Project u Fone

8/13/2019 Project u Fone

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PROJECT REPORT

FINAL PROJECT

BUSINESS COMMUNICATION

SUBMITTTED BY:

USMAN HASSAN 2103213


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KUMAIL HAIDER 2103226

AZEEM HAYAT 2103211

SALMAN BHATTI 2103188

SUBMITTED TO:

COL. SOHAIL

NATIONAL COLLEGE OF BUSINESS

ADMINISTRATION & ECONOMICS

TABLES OF CONTENTS

INTRODUCTION

MISSION

VISION


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HISTORY

HEADQUARTER

OBJECTIVES

DEPARMENTS IN Ufone

SALES & SERVICES CENTER

BRANDS

FINANCIAL POSITION ANALYSIS

SWOT ANALYSIS OF UFONE

BCG MATRIX

PRODUCT LIFE CYCLE

MARKETING STRATEGIES

MARKETING MIX

CONCLUSION

Executive Summary:

Ufone ! "#e !e$on% '()e!" $e*'( ne"+o(, n P',!"'n- T#e #e'% off$e of "#e Ufone !

o$'"e% n ./0B1 F02 M'(,'3 I!'4'5'%1 P',!"'n- E6e(7 O()'n3'"on' +#e"#e( "!

4*"n'"on'1 8(6'"e 5*!ne!! o( Go6"- Off$e! %e8en% on "! 8eo8e- Tee$o4 n%*!"(7

! )(o+n) n P',!"'n +"# ne+ $o48'ne! ! )e""n) $en!e "#e $o48e""on ! "#o*)#


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'! ' (e!*" ! "#e $on!*4e( ! )e""n) 5enef"! 'n% en9o7 o+ $' ('"e!- W"# ' 8o8*'"on

of .: 4on $o*n"(e! Ufone ! one of "#e 5e!" "ee$o44*n$'"on ne"+o(,! "#'"

)ene('"e (e6en*e- Ufone Co48'n7 $o44en$e% "! o8e('"on! *n%e( "#e 5('n% n'4e of

Ufone f(o4 I!'4'5'% on J'n*'(7 ;< ;==.- Ufone P(o6%e "+o ,n%! of Se(6$e! "#'" !

Ufone P(e8'7 'n% Po!" 8'7- In 8o!"8'% "#e7 8(o6%e ' o" of 8'$,')e! !*$# '! U +on1

U !#'(e- P*5$ De4'n% e"$- n 8o!" 8'% "#e7 8(o6%e ' B'$, 5e((71 8'74en" $#o$e1

6'*e '%%e% !e(6$e e"$-

Ufone #'! '+'7! 8'7e% ' 6"' (oe n "#e %e6eo84en" of $e*'( 4'(,e" n P',!"'n- I"

#'! 5een ' !"e8 '#e'% n n"(o%*$n) ' nno6'"6e 8(o%*$" n "#e 4'(,e"- Ufone '%o8"e%

"#e 8o$7 of !48fe% "'(ff! +"# no #%%en $#'()e!- Ufone "'()e"e% "#e 4%%e $'!!1

57 n"(o%*$n) o+ ('"e!- U fone #'! ne"+o(, $o6e(')e n 4o(e "#'n :>>: o$'"on! 'n%

'$(o!! ' 4'9o( #)#+'7! of "#e $o*n"(7- Mo5n, #'!


5/34

D*(n) "#e 7e'( Ufone '%o8"e% "#e 8o$7 of !48fe% "'(ff! +"# no #%%en $#'()e!1

+#$# (e!*"e% n 8o!"6e 48'$"! on "#e *!')e "(en%! of !*5!$(5e(! '! +e '! "o"'

!*5!$(5e( 5'!e1 +#$# #'! n$(e'!e% "o .


6/34

In .


7/34

fn'n$' 'n% 4'(,e"n) )o'!- De!8"e Ufone! !"('"e)7 "o 8(o6%e ' #)# !"'n%'(% of

!e(6$e ('"#e( "#'n n$(e'!n) !*5!$(5e( 5'!e +"#o*" $'8'$"71 " #'! '$#e6e% '

!*5!"'n"' 4'(,e" !#'(e n ' 4'(,e" "en 7e'(! o%e( "#'n "!ef-

HEADUARTER:

T#e #e'% off$e of "#e Ufone ! o$'"e% n ./0B1 F02 M'(,'3 I!'4'5'%1 P',!"'n 'n% "

$o6e(e% '(e' ! ;//? $"e! of P',!"'n1 GT Ro'%1 S*8e( H)#+'7 & Mo"o(+'7-

OB!ECTIVES:

Ufone ! ' %7n'4$ o()'n3'"on +"# ' 8o+e(f* $*"*(e "#'" 'o+! 8eo8e "o 4',e "#e

4o!" of "#e( !,!1 8e(!on'"7 'n% $'(ee(- I %e6eo8e% !*$# ,no+e%)e 'n% !,! +#$#

%(e$"e% "o 47 $'(ee(- C*!"o4e( Se(6$e Ufone ! 8(o*% "o #'6e 'n eff$en" 'n% f(en%7

$*!"o4e( !e(6$e "#(o*)# ;. $o48'n70o+ne% S'e! & C*!"o4e( Se(6$e Cen"e(! 'n%

ne'(7 ;:= f('n$#!ee! '$(o!! "#e $o*n"(7- T#e o*"e"! '(e '5e "o !e(6$e "#e

$*!"o4e(! +"# nno6'"6e !o*"on!1 'n% '(e e48o+e(e% +"# We5 5'!e% f('n$#!e

4'n')e4en" !7!"e4!-

Ufone ! 8o!e% "o f'$e "#e e6e( n$(e'!n) $#'en)e! of "#e 4'(,e" 'n% ! $onf%en" "

+ '""('$" ne+ $*!"o4e(!- I" #'! "#e '5"7 "o (e"'n "! e!"n) $*!"o4e( 5'!e +"# '

#)# e6e of $*!"o4e( !'"!f'$"on 6' o8"4*4 ne"+o(, !e(6$e 'n% ' ;@ #o*( $'

