International

Business
Term Project

PRESENTED TO:

Irfan Siddique

PRESENTED BY:

Samir Abdul Razaq MI-

01083-190

Shahzad Naeem MI-

01083-193

Lahore Business School Page 1

 Faizan Saleem MI-

01083-127

Rafia Tariq MI-

01083-187

Ammara Iram MI-

01083-185

IN THE NAME OF
ALLAH, THE MOST
GRACIOUS,
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 THE MOST MERCIFUL

ACKNOWLEDGEMENT
In the name of Allah the beneficent the merciful

While writing this page, there are number of faces in front of our eyes, which played vital

role in the completion of this project. No work of such importance is possible unless any

internal or external motivators stimulate, in case of this present effort, mostly external

motivators have worked. Sir Irfan Siddique who is the one to first repose confidence in

us and gave us a succession of opportunity to develop professionally, to her our gratitude

is immense. It is great honors for us that Almighty ALLAH has enabled us to do this

project. In last but not least, we are very thankful to our parents who enabled us that we

can perform this difficult job.

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 Dedication
The project has been dedicated to our respected teacher Sir Irfan Siddique, our Parents

& Lahore Business School who ensured all possible opportunities, conducive

environment & due assistance in the direction to complete our project findings in the best

manner. Entire credit goes to the university & the respected teacher who invested their

commitments & devotions, spent all their abilities & skills, impart technical assistance

towards development of study exposure in the field of research through projects. We wish

prolonged relationships with the university and respected teacher, the prerequisite for

ultimate success in the practical life.

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 Executive Summary
Telenor was the foreign company to start its operation in Pakistan. Before it Ufone, a

government owned company was operating along with some private firms like Mobilink,

Warid and Paktel.

Telenor got the license to provide GSM services in Pakistan in April 2004, and started its

services in Islamabad, Rawalpindi and Karachi on March 15, 2005. The official opening

was held in Islamabad. In the second phase on March 23, 2005 Telenor started its

services in Lahore, Faisalabad and Hyderabad. Telenor has become the second largest

cellular network in Pakistan by covering over 500 cities and highways in one year time.

Telenor has invested in Pakistan near about 1.9 million subscriptions.

Telenor has covered several milestones over the past five years and grown in a number of

directions. Telenor has signed interconnect agreements with all four of its competitors

during December 2004, allowing its subscribers to exchange voice and data with

subscribers on all active mobile networks including, Ufone, Mobilink and Warid. In

addition to recruiting hundreds of people, Telenor established it’s Call Center on 28,

January 2005 in Lahore.

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Telenor is the 2nd largest cellular company in Pakistan. Telenor should try to capture the

remote area market especially in rural areas. To get more market share it needs

qualitative products with innovation styles and aggressive market activities to create

awareness among public regarding their products. Telenor should concentrate on

promotion of their products and try to enhance the target market.

Table of Contents No
1. Introduction 7

2. Vision 8

3. Core Values 8
4. Mission Statement 9
5. Slogan 9
6. Objectives 10
7. Origin 10
8. Basic Idea 10
9. Macro Environment 12
10. PEST Analysis 12
• Political Factors 12
• Economic Factors 12
• Socio-Cultural Factors 13
• Technological Factors 13
11. Opportunities & Threats (OT) 14
12. Competitive Environment Assessment 15
13. Micro Environment 16
14. Strengths & Weaknesses (SW) 20
15. Marketing Mix 22

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 16. Marketing Mix of Norway 28
17. Dealing with different culture 32
18. CSR 33
19. Conclusion 35
20. Bibliography 35

Company Profile
Introduction
Telenor was the foreign company to start its operation in Pakistan. Before it Ufone, a
government owned company was operating along with some private firms like Mobilink,
Warid and Paktel.

