Warid Telecom

April 30, 2009

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STRATEGIC BRAND MANAGEMENT

DANISH AZEEM (08210027) ZUBAIR ZULFIQAR (08210005) MR. NADEEM MUSTAFA

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ACKNOWLEDGEMENT

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:

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Chapter no 1

BRAND INVENTORY

SUCCESS IS NOT SOME THING TO WAIT FOR, BUT SUCCESS IS SOMETHING TO WORK FOR

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WARID TELECOM
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.

Vision Statement:
WARID Telecom’s vision is To be the leading national communications provider with a strong international presence.

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Mission Statement
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

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options from entertainment to utility based services. You think of it and we have it! Keep exploring & stay amused! 1. Upload Photos @ Face book: Snap, Send, Share! 2. Love Meter: When you are in Love, you can’t fall asleep because reality is better than your dreams. 3. Gift A Caller Tune: Warid brings you a unique way to send a special gift. 4. Warid Fun Store: Now gift to friends & spread the joy! 5. 786 Islamic Services: Dial 786 for a complete Islamic library 6. Zem Gup Lagao: Gup Lagao-Dost Banao Sir Zem Kay saath 7. Balance Share: Out of cash? But never out of balance! read more 8. Pocket PCO: Now your business is truly in your pocket 12. Friend Finder Find your friends location instantly on your mobile... 13. Place Finder Find places instantly on your mobile 14. Mobile Games Turn your phone into a gaming zone with Zem mobile game. 9. Wzone: Enjoy the latest videos, tones, pictures and much more from around the world straight on … 10. International Top-up: Send prepaid airtime to their loved ones back home. 11. Warid Sports Station: Never miss out your favorite game read more

Source:

1. Warid telecom (website) 2. Wikipedia encyclopedia

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VALUE CHAIN ANALYSIS
Value chain is a high-level model of how businesses receive raw materials as input, add value to the raw materials through various processes, and sell finished products to customers.

Firm Infrastructure

Support Activities

Human Resource Management Technology Development Procurrement

M A R G

Goods inwards

Operations

Distrib-ution

Marketing & Sales

Services

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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. In which first is network infrastructure provider and second is GSM SIM manufacturers. For providing end to end solution to users Warid Telecom have chosen Ericsson as it GSM infrastructure supplier. Ericsson with almost 40% market share and world’s most widely deployed mobile standards. Ericsson involves in an evolution and expansion of Warid's GSM network, Mobile Soft switch solution, radio, 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. The expansion of the network and the implementation of Ericsson's Mobile Soft switch solution enable Warid to cater to Pakistan's capacity requirements, cover its growing customer requirements and evolve to all-IP. Ericsson not only helps Warid Telecom in network rollout but also in professional services like operations assistance and network maintenance. In matter of SIM’s manufacturing in the 8

beginning SIMs are manufactured abroad (Malaysia, Korea, China, Singapore) and imported to Pakistan abroad and imported in Pakistan. But now a days SIM’s are manufactured locally by the local software houses. Islamabad software house is a big supplier of Warid telecom. ISH and Warid has five year contract for manufacturing the GSM SIMs.

Operations:
Telecom sector operation involves providing service to the customer through network routers. Today, the cellular segment operation is increasingly dictated by the end users. The operational processes of Warid come into view only after the customer has bought their product or experiencing their service. For that purpose Product (SIM) of Warid is bought to get their service be experience. When SIM is installed in the cell phone then services operation starts in the form of voice communication, text, or other value added service. With respect to service providence Warid have been adapted to owning the customer because services were a one-to-one relationship with users; no third party was involved. 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. At Warid Telecom‚ customers are served with the mindset that they are our most important stakeholders for the organization. Based on Warid Telecom untiring efforts to produce a quality services‚ they are provided the most state of the art network. Warid's operation process strategy is to provide superior Quality of Service based on competitive pricing rather than being cheapest in the market. 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. By using this strategic operational approach, 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

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Outbound Logistics:
These are all the activities concerned with distributing the product or service to the customers. 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. They have built strong relationships with particular distributors. They have their warehouse in their zonal offices. Warid has nearly 19 Regional Sales Offices in all over the Pakistan which works under their respective zonal offices. 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. It includes building an identity for the corporation and brand, managing advertising campaigns, sponsorships, media relations (newspaper coverage, press releases, press conference before launching etc), point of sale material preparation (brochures, tariffs, flyers etc), website management. 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. His portfolio includes brand, product development and content management along with franchise, direct and corporate sales.

through certain marketing campaign and operating the business flow in the country. 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. Task of Promotional campaign of Warid is usually taken by Spectrum R&Y Consultants which enhance Warid brands attributes and value.

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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. For service enhancement, Warid telecom improves and can increase the number of its Customer Service Centers and Franchises.. WARID Telecom has emphasized on building a relationship with the customer. They encourage their customers to offer different suggestion to improve its services. They respond positively to the desires of the customers. Though WARID Telecom has a lot of good feature about after sale service, but with regard to customer their customer care department is be one of the major in terms of customer satisfaction. Whenever a customer calls in to one of their call centers he feels more than welcome by either their friendly staff. 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. Warid telecom has at most 240 franchises and 19 regional sale offices all over the country.

Procurement
This function is responsible for purchasing the materials that are necessary for the company’s operations. 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. Rauf joined the Company in March 2005 as General Manager Procurement and Logistics.

distributors. In the matter of SIM Warid have contract of SIM manufacturing with supplier that make sure that supply of the product deed not stop.

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Technology Development
Warid Telecom is using 900 and 1800 GSM technology, in order to optimize the utilization of frequency, thus to ensuring the highest quality and service. 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. Warid has highly advanced network that is EDGE compatible‚ 3G–compatible and has measures in place for a soft switch and media gateway architecture. Ericsson is Warid Preferred business partner for providing complete “Turnkey state of the art” GSM network. Ericsson not only helps Warid Telecom in network rollout but also in professional services. Fully redundant network with a robust design to cater for future needs. At customer care centers there are IP–based call center and leading data center with over 300 seats. Warid presents the most powerful 64K SIM. Apart from the special WARID menu, the 64K SIM gives its users added flexibility to store up to 500 numbers and 50 text messages. No other SIM in the market offers this amount of storage space. Prepaid customers can replace their standard 32K SIM with the 64K SIM by paying a replacement fee.

Human Resource Management
A healthy working environment is very necessary to induce a sense of belonging into the employees. At WARID Telecom working environment was very informal. Employers were encouraged to participate and they could easily communicate with their co-workers. 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. WARID Telecom has a very comprehensive and distinctive procedure of requirement, ZAFAR IQBAL (GM Human Resources)
Is GM Human Resources of Warid Telecom (Pvt) Ltd. He was responsible for Human Resource implementation of policies and procedures for the countrywide operations. He also looked after all the Personnel matters, Manpower Development, Legal and Public Affairs.

selection, hiring and placement of the employee. The have an active incentive

program. They tend to test people skills by assigning to them challenging tasks that fulfill 12

their achievements needs. WARID Telecom has a monthly evaluation system in place that keeps a check on employees every 30 days. WARID Telecom has a very strong organizational culture in every customer care center and franchise. WARID Telecom believes on team work. The internal control system of the organization is also very tight and effective. The check and balance system is also very strong. Due to this strong check and balance, they can make correction in their plans. If at any time or at any place, the plan does not work properly, the manager knows it at a right time and they can make it well. Nobody is allowed to violate his power. They are completely satisfied their current performance and work for the betterment and development of the system.

Infrastructure:
The environment of any organization plays a very vital role in bringing out the inner qualities and talents of people. On entering the Warid Telecom office, what strikes a person most is their atmosphere and décor. The atmosphere of the Warid Telecom head office is a very pleasant one, with a large impressive lobby welcoming the distinguish customers. The décor includes glass and steel walls. This communicates that Warid Telecom has effectively dealt with its toughest and delicate issues with care. To make the atmosphere more pleasant, a touch of greenery has been added, to communicate that Warid Telecom is an eco-friendly organization. The security check on entering the majestic hall gives the customer a sense of security. It requires the person visiting the office to sign an entry form and wear a badge. All these things made the office informally communicate that it welcomed customers and guests, but the most important element that makes this backdrop complete is the employees, all formally dressed, communicating that the organization strictly adheres to dress code.