$en"e( f'$"7-

DE"ARMENTS IN U#$%e:

T#e Foo+n) %e8'("4en"! '(e $*((en"7 +o(,n)

H*4'n Re!o*($e M'n')e4en"

M'(,e"n) De8'("4en"

Co44e($' De8'("4en"

S'e! De8'("4en"

Fn'n$e De8'("4en"


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P'7(o De8'("4en"

Info(4'"on Te$#noo)7 De8'("4en"

En)nee(n) De8'("4en"

A%4n!"('"on

A*%"n) De8'("4en"

C*!"o4e( C'(e

SALES & SERVICES CENTER:

Ufone S'e! & Se(6$e Cen"e(! #'6e 5een !e" *8 "o 8(o6%e 7o* *'"7 !e(6$e! '

*n%e( one (oof !o 7o* $'n +', n "o 'n7 Ufone S'e! & Se(6$e Cen"e( fo( !e(6$e! ,e

Conne$"on 8*($#'!e

B 8'74en"

SIM A$"6'"on

N*45e( 5o$,n) n $'!e of o!" o( !"oen SIM!

N*45e( $#'n)e

A%%(e!! $#'n)e

SIM (e8'$e4en"

O+ne(!#8 C#'n)n)

P(o%*$" 8'$,')e $#'n)e

Conne$"on $o!*(e

PIN PUK $o%e n*45e( n*(7

GPRS

IR '$"6'"on

M!!e% C' No"f$'"on

C' Fo(+'(%n)

Confe(en$e C'

FNF A$"6'"on C#'n)e!


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BRANDS:

W#e ,ee8n) "! "('%"on of 5en) "#e "(en% !e""e( n "#e n%*!"(71 Ufone $#'n)e% "#e

4')e of 4o5e 8#one! f(o4 ' **(7 on7 'ffo(%'5e 57 "#e e"e1 "o ' ne$e!!"7

'ffo(%'5e 57 "#e $o44on 4'n- Sn$e "! n$e8"on1 Ufone #'! 8o!"one% "! 5('n% fo(

4'!!e!- In ,ee8n) +"# "#e *8$o4n) $o48e""on 'n% 4'(,e" %7n'4$!1 Ufone

n$(e'!e% "! fo$*! on "#e 7o*"# !e)4en" +#$# $o48(!e! := of "#e 8o8*'"on1 +"#

"#e P(e8'7 5('n%- B7 %e!)nn) 4'(,e" fo$*!e% 8(o%*$"!1 Ufone! 5('n% "e'4 '*n$#e%

'))(e!!6e $'48')n!1 +#$# f*("#e( n$(e'!e% "#e 5('n% e*"7- T#e ne+ 5('n% 4')e

)'ne% #*)e 8o8*'("7 '4on)!" "#e "'()e"e% 4'(,e"- A (e$en" 4'(,e"n) !*(6e7

$on%*$"e% 57 ' 8(o4nen" 4'(,e"n) (e!e'($# $o48'n7 !#o+e% "#'" Ufone #'!

$on!%e('57 n$(e'!e% "! 5('n% 6!5"7 'n% 4')e- Ufone! P(e8'7 5('n% ! no+$on!%e(e% "o 5e one of "#e 4o!" f'6o(e% 5('n%! 57 "#e 7o*"# 4'(,e" 'n% ! foo+e% 57

o"#e( 4o5e o8e('"o(! '*n$#n) "#e( (e!8e$"6e 5('n%! fo( "#e 7o*"# 4'(,e"

"RODUCTS:

Ufone offe( 5o"# 8(e8'% 'n% 8o!"8'% !e(6$e!- T#e foo+n) '(e "#e

!e(6$e! of Ufone-

"re'ai(:

Ufone 4'(,e"! "! 8(e8'% !e(6$e! '! P(e8'7- Ufone P(e8'7 ! 4o(e'ffo(%'5e- I"!

8(4'(7 4'(,e" ! n"en%e% "o+'(%! "een ')e(! 'n% !"*%en"!- Foo+n) '(e !o4e of "#e

8(e8'% 8'$,')e! of Ufone-

"ac)a*e+:

Lfe 8*! P'$,')e

U"# 8',')e

: ,' .:


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P(e8'7 Lfe

Lfe V'*e

Jo!#

U C($e Lfe

U C($e Lfe P*!

U Ro$,

P*5$ De4'n%

P''n$# K' P'n%('#

G#'n"' P'$,')e

U Won

/ 4n*"e! P'$,')e

One N*45e( f(ee P'$,')e

Ten!on F(ee P'$,')e

?= P'!' Offe(

U0C($e

Ot,er Va-ue A((e( Service+:

Ufone G'4e S#o+

SIM L')'o Offe(

Ufone Me45e( B'n'o

IDD USA1 UK & C'n'%'

P(e8'% Ro'4n)

In"e(n'"on' MMS

Re$#'()e O8"on!

P(e8'% C' De"'!

U S#'(e

ULo'% 6' . n, ATM

Ufone Confe(en$e C'


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"ayme%t+ $# .i--:

P'74en"! "#(o*)# S$('"$# $'(%!

T#(o*)# UTo8 U8

C'!# o( $(e%" $'(%

D(e$" %e5"

U!n) I n, ATM

U!n) NIB D(e$" P'7 on NIB ATM

Bi-- "ayme%t L$cati$%+:

Ufone e'!7 5 8'74en" o$'"on! n$*%e "#e foo+n)

Ufone S'e! & C*!"o4e( Se(6$e Cen"e(!

S"'n%'(% C#'("e(e% B'n,

Onne 8'74en" 6' C(e%" C'(%!

MCB ATM

N'%(' Ko!,!

