RE-LAUNCH OF COMBO CALLING CARDS

Table of contents S.no#

1 2 3 4 5 6 7 A B C D E F G 8

Topics
Industry analysis Company snapshot SWOT Analysis Buyer Analysis Competitive environment analysis Critical analysis of the advertisements. Our proposal: Advertising objectives Positioning Creative strategies Budget allocation Media strategies Message strategies Promotional mix Annexure: A: 1: Story board A: 2: Radio script A: 3: Billboard/print ad template

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Acknowledgement
We are grateful to Almighty Allah who gave us the courage and strength to complete the assigned project in hand successfully. We would like to thank our course supervisor for all of his support and valuable assistance at every stage in the completion of this report. Regards

Executive summary
The objective of this report is to firstly, conduct an in depth critical analysis of the advertisement of Burraqs Combo Calling Card. Secondly, to recommend and justify a new advertisement campaign. The ultimate objective for all of this detailed analysis is to apply the concepts studied in the course of advertising (taken as an elective course in Marketing). This report highlights the following aspects regarding the Re-launch of Combo calling cards: 1. Industry analysis: It highlights the market size, growth in the telecom sector, major competitors and the main macro economic environment factors influencing the telecom sector. 2. Company snapshot: Gives details about Al Burraqs mission statement, product and services it offers and the main features and benefits that Combo calling card offers. 3. SWOT Analysis: Main strengths, weaknesses, threats and opportunities of Combo calling card are discussed. 4. Buyer Analysis: Under this heading the consumer profile; demographics and the factors influencing their purchase decisions are discussed. 5. Competitive environment analysis: This section covers the direct and indirect competitors analysis, target market analysis, message and media strategies used by the competitors. 6. Critical analysis of the advertisements of Combo Calling Card: The critical analysis of the actual print and television advertisements, which are running on different TV and radio channels. 7. Our proposal: This section covers the main proposals being offered by us to amend in the existing advertising campaign, including the: o Advertising objectives: includes both over all and specific objectives o Positioning strategies: positioning strategies are mentioned by product difference, key features/ benefits, usage and reliability and quality.

o Creative strategies: Hard and heart strategies, ad strategies appeals, and Ad execution formats are discussed. o Budget allocation: Budget allocation among different medium of communication and break up between different medias are shown with justification. o Media strategies: This includes current media strategies along with recommendations and justification for the new proposed media mix. o Message strategies: This includes current message strategies along with recommendations for the new proposed strategy.

o Promotional Mix: Here current promotional mix along with the new promotional mix and its justification are discussed.

INDUSTRY ANALYSIS
MARKET SIZE
Marketing a prepaid calling card is a task indeed, especially when there is brand loyalty and no preference as such. So how does one try to win consumers and increase sales? By continual or ongoing special promotions it seems. This year, on Independence Day, Callmate introduced a promotional scheme that used a stir in the market, although for limited time only. As per scheme, consumers could buy a Rs.100 card worth Rs.200 of talk time. Callmate, an established brand in the market, holds 31% of the market share in Karachi and is the market leader there. However, of the total market estimated at eight to 10 million rupees in the fiscal year 2004-05, PTCL is the market leader. Market Share of Brands (35% National Market) Callmate PTCL Big Time GT Hello Combo ARY Telecom of total 31% 27% 12% 8% 6% 6% 5.5%

35% of the Total National Market Share

Call Mate PTCL Big Time GT Hello Combo ARY Telecom

GROWTH

Since the launch of the PTCL calling card in October 2000, many brands, aware that Telecommunication would be one of the fastest growing industries in Pakistan, followed suit and are now vying to capture market share. These brands include ARY Telecom, Big-Time, Callmate, Callpoint, Combo, Hello and GT worth more in the offing. Initially, the launch of prepaid calling cards was due to the lack of alternatives to make international or outstation calls other than through a STD connection. Now, thanks to digital phones, the cards can be used all over the country to call anywhere in the world. Convenience and economical pricing have made the market grow rapidly. Launched in September this year and all set to come out on top, ARY Telecom is the most recent entrant.

Calling Cards in terms of Technology Break-up

On the basis of technology, there are two broad categories present in the calling cards industry. Namely, 1. I.T based calling card: These calling cards are I.T based and offers the calling cards at low prices but their quality as compared to other calling cards is low/inferior. The market share of such cards is pretty low and they are not much popular among the customers. 2. Fiber optics based: These calling cards are fiber optics based. These calling cards are offered at pretty high prices as compared to the I.T based calling cards. One prominent feature, which distinguishes these cards from I.T based cards is that they offer superior quality and provided value added services to their customers. IT-based Big Calling Combo JeeVay Value Calling Fiber optics based Callmate Call point Global Telecom Hello PTCL

Current Trends/Developments Affecting the Promotion Program

The only way for calling cards to survive is through aggressive and innovative marketing, and not letting any opportunity to introduce a new promotional scheme go by. The Ramadan offers launched by COMBO and Callmate are a living proof this trend .In their offer, both brands promised more time for the less money. Furthermore, during Ramadan, most calling cards emphasized their international calling benefits. Although these schemes provide a spurt in sales, they seem to have a dip after the offer is over.

Macro environment Factors and Issues

Economic condition: The telecom industry, which is undergoing a silent revolution, has placed the Pakistans economy on the fast track leading to the prosperity and progress. According to the market analysts the number of mobile phones will soon exceed the landline phones in the country, putting Pakistan in the selected number of countries where this has happened. Deregulation: The ongoing deregulation of the telecom sector has paved the way for the new entrants in this industry. Plus deregulation has also encouraged foreign investment from other countries into the telecom sector of Pakistan.

