Institute Of Business & Management UET, Lahore

Telenor Pakistan
Rizwan Bashir Goraya
BBA-Fall12-167

Telenor Pakistan History:

Telenor Group was founded in 1855 and build on more than 155 years of telecom experience. Telenor Group headquartered in Oslo, Norway. Telenor Pakistan is 100% owned by the Telenor Group, an international provider of high quality voice, data, content and communication services in 12 markets across Europe and Asia. Telenor Group is among the largest mobile operators in the world with 160 million mobile subscriptions and a workforce of approximately 33,000. Telenor Pakistan has invested over US$2.3 billion in the local economy so far. It acquired a GSM license in 2004 and began commercial operations on March 15, 2005. In October 2012, Telenor Pakistans crossed the active subscriber base is 30 million retaining its position as the country's second largest mobile operator. Telenor Pakistan has coverage in more than 1500 cities and towns. It has more than 200 franchises in major cities and towns. Telenor Pakistan's corporate headquarters are in Islamabad, with regional offices in Karachi, Lahore, Faisalabad, Multan, Hyderabad and Peshawar. Telenor Groups revenue distribution policy for the year 2013 is

Contributing To Pakistan's Economy:

Telenor Pakistan continues to contribute to Pakistan's economy. It has created 2,800 direct and 25,000 plus indirect jobs and has a network of over 200,000 retailers, franchises and sales & service centers, thus providing a means to livelihood to thousands. Telenor Pakistan contributed over Rs. 121 billion in various forms of direct and indirect taxes to the economy of Pakistan since the beginning of its operations in 2005. Telenor Pakistan acquired 51% of Tameer Microfinance Bank in November 2008. In 2009 it launched 'Easypaisa' to become Pakistan's first telecom operator to partner with a bank to offer mobile financial services across Pakistan.

Telenor Pakistan
In addition to our focus on extending the benefits of mobile communications, Telenor contributes to society through selected social investments. The companys social investments are focused on long-term partnerships that can contribute to lasting change. Focus areas for Telenor Pakistan are; Disability, Education, Health, Emergency Response and Employee Volunteerism. Telenor Pakistan's flagship corporate responsibility program, Khuddar Pakistan, aims to create dignified opportunities for persons with disabilities. The purpose is to become the most disabled-friendly organization in Pakistan in terms of employment, service, and community support. Other programs include Khamoshi Ka Boycott, Karo Mumkin, Djuice Rozgar and Angotha Chalao etc.

Mission , Vision & Values:

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:
Our vision is call for action: Empower societies We provide the power of digital communication, enabling everyone to improve their lives, build societies and secure a better future for all. Our vision to empower societies is a clear call to action. We bring vital infrastructure, new services and products that stimulate progress, change and improvement.

Our Mission:
Our Mission is simple: We are 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 and Inspiring people to find new ways.

Core Values:
We believe in four core values for gaining our customers loyalty, these are as follows:

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 customers' lives 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.

Telenor Pakistan
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.

Products & Services:

Following are the products and services offered by Telenor Pakistan:

Services:
Utilities (Easy Load & Song Dedication etc.) Internet Infotainment Music & Games Education & Careers Entertainment & Sports Smart Tunes Religion Social

Products:
Prepaid (Talkshawk & Djuice) Postpaid (Personsa)

Talkshawk Packages:
Talkshawk 24 Hours Talkshawk Economy Talkshawk 75 Paisa Talkshawk Har Second Talkshawk Har Minute Talkshawk A1 Talkshawk Value Package Talkshawk Meri Pasand Offer Talkshawk Pora-Pakistan Offer Talkshawk Superstar Offer

Telenor Pakistan
Djuice Packages:
Djuice Din Raat Package Djuice Ghanta Package Djuice Boltay Jao Offer Djuice Free Call Offer Djuice Minutes Bundle Offer Djuice Khamoshi Torr Offer Djuice Bol Jigar Bol Offer Djuice Jagtay Raho Offer

Persona Packages:
Persona Consumer Persona Easy (100) Persona Simple (500) Persona Free Persona Business Persona Special 5ive Persona Team Talk

Pricing Strategies:
Demographic Pricing (Age, Income, Occupation) Psychological Pricing (Social Class, Lifestyle, Personality) Promotional Pricing Segmented Pricing Dynamic Pricing

