Market Demographics:

The profile of telenor consists of the following demographics, geographics and

behavioral factors.

 Geographic (Area wise)

In Pakistan Telenor is being used throughout. There are different regions in Pakistan.
Telenor is offering service especially in Northern Areas like gilgit Baltistan and
Chitral and in rural areas of Sindh, Balochistan and Punjab where other networks can
not offer services.

 Demographic (Life style)

Age: Telenor is well aware of the needs and demands of their customers as their
needs changes as they go through life. So, with change in age Telenor introduces
different services. The main market is the young people of age 15-30.

 Behavioural

Telenor is also benefiting the customers according to their behaviour, mind set and
thinking. Different people possess different behaviour, different mindset different
thinking Telenor is segmenting behaviourally by offering different package in pre
paid and different plans in post-paid. As cricket is promoted in our country and is
liked by many so they hire cricketers for their promotions to hit customer’s mind.

 Market Needs:

 Market Trends
On January 5th 2017, Telenor Pakistan declared that it will be shutting down all 17 of
its customer service centers in the country. Telenor said it will only operate through
289 franchises and serve their customers with these 289 franchises that are open in
various parts of the country.
As of October 2017, Telenor is not using its entire 8.8 MHz spectrum in the 1800
MHz band for 2G services. It seems that due to heavy demand of 4G Telenor is
looking to refarm its 1800 MHz spectrum for LTE. They are using a 3 MHz block of
spectrum in Band 3 for LTE in Islamabad, and a 5 MHz block of spectrum in Band 3
for LTE in Karachi; they are also using Band 5 in both cities as well.
Telenor was awarded a 10 MHz block in Band 5, and rather than using the entire
block for LTE, it has divided it into two 5 MHz blocks, one for HSPA+ (3G) and the
remaining 5 MHz has been deployed for LTE.
Easy Paisa split up with Telenor Pakistan:
Easy Paisa Mobile banking announced its seperation from Telenor Pakistan in March
2017. It is now being managed by Tameer Bank, which is fully owned by
the Telenor Group. Easy Paisa's operations, PR and marketing will now be handled
by the Telenor Group.
Telenor group is going to launch new Digital Marketing unit in Singapore, led by
Carrie Chen, Head of trading this desk operations, Asia Pacific.
Telenor Group and Telenor Pakistan are launching campaign with the title of ‘Be a
Cyber hero’ which is social in nature and will be carried out worldwide. The goal is
to support Telenor’s 2020 goal to educate four million children in online safety
practices across its 13 international markets.
 Market Growth

Telenor Pakistan today described that its second quarter of 2017 have shown results
where it demonstrated 11 percent growth in total revenues at Rs.26.11 billion, up from
Rs.23.49 billion during the same period last year. Company reported that positive
revenues during the described duration were mainly due to growth in subscription,
traffic and higher incoming international traffic. Moreover it must be remembered that
as Easy paisa has seperate its ways and is under Tameer Bank and its revenues were
not shown in Telenor Pakistan’s results. Telenor said that its major capital
expenditures during the quarter were due to the expanding of 4G network.

Telenor’s total subscription base stood at 40.80 million out of which some 454,000
subscribers were postpaid while remaining were prepaid. ARPU (Average Revenue
per User) for Telenor prepaid subscribers remained Rs. 206 per user per month,
slightly down from last year same period revenue of Rs. 212 per user per month.

 SWOT Analysis:
SWOT analysis is a process that recognizes an organization's strengths, weaknesses,
opportunities and threats. Specifically, SWOT is a theoretical framework that
determine what an entity (usually a business, though it can be used for a place,
industry or product) can and cannot do, for factors both internal (the strengths and
weaknesses) as well as external (the potential opportunities and threats). Using data to
assess the position of a company, a SWOT analysis determines what encouraged the
firm in achieving its goals and objectives, and which short comings must be overcome
or minimized to achieve results: where the organization is standing today, and where
it may be located or positioned in the future.

