1 Strategic Marketing Plan for WARID

2 Strategic Marketing Plan for WARID

WARID TELECOM
LAHORE COLLEGE FOR WOMEN UNIVERSITY, Lahore

DEPARTMENT OF MANAGEMENT SCIENCES

Marketing Management

Submitted To:
Miss Nayab

Submitted By:
Madiha Khalid (834)






3 Strategic Marketing Plan for WARID

STRATIGIC MARKETING PLAN FOR
WARIID
TABLE OF CONTENTS


Pages
Abstract 4
Brand development stage 5
Comparison with other brands 5
Company life cycle 5
Building Brand equity 5-6
Comparisons of BAV & BRM 6-7
Brand value chain 7
Positioning Strategies 8-11
Product life cycle 12-15




4 Strategic Marketing Plan for WARID


STRATIGIC MARKETING PLAN FOR WARIID

ABSTRACT

This is a Project of the marketing management concepts and tools used in
marketing. Our project is about creating brand equity. We have to present the
brand WARID and describe where our brand development is. Customers
relations with the brand. What customers feel and think about the brand. What
brand resides in the mind of customers? Our brand uniqueness.
Our brand Warid is very different from other network brands because our
unique services and facilities to our customers. We provide lower call rates and
SMS packages as compare to any other network. Our company life cycle is on
boom now. Because we are providing many different facilities and service which
satisfying our customers needs. Our customers have emotional feelings with our
brand. Describe about the models for creating brand equity. Comparison of brand
resonance model (BRM) and brand asset valuator (BAV).BAV provides
information to enable firms to improve the marketing decision-making
process and to manage br ands bet t er .
It evaluates a brand in the entire world of brands, not in its category.
Brand Asset Valuator is an important tool to assess a brands current
achievements and stature whereas brand resonance model (BRM) refers to the
nature of the ultimate relationship and level of identification that the customer has
with the brand .Warid has portrayed itself to be a brand that the customer can have
a happy and lifelong relation with. We have to implement the brand value chain.
We also discuss the Warids product life cycle and its characteristics.



5 Strategic Marketing Plan for WARID


Brand Development Stage
Our brand development stage is on leadership because of our high earnings and
potential. People are fully aware of our services and also understand our appeal.
They utilize our services and become familiar with it as well.
Comparison with other brands:
Our brand Warid is very different from other network brands because our unique
services and facilities to our customers. We provide lower call rates and SMS
packages as compare to any other network.
We introduce daily, weekly and monthly calls and SMS packages according to the
needs of our customers. Our other services include lower international rates, ring
tones services, Azaan alarm, news updates and internet facility, etc.
Now recently we introduce a new facility by using it our customers can block the
person who irritates them or to whom they dont want to talk.
Companys life cycle:
Our company life cycle is on boom now. Because we are providing many different
facilities and service which satisfying our customers needs and due to it they
become familiar with our network. Most of our customers are loyal with our
network and many have satisfactory feelings as well. Thus, Warid have great
understanding with its customers.
Building brand equity:
We can build our brand equity by providing different services time to time to the
customers so that they can satisfy their needs and get what they really want.
Network brand equity can be built by providing lower charges as compare to other
networks and by providing such services which are very helpful to our customers
in their daily life.
6 Strategic Marketing Plan for WARID

Moreover, advertisement is also play an important role in building brand equity.
Because of advertisement people become aware of brand and want to use it at least
for ones. This may include T.V, radio, social web sites and newspapers, etc.

Comparison between BAV and BRM

Brand Asset Valuator:

It provides information to enable firms to improve the marketing
decision-making process and to manage br ands bet t er .

BAV provides comparative measures of the equity value of thousands of
brands across hundreds of different categories.

BAV has now been linked to a unique set of financial analytics, which
allows determining a brands contribution to a companys intangible value.

Brand Asset Valuator is an important tool to assess a brands
current achievements and stature.

It is even more powerful when the future potential of a brand can also be
measured.
Brand Asset Valuator can help managers understand marketplace
opportunities and t he t ypes of r i sk t hat go wi t h t hem.

It can provide a deeper understanding of consumer behavior

Brand Resonance Model:

This model refers to the nature of the ultimate relationship and level of
identification that the customer has with the brand.

It describe about the customer feelings and emotions about the brand.
Customer judgment about the brand.what kind of image creates in the mind
of customer about the brand.
7 Strategic Marketing Plan for WARID



Our warid customers relate to the brand very intimately. It repeats purchases
are very common. They feel a very strong attachment towards the brand
because it portrays a very different image.

