Brand PositioningTELENOR PERSONA is more than service; it’s more than facilitation. Its life! Like any other powerful brand the managers of Telenor Persona have offered many value added services such as EDGE (Widest EDGE coverage anywhere with Pakistan's largest data network),MMS(So you can enjoy sending and receiving Multi Media Messages! )Exciting Downloads (Wo you can select and receive the latest ring tones, pictures, background themes and games!), Telenor WAP Portal (Keeps you up to date with the latest happenings in news, entertainment, sport, downloads and much more!) along with the basic services such as sms, international roaming, call waiting and forwarding etc and have successfully devised an image due to which it has a distinct place in the minds of consumers.

Target marketTelenor persona users are small in numbers as compared to the prepaid packages it offers. The target market of Telenor brand persona is the corporate class/sme and the normal consumers.

SegmentationTelenor is using multiple segmentation strategy and they strive to devise various benefits to cater to need of these segments. Regarding Pakistan’s different market are segmented by them on the basis of

GeographicTelenor postpaid sims are available in major cities; like Faisalabad, Islamabad, and Sialkot etc which are the real industrial hubs in Pakistan. One cannot find Telenor postpaid in small villages.

Demographic (lifestyle)

Age:Telenor knows the needs and wants of its customers as they go through their lives. The main segmented markets of persona are industrialist in the age bracket of (30-55).

Income:Telenor segments on the basis of their income levels. The users of postpaid are upper middle – upper upper class.(A,A+,B+)

Behavioral Telenor is segmenting the customers according to their behaviors; their mind set, behaviors . They offer different offers in their postpaid keeping in mind the user benefits.

POINTS OF PARITY AND POINTS OF DIFFERENCE

Points of Difference:Shortly, it includes all the points that are different from the competitors and have high value for the customers. In terms of Telenor it has distinctive capabilities of having broadband network coverage with the most advanced technology of booster system ,value added services etc. Telenor persona is the different from its competitors in several ways the biggest is that it is the only postpaid services that caters to both the business class and the normal consumers secondly it offers distinctive services such as

TELENOR PERSONA

Missed call alert

Bill info service

Multiple bills receiving option

Edge/ data service

Call back facility

Multiple billing options

Edge/ data service Multiple bills receiving option Bill info service Missed call alert Multiple billing options

Telenor takes a step ahead to facilitate its SME clients. The Persona Karobar package plan has served to be a milestone in bridging the barrier that once existed between business & customer. Persona Karobar Package offers a wide range of feasible and convenient solutions for its corporate clients.

Points of Parity:Other cellular companies also have their separate post paid brands Telenor provides basic facilities such as sms, international roaming, call waiting and forwarding.

The Criteria for Choosing the Brand Elements

(Brand Name)

Memorability:The brand “Telenor persona” can be easily recalled and recognized due to its

father brand Telenor. To strengthen more the brand effective media campaigns and advertising strategies can be used.

Meaningfulness:The name “persona”, its-self is descriptive of the kind of service it is which makes

it meaningful for the customers. Persona refers to a word that is used in everyday life and is a social role or even a character role that is played by a particular individual. This word comes from a Latin word, which means "mask" or "character”. Persona is the aura a person has.

Likeable:The name Persona is likeable by masses.

Adaptability:Persona Postpaid services are updated at various regular intervals, to give the

customers latest information. It is adaptable to environmental change and conditions.

Protect ability:The persona is legally protected through trade marks and copyrights.

Symbol and logo

The logo is same of Telenor in general; they used yellow and blue color to differentiate them from other brands of company. They have decided over a set of colors which they mix up to get a unique and distinct color for their brand.

Slogan:The slogans they’ve used in various advertising campaign are

“ kamyabi her mor per”(business class)“taraki her mor per”

“Asani her mor per”( normal consumers)

Although it doesn’t remains identical every time but the main theme or the core meaning of the slogan remains same. It changes slightly with the different scenarios presented in their ads.

Url( Universal Resource Locator): Customers can get information and booking of sims on company’s site. This is an easy access to the company’s brand. www.telenor.com.pk