COMPANY SNAPSHOT

Burraq Telecom Limited

Burraq Telecom Limited a newly formed public limited company sponsored by three telecom companies consisting of:

Comcept (Pvt.) Ltd. TeleCall Payphones (Pvt.) Ltd. Stancom (Pvt.) Ltd.

The Company was formed with the express purpose of establishing and operating Long Distance Nationwide, International Telephony Network in Pakistan through license acquired in this regard from Pakistan Telecommunication Authority. Burraq Telecom has setup a Long Distance and international transmission network solution under the procedures mandated by the Pakistan Telecom Authority. The LDI network which has been installed is based on NGN (next generation network) and incorporates state of the art technology keeping in view the traffic projections into and from Pakistan and easily scalable. Brief overview of the network elements has been provided to give an idea of the system, with our network configurations, quality of service and connectivity. BTL has a dedicated team with a combined experience of over 60 years in Telecom & IT development, deployment, operations and services. Having vast experience in telecom has been advantageous to BTL that it has strong relationships with the regulators and stakeholders to manage issues at the macro and micro level and hopefully we will be capitalizing on the opportunities offered by the post deregulated telecom market.

PLACE IN THE INDUSTRY

IT-based Big Calling Fiber optics based Callmate Call point Global Telecom Hello PTCL

Combo

JeeVay Value Calling

Market Share of Brands (35% of total National Market)

Callmate PTCL Big Time GT Hello

Combo
ARY Telecom

31% 27% 12% 8% 6% 6% 5.5%

Products and Services

We believe in meeting and exceeding our Customer expectations by providing tailor made solutions of highest quality and reliability through our highly professional staff equipped with new tools & technologies. Our product range caters to the needs of individual Customers as well as small to large size Corporate. PRODUCT RANGES The planned product range for both LDI & WLL services is: LDI Products Voice Origination - Payphones Prepaid Calling Cards Carrier Pre-Select Long-distance & International Interconnect (Voice + Data) Corporate Communication Services

WLL Products Wireless telephone packages for Corporate Customers Wireless telephone service for Residential Customers Wholesale products and services for Payphone operators

COMBO Calling cards

Welcome to a brand new experience in pre-paid calling cards. Combo Calling Cards with its unique Combo features to fit the needs of different lifestyles into one powerful card.

FEATURES AND BENEFITS:

Getting Started Dial 12511 from a digital phone. Press 1 for Urdu or 2 for English instructions. Scratch and dial the card number followed by the # key. Dial the destination number followed by # key.

1.Internet Access
Talk & Surf Now, you can also use your Combo Calling Card for Internet access (powered by Cabernet). For details call our Help Line, customer service representative will guide you. Example: Holder of Rs.100 will be eligible for a maximum of Rs.20 or two hours pins or 2 pins of 1 hour each. Mobile pins to be allowed at a later stage.

2.Mobile Reload*
Ever recharged your mobile account balance through a calling card before? Now you can! Just call our Help Line for your mobile reload and our customer service representative will guide you through. You can get mobile reload as per following details.

Rs.99 mobile pin in Rs.250, 500 & 1000 denominations Combo Calling Cards. As high as Rs.250 & 300 mobile pin in Rs.500 & 1000 denomination Combo Calling Cards.

Example: In Rs.500 denomination card, one PIN of Rs.300 can be availed for mobile top up; remaining balance of Rs.200 can be utilized for talk time. *Certain service charges may apply on value added services

3.Balance Transfer Facility

Here's how to transfer the balance of one Combo Calling Card to another Combo Calling Card.

Dial 12516 from a digital phone. Press 1 for Urdu or 2 for English instructions. Dial the desired PIN you want to recharge followed by # key. Dial the PIN you want to transfer balance from followed by # key.

4.Surprise Gifts
Only those customers shall qualify for our lucky draw schemes who consume Rs.1000 worth of talk time either by recharging their card of any denomination or use Rs.1000 denomination card for talk time only. Through this scheme you can Win free talk time, Internet hours, mobile reload & much more (company decision will be final).

Tariff Guide
NATIONAL NWD Fixed NWD Mobile INTERNATIONAL ANDORRA ARGENTINA AUSTRALIA AUSTRIA BAHRAIN BANGLADESH BELGIUM BRAZIL BRUNEI DARUSSALAM BULGARIA - SOFIA CANADA CHATHAM ISLAND CHILE CHINA CHRISTMAS ISLANDS Fixed Rs.3.16 Rs.3.16 Rs.3.16 Rs.3.16 Rs.12.89 Rs.6.58 Rs.3.16 Rs.3.16 Rs.3.16 Rs.3.16 Rs.3.16 Rs.3.16 Rs.3.16 Rs.3.16 Rs.3.16 RATE Rs. 1.75 Rs. 3.95 Mobile Rs.17.69 Rs.17.69 Rs.17.69 Rs.12.89 Rs.6.58 Rs.17.69 Rs.17.69 Rs.3.16 Rs.17.69 Rs.3.16 Rs.17.69 Rs.3.16

COCOS ISLANDS COLOMBIA CYPRUS CZECH REPUBLIC DENMARK ESTONIA FINLAND FRANCE GERMANY GIBRALTER GREECE GUAM HONG KONG HUNGARY ICELAND INDIA IRAN IRELAND ITALY JAPAN KOREA SOUTH KUWAIT LUXEMBOURG MALAYSIA MEXICO MONACO MONGOLIA NETHERLANDS NEW ZEALAND NORWAY OMAN PANAMA PERU POLAND PORTUGAL PUERTO RICO QATAR RUSSIA SAN MARINO SAUDI ARABIA SINGAPORE SPAIN SWEDEN

