PROJECT REPORT

FINAL PROJECT
BUSINESS COMMUNICATION
SUBMITTTED BY:
USMAN HASSAN

2103213

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

 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 is the second largest cellular network in Pakistan. The head office of the Ufone is
located in 13-B, F-7 Markaz Islamabad, Pakistan. Every Organizational whether its
multinational, private business or Govt. Offices depend on its people. Telecom industry
is growing in Pakistan with new companies is getting license the competition is though

as a result is the consumer is getting benefits and enjoy low call rates. With a population
of 15 million countries Ufone is one of the best telecommunication networks that
generate revenue. Ufone Company commenced its operations under the brand name of
Ufone from Islamabad on January 29 2001. Ufone Provide two kinds of Services that is
Ufone Prepay and Post pay. In postpaid they provide a lot of packages such as U won,
U share. Public Demand etc. in post paid they provide a Black berry, payment choice,
value added service etc.
Ufone has always played a vital role in the development of cellular market in Pakistan. It
has been a step ahead in introducing a innovative product in the market. Ufone adopted
the policy of simplified tariffs with no hidden charges. Ufone targeted the middle class,
by introducing low rates. U fone has network coverage in more than 5885 locations and
across all major highways of the country. Mobilink has 910,000 subscribers and Ufone
has 565,000 subscribers. According to the latest marker survey there is 70.64% annual
growth in this sector. So when Ufone will change their technology the market is open for
them because their prices are low and they are catering to middle and lower middle
class which has quite big ratio in Pakistan.

INTRODUCTION:
The company commenced its operations under the brand name of Ufone from
Islamabad on January 29 2001. Ufone expanded its coverage and has added new cities
and highways to its coverage network. After the privatization of PTCL, Ufone is now
owned by Etisalat. During the year, as a consequence of PTCLs privatization, 26% of
its shares were acquired by Emirates Telecommunication Corporation (Etisalat). Being
part of PTCL, the management of Ufone has also been handed over to Etisalat. During
the years, Ufone continued on the path to success. The Company further expanded its
coverage and has added new cities and highways. Ufone has network coverage in more
than 5885 locations and across all major highways of the country.

During the year Ufone adopted the policy of simplified tariffs with no hidden charges,
which resulted in positive impacts on the usage trends of subscribers as well as total
subscriber base, which has increased to 19.4 million. Ufone currently caters for
International Roaming to more than 230 live operators in more than 130 countries and
introduced International roaming facility for Prepaid subscribers in Saudi Arabia, United
Kingdom, United Arab Emirates, Singapore, Portugal, Thailand, Cyprus, Bangladesh,
Uzbekistan, Tunisia, Sri Lanka, Belgium and Kuwait with lowest rates, featuring no
security deposit and activation charges.

GPRS Roaming facility is available with more than 115 Live Operators across 85
countries. The company has also been awarded a new License for providing cellular
services in Azad Jammu & Kashmir and Northern Areas.

MISSION:
"Ufone, it's all about U! We are where you want to beAt Ufone we aim
to provide you with wider coverage, superior connectivity, clear signals &
voice quality. Wherever you are, Ufone keeps you connected."

VISION:
To be the leading telecommunication service provider in Pakistan by offering innovate
communication solutions for our customers while exceeding shareholder value &
employee expectation.

HISTORY:

