Organizational behavior

Factors affecting the promotion of Ufone Uth package facilitating the overall strategy of Ufone.

Submitted to

Adeel Aijaz Shaikh

Submitted by Raja Feroze Nadeem(11442) Muhammad Umar(11128) Ghalia Ahmed (11556) Namra Khalid (10126) Sara Irfan (11272)

Management Sciences

Iqra University Islamabad Campus

27th December 2010

Table of Contents
INTRODUCTION ............................................................................................................................................. 3 History ....................................................................................................................................................... 4 Mission Statement ........................................................................................................................................ 5 Vision Statement of Ufone............................................................................................................................ 6 Objectives: .................................................................................................................................................... 7 Departments in Ufone:- ................................................................................................................................ 8 Human Resource Management ................................................................................................................ 8 Recruitment and Compensation Benefits ................................................................................................. 9 Recruitment & Selection ....................................................................................................................... 9 Marketing Department ............................................................................................................................. 9 Sales Department.................................................................................................................................... 10 Finance Department ............................................................................................................................... 10 Information Technology Department ..................................................................................................... 10 Engineering Department......................................................................................................................... 10 Administration ........................................................................................................................................ 10 Auditing Department .............................................................................................................................. 11 Customer Care ........................................................................................................................................ 11 How different department communicate with each other? ...................................................................... 11 Ufone and Uth Package .............................................................................................................................. 12 Advantages of the Uth package: ............................................................................................................. 16 SWOT Analysis............................................................................................................................................. 18 STRENGTHS ............................................................................................................................................. 19 WEAKNESSES........................................................................................................................................... 19 OPPORTUNITIES ...................................................................................................................................... 20 THREATS .................................................................................................................................................. 20 Uth has It All ................................................................................................................................................ 22 Analysis of the filled questionnaires ........................................................................................................... 23 Findings based upon analysis of the questionnaires .................................................................................. 36 Suggestions and recommendations ............................................................................................................. 39 Conclusion ................................................................................................................................................... 39 References .................................................................................................................................................. 40 2|Page

INTRODUCTION
Ufone is the first cellular company in Pakistan and has a really big name as an organization; even every village in Pakistan is quite familiar with the name of Ufone. Ufone provide quality services to its customers and retains value from its share holders. It has invested a large share to set up the modern technology. Ufone has contributed a lot in the telecommunication sector of Pakistan. As we known Pakistan is a developing country and the major population of it belongs to middle class background so Ufone has mainly targeted the middle class man and to get the market they are providing its customers with lowest call rates and high call quality. Ufone is the organization which take care of its customers as well as its employee too, this is the reason Ufone is most famous telecom organization of Pakistan. Ufone itself is the company of people of Pakistan which cannot afford expensive calls and have little budget, Ufone provide them the call rate which no other telecom organization is providing is Pakistan and Ufone is providing its coverage to all parts of Pakistan. Ufone is also famous in young generation and due to this reason Ufone always bring new package to keep the customers happy and to retain its customers, Ufone was the first company which come up with concept of packages they started from sms packages which was a unique idea and after that they come up with the idea of friends and family number in which Ufone user can call its friends and family at low cost. Ufone is pioneer of Packages and it is the only company which has more than 15 different packages in which they have targeted all kind of people. After the success of all these packages other companies step into business and come up with different packages and which step the telecommunication world into new era, to compete in telecommunication market Ufone come up with idea of Uth Package which have everything in it and which can fulfill the demands of youth, youth which is full of energy and youth which always want to stay connected by friends, with the help of Uth Package Subscriber can call at low cost and at night calls are almost free.