SWOT analysis of Telenor:

Strengths:

Network Quality and design

Superior Customer Care
Financial Strength
Excellent Coverage & Distribution
Contract with Siemens & Nokia
Brand Image of Quality
Superior Product quality for customers
Extra Features and services
Committed And Efficient Staff
Products innovations ongoing
Good reputation among customers
Good packages according to the target market
Management is rational and understanding the situation
Innovation in terms of packages
Weakness :

Less time in market as compared to other cellular companies like Mobilink.

Less brand positioning as compared to the competitors like Mobilink.
Less experienced employees than competitors
Opportunities :

Mergers joint ventures or strategic alliances

Cellular market penetration
E-Commerce Usage
Mobile Number Portability
Technologically better environment
New Launches
More customers on newer products introduced
Threats:
Emerging companies in market
Unstable political Conditions
Wireless Technology at Boom
New companies entrance in the telecommunication market
High Public Expectations
Low Prices of competing brands
Diagrammatic presentation of SWOT analysis:

STRENGTHS:
Network quality and design
Financial strength
Contract with Siemens and Nokia
Innovation in terms of services
WEAKNESS:
Less time in market as compared to other
cellular companies like Mobilink
Less brand positioning as compared to
competitor like Mobilink
 OPPORTUNITY: THREAT:
Merger joint ventures or strategic Emerging companies in market
alliances Unstable political conditions
Cellular market penetration Wireless technology at boom
E-Commerce usage

 CRITICAL ANALYSIS OF TELENOR SWOT ANALYSIS:

Strengths:
Network quality and design:
Telenor has its large scale International network that covers over 170 destinations.
Telenor is providing services in Azad Kashmir and Northern Areas where no
other network is available. In the advance cities like Islamabad, Lahore etc. it works
very well but in far away areas especially northern areas of Pakistan. Mobilink to be
the worst mobile network operator. You can simply say that Mobilink doesn’t
ventures in the northern areas of Pakistan. You cannot even make phone calls.
Moreover u cannot use Facebook, Twitter and Instgram apps with Mobilink in
northern areas of Pakistan. Zong and Ufone also doesn’t work in Chitral side but
still Telenor is still working there.

Providing coverage at numerous destinations across Pakistan, while aggresively

continuing efforts to expand its network. Telenor is such an extensive network that
can be freely used without any obstacle and its signals and network coverage is
available throughout Pakistan.

Telenor Pakistan has also launched its First In-flight mobile phone services onboard
International flights combination with AeroMobile exclusively on Emirates Airline.
With AeroMobile telenor users can safely use their own mobile phones to call and
sms just as they would on ground. So stay connected with your business and loved
ones whether on land, air or sea, only with Telenor. Telenor has shown its association
with Emirates only. In addition to that no other network has not mentioned anything
about which airline it has collaborated with.

Financial Strength:

Telenor Pakistan posted 10% growth in revenues in local currency for first quarter of
2017.Telenor posted revenues of PKR 25.17 billion during 2017, up from Rs. 22.92
billion during the same period last year. The company's move into the nation of
Myanmar has proven to be a growth driver, adding more than 3.4 million new
subscribers in that market alone. Other Asian markets also provided significant
growth for the company. Telenor continues to struggle in Thailand, but currency
fluctuations proved to benefit the company's top line in the quarter. Company’s
overall ARPUs (Average revenue per user) fell 2%, still the subscription and traffic
revenues reached PKR 20.34 billion during the reported period, up from PKR 18.60
billion during the same period last year. Telenor said that it crossed 40 million marks
for its mobile cellular customers as the number of subscriptions increased by 623,000
during the first quarter of 2017 only.

Contract with Siemens & Nokia:

Telecom companies in Pakistan are one of the major power consumers and in
addition to the increasing cost of electricity, they also face the challenge of lack of
access to the electricity grid in rural areas to supply power to base stations. A few
pilot deployments of  solar powered base stations were luanched earlier. Now
Telenor Pakistan and Nokia Siemens Networks (NSN) have signed an agreement
that will provide NSN’s off-grid site solutions that use solar energy to power
Telenor base station sites in rural and remote areas. This is expected to result in
substantial cost savings for Telenor Pakistan along with the social benefits that come
with using renewable and clean energy.