In 1990, Pakistan introduced its first mobile phone service called Paktel. After eleven
years in January 2001, a new cellular company with GSM technology came into the
market and they named it Ufone. The government of Pakistan granted them the license
of Pak Telecom mobile limited to operate GSM 9000 all Around Pakistan. Ufone
succeeded to establish itself in the market by providing quality service at low rates. After
its opening, initially they started their service in major cities like Rawalpindi, Islamabad,
Karachi and Lahore and on major highways. Later the service expanded to other major
cities like Peshawar, Quetta and different towns.
Ufone invested around $ 65 million to setup its modern technical infrastructure to
provide high quality crystal clear voice and fast data transmission. Ufone targeted the
middle class, by introducing low rates and different packages with Urdu names like
Jazba etc to attracted lower and middle class people.Ufone has expanded its customer
support in a very organized manner with a planned network of dealers, outlets for
people convenient. Ufone is committed to care for its customers even after they have
acquired a new connection.
Ufone not only focused on the technical capabilities, but to provide subscribers a
convenient to get connections and services. Ufone recently started GPRS through
which users can connect themselves to the global village via Internet, also introduced
multimedia messaging services and worldwide SMS at flat rates. Not only SMS but also
provides Ufone Info service through which user can get latest information about news,
sports, religion, horoscope, stock exchange etc even live sports updates. The tariff
packages have been designed keeping in mind the requirements of every segment of
the society may that be a housewife, a taxi driver, a trader or a student.
Ufone started its operation from Islamabad on 29 th January 2001. Cellular industry
performance in Pakistan before the launch of Ufone was quite dismal, with one of the
lowest population penetration rates in the Whole region. Ufones strategy from the day
one was to change this scenario and ensure that mobile phones are turned into an
everyday business and personal communication tools for all. This approach brought
about a revolution in the market; increasing its size five fold in a mere two years.
Ufones own performance in these two years has been exemplary, as it surpassed all

financial and marketing goals. Despite Ufones strategy to provide a high standard of
service rather than increasing subscriber base without capacity, it has achieved a
substantial market share in a market ten years older than itself.

HEADQUARTER:
The head office of the Ufone is located in 13-B, F-7 Markaz Islamabad, Pakistan and it
covered area is 2336 cities of Pakistan, GT Road, Super Highway & Motorway.

OBJECTIVES:
Ufone is a dynamic organization with a powerful culture that allows people to make the
most of their skills, personality and career. I developed such knowledge and skills which
directed to my career. Customer Service Ufone is proud to have an efficient and friendly
customer service through 21 company-owned Sales & Customer Service Centers and
nearly 250 franchisees across the country. The outlets are able to service the
customers with innovative solutions, and are empowered with Web based franchise
management systems.
Ufone is poised to face the ever increasing challenges of the market and is confident it
will attract new customers. It has the ability to retain its existing customer base with a
high level of customer satisfaction via optimum network service and a 24 hour call
center facility.

DEPARMENTS IN Ufone:
The Following departments are currently working:

Human Resource Management

Marketing Department

Commercial Department

Sales Department

Finance Department

Payroll Department

Information Technology Department

Engineering Department

Administration

Auditing Department

Customer Care

SALES & SERVICES CENTER:

Ufone Sales & Service Centers have been set up to provide you quality services all
under one roof so you can walk in to any Ufone Sales & Service Center for services like:

Connection purchase

Bill payment

SIM Activation

Number blocking in case of lost or stolen SIMs

Number change

Address change

SIM replacement

Ownership Changing

Product / package change

Connection closure

PIN / PUK code number inquiry

GPRS

IR activation

Missed Call Notification

Call Forwarding

Conference Call

FNF Activation / Changes

BRANDS:
While keeping its tradition of being the trend setter in the industry, Ufone changed the
image of mobile phones from a luxury only affordable by the elite, to a necessity
affordable by the common man. Since its inception, Ufone has positioned its brand for
masses. In keeping with the upcoming competition and market dynamics, Ufone
increased its focus on the youth segment (which comprises 50% of the population), with
the Prepay brand. By designing market focused products, Ufones brand team launched
aggressive campaigns, which further increased the brand equity. The new brand image
gained huge popularity amongst the targeted market. A recent marketing survey
conducted by a prominent marketing research company showed that Ufone has
considerably increased its brand visibility and image. Ufones Prepay brand is now
considered to be one of the most favored brands by the youth market and is followed by
other mobile operators launching their respective brands for the youth market

PRODUCTS:
Ufone offer both prepaid and postpaid services. The following are the
services of Ufone.

Prepaid:
Ufone markets its prepaid services as Prepay. Ufone Prepay is moreaffordable. Its
primary market is intended towards teen agers and students. Following are some of the
prepaid packages of Ufone.