Telenor got the license to provide GSM services in Pakistan in April 2004, and started its
services in Islamabad, Rawalpindi and Karachi on March 15, 2005. The official opening
was held in Islamabad. In the second phase on March 23, 2005 Telenor started its
services in Lahore, Faisalabad and Hyderabad. Telenor has become the second largest
cellular network in Pakistan by covering over 500 cities and highways in one year time.
Telenor has invested in Pakistan near about 1.9 million subscriptions.

Telenor has its head office in Islamabad, with regional offices in Karachi and Lahore.
According to license terms Telenor is to provide its services in 297 tehsils of Pakistan in
4 years time. Telenor has established its infrastructure well in Pakistan so far and it looks
forward to combine it cellular experience with the Local competition. Telenor's primary
aim is to offer top quality mobile services and promote healthy competition in the mobile
market.

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Telenor has covered several milestones over the past five years and grown in a number of
directions. Telenor has signed interconnect agreements with all four of its competitors
during December 2004, allowing its subscribers to exchange voice and data with
subscribers on all active mobile networks including, Ufone, Mobilink and Warid. In
addition to recruiting hundreds of people, Telenor established it’s Call Center on 28,
January 2005 in Lahore.

Vision
Our vision crystallizes our customer focus as the
cornerstone of everything we do. Our values
describe what behaviors are necessary to realize
that vision. Our corporate responsibility mindset ensures that our vision and values
nurture social concern and help us create shared value.

Our Vision
“We're here to help. We exist to help our customers get the full benefit
of communications services in their daily lives”

The key to achieving this vision is a mindset where every one of us works together:
Making it easy to buy and use our services. Delivering on our promises. Being respectful
of differences. Inspiring people to find new ways.

Core Value
We have four core values;

Make it Easy
We're practical. We don't complicate things. Everything we produce should be easy to
understand and use. Because we never forget we're trying to make customer’s lives

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easier.

Keep Promises
everything we set out to do should work, or if it doesn't, we're here to help. We're about
delivery, not over promising, actions not words.

Be Inspiring
we are creative. We strive to bring energy to the things we do. Everything we produce
should look good, modern and fresh. We are passionate about our business and
customers.

Be Respectful
We acknowledge and respect local cultures. We do not impose one formula worldwide.
We want to be a part of local communities wherever we operate. We believe loyalty has
to be earned.

Mission Statement
Like vision of the company, mission statement of the company is also well defined.
Telenor's mission is to:-

“Create value for shareholders through serving the customers, employees,

partners and the general public interest”.

Company believes that in the long run by emphasizing on its commitment to employees
and society, will enable it to perform better in its field and to create greater values for the
customer.

According to company’s mission statement these values will be created through

profitable and retainable growth. This growth will be maintained on the development of

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services that simplify the use of communication technology. It will contribute to give
customers greater freedom of choice and more options. Its solutions shall simplify
people's workday, make businesses and activities more efficient, and increase their
competitive powers.

Slogan:
“Ab Chaho Kuch Bhar Kar”
“A Smart Call”

Objectives

The three primary objectives for Telenor Pakistan's emphasis on Corporate

Responsibility are:

• Telenor Pakistan's customers shall be confident that the company runs its
operations in an ethically responsible manner.

• Telenor Pakistan's employees shall be proud of the way in which the

company handles its social responsibility.

• Telenor Pakistan’s other stakeholders, expecting high standards of social

commitment, shall have high regard for the company.

Origin of Telenor
Telenor is the incumbent company in Norway, with headquarters located at Fornebu,
close to Oslo. Today, Telenor is mostly an international wireless carrier with operations
in Scandinavia, Eastern Europe and Asia. It is currently raked as the seventh largest
carrier in the world, with 143 million subscribers. In addition, it has extensive broadband
and TV distribution operations in four Nordic Countries. The origin of Telenor is
basically from Norway.

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Basic Idea

Telenor started off in 1855 as a stated-operated monopoly, named Telegrafverket as a

provider of telegraph services. The first ideas for telegraph were launched within the
Royal Norwegien Navy in 1848, but by the 1852 the plans were public and the parliament
of Norway decided on a plan for constructing the telegraph throughout the country.
Televerket began by building from christania (now Oslo) to Sweden as well as between
Christania and Drammen.

