Escolar Documentos
Profissional Documentos
Cultura Documentos
Generation
Name
Abdullah-Al-Amin
ID
041 131 030
Table of Contents
Project Part
Page 26
Introduction
Page 27
Objectives of the Study Page
27
Significance of the Study
Page 28
Hypothesis
Page 28
Methodology Page
28
Major Advertising Activities Running On Page 29
Advertising Activities on different Medias Page
31
Advertising Effectiveness and Impacts Page 37
Analysis By Group Page
39
Analysis - Group Comparison Page 49
Analysis on General Basis Page
57
Recommendations Page
60
Conclusion
Page 61
Organization
Part
1.2.1 History
In December 2005, Warid Telecom International Ltd paid $50 million dollars
(US) to obtain a GSM license from the BTRC and became the sixth mobile phone
operator in Bangladesh. 16 is the prefix for Warid Bangladesh as allocated by the
government of Bangladesh. Omitting +880 will require using 0 in place of it
instead to represent local call, hence 016 is the general prefix.
In a press conference on August 17th 2006, Warid announced that its network
would be activated two months ahead of schedule, in October, 2006. Again in
October, 2006 Warid Telecom put off the launch of its cell phone services in
Bangladesh until June, 2007 after its major supplier Nokia walked out on an
agreement over a payment dispute.
Warid had a soft launch at the end of January, 2007. It gave away
complimentary subscriptions among a selected group of individuals, whose job was
to make 'test calls' and the operator adjusted its network's quality based on
their comments.
On the 14th of April, 2007 (Pohela Boishakh) Warid Bangladesh kicked off its
advertisement campaign titled "Salam Bangladesh Salam". A few days later on the
29th of April, they launched their website. Amidst all speculation and rumors
Warid officially launched their commercial services on the 10th of May, 2007.
Warid had also signed bill collection deals with Prime Bank, Standard Bank
and Dutch Bangla Bank and security sharing deals with 22 local lenders mainly
banks, worth 3 billion Taka (300 crore) arranged by Industrial and Infrastructure
Development Finance Company Limited (IIDFC) .
Mr. Marwan Zawaydeh: Mr. Marwan Zawaydeh is recognized for actively promoting
world-class cutting-edge technologies in the communication industry in Pakistan,
Middle east and internationally. He is currently Member of the Board of Wateen
Telecom and Warid Telecom. He is an electronic engineer with 25 years experience
at Etisalat in telecommunication including transmission, switching, access,
mobile, internet, e-commerce and CATV. He held various senior level positions and
from 1996 onwards, he served as Senior Executive Vice President, Engineering
Department. At Etisalat, Mr. Zawaydeh played an important role in corporate
studies and decision making related to strategic planning, business policies,
organizational development and international investment. He has also served as
Board Member in various subsidiaries and business units of Etisalat. Mr. Zawaydeh
significantly contributed towards the successful launch of Warid GSM network in
Pakistan in addition to rolling out the network covering 28 cities.
1.4 Shareholders
Sheikh Nahayan Mabarak Al Nahayan: His Highness Sheikh Nahayan Mabarak Al Nahayan,
Member of the Royal Family of Abu Dhabi, Minister for Higher Studies and
Chancellor of the University of Al Ain. He is the Chairman of the Company and
takes keen interest in the management of Warid Telecom. He is also the Federal
Minister for Higher Education and Scientific Research for UAE and is also Chairman
of Union National Bank, Abu Dhabi, Chairman & Director United Bank Limited,
Pakistan, Chancellor Al Ain University and President at the Higher Colleges of
Technology, Abu Dhabi. His Highness is also the former Chairman Bank Alfalah
Limited, Pakistan.
Sheikh Suroor Bin Mohammed Al Nahayan: His Excellency Sheikh Suroor Bin Mohammed
Al Nahayan is Chamberlain of the Royal Amiri Courts and Member of the Royal Family
of Abu Dhabi. He was the Governor of UAE Central Bank for the last 10 years and a
major shareholder of Abu Dhabi Commercial Bank. He is a member of the Royal Family
and holds interest in Bank Alfalah Limited and United Bank Limited in Pakistan.
