Contents

INTRODUCTION .............................................................................................................................................................................................................. 8
HISTORY ....................................................................................................................................................................................................................... 10
HEADQUARTER ............................................................................................................................................................................................................ 11
MISSION ....................................................................................................................................................................................................................... 12
Vision............................................................................................................................................................................................................................ 12
Present Status .............................................................................................................................................................................................................. 12
COMPETITORS .......................................................................................................................................................................................................... 14

MOBILINK ............................................................................................................................................................................................................. 14

TELENOR............................................................................................................................................................................................................... 14

WARID .................................................................................................................................................................................................................. 14

ZONG .................................................................................................................................................................................................................... 14
Market Share: .......................................................................................................................................................................................................... 14

Marketing Mix Of Ufone: ............................................................................................................................................................................................. 15

MARKETING STRATEGIES ............................................................................................................................................................................................. 15
MARKET SEGMENTATION ........................................................................................................................................................................................ 15
TARGET MARKETS .................................................................................................................................................................................................... 15
POSITIONING............................................................................................................................................................................................................ 16
Ufones positioning strategy: ............................................................................................................................................................................... 16
DIFFERENTIATION .................................................................................................................................................................................................... 16
PRODUCT/SERVICES ..................................................................................................................................................................................................... 17
Strategy: ................................................................................................................................................................................................................... 17

Prepaid: .................................................................................................................................................................................................................... 17
Packages:.............................................................................................................................................................................................................. 18
SMS Packages ..................................................................................................................................................................................................... 18
Other Value Added Services: ............................................................................................................................................................................... 18
Post paid .................................................................................................................................................................................................................. 19
Payments of bill.................................................................................................................................................................................................... 19
Bill Payment Locations ......................................................................................................................................................................................... 19
MOBILE PRODUCTS .................................................................................................................................................................................................. 20
PRICE ............................................................................................................................................................................................................................ 20
Strategy: ................................................................................................................................................................................................................... 20
Call Charges Prepay Tariff ........................................................................................................................................................................................ 21
SMS Offers by Ufone ................................................................................................................................................................................................ 22
SMS Bundle Offer:-............................................................................................................................................................................................... 22
Ulimited SMS Offer:- ............................................................................................................................................................................................ 22
Night Package: ..................................................................................................................................................................................................... 23
SMS Bundle Offer By Telenor Djuice:- ..................................................................................................................................................................... 23
Telenor Talkshawk SMS Bundle. .......................................................................................................................................................................... 24
Zong PrePaid SMS Bundle Offer:- ........................................................................................................................................................................ 24
Warid Glow SMS Bundles: ................................................................................................................................................................................... 25
PLACE ........................................................................................................................................................................................................................... 26
Prepaid and postpaid ............................................................................................................................................................................................... 26
Strategy: ............................................................................................................................................................................................................... 26
Location:................................................................................................................................................................................................................... 27

Service centres ..................................................................................................................................................................................................... 27

One stops shops ................................................................................................................................................................................................... 28
Retail Selling: ............................................................................................................................................................................................................ 29
Wholesale Selling: .................................................................................................................................................................................................... 29
Distribution Network: .............................................................................................................................................................................................. 29
Network Coverage: .................................................................................................................................................................................................. 29
Market Coverage: .................................................................................................................................................................................................... 30
Ufone UTrack ....................................................................................................................................................................................................... 30
PROMOTION ................................................................................................................................................................................................................ 31
Prepaid ..................................................................................................................................................................................................................... 31
Postpaid ................................................................................................................................................................................................................... 32
Strategy .................................................................................................................................................................................................................... 32
Sales Promotion ....................................................................................................................................................................................................... 32
SALES PROMOTIONTOOLS ................................................................................................................................................................................... 32
Consumer Promotion Tools ................................................................................................................................................................................. 33
Trade Promotion Tools ........................................................................................................................................................................................ 33
Business Promotion Tools .................................................................................................................................................................................... 34
Games: ................................................................................................................................................................................................................. 34
Premiums: ............................................................................................................................................................................................................ 35
Free tickets: .......................................................................................................................................................................................................... 35
Promotional Products: ......................................................................................................................................................................................... 35
Public Relations: ...................................................................................................................................................................................................... 36
ADVERTISING & DEVELOPING AD COMPAIGNS ....................................................................................................................................................... 36

ADVERTISING BUDGET ......................................................................................................................................................................................... 36

ADVERTISING STRATEGIES ................................................................................................................................................................................... 36
ADVERTISING MESSAGE: ...................................................................................................................................................................................... 37
ADVERTISING MEDIA: .......................................................................................................................................................................................... 38
PERSONAL SELLING: ................................................................................................................................................................................................. 39
Direct Marketing: ..................................................................................................................................................................................................... 40
PHYSICAL EVIDENCE ..................................................................................................................................................................................................... 40
EXTERIOR.................................................................................................................................................................................................................. 40
INTERIOR .................................................................................................................................................................................................................. 40
Essential Evidence: ................................................................................................................................................................................................... 40
Equipments: ............................................................................................................................................................................................................. 40
Customer Action ...................................................................................................................................................................................................... 41
Line Of Interaction ................................................................................................................................................................................................... 41
On Stage Encounter ................................................................................................................................................................................................. 41
Line Of Physibility ..................................................................................................................................................................................................... 41
Back Stage Encounter .............................................................................................................................................................................................. 41
People : ........................................................................................................................................................................................................................ 42
Organizational Chart ................................................................................................................................................................................................ 42
Employees: ............................................................................................................................................................................................................... 43
Training & Development ...................................................................................................................................................................................... 43
Process: ........................................................................................................................................................................................................................ 44
Order Processing: ..................................................................................................................................................................................................... 44
Datebase management system: .............................................................................................................................................................................. 44

