TELENOR PAKISTAN

Presenter: Rizwan Bashir Goraya

BBA-Fall12-167

History

• Telenor Pakistan is 100% owned by a Norwegian Telenor Group

• Telenor Group Have 160 Million subscribers and a Workforce of 33000

• Performing communication services in 12 Markets across Asia & Europe

• Telenor Pakistan Acquired a GSM License in April 2004

• Began Commercial operations on March 15, 2005 in Karachi, Islamabad & Rawalpindi

Achievements

• In October 2012, Telenor Pakistan crossed 30 Million active subscribers

• Telenor Pakistan is the 2nd Largest mobile operator in Pakistan

• Telenor Pakistan has created 2800 Direct & 25000 indirect jobs

• Telenor Pakistan has invested $2.3 Billion in the local economy so far

• Telenor Pakistan contributed over Rs.121 Billion since the beginning of operations

Mission

Our Mission Is Simple:“We Are Here To Help”

• We Exist To Help Our Customers• Making It Easy To Buy & Use Our

Services• Delivering On Our Promises• Being Respectful Of Differences• Inspiring People To Find New Ways

Vision

Our Vision Is A Clear Call To Action:“Empower Societies”

• Providing Power Of Digital Communication

• Enabling Everyone To Improve Their Lives

• Building Societies For Secure Future• Stimulating Change & Improvement• Vital & Progressed Infrastructure

Core Values

We Believe In Four Core Values:• Make It Easy

(We Don’t Complicate Things)

• Keep Promises(Actions, Not Words)

• Be Inspiring(We Are Passionate About Customers &

Business)

• Be Respectful(We Respect Local Trends & Cultures)

Goal

Our Goals Are Clear:• Create Value• Expanding Market Share• Strong Commitment With Society• Creation Of Profitability & Market

Growth• Introduction Of An Advance Technology• Freedom Of Choice

4 P’s Of Marketing

4 P’s 4 C’sProduct Customer Solution

Price Customer Cost

Place Convenience

Promotion Communication

The 4 P’s of Marketing Related to 4 C’s for Customers Intention:

Products & Services

• Utilities (Easy Load & Song Dedication)

• Internet• Infotainment• Music & Games• Education & Careers• Entertainment & Sports• Smart Tunes• Religion• Social

Packages Prepaid Packages:

• Djuice

• Talkshawk

Postpaid Packages:

• Persona

Talkshawk

• Talkshawk 24 Hours• Talkshawk Economy• Talkshawk 75 Paisa• Talkshawk Har Second• Talkshawk Har Minute• Talkshawk A1• Talkshawk Value Package• Talkshawk Meri Pasand Offer• Talkshawk Pora-Pakistan Offer• Talkshawk Superstar Offer

Djuice

• Djuice Din Raat Package• Djuice Ghanta Package• Djuice Boltay Jao Offer• Djuice Free Call Offer• Djuice Minutes Bundle Offer• Djuice Khamoshi Torr Offer• Djuice Bol Jigar Bol Offer• Djuice Jagtay Raho Offer

Persona

• Persona Consumer• Persona Easy (100)• Persona Simple (500)• Persona Free• Persona Business• Persona Special 5ive• Persona Team Talk

Price

Pricing Strategies:• Demographic Pricing

(Age, Income, Occupation)

• Psychological Pricing(Social Class, Lifestyle, Personality)

• Promotional Pricing• Segmented Pricing• Dynamic Pricing

Promotion

Promotional Strategies:• Advertisement• Bill Boards• Societal Campaigns• Sales Promotions• Public Relation• Direct Marketing

Placement

Placement Strategies:• Coverage

Coverage in more than 1500 Cities & Towns

• FranchisingMore than 200 Franchises & 200000

Retailers

• Channels• Locations• Transportation

Societal Campaigns

Telenor Pakistan Launched Various SocietalCampaigns Like:

• Khamoshi Ka Boycott

• Karo Mumkin

• Khud-Dar Pakistan

• Djuice Rozgar

Cultural Campaigns

Telenor Pakistan Launched Various Cultural

Campaigns Every Year Like:

• Hajj Packages• Ramadan Packages• Eid Packages• Sponsoring Music Albums• Sponsoring Sports Festivals

STP Model

Segmentation:• Geographic

(Country, Region, City, Density)

• Demographic(Age, Gender, Income, Occupation)

• Psychographic(Social Class, Lifestyle, Personality)

• Behavioral(Occasions, Users, Benefits)

STP Model

Targeting:• Age & Gender Based• Occupation Based• Income Based• Social-Class Based• Area & Region Based• Occasion Based

STP Model

Positioning:• Functional Positioning

(Solve Problem, Get Favorable Perception)

• Symbolic Positioning(Self Image, Affective Fulfillments)

• Experiential Positioning(Sensory Stimulation, Cognitive

Stimulation)

SWOT Analysis Strengths:• Largest Geographical Coverage• Largest International Roaming Service• Superior Customer Care• Strong Distribution Channels• 24 Hours Customer Services• Competitive Price• Innovative & Intense Growth• More Attractive & Valued Services

SWOT Analysis Weaknesses:• Billing Inflexibility• Growing Customer Dissatisfaction• Low Growth Rate Of Persona• Marketing Plan• Lack Of Follow-Up From Customers• Not Promising Packages• European Identity• Less Differentiation & Switching Cost

SWOT Analysis Opportunities:• Declining Growth Of Market King• Further Network Expansion• Poor Network Services Of Competitors• Favorable Regulatory Authority• Unmet Demand• Innovative Products & Services• Investment Opportunity

SWOT Analysis Threats:• Aggressive Marketing By Competitors• Possibility Of New Networks Entrance• Close Competitive Environment• Political Instability• Changing Technologies• Economical Challenges

BCG Matrix

BCG Matrix Of Telenor Pakistan:

Stars Question Mark

Cash Cows Dogs

Growth Rate

Market Share

References

www.telenor.com www.telenor.com.pk www.djuice.com.pk www.talkshawk.com.pk www.pta.gov.pk www.marketingteacher.com Principles Of Marketing By Philip Kotler