UBL Ne"+o(,

A Po!" 8'7 !*5!$(5e(! (e$e6e 8'8e( 5! o( e5! 6' e4' of on ' 4on"#7 5'!!-

Po!" 8'7 5! n$*%e "#e foo+n)1

FINANCIAL "OSITION ANALYSIS:


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Mar)et S,are:

A$$o(%n) "o "#e fn'n$'! (e!*"! of ' $e*'( $o48'ne! Ufone $'8"*(e% "#e 4'(,e"

!#'(e ;=-:? n"o ;==>- M'(,e" !#'(e n ;==< +'! ;.-;=- In$(e'!e n "#e 4'(,e"

!#'(e of Ufone f(o4 ;==> "o ;==< +'! =-?@- A5o6e fn'n$' f)*(e! !#o+ "#'" 4'(,e"

!#'(e ! n$(e'!e% !4oo"#7-

In #)#7 $o48e""6e !e$"o(1 4'(,e" !#'(e ! "e(4e% "o 5e ' !"(on) 8'('4e"e( "o !#o+

%e)(ee of $o48e""6ene!! n "#e !e$"o(- Fo( ' on) "4e1 Mo5n, (e4'ne% "#e 4'(,e"

e'%e( +"# ' !)nf$'n" %ffe(en$e1 5o"# n "e(4! of !*5!$(5e(! 'n% (e6en*e! +"# (e!"

of "#e o8e('"o(!- T#e PTA '!o %e$'(e% Mo5n, '! 'n SMP o8e('"o( n "#e 4o5e

4'(,e"- Ho+e6e(1 +"# ne+ o8e('"o(! !e""n) n 'n% '%%"on of ONG n "#e o$'4'(,e" #'! $#'n)e% "#e 4'(,e" !#'(e !"(*$"*(e1 "#o*)# Mo5n, !" #o%! #)#e!"

!#'(e- No+ !*5!$(5e(! #'6e 4o(e $#o$e1 5e""e( o8"on! 'n% '""('$"6e f'$"e! ,e

MNP-

T#*!1 "#e $o48'ne! '(e '%%n) ne+ !*5!$(5e(!1 5*" '" "#e !'4e "4e "#e7 '(e '!o

o!n) "#e e!"n) !*5!$(5e(! n f'6o( of o"#e( o8e('"o(!- F)*(e0. !#o+! !#'(e

$o48'(!on of e'$# o8e('"o( n "e(4! of "o"' !*5!$(5e(! %*(n) ;==20=> 'n% ;==>0=


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D*e "o #*)e '4o*n" of !'e! Ufone! (e6en*e n ;==> ! .: +#$# +'! n$(e'!e% "o

.>->? n ;== +'! US ;2@:: 4on 'n% n "#e ne" 7e'( ;==< "#e n6e!"4en"

n$(e'!e% f(o4 "#! 8on" "o US @=??= 4on1 +#$# !#o+! "#'" n6e!"o(! '(e fn'n$n)

n Ufone 'n% Ufone ! %e6eo8n) n"e(e!" of n6e!"o(! n fn'n$n)- P',!"'n #'! 5een

'n n6e!"o(! #e'6en e!8e$'7 fo( "ee$o4 !e$"o( fo( ' fe+ 7e'(!- T#e n6e!"o( f(en%7

en6(on4en" 4',e! "#e $o*n"(7 #o4e "o +o(% "ee$o4 )'n"! ,e O('!$o41 Teeno(1

W'(% Tee$o4 A5* D#'5 G(o*81 Sn)"e 'n% "#e '"e!" '%%"on of C#n' Mo5e-

T#e!e $o48'ne! #'% 5een n6e!"n) #e'67 n (on) o*" "#e( ne"+o(,! +"# ' 8'$e

"#'" 4o(e "#'n


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A"#o*)# "#e (e8o("e% 7e'( %% no" 8(o6e "o 5e 6e(7 e$"n) one fo( "#e o8e('"o(!1 'n%

"#e "o"' n6e!"4en" %e$(e'!e% 57 @> 5*" "#e o8e('"o(! '(e "',n) " '! ' "e48o('(7

!e"5'$,- E6en n !*$# ' %!$o*(')n) !"*'"on1 "#e $o48'ne! ,e on) 'n% Ufone

#'6e n$(e'!e% "#e( n6e!"4en" n "#e (e8o("e% 7e'(- on) 8'n! "o n6e!" US :==

4on 4o(e o( !o n "#e $o4n) 7e'( "o (o o*" "#e nf('!"(*$"*(e ' '$(o!! "#e $o*n"(7-

We #o8e "#'" n6e!"4en" n "#e !e$"o( + f*("#e( n$(e'!e +"# "#e n"(o%*$"on of /G-

W#e oo,n) '" n%6%*' n6e!"4en"!1 Mo5n, #'! !*5!"'n"'7 $*" %o+n "!

n6e!"4en" "o 4o(e "#'n 2=1 foo+e% 57 Teeno( 'n% W'(% (e%*$n) n6e!"4en"! *8

"o // 'n% ?: (e!8e$"6e7- T#e 4'9o( $on"(5*"o( "o "#e "o"' n6e!"4en" 4'%e n "#e

4o5e !e)4en" "*(ne% o*" "o 5e Teeno( +"# ' "o"' of US /2@ 4on-

S/OT ANALYSIS OF UFONE:

STREN0THS:

Net1$r) C$vera*e

Ufone #'! ' ne"+o(, $o6e(')e n 4o(e "#'n :>>: o$'"on! 'n% '$(o!! ' 4'9o(

#)#+'7! of "#e $o*n"(7-

I%ter%ati$%a- R$ami%*Ufone $*((en"7 $'"e(! fo( In"e(n'"on' Ro'4n) "o 4o(e "#'n ;/= 6e o8e('"o(! n

4o(e "#'n ./= $o*n"(e!- Ufone #'! n"(o%*$e% In"e(n'"on' Ro'4n) f'$"7 fo(

8(e8'% !*5!$(5e( n 6'(o*! $o*n"(e! '(o*n% "#e )o5e +"# "#e o+e!" $' ('"e!1

fe'"*(n) no !e$*("7 $#'()e! 'n% '$"6'"on $#'()e!-

0"RS R$ami%*


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GPRS (o'4n) f'$"7 ! '6''5e +"# 4o(e "#'n ..: 6e o8e('"o(! '$(o!! >:

$o*n"(e!-

Lice%+e #$r A2a( !ammu 3a+,mir A%( N$rt,er% Area+

T#e $o48'n7 #'! '!o 5een '+'(%e% ' ne+ $en!e fo( 8(o6%n) $e*'( !e(6$e! n

A3'% J'44* 'n% K'!#4( 'n% No("#e(n A(e'!-

ua-ity C$vera*e

Ufone 8(o6%e! "! !*5!$(5e( +"# *'"7 $o6e(')e 'n% $e'( $onne$"6"7-

Va-ue A((e( Service+

Ufone ! ' #o!" of 6'*e '%%e% !e(6$e! 'n% %'"' $onne$"6"7 +"# "#e 5e!" ne"+o(, n

P',!"'n-

L$1e+t "rice+

Ufone offe(! "#e 4o!" (e'!on'5e 8($e! fo( "! *!e(!-

Re're+e%tative $# "TCL:

Ufone '$"! '! ' (e8(e!en"'"6e of PTCL '! " ! "! !*5!%'(7

"i$%eer+ $# MMS a%( 0"RS:

Ufone +'! "#e f(!" "o '*n$# GPRS !e(6$e! 'n% M*"4e%' Me!!')n) Se(6$e MMS

'n% 8(e8'% (o'4n) n P',!"'n- T#e ne"+o(, '!o 'o+! Ufone !*5!$(5e( "o #'6e

#)# !8ee% +(ee!! %'"' !e(6$e-

Sec$%( Lar*e+t Mar)et S,are


16/34

Ufone ! "#e !e$on% '()e!" $e*'( o8e('"o( n P',!"'n +"# !*5!$(5e( 5'!e of '(o*n%

?-: 4on 'n% ' 4'(,e" !#'(e of ne'(7 ;:- Ufone! P(e8'7 5('n% ! no+ $on!%e(e%

"o 5e one of "#e 4o!" f'6o("e 5('n%! 57 "#e 7o*"# 4'(,e"

/EA3NESS:

Be,i%( $% Exce++ive Dema%(

T#! ! Ufone! 5))e!" +e',ne!! $o48'n7 ! *n'5e "o 4ee" "#e %e4'n%!

"$$r Or*a%i2ati$%a- Structure

Cen"('3e% !"(*$"*(e f'e% "o 8(o6%e 8(o8e( )*%'n$e o6e( n!"(*$"on 'n%

8o$e!-

Sta*%a%t "r$#ita.i-ity

A! $o48'(e% "o fn'n$' '!!e"!1 Ufone ! no" $o!e "o e8e$"e% 8(of"'5"7-

Over-y De'e%(e%t $% "TCL

Sn$e1 " ! ' !*5!%'(7 of PTCL IT ! %e8en%en" on PTCL-

Lac) $# Fra%c,i+e

I" #'! 4'n7 f('n$#!e! n "#e +#oe $o*n"(7 5*" '! "! $*!"o4e(! '(e n$(e'!n) %'7 57

%'7 !o "! 8(e!en" f('n$#!e! '(e no" eno*)# "o f*f "#e nee%! of " $*!"o4e(!-

Lac) $# I%%$vative Service+

Ufone "#o*)# #'! !o4e *n*e 'n% %!"n$" !e(6$e! 5*" " #'! no" 7e" )6en 4'n7

nno6'"6e !e(6$e! '! $o48'(e% "o o"#e( $e*'( $o48'ne!-

Net1$r) C$vera*e

I"! $o6e(')e on So*"#e(n 8'(" of P',!"'n ! *"e )oo% 5*" n no("#e(n '(e'! "!

$o6e(')e ! ' 5" 8oo(-


17/34

C$m'etiti$%

W#en Ufone $'4e n"o "#e !een n P',!"'n $e*'( 4'(,e" Mo5n, +'! '(e'%7

8(e6'n) n "#e 4'(,e" 'n% " +'! ' Mo5n, 4ono8o7 "#'" "4e- T#o*)# +"# "#e8'!!')e of "4e Ufone "oo, 4'n7 $*!"o4e(! of Mo5n, 5*" !" Mo5n, #'! '()e

n*45e( of *!e(! 5e$'*!e " +'! f(!" "o P',!"'n! $e*'( 4'(,e" 'n% "#! ! "#e

$o48e""6e %!'%6'n"')e "o Ufone-

I%ter%a- "r$.-em+

Ufone ! 8')*e% +"# !o4e n"e(n' 8(o5e4! ,e +#en " ! 8(6'"3e% "o E"!'''" 5en)

"#e 8'(" of "#e PTCL 4'n7 e48o7ee! +e(e no" #'887 +"# "#e 8'7 !$'e "#'" "#e7 +e(eoffe(n)-

O""ORTUNITY:

"u.-icity a%( Mar)eti%*

W"# "#e ()#" 4'(,e"n) !"('"e)7 "#e7 $'n '$*(e 4*$# 4o(e-

Ne1 Va-ue A((e( Service Deve-$'

T#! ! 'n o88o("*n"7 "#'" + ne6e( 5e !'"!fe%1 4e'nn) "#'" Ufone !#o*% '+'7! 5e

'""e48"n) "o ,ee8 48(o6n) ne+ 6'*e '%%e% !e(6$e! 'n% '! +e ,no+ +#'" ! n

"o%'7 + 5e o*" "o4o((o+-

I%tr$(uce 3i$+) Tec,%$-$*y

Ufone $'n !*(8(!e "! $o48e""o(! 57 n"(o%*$n) Ufone ,o!,- T#e!e + 5e ATM ,e

4'$#ne! 'n% "#'" + )6e ;@0#o*( !e(6$e "o Ufone !*5!$(5e(! "o o'% "#e 5''n$e

9*!" ,e "#e7 "',e 4one7 f(o4 ATM-


18/34

Deve-$' Fra%c,i+e i% Rem$te Area+

Ufone !#o*% %e6eo8 !o4e ne+ f('n$#!e! n (e4o"e '(e'! !o "#'" 8eo8e + )e"