Change of pakage:................................................................................................................................................................................................ 45
Bill late received/not received: ............................................................................................................................................................................ 46
Activation and Deactivation of value added Services: ......................................................................................................................................... 47
SWOT ANALYSIS OF UFONE ......................................................................................................................................................................................... 48
STRENGTHS .............................................................................................................................................................................................................. 48
NETWORK COVERAGE: ......................................................................................................................................................................................... 48
INTERNATIONAL ROAMING: ................................................................................................................................................................................ 48
GPRS ROAMING: .................................................................................................................................................................................................. 48
LICENSE FOR AZAD JAMMU KASHMIR AND NORTHERN AREAS: ......................................................................................................................... 48
QUALITY COVERAGE: ........................................................................................................................................................................................... 48
VALUE ADDED SERVICES: ..................................................................................................................................................................................... 49
LOWEST PRICES: ................................................................................................................................................................................................... 49
REPRESENTATIVE OF PTCL: .................................................................................................................................................................................. 49
PIONEERS OF MMS AND GPRS:............................................................................................................................................................................ 49
SECOND LARGEST MARKET SHARE: ..................................................................................................................................................................... 49
WEAKNESS: .............................................................................................................................................................................................................. 49
BEHIND ON EXCESSIVE DEMAND: ........................................................................................................................................................................ 49
POOR ORGANIZATIONAL STRUCTURE: ................................................................................................................................................................ 49
STAGNANT PROFITABILITY: .................................................................................................................................................................................. 50
OVERLY DEPENDENT ON PTCL: ............................................................................................................................................................................ 50
LACK OF FRNACHISE: ............................................................................................................................................................................................ 50
LACK OF INNOVATIVE SERVICES: ......................................................................................................................................................................... 50
NETWORK COVERAGE: ......................................................................................................................................................................................... 50

COMPETETION ..................................................................................................................................................................................................... 50
INTERNAL PROBLEMS........................................................................................................................................................................................... 50
OPPURTUNITY .......................................................................................................................................................................................................... 51
CONTINUING TO EXPAND GLOBALLY ................................................................................................................................................................... 51
PUBLICITY AND MARKETING ................................................................................................................................................................................ 51
DEVELOP NEW VALUE ADDED SERVICE ............................................................................................................................................................... 51
INTRODUCE KIOSK TECHNOLOGY ........................................................................................................................................................................ 51
DEVELOP FRANCHISE IN REMOTE AREAS ............................................................................................................................................................ 51
THREAT..................................................................................................................................................................................................................... 52
GOVERNMENT INTERFERENCE ............................................................................................................................................................................ 52
PTCL CELLULAR LICENSE....................................................................................................................................................................................... 52
PENSION PAYOUTS ............................................................................................................................................................................................... 52
INCREASED HEALTH CARE COSTS ......................................................................................................................................................................... 53
TOUGH COMPETETION ........................................................................................................................................................................................ 53
PRESSURE GROUP ................................................................................................................................................................................................ 53
ECONOMIC PROBLEMS ........................................................................................................................................................................................ 53
Consumer Survey: ........................................................................................................................................................................................................ 54
Q1: Are you aware of UFONE? ................................................................................................................................................................................. 54
Q2: Have you ever been customer of Ufone? ......................................................................................................................................................... 54
Q3: Are you satisfied with the service of UFONE? ................................................................................................................................................... 55
Q4: The packages provided by U FONE on advertisement are really persuasive. ................................................................................................... 55
Q5: Do the offers really exist provided by the UFONE? .......................................................................................................................................... 56
Q6: How do you find the quality of network provided by the UFONE? .................................................................................................................. 56

Q7: packages of UFONE are relatively ? .................................................................................................................................................................. 57

Q8: what type of problem do you face while using UFONE .................................................................................................................................... 57
Q9: evaluate the performance of customer service of UFONE ............................................................................................................................... 58
Q10: how do you find the atmosphere of franchise? .............................................................................................................................................. 58
Q11: which tools should be used for UFONE promotion? ....................................................................................................................................... 59
Business Plan:............................................................................................................................................................................................................... 60
Bibliography ................................................................................................................................................................................................................. 61
Source: ......................................................................................................................................................................................................................... 61

INTRODUCTION
The company commenced its operations under the brand name of Ufone from Islamabad on January 29 2001. Ufone expanded its
coverage and has added new cities and highways to its coverage network. After the privatization of PTCL, Ufone is now owned by Etisalat.
During the year, as a consequence of PTCLsprivatization, 26%ofitsshares were acquired by Emirates Telecommunication
Corporation (Etisalat).Being part of PTCL, the management of Ufone has also been handed over to Etisalat. During the years, Ufone continued on
the path to success. The Company further expanded its coverage and has added new cities and highways. Ufone has network coverage in more
than 5885 locations and across all major high ways of the country .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 Prepaidsubscribers in Saudi Arabia, United Kingdom, United
Arab Emirates, Singapore, Portugal, Thailand, Cyprus, Bangladesh, Uzbekistan, Tunisia, Sri Lanka,
Belgiumand Kuwait with lowest rates, featuring no security deposit and activationcharges. GPRS Roaming facility is available with more than 115
Live Operators across 85 countries. The company has also been awarded a new License for providing cellular services in Azad Jammu & Kashmir
and Northern Areas.

HISTORY
In 1990, Pakistan introduced its first mobile phone service called Paktel. After eleven
years in January 2001, a new cellular company with GSM technology came into the market and
they named it Ufone. The government of Pakistan granted them the license of Pak Telecom
mobile limited to operate GSM 9000 allAround Pakistan. Ufone succeeded to establish itself in
the market by providing quality service at low rates. After its opening, initially they started their
service inmajor cities like Rawalpindi, Islamabad, Karachi and Lahore and on major highways.
Later the service expanded to other major cities like Peshawar, Quetta and different towns.
Ufone invested around $ 65 million to setup its modern technical infrastructure to provide high
quality crystal clear voice and fast data transmission. Ufone targeted the middle class, by
introducing low rates and different packages with Urdu names like Jazba etc to attracted lower
and middle class people.

