strategic marketing plan for Warid

1 Strategic Marketing Plan for WARID


WARID TELECOMLAHORE COLLEGE FOR WOMEN UNIVERSITY, Lahore

DEPARTMENT OF MANAGEMENT SCIENCES

Marketing Management

Submitted To:

Miss Nayab

Submitted By:

Madiha Khalid (834)


“STRATIGIC MARKETING PLAN FOR WARIID”

TABLE OF CONTENTS

Pages

Abstract 4

Brand development stage 5

Comparison with other brands 5

Company life cycle 5

Building Brand equity 5-6

Comparisons of BAV & BRM 6-7

Brand value chain 7

Positioning Strategies 8-11

Product life cycle 12-15


“STRATIGIC MARKETING PLAN FOR WARIID”

ABSTRACT

This is a Project of the marketing management concepts and tools used in marketing. Our project is about creating brand equity. We have to present the brand “WARID” and describe where our brand development is. Customer’s relations with the brand. What customers feel and think about the brand. What brand resides in the mind of customers? Our brand uniqueness. Our brand “Warid” is very different from other network brands because our unique services and facilities to our customers. We provide lower call rates and SMS packages as compare to any other network. Our company life cycle is on boom now. Because we are providing many different facilities and service which satisfying our customer’s needs. Our customers have emotional feelings with our brand. Describe about the models for creating brand equity. Comparison of brand resonance model (BRM) and brand asset valuator (BAV).BAV provides information to enable firms to improve the marketing decision-making process and to manage brands be t t e r .It evaluates a brand in the entire world of brands, not in its category. Brand Asset Valuator is an important tool to assess a brand’s current achievements and stature whereas brand resonance model (BRM) refers to the nature of the ultimate relationship and level of identification that the customer has with the brand .Warid has portrayed itself to be a brand that the customer can have a happy and lifelong relation with. We have to implement the brand value chain. We also discuss the Warid’s product life cycle and its characteristics.


Brand Development Stage

Our brand development stage is on “leadership” because of our high earnings and potential. People are fully aware of our services and also understand our appeal. They utilize our services and become familiar with it as well.

Comparison with other brands:

Our brand “Warid” is very different from other network brands because our unique services and facilities to our customers. We provide lower call rates and SMS packages as compare to any other network.

We introduce daily, weekly and monthly calls and SMS packages according to the needs of our customers. Our other services include lower international rates, ring tones services, Azaan alarm, news updates and internet facility, etc.

Now recently we introduce a new facility by using it our customers can block the person who irritates them or to whom they don’t want to talk.

Company’s life cycle:

Our company life cycle is on boom now. Because we are providing many different facilities and service which satisfying our customer’s needs and due to it they become familiar with our network. Most of our customers are loyal with our network and many have satisfactory feelings as well. Thus, Warid have great understanding with its customers.

Building brand equity:

We can build our brand equity by providing different services time to time to the customers so that they can satisfy their needs and get what they really want.

Network brand equity can be built by providing lower charges as compare to other networks and by providing such services which are very helpful to our customers in their daily life.


Moreover, advertisement is also play an important role in building brand equity. Because of advertisement people become aware of brand and want to use it at least for ones. This may include T.V, radio, social web sites and newspapers, etc.

Comparison between BAV and BRM

Brand Asset Valuator:

It provides information to enable firms to improve the marketing decision-making process and to manage brands be t t e r .

BAV provides comparative measures of the equity value of thousands of brands across hundreds of different categories.

BAV has now been linked to a unique set of financial analytics, which allows determining a brand’s contribution to a company’s intangible value.

Brand Asset Valuator is an important tool to assess a brand’s current achievements and stature.

It is even more powerful when the future potential of a brand can also be measured.

Brand Asset Valuator can help managers understand marketplace opportunities and the types o f r i sk tha t go wi th t hem.

It can provide a deeper understanding of consumer behavior

Brand Resonance Model: This model refers to the nature of the ultimate relationship and level of

identification that the customer has with the brand.

It describe about the customer feelings and emotions about the brand. Customer judgment about the brand.what kind of image creates in the mind of customer about the brand.


Our warid customers relate to the brand very intimately. It repeats purchases are very common. They feel a very strong attachment towards the brand because it portrays a very different image.

Warid has portrayed itself to be a brand that the customer can have a happy and lifelong relation with. The Warid experience has created deeper attachment in the minds of the customer.

Warid engaged their customers and have actually made the process of investing time, energy, money or other resources enjoyable.