Warid has portrayed itself to be a brand that the customer can have a happy
and lifelong relation with. The Warid experience has created
deeper attachment in the minds of the customer.
Warid engaged their customers and have actually made the process of
investing time, energy, money or other resources enjoyable.
WARIDs Value Chain:




Its services customer in mind Zahi (post paid) Rs. 500
Communication: Constant feedback Zem & Zahi Vary a/c to
(Above &below line) Responsibility 46% services
Employees are family Network provider High Expansion Market
Member Effective Cost Structure Capitalization:
High Profit 1 05.8million

Aviod contradiction
Distinctiveness Signals Reaction by low rates Market dynamics
Channel: Franchises High growth
Subscribers : 508655 Risk: Launch in rural
Push Strategy profitable brand contribution
Marketing
program
investment
Customer
mind set
Brand
performance
Share holder
value
Program
Customer
market
8 Strategic Marketing Plan for WARID

Positioning Strategy Of Warid
Warid is a family brand umbrella of Abu Dhabi Group. Warid has a very quick
customer response from is employees to the customer in case of any problem or
query.Warid consider the need of customer 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 launched its products in Pakistan with a MARKET PUSHER STRATEGY,
while providing low rates, not only it has made its position better but also made
other networks to reduce their prices.
TARGET MARKET:
Basically Warid targeted every person of society who is able to use this network
service. Warid has divided its target market in to categories of A+, A-, B+, B-, C,
D, E and F.
CATEGORIES CHARACTERISTICS:
A+ & A- refers to age group of 28 to 32, 40+ and of upper-income level (Urban)
B+ & B- refers to age group of 22 to 27 and of lower-upper-income level (Urban)
C refers to age group of 18 to 21 young stars (CORE TARGET) (Urban)
D refers to age group of specially 13 to 17 and all and low lower income level
(Urban)
E refers to users of Semi-urban areas (Has planned to launch)
F refers to users of Rural Areas (Has planned to launch).
Competitive frame of reference:
The main objective of Warid telecom is to compete in the market. Because they
have strong competitors in the market.

At initial stage warid has focused on the consumer class segment only but
later on fixing foots on ground it starts targeting all segments of the cellular
sector.
Warid is a business having its tough competitors covering almost every city
of the Pakistan. But the competitive edge this company has its quality and
providing maximum facilities on lowest possible rates and the compiled
comparison of other cellular operator. The competitors of Warid are as:

9 Strategic Marketing Plan for WARID

Mobilink
Ufone
Telenor
Zong
The prices of Warid telecom are low but they are offering better quality
and services are better as compared to other network services like Zong. Another
new product of Warid Telecom have been launched which completely based on
the pricing the product named was GLOW.





Parity between Warid and Zong network:

1-Network facility:
As both Warid and Zong are telecom companies so the main service provided by
them is consistent network facility by which customers can communicate with
each other any time at any place.
2-Missed call alert:
Missed call alert is a service which is provided by both telecom networks. By
using this service customers can receive a SMS of all those calls which do not
receive.
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3-Conferencing call:
Conferencing call is the facility which is also provided by both networks and by
using this service customers can communicate to many people at the same time.
4-Internet facility:
By using this facility customers can interact with social media at any time and
this service is also introduced by Warid as well as Zong.
5-SMS delivery report:
Warid and Zong both provide SMS delivery report which confirms that the SMS
is send to the required person.
6-Picture Messages:
Picture messages are also the service which is provided by both networks which
allow its customers to send pictures as well.
7-Music:
Music service is also provided by Warid as well by Zong. By using this facility
customers can select any ring tone or latest songs.

Differences between Warid and Zong Network:

We compare our brand Warid Telecom waithZong network and we find that our
brand provide more and better services as compare to Zong few of them are as
follow:
The most important and unique service provided by Warid telecom is
Blood Bank Services in which It enables users to search for required
blood group in a particular city by matching it with a database of registered
donors for that city. A blood receiver can only get into contact with a donor
upon the donors consent. Customers can get this facility by dialing
2525.ButZong does not provide such type of facility.
Warid also introduce auto dialer service to its customers by which they
can select top ring back tone by dialing 321. But if we talk about Zong than
it do not provide any ring tone
service.
Warid is now also providing the
facility of Google talk as Google
has partners with Warid Telecom to
offer its G mail users an ability to
send free text messages to any Warid
number from their Gmail account or through Google chat. This facility is
not provided by Zong, they may provide internet facility but they do not
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providing such specific offer to any social
network.
Recently Warid introduce its new service
named by Double number offer in which
its customers can use two numbers at a time
by using one sim. Due to it, customers do
not need to carry to carry two cell phones
or dual cell phone. But Zong do not have
introduced any service of this kind.
Warid also providing advance balance
facility to its customers by which they can
get balance when it runs out. Zong does
not introduce such service till now.
The most distinctive service of Warid is Warid location based service
by usng it you can locate your friends or family members easily. Zong do
not provide any familiar facility to it.
Warid is also providing a unique service named by Warid reverse
auction by this the customers
can purchase products by SMS
at retail price.
Warid also providing Warid
tijarat facility by which you
can easily trade things by an
SMS. Customers can buy or sell
the products s well.
Warid providing Islamic Service to its customers by which they can
listen QuranicAyat with translation, Tafseer of Quran, Namaz timing, Naat
and many Duas.

