fee. thus to ensuring the highest quality and service. WARID Telecom has a very comprehensive and distinctive procedure of requirement.
all formally dressed. On entering the Warid Telecom office. All these things made the office informally communicate that it welcomed customers and guests. The décor includes glass and steel walls. the manager knows it at a right time and they can make it well. They are completely satisfied their current performance and work for the betterment and development of the system. they can make correction in their plans. Infrastructure: The environment of any organization plays a very vital role in bringing out the inner qualities and talents of people. but the most important element that makes this backdrop complete is the employees. what strikes a person most is their atmosphere and décor. WARID Telecom believes on team work. the plan does not work properly. The internal control system of the organization is also very tight and effective. The security check on entering the majestic hall gives the customer a sense of security. to communicate that Warid Telecom is an eco-friendly organization. 13 . Due to this strong check and balance.their achievements needs. a touch of greenery has been added. To make the atmosphere more pleasant. with a large impressive lobby welcoming the distinguish customers. This communicates that Warid Telecom has effectively dealt with its toughest and delicate issues with care. If at any time or at any place. WARID Telecom has a very strong organizational culture in every customer care center and franchise. The atmosphere of the Warid Telecom head office is a very pleasant one. It requires the person visiting the office to sign an entry form and wear a badge. communicating that the organization strictly adheres to dress code. Nobody is allowed to violate his power. WARID Telecom has a monthly evaluation system in place that keeps a check on employees every 30 days. The check and balance system is also very strong.
1 billion $2.4 23.ABOUT PAKISTAN Pakistan with a large and growing population of 160 million considered as most attractive place for investors in the world. while remittance activity recorded yet another high for December 2008. However. In the face of U. IMF support has boosted the FX reserve position to over USD10bn. The cost of importing oil and cotton increased by 30%. First quartile of 2009 shows a slight decline in overall corporate earnings by 0.9%.3 7+ $446. Economy of Pakistan in Q1 2009: Real GDP growth (%.18 million 14 .4% and growth of economy witnessed over the last five years is pulse 7% annual. the outlook for international commodity prices is bleak in 2009. 65% increase in wheat and 47% palm oil during the commodity boom which pushed the fiscal year 2008 trade deficit to USD15. fiscal years ending Jun 30th) Consumer price inflation (av.0% during first quarter of 2009 and tight liquidity had spawned rumors of bank defaults. %) Economy growth rate (av. corporate will still have to deal with a weaker PKR than has been over the last few years along with restructuring and higher unemployment that will hurt overall consumption patterns. a significant fall from 6. %) GDP (purchasing power parity) GDP .5%.3%. the last CPI reading came in at 23. The end of year 2008 marked the culmination of one of the most volatile periods in the country’s history. projections for GDP growth in this fiscal year are now 3. Moreover.3bn.The PKR has weakened by 29.per capita Labor force: 3.The inflation seems to have finally peaked.600 49.S recession and relative slowdowns in China and India.
000.741.942 (July 2007 est.316.Demographics Of Pakistan: It is estimated that the Pakistan's population will be over 180. And by the next decade the population is expected to exceed 176 million.622 48.480 3.863 3. During last 4 to five years population is expanded and now it is estimated that Pakistan's population will be over 180.000 population (2007 est. Dramatic social changes have led to rapid urbanization and the emergence of mega cities Key Indicators: § § § § Age Structure: Population: Growth rate: Birth rate: Death rate: 164.000 population (2007 est.) 27.4 4.409. In the past.648.3 59. Population: Pakistan had an estimated population of 169.) Age group 0-14 15-64 65 and over Emerging Middle Class: %age 36.000 by mid 2008. Country's population had a relatively high growth rate that is 15 .567.803 51.819.5% CAGR as compared to 10% for last 3 years.000.300.000.828% (2007 est.246 Female 29.026 Middle class incomes are rapidly growing and consumer spending consequently growing above 16.000. however.) 8 deaths/1. the country's population had a relatively high growth rate that has.74 births/1.3 Male 31.) 1.000 by mid 2008. been moderated by declining fertility and birth rates.
805%. Muhajirs and Baloch.acting as the parents' social security and taking care of them in their old age. BMA Capital 2009 (slowing down. media. Pakistan currently ranks 46th on the Kearney/FP Globalization index in the world. Culture and Norms: There are five main ethnic groups in Pakistan and these are Punjabi. Languages are the most common identity of ethnicity in Pakistan. Purchasing power parity: The purchasing power parity of Pakistani consumers has been increased to Rs. Pakistan Economic Survey 2008 5. Pakistan Facts CIA World Fact Book 3. Pakistan has a family-income Gini index of 41. Pakistan has low literacy rate as compared to other developed country like china. Sindhi. U-turn ahead) 2. and food. English is the medium of education in most of the schools and universities. Urdu is the official language and can speak and read all over the Pakistan.1. There are many western restaurant chains can be found in the major cities. Federal Bureau Statistics 4. especially among the well-off.Population Census Organization 16 . close to the world average of 39. who can easily acquire Western products such as television. Literacy rate in Pakistan is 55%. 504. Source: 1. Among this literacy rate male literacy ratio is 67% and female ratio is 42% Social Changes Globalization has increased the "Western culture" influence in Pakistan. Population below the poverty line is 28 percent of the total population Literacy: Educated people are the back bone of every economy. 465. Pashtun.416 in 2007. therefore it is a de facto national language of Pakistan. since there is no government to run an official 'social security' system that is administered. America.269 in 2008 from Rs. One of the boys always stays .
the total number of subscribers which had touched an all-time high figure of 90. Still. the 17 . Pakistan government taken the step to regulate the telecom sector by the authority of PTA. Also the political governmental rules can not be completely applicable in this sector due to the regulation authority of PTA. the first is called the “Economy Wide Competition Regulator” as the Monopoly Control Authority. The mobile phone teledensity which had reached to 55. Currently government has increased the taxes in the telecommunication sector that will also a harder in the smooth operation of Warid telecom operation. Pre-paid customers were charged 10 per cent withholding tax on every new load. In Pakistan. which is a threat for any business including Warid telecom. which was deducted in advance. § Due to huge budget deficit and low growth of economy government has increased the taxes in telecom sector. § Before WTO implementation for deregulation of different sectors of the economy. Following are some of the factors that could cause Warid brands to differ materially from the expected results. it means that about half of the population may possess the phone. The customers were also paying 15 per cent sales tax on every call. There are two types of Regulators held by PTA. This political instability has led to uncertain environment in the country.52 million in October 2008. These are: § Due to the unpredictable political and governmental changes rules and regulation are changed quite frequently.80 by the end of December.PEST ANALYSIS Political And Legal Factors: The government plays an important role in the operation and manufacturing products and services in terms of regulations. Inside country war and drown attacks in north frontier areas. § Now a day’s Pakistani environment is instable due to political clashes among political parties. § Environment of telecom is investor friendly and have great potential to gain profit. However.
§ The unemployment rate is going up and up with the increase of level of poverty that is reducing the buying power of the people that is threat for Warid brand. § As Pakistan is an Islamic country and people are very strict in case of Islam any thing against the philosophy of Islam on either print or electronic media are treated as against Pakistan. § Due to inflation the cost of doing business is also gone higher. In late 2006. the Central Board of Revenue estimated that there were almost 2. These can affect how easy or how difficult Warid telecom is to be successful and profitable in the economy. Due to mistrust in the Pakistan environment the foreign direct investment has been declined. provide opportunities and threats for Warid brand. jumping to 7. These kinds of threats are hindrance in the way of Warid brand Economical Factors: Economic conditions are influenced by political and government policy. Most of the people dislike anything extra-ordinary or 18 . Social Factors: The socio cultural environment summarizes demand and tastes. This increasing ratio will hurt the buying power of the consumers that will overall reduce the demand for the products.8 million income-tax payers in the country with 45 % people are living on 2 $ per day. § Over all economic conditions are not very sound . which vary with fashion and disposable income. § Pakistan has a growing upper class with relatively high per capita incomes.The country risk of Pakistan goes to 3 which is alarming situation for Pakistan.3% in first quartile of 2009. This is the thread for Warid telecom because not new investments in being carried out in this environment. being a major influence affecting these can affect the Warid telecom strategies.9% in 2006 to 23.present government increased the sales tax from 15 per cent to 21 per cent for mobile users by declaring the mobile phone a luxury item. Inflation remains the biggest threat to the economy.
something which sabotage their culture or subculture. Technological change impacts socio cultural attitudes as well as on economy. Eid Celebrations and other cultural festivals. § The total population of Pakistan is approximately 16 billion. On these festivals they make calls to relative and one of the key issues is sending SMS regarding the event. Pakistani society is largely multilingual and multicultural § The Pakistani people are more social and want to remain in contact with other people. Technological Factors: Advances in technology can have a major impact on business success. 19 . This technology will increase operating capacity and revenues by using HSPA technology. § § § The current focus in cellular industry is coverage and establishing franchises which has a positive effect on the Warid brand Introduction of CDMA technology in the Mobile SIMS which is also an opportunity for the Warid brand. § Companies have technology with which they can compete in the Pakistan and now companies are investing in their infrastructure to not only expand coverage but also to upgrade their existing systems. The life style of Pakistani people is changing rapidly. This will influence the demand for the Warid product § Increasing globalization has amplified the influence of "Western culture" in Pakistan. And also there is trend for Black berry sets by youth which will help in enhancing their product and services. They celebrate lot of festivals like Jashn-e-Baharan. The latest technology of 3G mobile communications has been earmarked and PTA will soon be inviting applications for 3G spectrum auction. The population is increasing rapidly which increase the number of cellular usage and help in projecting high profits. People are more conscious about status pat most all people purchase multimedia mobile phones.
Our Industry already has LL (Local Loop). 20 .TELECOM SECTOR In the era of globalization and information society. and ISP (Internet Service Provider) players and WiMax. 3G cellular systems are expected be a part of this Industry soon. Similarly Value Added Services have grown but are still a drop in the bucket. LDI (Long distance and International). the fundamental role of telecommunication technologies cannot be underestimated. Fixed line is still awaiting a take off. WLL (Wireless Local Loop). Now that the competition has been introduced in the telecom sector some very positive impact have been observed on the growth of the sector in a short span of time which is expected to continue to grow for at least next five years if the daring investors influx continue as in the last 3 years. Although tremendous growth has taken place in the Pakistan telecom sector but most of it can be attributed to the cellular growth.
LL and LDI sectors Ø Effective policing of limited mobility rules for WLL players Ø Clear rules regarding license renewal and issuance. Cellular mobile telecommunication services were introduced in Pakistan in 1990 and now Pakistan stands as one of the largest telecom subscriber with the cheapest calling rates in the region.Key Telecom Market Trends: v Macro / Demographic trends Ø Continued urbanization trend Ø Rapidly rising disposable income with influx of expatriate income. which has declined from 82% in the year 2006-07. . and this will significantly impact the overall performance of 21 . Pakistan Cellular Market Outlook: Cellular Mobile segment of the industry is considered an engine of growth for telecom sector in Pakistan. Government has stopped granting license to mobile operators. Pakistan’s mobile Industry is a dynamic and highly competitive market. Cellular Mobile teledensity jumped from 39% in 2006-07 to 54. Cellular Mobile sector continued to add 2.1 million subscribers per month during the year 2007-2008. At present the cellular subscriber base is close to a mature stage. Growth of cellular subscribers has declined by all major companies. Ø Availability of low-cost hand sets Ø Large youth population v Fixed mobile substitution v Regulatory environment Ø Independent and well-respected regulator Ø Transparent decision making process and level playing field Ø No cap on foreign ownership of telecom assets Ø Liberalization of WLL. Total subscribers growth has been reported 40% in 2007-08.7% in 2007-08.Collective Revenues of the sector have grown by 35% in the year 2007-08 against a record growth of 48% in the year 2006-07.
v Content services mainly SMS based. v Handsets are available for as low as $12 (with subscription).000 million. Key GSM Market Trends: v Intensive subscriber’s growth v 60% of subscribers are prepaid. Total subscribers crossed 88 million at the end of 2007-08. 22 . v ARPU has fallen 3% over the last year. Subscription of subscribers impressive for remained another year and all companies together added more than 25 million subscribers to their networks. v Compatible handsets pushing Java Games and GPRS usage.the telecom sector. v Low GPRS usage. v A huge market for cheaper handsets. Industry Subscribers & Penetration forecast: Pakistan has been one of the fastest growing mobile markets among the emerging telecom markets. It has been estimated that in the coming years till end of 2010 penetration as well as subscriber reached to 139. The existing players may experience high growth opportunities as the number of players is put on hold for the time being. v Majority of revenue are from voice-based services.