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ABOUT PAKISTAN
Pakistan with a large and growing population of 160 million considered as most attractive place for investors in the world. The end of year 2008 marked the culmination of one of the most volatile periods in the country’s history. In the face of U.S recession and relative slowdowns in China and India, the outlook for international commodity prices is bleak in 2009. The cost of importing oil and cotton increased by 30%, 65% increase in wheat and 47% palm oil during the commodity boom which pushed the fiscal year 2008 trade deficit to USD15.3bn.The PKR has weakened by 29.0% during first quarter of 2009 and tight liquidity had spawned rumors of bank defaults. IMF support has boosted the FX reserve position to over USD10bn, while remittance activity recorded yet another high for December 2008.The inflation seems to have finally peaked, the last CPI reading came in at 23.3%. Moreover, projections for GDP growth in this fiscal year are now 3.5%; a significant fall from 6.4% and growth of economy witnessed over the last five years is pulse 7% annual. However, 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. First quartile of 2009 shows a slight decline in overall corporate earnings by 0.9%.

Economy of Pakistan in Q1 2009:

Real GDP growth (%; fiscal years ending Jun 30th) Consumer price inflation (av; %) Economy growth rate (av; %) GDP (purchasing power parity) GDP - per capita Labor force:

3.4 23.3 7+ $446.1 billion $2,600 49.18 million

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Demographics Of Pakistan:
It is estimated that the Pakistan's population will be over 180,000,000 by mid 2008. And by the next decade the population is expected to exceed 176 million. In the past, the country's population had a relatively high growth rate that has, however, been moderated by declining fertility and birth rates. 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: 164,741,942 (July 2007 est.) 1.828% (2007 est.) 27.74 births/1,000 population (2007 est.) 8 deaths/1,000 population (2007 est.)

Age group 0-14 15-64 65 and over Emerging Middle Class:

%age 36.3 59.4 4.3

Male 31,316,803 51,000,863 3,409,246

Female 29,567,622 48,648,480 3,819,026

Middle class incomes are rapidly growing and consumer spending consequently growing above 16.5% CAGR as compared to 10% for last 3 years.

Population: Pakistan had an estimated population of 169,300,000. During last 4 to five years population is expanded and now it is estimated that Pakistan's population will be over 180,000,000 by mid 2008. Country's population had a relatively high growth rate that is

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1.805%. Pakistan has a family-income Gini index of 41, close to the world average of 39. Population below the poverty line is 28 percent of the total population Literacy: Educated people are the back bone of every economy. Pakistan has low literacy rate as compared to other developed country like china, America. Literacy rate in Pakistan is 55%. 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, especially among the well-off, who can easily acquire Western products such as television, media, and food. There are many western restaurant chains can be found in the major cities. Pakistan currently ranks 46th on the Kearney/FP Globalization index in the world.

Purchasing power parity: The purchasing power parity of Pakistani consumers has been increased to Rs. 504,269 in 2008 from Rs. 465,416 in 2007.

Culture and Norms: There are five main ethnic groups in Pakistan and these are Punjabi, Sindhi, Pashtun, Muhajirs and Baloch. Languages are the most common identity of ethnicity in Pakistan. Urdu is the official language and can speak and read all over the Pakistan. English is the medium of education in most of the schools and universities; therefore it is a de facto national language of Pakistan. One of the boys always stays - acting as the parents' social security and taking care of them in their old age, since there is no government to run an official 'social security' system that is administered.

Source:

1. BMA Capital 2009 (slowing down, U-turn ahead) 2. Pakistan Facts CIA World Fact Book 3. Federal Bureau Statistics 4. Pakistan Economic Survey 2008 5.Population Census Organization

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PEST ANALYSIS
Political And Legal Factors:
The government plays an important role in the operation and manufacturing products and services in terms of regulations. Following are some of the factors that could cause Warid brands to differ materially from the expected results. These are: § Due to the unpredictable political and governmental changes rules and regulation are changed quite frequently. Currently government has increased the taxes in the telecommunication sector that will also a harder in the smooth operation of Warid telecom operation. § Before WTO implementation for deregulation of different sectors of the economy. Pakistan government taken the step to regulate the telecom sector by the authority of PTA. There are two types of Regulators held by PTA; the first is called the “Economy Wide Competition Regulator” as the Monopoly Control Authority. Also the political governmental rules can not be completely applicable in this sector due to the regulation authority of PTA. § Now a day’s Pakistani environment is instable due to political clashes among political parties. Inside country war and drown attacks in north frontier areas. This political instability has led to uncertain environment in the country, which is a threat for any business including Warid telecom. § Environment of telecom is investor friendly and have great potential to gain profit. The mobile phone teledensity which had reached to 55.80 by the end of December. Still, it means that about half of the population may possess the phone. In Pakistan, the total number of subscribers which had touched an all-time high figure of 90.52 million in October 2008. § Due to huge budget deficit and low growth of economy government has increased the taxes in telecom sector. Pre-paid customers were charged 10 per cent withholding tax on every new load, which was deducted in advance. The customers were also paying 15 per cent sales tax on every call. However, the 17

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. These kinds of threats are hindrance in the way of Warid brand

Economical Factors:
Economic conditions are influenced by political and government policy, being a major influence affecting these can affect the Warid telecom strategies. These can affect how easy or how difficult Warid telecom is to be successful and profitable in the economy. § Over all economic conditions are not very sound .The country risk of Pakistan goes to 3 which is alarming situation for Pakistan. Due to mistrust in the Pakistan environment the foreign direct investment has been declined. This is the thread for Warid telecom because not new investments in being carried out in this environment. § Due to inflation the cost of doing business is also gone higher. Inflation remains the biggest threat to the economy, jumping to 7.9% in 2006 to 23.3% in first quartile of 2009. This increasing ratio will hurt the buying power of the consumers that will overall reduce the demand for the products. § Pakistan has a growing upper class with relatively high per capita incomes. In late 2006, the Central Board of Revenue estimated that there were almost 2.8 million income-tax payers in the country with 45 % people are living on 2 $ per day. § 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.

Social Factors:
The socio cultural environment summarizes demand and tastes, which vary with fashion and disposable income, provide opportunities and threats 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. Most of the people dislike anything extra-ordinary or 18

something which sabotage their culture or subculture. Pakistani society is largely multilingual and multicultural § The Pakistani people are more social and want to remain in contact with other people. They celebrate lot of festivals like Jashn-e-Baharan, Eid Celebrations and other cultural festivals. On these festivals they make calls to relative and one of the key issues is sending SMS regarding the event. This will influence the demand for the Warid product § Increasing globalization has amplified the influence of "Western culture" in Pakistan. The life style of Pakistani people is changing rapidly. People are more conscious about status pat most all people purchase multimedia mobile phones. And also there is trend for Black berry sets by youth which will help in enhancing their product and services. § The total population of Pakistan is approximately 16 billion. The population is increasing rapidly which increase the number of cellular usage and help in projecting high profits.

Technological Factors:
Advances in technology can have a major impact on business success. Technological change impacts socio cultural attitudes as well as on economy. § 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 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. The latest technology of 3G mobile communications has been earmarked and PTA will soon be inviting applications for 3G spectrum auction. This technology will increase operating capacity and revenues by using HSPA technology.

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TELECOM SECTOR
In the era of globalization and information society, the fundamental role of telecommunication technologies cannot be underestimated. Although tremendous growth has taken place in the Pakistan telecom sector but most of it can be attributed to the cellular growth. Fixed line is still awaiting a take off. Similarly Value Added Services have grown but are still a drop in the bucket. 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. Our Industry already has LL (Local Loop), WLL (Wireless Local Loop), LDI (Long distance and International), and ISP (Internet Service Provider) players and WiMax; 3G cellular systems are expected be a part of this Industry soon.

