Wateen Telecom Branding

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Executive Summary:
Wi-MAX is a Worldwide Interoperability of Microwave Access. Wi-MAX is described in IEEE 802.16e Wireless Metropolitan Area Network (MAN) standard which has been introduced in Pakistan by AD consortium Wateen. Wi-MAX compliant systems provides fixed wireless alternative to conventional DSL and Cable Internet. Wateen Telecom is using Motorola's Wi-MAX technology to provide wireless fixed broadband data services for residential and corporate use. The company is using Wi-MAX as a cost effective and fast-to-deploy broadband solution, as part of its strategy to create a world-class communications network in Pakistan. It brings you the ability to communicate and connect via voice with your family, clients and business partners seamlessly. But Wateen Wi-MAX faced criticism by the customers due to some flaws in their technology and services. They couldn’t get that much appreciation in the market as the company was expecting. People were unaware of the technology that Wateen launched. The operation and installation services were not provided properly and people were dissatisfied due to lack of knowledge about product, operation and ineffective advantages they expected to get. The product price was high as they had high security charges. So that why wateen started losing its customers because of the their insecure network, bad customer services, and for many other reasons they gradually started losing its market share.

Table of Contents:

About The Report……………………………………………………………….……4 Corporate History…………………………………………………………………….4 Mission Statement……………………………………………………………………4 Wateen Telecom……………………………………………………………………...5 Wi-max……………………………………………………………………………….5 Working of Wi-max………………………………………………………………….6 Corporate Branding…………………………………………………………………..6 Functions of Wi-max…………………………………………………………………7 Wi-max in Pakistan …………………………………………………………………..7 Threat of New Entrants……………………………………………………………….8 Product Life Cycle ……………………………………………………………….…..8 Brand strategies...……………………………………………………………………..9 Promotion strategies………………………………………………………………….10 Pricing Strategies……………………………………………………………………..12 Placement Strategies…………………………………………………………………..13 SWOT Analysis………………………………………………………………………14 Conclusion……………………………………………………………………………14 References…………………………………………………………………………….15

About The Report:
In this report we are focusing on the product information, how the Wi-max technology has revolutionized the world and how particularly Wateen Wi-max is working in Pakistan. * The flaws in marketing and Branding strategies that Wateen adopted when their product was launched and the changes later on they made in their strategies to get a better market response. To determine overall customer satisfaction level of Wateen Wi-max. * Determine the customer profile of Wateen Wi-max users and the values they seek while choosing an internet connection. * To determine their reason for switching to Wi-max.

* How satisfied are the customers with different features of Wateen Wi-max such as speed, connectivity, price, and customer service. * What Necessary recommendations should be given in-order to ensure that “Wateen” brand could stand up again as it has entered the list of Dying Brands.

Corporate History:
In 1993, several commercial business companies came together and formed the Abu Dhabi Group, which today consists of 10 companies, two of which provide fixed and mobile communications services to users throughout Pakistan. One of those companies is Warid Telecom, which was founded in 2005 when the Abu Dhabi Group saw an opportunity to accelerate the growing penetration of mobile phones in Pakistan and submitted a bid for GSM license. With license in hand, the Group tasked Warid Telecom with differentiating itself in the marketplace by offering high quality, enhanced security and reliable service. Within six weeks of launching its new network, Warid was providing service to 1 million subscribers and today, the provider is the...
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