ADVERTISMENT REVIEW

GROUP – C

UFONE- BACKGROUND MUSIC

Submitted to: Najeeb Agrawalla

Marketing Management

Fall-2009

Group members
Aali Muazzam
Adnan Dohadwala (8454)
Huma Asmat
Javaria Said (8423)
Maqsood Ahmed
Sadaf Haque (8422)
Syed Hasan Raza Rizvi (8421)
 Introduction
Pak Telecom Mobile Limited (PTML) is a wholly owned subsidiary of Pakistan
Telecommunication Corporation Limited (PTCL) that started its operations in
January 2001 under the brand name ‘Ufone’. As a result of PTCL’s
privatization, Ufone became a part of the Emirates Telecommunication
Corporation Group (Etisalat) in 2006.

Since its inception, Ufone has focused on the people of Pakistan, empowering
them with the most relevant communication modes and services that enable
them to do a lot more than just talk, at a price that suits them the most. Along
with the claim of lowest call rates, clear sound and best network, Ufone offers
its customers simplified tariffs with no hidden charges. With a strong and
uniquely humorous communication direction that has now become Ufone’s
signature across all advertising media, Ufone gives its customers many
reasons to smile.

This customer focus and best offering has allowed Ufone to build a subscriber
base of over 20 million in less than a decade. Ufone has network coverage in
10,000 locations and across all major highways of Pakistan. Ufone currently
caters for International Roaming to more than 260 live operators in more than
150 countries. Ufone also offers Pakistan’s largest GPRS & BlackBerry Roaming
coverage available with more than 150 Live Operators across 105 countries.
More recently, Ufone has become a focused and intensive leader in VAS,
constantly introducing innovative services, which have been the first of their
kind in the Pakistani cellular industry.

As the world of telecommunications advances, Ufone promises its customers

to stay ahead, developing and evolving, to go beyond their expectations,
because at Ufone, it’s all about U

The Ad that we have selected to review and Critique is the launching ad of Ufone’s new service of
Background Music published in the Urdu Newspaper “Express” on … January 2010.

Text

The slogan for the package is

These words reflect the most significant aspect of the package which is to play
a background music of your choice during discussion on phone. The slogan
depicts that the user will enjoy special atmosphere according to his discretion.
Apart from the slogan another phrases which occupies a central position in the
advertisement has been used.

The phrase is

It is unique because they have a powerful pull for the target segment
according to their desire. The pull is the desire to stay connected with long talk
time with your loved ones & to promote the feelings of closeness and
togetherness. It also succinctly describes the product in a few words.

The text also contains two other major parts. The first is a logo specific to the
product as shown below.

The second is the statement that this product has

been introduced for the first time.

The rest of the text is about package details.

Demonstration

A couple is shown in the advertisement. Both individuals are in state of

happiness and adoration. This state of love & enthusiasm depicts freedom
from all worries & surrounding noise.

This advertisement is in the major color of the Ufone campaign, Orange along
with grey. The color theme invokes Ufone in the mind of customers & general
public. The upper portion has the picture of one of the famous comedian on
television at the moment along with a female model in formal dress.

This ad has used colors effectively. The background of the advertisement

shows bars of music and the bottom of the images has swirls interwined with
music notes to denote music.
Moreover the figure shown belong to the target segment of this advertisement
which is “Youth”.

The name of the company has been displayed on the middle right hand corner
of the advertisement. Next to company name are the package details. The
name of the package along with the slogan has been displayed in the top
central position of the advertisement.

The charges detail of this package details are explained in the bottom portion
of the advertisement along with detailed terms and conditions.

Message Execution

Message execution of an ad depends on the market research conducted by

the company and the target audience.

The message has been executed in a colorful and eye catching way. This
execution style is designed to attract youngsters as its target market. This is
why the advertisement has been given this youthful look. It is part of an
ongoing campaign by Ufone to make it a distinctive brand that appeals to the
young through humor and wit.

Offering
The product

This ad is made for introducing a new product/service “Ufone

Background Music”.

The product/service is offered by Ufone for its “Prepay” and “Postpaid”

customers, targeting the “Youth”. By keeping its tradition of being
trend setter in the industry, Ufone brings this service first time to the
Pakistani market and they claim this on the upper right corner of the ad,
by stating “Pakistan Main Pehli Bar”.

Now you can play the background music of your choice, that would be
playing a part of non-verbal communication while talking to your love
ones, the music could be a representative of your moods and emotions
as well. The tag line clearly execute the message “ Ab Back Ground
Music Lagao Jesa Chahay Mahool Banad”.

Stage in product life cycle

Ufone was launched back in year 2001, at that time Mobilink was
already the Market leader. Owing to the growing competition in cellular
telephonic services, Ufone strategize to increase its effect on market through
aggressive promotion & advertising. In a short span of just a few years, Ufone
is enjoying the maturity stage of life cycle.

As the mobile users are highly increased in past few years and there is high
competition between the telecom networks, Ufone always try to come up with
better and innovative package to retain its position and to grow.

As far as this new value added service “Ufone Background Music” is

concerned, it`s in introductory stage of product life cycle and Ufone endeavors
to persuade its existing customers through this campaign to retain them and
get the competitive advantage.

Market share

Ufone is one of the best cellular company in Pakistan with reliable network and
coverage in more than 5885 locations and across all prominent highways
of the country.