Nokia Siemens Networks will design the sites, taking into account local solar
mapping, site landscape and other factors to maximize the use of an abundant, clean,
and natural energy source. Nokia Siemens Networks’ Green Energy Control will
help deliver a sustainable solution while optimizing operating costs.

The solar-powered sites will be implemented using Universal Services Fund (USF)
that was awarded to Telenor Pakistan in 2009. USF-based contracts aim to provide
access to mobile services for underserved and unserved areas of Pakistan. Telenor
Pakistan, till now, has been awarded three USF contracts for Mirpurkhas,
Malakand and Bahawalpur region.

Inovation in terms of services: Easypay NFC Payments:

Online bill payments, Telenor Easy paisa there are more than 75,000 shops all over
Pakistan, online shopping Telenor has done contract with many online shopping sites
like DARAZ.PK. In a bid to promote ecommerce in the country, Telenor Pakistan has
entered into an agreement with the country’s leading online retailer Daraz.pk to
brand and promote products available at Daraz’s platform from Telenor Easy Shops.
This development, Telenor Easy Shops are all ready to bring Daraz.pk’swide
assortment of products to the whole nation. With this collaborative effort by the
two companies, people in areas with low broadband connectivity will be brought
into the e-commerce sphere through Telenor’s Easy Shops.

Weakness:
Less time in market as compared to other cellular companies like Mobilink:
As Telenor started working in 2004 and Mobilink was founded in 1994 which is
Pakistan’s oldest network in telecom industry so this is the big reason for Telenor
lacking behind Mobilink.
Less brand positioning as compared to competitor like Mobilink:

As metioned above Mobilink is the oldest and strongly positioned in the monds of
customers as compared to Telenor.
Opportunities:
Mergers joint ventures or strategic alliances:
 It can have new ventures with different companies to capture maximum market share
and growth. Like, Telenor can form joint venture with many more online shopping
website. Also to reliable retail stores like, Metro cash n carry etc for online payment
through their account.

Cellular market penetration:

As Telenor has already launched its cell phone more innovation, strong promotional
activity can bring it in competition with already existing cellular companies.

E-Commerce Usage:
Easypay, Pakistan’s first comprehensive online payment solution has partnered with
MCB Bank to enable its online merchants to increase their sales and enhance the
consumer experiences with the help of MasterCard Payment Gateway Services.
MasterCard’s payment gateway is a simple, safe and smart way for merchants to
reach audiences beyond their borders by processing Visa and MasterCard transactions
for online merchants. This is the third payment method that Easypay has added,
after payments through Easypaisa Mobile Accounts and token payments at any
Easypaisa shop.

 With this new platform, Easypay can now manage all online, multi-branded, credit
and debit card transactions on behalf of its clients and Easypay is now able to serve
every segment of the Pakistani market for their Online Payment needs. Consumers
with a Credit or Debit card, or any of the 9 million Easypaisa Mobile Account
holders, can purchase directly from partner e-commerce merchants powered by
Easypay. Consumers without a credit, debit card, or Easypaisa Mobile Account, can
also make online purchases by generating an Easypay token that can be paid at any of
the 70,000 Easypaisa shops across the country.

 Last November, Easypay partnered with Daraz.pk, Pakistan’s largest E-commerce

store, for their Black Friday sales event which was a resounding success. In addition
to Daraz.pk, Easypay is also powering online payments for other E-commerce
merchants like homeshopping.pk, jovago.com, pakwheels.com, bookme.pk,
onlinebazaar.pk and dealtoday.pk, etc.

Threats:
Emerging companies in market: Threat of competitor is always there in any
business but in telecom industry ,there is intense rivalry among the competitors so this
business is highly unattractive for the new entrants but still any new company can be
a part of this business and become a strong competitor.

Unstable political Conditions: Different political instabilities happen in Pakistan but

in average the loss is account to all competitors not to just one company but still
political instability is a threat to company’s profit, revenues etc.