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History
Paktel was the first mobile phone service that was introduced in Pakistan in 1990. The latest telecommunication organization with new GSM technology was introduced in market after eleven years in 2001 named as Ufone.. Ufone was granted the licence of Pak telecom mobile limited by the government of Pakistan to operate GSM9000 all around Pakistan. Ufone got successfully established in the market because they provided quality service at very low rates. They initially started their service in the major cities of Pakistan like Rawalpindi, Islamabad, Karachi, Lahore and on the major highways. After few years Ufone expended its services to important cities of like which have greater population and where most of business people lives. To provide high quality crystal clear voice and fast data transmission, Ufone invested around $65 million to setup its modern technical infrastructure. Ufones target market was the middle class. It introduced low rates and different packages like Public demand with Urdu names to attract the lower and middle class people. In very professional way where everyone can have access to quality mobile phone services with no extra charges. They have done this so that their customers do not face any inconvenience. They want to provide their customer with the best service. Ufone always try to retain its customers by keeping its promises and by introduction new packages. Ufone not only focused on technical skills but they also enhance the customer care techniques by introducing new customer care centres to get new connection and services. In Pakistan before the launch of Ufone, the Cellular industry performance was quite miserable. Ufone came with the idea which targeted those people who could not afford expensive call rates they introduce very special kind of call rates from which everyone can get benefit and the cell phone may become everyday communication device. A revolution was brought up in the market because of this approach, and Ufone was able to increase its size by five folders in almost two years. Ufones own performance in these two years was excellent, as it exceeded the expectations of all financial and marketing goals. Headquarters It is situated in Islamabad, Pakistan. 13-B, F-7 Markaz .

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Mission Statement
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."(Ufone, 2001)

In order to remain a potent force in the cellular industry its very important to be aggressive. This is because the cellular industry is growing very quickly now days. Ufone has finalized a huge network expansion contract of about USD 550 million to extend the cellular network to new cities, towns and highways and enhance its current installed capacities in the existing cities. This will enhance the subscribers capacity by 10 million. This is the largest ever expanded project of Ufone. The target of Ufone is to maintain high quality of service and also to market visibility through various market initiatives to fulfill subscribers satisfaction, increasing usage and in particular for the shareholders to increase the value of interest.

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Vision Statement of Ufone

To be the leading telecommunication service provider in Pakistan by offering innovate communication solutions for our customers while exceeding shareholder value & employee expectation.(Ufone, 2001)

In order to evolve with our customers and keep pace with our needs, we rejuvenated and revamped our image by changing our visual identity. At Ufone we understand the value of words and the need to communicate effectively and efficiently at all levels of society, which is why our primary focus is on U, our valued customers bring strength to our company. (Ufone, 2003)

With a fresher look than is accepted and appreciated across the board by people of all ages, we aim to connect you and provide you state of the art services. No matter where you are, what you are to say, how you want to say it or how you feel, you are our focus. Because at Ufone, its all about U.(Ufone, 2003)

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Objectives:

Ufone allows people to make the most of their skills, personality and career because it is a dynamic organization with a powerful culture. The customer service of Ufone is efficient and friendly, and it is very proud of it. It has 21 company-owned Sales &

Customer Service Centers and nearly 250 franchisees across the country. The outlets are very helpful for the customers as they service the customers with innovative solutions, and are empowered with Web based franchise management systems. Ufone is very much confident that it will be able to attract new customers and is prepared to face the ever increasing challenges of the market. By providing a high level of customer satisfaction via optimum network service and a 24 hour call centre facility it is able to retain its existing customer base. (Ufone, 2009)

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Departments in Ufone:Following are the departments of Ufone currently running over there

Human Resource Management Marketing Department Commercial Department Sales Department Finance Department Payroll Department Information Technology Department Engineering Department Administration Auditing Department Customer Care

Human Resource Management

HR department is governed by HR executive designated as chief of HR department. It plays an important part in the organization. It can b called as bone of whole organization. HRM department can be divided into 3 main sub-heads such are as following

Recruitment and Compensation Benefits Recruitment & Selection Human Resource Analysis

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Recruitment and Compensation Benefits

Ufone dont reveal their company name in job advertisement, its there policy and strictly followed it. Mostly with the help of third party they do their task of hiring. Final selection is made after the candidate has been interviewed by the manager of the department and the HR manager. A very effective way to keep an employee motivated towards the company is to give him compensation and benefits. At Ufone following benefits are given: Medical Facility to employee his/her family Paid Vacations Gratuity Provident fund etc.

Recruitment & Selection

Recruitment is basically process of getting number of candidates for organizational vacancy. Selection is all about listing qualified candidates who suits the required job. It means that getting a right person for the required job. A candidate is selected on the basis of his/her:1. Skills or technical abilities 2. Competencies 3. Flexibility of employee The management of the branch informs the head office about the vacancy. After that the head office publishes the advertisement of the required job. Most of the time it happens that Ufone hires employees through Pioneer Services and Sydiat Haider Associates. Anyhow final selection is made by the HR manager of the company

Marketing Department
Marketing department develop the marketing strategies in which they do Brand marketing, international roaming and marketing operations. In this way they built their presence in the mind of their customers. Through brand marketing they come across dealing with advertisement agencies such that
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Shootings Animation Posters Billboards TV ads Radio Internet etc

Sales Department
Sales department plays a very important role and it give golden hand in term of achieving organizational goals. This department has crucial effect on sale of company `s sale book.