Ufone has
expanded its customer support in a very organized manner with a plannednetwork of dealers,
outlets for people convenient. Ufone is committed to care for its customers even after they have
acquired a new connection. Ufone not only focused on the technical capabilities, but to provide
subscribers a convenient toget connections and services.
Ufone recently started GPRS through which users can connect themselves
to the global village via Internet, also Introduced multimedia messaging services and worldwide
SMS at flat rates. Not only SMS but also provides Ufone Info service through which user can get
latest information about news, sports, religion, horoscope, stock exchange etc even live
sportsupdates. The tariff packages have been designed keeping in mind therequirements of every

segment of the society may that be a housewife, a taxi driver, a trader or a student. Ufone started its operation from
Islamabad on 29thJanuary 2001. Cellular industry performance in Pakistan before the launch of Ufone was quite dismal,
with one of the lowest population penetration rates in the Whole region. Ufones strategy from the day one was to change
this scenario and ensure that mobile phones are turned into an everyday business and personal communication tools for
all. This approach brought about a revolution in the market; increasing its size five fold in a mere two
years.Ufones own performance in these two years has been exemplary, as itsurpassed all financial and marketing goals.
Despite Ufones strategy to provide a high standard of service rather than increasing subscriber base without capacity, it
has achieved a substantial market share in a market ten years older than itself.

HEADQUARTER
The head office of the Ufone is located in 13-B, F-7 Markaz Islamabad, Pakistan and it covered area is 2336 cities of
Pakistan, GT Road, Super Highway & Motorway.

MISSION
Ufone, it's all about U! We are where you want to beAt Ufone we aim to provide
you with wider coverage, superior connectivity, clear signals &voice quality. Wherever you are,
Ufone keeps you connected."

Vision
To be the leading telecommunication service provider in Pakistan by offeringinnovate
communication solutions for our customers while exceeding shareholder value & employee
expectation.

Present Status
Ufone invested around $ 65 million to setup its modern technical infrastructure to provide high quality crystal clear voice and fast data
transmission.
Ufone targeted the middle class, by introducing low rates and different packages with Urdu names like Jazba etc to attracted lower and
middle class people.
Ufone has expanded its customer support in a very organized manner with a planned network of dealers, outlets for people convenient.
Ufone is committed to care for its customers even after they have acquired a new connection.
Ufone not only focused on the technical capabilities, but to provide subscribers a convenient to get connections and services. Ufone
recently started GPRS through which users can connect themselves to the global village via Internet, also introduced multimedia messaging

services and worldwide SMS at flat rates. Not only SMS but also provides Ufone Info service
through which user can get latest information about news, sports, religion, horoscope, stock
exchange etc even live sports updates.
The tariff packages have been designed keeping in mind the requirements of every segment of
the society may that be a housewife, a taxi driver, a trader or a student.
Ufone started its operation from Islamabad on 29th January 2001.
Cellular industry performance in Pakistan before the launch of Ufone was quite dismal, with
one of the lowest population penetration rates in the whole region.

Ufones strategy from the day one was to change this scenario and ensure that mobile phones are turned into an everyday business and
personal communication tools for all. This approach brought about a revolution in the market; increasing its size five fold in a mere two years.
Ufones own performance in these two years has been exemplary, as it surpassed all financial and marketing goals. Despite Ufones
strategy to provide a high standard of service rather than increasing subscriber base without capacity, it has achieved a substantial market share
in a market ten years older than itself.

COMPETITORS

MOBILINK
TELENOR
WARID
ZONG

Market Share:

Marketing Mix Of Ufone:

Ufone is both product and services based organization so it has 7ps in marketing mix.

MARKETING STRATEGIES
(Product Approach)

MARKET SEGMENTATION
Cellular service market is a diverse set of people. Ufone as well as other cellular service companies segment their
market on four bases: - economy, age, gender &occupation.
ECONOMY: Upper class, Middle class, socio-economic class, lower class
AGE: Teenagers, youngsters, middle age, aged people
GENDER: Male & Female
OCCUPATION: corporate class, Business class, working class etc

TARGET MARKETS
Cellular phones are the technology of new era, the 21st century. These cellular phones are the main focus of our
youngsters. All the cellular companies are targeting The Youth one way or other. Ufone is no longer a follower in this race. Its
main focus is THE YOUTH of Pakistan which is its Target Market. Target marketing strategy Ufone has always been targeting
Youth Market by using young brand endorsers or ambassadors. It always brings such packages and offers that precisely
meet the needs of our young people. No doubt it has also launched packages, brands and offers for working people, business
class, ladies and aged ones. Ufone seeks to target masses in the long run.

POSITIONING
Positioning is the process of creating an image of companys brand in the mind of market. Companies position
themselves emotionally, functionally or on the basis of brand quality. Ufone is still a market challenger in comparison to
market leader MOBILINK. It is still to reach to the top most position of cellular companies. So Ufone positions itself on the
basis of its services. Ufones former Positioning Statement:Everybody Loves to Ufone Prepay .
Ufones new Positioning Statement:
Ufone tum hi toh ho!
Or
Its All About U

Ufones positioning strategy:

Ufone changed the image of mobile phones from a luxury only affordable by the elite, to a necessity affordable by
the common man. Since its inception, Ufone has positioned its brand for MASSES on the basis of services it is providing
and it slowest call rates. It makes them believe that it satisfies the needs of everyone (vizall classes, age & genders). It tells
them that Ufone is there when anybody needs it. The brand name UFONE itself is a positioning statement.

DIFFERENTIATION
In these days of intense competition marketers find it hard to differentiate theirservices from those of competitors. Now
customer care about only price. Anunsatisfied customer will immediately go for brand switching. Thus leaving acustomer

unsatisfied and not meeting his/her demands is out of question formarketers.Differentiation Strategy :Ufone has always
strategized in satisfying the demands of its customers. In doing soit has been successful in differentiating itself in terms of: Price
Quality service
Technology

PRODUCT/SERVICES
Ufone is a service providing company. Service is any intangible product that consists of activities, benefits
or satisfactions offered for sale.

Strategy:
Ufone makes strategies to provide a better cellular telephonic service which excels its competitors at all levels. When
Ufone launches a new package in a market, it actually makes it a complete package of core benefit, design, features, brand
name, quality, and after sale service.
Ufone offer both prepaid and postpaid services. The following are the services of Ufone.

Prepaid:
Ufone markets its prepaid services as Prepay. Ufone Prepay is moreaffordable. Its primary market is intended
towards teen agers and students. Following are someof the prepaid packages of Ufone.