4o(e 'n% 4o(e 5enef" f(o4 " 'n% " + #e8 "o n$(e'!e "#e( $*!"o4e(!- Ufone !#o*%

e"en% "! ne"+o(, $o6e(')e '(e' "o No("#e(n 8'(" of "#e $o*n"(7 '! +e 5e$'*!e n "#'"8'(" no" "oo 4'n7 $o48'ne! '(e )6n) !e(6$e! 'n% f Ufone )6e "! !e(6$e "#e(e "#en

" + %efn"e7 '""('$" 8eo8e 'n% "! n*45e( of $*!"o4e(! + !#oo" ,e ' (o$,e"-

THREAT:

0$ver%me%t I%ter#ere%ce

Go6e(n4en" n"e(fe(en$e n "e(4! of "'e! + '+'7! 5e "(e'"e% '! ' "#(e'"-

"tc- Ce--u-ar Lice%+e

Ufone ! no"#n) 9*!" ' $e*'( $en!e "o PTCL1 PTCL !#o*% 8(o6%e 4o(e fn'n$'

!*88o(" "o en#'n$e 8(of"'5"7 of "! !*5!%'(7 $o48'n7-

"e%+i$% "ay$ut+

P'(" of "#! "#(e'" ! "#e( o+n %on) 'n% o"#e( ! !487 *n'6o%'5e- Ufone !(e!8on!5e fo( 8(o6%n) )ene(o*! 8en!on 5enef"! "o "! e48o7ee!1 +#$# '" "4e

!ee4! ,e ' )(e'" %e'1 #o+e6e( "#e7 '(e no+ e8e(en$n) 8(o5e4! '! 4o(e 'n%

4o(e 8eo8e 5e)n "o $oe$"-

I%crea+e( Hea-t, Care C$+t+

Ufone1 ,e 4'n7 '()e $o48'ne! +"# *'"7 e48o7ee! #e'"# $'(e 5enef"!1 !e8e(en$n) ' '()e fn'n$' #" "#'" on7 )e" +o(!e '! "4e $on"n*e! '! $o48'(e "o

o"#e( $e*'( f(4!

T$u*, C$m'etiti$%


19/34

A! Ufone ! $e*'( $o48'n7 'n% "#e(e ! $*" "#(o'" $o48e""on '4on) $e*'(

$o48'ne! n P',!"'n- T#e(e '(e ! o"#e( $o48'ne! '!o +o(,n) n P',!"'n !o

Ufone +o*% #'6e "o f'$e !o4e )(o+n) $o48e""6e 8(e!!*(e!-

"re++ure 0r$u'

So4e 8(e!!*(e )(o*8! '(e 8(o"e!"n) on "#e "o+e(! "#'" '(e n!"'e% n (e!%en"'

'(e'!- T#e( o8non ! "#'" " ! no" )oo% fo( #e'"# of 8eo8e "o #'6e !*$# "o+e(! ne'(

"#e( #o4e! "#'" $'*!e ('%'"on!-

Ec$%$mic "r$.-em+

P',!"'n ! f'$n) !o4e !e(o*! e$ono4$ 8(o5e4! no+ %'7! !o "#'" +o*% '!o 'ffe$"

Ufone- T#e $*((en" (e$e!!on n 4'(,e" ! no" )oo% fo( 'n7 ,n% of 5*!ne!! n$*%n)

"ee$o44*n$'"on-

BCG MATRIX

Q*e!"on M'(,P(o%*$"! +"# o+ !#'(e of ' #)# )(o+"# 4'(,e"

?= 8'!' offe(

P'n$# ,' 8'n%('

S"'(

P(o%*$" +"# #)# !#'(e +"# 4'(,e"

U"# 8'$,')e

S*8e( )#'n"'


20/34

C'!# Co+

P(o%*$" +"# #)#" !#'(e of ' o+ )(o+"# 4'(,e"

Ten!on f(ee 8'$,')e U $($e

Do)

P(o%*$" +"# o+ !#'(e of o+ )(o+"# 4'(,e"

U (o$,

P*5$ %e4'n%

P(o%*$" fe $7$e S"')e!

In"(o%*$"on

D*(n) "#e f(!" !"')e of 8(o%*$" fe $7$e " ! '*n$# n"o "#e 4'(,e" n ' f* !'$e

8(o4o"on n 4'(,e"n) 8(o)('4 "#e n"(e 8(o%*$" 4'7 5e ne+ of "#e 5'!$ 8(o%*$" 4'75e +e ,no+ 5*" #'6e ' ne+ fe'"*(e of '$$e!!o(7 "#'" ! n "#' n"(o%*$"o(7 8e(o% '(e

$#'('"e(3e% 57 #)# $o!"! o+ !'e! 6o*41ne" o!!e! 'n% 4"e% %!"(5*"on-Ho+e6e(

fo( (e'7 ne+ 8(o%*$"! "#e(e ! 6e(7 ""e %(e$"! $o48e""on-

GROWTH

In "#e )(o+"# 5o"# !'e 'n% 8(of" (!e! of"en '" ' ('8% ('"e-C848e""o(! en"e( n "#'

4'(,e" n '()e n*45e( f "#' 8(of" o*"oo, ! 8'("$*'(7 '""('$"6e-N*45e( f %!"(5*"ono*"e" n$(e'!'e18($n) 4'7 $o4e%o+n ' 5"--T78$'7 8(of"e !"'("! " %e$ne ne'( "#e

en% of )(o+"# !"')e-

MATURITY


21/34

D*(n) "#e f(!" 8'(" of "#! 8e(o% !'e! $on"n*e "o n$(e'!e15*" '" ' %e$(e'!n)

('"e-4'()n' 8(o%*$e(! '(e fo($e% "o %(o8 o*" of "#e 4'(,e"- P($e $o48e""on

n"en!fe!-

DECLINE

T#e !'e! of 8(o%*$" fo(4 'n% 5('n% e6en"*'7 %8 -S'e! 4'7 8*n)e "o 3e(o o( 4'7

%(o8 "o ' o+ e6e +#e(e "#e7 $on"n*e fo( 4'n7 7e'(!-

MAR3ETIN0 STRATE0IES:

MAR3ET SE0MENTATION

"re'ai(

Ce*'( !e(6$e 4'(,e" ! ' %6e(!e !e" of 8eo8e- Ufone '! +e '! o"#e( $e*'( !e(6$e

$o48'ne! !e)4en" "#e( 4'(,e" on fo*( 5'!e! 0 e$ono471 ')e1 )en%e( & o$$*8'"on- ECONOMY:U88e( $'!!1 M%%e $'!!1 !o$o0e$ono4$ $'!!1 o+e( $'!!

