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Market Segmentation of Ufone
By: Muhammad Talha
Market Segmentation of Ufone
• 3 Things that company focus on before offering a product
• Background of the product• Current Position of Company
• What is Market Segmentation– Ways to segment
• How it is being segmented in Pakistan
• How brand have positioned itself for all classes
• RecommendationsMarket Segmentation of Ufone
Layout
3 Things that company focus on before offering a product
o Who is buying?o What do they buy?o When do they buy?
Market Segmentation of Ufone
Introduction
Market Segmentation of Ufone
Competitors
Market Segmentation of Ufone
Current Position of the Company
Market Segmentation of Ufone
Market Share
MobilinkTelenorUfoneWaridZongOthers
30.88%
22.15%21.2%
18.96%
6.77% 0.04%
Market Segmentation
Market Segmentation of Ufone
Market Segmentation
Ways to segment
• Geographic• Demographic• Psychographic• Behavioral
Market Segmentation of Ufone
Ufone Market segmentation in Pakistan
– ECONOMY: • Upper class
• Middle class
• lower class
• Upper class• Middle class
Market Segmentation of Ufone
oDemographic Segmentation
Ufone Market segmentation in Pakistan
o Demographic Segmentation
– AGE: • Teenagers• youngsters• middle age
Market Segmentation of Ufone
Ufone Market segmentation in Pakistan
‒ OCCUPATION:• Corporate class• Business class• Working class etc
• Corporate class]• Business class
Market Segmentation of Ufone
oDemographic Segmentation
Ufone Market segmentation in Pakistan
o Psychological Segmentation
‒ Lifestyles
Market Segmentation of Ufone
Ufone Market segmentation in Pakistan
o Psychological Segmentation
– Personality Characteristics
Market Segmentation of Ufone
Ufone Market segmentation in Pakistan
o Behavioral Segmentation
‒ Benefit Sought• Low call rates• Call block service• Missed call notifications
Market Segmentation of Ufone
Ufone Positioning
Quality:
o Good network service
o Giving feedback of complaints immediately
o Quality coverage
Market Segmentation of Ufone
Ufone Positioning
Positioning Statement:– Old
“Everybody loves to U”
– New“Its all about U”
“Ufone Tum Hi To Ho”
Market Segmentation of Ufone
Benefits:UFONE PACKAGESo U Loano Uwono U-circleo U shareo Missed Call Notificationso Phone Book Savero Unlimited SMSo Tension free
Market Segmentation of Ufone
Ufone Positioning
Market Segmentation of Ufone
Recommendations
Market Segmentation of Ufone
Thank you
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