By 1857 the telegraph had reached Kirkeness (north Coast) via South Coast and by 1871
it had reached Bergen. Cable connections were opened to Denmark in 1867 and to Great
Britian in 1869. The telegraph was most important for the merchant marine that now
could use the electric telegraph to instantly communicate between different locations, and
get a whole new advantage within logistics.

The different logos and name changes throughout the history of Telenor.

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 International markets of Telenor

• Pakistan
• Denmark
• Finland
• Hungary
• Malaysia
• Montenegro
• Bangladesh
• Russia and CIS
• Serbia
• Sweden
• Thailand
• India

Macro Environment

PEST Analysis
In PEST

P stands for Political

E stands for economical

S stands for social

T stands for technological analysis of industry with respect to their environment.

Political Factors
• Political environment of Pakistan is stable in the current situation and country is
doing excellent on economic front.

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 • Environment is investor friendly telecommunication sector is under de-
regulation.

• Monopoly of PTA has ended in 2005.

• Before WTO implementation government already took steps in de-regulation of

telecommunication sector.

Economic Factors
• Marketers should consider long term and short term state of a trading market.

• Inflation is controlling by state bank and under strict eyes but unemployment rate

is going up and up with the increase of level of poverty.

Socio-Cultural Factors
• As Pakistan is an Islamic country and people are very strict in case of Islam
anything 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 something which sabotage

their culture or subculture.

• Companies who are targeting upper-end of market mostly published and aired
their advertisement in English language.

• In metropolitan cities women are doing work along with their other
responsibilities but other than metropolitan cities it is difficult for women to
convince their parents and spouses for work.

Technological Factors
• Companies have technology with which they can compete in the Pakistan and
now companies are investing in their infrastructure to not only expand but also to
upgrade their existing structure.

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 • Almost every company is now providing Multi-media Messaging Services
(MMS), General Packet Radio Service (GPRS), Virtual Private Network (VPN),
Pocket Stocks, Conference Calling, Wallpapers Animated pictures Polyphonic
ring tones (WAP), and Voice Mail at low price and Telenor is proving an addition
feature that one can see TV channels on their cell.

• Mobilink has shifted its whole network from 900 MHz to 1800 MHz with the
completion of this project Mobilink is now offering Value-Added Services like
General Packet Radio Service (GPRS), Multi-media Messaging Services (MMS)
and Virtual Private Network (VPN) etc.

Opportunities & Threats (OT)

Opportunities
Re-launching of Postpaid Packages- Telenor has re-launched its postpaid package in
February 2007 and it’s really a great opportunity for Telenor.
3-G License- President Musharaf has promised with president of Telenor Bakssas to
provide 3G license in August 2007. And after getting 3G license Telenor will be the king
of telecommunication sector in Pakistan.
Service Level Of Call Centre- At March 2005 20% of total customers were able to
connect with CRO, By hiring 300 new Customers Representative Officer’s in April 2006
this percentage increase to 45% and now in November Telenor is answering 60 % of calls
on helpline daily. In future by hiring new Customer Representative Officer’s Telenor can
answer 100% of calls. This is expected in May 2007.
Growth Opportunity- With mobile penetration in Pakistan still below 50%, there
remains huge potential for growth, and especially in rural parts of the country.
Mobile TV- Launch of mobile TV services presents chance for operator to increase non-
voice revenues.

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Threats
New Cellular Companies In Market- PTA has issued tower cellular licenses to
Vodafone and Etisillat. This will share market with existing companies in this way
Telenor has to adopt attractive policies to survive.
Job Turnover Ratio in CRD- Due to irritating behavior of new management in CRD,
job turnover ratio is very high. In the month of November 2006 106 Customer
Representative Officers are resigned from Telenor. This is due to poor CRD policies
which new hired management (From mobilink) is applying in CRO. As CRD is the major
division in Telenor so it will create too much problems for company.
Ultra-Competitive Market- Pakistan is an ultra-competitive mobile market, with Warid
Telecom pushing Telenor for third position.
Investment in network deployment- Continued high capex, as a result of the need to
invest in network deployment, is still causing operating losses.