WARID’s Value Chain:

Its services customer in mind Zahi (post paid) Rs. 500

Communication: Constant feedback Zem & Zahi Vary a/c to

(Above &below line) Responsibility 46% services

Employees are family Network provider High Expansion Market

Member Effective Cost Structure Capitalization:

High Profit 1 05.8million

Aviod contradiction

Distinctiveness Signals Reaction by low rates Market dynamics

Channel: Franchises High growth

Subscribers : 508655 Risk: Launch in rural

Push Strategy profitable brand contribution

Marketing program

investment

Customer mind set

Brand performance

Share holder value

ProgramCustomer

market


Positioning Strategy Of WaridWarid is a family brand umbrella of Abu Dhabi Group. Warid has a very quick customer response from is employees to the customer in case of any problem or query.Warid consider the need of customer first.” Life ka network” symbolize as the network is alive, alive in sense of changing according to customer demand, and keep response to customer’s needs and wants.

Warid launched its products in Pakistan with a MARKET PUSHER STRATEGY, while providing low rates, not only it has made its position better but also made other networks to reduce their prices.

TARGET MARKET:Basically Warid targeted every person of society who is able to use this network service. Warid has divided its target market in to categories of A+, A-, B+, B-, C, D, E and F.

CATEGORIES CHARACTERISTICS:A+ & A- refers to age group of 28 to 32, 40+ and of upper-income level (Urban)B+ & B- refers to age group of 22 to 27 and of lower-upper-income level (Urban)C refers to age group of 18 to 21 young stars (CORE TARGET) (Urban)D refers to age group of specially 13 to 17 and all and low lower income level (Urban)E refers to users of Semi-urban areas (Has planned to launch)F refers to users of Rural Areas (Has planned to launch). Competitive frame of reference:The main objective of Warid telecom is to compete in the market. Because they have strong competitors in the market.

At initial stage warid has focused on the consumer class segment only but later on fixing foots on ground it starts targeting all segments of the cellular sector.

Warid is a business having its tough competitors covering almost every city of the Pakistan. But the competitive edge this company has its quality and providing maximum facilities on lowest possible rates and the compiled comparison of other cellular operator. The competitors of Warid are as:


Mobilink Ufone Telenor ZongThe prices of Warid telecom are low but they are offering better quality and services are better as compared to other network services like Zong. Another new product of Warid Telecom have been launched which completely based on the pricing the product named was GLOW.

Parity between Warid and Zong network:

1-Network facility:As both Warid and Zong are telecom companies so the main service provided by them is consistent network facility by which customers can communicate with each other any time at any place.2-Missed call alert:Missed call alert is a service which is provided by both telecom networks. By using this service customers can receive a SMS of all those calls which do not receive.


3-Conferencing call:Conferencing call is the facility which is also provided by both networks and by using this service customers can communicate to many people at the same time.4-Internet facility:By using this facility customers can interact with social media at any time and this service is also introduced by Warid as well as Zong.5-SMS delivery report:Warid and Zong both provide SMS delivery report which confirms that the SMS is send to the required person. 6-Picture Messages: Picture messages are also the service which is provided by both networks which allow its customers to send pictures as well.7-Music: Music service is also provided by Warid as well by Zong. By using this facility customers can select any ring tone or latest songs.

Differences between Warid and Zong Network:

We compare our brand Warid Telecom waithZong network and we find that our brand provide more and better services as compare to Zong few of them are as follow:

The most important and unique service provided by Warid telecom is “Blood Bank Services” in which It enables users to search for required blood group in a particular city by matching it with a database of registered donors for that city. A blood receiver can only get into contact with a donor upon the donor’s consent. Customers can get this facility by dialing 2525.ButZong does not provide such type of facility.

Warid also introduce “auto dialer” service to its customers by which they can select top ring back tone by dialing 321. But if we talk about Zong than it do not provide any ring tone service.

Warid is now also providing the facility of “Google talk” as Google has partners with Warid Telecom to offer its G mail users an ability to send free text messages to any Warid number from their Gmail account or through Google chat. This facility is not provided by Zong, they may provide internet facility but they do not providing such specific offer to any

http://www.waridtel.com/products/google_talk.php


social network. Recently Warid introduce its new service

named by “Double number offer” in which its customers can use two numbers at a time by using one sim. Due to it, customers do not need to carry to carry two cell phones or dual cell phone. But Zong do not have introduced any service of this kind.

Warid also providing “advance balance” facility to its customers by which they can get balance when it runs out. Zong does not introduce such service till now.

The most distinctive service of Warid is “Warid location based service” by usng it you can locate your friends or family members easily. Zong do not provide any familiar facility to it.

Warid is also providing a unique service named by “Warid reverse auction” by this the customers can purchase products by SMS at retail price.

Warid also providing “ Warid tijarat” facility by which you can easily trade things by an SMS. Customers can buy or sell the products s well.

Warid providing “Islamic Service” to its customers by which they can listen QuranicAyat with translation, Tafseer of Quran, Namaz timing, Naat and many Dua’s.

