The brand Djuice:

1
Djuice a short form of “digital juice” is just not a pre-paid product, it’s a life
style. In addition to the basic cellular options, it has some additional lifestyle
benefits that are especially tailored for the youth segment.

Djuice is Telenor’s international youth brand and was first launched in

Norway back in the year 2000. Since then, it has rocked youth in Sweden,
Ukraine, Hungary & Bangladesh. Pakistan is the most recent addition to the
djuice family, having launched in March 2005.

Djuice is the only telecom brand in Pakistan that has devoted all of his
energy on youth. This is the mark of distinction of it, it targets youth, and
gives them the slogan “its fun to be young”. As a very large portion of
Pakistani population comprises of youth, this brand aims to slowly and
steadily become the choice of youth.

Djuice as a Product:

Core:
The fundamental need that the consumer wants is the communication,
which it full fills.
Generic:
The generic product level of djuice is that, it allows consumer to interact via
mobile.
Expected:
The consumer expects good network coverage and fast connectivity.
Augmented:
The augmented product level includes the value added services, bubble sms,
cheap sms packages, friends and family packages, WAP patrol.
Potential:
The potential product level of djuice can offer is free sms on the same
network.

2
Djuice Importance to Consumers:

Identification of Product:

When customers want to buy a connection for them selves, they understand
what they need, and what they want, which package would be most suitable.
Djuice has targeted the youth and has successfully identified their product to
the consumers.

Signal of Quality:

Djuice is the internationally recognized brand, which ensures the quality of

the product. It has its own special identity in the market, and has
successfully able to target and capture a special zone of customers. As it
ensures quality service, so it reduces the consumer risk of buying a wrong
product. It promises the cheapest sms rates to the consumer and full fills its
promise and thus forms a bond of eternal affiliation with the consumers.

Source of Financial Return:

Djuice is socially accepted brand, and it very well justifies the amount of
money that a consumer pays for it. It facilitates the consumers with some
exciting packages, rousing offers and some exhilarating events.

Reducing Consumer Risks:

Djuice does its best in reducing all risks that consumer might face in buying
of telecom service, some of the specific risk are as follows;

Functional risk:

It reduces the functional risk, as of if the product, that is the service in this
case, if there is some problem and it does not works properly, then the

3
consumer has to contact the service center and they solve the problems of
the consumer with in the time period of 24 hours maximum.

Financial risk:

Djuice brand just don’t even allow the consumers to even think of the
financial risk, because it offers the cheapest sms rates nationally. And the
brand name to which the consumers get associated is also of special class,
and has got its own prestige.

Social Risk:

The users of djuice feel free from the social risk, as it’s a publically accepted
brand of young cool girls and guys. Indeed it gives a special feeling of
respect and esteem to its users.

Distinguishing factor from competing brands:

Djuice is a youth based prepaid package whose main objective is to serve

the youth segment of the market. The product has been specially designed
to cater the needs of youth of the market. In Pakistan all the 4-5 telecom
operating companies target corporate people or general public, no one ever
targeted the youth generation who might have different needs, wants and
demands. In this situation djiuce came up with a niche and captured the
healthy market of youth customers. It is specially catered for the young
people to full fill their needs and wants by providing them different youth
oriented features.

4
5
Brand Building:

• Djuice has successfully portrayed it self as youth brand in the minds of

the customers. Djuice has made a strong connection and association
with the youth, which gives their brand a unique look.

• Djuice is purely giving the totality of its brand meaning, as Djuice

stands for “Digital Juice”, it’s actually the fun and excitement using the
digital means. As before introduction of Djuice in the market
youngsters used to communicate via sms, but Djuice came up
targeting the youth, and giving them the crown as of being, “its fun to
be young”.

• Djuice often hold exciting events, games and shows and from this they
get to know the response of consumers and get to know how well are
they reputed in the mind of their consumers.

• As from the extra piece of benefit which djuice give to their customers
in the form of game shows, exciting events, this turns out to be more
productive for them selves as the customers in response become more
loyal, and this loyalty further intends to bring more potential
customers.

Four basic Questions of Customers about Djuice:

1. Brand Identity (Salience):

6
The brand identity of Djuice is their main target to the youth segment, as
before this and till now there is no other company who is targeting the youth
segment directly in telecom sector.

