Nadeem Mbrrrrrrrrrrrrrr Report

8/8/2019 Nadeem Mbrrrrrrrrrrrrrr Report

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LETTER OF TRANSMITTAL

Mr. Shehzad AminInstitute of Business ManagementKorangi CreekKarachi

August 23rd 2008

Dear Mr. Shehzad Amin:

It was a great pleasure that you gave us an opportunity to work onTerm Report, to apply all that we learned from you in course of

Methods in Business Research. In the proceeding of this report, wehad a great opportunity to learn about implementing practicallyabout all that we learnt .We believe that this knowledge will behelpful in future in our career.

However, we had a shortage of time, and two more courses to goalong side by side still we have tried our best to cover all the majoraspects.

In case of any query, feel free to contact us through

Mehreen Khan ([email protected])Nadeem Arain ([email protected])Shahrukh Hassam ([email protected])Bint-e-Batool ([email protected])Sumbreena Amir Ali ([email protected])Shagufta ([email protected])

Yours sincerely,

Group Members

1. INTRODUCTION

1.1 LITERATURE REVIEW:

Advertising is a form of communication that typically attempts topersuade potential customers to purchase or to consume more of aparticular brand of product or service. Many advertisements aredesigned to generate increased consumption of those products andservices through the creation and reinforcement of "brand image"

and "brand loyalty". For these purposes, advertisements sometimesembed their persuasive message with factual information. Every

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major medium is used to deliver these messages, includingtelevision, radio, cinema, magazines, newspapers, video games, theInternet and billboards. Advertisements are often placed anywherean audience can easily or frequently access visual, audio andprinted information.1

1.1.1 TYPES OF ADVERTISEMENTS:

MEDIA:

Commercial advertising media can include wall paintings, billboards,street furniture components, printed flyers and rack cards, radio,cinema and television ads, web banners, mobile telephone screens,shopping carts, web popups, skywriting, bus stop benches, humandirectional, magazines, newspapers, town criers, sides of buses or

airplanes ("logo jets") etc.

COVERT ADVERTISING:

Covert advertising is when a product or brand is embedded inentertainment and media. For example, in a film, the main charactercan use an item or other of a definite brand.

TELEVISION COMMERCIALS:

The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TVnetworks charge for commercial airtime during popular TV events.The majorities of television commercials feature a song or jingle thatlisteners soon relate to the product.

Virtual advertisements may be inserted into regular televisionprogramming through computer graphics. It is typically inserted intootherwise blank backdrops2 or used to replace local billboards thatare not relevant to the remote broadcast audience.3 Morecontroversially, virtual billboards may be inserted into thebackground4 where none existing in real-life. Virtual productplacement is also possible.56

NEWER MEDIAS AND ADVERTISING APPROACHES:

1 http://en.wikipedia.org/wiki/Advertising2 http://www.usatoday.com/money/advertising/2002-10-17-fake-ads_x.htm3 http://www.theglobeandmail.com/servlet/story/LAC.20060315.RVIRTUAL15/TPStory/Business4

http://www.canwestmediaworks.com/television/nontraditional/opportunities/virtual_advertising/5 http://www.nytimes.com/glogin?URI=http://www.nytimes.com/2006/01/02/business/media/6 http://www.ecommercetimes.com/story/48956.html

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Advertising on the World Wide Web is a recent phenomenon.Prices of Web-based advertising space are dependent on the"relevance" of the surrounding web content and the traffic that thewebsite receives. E-mail advertising is another recent phenomenon.Unsolicited bulk E-mail advertising is known as "spam". A new form

of advertising that is growing rapidly isSocial networkadvertising. It is Online Advertising with a focus on socialnetworking sites. As the mobile phone became a new mass media in1998 when the first paid downloadable content appeared on mobilephones in Finland termed as mobile advertising.

1.1.2 CHARACTERISTICS OF TELEVISION ADVERTISEMENTS:

Many television advertisements feature catchy jingles (songs ormelodies) or catch-phrases that generate sustained appeal, whichmay remain in the minds of television viewers long after the span ofthe advertising campaign. Advertising agencies often use humor asa tool in their creative marketing campaigns. In fact, manypsychological studies tried to demonstrate the effect ofhumor andindicate the way to empower advertising persuasion. Animation isoften used in advertisements. The pictures can vary from hand-drawn traditional animation to computer animation. By usinganimated characters, an advertisement may have a certain appealthat is difficult to achieve with actors or mere product displays. Forthis reason, an animated advertisement (or a series of suchadvertisements) can be very long-running, several decades in many

instances. Other long-running ad campaigns catch people bysurprise, or even tricking the viewer, such as the Energizer Bunnyadvertisement series.7

1.1.3 TV ADVERTISEMENTS AROUND THE WORLD

FREQUENCY:

Television advertisements appear between shows, but also interrupt

the shows at intervals. This method of screening advertisements isintended to capture or grab the attention of the audience, keepingthe viewers focused on the television show so that they will notwant to change the channel; instead, they will (hopefully) watch theadvertisements while waiting for the next segment of the show.However, remote controls have now made it easier for audiences to"tune out" advertisements simply by allowing them to turn down thevolume or even switch channels when the advertisement comes on.

7http://en.wikipedia.org/wiki/Television_advertisement

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POPULARITY:

TV advertisement is generally considered the most effective mass-market advertising format, and this is reflected by the high pricesTV networks charge for commercial airtime during popular TV

events. Because a single television advertisement can be broadcastrepeatedly over the course of weeks, months, and even years.8

1.1.4 ADVERTISING ONLY WORKS VIA DRIVING INTENTIONS:

The dominant way that advertising works is by refreshing, andoccasionally building, memory structures that improve the chanceof the brand being recalled and/or noticed in buying situations andhence bought. Memory structures such as what the brand does,what it looks like, where its available, when its consumed, where itis consumed, by who, with whom and so on. Associations with cuesthat can bring the brand to mind.

Some advertising creates a purchase intention, gaining a reactionlike I should buy that or thats interesting, I must check thatout. Its commonly assumed that such advertising must be moresales effective, but this does not follow. Memory structures, even ifthey dont result in intentions, still cause sales decades ofresearch shows that most sales typically come from people who had

not formed an intention.9

One reason is that intentions arememories too, and subject to faulty recall, so even firm intentionsare weakly motivational.

A similar point can be made about brand preference or attitude.Some advertising, much of it being quite similar or identical in styleto intention forming advertising, generates a reaction like thatsgood or thats the brand for me. Again, it is commonly assumedthat such advertising must be more sales effective. But again suchattitudes are usually weakly motivational, because they are oftennot recalled in buying situations.

Many firms are still trapped in the intentions/preference paradigm.They brief their agencies and evaluate their advertising in line withthis mental model. As a consequence they produce unoriginaladvertising filled with persuasive arguments (often about trivialbenefits) that are rejected or fail to engage consumers. They oftenproduce advertising that fails miserably to refresh or buildappropriate mental structures because management attention ison the selling message. They take their eye off the ball failing toconsistently communicate the distinctive aspects of the brand.

8http://www.acma.gov.au/WEB/STANDARD/pc=PC_917969Juster, F. Thomas (1960), Prediction and Consumer Buying Intentions, American Economic Review, 50, 604 -

22.

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Consequently many firms produce campaign after campaign whereeach looks and feels different as if each were for a different brand.

Somewhat ironically, firms operating to this model of howadvertising works will sometimes produce what they call image

advertising or awareness advertising yet they do not expect thisto produce sales. Why on earth anyone should spend money onadvertising that isnt expected to deliver a behavioural response isbeyond me.

Over decades leading brands have done stellar jobs at buildingrelevant memory structures. Coke is a great example; this wasonce a brand that sold in drug stores it was something associatedwith drug store visits in summer by teenagers. Today Coke isassociated with a host of memoriesCoke and the beachCoke andnightclubsCoke and pizzaCoke at partiesCokeCoke redCoke swirl and so on. These memories make it more likely thatCoke will come to mind, they make it easier to notice, and theymake is easier to process Coke advertising.

1.1.5 ADVERTISING IN PAKISTAN:

The big revenues are coming from healthy ad spending. AcrossPakistan, a competitive economic environment coupled with strongconsumer spending has catapulted the advertising industry to newheights. The telecom industry, in particular, has been one of the

biggest spenders on advertising. The entry of Telenor, Warid andZong into the market, and their aggressive promotion of their newservices, forced the existing players to increase their ad spending.The overall effect on the economy was huge. The banking sectorhas been a very active advertiser as well, and it will continue to beas private banking, consumer loans and investment plans maintaintheir popularity.

1.1.6 ESSENTIAL ELEMENTS IN ADVERTISEMENTS:

Essential elements for a winning business in advertisement.Authors name is David Frey, who is the senior editor of theMarketing Best Practices Newsletter, a free weekly newsletterfeaturing small business marketing best practices.