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Key Telecom Market Trends:
v Macro / Demographic trends Ø Continued urbanization trend Ø Rapidly rising disposable income with influx of expatriate income. 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, LL and LDI sectors Ø Effective policing of limited mobility rules for WLL players Ø Clear rules regarding license renewal and issuance.

Pakistan Cellular Market Outlook:
Cellular Mobile segment of the industry is considered an engine of growth for telecom sector in Pakistan. Pakistan’s mobile Industry is a dynamic and highly competitive market. 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. . 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. Total subscribers growth has been reported 40% in 2007-08, which has declined from 82% in the year 2006-07. Cellular Mobile teledensity jumped from 39% in 2006-07 to 54.7% 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. Growth of cellular subscribers has declined by all major companies. Government has stopped granting license to mobile operators, and this will significantly impact the overall performance of 21

the telecom sector. The existing players may experience high growth opportunities as the number of players is put on hold for the time being.

Key GSM Market Trends:
v Intensive subscriber’s growth v 60% of subscribers are prepaid. v ARPU has fallen 3% over the last year. v Majority of revenue are from voice-based services. v Compatible handsets pushing Java Games and GPRS usage. v Low GPRS usage. v Content services mainly SMS based. v A huge market for cheaper handsets. v Handsets are available for as low as $12 (with subscription). Industry Subscribers & Penetration forecast: Pakistan has been one of the fastest growing

mobile markets among the emerging telecom

markets. Subscription of subscribers impressive for remained another

year and all companies together added more than 25 million subscribers to their networks. Total

subscribers

crossed 88

million at the end of 2007-08. It has been estimated that in the coming years till end of 2010 penetration as well as subscriber reached to 139,000 million. 22

Average Revenue per User: Average Revenue per User (ARPU) is an important tool to measure the financial

health of any telecom sector. The emerging markets of cellular mobile segments in South Asia are considered the low ARPU markets. In

Pakistan ARPU has declined significantly over the years. In the year 2003-04, ARPU in Pakistan was US$ 9 which has declined to only US$ 3.1 in 2007-08. However, 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.It has been estimated that in the coming years Average Revenue per User (ARPU) reached to 3.9 US$.

Exploring The Cellular Market:
ü Cellular subscribers in Pakistan reached 76.6 million. ü During 2007-08, Cellular players invested over US$ 2.3 billion, which is 12% lower than the previous year. ü During 2007-08 the revenue of mobile industry was Rs.182080.9 million. ü Activation tax collection has increased from Rs. 17.57 billion in 2006-07 to Rs. 19.18 billion in 2007-08 which is 11% higher than the previous year. ü Total Cell sites in Pakistan reached 21,518 which were only 13, 752 in 2006-07. ü During the year 2007-08, total cellular operators franchises increased to 1,679 which were 1,619 the pervious year. ü Today mobile network coverage is reaching to almost 90% of the total population. 23

ü International Mobile Equipment Identity (IMEI) blocking system installed to stop Mobile handset theft, PTA blocked 96,258 hand sets. ü In the year 2007-08, Pakistan cellular mobile industry terminated 1.109 billion minutes on foreign networks while foreign operators terminated 2.82 billion minutes in Pakistan. ü PTA has completed schedule for migration from 7 to 8 digits numbering plan. ü 31%. Domestic traffic of cellular mobile operators on fixed networks increased by 13%. 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, Warid Telecom, Telenor Pakistan, Ufone and Zong. ü Total subscribers crossed 88 million at the end of 2007-08.

Source: 1. PTA cellular sector report 2008 2. Pakistan Economic Survey 2008 3. Warid investor presentation (July 2008)

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COMPETITOR ANALYSIS
The major players of Pakistani mobile market comprises of Mobilink, Ufone, Telenor, Warid and China Mobile. Mobile sector which is now driven by lowest tariffs, maximum coverage, and relatively better quality the Pakistan mobile market maintained rapid growth during 2008. The main reason for this slow growth could be a strong competition between cellular and fixed line industry offering low packages to its consumers.

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. During the year 2007-08 Mobilink added comes 5.7 million subscribers and stood in the second position in regard to subscriber’s prospect. Ufone Ufone commenced its operations from Islamabad on January 29, 2001. Despite the stiff competition in Pakistan telecom market which has led to reduction of prices to bare minimum level, 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, as compared to last year. Now during year 2008 it added 4.0 million subscribers as compared to its addition of 6.5 million in previous year.

Telenor: The years of 1855 to 1920 was a pioneering period in the history of Norwegian telecommunications. Manual mobile telephony services were introduced in Norway in 1966; Telenor now has mobile operations in 12 markets around the world. Telenor started its business in Pakistan in 2006. During the year 2007-08, Telenor added about 7.4 million subscribers as compared to 7.1 million in 2006-07. 25

Zong: ZONG is the first International brand of China Mobile being launched in Pakistan. It is meant to empower and liberate the people of Pakistan. Subscribers of Zong in April 2008 were 3,146,763. Its growth was negative previous year but in 2008 it added 2.9 million subscribers in last few months.

Subscriber Of Cellular Service Provider:
The mobile subscriber numbers for last few months tell an interesting story. Zong and Telenor have been growing at a brisk pace, at the expense of Mobilink and Ufone. Take a look at the April to May changes. Mobilink s share of market is down to 37%. But in June, Warid fought back by adding the largest number of subscribers. Telenor and Zong seem to be losing some steam after a few months of high subscriber intake. Mobilink

continues at sluggish pace. Ufone and Telenor numbers remain extremely close to each other.

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. 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

localities. Some areas of Baluchitsan and NWFP remained uncovered due to disturbances in those areas; rest of the country is almost covered by now. During the year 2007-08 all operators have added around 8,000 new cell sites, which is an

impressive figure because it takes huge investments to install the cell sites. Ufone has added the highest number of cell sites in 2007-08 and that addition was1,827 new cell sites during 2007-08. With addition of these, Ufone total cell sites have reached to 3,471. Next was Mobilink who added 1,817 cell sites, its total sites stand at 7,339 which is the highest among all. Total Cell sites in Pakistan reached 21,518 which were only 13, 752 in 2006-07. In terms cell sites growth, Ufone growth was 111% while CM Pak growth remained 100%.

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. Most of the operators are engaged in rolling out infrastructure and operators have to spend a huge amount on import of machinery and equipments. Depreciation of Pakistani currency has further

exacerbated the financial position of the industry. Moreover, low tariffs and increased tax rates could also be responsible factors for low profit margins in the industry. In the year 2007-08, revenue grew by 35% compare to 48% last year. Among the operators, Telenor is the most efficient operator in terms of revenue generation who has increased about 27

97% revenue in 2007-08 compared to previous year and reported Rs. 45 billion revenues in the fiscal year 2007-08. Mobilink earned about Rs. 80 billion revenues which is 24% higher than the last year. Mobilink and Telenor hold about 70% of the total revenues of the industry while 29% is held by Warid and Ufone. Warid and Ufone have 15% and 14% of total revenue respectively.

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. Warid acquired 17% of total in Pakistan at the end of 2007. Ufone and Telenor also gained some market share where Instaphone lost its market during the year. In 2008 the share of each company in mobile market exhibited a change, except for Ufone whose subscriber share remained more or less the same. Mobilink kept on loosing its share for another year in favor of Telenor and Warid.

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Competitive Comparison Matrix:
PLAYERS POSITIONING TECHNOLOGY PRODUCT & SERVICES OWNER

Mobiilliink M ob n k

§ Plays upon as market leader § Focuses on quality and coverage. § “reshaping lives” § Attractive brand claiming to be a trend setter in the industry. § Cheap rates and medium quality. § “Its all about U” § Claiming to be a peoples brand § Has focused on strong network deployment & leveraging on its international expertise. § Claming strong quality & coverage. § “The smart call” § Perceive as good quality but rates are high as compared to other competitors. § Focuses again on network quality with high rates. § “life ka network” § Has focused on strong network deployment § Symbolized as “say it all” § Recently focused on low rates irrespective of others.