2. Brand Meaning (Performance and imagery)

It gives the quality service, at the same time ensuring the durability and
serviceability. It offers cheap sms rates as compared to other telecom
operators working in the market. It justifies its cost; it satisfies the
consumers from having social, financial and physiological risks.

3. Brand Response (Judgment and feelings)

It offers quality with a feeling of prestige as of having a separate brand of
young, it some how makes the youth feel gratified as of having their own
brand, which is just made for them.

4. Brand Relationship (Resonance)

Lastly, is the relationship, the response that the consumers give back to
djuice in the form of loyalty, more usage of their service, and brining more
potential users.

7
Consumer Based Brand Equity Model For Djuice:

8
Factors Influencing the Purchase

9
Friend Circle

Usually teenage group is highly influenced by friends. They try to have the
same things as their friends do. The young individuals having djuice
connections enforce their friends to buy the djuice connection.

Image

The image of djuice has been created in such a way that it highly influences
the young generation. Even the image is set up by mentioning the
generation as “Djuice Generation”. And the slogan has also been directly
made for the youth to attract them, and give them the feel of prestige, as it
says “it’s Fun to be Young”.

Tariffs and Offers

Djuice offers reduced tariffs for certain time of the day. Low call rates to dear
one’s through friends and family service, bonus talk time, free sms bundles,
voice sms, mms are also responsible for djuice craze among youngsters.

Uniqueness

Djuice “Extra Card” was really an influencing factor for early users of djuice.
This card was given as a discount card or extra facility card at some
shopping malls, restaurants, super shops and different service providers. The
other factor of uniqueness that djuice has is its target audience, that is
specifically youngsters.

Customer Service

Availability of djuice customer service, recharge cards and easy loads are
also other influencing factors which come under the customer service.

10
11
Positioning of Djuice

Positioning of djuice is mainly focused on trendy young generation. No other

telecom service offers any service package which influences young stars to
rock in life, to be a part of something unique, to make them feel having an
image of a world of their own. The unique image of “Djuice Duniya” has been
successful to get attention of young users all over the country. It has now
become a trend to be a user of Djuice, as young users actually feel proud to
be a part of it.

Competitors Analysis

Djuice does not have any direct competitor as no other company has solely
aimed at younger generation. But if we talk about other service provider
then they have a strong competition with U-fone and Zong, as both of these
offer matching cheap rates of sms, as well come up with exciting offers.
There are other competitor also named as, Mobilink and Warid.

Point of Parity (POP’s)

The points of parity of Djuice over other competing brands are:

• Wireless service provider

• Customer care centers

• Local and International calls and messages

• Picture messages (MMS)

• Ability to connect to internet

Point of Differentiation (POD’s)

The points of differentiation of Djuice over other competing brands are:

• The only brand for youth

• The Exiting events held by djuice

12
 • Coverage in far flung areas

Segmentation of Djuice

Identifiability
The djuice has specified the youth segment for it self, and targeted them
successfully.
Size
There is and adequate sales potential in the youth segment. As this segment
can’t die ever secondly they are able to get more customers by offering
effective services and offers.
Accessibility
Accessibility to djuice is really easy and fast, it has franchises and is also
available in different retail outlets. And in case of some fault in service one
can get the problem solved just by calling to the customer service center.
Responsiveness
The responsiveness to djuice had been really outstanding, as public has
welcomed the brand and are expecting more from djuice. People have
started using it as a lifestyle.
Market Segment

Djuice segments the market in three main categories: they are

• Demographic Segmentation

• Geographic Segmentation

• Psychographic Segmentation

Demographic Segmentation

Demographically djuice has divided the market into three parts:

AGE: Djuice target market is the young generation people aged between 15
and 25.

13
SEX: Djuice does not differentiate sex wise; they are always aiming for both
males and females.

INCOME: As djuice is aimed to young generation, they assume that their

target market is of relatively low income or limited income.

