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Warid Telecom
Foreword
An organization is a group of people working together in structured and coordinated fashion to achieve a set of goals. Hence for achieving challenging and difficult goals managers keep the people structured and coordinated. All organizations use four basic kinds of resources from their environment: human, financial, physical and informational resources. Managers are responsible for combining and coordinating these various resources to achieve organizational goals.
The managers must juggle a variety of functions, activities and responsibilities to achieve such challenging goals. Basic managerial activities include planning, decision making, organizing, leading and controlling, managers engage in these activities to combine all resources efficiently and effectively.
"The experience of having a meeting…with them actually changes the way you approach your work." –Debra Dunn, Senior vice President of corporate affairs, HP
"The information Revolution requires a huge process of learning and cultural change." – Chris Freeman, professor and author.
Marketing Plan 1
Warid Telecom
Preface
This, being our first ever experience of management report writing, was an overwhelming and exciting one. The very first practical experience we faced and which exposed us directly to the outer business world. Knowledge is necessary for exposure but the practical experiences play an important role in grooming a positive business character.
When we were given the task, we had no clue at all where to start it from and with the passage of time, the true sense of the task got vivid and the true meanings of the task were exposed to us. Though we faced a lot of difficulties regarding this project, but this also helped us learn that “this is all part of the game.”
Since we chose the “Market Management”, first of all we had to know the ground that this term covered. Any organization consists of many types of management departments which include “Operations Management, Accounts Management and Market Management etc.” We chose “Market Management” and the reason behind this action was the fact that “Market Management” of any organization directly relates to the customers and in the long run, organizational goals and objectives, which is the key to success for any organization. We thought about this for a while and reached to the perspective that in future, we have to penetrate the business market of today and we’ll be facing all these things practically and this would be a good demonstration for what’s to come ahead.
We started off with the guidance provided by our course instructor, Mr. Ahmad Tisman Pasha. Somehow, we weren’t issued authority letters, so we had to face hindrances regarding the contact we made to the marketing personnel of the organization we chose. Anyhow, we managed to benefit from professional persons. This could not have been possible without the help and support of Mr. Atif Ikhlak (Sales Manager), and Mr.Zahid Ali (Market Manager)
The Team
Marketing Plan 2
Warid Telecom
Table of Contents
Chapter No. 1 1. History and Current Business Scenario 05
1.1.International Investments 061.2.Investment in Pakistan 061.3.Share Holders 07
Chapter No. 22. Warid Team 08
2.1.Board of Directors 082.2.Board Advisory Committee 082.3.Executive Member Committee 082.4.Core management 09
2.4.1. Commercial 092.4.2. Technical 092.4.3. Operation & Support 09
Chapter No. 33.1. Business Overview 103.2. Warid in Pakistan 113.3. Competitors 15
Chapter No. 4 4.1. Products 18 4.2. Services 20 4.2.1. Value added services 21 4.2.2. Warid brand values 22
Chapter No. 55. Core Competence 24 5.1. Network 24 5.2. Services beyond comparison 24 5.3. Innovation 25 5.4. Best practices 25
Marketing Plan 3
Warid Telecom
5.5. GSM cellular services 25Chapter No. 6 6. Objectives 27 6.1. Pricing objectives 27 6.2. Competitive objectives 27 6.3. Sales objectives 28 6.4. Customer oriented objectives 28 6.5. Franchise selling 29 6.6. Distributors 30 6.7. Direct selling 30 6.8. Corporate selling 31
Chapter No. 7 7.1. Promotion 32 7.2. Advertising 32 7.3. Sales promotion 33 7.4. Personal selling 34 7.5. Publicity 34
Chapter No. 8 8.1. Interview 35Chapter No.9 9. Conclusion 38 9.1. Vantages 38
9.2. Flaws 38 9.3. Recommendations 39
Marketing Plan 4
Warid Telecom
History and current Business Scenario
Warid Telecom is a joint venture between Abu Dhabi Group & SingTel Group. Abu Dhabi Group entered into a strategic alliance with Singapore Telecom. Subsequent to this transaction in July 2007, telecom giant SingTel acquired 30% percent equity stake in Warid Telecom, Pakistan, for US$758 million. This partnership is part of a strategy to support Warid Telecom’s continued growth and to enhance its market position.