Finance Department
Finance Department deals with the financial outlets of the company. This department is well organized. It controls all the financial issues in a very effective way. It look after all the taxes it is giving to the government.

Information Technology Department

This department takes the company to more successful side as it keeps the company in touch with latest technology and makes it effective. Ufone is the company who adopts the latest technology before any other company does.

Engineering Department
In Ufone its Engineering department is the one which deals with the software and gadgets of the company. It also controls the boosters and setups of the company.

Administration
Ufone looks after all the issues related to employees and try to resolve then in a much disciplined way. Ufone administrates the overall activates or issues running in the company.

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Auditing Department
Ufone provides an auditing by over viewing all the internal external activates by the end of the year. This gave them innovative idea to improve their company. It provides details about gain and losses of the company in previous company.

Customer Care
Ufone provide precious care to its customers. It is known to give best care to its customer as such: French eye facility Lowest rate call packages Provide Ufone mobile sets High quality customer services Friendly environment

How different department communicate with each other?

Ufone provides an environment where each and every employee communicates with each other in effective way and exchange their skills, complains thoughts and new ideas. For better communication Ufone arrange weekly meetings where they can solve all kind of problems and issues prevailing in the company. It also organize seminar where employees can gain more skills and knowledge. A hurdle in communication can be the unsolved problems among the employees so for that Ufone provide a platform where they can resolve al kind of issues. Ufone had narrow Span on control. Upper management perceive things in broad and deep manner such that they look after all the performance of their employees and then they give them incentives so that employees stay motivated toward the goals and aims of the company. They also praise their doings and keep them warm toward achievements of the company. An employee need in return to be boosted toward company so upper management give them warm response, keep them attached toward their goals by providing increments along with their pays and bonus

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on different events such as Eid or any during achievement of the company. Upper management has eagle eye on employees performance which makes environment very well managed. Culture of Ufone is basically based on international style. They have formal environment where rules are strictly followed and any employee can be fired in case of disobey of any kind of rule. Apart from rules and regulation, Ufone have versatile culture. If they need to talk with their heads they use E-mail. They have a lot of paper work. They also have telephonic conferences.

Ufone and Uth Package

Ufone Is one of the organization who brings new and unique packages for its customers, recently Ufone come with the idea of Uth Package, Uth Package is totally different package which bring new life to Ufone. The basic idea behind the launch of this Ufone Uth Package was that no company before had introduced a package which specifically targeted the youth of our country, they define youth as those people who are mentally young and who need freedom in life. The rising population and the increased use of mobile phones in our community inspired UFONE to think of coming up with something specific and specially targeted to the youth of country. The Uth package is specially designed and was introduced to meet the need of the youth of today. Their needs, their requirements, their special requirement of different call rates, sms packages and different tariffs, all this is offered in the Uth package. A lot of people have shifted to UFONE because of the Uth package introduced by Ufone, not only that also people who already were using Ufone but were on some other package shifted to Uth package because this package suited the age group this was targeted to.

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The factors that affected the promotion of Uth package are very obvious, few, but at the same time very effective: 1. The youth itself: the youth in our country is in masses and the quantity is very huge. The community as a whole was targeted. This package was basically targeted for the common man and not the elite or high profile class of the country. The management of Ufone do not define youth with age they define youth with the sprit and the energy to live the life.

2. Long-call durations: this was the first time that a telecommunication company had introduced such offer that after the deduction of a small amount the rest of the call was made free, which in return attracted a lot of customers for Ufone. Now Ufone customers can call almost free call to their friends and family they only need to pay for fist minute and after that call is free. This offer attracted all kind of people including and captured large number of telecom market share in Pakistan.

3. Age range: As the generation gap has increased we see that at the age that boys and girls start using their mobile phones his decreasing, if we started using mobile phones at the age of 16 or 17, now the kids have mobile phones at the age of 12 or 13. So this age range of using mobile phones has decreased and attracted more customers and this Uth package had offered the best possible offers available for this age group.