Packages:
Life plus Package Prepay Life Life Value Josh U Circle Life U Circle Life Plus U Rock Public Demand Paanch Ka Pandrah Ghanta
Package U Won 3 minutes Package One Number free Package Tension Free Package 60 Paisa Offer U-Circle

PACKAGES
Public Demand
UWON
5 ka 15Ladies

TARGET MARKET
Lower class/Rural youth
Lower/socio economicclass
Ladies

Walkie talkie

Working class/ business class

REASON FOR TARGETTING

High usage
High usage
intention of 5 min chatusually exceeds to 15
min or more
Call conferencing

165
500
1000
8000
unlimited

25+tax
50+tax
75+tax
80+tax
3+tax per day

SMS Packages
Other Value Added Services:
Package 1
Package 2
Package 3
Package 4
Package 5

 Ufone Game Show SIM Lagao Offer Ufone Member Banao IDD USA, UK & Canada Prepaid Roaming International MMS Products and
Features Recharge Options Prepaid Call Details U Share ULoad via 1 link ATM Ufone Conference Call

Post paid
Postpaid services are marketed by the name Post pay. These servicesare mainly targeted towards the business community of the
country buthaving the packages of middle class also. Some of the packages are given below,
U 50 U 250 U 550 U 1000 U 1600 U 5000 Post pay Unite Bonus SMS Package

Payments of bill
Payments through Scratch cards Through UTop Up Cash or credit card Direct debit Using I link ATM
Using NIB Direct Pay on NIB ATM
Bill Payment Locations
Ufone easy bill payment locations include the following:
Ufone Sales & Customer Service Centers ABN Amro Bank Standard Chartered Bank Online payment via Credit
Cards MCB ATM Nadra Kiosks UBL Network
All Post pay subscribers receive paper bills or ebills via email of on a monthly basis. Post pay bills include the
following,
Statement Sheet Invoice Sheet Itemized Sheet

MOBILE PRODUCTS
Ufone is offering the following Mobile Products: Utalk Missed Call Notification Trivia Quiz Ushare Uloan Voice Bucket Utunes Phonebook
Saver Awaz SMS Uchat Ugames Call Block Self Service Kiosk U kisaan U health Ufone prize
bond Ubazar Hajj Guide

PRICE
Cellular service providers are facing intense price competition in contemporary market. Customers perceive pricing as the heart of brand
selection. Price has always been the core differentiation of Ufone. Ufone is the one who is offering least call rates off-network.

Strategy:
Ufone strategize to capture the existing pricing needs of its customers and use it well on occasional or timely basis. For example Ufone
offered very good call rates on international calls in Eid days. It offered hourly call rates in Ramadan when people were least likely to avail the
offer that much that it might prove unprofitable for Ufone. It was a fantastic strategy to beautify the brand image in term of pricing in

customers minds as well as remain profitable in doing so. Ufone follows market penetration pricing strategy and dynamic pricing strategy to
meet the customer needs and ever changing price competition.

Call Charges Prepay Tariff

Ufone Prepay Tariff
(Rs) Per minute
Outgoing call rates/ Peak
Hours
(7am-10am)
Outgoing call rates/ Off peak
(10am-7am)

Within Ufone Community

To other networks

To PTCL

2.50/-

2.50/-

2.50/-

1.50/-

2.50/-

2.50/-

SMS Offers by Ufone

Ufone have been offered so many SMS Packages to their prime subscriber namely.
SMS Bundle Offer:Ufone recently offer its bundle offer please find details below.
Ulimited SMS Offer:Ufone Unlimited Offer you can avail this offer by paying Rs. 150+Tax, service validity period is one month, You can send sms to all

networks for free. The actual No of SMS are 5000 SMS with in the period of 30 days to
subscribe this service send SMS writing sub at 607.Ufone
Night Package:
This Offer has 1 Night Scope best for night Lovers.
300 SMS for only Rs.1
From 12 am to 8 am
To subscribe SMS SUB to 609
How to Subscribe To subscribe the Night Package SMS "sub" to 609

SMS Bundle Offer By Telenor Djuice:Telenor Offered its best offer Send SMS only in 4 Paisa the package
validity is 15 days. The offer is send 250/ sms in Rs.10/- and send 1000/sms in
Rs.30/-

Telenor Low Priced Offer:Telenor low priced SMS Bundle was introduced in Rs.5 excluding Tax, This
package also have 15 days validity, details are given below.

Telenor Talkshawk SMS Bundle.

Telenor offered SMS Bundle for its Talkshawk Subscribers, Through this offer Telenor customers can avail
bundle for Rs. 10, 20 and 60 that have SMS messages limit of 25, 80 and 300 respectively. (Prices are exclusive of taxes
and SMS bundles remain valid for 15 Days.

Zong SMS Bundle Offers:

Zong Also offered sms bundle offeres for both , Post Paid subscribers and prepaid subscribers.

Zong Postpaid SMS Bundle Offer:By availing postpaid sms bundle subscribers can get unlimited SMS offer for the whole month in Rs.90/- for subscription send SUB at
700.

Zong PrePaid SMS Bundle Offer:By Zong SMS Bundle Offer you can avail 500 SMS and 50 MMS by send sub at 700 through zong prepaid number packages charges are
Rs.3.99/- per day

Warid SMS Bundle Offers:Warid has also in front with its SMS Bundle Offers Warid also launched SMS Bundle Offers to both of its Postpaid and Prepaid customers
Warid is the only network which is offering delivery reports of SMS to your cell right after sending sms to anyone. Details are given below.

Warid PostPaid SMS/MMS Bundle Offer:Warid offered the best and most attractive SMS bundles in the market with Limited SMS bundle worth Rs.90 + tax which gives you 750
SMS/MMS per month. If you want more try our Unlimited SMS bundle for a subscription of Rs.210 + tax which gives you 7500 SMS/MMS per
month.

Warid ZEM SMS Craze:Warid offered a wonderfull and customize package for its ZEM Customers by offering Warid Zem SMS Craze.With SMS Craze subscribers
can get upto 5,000 SMS/MMS to any number across Pakistan & 10MB of Mobile Internet for a monthly subscription of Rs.150 inclusive of all
taxes.
All you need to do to subscribe is call 100 and select SMS Craze.