Geographic Segmentation

Djuice is mainly targeting the urban areas. People who are trendy, young
and unique are the target market of djuice,

Psychographic Segmentation

Djuice mainly segments the market based on psychographic life style, which
means they consider their consumer life style to determine the segment.
Djuice is for those, who want to experience something unique n trendy. This
sort of nature is found with in the young generation who want to be different
among all around them.

Djuice as a life style

Usually the life style of young generation is uniquely different from other age
groups. They usually have a lot of friends, so frequency of communication
through mobile phone is really high. As youngsters want to live a trendy life,
they want to try something new. Among youth there is a considerable
number who like to use mobile phone at night, or probably after mid-night.
They like to move around, enjoy life and catch with friends. Their lifestyle
reflects the symbol of youth, who can enjoy life and have the tendency to
break free from the traditional views and culture.

USP (Unique Selling Proposition)

Its one place packed with all the fun! Brace yourself for more than just an
experience, instead, a lifestyle of fun and entertainment.

14
Core Brand Values of Djuice

Make it Keep
Easy Promises

Be Be
Inspiring Respectful

Make it easy

15
Djuice do not complicate things, everything they produce they make it easy
to understand and use, because they are trying to make consumer life
easier.

Keep Promises

They set up the achievable goals, and commit their customer for best
service, and if the customer is there with some problem then they are
always there to help them out.

Be Inspiring

Djuice is creative. They believe in doing new things, they want that
everything they produce should look good, modern and fresh. They are
passionate about the business and customers.

Be Respectful

They respect and acknowledge the local cultures. They do not impose one
formulae world wide, instead they want to be a part of local communities
where ever they operate. They believe loyalty has to be earned.

16
17
Criteria for Choosing Brand Elements

The elements of the brand Djuice are based on the following criteria:

1. Memorability

Djuice has changed its logo as per the changing market trends and chaining
market environments, needs and wants. They have successfully portrayed
the image of djuice in the minds of the customers that as one see a 3-D logo
shaped flower type thing suddenly djuice comes to his mind. Though first
when they changed their logo they gave it red color, but soon after they

gave it indigo color as indigo color is take as royal color.

18
 2. Meaningfulness

The logo is meaningful in a sense that they make use of the arcs in writing
about themselves and their services, as this gives a very artistic look and as
well saves the extra space to write down other things. The color they are
using is the indigo, which is means the royal color. So it gives the feeling of

empowerment.

3. Likeability

The name Djuice is very compelling for the consumers, and they have
absorbed this name fully and this has become more then just a prepaid
service to them. As they have portrayed their image in the commercials it
19
has now become as a life style, as they say “its fun to be young”. This slogan
has got great limelight and has been one of the major reasons of the success
of djuice.

4. Transferability

The name djuice and the logo are worth good to be transfer for product
extension. As djuice had been also doing this, and are willing to do so in
future also. As once they came up with “djuice photo express”, and also
“djuice reverse auction”.

20
 5. Adaptability

As the logo is just a shape, so it can be modified or altered in future. In

different occasions they can change its color and run some advertising
campaigns.

6. Protect ability

The brand Djuice is legally protected through intellectual property rights. No

body can copy or use this logo or name for his product or service, if some
one does so he can be sued for this action.

Slogan

“It’s Fun To Be Young”

Jingle

“utho beta aankhain khoolo din ho ya raat jii bhar k bolo”

21
22
One to one Marketing

• Identify

Djuice has identified their consumers, and their identified segment is the
youth.

• Differentiate

Djuice has differentiated needs and wants of their youth customers, and
facilitated them with special offers and packages.

• Interact

Djuice regularly hold some exciting events and shows to get the attention of
public, and for the interaction with their consumers to get to know about
themselves from the consumers perspective.

• Brand

At last build the relationship with the consumer, that he in return gives the
loyalty. This is build also because of the exciting offers and shows which are
help by djuice.

23
24
Communication Plan

Augmented Service Offering (ASO)

In making the marketing communication plan, the company follows the

process or model of augmented service offering (ASO). It comprises of three
core parts:

• The service product

• Service augmentation

• Marketing support

Service product

1. Push-pull services: Started on January 2003, based on SMS. These

are Djuice menu, sports information, example- cricket, Taxi services,
Ambulance services, City traffic information, News headlines etc.

