CONTENTS

1. Acknowledgement__________________________ 3
2. Introduction_______________________________ 5
2.1 Basic goals_______________________________ 6
2.2 Mission statement__________________________7
3. Situation Analysis__________________________ 8
3.1 Market summary__________________________ 8
3.1.1 Market demographics__________________9
3.1.2 Market needs_________________________18
3.1.3 Market trends________________________ 19
3.1.4 Market growth_______________________ 19
3.2 SWOT Analysis___________________________ 21
3.2.1 Strength_____________________________21
3.2.2 Weaknesses__________________________21
3.2.3 Opportunities________________________ 22
3.2.4 Threats_____________________________ 22
3.3 Competitions_____________________________22
3.4 Service offering _________________________ 23
3.5 Technology______________________________26
3.6 keys to success___________________________27
3.7 Critical issues____________________________28
4. Marketing strategy_________________________29
4.1 Marketing objective________________________30
4.2 Financial objective_________________________30
4.3 Target market_____________________________31
4.4 Positioning_______________________________32
4.5 Strategies________________________________ 32
4.6 Marketing mix_____________________________33
4.7 Marketing research_________________________34
1

5. Financials___________________________________35
5.1 Break even analysis___________________________ 35
5.2 Sales forecast________________________________ 36
5.3 Expense forecast______________________________36
6. Controls____________________________________37
6.1 Implementation______________________________38
6.2 Marketing Objectives_________________________ 38
6.3 Contingency planning________________________ 38

1.0 ACKNOWLEDGMENT
This is to acknowledge the supervision, guidance and support extended by our
teacher, Mr. Khurram Ansari. This report was made with the objective of developing
strategic planning and marketing communication for Awaaz, an upcoming cellular
telephony company. The document has been prepared with our group consisting of five
members who have collectively worked together to prepare this document and build
tactics that can target a specific market segment and can result in the companys better
market share and repute in the telecommunication sector.
This report covers the major parts and sections required for the brand introduction,
pricing, segmentation and marketing new packages. This report depicts a complete
marketing plan required to launch our sim Awaaz. It is due to our teachers guidance
and hard work that we have been able to achieve this task. Working for this report was a
brilliant experience and hopefully help us ascend in professional life. (INSHALLAH).

2.0 Introduction
Awaaz acquired the license for providing the services in Pakistan in July
2013, and is ready to launch its services commercially in Pakistan by 1st July 2015. The
official opening will be held in the head quarter Karachi, with the president of Pakistan
Mr.Mamnoon Hussain as the guest of honor and a Awaaz delegation headed by CEO
Awaaz, Syed Raza Gorar. By July 12th 2015it will start its services through out Pakistan.
Since July 2013, Awaaz has done remarkably well by launching its towers and cellular
network over 1100 destinations, which makes it the second largest cellular network in
Pakistan.
Awaaz has its corporate headquarter in Karachi and regional offices in Islamabad,
Lahore, Rawalpindi, Multan, Peshawar, Hyderabad, sukkar, Quetta. Its license terms
stipulate that by the year 4, Awaaz will cover 70% of the Pakistans 350 of the tehsil
headquarters. Awaaz will launch its services in Kashmir also with 50 franchises. Awaaz
will fulfill the liscence requirement and will provide superior quality coverage.
Awaaz is proud to built mobile communication infrastructure in Pakistan and
looks forward to combine its expertise in mobile technology with the local Pakistani high
level of competence. Awaazs primary aim is to offer top quality mobile services and
promote healthy competition in mobile market.
The company has converted several milestones over the past twenty-two months
and grown in a number of directions.
Awaaz has successfully signed interconnect agreement with all four incumbents
during December 2013, allowing its subscribers to exchange voice and data with
subscribers in all active mobile networks including zong, ufone, mobilink and warid.

Upon the successful setup of our LDI unit, Awaaz is recruiting hundreds of people
and established its call center on January 2015 in Lahore which is located in the heart of
Pakistan.

2.1 Basic Goals

Awaazs main goal is to create value for stake holders through servicing the
customers, employees, partners and general public interests. In a long term perspective, a
strong market and customer focus, as well as a strong commitment to our employees and
society will provide the best platform for creating the incremental value.

Values shall be created through robust and profitable growth. Such growth shall
be based on the development of solutions that simplify the use of, and strengthen the
usefulness of advance communication technology. Awaaz shall contribute to give
customer greater freedom of choice and more options. Awaazs solutions will simplify
peoples workday, make business and activities more efficient, and increase their
competitive powers.

2.2 Mission statement

Current mission statement:

We exist to enable customers and business with effective and

efficient communication service

Vision:
We live to make most of your routine days special with a variety of a
technologically advanced communication services to stay connected with your loved
ones and will add value to your lives.