Warid Glow SMS Bundles:

Warid has launched Glow for its prepaid customers. By using glow you can induct 10 FNF (Frieds and
Family) member and call them in free after 11:00 pm to 8:00 am , call charges Rs.0.45 in peak times 11:00am to 8:00pm,
Warid Glow have two kind of SMS Bundles associated with it, details are given below.
GLOW SMS Bundles (exclusive of taxes)
Enjoy 250 SMS at Rs.2.99/day
To activate SMS GLOW 250 to 7070 or call 321
Enjoy 700 SMS at Rs.6.99/week
To activate SMS GLOW 700 to 7070 or call 321

Moblink SMS Bundle Offer:Moblink SMS Bundle offers can only be avail by subscribing a double bundle offer
voice + SMS.

PLACE
Prepaid and postpaid
Place plays a very important part in the distribution and promotion of services. Competitors
of Ufone are seeking to penetrate into places where others havent reached.

Cellular service providers are drastically widening their network & coverage in every area of Pakistan. Mobilink has
this edge in place excellence because it is the pioneer in cellular telephonic field.
Strategy:
Intensive
Ufone strategize to widen its coverage to all places in Pakistan in order to meet the requirements of its increasing
customer base. Now Ufone is heading from cities to remote northern areas
inexpanding its network. Ufone has intensive promotion in cities, but it is also considering improving its promotion in rural
areas as well.

Location:
There are over 359 franchizes, 17 service centres and 5 one stop shops all over the country.
Service centres
S. NO.

CITY

ADDRESS

FAX NUMBERS

Peshawer

Rahim Yar Khan

City Center, White Palace Hotel Building, Rahim Yar Khan.

068-5888537

Sialkot

Plot # 2, Banglo # 109, Aziz Shaheed Road, Saddar Bazar, Sialkot Cantt, Sialkot.

0432-293398

Sukkur

Plot # C-431/1-B, Queen Road, Sukkur

071-5628924

Lahore

Jhelum

Ufone Customer Service Center,Machine Mohallah # 3,adjacent ladi's mart Jhelum.

N/A

Islamabad

Plot # 13-B, F-7 Markaz, Jinnah Super Market, Islamabad.

051-2651565

Hyderabad

Plot # 9-A, Block # B-15, Railway Housing Society, Auto Bhan Road, Latifabad-3,
Hyderabad.

0223-818992

Quetta

Ground Floor, Institute of Engineering Building, Zarghoon Road, Quetta.

081-2844482

10

Rawalpindi

11

Faisalabad

1-E, Fakhar-e-Alam Road, Peshawar Cantt, Peshawar.

091-5286675

Main University road, Opposite Toyota frontier motors, Peshawar Cantt, Peshawar.

N/A

Main Davis Road, Opposite Jung Building, Lahore.

042-6361890

15-S, Gulberg II, Mini Market, Lahore.

042-5759118, 042-5756062

Modern Radio Building, Bank Road, Saddar, Rawalpindi.

051-5523497

4-B, Sherbaz Business Center, B-Block 4th Road Satellite Town, Rawalpindi.

051-4425006

27-Chanab Market, Madina Town, Faisalabad.

041-546196

12

13

Gujranwala

Karachi

Ufone Zonal Office, Near Ghalla Mandi, Main G.T. Road, Gujranwala.

055-3856693

Plot # BC-11, Block # 9, Mehmood Center, Clifton, Near Schon Circle, Karachi.

0215820202

Plot No. SB 33, Block 13-B, University Road, opposite Baitul Mukarram Masjid Gulshan-eIqbal Karachi

0214821461

D-1, Block-D, Near Five Star Roundabout, North Nazimabad, Karachi.

0216721543

Building No.2, Block No. III, Survey Sheet No.35/P-1, Muslim Servants Government
Primary School Cooperative Housing Society Limited, Shaheed-e-Millat Road,

0214321334

14

Multan

Multan Arcade, Kachary Road, Multan.

061-4782700

15

Sargodha

Bajwa City Center, University Road, Sargodha

0483-211290

16

Sahiwal

25, commercial area, Farid Town, Sahiwal

040-4551915

17

Gujrat

Shop # 3 & 4, Central Point Plaza, G.T.S Chowk, Main G. T. Road Gujrat.

NA

One stops shops

S. NO.

CITY

ADDRESS

Dera Ghazi Khan

PTCL One Stop Shop, Katchery Road, near GPO DG Khan

Bahawalpur

PTCL One Stop Shop, Central Telephone Exchange Model Town B, near Abbasia school Bahawalpur

Larkana

PTCL One Stop Shop, Old Telephone Exchange, near G.P.O, Larkana City

Nawabshah

PTCL One Stop Shop, Kachehri Road, Opp Telephone Exchange ,Nawabshah City

Abbottabad

PTCL One Stop Shop ,Pine View Road near main Telephone Exchange Abbottabad

Chakwal

PTCL One Stop Shop, Microwave Exchange, Main Talagang Road, Chakwal

Mardan

PTCL One Stop Shop , Bank Road Mardan

Kohat

PTCL, Exchange, KDA, Kohat

Nowshera

PTCL One Stop Shop ,Main GT Road, Opp GPO, Nowshera Cantt

Retail Selling:
The retailers, franchises and one stop shops do retail selling.

Wholesale Selling:
The service centers (ufone head offices) and franchises do whole sale selling.

Distribution Network:
Sims are dispatched from headoffice for franchizes from where sales officers take them to retailerz
and one stop shop collects them from franchizes.

Network Coverage:
At Ufone we aim to provide you with wider coverage, superior connectivity, clear signals & voice
quality Covering several key destinations your Ufone is the ultimate means to stay connected wherever
your business takes you allowing seamless roaming through the network providing the best nationwide
coverage.

Ufone, being one of the leading cellular service provider has recently launched its service in many new cities. Keeping up
with its pace it is rapidly expanding its network.
Ufone keeps on adding new cities with same superior network that continues to expand. Ufone covers all major
cities of Pakistan now you can enjoy comprehensive coverage in areas like the GT Road, Super Highway & Motorway etc. So
wherever you are in Pakistan, Ufone keeps you connected.

Market Coverage:
Ufone increases its subscribers in a particular area by giving location based services. Location based services are
given on the basis of potential customer in that area.