His Excellency Sheikh Suroor is the major shareholder of Abu Dhabi Commercial
Bank, Abu Dhabi, and UAE. Other interests include shares in joint stock companies
as well as interest in commercial and real estate properties both in UAE and
abroad. His Excellency Sheikh Suroor also owns the five star Hotel.
1.5.1 Vision
Warid Telecom's vision is "To be the leading national communication provider
with a strong international presence."
1.5.2 Values
Warid Telecom's brand values include:
• Quality - We want to make a difference to people's lives. Our optimism is
contagious. We are passionate about what we do and we have confidence in
ourselves.
• Simplicity - For us, clarity comes through simplicity. We recognize that we
are people communicating with other people. We are always direct and easy to
understand.
• Innovation - We constantly look to do things differently and in a better
way. We give color to all that we do. We are ready to push the boundaries and take
risks.
• Honesty - We are always open and honest. We say what we do and we do what we
say.
• Friendliness - We enjoy working and succeeding together by building close
relationships. While we have a sense of purpose, we also have a sense of humor. We
consider the needs both of our customers and of each other.
1.5.3 Objectives
Since Warid Telecom has been a success story in Pakistan, Management has high
hopes to continue this legacy in Bangladesh.
In order to gain a footing in the mobile market Warid Telecom has partnered with
Ericsson to provide network solutions for the business. Being one of the top
cellular vendors established in over 140 countries & with vast experience in the
industry, Ericsson has been able to offer Warid Telecom the latest technology
required for their business. This, coupled with Warid Telecom's sound financial
backing, has placed it in a strong strategic position to capture the market share
in the tapped as well as the untapped market.
In its Bangladesh Operation, Warid Telecom has set some objectives based on its
values and vision, which management believes will help them reach its desired
destination.
1.6 Divisions
Warid Telecom International Limited has total thirteen different divisions,
which ensure a smooth running of the operation of the company.
Administration and Human Resource
Management
Finance
Marketing
Government and Operator Relations
Sales
Quality Assurance
Strategic Planning and Business Development
Project Management Office (PMO)
Procurement & Logistics
Customer Service (CS)
Information Technology
Engineering
2.
1.9 PRODUCTS AND SERVICES OFFERED
At present, Warid Telecom is offering the following packages for the customers:
Prepaid Package- ZEM
Postpaid Package- ZAHI
Scratch Cards
Data Cards (Bundle Package for GPRS Usage in laptops)
Note: All the Data provided below are taken up to July 2008.
There are 3 other customized packages with special benefits which subscribers can
switch to anytime they want. They Zem 24 hrs, Zem 1 sec & Zem FnF.
Opportunities
Booming Telecommunication sector in Bangladesh: Warid Telecom has planned to
establish itself as a Market leader in this booming sector within next 5 years,
and increase the overall market size through broader coverage of all income
groups.
Warid Telecom's superior Technology, products, high quality of service,
affordability, and customer support can enable it to not only capture market share
from existing players, but also acquire the so far untapped market.
More experienced people in the local telecommunication field could be
included in the team for a better understanding in the market
Emerging new business sectors (especially MNCs) in the country are creating
new customer groups
Growing middle class population is becoming the most prospective customer
base for Warid Telecom.
The buying power of buyers is also increasing, so as their usage of mobiles
Functional market (EDGE, GPRS users) is quite potential for Warid
If Warid Telecom can make efficient promotion and utilization its latest GSM
technology, it can take market shares from existing operators as these competitors
have congested network structure because of the unplanned customer growth
Threats
Competition among existing mobile operators is getting fierce. It is very
difficult for any new mobile company to take share from this market. If Warid
fails to meet the customer expectations, company’s future would be at stake.
Lack of transparency in the Licensing Agreement with previous Government can
be a major threat for the existing business of Warid Telecom. Moreover, it is
really bad blow on the company’s brand image.
