1. UFONE PROMOTIONAL AND
ADVERTISING STRATEGY
• GROUP MEMBERS
•
•
•
•
•
MUHAMMAD ALI
ABDULLAH MUJAHID
MUHAMMAD IRFAN
SEHRISH MAJEED
FARYAL BATOOL GOHAR
2. INTRODUCTION
• TELECOM INDUSTRY IN PAKISTAN
Telecommunication is the science and practice of
transmitting information by electromagnetic means.
In 2008 Pakistan was the world’s third fastest
growing telecommunications market.
In Pakistan telecom sector is oligopoly with 5 market
players
3. History of Ufone
•Ufone’ a wholly-owned subsidiary of PTCL commenced its
operations on 29th January 2001
• As a result of PTCL’s privatization, 26% of its shares were
acquired by Emirates Telecommunication Corporation
(Etisalat)
4. COMPANY PROFILE
• ‘Ufone is the leading organization because of huge network
coverage
•Ufone is the most active, aggressive and innovative players
•Ufone was pioneer in launching the GPRS and MMS services
5. • COMPANY VISION
• “To be the leading telecommunication service provider in
Pakistan by offering innovative communication solutions for
our customers while exceeding shareholder value and
employee expectation.”
• COMPANY MISSION
• “Our mission is to provide best services with best coverage
that would eventually generate profit for the company and its
stakeholders.”
• “To be the best cellular option for u.”
13. MARKETING STRATEGY
• MARKETING STRATEGY USED BY OTHER
COMPANIES
Push strategies by Telenor
Later used pull strategies
• MARKETING STRATEGY USED BY UFONE
Price penetration strategy at very 1st time
Value added services strategy
providing more than 170 value added services
14. A. MARKETING STRATEGY – PROMOTION
i. Pull strategy
ii. proper market research and massive
advertising campaigns
iii. Use different communication channels
advertising
sales promotion
public relations
direct marketing
personal selling
15. B. POSTIONING
•
•
•
an image of company’s brand in the mind of
customer
on the basis of emotionally, functionally or on the
basis of brand quality
Ufone position itself on the basis of its services
Ufone’s former positioning statement:
“Everybody loves to Ufone prepay”
Ufone current positioning statement:
“Ufone tum hi to ho!”
16. ADVERTISMENT
• ADVERTISING BUGDET
Ufone spent almost 20% of its revenue on advertising
Ufone is heavy spender on advertisement
Ufone ad play 15 to 20 times a day on a TV channel costs millions
More focused on TV ads
5% of its advertisement is made on radio and fm
Now Ufone is paying more attention to web advertisement
17. ADVERTISING STRATEGY BY UFONE
Ufone is using repetitive strategy for its advertisements
It makes every ad at right time to get the attention of people
Ufone launched its different value added services
Ufone uses humorous theme that always makes the ads more appealing and
engaging the minds of customers
ADVERTISING MESSEGE
The very first content of Ufone message was humor
shifted to youth excitement.
Ufone generated much revenue from it
18. MESSEGE FORMAT
Ufone advertising has always been very colorful and eye
catching
The shocking orange and green color has always attracted
the people
MESSEGE SOURCE
Ufone ads are designed and made by “GameOver
Production”
Ufone also hired “waseem Akram” as its Brand
Ambassador.
19. MEDIA
• PRINT MEDIA
Ufone prints ads in all leading newspapers
The Dawn
Jung
Nawa-i-Waqt
Khabrain
local Sindhi newspapers
It also gives ads in magzines
Sunday magazine
akhabr-e-jahan
Libas
Mag
20. DISPLAY MEDIA
Display media includes
Billboards
Hoardings
signs (on Shop boards etc)
Posters
wall paintings
21. ELECTRONIC PROMOTION
BROADCAST MEDIA
HUM TV
GEO
ARY
INDUS
WASEEB
PUNJAB TV
ONLINE MEDIA
Ufone places flashing ads on famous portals
coolbuddy.com
pakfellows.com
Ufone has great number of fans as compared to other
companies and pages talked about are highest as well
24. ACHIEVEMENTS
BEST ADVERTISING COMPAIGN AWARD 2011-12
CUSTOMER SERVICE AWARD 2011
BEST GSM OPERATOR AWARD 2010
AISA COMMUNICATION AWARD 2011
BEST BRAND OF THE YEAR AT THE WORLD TELECOM
AWARD MIDDLE EAST
PROFESSIONAL EXECELENCE AWARD
26. Conclusion
• advertisement is the most effective way to communicate
• effective message urges people to think
• influence the potential customers to buy the product or
service
• captured a great market share through its effective
promotional strategy
• different from the old and boring ones
• The creativity, fun and humor
• Rapidly increase