3.0 Situation Analysis

Awaaz has entered its first year of operation. It has taken 24 month to
study the demographics of Pakistan and made strategy to enter the local market, we
7

observed that in different regions of Pakistan and Kashmir, there is a problem of network
connectivity such as Chakothi, Skardu, Shugran etc, so we came with a service that is for
every individual in the country living in any region. Further, we decided to launch our
network in Jammu and Kashmir with a joint-venture with Airtel, Indias largest cellular
network, it is a corporate step towards friendship which would help people in these
regions to stay connected.

3.1 Market summary:

In the survey about the mobile users in Pakistan printed by newspaper dawn, they
concluded that about 73% of the Pakistan population uses different cellular services but
these cellular networks does satisfy their need completely. This made us to introduce a
new cellular telephony keeping in view customers needs and demands. Awaaz is
determined to offer attractive packages for all the age and income groups, not
compromising its customer services and value delivery. We aim at providing the
customers with the better network coverage, which other cellular networks fail to
provide. Moreover, customers were facing difficulties in selecting different packages
offer by different cellular networks due to their unclear call rates. So we are introducing
suitable packages, which are going to satisfy our target market needs. In addition to this
we are establishing our franchises in almost every area of Pakistan for the convenience of
our customers and for keeping in touch with them. We believe in providing superior value
to our customers by serving them. We live to make their life easier and happier.

Target market:
Though, we are targeting all the mobile users in Pakistan. But initially we have
focused on the following segments to quickly capture a significant market share, as these
segments are the biggest users of cellular services.

Teenagers

Youth

Business class

We have introduced different prepaid sms packages keeping in view the teenagers
need of better sms delivery packages as they are the biggest sms subscribers.
Moreover, we are introducing business and carrier updates for business class and
8

youth who have registered the update packages. In addition to this, our post-paid
packages are specially designed for our business class as they are dominant in using
post-paid Sims. On the contrary, we aim at proving unbiased customer services for all
our customers and life to make them delighted.

3.1.2 Market Demographics

The profile of the Awaaz customers consists of the following geographic,

demographic, psychographics and behavior factors.

Geographic segmentation
We are covering almost 70% of Pakistans rural and urban areas and its 14 million
local people and the some areas of Azad Kashmir and Jammu Kashmir. We are using
internet, newspapers, advertising campaigns, e-media, sales promotion and other
promotional campaigns to reach our customers. Our main geographic areas are:

Region:
The main major cities in which the Awaaz will be launched are:

Islamabad

Karachi

Lahore

Rawalpindi

Multan

Peshawar

Hyderabad

Sukkur

Quetta

Chakothi
The small districts according to provinces are:

Balochistan:

Gwadar

Quetta

Sui

Dera bhagti khan

NWFP:

Abbottabad

Ayubia

Chitral

Dera Ismail Khan

Kohat

Swaat

Sindh:

Jacobabad

Nawabshah

Tando Adam

Thatta

Punjab:

Bahawalpur

Chakwal

Dera Ghazi Khan

Faisalabad

Gujranwala

Gujrat
10

Jhelum

Mianwali

Sahiwal

Sargodha

Sialkot

Head quarter and offices:

Main head quarter of Awaaz is in karachi on shaharah-e-faisal. In addition to this,
our regional offices are located in the big cities of Pakistan including lahore, islamabad,
quetta,peshawar, rawalpindi, multan, sukkar and faisalabad and in kashmir our head
quarter is in muzaffarabad.

Franchises:
400 franhises are alredy announced, which are in different areas:
Islamabad

07

karachi

15

Lahore

12

Rawalpindi

10

Multan

08

Peshawar

07

Hyderabad

06

Sukkur

06

Sri nagar

10

Bara molah

10

Muzaffarabad 07
Leh

06

Anantmag

09

Chakhoti

07

11

Balochistan

58

Sindh

142

Nwfp

53

Punjab

96

Azad Kashmir 14
Jmmu Kashmir 35

Demographic segmentation
Demographic is the study of population as a whole. We are focusing on the
following demographic factors which determine the coman attributes of our low, average
and high users.

Age groups:

18-22: Their ratio is 2nd highest therefore we strongly believe in meeting their
prefernces. We are offering them sport updates, concert updates, horoscopes,
jokes, greetings, musics and movies updates, quotations etc.

23-27: These are moderates users and as these users are on the way towards
entering their carrer and professional lives so for them we have planned a strategy
to provide them news updates, carrer updates, and economic updates.

27-onwards: These are our heighest profitable and biggest segments of our target
markets. As these people mostly constitute the business class we are aimed at
proving them business, finance, economic and political updates. Moreover we are
planing to arrange seminars regarding the current economic and business
situations for our most profitable customers.

Gender:
There is an almost equal ratio between male and female users but it had been
observed that male users are still dominant in using cellular services and their bill ratios
sre high.