ü Today mobile network coverage is reaching to almost 90% of the total population. ü During the year 2007-08.1 in 2007-08.679 which were 1.9 million.182080.Average Revenue per User: Average Revenue per User (ARPU) is an important tool to measure the financial health of any telecom sector. Cellular players invested over US$ 2. 23 . total cellular operators franchises increased to 1.9 US$. 752 in 2006-07. ü Activation tax collection has increased from Rs. ü During 2007-08.It has been estimated that in the coming years Average Revenue per User (ARPU) reached to 3. However.6 million. Exploring The Cellular Market: ü Cellular subscribers in Pakistan reached 76. ü During 2007-08 the revenue of mobile industry was Rs. 17. In Pakistan ARPU has declined significantly over the years.619 the pervious year. ü Total Cell sites in Pakistan reached 21. The emerging markets of cellular mobile segments in South Asia are considered the low ARPU markets.3 billion. the cellular mobile operators in Pakistan succeeded to maintain ARPU in 2007-08 at the level of previous year and reported only 3% further decline. ARPU in Pakistan was US$ 9 which has declined to only US$ 3. 19. which is 12% lower than the previous year.518 which were only 13.57 billion in 2006-07 to Rs. In the year 2003-04.18 billion in 2007-08 which is 11% higher than the previous year.
Pakistan Economic Survey 2008 3. ü Total subscribers crossed 88 million at the end of 2007-08. ü 31%.82 billion minutes in Pakistan.ü International Mobile Equipment Identity (IMEI) blocking system installed to stop Mobile handset theft. ü PTA has completed schedule for migration from 7 to 8 digits numbering plan. Pakistan cellular mobile industry terminated 1. ü PTA fixed US$ 10 million for grant of cellular mobile license for Azad Jammu & Kashmir and North As and issued five cellular mobile Licenses to Mobilink. PTA blocked 96.109 billion minutes on foreign networks while foreign operators terminated 2. ü In the year 2007-08. Ufone and Zong. Domestic traffic of cellular mobile operators on fixed networks increased by 13%. Source: 1. PTA cellular sector report 2008 2. Warid Telecom. Warid investor presentation (July 2008) 24 .258 hand sets. Telenor Pakistan.
as compared to last year.4 million subscribers as compared to 7.0 million subscribers as compared to its addition of 6. 2001. The main reason for this slow growth could be a strong competition between cellular and fixed line industry offering low packages to its consumers. Ufone Ufone commenced its operations from Islamabad on January 29. During the year 2007-08. Telenor started its business in Pakistan in 2006. Mobile sector which is now driven by lowest tariffs. Despite the stiff competition in Pakistan telecom market which has led to reduction of prices to bare minimum level. Manual mobile telephony services were introduced in Norway in 1966.COMPETITOR ANALYSIS The major players of Pakistani mobile market comprises of Mobilink. Ufone. maximum coverage. Now during year 2008 it added 4. and relatively better quality the Pakistan mobile market maintained rapid growth during 2008. Telenor. due to its aggressive policies and exercising strict control over expenses the Company managed to improve its revenue and after-tax profit by 87% and 54% respectively. During the year 2007-08 Mobilink added comes 5. Players Matrix: Mobilink: Mobilink enter into the market in 1994 as a market leader both in terms of growth as well as having the largest customer subscribers.5 million in previous year. Warid and China Mobile. Telenor: The years of 1855 to 1920 was a pioneering period in the history of Norwegian telecommunications.7 million subscribers and stood in the second position in regard to subscriber’s prospect.1 million in 2006-07. 25 . Telenor now has mobile operations in 12 markets around the world. Telenor added about 7.
at the expense of Mobilink and Ufone. Zong and Telenor have been growing at a brisk pace. Take a look at the April to May changes. Subscriber Of Cellular Service Provider: The mobile subscriber numbers for last few months tell an interesting story. Subscribers of Zong in April 2008 were 3.9 million subscribers in last few months. But in June. Ufone and Telenor numbers remain extremely close to each other. Mobilink continues at sluggish pace. It is meant to empower and liberate the people of Pakistan. Coverage Of Cellular Service Provider: Tough competition in cellular mobile market of Pakistan compelled all operators to expand the network rapidly so that they can add more subscribers on their network to improve their revenue. Telenor and Zong seem to be losing some steam after a few months of high subscriber intake. Mobilink s share of market is down to 37%.146. Its growth was negative previous year but in 2008 it added 2.763. Currently more than 91% of the population has access to cellular mobile service all across Pakistan though the access is more in thickly populated 26 . Warid fought back by adding the largest number of subscribers.Zong: ZONG is the first International brand of China Mobile being launched in Pakistan.
Moreover.518 which were only 13. its total sites stand at 7.localities. Ufone growth was 111% while CM Pak growth remained 100%.817 cell sites. Revenue Of Cellular Service Provider: Financial health of the cellular mobile industry seems to be volatile and most of the operators are operating in loss though their revenues have increased significantly over the last few years.471. rest of the country is almost covered by now. 752 in 2006-07.827 new cell sites during 2007-08. In the year 2007-08. During the year 2007-08 all operators have added around 8. Telenor is the most efficient operator in terms of revenue generation who has increased about 27 . Among the operators. Some areas of Baluchitsan and NWFP remained uncovered due to disturbances in those areas. Ufone has added the highest number of cell sites in 2007-08 and that addition was1. Total Cell sites in Pakistan reached 21. With addition of these. revenue grew by 35% compare to 48% last year.339 which is the highest among all. which is an impressive figure because it takes huge investments to install the cell sites. Depreciation of Pakistani currency has further exacerbated the financial position of the industry. In terms cell sites growth. Most of the operators are engaged in rolling out infrastructure and operators have to spend a huge amount on import of machinery and equipments. Next was Mobilink who added 1. low tariffs and increased tax rates could also be responsible factors for low profit margins in the industry. Ufone total cell sites have reached to 3.000 new cell sites.
45 billion revenues in the fiscal year 2007-08. Market Share Of Cellular Service Provider: Mobilink continued to be market leader in terms of market share by subscriber in Dec 2008 although the company lost its share of 11% in the reporting year as compared to 50% in 2006. Mobilink kept on loosing its share for another year in favor of Telenor and Warid.97% revenue in 2007-08 compared to previous year and reported Rs. 28 . 80 billion revenues which is 24% higher than the last year. Mobilink earned about Rs. Mobilink and Telenor hold about 70% of the total revenues of the industry while 29% is held by Warid and Ufone. In 2008 the share of each company in mobile market exhibited a change. Ufone and Telenor also gained some market share where Instaphone lost its market during the year. Warid and Ufone have 15% and 14% of total revenue respectively. except for Ufone whose subscriber share remained more or less the same. Warid acquired 17% of total in Pakistan at the end of 2007.
§ Focuses again on network quality with high rates.Competitive Comparison Matrix: PLAYERS POSITIONING TECHNOLOGY PRODUCT & SERVICES OWNER M Mo ob biilliin nk k § Plays upon as market leader § Focuses on quality and coverage. § “Its all about U” § Claiming to be a peoples brand § Has focused on strong network deployment & leveraging on its international expertise. § “reshaping lives” § Attractive brand claiming to be a trend setter in the industry. § “life ka network” § Has focused on strong network deployment § Symbolized as “say it all” § Recently focused on low rates irrespective of others. § Claming strong quality & coverage. § Data products (blackberry and USB DSL modem) § Reduce rates with attractive on net call packages § Data products (blackberry) § Abstract and party promotion with renowned personalities. § GSM § GPRS § EDGE § GSM900/1800 § GSM § GPRS § EDGE § GSM900/1800 § Reduce its tariffs due to Orascom immense competition on rate § Data products (blackberry and USB DSL modem) § Red carpet promotion § Reduce rates and offers Etisalat attractive packages § Funny promotional ads focusing general attention. § Cheap rates and medium quality. § “The smart call” § Perceive as good quality but rates are high as compared to other competitors. U Uffo on ne e T Te elle en no or r § GSM § GPRS § EDGE § GSM900/1800 Telenor ASA W Wa ar riid d § GSM § GPRS § GSM900/1800 § Enhanced and diversified Value added services portfolio § Important Value added services portfolio Abu Dhabi Group Z Zo on ng g § GSM § GPRS § GSM900/1800 § Youth oriented VAS portfolio China § Free calls on Closed user group Mobile 29 .
• • STRENGTHS Stagnant Profitability Low market share as compare to competitor (Mobilink). WEAKNESS • Overly Dependent on PTCL 30 . Stream line benefit.Competitors SWOT Matrix: Mobilink: • • • • • Market leader Strong Equity Wide network range International brand Network capacity STRENGTHS . Experience Variety of Value Added Service Broad market coverage. Knowledge about country culture. • High prices Foreign brand Less known to culture WEAKNESS • • Ufone: • • • • • • Subsidiary of PTCL.
They have the ability and resources to hire skilled engineers. Leverage financial resource from CMC Experienced administration • STRENGTHS Low market share as compare to competitor WEAKNESS • They are unable to improve the network means that they are not using their resources. STRENGTHS • Large number of Subscriber • Low market share as compare to competitor WEAKNESS • Limited coverage due to newly introduce in the market • Signal problem due to limited network Zong: • • • • World biggest network A product of China Mobile Company. • There is the diversion of customers towards other brands due to connectivity issue 31 .Telenor: • Have maximum coverage in PAKISTAN • • Have a very strong financial.
Warid (website) 4. Ufone (website) 2. Mobilink (website) 3. Telenor (website) 5. PTA cellular sector report 2008 32 . Zong (website) 6.Source: 1. Wikipedia encyclopedia 7.
PORTER S FIVE FORCES Porter's five forces developed by Michael E. stand alone. Give a framework for environmental audit but tends to focus on the single. business or SBU (Strategic Business Unit) rather than a single product or range of products 33 . Porter of Harvard Business School in 1979.
Nortel. Mobilink and Zong all have attractive packages nearly in Paisa s and coverage in almost every city with franchise and sale centers. higher sales and competitive advantage. In the case of infrastructure provider Supplier power is relatively high in the cellular sector. All the service providers are competing to each by the factors of low price. Jingle promotions and sponsorship with famous watch’s. Telenor.Intensity Of Rivalry: Overview of caller sector indicates that rivalries among the competitors are high. In this competition arena efforts of companies are to gain better market position. Siemens. Here is the list of suppliers that provide infrastructure to telecom sector these are ZTE. China and Singapore but currently locally SIM’s are manufacture. One important factor for fierce competition is users low switching cost and also the demand for the user increases. Actually basis for fierce competition is that there are total five players in the market and cellular market is at growth with more than two million subscribers in a month each year. active efforts to improve quality service and also the better customer service. Supplier Power: There are two types of supplier in the industry one are those which are providing cellular infrastructure to the cellular firms and other are the manufactures of SIM and other items.But in respect of SIM manufactures the bargaining power of the Suppler is relatively weak because in the initial stage SIM’s are exported from Malaysia. 34 . Each company has its own suppler in the matter of providing telecommunication equipments. Companies face huge switching cost in matter of switching from supplier because they have to install whole new infrastructure when switched to other vendor’s . innovative packages. and Motorola. Warid Ufone. Using all media vehicles cellular service provider heavily bombarded customers with promotional activities with timer checks. Korea. The competition is also tough because new enterer has opened competition for gaining market share as well as contribution in the industry sale. Alcatel-Lucent. As there are few suppliers in the telecom industry that are providing telecommunication equipment and other related service to the sector. Users in this sector are price conscious and also variety seeking so they can switch form one service provider to another without having switching cost.