2. Data services: Fax and data services, WAP, EDGE, data backup.

3. Special services: F&F, my time, voice chatting, international

roaming, SMS banking, Music radio, Extra khatir, Friend finder, Music
downloading, group SMS, Welcome tones, Pay for me, Missed call
alerts, Call blocking etc.

Service augmentation

25
Augmented services are the offerings, which are not the part of core product
but surrounded the core of the product, without having these, product
enabling and enhancement is not possible and regarding these elements,
customers are aware of it and respond it positively. These are:

Information Services: 24-hour Call centers, Balance and product use

information, After sales services include- SIM replacement, product
migration, address change, sign change, reconnection, GSM features, caller
ID, call conference, call waiting, call divert, call bearing etc.

Marketing supports:

These are the company’s marketing related activities which are internal
management actions and initiative, have a great impact on the quality of
core products and its augmented services and very importantly influence the
success of new services. These are some key elements of the company
which contribute to the reputation and customer loyalty of the firm.

Major marketing supports of Djuice:

Training:

All employees are brought through continuous training program, especially

when the employees are recruited; first they are taken to two months
extensive training and rotate them in different relevant positions to
understand the linkage and roles of different positions to have a complete
service from the employees. Moreover, when a new product or service to be
offered, first all related employees are taken in to very intensive training to
teach them about the launching product, its quality, features, limitations,
target market and potential customers, their expectations, company’s
capacity to meet the expectations, company’s motto and roles and
responsibilities of all concerned employees with the service market.

Internal Marketing:
26
Before campaigning and launching a new product, Djuice first campaign it
with their existing employees, they communicate the product, its features,
firms expectations, consumers and their expectations, dealers involvement
and roles and try to make employees understand, about the beliefs and
philosophies that they want to be believed, valued and perceived by the
consumers and society. They first circulate the promotional materials and
messages internally before they go to outside.

Strategy:

Djuice is the market leader brand in their industry. They develop their
strategy as “Stable growth strategy”. Always they try to develop their
marketing and business strategy to increase the market share and market
growth rate. They have their own branding team, who continuously work on
development of new strategies by doing competitive industry analysis.

Advertisement:

Use of sensory marketing for communicating with the

market:

It is an appealing to the senses of the existing or the prospective customer in

such a manner that he feels strongly attached to the brand and can recall
the brand instantaneously. The usage of the sensory marketing should be
whenever there is a need to create an emotional relationship with
consumers, which will lead to the creation of dialogue between the two
parties. This fact will help to develop and adapt new products that suit the
exact needs and wants of the consumers and facilitate the task of company.
Sensory Marketing measures and explains emotional consumer decision-
making by variability of products, concepts, packaging, and marketing mix
scenarios to ensure long-lasting success.

In the case of Djuice, the company is giving a variety of products especially

targeting young people. The wide range of products, which can fit with

27
different needs and wants, is a major marketing tool in order to keep and
attract customers. This initiative makes the lock in and loyalty of customers
with the Djuice. The company comes up all the time with new concepts new
technologies and so on. Recently the company started providing its
customers with new service called “Mobile ESPN” that is described in the
company’s website as “Djuice is bringing a new SMS and IVR based update
service called Mobile ESPN partnering with ESPN, the worldwide leader in
sports.” The company is the only one which is giving this service in the
country.

Media mix

Djuice uses a wide variety of media to communicate their message with the
customers. Different local newspaper, Magazine, TV channel, radio,
billboards, etc. fall under the media mix of Djuice. We can categorize this
media mix in ATL (Above the Line) and BTL (Below the Line). Different media
mixes used by Djuice are as follows:

ATL

Television

Television is also preferred as one of the important media vehicles. It plays

an important role to provide information, and to promote the new ads and
offerings. Djuice allocates roughly 30% of their promotional budget for TV
ads.

Selecting Channels:

Djuice broadcasts their ads through all the local TV channels available. All
the private TV channels are used to broad cast the ads. The private TV
channels that show the ads of Djuice are mostly Geo, Express News, ARY,
Hum Tv.