§ 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. § 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.

Uffone U on e

Tellenor Te enor

§ GSM § GPRS § EDGE § GSM900/1800

Telenor ASA

Wariid War d

§ GSM § GPRS § GSM900/1800

§ Enhanced and diversified Value added services portfolio § Important Value added services portfolio Abu Dhabi Group

Zong Zong

§ GSM § GPRS § GSM900/1800

§ Youth oriented VAS portfolio China § Free calls on Closed user group Mobile

29

Competitors SWOT Matrix:

Mobilink:
• • • • •

Market leader Strong Equity Wide network range International brand Network capacity STRENGTHS

.

High prices Foreign brand Less known to culture

WEAKNESS

• •

Ufone:
• • • • • •

Subsidiary of PTCL. Stream line benefit. Knowledge about country culture. Experience Variety of Value Added Service Broad market coverage.
• •

STRENGTHS

Stagnant Profitability Low market share as compare to competitor (Mobilink).

WEAKNESS

Overly Dependent on PTCL

30

Telenor:

Have maximum coverage in PAKISTAN

• •

Have a very strong financial. They have the ability and resources to hire skilled engineers. 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. 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.

There is the diversion of customers towards other brands due to connectivity issue

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Source: 1. Ufone (website) 2. Mobilink (website) 3. Warid (website) 4. Telenor (website) 5. Zong (website) 6. Wikipedia encyclopedia 7. PTA cellular sector report 2008

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PORTER S FIVE FORCES
Porter's five forces developed by Michael E. Porter of Harvard Business School in 1979. Give a framework for environmental audit but tends to focus on the single, stand alone, business or SBU (Strategic Business Unit) rather than a single product or range of products

33

Intensity Of Rivalry:
Overview of caller sector indicates that rivalries among the competitors are high. 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. All the service providers are competing to each by the factors of low price, innovative packages, active efforts to improve quality service and also the better customer service. Telenor, Warid Ufone, Mobilink and Zong all have attractive packages nearly in Paisa s and coverage in almost every city with franchise and sale centers. The competition is also tough because new enterer has opened competition for gaining market share as well as contribution in the industry sale. Using all media vehicles cellular service provider heavily bombarded customers with promotional activities with timer checks, Jingle promotions and sponsorship with famous watch’s. In this competition arena efforts of companies are to gain better market position, higher sales and competitive advantage. One important factor for fierce competition is users low switching cost and also the demand for the user increases. 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.

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. In the case of infrastructure provider Supplier power is relatively high in the cellular sector. As there are few suppliers in the telecom industry that are providing telecommunication equipment and other related service to the sector. Each company has its own suppler in the matter of providing telecommunication equipments. Here is the list of suppliers that provide infrastructure to telecom sector these are ZTE, Alcatel-Lucent, Siemens, Nortel, and Motorola. 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 .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, Korea, China and Singapore but currently locally SIM’s are manufacture. 34

There are lots of suppler engaged in the SIM manufacturing. Service providers can switch to other SIM manufacture because their switching cost is low. Companies negotiate their prices from SIM manufacturers to set their own price standard.

Buyer Power:
The bargaining power of end users however, 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 customers have both quantity and quality of information available which help them in their decision process while purchasing. And customer demand for the product service increases time to time changes. They are large and purchase a sizable percentage of industry’s product. Also service provided by mobile operators are almost same because users have to make call which is basic need regarding this sector. 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.

Threat Of Substitutes:
Overview of telecommunication sector indicates that threat for substitute is moderate high. In spite of cellular service provider there are many other substitutes in the telecom industry these are fixed line, wireless line, and calling cards. The substitute service provider that goes indirect competitor with cellular service provides are PTCL, world call, and others. These all service providers mentioned earlier have recently reduced their prices and hence have well established infrastructure for coverage. From customer prospective the cost of switching is low as there are verities of service offering from these indirect competitors. Recent years the fixed line subscriber increased to 4.8 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. This trend shows the current trends for using substitute service in telecommunication sectors

35

Threat Of New Entrants:
With regard to the cellular industry in Pakistan, there is a high threat of new entrants. As PTA has taken back its order that no more firms can enter in the cellular sector at the end of December 2008. There are already five players in the cellular sector playing aggressively to compete each other. Legal requirements and costs are two types of barriers. When legal requirements are concerned, 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. But in cellular industry actually the main barrier is high initial expenses. Network coverage, satellite, installation costs are extremely high for the service providers which is considers normal barrier. Existing industry service providers are looking to expand their market reach by new service offerings and coverage there is probability of new entrance. Customer demands are increasingly growing mobile teledensity reaches to 54.7 percent which is relatively high and also an opportunity for new entrance where they currently do not have a presence.

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

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SWOT OF WARID TELECOM

S

trengths:

Leveraging brand equity from international corporate “Abu Dhabi Group” Having modern network capabilities in respect of infrastructure. 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. 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.

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O

Pportunities
Over 60 percent population in rural areas still underserved pent up demand by aggressive network expansion. 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. Price competition Larger competitors network coverage Strong advertisement and media presence of competitors Entrance of new competitors like Zong. Political Instability Presence and the acceptability of competitor brand like jazz, talkshak and public demand

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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. 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. 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. In this market, consumer has low involvement they perceive the brand benefits on the basis price, voice quality and coverage. The reason for this is that their ultimate objective is to communicate to other at for off place. Buying is initiated by “communication purpose”. 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. These days there is a rush of packages out in the market from the mobile service providers, targeting different market segments and offering all kinds of discounts depending on who you call or when you call. Off-peak timings have always been used by service providers to create interest and to lure customers. So, customer seeks indifference among services provided by these 39

cellular operators and switch according to their desire. 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. 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. Where the price of any product is low people change their taste and divert towards that low price product. 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. Coverage: After the quality of voice second available factor for customer switch age is coverage. Users perceive that the operator’s services are available to them where they visit. 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. Fierce promotion leads an image in the mind of the consumers that company offers many servers and “a customer focus company”.

Factor for Demand:
Following are the factor which makes the demand of cellular subscriber go on increasing. Technological transformation of industry: Between the 1980s and the 2008, the mobile phone undergoes a great transformation. From being an expensive item used by the business elite, it became a personal communications tool for the general population. In most areas of country, mobile phones outnumber land-line phones. Cellophane availability: In Pakistan cellular sector cheaper models of mobile phones for common citizens played a great role in improving business prospects. Demand for the service provider increase

40

due to these factors. The imports of handsets have registered 1.788 million sets during last year. Attractive packages: All big names of the cellular sector are offering different low cost packages to users. And these are competing with each other by attractive packages and low cost call connectivity. Some examples include Warid (per second, 30 second, 60 second billing), Mobilink (jaaz budget, jazz one, jazz easy), talkshawk (30 and 60 second billing), Zong (per second, 30 second, 60 second billing), and Ufone (Uwon, Public demand). Late Night Calling Packages & youth: Now days the youth is much mature and have more exposure and more understanding of things. The bigger trend is on the heavily discounted late night time calling packages, which are in effect usually from 11pm at night to 7am in the morning. In these hours a single call costs you a total of 3 to 6 rupees an hour. These packages are purely targeting the younger generation. Some examples include Warid (infinite craze, zem nites), Mobilink (Raat Shuru Baat Shuru), Djuice (jaagtay raho package), Zong and Ufone.