Both an unstable political environment and recession in the economy are
obstacles to a smooth running of business
Lack of support from Telecommunication Regulatory Body
Possible Health Hazards from using mobile phones can act as a negative
factor for mobile operators.
Project
Part
2. Introduction
There is a fierce competition in the telecom industry in Bangladesh. Industry
Players- the telecom operators are taking aggressive marketing strategies to
snatch away customers from the competitors and also for some operators, this is
important for their survival. But in order to be successful in this industry,
Advertisements and promotional activities are very important. Industry players are
heavily advertising in different advertising mediums to promote their tariffs,
offers, value added services, social responsibilities, achievements etc. to the
customers. Because they know, this is very important to share these informations
with their customers and potential customers to show that they are offering better
than their competitors in order to attract and persuade the customers to choose
that telecom operator’s services. So telecom companies are being very creative in
making advertisements and very responsive to their competitors.
The newest member of the industry and still a very new face, Warid Telecom also
needs to be very creative, responsive and competitive in order to both survive and
to achieve result as they expect. Warid Telecom is trying to do exactly the same.
They have already proved their strength by showing a very rapid growth. Warid
telecom has reached 1 million customers in just 70 days and 3 million customers in
just 1 year. This superb achievement was only possible because of the smart,
creative marketing, promotional advertising activities done by Warid telecom and
also because of the quality of service.
5. Hypothesis
My hypothesis is the advertising activities of Warid telecom have good impacts on
young generation and effective.
6. Methodology
I have collected both primary and secondary informations. My primary information
sources were interviewing some of the Warid employees and collecting information
through questionnaire (attached at the appendix). Secondary information sources
were internet and some of the secondary informations were collected from the Warid
employees. Then in 1st part of my report I have shown Advertising activities of
Warid telecom in details and in the 2nd part I have analyzed the impact of those
advertising activities on young generation and how effective those activities. I
have analyzed the informations collected through questionnaire.
famous singer, managing director of Gunchil Media Limited & executive director of
Hotel Saint Martin Limited, was their brand ambassador for this campaign. Later,
Hossain Khaled, who is the managing director of Anwar group, became the brand
ambassador. Now Kaniz Almas, a beauty expert and also managing director of Persona
group, is the brand ambassador of this campaign. So, it is clear, that Warid is
targeting upper class or the business class people for their Zahi Postpaid.
7.1.3 Offer a free copy of BLACK’s latest album “ABAR” with a Zem connection
Very recently Warid sponsored the release of band BLACK’s latest album “ABAR”.
Then Warid introduced an offer where a free copy of the album will be given for
any new Zem prepaid connection. This marketing activity
shows that, Warid has been targeting young generation. They also created caller
tunes for the songs of the album and Warid users will be able to set those caller
tunes in their mobiles in order to entertain their callers.
Warid also heavily advertise their value added services which are of wide variety
as well such as Sports news, Alerts, Greetings, Horoscope, Jokes, Weather etc.
Warid also advertises their different packages of Zem prepaid and Zahi Postpaid.
They have 3 types customized Zem prepaid packages excluding Zem Regular which are
Zem 24 hrs, Zem FnF and Zem 1 sec. They have 3 types of Zahi postpaid packages as
well which are Zahi Classic, Zahi Supreme and Zahi Royal.
The expense data is showing very inconsistent trends. It shows that Warid telecom
started their advertising slowly. Then at the 5th and 6th month of their
operations they heavily advertised. In each of these months, advertising expense
exceeded 200 million in average. In the 1st of these two months which was October
’07 billboard advertisements were especially emphasized which was around 120
million BDT. Then in the 2nd month which was November ’07 TV advertisements were
highly emphasized which was 113 million. After that advertising slowed down again.
From January ’08 expending was raised again and from that time on, it was rather a
consistent trend.
From the graph of advertising compositions, I can see that from the 1st half of
the year, TV and billboard advertisements were more emphasized on whereas on the
later months outdoor and TV was the main expenditures. Press media was a field of
balanced
expenditure all around, as this media is the key to communicate the details of all
the offers and packages.