Packages:

Life plus Package

Uth pakage

5 ka 15

Prepay Life

Life Value

Josh

U Circle Life

U Circle Life Plus

U Rock

Public Demand

Paanch Ka Pandrah

Ghanta Package

U Won

3 minutes Package

One Number free Package

Tension Free Package

60 Paisa Offer

U-Circle

Other Value Added Services:

Ufone Game Show

SIM Lagao Offer

Ufone Member Banao

IDD USA, UK & Canada

Prepaid Roaming

International MMS

Recharge Options

Prepaid Call Details

U Share

ULoad via 1 link ATM

Ufone Conference Call

Payments of bill:

Payments through Scratch cards

Through UTop Up

Cash or credit card

Direct debit

Using I link ATM

Using NIB Direct Pay on NIB ATM

Bill Payment Locations:

Ufone easy bill payment locations include the following:

Ufone Sales & Customer Service Centers

Standard Chartered Bank

Online payment via Credit Cards

MCB ATM

Nadra Kiosks

UBL Network

All Post pay subscribers receive paper bills or ebills via email of on a monthly basis.
Post pay bills include the following,

FINANCIAL POSITION ANALYSIS:

Market Share:
According to the financials results of all cellular companies Ufone captured the market
share 20.56% into 2008. Market share in 2009 was 21.20%. Increase in the market
share of Ufone from 2008 to 2009 was 0.64%. Above financial figures show that market
share is increased smoothly.
In highly competitive sector, market share is termed to be a strong parameter to show
degree of competitiveness in the sector. For a long time, Mobilink remained the market
leader with a significant difference, both in terms of subscribers and revenues with rest
of the operators. The PTA also declared Mobilink as an SMP operator in the mobile
market. However, with new operators settling in and addition of ZONG in the local
market has changed the market share structure, though Mobilink still holds highest
share. Now subscribers have more choice, better options and attractive facilities like
MNP.
Thus, the companies are adding new subscribers, but at the same time they are also
losing the existing subscribers in favor of other operators. Figure-1 shows share
comparison of each operator in terms of total subscribers during 2007-08 and 2008-09.
Mobilink lost its share by 15% this year whereas the rest of the operators show increase
in their market share. Telenor has the second highest share in the market (22.2%) in
terms of subscribers followed by Ufone (2 1%) and Warid (19%).
Analyzing the market share of each operator by revenue (Figure - 16), Mobilink
remained the leader, again followed by Telenor and Ufone. During the reported year, all
the companies lost their share in total revenue of the industry except Ufone and Zong
as their shares appreciated from 15% to 19% and 1% to 4% respective

Revenues:

Due to huge amount of sales Ufones revenue in 2008 is 15% which was increased to
18.86% in 2009. The increase in revenues is almost 3.86% which was almost huge
increment from than that of its competitors.
a major share of 64% in the total revenue of telecom industry. Today, the total revenue
of mobile segment stands at Rs. 212 billion. Although there is an increase in the
revenues by 16.6% this year; but the last year, the growth was over 40%. As far as
financial health of the companies is concerned, it was noticed that only Ufone made
profit of around Rs. 1.7 billion, and the rest of the companies faced losses. Double digit
inflation and taxes could be major reason besides other factors mentioned earlier.
Particularly the rising petroleum prices along with power shortage and high advertising
costs put extra burden on operators expenses.
Among the operators, Zong performed exceptionally well in terms of increase in
revenue, where the company's revenue grew three times of its actual revenue of the last
year. Ufone exhibited improved growth of 45% in its revenue. Warid, Telenor and
Mobilink's increase in revenue remained slow and steady during the reported period. As
for Ufone's financial health, the company seems to be in total control of its finances and
it is managing its financial resources very prudently.