Ufone UTrack
Ufone has always been at its best when it comes to new and innovative value added
services. Keeping up with this tradition, Ufone is now offering a set of four location based
services (LBS) under the brand name UTrack. These services will allow users to find or locate
friends, family, POI near the user, or just monitor employees and work force.

UTrack Find
o
o

Find your own location

Find your friends location

UTrack Buddy
Get instant alerts when you are near you buddies

UTrack Family
o
o
o

Get location updates on your family

View locations on Map
Web based log of all activities

UTrack Business
o
o
o

Track all your employees

View locations on Map
Web based log of all member activities

PROMOTION
Prepaid
Ufone believes in Integrated Marketing Communication which is a carefully blended mix of promotion tools. Ufone
employ different marketing activities and channels to communicate and deliver value to customer. These activities are
coordinated to provide maximum communication output.
These communication channels includes:Advertising sales promotion, public relations, direct marketing & personal selling.

Ufone strategize to carry out promotion in order to increase its market share.

Postpaid
Ufone is currently not advertising its postpaid service through television, newspaper and other advertising source but
one can get awareness of postpaid by Ufone pamphlets, broachers and posters

Strategy
Advertising
Sales Promotion
Public Relations
Direct Marketing
Personal Selling:

Sales Promotion
SALES PROMOTIONTOOLS
Consumer promotion tools
Trade promotion tools
Business promotion tools

Consumer Promotion Tools

They are the sales promotion toolsused to urge short term customerbuying or to
enhance long termcustomer relationships
It includes :Samples
Coupons
Cash refunds
Price packs
Premiums
Advertising specialties
Patronage rewards
Contests and games

Trade Promotion Tools

They are the sales promotion tools used to persuaderesellers to carry a
brand,give it shelfspace,promote it in the advertising,and push it theconsumers
It includes:
Discount off(price off ,off-invoice,off-list)
Allowance
Advertising
Display
Free goods

Push money
Specialty advertising items
Business Promotion Tools
Sales promotion tools used to generatebusiness leads, stimulate
purchases,reward customers, and motivatesalespeople
It includes:
Conventions & Trade shows
Sales contests

Ufone utilizes sales promotion activities to boost its sales. It follows all four of the promotion budgeting methods viz affordable method,
percentage of sales method, competitive parity method and objective & task method.Ufone uses following sales promotion toolsContests:Ufone
carried out contest for cricket talent hunt .Our renowned Pakistani cricketer Shoaib Akhtar was used as patron for this contest.However this
contest didnt do much good to Ufones image or sales. But Ufone holds future plans to carry out such activities in more effective and profitable
ways.
Games:
Ufone is currently running its game show on ATV prime time. This game showrewards the winning participants. Ufone updates its
customers every now and thento participate in this game show. The problem we see in this activity is that Ufone isnot properly advertising it.

Premiums:
All the cellular services are now offering premiums for their customers. This premium is offered, when a customer dont use his/her sim
for more than 3-6months, in the form of extra credit balance delivered to their numbers for free.
Free tickets:
Ufone recently offered free trip to Dubai. It was Ufones first Eid offer.
Every time you make any international call of 5 minutes or longer than 5 minutes, you enter the lucky draw to win a return ticket to
Dubai. The more calls you make, more is your chance to win.
Promotional Products:
Phone bhi Ufone bhi. It was a promotional offer By Ufone where it offered a mobile phone, free air time, Ufone connection and Rs.100
airtime all for Rs.999.Andnow Ufone also offers Blackberry mobile sets with PostPay connection.

Another recent promotional offer by Ufone is that with your HBL Credit Card; get afree handset of your choice, a Ufone PostPay
connection and airtime. Existing as wellas new HBL Credit Card customers may avail this offer.SALES PROMOTION STRATEGY:Ufone strategize to
take aid of sales promotion whenever it sees a minor drop in itsusage by its customers. They mostly go for pull strategy in promotion i.e.
they spenda lot on advertising and consumer promotion to induce final customers to avail theirservices. Ufone applies sales promotion schemes
continually in order to keep itscustomers loyal and happy.

Public Relations:
Ufone is less conscious of developing its general public relations. But recently
it has launched its Hajj Guide service on Ufone. It avoids getting in news stories andcontroversies
but sometimes it proves inevitable.

ADVERTISING & DEVELOPING AD COMPAIGNS

Any paid form of non personal presentation and promotion of ideas, goods, or services by
an identified sponsor
ADVERTISING OBJECTIVES:
Ufone use advertisements when:
It has to inform the customers about new or available services
It seeks to persuade people to purchase their service or switch to their connection fromany other connection

ADVERTISING BUDGET
Ufone is a heavy spender on advertising in electronic media as well as other media. Recently Ufone invested a huge amount on mass
advertising. It was definitely a risk to take such decision. They are developing and playing new advertisements on electronic media not even with
a months gap or so. A single Ufone advertisement played 15-20 times per day on a TV channel costs millions varying with the time of day when
it is played. Ufone spends 20% of its profit on advertising and sales promotion.
ADVERTISING STRATEGIES
Advertising strategy consists of two major elements: Advertising Message & Advertising Media. Ufone has the following strategies
regarding the Message and Media of advertising.

ADVERTISING MESSAGE:
Message Content --The very first content of Ufones advertising message was humor, and thenin its blooming
stage it shifted its message content to youthful excitement. Recently Ufone hasagain adopted humorous theme for its
message content. This time Ufone is winning the hearts of people through humor and it has increased RPI of Ufone. Ufone
has already generated muchrevenue through it.

Message Format :
The format of Ufones advertisements has always been very colorfuland eye catching. The shocking Orange &
Green colors used by Ufone have alwaysattracted people. These colors look beautiful on wall printing of Ufone.

Message Source:
The very first Ufone advertisements had Faisal Qureshi as its message source. Afterwards Ufone hired noncelebrity young models for its youthful message theme. Ufone also hired three lollywood queens i.e. Meera, Jia Ali and
Veena Malik with Mikaal in an advertisement of Baat Ban Jaye.