To find that out, a questionnaire was designed and 157 sample responses were
collected. Now I am analyzing the collected output. I will be analyzing the
outputs in 2 sections. In first section, I will classify the respondents in
different groups based on how they were interested towards Warid telecom and find
out the responses and reactions for each different groups. In second section, I
will analyze the some other key questions on general basis.
8.1.1 Gender
My sample size of 157 had 91 male and 66 female respondents.
(Q10) If you are not using Warid, are you considering to use Warid- if you are to
switch your current operator Or to try a new operator?
1) No
2) It is in my consideration
3) I have already liked an offer and thinking to accept it
4) Definitely
People, who answered 1st option- “No”, they do not want to try Warid in the near
future, they are one group (Group 1). People, who answered the 2nd option- “It is
in my consideration”, are another group (Group 2). The people who answered 3rd and
4th options- I categorized them in another group (Group 3) as they strongly
considering Warid. The responses were as follows:
Total Not Considering Considering Strongly Considering
124 35 61 28
28.23% 49.19% 22.58%
This data is a showing a very good potential for Warid telecom as because 49% of
the non-Warid users are considering to use Warid services if they were to switch
their current operator or to try a new operator. Also another not negligible
segment of 23% are strongly considering Warid.
Now, as they are only considering Warid, option 1 is not applicable for them.
Their responses were
Total Option 2 Option 3 Option 4
61 21 14 26
34.43% 22.95% 42.62%
So People who are considering Warid, 34% of them said, they pay attention to Warid
Ad details to match their expectations and 23% said, they search in the ads in
order to see if any better offers are being launched as because they still are not
that satisfied with the current offers. Another implication might be, as they have
to go through the switching process which is not really comfortable, they want to
do this only if the end-result makes up for the trouble. So even if they are
interested in Warid, they are waiting and observing the activities of Warid before
their final decision making. The rest 43% said, they do not pay much attention to
ads even if they are considering Warid. Now reasons behind their responses will be
more clear as I analyze the responses of the people of this group for the next
question. Now in order to do that, the people who chose either option 2 or option
3- I am considering them in a single category, as they share similarities which
is, although they are considering Warid, they want to verify their choices by
going through Warid ads and activities to verify their choice.
(Q12) If you are considering Warid, What are the reasons for your interest in
Warid?
a) Low tariff
b) Strong brand image
c) Feedback from others
d) Attractive Advertisements
e) Attractive offers
f) Attractive Value added services
For the question above, respondents can choose multiple factors.
Options 2 & 3 from Q11 (35)
This graph is showing, the responses of the 2 category from question 11 about the
reasons behind their consideration for Warid (in percentage). Now, for people who
chose option 2 and 3, Low tariff (80%) was the biggest factor for their
consideration of Warid. Then another important factor was attractive offers, which
60% of them chose. It is to notice that, only 17% chose “Strong brand image” as
their reason for interest. This is not a very good sign. Rather this explains, why
although these many people are considering Warid’s attractive tariff rates and
offers but they are not seriously considering to start using Warid. It is indeed a
bit difficult to straight forward consider such a newcomer over so strongly
positioned competitor like Grameenphone.
Now as for the people who chose option 4, who are considering Warid but do not pay
much attention to Warid ads. There can be only 1 implication behind this. Which
is, they must have considered 1 or more Warid offer or package and if they decide
to use Warid, they will choose that considered offer or package. Now I see that
the 77% of them choose, “feedback from others” as the reason for their
consideration of Warid. This can explain why they do not pay much attention to ads
as because they already had some positive feedbacks from their friends and family
about some Warid offer or package, which in turn created some interest in them to
consider Warid. There is another noticeable feature for this group which is more
than half of them thinks Warid has a strong brand image which is not really in
line to what other people who consider Warid think. This too can be explained by
their hearing of positive feedback from others.
Implications
1) 1st of all, almost half of the non-Warid users have Warid in consideration
for their next purchase and 23% of them are strongly considering to use Warid-
show that, Warid advertising activities are really having very good impacts on
young generation.