Investment:
Investment in 2008 was US$ 27455 million and in the next year 2009 the investment
increased from this point to US$ 40660 million, which shows that investors are financing
in Ufone and Ufone is developing interest of investors in financing. Pakistan has been
an investors' heaven especially for telecom sector for a few years. The investor friendly
environment makes the country home to world telecom giants like Orascom, Telenor,
Warid Telecom (Abu Dhabi Group), Singtel and the latest addition of China Mobile.
These companies had been investing heavily in rolling out their networks with a pace
that more than 90% of Pakistan has been provided with telecom facility within just three
years.

Although the reported year did not prove to be very exciting one for the operators, and
the total investment decreased by 48% but the operators are taking it as a temporary
setback. Even in such a discouraging situation, the companies like Zong and Ufone
have increased their investment in the reported year. Zong plans to invest US$ 500
million more or so in the coming year to roll out the infrastructure all across the country.
We hope that investment in the sector will further increase with the introduction of 3G.
While looking at individual investments, Mobilink has substantially cut down its
investment to more than 70%, followed by Telenor and Warid reducing investments up
to 33% and 65% respectively. The major contributor to the total investment made in the
mobile segment turned out to be Telenor with a total of US$ 374 million.

SWOT ANALYSIS OF UFONE:

STRENGTHS:
Network Coverage
Ufone has a network coverage in more than 5885 locations and across all major
highways of the country.

International Roaming
Ufone currently caters for International Roaming to more than 230 live operators in
more than 130 countries. Ufone has introduced International Roaming facility for
prepaid subscriber in various countries around the globe with the lowest call rates,
featuring no security charges and activation charges.

GPRS Roaming

GPRS roaming facility is available with more than 115 live operators across 85
countries.

License for Azad Jammu Kashmir And Northern Areas

The company has also been awarded a new license for providing cellular services in
Azad Jammu and Kashmir and Northern Areas.

Quality Coverage
Ufone provides its subscriber with quality coverage and clear connectivity.

Value Added Services

Ufone is a host of value added services and data connectivity with the best network in
Pakistan.

Lowest Prices
Ufone offers the most reasonable prices for its users.

Representative of PTCL:
Ufone acts as a representative of PTCL as it is its subsidiary

Pioneers of MMS and GPRS:

Ufone was the first to launch GPRS services and Multimedia Messaging Service (MMS)
and prepaid roaming in Pakistan. The network also allows Ufone subscriber to have
high speed wireless data service.

Second Largest Market Share

Ufone is the second largest cellular operator in Pakistan with subscriber base of around
6.5 million and a market share of nearly 25%. Ufones Prepay brand is now considered
to be one of the most favorite brands by the youth market

WEAKNESS:
Behind on Excessive Demand
This is Ufones biggest weakness; company is unable to meet the demands

Poor Organizational Structure

Centralized structure failed to provide proper guidance over instruction and
policies.

Stagnant Profitability
As compared to financial assets, Ufone is not close to expected profitability.

Overly Dependent on PTCL

Since, it is a subsidiary of PTCL IT is dependent on PTCL.

Lack of Franchise
It has many franchises in the whole country but as its customers are increasing day by
day so its present franchises are not enough to fulfill the needs of it customers.

Lack of Innovative Services

Ufone though has some unique and distinct services but it has not yet given many
innovative services as compared to other cellular companies.

Network Coverage
Its coverage on Southern part of Pakistan is quite good but in northern areas its
coverage is a bit poor.

Competition
When Ufone came into the seen in Pakistan cellular market Mobilink was already
prevailing in the market and it was all Mobilink monopoly that time. Though with the
passage of time Ufone took many customers of Mobilink but still Mobilink has large
number of users because it was first to Pakistans cellular market and this is the
competitive disadvantage to Ufone.

Internal Problems
Ufone is plagued with some internal problems like when it is privatized to Etisalaat being
the part of the PTCL many employees were not happy with the pay scale that they were
offering.

OPPORTUNITY:
Publicity and Marketing
With the right marketing strategy they can acquire much more.

New Value Added Service Develop

This is an opportunity that will never be satisfied, meaning that Ufone should always be
attempting to keep improving new value added services and as we know what is in
today will be out tomorrow.

