Sales Promotion and Advertising UFone Telecom
This Report Is a Collaborative Effort Of:
With Due Respect We the Group Members Submit This Marketing Report to Our Instructor of Marketing Management Madam Bushra Baig
TABLE OF CONTENTS
Vision & Mission Statement of Ufone
This report reviews the marketing of Ufone, the second largest telecom company in Pakistan. We give a brief history of the company and tell about the achievements and growths of Ufone. It put light on the whole organization specifically its marketing department and the activities ongoing in its marketing department. These activities include two of its major components i.e. Sales Promotion and Advertising. These two are the main topics of this report which we have discussed in the depths of the company’s strategies and functioning. Further we review Ufone’s strengths, weaknesses, Opportunities and Threats (SWOT Analysis). In the end we give the future plans of Ufone and conclude with our views and suggestions for Ufone.
BRIEF HISTORY OF UFONE
PTML is a subsidiary of PTCL (Pakistan Telecom Company Limited), the largest operator in Pakistan.PTML was established to operate cellular telephony. The company commenced its operations, under the brand name of Ufone from Islamabad on January 29’ 2001.Since Etisalat took over PTCL in 2006, during the year as a consequence of PTCL’s 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. In September 2006, Ufone selected Huawei to deploy the nationwide GSM network at a contract value of above USD550 million. Ufone adopted Huawei's new-generation GSM solution, including All-IP core network and BTS, to construct a GSM network covering 1,500 cities and towns of Pakistan. MISSION OF UFONE
“Our mission is to provide best services with best coverage that would eventually generate profit for the company and its stakeholders”
►During 2006 Ufone successfully completed the network expansion of Phase 4 in existing as well as in new cities and towns which amounted to more than US Dollar 170 million. As a result the asset base of the Company has increased from Rs. 20 billion to Rs. 27 billion. ►Ufone adopted the policy of simplified tariffs with no hidden charges, which resulted in positive impacts on total subscriber base, which has increased from 2,579k in June 2005 to 7,487k in June 2006. ►Ufone currently caters for international roaming to more than 195 live operators across 119 countries and introduced International roaming facility for Prepaid subscribers in Saudi Arabia, United Kingdom, United Arab Emirates, Singapore, Portugal and Kuwait with lowest rates, featuring no security deposit and activation charges. GPRS roaming facility is available with more than 75 Live Operators across 59 countries. ►The Company has also been awarded a new License for providing cellular services in Azad Jammu & Kashmir and the Northern Areas. OPERATING PERFORMANCE
Ufone’s operational performance has been very encouraging. Despite the stiff competition in Pakistan telecom market which has led to reduction of prices to bare minimum level, due to its aggressive policies and exercising strict control over expenses the Company managed to improve its revenue and after-tax profit by 87% and 54% respectively, as compared to last year. GROWTH RATE
As mobile users in the country have reached over 28 million at a...