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SEGMENTATION
Mobile segments serve the basic needs of calls, long distance calls and the international. Traditional telephones have been replaced by the codeless and the wireless instruments. Mobile phone providers have also come up with GPRS-enabled multimedia messaging, Internet surfing, and mobile-commerce. Segmentation in cellular sector is generally done on the basis of behavior usage by the users. Marketing effort of cellular service providers was focused on objective: adding more subscribers and on increasing usage or increasing awareness. 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

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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.Target market group of cellular sector ranges from 15 to 64 percent which according to demographic profile of Pakistan consist of 56.9% (male 48,214,298; female 46,062,933) of total population. As in the Buying behavior we have studied that Female and male both contribute into making decision for the purchasing of the brand. So the both genders would be in target market. In spite of this professionals are also Warid target audience. The Employment Status categorizes majority (45%) as employees followed by own account workers (42%). About one in ten workers (11%) are reported as unpaid family workers and one & a half percent as employers. As far changes in the comparative periods, unpaid family workers fall by some fractions, employees indicate some increase while own account workers and employers remain on the same level. In the buying and sales of Warid brand also depends on these customers too. Along with the rise of urban consumerism, 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. In manufacturing and natural resources, Shell and BP are present in addition to the Pakistani state oil company. Honda, Nissan and Suzuki are among international automotive manufacturers with plants in Pakistan. Warid fulfill needs of these local MNC’s local national and SME’s firms by providing them special service packages.

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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. To achieve the objective of targeting all segments Warid offer both postpaid (Zahi) and the prepaid (Zem) services to their customers. 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

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POSITIONING & BRANDING
Warid telecom is umbrella band of Abu Dhabi Group. Abu Dhabi Group also has Wateen a sister concern in the telecommunication sector. 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. Warid Telecom considers the needs of customer’s first. Life ka network symbolize as the network is alive, alive in sense of changing according to customer demand, and keep response to customers needs and wants.

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, EDGE and GPRS network with best voice quality and coverage along with most economical billing packages for its subscribers. Warid will provide them high quality and stylish products to improve their life style and make their life easy and beautiful.

Warid Brand Elements:

Name: Warid (al-w rid) is an Arabic language word which means inspiration and spiritual perception. “Warid telecom” as the name shows is backed by some Arabic firm and in actual Warid is family brand umbrella of Abu Dhabi Group. As name reflect that Warid with quality, coverage, and low price package and customer orientation will inspire the users to use the services. 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. A red ribbon around shows that the incoming and out coming of signals wave means 45

network quality without collision with other signal bands. 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”. Warid Telecom considers the needs of customer’s first. Life ka network symbolize as the network is alive, alive in sense of changing according to customer demand, and keep response to customers needs and wants. Warid also has a very quick customer response from its employees to the customer incase of any problem or query. 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. The slogan of the brand is “Life ka network”. The company is trying to create image that we care about our customers the most and its utmost value only bows towards its customers. And also the network is alive, alive in sense of changing according to customer demand, and keep response to customer’s needs and wants. We can say this by analyzing their customer support offices and their help lines where the customer can call for any problems or queries. Basically in some types of packages which directly target the youngsters, 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. The design of prepaid package is as similar as other Telecom companies in Pakistan. 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. Whereas postpaid connections are concerned the design is quite different from that 46

of prepaid ones. A user buys a connection from Warid telecom and uses it regardless of any credit into it. 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. 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. 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. As it lies in a service sector therefore we cannot effectively analyze its design. 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. 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. That is why they spare no efforts in pursuing the best in network‚ services‚ product offerings. Simplicity: The industry trend is to complicate all aspects of telecommunications to intimidate the user into benign behavior. Warid Telecom encourages subscribers to be bold‚ knowing that they are getting what they asked for. We keep things simple‚ easy to understand and even easier to use. 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. They already introduced 3G supportable system for being see the need of this in the near future. 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. 47

Transparency: Warid Telecom is always providing an open and honest service. Warid Telecom has paved the way to expose hidden charges‚ reduce tariffs and maintain a clean reputation. They never deduct taxes of scratch card loading as other did in the sectors which shows transparent dealing with users. Customer-Friendliness: They enjoy working and succeeding together by building close relationships. 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 considers the needs of customers first.

Brand Associations:
These are the desired associations which Warid telecom wants to create in the mind of customers. Voice Quality Economical billing packages Network Coverage Customer oriented service Brand of Abu Dhabi Prestigious Brand Brand slogan

48

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.

49

Warid brand personality:

Sincerity: WARID Telecom has always tried to deliver truthful and interesting advertising to its viewers. Which develop sincerity trait in consumer mind about the brand. 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. Passion: Colour combination of the brand and its logos shows passion. Red colour shows joy and excitement and also some the ads of the Warid Zem are shows youth passion toward brand. Also shows the element of brand personality.

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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

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PRODUCT
Warid telecom’s products are their SIMS that they provide to its customers. They are postpaid and prepaid connections, Zahi and Zem respectively. 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.

Business Corner:
Blackberry Device Solution: Blackberry supports push e-mail, mobile telephone, text messaging, internet faxing, web browsing and other wireless information services as well as a multi-touch interface. Al professional personals use device to have direct and prompt access to services that help them in their professional life. Blackberry Models available: Blackberry Blackberry Blackberry 8310 Blackberry Bold 9000 Pearl 8120 Curve 8820

Warid now introduces ‘Blackberry Professional Software’, which specifically caters to the needs of the Small and Medium Enterprise market segments. The Blackberry Processional Solution will allow up to 30 users within the SME. 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

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, 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

§ §

Close User Group Warid Access Card

Wireless Broadband Packages: Warid introduces Wireless Broadband to its valued subscribers. Wireless Broadband is state of modem which can be plugged in USB port available in Laptop / PC for high speed wireless network access. Users can enjoy wireless connectivity from their home, office, outdoor sites and so on. Warid Mobile Email: Warid Mobile Email (WME) presents a whole new way to communicate. Now users keep in touch with their business matters on Warid phone. With WME users can not only send, receive and delete emails instantly, but you can also view, edit and send attachments, update your calendar from your phone and much, much more. WME gives users end-to-end encryption and ensures that all the data communicated to and from the mobile device are delivered securely.

Zahi
Zahi offers with revolutionary features that will suit both corporate and personal lifestyle, and ensure that users always have that all important edge in everything they do. Zahi packages introduced five packages named from silver to diamond; 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. The free minutes are divided into which networks they're applicable to. 60% of the free minutes are applicable only for on-net (Warid - Warid) calls, 20% each to PTCL and other mobile networks.

54

Zem:
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. 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. 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. Voice talky package include facility of sending voice messages on both on-net and off-net. 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.

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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

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Zem:

Happy Hour packages Off Peak: 12pm-6pm & 12am-6am @ Rs 4.99/hr* Peak: 6am-12pm & 6pm-12am @ Rs 11.99/hr* SMS your Happy Hour to 2742 e.g. SMS 7am to 2742 (for 7am-8am Happy Hour) Weekend and Night packages
ZIM SUNDAY CRAZE

Unlimited FREE on-net calls on Sundays, from 8:00 a.m. to 12:00 p.m. with weekly subscription charges of Rs. 15 + tax apply.
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. 24+tax. Calls on other networks in this time period are Rs. 0.85 (per 30 second). Calls to off-net Friends & Family number is Rs. 0.75 Paisa packages:

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Voice plus SMS packages
SMS CRAZE

The subscribers can get up to 5,000 SMS/MMS to any number across Pakistan & 10MB of Mobile Internet for a monthly subscription of Rs.150 inclusive of all taxes.
VOICE CRAZE

Vice Craze is a weekly subscription based package offering 125 on-net (Warid-Warid) minutes, 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. 25,000/ PKR. 28,000/ PKR. 31,000/
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. Rs. Rs. Rs. Rs. 80* 120* 200* 240* 500**

Free Units 6MB 15MB 20MB 30 MB 2000 MB or 2 GB

Rate Rs.12/Mb Rs.10/Mb Rs.8/Mb Rs.6/Mb Rs. 0.2/Mb or 20 Pasia / Mb

ENTERPRISE SMS PACKAGES
Package Monthly Line Rent Available Messages

SMS-A SMS–B SMS-C

Rs. 20‚000 Rs. 30‚000 Rs. 40‚000

50‚000 100‚000 200‚000

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CLOSE USER GROUP

Close User Group (CUG) rates are at 60 paisa per minute on all packages‚ billed according to the package plan i.e. per 60 sec‚ 30 sec or per sec.
WARID ACCESS CARD

Postpaid Packages Package – GPRS80 Package - GPRS120 Package - GPRS200 Package - GPRS240 Package - GPRS Infinity Wireless Broadband Packages:

Line Rent Rs. 80* Rs. 120* Rs. 200* Rs. 240* Rs. 500*

Free Units 6MB 15MB 20MB 30 MB Unlimited

Rate Rs.12/Mb Rs.10/Mb Rs.8/Mb Rs.6/Mb Rs.0/Mb

Starter pack (USB Modem + SIM) price is Rs. 11,000 + tax with one month free unlimited Internet trial Warid Mobile Email:
Warid Mobile Email Corporate Account ( 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.e Gmail, Yahoo, ISP account etc) (Rs. 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. Warid service retail tariffs are split between post-paid and pre-paid subscribers with a number of packages being available to both sectors. 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. Pricing list of Warid telecom shows that all service offering are economical and according to customer desire. In these package billing are made according to the customer taste and need Warid second billing, for long time calling Warid introduced happy hours and so on.