Competitive Environment Assessment

Telenor is currently competing with the four rivals and these are…

• MOBILINK

• WARID

• UFONE

• ZONG

Their market shares are as follows

MOBILINK 35%
TELENOR 21%
UFONE 20%
WARID 18%
ZONG 6%

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MOBILINK – on Attack
Currently Mobilink is targeting the upper level class. They are competing on the basis of
new technology in respect to Pakistan i.e. GSM. They have got the benefit by acquiring
this technology earlier. We can say that they were the pioneers in this technology.
Now days, they are also trying to get as many user because of their low price. Or we must
say that by stating the sales provider’s schemes to capture the market.

UFONE
Ufone is owned by PTCL, which joined the rest two years back in the year 2000. During
the year Ufone adopted the policy of simplified tariffs with no hidden charges, which
resulted in positive impacts on the usage trends of subscribers as well as total subscriber
base, which has increased to 19.4 million. Ufone currently caters for International
Roaming to more than 230 live operators in more than 130 countries and introduced
International roaming facility for Prepaid subscribers in Saudi Arabia, United Kingdom,
United Arab Emirates, Singapore, Thailand, Bangladesh, Sri Lanka, Belgium and Kuwait
with lowest rates, featuring no security deposit and activation charges. GPRS Roaming
facility is available with more than 115 Live Operators across 85 countries.

Warid
Warid Telecom is a joint venture between Abu Dhabi Group & SingTel Group. Abu
Dhabi Group entered into a strategic alliance with Singapore Telecom. Subsequent to this
transaction in July 2007, telecom giant SingTel acquired 30% percent equity stake in
Warid Telecom, Pakistan, for US$758 million. This partnership is part of a strategy to
support Warid Telecom’s continued growth and to enhance its market position.

Zong

China Mobile's first overseas subsidiary, China Mobile Pakistan has the license to offer
and operate voice, data and all value added services in the entire country. One of the
fastest growing cellular markets in the Pakistan, Pakistan is a key region that is likely to

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offer expansion opportunities as well the chance to make a difference in the lives of a
growing clientele that is demanding and understands and appreciates better quality and
service standards.

Micro Environment
1) Physical Factors
Physical factor also have a strong effect on Telenor Telecom. Physical factors include,

Structure
Structure refers to the building structure and installments of the company. Telenor
Telecom has strong and so much helpful structure because of their office location and
internal environment.

Infrastructure
Infrastructure refers to the structure of the country like their roads, where the company is
operating. Pakistan is not very strong as far as the infra structure is concerned but it is
still helpful for Telenor Telecom because of our strong tale communication sector and it
is providing the hub for operating their services in whole over the Asian countries.

2) Customers
Every company’s customers can affect their organization, the organizations that do not
care their customers, they suffer. Telenor Telecom has separate department by the name
of Customer Services Department in order to satisfy its customers’ complaints, as it is
one of their most important stated objective to maximize the customer satisfaction. There
are the factors which is affecting the organization customers.

Factors affecting the Consumer buying Behavior

Cultural factors

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Pakistan has great cultural background that’s why, in most of the advertisements of
Telenor they reflect the aspects of Pakistani culture like, stronger and long lasting
relationship, minimize the distance among the people.

Social Factors
Telenor has a special focus on the social aspects of Pakistan. They offer different call
charges for the different social classes and wide connectivity among the rural and remote
areas of Pakistan because a major part of Pakistan population is living in villages.

Personal Factors
Telenor is offering different packages for the different personals like Djuice for the teens
and students, Talkshawk for all age’s people who want to make calls at lower prices, and
Persona postpaid for the business class people who require superb services without
wasting too much time.