Rs.3.16 Rs.3.16 Rs.3.16 Rs.3.16 Rs.3.16 Rs.3.16 Rs.3.16 Rs.3.16 Rs.3.16 Rs.3.16 Rs.3.16 Rs.3.16 Rs.3.16 Rs.3.16 Rs.3.16 Rs.6.58 Rs.7.99 Rs.3.16 Rs.3.16 Rs.3.16 Rs.3.16 Rs.7.99 Rs.3.16 Rs.3.16 Rs.3.16 Rs.3.16 Rs.3.16 Rs.3.16 Rs.3.16 Rs.3.16 Rs.12.89 Rs.3.16 Rs.3.16 Rs.3.16 Rs.3.16 Rs.3.16 Rs.17.69 Rs.3.16 Rs.3.16 Rs.6.58 Rs.3.16 Rs.3.16 Rs.3.16

Rs.17.69 Rs.17.69 Rs.17.69 Rs.17.69 Rs.17.69 Rs.17.69 Rs.12.89 Rs.17.69 Rs.17.69 Rs.17.69 Rs.17.69 Rs.3.16 Rs.17.69 Rs.6.58 Rs.12.89 Rs.17.69 Rs.17.69 Rs.12.89 Rs.17.69 Rs.12.89 Rs.17.69 Rs.17.69 Rs.17.69 Rs.17.69 Rs.17.69 Rs.17.69 Rs.17.69 Rs.17.69 Rs.12.89 Rs.17.69 Rs.17.69 Rs.17.69 Rs.17.69 Rs.17.69 Rs.17.69 Rs.17.69 Rs.3.16 Rs.13.17 Rs.3.16 Rs.17.69 Rs.17.69

SWITZERLAND TAIWAN THAILAND - BANGKOK TURKEY UAE UNITED KINGDOM USA VENEZUELA VIRGIN ISLAND US OTHERS

Rs.3.16 Rs.3.16 Rs.3.16 Rs.7.99 Rs.11.99 Rs.3.16 Rs.3.16 Rs.3.16 Rs.3.16 Rs.17.69

Rs.17.69 Rs.17.69 Rs.17.69 Rs.12.89 Rs.17.69 Rs.12.89 Rs.3.16 Rs.17.69 Rs.17.69

SWOT ANALYSIS FOR COMBO

STRENGTHS
3in1: No other calling card offers three services like COMBO, that is, calling card, internet services and mobile reload Mobile reloads:

Increased usage of cell phones has increased the need for mobile reloads immensely. Internet usage:

Most of the consumers who use prepaid Internet cards are the targets market. Even they consumers who use cable net , sometimes face problems due to the inefficient internet services. This is the point where the need of a prepaid Internet cards is felt greatly. Low prices:

Combo calling card is available at low prices as compared to other calling cards. This feature has attracted a number of customers, though its long term effect may not be long lasting due to its inferior quality. Time:

Combo offers more time for fewer charges. Promotional strategies:

Combo is among few calling cards that has successfully being able to mold its promotional strategies according to the customers needs, e.g., Ramadan offers launched by Combo.

WEAKNESSES

Market share:

Out of 35% of the total national market, Combo has only being able to capture 65% the market. Main reasons are, firstly, its inferior quality and secondly, it is I.T based. Customer awareness:

Low customer awareness about the features, as they are not highlighted well in the Ad. Plus most of the customers do not find the mobile reload and the Internet connection features as fascinating as the company does. The main reason is that, consumers when buy a calling card, it would be difficult for them to divide a Rs. 50 card between three services evenly. Quality:

Charges of the card are low but Combo offers inferior quality as compared to the fiber optics based calling cards, such as, Callmate, Callpoint etc. Advertising:

Advertising expenses are less than competitors. Plus in case of print advertisements Combo is not being able to design attractive ads as compare to other calling cards.

THREATS
Consumer attitudes: AS combo calling card promise more time for less charges, so it could attract the customers but only for a short time. This is because most of the customers are still not aware of the differences between the I.T and Fiber optics based cards. But after repeated use consumers are fast learning which card offers the best quality. Competitive Calling cards:

Other competitive calling cards offers value added services and is of good quality. Consumers unaware of the quality of cards; are now learning the importance of good quality calling cards fast.

Advertising

An aggressive advertising campaign by competitors has also put a lot of competitive pressure on Combo specifically. The calling cards, which are giving

Combo a hard time, are especially Callpoint, Callmate, ARY calling cards and Big time. Brand loyalty: In case of calling cards there is apparently a zero brand loyalty. When buying calling cards, consumers do not have a definite brand in mind. They usually prefer the best deal at the best price. Monopoly and other competitors:

Callmate seems to have a monopoly, with a market share of 31% in the national market. After Callmate comes PTCL with a market share of 27% and other cards such as Big Time and ATY are also becoming popular in the market False claims:

The hurdles in marketing calling cards are many. False claims regarding cal rates and call time, network congestion, poor service quality and zero brand loyalty, make it a challenge for the brands.

OPPORTUNITIES
3 in 1 features:

No other calling card offers 3 in 1 features like Combo does. But Combo needs to increase consumer awareness and convenience that these features can actually bring to the users. Rural market:

Evidence shows that there has been an increase in the cell phone and calling card users in the rural areas as well. So when the calling cards market in urban areas may become saturated in the coming future. Then it would be an opportunity for Combo to capture the rural market.

BUYER ANALYSIS

Brand loyalty:
Consumers have no definite brand in minds while purchasing. They are only interested in getting the best deal at the best price. To introduce best deals, brands have launched various promotional schemes such as free extra time and double the price. These deals entice the customer for the time being, but not necessarily make them loyal to the brand.