Abu Dhabi Group, one of the largest business groups in the Middle East and the single largest foreign investor in Pakistan. It has diversified business interests, offering strong financial resources and extensive management expertise that result in commercial success for several institutions.
SingTel’s investment in mobile operations include, Advanced Info Service (AIS) –Thailand, (21.4%), Bharti Telecom Group – India (30.5%), Optus Telecom – Australia (100%), Globe Telecom – Philippines (44.5%), Pacific Bangladesh Telecom (PBTL) - Bangladesh (45%), Telkomsel – Indonesia (35%) and Warid Telecom – Pakistan (30%).
His Highness Sheikh Nahayan Mabarak Al Nahayan - Member of the Royal
Family of Abu Dhabi, Minister for Higher Studies and Chancellor of the
University of Al Ain.
His Excellency Sheikh Mohammed Bin Butti Hamid Al Hamid - Chairman Abu
Dhabi Municipality and Head of the Tribe.
His Excellency Sheikh Suroor Bin Mohammed Al Nahayan - Chamberlain of the
Royal Amiri Courts and Member of the Royal Family of Abu Dhabi.
His Excellency Sheikh Saeed Bin Mohammed Al Nahayan - Member of the Royal
Family.
His Excellency Dr. Mana Saeed Al Otaiba - Advisor to the President of the UAE
& Ruler of Abu Dhabi (His Highness Sheikh Zaid Bin Sultan Al Nahayan) and ex
Oil Minister of UAE.
Bank Alfalah Limited - The leading privately owned commercial bank.
Marketing Plan 5
Warid Telecom
ASSOCIATED BUSINESSES:
International Investments
Iranian Sanden Industries
J.C. Mc Leans & Co.
Neo Pharma
National Tele Systems and Services
Al-Jazira Management Mall
Abu Dhabi Vegetable Oil Company
Nama Development Enterprises.
Le Royal Meridian Hotel, Abu Dhabi
Dhabi contracting
Dhabi Off Shoring Drilling
Al Ain Palace Hotel
Dhabi Enterprises Leasing
Union National Banking, U.A.E.
Alfalah Exchange Company, U.A.E.
Bank Alfalah Ltd., U.A.E.
Investment in Pakistan
Bank Alfalah Ltd.
Alfalah GHP Investment Management
Marketing Plan 6
Warid Telecom
Alfalah Securities
United Bank Limited
Warid Telecom
Wateen Telecom
Emaar Al Bilaad Properties
Shareholders
H.H. Sheikh Nahayan Mabarak Al Nahayan
H.E. Sheikh Suroor Bin Muhammad Al Nahayan
H.H. Sheikh Hamdan Bin Zaid Al Nahayan
H.E. Sheikh Muhammad Bin Butti Hamid Al Hamid
H.E. Sheikh Saeed Bin Muhammad Al Nahayan
H.E. Sheikh Saif Bin Muhammad Bin Butti Hamid Al Hamid
H.E. Sheikh Saeed Bin Nahayan Mabarak Al Nahayan
H.E. Dr. Mana Saeed Al Otaiba
Mr. Omer Zaid Jaffir Al Askari
M/s Electro mechanical Company L.L.C.
Bank Al Falah Ltd.