Ufone has maintained itself as the 2nd largest cellular operator in Pakistan
with a subscriber base of around 20 million and a market share of nearly
22%, amongst the various genres available in Pakistan Telecom
industry. Ufone has seen a subscriber growth rate of over 200% in the last
year.

Ufone’s operational performance has been very encouraging. We believe that

mobile services are the toughest market to enter and survive. And in this
tough market Ufone isn’t only surviving but growing at an exceptional rate.

Despite the stiff competition in Pakistan telecom market which has led to
reduction of prices to bare minimum level, due to its aggressive policies and
exercising strict control over expenses the Company managed to improve its
revenue and after-tax profit by 87% and 54% respectively, as compared to last
year.
Communication objectives of the advertisement
The competition in the telecommunication industry, especially among cellular
service providers, is quite strong in Pakistan. We have seen aggressive
advertisement campaigns, both in electronic and print media, by the leading
cellular service providers lately. Although the preferred medium of ad
campaigns is electronic media, i.e. TV, FM Radio etc, these companies also
utilize the print media for their ads.

Ufone has a large market share of the cellular industry, and it is considered an
industry giant for telecom. It has become one of the pioneers of various value
added services, which help in retaining their customers as well as keep them
interested in Ufone's services.

Their slogan shows the intent of focusing on the

customers.

The objective of this advertisement is to introduce yet another value added

service, “Ufone Background Music”. The advertisement is focused on the
'mood' of the customers and the way they can make the 'environment' of the
phone call, lively.

One of the Ufone brand ambassadors, Jawad Bashir, is featured in this

advertisement. Jawad Bashir,
Faisal Qureshi, Adeel Hashmi and Mikaal Zulfikar have changed the Ufone
theme over the past 2 years by adding the ‘fun’ element in their
ads. Jawad’s introduction in this ad is also the part of the strategy to make the
overall cellular service experience a ‘fun’ experience.

The tag line of the ad, “Ab Background music lagao, jesa chaho mahol
banao” also associates ‘fun’ with the Ufone ‘experience’.
Target Audience
Ufone has emphasized on its differentiating features in the shape of fun,
experience and YOU as a customer. In this advertisement Ufone is targeting its
existing users of post paid and pre-paid packages. The target audience
comprises of Secio-Economic classes, A+, A and B, of the age between 15 to
25 years, because young people from urban area in Pakistan are innovators
and adaptors for the new value added services.

Message Design
Appeal

The message has been designed to appeal to the emotional instincts of the
customer. Mood and emotions combined together have been targeted and are
the idea behind the entire advertisement and product package.

Listening to background music of your choice once you are talking to a person
you love or admire or are friends with- hits right to the soul of the human body
(Music is the food for soul).

The Unique selling proposition is:

Pakistan main Pehli Baar – Ufone Background music

Ufone maintains the same humorous theme to its advertisement casting the
“Adeel Hashmi, Jawad Bashir and Faisal Qureshi trio” as their brand
representatives. This advertisement feautures only Jawad Bashir.

Structure

Ufone advertisements are usually always Conclusion based. The Pakistani

market audience is reluctant to open advertisements in general. However the
theme, USP and the entire Ufone campaign on its own requires a conclusive
advertisement for the audience to easily figure out the positioning strategy of
the offer.
The strong argument has been placed at the bold parts in the
upper right corner. Proclaiming evidently in bold black terms –
PAKISTAN MAIN PEHLI BAAR

The USP has also been placed in the centre upper position of
the advertisement – so as to let the audience read it on the
very first glance setting strong impact on the minds of the target market and
potential market.

Format

The advertisement uses a bold color theme in the unique brand colors of
Ufone – Orange and green.

The expressions on Jawad Bashir’s and the Female’s face are both friendly;
inviting the consumer to avail the benefits of the offer. The smile on their
faces generates warmth, happiness, invitation, hospitality and trust on Ufone.
The more inviting a look the ad entities have on their faces- the greater are
the chances of grabbing the markets attention and desired response.

Source

Ufone improvises Credibility by Using the Unique tag line:

“TUM HE TO HO”. This makes the consumer consider himself as the most
important asset for the company. His trust and credibility about Ufone
automatically enhances.

The Likability factor moreover has been reflected through the Humorous
comedy Trio’s - Jawad Bashir

Medium
Placement
Time / Date / Day etc.
Costs

Critique
The ad is another example of an ongoing campaign of Ufone to introduce fun
and innovative products for its end users

Positives

The positive features of this ad are

  The first thing that catches your eyes are the models. The male model,
Jawad Bashir is a recognized face all over Pakistan whereas the female
model is very pretty.

 It cleverly introduces a brand new feature for the first time in Pakistan

 It again highlights that Ufone is the premier telecom service provider

which continuously introduces innovative products for its consumers.

 The use of brand colors and graphics draws attention

 It clearly states the features of the products.

 It provides easy instructions to how to get this service activated on your

phones.

 All charges are clearly defined.

 It provides information of how to contact the service provider for further

information

 This service is not available only for Ufone customers but is valid for
calling to other networks.

Negatives

The ad doesn’t have a lot of negative features. The few that can be pointed
out are

 The advertisement is not linked to its television campaign.

 It is not easily understood by everyone because of the new features

advertised.

 It alienates the older age group users.