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DISTRIBUTION
Warid has launched its services all over Pakistan. 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 was the first telecom company in Pakistan which launched its services through its franchises and sales center all over Pakistan on a single day. 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. 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. For service enhancement, Warid telecom improves and can increase the number of its Customer Service Centers and Franchises. 60

Warid telecom has at most 240 franchises and 19 regional sale offices all over the country. In spite of these authorizes franchises Warid distribute its products by the end retailer mobile shop and general stores. All franchises of Warid are decorated with Warid logo; Warid Brand colour and glass and steel walls. Which show the element of prestigious brand and customer orientation. 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”. This communicates that Warid

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COMMUNICATION
Warid message are communicated through using all channels of media including building an identity for the corporation and brand, advertising campaigns, sponsorships, media relations (newspaper coverage, press releases, press conference before launching etc), point of sale material preparation (brochures, tariffs, flyers etc), website. Message delivered on electronic media through jingle and using celebrity endorsement. First ever add that comes in the electronic media is symbolize with rain season that bring hope and refreshment and new joy. 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.

Brand themes: Warid themes are made of combination different styles with correct usage of Red colour and white. Later is symbol of joy and passion while former is symbol of peace. All Warid themes are backed by the jingle and sound track with relevance to culture.

Communication Mix:

Warid telecom is using all kind of communication mix to promote image in the mind of customer for repeat purchase. It uses following communication vehicle to promote and communicate its services and new offerings promotion campaigns “Warid mobile vans”, sponsorships, media tools like newspaper coverage, brochures, leaflets, press releases, tariffs flyers point of sale and website Media: WARID Telecom has always tried to deliver truthful and interesting advertising to its viewers. Through these ads they are trying to convey the message that WARID Telecom is solely meant for the people’s benefit and convenience. They advertise through Channels Specially Geo and mostly News channels, PTV, ARY and hum Tv. 62

Print media: WARID Telecom has designed attractive brochures for their customers. These brochures contain all the necessary information about their package deals and tariffs. Hence, 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.

.

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QUESTIONNAIRE FOR BRAND AUDIT
1. 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. Although it cant ignore home users also because it is a big segment of the market. That’s why WARID has introduced a variety of packages. 2. 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. WARID is using print media comparatively more as electronic media because it’s also big source of providing information. WARID is trying to capture maximum of the market share by providing value services and attractive and low cost packages. Warid has opened its franchises all over the country to provide better services to the customers and also to support the promotional campaign. 3. What are your core brand values? The core brand values of WARID are low prices, wide range network, customer support services. These values are strongly associated with the brand and WARID is trying to make them more associated with the brand. 4. How you have segmented the market? WARID has segmented the market in two major segments. First one is and other one is households or home users. While as in business class WARID has further segmented the market in pre-paid customers and post-paid customers. WARID has also introduced different packages in post-paid for different classes. 5. 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. WARID’s network services are available in wide range of areas and can be accessed anywhere any place, any city, any town in the country. 64

6. What is your actual positioning in the minds of customers? As far as the actual positioning is concerned, WARID has become successful in creating image in the minds of customers as a low priced but a quality service. As compared to all other brands, WARID’s prices are much lower and quality of service is also much better. But up to some extent, 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. To make it sure, and to build the desired image, WARID is continuously upgrading the network to assure and let people experience that WARID is having a wide range network. 7. Do you think that you have matched your desired and actual positioning in the mind of the customers? Rapid growth, shows this tendency 8. 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 early has discussed. These are low prices, better quality services, wide range network, better customer services, most caring cell phone service that cares about customers expectations and customer satisfaction, suitable for all (for business users and home users especially for youngsters) and one step ahead in introducing new packages and services. 9. Do you think that your current associations are strong, favorable and unique? Yes! Definitely and obviously these associations are strong favorable and unique. People up to a great extent associate these things with the brand. And also these associations are favorable because they are in the best interest of our valued customer. And they are unique also because no other company is providing these things appropriately to the customers. WARID is focusing more on these things. 10. 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. The first no tax deduction, quick customer response, one 65

time information and WAP. On the basis of these competitive advantages, WARID is one step ahead as compared to other companies and differentiating itself. 11. 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. But in order to make people more aware of WARID offers and services, we have started a new promotional and advertising campaign. We 12. What is your brand strength (image and performance) and what is your competitor’s brand strength?

13. According to you who are your competitors? The major competitors of WARID are Mobilink, Ufone, Telenor and now Zong (China mobile) because Zong is also gonna become a big player in the market. Indirectly, if you see, 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. 14. How does your brand communicate to the customers and what does your brand name mean? An Arabic word showing the empathy. 15. What is your distribution channel and how do you effectively manage it? 16. How much and what kind of media involvement and its role helps in your brand promotion? 17. 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, we are also working on the enhanced packaging scheme not with only Warid customers but the users other than Warid. 18. What criteria and policies you have adopted for your internal branding i.e. branding among your employees?

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Chapter no 2

BRAND EXPLORATORY

NOTHING IS PERMANENT IN THIS WORLD PERMANENT IS ONLY CHANGE

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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, favouribility and uniqueness of brand association. The findings of research serve only for the academic purpose. Exploratory areas of

inquiry in this study included are as follow: 1. 2. 3. 4. Explore the relative people perception about Warid. To explore the Brand Image developed by Warid and customer perception. To find out the most favorable association about Warid brand. To check the actual and intended gap between deliverable brand’s associations. 5. 6. To assess the impact of marketing program input. To explore all possible way of Warid brand equity dimensions (brand

awareness, brand usage, brand judgment, brand performance, brand imagery)

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RESEARCH METHODOLOGY
For data collection, primary data collection methods are used. Two types of questionnaires are developed qualitative and quantitative. Research questionnaire consist of three parts, these parts include demographic, imaginary associations, performance associations and attachment and loyalty associations. Research is conducted in conduct in natural environment and researcher interference is minimum. Data is cross-sectional in which researcher visited the audience and place once a time. To avoid the chance of nonresponse errors questionnaires will be filled by the interviews themselves on the information provided by the respondents. Researchers are bound to aspect other information and not allow adding its personal liking or removing it’s disliked thinks in it.

Population:
Research is to observe the brand awareness, favorability and uniqueness of brand association
so it was necessary to collect the data from different locations of the Pakistan. Data is

collected from diverse people because of culture, income, perception and other differences. So research population is form Gujrat, Gurjranwala and Sialkot. For research technical point of view it will reduce the biasness of the data. Here is population of these cities taken from Punjab district website. GUJRANWALA Population: GUJRAT Population: SIALKOT Population: 3294000 2120529 4308905

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Sampling:
These sample size are from Gujrat, Gurjranwala, Sialkot cities, which are mentioned in the population size. 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. One hundred consumers were selected randomly exhibiting different demographics characteristics. Of the total drawn sample seventeen were incomplete or inconclusive questionnaire, therefore, they were dropped, and hence the final sample size was of 83 respondents. According to Sekran (1992) if multivariate techniques were to be used than sample size should be at least 10 times the number of variables. Considering that the study comprised of five dimensions for measuring brand equity, therefore, the sample size of 83 would have been appropriate. 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.