Introduce Kiosk Technology

Ufone can surprise its competitors by introducing Ufone kiosk. These will be ATM like
machines and that will give 24-hour service to Ufone subscribers to load the balance
just like they take money from ATM.

Develop Franchise in Remote Areas

Ufone should develop some new franchises in remote areas so that people will get
more and more benefit from it and it will help to increase their customers. Ufone should
extend its network coverage area to Northern part of the country as well because in that
part not too many companies are giving services and if Ufone give its service there then
it will definitely attract people and its number of customers will shoot like a rocket.

THREAT:
Government Interference
Government interference in terms of taxes will always be treated as a threat.

Ptcl Cellular License

Ufone is nothing just a cellular license to PTCL, PTCL should provide more financial
support to enhance profitability of its subsidiary company.

Pension Payouts
Part of this threat is their own doing and other is simply unavoidable. Ufone is
responsible for providing generous pension benefits to its employees, which at time
seems like a great idea, however they are now experiencing problems as more and
more people begin to collect.

Increased Health Care Costs

Ufone, like many large companies with quality employees health care benefits, is
experiencing a large financial hit that only get worse as time continues as compare to
other cellular firms

Tough Competition

As Ufone is cellular company and there is cut throat competition among cellular
companies in Pakistan. There are six other companies also working in Pakistan so
Ufone would have to face some growing competitive pressures.

Pressure Group
Some pressure groups are protesting on the towers that are installed in residential
areas. Their opinion is that it is not good for health of people to have such towers near
their homes that cause radiations.

Economic Problems
Pakistan is facing some serious economic problems now days so that would also affect
Ufone. The current recession in market is not good for any kind of business including
telecommunication.

BCG MATRIX
Question Mark
Products with low share of a high growth market

60 paisa offer

Panch ka pandra

Star
Product with high share with market

Uth package

Super ghanta

Cash Cow
Product with hight share of a low growth market

Tension free package

U circle

Dog
Product with low share of low growth market

U rock

Public demand

Product life cycle Stages

Introduction
During the first stage of product life cycle it is launch into the market in a full sacle
promotion in marketing program the intire product may be new of the basic product may
be well know but have a new feature of accessory that is in tha introductory period are
charaterized by high costs low sales volum,net losses and limited distribution.However
for really new products there is very little directs competition.

GROWTH
In the growth both sale and profit rises often at a rapid rate.Cpmpetitors enter in tha
market in large number if tha profit outlook is particularly attractive.Number if distribution
outlet increasae,pricing may comedown a bit..Typically profite starts ti decline near the
end of growth stage.

MATURITY:

During the first part of this period sales continue to increase,but at a decreasing
rate.marginal producers are forced to drop out of the market. Price competition
intensifies.

DECLINE:
The sales of product form and brand eventually dip .Sales may plunge to zero or may
drop to a low level where they continue for many years.

MARKETING STRATEGIES:
MARKET SEGMENTATION
Prepaid
Cellular service market is a diverse set of people. Ufone as well as other cellular service
companies segment their market on four bases: - economy, age, gender & occupation.

ECONOMY: Upper class, Middle class, socio-economic class, lower class

AGE: Teenagers, youngsters, middle age, aged people

GENDER: Male & Female

OCCUPATION: corporate class, Business class, working class etc

ECONOMY :
Upper class, Middle class,

OCCUPATION :
corporate class, Business class,

TARGET MARKETS:
Prepaid
Cellular phones are the technology of new era, the 21st century. These cellular phones
are the main focus of our youngsters. All the cellular companies are targeting The Youth
one way or other. Ufone is no longer a follower in this race. Its main focus is THE
YOUTH of Pakistan which is its Target Market.

Target marketing strategy

Ufone has always been targeting Youth Market by using young brand endorsers or
ambassadors. It always brings such packages and offers that precisely meet the needs
of our young people. No doubt it has also launched packages, brands and offers for
working people, business class, ladies and aged ones. Ufone seeks to target masses in
the long run.

