telefun marketing myopia

TELEFUN MARKETING MYOPIA

PRESENTED BY

ADAM KHAN KASI

www.soopertutorials.com

• Facts about the founder• Company Background• Company Mission & Vision• Branding entertainment service• Telefun jingle• Business process• Products & Services• Employees• Marketing • Finance• Competitors• Social & Legal Issues• Strengths and weakness• Opportunities and threats• Marketing Myopia• Future Strategies

Presentation Planwww.soopertutorials.com

Facts About The Founderwww.soopertutorials.com

Background of Company

• Foundation – End of 2004

• Initial Capital– 5 million rupees approx

• Capital origin– Mr.Shakeel started medicine business form Rs.5000.– Sold out Medicine business at 5 Million approx in the

year 2003• Head behind idea

– Mr. Shakeel


Background of Company

• Industry– Telecommunication

• Business Objective– To entertain people of Pakistan by providing

entertainment stuff using existing telecommunication infrastructure of PTCL

• Business Perquisites – Register Private limited Company under from SECP.– Acquiring of PRS (0900-78601) from PTA.


Company Mission & Vision

• Company have no mission and vision statement.

• Proposed Vision– To become the No.1 entertainment company in

Pakistan

• Proposed Mission– Providing better and low rate entertainment products

and services throughout Pakistan using wide spread telecommunication infrastructures of PTCL.


Branding Entertainment Service

• Brand is the paramount image of product or service which create awareness, drives the perception and finally regards desirability.

• Mr.Shakeel Objectives for brand– Match with service– Remembered easily

• Perfect branding– Telefun brand name was suggested by Mr.Shakeel– Service brand name “Telefun”– Match with telephone– Easy to remember– Represent service


Telefun Jingle

• Telefun Jingle – 0900-78601 Telefun! Telefun.

• Story behind jingle – Jingle poetry written by Mr.Shakeel– Jingle informs the consumers to dial the number to use the

telefun service.– Music was composed by telefun marketing team


Business Process

• Telefun business process is quite simple– Caller dial 0900-78601 from PTCL number.– Call land on Telefun PBX and forwarded to IVR– Numeric keys are used to select option– Telefun charges Rs.14.70 per minute – PTCL is charging special rates that’s why they Keep

40% share and telefun 60% share of revenue.


Products & Services

• Music Library • Latest News• Horoscope • Cash prizes • Amusement world• Mobile Friendship • Free Gift hampers• Lucky Number • FM 101 programs• TV Programs


Employees

• Employees are core competencies for company.• Telefun started with 70 employees and currently there

are only 20 employees.• There is no proper Human resource department.• Faraz Ahmed worked as Project manager was

trustworthy employee in the eyes of Mr.Shakeel.• Hiring on Ad-Hoc basis• Salaries are below market level.• In December 2008 IT department employees are fired

due to financial crises


Marketing

• Marketing is one of the strong point of telefun.• Co-branding

– MacDonald's – Telenor– Mobilink

• Commercials– TV– Radio– CDs– Local Cable Channels


Finance

• Telefun enjoyed high profits during years 2005 and 2006.• Telefun Revenues declined up to 60% after 2006.

Financial Estimation of Revenues and profits


Competitors

• Telefun have no direct competitors.• Although some of the Indirect competitors making

available such services as their secondary services.– TeleMusti– Telenor– ARY– GEO– Lexun Group – Mobilink


Social & Legal Issues

• In 2006 Telefun marketing team came with the idea of Quiz show “Kaun Baney Ga Crore Pati Derived from famous celebrity Amitabh Bachan show.

• Show to be launched on independence day of Pakistan.


Social & Legal Issues

• Pakistani nation were shocked to see Indian celebrity image on billboards and commercials.

• Pakistan and Indian Government took strict action under the copyright law and banned the Quiz Show.

• This incident not only disrespects out cultural values but also inflicts damage on our nation.


Strength and Weakness

• Strengths– Low operations cost– Easy reach to the service– Brand awareness– No direct competitors

• Weakness– Higher management not having formal IT Knowledge– Ad-Hoc decisions– High service charges – Informal Organization Structure– Missing big panda’s– Limited and outdated entertainment stuff


Marketing Myopia

• Telefun fall in love with its services that’s the reason marketing strategies are limited.

• Telefun not adopt the change with time.

“Only thing which is remain constant in the world is Change”


Opportunities and Threats

• Opportunities – Bring new products & services to market– Joint ventures– Partnership to minimize risk

• Threats– Inflation – Government Instability– Company reputation– Competitors & new entrants– Rapid change in technology– High taxes


Future Strategies

• Online Social Network – Similar to Orkut

• Online Doctor


Telefun PoetryThe top gun of the fun

Telefun, TelefunTop class entertainment service

Telefun. TelefunFavorite of the Pakistani nation

Telefun,TelefunTale for children Telefun,Telefun

We have the talentTelefun,Telefun

Company is great Telefun,Telefun

No one can imitate Telefun,Telefun

Leads the competitionTelefun,Telefun

Entertainment for everyoneTelefun,Telefun

Enjoy our ProgramsListening FM 101Telefun,Telefun

Just dial 0900-78601Telefun,Telefun

Always accessible 24/7Telefun,Telefun

Select the choiceTelefun,Telefun

Every option is niceTelefun,Telefun

Demand is yoursWe get it done

Telefun,TelefunFind good friends

Telefun,TelefunGet the movies

While sitting at homeTelefun,Telefun

Pay less, get moreTelefun,TelefunIt's not the endTelefun,Telefun

We will be offering moreTelefun,Telefun

Just wait and seeTelefun,Telefun

Repeat the jingleTelefun,TelefunBeat the drumsTelefun,Telefun

Always at your serviceTelefun,Telefun

The top gun of the funTelefun,Telefun