Buyer Power: The bargaining power of end users however. Companies negotiate their prices from SIM manufacturers to set their own price standard. Also service provided by mobile operators are almost same because users have to make call which is basic need regarding this sector. Service providers can switch to other SIM manufacture because their switching cost is low. They are large and purchase a sizable percentage of industry’s product. world call.There are lots of suppler engaged in the SIM manufacturing. The substitute service provider that goes indirect competitor with cellular service provides are PTCL. Threat Of Substitutes: Overview of telecommunication sector indicates that threat for substitute is moderate high. Recent years the fixed line subscriber increased to 4. Also customers have both quantity and quality of information available which help them in their decision process while purchasing. This trend shows the current trends for using substitute service in telecommunication sectors 35 . and others. In spite of cellular service provider there are many other substitutes in the telecom industry these are fixed line. From customer prospective the cost of switching is low as there are verities of service offering from these indirect competitors.8 million during current years while WLL services has grown 30% in the year 2007-08 and Overall growth of the PCOs remained 10% in the year 2007-08 which was. These all service providers mentioned earlier have recently reduced their prices and hence have well established infrastructure for coverage. And customer demand for the product service increases time to time changes. is low because there are a large number of service providers and customer can switch to other service provider with at least no cost. Also there are lot of other substitute in the industry user may switch to these service provider with the fact that their costs in switching to substitutes or other brands are low. wireless line. and calling cards.
As PTA has taken back its order that no more firms can enter in the cellular sector at the end of December 2008. Existing industry service providers are looking to expand their market reach by new service offerings and coverage there is probability of new entrance. When legal requirements are concerned. Customer demands are increasingly growing mobile teledensity reaches to 54. There are already five players in the cellular sector playing aggressively to compete each other. satellite. COMPETITIVE FORCE Intensity of Rivalry MAGNITUDE OF FORCE Relatively high CONCLUSION Reduces profit potential of the industry Increases profit potential of the industry Reduces profit potential of the industry Reduces profit potential of the industry Increases profit potential of the industry Supplier Power Relatively weak (supplier type 1) Relatively strong (supplier type 2) Buyer Power Relatively weak Threat of Substitutes Moderately strong Threat of New Entrants Relatively high 36 . installation costs are extremely high for the service providers which is considers normal barrier. But in cellular industry actually the main barrier is high initial expenses.Threat Of New Entrants: With regard to the cellular industry in Pakistan. Legal requirements and costs are two types of barriers. there is a high threat of new entrants. new firm needs to get spectrum license and they need to provide some conditions required by Pakistan Telecommunication Authority and these legal requirements with regard to cellular sector are not consider such barriers.7 percent which is relatively high and also an opportunity for new entrance where they currently do not have a presence. Network coverage.
Financial strength of share holder and their telecom expertise ‘Warid international” Large Post paid based generating high ARPU State of the art IP based contact center and leading data center It has technical partnering involving “SingTel”. “Nokia” and “Wateen”. W eakness: Need to expand network coverage.SWOT OF WARID TELECOM S trengths: Leveraging brand equity from international corporate “Abu Dhabi Group” Having modern network capabilities in respect of infrastructure. 37 . Need to increase brand awareness and improved market positioning Lack of proactive churn management and stimulate programs to address inactive subscriber Low promotional packages activities The product line is too narrow.
Price competition Larger competitors network coverage Strong advertisement and media presence of competitors Entrance of new competitors like Zong. Multiple SIM Warid being used as secondary connection opportunity to stimulate the growth by improving network coverage Bring innovation and VAS and data services to increase revenue Market Growth and industry expansion T hreats: High taxation rate of activation tax is causing a slowdown in consumer growth especially all in rural areas. Political Instability Presence and the acceptability of competitor brand like jazz. talkshak and public demand 38 .O Pportunities Over 60 percent population in rural areas still underserved pent up demand by aggressive network expansion.
Off-peak timings have always been used by service providers to create interest and to lure customers. targeting different market segments and offering all kinds of discounts depending on who you call or when you call. The reason for this is that their ultimate objective is to communicate to other at for off place. In this market. Mobile sector comes under verity seeking buying behavior by the buyer because it occurs under the conditions of low consumer involvement and significant brand difference. consumer has low involvement they perceive the brand benefits on the basis price. So. These days there is a rush of packages out in the market from the mobile service providers. voice quality and coverage. So. By taking the advantage of this consciousness of the users mobile operators re enhancing product offering in the form of low rate packages and network expansion by installing boaster. Every body can enter in to buying process by need of communication. In the regard of this communication media vehicles play an important role in getting their service preferred by the users. customer seeks indifference among services provided by these 39 .BUYER BEHAVIOUR High involvement Low involvement Variety Seeking Buying Behavior Significant Difference between Brands Complex Buying Behavior Few Differences between brands Dissonancereducing buying Behavior Habitual buying Behavior The Pakistani mobile users are more price-conscious but in cellular sector they also don’t compromise on the quality of voice. Buying is initiated by “communication purpose”.
Cellophane availability: In Pakistan cellular sector cheaper models of mobile phones for common citizens played a great role in improving business prospects. mobile phones outnumber land-line phones. Quality: After the price people prefer quality of voice second because they are paying for the voice if the voice is not clear to them which they are paying for they defiantly they switch to other operators. Factor for Demand: Following are the factor which makes the demand of cellular subscriber go on increasing. Demand for the service provider increase 40 . the mobile phone undergoes a great transformation. it became a personal communications tool for the general population. Coverage: After the quality of voice second available factor for customer switch age is coverage.cellular operators and switch according to their desire. If they find signal problem they may switch to more coverage operator in the sectors Promotion: With promoting services that has factor too for consumer switch age. A person in this segment seeks the prices most important factor and operator of service are also offering verity of packages to make the customer attract. Technological transformation of industry: Between the 1980s and the 2008. Where the price of any product is low people change their taste and divert towards that low price product. From being an expensive item used by the business elite. Factors that influencing on customer switch age to other operator of mobile network are Price: Users use services of the operator to communication so on of the factor influencing the customer switch age is price. Fierce promotion leads an image in the mind of the consumers that company offers many servers and “a customer focus company”. In most areas of country. Users perceive that the operator’s services are available to them where they visit.
These packages are purely targeting the younger generation. 30 second. which are in effect usually from 11pm at night to 7am in the morning. Mobilink (jaaz budget. The bigger trend is on the heavily discounted late night time calling packages. The imports of handsets have registered 1. Djuice (jaagtay raho package). Some examples include Warid (infinite craze. 60 second billing). and Ufone (Uwon. Late Night Calling Packages & youth: Now days the youth is much mature and have more exposure and more understanding of things. jazz one. Attractive packages: All big names of the cellular sector are offering different low cost packages to users.due to these factors. Zong and Ufone. 41 . 60 second billing). In these hours a single call costs you a total of 3 to 6 rupees an hour. And these are competing with each other by attractive packages and low cost call connectivity. talkshawk (30 and 60 second billing). Zong (per second.788 million sets during last year. Mobilink (Raat Shuru Baat Shuru). Some examples include Warid (per second. Public demand). jazz easy). zem nites). 30 second.
Mobile phone providers have also come up with GPRS-enabled multimedia messaging. Internet surfing. Segmentation in cellular sector is generally done on the basis of behavior usage by the users. long distance calls and the international. Traditional telephones have been replaced by the codeless and the wireless instruments. Marketing effort of cellular service providers was focused on objective: adding more subscribers and on increasing usage or increasing awareness. and mobile-commerce.SEGMENTATION Mobile segments serve the basic needs of calls. In cellular sector market is segmentation in to two groups theses are Segment One: Corporate cluster Business class segment SMEs cluster Professional cluster Segment Two: Domestic users cluster Consumer class segment Youngster cluster 42 .
In spite of this professionals are also Warid target audience. As in the Buying behavior we have studied that Female and male both contribute into making decision for the purchasing of the brand. 43 . As far changes in the comparative periods. Nissan and Suzuki are among international automotive manufacturers with plants in Pakistan. In manufacturing and natural resources. employees indicate some increase while own account workers and employers remain on the same level. unpaid family workers fall by some fractions.062. Honda.933) of total population. About one in ten workers (11%) are reported as unpaid family workers and one & a half percent as employers. female 46. global corporate such as lever brothers P & G and many small medium enterprise and local national companies emerges both manufacture and sell their products in Pakistan.298. Shell and BP are present in addition to the Pakistani state oil company.Target market group of cellular sector ranges from 15 to 64 percent which according to demographic profile of Pakistan consist of 56.9% (male 48. So the both genders would be in target market. Along with the rise of urban consumerism.Segment Customer Analysis: Pakistan currently has one of the largest allies of young people in its history. with approximately 25 million people between the ages of 15 and 24. In the buying and sales of Warid brand also depends on these customers too. The Employment Status categorizes majority (45%) as employees followed by own account workers (42%). Warid fulfill needs of these local MNC’s local national and SME’s firms by providing them special service packages.214.
TARGETTING At initial stage Warid has focused on the consumer class segment only but later on fixing its foots on ground it starts targeting all segments of the cellular sector. Under the heads of these two products comes the service package that provides serviceability to all segment of cellular sector. Zahi and Bundle Packages: Corporate cluster Business Class Segment • • • • Blackberry SMEs cluster Zahi packages Enterprise packages Wireless broadband packages Professional cluster Zem: Consumer Class Segment • • • • Paisa packages Happy Hour packages Domestic users cluster Youth cluster Voice plus SMS packages Weekend and Night packages 44 . To achieve the objective of targeting all segments Warid offer both postpaid (Zahi) and the prepaid (Zem) services to their customers.
Warid will provide them high quality and stylish products to improve their life style and make their life easy and beautiful. Logo: The company logo represents the tower of telecom boaster which symbolize that they are the pioneer in coverage and where ever they go and operate. alive in sense of changing according to customer demand. EDGE and GPRS network with best voice quality and coverage along with most economical billing packages for its subscribers.POSITIONING & BRANDING Warid telecom is umbrella band of Abu Dhabi Group. Abu Dhabi Group also has Wateen a sister concern in the telecommunication sector. As name reflect that Warid with quality. Warid Telecom considers the needs of customer’s first. and keep response to customers needs and wants. Life ka network symbolize as the network is alive. and low price package and customer orientation will inspire the users to use the services. Wateen is also launched in the Pakistan Warid also has a very quick customer response from its employees to the customer in case of any problem or query. coverage. Warid Brand Elements: Name: Warid (al-w rid) is an Arabic language word which means inspiration and spiritual perception. A red ribbon around shows that the incoming and out coming of signals wave means 45 . “Warid telecom” as the name shows is backed by some Arabic firm and in actual Warid is family brand umbrella of Abu Dhabi Group. Warid Positioning: The positioning which want to produce in the mind of customers is that Warid is providing voice and data communications services through its state of the art GSM.