12

Income group:
Users with the minimum income of Rs. 5000 and above, can be facilitated
through Awaaz for their communicational purposes. We have planned to change our SMS
and call rates in different urban and rural areas in the long-run, as we noticed that the
income level of urban areas are different from rural areas.

Litrecy rate:
Though Pakistans literacy rate is just about 41.5% but our packages and services
are simple and easy to understand for a comman man.

Language:
As we are operating in Pakistan we have planned to offer our cutomers urdu SMS
and urdu advertising campaigns so that every single person who is less or unaware of
english language can get benefited with our service offering.

Generation:
Generation-X
Generation-Y

Family Life Cycle:

Awaaz can be used by every person in the family irrespective of their age, education
and occupation.

13

In addtion to this other demographic factors such as occupation, education, religion, race
and social class are also taken into account and our sales and advertisational campaign is
desigen accordingly on the bases of the above demographic variables.

Psychographic segmentation
Here we will discuss personality traits, lifestyle and values.

Personality trail:
Under personality trail our sim is going to largely benefit the people with the
following characteristics:
o Sociable
o Talkative
o Ambitious
o Enthusiastic
Moreover, Awaaz is made to benefit especially those people with a huge social circle for
increasing its market share on yearly basis.

Lifestyle:
In our detailed survey about mobile users in Pakistan, we have discovered that
different areas of Pakistan pottery different lifestyle and slightly different culture. So we
have adopted a strategy that our sim meets our users standard of living and meet their
needs in away that they feel proud to be associated with us. In addition to this, during the
previous years e-media has dominantly changed the lifestyle of people so we are going to
carefully monitor these changes and add value to the changing lifestyles of the customers.

Values:
We truly give respect to our customers believes preferences and values of our
customers.

14

Superior value to our customers with a connection that

can always be trusted
Behavioral segmentation
Users do not only want us a network to communicate but they want a network on
which they can rely, trust and enjoy and which is going to make most of their days
memorable. In behavioral segmentation, buyers are divided into groups on the basis of
their knowledge and attitude.

Occasion:
Different packages of Awaaz are designed to meet the occasional needs of buyers
which will benefit them to stay connected to their love ones on occasions like Eid,
Ramadan, Hajj, Christmas,
For instance, our Eid offer, in which, with the sight of moon of Eid, call rates are free for
next 3 hours.
Our Awaaz 3 package allows customers to talk up to 3 hours daily on their FnF
numbers

Benefits desired:
We are going to market benefits and not simply the physical characteristics of our
products. Our benefits include:
o Cost
o Quality
o fastest billing
o speed
o coverage

User status:

15

We have classified our users on the following basis, with review of their
packages:

Diamond customers--- highly profitable customers

Gold customer----------profitable customers

Silver customers--------less profitable customers

Lead customers---------not profitable customers

Our main target is to build strong and good relations with our gold and diamond

customers and making intense deep psychological bonds with them. In addition to this
our hidden strategy to implement such marketing practices that is going to turn our gold
customers into diamond, silver customers into gold and lead customers in silver
customers or eliminating them and giving them to the competitors. We are going to treat
our diamond customers as our members and will invest in making a complete database of
such customer.

Usage rates:
We have divided our customers according to their expected usage ratio:
Light users

40 %

Medium users

50 %

Heavy users

10 %

16

Loyalty:
We will classify our customers into four groups according to their loyalty status:
o Hard-core loyals: Users who use only our network
o Split loyals: Users who use 2-3 networks.
o Shifting loyals: Users who shift loyalty from one network to other.
o Switchers: Users who show no loyalty to our network.

Attitude towards Product:

We have divided our customers into five attitude groups.
o Enthusiastic
o Positive
o Indifferent
o Negative
o hostile
On the other side of coin, we have observed that people living in rural areas are inflexible
towards new ideas and dont accept changes rapidly. They show a rigid attitude when
something new is offered to them, whereas in urban side, people welcome changes in
services and products.

3.1.2 Market Needs

Awaaz will be providing a cellular network with the wide range of packages like
easy share, happy hour, full-time sms, 10 ka 30 etc which is going to satisfy the market
need of all the target market segments. While designing the packages we have covered all
stated, real, unstated, delight and secret needs.

Quality craftsmanship:
We are providing our users a network which will not get jammed on seasonal days
like Eid, Ramadan, Christmas, etc due to the use to latest technology and radio frequency
transmitters. The above average quality services will be provided to the users. Moreover
17

Awaaz is the only network to whom Pakistan telecommunication authority has issued
license for not closing our network during Political and Economic crisis. Apart from this,
fastest billing services will be provided to our users and the personal records of the users
will be strictly confidential and will not be leagued out in any case.

Well-through-out designs:
The customers will be provided information covering wide variety of areas like
health, business, economics, fashion, lifestyle etc. In the long run we have planned to
educate our customers about health hazards and harmful radiations that can cause cancer.
After capture significant market share, we will launch different schemes for health care
and give our 3% of our revenue to the treatment of the cancer patient. Thus, turn into a
socially responsible company.