Demographics
Additionally, calling cards are not limited to any particular set of demographics, since they are available in denominations that range from Rs.50 to Rs.5000. According to the retailers, the hottest selling denominations are 50 and 100 rupees. However, there has been an increase in the use of calling cards especially in the rural areas of Pakistan.

Consumer awareness:
Although consumers are attracted by the pricing and discounting schemes, but in the end they remain loyal to the brand, which provides the best service. Best service means voice clarity and good connectivity. The only distinction between the various cards is the technology used. Users are not aware of these differences so they buy the card, which offers more for less. However after repeated use consumers are fast learning which card offer best values.

Factors related to Consumer Behavior

Factors influencing the purchase decision are: Pricing is the main reason, which affects the buying decision. These also include number of discounts, free offers and other packages. The availability of other competitors calling cards for good quality and value added features. Plus the aggressive promotional campaigns by the other competitors calling card companies. Consumers usually prefer low charges but now consumer attitudes are changing and their purchase decisions. Their repeated purchase decisions are also affected by the good voice clarity and connectivity options.

 It is a low involvement purchase product. The main reason is that the brand loyalty is pretty low for calling cards in Pakistan. Consumer mindsets regarding the tree main features of Combo is not very encouraging. Most of the consumers do not see any linkage between the combine offer of these 3 features. Plus consumers find it difficult to divide their prepaid card credit between the mobile reload, internet connections and the calling card it self. Whatsoever convenience Combo provides, consumers are not either aware of it or even when they are aware of it they do not consider them as a value added services.

Who Buys the Product?

According to the features of the card, two main groups of consumers seem to be the target market of Combo. They are the internet users especially, students .For the mobile reload and calling cards includes both the ordinary consumers and office goers.

Market segmentation:
Target Market
Target market for calling cards is not a specified one or we can say that it doesnt have any specific domain to cater for. Anyone who has the purchasing power and wants to curtail their expenses for making outstation or international calls falls in the target market for calling cards. But COMBO has made a difference by introducing two other features other than phone calls, i.e. its usability as an internet prepaid card and mobile reloads. These extra features broadened the horizon for COMBO to target a much bigger market which lies in millions, because, almost 90% of the urban market uses Internet on daily basis. This also means that the Internet connection facility has made a number of students and youngsters the target market of COMBO. Plus the present growth in Mobile services industry gives COMBO an edge to cater all the present and potential users of these services to use their Mobile reload feature. At present, no calling card other than COMBO features these kinds of extra benefits and its not for long that these features play a major role in Combos success. Furthermore a recent survey also shows a growth in the calling cards users in the rural market of Pakistan. This increasing trend would enable Combo to tap the untapped rural market of Pakistan. MARKET SEGMANETATION BASIS: Market segmentation is done on the of: Demographics

Use-Related Use-Situation Benefit Hybrid 1. DEMOGRAPHICS:

Age: Combo calling cards basically focus their sales towards the youth. This is a beacuase tye main user of Internet facilities; calling cards facilities and mobile phone users are mainly the youth. Now this could range form the students ages to the youngsters, that is, from 14 years to the late twenties mainly. Education: Combo calling cards basically focuses on the school going, college and under and post graduate students for providing services such as the internet connection and mobile reload facilites. But also target its calling card facility towards those foreign students who have come from different countries and even from different cities. Income: Additionally, calling cards are not limited to any particular set of demographics, since they are available in denominations that range from Rs.50 to Rs.5000. According to the retailers, the hottest selling denominations are 50 and 100 rupees. However, there has been an increase in the use of calling cards especially in the rural areas of Pakistan.

2.Use-Related: In this category we can say that caombo calling cards has been directed towards the heavy users of all three categories that is the internet users, cell phone users and the calling card itself. These heavy users are mainly enuthusiats, fun lovers, easygoing people and this fact has beeen highlighted in the advertisement as well (refer to the detailed scene by scene analysis of the Comco calling advertisement) 3.Use-Situation: Combo emphasizes on the use situation segmentation by highlighting the need of combo during leisure, work, rush and atr different points of time during a day. It also focuses on ths usage in different locations such as, home, work, in store, while shopping, while on a topur, whilr traveling etc. While from the point of view of a person it targets its slea towards the family members, students, office workers, friends, boss etc. 4.Benefit:

From this vew Combo focuses on the convenience by providing all three facilities of calling card, internet and cell phone reload services in just one card.pplus it also provides a good value for money to the consumers as all three sevices are offered in the price oh just one card. 5.Hybrid: According to this view Combo uses a combination of demographics and psychological segmentation which is pretty much evident from the sloganDil Chata Hai. This potrays the social class of users along with different life styles of users.

MOTIVATION in the light of Combo Calling Cards:

The three facilities that Combo provides are itself a big reason for motivation for the consumers. Which simply means that they tried to motivate the consumer by providing a single card with three facilities that is purely a convenience provider concept. But the thing is that the motivation depends on such needs that consumer thinks are important in the first place which, as a result, drives the consumer to behave in a certain way, and this factor of importance should be valued to the consumer. But what happened with combo they picked the right thing apparently but in the end it seemed that valued to the consumer factor was purely missing in its case. The main reason for the failure Combo was that it failed to convince the consumers that a calling card could be a mobile reload and Internet hours providers as well. So the factors used for the motivation.