Warid Telecom considers the needs of customer’s first. and keep response to customer’s needs and wants. The company is trying to create image that we care about our customers the most and its utmost value only bows towards its customers.network quality without collision with other signal bands. and keep response to customers needs and wants. alive in sense of changing according to customer demand. Its purpose is that when any person watches this logo automatically his mind captures the image of Warid tower and after that their coverage and quality Slogan: We can know this from their slogan “Life ka network”. Jingles: There are basically different jingles for different packages in order to attract the targeted segment The company is trying to position itself that it’s the customer’s own service. Whereas postpaid connections are concerned the design is quite different from that 46 . And also the network is alive. alive in sense of changing according to customer demand. Life ka network symbolize as the network is alive. different spokes person such as children and dashing models are being used so that the customer segment of youngsters are directly hit and influenced by the ad campaign launched by Warid telecom Design: As far as the design is concerned it correlates itself with a user friendly virtual environment that Warid telecom provides its customers. We can say this by analyzing their customer support offices and their help lines where the customer can call for any problems or queries. A customer purchases a SIM and inserts in his mobile and as he will load credit into it he will be able to make calls or SMS. Warid also has a very quick customer response from its employees to the customer incase of any problem or query. The design of prepaid package is as similar as other Telecom companies in Pakistan. Basically in some types of packages which directly target the youngsters. The slogan of the brand is “Life ka network”.
Simplicity: The industry trend is to complicate all aspects of telecommunications to intimidate the user into benign behavior. But we can analyze its service design and its franchise and sale center layout as it is in the form of a product to the customer. Innovation: For years‚ people complained of the same things on mobiles. At Warid Telecom‚ they are constantly look to make the communication experience different by doing things in a better way.of prepaid ones. Style: The style of Warid product is in a plastic case which is handed over to the customer in the form of a card with a SIM attached into it which can be displaced. Warid Telecom encourages subscribers to be bold‚ knowing that they are getting what they asked for. The user then goes to the office and pays his charges for the service which he had been using for the past one month or so. They already introduced 3G supportable system for being see the need of this in the near future. That is why they spare no efforts in pursuing the best in network‚ services‚ product offerings. The office directly charges him according to his usage and the sales service center sends him the bill for one month or a fixed period of time to his resided place. For seeing the growing trend of SMS usage Warid has introduces SMSC-less messaging infrastructure that controls the traffic of SMS and makes sure the delivery of messages with out involving pending issues. We keep things simple‚ easy to understand and even easier to use. 47 . As it lies in a service sector therefore we cannot effectively analyze its design. A user buys a connection from Warid telecom and uses it regardless of any credit into it. Its sales center and franchise are well decored with sun light bulbs all over the place so that when a customer enters into their place he would feel the warmth of the service through its environment. Warid Brand Value: Quality: Warid Telecom has an uncompromising commitment to quality in this regard.
Transparency: Warid Telecom is always providing an open and honest service. While they have a sense of purpose in their operations‚ they also have a strong culture that demonstrates to customers that “its network of life”. Warid Telecom has paved the way to expose hidden charges‚ reduce tariffs and maintain a clean reputation. Customer-Friendliness: They enjoy working and succeeding together by building close relationships. Warid Telecom considers the needs of customers first. Voice Quality Economical billing packages Network Coverage Customer oriented service Brand of Abu Dhabi Prestigious Brand Brand slogan 48 . They never deduct taxes of scratch card loading as other did in the sectors which shows transparent dealing with users. Brand Associations: These are the desired associations which Warid telecom wants to create in the mind of customers.
49 .Voice Quality Network Coverage Economical billing packages Warid Telecom Prestigious Brand Customer oriented service Abu Dhabi Group Brand slogan A perceptual map for Warid: Warid telecom wanted to produce perception in the mind of customer that its high quality network with affordable price. The perception map gives their intended perception they want to set in the mind of customer and which they have somewhat successful through their marketing programs.
Which develop sincerity trait in consumer mind about the brand. 50 . Passion: Colour combination of the brand and its logos shows passion.Warid brand personality: Sincerity: WARID Telecom has always tried to deliver truthful and interesting advertising to its viewers. Excitement: All advertisement of Warid is delivery through jingle and Songs which shows that brand has excitement trait also the package plan of the Warid Telecom has excitement element for the users Competence: Warid telecom say what he delivered which show that brand has element of competency Warid say voice quality then provide that quality to end users. Also shows the element of brand personality. Red colour shows joy and excitement and also some the ads of the Warid Zem are shows youth passion toward brand.
Point of difference & point of parity: Point of parity: GSM Technology Value added service GPRS Service Both Connection Plans (post paid and prepaid) Point of difference: More experienced and high technical backbone collaboration “Wateen” Strong religious perception due to a Muslim Company. GSM network with SMSC-less messaging 3G–compatible infrastructure 51 .
The Blackberry Processional Solution will allow up to 30 users within the SME. Al professional personals use device to have direct and prompt access to services that help them in their professional life. And these SIMS or what we may call their products cannot be experienced by their customers until and unless it is inserted in the mobile phone.PRODUCT Warid telecom’s products are their SIMS that they provide to its customers. mobile telephone. They are postpaid and prepaid connections. The Blackberry Professional Software has been designed keeping in mind the needs of the SME Market Segment Some of the basic needs of the SME sector are as follows: o Focus on affordability o Smaller IT footprint 52 . Business Corner: Blackberry Device Solution: Blackberry supports push e-mail. Blackberry Models available: Blackberry Blackberry Blackberry 8310 Blackberry Bold 9000 Pearl 8120 Curve 8820 Warid now introduces ‘Blackberry Professional Software’. text messaging. web browsing and other wireless information services as well as a multi-touch interface. which specifically caters to the needs of the Small and Medium Enterprise market segments. internet faxing. Zahi and Zem respectively.
MSN Messenger o SME sector requires the power of the Blackberry Solution § § § Security Control Performance Enterprise packages: For corporate and SME different service in the shape of packages are provided which are Corporate Briefcase: It focused on bundling of feature to the corporate and SME sector and include following packages in one these include § § § § § § § § Wireless broadband Warid mobile email Enterprise SMS GPRS roaming International roaming Safe arrival SMS Missed call alert Call waiting & call holding Enterprise packages Enterprise services package is an instantaneous broadcast system service that has been developed for corporate clients who require making regular contact with their staff‚ sends regular updates on project management‚ corporate announcements‚ allowing client to send reminders‚ notifications‚ and greetings to their customers' mobile phones or even alerts to employees at your offices or in remote locations. In this package service comes follow wing other sub services that are § Enterprise GPRS Packages 53 .o Simplicity for installation and management o Minimal need for IT support resource o Require only core functionality § § No need for developer tools – SME’s use application packages No need for Enterprise IM – SME’s can use Blackberry Messenger.
20% each to PTCL and other mobile networks. With WME users can not only send. update your calendar from your phone and much. much more. receive and delete emails instantly.§ § Close User Group Warid Access Card Wireless Broadband Packages: Warid introduces Wireless Broadband to its valued subscribers. WME gives users end-to-end encryption and ensures that all the data communicated to and from the mobile device are delivered securely.Warid) calls. Wireless Broadband is state of modem which can be plugged in USB port available in Laptop / PC for high speed wireless network access. office. Zahi Zahi offers with revolutionary features that will suit both corporate and personal lifestyle. Users can enjoy wireless connectivity from their home. 54 . Now users keep in touch with their business matters on Warid phone. but you can also view. edit and send attachments. 60% of the free minutes are applicable only for on-net (Warid . and ensure that users always have that all important edge in everything they do. they've introduced packages named § § § § § Zahi250 Zahi750 Zahi1500 Zahi 2500 Zahi Unlimited The salient feature of each of the package is it got as many free minutes as the line rent. Warid Mobile Email: Warid Mobile Email (WME) presents a whole new way to communicate. The free minutes are divided into which networks they're applicable to. Zahi packages introduced five packages named from silver to diamond. outdoor sites and so on.
Voice talky package include facility of sending voice messages on both on-net and off-net. The user can decide in advance when and how much he wants to spend. 55 . Happy Hour packages: Under these packages calls can be made to any on-net on predetermined time specially noon or break time hours Voice plus SMS packages The package include SMS or MMS facility to any number across Pakistan & MB’s of mobile internet for a monthly subscription inclusive of all taxes. Paisa packages Bundle of package include the calling on other networks as well as other networks on relatively low price during 24 hour daily with out any daily charges.Zem: Zem is an amazing prepaid service that allows freedom from monthly bills and gives complete control over the customer’s cellular expenditure. He can load a scratch card whenever he wants to and start talking. Weekend and Night packages Under these packages calls can be made to any on-net number in predefined prime time hours with low price package and other package include on-net calls on week weekend with relatively low package price.
PRICE Warid Pakistan offer tariff plans that are exclusively designed according to needs of a diverse group of users by considering the factor Warid offer both postpaid (Zahi) and the prepaid (Zem) services to their customers. Zahi 56 .
24+tax. from 8:00 a.85 (per 30 second). 0. Calls to off-net Friends & Family number is Rs.99/hr* Peak: 6am-12pm & 6pm-12am @ Rs 11. to 12:00 p. Calls on other networks in this time period are Rs.99/hr* SMS your Happy Hour to 2742 e.75 Paisa packages: 57 . ZEM NITES Under this package the subscribers get unlimited calls to any on-net number from 11pm to 7am for a daily charge of Rs. 15 + tax apply.g. 0. with weekly subscription charges of Rs.m.m. SMS 7am to 2742 (for 7am-8am Happy Hour) Weekend and Night packages ZIM SUNDAY CRAZE Unlimited FREE on-net calls on Sundays.Zem: Happy Hour packages Off Peak: 12pm-6pm & 12am-6am @ Rs 4.
000/ PKR. 0.150 inclusive of all taxes. VOICE CRAZE Vice Craze is a weekly subscription based package offering 125 on-net (Warid-Warid) minutes. Rs. 25.000/ Line Rent BIS Enterprise packages: 1000 + Tax monthly Enterprise packages: ENTERPRISE GPRS PACKAGES Postpaid Packages Package Package Package Package Package GPRS80 GPRS120 GPRS200 GPRS240 GPRS Infinity Line Rent Rs.6/Mb Rs.000 SMS/MMS to any number across Pakistan & 10MB of Mobile Internet for a monthly subscription of Rs.8/Mb Rs. 28.2/Mb or 20 Pasia / Mb ENTERPRISE SMS PACKAGES Package Monthly Line Rent Available Messages SMS-A SMS–B SMS-C Rs. Rs. 80* 120* 200* 240* 500** Free Units 6MB 15MB 20MB 30 MB 2000 MB or 2 GB Rate Rs. 31.12/Mb Rs.Voice plus SMS packages SMS CRAZE The subscribers can get up to 5. Rs. Rs. 40‚000 50‚000 100‚000 200‚000 58 . 25 off-net (landline/ other mobile operators) and 50 voice talky minutes Business Corner: Blackberry Device: Blackberry Pearl 8120 Blackberry Curve 8310 Blackberry Huron 8820 Blackberry Service PKR.10/Mb Rs. 20‚000 Rs. 30‚000 Rs.000/ PKR.