Customer Service:
Customers are treated as the heart of our company. Awaaz has already established
400 franchises throughout the company. Our outlets are able to service our users with
innovative solutions, and are empowered with Web based franchise management systems.
Our customer service department in keen to delight its potential users with a high level of
customer satisfaction via optimum network service and a 24 hour call center facility.
More over, we aim at solving our customers problems within 12 hours of complain.

3.1.3 Market trends

Since cellular market is highly saturated in Pakistan. Awaaz is determinant to
provide differentiated services and packages. We are going to provide international
coverage with local rates during the time of HAJJ and RAMAZAN. Apart form this;
Awaaz has signed bilateral roaming agreements with 50 operators around the world to
have true roaming service operational in over 42 countries of the world. Our fastest going
segment is the age group above 26 so our marketers are directed towards satisfying this
group. We will be organizing business opportunity seminars, which is going to help them
in professional lives as well. Moreover, in the long run we are going to provide our
profitable business travelers with the business and economic booklets, which is to
facilitate them in carrying out their business transactions in foreign countries. We are also
18

focused to increase our 2nd largest segment which lies between the age group of 15 to 20.
For them we are going continuously monitor our packages in accordance with the needs
of this segment.

3.1.4 Market Growth

Because of high competition, the prices of different packages have adversely
fallen down. The market is facing steady growth throughout the country. On the other
hand, cellular network has become a need for every person. Under such circumstances, a
distinctive strategy could help us in getting a competitive advantage against our
customers. Differentiation can be generated on the basis of cost, benefits, quality, and
customer services.
To get a more-closer view, we take the help of BCG matrix. The BCG matrix
method is based on the product life cycle theory that can be used to determine what
priorities should be given in the product portfolio of a business unit. To ensure long term
value creation, a company should have a portfolio of packages that contain both high
growth packages and low growth packages that generate a lot of cash. It has two
dimensions, market share and market growth. The basic idea behind that it is that the
bigger the market share a product has or the faster the products market grows the better it
is for the company.
In BCG matrix four types of models are used, which are clearly given in the
diagram given below:

The BCG matrix

19

Stars:
Sms packages lies on stars because in youth Sms is the major medium of contact,
it have a large market share and growth rate.

Question mark:
Our joint venture with Airtel should lie in question mark because we can not
predict our future relationship with India.

Cash cows:
Our hajj and Ramadan package are lie on cash cow.

Dogs:
In dogs our GPRS service is come.

3.2 SWOT Analysis

In SWOT, S stands for Strengths, w stands for Weaknesses, o stands for
Opportunities, and T stands for Threats. S and W are internal factors of a business,
whereas O and T are external factors.

20

Strengths:

Low production cost.

Skilled Human resources.

Availability of infrastructure.

Liberal policies for IT investments.

Latest radio frequency transmitters.

Only cellular service in Pakistan to provide coverage on the M2 motorway.

Awaaz has signed bilateral roaming agreements with 50 operators around the
world to have true roaming service operational in over 42 countries of the world.

In order to facilitate its international Roaming subscribers traveling to USA and

Canada, Awaaz is offering Motorola Timeport Triband (TT) handsets on rental
basis. These sets are available at all Awaazs Customer Service centers.

Awaaz is second to provide TV broadcast services to its users after mobilink.

Awaaz is the first to launch its services in Azad and Jammu Kashmir.

Weaknesses:

Cant adopt a clear Branding strategy for our network unless they are highly
recognized

Regional and domestic political instability can cause threat for new entrants like
us.

Initially we will have a weak economy and corporate profile as compared to other
networks.

It will take time to generate customer confidence.

Opportunities:

We have adopted a low price strategy which will create price wars for
competitors.

21

Awaaz is completing field-testing and certification of its General Packet Radio

Service (GPRS) targeted to a market that delivers Internet Protocol packet
services to over 650 million GSM subscribers.

We have greater chances for capturing significant portion of Market size.

We Privatize and liberalize of govt. IT operation and projects.

Innovation could help becoming the market leader.

Threats:

New market players can come in future.

New companies can offer packages for corporate customers in better way.

Wireless local loop service providers are also targeting areas which are less
developed.

Current price war may reach at a position where only brand names survive.

3.3 Competition
A companys competitive environmet obvisiously is a major influence on its
marketing programs. Our strategy is to continusly monitor the marketing and promotional
programs and strive to gain a differential advantage and fill up the loop holes of our
strategies. Our competitors are mobilnk, warid, telenor, zong and ufone. We need to
promote our services and packages and make people aware of our differential package
offerings with suitable promotional strategies. Moreover, we have an edge on the state of
the technology and towers we have installed because we are the only cellular company to
whom pakitan telecommunication authority (PTA) has issed licence to install the latest
radio frequency transmitters.