4. Population: we know that the more than 50% of the population of Pakistan is under the age of 24 so this means that the target age of Uth package has gotten a good market.

5. Aggressive marketing: The most important aspect of all the factors that helped in the promotion of Uth package was aggressive marketing. Marketing not only means that there have been a lot of commercials and ads for a specified product but it contains a series of processes and effort behind marketing and for this Uth package Ufone has carried out very aggressive marketing which is one of the biggest factors for its promotion.

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There are many things which make a company or an organization grow. Every little process, every project, every effort and all the planning and organizing helps and plays a part in the growth of a company. The same way for Ufone there are many things which have helped it in growing and Uth package also has played a very vital role in the overall growth of Ufone. Uth package has helped Ufone in retaining customers, increasing the value for existing customers and help acquire new customers. So in short we can say that Uth package has been a very successful SBU for Ufone. Ufone Uth package have great impact on Ufone over all, it change the image of Ufone in customers eye now people expect them to be more friendly with them. The Ufones Uth package brings the company to its high stands and now company is going towards highest levels of profit. Due to Uth package and for the promotion of Uth package they have developed different kind of marketing plan in which they start on sponsoring different kind of events, like sports events, concerts and conferences, these all are the places where young blood go and show its talent. At first Ufone was known as an elegant and a decent telecommunication company which provides their customers with most economical and friendly packages but after Uth package the image of Ufone become totally different and people feel more comfortable to go to franchises and find themselves in friendly environment. Ufones all packages economical and for youth of Pakistan, before Uth package Ufone had different other packages named as.
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Life plus Package Prepay Life Life Value Josh U Circle Life U Circle Life Plus U Rock Public Demand Tension free Package Paanch Ka Pandrah

Ghanta Package U Won 3 minutes Package One Number free Package 60 Paisa Offer U-Circle And now Uth package

Ufone always come up with new idea for its customers and the keep on bringing new packages for the betterment of the company and the customer, Ufone always try to retain its loyal customer and they never compromise on customers care. This is the main reason Ufone is known as most economical connection and they are providing the best and the quality services all over the Pakistan. Ufone come up with idea of Uth Package in early 2009 when new company come with low call rates packages and low sms packages. People use to buy different connections and they use to have multi connections, Ufones Uth package change their world and provided their customers with package which have lowest call rates and lowest sms rates, they do not have to carry 2 or 3 cell phone. The reason of success of Ufone Uth package was its unique offers which made it successful. For example Telenor is providing two different packages which are for the youth one is provide low call rate and one provides sms package due to this reason user need to buy two connection one for sms and one for calls and they also charge daily charges from the customers but Ufone Uth package is totally different package it have everything in it user have full access to all the services and with one package they get lowest call rates and lowest sms rates. Ufone enjoys the status of being one of the leading telecommunication companies of Pakistan. Ufone is always trying to come up with innovative conceptions. Ufones Uth Package is an example of its innovative conception. The Uth Package is giving a very tough competition to other telecommunication companies of Pakistan. This package of Ufone is providing all what the youth of today needs. By keeping the needs of the youth, Ufone has launched this package and in Pakistan Ufone was the first company who launched such package. All the telecommunication industries have always focused the youth of the country. Their target markets have always been
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the youth and Ufone always introduces interesting and original ideals that attract the youth, just like its TV Advertisements. Thinking outside the box has always proven profitable for Ufone. Ufones Uth Package offers the lowest SMS package rates, 300 SMS/day for only Rs 1.99, the priceless Friends and family rate of Rs 2.99/hour from 12am to 5pm and free of charge calls after a 2 minute call from 12am to 9am to all Ufone numbers. Furthermore , the Uth Package offers Background Music, Love and Humour service and Music Stations to its most valuable customers complimentary first month subscription. The calling rates are affordable and will profit the masses of the country as well as those working overseas. People were able to win wonderful gifts as Ufone offered an amazing launch promotion. The telecom market in Pakistan has come up with the conclusion that the customers are the biggest winner. This is because Ufone has always been launching packages that favour the customers; those packages offer value to the customers. The launch of Uth package is another creativity that is sure to delight the Pakistani youth. Youth of the Pakistan contributes to the largest segment. That is why all the cellular companies try to satisfy this huge. The youth package is very attractive for the people. The working class and people who are far away from their family members are the ones who are most benefited from this package. The low call rates enable people to talk for longer time with their family members who are not living with them.