Warid service retail tariffs are split between post-paid and pre-paid subscribers with a number of packages being available to both sectors.8/Mb Rs. 500* Free Units 6MB 15MB 20MB 30 MB Unlimited Rate Rs. 1200 + tax per month) (Get one corporate and one internet email account with free unlimited GPRS browsing) Warid Mobile Email Internet Account (Get one personal email account with free unlimited GPRS browsing i.GPRS Infinity Wireless Broadband Packages: Line Rent Rs.6/Mb Rs. In these package billing are made according to the customer taste and need Warid second billing. 200* Rs.0/Mb Starter pack (USB Modem + SIM) price is Rs.GPRS120 Package .e Gmail. 120* Rs. ISP account etc) (Rs.10/Mb Rs. 11.GPRS240 Package . for long time calling Warid introduced happy hours and so on. 80* Rs.12/Mb Rs. per 60 sec‚ 30 sec or per sec.e.GPRS200 Package . 750 + tax per month) Due to strong competition in the cellular sector of telecommunication sector of Pakistan all service providers are offering low price for their service offered inclusive of value added services.000 + tax with one month free unlimited Internet trial Warid Mobile Email: Warid Mobile Email Corporate Account ( Rs. Yahoo. 59 . 240* Rs. Pricing list of Warid telecom shows that all service offering are economical and according to customer desire. All above price description of both Zem and Zahi shows the prices are generally low and Warid is using penetration strategy due to competition among the players in the industry.CLOSE USER GROUP Close User Group (CUG) rates are at 60 paisa per minute on all packages‚ billed according to the package plan i. WARID ACCESS CARD Postpaid Packages Package – GPRS80 Package .
Warid telecom has placed its product and services from Karachi to Gilgit. the two extreme cities in the boundary of Pakistan from which we get the idea of their coverage. 60 . Warid was the first telecom company in Pakistan which launched its services through its franchises and sales center all over Pakistan on a single day. For service enhancement.DISTRIBUTION Warid has launched its services all over Pakistan. Currently the distribution channels of Warid telecom is approximately as described in the chart below Form the day start to to-date Warid telecom is using extensive distribution Warid telecom is currently using all channel to distribute its products. Distribution is made through Customer Service centers and Franchise. Warid services are accessible even in the rural areas of Pakistan means to say that they are use extensive network coverage by means of coverage. Warid telecom improves and can increase the number of its Customer Service Centers and Franchises.
Warid Brand colour and glass and steel walls.Warid telecom has at most 240 franchises and 19 regional sale offices all over the country. This communicates that Warid 61 . All franchises of Warid are decorated with Warid logo. Which show the element of prestigious brand and customer orientation. In spite of these authorizes franchises Warid distribute its products by the end retailer mobile shop and general stores. In spite of this retail outlets of the Warid are designed with painting and neon board and also the board showing the “Warid connections are Available here”.
First ever add that comes in the electronic media is symbolize with rain season that bring hope and refreshment and new joy. leaflets. tariffs. PTV. They advertise through Channels Specially Geo and mostly News channels. brochures. Brand themes: Warid themes are made of combination different styles with correct usage of Red colour and white. tariffs flyers point of sale and website Media: WARID Telecom has always tried to deliver truthful and interesting advertising to its viewers. press releases. Message delivered on electronic media through jingle and using celebrity endorsement. Now a day it bran message come man through ball to boys who are playing Cricket symbolize that Warid is customer oriented and helping the customer in even small mattes. press releases. ARY and hum Tv. sponsorships. point of sale material preparation (brochures. flyers etc). media tools like newspaper coverage. Through these ads they are trying to convey the message that WARID Telecom is solely meant for the people’s benefit and convenience. sponsorships. Communication Mix: Warid telecom is using all kind of communication mix to promote image in the mind of customer for repeat purchase. website. media relations (newspaper coverage. It uses following communication vehicle to promote and communicate its services and new offerings promotion campaigns “Warid mobile vans”. 62 . All Warid themes are backed by the jingle and sound track with relevance to culture. press conference before launching etc).COMMUNICATION Warid message are communicated through using all channels of media including building an identity for the corporation and brand. advertising campaigns. Later is symbol of joy and passion while former is symbol of peace.
making it easier for the people to know about the general prices and services offered. Sponsorship: Warid advertise through sponsorship in Cricket matches and joint media campaign with Al FALAh bank. . Also now a day it got sponsorship with MacDonald’s. 63 . These brochures contain all the necessary information about their package deals and tariffs.Print media: WARID Telecom has designed attractive brochures for their customers. Hence.
WARID is trying to capture maximum of the market share by providing value services and attractive and low cost packages. First one is and other one is households or home users. What are your core brand values? The core brand values of WARID are low prices. Warid has opened its franchises all over the country to provide better services to the customers and also to support the promotional campaign. 4. WARID is using print media comparatively more as electronic media because it’s also big source of providing information.QUESTIONNAIRE FOR BRAND AUDIT 1. While as in business class WARID has further segmented the market in pre-paid customers and post-paid customers. Although it cant ignore home users also because it is a big segment of the market. These values are strongly associated with the brand and WARID is trying to make them more associated with the brand. any city. wide range network. What is your desired positioning in the mind of target customers? The first and foremost positioning or image that WARID tried to create in the minds of customers is that WARID was a low cost and a broad range service network. customer support services. WARID’s network services are available in wide range of areas and can be accessed anywhere any place. 3. What is your target market? Target market of WARID is all kind off customers like home users. business and executive class. But the major focus of WARID is business class. any town in the country. 64 . That’s why WARID has introduced a variety of packages. What is your marketing strategy? WARID is trying to promote the brand in the customers by actually providing value to its customers no matter that WARID’s promotional campaign is comparatively slower as compared to other companies. 2. 5. WARID has also introduced different packages in post-paid for different classes. How you have segmented the market? WARID has segmented the market in two major segments.
WARID is continuously upgrading the network to assure and let people experience that WARID is having a wide range network. 10. The first no tax deduction. Do you think that your current associations are strong. as early has discussed. one 65 . Do you think that you have matched your desired and actual positioning in the mind of the customers? Rapid growth. What is your actual positioning in the minds of customers? As far as the actual positioning is concerned. And they are unique also because no other company is providing these things appropriately to the customers. better customer services. favorable and unique? Yes! Definitely and obviously these associations are strong favorable and unique. and to build the desired image. These are low prices. What are the competitive advantages that your brand has as compared to other brands? There are a number of benefits which our brand is providing to the customers and no other brand is providing. 9. most caring cell phone service that cares about customers expectations and customer satisfaction. WARID is focusing more on these things. WARID has become successful in creating image in the minds of customers as a low priced but a quality service. What kind of associations you are trying to create regarding your brand? WARID is trying to associate certain things strongly with its brand name. As compared to all other brands. But up to some extent. 7. we couldn’t be able yet to strongly create the image in the minds of customers about the WARID that it is wider network and having wide range services. shows this tendency 8. To make it sure.6. quick customer response. better quality services. People up to a great extent associate these things with the brand. WARID’s prices are much lower and quality of service is also much better. suitable for all (for business users and home users especially for youngsters) and one step ahead in introducing new packages and services. wide range network. And also these associations are favorable because they are in the best interest of our valued customer.
11. Indirectly. According to you who are your competitors? The major competitors of WARID are Mobilink. How much and what kind of media involvement and its role helps in your brand promotion? 17. What is your distribution channel and how do you effectively manage it? 16. WARID is one step ahead as compared to other companies and differentiating itself. What criteria and policies you have adopted for your internal branding i.time information and WAP. 15. How does your brand communicate to the customers and what does your brand name mean? An Arabic word showing the empathy. What you as a brand manger doing to create awareness regarding your brand in the minds of target customers? As people are very much aware of the offers and services provided by WARID. We 12. 14. branding among your employees? 66 . World Call wireless and PTCL V wireless are also our competitors because they are also providing cell phones with their own services and also lowering their prices along with other mobile operators in Pakistan. if you see. If your competitors copy your competitive advantages then what strategies would you implement? Ø New range of services Ø New packages Ø Prices settlement Now-a-days. Telenor and now Zong (China mobile) because Zong is also gonna become a big player in the market.e. we have started a new promotional and advertising campaign. we are also working on the enhanced packaging scheme not with only Warid customers but the users other than Warid. 18. On the basis of these competitive advantages. Ufone. But in order to make people more aware of WARID offers and services. What is your brand strength (image and performance) and what is your competitor’s brand strength? 13.
Chapter no 2 BRAND EXPLORATORY NOTHING IS PERMANENT IN THIS WORLD PERMANENT IS ONLY CHANGE 67 .
brand imagery) 68 . brand usage. 2. The findings of research serve only for the academic purpose. To assess the impact of marketing program input. 5. brand performance. To explore the Brand Image developed by Warid and customer perception. 3. 6. To check the actual and intended gap between deliverable brand’s associations.RESEARCH OBJECTIVES Main objective of this study is to evolution of Warid’s brand strength and all possible ways of brand equity particularly in the terms of brand awareness. To find out the most favorable association about Warid brand. brand judgment. To explore all possible way of Warid brand equity dimensions (brand awareness. favouribility and uniqueness of brand association. 4. Explore the relative people perception about Warid. Exploratory areas of inquiry in this study included are as follow: 1.
Population: Research is to observe the brand awareness. imaginary associations. performance associations and attachment and loyalty associations. perception and other differences. To avoid the chance of nonresponse errors questionnaires will be filled by the interviews themselves on the information provided by the respondents. Gurjranwala and Sialkot. primary data collection methods are used. favorability and uniqueness of brand association so it was necessary to collect the data from different locations of the Pakistan. So research population is form Gujrat. For research technical point of view it will reduce the biasness of the data. income. Data is cross-sectional in which researcher visited the audience and place once a time. these parts include demographic. Here is population of these cities taken from Punjab district website. GUJRANWALA Population: GUJRAT Population: SIALKOT Population: 3294000 2120529 4308905 69 . Two types of questionnaires are developed qualitative and quantitative. Research questionnaire consist of three parts.RESEARCH METHODOLOGY For data collection. Research is conducted in conduct in natural environment and researcher interference is minimum. Data is collected from diverse people because of culture. Researchers are bound to aspect other information and not allow adding its personal liking or removing it’s disliked thinks in it.
The data is collected form places where youth is found in large number. Khadim Ali road b.Sampling: These sample size are from Gujrat. which are mentioned in the population size. University of Gujrat b. GIFT University b. Of the total drawn sample seventeen were incomplete or inconclusive questionnaire. and hence the final sample size was of 83 respondents. Leadership College. Government Murray College. therefore. One hundred consumers were selected randomly exhibiting different demographics characteristics. Punjab University c. Government Fatima Jinnah College. Pace Shopping Plaza. Chen One Shopping Mall. Fawara Chowk c. GT road 3) Sialkot a. they were dropped. Pace Shopping Center. Considering that the study comprised of five dimensions for measuring brand equity. therefore. The questionnaire comprised of 20 questions 17 were related to the research study and 3 were related to personal data. The field survey was carried out in 7th of May 2009. College road 70 . Services Morr 2) Gurjranwala a. the sample size of 83 would have been appropriate. According to Sekran (1992) if multivariate techniques were to be used than sample size should be at least 10 times the number of variables. Data collection: The questionnaire was administrated in the supervision of researcher . Respondents are given sufficient time for the salvation of questionnaire and for that purpose researcher is on the spot to help and guide the respondents. Sialkot cities. Gurjranwala. 1) Gujrat a. Following educational institutions and places were visited. Cantt c.
71 .In SPSS different statistical tools and techniques like frequency distribution mean. Correlation and Cross tabulation was also used. median and graphs were used to show the results of data.