Data collection:
The questionnaire was administrated in the supervision of researcher .The data is collected form places where youth is found in large number. Following educational institutions and places were visited; 1) Gujrat a. University of Gujrat b. Government Fatima Jinnah College, Fawara Chowk c. Pace Shopping Center, Services Morr 2) Gurjranwala a. GIFT University b. Punjab University c. Pace Shopping Plaza, GT road 3) Sialkot a. Leadership College, Khadim Ali road b. Chen One Shopping Mall, Cantt c. Government Murray College, College road 70

In SPSS different statistical tools and techniques like frequency distribution mean, median and graphs were used to show the results of data. Correlation and Cross tabulation was also used.

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RESULTS & INTERPRETATIONS
Factor Analysis:

Kaiser Meyer Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square df Sig.

.536 218.618 171 .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. Bartlett’s test of sphericity was large and the associate significance level was zero. According to Kaiser (1974) values 0.90 to 1.00 are marvelous, 0.80 to 0.89 are meritorious, 0.70 to 0.79 are middling, 0.60 to 0.69 are mediocre, 0.50 to 0.59 are miserable and 0.00 to 0.49 then don't factor. The KMO measure for our study is 0.536 which suggests that factors analysis was appropriate for these data sets. Furthermore values higher than 0.50 indicate that they can be conceptualized for study. Bartlett's result shown that significant level is less than .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.

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Frequencies:

1.

What name comes to your mind when we talk about cellular network services in Pakistan? Cumulative Percent 28.3 53.3 68.3 88.3 100.0

Mobilink Ufone Warid Telenor Zong Total

Frequency 17 12 12 12 7 60

Percent 28.3 25.0 15.0 20.0 11.7 100.0

Valid Percent 28.3 25.0 15.0 20.0 11.7 100.0

The question asks from responded to check the level of recall means how quickly it comes in the mind of people. About 28.3 % respondent says Mobilink and than comes Ufone with percentage of 25.0. In this question we find that recall level of Warid brand is low showing with 15.0 percent of respondent.

The pie chart shows the same interpretation. For more understanding we assume the pie chart is customer mind and Mobilink covering huge portion of customer mind means high level of recall. Then after Ufone which cover the second largest portion painted with color green.

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2.

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 10.0 83.3 3.3 1.7 100.0

Valid Percent 1.7 10.0 83.3 3.3 1.7 100.0

Cumulative Percent 1.7 11.7 95.0 98.3 100.0

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 83.3 percentages. In this question we find that recognition level of brand according to its slogan is high.

The pie chart shows the same interpretation. For more understanding we assume the pie chart is customer mind and Warid slogan covers a huge portion with respect of recognition. Means when ever we say the slogan customer quickly recognize the brand.

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3.

Do you remember the logo of Warid telecom?

yes no Total

Frequency 48 12 60

Percent 80.0 20.0 100.0

Valid Percent 80.0 20.0 100.0

Cumulative Percent 80.0 100.0

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. The results of this question are also traffic almost all responded answer the same thing which is shown by 80.0 percentages. In this question we find that recognition level of brand according to its logo is also high.

The pie chart shows the same interpretation. For more understanding we assume the pie chart is customer mind and Warid logo covers a huge portion with respect of recognition. The red color shows all respondents response in positive and few shows unawareness by the green area.

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4.

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 51.7 20.0 28.3 100.0

Valid Percent 51.7 20.0 28.3 100.0

Cumulative Percent 51.7 71.7 100.0

Next question asked is also to check the awareness by asking the brand elements. Basically in this question we are trying to find the differentiation in the mind of customer about Warid. If customer says “yes” that we perceive that customer have a CBB model in the mind in which association include these two elements too. Responded answer varies differently but mostly answer it remembers able by percentage of 51. Remaining answers are close too each other with percentage of 20 and 28 ratio. In this question we find that customer strongly agree that these brand elements of Warid are remember able.

The pie chart shows the same interpretation. 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. The red color shows all respondents response in positive and few shows little bit by the portion of blue color.

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5.

Do you now what the slogan (Life ka Network) of Warid telecom communicates

Frequency yes no Total 38 22 60

Percent 63.3 36.7 100.0

Valid Percent 63.3 36.7 100.0

Cumulative Percent 63.3 96.7 100.0

Next question asked is also to check the brand knowledge by asking the meaning of its slogan. 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, fully retort to customer wants, aware of customer needs etc. the percentage of 63.3 show this response. In this question we find that customer strongly agree that they knew what they communicate through their slogan.

The pie chart shows the same interpretation. 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. The red color shows all respondents response in positive and few shows little bit by the portion of blue color.

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6.

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 50.0 33.3 16..7 100.0

Valid Percent 50.0 33.3 16.7 100.0

Cumulative Percent 50.0 83.3 99.7 100.0

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. 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. About 50 percent says that “yes” while 33.3 percent says “no”. In this question we find that customer strongly agree that they service and offerings are close to their slogan.

The pie chart shows the same interpretation. For more understanding we assume the pie chart is customer mind and Warid serves and offering covers a huge portion with respect of agreement. The red color shows all respondents response in positive and few shows “no” by the portion of blue color.

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7.

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 23.3 28.3 11.7 100.0

Valid Percent 36.7 23.3 28.3 11.7 100.0

Cumulative Percent 36.7 60.0 88.3 100.0

Next question asked is also to check the uniqueness in Warid which people think about the brand. Basically in this question we are trying to find uniqueness means what differ Warid from other market player. This difference may be with respect of imaginary and performance based. Responded answer varies differently but mostly answers network services mean quality of voice and low disconnections but other difference are packages and customer services. Most rated attribute is network services with percentage of 36.7. In this question we find that customer strongly agree that they network services are most unique in Warid.

The pie chart shows the same interpretation. 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. The red color shows all respondents response in positive and few shows “no” by the portion of blue color. 79

8.

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 23.3 31.7 23.3 100.0

Valid Percent 21.7 23.3 31.7 23.3 100.0

Cumulative Percent 21.7 45.0 76.7 100.0

Next question asked is also to check the dislikeness in Warid which people think about the brand. Responded answer varies differently but mostly answers offer and packages but other dislikeness re prices and customer services. Most rated attribute is offer and packages with percentage of 31.7. In this question we find that customer strongly agree that they offer and packages are most dislike thing in Warid brand.

The pie chart shows the same interpretation. 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.

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9.

According to your Opinion, Warid is most suitable for which kind of Class

Frequency Business Class Students Home users Commercial Class Total 19 15 14 12 60

Percent 31.7 25.0 23.3 20.0 100.0

Valid Percent 31.7 25.0 23.3 20.0 100.0

Cumulative Percent 31.7 56.7 80.0 100.0

Next question asked is also to check the imagery association attach with Warid and what people think about the brand class usages. 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. Most rated class is business class with percentage of 31.7

The pie chart shows the same interpretation. 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.

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10.

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 21.7 28.3 38.3 11.7 100.0

Valid Percent 21.7 28.3 38.3 11.7 100.0

Cumulative Percent 21.7 50.0 88.3 100.0

Next question asked is also to check competitive edge in Warid which people think about the brand. 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 and 38.3.

The pie chart shows the same interpretation. 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. The red and blue color shows all respondents response on pie chart.

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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 25.0 100.0

Valid Percent 75.0 25.0 100.0

Cumulative Percent 75.0 100.0

Next question asked is also to check the effectiveness of marketing program which is also the objective of this audit.. 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. Mostly responded answers “yes” promotion campaign communicates association which Warid delivery with percentage of 75.0.

The pie chart shows the same interpretation. 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. The red color shows the response of question asked which is huge.

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12.

