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SUBMITTED TO: MR. NAJEEB AGRAWALLA

GROUP - D

MARKETING MANAGEMENT

05 SEPTEMBER, 2010

GROUP MEMBERS

SYED MOHSIN (syedmohsin2k2@hotmail.com) HASSAN ABBAS SYED HASSAN ZAHID AHMED IMRAN SHAIKH

iinnttrroodduuccttiioonn In January 2001, Pak Telecom Mobile Limited (PTML), a wholly owned subsidiary of PTCL, started it operations under the brand name 'Ufone'. Pakistan Telecommunication Company Limited (PTCL) was privatized in 2006 by the Pakistani Government and since then ufone has become a part of the Emirates Telecommunication Corporation Group (Etisalat), since Etisalat has acquired 26% of PTCL‟s shares.

Mission Statement: To be the best cellular option for U

The company employs more than 3,850 people and operates with a network of more than 375 franchises and 26 company-owned customer service centers along with a distribution network of 150,000 outlets nationwide. Ufone has network coverage in 10,000 locations and across all major highways of Pakistan. Ufone currently caters for International Roaming to more than 260 live operators in more than 150 countries. Ufone also offers Pakistan‟s largest GPRS & BlackBerry Roaming coverage available with more than 150 Live Operators across 105 countries. Since the beginning, Ufone has focused on the people of Pakistan especially youth, empowering them with the most relevant communication modes and services that enable them to do a lot more than just talk, at a price which is highly competitive. Along with the claim of lowest call rates, clear sound and best network, Ufone offers its customers simplified tariffs without any hidden charges. The brand is youthful, attractive, vibrant and high on energy With a strong and uniquely humorous communication direction that has now become Ufone‟s signature across all advertising media, Ufone gives its customers many reasons to smile. As the world of telecommunications advances and matures specially in Pakistan, Ufone promises its customers to stay ahead, developing and evolving, to go beyond their expectations, because at Ufone, it’s all about U. Ufone was also nominated as Best Brand of the Year at the Telecoms World Awards Middle East in 2009. Recently the esteemed „World Communication Awards (WCA)‟ committee has nominated Ufone for the Best Brand Award in 2010. Ufone is one of seven companies worldwide, and the only one in Pakistan to have been shortlisted

Text

The print ad which we have chosen to review is about the latest Ufone Offer Minute-per-

Minute free and its key highlights are as follows:

This tag line place at the top left corner which is creatively designed by

showing two half piece of rate that reflect the most significant aspect of

the package. This slogan depicts a clear message that “CALL POORI

AUR RATE AADHA”, that the user can now avail a call just in half

rate.

Apart from the slogan another phrases which occupies a central position in the

advertisement has been used. The phrase is:

The pull is the desire to stay connected and make long talk time calls in cheaper rates. And

this message is given in the above elaborated heading which further clarifies the message in

the mind of their target customers. And the message is that after every minute of call you will

get a free minute. It‟s basically describes the offer in a few words.

The text also contains a major part of the offer.

The text on the right side shows that this package has been

introduced for a limited time period. This Ad is published in the

starting of the month of Ramadan and generally it has been find

that people avoid to make long duration call. So, basically Ufone

tries to benefiting from this occasion sought and engaging people

towards their offering.

To add a personal touch to the ad, and to direct customers to their website the below

mentioned text is apparent at the bottom end of the advertisement. It specifies that how can

customers contact them.

It also shows the brand name (logo) and its tag line.

The rest of the text at the bottom half of the ad in relatively smaller fonts, describes the details of the offer and how to avail it. It also identifies the different packages upon which this offer can be subscribed. Here it is also specified the ending date of this offer.

Demonstration

The advertisement is based on the television ad of the same offer. A couple is shown in the advertisement which are Meekal Zulfiqar and Anum Khan. Both individuals are in state of happiness and adoration. This state of love & enthusiasm depicts freedom from all worries & surrounding noise. The male model is resting on a heavy motorcycle in a funky and vibrant look with a smile on his face and the female model is standing against a lamp post dressed in a jeans and leather jacket, which is giving her a very cool and modern look. Call Poori Aur Rate Aadha (Complete call and Half Rate) is the main slogan demonstrated on top of the couple, which are engaged in a calm and happy conversation through the new offer on their mobiles. The bottom one fourth of the advertisement, carries the Ufone logo below which the time duration of the offer is mentioned, along with that the details of the package and every single information is given on the hallmark orange color of Ufone. The last inch of the ad contains the famous Ufone logo “Tum Hee To Ho” (Its all about U!) and contact information (website and contact numbers) are mentioned. The overall demonstration of the ad depicts a clear message in a soothing yet engaging tone.