72 .80 to 0.59 are miserable and 0. .60 to 0. The KMO measure for our study is 0. Bartlett's result shown that significant level is less than .49 then don't factor. Bartlett’s test of sphericity was large and the associate significance level was zero.50 to 0. Bartlett's Test of Sphericity Approx.00 are marvelous. According to Kaiser (1974) values 0. 0.008 The Bartlett Test of Sphericity and the Kaiser-Meyer-Olkin measure of the sampling adequacy were used to validate the use of factor analysis. Furthermore values higher than 0. Chi-Square df Sig.70 to 0.536 which suggests that factors analysis was appropriate for these data sets.79 are middling.90 to 1.89 are meritorious. 0.536 218.69 are mediocre. 0.00 to 0. 0.001 that means Rotated matrix is no an identity matrix and there are some relationships between the variables we hope to include in the analysis. Our results show that our Bartlett's Test is highly significant and therefore factor analysis is appropriate.618 171 .RESULTS & INTERPRETATIONS Factor Analysis: Kaiser Meyer Olkin Measure of Sampling Adequacy.50 indicate that they can be conceptualized for study.
3 25. In this question we find that recall level of Warid brand is low showing with 15.3 100.0 11. The pie chart shows the same interpretation.3 68.0 percent of respondent.7 100.0 20.3 88. 73 .0 15. About 28.0 11.3 53.0.3 % respondent says Mobilink and than comes Ufone with percentage of 25. Then after Ufone which cover the second largest portion painted with color green. What name comes to your mind when we talk about cellular network services in Pakistan? Cumulative Percent 28. For more understanding we assume the pie chart is customer mind and Mobilink covering huge portion of customer mind means high level of recall.0 The question asks from responded to check the level of recall means how quickly it comes in the mind of people.0 Valid Percent 28.0 15.0 20.7 100.Frequencies: 1.3 25.0 Mobilink Ufone Warid Telenor Zong Total Frequency 17 12 12 12 7 60 Percent 28.
Means when ever we say the slogan customer quickly recognize the brand. For more understanding we assume the pie chart is customer mind and Warid slogan covers a huge portion with respect of recognition.7 10.3 3.3 percentages.0 Cumulative Percent 1.3 3. The pie chart shows the same interpretation.7 11. 74 .7 100.3 100.0 83.0 83.0 Next question asked is to check the level of recognition means customer remember what are the brand most deliverable belongings In this question we use brand element slogan of Warid brand to check the customer recognize the brand in its mind. The results of this question are traffic almost all responded answer the same thing which is shown by 83. In this question we find that recognition level of brand according to its slogan is high.3 1.0 98.3 1. Do you remember that "Life ka Network" is the slogan of which brand? Frequency Mobilink Ufone Warid Telenor Zong Total 1 6 50 2 1 60 Percent 1.7 10.2.7 95.0 Valid Percent 1.7 100.
0 100.0 100. For more understanding we assume the pie chart is customer mind and Warid logo covers a huge portion with respect of recognition.0 Valid Percent 80.0 Cumulative Percent 80.0 20. 75 . The red color shows all respondents response in positive and few shows unawareness by the green area.0 20. In this question we find that recognition level of brand according to its logo is also high.0 Next question asked is also to check the level of recognition means customer remember what are the brand most deliverable belongings In this question we use brand element logo of Warid brand to check the customer recognize the brand in its mind. Do you remember the logo of Warid telecom? yes no Total Frequency 48 12 60 Percent 80. The results of this question are also traffic almost all responded answer the same thing which is shown by 80.0 percentages.3.0 100. The pie chart shows the same interpretation.
0 Valid Percent 51.0 28. If customer says “yes” that we perceive that customer have a CBB model in the mind in which association include these two elements too. Remaining answers are close too each other with percentage of 20 and 28 ratio.7 20. In this question we find that customer strongly agree that these brand elements of Warid are remember able. The red color shows all respondents response in positive and few shows little bit by the portion of blue color.3 100. Basically in this question we are trying to find the differentiation in the mind of customer about Warid.7 71.0 Next question asked is also to check the awareness by asking the brand elements. Responded answer varies differently but mostly answer it remembers able by percentage of 51. Do you think that the logo and slogan of Warid telecom are memorable? Frequency yes no a little bit Total 31 12 17 60 Percent 51. 76 . For more understanding we assume the pie chart is customer mind and Warid logo covers a huge portion with respect of agreement of brand element components.7 100. The pie chart shows the same interpretation.0 Cumulative Percent 51.4.0 28.3 100.7 20.
The pie chart shows the same interpretation.0 Valid Percent 63.3 36. The red color shows all respondents response in positive and few shows little bit by the portion of blue color. the percentage of 63.3 show this response. Do you now what the slogan (Life ka Network) of Warid telecom communicates Frequency yes no Total 38 22 60 Percent 63.3 96.5. In this question we find that customer strongly agree that they knew what they communicate through their slogan. 77 . fully retort to customer wants. Basically in this question we are trying to find the have the customer aware of what brand communicates through its slogan. Responded answer varies differently but mostly answer it that they knew by mostly saying reliable network.3 36. aware of customer needs etc.0 Next question asked is also to check the brand knowledge by asking the meaning of its slogan.0 Cumulative Percent 63. For more understanding we assume the pie chart is customer mind and Warid slogan covers a huge portion with respect of agreement of brand element components.7 100.7 100.7 100.
0 Cumulative Percent 50. Do you think that ward s offerings and services math with its slogan Frequency yes no a little bit Total 30 20 10 60 Percent 50.7 100.3 99.3 percent says “no”.3 16. About 50 percent says that “yes” while 33.0 83. Responded answer varies differently but mostly answers it positively but yes and no gap is close to each other which show negative aspect of picture too.6.7 100. The pie chart shows the same interpretation.0 33.3 16.0 Next question asked is also to check the deliverable attributes are matching with brand itself. Basically in this question we are trying to find the have the customer aware of deliverable attributes and brand elements. The red color shows all respondents response in positive and few shows “no” by the portion of blue color.. 78 . For more understanding we assume the pie chart is customer mind and Warid serves and offering covers a huge portion with respect of agreement. In this question we find that customer strongly agree that they service and offerings are close to their slogan.0 Valid Percent 50.7 100.0 33.
0 88.7.7 23. Responded answer varies differently but mostly answers network services mean quality of voice and low disconnections but other difference are packages and customer services.7 60. For more understanding we assume the pie chart is customer mind and Warid network services covers a colossal portion with respect of agreement marked by customers.3 100.0 Cumulative Percent 36.7 100. In this question we find that customer strongly agree that they network services are most unique in Warid. 79 .7 23.3 28.3 11.0 Valid Percent 36.0 Next question asked is also to check the uniqueness in Warid which people think about the brand. The pie chart shows the same interpretation. Basically in this question we are trying to find uniqueness means what differ Warid from other market player.3 28. The red color shows all respondents response in positive and few shows “no” by the portion of blue color.7. This difference may be with respect of imaginary and performance based. What you think is unique/differs about Warid? Frequency Network services Customers services Offers and packages Price Total 22 14 17 7 60 Percent 36.7 100.3 11. Most rated attribute is network services with percentage of 36.
3 31.8.7 23. Most rated attribute is offer and packages with percentage of 31.3 31.0 Cumulative Percent 21.7 23.0 Valid Percent 21. What do you dislike about Warid brand? Frequency network services customers services offers and Packages prices Total 13 14 19 14 60 Percent 21.7 45.7 100. In this question we find that customer strongly agree that they offer and packages are most dislike thing in Warid brand.0 Next question asked is also to check the dislikeness in Warid which people think about the brand. For more understanding we assume the pie chart is customer mind and all attributes excluding network services are dislike by the most of respondents which is shown with different coloring shades.0 76.7 23.7. The pie chart shows the same interpretation.7 23.3 100.3 100. Responded answer varies differently but mostly answers offer and packages but other dislikeness re prices and customer services. 80 .
9.0 100.3 20.7 25. Warid is most suitable for which kind of Class Frequency Business Class Students Home users Commercial Class Total 19 15 14 12 60 Percent 31.0 23.0 Cumulative Percent 31.7 80.7 The pie chart shows the same interpretation. 81 .0 Next question asked is also to check the imagery association attach with Warid and what people think about the brand class usages. Most rated class is business class with percentage of 31.3 20. Two aspect come in this regard one group says that it is for business class other says it is for student due to its packages and offerings. For more understanding we assume the pie chart is customer mind and major portion is covered by the business class and for students which are shown with red and green color.0 100. According to your Opinion.7 25.0 23.7 56.0 100.0 Valid Percent 31.
0 Cumulative Percent 21.3.7 100.7 100.7 50. For more understanding we assume the pie chart is customer mind and customer service response and network covers a colossal portion with respect of agreement marked by customers.3 11.3 and 38.7 28. The red and blue color shows all respondents response on pie chart. 82 .7 28. Do you think that any of these is competitive advantage of WARID? Frequency No Tax Deduction Network Quick Customer Response WAP Total 13 17 23 7 60 Percent 21. Basically it is asked to check the most favorable attribute about Warid so Responded answer varies differently but mostly answers network services and customer response with percentage of 28.3 11.0 88.10. The pie chart shows the same interpretation.3 100.0 Next question asked is also to check competitive edge in Warid which people think about the brand.3 38.0 Valid Percent 21.3 38.
0 Next question asked is also to check the effectiveness of marketing program which is also the objective of this audit. 83 .0 25.0 100. For more understanding we assume the pie chart is customer mind and mostly answer positively with the understanding and deliverability of association from promotional campaign.0 100.0 Cumulative Percent 75. Basically in this question we are trying to what people perceive about the brand through its promotion activity from which we can judge the actual and perceptive gap between the communication programs. The pie chart shows the same interpretation. Mostly responded answers “yes” promotion campaign communicates association which Warid delivery with percentage of 75.0 Valid Percent 75..11. Do you think that promotional campaign of WARID supports the associations? They are trying to create? Yes No Total Frequency 45 15 60 Percent 75.0.0 25.0 100. The red color shows the response of question asked which is huge.
12. The pie chart shows the same interpretation.3 100.7 18.0 Valid Percent 15.7 100.7.7 18. 84 .0 Cumulative Percent 15. Green color shows that response of this aspect on chart. For more understanding we assume the pie chart is customer mind and Warid price rang show in chart is green which is rated as medium rang price mean most economical. This percentage shows all customers agreed on one thing that Warid prices are economical which positive sign is.0 66. Basically in this question we are trying what people perceive about the Warid prices which it offer in its packages with percentage of 66. .0 81. According to price comparison where you rank Warid low medium high premium Total Frequency 9 40 11 60 Percent 15.3 100.0 66.0 Next question asked is also to check the perception about the price rang of Warid telecom.
7 65. The pie chart shows the same interpretation.0 Next question asked is also to check the perception about the network offering and services of Warid telecom.7 65. How you rank the services (Network and customer services) of Warid telecom? Poor Good Excellent Total Frequency 7 39 14 60 Percent 11.0 Valid Percent 11.0 Cumulative Percent 11.3 100.3 100.0 23.7 100. 85 .0 23. The green color shows the response of question asked which is huge. This percentage shows all customers agreed on one thing that Warid service are goood are economical which positive sign .0. Basically in this question we are trying what people perceive about the Warid service which it offers in its packages with percentage of 65.13. For more understanding we assume the pie chart is customer mind and mostly answer positively with the understanding of network services and customer care.7 76.
0 Valid Percent 45.0 100. The pie chart shows the same interpretation. Valid yes no a little bit Total Frequency 27 15 18 60 Percent 45.0 Cumulative Percent 45. The red color shows the response of question asked which is huge. This percentage shows all customers agreed on one thing that Warid provide benefits to customer both in services and package point of view.0 Next question asked is also to check the level of satisfaction that Warid provide to its customer through package and services. Almost all respondents answer the question positively which says that all benefits provided by the Warid which they perceive that they are higher.14.0 30.0 100.0 25.0 70.0 30. 86 .0 100. For more understanding we assume the pie chart is customer mind and mostly answer positively with the understanding and deliverability of association from promotional campaign.0 25. According to you is Warid a caring brand with respect to the benefits given to customers.