Types Of consumer buying Behavior

1. Complex Buying behavior
2. Variety Seeking
3. Habitual Buying behavior

We put our product in the portion of variety seeking and habitual buying behavior.

3) Supplier
The suppliers play an important role while considering the working of
the organization. The hardware and software required by the
Company has to be supplied by the selected suppliers as the
Company mainly requires specialized equipment. Furthermore, timely
Replacements and warranty claims require efficient and effective
Suppliers, as a delay could adversely affect the workings of the organization.

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4) Competitors
Telenor Telecom is facing strong competition in Pakistan. Their major competitors are
Mobilink, Ufone, Zong and Warid. Because of these competitors, Telenor Telecom is
facing a serious problem in order to attract new customers and retain their existing
customer. In order to meet the competitors, Telenor Telecom has to spent more money on
advertising, promotional activities and area coverage for their customer satisfaction.

5) Distributors
Walk In Center

These are outlets that provide sales and customer services to the end user but are
completely owned and operated by the Telenor itself.

Sales & Service Centers

Buy a Telenor Connection or have your queries regarding Telenor subscription resolved
at any Telenor Sales & Service Center located in vital locations in all the cities where

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Telenor has had its services.

Strengths & Weaknesses (SW)

Strengths
Technology- Telenor is using latest technology in Pakistan. For example main
technology is SIEBEL. Telenor is using 5.7 version of Siebel while Warid is using 5.2
and Mobilink is using 5.0.And all the systems are directly operated by Oslo Norway.
Value Added Services- Strength of Telenor is its value added services. Telenor always
has been a trend setter for other companies. Telenor has launched some value added
services which other companies are so far to launch; Smart share, Contact Backup, SMS
Timer, EDGE, Cell info Display, Song Dedication Service and sports Portal. And there
are other services like Bubble SMS and international roaming on prepaid packages were
launched 1st time in Pakistan.
Promotions- A unique strength of Telenor is its promotions. At every time Telenor is
busy in running a new promotion for every package. These promotions are like Free
Balance, Discounts, Free content services, Discounts on shopping etc.
Coverage- By launch Telenor has decided to cover those area first which were deprive of
any network coverage. That is another main strength of Telenor. Its network has covered
almost each and every inch of Pakistan.
Advertising- In the year 2004 advertising was the weakness of Telenor, because they
advertised the products not in our culture. But now a day’s advertising is one of the main

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strengths of company. Telenor is investing a huge amount on advertising on TV channels,
newspapers and banners etc.
Customer Care- Another main strength of company is its helpline 345. In May 2006
according to a survey conducted by PTA, It was declared that Telenor is providing best
customer services in all 6 mobile operators and PTCL. Although customers have to wait a
long to connect Customer Relation officer but the behavior of the officers has hide this
weakness.
Subscribers- In just two-and-a-half years of operation, Telenor Pakistan has attracted
over 12.5mn subscribers and is now a serious challenger to Ufone, the country’s second-
largest mobile operator.
Revenue- Revenues have nearly tripled to NOK2.4bn over the first nine months of the
year, with profitability also improving.

Weaknesses
Postpaid Packages- The main weakness of the company is its postpaid packages.
Telenor is not providing too much attractive packages in postpaid as Warid and Mobilink
are providing. That’s why main Telenor Share in all Postpaid customers in Pakistan is
negligible.
Corporate Packages- Just like postpaid packages Telenor has only one CUG package
for corporate sectors. And rates of CUG are also very high than its competitors.
Number of Franchises- Telenor is the fastest growing cellular network in Pakistan on
the other hand there are only a few franchises in Pakistan. Some time customers have to
travel more than 100 miles to reach a franchise for some particular problem.
Average Revenue per User (ARPU) fall- As the operator extends its reach to rural
Pakistan; ARPU continues to fall to about US$4.5, hit by high numbers of prepaid
customers and reduction in tariffs.
Net addition fall- Net additions during the third quarter of the year (1.9mn), although up
on the last quarter, still unable to replicate the heights of the first quarter of the year,
when there were 2.4mn net additions.