According to the Author, following are the essential elements of awinning business advertisement.10

Element #1 Smart Ad Placement

10 http://www.powerhomebiz.com/vol76/advertise.htm

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Element #2 Focus on Your Objective

Element #3 Irresistible Offer

Element #4 Unique Competitive Advantage

Element #5 Sell the Benefits

Element #6 Make it Risk-Free

Element #7 Call to Action

Element #8 Urgency

Element #9 Simple to Respond

Element #10 Graphics

Element #11 Accountability

PAKISTANI CELLULAR INDUSTRY

Mobilink Pakistan Premier Cellular Company Claims be to have 10Million Subscribers nation wide what you call such a companypioneers giants whatever but the fact is that Mobilink is the largestCellular Company in Pakistan.

Mobilink being the pioneers of introducing cellular networks inPakistan established themselves as the major cellular company of

Pakistan. Covering almost every city of Pakistan.

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Mobilink is giant is this the reason that they are still expensive ascompare to other companies like Ufone and Warid Tel. As peoplerelay on Mobilink services that is why Mobilink still charging highrates people specially business class hesitate to switch to othercellular company.

Company is large and has the largest subscriber base in Pakistan.Mobilink recently started GPRS services with RS. 500/month ofunlimited usage this is the treat for GRPS users those who want totake their office with them Mobilink give them ease with reason ablecharges. Mobilink also started 3 friend and family number with acharge of 2.25/min still expensive as compared to Warid but givingincentive to subscriber there is an additional cost of RS 25 to addfriends and family number which is not fair.

Mobilink has the good infrastructure and network is established well.Mobilink Website is designed to perfection and give an impressionthat professional are sitting behind to manage it. Every thing is clearand described on the website navigation is clean and no one seemsto be lost on the web.

Mobilink is major cellular company and will stand in first place manyyears to come. With professional approach and highly skilled staffbehind Mobilink is the premier choice for subscribers nationwide.The only problem we see with Mobilink is the call rates, which in ourpoint of view are somewhat high. As the competition is growing, we

hope the rates will be cut down to attract more subscribers.

Ufone subsidiary of PTCL was established to provide cellular servicesacross Pakistan. Ufone is currently providing quality services acrossPakistan. Ufone currently lowered their calling rates across othernetworks as low as Rs.1 /min, which are currently the cheapestprepaid rates available in the market. Ufone with the backendsupport of PTCL always provides quality services to its subscribers.

Ufone GRPS services are the best available in the market Ufone hasa good customer support they are always cooperative and listen toyour queries and solve them as early as possible.

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Internet Bill payment is the special feature offered by Ufone for thefirst time in Pakistan they are always ahead from others in providingquality services. Web2SMS chat Mobile banking Pay via SMS is thebest features offered by Ufone. With premium services of Ufone likepicture messages, ring tones, operator logos, and colored

wallpapers and animated greetings, value added to Ufone services.

Ufone claims to have 3 million subscribers and still growing. Ufone isone of the best cellular companies in Pakistan with reliable networkand coverage to over 100 key cities and prominent highways.

Abu Dhabi Group led by Sheikh Nahayan Mabarak Al Nahayanoperates Warid. Warid started it services in Pakistan May 2005.Since than Warid Telecom successfully launched the servicescovering 28 cities with a total population of around 32 million

people. Warid Telecom with low rates to capture the market withalready giants operating the cellular world of Pakistan is the majortask for Warid Telecom major competitor is Mobilink with already 10million subscribers it is not a easy task to break the market.

Warid Telecom did a great job when launched Warid did not get theattention of the subscribers after a month people started topurchase the connection, as the company in start did not leave ahuge impact to switch the mobile connection. After the launch ofWarid Telecom, people started purchasing the connection and

Friends and Family feature with rates of 1.90/mins attractedcustomers. The rates are the cheapest in the market and with 30sec billing feature makes it worthwhile to try once.

In the start, users face many network problems, as it is almost notpossible to call on Mobilink network all the time it gives networkbusy message. The services of Warid was bad in the start when thestorm of subscribers hit Warid Telecom it become difficult for thecompany to handle the new subscribers but Warid Telecom did agreat job in managing all the subscribers and handling the network.

Warid Telecom has some features as low calling rates 30 sec billing.Coverage is improving and hope will be improved as the company

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grows. Warid Telecom according to us targets the student classrather than businesspersons. Some of the features are good but stillthere are some major upgrades that Warid higher managementteam should look into.

Major draw back GPRS the slowest GPRS services ever used therates are touching the sky if you use GPRS more often than Warid isthe company you waste money.

Warid to Warid call rates are cheap in night some times you willhave network busy error other than that it works fine.

Warid Telecom should look into the problems currently facing tocapture more market as their calling rates are promising. Over allWarid Telecom still targeting student class and business class.

Telenor can be called a little brother of Ufone (even though they arenot related). Their sound clarity is excellent. Their GPRS is a fastconnecting one than Ufone as its EGPRS (Enhanced). The easy loadfacility is the excellent idea of re-charging account from 10 to 1000RS with unlimited validity.

Telenor SMS works well too but a little slow but it reaches itsdestination, unlike Mobilink with its disappearing SMS.

International SMS now comes on Telenor, but the service peoplesaid they have to register their network outside the country to solvethis problem, they can do better than this as Rs.5 per international

SMS is somewhat costly.

The bad points are online call centre, you have to wait about 5 to 7minutes and then they answer your call. They do that on purpose tofilter out the genuine callers from the simple problem callers.

Telenor GPRS sometimes goes offline, this happens very rarely but itdoes happen, once its online then its very fast to browse the net.

Telenor is the king when it come to connectivity, I mean u can pickup the phone and just dial , it will connect, do that at anytime and it

will connect, Ufone does that too but sometimes you have to try twotimes to connect but not Telenor.

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Our friends have told us that there is no disturbance or fluctuationwhen we call from Telenor and voice is clear, this means their adabout clear voice is true.

Telenor soon will emerge as a big cellular company in Pakistan their

devotion and excellent services is giving a clear view that they arein Pakistan to do some business and will grip the large portion ofsubscribers.

Zong has been recently launches in Pakistan and have the call ratesas low as 8 paisas. It is a china mobile company and is mainlyfocusing on the masses and the rural areas. It has the call rate ofRs.1.40 per minute for the first minute and then charges 1 rupeeafterwards. They have very cheap SMS packages as well. Moreover,customers are attracted by the offers Zong is providing. However, inour opinion, Zong is in the acquisition stage and still needs to work a

lot to make its customers. There is a long way to go as there arestrong competitors already existing in the market.

1.2 PURPOSE OF THE RESEARCH:

The general purpose of our research isto identify whichelements of TV advertisement help to attract targetaudience and grab their attention towards a particularmobile network. Research objectives include the following:

Which age group prefers which mobile network?

Do T.V advertisements affect consumers preferencesto switch from one network to the other?

1.2.1 INFORMATION NEEDS:

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1. Demographic data about mobile services

Population of Karachi

What percentage of this population uses Mobiles?

How many watch TV ads?

What percentage of this population is influenced by theMobile Ads?

How many of them switch from one network to anothervery often?

How many people switch from one network to another by

keeping in mind the call and messaging rates? What %age people use sms service very often and how manyuse call service?

2. Economic data

Mobile users of lower class, middle class and upper class.

Income level.

Which SIM card do you have?

Rank the SIM cards

3. Information about mobile industry

Total number of mobile users in Karachi

Market share of each mobile network

Which network focuses the most on advertisements?

1.2.2 PROJECT BACKGROUND AND LEARNING GOALS:

The Methods in Business Research (MBR) class of Summer 2008 atinstitute of Business Management (IoBM) have been assigned aresearch project to have a practical experience and to fullycomprehend the class lectures.

We decided to learn more about TV advertisements and its influenceon consumers purchase behavior, specific to the mobile network

choice.

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There are many commonly-held perceptions about TV ads, and ithas also been observed that nowadays TV ads became a biggestsource of disseminating the awareness of brands and products. Wewanted to explore these perceptions and determine whether theyare anchored in reality. If real, what more can be learned? If just

myth, what facts show that? Also, we were interested in the fate ofTV ads: will it be successful to keep the masses persuading??

Our group was particularly interested in linkages between TV adsand the Mobile networks.

In addition, we were also interested in finding out the future of theMobile related ads in Pakistan.

1.2.3 SCOPE OF THE RESEARCH:

This research is only targeting only those youth of Karachi that fulfilthe following criteria;

Is a resident of Karachi

All income level

Literate and illiterate

Is of any profession (student, employee, business person,teacher etc)

Is between the age bracket of 15-45 years

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2. RESEARCH METHODS FOR

COLLECTING PRIMARY DATA2.1 TYPE OF STUDY:

We have conducted a Quantitative Research and it is Descriptive innature. It is a descriptive study as we will be using factual data thatwe have collected in order to prove or reject our hypothesis andbased on that, we will make conclusions about our researchobjectives.

