marketing analysis telenor pk
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TRANSCRIPT
ContentsTelenor in PakistanMarketing MixComparison with CompetitorsPortfolio AnalysisGrowth StrategySWOT AnalysisConclusionReferences
Telenor in PakistanLaunched on 15th March, 2005Uptil now Telenor has:
3rd largest operator in Pakistani Market 10.7 Million customersTelenor Brand Award 2007.
PackagesPre-Paid
Talkshawk 30 SecondTalkshawk Her SecondDjuice
PostpaidPersona
Popular ServicesEasy loadGPRS/WAP PortalSmart SharePic ShareSong DedicationSmart Tunes
Cell Info DisplayDjuice Friend
FinderAik Paisa SMSMiss Call Alert
Features• Total Recharge Flexibility GPRS (No Activation Charges) MMS (No Activation Charges)Conference Calling (No Activation Charges)Caller Line IdentificationCall Forwarding (No Activation Charges)Call Waiting (No Activation Charges)
PrepaidTalkshawk Her Second
Friends & Family 3 PaisaTelenor to Telenor 4 PaisaTelenor to other networks 5 PaisaSMS Rs:1International SMS Rs:5
PrepaidTalkshawk 30
Second
Friends & Family 45 PaisaTelenor to Telenor 75 PaisaTelenor to other networks 95 PaisaSMS Rs:1International SMS Rs:5
PrepaidDjuice
Friends & Family 45 Paisa (per sec Telenor to Telenor 75 Paisa (per
sec) Telenor to other networks 95 Paisa (per
sec)SMS Rs:1International SMS Rs:5
Persona *
Plan-1
Plan-2
Plan-3
Plan-4
Monthly Line Rent
250 500 1000 1500
On Net 1.50 1 0.8 0.6Off Net 2.5 2.25 2 1.75Friends & Family 1.00 0.80 0.60 0.40SMS On Net 0.50 0.50 0.50 0.50SMS Off Net 1.00 1.00 1.00 1.00
* Rs. Per minute
Postpaid
Coverage in 1247 Cities and towns
Coverage
15 company-owned sales and service.More than 200 franchisees.More than 100,000 retail outlets.
Franchising
Marketing CampaignsBillboardsPrint & Digital Media
Advertising
Support initiative called DUA
Naya Qadam
Crisis Intervention
Social Campaigns
Hajj PackageSponsoring Music AlbumsSponsor Shandur Polo Festival 2007
Cultural Campaigns
*Per 30 second rates (exclusive of all taxes)
On Net 75 Paisa 99 Paisa 75 Paisas 90 PaisaOff Net 95 Paisa 99 Paisa Re. 1.25 Re. 1.25F & F 45 Paisa 45 Paisa 50 Paisa 75 PaisaSMS On Net
Re. 1.00 50 Paisa 63 Paisa Re. 1.00
SMS Off Net
Re. 1.00 Re. 1.00 Re. 1.25 Re. 1.50
Prepaid
*Per minute rates (exclusive of all taxes)
Monthly Line Rent
Rs. 1500 Rs. 999 Rs. 4000 Rs. 1500
On Nets 60 Paisa 40 Paisa Free 60 Paisa
Off Net Re. 1.75 90 Paisa Re. 1.35
F & F 40 Paisa 25 Paisa Free N/A
SMS On Net 50 Paisa 50 Paisa - 50 Paisa
SMS Off Net Re. 1.00 Re. 1.00 - Re. 1.50
Postpaid
Market ShareMarket Share Year Ending 2006
16.60%
16.60%
21.90%
42.20%
Telenor Warid Ufone Mobilink
Market Share October 2007
19.00%
16.60%
22.00%
41.00%
Telenor Warid Ufone Mobilink
Growth RateGrowth Rate Fiscal Year 2006-07
200.00%
118.00%87.00%
54.00%
0.00%50.00%100.00%150.00%200.00%250.00%
Cash CowsCash Cows DogsDogs
BCG Matrix
Question MarksQuestion MarksStarsStars
Relative Market ShareRelative Market Share High Low
Mar
ket
Gro
wth
Rat
eM
arke
t G
row
th R
ate
Low
H
igh
??
InnovativeEnhancing CoverageIntense GrowthLowest prepay call rates
European IdentityLow growth rate of PersonaNot promising SMS Packages
Can expand its infrastructureDeclining growth of market King
Although Telenor is 3rd Largest Telecom company, but it will be leading in future because of its High Growth Rate.
People will attract towards Telenor because of its Price Penetrating packages and innovative services.
Telenor will have big success in future in Pakistan because its converting mobile to “Walk Puter” by providing latest technologies.
Mr. Qasim Awan.Asst. manager Distribution Planning, Telenor [email protected]
www.telenor.com.pkwww.pta.com.pkSouth Asian Telecom Statistics & Overview Report 2007