POSITIONING:
Prepaid
Positioning is the process of creating an image of companys brand in the mind of
market. Companies position themselves emotionally, functionally or on the basis of
brand quality. Ufone is still a market challenger in comparison to market leader
MOBILINK. It is still to reach to the top most position of cellular companies. So Ufone
positions itself on the basis of its services.
Ufones former Positioning Statement:
Everybody Loves to Ufone Prepay
Ufones new Positioning Statement:
Ufone tum hi toh ho!

Or
Its All About U

Ufones positioning strategy:

Ufone changed the image of mobile phones from a luxury only affordable by the elite, to
a necessity affordable by the common man. Since its inception, Ufone has positioned its
brand for MASSES on the basis of services it is providing and its lowest call rates. It
makes them believe that it satisfies the needs of everyone (viz all classes, age & genders). It
tells them that Ufone is there when anybody needs it. The brand name UFONE itself is a
positioning statement.

CUSTOMER RELATIONSHIP:
Prepaid
With 28 million mobile users in Pakistan, Ufone is having a subscriber base of around 7
million. Ufone is showing a remarkable growth rate. It is maintaining a healthy customer
relationship through its customer service centers and call centers. Its department of
Customer Operations is specially designed for maintaining Customer Relationships.

Customer Relationship Strategy:

Ufone strategize to build and maintain strong customer relationships in order to build
long-term customer loyalty and to capture customer lifetime value. In this context Ufone
has been training its internees and permanent employees in the fine art of interacting
with customers. It is also strategizing to offer gifts & rewards for its long-term customers
in its Post Pay to match the wonderful customer relationship strategy of INDIGO.

TOTAL MARKET ORIENTATION:

Prepaid

Total Market Orientation is about understanding and meeting customers expressed and
latent needs.

Strategy:
Ufone has always considered the ever growing needs of low call rates and quality
service. It has provided its customers their needed packages and has introduced such
brands & packages that meet customers latent needs as well. For example 5 ka 15 is
result of a latent need of women of our society. They plan to make a short call but it
becomes a long one unintentionally due to gossips and chit chats.

Competitive strategy:
Prepaid
There is a hard core competition among the cellular service providers in Pakistan.
Ufone is a market challenger in its competitive position, where MOB ILINK is the market
leader. Warid, Telenor and newly introduced ZONG are also strong contenders in
market challenger category. Ufone has the following four direct competitors: Ufone also considers the following as its competitors:

ZONG (former PAKTEL)

Mobilink

Telenor

Warid

Strategy:
Ufones competitive strategies are Customer intimacy and Differentiation. Ufone aims at
fore passing Mobilink in its competitive race.

MARKETING MIX:

SERVICES:
Prepaid
Ufone is a service providing company. Service is any intangible product that consists of
activities, benefits or satisfactions offered for sale.
Strategies:
Positioning
Product-repositioning strategies
I.

Among existing customers

II.

Among new users

Product Scope Strategy

I.

Multiple Product Strategy

Product Design Strategy

I.

Standard Product

II.

Standard Product with modifications

Ufone makes strategies to provide a better cellular telephonic service which excels its
competitors at all levels. When Ufone launches a new package in a market, it actually
makes it a complete package of core benefit, design, features, brand name, quality, and
after sale service.

PRICE:
Prepaid
Cellular service providers are facing intense price competition in contemporary market.
Customers perceive pricing as the heart of brand selection. Price has always seen the
core differentiation of Ufone. Ufone is the one who is offering least call rates offnetwork. Strategy

Penetration
Ufone strategize to capture the existing pricing needs of its customers and use it well on
occasional or timely basis. For example Ufone offered very good call rates on
international calls in Eid days. It offered hourly call rates in Ramadan when people were
least likely to avail the offer that much that it might prove unprofitable for Ufone. It was a
fantastic strategy to beautify the brand image in term of pricing in customers minds as
well as remain profitable in doing so.
Ufone follows market penetration pricing strategy and dynamic pricing strategy to meet
the customer needs and ever changing price competition.