Customer point of view:Customer has Positive and favorable attitude towards WARID. They are satisfied with our services (call rates &SMS packages). They are loyal to us as well.

PRODUCT LIFE CYCLE of WARID

http://www.waridtel.com/products/warid-tijarat.php

http://www.waridtel.com/products/double_number.php

http://www.waridtel.com/products/advance_balance.php


Product Life Cycle:The product life cycle is an important concept in marketing. It describes the stages a product goes through from when it was first introduction to the marketing, growth, maturity to its decline or reduces in demand in the market. Not all products reach this final stage. Some continue to grow and others rise and fall. The PLC concept can be applied by marketers as a useful framework for describing how products and markets work. PLC concept can help in developing the good marketing strategies for different stages of the product life cycle.

Characteristics of Product life cycle of Warid telecomPLC Stage of Warid: Warid telecom has currently considered at growth stage in PLC. It has 18% shares in telecom market. Because Warid target friends and family culture even mostly in new generation. So they have different marketing strategies and campaigns.

1. Products: Warid telecom is provided prepaid and postpaid connections and also offer to SMS and calling features including value added services like Ringtones, Pakages bundles etc.

Warranties and Services : Warid is provided warranties after sales through its franchises and customer services in all cities.

2. Price: Warid is used price strategy against its competitive edge that differentiates the product from their competitors. Warid followed customer oriented strategy rather than too cost strategy. Warid is used Demand Push and Demand Pull strategy in order to penetrate the market, because warid always introduced their services relatively cheaper rates, high quality as


compared to prices. It provides the discounts and allowances for prepaid segment in special events like matches, shows etc.

3.Distribution Warid has personal base centers. And the distribution of warid products is retailers, franchises etc. Warid is focusing to every segment so it facilitates to their customers in PCO’s, Bookshops and mobile shops.

Franchises: Warid Telecom is constantly establishing dedicated company owned sales and service centers in all the major cities and towns of Pakistan. Warid is manufacturing its products i.e. SIM outside the country with its central warehouse in Lahore and 03 regional warehouses in Lahore, Karachi and Islamabad. Warid has its basic distribution centers in all 28 cities of Pakistan .

4. Advertisement Warid is using both, ATL (Above the Line) and BTL (Below the Line) advertisement for its products.

ATL advertisements include on electronic media like TV, Radio, internet and print media that includes newspaper, magazines, and brochures etc.

BTL includes sponsoring different sports activities and providing relief activities like 8 October earthquake.

Shopping centers activities

5.Promotion: Promotion is most important tool of marketing strategy. .

Publicity and Public Relations Warid is keeping public relationing and publicity in mind and doing great work on it .

Sales/Trade Promotion : Warid is doing Sales/Trade Promotions but kept confidential. Ethical issues associated with this product. Warid is care full about ethical issues associated with its products but does not open them as per strict confidentially concern. Warid has designed promotional activities keeping in mind the culture and tradition.

Warid telecom Basant Festivals Sponsorship on World telecom day


Characteristics of WARID

Introduction Growth

Sales Low Rising(18% of market share).

Cost Low Average(Customer Oriented strategy).

Profit Low Rising (105 million).

Customer Innovator Every segment (high to low &urban to rural).

Competition more Low price& high quality as compare to price is the competitive edge.

Marketing objectives Create product awareness in customer mind and interact product with their customer

Warid target friends and family culture and use different strategies to increase market share.

Strategies adopted by Warid Telecom:When warid starts it offering more value and quality rather than reducing the pricing of its products and its uses both demand-pull and demand-push strategies for penetrating the market. Its innovative strategies like 1 second billing and 30 second billing are the strategies to capture the large share of market. Now warid focus on reducing the prices of its products to increase the market share of telecom industry. Thus warid can increase its market by reducing the prices of its products.

Now warid also attract its customers by launching of customer relationship programs and by making easy load more popular. They also introduce new packages for Post Paid category. Warid also uses effective advertisement strategy by making top models its brand ambassadors.

Warid introduce new high-tech technologies for improved network and launch sport program for youth to attract them. It also provides better security for SIM so its customers become more loyal and to attract non users.


Strategies Introduction Growth

Product Offer lower rates to the customer.

Provided prepaid and postpaid with value addition services.

Price Charge lower cost as compare to other networks.

Introductory Price & to penetrate.

Distribution SIMs are easily available at all franchises.

Personal base centers(franchises)Focusing on every segment (retailers ,PCO’s and book shops.

Advertising Use all media channel to aware the users.

Both above the line and below the line.

Sales promotion Promote the brand by providing free SMS and Call mints.

Base on Public relation

Culture & tradition


Documents

strategic marketing plan for Warid