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Marketing Mix Strategy
Marketing activities comes in many forms. One traditional depiction of marketing
activities is in terms of the marketing mix, which has been defined as the set of tools the
firm uses to pursue its marketing objectives. Mc Carthy classified these tools into four
broad groups, which he called the four Ps of marketing.

Product

Promotio
n Marketing Place
Mix

Price
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Product
“A product is anything that can be offered to a market to satisfy a want or need of a
customer at profit”.

Any product can be classified into either a consumer product or a business product.
Consumer product is the one that is bought and consumed by a final consumer. While a
business product is the one that is bought for the purposes of reselling or for business use.

Telenor’s product comes under the definition of consumer product as an individual buys
the product and he/she uses it. Telenor is a pure service product. Telenor’s product is the
SIM that it sells in the market. It is a number that is activated in cell phone and a person
can call or can be called. Basically this is the core level of the product that means it is
serving the basic need that may be associated with it.

Product Mix
A product mix (also known as a product assortment) is the set of all products and items a
particular sellers offer for sale.

Telenor is providing five prepaid packages and four postpaid package.

Prepaid Packages: 1- Telenor Talkshalk A1 2- Telenor Talkshalk HAR SECOND 3-

Telenor Talkshalk HAR MINUTE 4- Telenor Talkshalk 30 SECOND 5- Djuice

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Postpaid Package: 1- Persona Postpaid Economy 2- Persona Postpaid Favorite 3-
Persona Postpaid Special 4- Persona Postpaid Classic

Price
“Amount of money needed to purchase something”.
Telenor is offering the following packages.

• Talkshawk A1

• Telenor Talkshawk Har Second

• Telenor talkshawk 30 second

• Telenor's talkshawk Har Minute

• Djuice

• MMS, INTERNET, WAP

• SMS

Telenor is offering very low rate of these packages as compare to other companies

Placement
“Place includes company activities that make the product available to target consumers.”

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Placement is the process in which the final good or service is made available to the end
customer. The channels used for this purpose are known as “Marketing Channels”.

Marketing channels are defined as “set of independent organization involved in the

process of making a product or service available for the use or consumption by the
consumer or business user”.

Vertical Marketing Systems

“A distribution channel structure in which products, wholesaler, and retailers act as a
unified system. One channel member owns the others, has contracts with them, or has so
much power that they all cooperate”.

Telenor is also using vertical marketing system in the placement if its products. Here
come the concept franchises. That means, giving right to a third party to sell the product
on their behalf.

Telenor has basically two types of sales and customer center.

• Walk in Center

• Sales and Customer

• Franchise

Walk In Center

These are outlets that provide sales and customer services to the end user but are
completely owned and operated by the telenor itself.

Sales & Service Centers

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Buy a Telenor Connection or have your queries regarding Telenor subscription resolved
at any Telenor Sales & Service Center located in prominent locations in all the cities
where Telenor has launched its services.

Franchise

Want to visit a near by Telenor Franchise or have your queries regarding Telenor
subscription. Following are the address of some sales and customer service centers or
Franchise in Lahore.

Promotion
“Promotion means an activity that communicates the merits of the product and persuades
target customers to buy it”. Good Promotion always plays an important role in the
success of any product. A good product can be fail if not properly promoted. Telenor is
taking big steps to promote it’s product by maintaining good relationship with the
community of Pakistan. The basic aim at the behind of these steps is to promote their
own product through a moral way.

Advertising
“Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods
or services by an identified sponsor”. Today advertising agencies are redefining
themselves as communication companies that assist clients to improve their overall
communications effectiveness by offering strategic and practical advice on many forms
of communications.

Sales Promotion

“Sales promotion is short term incentives to increase a sale”. Telenor mostly use these
types of incentives to boost up the sales

• Free sms or mms on any network in pakistan for a limited period.