This advertisement created a big controversy regarding the erotic and sexually attracting acts by the three female
models. Due to negative response by people Ufone had to vacate its billboards anderadicate its banners, posters etc
overnight, as directed by CEO and CMO of Ufone. But now Ufone has again hired a comedian trio featuring Faisal Qureshi,
Mikaal & Hammad.The strategy behind hiring this trio is that they are economical and are personal favorites of people.
Ufone always hire endorsers in group Mr.Waqas Anjum (Senior Marketing Executive-Multan) is of view that you
must bring changes in marketing to attract customers. For this purpose Ufone is re-launching itself under the name of one

single brand called UFONE. This brand would have Orange & Black as its corporate color instead of
conventional Orange & Green color.
ADVERTISING MEDIA:
To increase the reach and frequency of advertisement Ufone is using repetitive strategy for its
advertisements. And the humorous theme always makes the ads more appealing and engaging the minds
of customers. Ufone advertise in the following media types:-

Print Media:
Ufone tries and print ads in all leading newspapers including The Dawn,Jung, Nawa-i-Waqt,
Khabrain and local Sindhi newspapers as well. Ufone place its ads inall leading magazines as well i.e.
Sunday magazine, akhabr-e-jahan, Libas, Mag etc.

Broadcast Media:
It is the prior choice for Ufone. It includes the electronic media television and radio. Ufone
is advertising in all Pakistani channels including GEO, Hum, ARY, Indus, TV one, HBO, Cartoon
Network etc (except MTV Pakistan).

Display Media:
This type of media is the second choice of Ufone where it carries outits most of sales
promotion and advertising. Ufone advertise using billboards, hoardings, signs (on Shop boards etc),

posters, wall paintings etc. SME Multan has used a new and innovative vehicle in
display media i.e. Ufones painted rickshaws

Online Media:
Internet is the online media. Ufone places flashing ads on famous portals likec
oolbuddy.com, pakfellows.com etc. But Ufone is not carrying out direct mail or direct
e-mail advertising Events -- Ufone has sponsored many events in the past and holds
future plans concerning it. The famous event sponsored by Ufone in 2006 was a series
of musical concerts did all over Pakistan, featuring Mikaal Hassan and Junoon, it
named UROCK

AD SHOOTS:
The ads of Ufone are shot mostly within Pakistan.
The PostPay ads are shot in foreign locations. Recently Ufone shot in the picturesquelocations of northern areas of Pakistan in its advertisement
of UWON sabse sasti call

PERSONAL SELLING:
Personal selling is oral communication with potential buyers of a product with the intention of making a sale. The personal selling may
focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to "close the sale"
Personal selling is one of the oldest forms of promotion. It involves the use of a sales force to support a push strategy
(encouraging intermediaries to buy the product) or a pull strategy (where the role of the sales force may be limited to supporting retailers and

providing gafter-sales service).Ufone sale representative make the selling selling by providing services to the customer at their doorstep, i.e.
informing about the new packages, serving customers and of course sell their product and attract the new customers.

Direct Marketing:
Ufone employ on-road umbrella franchises where the directly marketand sell their connections and Sims.

PHYSICAL EVIDENCE
EXTERIOR
Ufone built very good and attractive building of its offices as well as its franchises in order to attract the customer and as physical evidence.

INTERIOR
Interior are well managed internally and is attractive. Educated stuff is present there in order to facilitate the customers.

Essential Evidence:
Head offices in Lahore and Islamabad are a part of physical evidence. 900 square feet covered area of orange colored franchises with
ufone logo and boards is also a part of it. The interior is designed by company.

Equipments:
Computer system installed with FSM, counters, brochures are also physical evidence.

Customer Action
After seeing the building customer moves in the building for getting information.

Line Of Interaction
Customer will meet the guard or gate ceeper at the door of the building which is theenterance.

On Stage Encounter
When customer enter in to the customer care center of frenchise an customer informationofficer is setting at start of the office who give
the information of related officer regarding the problem which a particular customer having.

Line Of Physibility
All the staff from manager to lower staff that are controlling a specific branch are showing the line of physibilty.

Back Stage Encounter

All the equipments and staff that are controlling networks of ufone Who are setting in offices that are also called Regional offices that
are back stage encounter of ufone.

CEO

People :

GM
Information

Organizational Chart

Business Unit Manager

(BUM) North

BUM Central

GM
Marketing

BUM South
GM
Finance
GM
Quality Assurance

GM
Engineering
GM
HR & Admin

GM
Customer care

Regional Sales
Manager

Territory sales
Manager

Area Sales Manager

Similar Lines
for the other two
BUMS
NOTE:

Employees:
Currently there are over 1500 employees working in Ufone nationwide. On the entry level the HR Department is mostly taking MBA
graduates. According to Ufone their belief is that "Their people are their greatest asset. The HR team takes great pride in acknowledging the
contribution of each employee
Training & Development
Training & Development involves improving the knowledge, skills and abilities of the individuals. A continuous training is conducted inside Ufone
to improve the performance of the employee. There are two types of trainings conducted at Ufone:

In-house Training:
In-house training is customized training which is only for Ufone employees.

External Training:
External training is carried out through trainers in training institutes. Employees at Ufone are usually trained through Rameez Allahwalla
(in Karachi),Possibilities and Intec (two well-known training institutes).
Before training Training Need Analysis (TNA) is conducted by the manager of the department and after the training feedback from the
employee is taken.

Process:
Order Processing:
Head office declares a target for each franchise depending on its territory. This target is set by calculating consumer
demand with the help of sales of retailers and franchise of that territory. Franchise depending on its target orders sims from
head office. Head office dispatches Sims to franchise which sign a cheque for company on receiving. Sales officer hired by
franchise and trained by company takes sims to retailerz,

Datebase management system:

FMS (Franchise Management System) is used to keep records and maintain data. It helps in sim reactivation, ownership
transfer, pakage transfer, portability.

ERDs for different processes are given below:

Change of pakage:

Bill late received/not received:

Activation and Deactivation of value added Services:

SWOT ANALYSIS OF UFONE

STRENGTHS
NETWORK COVERAGE:
Ufone has a network coverage in more than 5885 locations and across all major highways of thecountry.
INTERNATIONAL ROAMING:
Ufone currently caters for International Roaming to more than 230 live operators in more than130 countries.
Ufone has introduced International Roaming facility for prepaid subscriber invarious countries around the globe with
the lowest call rates, featuring no security charges andactivation charges.