2.2 DATA COLLECTION METHODS:

As mentioned above, we designed a descriptive study. And the datacollection methods that we used were:

1. One-on-One Interviews2. Focus Groups3. Survey4. In-depth Interviews

2.2.1 ONE-ON-ONE INTERVIEWS:

Since, our target respondents was very diverse ranging fromilliterate to highly educated and from poor to the elitist of thesociety we conducted face-to-face, one-on-one interviews with a setof mobile users and non users. We recommended this one-on-onecontext so that respondents would feel very free to discuss theirperceptions, behaviours and opinions about the newspaperdilemma. The focus that one-on-one interviews afford resulted inmany deep insights that we share in latter sections of this report.

AN OVERVIEWOF OUR ONE-ON-ONE INTERVIEWING APPROACH

Types ofRespondents

15-45 years of age; all income level;literate and illiterate; residents of Karachi

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Place whereconducted

Friends; colleagues, shopping malls,domestic servants; shopkeepers andvendors.

Total Number ofInterviews

40

Interviewers Mehreen, Batool, Sumbreena, Shahrukh,Shagufta, Nadeem

Length ofDiscussion

Between 5-7 minutes per respondent

Incentives None

2.2.2 FOCUS GROUPS:

While our one-on-one interviews yielded rich portraits of mobileusers, we turned to the focus group methodology to facilitatebrainstorming around several topics of especial interest to us. Sincewe sought insight into people's impressions of TV ads and itsinfluence, the focus group empanelled peoples from every aspect ofsociety.

AN OVERVIEW OF OUR FOCUS GROUP APPROACH

FOCUS GROUP#1

Types ofRespondents

15-25 years of age; literate; Unemployed;residents of Karachi


MEHREEN'S HOME

Total Number ofGroups

One

Moderator Mehreen Khan

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Length ofDiscussion

45- 60 minutes

Number ofParticipants

8

Incentives None

FOCUS GROUP#2

Types ofRespondents

26-35 years of age; literate; employed; residentsof Karachi


MEHREEN'S HOME

Total Number of

Groups

One

Moderator Batool

Length ofDiscussion

45- 60 minutes


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Incentives None

FOCUS GROUP#3

Types ofRespondents

36-45 years of age; literate; Housewives;residents of Karachi


MEHREEN'S HOME

Total Number ofGroups

One

Moderator Batool

Length ofDiscussion

45- 60 minutes


8

Incentives None

2.2.3 SURVEY:

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Based on the analysis of our exploratory research, we developedsome hypothesis. And to test those hypotheses, we usedQuestionnaire as Survey tool, while we used Self-administeredquestionnaire method.

2.2.4 IN-DEPTH INTERVIEWS:

Besides having the consumer opinion, it was necessary to knowwhat the mobile companies think of their advertisement's influence.So we went for in-depth interviews from Ufone and Mobilink to havean insight of the problem.

3. SAMPLE DESIGN AND PROCEDURE

3.1 TARGET POPULATION:

The target population in a research study comprises of all those

potential participants that could make up the study group. In ourresearch regardinginfluence of TV ads on the consumer retentionand switching of mobile networks.The target population includesstudents, housewives, and professionals who live in Karachi. Thereare several reasons why we are limiting our population to the city ofKarachi which are:

Limited time period in which we had to complete our research.

Expanding the research horizon would require the use of additionalresources which we did not have.

3.2 SAMPLE SIZE:

Keeping in view the fact that ads are watched by people belongingto almost all professions and age brackets, so the sample shall bemade a true representative of the people. We distributed 750questionnaires. The response rate is 100% because of door to doorsurvey. We believe this is quiet good in order to make someconclusions about our sample.

3.3 SAMPLING TECHNIQUE:

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We used quota sampling for our research.

3.4 FOCUS GROUPS:

It was conducted with the people who are using any mobile network.

This focus group will help to determine that adds how much affectson consumer purchase decision. The questions are related todetermine which type of ads influence different age groups, whichtype of content they can remember easily, is ads really influencetheir purchase behaviour and usually what their expectations fromads or any opinion to improve ads which contents remain inconsumer minds

The rest two focus group is conducted with professionals and housewives with same methods and same questions were asked from

them to determine the influence of ads on different age group anddifferent target audience

SCREENING QUESTIONNAIRE TORECRUIT FOCUS GROUP

PARTICIPANTS:IMPACT OF ADS ON CONSUMER

BEHAVIOR

3.4.1 MODERATORS GUIDELINE:

3.4.1.1 INTRODUCTION:

Welcome all the participants.

Brief the participants about the format of the focus group.

Set the norms for the group session:

Your answers will not be judged, only your opinions andfeelings are required.

For the purpose of simplifying things, the session will beaudio taped. Some of my associates and colleagues aregoing to observe the session for their own interest.

As I am very much interested to know what you all have inyour minds, so I would like one person to speak at a time.

Speak of whatever knowledge you all have; I want youropinions whether it contradicts other persons views.

You will not be contacted later for any purpose so be relax

and comfortable. Any questions?

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3.4.1.2 WARMUP:

To bring the participants into their comfort zone, I will start with afew general questions

We are the students of IoBM, conducting a short interestingsurvey for customer regarding impact of t.v adds on consumerbehaviour and we would like to include your opinions. For thispurpose we would like to ask you some questions.

Please give brief introduction : name , qualification, interests

3.4.1.3 INTRODUCE FIRST TOPIC:

From your point of view to what extent TV ads effects on your

purchase decisiono Your decision change by watching ado Or ads just give you informationo Is ads are helpful to remind you regarding switch

package

3.4.1.4 SECOND MAJOR DISCUSSION:

Do you have cell then which cellular connection network/networks do you use? if you have more than one cellular

connection then specify Do you have prepaid or post paid connections

How many years you are using cell phones

Why you are using this connections

Why you are using cell phones means purpose to use

Do you use sms or call frequently

Why would you prefer to switch to other network from yourfirst one?

How much you load your credit monthly?

Which sms or call package you are using right now or can

you remember any package of your network? Are you satisfy with your current package or call or sms

rates

If you have an options to change network while your no.remain same so will you?

Whats source of getting info regarding package

Can you recall ads of different mobile network tell us whatyou remember

Which type of ads you like

Do you like your current network ad

Which type of ad influence your purchase behaviour

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Competitors directly have started to attack on each otherin ads so what is your opinion regarding this?

How many value added services do you use name them

3.4.1.5 CLOSE SESSION WITH SUGGESTIONS AND FINALTHOUGHTS:

Which service you would like to add in your networks

any thing or suggestion you would like to add

3.4.2.1 FOCUS GROUP # 1

15-25 YEARSAGE

TOTAL RESPONDENTS: 8DATE: August 09 , 2008

TIME: 4pm to 5 pm

Most students have one cellular network connection and they haveufone, telenor and warid. All are prepaid users and purpose is forsocializing and academic purpose. They all have cell phones sincemore than four years and maximum eight years. While they loadcredit about 400rs to 2000rs. All have packages of sms of their ownnetwork like public demand, package1, zoom unlimited, djuice smspackage; either they use frequently calls or sms but still they allhave sms package

All have switched cellular network connection except one and thosewho have switched to other network the main reason is high call orsms rates means market is cost conscious and other reasons aresignals problem and those who were using insta they have to switchbecause insta-phone service was closed

Mostly all watched tv ads just once or twice and prefer to switch

channel because it irritates them, but this age-group prefer to watchinformatory ads and comic ads like ufone ad, according to themcelebrities ads are only helpful in term to recall or it helps to remindthe brand easily like ALI ZAFAR in telenor. When we ask to recall adsand its content then most of them recall jazz Einstein , ufone comicads, telenor ALI ZAFAR and new ads in which our customrepresenting, zong ad in which criticiszing other networks

In some ads conditions applied is mentioned in a very negligiblemanner below the ads especially in case of call rates and hide theactual charges of calls or different services including value added

services thats unethical especially for those who are illiterate orblue collars class people because they are usually unaware of it

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When we talk about Attack in ads like zong ad, ufone ad most ofthem are in favour of it because of competition rates of packagesand network services reduces but still they recognized it as legal butunethical

This age group influence by their social gathering for switchingpackages or network connections and they prefer that connectionsthats mostly used in their social circle.


26-35 YEARSAGE

TOTAL RESPONDENTS: 8

DATE: August 12, 2008

TIME: 7pm to 8pm

NAME OF RESPONDENTS:

Hussain Dawood works in advertising agency

Saad Najeeb Network engineer

Kashan Mansuri works in stock brokerage house

Nauman Saeed Khan has a fashion designing business

Mansoor Iqbal has his own retail shop Kashif Majeed mining engineer in Lucky cement

Asfand system network engineer

Khalid Mehmood lecturer in Sindh college of textile

CATEGORY:Professionals of age group 25-35

WARM UP SESSION:

Hussain Dawood: I have just started working since last three monthsand hobbies are reading and playing music.

Saad Najeeb: My hobbies are reading books sometimes.

Kashan Mansuri: My hobby is book reading.