Wireless Technology at Boom: Day by technology is innovating so coping up with

the new technologies is a must to be in the market.

COMPETITOR ANALYSIS:
A marketing competitor analysis is a the most important component of any company’s
marketing strategy. By doing so, it can help the business in constructing how to run
the business. Marketing competitor analysis is done by taking into account the our
competitors and this is done by determining and evaluating the strengths and
weaknesses of its competitors.

Competitor of Telenor:

Main competitors of Telenor are Zong and Mobilink.

1. Zong:
Zong is being the first brand of china mobile launch in Pakistan. Zong started its
operations as Paktel by Cable & Wireless in 1991. It was the first company that
provided free license to carry out cellular phone services in Pakistan.

2. Mobilink:
It started in 1994 as a merger between saif group and motorola inc. And is one of the
oldest mobile network in the market with 38.1 million subscribers. later on, Orascom
acquired Mobilink and then after few years, sold it to VimpelCom. Under the
Orascom’s management, Mobilink had two main brands i.e. Jazz and Indigo.

3. Ufone:
The company started its operations with brand name of Ufone, from Islamabad on
January 29, 2001. Ufone is now part of the Emirates Telecommunication Corporation
Group (Etisalat) in 2006.

4. Warid:
On May 23, 2005 Warid commercially started working. Mr Hamid Farooq is
appointed as the CEO of the company. It made first investment of US $150 million.
Within 80 days, Warid secured 1 million customers with 7% market share.

Comparision between Mobilink, Telenor Zong and ufone and warid:

Following comparison shows the different markets telecom sectors target

Competitive strategy of Telenor:

Telenor is one of the biggest 3G network which has made a huge name in a very small
time and consists of 7.6 million subscribers. It offers a very rich service portfolio with
sub brands like Telenor TalkShawk and djuice. In fact, Telenor TalkShawk is the cash
cow in Telenor’s portfolio since more than 80% of revenue is generated by Telenor
TalkShawk brand.

In terms of strategy building, Telenor is perhaps the strongest operator. It is not only
providing 3G but also includes 4G. Telenor decided to auction the 3G and 4G,
everyone thought that telenor has failed future of mobile technology in Pakistan. But
now Telenor is now holding the biggest chunk of 3G subscriber base.

Like everything else, Telenor also makes very quick moves in its marketing and
promotion.

Critical analysis:
Telenor competitor which include Zong, Mobilink, Warid and Ufone are very as
strong but Telenor is trying its best to compete with them. As it is operated throughout
Pakistan and has introduced many packages from which its customers can benefit. It
has introduced many packages which are very economical and cheap. Telenor have
different targets markets which benefits the low income people and young people.

PRODUCT/SERVICE OFFERING

Followning are the products and services offered by Telenor:

Easypay NFC Payments:

Easypaisa is providing NFC payment services which is launched in 2015 and is
currently available on a limited basis in Lahore, Islamabad, and Karachi. Easypaisa
introduces Easypay NFC, the 1st NFC Payments Services in Pakistan.
Pay instantly it’s that quick! No Cash, No Card! All you need is your mobile phone.
 Online payment of bills:
Telenor provides you with a range of payment options according to your convenience
 Pay by easy load
 Pay by scratch card
 Pay by cash or credit
 Pay by easypay
 Pay by ATM, Online and Phone Banking through authorized banks

Telenor easy paisa:

Easypaisa provides banking service which gives complete convenience and ease to its
customers. Their services include liable over-the-counter transactions, mobile banking
as well as domestic and international transactions. Along with this, customers can also
give donations, pay bills without waiting in queues.

Telenor Postpaid USB Data SIM with Bundle

Telenor postpaid brings Telenor Data SIM for Postpaid Customers in Pakistan with
different packages.
Telenor is offering four Packages of Telenor Postpaid Data SIM that are named as:

 Telenor Postpaid Introductory Data SIM

 Telenor Postpaid Economy Data SIM

 Telenor Postpaid Heavy Data SIM
 Telenor Postpaid Unlimited Data SIM
Telenor EasyCard Weekly – 7days Resources in Just Rs. 170:
Telenor is providing may offers to capture customers attention in the form of Telenor
EasyCard Weekly Offer. With this offer, Telenor prepaid customers can enjoy making
calls to on-net as well as off-net numbers, sending SMS and enjoying 2G/3G/4G
mobile internet data without paying any additional charges.

