A Presentation on Telenor Talk-Shawk.

ByFazl-e-Azeem Bari

Nauwarah ZafarSana Shamsher Ali

Shairose A.S. UkanjiShazia Khan

Syeda Beenish AneesUzma Zaheer Khan

Course: AdvertisingCourse Facilitator: Mr. Ferrukh Syed

TELENOR – A BRIEF

• An international company, formerly known as the Norwegian Telecom.

• Started operating worldwide in 1994.

• A year later, changed its name to Telenor.

• Started operating in Pakistan in 2005.

• Competitors: Jazz and Ufone.

• Telenor Group has three major brands in Pakistan:

Telenor Talkshawk (prepaid) Telenor Persona (postpaid)

Djuice (managed by Telenor International directly)

• All the three brands have different brand personalities catering to their specific audience. The commercials of all differ in content, themes and slogans.

• Brand Ambassadors: Aminah Haq, Sonia Jehan, Amanat Ali and Annie.• Tag lines When introduced: No specific tagline. Used the brand’s tagline only “TELENOR – THE SMART CALL”

Then:Integrated “YEHI HAI DHUN SAB KI” to “The Smart Call”.

Now:“CALL MILAO, TALKSHAWK SE FAIDA UTHAO”.

• Total 5 Packages:1. Talk Shawk A12. Talk Shawk har second3. Talk Shawk 30 secs: 4. Talk Shawk har minute: 5. Talkshawk 63 paisa

• Claim: The smartest Prepaid package to call any network, anytime.

TELENOR TALKSHAWKA BRIEF

SOME PRINT ADS

CONT….

A1 Package

Every Second

30 Second

Every Minute

63 paisa Package

COMPETITORS UFONE JAZZ

• Launched in 2001. Launched in 1994

• 7 pre-paid calling packages 5 pre-paid packages

1. Super Ghanta Package Jazz Budget

2. Ufone Ghanta Package Jazz One

3. Ufone Life Plus Jazz Easy

4. 3-Minute Package Jazz Ladies First

5. UWON Jazz Octane

6. Panch Ka Pandrah (free 10 mins with 5-min call)

7. UCircle

Cheapest(U to U): 3-minute package-66paisas/minute Cheapest: Jazz Budget-68paisas/30secs to any network/ptcl

having the third minute free.

• Transition from: Transition from:

“EVERYBODY LOVES TO UFONE PREPAY” “AUR SUNAO” to “APNA HAI”

to “UFONE-TUMHI TO HO”.

• Claim: Only Ufone gives U the most discounted Claim: Pakistan’s favorite cellular service.

call rates in the country. And if Ufone says it's free, it is

FREE.

CONSUMER INSIGHT:SOME SURVEYS AND INTERVIEWS

• 2 out of 20 middle-class housewives said that they use telenor T-shawk.

• 5 out of 50 students said that they use telenor T-shawk.

• 1 out of 5 lower strata working group said that they use telenor T-shawk.

Reasons for having T-Shawk

• The above T-shawk users had been using the same network since the beginning.

• Their numbers of calls range from 5 to 15 calls per day.

• The maximum usage included studies, work and casual chatting with friends and family.

• They feel it’s call rates are neither expensive nor cheap, as other networks as well have introduced reasonable calling packages.

Reasons not to use T-Shawk

• Students prefer SMS to calls.

• SMS packages are many and their rates are sometimes next to none. So, no need to call.

• T-Shawk is for people who have to make frequent calls.

T-Shawk The Positives and Negatives

Positives:• Coverage goes to the remotest areas from the hilly Northern areas to the

sprawling deserts in the South. At times, it’s the only operator connecting the previously unconnected.

• Reasonable calling rates.• Free minute packages.• Lively dual celebrities-oriented advertising, in majority.

Negatives:• Lost people’s preference.• Scattered TA of scattered strata and thus the audience can not associate

themselves with the brand.• Celebrities endorse the brand as youth based, while practically the young

users are very rare.• The “Yehi hai Dhun Sab ki” campaign, having a good share of the

commercials, is over-used with the same sort of music, colors and ad-environment which has made it more boring and less creative.

CHALLENGE/S:

• Primarily, to make the TA specific to the offered packages who may easily associate themselves with the brand.

• To make a complimenting relationship between tag-line and the strategy of commercials.

STRATEGIC PLANS:

Identify “THE FREQUENT CALLERS”.

These are the ones who may:

• Not be aware about “HOW TO SMS”.

• Have emergencies all the time and can not wait for the SMS replies.

• Think of phones as a good source of entertainment having their only entertainment to be gossiping around.

• Have a tight monthly budget.

Making the respective people as:

• Working class (lower strata)

• People working in professions like journalism, medicine and so.

• Housewives, especially belonging to the middle strata.

• Middle, strata working people or students having limited pocket money.

STRATEGIC PLANS:

Target market: • Males/Females• 17 to 40 years of age• Income 10,000 and above

Advertising Objective :• To increase marketing share and enhance loyalty of existing

customer base.

Categorizing the five packages with five different groups of people according to the benefits proposed by the packages.

Different groups of people will identify themselves with particular packages according to their needs.

Proposed Tagline: Talkshawk SAB K LIYE

POS Material

THANK YOU.