Warid Team
Marketing Plan 7
Warid Telecom
Board of Directors
H.H.Sheikh Nahayan Mabarak al Nahayan
H.E Sheikh Saif bin Mohammad bin Butti Hamid al Hamid
H.E. Ali bin Salem al Owais
Mr.abdulla khalil Mohammed Samea al Mutawa
Mr. Omar Zaid Jaffir al Askari
Mr. Bashir A. Tahir
Mr.Parvez a. Shahid
Mr. Marwan Suleiman Saliem Zawaydeh
Mr. Hamid Farooq
Board Advisory Committee
H.E. Ali Bin Salem Al Owais- Vice Chairman & Board Director
Mr. Bashir A. Tahir- Board Director
Executive Member Committee
Mr. Hamid Farooq- Chief Executive Officer & Board Director
Mr.Marwan suleiman saliem zawaydeh- board director
Mr. Parvez A. Shahid- board director
Mr. Tariq Malik
Core Management Team
Marketing Plan 8
Warid Telecom
Commercial
Me. Naveed Saeed- GM Sales & Marketing
Mr. Farrukh Hayat- GM Didtribution & Payphones
Mr. Muneer Farooqui- GM Customer Service
Ms. Zoha Imam- GM Affinity Sales
Technical
Mr. Muhammad Iltaf- GM Engineering
Mr. Shahid Saeed- GM Information Technology
Operation & Support
Mr. Tanveer Khan- Director Operation
Mr. Zafar Iqbal Chaudhary- GM Human Resource
Mr. Omer Haider- GM Government Relations
Mr. Shahzad Rauf- GM Procurment & Logistics
Mr. Abdul Aziz- GM Finance
Mr Adeel K. Bajwa- Company Secretary & Legal Head
Wateen Telecom
Mr. Tayyub Shafi- GM Long distance & International
Mr. Tariq J. Qureshi- GM Wireless Local loop
Ms. Naila Aziz- Company Secretary & Legal Head
Marketing Plan 9
Warid Telecom
Business Overview
Further to the successful operations of Bank Alfalah and United Bank Limited, the Abu
Dhabi Consortium, lead by His Highness Sheikh Nahayan Mabarak Al Nahayan, has
recently set up Warid Telecom (Pvt.) Limited, which was recently awarded a license to
operate mobile services in Pakistan for US $291 million. In addition, Warid Telecom also
holds licenses to operate Long Distance & International ("LDI") and Wireless Local
Loop ("WLL”).
Warid Telecom intends to launch its nationwide GSM network in the first half of 2005 to
cater to the current unmet demand for quality mobile services. The mobile market in
Pakistan is undergoing significant growth. Current mobile penetration in the country is
around 3%. The country has a large population of 150 million (sixth most populous in the
world) and a market with a strong appetite for communication services. The potential of
this market is further evident from the limited existing coverage areas, capacity
constraints and continued aggressive expansion by the current telecom operators. With
new entrants, customers will be provided with more choices, better quality of services,
cheaper rates and many new innovative products, which Warid Telecom wishes to
pioneer. Warid Telecom will focus on: Quality, Transparency, Innovation, Customer
Friendliness and Simplicity in line with our Brand Values………………………………...
In addition to its mobile services, Warid Telecom will be launching a Long Distance &
International and Wireless Local Loop business shortly. This service will provide
international termination of traffic into Pakistan, alternative affordable nationwide and
international voice telephony and data & value added services. These services also target
a market that is highly price competitive and quality conscious. It is Warid Telecom’s
intent to provide premium quality services powering not only its mobile network, but also
Marketing Plan 10
Warid Telecom
Its customers and partners.………………………………………………………………
As a consequence of the growth and deregulation in the telecom markets, Warid Telecom
is also evaluating many other options. These include a national transmission network
providing quality connectivity across Pakistan, vertical integration into complimentary
markets such as Call Centers and Product Development, and several other options.
International plans include expanding mobile, LDI and telecom footprints in other key
markets with similar profiles.…………………………………………………………….
Warid Telecom stands committed to provide the finest mobile phone services to
customers in Pakistan. Our partnership with Ericsson, the leader in this field is proof of
our commitment to the Pakistani market, where we feel that high quality technology
coupled with impeccable customer oriented service is the key to attaining leadership. As
we approach the formal launch of our services, the team at Warid Telecom is working
hard to ensure that our network rollout, coverage build up is the best, and that there are
no compromises in the quality of the service we offer. Our partnership with Ericsson will
only cement that decisive advantage. I am sure that in time, the partnership between
Warid Telecom and Ericsson will prove to be the most successful tandem in the mobile
phone sector in Pakistan………….…………………………………………………………
Warid Telecom’s vision is "to become the leader in national communications arena with
a strong international presence”
Warid Telecom in Pakistan
Warid Telecom was recently awarded a license to operate mobile services in Pakistan for
US $291 million. In addition, Warid Telecom also holds a license to operate Long
Distance & International (“LDI”) and Wireless Local Loop ("WLL") activities.
Marketing Plan 11
Warid Telecom
In continuation to the successful operations of Bank Alfalah and United Bank Limited,
the Abu Dhabi Consortium, lead by His Highness Sheikh Nahayan Mabarak Al Nahayan,
has recently set up Warid Telecom (Pvt.) Limited.….…………………………………….
