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Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 5.4.1 Positioning Statement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 5.4.2 Pricing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 5.4.3 Promotion Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13 5.4.

4 Distribution Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13 5.4.5 Marketing Programs Sales Strategy Sales Program

5.4.1 POSITIONING Positioning is the process of creating an image of companys brand in the mind of market. Companies position themselves emotionally, functionally or on the basis of brand quality. Ufone is still a market challenger in comparison to market leader MOBILINK. It is still to reach to the top most position of cellular companies. So Ufone positions itself on the basis of its services. Ufones former Positioning Statement:Everybody Loves to Ufone Prepay Ufones new Positioning Statement:Ufone tum hi toh ho & Its All About U 5.4.2 Price Strategy: Price is always important factor to attract the customer in Pakistan because almost people are price conscious than that of quality conscious so price is the most important factor but as we are targeting in this package the executive, business class those who are not concern with the price but concern with the quality and comforts so for the customized product we charge high from these customers and get benefited. 5.4.2 Promotion Strategy Promotion is the fourth important Ps of marketing strategies, as ufone is not currently giving any type of promotion of their due to which he cant achieve the desire business class contacts. So promotion is the best way to attract and aware the customers. For this purpose ufone can use the following strategies as given below: Advertising Sales Promotion Public Relations: Direct Marketing: Ufone employ on-road umbrella franchises where the directly market and sell their connections and Sims.

Personal Selling: Ufone administer personal selling facility to sell their Post-Pay connections targeting well to do people and businessmen. 5.4.4 Distribution Strategy: Geographically it is very important for Ufone to provide a good level of coverage right from the start. The reason for this is that other mobile operators, who have a head start of many years over Ufone, are fast expanding their network where they are able to provide country wide coverage to their customers since coverage is very important element for the success in the business; Ufone is also providing substantial right from the start.32% of the population in Pakistan lives in the urban areas while rest lives in rural areas. Ufone is not only providing service to its urban customer but also to its rural customers as well. Solid evidence is covering over 5442 key destinations. Like other competitors, Ufone is expanding its network rapidly. Distribution channels: Ufone distributes its Sims through franchises (wholesaler) then the franchise further distributes the Sims in local shops (retailers).Ufone has also done outsourcing to many local companies and then these companies distribute Cards, banners, posters in their assigned areas.

Value proposition

In these days of intense competition marketers find it hard to differentiate their services from those of competitors. Now customer care about only price. An unsatisfied customer will immediately go for brand switching. Thus leaving a customer unsatisfied and not meeting his/her demands is out of question for marketers. Differentiation Strategy: Ufone has always strategized in satisfying the demands of its customers. In doing so it has been successful in giving value proposition to customers in terms of: Price, Quality service, Technology

5.4.5 Marketing strategy: The marketing strategy of Ufone is very aggressive. According to them they are in the market To provide mobile facility at low price without compromising at the quality. From their motto it is quite clear that they provide the services are not in line with their prices. The prices are low where as the services provided is of very high quality. Although the price is low but the 4Cs that are Coverage, Connectivity, Customer service and Convince is offered at the best possible level. Marketing objectives are: To sell its different products countrywide To compete its competitors by providing quality services. To produce effective and user-friendly product. To take Ufone as one brand to cover the masses.

Sales Strategy:
Push strategy: Encouraging intermediaries to buy the product and services.

Pull strategy: where the role of the sales force may be limited to supporting retailers and providing after-sales service).Ufone sale representative make the selling by providing services to the customer at their doorstep, i.e. informing about the new packages, serving customers and of course sell their product and attract the new customers.

Sales Programs:
Sales promotion and program: Sales promotions are short term incentives to encourage the purchase or sale of a product or service Ufone utilizes sales promotion activities to boost its sales. It follows all four of the promotion budgeting methods viz affordable method, percentage of sales method, competitive parity method and objective & task method. Ufone uses following sales promotion tools. Contests: Ufone carried out contest for cricket talent hunt in the year 2013. Our renowned Pakistani cricketer Waseem Akram was used as patron for this contest. However this contest didnt do much good to Ufones image or sales. But Ufone holds future plans to carry out such activities in more effective and profitable ways. Games: Ufone is currently running its game show on ATV prime time. This game show rewards the winning participants. Ufone updates its customers every now and then to participate in this game show. The problem we see in this activity is that Ufone is not properly advertising it. Premiums: All the cellular services are now offering premiums for their customers. This premium is offered, when a customer dont use his/her sim for more than 3-6 months, in the form of extra credit balance delivered to their numbers for free.

Free tickets: Ufone recently offered free trip to Dubai. It was Ufones first Eid offer. Every time you make any international call of 5 minutes or longer than 5 minutes, you enter the lucky draw to win a return ticket to Dubai. The more calls you make, more is your chance to win. Promotional of Products: Phone bhi Ufone bhi. It was a promotional offer By Ufone where it offered a mobile phone, free air time, Ufone connection and Rs.100 airtime all for Rs.999.And now Ufone also offers Blackberry mobile sets with Post Paid connection. Another recent promotional offer by Ufone is that with your HBL Credit Card; get a free handset of your choice, a Ufone Postpaid connection and airtime. Existing as well as new HBL Credit Card customers may avail this offer. Publicity and public relations: Ufone is less conscious of developing its general public relations. But recently it has launched its Hajj Guide service on Ufone. It avoids getting in news stories and controversies but sometimes it proves inevitable. Broadcast Media: It is the prior choice for Ufone. It includes the electronic media television and radio. Ufone is advertising in all Pakistani channels including GEO, Hum, ARY, Indus, TV one, HBO, Cartoon Network etc (except MTV Pakistan). Ufone also plays its ads on local channels like WASEB and Punjab TV. Online Media: Internet is the online media. Ufone places flashing ads on famous portals like, etc. But Ufone is not carrying out direct mail or direct e-mail advertising

Word of mouth (buzz): Ufone is the most popular of all the telecom companies in Pakistan. Credit goes to its advertising campaign which people remember for a long long time. As Ufone is most popular in youth thats why the youth suggest their friends and relatives to Ufone sim proudly.Due to the cheapest international sms rates anyone coming from abroad are told by their friends to use Ufone as it will be easy for them to remain in touch with their friends outside Pakistan also.

Competitive Edge
During 2006 Ufone successfully completed the network expansion of Phase 4 inexisting as well as in new cities and towns which amounted to more than US Dollar170 million. As a result the asset base of the Company has increased from Rs. 20billion to Rs. 27 billion.Ufone adopted the policy of simplified tariffs with no hidden charges, which resulted in positive impacts on total subscriber base, which has increased from2,579k in June 2005 to 7,487k in June 2006.Ufone currently caters for international roaming to more than 195 live operators across 119 countries and introduced International roaming facility for Prepaidsubscribers in Saudi Arabia, United Kingdom, United Arab Emirates, Singapore,Portugal and Kuwait with lowest rates, featuring no security deposit and activationcharges. GPRS roaming facility is

available with more than 75 Live Operators across59 countries.The Company has also been awarded a new License for providing cellular services in Azad Jammu & Kashmir and the Northern Areas.