PLACE:
Prepaid
Place plays a very important part in the distribution and promotion of services.
Competitors of Ufone are seeking to penetrate into places where others havent
reached. Cellular service providers are drastically widening their network & coverage in
every area of Pakistan. Mobilink has this edge in place excellence because it is the
pioneer in cellular telephonic field.

Strategy:
Intensive
Ufone strategize to widen its coverage to all places in Pakistan in order to meet the
requirements of its increasing customer base. Now Ufone is heading from cities to
remote northern areas in expanding its network. Ufone has intensive promotion in cities,
but it is also considering improving its promotion in rural areas as well.

PROMOTION:
Prepaid
Ufone believes in Integrated Marketing Communication which is a carefully blended mix
of promotion tools. Ufone employ different marketing activities and channels to
communicate and deliver value to customer. These activities are coordinated to provide
maximum communication output. These communication channels includes:Advertising, sales promotion, public relations, direct marketing & personal selling. Ufone
strategize to carry out promotion in order to increase its market share.

Strategy:

Advertising

Sales Promotion

Public Relations: Ufone is less conscious of developing its general public

relations. But recently it has launched its Hajj Guide service on Ufone. It avoids
getting in news stories and controversies but sometimes it proves inevitable.

Direct Marketing: Ufone employ on-road umbrella franchises where the directly
market and sell their connections and Sims.

Personal Selling: Ufone administer personal selling facility to sell their Post Pay
connections targeting well to do people and businessmen.

Sales Promotion
Public Relations: Ufone is less conscious of developing its general public relations. But
recently it has launched its Hajj Guide service on Ufone. It avoids getting in news
stories and controversies but sometimes it proves inevitable.
ADVERTISING & DEVELOPING AD COMPAIGNS

Any paid form of non personal presentation and promotion of ideas, goods, or services
by an identified sponsor
ADVERTISING OBJECTIVES:
Ufone use advertisements when:

It has to inform the customers about new or available services

It seeks to persuade people to purchase their service or switch to their

connection from any other connection

ADVERTISING BUDGET
Ufone is a heavy spender on advertising in electronic media as well as other media.
Recently Ufone invested a huge amount on mass advertising. It was definitely a risk to
take such decision. They are developing and playing new advertisements on electronic
media not even with a months gap or so. A single Ufone advertisement played 15-20
times per day on a TV channel costs millions varying with the time of day when it is
played. Ufone spends 20% of its profit on advertising and sales promotion.
ADVERTISING STRATEGIES
Advertising strategy consists of two major elements: Advertising Message & Advertising
Media. Ufone has the following strategies regarding the Message and Media of
advertising,
ADVERTISING MESSAGE:
Message Content --The very first content of Ufones advertising message was humor,
and then in its blooming stage it shifted its message content to youthful excitement.
Recently Ufone has again adopted humorous theme for its message content. This time
Ufone is winning the hearts of
people through humor and it has increased RPI of Ufone. Ufone has already generated
much revenue through it.
Message Format --The format of Ufones advertisements has always been very
colorful and eye catching. The shocking Orange & Green colors used by Ufone

have always attracted people. These colors look beautiful on wall printing of
Ufone.
Message Source --The very first Ufone advertisements had Faisal Qureshi as
its message source. Afterwards Ufone hired non-celebrity young models for its
youthful message theme. Ufone also hired three lollywood queens i.e. Meera, Jia
Ali and Veena Malik with Mikaal in an advertisement of Baat Ban Jaye. This
advertisement created a big controversy regarding the erotic and sexually
attracting acts by the three female models. Due to negative response by people
Ufone had to vacate its billboards and eradicate its banners, posters etc
overnight, as directed by CEO and CMO of Ufone. But now Ufone has again
hired a comedian trio featuring Faisal Qureshi, Mikaal & Hammad. The strategy
behind hiring this trio is that they are economical and are personal favorites of
people. Ufone always hire endorsers in group Mr.Waqas Anjum (Senior
Marketing Executive-Multan) is of view that you must bring changes in marketing
to attract customers. For this purpose Ufone is re-launching itself under the name
of one single brand called UFONE. This brand would have Orange & Black as
its corporate color instead of conventional Orange & Green color.
ADVERTISING MEDIA >> To increase the reach and frequency of advertisement Ufone
is using repetitive strategy for its advertisements. And the humorous theme always
makes the ads more appealing and engaging the minds of customers. Ufone advertise
in the following media types:

