Marketing Strategy of Ufone Pakistan

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4| RESEARCH| 7-20|
5| 7P’S OF MARKETING| 8-13|
6| SWOT ANALYSIS| 13-14|
8| CONCLUSION| 19-20|


The topic that I have chosen for Oxford Brookes research and analysis project is MARKETING STRATEGIES OF UFONE (Wireless Telecommunication Company in Pakistan) PTML is a subsidiary of PTCL (Pakistan Telecom Company Limited), the largest operator in Pakistan. PTML was established to operate cellular telephonyThe company commenced its operations under the brand name of Ufone from Islamabad on January 29 2001. 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. Since its inception, Ufone has focused on the people of Pakistan, empowering them with the most relevant communication modes and services that enable them to do a lot more than just talk, at a price that suits them the most. “” UFONE came in the market when it was mainly captured by Mobilink and InstaOne. It was a difficult task to become a part of such a market in a country like Pakistan where people were not aware about mobile phones and it was a status symbol at that time. Ufone changed the whole scenario and as soon as it came in the market it provided with very cheap mobile connection and calling rates which were offered neither by MOBILINK nor by InstaOne. Along with the claim of lowest call rates, clear sound and best network, Ufone offered its customers simplified tariffs with no hidden charges. With a strong and uniquely humorous communication direction that has now become Ufone’s signature across all advertising media, Ufone gives its customers many reasons to smile. During the year July 2005 to June 2006, further expanded its coverage and has added new cities and highways. Ufone has network coverage in more than 750 cities, towns and across all major highways of the country. This customer focus and best offering has allowed Ufone to build a subscriber base of over 20 million in less than a decade. Ufone has network coverage in 10,000 locations and across all major highways of Pakistan. Ufone expanded its coverage and has added new cities and highways to its coverage network. The company has also been awarded a new License for providing cellular services in Azad and Jammu Kashmir and in northern areas. Ufone currently caters for International Roaming to more than 260 live operators in more than 150 countries including Saudi Arabia , United kingdom, UAE, Singapore, Portugal, Kuwait and others with lowest rates, featuring no security deposit and activation charges. Ufone also offers Pakistan’s largest GPRS & BlackBerry Roaming coverage available with more than 150 Live Operators across 105 countries. More recently, Ufone has become a focused and intensive leader in VAS, constantly introducing innovative services, which have been the first of their kind in the Pakistani cellular industry.

Ufone mainly comprises of two brands i.e. the Prepaid and the Postpaid. While keeping its tradition of being the trend setter in the industry, Ufone changed the image of mobile phones from a luxury only affordable by the elite, to a necessity affordable by the common man. Since its inception, Ufone has positioned its brand for masses. In keeping with the upcoming competition and market dynamics, Ufone increased its focus on the youth segment (which comprises 50% of the population), with the Prepay brand. By designing market focused products, Ufone’s brand team launched aggressive campaigns, which further increased the brand equity. The new brand image gained huge popularity amongst the targeted market. Ufone’s Brand success has been rewarded in many ways,...
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