Message Execution The main idea is to incorporate integrate communication marketing into this print ad to deliver a consistent message for this offer through all the communication channels (TV, Press, Radio etc). This idea has been turned into an actual ad execution that will capture the target audience‟s attention and interest. The creative team of Ufone and its ad agency has discovered the best approach, style, tone, words, and format for perfectly carrying and executing the message. Following styles have been adopted in this print ad: Slice of Life Here a normal daily life couple is shown in the print ad which is happy and contented by using this offer (however the tv ad has a complete story and theme behind it). Mood or Image The youthful couple builds a mood or image around the benefits that are offered by the minute-per-minute free offer. The Tone of the ad is very positive, and it reminds of the humor and wit of the same tv ad. The advertiser has used attention-seeking and memorable Words in the ad, such as Call Poori Aur Rate Aadha. The Illustration of the couple and the Headline are immediately noticeable in the ad. The Copy is the main block of text in the ad is simple yet informative and it provides complete details about the offer including its limitations.

ooffffeerriinngg The Product Ufone‟s brand has grown leaps and bounds and it‟s continuous presence and unique humor has elevated its perception and equity drastically. The Brand has found its way into the hearts if the people and the message of “Saaf Awaz, Fauri Raabta, Behtreen Network and Sastay Tareen SMS / Call Rates” is now strongly associated with Ufone. The product in this advertisement is Ufone Pre-Pay under the brand of Ufone GSM and the offering is about the sales promotion regarding the minute-per-minute (limited time) offer for Ufone to Ufone calls. The minute-per-minute offer gives the pre-pay callers a free minute on every minute‟s talk-time throughout the day, means if you call your friend through this offer, who owns a ufone no as well, you will get an extra free minute after one minute of call. The offer is valid from the start of Ramadan to 7th September, 2010 and it can be availed by dialing *26# from Ufone with one time subscription charge of Rs 20/-. It is offered for the pre-pay customers subscribed to the following packages:

UWon UWon+ Tension Free

Public Demand Josh

Some of the Terms & Conditions defined for this offering are as follows:

It is not valid for calls made on Friend & Family numbers, free & short code numbers. Calls made using Voice Buckets (Value Added service) will not be eligible for this offer.

Apart from focusing this offer in the ad, it has also keep focuses on other offerings not to be get disturb or cannibalize with new short time offer.

Stage in the product life cycle Ufone has seen it all! Since it beginning in 2001, facing tough competition from Mobilink etc, Ufone slowly but gradually has build upon its position strongly in the past ten years, trying different tactics such as starting as a low end brand, calling itself “Awami Connection” (Connection for the Masses), then focusing on the youth, their campus & social life, “Everybody Loves to Ufone Prepay “ , and then

finally they rejuvenated and revamped their image by changing the visual identity “Ufone tum hi toh ho! “ or “It’s All About U”, by achieving a more fresher, vibrant look and

aggressive media campaign mostly based on humor and wit.

Over the last couple of years, Ufone has reached the end of its Growth stage – which was

the period of ufone‟s rapid market acceptance and increasing profits, into the initial era of its

Maturity Stage – where there is a slowdown in sales growth because Ufone has achieved

acceptance by most potential buyers. Now it‟s the time of gaining competitive advantage to

increase & hold market share and to attract non-users/ex-users of Ufone.

All the signs of Maturity Stage are evident, such as:

Slow sales growth.

Competitors begin marking down prices.

Increase in advertising and sales promotion.

Ufone is looking for ways to increase usage among present customers.

Market Share Market share of ufone has been constant over the years, although the total number of subscribers have increased but the overall percent is relatively constant. Ufone is having a tough competition with Telenor for grabbing the 2nd spot of largest cellular network (as per subscriber base). The Market share as at 2008-09 reveals Ufone to be at the 3rd spot with 21.2% of the total market, after Mobilink at top with around 31% and Telenor at 2nd position with 22.1% of the market share.

The Market share of Ufone has been ranging from 20% to 21% from the year 2004 to the

year 2008-9. Market share in the month of May, 2010 has slightly dropped to 19.55%.