3.4 Service Offering

22

We have cellular teleohony in pakisatn. Our sim code is 0369 and our call centre
number is 699 our helpline number is 666 and our websie is www.Awaazgsm.pk. We
were offering both prepaid and postpaid packages, given as under.

Prepaid packages:
24

Package 1
Charges
Friends & Family
On-Net

per sec
Paisa
2
3

Package 4
Charges
Friends & Family
On-Net

10 ka 30
RS.
1.5
2

hours

package
Off-Net
4
sms (any network) 25

Off-Net
sms (any network)

2
0.25

n/a

Package 2

30 sec
Charges
RS.
Friends & Family 0.5
On-Net
0.75
Off-Net
0.9
sms (any network) 0.25

Package 5

day time
pr min
RS.
2
2
2
0.25

11 to 7
pr hr
Rs.
3
5
n/a

Package 3

SMS Package

Charges
Friends & Family
On-Net
Off-Net

1 min
RS.
0.75
1.25
2

Sms (any network) 0.25

Charges
Friends & Family
On-Net
Off-Net
sms (any network)

10,000 sms /mnth

5000 sms /mnth
2500 sms /mnth
1000 sms/mnth

Rs.
200
150
100
60

500 sms / mnth

40

23

For Prepaid packages we have introduce scratch cards, Awaaz share and easy
load services. The details are given as under:

Scratch Card:
With the introduction of recharging your Prepay account is easier and simpler then
before with the most pocket friendly & affordable scratch cards which are easily available
in all the localities of pakistan.
o Recharge of Rs.100 and with a Validity of is 6 months.
o Recharge of Rs.250 with a validity of 6 months.
o Recharge of Rs.500 with a Validity of 1 year.
o Recharge of Rs.1000 with a Validity of 1 year

Awaaz share:
Through Awaaz share customer can share their balance ranging in between Rs.20
to Rs.500 and can share their happy moments with any Awaaz number throughout
Pakistan without the application of tax.

Easy load:
We are offering an easy load between Rs.10 - Rs.250, which is available in every
locality of Pakistan.

Post paid pakages:

AWAAZ POST-PAID PACKAGES (30 SECONDS BILLING OPTION)
PACKAGES
LINE RENT
FREE MINS
OUTGOING (FnF)
OUTGOING (ON-NET)
OUTGOING (OFF-NET)

1
0.50
0.90
0.99

2
100
100
0.45
0.80
0.95

3
300
300
0.40
0.70
0.90

4
5
6
7
8
600 1,000 1,600 2,500
4,000
600 1,000 1,600 2,500 UNLIMITED
0.35 0.25 0.15 0.05
FREE
0.60 0.40 0.25 0.15
FREE
0.85 0.80 0.75 0.70
0.6
24

SMS (ANY NETWORK)

FREE SMS

0.20
-

0.20
100

0.20
300

0.20 0.15 0.10 0.05

600 1,000 1,600 2,500

INT'L SMS
FREE MINS (ON-NET)
FREE MINS (OFF-NET)
NO OF FnF

1.50
5

1.50
50
50
5

1.50
150
150
5

1.50
300
300
5

FOR LOCAL CALLS

IDD
IR

1.50
500
500
5

5
FREE
FREE
1.5
0
FREE
2,000
N/A

1.50 1.50
800 1,250
800 1,250
5
5

MINIMUM SECURITY DEPOSIT

600 900 1200 1500 2000 4000 6000
3000 3000 3000 3500 4000 5000 6000
20000 20000 20000 20000 20000 20000 20000

10000
10000
20000

bonus sms package

Rs.
mms or sms /mnth
10,000 200
5000 150
2500 100
1000
60
500
40

Our postpaid packages are designed by keeping in view business class.

Moreover, we are going to implement fastest billing services and data base system for
our post paid cstomers and provide incentives to our most profitable customers like
dinner for two, concerts tickets, permanent discoutnts in billing etc.

Occasional packages
Some packages are announced at different occasions such as
Ramadan, hajj etc for our users to stay connected with their followers
in a very easy way.

Eid package:
Unlimited sms/mms in only rs.50 for the 1st, 2nd and 3rd day of eid.

Ramadan package:
25

In ramadan package we include namaaz time, roza time, ayat of the day. Hadith of
the day for the whole month of ramadan in just Rs. 50.

Garma garm:
20,000 sms/mms for the months of june and july in only Rs.300.

Hajj and Umrah package:

At the time of perfoming hajj and umrah, for the contats of their beloved ones we
give the package in which there is no roaming charges, the incoming sms will be free.

3.5 Technology
For the above designed service offering We have used GSM 1800 technology for
our network as it is the suitible one for Pakistan, In comparison with telenor and
mobilink, we are providing mobile TV,on satellite, telenor has ADX22H78, and our code
is ADX24H80, next to the telenor. We have a liscence of GSM 600/900/1800 given by
PTA. And we have decided to use GSM 1800, as it is suitable for pakistan.