2) 61 people said, Warid is in their consideration and 39 (64%) out of them
chose the reason behind their interest as low tariff rates and 46% reasoned
attractive offers which shows that Warid advertising campaigns on different
package tariff and offers are having quite successful results.
3) 33% perceive that Warid has a strong brand image and 46% pointed “feedback
from others as their reason to consider Warid. The first data shows that, two
third of the people interested in Warid did not choose Warid has a strong brand
image for their interest- which is not a very good sign. However the second data
shows that almost half the respondents had positive feedbacks about Warid which is
a very good sign. It shows Warid telecom’s quality of service.
So, from people who said “thinking to accept” from Q10, 69% of them chose option 1
and 31% chose option 3. That means, most of this group do not really pay attention
to ads as they have already decided about accepting an offer. As for the rest 31%,
they are still looking for if any better offer launched. This is not irrational,
as the fierce competition in telecom industry force the competitors to come up
with better offers in a continuous basis.
Now, 67% of the people who said “Definitely” in Q10, chose option 2, which means
most of this group, who are strongly interested, now trying to choose the best
offer by going through the ads.
This group emphasized Attractive offers (54%), Strong Brand Image (54%) and Low
tariff (43%) as to reason their strong consideration for Warid telecom.
It looks like this segment have some bad impressions about Warid Telecom. The main
issues were “Not a reliable brand”- 66%, “Not a very strong network”- 49% and
“Feedback from others”- 49%. Now the interesting point is the 17 people who chose
“Not a very strong Network” were the ones who chose “Feedback from others”. I
talked to most of them personally and that is what they said about feedbacks. It
seems no other negative feedbacks about Warid were heard except for weak network.
About this issue, I have talked with the Reporting Officer of Warid Telecom.
According to him, although Warid has covered 64 districts in Bangladesh, there are
some loopholes in the covering; means the covering is not strong enough for some
areas. In those areas, there will be problem in talking or even no network can be
found. But Warid is investing huge amount to gradually solve this problem and to
make a more solid covering.
But now-a-days even hearing that network issue should be much more rare as the
network has been much stronger in recent months. So I think, the feedbacks they
got are from several months back. Also it is not a negligible segment of 40% who
said, who do not know much about Warid. It is true that Warid failed to reach
these people positively. But it might be also, If Warid could reach these people,
their impressions about Warid might have been different as it was the case for
other groups.
66% of this group reasoned Warid not as a reliable brand. Strong brand image is
created to a customer’s mind by factors like strong market presence by strong
advertising and promotional activities, high quality and reliable service,
positive feedbacks from other people etc. It seems in mostly all of these
categories, Warid’s score was low to this group where the other groups of young
generation’s view were different.
Now I am looking this group’s answer for Que 4, where the question is, “Do you use
more than 1 SIM?”
Yes No
11 24
So 69% of them answered NO, which means they use only 1 SIM. When these were asked
in the next question - Que 6,
If No, What are the reasons for continuing with the current SIM?
1) Completely satisfied with the current service
2) Not that satisfied but going through the switching process is troublesome
Out of this 24 people, 4 went for the option 1. But the rest 20 people chose
option 2. These 20 people are 83% of the people who use only 1 SIM and 57% of
total group- Group 3. So this particular segment is really significantly
influential to group 3. Now what this segment is saying that they are not
satisfied with their current SIM but as this switching process is troublesome,
they are staying with their current operator and do not want to try any new ones.
It seems that, they are not very aware and witty even being part of the most aware
and witty about mobile phones- the young generation. As because, I also observed
that, in this group 3, 40% of total said, they did not know much about Warid where
in other groups, they were mostly interested in Warid. In real life, many people
like these are seen, who are not much interested in communications or very
inactive in the mobile stuffs and do not give much effort behind utilizing the
best call rates and also do not go through the switching process even if they are
not satisfied with their current SIM- even in the young generation. Although not
all who are using single SIM are less aware, but as I found some other traits for
this group in the above analysis- It looks like most of this group are less aware.