Determining Frequency:

28
The frequency of broadcasting the ads is mainly based on type of promotion,
age of the promotion and type of program. Djuice often places their ads
according to programs that are most popular in TV channels and are youth
oriented. Ads are shown in the beginning and or at the end of the show,
usually of 15 sec. It shows 30 seconds ads when the ad or promotion is new
and 15 seconds ads when the promotion gets a bit aged. Which TV channels
are to be selected to out advertisements is based on TRP (Target Rating
Point).

Radio

Another broadcast or electronic media that Djuice uses is the radio. It is a

new media vehicle for them but it is becoming effective as there are some
new and popular FM channels which are grabbing listener’s attention. They
allocate 5% of their budget to it. It transmits ads in the private radio
channels like FM100, FM101, FM89, Power 99, and Hum FM106.2. Method of
determining frequency of the ads on both TV and Radio is similar. Now a
day, radio has become one of the entertaining tools for the youth.

BTL

Newspaper

Djuice prefers newspaper

as one of the most
important media vehicle
and allocates around 50%
of their promotional
budget to it. It is a very
common and effective
promotional tool for
Djuice to communicate
with their target market.
Their ads are published in
29
the leading national dailies. Before launching any campaign Djuice go for
teaser ads and later they launch the ad in different leading newspaper
followed by some follow up adverts.

Selection of Newspaper:

The Daily News and the Dawn news are most preferred by Djuice for press
advertisements as they are the leading national dailies in terms of
subscribers.

Selection of Page:

All the new advertisements are 1st given in the 1st page in quarter page size.
Then in half or quarter page size in the 3rd page or the last page of the
newspaper. Then after a few days the ads are shrinked to less than quarter
page but the ad remain in the 3rd page, these are called spot ads. Then again
after a few days, the ads are replaced to 5th or gradually to any other page.

Magazine

Djuice also prefers to publish their ads in the leading magazines of Pakistan
which has more readerships among its target audience. Usually they advert
in the back page of the magazine so that it can grab the attention. Also they
go for center spread magazine ads so that the visibility of the ad becomes
high.

Out-of-Home Media

Djuice has very strong visibility in the city areas. For the integrated
marketing campaign they always choose different outdoor media like
Billboard, cut-outs, store decoration, public place branding etc.

30
Billboards

Billboards of Djuice have become quite a common sight in most parts of

Islamabad, capital of Pakistan. It is a very important media vehicle for Djuice
as they allocate roughly 10% of their budget to it. In big cities Djuice gives
large billboards at different points. Billboard placing is decided based on the
strategic location of
the billboard; certain
factors are taken into
consideration, like:
Location, Target
audience. Selection
of Points:

Inside big cities, Djuice

puts large billboards at
the turning point of
the roads and beside
the roads from where
they can be seen easily by a large number of viewers. Djuice also puts
billboards in the major points of highways where travelers stop or slows
down speed. Also in front of the youth gathering points like school, college,
university they have the presence.

Outdoor branding

When a campaign is launched Djuice advertise in their every retail outlets. In

those outlets leaflets and brochures are kept ready for the customers who
search for service or campaign information. Also in the customer service
centers it is advertised with different POSM (point of sales materials) so that
the visibility of the brand is high and customers get enough information.

31
Others

Djuice always gives posters, flayers, paper caps, papers fans during festivals
like; New Year, Valentine’s Day etc. They get associated with different
campaigns and with different concerts which are sponsored by the mother
brand or Djuice. There they get the chance to promote their campaign.

Types of Ads and Ad Appeals used

Djuice mainly uses emotional appeal for their Ads, which are
transformational in nature. By using the punch line ‘its fun to be young with
tag lines like ‘Friends, chatting, music, all are here’, Djuice tries to associate
a unique set of characteristics to their product. As Djuice has the distinct
competitive advantage over all other mobile service providers that it is the
only youth centric brand, this appeal is the best one that suits their
approach. Apart from that, according to our opinion, Adventure ads, ads
containing rock music and Personality symbol are the most appropriate ad
types as all these matches Djuice’s product category and attributes. As
Djuice target market is the young generation, adventurous ads and rock
music based ads can have their best implication.

Reference:

• Primary Data

Mr.Zeeshan Misbah (Brand Manager, Djuice)

• Secondary Data

32
http://www.djuice.com.pk/html/promotion/index.php

33