Advantages of the Uth package: Ufone has come up with a very attractive offer. Its this package has given a very tough competition to its competing cellular companies.

First

Uth package makes Ufone the only cellular operator offering very low late night hourly rate to all on-net numbers.

Second

It is the first company offering for the whole week hourly Friends and family package during day time. Other operators are either offering day time hourly

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Friends and family package on weekends or if they offer for whole week, they charge higher daily service charges.

Third

It is the only company offering lowest priced SMS Bucket in the industry on this package.

Fourth

Uth Package is more cost effective and it is complete package for a youth and people who always want to stay connected with friend and family.

Fifth

Uth package made people more closer now the word distance is no more called, now world is just like a grain.

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SWOT Analysis

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STRENGTHS
Ufone has network coverage in more than 750 cities and 6000 locations across Pakistan. Ufone provides International Roaming facility with more than 250 international operators across 125 countries. Ufone has been awarded a license for providing cellular services in Azad Jammu and Kashmir, Northern Areas and Afghanistan. Ufone provides its subscriber with quality coverage and clear connectivity. Ufone is providing best Value added services to its customers and know to be the best network in Pakistan. Ufone offers the most reasonable prices for its users. Ufone acts as a representative of PTCL as it is its subsidiary Ufone is the second largest cellular operator in Pakistan with subscriber base of around 6.5 million and a market share of nearly25%. Ufone has very aggressive marketing strategy to get more customers. Ufone is providing best packages for its customers which are low in prices and meet the demands of customers.

WEAKNESSES
As compared to financial assets, Ufone is not close to expected profitability. Ufone don not have enough franchises for satisfaction of customers. Ufone though has some unique and distinct services but it has not yet given many innovative services as compared to other cellular companies. Ufone has unsatisfactory help line services and its customers service staff needs training because their employees have rude behavior towards customers.

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Ufone though has some unique and distinct services but it has not yet given many innovative services as compared to other cellular companies.

Ufone has unsatisfactory help line services and its customers service staff needs training because their employees have rude behavior towards customers.

OPPORTUNITIES
The company can develop some sort of new services by innovative services to attract customers such as: a) In line with the local SMS service international SMS packages may be introduced. It is bound to get popular. b) As bulk of our work force is employed in the middle eastern countries, a special package may be introduced to facilitate the customers/ c) The package of Ufone i.e. Ufone Ghanta, time for this package is increased to two hours. This could lead to generation of more funds. In order to promote customers residing in remote areas new franchise should be opened. As 50% of Pakistans population compromises of youth the companies should introduce more by more packages like the Uth package for them to attract them. The company can gain tremendous advantage if it provides extensive coverage in the northern areas as it would attract more and more customers. U-fone kiosk-These stations will act as ATM machines and will provide 24 hours service to its customers while loading by balancing their accounts.

THREATS
In Pakistan there are five cellular companies. Ufone being one has to counter pressure as all are giving a tough competition. Due to tough economic conditions in Pakistan business being effected further effects the Ufone earnings.
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After the arrival of zong the rates of calls have dropped, thus for Ufone to keep up with the tough market condition, new marketing strategies will have to be incorporated.

The governments policy to further impose tax on telecommunication industry will ultimately end up in the form of loss to Ufone.

In order to get the best trained people from the local market Telenor is giving higher rumination thus this will result in a lot of the best employees of Ufone to switch to Telenor. Ultimately this will put pressure on ufones balance sheet as well.

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Uth has It All

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Analysis of the filled questionnaires

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Q.1) How is the environment of your work place?

80 70 60 50 40 30 20 10 0 1 2 3 4 Series1

1) Very good 2) Good 3) Better 4) Bad 5) 5) Very bad

80%. 10%. 10% 0% 0%

According to above figure show that 80% of Ufones employees are very happy with environment of organization, 10 % employee feels that the environment is good and 10% feels that environment is better .Overall the employees are happy with the working environment and feel conformable to work.

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Q.2After the launch of Uth package more internees apply?