Nauman Khan: My hobbies are swimming and he supports hismother in fashion designing business since last 7 years.

Mansoor Iqbal: He has a family business of toy retail and his hobbiesare socializing with friends.

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Kashif Majeed: His hobbies are net surfing and searching girls.

Asfand: His hobbies are playing football.

Khalid Mehmood: His hobbies are painting.

FOCUS GROUP SESSION:

Hussain Dawood:

He is using Ufone since last 4 years and he has never switched andlikes Ufone. He is using Ufone because of his social circle. He saidthat Ufone is offering very good packages and he is very satisfied

with it. He is not planning to switch to some other network for atleast another 3 years. There are so many packages of Ufone that itis very difficult to remember them. Currently he is using U circlepackage and the free sms package of Rs. 75. He thinks that TV adsetc are not effective at all. He thinks social gathering is the bestsource in getting the information regarding the packages. He hastrust in his social circle and will do whatever they will say. He thinksthat the main thing is the service. If some other service will providegreat quality, then he will switch. He liked the Mobilink ad and theTelenor persona ad.

Saad Najeeb:

He had Ufone in the beginning and now he has switched over toWarid. He does not want to change now because his number hasbeen circulated among all his family and social gathering. Heswitched to Warid because it was offering best packages at thattime. He is using it major for office use and to stay connected withpeople. He uses the Zem package of 25 messages per day. TheGPRS of Warid is quite attractive. He also believes that he tend toreceive more information through his social gathering. He can

switch only by the influence of his circle. He thinks that TV ads donot provide complete information. There are always some hiddencharges.

Kashan Mansuri:

He has been using cell phone since 7 years. He started up withMobilink but now he has switched to Telenor. The main reason toswitch from Mobilink was of poor connectivity, the best thing aboutTelenor is that it has the best connectivity and it is offering GPRS

and other value added services, which are very good as comparedto Mobilink. He mainly uses it for office purpose and then use phone

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for socializing in the evening. He is using Telenor Persona packagebecause of value added services specially GPRS. He does not wantto switch from Telenor as it provides the best GPRS service. He

thinks service is the main thing and TV ads do affect but to a verysmall extent.

Nauman Saeed:He has been using cell phone since last 5 years and first he wasusing Mobilink. Now he has switched to Telenor. The reception ofTelenor is good and voice comes very clear. However, prepaidpackages are also good. People of our age group have changedmany services because there was a time when we were bound tohave Mobilink. However, as soon as the competition came, we tookup the opportunity and tried other Sims. He us using Telenor for

socializing because of work requirement. My sms usage is quitehigh. He is using Telenor djuice and the main reason for this is thatthe SMS package is very good. He will definitely switch to any othernetwork if it is providing better and cheap rates. He wants to switchto the new PTA service and when it will be launched with a goodservice. Otherwise, right now he does not want to switch. He willswitch if he is provided with the same number. He can recall theTelenor ad because of Ali Zafar and the dancing element.

Mansoor Iqbal:

He has been using cell phone since 7 to 8 years. He used Mobilink inthe beginning but now has switched to Warid Post pay when it waslaunched. My bill is around 700-800 per month. He is using Zahi 500package and he get 500 free sms. The charges from Warid to Waridare quite low. In addition, he remembers all the packages regardingWarid Zahi. He wont switch because he has heard that the servicethat gives you the same number is not working properly. First, hewill verify whether it is working properly or not then, he will switch.He thinks billboards are the best medium for providing information.

Pakistani market is a price conscious market and whatever is cheapwill always excel. He likes the ads of Warid and Mobilink. As they areinformative while the Telenor ad has only the dancing element.

Kashif Majeed:

He has been using Mobilink since many years. He mainly uses it forthe job purpose and bill is around 800 per month. He has been usingthe Ladies first package at night and thinks that it is the mostreasonable package. He also uses Jazz Budget package. He thinks itis very expensive and the main reason he does not want to switch isthat he has been using it since 5 years and because of job reason.

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He also relies on his social circle. TV ads should be interesting sothat people can enjoy watching them. People who are working havenot enough time to watch ads. But still they create an impact.

Asfand:

He used Ufone in the beginning. Then he switched to Telenor. Nowagain he has again switched to Ufone post pay connection becauseof his work. He mainly uses it for work purpose and switches off thephone in the night. The postpaid connection of Ufone is cheap. Hedoes not like Ufone that much but still is using because of his jobcontacts. He cannot switch because of his job. He thinks that TV adsare helpful to an extent.

Khalid Mehmood:

He has Ufone and uses it for SMS purpose mainly. He thinks thatUfone is offering great packages. He thinks Ufone is the bestbecause it is offering best packages and it is very cheap. He is usingthe sms package of 500 free sms. He also thinks that the call ratesare superb. He does not want to switch as everyone has his number.He thinks that TV ads do form an impact but very less peopleswitch. Most of the time people have multi Sims and each personhas 3 to 4 connections. Then he uses the connection, which is cheapfor the time being. I like ads for the time being, but then people getirritated. Logos should be changed frequently because they areattractive. I will only notice such ads which is telling me about mypackage otherwise I wont notice.


36-45 YEARSAGE

TOTAL RESPONDENTS: 8DATE: August 20, 2008

TIME: 7pm to 8pm

Most housewives have one cellular network connection and theyhave mobilink-jazz, telenor and warid. All are prepaid users becausethey use budgeted amount and dont want to have headache ofpaying bills and the main purpose is to stay connected with familyespecially children.

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They all have cell phones since more than one year and some ofthem use it for both local and international calls while othershavent chosen their connection network because their childrenbought for them or they prefer mobilink because it was onlymobilink which offer GSM service with better network service

All of them dont want to switch to any other service because all ofthem are satisfied due to economical rates of their connectionsexcept one. She want to switch but she cant because her family hasher number in Pakistan and abroad as well

They are not interested to use any packages but frequently most ofthem make calls for necessities because according to thempackages are for youngsters

The source of information regarding connection packages andservices is T.V ads like you can switch to another network by havingsame no. and children are also another source of information but forthem ads do not influence their purchase behaviour but they attractthem and love to watch ads of celebrities and melodious type ads

The Mobil inks indigo; they remember it because of SHAN thestar and the colour of logo i.e. purple which influence them toremember the brand. None of them uses value added services butonly two women uses sms while all uses calls service only.

Important thing is that no one was in favour of frontal attack in adsand find this as unethical like in ufone and zong ads as againstMobilink.

3.5 ONE-ON-ONE INTERVIEWS:

To get a more a comprehensive opinion and gain an in depthunderstanding of peoples attitude towards TV ads, we conductedone-on-one interview to net the diverse demographic population of

Karachi.

We conducted 30 such interviews, sample included

Educated

Uneducated

Low income group

Middle income group

Residents of Gulshan-e-Iqbal, Clifton, Korangi, Shaeed-e-Millat,S.I.T.E, Malir, Saddar, North Nazimabad.

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We didnt do the entire 60 interviews as planned as the 30respondents were quite exhaustive and more interviews were amere waste of time and resources.

CUSTOMERS:

Zubeida:

Telenor.

3 or 4 yrs.

Never used any other sim before, because I only like Telenor.

I like it because of network.

I am completely satisfied with current call rates.

I do not watch TV ads with interest.

Best ads are of Telenor because I like Ali Zafar. I never took interest in any other network packages. I only

love to use Telenor.

My friends told me to buy Telenor.

Not a single ad can influence me to switch to any othernetwork.

I am a loyal customer.

Asif:

Telenor.

Using since 2005.

Before that, I had Mobilink.

I switched to Telenor because of friends, and other reason wasthat Telenor was the first one to cover the villages.

I am completely satisfied with Telenor.

I watch TV ads, but it is not possible for me to switch to anyother network because of ads.

I will switch only if my friends & family will change.

If other networks are offering fewer charges, first I will wait &take some information regarding those packages & hiddencharges.

I like the ads of Mobilink because they provide completeinformation about packages.

Im a loyal customer & wont even switch if I m provided withthe same number but of other network.

SHOP KEEPERS

Ameen:

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Warid.

Good network coverage.

Good call rates.

I like the ads of Jazz. Ads do not influence me but services & packages influence me

a lot.

Friends told me to buy it.

I only use for call purpose.

Faiq Ahmed:

Warid (two Sims).

Using for last 2 years.

I use it because my friends also have it.

TV ads do not influence me.

Does not remember any T.V ads.

I will not switch to any other network because of myfriends.

I like Ufone ads because of packages & it clearly describesits packages.

I am satisfied with my network.

If I want to switch, I will go for Ufone or Zong because ofpackages.

T.V ads do influence me. I like Ufone ads because they are funny & easy to

remember.

Aziz Mustafa:

Warid.

Using for last 4-5 years.

Before that, i was using Instafone. By T.V, i came to know about Warid.

I m impressed by Telenor ads but it does not influence him.

I will switch to other networks if the other networks offer mepackages of my interest.