A0E:Teen')e(!1 7o*n)!"e(!1 4%%e ')e1 ')e% 8eo8e

0ENDER:M'e & Fe4'e

OCCU"ATION:$o(8o('"e $'!!1 B*!ne!! $'!!1 +o(,n) $'!! e"$

ECONOMY :

U88e( $'!!1 M%%e $'!!1

OCCU"ATION :

$o(8o('"e $'!!1 B*!ne!! $'!!1


22/34

TAR0ET MAR3ETS:

"re'ai(

Ce*'( 8#one! '(e "#e "e$#noo)7 of ne+ e('1 "#e ;.!" $en"*(7- T#e!e $e*'( 8#one!

'(e "#e 4'n fo$*! of o*( 7o*n)!"e(!- A "#e $e*'( $o48'ne! '(e "'()e"n) T#e Yo*"#

one +'7 o( o"#e(- Ufone ! no on)e( ' foo+e( n "#! ('$e- I"! 4'n fo$*! ! THE

YOUTH of P',!"'n +#$# ! "! T'()e" M'(,e"-

Tar*et mar)eti%* +trate*y

Ufone #'! '+'7! 5een "'()e"n) Yo*"# M'(,e" 57 *!n) 7o*n) 5('n% en%o(!e(! o(

'45'!!'%o(!- I" '+'7! 5(n)! !*$# 8'$,')e! 'n% offe(! "#'" 8(e$!e7 4ee" "#e nee%!

of o*( 7o*n) 8eo8e- No %o*5" " #'! '!o '*n$#e% 8'$,')e!1 5('n%! 'n% offe(! fo(

+o(,n) 8eo8e1 5*!ne!! $'!!1 '%e! 'n% ')e% one!- Ufone !ee,! "o "'()e" 4'!!e! n

"#e on) (*n-

"OSITIONIN0:

"re'ai(

Po!"onn) ! "#e 8(o$e!! of $(e'"n) 'n 4')e of $o48'n7! 5('n% n "#e 4n% of

4'(,e"- Co48'ne! 8o!"on "#e4!e6e! e4o"on'71 f*n$"on'7 o( on "#e 5'!! of

5('n% *'"7- Ufone ! !" ' 4'(,e" $#'en)e( n $o48'(!on "o 4'(,e" e'%e(

MOBILINK- I" ! !" "o (e'$# "o "#e "o8 4o!" 8o!"on of $e*'( $o48'ne!- So Ufone

8o!"on! "!ef on "#e 5'!! of "! !e(6$e!-

Ufone! fo(4e( Po!"onn) S"'"e4en"

4Every.$(y L$ve+ t$ U#$%e "re'ay5

Ufone! ne+ Po!"onn) S"'"e4en"

4U#$%e tum ,i t$, ,$65


23/34

O(

4It7+ A-- A.$ut U5

U#$%e7+ '$+iti$%i%* +trate*y:

Ufone $#'n)e% "#e 4')e of 4o5e 8#one! f(o4 ' **(7 on7 'ffo(%'5e 57 "#e e"e1 "o

' ne$e!!"7 'ffo(%'5e 57 "#e $o44on 4'n- Sn$e "! n$e8"on1 Ufone #'! 8o!"one% "!

5('n% fo( MASSES on "#e 5'!! of !e(6$e! " ! 8(o6%n) 'n% "! o+e!" $' ('"e!- I"

4',e! "#e4 5ee6e "#'" " !'"!fe! "#e nee%! of e6e(7one 63 ' $'!!e!1 ')e & )en%e(!- I"

"e! "#e4 "#'" Ufone ! "#e(e +#en 'n75o%7 nee%! "- T#e 5('n% n'4e UFONE "!ef ! '

8o!"onn) !"'"e4en"-

CUSTOMER RELATIONSHI":

"re'ai(

W"# ;> 4on 4o5e *!e(! n P',!"'n1 Ufone ! #'6n) ' !*5!$(5e( 5'!e of '(o*n% 2

4on- Ufone ! !#o+n) ' (e4'(,'5e )(o+"# ('"e- I" ! 4'n"'nn) ' #e'"#7 $*!"o4e(

(e'"on!#8 "#(o*)# "! $*!"o4e( !e(6$e $en"e(! 'n% $' $en"e(!- I"! %e8'("4en" of

C*!"o4e( O8e('"on! ! !8e$'7 %e!)ne% fo( 4'n"'nn) C*!"o4e( Re'"on!#8!-

Cu+t$mer Re-ati$%+,i' Strate*y:

Ufone !"('"e)3e "o 5*% 'n% 4'n"'n !"(on) $*!"o4e( (e'"on!#8! n o(%e( "o 5*%

on)0"e(4 $*!"o4e( o7'"7 'n% "o $'8"*(e $*!"o4e( fe"4e 6'*e- In "#! $on"e" Ufone

#'! 5een "('nn) "! n"e(nee! 'n% 8e(4'nen" e48o7ee! n "#e fne '(" of n"e('$"n)

+"# $*!"o4e(!- I" ! '!o !"('"e)3n) "o offe( )f"! & (e+'(%! fo( "! on)0"e(4 $*!"o4e(!

n "! Po!" P'7 "o 4'"$# "#e +on%e(f* $*!"o4e( (e'"on!#8 !"('"e)7 of INDIGO-

TOTAL MAR3ET ORIENTATION:

"re'ai(


24/34

To"' M'(,e" O(en"'"on ! '5o*" *n%e(!"'n%n) 'n% 4ee"n) $*!"o4e(! e8(e!!e% 'n%

'"en" nee%!-

Strate*y:

Ufone #'! '+'7! $on!%e(e% "#e e6e( )(o+n) nee%! of o+ $' ('"e! 'n% *'"7

!e(6$e- I" #'! 8(o6%e% "! $*!"o4e(! "#e( nee%e% 8'$,')e! 'n% #'! n"(o%*$e% !*$#

5('n%! & 8'$,')e! "#'" 4ee" $*!"o4e(! '"en" nee%! '! +e- Fo( e'48e : ,' .: !