Customer point of view:
Customer has Positive and favorable attitude towards WARID. They are
satisfied with our services (call rates &SMS packages). They are loyal to us
as well.





12 Strategic Marketing Plan for WARID

PRODUCT LIFE CYCLE of WARID


Product Life Cycle:
The product life cycle is an important concept in marketing. It describes the stages a product
goes through from when it was first introduction to the marketing, growth, maturity to its decline
or reduces in demand in the market. Not all products reach this final stage. Some continue to
grow and others rise and fall. The PLC concept can be applied by marketers as a useful
framework for describing how products and markets work. PLC concept can help in developing
the good marketing strategies for different stages of the product life cycle.
Characteristics of Product life cycle of Warid telecom
PLC Stage of Warid:
Warid telecom has currently considered at growth stage in PLC. It has 18% shares in telecom
market. Because Warid target friends and family culture even mostly in new generation. So they
have different marketing strategies and campaigns.
1. Products:
Warid telecom is provided prepaid and postpaid connections and also offer to SMS and calling
features including value added services like Ringtones, Pakages bundles etc.
Warranties and Services :
Warid is provided warranties after sales through its franchises and customer services in all cities.
2. Price:
Warid is used price strategy against its competitive edge that differentiates the product from their
competitors. Warid followed customer oriented strategy rather than too cost strategy. Warid is
used Demand Push and Demand Pull strategy in order to penetrate the market, because warid
always introduced their services relatively cheaper rates, high quality as compared to prices. It
provides the discounts and allowances for prepaid segment in special events like matches, shows
etc.
3. Distribution
Warid has personal base centers. And the distribution of warid products is retailers, franchises
etc. Warid is focusing to every segment so it facilitates to their customers in PCOs, Bookshops
and mobile shops.
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Franchises:
Warid Telecom is constantly establishing dedicated company owned sales and service centers in
all the major cities and towns of Pakistan.


Warid is manufacturing its products i.e. SIM outside
the country with its central warehouse in Lahore and 03 regional warehouses in Lahore,
Karachi and Islamabad. Warid has its basic distribution centers in all 28 cities of Pakistan .
4. Advertisement
Warid is using both, ATL (Above the Line) and BTL (Below the Line) advertisement for
its products.
ATL advertisements include on electronic media like TV, Radio, internet and
print media that includes newspaper, magazines, and brochures etc.
BTL includes sponsoring different sports activities and providing relief activities
like 8 October earthquake.
Shopping centers activities

5. Promotion:
Promotion is most important tool of marketing strategy. .

Publicity and Public Relations
Warid is keeping public relationing and publicity in mind and doing great work
on it .
Sales/Trade Promotion :
Warid is doing Sales/Trade Promotions but kept confidential. Ethical issues associated with this
product. Warid is care full about ethical issues associated with its products but does not open
them as per strict confidentially concern. Warid has designed promotional activities keeping in
mind the culture and tradition.
Warid telecom Basant Festivals
Sponsorship on World telecom day
Characteristics of
WARID
Introduction Growth
Sales Low Rising(18% of market
share).
Cost Low Average
(Customer Oriented
strategy).
Profit Low Rising (105 million).
Customer Innovator Every segment (high to
low &urban to rural).
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Competition more Low price& high quality
as compare to price is
the competitive edge.
Marketing objectives Create product
awareness in customer
mind and interact
product with their
customer
Warid target friends
and family culture and
use different strategies
to increase market
share.


Strategies adopted by Warid Telecom:
When warid starts it offering more value and quality rather than reducing the
pricing of its products and its uses both demand-pull and demand-push strategies
for penetrating the market. Its innovative strategies like 1 second billing and 30
second billing are the strategies to capture the large share of market. Now warid
focus on reducing the prices of its products to increase the market share of telecom
industry. Thus warid can increase its market by reducing the prices of its products.
Now warid also attract its customers by launching of customer relationship
programs and by making easy load more popular. They also introduce new
packages for Post Paid category. Warid also uses effective advertisement strategy
by making top models its brand ambassadors.
Warid introduce new high-tech technologies for improved network and launch
sport program for youth to attract them. It also provides better security for SIM so
its customers become more loyal and to attract non users.


Strategies

Introduction Growth
Product Offer lower rates to the
customer.
Provided prepaid and
postpaid with value
addition services.
Price Charge lower cost as
compare to other
networks.
Introductory Price & to
penetrate.
Distribution SIMs are easily available Personal base
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at all franchises. centers(franchises)
Focusing on every
segment (retailers
,PCOs and book shops.
Advertising Use all media channel
to aware the users.
Both above the line and
below the line.
Sales promotion Promote the brand by
providing free SMS and
Call mints.
Base on
Public relation
Culture &
tradition