Promotional Strategies:
Advertisement Bill Boards Societal Campaigns Sales Promotions Public Relation Direct Marketing

Telenor Pakistan
Placement Strategies:
Coverage Coverage in more than 1500 Cities & Towns Franchising More than 200 Franchises & 200000 Retailers Channels Locations Transportation

STP Modeling:
The STP (Segmentation, Targeting and Positioning) Model of Telenor is as follows:

Segmentation:
Geographic (Country, Region, City, Density) Demographic (Age, Gender, Income, Occupation) Psychographic (Social Class, Lifestyle, Personality) Behavioral (Occasions, Users, Benefits)

Targeting:
Age & Gender Based Occupation Based Income Based Social-Class Based Area & Region Based

Telenor Pakistan
Occasion Based

Positioning:
Functional Positioning (Solve Problem, Get Favorable Perception) Symbolic Positioning (Self Image, Affective Fulfillments) Experiential Positioning (Sensory Stimulation, Cognitive Stimulation)

SWOT Analysis:
The SWOT (Strengths, Weaknesses, Opportunities and Threats) Analysis is as follows:

Strengths:
Largest Geographical Coverage Largest International Roaming Service Superior Customer Care Strong Distribution Channels 24 Hours Customer Services Competitive Price Innovative & Intense Growth More Attractive & Valued Services

Weaknesses:
Billing Inflexibility Growing Customer Dissatisfaction Low Growth Rate Of Persona Marketing Plan Lack Of Follow-Up From Customers Not Promising Packages European Identity Less Differentiation & Switching Cost

Telenor Pakistan
Opportunities:
Declining Growth Of Market King Further Network Expansion Poor Network Services Of Competitors Favorable Regulatory Authority Unmet Demand Innovative Products & Services Investment Opportunity

Threats:
Aggressive Marketing By Competitors Possibility Of New Networks Entrance Close Competitive Environment Political Instability Changing Technologies Economical Challenges

BCG Matrix:
The BCG (Boston Consulting Group) Matrix of Telenor is as follows: Stars Question Mark

Cash Cows

Dogs

Djuice has the high Relative Market Share and high Growth Rate so it is treated as Star. It take heavy investment. Talkshawk has the high Growth Rate and low Relative market Share that is why it is treated as Question Mark.

Telenor Pakistan
Persona has high Relative Market Share and low Growth Rate, and takes less investment so it is treated as Cash Cow.

Comparison:
Annual Cellular Subscribers in Pakistan of various Networks:

Annual Cellular Subscribers Mobilink

2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12 2012-13 3,215,989 7,469,085 17,205,555 26,466,451 32,032,363 29,136,839 32,202,548 33,378,161 35,953,434 37,121,871

Ufone
801,160 2,579,103 7,487,005 14,014,044 18,100,440 20,004,707 19,549,100 20,533,787 23,897,261 24,547,986

Zong
470,021 924,486 1,040,503 1,024,563 3,950,758 6,386,571 6,704,288 10,927,693 16,836,983 21,044,319

Instaphone
535,738 454,147 336,696 333,081 351,135 34,048 0 0 0 0

Telenor

Warid

Total
5,022,908

835,727 3,573,660 10,701,332 18,125,189 20,893,129 23,798,221 26,667,079 29,963,722 33,513,133

508,655 4,863,138 10,620,386 15,489,858 17,886,736 16,931,687 17,387,798 13,499,835 12,706,353

12,771,203 34,506,557 63,159,857 88,019,812 94,342,030 99,185,844 108,894,518 120,151,235 128,933,662

Telenor Pakistan is growing year by year. 2007 was the best year in terms of increase in network subscribers when it got almost 80% growths as compare to the previous year 2006.

Telenor Pakistan

Growth Rate:

Telenor Pakistan showing positive growth every year as compared to other communication networks working in Pakistan. This year Telenor Pakistan showed 3.7% growth and achieved 30 Million network subscribers to be the 2nd largest communication network of Pakistan.

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Telenor Pakistan

Market Share:
Telenor Pakistan has now got the 25.2% subscribers out of total communication subscribers in Pakistan. Telenor Pakistan is now become the 2nd largest communication network of Pakistan.

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