Source: PTA

Total Subscribers 94,342,030

Mobilink 29,136,839

Zong 6,386,571

Ufone 20,004,707

Telenor 20,893,129

Warid 17,886,736

InstaPhone 34,048

Year Ufone Users Total Users % Market Share

2003-4 801,160 5,022,908 15.95%

2004-5 2,579,103 12,771,203 20.19%

2005-6 7,487,005 34,506,557 21.70%

2006-7 14,014,044 63,159,857 22.19%

2007-8 18,100,440 88,019,812 20.56%

2008-9 20,004,707 94,342,030 21.20%

May-10 19,161,118 98,001,022 19.55%

Mobilink31%

Zong7%

Ufone21%

Telenor22%

Warid19%

Market Share 2008-09

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ooff tthhee aaddvveerrttiisseemmeenntt The core communication strategy which is evident in all the advertising campaigns is to

make the overall cellular communication of Ufone, a „fun‟ and „lively‟ experience. Ufone

emphasizes on enriching the lives of its consumers by offering the best of services at

amazing and affordable prices along with fun and energy. Humor is often used by Ufone to

highlight particular benefit(s) by exaggerating it.

It keeps on communicating the cell phone users to adopt new offerings in the cellular market.

Ufone always communicates its latest packages, value added services and offers through its

promotion on TV and in Print media. Earlier it introduces innovative packages like U-th

Package, cheapest call rates, SMS packages, etc. Similarly in this ad Ufone introduces “Get

a free minute on each one minute call made to the ufone user”. The purpose of this ad

is to direct the behavior of the ufone users towards making more calls during this short time

period offer. The message of the ad also urges ufone users and potential users to

accumulate as many free minutes as they can, since this offer is only valid for short period of

time.

In accordance to the above presented explanation, let us technically appraise the objectives

through some of the key consumer Response Hierarchy Models.

Hierarchy of Effects Model If we talk in terms of Brand, we will directly conclude that it seeks the last stage of the model

which is Purchase.

However in terms of the Minute-per-Minute free offer, the target audience is aware of the

brand Ufone, but not about the latest offer which they can use in the month of Ramadan,

therefore the advertisement focuses on giving the required information about the offer in the

Knowledge Stage to the user. It also focuses on developing customer favor in Liking Stage

by providing value proposition so that they choose this offer and subscribe to it.

The target audience of current users are using prepay packages but why would they avail

this offer? Therefore to answer this question, the advertisement continues to communicate to

the audience in the Preference stage, where it builds preference for the users and even

new customers by comparing value.

Even if the current users might prefer the offer, but not develop a conviction to subscribe to

this, for this reason in the Conviction Stage, the advertisement further persuades to move

the users and also to encourage non-users of Ufone to come to this offer and hence become

a part of Ufone family.

Finally, some users and non-users of the target audience might have acknowledged all the

above mentioned stages of the communication, but yet they are not quite get around to

subscribing to this offer, or purchasing a Ufone Sim and then getting this offer for new users

/ non users, for them the advertisement comes the final communication stage of Purchase,

after providing all the information and building upon the conviction and liking.

Innovation-Adoption Model According to this model, Communication objective of this ad focuses on the transition of

stages from Trial to Adoption. Since the cellular market has reached its maturity stage

therefore chances of rapid growth is very less.

Conclusion In view of the above details, we can conclude that this offer is focusing on the Affective

stage, by informing users to create interest, desire, liking, preference, conviction,

favorable positive attitude, intention of buying, and it moves the customer to the

Behavior Stage, for an action, purchase, adoption or a behavior that will result in

subscription of the offer for the existing users and purchasing of the Ufone Pre-Pay Sim

because of this package for the new or non users. The information and awareness provided

in the ad addresses the Cognitive Stage.

To sum up, the communication objectives can be:

Creating Awareness

Generating Interest

Developing Desire

Initiating Action

Brand and Offer Purchase Intention

Target Audience In this advertisement Ufone is mainly targeting its existing users of pre-paid packages, it also

focuses on attracting the consumers of the competitors. Apart from focusing on the youth,

the print ad will give new opportunities as the mature readers of the newspaper will also get

exposure to this offer, which is an attempt to maximize customer base. TARGET AUDIENCE CONSTITUENTS

Current Users Ufone users on those pre-pay packages who can avail this offer.

Potential Buyers Non Users of mobile or Non-users of Ufone / Switchers, who might want to have ufone for their cellular communication needs.

Deciders / Influencers Friends and Family, Parents etc.

Competitors Mobilink, Telenor, Zong, Warid, PTCL Landline, Wireless telephones of Worldcall, V-fone etc.