I am satisfied with Warid.

Adnan:

Warid.

Using for last 4 years. Did not have any other connection before.

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I chose Warid because of Network coverage & call rates.

My friends told me about call rates.

Does not watch T.V ads.

I use cell phone only for calls.

I will not switch to any other network because all of mycontacts are of Warid.

Mohammad Adeel:

Zong.

I use Jazz before.

I switched because of good packages.

I came to know about Zong by ads & social gathering.

I like Telenor ads, but it does not influence me. I like it because it is informatory not because of Ali Zafar.

I will switch to Ufone if I would get the same number.

Bashir Ahmed:

Occupation: guard

Q. How many Sims?

A.1

Q. Which cellular network are using?

A. Telenor

Q. Since how many months/years you are using cell phone?

A. 4 months

Q. Do you watch TV ads?

A. no

Q. Who told you about this sim?

A. Went to shop & bought it randomly.

Q. Will u change it or not?

A. NO

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Mohammad.SiddiqueOccupation: mechanic

Q. How many Sims?

A.1

Q. which cellular network are you using?A. Ufone

Q. Since how many months/years you are using cell phone.

A.5 yrs


A. yes, but doesnt remember any

Q. will you buy new sim after watching TV ads?

A. No, because he uses for business purpose only

Q. Will you change your sim after watching TV ads?

A. he wont change it because he has given it to all his friends,co-workers and family member in Punjab

Q. Will u change it or not?A. I am very satisfied with Ufone.

MisbahOccupation: student

Q. How many Sims?

A.1

Q. which cellular network are you using?

A. Warid

Q. Since how many months/years you are using cell phone.

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A.4yrsQ. do you watch TV ads?

A. yes, but social gathering influences me more than TV ads

Q. Who told you about this sim?A. friends and siblings

Q. do you think someone can switch to other networks afterwatching tv adds?

A. it may happen if the ads are capturing & influential.

Q. Which adds do u like?

A. Ufone has funny ads so they are easy to remember.

Q. Which ads influenced you to switch to their network?A. Ufone

ArshadOccupation: guard

Q. How many Sims?

A.1

Q. which cellular network are you using?

A. Mobilink

Q. since how many months/years you are using cell phone?

A.5 yrs


A. yes

Q. Are you satisfied with the connection?

A. No, call rates are really high. I m using it because this is my old

number and I have it to everyone.

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Q. Will you change your sim after watching TV ads?A. yes, I like Telenor adds and persuade me a lot.

Q. Will you change it or not?

A. yes I will change it if I get the same number in Telenor.

TasleemOccupation: sales girl

Q. How many Sims?

A.1

Q. which cellular network are you using?A. Mobilink, though it is a bit expensive.

Q. Since how many months/years you are using cell phone.A.4 yrs


A. yes

Q. Are you satisfied with the connection?

A. No, call rates are really high. I m using it because of networkcoverage.

Q. Will you change your sim after watching TV ads?

A. people can change because of cheap call rates.

Q. Will u change it or not?A. No, I will not because if the rates are cheap this means that thenetwork is bad.

3.5.1 ANALYSIS:

As one to one interview was conducted with different people thosewho are not literate like mechanic and guards they unable toremember the TV ads so even they watch it or not its doesnt

influence them but those who are bit literate like sales girl andstudent they influence by ads they watch ads and even remember

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it. Most of them using cell phones more than 4 years and having onesim card only

Those who are professionals or even they are students dont want toswitch other network because they want to keep same no. because

its already distributed to their friends, family and other businesscontacts if we talk about guards , mechanic, sales girl or studentthey all want to retain same no. because of same reason even theirrespective network having high call rates, one new thinking cameacross from sales girl she dont want to change Mobilink even itsoffering high call rates because second reason according to her isnetwork which giving cheep or lower call rates then having problemof signals .

They attracted by such ads in which they have their favouritecelebrities or funny ads which really attract them such ads makegood moods of audience instead of irritating them and such adseasily remember by them like telenor the star ALI ZAFAR and ufonead which criticize mobilink on hidden call charges wlthough itsunethical but people love to see because of funny stuff inside thisad and also informatory as well because if we talk about mobilink adits also celebrities inside this but doesnt give any info of packagebut in ali zafar ad giving info of packages of telenor

3.6 INDEPTH INTERVIEWS

3.6.1 IN-DEPTH INTERVIEW #1

ZOHAIR AYUBSr. Marketing Executive Operations

UFONE

My name is Zohair Ayub. I handle the marketing operations here atUfone. I cover four cities Karachi, Hyderabad, Sukker and Quetta. Icover the entire operations in these cities like posters, banners andwherever you see Ufone.

Marketing is divided into two parts Brand and Operation.

Brand consists of TV, Radio, Press, Cable and website. Operationcovers the entire Media, Outdoor, Service centers, Franchises andActivations etc.

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Can you please explain the strengths, weaknesses,opportunities and threats of Ufone?

Right now, we are targeting two factors. One is quality and other israte. It means affordability. Ufone is offering very low rates and Jazz

is offering more charges. We have low charges in call and SMS andwe focus on the network quality. If you have seen the Ad of Ufone inwhich the two guys who are thrown away from the aero plane andsays Awaaz arahi hai and the other guys says haan zameen sirf20 feet dur hai. We are talking about two things that is the rate andthe quality.

Do you think Zong is confronting your strength by that 8anay ki call?Look there are many competitors and Zong will not affect us. Weare the big fish right now and they cannot capture our market.Because one person says that I dont want to change my numberagain and again Like in the case of Zong you may have Zongnumber but your partner or your friend may not have it. You will beable to make 8 anay ki call if the other person has the Zongnumber. That is not a threat and when you see the communicationin Zong specially the TV ads, they are talking about space, theymade that ad ke ab daddy agaye hain, and then the other personcomes dancing. So they dont have consistency in their ads. In thebeginning, they were launching the business and they are just

making fun of others. Now you cannot see their banners etc. Thereis an impact of every competition but it is not that Zong is a threatto us.

What is your market share?

It is 21 to 23% and it varies.

Do you think people switch after watching the ads that yougive on the TV?

It is not just the ad that matters; the entire marketing team isinvolved in it. First, the team launches the ad, and then wecommunicate through posters, banners, fliers etc. The TV ad bringsthe customers to our service centers. In addition, when they cometo our centers, they are provided with proper information otherwise,our customer is gone. If you are not giving the service, then wecannot make customers. Thats why its not just TV ads, there are alot of other things too.

Who are your target audience?

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Initially we were targeting the youth when we launched UfonePrepay that was Everybody loves to. Then right now we are justfocusing on the masses and now it is Prepay public demand. Whenyou segment a market, then you should try to form propercommunication and now we are just focusing on the masses that

mean everyone. Right now, we are providing packages like Publicdemand, 5 ka 15 etc. So Ufone comprises of packages.

What is your advertisement strategy? As Jazz forms, anelegant look and image as they target the business class.What do you say regarding this?

We are targeting the youth. If you look at the Indigo ads, it has anelegant look because it is a postpaid connection and it is targetingthe business class. When we talk about Ufone, we have the humorelement. If you look at any of the ads, then people do laugh. This isthe edge we in the competition. If we talk about talkshawk in whichthey have Ali Zafar, then they always have the same dance elementin it. You will always find the same thing in their ads. Jazz to me isthat they are still finalizing what to do. They are still confused Iguess regarding Jazz. However, Indigo has an elegant style. Theyare capturing the business class. We at an edge have a humorelement.In which kind of advertisement do you mainly focus like TV Ads,billboards or print media etc?

We have less outdoors as compared to Jazz and Warid. If you look atWarid, they have 3 or 4 outdoors. Like when you go towards theairport, they have 3 or 4 outdoors and its a complete waste. It is asif they want people to see them always. We have one outdoor at theairport, one at Karsaz and one at main Shahrah-e-Faisal. We try tocover those areas where people do come. I am just trying to saythat as compared to Warid, our advertising is more effective. We tryto cover those areas where our audience normally sees them. If youtalk about the masses, you go for Aj TV, Geo and the channels whohave high rating and Ufone all goes for these channels.Why dont you advertise on Dawn news?

We are not giving our ads on it but Indigo and Jazz are doing. Weare not doing it because we are focusing on masses. We do notadvertise our Post Pay brands. We do have for business class but weare not advertising it on the TV level. Otherwise, we would definitelygo for Dawn News.

What is your market growth after 2005?

Now the Telecom is at the maturity stage. There is retention now. Ifyou go in the rural areas, we still capture people over there and it

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can be captured easily. Now everyone is moving towards retention.If you look at the packages of 1 rupee or 2 rupees, then it is allretention and all are working on the retention strategy.If I talk about 2007, there was a lot of stretching and competitionwas very high. Now people have their numbers and they do not

want to switch. Yes, there are many cases when they switch butright now, our focus is retention. Jazz and Warid follow similar thingas well. Zong is at the acquisition stage. First, they will acquire themarket and then they will come towards retention.