15.3 36.0 Valid Percent 63.0 Next question asked is also to check the other attributes of Warid products that reside in the mind of customers.0 Cumulative Percent 63.7 100.3 36. The results of this question are interesting these people recognize the brand through its products and coloring themes and even by its SIM.7 100. The pie chart shows large portion of red color which shows Warid product is recognizable 87 .3 100. Do you remember the packaging of Warid telecom product (SIMS and cards)? Yes No Total Frequency 38 22 60 Percent 63.
The pie chart shows the same interpretation.0 100. The previous question results shows tat people are strongly agree with the offers and packages Warid provides but the situation differs in tht question almost answer comes are neutral.16.0 Next question asked is also to check the level of differentiation with respect to other player of the market.0 100.0 100.0 45.0 45. For more understanding we assume the pie chart is customer mind and mostly answer positively with unique and different from its competitors. The percentages are almost the same 55 and 45 . Do you think the packagings of Warid products are different and attractive as compared to others? * Yes No Total Frequency 33 27 60 Percent 55.0 Valid Percent 55. 88 .So people did not consider this factor important. The red color shows the response of question asked which is huge.0 Cumulative Percent 55.
3 percent but other group of respondent gave it little importance the percentage for that response are 30.0 Valid Percent 43. 89 . The red color shows the response of question asked which is huge.3 26.3 70.0 Cumulative Percent 43.7 30.17.0 100.0 Next question asked is also to check the level of satisfaction through service quality and other service attached to it. The pie chart shows the same interpretation.0 percent which is high as well.0 100.3 26.7 30. For more understanding we assume the pie chart is customer mind and mostly answer positively with benefits provided are higher that its price.0 100. respondent answer the question positively with response rate of 43. Do you think Warid is providing value (More benefits as compared to price) to its customers? * Location Valid Yes No A little bit Total Frequency 26 16 18 60 Percent 43.
11 .338 .502 Statistic 1.728 .07 .254 1.922 .37 1.14 .267 .12 1.87 1.165 1.50 .163 .127 .860 .11 .10 . Warid is most suitable for which kind of Class Do u think that any of these is competitive advantage of WARID? Do you think that promotional campaign of WARID supports the associations? they are trying to create? According to price comparison where you rank Warid How you rank the services (Network and customer services) of Warid telecom? According to you is Warid a caring brand with respect to the benefits given to customers.Descriptive Statistics: Questions What name comes to your mind when we talk about cellular network services in Pakistan? do you remember that "Life ka Network" is the slogan of which brand? do you think that the logo of Warid telecom? do you think that the logo and slogan of Warid telecom are memorable do you now what the slogan (Life ka Network) of Warid telecom communicates do you think that ward s offerings and services math with its slogan What you think is unique/differs about Warid? What do you dislike about Warid brand? According to your Opinion.32 2.08 .191 .627 1.15 2.127 .07 .57 2.06 Statistic 1.921 .15 .504 1.403 .85 1.03 2.15 .386 .792 1.271 90 .68 2.20 1.05 .12 . Deviation Statistic 4 4 1 2 2 3 3 3 3 3 1 2 2 2 1 1 Statistic 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 Statistic 5 5 2 3 3 4 4 4 4 4 2 3 3 3 2 2 Statistic 2.08 .853 .960 .113 1.271 .563 .079 1.06 .758 . Error .43 1.77 1.871 . Do you remember the packaging of Warid telecom product (SIMS and cards)? Do you think the packaging of Warid products are different and attractive as compared to others? Do you think Warid is providing value (More benefits as compared to price) to its customers? Gender Location N Statistic 60 60 60 60 60 60 60 60 60 60 60 60 60 60 60 60 Std.93 1.14 .45 Std.516 .585 .07 .581 .437 .740 .40 1.236 .25 2.342 .318 .18 .486 .055 1.06 .252 60 60 60 2 1 3 1 1 1 3 2 4 1.50 2.11 .67 2.
Gujranwala 2 3 3 3 1 12 Daska 4 5 4 4 3 20 Sialkot 1 6 3 4 1 15 others 10 0 0 3 2 15 Total 17 14 10 14 7 60 Do you remember that "Life ka Network" is the slogan of which brand? Location Mobilink Ufone Warid Telenor Zong Total Gujranwala 1 0 13 0 1 15 Daska 0 1 14 0 0 15 Sialkot 0 1 14 0 0 15 others 0 4 9 2 0 15 Total 1 6 50 2 1 60 3.Cross tabs: Location Wise 1. What name comes to your mind when we talk about cellular network services in Pakistan? Location Mobilink Ufone Warid Telenor Zong Total 2. Do you think that the logo and slogan of Warid telecom are memorable * Location Gujranwala yes no a little bit Total 8 2 5 15 Daska 10 1 4 15 Sialkot 9 1 5 15 others 4 8 3 15 31 12 17 60 Total 91 . Do you think that the logo of Warid telecom? * Location Location yes no Total Gujranwala 12 3 15 Daska 14 1 15 Sialkot 10 5 15 others 12 3 15 Total 48 12 60 4.
What do you dislike about Warid brand? Location Gujranwala network services customers services offers and Packages prices Total 3 1 5 6 15 Daska 3 3 6 3 15 Sialkot 3 4 4 4 15 others 4 6 4 1 15 Total 13 14 19 14 60 92 .5. What you think is unique/differs about Warid? Location network services customers services offers and packages packages Total Gujranwala 7 3 4 1 15 Daska 5 4 5 1 15 Sialkot 4 2 4 5 15 others 6 5 4 0 15 22 14 17 7 60 Total 8. Do you think that ward s offerings and services math with its slogan Location Gujranwala yes no a little bit 4 Total 9 2 4 0 15 Daska 8 4 3 0 15 Sialkot 10 3 1 1 15 others 3 11 1 0 15 Total 30 20 9 1 60 7. Do you now what the slogan (Life ka Network) of Warid telecom communicates Location Gujranwala yes no 3 Total 10 5 0 15 Daska 9 5 1 15 Sialkot 8 6 1 15 others 9 6 0 15 Total 36 22 2 60 6.
Do you think that promotional campaign of WARID supports the associations? They are trying to create? Location Gujranwala Yes No Total 10 5 15 Daska 12 3 15 Sialkot 11 4 15 others 12 3 15 Total 45 15 60 12. Warid is most suitable for which kind of Class Location Business Class Students Home users Commercial Class Total Gujranwala 6 3 2 4 15 Daska 5 4 5 1 15 Sialkot 2 3 5 5 15 others 6 5 2 2 15 19 15 14 12 60 Total 10. According to your Opinion. According to price comparison where you rank Warid Location Low Medium high premium Total Gujranwala 2 10 3 15 Daska 3 7 5 15 Sialkot 1 13 1 15 others 3 10 2 15 9 40 11 60 Total 93 .9. Do you think that any of these is competitive advantage of WARID? Location No Tax Deduction Network Quick Customer Response WAP Total Gujranwala 6 1 6 2 15 Daska 4 5 6 0 15 Sialkot 3 6 4 2 15 others 0 5 7 3 15 13 17 23 7 60 Total 11.
How you rank the services (Network and customer services) of Warid telecom? Location Gujranwala Poor Good Excellent Total 1 12 2 15 Daska 0 10 5 15 Sialkot 2 10 3 15 Others 4 7 4 15 7 39 14 60 Total 14. Do you remember the packaging of Warid telecom product (SIMS and cards)? Location Gujranwala Yes No Total 10 5 15 Daska 12 3 15 Sialkot 10 5 15 Others 6 9 15 38 22 60 Total 16. According to you is Warid a caring brand with respect to the benefits given to customers. Location Gujranwala Yes No a little bit Total 5 6 4 15 Daska 7 3 5 15 Sialkot 7 3 5 15 others 8 3 4 15 27 15 18 60 Total 15. Do you think the packagings of Warid products are different and attractive as compared to others? Location Gujranwala Yes No Total 6 9 15 Daska 10 5 15 Sialkot 9 6 15 others 8 7 15 Total 33 27 60 94 .13.
Basically this is done due to the fact that at one place brand is successful but at the same time at other place it is non famous. Do you think Warid is providing value (More benefits as compared to price) to its customers? Location Gujranwala Yes No A little bit Total 6 2 7 15 Daska 6 5 4 15 Sialkot 8 2 5 15 others 6 7 2 15 Total 26 16 18 60 Interpretation Location wise cross section of data shows the perception differences of people how they perceive the Warid brand image with regard to other area. 95 .17. So the result we got are pretty good and aim of cross tab successful because the results of different as region varies in question number one Mobilink is most rates recall brand with points of 10. Similarly all the answers to the question varies differently with the region to region.
Do you think that the logo and slogan of Warid telecom are memorable Gender Male yes no a little bit Total 11 9 10 30 Female 20 3 7 30 Total 31 12 17 60 96 . What name comes to your mind when we talk about cellular network services in Pakistan? Gender Male Mobilink Ufone Warid Telenor Zong Total 11 7 6 4 3 30 Female 6 7 4 6 4 30 17 14 10 10 7 60 Total 19.Gender wise 18. Do you think that the logo of Warid telecom? Gender Male yes no Total 25 5 30 Female 23 7 30 Total 48 12 60 21. Do you remember that "Life ka Network" is the slogan of which brand? Gender Male Mobilink Ufone Warid Telenor Zong Total 1 4 22 2 1 30 Female 0 2 28 0 0 30 Total 1 6 50 2 1 60 20.
22. Do you now what the slogan (Life ka Network) of Warid telecom communicates Gender Male yes no 3 Total 20 10 0 30 Female 16 12 2 30 Total 36 22 2 60 23. Do you think that ward s offerings and services math with its slogan Gender Male yes no a little bit 4 Total 11 13 6 0 30 Female 19 7 3 1 30 Total 30 20 9 1 60 24. What do you dislike about Warid brand? Gender Male network services customers services offers and Packages prices Total 9 7 8 6 30 Female 4 7 11 8 30 13 14 19 14 60 Total 97 . What you think is unique/differs about Warid? Gender Male network services customers services offers and packages packages Total 12 6 11 1 30 Female 10 8 6 6 30 Total 22 14 17 7 60 25.
Warid is most suitable for which kind of Class Gender Male Business Class Students Home users Commercial Class Total 11 8 6 5 30 Female 8 7 8 7 30 19 15 14 12 60 Total 27. Do you think that any of these is competitive advantage of WARID? Gender Male No Tax Deduction Network Quick Customer Response WAP Total 8 7 10 5 30 Female 5 10 13 2 30 Total 13 17 23 7 60 28.26. According to your Opinion. Do you think that promotional campaign of WARID supports the associations? They are trying to create? Gender Male Yes No Total 22 8 30 Female 23 7 30 45 15 60 Total 29. According to price comparison where you rank Warid Gender Male Low Medium high premium Total 7 20 3 30 Female 2 20 8 30 9 40 11 60 Total 98 .
How you rank the services (Network and customer services) of Warid telecom? Gender Male Poor Good Excellent Total 5 19 6 30 Female 2 20 8 30 Total 7 39 14 60 31. Gender Male yes no a little bit Total 12 9 9 30 Female 15 6 9 30 27 15 18 60 Total 32. Do you think the packagings of Warid products are different and attractive as compared to others? Gender Male Yes No Total 14 16 30 Female 19 11 30 Total 33 27 60 99 .30. According to you is Warid a caring brand with respect to the benefits given to customers. Do you remember the packaging of Warid telecom product (SIMS and cards)? Gender Male Yes No Total 16 14 30 Female 22 8 30 Total 38 22 60 33.
