1

JINNAH UNIVERSITY FOR WOMEN

KARACHI

PROJECT REPORT
BBA Section 1(A)
Group Members
ALISHBA KHAN
IQRA REHMAN
JAWAIRIA SAMI MALICK
AYESHA AHMED
AZRA ZULFIQAR

SUBMITTED TO:

MS. SAIMA
ADEEL
1

DEDICATION
We would like to dedicate this project to our parents
who has given us opportunity to study here in JUW,
and to our respected teachers who give us a chance
to work on this project.

TABLE OF CONTENTS
Abstract .5
Introduction..................6 -- 7
History ..7 8
What

is

GSM ?..................................................................................9
Mission.....10
Vision.......10
Objective ..10
Performance.11
Departments..13
Products & Services. ...14
Prepaid15
Postpaid ....16
Pricing..17
Ufone 3g....18
Uwatch19
U Paisa...20
U Mall..21
3

Promotion Strategy.22
Advertising Message...23
Advertising Media..26
Advertisement Budget..27
Slogan ..28
Competitor .28
SWOT Analysis....30 -31
Strength
...30
Weakness
.....31
Opportunities .31
Threats
...31
Target Market........32
Level of priority .32
Cellular Subscriber .....................33
Social

Responsibility..34--

35

Conclusion
...36
References ..24

ABSTRACT
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 20
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
5

a lot of packages such as Uwon, Ushare. Public

Demand etc. in postpaid they provide a Black berry,
payment choice, value added service etc.

Ufone

has

always

played

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.
Ufone has network coverage in more than 5885
locations and across all major highways of the
country. 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,
7

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.

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 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 recently started GPRS through which users can connect
8

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 29th 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.

10

MISSION
"Ufone,

it's

all

about

U!

We

are,

where

you

want

to

be

At 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.

OBJECTIVES
Create memorable services.

Build preference by communicating the strengths and benefits of the

services.

Providing ufone customer assurance by promoting incentives.

Teach customers to use the best services of ufone services.

10

11

Performance
As mobile users in the country have reached over 28
million at a very rapid pace, Ufone has maintained
itself as the 2nd largest cellular operator in Pakistan
with a subscriber base of around 6.5 million and a
market share of nearly 25%. Ufone has seen a
subscriber growth rate of over 200% in the last year,
and since the start of 2005 Ufone added nearly 5
million subscribers onto its network. A remarkable
achievement indeed, especially considering the fact
that two new international players also entered into
the market in 2005. Subsequently the growth in
subscriber base caused a healthy trend in revenues
which have doubled.

11

12

Departments 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

12

13

Pricing Strategy

Ufone

follows

market

penetration

pricing

strategy to meet the customer needs and ever

changing price competition.

Price has always been the core differentiation of

Ufone. Ufone is the one who is offering least call
rates off-network.

Ufones price strategy in postpaid and prepay is

very affective and suitable.

Ufone always gives its customers almost lowest

rates prevailing in market.

They give packages to each class and facilitate

with most suitable packages

13

Products & Services

Ufone is a complete communication solution that
offers us SMS, GPRS, MMS, Call Features,
International Roaming and a variety of amazing
Mobile Products, as well as offer a Prepay, Postpaid,
Upaisa ,Uwatch and Umall like products and service
which help us communicate easy and faster.

Ufone markets its prepaid services as Prepay.

Ufone Prepay is more affordable. Its primary market
is

intended

towards

teen

agers

and

students.

Following are some of the prepaid packages of Ufone.

Packages

Life plus Package.

Prepay Life.

Din Bhar Offer.

Pakistan Offer.

Paanch Ka Pandrah.

Ghanta Package.

UWon.

Teen minutes Package.

Location Based Offers.

Ufone Super Card Offer.

Super Sasta package.

1

Postpaid

services

are

marketed

by

the

name

Postpay.this service are mainly targeted toward the

business community of the country.
Packages

Ultra U99.

Ultra U299.

Ultra U599.

Ultra U999.

Ultra U1499.

Ultra U1999

Ultra U-49

Uth Postpay.

Postpay 1 Package.