According to price comparison where you rank Warid

low medium high premium Total

Frequency 9 40 11 60

Percent 15.0 66.7 18.3 100.0

Valid Percent 15.0 66.7 18.3 100.0

Cumulative Percent 15.0 81.7 100.0

Next question asked is also to check the perception about the price rang of Warid telecom. Basically in this question we are trying what people perceive about the Warid prices which it offer in its packages with percentage of 66.7. This percentage shows all customers agreed on one thing that Warid prices are economical which positive sign is.

The pie chart shows the same interpretation. 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. Green color shows that response of this aspect on chart. .

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13.

How you rank the services (Network and customer services) of Warid telecom?

Poor Good Excellent Total

Frequency 7 39 14 60

Percent 11.7 65.0 23.3 100.0

Valid Percent 11.7 65.0 23.3 100.0

Cumulative Percent 11.7 76.7 100.0

Next question asked is also to check the perception about the network offering and services of Warid telecom. Basically in this question we are trying what people perceive about the Warid service which it offers in its packages with percentage of 65.0. This percentage shows all customers agreed on one thing that Warid service are goood are economical which positive sign .

The pie chart shows the same interpretation. For more understanding we assume the pie chart is customer mind and mostly answer positively with the understanding of network services and customer care. The green color shows the response of question asked which is huge. 85

14.

According to you is Warid a caring brand with respect to the benefits given to customers.

Valid

yes no a little bit Total

Frequency 27 15 18 60

Percent 45.0 25.0 30.0 100.0

Valid Percent 45.0 25.0 30.0 100.0

Cumulative Percent 45.0 70.0 100.0

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. This percentage shows all customers agreed on one thing that Warid provide benefits to customer both in services and package point of view.

The pie chart shows the same interpretation. 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. The red color shows the response of question asked which is huge. 86

15.

Do you remember the packaging of Warid telecom product (SIMS and cards)?

Yes No Total

Frequency 38 22 60

Percent 63.3 36.7 100.0

Valid Percent 63.3 36.7 100.0

Cumulative Percent 63.3 100.0

Next question asked is also to check the other attributes of Warid products that reside in the mind of customers. The results of this question are interesting these people recognize the brand through its products and coloring themes and even by its SIM.

The pie chart shows large portion of red color which shows Warid product is recognizable

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16.

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 45.0 100.0

Valid Percent 55.0 45.0 100.0

Cumulative Percent 55.0 100.0

Next question asked is also to check the level of differentiation with respect to other player of the market. 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. The percentages are almost the same 55 and 45 .So people did not consider this factor important.

The pie chart shows the same interpretation. For more understanding we assume the pie chart is customer mind and mostly answer positively with unique and different from its competitors. The red color shows the response of question asked which is huge. 88

17.

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 43.3 26.7 30.0 100.0

Valid Percent 43.3 26.7 30.0 100.0

Cumulative Percent 43.3 70.0 100.0

Next question asked is also to check the level of satisfaction through service quality and other service attached to it, respondent answer the question positively with response rate of 43.3 percent but other group of respondent gave it little importance the percentage for that response are 30.0 percent which is high as well.

The pie chart shows the same interpretation. For more understanding we assume the pie chart is customer mind and mostly answer positively with benefits provided are higher that its price. The red color shows the response of question asked which is huge.

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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, 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. 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. 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 2.67 2.93 1.20 1.77 1.43 1.68 2.15 2.57 2.32 2.40 1.25 2.03 2.12 1.85 1.37 1.45 Std. Error .18 .07 .05 .11 .07 .10 .14 .14 .15 .12 .06 .08 .08 .11 .06 .06 Statistic 1.386 .516 .403 .871 .563 .792 1.055 1.079 1.127 .960 .437 .581 .585 .860 .486 .502 Statistic 1.921 .267 .163 .758 .318 .627 1.113 1.165 1.271 .922 .191 .338 .342 .740 .236 .252

60 60 60

2 1 3

1 1 1

3 2 4

1.87 1.50 2.50

.11 .07 .15

.853 .504 1.127

.728 .254 1.271

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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. 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.

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.

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

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5.

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 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.

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.

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

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9.

According to your Opinion, 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.

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.

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.

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

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13.

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.

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 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.

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

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17.

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. 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. 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.

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Gender wise
18. 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.

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.

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 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

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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 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.

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

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26.

According to your Opinion, 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.

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

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30.

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.

According to you is Warid a caring brand with respect to the benefits given to customers. 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 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.

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

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34.

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. Basically this is done to check that choice of preference and recall, recognition factor in the gender. It may b possible that female like one type of bran but male like other type of brand. At one place brand is successful but at the same time at other place it is non famous. It also cross tab to check the Warid association and equity in female as well as male. So the result we got is appealing and aim of cross tab successful because the results of different gender varies against each other. 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.

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ANALYSIS
• Recall level The questionnaire includes question number one that is about recall of brand. Form that it is conclude that Warid has low recall rate as compared to other major player in the market. About 28.3 % respondent says Mobilink and25.0 say Ufone in their recall question • Recognition level: There are almost four questions (2 and 3,) regarding recognition in this research. For recognition purpose we use brand element of Warid such are logo, slogan. The results of question are fabulous people recognize the brand from its deliverable attributes. The level of recognition according to slogan is 83.3 and 80.0 from logo. The result shows that people recognize the brand among its competitors due to its above mention elements. • Knowledge level There are three question regarding knowledge level check (3, 4, 5). For knowledge purpose we use again brand elements to learn something about the level of knowledge of customer. The results of these questions are good about all respondents’ answer that they have full knowledge about the Warid brand. Some answer that slogan communicates reliability, trust and despondence towards customer needs. These results we obtain are similar to Warid brand values that it delivers. The responses rates are almost near to 80 percent. But the answer related to slogan and logo remembers does not go as well as they are expected. 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. • Personality & image: There are three question regarding knowledge level check (9, 12, 13). In these questions we asked something regarding to imaginary associations attach with Warid and what people think about the brand class usages. 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. Most rated class is business class with percentage of 31.7. Next question asked is also to check the perception about the price rang. Basically we are trying what people perceive about the Warid prices which it offer in its packages with percentage of 66.7. Last 101

question is about service and customer service perception because in the telecom sector these services cater most. Basically people are asked what are the about service and customer services with percentage of 65.0. 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, 11, 14, 17). 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 38.3 and 28.3. 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. Mostly responded answers “yes” promotion campaign communicates association which Warid delivery with percentage of 75.0. Next we asked benefit question regarding Warid brand. All respondents answer positively which says that all benefits provided by the Warid which they perceive that they are higher. 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. All above question say that Warid provide benefit to customer but most unique ones are network service quality and customer orientation. 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. • Customer’s Motivation: There are four question regarding knowledge level check (7, 16, 08). These set of question are asked to find uniqueness means what differ Warid from other market player. This difference may be with respect of imaginary and performance based. Responded answer varies differently but mostly answers network services mean quality of voice and low disconnections but other difference are packages and customer services. Most rated attribute is network services with percentage of 36.7. The previous question results shows that people are strongly agree with the offers and packages Warid provides but the 102

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.

Conclusion:
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).

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RECOMMENDATIONS
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.

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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.

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APPENDIX
Qualitative Questionnaire:
Respected Respondent We are the students of GIFT University, Gujranwala. We are doing Brand Audit of a telecom company, we request you to fill this questionnaire framed by us, looking forward encouraging response. 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?

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Distributes 100 marks among following brands keeping in view the customer services. Brands Mobilink Ufone Telenor Warid Marks

Fill the following spaces below 1. U--- O -- NE 2. T—L – N -- R 3. -- AR --D 4. M – B – L -- NK 5. Z -- -- 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, 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?
_______________________________________________________________________________

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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!!!
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Quantities Questionnaire: Q UE ST IO NN AIRE
Respected respondents! We are the students of GIFT University, Gujranwala. 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. The findings of research serve only for the academic purpose. We request you to fill this questionnaire framed by us, looking forward encouraging response. 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, WARID is most suitable for which kind of class?

Home Users

Commercial Class

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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, 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!!!

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