60 50 40 30 Series1 20 10 0 1 2

1. Yes 2. No

60% 40%

This shows that because of the launch of Uth package there are many people who now prefer to work for Ufone. This shows that Uth package has improved the image of Ufone. The image of Ufone has changed from last past few years and the organization is seem to be the organization of youngsters that why young generation apply for internships. 60% of employee agrees with this and 40% disagree.

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Q.3) After launch of Ufones Uth package more youngsters apply for a job in Ufone.

70 60 50 40 30 20 10 0 1 2 3 Series1

1. Yes 2. No

70% 20%

3. Same 10%

After the launch of Uth package more youngsters has applied, the main reason for this is people are more willing to work for organization and overall image has changed which says Ufone is company for youngsters. The 70% employees of company said yes, 20% said no and 10% said same as before.

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Q.4) Now Ufone prefers to recruit fresh graduates more to maintain the Ufones image as Youths company

40 35 30 25 20 15 10 5 0 1 2 3 Series1

1. Yes 2. No 3. Same as before

40% 40% 20%

Now company is hiring fresh graduates for the promotion of Ufone Uth package and trying to increase the number of employees who can work under the management of Ufone, they are hiring fresh graduates as sub-ordinates and for the promotional activities which are going around all over the Pakistan. According to graph 40 are agree with this, 40% are not agree and 20% are said it is same as before.

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Q.5) Because of Uth Package now business class doesnt prefer to use Ufone

60 50 40 30 20 10 0 1 2 3 Series1

1. Right 2. To some extant 3. Wrong

0% 20% 80%

Because of Uth package the image of Ufone has changed to company of Youngster who are crazy for sms, and long calls, but the reality is totally different they have maintain their original image and providing services to business class and keeping its promises. The 80% of employee said this is totally wrong and more customers are coming from the business class and the image of Ufone is same as before and the statement is wrong.

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Q.6) After the launch of Uth package has the turnover of Ufone increased?

100 90 80 70 60 50 40 30 20 10 0 1 2

Series1

1. Yes 2. No

0% 100%

According to graph there is no affect of Uth package on turnover of Ufone, and all the employee are strictly disagree with the about statement which is after the launch of Uth package the turnover of Ufone has increased.

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Q.7) What kind of events are organized in Ufone for the employees?

80 70 60 50 40 30 20 10 0 1 2 3 Series1

1. Workshops 2. Seminars 3. Promotional Programs

80% 20% 0%

Ufone is the company which is known for its policies for its employees, Ufone is working for its customers and employee, the company organizes different kind of programs which help its employee to enhance the abilities and keep them active. They organize workshops and seminars for the employees and they frequently organize workshops in which pioneers of telecom from all around world.

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Q.8) For what kind of events Ufone give sponsorships?

70 60 50 40 30 20 10 0 1 2 3 Series1

1. Sport Events 2. Educational events 3. Entertainments Event

70% 20% 10%

Ufone is promotion those activities which bring healthy environment in society due to this reason they organize sport events very frequently and they also organize educational events like open house in universities, conferences and they also organize workshops. Ufone has organized hundreds of sport events in which they gave prizes of millions of rupees. After the launch of Uth package they have spent millions of rupees on those activities in which youth can participate.

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Q.9) was there an increase in the sponsorships by Ufone after the launch of Uth package?

80 70 60 50 40 30 20 10 0 1 2 3 Series1

1. Yes 2. No 3. Same as before

80% 20% 0%

After the launch of Uth package Ufone changed its marketing strategy now they are giving sponsorships to university student and they are sponsoring sport events so that they can maintain the image of the company and to promote the Uth package which is most favorite package of youth.

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Q.10) who are Ufone main competitors?

50 45 40 35 30 25 20 15 10 5 0 1 2 3 4 Series1

1. Telenor 2. Jazz 3. Warid 4. Zong

40% 50% 10% 0%

The main competitor of Ufone is Telenor and Jazz, Telenor was providing same package as Ufone is providing and those packages were cheaper than Ufone and due to this reason they come up with idea of Uth package which contain all packages in one package and it captured market shares of Telenor from this. Jazz is biggest competitor of Ufone because it covers 50% of market share of overall telecom industry and now jazz come with new package named as Jazba.

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Q.11) did the Uth package affect the marketing strategy of Ufone?

70 60 50 40 30 20 10 0 1 2 Series1

1. Yes 2. No

70% 30%

The marketing Strategy of Ufone has been changed all because of Ufone now they come up with the new image which is company of Uth and the company which take care of its youth by bringing new packages. Now company is spending millions of rupees on sponsorships and hiring new and young employee for sales and promotional activities.