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 • Load the greater then the value of 100 Rs. and get the 50% amount air time
balance free.

• Purchase a new connection and get free airtime on first loading.

Events and Experiences

Telenor also use to promote many events and Experiences.

• Telenor Pakistan, in its commitment to promoting Pakistani art and culture

has launched Abrar-ul-Haq’s newest album. At Telenor Pakistan we believe
in going beyond mobile communications and adding value and color to the
lives of our people. we have got together with Pakistan’s Bhangra King
Abrar-ul-Haq, who has become another dynamic brand ambassador for
Telenor Talkshawk. Telenor Talkshawk is the first brand to introduce online
album release. The album has exclusive content, downloads of songs on our
website and running a special consumer offer as well allowing users to have
extra credit upon producing discount coupons from the Abrar-ul-Haq CDs
and cassettes.

Public Relations
“Public Relations involve a variety of programs designed to promote or protect a
company’s image or its individual products”. Telenor is aware about the importance of
public relations and has also used this tool to clear their image. Few years back when
Denmark published the cartoons of our HOLY PROPHET (PBUH), at that time Pakistani
boycotts Telenor fully. To control that situation Telenor use this tool to clear their image.
They apologize from Pakistani nation and clear their side.

Direct Marketing
All Telenor franchise and outlets are engage in Direct Marketing.

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Personal Selling
Telenor is not engage in personal selling.

Marketing Mix in Norway

Product

Telenor offers a full range of telecommunication services in Norway, including mobile

and fixed telephony as well as Internet access and content. Telenor still dominates the
market place in Norway. However, competition has at times been intense in the mobile
market and ADSL market, but Telenor remains the largest company in both sectors.
Telenor holds a prominent position in the Scandinavian Broadband and TV market, both
with regard to the number of subscribers and to the extent of coverage. The TV
distribution is branded Canal Digital.

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Telenor used to provide a range of services related to satellite communication, including
voice, television and data before its Telenor Satellite Services devision was purchased by
Vizada in 2007.
In Norway, Telenor provides communications solutions on a retail basis to both
residential and business customers. Offers include analogue (PSTN) and digital (ISDN)
fixed-line telephony, as well as broadband voice services over Internet Protocol (VoIP),
Internet access via PSTN/ISDN and digital subscriber lines (xDSL), value-added services
and leased lines.

Price
Telenor offers unlimited Traffic for 50 NOK (6, 5€) / 24h. Counter re-starts at midnight.
Offer is available for all customers using the APN "telenor". Prepaid Cards can be bought
in the Telenor stores (ID required). Be careful, topping-up only works with norwegian
credit cards, but vouchers can be bought almost everywhere (gas station, supermarket etc)

Today's maximum price for data is 10 NOK/day. Speed is capped to 100kbps after
downloading 200MB/month. Unlimited traffic is postpaid only at 299 NOK/month.

Placement
“Place includes company activities that make the product available to target consumers.”

Placement is the process in which the final good or service is made available to the end
customer. The channels used for this purpose are known as “Marketing Channels”.

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Marketing channels are defined as “set of independent organization involved in the
process of making a product or service available for the use or consumption by the
consumer or business user”.

Vertical Marketing Systems

“A distribution channel structure in which products, wholesaler, and retailers act as a
unified system. One channel member owns the others, has contracts with them, or has so
much power that they all cooperate”.

Telenor is also using vertical marketing system in the placement of its products. Here
come the concept franchises. That means, giving right to a third party to sell the product
on their behalf.
Telenor has basically two types of sales and customer center.

• Sales and Customer

• Franchise

Sales & Service Centers

Buy a Telenor Connection or have your queries regarding Telenor subscription resolved
at any Telenor Sales & Service Center located in prominent locations in all the cities
where Telenor has launched its services in Norway.

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Franchise

Want to visit a near by Telenor Franchise or have your queries regarding Telenor
subscription.