Warid Telecom intends to launch its nationwide GSM network in the first half of 2005 to
cater to the current unmet demand for quality mobile services. The mobile market in
Pakistan is undergoing significant growth. Current mobile penetration in the country is
around 3%. The country has a large population of 150 million (sixth most populous in the
world) and a market with a strong appetite for communication services. The potential of
this market is further evident from the limited existing coverage areas, capacity
constraints and continued aggressive expansion by the current telecom operators. With
new entrants, customers will be provided with more choices, better quality of services,
cheaper rates and many new innovative products, which Warid Telecom wishes to
pioneer. Warid Telecom will focus on Quality, Transparency, Innovation, Customer
Friendliness and Simplicity in line with its Brand Values.
In addition to its mobile services, Warid Telecom will be launching a Long Distance &
International and Wireless Local Loop business shortly. This service will provide
international termination of traffic into Pakistan, alternative affordable nationwide &
international voice telephony, and data & value added services. These services also target
a market that is highly price competitive and quality conscious. It is Warid Telecom’s
intent to provide premium quality services powering not only its mobile network, but also
its customers and partners.…………………………………………………………………
Because of the growth and deregulation in the telecom markets, Warid Telecom is also
evaluating many other options. These include a national transmission network providing
quality connectivity across Pakistan, vertical integration into complimentary markets
such as Call Centers and Product Development, and several other options.
Marketing Plan 12
Warid Telecom
International plans include expanding mobile, LDI and telecom footprints in other key
markets with similar profiles……………………………………………………………….
Warid Telecom stands committed to provide the finest mobile phone services to
customers in Pakistan. Our partnership with Ericsson, the leader in this field is proof of
our commitment to the Pakistani market, where we feel that high quality technology
coupled with impeccable customer oriented service is the key to attaining leadership. As
we approach the formal launch of our services, the team at Warid Telecom is working
hard to ensure that our network rollout, coverage build up is the best, and that there are
no compromises in the quality of the service we offer. Our partnership with Ericsson will
only cement that decisive advantage.
The Pakistan Telecommunication Authority (“PTA”), as part of the government’s
initiative to improve national telecom services and to bring in foreign investment and
expertise in the telecommunication sector, awarded one of the two new cellular licenses
to Warid Telecom (Pvt) Limited owned by the Abu Dhabi Consortium of UAE. The
license was awarded under an open auction process for a fee of $291 million.
Warid Telecom, one of the latest entrants in the telecom sector in Pakistan, plans to
operate and manage a leading telecommunication business focusing primarily on the
mobile segment of the market and is looking to launch a nationwide GSM network in
Pakistan.
The Abu Dhabi Consortium, who has other successful investments in Pakistan, namely
Bank Alfalah and United Bank Limited, was interested in investing in other booming
segments of the economy. In light of Pakistan’s substantial economic growth, increasing
tele-density and subscriber penetration rates, and the liberalization process-taking place
in the telecommunication industry, the telecom sector has become a favorable choice.
Marketing Plan 13
Warid Telecom
The past few years have witnessed a tremendous improvement in the development and
growth of the telecom industry in Pakistan, specifically the cellular market. The
introduction of Calling Party Pays regime (“CPP”) in 2000 and the entry of Ufone in
2001 led to a threefold increase in mobile subscribers. However, the cellular penetration
rate (around 3%) of Pakistan is still considerably low compared to that of South Asia’s,
which is around 12%. This gap highlights the immense potential for growth available in
the industry.
In order to gain a footing in the mobile market Warid Telecom has partnered with
Ericsson to provide network solutions for the business. Being one of the top cellular
vendors established in over 140 countries with vast experience in the industry, Ericsson
will be able to offer Warid Telecom the latest technology required for their business. This
coupled with Warid Telecom’s sound financial backing will place it in a strong strategic
position to capture the market share in the tapped as well as the untapped market.
As part of its business strategy, Warid Telecom plans to establish itself as a leader, and
increase the overall market size through broader coverage of all income groups due to its
affordability. Warid Telecom’s superior products, high quality of service, and customer
support will enable it to not only capture market share from existing players, but also
acquire the so far untapped market.
Marketing Plan 14
Warid Telecom
Competitive Landscape
Ufone started its operations from Islamabad on 29th January 2001 as the youngest entrant
in the cellular market. Ufone, a subsidiary of PTCL, is the only Pakistani-owned cellular
service operator in Pakistan.