Do you think your Ads and packages affect the customers ina positive way? What is the response?

Awareness is created through Ads. If awareness is not created, thenhow will you get the response? Whenever you launch a campaign,you have to create awareness. Some campaigns do not give a goodresponse and people say that Ad was not good. However, if there isconsistency in the Ads, then people always like it and give a positiveresponse. Ads do affect people because communication is donethrough ads.TV ads and outdoors both give the same level of communication andit has to have the same effect.

As we conducted a focus group regarding this topic, we

came to know that people complain about the hiddencharges that are not mentioned in the ads. What do yousay? Zong is appreciated for this that they are telling aboutthe charges of other networks.

Jazz is doing that we are charging rupee but the conditions say thatthey are charging 40 more paisas in a minute. We made an adrelated to this in which a wrestler says that the other network ischarging 40 more paisas and Ufone is not charging. That is ananswer to that. Zong has also answered this but theircommunication is weird. So regarding Jazz, the information should

be clear and accurate.

Which kind of ads are more effective like melodious jingles,informative, catchy sceneries etc?

The ads should be informative and at the end of the day it is therate that matters and the connectivity too. If you make aninformative ad, then you should communicate the rate. Indigo justcommunicates lifestyle. Everybody should communicate the ratebecause it is important. Communication is a need, which connects

us to people. The ads should be informative but you should

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communicate properly. It depends what you communication is andwhat you are offering.

Who are your main competitors that are a threat?

Jazz is the no.1 leader. It is a big fish and has the maximum marketshare od 45-47%. The second threat is Telenor.

Each person nowadays has 3 to 4 Sims, so how can you tellthe market share?

That is why I said that our market share is 21 to 23%. This is themarket that is actually using Ufone and these are the active UfoneSims. That is why the market share varies so that the multiple Simsis also covered. 21% are the Sims that is generating revenue to us.First Jazz had 65% market share but now it has 45 to 47%.

Do you think Ufone can capture more market share?

It is a very realistic situation. Already a market has been acquiredand people do not want to change now.

What will Zong do?

Zong is mostly focusing on rural areas where market has not been

captured. We are in the city and are working on the rural areas aswell. Like there are banners over there and we have placed our adson rickshaws, which are in the rural areas. We are meeting theaudience and informing them about Ufone.

What do you say about your network coverage? Like peoplesay Jazz works everywhere and has a good network whileother networks do not work properly.

It is just a perception. Most of the people will say, I have thisnumber for years and I wont change. When I went to Lahore, I did

a research and got to know that this was the common perceptionthat I will not switch from Jazz because I have this connection sinceyears. These kinds of perceptions can never be changed.

Nowadays every network is offering a service that you canswitch to any other network and you will have the samenumber. Has this service affected people and increased yoursales?

Everyone provides this service nowadays. However, this initially

captured the market but now it is not working. All the time we justwanted to capture the market share because of competition. Jazz

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and Ufone both were facing difficulties a few years back that is whythis service was launched because of market share andconnectivity.It works nowadays too and some people do switch if they are notsatisfied with their connectivity.

What about the Mobile TV service? Only Telenor is offeringit. Why dont you people launch it?

It is just that sometimes one company has this service andresources. One company has resources and technology and canlaunch a service while the other companies cannot. Nowadayspeople have awareness about MMS and GPRS and most of them areusing it, in the beginning, none of them used it. Like this, we willlaunch Mobile TV if our customers wanted us to.

Analysis

He concluded the interview by saying that TV ads are supported bythe entire visibility like Franchises, service centres etc. However,Yes TV ads do affect many people. This medium is visual and has animpact. Everything has an impact and people do switch sometimes.Marketing has no hard and fast rule that you only have to do this orthat. Anything is possible in marketing. It is not just if it is on TV,then we have done everything.

3.6.2 IN-DEPTH INTERVIEW #2

SALMAN HAIDERManager Corporate Solutions

Broadband Business Unit

1. What are you strengths and weaknesses?

Our strengths are that we are the market leader and have themaximum market share. The other strength is that we are not onlycompeting with the cellular industry but also the telecom industry.Our weakness is operational costs.We are not only cellular service provider but we are also telecomservice provider. The telecom service provider consists of cellular aswell as data service provider.Data services are like our Broadband wireless internet etc.

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We have many locations and almost 3500 people are working atMobilink right now. None of the other networks has such biglocations and employees.

2. What is your market share?

We are the market leader and have a market share ofapproximately 40%. We have 33 million customers all over Pakistan.When there is a competitive environment, then the market sharevaries all the time.

3. Do TV ads create an impact on the consumers?

Yes, TV ads create a great and a deep impact on the minds of theconsumers. TV ads leave an impression in the subconscious ofhuman mind. Nowadays it is like out of sight out of mind. That iswhy we make TV ads so that we can stay in the minds of ourcustomers and create an impact on them. We keep ourselves in theminds of our consumers.We believe in putting Mobilink in the subconscious of ourconsumers. Because if it is in the subconscious of consumers mind,then he will always go for our service when he wants to buy acellular connection.

Mobilink is always visible to the consumers, and then obviously theywill go for Mobilink.

4. Most of the people say that Mobilink is very expensiveas compared to the other cellular networks. What doyou say?

The only thing that we can say for our brand Mobilink is that We

are expensive but we are the best. We are offering great valueadded services to our customers and they are happy with that. Themain thing is providing quality service to our customers and weexcel in the field that is why we charge more. We provide value toour customers by giving them great services. Moreover, when wehave a loyal customer then they do not care about the fact that theyare paying 40 more paisas. They do not care about the price whenthey get good network coverage and value added services likeGPRS, MMS and great network coverage.

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5. What is your advertisement strategy?

We focus both on electronic as well as print media. Electronic mediais very costly nowadays but still we advertise a lot. Actually, ourtarget market is different for Indigo, Jazz and Blackberry. Jazz is for

masses, Indigo is for the corporate side and Blackberry is for theelite class. Therefore, we make different kinds of advertisements forall of these packages. Our target market is the whole of Pakistan.Jazz focuses on the youth and all the classes, while you can see thatIndigo and Blackberry has a different style of advertisementstrategy for the elite and the business class. We are on celebritymarketing. Wasim Akram is our Brand Ambassador. Our TV ads arebased on values. We believe in creating values to our customers. TVads as well as billboards are just meant to create awareness amongpeople.

6. Do you think people switch to other networks afterwatching these ads or because of your high rates?

Nowadays people switch rarely because we have a multi-simenvironment. People take multiple Sims, use them and throw themaway. If any service provider is offering cheap packages, thencustomers buy them and use them for a short period. In this way,people have multiple Sims nowadays. However, most of the elderpeople are of the behavior that they do not want changes and do

not switch. Therefore, it depends from person to person. There isone thing that we say in our terms that is churn which means thatcustomer leaves the sim he/she is using and goes to the otherbetter option. This is what happens sometimes but not all the time.We are trying to retain our current customers as well as make thenew customers. Some people are leaving Mobilink as well but weoffer them new packages so that they can start using the sim againlike if you have not used your sim for a long period, then they canactivate it and they will get a free balance. In this way, we areretaining our customers.

7. Who are your main competitors?

Our main competitor is PTCL nowadays as we are the telecomindustry. Then in the cellular industry, our main competitor isTelenor. Telenor can be assumed as a threat to our industry.

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8. What do you say about the ad of Ufone and Zong inwhich they have shown that you are charging 40 paisaextra and you have hidden charges?

We do not care about what the other network is showing. However,

in our opinion it is unethical. We always try to make such kind of adsthose portray some kind of values. The ads should be according tothe norms of the society. Like Ufone made and ad few months backand it was totally against the norms of the society and everybodywas against that ad. We are socially responsible and we do manythings that are beneficial for our customers. We believe in ads thatportray our culture, traditions and values.We never do negative marketing. As Ufone says, it is about U only.We focus on all of the individuals not just U.

He concluded by saying that Mobilink charges more because itprovides great quality service to its customers. We are the best.We make TV ads that are according to our norms and values.Moreover, TV ads form a deep impact on the consumers. We have toplace Mobilink in the sub conscious of our consumers. The otherthing is that people do switch nowadays, as it is a multi-sim marketnow. However, the switching is mostly done by the students and notby people of old age. TV ads are just a part of marketing but help alot in making customers.

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4. HYPOTHESIS

1. People tend to switch from one network to

another mostly because of the network problem.

2. The most efficient source of getting informationabout a cellular network is the TV advertisements

3.People do switch their network often afterwatching TV ads.

4.1 AN INTRODUCTION:

Quantitative research was carried out to prove/ reject thehypothesis chalked out after the initial exploratory and qualitativeresearch. Research projects like this that examine the interfacebetween technology and society often require the collection andanalysis of social data. The most common response from beginningresearchers to this need for data is to conduct a survey.