Ufone has updated its internet services in this

advancing era of 3G internet. Ufone mainly focuses
on introducing ufone 3G packages that are according
to its users need and ease. Ufone has recently
launched top class 3g packages to provide you
internet facility 24/7 and to keep your knowledge up
to date. Ufone has made the access to 3G internet by
launching these marvelous Ufone 3G internet
packages. All these 3G packages have sufficient data
limit and it is also offering some combo packages
that allows you to surf internet via using Facebook,
Instagram, Whatsapp Twitter and many more social
Medias for unlimited period of time subscribing to
Ufone 3G internet packages.

Ufone once again brings an innovative product

designed to change the way U take care of your
loved ones, while giving U complete peace of
mind. While it looks like a normal, trendy, digital
watch, the UWatch is a state-of-the-art creation of
innovative technology. Using real-time tracking
technology it helps U keep an eye on your child by
connecting directly to the UWatch app on your
smartphone. It is also a mobile phone, which lets U
talk to your child whenever U wish. So even though it
has time, date and alarm functions like your normal
watch and battery timing up to two days, and it has
much more.

Ufone

announced

the

most

complete

mobile

financial service of its kind in the country, with

regards to, both, functionality and infrastructure.
Boasting a stellar portfolio in terms of mobile
account, money transfer and bill payment facilities,
serviced by more than 23,000 UPaisa retailers
standing ready to service our customers and provide
them with facilities such as:

Mobile Account.

Money Transfer.

Bill Payment.

Ufone has a proud to be o taking the first step while

all others simply follow our lead with regards to the
innovative and unique services we offer as part of
our portfolio. Thats because our motto is Its all
about U and, by now, all of Pakistan can testify that
when Ufone makes a claim, Ufone goes on to deliver.
Our latest first step is the launch of UMall,
Pakistans very first online shopping portal conceived
and powered by a telecom company.

Promotion Strategy
Advertising strategy consists of two major elements:

Advertising Message

Advertising Media.

Advertising Message
Message Content:

The very first content of Ufones advertising

message was humor.

And then its blooming stage it shifted its

message content to youthful excitement.

Message Format:

The format of ufones advertisement has always

been very colorful and
eye catching.

The shocking Orange and green colors used by

Ufone have always attracted people.

Message Source:

Ufone has again hired a comedian trio featuring

Faisal Qureshi, Mikaal and Hamaad.

Advertising Media
Ufone is using following medium of advertisement:

Print Media.

Display Media.

Broadcast Media.

Online Media.

Broadcast Media:
Ufone ads broadcast on all leading channels.
Hum TV
Geo
ARY
Indus TV

Online Media:
Ufone place flashing ads on famous portal.

Cool buddy.com

Pakfellows.com

Display Media:
Displays media include are as follow:

Billboards

Hoardings

Signs (on Shops board etc.)

Posters

Wall Painting

Print Media:
Ufone prints ad into all leading newspapers.

The Dawn

Jung

Khabrain

Nawa-e-Waqt
It also gives ad in magazine

Sunday Magazine

Akhbar-e- Jahan

Libas

Mag

Advertisement Budget

Ufone heavy sender of advertisement

Ufone spent most 20% Of Its revenue on its

Advertising.

Ufone ad plays 15 to 20 times a day on a TV

channel costs
Millions.

5% of its advertisement is made on FM and

radio.

Now

Ufone

is

paying

more

attention

to

web

advertisement.

Market share
With the monthly additions average around 2.5
million subscribers, 2007 has been a phenomenal
year for the mobile market growth in Pakistan. Heres
a look at the numbers (from PTA site) for the first 8
Months Of 2007. A quick analysis of this data reveals
few trends about market leadership. Mobilink gained
the most subscribers (5.45 million) in this period The
rate of growth for Ufone has been impressive as well.
It gained 5.32 million of the approx 20 million new
subscribers in first 8 months of this year in Pakistan.

SLOGAN
One of the main reasons of the popularity of the
Ufone is to use slogan to attract the customers. The
Slogan of Ufone in Urdu is Ufone Tum Hi to Ho", In
English "its all about U

Competitors
The following are some competitors of the Ufone

Mobilink (Jazz)

Telenor

Zong

Warid

SWOT Analysis of Ufone

Every Organization has some Strengths, Weakness,
Opportunities and Threats. Strengths and Weakness
are the Internal Factors and Opportunities and
threats are External Factors.

STRENGHTS

They have the latest technology as compared to

any other mobile company.

As government is backing them they can get as

many fund as required by them to introduce the
new technology.