With a total current investment of over $350 Million, including a recent contract of $161
Million for expansion & capacity for 2004-05, we believe in solid commitment to
growth, security & reliability.
Currently, with a market share of over 24%, and an aggressive commercial plan, we have
more than tripled our customer base in the last quarter to over 1.5 million subscribers…
the fastest uptake of any cellular service operator in Pakistan!
Ufone is the only GSM operator with 2.5G GPRS service, which is the next generation
technology and offers
High speed data service.
WAP data service.
Multimedia messaging service.
Offer real VPN system for corporate clients.
Ufone is the subsidiary of PTCL. Therefore it has better protection .
Marketing Plan 15
Warid Telecom
Mobilink GSM (PMCL), a subsidiary of Orascom Telecom, is the market leader in
providing state-of-the-art communications solutions in Pakistan. We can proudly boast of
being the first cellular service provider in Pakistan to operate on a 100% digital GSM
technology.
We offer tariff plans that are exclusively designed to cater to the communication needs of
a diverse group of people, taking into account occasional users to businessmen. To
achieve this objective, we offer both postpaid (Indigo) and the prepaid (JAZZ) solutions
to our customers.
In addition to providing advanced voice communication services, we also offer a number
of value added services to our valued subscribers. Keeping in mind our customers'
convenience, we have also bundled mobile handsets, either sold independently or
bundled in Get Set Go Pack
Mobilink GSM started operations in the year 1994, from then on it has shown enormous
growth. At the time when it entered the market it was a small player in the cellular market
of Pakistan it is now the market leader both in terms of growth as well as in terms of
having the largest subscriber base in Pakistan
ISO 9002 Quality Management System Certification for Billing, Engineering
Departments and CS Contact Center Implementation of a full Intelligent Network (IN)
platform from Siemens for the Prepaid platform…………………………………………...
Marketing Plan 16
Warid Telecom
Biggest Call Center in Pakistan, which is there to assist the customers 24 hours.
Only cellular service in Pakistan to provide coverage on the M2 motorway.
Bilateral roaming agreements signed with 100 countries around the world to have true
roaming service operational in 151 operators of the world.
MOBILINK GSM's Short Message Service Center allows Vehicle Tracking and Fleet
Management services that are being provided by Tracker (Pvt.) Ltd., under the brand
name of C-Track, a company licensed by Pakistan Telecom Authority (PTA). Tracker
currently operates from Karachi but can provide these facilities at all those locations
where GSM coverage is available.
Marketing Plan 17
Warid Telecom
Product
Warid telecom is introducing two types of product in all over the Pakistan-
1. Zem
2. Zahi
Zem
Zem is a prepaid connection provided by Warid telecom. Under this connection
customer obtain a digital SIM and transfer this SIM to his name. Under this connect6ion
there is no need of any security or payment of line rent. The customers purchase prepaid
scratch cards and load it into its warid SIM at any time during a period of one year. The
customers of Zem connections are free to load balances at any time and amount of their
own choice
What is Scratch Card?
As the name suggests it, a scratch card is a medium of recharging your account by
acquiring a 16- digit code and inputting in your mobile phone for activation of that code.
Scratch card is a recharge coupon, which has a holographic scratch field. This silver
panel needs to be scratched off before any usage.
Denominations
The scratch cards are available in the following denominations: Rs. 100, 250, 500, 1000.
Marketing Plan 18
Warid Telecom
Validity Period
Warid offers 1 year of validity on all the scratch cards.
Availability
Warid scratch cards are widely available at all departmental counters and their Retailers
situated in all small and large city markets. It is also available at the Warid Customer
Service Centre (CSC) in your city.
Zahi
Zahi is a post-paid connection provided by the warid telecom. In this connection, the
customer has to pay line rent plus the charges of call every month. In this connection
customer is billed every month. In this connection warid, telecom has four further
categories-
Silver
Gold
Diamond
Platinum
There are different price packages in these categories of post paid connections. The
procedure of getting the connection in all categories is same.
Marketing Plan 19
Warid Telecom
Services
Basic Services
Caller Line Identification (CLI)
This service enables you to identify callers and answer calls with discretion.