AWAAZ BROADCAST:
AWAAZ Broadcast provides TV distribution services to more than two million
households and businesses in the central region of Pakistan, offering basic tier, "minipay"
and premium pay-TV services to subscribers with Direct To Home (DTH) satellite dishes.
In Iran, the same services are marketed through a cable network; Awaaz also offers TV
services through privately owned satellite master antenna TV networks (SMATV), which
serve multiple dwellings such as housing associations and antenna unions.

Research department:
The research department for the launch of new packages, requires finance for
doing researches in rural as well as urban areas therefore finance department has to
provide finance for carrying out research.
The first job is to provide finances for research and development department for
carrying out research and hiring new employees for research. After research this
department would require finances for the product development for which it would need
new educated workers.
26

IT department:
After research IT department comes into action, which will use all new
technology to make the new product the best product of the country. IT department needs
to install update program.

3.6 Key to Success

The key elements which are going to help us at achieving our objectives and gain
competative advantage against our competiotrs and capturing significant market share are
the following:

Differenciation:
We are going to continously monitor our differenciation level and aim to
providing more than 10% differentited packages and offerings to our users.

Market Demand:
Our services strategy is completely designed for the current market conditions and
demands but since users trends, market needs and trends are continously changing, we
are going to alter our packages accordingly.

Customer satisfaction:
Customers are treated as the heart of the company. We are planning to measure
the rate of customer satisfaction and try to attract competitorss dissatisfied customers
through our customer care offers.

Competitors:
It is essential to keep track of competitors state of technology, marketing
practices, market share and product offerings so that we can improve our weaknesses in a
way that it creates threat for competitors.
27

3.7 Critical Issues

Initially the biggest critical issues Awaaz has to face with the launching of its
network are:

Sim cloning:
It the copying of sim numbers and making chips which helps the copier to get
access to the same number and answers and make multiple of calls by that number.
Moreover, it enables to copier to get personal information of the customer and the
company and badly affects companys profitability and image.

PTA license:
Pakistan telecommunication authority has issued rights to Awaaz to launch 7
million Sims. However, Awaaz has to cover 297 tehsils of Pakistan with this limited
amount of Sims. If we successfully capture a significant market share then PTA will
extend this limitation

MNP:
Pakistan has no proper sim transferring process. Awaaz wants to introduce
internationally recognized MNP system where customer doesnt have to change sim for
transferring the network. But this requires a huge amount of investment and probably a
joint venture with local networks. Moreover companies have to share their customer data
base which bears high risk.

Coverage to Azad Kashmir:

Awaaz is spreading its network all over Pakistan and also looking forward for
establishing its network in azad Kashmir mainly because PTCL and other cellular
networks have ignored. But this needs a huge amount of investment and getting the
issuing rights is critical.

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4.0 Marketing Strategy

After studying the above issues we have developed a preliminary marketing
strategy for introducing new service into the market. Marketing success can be measured
on several non-financial market metrics. These measures are important since they often
shed light on underlying conditions and circumstances facing by the company that are not
easily seen within financial measures. For instance, a company may report large revenue
for the service but market share information may suggest the service is losing ground to
competitors. The marketing objectives section will indicate targets to be achieved across
several marketing decision in the following areas.
Sales
Market share
Market standing
Customer satisfaction
Customer retention
Product launches
Marketing department has to advertise Awaaz by billboards, placed at public
places, traffic signals and mostly in rushed areas, by distributing the pamphlets in almost
all areas to give the more detailed information about the sim.

4.1 Marketing objectives

Our marketing strategy is planned to achieve the following objectives to grow the
company.

Hierarchy of objectives:
Corporate objectives:
To grow the company by maintaining strong and positive relations with its
employees, distributors, suppliers, stakeholders and its customers as they are all the
members of Awaaz family.
29

Marketing objective
To increase market share by 5% every year. This is going to decrease our
customer attraction cost by ten times.

Promotional objective
To allocate 5% of our profits in advertising and promotional activities, which
should be attractive enough to increase our revenues by 10%.

Pricing objective
Our prices should be differentiated from our customers. For this purpose we have
classified our high income and low-income groups customers, setting different pricing
strategy for both of them.

4.2 Financial Objectives

Since we have entered in a highly saturated market. We have developed some
financial objectives, which are strongly needed to be accomplished our goals.
o A three times increase in the growth rate for the first three years which is going to
ensure our survival in the market.
o A 2% Increase in our profit margin every year
o To achieve the economy of scale by reducing our cost by significant amount
which is going to help us in increasing our profit
o To allocate the 15% of our revenues to our under growing research and
development budget which is going to help us the above three objectives.