So their decisions do not carry that much weight.
Almost all of them (79%) chose low tariff rates as their considering factor for
choosing Warid. Another important factor was attractive offers. 52% of them
pointed this factor as the considering reason. So I see here that mostly they are
attracted by the low tariff rates and the attractive offers of Warid Telecom. This
was the case most of the people of who are interested in Warid Telecom. It shows
that Warid are successfully devising smart tariff rates and strategies which are
having very good impacts on young generation. Then 36% of Warid users said, they
chose Warid because they see Warid has a strong brand image- act as a factor.
10. Analysis Group Comparisons
I have done some analysis for each group separately. Now for some of the questions
I want to do some comparisons on group basis.
For question 14
The question was, “In recent months, Warid has been offering many free Handset
(mobile) offers, where if you buy a mentioned amount talk time you get a Handset
free or at a very low price. Have you seen any of these?” This is one of the very
creative, lucrative offers that Warid is promoting for the last few months.
The answering options for this question were
1) Yes and I have accepted an offer like that
2) Yes and I was interested
3) Yes but I was not interested
4) No, I have not seen any
Warid Users
(33)
Not Considering
(35) Considering
(61) Strongly Considering
(28)
Option 1 17 52% 0 0% 0 0% 0 0%
Option 2 9 27% 3 9% 32 52% 22 79%
Option 3 7 21% 8 23% 15 25% 6 21%
Option 4 0 0% 22 63% 14 23% 0 0%
Now this question was mainly designed to measure the reach of this offer. Reach is
the number or extent of customers covered by an particular advertisement or
promotion. So first just to see the reach of this offer for each group, I am
adding the result of 1st 3 options as each of this represents that at least the
customer has seen the offer. Now for Warid users, the reach is 100%. For the group
not considering Warid, it is only 32%. For the group considering Warid, reach is
77% & for the group strongly considering Warid, it is 100%. The result shows a
really good reach. But not
Now as for Warid users, 52% said they have seen such offer and also accepted an
offer like that. From other people who saw such offers, 27% said, they were
interested and 21% said they were not interested. None of them said, they have not
seen any offer like that. I think, it is only natural as they had to go through
purchase related decisions and also the requirement to answer this question was
too easy which is seeing only 1 offer will do.
From the people who are not considering Warid, naturally none of them has accepted
an offer like that. From this group who saw an offer, only 9% was interested and
23% was not interested. But most of them have not even seen even a single offer
like that.
From the people who are considering Warid, majority of them are interested in
these offers. 23% of this group has not seen any of such bundle offers.
The people who are strongly considering Warid, 79% of them were interested in
these offers. Also everyone of this group has seen at least a single of this kind
of offer.
Not Considering
(35) Considering
(61) Strongly Considering
(28)
24 hrs 28 85% 6 17% 25 41% 17 61%
1 sec 29 88% 5 14% 22 36% 18 64%
FnF 28 85% 5 14% 24 39% 17 61%
Here I find, almost all the Warid users know about the Zem prepaid packages. It is
very natural as they have gone purchase related decisions. Then the group who are
considering Warid, only around 40% of them are aware about these customized
packages. Then around 60% people from the group who are strongly considering Warid
know about the prepaid packages. Last from the group who are not considering
Warid, only around 15% of them are aware about the prepaid packages. So it is
observed that, Warid was not very successful to create awareness about their
prepaid categories to young generation. They should advertise much more for these
customized packages just to create more awareness.
(Q22) Please evaluate what do you think about the following aspects of Warid
Advertisements.
Unattractive 1 2 3 4 5 6 7 8
9 10 Very Attractive
Unimaginative 1 2 3 4 5 6 7 8
9 10 Highly Creative
Poor Offers 1 2 3 4 5 6 7
8 9 10 Great Offers
Not a Reliable Brand 1 2 3 4 5 6 7 8
9 10 Highly Reliable Brand
The total responses for each factor were averaged and it was done group wise.