Publics Media, Government, Critics, Pakistan Telecommunication Authority, etc

mmeessssaaggee ddeessiiggnn Appeal

The print ad is based on the T.V Ad for the same offer, in which the male model tries to save

the girl who is roped on a railway track by the villains in front of on-coming Train. The hero

tries to save her, but due to shortage of time, he wanted an extra minute so that he could

save the girl, but later on, in a humorous way, the train is announced to be one minute late

and therefore he gets the extra time to save the girl.

In accordance with the Integrated Marketing

Communication, Ufone wanted to deliver the same

message through the communication channel of a print-

advertisement, which has its own reach and

advantages, so keeping in mind the appeal of the tv ad

of the same offer, this print ad has been themed.

The ad is themed upon Ufone‟s new special offer of

providing consumers with 1 minute free after each

charged minute, which is also their USP. Since, the

theme is very appealing it is of utmost importance that

the ad should complement the theme, which it does

successfully. The young group of audience will certainly

be attracted by the young, good looking, smiling faces

of the two models as well as by the bright colors.

As the print ad reminds of the tv ad, therefore appeal in

this ad links back to the Emotional Appeal of Humor in

order to claim more attention and create more liking and

belief in the sponsor, which is Ufone in this case.

Ufone has been incredible in using humor to capture attention, make people feel good, and

give a brand experience.

The print ad also conveys an emotional message, as the notion of building relationships is

represented and leverage is given to the increased talk time due to cheaper call rates, which

is also enhanced by the attractive heading of „Her 1 minute k baad 1 minute bilkul muft‟. The

comforting idea for the consumers of talking more with their loved ones erects the base for

this ad, so that ufone can capitalize on the idle time of users in Ramadan.

Structure The message structure of this ad is in a conclusive style. The basic theme of the message is to provide information about the new offering of Ufone that enables the subscriber to talk for 1 minute free after every 1 charged minute, the message is also used to communicate the procedure of subscribing for this offer. The message portraits a special offer to the consumers and the message therefore fosters a cognitive response from the audience. It provides details to the television ad.

The strongest argument has been placed first at the top left corner in a

beautiful specially designed tag, that clearly proclaims the term – CALL

POORI AUR RATE AADHA (Full Call and Half Rate).

The third noticeable thing in the message structure is that Ufone has presented two-sided

argument, i.e. touting the product offer‟s strengths such as one free minute per every

minute; while also admitting its short comings as it only utilizable on UWon, UWon+, Tension

Free, Public Demand, Josh prepay packages, another short coming such as it is not for

Friends & Family No.s, it is only for ufone to ufone calls and that the offer‟s ending date, etc

are available in the end.

Format To attract attention, ufone has used novelty and contrast; eye-catching model and

background and headline, and positioning on the front page. The ad is easy to read,

understand and follow, starting with the headline, it gives a beautiful illustration and then the

details.

The Headlines is the core of the print-ad and its offer which carries the

main benefit, which is complete call and half rate. The headline reinforces

the picture and leads the reader/viewer of the newspaper to go through the

copy.

The copy is engaging and the Ufone‟s brand name is clearly identifiable and prominent. Its

first line supports and explains the headline and the illustration.

The context of the message is very direct and positive, as „you approach‟ has been used to

communicate the message effectively, while making a deliberate effort to make sure that the

reader gets a feeling of comfort and friendliness when reading the message.

The illustration of the background selected portrays freshness and vibrance, and it supports

the headline, as the couple are happy with the offer so they are busy in communicating by

availing this offer, so does the expressions of the models both of whom are giving a large

smile and they seem contented. The colors used are quite bright, another notable thing is

that the day time has been chosen which makes the ambiance in the picture very bright and

lively, with the green trees around, everything in the ad is exuding youth.

The size of the print-ad was very impactful as it took lower-left quarter portion of the front

page of the newspaper. The size was large enough to include all the details about the offer

and also showed the models from the T.V Ad perfectly.

The overall format of the ad is perfect for print media, as it is full of life even when it is

nothing more than a static image, the ad conveys all the messages perfectly to the target

audience.

EVALUATING UFONE’S PRINT AD

Questions to be answered Answer

Is the message clear at a glance? Can anyone tell what it is about? Yes Is the benefit in the headline? Yes Does the Illustration supports the headline? Yes Does the first line of the copy support or explain the headline & illustration Yes Is the ad easy to read and follow? Yes Is the product easily identified? Yes Is the brand or sponsor clearly identified? Yes

Source

The print ad‟s source can be identified on the basis Ufone Brand itself as a source and

partially by the male model Meekal Zulfiqar, who is a leading young model / actor, very

popular and likable in the urban modern youth of Pakistan and a known face in the

marketing campaigns of Ufone.