GPRS ROAMING:
GPRS roaming facility is available with more than 115 live operators across 85 countries.
LICENSE FOR AZAD JAMMU KASHMIR AND NORTHERN AREAS:
The company has also been awarded a new license for providing cellular services in Azad Jammu and Kashmir and
Northern Areas.
QUALITY COVERAGE:
Ufone provides its subscriber with quality coverage and clear connectivity.

VALUE ADDED SERVICES:

Ufone is a host of value added services and data connectivity with the best network in Pakistan.
LOWEST PRICES:
Ufone offers the most reasonable prices for its users.
REPRESENTATIVE OF PTCL:
Ufone acts as a representative of PTCL as it is its subsidiary
PIONEERS OF MMS AND GPRS:
Ufone was the first to launch GPRS services and Multimedia Messaging Service (MMS) and prepaid roaming in
Pakistan. The network also allows Ufone subscriber to have high speed wireless data service.

SECOND LARGEST MARKET SHARE:

Ufone is the second largest cellular operator in Pakistan with subscriber base of around 6.5million and a market share of nearly 25%.
Ufones Prepay brand is now considered to be one of the most favorite brands by the youth market.

WEAKNESS:
BEHIND ON EXCESSIVE DEMAND:
This is Ufones biggest weakness; company is unable to meet the demands
POOR ORGANIZATIONAL STRUCTURE:
Centralized structure failed to provide proper guidance over instruction and policies.

STAGNANT PROFITABILITY:
As compared to financial assets, Ufone is not close to expected profitability.
OVERLY DEPENDENT ON PTCL:
Since, it is a subsidiary of PTCL IT is dependent on PTCL.
LACK OF FRNACHISE:
It has many franchises in the whole country but as its customers are increasing day by day so its present franchises
are not enough to fulfill the needs of it customers.
LACK OF INNOVATIVE SERVICES:
Ufone though has some unique and distinct services but it has not yet given many innovativeservices as compared to
other cellular companies.

NETWORK COVERAGE:
Its coverage on Southern part of Pakistan is quite good but in northern areas its coverage is a bit poor.
COMPETETION
When Ufone came into the seen in Pakistan cellular market Mobilink was already prevailing inthe market and it was
all Mobilink monopoly that time. Though with the passage of time Ufone took many customers of Mobilink but still Mobilink
has large number of users because it was first to Pakistans cellular market and this is the competitive disadvantage
to Ufone.
INTERNAL PROBLEMS

Ufone is plagued with some internal problems like when it is privatized to Etisalaat being the part of the
PTCL many employees were not happy with the pay scale that they were offering.

OPPURTUNITY
CONTINUING TO EXPAND GLOBALLY
Ufone has the ability to expand globally. But due to current economic condition all its operationon halt
PUBLICITY AND MARKETING
With the right marketing strategy they can acquire much more.

DEVELOP NEW VALUE ADDED SERVICE

This is an opportunity that will never be satisfied, meaning that Ufone should always be attempting to keep improving new value added
services and as we know what is in today will be out tomorrow.
INTRODUCE KIOSK TECHNOLOGY
Ufone can surprise its competitors by introducing Ufone kiosk. These will be ATM like machines and that will give 24-hour service to
Ufone subscribers to load the balance just likethey take money from ATM.
DEVELOP FRANCHISE IN REMOTE AREAS
Ufone should develop some new franchises in remote areas so that people will get more and more benefit from it and it will help to increase
their customers.

Ufone should extend its

network coverage area to Northern part of the country as well because in that part
not too manycompanies are giving services and if Ufone give its service there then
it will definitely attract people and its number of customers will shoot like a rocket

THREAT
GOVERNMENT INTERFERENCE
Government interference in terms of taxes will always be treated as a
threat.

PTCL CELLULAR LICENSE

Ufone is nothing just a cellular license to PTCL, PTCL should provide more financial support to enhance profitability of
its subsidiary company.
PENSION PAYOUTS
Part of this threat is their own doing and other is simply unavoidable.
Ufone is responsible for providing generous pension benefits to its employees, which at time seems like a greatidea,
however they are now experiencing problems as more and more people begin to collect.

INCREASED HEALTH CARE COSTS

Ufone, like many large companies with quality employees health
care benefits, is experiencing alarge financial hit that only get worse as
time continues as compare to other cellular firms
TOUGH COMPETETION
As Ufone is cellular company and there is cut throat competition
among cellular companies inPakistan. There are six other companies also
working in Pakistan so Ufone would have toface some growing
competitive pressures.

PRESSURE GROUP
Some pressure groups are protesting on the towers that are installed in residential areas. Their opinion is that it is not good for health of
people to have such towers near their homes thatcause radiations.
ECONOMIC PROBLEMS
Pakistan is facing some serious economic problems now days so that would also affect
Ufone.The current recession in market is not good for any kind of business includingtelecommunication

Consumer Survey:
Q1: Are you aware of UFONE?

Q2: Have you ever been customer

of Ufone?

5
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0

MALE
FEMALE

YES

NO

Q3: Are you satisfied with

the service of UFONE?

5
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0

MALE
FEMALE

YES

Q4: The packages provided

by U FONE on
advertisement are really
persuasive.

NO

Q5: Do the offers really

exist provided by the
UFONE?

Q6: How do you find the quality of network provided by the UFONE?

Q7: packages of UFONE are relatively ?

Q8: what type of problem

do you face while using
UFONE

Q9: evaluate the performance of customer service of UFONE

Q10: how do you find the

atmosphere of franchise?

Q11: which tools should be used for UFONE promotion?

Business Plan:

Bibliography

(n.d.). Retrieved from http://www.scribd.com/doc/24651247/Marketing-Report-Ufone

(n.d.). Retrieved from http://www.docstoc.com/docs/17455320/UFONE-Marketing-Management

(n.d.). Retrieved from www.ufone.com

Source:
Area Sales Manager, Ufone Lahore
Franchise Owner. Ehsan Butt, Ichra Lahore