Need:
Combo emphasized on the convenience as the main need of consumers in its advertisements and all type of promotional tools, which they used. But as a consumer this need factor was not enough to motivate consumer to behave accordingly therefore the sales figure are not so impressive while advertising budget is almost the same as the competitors. Combo does provide the acquired needs due to the increased use of Internet, cell phone etc. but consumers did not identify with the product facilities. Plus consumers found it difficult to divide their money between the three facilities. That is, if consumer bought a calling card for Rs. 50, then how the consumer is suppose to divide this Rs. 50 among the calling card rates, internet hours or mobile reload facilities. GOALS: Combos main concern is about the product specific goals that are net hours, mobile recharge, and calling card at the same time, which they emphasized in their TVC and

other types of communications. Combo provides the customers with the product specific goals by highlighting the three facilities prominently. Also this provide ease to decision making about which card to be used by the consumer Combo tried to take this factor as a differential advantage to grab most of the consumers. SELECTION OF GOALS: Selection of goals regarding the purchase of calling cards specifically is affected by the increasing trend regarding the use of calling cards, Internet use and use of cell phones in the urban as well as the rural markets. POSITIVE MOTIVATION: Combo has used a number of tactics to increase the positive behavior of the consumers. For instance they have portrayed a very funky and rich lifestyle. This has been done to increase the favorable and positive attitude towards the purchase of the cards. Plus this also implicitly portrays that if a consumer uses this card then he/she cab become a part of that social class and attitude.

RATIONAL vs. EMOTIONAL MOTIVES: Rational motivation has been in terms of all the three facilities that are present in one card only. Plus rational appeal is also provided by the competitive tariff rates for the calling cards, Internet hours and also for the mobile reload. However emotional appeal has been in the form of the use of calling cards by students to contact their families, people connecting with their friends etc. Comparing the two style the combo didnt use the emotional appeal with much intensity which became some kind of hurdle in their growth as well because for such kind of products which helps people to meet like chatting with our family, or talking to some beloved one outstation which appeal the consumer more to tilt towards that brand and hence increase the sales of the brand. SUCCESS AND FALIURE INFLUNCE: This is very important for these kinds of brands because if it will work best then it increase the brand equity and in the end consumer would be more willing to buy that brand. But on the other hand if it wont work unto the consumer expectation for example, due to poor connection. Then all these factors would contribute to the negative image of combo calling cards. SUBSTITUTE GOALS: The main problem with Combo calling cards is that what ever services it provides are not up to the mark and does satisfies the consumers as claimed by the company. As a result most of the consumers buy Call mate or Call point calling cards. PTCL and ARY calling cards are popular as well. But due to these poor services of Combo, if a consumer bought Combo once, it would not usually purchase it again. AROUSAL OF MOTIVES:

One of the tactics to attract consumers is to arouse the need of the product itself. Although Combo has a differential advantage regarding the three services that it provides, but it failed to arouse the need of all three facilities in consumers. Even if we look at their advertisement then one cannot easily detect the three features of Combo. Plus they have conveyed their message and additional benefits in a very vague way. They could have highlighted and aroused the need of having all three benefits in a single card. But they failed to do so.

Maslows needs:
If we look at the Maslows hierarchy of needs then Combo should have focused on the Social needs rather than the Ego needs. Combo actually focused only on the Ego needs by highlighting the high and rich social status in their advertisements and they missed out the social need. That is the need to connect the love ones, family member, friends etc on right time and in the most convenient way.

ATTITUDE FORMATION of combo cards:

Attitude formation is very important for such fast moving and consuming brands because the decision is of low involvement. So many of the times it influenced by the factors other then the product attributes so combo tried to form a positive attitude, like everybody else, but they were not very successful in their efforts. The marketers tried to build a positive attitude towards Combo Calling cards by highlighting youth, adventurous life styles, funky attitudes and daring natures of the models used in the advertisement. But the advertisement portrayed an unrealistic lifestyle in their advertisement and the consumers found it difficult to identify with the affluent life style that Combo portrayed. Plus it failed to highlight the importance of having three services in one single calling cards. As a result, Combo failed to develop a positive attitude towards the Internet facility and the mobile reload feature. CONSISTENCY OF ATTITUDES: In the case of calling cards, consumers attitudes are only consistent if the card provides them all the services that it promises and with all the good quality features such as good connectivity, low fair charges etc. but Combos functionality has always been poor which led to inconsistent buying behavior towards Combo calling cards. MODELS OF ATTITUDES: TRI COMPONENT ATTITUDE MODEL: If we look at the case of combo cards in light of tri component attitudinal models then some important aspects are missing again. First is the cognitive component which is in its case is not so clear that is consumer have not so knowledgeable for combo specifically because many of the consumer are still nod fully aware of what is the product attributes actually are? And obviously as an activity part the conative component was to a great extent missing in combos case, because until and unless consumer gets fully aware and have some king of emotional link with the brand they wont involve their efforts to buy such brand, that is intention to buy is missing, or not properly endows by the marketer.

In the last when the above components have been missing then obviously it wont lead to the final purchase of the product as well.

Personality & Consumer Behavior: Personality can be defined as the Psychological characteristics that both reflect how a person responds to his\her environment. There are 3 properties of personality, which helps us to better understand the nature of personality: Personality reflects individual differences Personality is consistent and enduring Personality can change