Promotion
“Promotion means an activity that communicates the merits of the product and persuades
target customers to buy it”. Good Promotion always plays an important role in the
success of any product. A good product can be fail if not properly promoted. Telenor is
taking big steps to promote it’s product by maintaining good relationship with the
community of Norway. The basic aim at the behind of these steps is to promote their own
product through a moral way.

Advertising
“Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods
or services by an identified sponsor”. Today advertising agencies are redefining
themselves as communication companies that assist clients to improve their overall
communications effectiveness by offering strategic and practical advice on many forms
of communications.

Events:
Telenor also use to promote many events. Telenor creates its own cultural concepts and
stages its own productions, bringing together musicians, artists and performers from all
over the world.

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Direct Marketing
All Telenor franchise and outlets are engage in Direct Marketing.

Mobile market share 2008

Telenor 53.8%
Netcom 27.1%
Tele2 8.1%
Ventelo 2.4%
Others 8.6%

Dealing with different culture:

Pakistan and Norway both countries are different in their own cultures. If we compare
Telenor (Pakistan) with Uninor(Norway). Uninor has a different color combination sim
cards, packages, and way of advertisement according to people, language, and
promotional campaigns.

Pakistan has great cultural background that’s why, in most of the advertisements of
Telenor they reflect the aspects of Pakistani culture like, stronger and long lasting
relationship, minimize the distance among the people.

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They offer different call charges for the different social classes and wide connectivity
among the rural and remote areas of Pakistan because a major part of Pakistan population
is living in villages.

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Corporate Social Responsibility (CSR):

Solar-powered repeater site launched

(28 January, 2008) Telenor Pakistan has launched another environmentally-friendly

initiative by using solar energy to power one of its repeater sites.

Pakistan's first CR report

(24 October, 2007) Telenor Pakistan supports a range of social activities. Here are the
highlights from their first Corporate Responsibility Report.

Telenor Rabta centers launched

(24 September 2007) Telenor Pakistan has launched Telenor Rabta Centres to offer high
speed Internet access to people in rural areas of Pakistan

Provides aid to flood victims

(8 August, 2007) Grameenphone, Telenor Pakistan and Telenor have initiated voluntary
efforts and made donations to help the flood victims in Bangladesh and Pakistan

Telenor Pakistan connects the unconnected

(Islamabad, 9 May, 2007) Telenor Pakistan has launched a unique community project,
apna PCO, which aims at bringing access to the most disadvantaged rural communities in
the country.

Telecom Futures

(Pakistan, June, 2006) Telenor Pakistan launched Telecom Futures in collaboration with
Nokia, Siemens, and TEVTA (Technical Education & Vocational Training Authority).

Norwegian delegates visit SOS

Telenor Pakistan's Corporate Social Responsibility (CSR) unit took the delegates to visit
the SOS Children's Village in Rawalpindi.

Exams over, party time

What do you do when a child passes their exams? You celebrate! That's just what we did
with the children of SOS Villages..

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Telenor contributes for Earthquake-affected Children

Telenor contributes Rs 3.2 million for Earthquake-affected Children.

DUA - Telenor's CSR Program in Pakistan

Telenor's flagship Corporate Responsibility program called DUA is being launched on

23rd Jun

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CONCLUSION
If we conclude this report we come to know the following relevant points which need the
attention of the management of the company while performing the functions.

Telenor should concentrate on promotion of their products and try to enhance the target
market. Telenor should try to capture the remote area market especially in rural areas.
To get more market share it needs qualitative products with innovation styles and
aggressive market activities to create awareness among public regarding their products.

More attractive incentives should be designed to get more dealers interest in their
product. For this, more innovation and new technology is needed.

Telenor is running its operations in many countries and offering different prices and
promotion. So it should maintain the customer loyalty and satisfaction.

Bibliography
www.telenor.com
www.telenor.com.pk
www.pta.com.pk
www.google.com
www.wikipedia.com

Omer Shah
HR Manager of Telenor
0345-4022195

Ansar Ahmad
Executive Sales & Development
0346-4049363