Conference Calls
With conference call, you can tele conference with 6 people simultaneously. You can
create conference calls with on net and off net numbers.
Call Hold and Call Waiting
Handle two calls at a time with your Warid phone. you can be on one call while network
will alert you about another incoming call. You can put the first call on hold while you
answer the second call.
Call Divert
Whether you are unable to take a call, driving outside the national coverage area,
traveling abroad or busy, you can divert call to another number.
Short Messaging Services (SMS)
With SMS, you can be as discreet or as creative as you like. Either way, sending a
message is quick, reliable, and confidential and if you want to be Great Fun!
Marketing Plan 20
Warid Telecom
Value Added services
Voice Mail
Voice mail allows you to receive your voice messages even when your mobile us
switched off, you are outside the coverage area or are busy. You can retrieve your
messages free from your Warid phone at your own convenience.
Picture Messaging & Multi Media Messaging Services (MMS)
With MMS, messaging is fun, colorful and musical. Add pictures animations, polyphonic
& MIDI sound, even video clips to messages and show the world how amazing
communication can be.
Surf Now (Mobile Internet)
Surf now gives you to browse the Internet on your mobile phone and laptop anywhere
you are. So, whenever you are on the move and want to look for information on the
Internet, simply set up the Internet connection from your GPRS/ WAP enabled handset.
Warid Zone
Thanks to state of the art SIM technology, your Warid SIM comes with a special Warid
Menu. This menu offers a bundle of services. Using this menu you can send email from
your handset, download ring tones. Set GPRS/WAP settings, get latest weather forecasts
etc.
64K SIM
Warid presents the most powerful 64K SIM. Apart from the special WARID menu, the
64K SIM gives its users added flexibility to store upto 500 numbers and 50 text messages
.No other SIM in the market offers this amount of storage space.
Marketing Plan 21
Warid Telecom
Roam About
At Warid telecom, we believe your mobile phones should be no different to use when you
are out of country. Our larger global network means you get the same great service
wherever you travel.
Warid Telecom Brand Values
Warid Telecom’s vision is "to become the leader in national communications arena with
a strong international presence”. Warid Telecom's brand values include:
1. Quality
2. Transparent
3. Innovative
4. Customer Friendly
5. Simple
Quality:
Premium qualities of services.
International standards.
Second to none.
Transparent:
Leading the national communication evolution
Innovative
Bright ideas the only thing that restricts us in our imagination continuously improving
through challenging the norm and looking at things differently. Leading the way in
adding value to your life.
Customer Friendly:
Marketing Plan 22
Warid Telecom
Affordable solution for you.
Being there for you when you need us.
Speaking your language.
Simple:
Ease of use.
Making communication simple.
Clear and straight forward.
Marketing Plan 23
Warid Telecom
Core Competences
The Network
Warid telecom is partners with some of the leading vendors in the telecom industry, who
help them in providing the best and latest network solutions for business. These vendors
include cellular giants Ericson, Nortel, Siemens, Cisco and Huawei.
Warid has pioneered in key technologies, which include the following:
Custom-made network for Pakistan’s environment.
Congestion-free connectivity in all coverage areas.
Roll out plan for complete national populated coverage by 2006.
Fully redundant network.
Robust design catering to future needs.
Future professional network (EDGE compatible and 3G upgraded with soft switch
and media gateway architecture).
State of the art IP base contact centre and leading data centre.
Launch of WiMax services across Pakistan by the end of 2005 with revolutionary
3.5 Ghz broadband solutions
Services beyond Comparison
Customers are the most important element in any organization. We distinguish them as
our biggest assets, and we strive for excellence by listening to their needs. We work with
our customers to gain an understanding of their business, their goals and their objectives,
to ensure that they receive the best possible services and the right solutions to meet their
demands.
Marketing Plan 24
Warid Telecom
We seek to be trendsetters in customer services, with our one stop concept for all telecom
requirements. This will be achieved with the provision of a one-window operation for on
the spot issue resolution and one stop service. We have the maximum number of Sales
and Customer service Centres countrywide, with the state of art contact centres of
informational standards, equipped with innovative technologies to ensure real time online
services. Our highly trained and well-groomed team of Customer Service Executives is
on hand 24 hours to provide personalized care to our esteemed corporate clients.