Surveys can be a powerful and useful tool for collecting data onhuman characteristics, attitudes, thoughts, and behavior. And,sometimes, conducting a survey is the only available option foracquiring the data necessary to answer an important researchquestion. However, doing a survey is not the best approach forevery project. Before committing to do a survey, for example, youshould first consider whether or not your project team has or canobtain the appropriate background.

QUESTIONNAIRESare used in connection with many modes ofobservation in social research. They serve as an essential tool inpublic opinion survey research. The format of a questionnaire is as

important as the wording of the questions asked. An improperlydesigned questionnaire can lead respondents to skip questions,confuse respondents as to the nature of the data desired, and in theextreme, lead people to refuse to respond.

4.2 PRE-TEST QUESTIONNAIRE:

Pre testing the questioners11 is an integral part of any survey. Ithelps to avoid a lot of errors and overcome certain limitations.

In a pretest a small, but representative sample of respondents are

asked to complete the survey and are also interviewed either after11 Appendix D

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each question or at the end of the survey to find out what they werethinking while answering the questions. This gives researchers anopportunity to identify any problems people are having with asurvey, such as terms or phrases they find confusing and questionsthey find too difficult to answer, and to verify that different

respondents are interpreting the questions in the same way.Researchers can also test questions for biasedness by askingrespondents to guess what the researchers are predicting orexpecting the survey results to show. If substantially morerespondents than would be expected by random chance can guessthe researchers' hypothesis, it is highly likely that the surveycontains biased or leading questions.

4.2.1 OBJECTIVES OF PER-TEST:

1. Are the questions one which respondents can easily answerbased on their experience?

2. Are the question simple enough, specific enough, and sufficientlywell-defined that all of the respondents will interpret it in the sameway?

3. Do the questions contain any words or phrases which could biasrespondents to answer one way over another?

4. Is it clears to respondents exactly what types of answers are

appropriate?

5. Do the questions focus on a single topic or does it containmultiple topics that should be broken up into multiple questions?

6. Are any listed response options mutually exclusive?

7. Are any assumptions implied by a question warranted?

After pre testing we realized that a good survey is not a randomseries of questions but is organized. Questions on related topics

should be grouped together into sections and placed underdescriptive headings. The sections should appear in order from mostto least important or most to least closely related to the centraltopic of the survey.

4.3 QUESTIONNAIRE DEVELOPMENT

We used a closed form questionnaire. The closed-form provides alist of items to be checked, alternative answers to be selected, or

blanks to be filled in. It can be fully structured with scales requiringyes/no or other types of directed responses. This type of

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questionnaire takes the respondent a minimum amount of time tocomplete, and tabulation is simple and not very time consuming.However, the closed-form is difficult to design in that all possibleresponses to questions need to be anticipated in advance andincluded in the questionnaire.

4.3.1 DIRECTIONS:

Almost all the questions had general instructions to be followed foranswering them. For closed-ended questions such as multiple-choice, yes-no, and rating scales, respondents were giveninstructions about using the answer formats such as placing a checkmark or circling the best answer of their choice.

4.3.2 QUESTION FORMAT:

We had filter Age as the filter questions since the research wasbased on the age group of 15-45. The questions followed a logicalformat starting with whether the individuals have a cell phone ornot and which service provider do they use and continuing to theirattitudes and behaviour towards the different modes of mobileindustry, their TV ads and consumers switching behaviour.

We used

simple, clear, and short questions

specific and precise questions

appropriate language

Ensured respondents capabilities to answer

Asked only one topic or idea per item:

Used closed-ended questions

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5. SAMPLING PLAN

5.1 POPULATION DEFINATION

Yong adults of age bracket 15-25 years

Middle aged people of 25-35 years

Aged from the age bracket of 35-45 years

5.2 SAMPLING METHOD:

Since our research is not restricted to specific geographical regions,and age being the only eligibility criteria we decided to go aheadwith non probability sampling namely:

Convenience sampling

Quota sampling

Snowballing sampling

5.3 SAMPLE SIZE:

750 respondents

150 Students

150 Employed

150 Self Employed

150 Unemployed

150 Housewives

5.4 QUESTIONNAIRE:

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NAME:

AGE:

A) 15-25

B) 26-35C) 36-45

OCCUPATION:

A) STUDENTS

B) EMPLOYED

C) UNEMPLOYED

D) HOUSEWIVES

E) SELF-EMPLOYED

INCOME:

A) BELOW RS. 10000

B) RS. 10,000 TO RS. 20,000

C) RS. 20,000 TORS. 30,000

D) RS. 30,000 ANDABOVE

Q.1WHICHTYPEOFCONECTIONDOYOUUSE?

A) PREPAID B) POSTPAID

Q.2WHICHCELLULARNETWORKAREYOUUSING?

A) UFONE B) MOBILINK

C) WARID D) TELENOR

E) ZONG

Q.3 FORWHATPURPOSEDOYOUUSETHISNETWORKFREQUENTLY?

A) BUSINESSPURPOSE B) SOCIALIZING

C) ACADEMICPURPOSE D) OTHERREASON

(_______________)

Q.4: FORWHATFEATURESDOYOUUSETHISCELLULARCONNECTIONFREQUENTLY?

A) SMS B) CALLS

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C) BOTH

Q.5: SINCEHOWMANYYEARSAREYOUUSINGCELLPHONE?

A) LESSTHAN 1 YEAR B) 1 YEARC) 2 YEARS D) 3 YEARS

E) 4 YEARS F) MORETHAN 4 YEARS

Q.6: WHICHCELLULARCONNECTIONYOUHADBEFORE?

A) INSTAFONE B) UFONE

C) MOBILINK D) WARID

E

) TELENOR

F

) ZONG

G) PAKTEL

Q.7: WHYWOULDYOUPREFERTOSWITCHTOOTHERNETWORKFROMYOURFIRST

ONE?

A) BECAUSEOFNETWORKPROBLEM

B) BECAUSEOFCOVERAGEPROBLEM

C) BECAUSEOFSMSPACKAGE

D) BECAUSEOFCALLRATESPACKAGES

E) OTHERREASON

(________________________________________________

___________________________________________________________

__)

Q.8: HOWMANYCELLULARCONNECTIONSDOYOUPOSSES?

A) 1

B) 2C) 3

d) MORETHAN 3

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Q.9: INYOUROPINIONRATETHESERVICEOFFOLLOWINGNETWORKS? (PLEASETICK)

RATEONTHESCALEOF 1 TO 5 (1=BESTAND 5=WORST)

Q.10: HOWMUCHAREYOUSATISFIEDWITHYOURCURRENTCALLRATES?

A) ABOVESATISFACTORY B) SATISFACTORY

C) BELOWSATISFACTORY

Q.11: HOWWILLYOURATETHESMSPACKAGESOFYOURCURRENTCELLULAR

CONNECTION?

A) VERYCHEAP B) CHEAP

C) MODERATE D) EXPENSIVE

Q.12: WHYWOULDYOUCHANGEYOURCELLULARCONNECTION?

A) IWONTSWITCH

B) BYINFLUENCEOFSOCIALGATHERING

C) BYINFLUENCEOFINTERNET

D) BYINFLUENCEOFTVADS

E) BYINFLUENCEOFPRINTMEDIA

Q.13: WHATISYOURSOURCEOFGETTINGINFORMATIONREGARDINGPACKAGES?

A) T.V ADS B) BILLBOARD

C) PRINTMEDIA D) INTERNET

E) SOCIALGATHERING F) BYNETWORKMESSAGES

Q.14: WHICHTYPEOFADSINFLUENCEYOURPURCHASEBEHAVIOR?

A) MELODIOUSJINGLES

B) CATCHYSCENERY

C) CELEBRITIES

D) INFORMATORY

1 2 3 4 5

MOBILINK

UFONE

TELENOR

WARID

ZONG

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E) OTHER

(________________________________________________________

___________________________________________________________

____)

Q.15: CANYOUSTILLRECALL?

Q.16: PLEASETICKTHESEVALUEADDEDSERVICESOFTHEFOLLOWINGNETWORKS.

MOBILINK UFONE WARID TELENOR ZONG

MMS

WEB

NEWS ALERTS

SPORTS

UPDATES

FREQUENT

NEW

PACKAGES

PROPER

PACKAGES

UPDATES

ANY OTHER

ADVERTISEMENT AD

CONTENT

AD

MESSAGE

VALUE

ADDED

SERVICES

MOBILINK

UFONE

TELENOR

WARID

ZONG

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Q.17: HOWMUCHDOYOULOADCREDITMONTHLY?

A) RS 100 B) RS 250 C) RS 1000 D) IFMORETHAN

1000 (____)

Q.18: HOWMUCHAREYOUSATISFIEDWITHTHEOVERALLPERFORMANCEOFYOUR

NETWORK?

A) EXCELLENT B) GOOD C) SATISFACTORY

D) UNSATISFACTORY

Q.19: AREADSHELPFULTOREMEMBERYOUYOURDESIREDPACKAGE?