As this is an advertisement, there is an identified sponsor, Ufone. The source is credible and

trustworthy, as Express Daily is a widely read and respected newspaper. Ufone further

enhances credibility by using the Unique tag line “Tum hi to ho”. This makes the consumer

consider himself as the most important asset for the company. His trust and credibility about

Ufone automatically enhances.

The Likability factor moreover has been increased by the new face Anum Khan.

mmeeddiiuumm placement This colorful and glamorous ad was placed on bottom left side at the front page of Daily

Express – Urdu Edition. Daily Express newspaper was started in the year 1998 and it has

made its mark in such a short time. It is one of the top circulating Urdu daily newspapers in

Pakistan. It is the only newspaper that simultaneously publishes from 11 stations nationwide.

time / date / day This advertisement was published on Monday 17th

August 2010 i.e on 5th Ramadan 1431 Hijri.

costs The publishing cost of this ad is about Rs 1.8 Million

Advertisement Area Covered = 108 sq. cms (27 cm x 4 columns) Base Price = Rs. 5660 per sq. cm area on weekday

Front page Premium = 100% of base price,

Color page Premium = 100% of base price

FORMULA FOR CALCULATING COST

Total Cost of Advertisement= (Dimension X Base rate) + Front page Premium (100 % of

base price) + Color page Premium (100 % of base price)

So, Total calculated cost = (5660X108) + 611280 + 611280

= 611280 + 611280 + 611280 = Rs. 1,833,840 or Rs 1.833 Million

ccrriittiiqquuee Positives

The message is very clear and every information is provided about the offer. For skeptical reader it is good that each and every aspect is clearly mentioned in the advertisement, nothing is hidden regarding the offer.

The thing that captures your attention at first look are the beautiful models with very

positive facial expressions, hence appealing to the young target audience.

Use of very bright vibrant colors blended with the hallmark green and orange colors of Ufone itself, makes it a very attractive viewing experience for the readers.

Establishes Ufone as the market leader for providing the initial and prime offer for its

Pre-Pay users in the month of Ramadan, letting the competitors to plan accordingly.

Co-ordinates positively as per Integrated Marketing Communication, as the same message is delivered through the print advertisement in Urdu Press which has its own followers and advantages.

Placed at a prime location, bottom left of the Front page of Newspaper, occupying a

distinctive quarter of the page.

The ad provides information of how to contact the service provider for further information.

Emphasizes on its customers & their importance with its “Tum Hee To Ho” tag line.

Negatives

In the advertisement, the offer was so clear and had limitations, that the competitors were quick to notice its weaknesses and announced packages such as Jazz Ghanta offer, or Telenor‟s 5 paisey mein call.

The young and funky look of the models might not be liked by the older age-group of Newspaper readers as well as mobile phone users, which believe mobile phone communication as a root cause of various social problems of youth.

Since advertisements are amplification of expressiveness. It gets dimmed due to long and complex list of terms and conditions mentioned in the ad.

The print ad reveals that the offer is very limited, not only for Ufone to Ufone calls but also in terms of other Ufone packages.

Since this offer is valid for short period of time will not going to capture Cellular service switchers.

RREEFFEERREENNCCEESS Websites

Ufone

www.ufone.com/prepaid_MinutePerMinute.aspx

Emirates Telecommunication Corporation Group (Etisalat)

www.etisalat.ae

PTCL www.ptcl.com.pk

Pakistan Telecommunication Authority

www.pta.gov.pk

Express Newspaper www.express.com.pk/epaper/index.aspx?Date=20100817

Interflow – Advertising Agency

www.interflow.com.pk

Pak Readers Blog www.pkreaders.com/2010/09/ufone-best-brand-nomination/

Pro Pakistani – Telecom & IT News

www.propakistani.pk/2009/11/03/ufone-nominated-as-best-brand-of-the-year-at-the-telecoms-world-awards-middle-east/

Google

www.google.com.pk

WiseGeek www.wisegeek.com/what-is-a-target-audience.htm

Online Article

Target Audience - One of the four P’s

By: Rita Cartwright www.contactomagazine.com/biznews/targetaudience1007.htm

Books

Marketing Management – A South Asian Perspective, 13th Edition By: Philip Kotler, Kevin Lane Keller, Abraham Koshy & Mithileswar Jha.

Principles of Marketing, 12th Edition

By: Philip Kotler.