It may b possible that female like one type of bran but male like other type of brand. So the result we got is appealing and aim of cross tab successful because the results of different gender varies against each other. It also cross tab to check the Warid association and equity in female as well as male. At one place brand is successful but at the same time at other place it is non famous. Do you think Warid is providing value (More benefits as compared to price) to its customers? Gender Male Yes No A little bit Total 11 10 9 30 Female 15 6 9 30 26 16 18 60 Total Interpretation Gender wise cross section of data shows the perception differences of people how they perceive the Warid brand image with regard to change the femininity type.34. 100 . Basically this is done to check that choice of preference and recall. Warid is favorite among male rather than female but Mobilink is favorite among both male and female. Similarly all the answers to the question vary differently with the gender to gender. recognition factor in the gender.
The result shows that people recognize the brand among its competitors due to its above mention elements. The responses rates are almost near to 80 percent. slogan. • Knowledge level There are three question regarding knowledge level check (3. The level of recognition according to slogan is 83. 12.) regarding recognition in this research. 13). Basically we are trying what people perceive about the Warid prices which it offer in its packages with percentage of 66. trust and despondence towards customer needs. Two aspect come in this regard one group says that it is for business class other says it is for student due to its packages and offerings. Last 101 .7. The results of question are fabulous people recognize the brand from its deliverable attributes. In these questions we asked something regarding to imaginary associations attach with Warid and what people think about the brand class usages.ANALYSIS • Recall level The questionnaire includes question number one that is about recall of brand. About 28. • Personality & image: There are three question regarding knowledge level check (9. For knowledge purpose we use again brand elements to learn something about the level of knowledge of customer. Next question asked is also to check the perception about the price rang. But the answer related to slogan and logo remembers does not go as well as they are expected.7. For recognition purpose we use brand element of Warid such are logo. 4. Form that it is conclude that Warid has low recall rate as compared to other major player in the market.0 say Ufone in their recall question • Recognition level: There are almost four questions (2 and 3.0 from logo.3 and 80. Some answer that slogan communicates reliability. 5). Most rated class is business class with percentage of 31. The results of these questions are good about all respondents’ answer that they have full knowledge about the Warid brand. These results we obtain are similar to Warid brand values that it delivers.3 % respondent says Mobilink and25. The response rates in these questions are 50 to 55 percent and the non response rate in these question are close to response on with rating of 30 to 45 percent.
17). Basically people are asked what are the about service and customer services with percentage of 65. Most rated attribute is network services with percentage of 36. These set of question are asked to find uniqueness means what differ Warid from other market player. Next question asked is to check what people perceive about the brand through its promotion activity from which we can judge the actual and perceptive gap between the communication programs.0. 16. All above question say that Warid provide benefit to customer but most unique ones are network service quality and customer orientation. All respondents answer positively which says that all benefits provided by the Warid which they perceive that they are higher.0.7. Again benefit question is asked from the respondents that they are satisfied with what type of service provided by the bran and they say that service quality and customer resonance will be preferred most in their mind. The previous question results shows that people are strongly agree with the offers and packages Warid provides but the 102 .question is about service and customer service perception because in the telecom sector these services cater most. In these questions we asked to check the most favorable attribute about Warid mostly response come are network service and customer responsiveness with high percentage of 38. 08). Mostly responded answers “yes” promotion campaign communicates association which Warid delivery with percentage of 75. • Customer’s Motivation: There are four question regarding knowledge level check (7. Most of non-nameable attributes and association are prices and corporate brand they did not consider these factors important in preference in choosing in Warid brand. Responded answer varies differently but mostly answers network services mean quality of voice and low disconnections but other difference are packages and customer services.3 and 28. 14. This difference may be with respect of imaginary and performance based. From imaginary and personality point of we have found that people perceive about the brand as business purpose but its packages are for both end consumer end too. But if we talk about the personality of brand results shows that people perceive its price and service offering as prestigious brand • Attributes and benefits: There are four question regarding knowledge level check (10.3. 11. Next we asked benefit question regarding Warid brand.
situation differs in that question almost answer comes are neutral. The percentages are almost the same 55 and 45 .So people did not consider this factor important. In this question we find that customer strongly agree that they network services are most unique in Warid. Dislikeness about Warid which people think are mostly offer and packages but other dislikeness are prices plan and customer services. All above question revealed some facts regarding Warid people likeness and dislikeness depends upon the benefits provided by the brand. Results indicate that Warid most motivated factor in customer mind are network services and customer service but most dislikeness are price plan of Warid.
So from above analysis we conclude that Warid has low recall but have high recognition in the minds of customers and also has very strong brand image. People mostly like attributes such as network service which include voice quality and low disconnection rate and also like customer service like introduction of new package planes. Warid desired associations which company wants to create in the minds of customers are also network services in the form of voice quality and low disconnection rate so we can say that company is successful in creating the desired association sin the minds of customers through advertisement, promotional activities. But there are some other attributes which company delivers but it is not successful that is price plan and brand for all type of customers. Consumers have some what image of association they are trying to give this can be shown by benefit analysis of research. The Warid creates secondary association by co-branding with other most favorable brand now a day co-branding with Mc Donald that creates association and also through linking with other SBU of corporate brand operating in Pakistan i.e., Bank Alfalah. Most interesting thing is that people know the brand has linkage to Abu Dhabi Group this was created through word of mouth as our qualitative portion of research shows (see appendix).
To establish core competence and to bring competitiveness Warid should implement numerous effective plans to improve the performance. Following are some recommendations for Warid, which we personally feel can be useful for the organization, its employees and the customers. Ø We found that recall level of Warid brand is low which is due to the fact that they did no focus on advertisement campaigns. In telecom sector advertisement cater most so for quick recall Warid should focus on mass level of advertisement and invest more on advertisement. Ø We have found that Warid claims that it offers economical prices to its customers but their price plan are medium range which consumer think are high as other player in the market are offering comparatively low package plans. We recommend that Warid should have to adjust their prices which are relatively equal to their competitors. Ø We have found that Warid claims to provide best offering to its customer but results shows that customer response negatively about offerings. Now a days in telecom sector competition is based on price and value added service if we see the value added service of Warid we found that Warid have low value added service as compared to other player. So we recommend Warid to introduce almost those value added service that are currently enjoying other customer of other service provide to keep those customer which are using Warid brand still. Ø Warid Telecom should improve their customer satisfaction level both related to product and services. Ø We have found that Warid is unique in its network service but still lot of customer thinks that factor low. So it is recommended that Warid Telecom should continue to maintain the same quality.
Ø From the analysis of questionnaire it was found out that 69 percent of the consumers of Warid Telecom value the actual product. Therefore, Warid Telecom should focus on the factors related to the actual products. These factors are Ø Value added service Ø New offering and customer should be informed from time to time about the new facilities available to them as being the customer of a specific company Ø Quality Ø WE have found that people consider Warid brand for business brand but company positioned it self as customer brand for both ends. For changing this perception Warid should offers more package plans for consumer ends with price relatively benchmarked with other industry player at least.
We are doing Brand Audit of a telecom company.APPENDIX Qualitative Questionnaire: Respected Respondent We are the students of GIFT University. we request you to fill this questionnaire framed by us. What name comes to your mind when we talk about Telecommunication network service providers in Pakistan? _______________________________________________________________________________ What comes next? _______________________________________________________________________________ What name comes to your mind when we talk about Mobile communication service providers in Pakistan? _______________________________________________________________________________ What comes next? _______________________________________________________________________________ What comes next? _______________________________________________________________________________ What comes in your mind when we talk about Abu Dhabi Group in Mobile Service provider? _______________________________________________________________________________ Do you remember that "Life ka network" is the slogan of which brand? _______________________________________________________________________________ Do you remember that logo belongs to which brand? _______________________________________________________________________________ Do you remember 0321 and 0322 is series of which brand? _______________________________________________________________________________ Do you remember which brand of mobile service provider use colors of blue and Red in their themes? 106 . looking forward encouraging response. Gujranwala.
U--.NK 5.G Do you think that the logo and slogan of Warid Telecom are memorable? _______________________________________________________________________________ What do you think Warid is unique / different in its package offerings? _______________________________________________________________________________ What you dislike about the Warid? _______________________________________________________________________________ What you like about the brand Warid? _______________________________________________________________________________ What differs Warid from other mobile sector brands? _______________________________________________________________________________ According to price comparison. Z -.R 3.O -. M – B – L -. where you rank Warid? (Premium to low) _______________________________________________________________________________ Do you think that WARID is providing value (more benefits as compared to price) to its customers? _______________________________________________________________________________ Do you think that Warid provide best voice quality and coverage to its customers? _______________________________________________________________________________ Do you think that Warid services are based on voice quality and low package price to? _______________________________________________________________________________ Which network do you use and why? _______________________________________________________________________________ 107 . -.-.AR --D 4. Brands Mobilink Ufone Telenor Warid Marks Fill the following spaces below 1.NE 2.Distributes 100 marks among following brands keeping in view the customer services. T—L – N -.
Have you tried Warid services? _______________________________________________________________________________ What do you think people use Warid for? (Short calls and long package calls)? _______________________________________________________________________________ Do you think Warid is used as secondary SIM instead of master SIM or vice versa? _______________________________________________________________________________ What do you think Warid is prestigious brand? _______________________________________________________________________________ According to your opinion. Warid is most suitable for which kind of class? ______________________________________________________________________________ If Warid is a person what kind of person it is? ______________________________________________________________________________ What do you think what kind of people use Warid? ______________________________________________________________________________ People use warid because? ______________________________________________________________________________ Would you recommend other to use Warid services? ______________________________________________________________________________ I like to get update information regarding Warid services? ______________________________________________________________________________ Warid stands special to me ______________________________________________________________________________ I like to talk others about Warid? ______________________________________________________________________________ I really miss Warid if Warid went away? ______________________________________________________________________________ I am proud to have Warid SIM? ________________________________________________________________________ Thank You Very Much!!! 108 .
WARID is most suitable for which kind of class? Home Users Commercial Class 109 . Gujranwala. Please Choose Between the Alternatives Given Against each Variable These are Variables Which used to measure Warid’s brand strength What name comes to your mind when we talk about cellular network service providers in Pakistan? Do you remember that "Life ka network" is the slogan of which brand? Yes Do you remember the logo of WARID Telecom? Do you think that the logo and slogan of WARID Telecom are memorable? Do you know what the slogan (Life ka network) of WARID Telecom communicates? Do you think that Warid’s offerings and services match with its slogan? Yes Network Services Offers & Packages Network Services Offers & Packages Business Class No A little bit Customers Services Yes No A Little Bit NO What you think is unique / different about the brand (WARID)? Prices Customers Services Prices Student Class What you dislike about the brand (WARID)? According to your opinion. looking forward encouraging response. We request you to fill this questionnaire framed by us. The findings of research serve only for the academic purpose. We are assigned to do a project. which aims to study the evolution of Warid’s brand strength and all possible ways of brand equity.Quantities Questionnaire: Q UE ST IO NN AIRE Respected respondents! We are the students of GIFT University.
where you rank WARID? Yes No Low How you rank the services (Network & Customer Services) of WARID Telecom? Poor Medium High/Premium Good Excellent According to you. is WARID a caring brand with respect to the benefits given to customers? Do you remember the packaging of WARID Telecom's products (Sims & Cards)? Do you think that packaging of WARID products are different and attractive as compared to others? Do you think that WARID is providing value (more benefits as compared to price) to its customers? Yes Yes No A Little Bit NO Yes NO YES NO A Little Bit RESPONDENTS DEMOGRAPHICS Name ___________________ Gender Male ____________ Female ______________ Location _____________________ Thanks you for your cooperation!!! 110 .No Tax Deduction Do you think that any of these is competitive advantage of WARID? Quick Customer Response Network WAP Do you think that promotional campaign (Advertising) of WARID supports the associations? They are trying to create? According to price comparison.