(e!*" of ' '"en" nee% of +o4en of o*( !o$e"7- T#e7 8'n "o 4',e ' !#o(" $' 5*" "

5e$o4e! ' on) one *nn"en"on'7 %*e "o )o!!8! 'n% $#" $#'"!-

C$m'etitive +trate*y:

"re'ai(

T#e(e ! ' #'(% $o(e $o48e""on '4on) "#e $e*'( !e(6$e 8(o6%e(! n P',!"'n-

Ufone ! ' 4'(,e" $#'en)e( n "! $o48e""6e 8o!"on1 +#e(e MOB ILINK ! "#e 4'(,e"

e'%e(- W'(%1 Teeno( 'n% ne+7 n"(o%*$e% ONG '(e '!o !"(on) $on"en%e(! n

4'(,e" $#'en)e( $'"e)o(7- Ufone #'! "#e foo+n) fo*( %(e$" $o48e""o(! 0

Ufone '!o $on!%e(! "#e foo+n) '! "! $o48e""o(!0

ONG fo(4e( PAKTEL

Mo5n,

Teeno(

W'(%

Strate*y:

Ufone! $o48e""6e !"('"e)e! '(e C*!"o4e( n"4'$7 'n% Dffe(en"'"on- Ufone '4! '"

fo(e 8'!!n) Mo5n, n "! $o48e""6e ('$e-

MAR3ETIN0 MI8:


25/34

SERVICES:

"re'ai(

Ufone ! ' !e(6$e 8(o6%n) $o48'n7- Se(6$e ! 'n7 n"'n)5e 8(o%*$" "#'" $on!!"! of

'$"6"e!1 5enef"! o( !'"!f'$"on! offe(e% fo( !'e-

Strate*ie+:

"$+iti$%i%*

"r$(uct9re'$+iti$%i%* +trate*ie+

I- A4on) e!"n) $*!"o4e(!

II- A4on) ne+ *!e(!

"r$(uct Sc$'e Strate*y

I- M*"8e P(o%*$" S"('"e)7

"r$(uct De+i*% Strate*y

I- S"'n%'(% P(o%*$"

II- S"'n%'(% P(o%*$" +"# 4o%f$'"on!

Ufone 4',e! !"('"e)e! "o 8(o6%e ' 5e""e( $e*'( "ee8#on$ !e(6$e +#$# e$e! "!

$o48e""o(! '" ' e6e!- W#en Ufone '*n$#e! ' ne+ 8'$,')e n ' 4'(,e"1 " '$"*'7

4',e! " ' $o48e"e 8'$,')e of $o(e 5enef"1 %e!)n1 fe'"*(e!1 5('n% n'4e1 *'"71 'n%

'f"e( !'e !e(6$e-

"RICE:

"re'ai(

Ce*'( !e(6$e 8(o6%e(! '(e f'$n) n"en!e 8($e $o48e""on n $on"e48o('(7 4'(,e"-

C*!"o4e(! 8e($e6e 8($n) '! "#e #e'(" of 5('n% !ee$"on- P($e #'! '+'7! !een "#e

$o(e %ffe(en"'"on of Ufone- Ufone ! "#e one +#o ! offe(n) e'!" $' ('"e! off0

ne"+o(,- Strate*y


26/34

"e%etrati$%

Ufone !"('"e)3e "o $'8"*(e "#e e!"n) 8($n) nee%! of "! $*!"o4e(! 'n% *!e " +e on

o$$'!on' o( "4e7 5'!!- Fo( e'48e Ufone offe(e% 6e(7 )oo% $' ('"e! on

n"e(n'"on' $'! n E% %'7!- I" offe(e% #o*(7 $' ('"e! n R'4'%'n +#en 8eo8e +e(ee'!" ,e7 "o '6' "#e offe( "#'" 4*$# "#'" " 4)#" 8(o6e *n8(of"'5e fo( Ufone- I" +'! '

f'n"'!"$ !"('"e)7 "o 5e'*"f7 "#e 5('n% 4')e n "e(4 of 8($n) n $*!"o4e(! 4n%! '!

+e '! (e4'n 8(of"'5e n %on) !o-

Ufone foo+! 4'(,e" 8ene"('"on 8($n) !"('"e)7 'n% %7n'4$ 8($n) !"('"e)7 "o 4ee"

"#e $*!"o4e( nee%! 'n% e6e( $#'n)n) 8($e $o48e""on-

"LACE:

"re'ai(

P'$e 8'7! ' 6e(7 48o("'n" 8'(" n "#e %!"(5*"on 'n% 8(o4o"on of !e(6$e!-

Co48e""o(! of Ufone '(e !ee,n) "o 8ene"('"e n"o 8'$e! +#e(e o"#e(! #'6en"

(e'$#e%- Ce*'( !e(6$e 8(o6%e(! '(e %('!"$'7 +%enn) "#e( ne"+o(, & $o6e(')e n

e6e(7 '(e' of P',!"'n- Mo5n, #'! "#! e%)e n 8'$e e$een$e 5e$'*!e " ! "#e

8onee( n $e*'( "ee8#on$ fe%-

Strate*y:

I%te%+ive

Ufone !"('"e)3e "o +%en "! $o6e(')e "o ' 8'$e! n P',!"'n n o(%e( "o 4ee" "#e

(e*(e4en"! of "! n$(e'!n) $*!"o4e( 5'!e- No+ Ufone ! #e'%n) f(o4 $"e! "o

(e4o"e no("#e(n '(e'! n e8'n%n) "! ne"+o(,- Ufone #'! n"en!6e 8(o4o"on n $"e!1

5*" " ! '!o $on!%e(n) 48(o6n) "! 8(o4o"on n (*(' '(e'! '! +e-


27/34

"ROMOTION:

"re'ai(Ufone 5ee6e! n In"e)('"e% M'(,e"n) Co44*n$'"on +#$# ! ' $'(ef*7 5en%e% 4

of 8(o4o"on "oo!- Ufone e48o7 %ffe(en" 4'(,e"n) '$"6"e! 'n% $#'nne! "o

$o44*n$'"e 'n% %e6e( 6'*e "o $*!"o4e(- T#e!e '$"6"e! '(e $oo(%n'"e% "o 8(o6%e

4'4*4 $o44*n$'"on o*"8*"- T#e!e $o44*n$'"on $#'nne! n$*%e!0

A%6e("!n)1 !'e! 8(o4o"on1 8*5$ (e'"on!1 %(e$" 4'(,e"n) & 8e(!on' !en)- Ufone

!"('"e)3e "o $'((7 o*" 8(o4o"on n o(%e( "o n$(e'!e "! 4'(,e" !#'(e-

Strate*y:

A(verti+i%*

Sa-e+ "r$m$ti$%

"u.-ic Re-ati$%+: Ufone ! e!! $on!$o*! of %e6eo8n) "! )ene(' 8*5$

(e'"on!- B*" (e$en"7 " #'! '*n$#e% "! H'99 G*%e !e(6$e on Ufone- I" '6o%!

)e""n) n ne+! !"o(e! 'n% $on"(o6e(!e! 5*" !o4e"4e! " 8(o6e! ne6"'5e-

Direct Mar)eti%*: Ufone e48o7 on0(o'% *45(e' f('n$#!e! +#e(e "#e %(e$"7

4'(,e" 'n% !e "#e( $onne$"on! 'n% S4!-

"er+$%a- Se--i%*: Ufone '%4n!"e( 8e(!on' !en) f'$"7 "o !e "#e( Po!" P'7

$onne$"on! "'()e"n) +e "o %o 8eo8e 'n% 5*!ne!!4en-

Sa-e+ "r$m$ti$%

P*5$ Re'"on! Ufone ! e!! $on!$o*! of %e6eo8n) "! )ene(' 8*5$ (e'"on!- B*"

(e$en"7 " #'! '*n$#e% "! H'99 G*%e !e(6$e on Ufone- I" '6o%! )e""n) n ne+!

!"o(e! 'n% $on"(o6e(!e! 5*" !o4e"4e! " 8(o6e! ne6"'5e-

ADVERTISIN0 & DEVELO"IN0 AD COM"AI0NS


28/34

An7 8'% fo(4 of non 8e(!on' 8(e!en"'"on 'n% 8(o4o"on of %e'!1 )oo%!1 o( !e(6$e!

57 'n %en"fe% !8on!o(

ADVERTISIN0 OB!ECTIVES:

Ufone *!e '%6e("!e4en"! +#en

I" #'! "o nfo(4 "#e $*!"o4e(! '5o*" ne+ o( '6''5e !e(6$e!

I" !ee,! "o 8e(!*'%e 8eo8e "o 8*($#'!e "#e( !e(6$e o( !+"$# "o "#e(

$onne$"on f(o4 'n7 o"#e( $onne$"on

ADVERTISIN0 BUD0ET

Ufone ! ' #e'67 !8en%e( on '%6e("!n) n ee$"(on$ 4e%' '! +e '! o"#e( 4e%'-

Re$en"7 Ufone n6e!"e% ' #*)e '4o*n" on 4'!! '%6e("!n)- I" +'! %efn"e7 ' (!, "o

"',e !*$# %e$!on- T#e7 '(e %e6eo8n) 'n% 8'7n) ne+ '%6e("!e4en"! on ee$"(on$

4e%' no" e6en +"# ' 4on"#! )'8 o( !o- A !n)e Ufone '%6e("!e4en" 8'7e% .:0;=

"4e! 8e( %'7 on ' TV $#'nne $o!"! 4on! 6'(7n) +"# "#e "4e of %'7 +#en " !

8'7e%- Ufone !8en%! ;= of "! 8(of" on '%6e("!n) 'n% !'e! 8(o4o"on-

ADVERTISIN0 STRATE0IES

A%6e("!n) !"('"e)7 $on!!"! of "+o 4'9o( ee4en"! A%6e("!n) Me!!')e & A%6e("!n)Me%'- Ufone #'! "#e foo+n) !"('"e)e! (e)'(%n) "#e Me!!')e 'n% Me%' of

'%6e("!n)1

ADVERTISIN0 MESSA0E:

Me!!')e Con"en" 00T#e 6e(7 f(!" $on"en" of Ufone! '%6e("!n) 4e!!')e +'! #*4o(1

'n% "#en n "! 5oo4n) !"')e " !#f"e% "! 4e!!')e $on"en" "o 7o*"#f* e$"e4en"-

Re$en"7 Ufone #'! ')'n '%o8"e% #*4o(o*! "#e4e fo( "! 4e!!')e $on"en"- T#! "4e

Ufone ! +nnn) "#e #e'("! of

8eo8e "#(o*)# #*4o( 'n% " #'! n$(e'!e% RPI of Ufone- Ufone #'! '(e'%7 )ene('"e%

4*$# (e6en*e "#(o*)# "-

Me++a*e F$rmat 99T#e fo(4'" of Ufone! '%6e("!e4en"! #'! '+'7! 5een 6e(7

$oo(f* 'n% e7e $'"$#n)- T#e !#o$,n) O('n)e & G(een $oo(! *!e% 57 Ufone


29/34

#'6e '+'7! '""('$"e% 8eo8e- T#e!e $oo(! oo, 5e'*"f* on +' 8(n"n) of

Ufone-

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