Telenor EasyCard Plus – Better Monthly Resources in Just Rs. 600:

Telenor has introduced EasyCard Plus offer that is affordable by everyone and is in
the form of on-net calls, off-net calls, all local network SMS as well as 2G, 3G, 4G
data on their favorites network.
 telenor Launches 4G Wingle & Mobile Mi-Fi Devices with Packages:

Telenor Pakistan has introduced Telenor 4G Portable Devices and Products for its
customers in Pakistan. Telenor 4G products fall in 2 categories i.e. Telenor 4G
Hotspot Wingle and Telenor 4G Hotspot Mobile Wifi device.

Telenor Introduces Three Brand New 3G Handsets in Pakistan:

At a media event in Karachi, Telenor has introduced its three new handsets in
Pakistan that includes one feature phone and two smartphones with a very reasonable
price tag. The new handsets by Telenor are named Telenor Star 3G worth Rs. 3,690,
Telenor Smart Zoom worth Rs. 5,790 and Telenor Smart Max worth Rs. 7,190 only.

Telenor Pocket TV:

Now Telenor Pakistan introduces Pocket TV service to offer live TV on mobile
phones which will help them to watch any online program and is also easy to carry.
Telenor Pocket TV is initially offering 18 live Pakistani TV channels including sports,
news and entertainment channels.

Telenor Pocket TV Channels List:

1. PTV Sports
2. Geo TEZ
3. Aaj TV
4. Dunya News
5. News One
6. Khyber News
7. Hum TV
8. Hum Sitaray
9. Play TV
10. Aaj Entertainment
11. PTV Home
12. Dunya Entertainment
13. Khyber TV
14. TV One
15. Pashto 1
16. Kay2
17. Apna TV
18. Masala TV

Critical analysis:
Telenor has introduced many products and services for its customers. Now because of
Telenor, people don’t have to stand in the lines for paying their bills, this could be
done easily by service introduced by Telenor which is online payment of bills. Now u
can very easily pay the bills and don’t have to waste your time by standing in lines.
By introducing such products and services Telenor has attracted many customers and
thus its market share is increased.

KEY SUCCESS FACTORS

Telenor at the start of its career was not well established but after its commencement
it spread very quickly and is progressing leaps and bounds and it also took a big step
when Telenor deciced to step in international markets. At that time Telenor was just
another small telecom operator. Telenor is the 7th largest mobile company in the
world. The impressive part is that Telenor has not sacrificed margins in the race for
growth. It did not sacrificed on the needs and demands of its customers. Many of
Telenor’s competitors – Vodafone – have started to immitate its strategies.
Let’s take a look at the critical success factors.
The key take points include:
 right time,
 targeting of prominent markets,
 policy of full management control (avoided joint ventures)
 deployment of a repeatable methodology (for example the djuice brand).

When and How did Telenor made a decision to invest in Pakistan? According to a
presentation by Telenor it identified 5 criteria before entering Pakistan:

High growth potential

Forward looking telecom policy
Investment friendly climate
Good regulatory execution
Acceptable political and economic situation
These are all excellent points that are stated very well. Luck was on its side as well.
Telenor came to Pakistan in 2005, during the telecom progressed and the growth
exceeded its own expectations.
Telenor sees many opportunities, now that it has its own network and capture the
market. It is now taking into account new scheme which include a focus on mobile
Internet, mobile broadband and diversification in new directions and regions. It
has taken over a microfinance bank, which will be an interesting development for
Telenor to progress more. Telenor has also entered the Indian market by taking
a stake in Unitech Wireless.
Here’s the outlook for Pakistan by 2010-2011 shared by Telenor with its investors:
SIM penetration over 70%
Market share above 25%
EBITDA in mid thirties
Capex/sales below 25%
Critical analysis:
Norway-headquartered Telenor, the world's seventh largest telecom company, is
planning to enter the Indian mobile services businesses. A high-level team from the
company was in India over the last few days and has held talks with several of the
new GSM-technology license-holders for possible majority stakes.