Marketers use these properties as a basis for making assumptions regarding individual behavior and also for segmenting target market. Likewise, Buraqtel has been using these properties to attract youngster, which is their key market, by show youngster partying and enjoying under the tagline dil chahta hai. Brand personality was one of the reasons why Combo calling card failed to produce any fruitful result. They portrayed brand to be hip-hop, funky, and very much related to youngster. Their brand personification emphasis was toward young adults. Whereas, their competitors, were more onto family connections and relationships. Thats why; it failed to make any impact on market as whole. Because, when it comes to calling cards youngsters are

consumers, whereas, the purchasers are their parents. On which Buraqtel did not focus. Buraqtel approach is more like stuck in the middle thing. As there is neither any major innovations in a product to attract innovators market nor any incentives to attract dogmatist market. If talk about uniqueness, its unique but not to the extent to fulfills desired need for uniqueness of people. In marketing campaign, Buraqtel has given major emphasis to image and status. This product does give a bit sense of high status to individuals who are seeking to enhance their self-image. But, as far as its product category is concerned, such products are not status symbol. People buy cards on regular basis and it has become a part of fast-moving consumer goods. Conclusion that can be drawn form Buraqtel campaign is, no matter how good you portray personality and image of the brand, it must be in-sync with consumers expectation. Consumer Perception: Perception is defined as The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world. Buraqtel has been using positioning based on specific benefit, which is 3 in 1 calling card. This is also its point of disparity, which gives Buraqtel competitive edge over the others. As far as price perception is concerned, people are very price conscious. People use external reference price as criteria for judging products value. Buraqtel uses satisfaction based pricing that is providing value by recognizing and reducing customers perception of uncertainty, which the intangible nature of services magnifies. Buraqtel is implementing it by giving service guarantees, benefit-driven prices and flat rate pricing. The major flaw with the Buraqtel pricing is that given benefits is not perceived to be providing great value for money. Following are the dimensions used to measure service quality by consumers: Call rates Connectivity Quality of voice Credibility Customer Care Centre

Consumers based their value of product on this basis. The more attractive these dimensions are, the more the desirability of buying that product would be. Moreover, price and quality relationship of a product also builds on these

dimensions. The cards with high calling rates are perceived to be providing best connectivity, quality of voice and having good customers care centre. Manufacturer and retailer image also plays a vital role in the decisions regarding purchase of a calling card. Manufacture who is dealing with similar products is perceived to be more credible than the ones, which are not. Whereas, retailers, who are well recognized and have big and decorated shops, are perceived to be more credible than the ones which are not. The risks perceived in calling cards are functional and financial risk. Many a time it happens that card purchased, has poor connectivity due to which it takes hours to make a call through it. Sometimes, it also happens that a card expires before its consumption.

COMPETITIVE REVIEW

Direct and Indirect Competitors (quality and prices wise):

The direct competitors of Combo are the following: 1) Big Time 2) Jee Vay 3) Value calling cards

Indirect competitors include the following: 1) 2) 3) 4) 5) Callmate Callpoint Global telecom Hello PTCL Market Share of Brands (35% National Market) Callmate PTCL Big Time GT Hello of total 31% 27% 12% 8% 6% 6% 5.5%

Combo
ARY Telecom

Key Competitors (each considered separately) PTCL

Since the launch of the PTCL calling card in October 2000, many brands, aware that Telecommunication would be one of the fastest growing industries in Pakistan, followed suit and are now vying to capture market share. These brands include ARY Telecom, Big-Time, Callmate, Callpoint, Combo, Hello and GT worth more in the offing.

ARY

Initially, the launch of prepaid calling cards was due to the lack of alternatives to make international or outstation calls other than through a STD connection. Now, thanks to digital phones, the cards can be used all over the country to call anywhere in the world. Convenience and economical pricing have made the market grow rapidly. Launched in September this and all set to come out on top, ARY Telecom is the most recent entrant. ARY Calling cards arent just plastic cards with a phone facility, they are powered by Warid Telecom that uses a state-of-the-art network. says Danish Khwaja, Head of Creative ARY Digital. PTCL however remains unmoved. According to company spokesperson, PTCL is a generic name due to its long standing existence. Our strength is voice clarity, distribution network, superior technology and instant connectivity. PTCL as the only calling card to use LDI technology, had a monopoly in this sector, hence the huge gap between the rates of PTCL and other calling cards. However, with the launch on ARY, which is alos an LDI service, the gap no longer exists.

Message Strategies
If we look at the message strategies and slogans of different calling card companies, the objectives of their messages is to convey: The promise of free extra time for fewer charges. Benefits double the price Greater economy and convenience Consumer can go on talking for long hours without any interruptions i.e. their services are reliable. Voice clarity Good connectivity. Their prices are competitive.

SLOGANS used by competitors (for conveying the above messages) HELLO Ab hogee khul kay baat Sab sey kum Calling Rates Ab baat chaley gee dair tak CALLMATE 1 sey 1 offer 1 khareedain 1 muft isee hee main tu hai sab kuch

Media Strategies
Three main mediums are popular among all the calling card companies, they are; T.V. Websites/interactive Radio Out doors- billboards, posters Print Ads o News papers o Magazines o Brochures o Flyers o Pamphlets

Hello, Callmate, PTCL, Big Time, ARY Telecom and COMBO usually use these mediums to advertise. However, brands like GT, JeeVay do not advertise at all!

COMBO used to advertise less frequently, but recently there has been a change in their promotional activities. Internet Now Burraq Telecom has not only developed its website (www.burraqtel.com.pk) but also this website is updated regularly. Plus this website contains more and structured information about the product and the organization as compared to its competitors such as Callmate. T.V. Big Time, Hello, ARY etc. has made advertisements, which are on the humorous side, while PTCL or Combo has made sober and yet funky ads. Print Ads COMBO, PTCL, Callmate and others place ads more frequently via newspapers, brochures, pamphlets etc.

Radio However, radio is rather less employed media by most of the companies. Popular radio channels are F.M 100, F.M 107, F.M 101, Radio one and Radio Active 96.

Frequency of advertisements: The frequency of print advertisements is pretty high and second high frequency of Ads is seen on television and then comes radio. Choice over time: Print advertisements are usually placed in the Sunday editions and on the front pages and weekends are also popular among the calling cards companies.

