This action might not be possible to undo. Are you sure you want to continue?
PTML is a subsidiary of PTCL (Pakistan Telecom Company Limited), the largest operator in Pakistan.PTML was established to operate cellular telephony. The company commenced its operations, under the brand name of Ufone from Islamabad on January 29’ 2001.Since Etisalat took over PTCL in 2006, during the year as a consequence of PTCL’s privatization, 26% of its shares were acquired by Emirates Telecommunication Corporation (Etisalat). Being part of PTCL, the management of Ufone has also been handed over to Etisalat. In September 2006, Ufone selected Huawei to deploy the nationwide GSM network at a contract value of above USD550 million. Ufone adopted Huawei's new-generation GSM solution, including All-IP core network and BTS, to construct a GSM network covering 1,500 cities and towns of Pakistan. Ufone has a subscriber base of 20.23 million as of September 2010. During 2006 Ufone successfully completed the network expansion of Phase 4 in existing as well as in new cities and towns which amounted to more than US Dollar 170 million. As a result the asset base of the Company has increased from Rs. 20 billion to Rs. 27 billion. Ufone adopted the policy of simplified tariffs with no hidden charges, which resulted in positive impacts on total subscriber base, Ufone currently caters for international roaming to more than 195 live operators across 119 countries and introduced International roaming facility for Prepaid subscribers in Saudi Arabia, United Kingdom, United Arab Emirates, Singapore, Portugal and Kuwait with lowest rates, featuring no security deposit and activation charges. GPRS roaming facility is available with more than 75 Live Operators across 59 countries. The Company has also been awarded a new License for providing cellular services in Azad Jammu & Kashmir and the Northern Areas.
Mission of Ufone: “Our mission is to provide best services with best coverage that would eventually generate profit for the company and its stakeholders” 2 .
Business portfolio of Ufone: Ufone has clearly defined the brands and packages that it has introduced for its customers and its target market with a clear reason of adopting the target market. Brands: BRANDS TARGET MARKET REASON FOR TARGETTING High usage for business & working people Night dwellers PostPay Corporate class Life Youth Packages: PACKAGES TARGET MARKET REASON FOR TARGETTING Public Demand UWON Lower class/Rural youth Lower/socio economic class High usage High usage 5 ka 15 Ladies Walkie talkie Working class/ business class Ladies’ intention of 5 min chat usually exceeds to 15 min or more Call conferencing 3 .
vibrant. We know you have a constant need to stay in touch with your friends and family which is why Prepaid scratch cards are available in four denominations to suit your budget. Note: The introduction of Ufone prepaid sim is taken from official website of Ufone. http://www. that’s where SMS’s come in. Ufone Prepaid is your brand. live life to the fullest and talk up a storm with the most amazing calling and SMS rates.ufone. ring tones. logos and what not from the Ufone website onto your cell phone. with an identity that’s entirely its own.com/prepaid_home. wallpapers. so you can charge your phone without making it hard on your pocket. of course you need to keep in touch with friends all the time and calling isn’t always convenient. What’s more you can download all sorts of cool picture messages. hip and always with you. so you can put your thumbs to good use. innovative and unique. 4 . To say nothing of all the mind boggling value added services it offers. they say a picture is worth a thousand words wouldn’t you rather send an MMS when you have so much to say? There’s Voice mail for when you are unable to attend your calls.Product selected: Ufone prepaid connection We welcome you to the Ufone Prepaid community… where you can be yourself.
those services are listed below: • Internal Excess • Online Billing Payment • Power SIM • WAP • International Roaming • Voice Mail • Call Management • Messaging Packages provided by : Utalk Missed Call Notification Phonebook Saver Trivia Quiz Ushare Uloan Voice Bucket Utunes Awaz SMS Uchat 5 .Services provided : Ufone is providing a wide range of services to its customers.
which makes this market a very open and diverse market. the four major basis of Ufone’s market segmentation are as follow: Economy Age Gender Occupation Economy: Economic segmentation of ufone consists of different classes upon which the market has been segmented. Positioning. Ufone has divided its customers on the basis of four major factors and has replied to their needs accordingly. Those groups are: Teenagers Youngsters Middle age Aged people 6 . Target markets. Market segmentation: Cellular market of Pakistan consists of a variety of people having different interests upon different factors. ufone’s economic segmentation is on the basis of the following classes: Upper class Middle class Socio-economic class Lower class Age: On the basis of age ufone has segmentd its market into four groups whose needs are addressed accordingly by ufone.Market strategies adopted : The three major marketing strategies adopted by ufone are given below: Market segmentation.
business class. Ufone has divided these different occupations into three major classes which are asfollow: Corporate class Business class Working class Target markets : Cellular phones are the technology of the new era. Ufone is targeting the energetic youngsters of PAKISTAN so YOUTH is Ufone’s Target Market. ladies and aged ones. Target Marketing strategy : Ufone has always been targeting Youth Market by using young brand endorsers or ambassadors which attract youngsters. these mobile phones the the focus of youngster’s attention and these youngsters are the main focus of Ufone’s attention. brands and offers for working people. It always brings such packages and offers that precisely meet the needs of young people.Gender: On the basis of gender ufone has segmented its customers into two groups. No doubt it has also launched packages. the 21st century. those two groups are as follow: Male Female Occupation: Ufone has a wide range of customers belonging to different occupations having diverse needs. Ufone seeks to target masses in the long run. 7 .
Positioning stament : “Ufone tum hi toh ho! “ Or “It’s All About U” positioning strategy: Ufone has chanfed thae thinking style that a good mobile can only be affordable for the elite. It makes them believe that it satisfies the needs of everyone . Ufone’s positioning statements clearly show that it wants to succeed through its customers and they are at its priorities. Ufone has positioned its brand for “MASSES” on the basis of services it is providing and its lowest call rates. instead it positions itself on the basis of its services. Ufone does not position itself in the customer’s minds emotionally or functionally or on the basis of brand quality. as the brand name of ufone is a position statement itself when we say “Ufone” we mean this is your connection. it has brought a revolution by telling a common man that he can also enjoy all the pleasures enjoyed by the elite. 8 . It tells them that Ufone is there when anybody needs it.Positioning: Ufone has been successful in creating a good image of the brand’s name in the minds of its customers.
Place : Ufone strategize to widen its coverage to all places in Pakistan in order to meet the requirements of its increasing customer base. Sales promotion. These communication channels includes: Advertising. Price: Ufone strategize to capture the existing pricing needs of its customers and use it well on occasional or timely basis. These activities are coordinated to provide maximum communication output. Ufone has intensive promotion in cities. After sale service. it actually makes it a complete package of: Core benefit Design Features Brand name.Marketing Mix of Ufone: Product : Ufone makes strategies to provide a better cellular telephonic service which excels its competitors at all levels. Now Ufone is heading from cities to remote northern areas in expanding its network. Direct marketing Personal selling. Ufone employ different marketing activities and channels to communicate and deliver value to customer. It was a fantastic strategy to beautify the brand image in term of pricing in customer’s minds as well as remain profitable in doing so. For example Ufone offered very good call rates on international calls in Eid days. Quality. 9 . When Ufone launches a new package in a market. Ufone strategize to carry out promotion in order to increase its market share. It offered hourly call rates in Ramadan when people were least likely to avail the offer that much that it might prove unprofitable for Ufone. Ufone follows market penetration pricing strategy and dynamic pricing strategy to meet the customer needs and ever changing price competition. Public relations. but it is also considering improving its promotion in rural areas as well. Promotion : Ufone believes in Integrated Marketing Communication which is a carefully blended mix of promotion tools.
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue listening from where you left off, or restart the preview.