4.3 Target Markets

The daily Dawns survey report about communication networks shows that
cellular network the fastest growing market as compared to PTCL, wateen and other
wireless communicators. Pakistan has almost 73% subscribers of different cellular
services out the whole population. This ratio has been sharply increased during the last
30

six years. This ratio can be raised still faster if cellular companies increase their coverage
area and target the ignored villages of Pakistan. Awaazs aim is to connect the whole
country with its cellular network by establishing its towers in all areas of Pakistan before
its competitors. Moreover, our survey indicates that, our main targets users which are
teenagers, business class and youth are increasing their usage rate of cellular services by
the following ratio:
Teenagers

38%

Youth

26%

Business class

14%

Rest

22%
It is assumed that youth, business class and teenagers would generate the largest

portion (about 80%) of Awaazs profit because their usage ratio and subscribing rate is
very high.

TARGET MARKET FORECAST

TARGET MARKET FORECAST
POTENTIAL CUSTOMER

GROWTH

2015

2016

2017

2018

2019

CAGR

TEENAGERS

38%

6080000

8390400

11578752

15978677

22050574

38.00%

YOUTH

26%

4160000

5241600

6604416

8321564

10485170

26.00%

BUSINESS CLASS

14%

2240000

2553600

2911104

3318658

3783270

14.00%

REST

22%

3520000

4294400

5239168

6391784

7797976

22.00%

TOTAL

100%

16000000

20480000

26333440

34010683

44116990

100.00%

4.4 Positioning
Awaazs main objective is to position itself as a leading and fastest growing
cellular network. For achieving this objective Awaaz has structured its strategies to gain a
competitive advantage over its competitors on cost, quality, technology, service and
customer relations. This competitive advantage could achieve through industry
31

experience, customer care and passion of our employees fees who have worked
deliberately to make Awaaz a user friendly sim.

4.5 Strategies
pre approach:
It is used to identify which services customers are using at the present. What is
their reaction towards specific services? By this approach we can very well-determine
images of our packages in the minds of customers and it will become easy for us to
promote our packages and if we provide superior quality in comparison with out
competitors our target users will definitely switch to our service.

Probable strategy:
Our strategy for Awaaz is strengthening the performance and extension of local
market operations in Pakistan by combining group industrialization with local drive and
responsiveness. Further, to develop its leading position in Pakistan with a broad range of
mobile services.

The strategy implies the following focus areas:

o To be the first mobile operators to resume services in Azad Kashmir.
o To increase market share so as to strengthen the position as a leading mobile
operator in Pakistan.
o To continue to be the leading distributor of a variety of mobile services specially
focusing on the availability of edge technology.

32

o To become the second largest firm to provide TV distribution services to more

than two million households and businesses in the central region of Pakistan,

4.6 Marketing mix

Marketing mix consists of four elements, Product, price, place and promotion.
Our decision about the promotion mix is greatly influenced by the target audience of
Awaaz. We have adopted the following mix of marketing elements to target our
customers.

Pricing:
We are going to adopt differentiated prices for our different packages, which in
detail are given on page no. 23-25.

Advertising and Promotion:

Advertising is basically the way to convey messages related to the product and to
inform people about the product that it is available in the market.
Communication process of Awaaz involves a specific mix of advertising, personal selling
and public relations. It uses the following media for its advertising and promotion.

Electronic Media
It includes TV, radio, internet, and other visual devices. We are using both high
cost and low cost media to capture our target market. Initially we are spending high
budget on electronic media so that we can gain a significant portion of market share.

Print Media
The print media includes newspapers, catalogues, magazines, posters, fillers,
billboards, etc. we will be using billboards, newspapers and posters as our basic
promotional medium.

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Distribution:
Awaaz presently has some 400 points of Sale outlets and 8000 Scratch Card retail
outlets in all divisions of the country for the distribution of our sims and scratch cards
throughout Pakistan. With the help and support of our Distribution Partners, we are
striving to establish one million subscriber bases within 4 years of our operation. Awaaz
will continuously launch innovative new products and services catered to the local needs
which will also bring greater business benefit for the distribution partners.

4.7 Marketing Research

Awaaz has established its offices, franchises and other scratch card rental shops in every
locality of Pakistan which will help us to stay connected with our ultimate users. It has
established its headquarter in Karachi keeping in view its 2 million population which
makes it the biggest city of Pakistan. Establishing its headquarter in Karachi will help us
to live with our customers and will help our research and IT department to innovate our
offerings in response to the user feedback and attract our prospects.

5.0 Financials
This section will provide the financial overview of Awaaz related to marketing
activities. We will discuss Awaazs break-even analysis, sales forecasts, and expense
forecasts and how these activities link to marketing activities.