Warid Users
(33)
Not Considering
(35) Considering
(61) Strongly Considering
(28)
Attractiveness 7.11 4.79 5.88 6.46
Creativity 7.94 5.27 6.68 7.32
Offers 8.11 5.78 6.76 7.44
Brand Reliability 8.89 4.47 6.40 7.13
This table shows a trend where Warid users evaluated these 4 aspects by giving
highest score who is followed by “strongly considering group” then “considering
group” and then at last the “not considering group”.
Warid users highly emphasized on brand reliability of Warid and their average
score was 8.89 on this factor. If a brand is very strong and has a firm position
on people’s mind, that brand will be reliable to both users and non users. But if
a brand is new and not many people know about it. Obviously the non-users of that
brand will not really find it reliable. However if the users of new brand are
satisfied by the service and quality of that brand, then they will find it
reliable. This high score on brand reliability by Warid users is showing they are
enjoying quality services. The other factors evaluations are quite positive and
bears high score as well. Warid users score about offers says they also think that
Warid has very good offers.
The people who are strongly considering Warid are emphasizing on good offers and
creativity of Warid Telecom. As they are seriously considering to start using
Warid, this is expected that they have made that choice as they must have liked
Warid offers. Their average score on brand image was above 7, which is a very good
score.
The group with the largest number of people, who are considering Warid, gave
decent scores for all the factors. Their trend of giving importance to the those 4
factors are quite similar to the people who are strongly considering Warid. This
group decently interested in the offers of Warid and liked the creativity in their
offers. They also gave decent score to the newest member of Telecom industry Warid
Telecom as they are having quite some positive feedbacks about Warid according to
the information from previous analysis.
The people who are not considering Warid gave very poor marks in all the aspects.
Their average score on brand reliability was very low of 4.47. It seems that they
really do not find Warid a brand to trust. And also from previous analysis, it was
seen that most of group is not that enthusiastic about mobiles.
This question was designed to observe the reach of Warid advertising activities in
general by finding out how many times the respondents face & also remember Warid
advertisements in any kind of media in a week.
Warid Users
(33)
Not Considering
(35) Considering
(61) Strongly Considering
(28)
1 to 4 0 0% 8 23% 12 20% 0 0%
5 to 8 4 12% 13 37% 13 21% 2 7%
9 to 12 12 36% 6 17% 21 34% 7 25%
12 to 15 11 33% 5 14% 16 26% 11 39%
Above 15 6 18% 3 9% 9 15% 8 29%
The response to this question is showing a very good reach of Warid advertisements
measuring by number of times a customer in this particular segment face ads in a
week. It can be considered that above 9 times per week is a measure of good reach
which include the last 3 options given for this question. In this way, 87% of
Warid users see more than 9 ads in a week where this percentage for the groups
“Strongly Considering”, “Considering” and “Not Considering” are 93%, 59% and 40%
respectively which are very good. This is not a surprise though. Because in
reality, telecom companies are in fierce competition with each other and they are
always trying to outdo their competitions by taking more and more aggressive
marketing strategies and heavy expending on the advertisements. It is so much so
that wherever people go and whatever they do they can not really avoid
advertisements by the telecom companies. These advertisements are everywhere-
roadside lampposts, large billboards, traffic stands, roadblocks, large LEDs
(Roadside TVs) and even Rickshaw Rain covers. These were only the outside picture.
Other medias like Television channels, radio, newspaper, magazine are full of
advertisements by these fierce competitors. So people are being more exposed to
these kinds of advertisements day by day.
It is to notice that, Warid users or the people who are thinking of using Warid
are facing a higher range of advertisements than the people who are less
interested or not considering at all. The group who is strongly considering Warid,
almost all of them (93%) faces good number of ads in a week which as considered
before above 9 advertisements. Their ratio is even higher than the Warid users
(87%). I think the reason is, as that group is seriously considering to purchase
Warid service- they are much more careful than other groups in this regard.