Print Media --Ufone tries and print ads in all leading newspapers including The
Dawn, Jung, Nawa-i-Waqt, Khabrain and local Sindhi newspapers as well. Ufone
place its ads in all leading magazines as well i.e. Sunday magazine, akhabr-ejahan, Libas, Mag etc.

Broadcast Media -- It is the prior choice for Ufone. It includes the electronic
media television and radio. Ufone is advertising in all Pakistani channels
including GEO, Hum, ARY, Indus, TV one, HBO, Cartoon Network etc (except
MTV Pakistan).

Display Media --This type of media is the second choice of Ufone where it
carries out its most of sales promotion and advertising. Ufone advertise using
billboards, hoardings, signs (on Shop boards etc), posters, wall paintings etc.
SME Multan has used a new and innovative vehicle in display media i.e. Ufones
painted rickshaws Online Media -- Internet is the online media. Ufone places
flashing ads on famous portals like coolbuddy.com, pakfellows.com etc. But
Ufone is not carrying out direct mail or direct e - mail advertising Events -- Ufone
has sponsored many events in the past and holds future plans concerning it. The
famous event sponsored by Ufone in 2006 was a series of musical concerts did
all over Pakistan, featuring Mikaal Hassan and Junoon, it named UROCK AD
SHOOTS: The ads of Ufone are shot mostly within Pakistan. But the PostPay
ads are shot in foreign locations. Recently Ufone shot in the picturesque
locations of northern areas of Pakistan in its advertisement of UWON sabse
sasti call.

PERSONAL SELLING
Personal selling is oral communication with potential buyers of a product with the
intention of making a sale. The personal selling may focus initially on developing a
relationship with the potential buyer, but will always ultimately end with an attempt to
"close the sale"
force to support a push strategy (encouraging intermediaries to buy the product) or a
pull strategy
Personal selling is one of the oldest forms of promotion. It involves the use of a sales
(where the role of the sales force may be limited to supporting retailers and providing
after-sales service).

Ufone sale representative make the selling selling by providing services to the
customer at their doorstep, i.e. informing about the new packages, serving customers
and of course sell their product and attract the new customers .

Conclusion
Telecom industry is most growing industry of Pakistan still huge investment
required for coverage. The market also has strong competition after the
entrance of China Mobile Company as player. Competitors are hiring
professionals to entertain the consumer which is resulting technological
implementation and value added services. People are worried about call
rates they dont prefer any particular company. Consumer searches good
service with lowest call rates, although companies are minimizing call rates
this will result more growth in the market. Ufone bring amazing packages to
attract the customers. Ufone promote their product through TV commercial,
Newspaper, Radio, Internet etc. The choice of people is Ufone because
Ufone price level is low and affordable that every one can say its all about
U

Suggestions and Recommendations:

The billing and system of Ufone should be made more accurate with the
acquisition of new and improved equipment and machinery.

The system of coverage would be made more powerful with the advanced
in technology, technology play a vital role in services.

In the SMS bundle offer people have some objection that its validity should
be more.

Coverage should be made more accurate throughout the Pakistan like

Mobilink.

In order to make a competitive edge, they have made sure that all
employees show their brand. (According to an author, every one of you will
make or break the promise that our brand is for customers).

Advertising should be made more attractive with stars.

The exterior outlook and layout of franchises needs to be improved likewise

of the interior.

Managers should be aware of the perceptions that are changing according

to time.

They have to go for sponsorship of leisure activities like in cricket, hockey,

volleyball etc

They have to develop the plans like to go for areas in which they have not
yet construct any booster.

They have to give happy hours in any time of the day.

They have to create an image of Ufone like .connecting people.