Good quality service.

Pakistan's second GSM network

Established

customer

base

including

lower

middle class.

Less rate than competitors.

Only company present in all four provinces.

Highly motivated and trained work force.

9

10

WEAKNESSES

Less coverage in remote areas.

Not targeting the rural areas at the moment.

No proper planning to cater the excessive

demand.

OPPORTUNITIES

They can start their services in other cities of

Pakistan.

As they are the subsidiary of Pakistan

telecommunication limited, they can acquire
as much fund

needed

to improve their

technology.

They can also target corporate sector.

New Technology .

THREATS

Legal environment, government interference.

PTCL

has

been

given

license

for

cellular

operation.

10

11

Target Market
Ufone has the target market concerning youth in the
nation. This target market of youngster comprises
40% of the population. Ufone has targeted the
corporate class for which the Ufone is customizing
the packages in order to preserve the existing small
businessman.
Gender: Both Male & Female
Target Class: Middle & Lower Middle Class
Targeting: Mainly they are targeting to youth, if
we look at their ads, which are shown on the TV,
we got the clear idea.
Income Group: Rs. 15,000 & above

Level of priority

Low cost

Value added services

Packages

Customer services

Better

quality

service

(connectivity

and

coverage).
11

12

Cellular Subscriber
Cellular subscribers in Pakistan reached 132,333,853
at the end of November 2013, as per stats made
available by Pakistan Telecommunication Authority.
All five operators added 800,071 subscribers
during the month of November 2013, while around 2
million subscribers were added during October 2013.
Ufone came along on third position with its 25 million
subscribers.

12

13

Social Responsibility
Environmental Initiatives:
Ufone is helping to promote various green initiatives
at educational institutions and hospitals and has
conducted many plantation activities to promote the
significance

and

benefits

of

healthy,

green

environment. UVG members also visit these facilities

and have on various occasions distributed goodie
bags

amongst

the

children.

Ufone

has

been

conducting plant-a-tree campaigns in various parts of

Pakistan to create a positive environment for children
and their families, and to preserve nature today for a
better tomorrow.

Health Initiatives:
Ufone aims at playing a positive role in improving the
healthcare sector and responsive governance in
Pakistan to ensure basic healthcare facilities for all
citizens of Pakistan. Ufone believes in providing the
same level of healthcare facilities to children coming
13

14

from affluent and poor social backgrounds. Ufones

Child Healthcare Initiative aims at bridging the gap
between children from marginalised sections of
society and those enjoying medical facilities at par
with standards followed at any private medical
facility.

Social Development:
ISLAMABAD,

September

15th,

2015:

Pakistans

premier telecom operator Ufone has joined hands

with Pakistan Red Crescent Society (PRCS) to pursue
its tradition of remembering the flood affected
through thick and thin. On the occasion of Eid, Ufone
and PRCS have collaborated in an effort to provide
food

items

to

areas

where

floods

devastated

livelihoods of hundreds of thousands of families

reside in Chitral.

Education:
Ufone and British Council recently awarded two lucky
winners of UEnglish; an interactive English language
14

15

learning

SMS

collaboration

service,
with

British

started
council,

by

Ufone

via

in

prize

service is to facilitate

those

distribution ceremony held in Lahore.

The aim of this
customers

who

want

to

enhance

their

English

language vocabulary. The service works in a simple

way as customers receive SMS on demand with
multiple choice questions based on a 1 year English
learning course developed by the British Council. On
responding with selected answers they receive a
validation SMS of correct answers.

15

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

References:
www.ufone.com
www.scribd.com
www.pta.gov.pk
www.pakboi.gov.pk
www.telecompk.net
www.propakistani.pk
Broachers
TV Commercial

What Is GSM??
Global
System
for
Mobile
Communications
(GSM) services are
a
standard
collection
of
applications and features available to mobile
phone subscribers all over the world. The GSM
standards are defined by the 3GPP collaboration and
implemented in hardware and software by equipment
manufacturers and mobile phone operators. The
common standard makes it possible to use the same
phones with different companies' services, or
even roam into different countries. GSM is the world's
most dominant mobile phone standard.
The design of the service is moderately complex
because it must be able to locate a moving phone
anywhere in the world, and accommodate the
relatively small battery capacity, limited input/output
capabilities, and weak radio transmitters on mobile
devices.