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Q.12) Which Ufone package is most successful in the market?

80 70 60 50 40 30 20 10 0 1 2 3 Series1

1. 2 3.

Uth Package Ufone Life Package Public Demand

80% 10% 10%

The most successful page of Ufone is Uth package the reason is the Uth package provides lowest call rates of on network number and best sms rates, which made Uth package unique from other packages which Ufone is providing and which other companies are providing. Ufone is famous from its packages they always come with new packages time by time.

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Findings based upon analysis of the questionnaires

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The questionnaire which was made regarding Ufone and its Uth package, the impact of Ufones Uth package on overall strategy of Ufone and it also helped us in understanding the internal behavior of Ufone. The questionnaire was based on kind of question which was regarding Ufones internal environment, image maintenance, jobs turnovers, sponsoring events, and marketing strategy of Uth package etc. The Internal environment is very professional and at the same time employee oriented or in other word it was a good co-operation between developers and runners of the Ufone in a friendly environment. Ufone is doing a lot for their employees in term of their betterment and development, they arrange paid dinners and trips for employees whenever there is some achievement in the company, and for the enhancement of employees working abilities and skills Ufone arranges workshops which are very use full for employees in terms of their skills and even for motivation boost. When we asked the management of the Ufone regarding their best selling package, they all replied us with Uth Package. Uth package has provided the Ufone with a lot of business, right from its beginning. After the Uth packages accomplishments in the market Ufone has reconsidered its marketing strategy. They have changed their strategy a lot, for example before Uth package, Ufone was giving their sponsors to musical concerts and entertainment activities, but now they are more interested in sports events and stuff because Uth of Pakistan takes a lot of interest in these activities and spend a lot of time while doing or watching it. After the launch of Uth package, Ufone has arranged a lot of events in which they provide entertainment to the public through sports events. Now they have increased their budget for marketing and they are giving a lot of sponsors for those events which involve Uth and are related to sports and entertainment. After seeing all these activities which were only for Uth, a question came to our mind that doesnt this entire doings has de-motivated the Business class users as there is no activities being done for them or in order to attract them? But our question was answered with a big No by the management. Ufone is providing different type of packages for business class and

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the post paid connection are especially for the business class and they have different promotional activities going on. The accomplishment of Uth package has knocked at the minds of the recruiters that now they need those employees who are young, so they can build a sense of awareness in the public and especially in youth, that Ufone has young employees who are representatives of the youth and Ufone is showing care towards the youth of Pakistan through it. And this care is building their image as an Organization which is very loyal to its customer and who is trying to uplift the youth of Pakistan. But one other side as they are trying to put this thing in the publics mind, they actually care a lot for their employees, because we have realized through are interviews and through Ufones employees turnover ratio that Ufone is a organization who takes employees comfortably in account and provide care to their employees.

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Suggestions and recommendations

Uth package has really boosted the sales and growth of UFONE. Due to the introduction of this package in the market a lot many new customers shifted to Ufone, and some of the subscribers who were using some other package plan of Ufone changed their package plans to Uth package. As we know that the telecommunications industry of Pakistan is very competitive and it is a perfect competition market structure in which this is based. Due to this perfect competition every competitor in this industry is producing almost similar products and while referring to products over here, we mean the packages and rates each telecommunication company is providing. Keeping all this in mind, Ufone should:

Keep on introducing novel packages and offers Explore new markets within and outside Pakistan Introduce new facilities like Mobilink did (Mobilink P.C.O) Improve the customer sales and services department Increase their network range and go set up boosters in undeveloped areas too. Like Uth package they should try and introduce a few more packages for different needs and requirements.

Improve voice quality and connectivity.

Conclusion
The main topic of this project was to give more emphasis on the Uth package introduced by Ufone and how it affected the overall growth strategy of Ufone. Uth package is a very strong asset of Ufone and has really helped and aided Ufone in growing more in this industry.

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References

1. www.ufone.com Mission Statement, Vision statement, 2009 (20-11-2010) 2. www.ufone.com Uth Package, Details of Uth Package and Packages detail, 2010 (20-11-2010) 3. www.ufone.com Objective of Ufone Year book of Ufone 2009 (15-12-2010)

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