CRITICAL ANALYSIS OF COMBO CALLING CARD

PRINT ADVERTISEMENTS BODY AND THE DISPLAY COPY: TEXT: As far as the text regarding the prominent features of the calling card and its details are concerned, then the print advertisements of COMBO calling cards are too wordy. There is too much information overload in one ad altogether. This makes all the three features mingle up and the reader tends to get confused. Slogan: The slogan is usually not placed at the right place in the advertisement. Even when it is placed it is not prominent in the advertisement. Sometimes the slogan is not mentioned all. Which give a very bad impression. Images: The images, which are used in the advertisement, are usually the ones t which readers usually do not identify much. Plus the images do not have any link with the calling cards features, such as the images of heavy bikes, roller skaters etc. Information: Important information regarding the features and benefits of the calling cards are mentioned but without any details and clarification. Which further confuses the readers. Special offers: Special offers such as the bonus facility, balance transfer facility and surprise gifts are usually not mentioned in print ads at all. Even when these features and offer are mentioned, they are not placed in a prominent place in the advertisement. Posters: Posters on the other hand are pretty colorful and informative. Plus it also shows different colorful cards with available denominations. The taglines and slogans arte placed appropriately; with a reasonable amount of text containing all the necessary details and features of the calling card.

Television advertisement
CURRENT AD ANALYSIS (SCENE WISE) APPEAL VEHICLE Sky Diving Circus Motor cycle racing Friends chat Beach (Frisbee) Sports car Skating Construction worker Clocks Departmental Store Couple Boy showing cards MESSAGE CONVEYED Adventurous, fun loving, dare lovers Fun loving, joy Thrill, adventure, fun loving, care free Social life, convenience Balance transfer facility Funky life style, high status & living standards Speed, independence Accessibility anywhere, convenience Range of countries card has access to Prompt availability of the cards Family values, prompt connections. Different ranges and denomination of the calling cards.

Ad analysis/ impact on the viewers:

Target market does not identify with the advertisement for a number of reasons such as: o The advertisement has been shot in Dubai. o The Ad portrays a very funky life style with a very high living standard (use of sports cars, sky diving, heavy bikes). o Plus there is no connectivity between the various scenes. o The advertisement does not highlight the free features of Internet connection, calling card and the mobile reload services. o The advertisement also does not explain the various offers such as, bonus transfer, surprise gifts etc. o The slogan does not represent the product in any sense Dil chahta hai o The Indian song does not go with the actual image of the product. o From the starting till the end of the commercial one can not distinguish between the different features of the calling card offer by COMBO.

OUR PROPOSAL
ADVERTISNG OBJECTIVES AND STARTEGIES

Over all Objectives:

Awareness Objectives:

As most of the target audience is unaware of the 3 features COMBO, therefore awareness levels need to be increased.

Knowledge Objectives:

The target audience has some awareness, but knows little beyond that COMBO is more than just calling card.

Liking Objectives:

Those target audience who knows the company and its product, but does not look favorably on it

Conviction Objectives:

The target audience may prefer the product but is not convinced that it is the best choice for them

Purchase (i.e., Action) Objectives:

Used when the target audience has conviction but still hasn't purchased the product

Specific Campaign Objectives

Increase awareness among users by 40% that COMBO calling card has the highest consumer satisfaction ratings of all major brands.

Increase trial of Combo among users by 30% in four-month time period Create the understanding among 40% of target audience that Combo is equally good for the calling card, mobile reload and the internet connection facilities.

Specific Campaign Strategies

Place advertising in magazines Provide cooperative advertising support to retail outlets Make available demonstration sets to key retailers to stimulate trial

POSITIONING STARTEGIES:
The image that we want COMBO to have in the minds of our target market is by: 1) Product difference: A calling card which is unique in the sense that it offers those 3 features which are not offered by any other calling card in the market. 2) Key features/ benefits: We want the uses to be aware of and solve their problems by using the features of calling cards, Internet connection and mobile reload. 3) Reliability and quality: COMBO provides the most reliable and high quality service to its consumers as compared to its competitors. 4) Usage: COMBO can be used interchangeably for user convenience regarding all 3 features.

Creative Recommendations
For promoting calling cards where the brand loyalty is not that strong and the competition is pretty high , a combination of both the Hard and Heart strategies would be appropriate.

Hard strategies:
As one of the most appealing tactics to attract the calling cards users are the different pricing offers. Therefore, COMBO advertisements should have an element of: 1. 2. 3. 4. 5. 6. Highlighting low charges and more time. Free card offers. Bonus offers. Balance transfers facility. Surprise gifts. All three features of the calling card should be highlighted prominently.

Heart strategies:
As most of the calling cards including ARY, Hello, and Big Time calling cards advertisements are based on the humorous concepts. Therefore it would be appropriate for COMBO to use humor as well. The main objectives of using humor are: 1. To convey the message to the target audience highlighting the 3 main features in a clear-cut way. 2. All 3 features are conveyed to the target market in a light n humorous way. 3. Usage of the 3 features is prominent. 4. Message is conveyed to the target market in a manner, which different from the usual boring calling cards advertisements.

Advertising Strategy

The main idea is to present COMBO calling card as the problem solver for the users.

Advertising Appeals

Advertisement would stimulate interest and influences feelings through the feelings of pleasure, comfort, and convenience.

Advertising Execution Format

The advertisement would appear as the demonstration, problem-solution, and comparison of COMBO with other calling cards.