With a subscriber base of over 143 million, Telenor is one of the few European
companies to show an interest in the Indian market after the government gave licenses
to over seven new operators to start mobile services this year.

The government recently gave licences to various new companies, which include
Datacom Solutions, Unitech, Swan telecom and S-tel, among others. European
companies except Vodafone have shied away from the Indian mobile services market
despite being pioneer entrants.

A few years ago, European telecom major France Telecom sold its 33 per cent stake

in Idea Cellular, and British Telecom sold its 44 per cent stake in Bharti Cellular.

CRITICAL ISSUES:

MARKETING STRATEGY:
 MISSION:

 MARKETING OBJECTIVES:
 FINANCIAL OBJECTIVES:

 TARGET MARKETS:

 POSITIONING:
Positioning Strategies

Telenor using different ways of publicity for positioning like:

 Traffic sign boards on main roads

 House name plates Street number plates
 Different walls of colleges
 In news paper social ads about diseases
 On motorway signs for careful drive
Telenor Pakistan now considered as the country’s fastest-growing mobile network by
effective promotion activities.Telenor is currently using more than one distribution
channel to provide the customer satisfaction and ease to them. If the companies have
strong distribution channel system then it will:

 Control over market share

 Have competitive advantage
 Customer characteristics:
The demographic and psychographic characteristics of targeted customer will form
the basis for channel design decision.

Product Positioning and product repositioning

This refers to a place a product occupies in consumers' minds on important attributes
in corresponding to competing offerings. How new and current items in the product
mix are perceived, in the minds of the consumer, therefore reemphasizing the
importance of perception

 New Product s need to communicate benefits

 Established Products need to reinforce benefits

Telenor need to produce such products that possess characteristics that the target
market wanted the most. Product positioning is crucial. Consumers desires refer to the
characteristics consumers would like the products to have.

Telenor does well if its attributes (of the product) are perceived by consumers as
being close to their ideal. The objective of Telenor is to be "more ideal and realistic"
than the competitors.
Each product must provide some unique combination of new features desired by the
target market. Instead of allowing the customer to position products independently,
marketers try to influence and shape consumer’s concepts and perceptions.

Marketing positioning

Telenor positioning against its competitor

Parameters Mobilink Telenor

Product life cycle Maturity Growth

Market share % 59% 7%

Coverage 900 cities 1100 cities

Product portfolio Jazz octane, mobilink indigo , TalkShawk, Telenor azadi, ,

ladies first Djuice

Customer base 17.2million 3.6

Marketing operation Excellent Average

New Product Positioning

When developing a new product, a company should identify all the features that are
offered by all its major competitors. Second, identify important features/benefits used
in making purchase decisions. That’s why Telenor develop a new product with
entirely innovative features, Telenor come up with new ideas that attract its target
customers.

CRITICAL ANALYSIS OF TELENOR

Telenor overall market position is very strong in different countries especially in

Pakistan . So by adapting carefully manage strategy Telenor can compete in Pakis tan
and can get full opportunities in this high potential market. Due to its distinctive
capabilities of latest technology in the form of Mobile TV, bubble message, EDGE,
SIEMENS and NOKIA boosters’ systems in certain region, it is still in the growth
stage in the market. Also, it has the vast experience in other countries and it is also
one of the pioneers in satellite telecommunication and broad casting technology
throughout the world, as we know that the Telenor has low market share as compare
to mobilink, Telenor is position itself that they are innovatos come up with innovative
ideas and product for example: Telenor is the first who launched a easypaisa in which
a person can transfer its money to other place but Telenor is still in growth stage so
they have to improve their marketing strategies, their products and offers to increase
their customer base and overall market share.

STRATEGIES
MARKETING PROGRAM

MARKETING RESEARCH