5.1 Break-even analysis

A break-even analysis is used to determine the volume of sales necessary for a
business to "break even" or have its sales revenue equal to its costs. In order to conduct
this type of analysis we need to know the estimated monthly fixed costs, average revenue
per unit, and the average variable cost per unit. This information will be used to
determine the breakeven volume and revenue.
34

The break-even volume is made by dividing your Fixed Costs by the difference between
the Price and the Variable Costs. The break even analysis indicates that Rs. 45,650,000
will be required in monthly sales revenue to reach the break even point.
3600,000
2400,000
1200,000

0
1200,000
2400,000
3600,0000
4800,000

15072000 30150000 45222000 6030000 75372000

BREAK- EVEN ANALYSIS

MONTHLY UNITS BREAK- EVEN

RS. 85

MONTHLY SALES REAK-EVEN

RS. 40000

ASSUMPTIONS:
AVERAGE PER-UNIT REVENUE

RS. 175

AVERAGE PER UNIT VARIABLE COST

RS.200

ESTIMATED MONTHLY FIXED COST

R.20000

5.2 Sales forecast

As we have just entered the market we are forecasting lower sales in the initial
quarter. To overcome this barrier we will steadily increase our sales and advertising
budget. In the diagram given below, we have shown our target customers along with the
sales volume we are expecting to generate by their usage.

35

Monthly sales forecast:

Sales forecast
Sales

2015(Rs)

2016(Rs)

2017(Rs)

Recreational
Competitive
Total sales

273444000
43750800
317194800

359326200
57492000
416818200

412659000
66025200
478684200

Direct cost of sales

Recreational
Competitive
Subtotal cost of sale

2008(Rs)
49219800
7875000
57094800

2009(Rs)
64678800
10348800
75027600

2010(Rs)
74278800
11884800
86163600

5.3 Expense forecast

We have expected different expenditures and allocated a portion of our budget to
finance them. We will continuously monitor our expense forecast so that our expenses do
not exceed our expected revenue. Initially we have allocated a huge amount for our
advertising campaign to successfully capture the market. Once we achieve this objective
our advertisational expenditure will automatically decrease.

Monthly expense budget:

Marketing expense budget
Website
Advertisements
Printed material
Total sales and marketing expenses

2015
15000000
4830000
1035000
20865000

2016
4800000
9000000
1200000
15000000

2017
6000000
12000000
1800000
19800000

Percent of sales
Contribution margin
Contribution margin/sales

6.58%
239235000
75.42%

3.60%
326791200
78.40%

4.14%
372721200
77.86%

6.0 Controls
36

For achieving our marketing goals we need to carefully monitor and control the
strategies given earlier. We will constantly monitor the following elements to make sure
that our objectives are achieved.

Revenue:
We will monitor our monthly and annual revenue created by usage rate of
customers. We are expecting our revenue exceeding at least 10% of our expenditures.

Expenses:
We will try to meet our expenses forecast, which has been described earlier. Also
we are expecting to reduce our expenditure by 2% per month so that we can achieve the
economies of scale quickly.

Customer satisfaction:
Customer satisfaction rate will be tightly monitor, we are expecting to satisfy our
at least 95% customers. If any barrier emerges which creates dissatisfaction in the minds
of the customers, packages and customer service will be re-modified. We will look
forward to solve customers problems within 12 hours of complain.

Flexible packages:
Our packages are flexible enough to change with the currents market needs. If any
changes occur in the micro and macro environment new packages will be re-enforced.

6.1 Implementation
For achieving our goals, we will focus on implementing our strategies and
carefully monitor and control them so that our marketing plan becomes successful.
We will enforce our marketing budget; performance analysis and implementation
schedule in a way that we achieve its objectives and does not disturb our expense and
revenue forecast.

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6.2 Marketing Organization

Our marketing general manager is Anas Shahid and he is responsible for all the
marketing activities that have to be carried out. He has allocated the budget to finance
advertising, promotion so as to provide the awareness of Awaaz in the market. He is also
responsible for controlling budget of the marketing department.

6.3 Contingency Planning

Since the geographic, demographic, behavior and psychographics factors of
pakistan is almost similar to that of Bangladesh, if our marketing plan fails to achieve our
goals we will be cutting our investment from pakistan and invest in Bangladesh where
cellular market is not saturated and high margins of success and opportunities exits.

Difficulties and risk

Our basic risks include:

Economic conditions:
Since the economic conditions in Pakistan fluctuates very quickly and uncertainly,
it imposes a threat for us if we fail to quickly change our strategy accordingly.

Political and legal forces:

Changes in taxes and government rules and regulations can create difficulties and
risk for us. Moreover, the political conditions are not stable in the Pakistan.

Competitors:
If any competitors enters into the market can cause the higher risk for us because
the market is highly saturated and if they will come it can snatch our market share and
impose a threat to Awaaz service life.

Worst Case Risk Include:

Due to uncertain political relations between Pakistan and India, it is possible that,
we may loose the joint-venture and then have to bear heavy loss, which may cause our
quit from Jammu and Kashmir.
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39