A) ALWAYS B) NEVER C) SOMETIMES

Q.20: HOWMUCHADSAREHELPFULTOPROVIDEINFORMATIONREGARDING

PACKAGES?

A) VERYHELPFUL B) HELPFUL C) LESS HELPFUL

Q.21: WHICH CHANNELYOUWATCHFREQUENTLY?

A) ARY DIGITAL/ONE

B) GEONEWS/GEO

C) STARPLUS

D) OTHER(_____________________________)

6. ANALYSIS OF QUESTIONNAIRE

6.1 TESTING OFQUESTIONS:

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.

No Personal Income

30000

Income

Pies show counts

No Personal Income

30.00%

30000

17.33%

49

15-25

26-35

36-45

Age

Pies show counts

15-25

34.13%

26-35

43.47%

36-45

22.40%

male

female

gender

Pies show counts

male44.80%

female55.20%

AGE:The age bracket is 15-45 years. We wanted toequally likely effects, so tried to take samples fromeach age group in same numbers. But as graphindicates the age group 26-35 is dominated. In ourobjectives of study, the age bracket is a crucial partvariable

ENDER:We tried to cover our research issues without anyiscrimination of male or female, because the mobilesage is same in both the genders in Karachi at least.

INCOME LEVEL:The income lessthan 10000 or no

personal income isfor students andhousewives. Rest isshown in the graph.


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Percent

40.0%

30.0%

20.0%

10.0%

0.0%40.0%

30.0%

20.0%

10.0%

0.0%40.0%

30.0%

20.0%

10.0%

0.0%40.0%

30.0%

20.0%

10.0%

0.0%40.0%

30.0%

20.0%

10.0%

0.0%

q_1postpaidprepaid

40.0%

30.0%

20.0%

10.0%

0.0%

q_2

Ufone

Mobilink

Warid

Telenor

Zong

Missing

50

ANALYSIS:The usage of prepaid of each network is more thanpostpaid connections. Ufone is specifically a prepaid network,but on the other hand the Mobilink is identified as IndigoPostpaid as a premier connection.


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Percent

20.0%

15.0%

10.0%

5.0%

0.0%20.0%

15.0%

10.0%

5.0%

0.0%20.0%

15.0%

10.0%

5.0%

0.0%20.0%

15.0%

10.0%

5.0%

0.0%20.0%

15.0%

10.0%

5.0%

0.0%

q_3

OthersAcademicSocialBuss: Purpose

20.0%

15.0%

10.0%

5.0%

0.0%

q_2

Ufone

Mobilink

Warid

Telenor

Zong

Missing

51

ANALYSIS:Here we can see that which network is used forwhich purpose. Ufone is mostly used for social purpose,where as Mobilink for business purpose and socialpurpose. As Zong is a new entry, not a big percentage forit.


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Percent

20.0%

15.0%

10.0%

5.0%

0.0%20.0%

15.0%

10.0%

5.0%

0.0%20.0%

15.0%

10.0%

5.0%

0.0%20.0%

15.0%

10.0%

5.0%

0.0%

q_3

OthersAcademicSocialBuss: Purpose

20.0%

15.0%

10.0%

5.0%

0.0%

Occupation

Student

profess

ional

housewife

unemployed

selfemployed

52

Analysis: As it is clear from the graph that the mobilephone is used for business purpose in professionals,whereas just for socialization in students, housewives andunemployed. Rest can be seen in the above graph.


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Percent

20.0%

15.0%

10.0%

5.0%

0.0%20.0%

15.0%

10.0%

5.0%

0.0%20.0%

15.0%

10.0%

5.0%

0.0%20.0%

15.0%

10.0%

5.0%

0.0%

q_4

bothcallssmsMissing

20.0%

15.0%

10.0%

5.0%

0.0%

Occupation

Student

profess

ional

housewife

unemployed

selfemployed

network prob

covrage prob

sms pkg

call rates pkg

other

q_7

Pies show counts

network prob

29.92%

covrage prob

18.28%

sms pkg

13.02%

call rates pkg27.42%

other

11.36%

53

ANALYSIS:Mostly people use mobile for both sms and calls,but professional and housewives use it just for calls mostly.The sms rate is high in students.

ANALYSIS:Thisresponse is for the

question that whypeople prefer toswitch to someother networks. Somost of the peoplesaid due to networkproblem and callrates packages.


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q_9mobilink

Frequency Percent Valid PercentCumulative

Percent

Valid 1 272 36.3 37.4 37.4

2 201 26.8 27.6 65.1

3 113 15.1 15.5 80.6

4 74 9.9 10.2 90.8

5 67 8.9 9.2 100.0

Total 727 96.9 100.0

Missing System 23 3.1

Total 750 100.0

q_9ufone


Percent

Valid 1 208 27.7 28.6 28.6

2 299 39.9 41.1 69.6

3 145 19.3 19.9 89.6

4 55 7.3 7.6 97.1

5 21 2.8 2.9 100.0

Total 728 97.1 100.0


Total 750 100.0

q_9telenor


Percent

Valid 1 94 12.5 13.0 13.0

2 115 15.3 15.9 28.9

3 330 44.0 45.6 74.64 147 19.6 20.3 94.9

5 37 4.9 5.1 100.0

Total 723 96.4 100.0


Total 750 100.0

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q_9warid


Percent

Valid 1 111 14.8 15.5 15.5

2 99 13.2 13.8 29.33 91 12.1 12.7 42.0

4 355 47.3 49.5 91.5

5 61 8.1 8.5 100.0

Total 717 95.6 100.0


Total 750 100.0

q_9zong


Percent

Valid 1 63 8.4 8.8 8.8

2 39 5.2 5.5 14.3

3 40 5.3 5.6 19.9

4 61 8.1 8.6 28.5

5 510 68.0 71.5 100.0

Total 713 95.1 100.0


Total 750 100.0

ANALYSIS:When we took the rate of each net work from 1 to 5, thefrequency came as; 272 people said that Mobilink is No.1. 208 saidthat Ufone is No.1, 111 said for Warid, and 94 and 63 for Telenorand Zong each.

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Percent

12.5%

10.0%

7.5%

5.0%

2.5%

0.0%

12.5%

10.0%

7.5%

5.0%

2.5%

0.0%

12.5%

10.0%

7.5%

5.0%

2.5%

0.0%

12.5%

10.0%

7.5%

5.0%

2.5%

0.0%

q_2

ZongTelenorWaridMobilinkUfoneMissing

12.5%

10.0%

7.5%

5.0%

2.5%

0.0%

q_11

v.cheap

chea

p

moderate

expensive

Missing

56

ANALYSIS:Sms packages of Ufone, Warid and Telenor are

very cheap, whereas for Mobilink it is expensive.

tv ads

bill boards

print media

internet

social gathering

network msgs

q_13

Pies show countstv ads

46.84%

bill boards 9.56%

print media

13.06%

internet 6.73%

social gathering

17.63%

network msgs 6.19%

ANALYSIS:The most

effectivesource ofinformationis TV. Thencomessocialgatherings.


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Percent

12.5%

10.0%

7.5%

5.0%

2.5%

0.0%

12.5%

10.0%

7.5%

5.0%

2.5%

0.0%

12.5%

10.0%

7.5%

5.0%

2.5%

0.0%

Occupation

selfemployedunemployedhouse wifeprofessionalStudent

12.5%

10.0%

7.5%

5.0%

2.5%

0.0%

q_19

always

never

sometimes

Missing

57

ANALYSIS:Are ads helpful to remember your desiredpackage? Mostly the people replied that sometimes.


58/66

I won't switck

Social gatherings

Internet

Tv Ads

Print Media

q_12

Pies show counts

I won't switck

31.30%

Social gatherings

18.42%

Internet

11.91%

Tv Ads30.06%

Print Media 8.31%

6.2 TESTING OF HYPOTHESIS

HYPOTHESIS NO.1:

People tend to switch from one network to another mostlybecause of the network problem.

HYPOTHESIS NO.2:

The most efficient source of getting information about a cellularnetwork is the TV advertisements.

HYPOTHESIS NO.3:

People do switch their network often after watching TV ads.

HYPOTHESIS NO.1:

People tend to switch from one network to anothermostly because of the network problem.

58

Why would you change your cellular connection. Mostof the people refused to change their connection. Butthey too admit that the TV ads influence on theirpurchase decisions.


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During our literature review, we found that there were someproblems, which were faced by people regarding their network. Soin order to find that we added this question in our questionnaire:

Q. 7: WHYWOULDYOUPREFERTOSWITCHTOOTHERNETWORKFROMYOURFIRSTONE?

F) BECAUSEOFNETWORKPROBLEMG) BECAUSEOFCOVERAGEPROBLEMH) BECAUSEOFSMSPACKAGEI) BECAUSEOFCALLRATESPACKAGESJ) OTHERREASON (________________________________________________

_____________________________________________________________)

FINDINGS:


Percent

Valid networkproblem

Documents

Nadeem Mbrrrrrrrrrrrrrr Report