Because this informations will help them making a better decision. For the group
who is not considering Warid, 40% of them are facing a good number of
advertisements. This 40% is a decent number despite of the fact that most of them
did not know about the Warid prepaid categories and many of them did not know
about the free handset offers. So it does show, even by going through many
advertisements different groups has different impacts as different group has
different purpose or goals. Like people who are strongly considering are not only
facing the ads but also going through what is inside the ads and for the group
from the other end, they only look at the unavoidable ads.
11. Some more Analysis on general basis
Analysis of question 15
The question was if the respondents know any of their friends who have accepted
one of the free handset offers or bundle offers.
Q15. Do you know any of your friends who has accepted one of such offers?
1) Yes. (Please specify how many ________)
2) No
68 people (39%) from my total respondents of 157 said they know someone who has
accepted such an offer. Now I have also provided a space for them to specify the
number of friends they know who accepted such offer. The table below is showing
how many people knows only 1 of their friends as a user of such offers, how many
knows 2 and so on up to 4 people.
1 2 3 4 Total
47 9 5 0 80
77% 15% 8% 0%
From these 61 people, 47 said they know 1 of their friends who has accepted an
offer like that, 9 people said they know 2 of their friends and 5 people said they
know 3 of their friends and none said 4 or above. Finally, from my sample,
respondents know 80 of their friends who have accepted either a free handset offer
or a bundle offer. This shows a very good impact of Warid’s free handset and
bundle offer marketing campaigns over young generation and also a good acceptance
of Warid by this generation. It is also true that all these 80 people might not be
separate individuals as there might be some kind of overlaps like multiple
respondents might report a same friend and it might be like, some reported friends
can be from the Warid group of my sample. So that number might be less than 80.
Still this results represents a very good impact of Warid ad and promotions.
For question 16
Q16. Can you recall an advertisement for Zahi Postpaid with Kumar Bishwajit?
1) Yes
2) No
However it is also true that not all of their advertisements were successful. As
in previous analysis of different ads’ reach was not that satisfactory. I think,
one of the major reasons behind this would be low budget on advertising. As Warid
Telecom is advertising 2 to 3 times less than the strong competitors of the
industry.
The replies show that 77% of the total sample size knows the story that Warid
telecom sponsored the release of Black’s latest album. This is a very good
response. Young people are very much addicted to music nowadays and they really
are very aware and careful about the release of new albums. This nature must have
played a significant role behind the reach and awareness of this particular
campaign. So this was a smart and creative strategy of Warid and it was successful
as to be able to reach a high percentage of young people.
12. Recommendations
Warid telecom should increase their budget on advertising. This is indeed
very important for many reasons:
Although Warid telecom is doing very good. Still for some its very good
advertisements reach was not that satisfactory. It will only be a wasting if such
good creative and effective marketing strategies were to be failed for only less
advertising activities.
Other strong competitors are advertising multiple times more than Warid
telecom. In this competitive industry, not only for success but also even for
surviving keeping up with the competitors is crucial.
Also many people still are not very persuaded about Warid has a strong brand
image. Although many people liked Warid offers and other features like low tariffs
and customized packages, still they are quite hesitant about giving Warid
connection a serious thought. So Warid must take steps to position their brands
much stronger in peoples mind. Advertising is a very important factor for that
achievement.
Warid advertisement attractive did not get very impressive feedbacks on. So
Warid should try to make their advertisements more catchy and soothing to the eye.
They can also include many humor and fun in their advertisements to catch more
eyes.
Warid telecom’s marketing campaigns and offers related with Black’s latest
album Abar did get some very considerable attention in young mind’s. These are the
creative to catch more customers from different segment by emphasizing some of the
relevant and crucial attached with that segment.
13. Conclusion
Warid telecom is doing extremely well and has a very good potential in the future.
However not only keeping this up will be enough for their expected success. They
must always find new creative strategies and aggressively and smartly apply those
strategies in order to keep their rapid growth. After all, it is undeniably true
that this telecom company Warid telecom has shown the fastest growth in
Bangladeshi telecom market in a very little time. But of course, it is a very
difficult challenge to be the best which is their target in such competitive
market. So Warid telecom must try hard to keep up their good work and go for
better.