Television advertisement (Storyboard)(A: 1) Radio (Scripts)(A: 2) Sample Billboard / print advertisement template (A: 3)

BUDGET ALLOACTION

Budget

(current allocation)

Burraq has allocated Rs.50 million for its COMBO Calling card campaign, where the division for this budget falls under 3 mediums. Print media T.V. Radio 50% 40% 10%

Recommendations:
Following are the recommendations from our side for budget allocation. Print media T.V. Radio Outdoor Advertising 45% 35% 15% 5%

Justification:
The budget allocation regarding television seems reasonable, but there should be an increase on radio advertisements. Main reason for this is the increased listener ship of radio, due to new channels in the market. And secondly, listeners usually do not switch channels that frequently as they do for T.V. As a result they get to listen to the whole commercial, provided the advertisement gets the attention of the listener and sustains it throughout the ad.

MEDIA RECOMMENDATIONS Media Strategies:

Current Situation:
Burraq is currently using the following mediums for promotional purposes to promote COMBO Calling Card: T.V. Radio Print o Newspaper o Flyers o Pamphlets (Stick-ons etc.)

Recommendations:
It should also employ other mediums like: Billboards: It should place billboards in busy shopping areas of main cities in Pakistan i.e Karachi, Lahore, Islamabad, Rawalpindi etc. and in places where office goers usually pass through for e.g Shahrah-e-Faisal, Sadder and so on in Karachi. Radio: Burraq should sponsor radio shows where; D.J.s talk about the product

Take live calls of listeners and invite personnel from the company and holds a little talk show about the product in a light mood. Take live calls and solve any queries of consumers regarding the products. Also, sometimes holds a little contest, where the DJ asks product related questions from the listeners and take answers via calls. And last but not the least, magazines, their importance cant be negated as well. T.V: Burraq should sponsor good programs like award shows, popular dramas, music shows etc. and events on T.V. more frequently, like for instance, it can sponsor

Basant Festivals as live transmissions on any channel. Channels like Indus Music, GEO, AJJ T.V. etc. can do the job.

Justification:
Competitors pressure should be kept in mind. Secondly, COMBO is an IT Based card i.e. it provides low quality services as far as voice clarity and connectivity is concerned but charge lesser amount.

MEDIA PLAN
MEDIA T.V News papers Vehicle GEO INDUS PTV Jung Express DAWN The News Radio F .M 100 F.M 101 F. M 107 Radio active 96 Akhbar-ejehan MAG Shahra-efaisal, Hyderi market, Gulshan chowrangee Placement TIMING Drama hours Prime time Drama hours Prime time Drama hours Prime time Front page Sun days Front &Back Weekdays & page Sundays Front page Sundays Front & back Week days & page Sundays Morning drive 9:00time 12:00a.m Request show 6:00-8:00p.m Request show Master gee n 7:00-9:00p.m company Back page Alternate weeks Back & front Alternate page weeks Main roads, 3- 6 months Foot paths, Building roofs

Magazines

Billboards

Message Strategies

Current Message:
Currently, Combos message strategies are not that sound. Let us analyze the message strategies by media type.

T.V. Advertisement has been shot in Dubai with an Indian song (Dil Chahta Hai) as the background song. Radio: Same as the T.V. commercial run. Print: Newspapers: Got pretty descriptive ads (Annexure) Brochures: Contains all the description thats needed by a customer to know the product.

Critical Analysis:
Currently, the messages revolve around low charges and talk more strategy; which is merely the same strategy as applied by other card companies in the market. It is the same whether we talk about TV or radio advertisements. It talk about everything but the emphasis is not much on the features and they skim through mainly concentrating at the lavish lifestyle of the people who prefer COMBO Calling Card which is again a mistake at the companys side, because majority of the customers dont fall in that lavish lifestyle category and the TVC is not in proximity with them.

Recommendations:
Message whether in TV (Storyboard attached), Radio ads (script attached), Billboards (template attached) or Newspapers (print ad attached), should have following factors that need to be highlighted:

Competitive pricing.
COMBOs main features i.e.

o o o o o

Mobile reloads Internet usage Calling card Voice clarity Good Connectivity.

Some elaboration of other facilities like: Loyalty Bonus. Balance transfer No. of countries where you can call etc.

Should highlight more on its differential advantage.

Justification:
Competitors ads elaborate on their features. Consumer awareness and clarity about the 3 main features would increase. Differential advantage of COMBO would be highlighted. Consumers are giving more importance to less charges and more facilities phenomena. If features are not highlighted, then they may go unnoticed.

Slogan:
Current: For TV: For Print: Dil Chahta Hai! Ummeed Sey Barh Kar!

Recommendations:

We recommend same slogans for all mediums i.e. TV, print ads, radio ads and outdoor advertising and that is; Hamarey Saath COMBO, Har Pal Har Dum Ho!

Justification
The slogan Dil chahta hai does not describes either the product features or the product itself. Plus this slogan does not give an impression of a calling card from any angle. The slogan should be that one which portrays the essence of the card and sums up its main benefit.

Promotional Mix
Current Promotional mix
Presently, Burraq is employing the following: Advertisements via T.V., radio, print etc. Loyalty bonus. Balance transfer facility. Special packages such as the Ramazan package.

Recommendation
Burraq should venture into: Telemarketing. Direct mail. Personal selling. Public relations i.e. press releases, special events, sponsorships, cause related efforts. Location based branding. Event based branding.

Justification:
This is because there are already quite a good number of big competitors like ARY Telecom, PTCL, and Callmate in the market. Secondly, the consumer behavior shows that there is no brand loyalty and preferences change time to time related to promotional schemes. Thirdly, friendly pricing, special offers and packages attract consumers.

While, other features like voice clarity and good connectivity comes after this. In this situation, it is therefore a matter of reaching the consumer first and conveying the message to the consumer in the most efficient and effective manner.