Furthermore an extensive network of franchises, kioks and mobile units ensure easy and
convenient accessible.
.
Innovation
Warid is committed to providing superior levels of professional services to all its c
ustomers- before, during and after the deployment of our leading solutions.
To accommodate our customer’s demands we have deployed the state of the art 2.5G
EDGE compliant networks. There are also innovative services of various standards that
cater to a wide spectrum of users.
Best practices
We believe in a process driven set up with comprehensive business processes covering all
our activities. All business processes are ETOM complaint as per accredited international
standards.
GSM cellular services
Warid telecom decided to opt for GSM (Global system for mobile communication)
technology as it is the global standard for digital cellular telephone service. GSM
Marketing Plan 25
Warid Telecom
networks support enhanced data applications and more than one billion customers in 109
countries are using this technology. Warid telecom would be launching its cellular
services based on 900 & 1800 GSM technology. In order to optimize the utilization of
frequency, thus ensuring the highest quality and services.
Marketing Plan 26
Warid Telecom
Objectives
Pricing objectives
Price is an important element of marketing mix. It has a direct influence on customer’s
perception. It determines the quality and value of the product. In determine the prices of
product corporate objectives are very much important. So Warid telecom has certain
objectives in their mind. These objectives are;
Competitive objectives.
Sales objectives.
Customer oriented objectives.
Competitive objectives
The main objective of Warid telecom is to compete in the market. Because the
competition in telecommunication sector is very much strong in Pakistan. So Warid
telecom is setting low prices as compared to its competitors. The major competitors of
Warid telecom are Ufone and Mobilink. Warid telecom is set its prices relatively low as
compared to Mobilink but its prices are high as compared to Ufone. Warid telecom
wants to become the price leader in market. The prices of Warid telecom are low but
they are offering better quality and services are better as compared to other network
services. The product of Warid telecom is on introduction stage so the threat of potential
competition is very much high.
Marketing Plan 27
Warid Telecom
Sales objectives
Warid telecom wants to get a huge share of market. In present situation there are only 7%
mobile users are in Pakistan. Warid telecom wants to reach this figure upto 35%. There is
a huge potential in this market for Warid telecom. Their main thrust is on increasing the
sale of their product. Therefore, Warid telecom has set relatively low prices. First Warid
telecom wants to achieve its goal of increasing sales.
Customer oriented objectives
Warid telecom wants to satisfy their customers. They feel that their customers are more
important for them. Warid telecom wants to provide advanced technology and more
features to their customers. Warid telecom wants to serve their customers according to
their needs. In order to satisfy customer’s needs Warid telecom has a wide range of
customer service centres.
PLACE
Franchise Channel
Marketing Plan 28
Company Franchises
Consumer
Dealers
ConsumerCompany Franchises
Warid Telecom
Distributors Channel
Corporate Selling
Direct Selling
Franchise Selling
Warid telecom is providing their brands to ultimate consumers through franchises. It has
a strong network of franchises all over the Pakistan. In Multan there are 5 franchises of
warid telecom they want to establish 7 franchises. In franchises warid telecom brands are
sold and commission is giver to franchisee. The franchisee work according to the
requirements of warid telecom. In order to provide best services to their customers warid
telecom monitor the working of franchisees time to tome. Franchisees sell warid brands
directly to the ultimate consumer or they can appoint their own dealers in order to sale the
product. Warid telecom provide technical training to the staff of franchisees. Warid
telecom franchisees are in all the important areas of Multan. So for a warid customer it is
easy to get connection at any time from everywhere. Warid telecom establishes
Marketing Plan 29
Company Distributors Retailers
Consumer
Sales OfficerCompany
Consumer
BusinessesCo. ExecutivesCompany
Consumer
Warid Telecom
franchisees in the important areas of every city. Warid telecom is working in 28 cities of
Pakistan and it has large no. of franchisees according to the need and demand of specific
areas.
Distributors
Distributors are also working for selling warid telecom product. Distributor sell warid
products to the retail stores warid telecom wants to cover 3000 to 4000 shops and retail
stores in Pakistan. Because time is money warid telecom want that their customers get
product at the door step. These distributors are working on behalf of warid telecom.
They provide warid products at different retail stores and shops. Warid telecom feels it is
important to provide products with utmost to convenience to the customers. Because
warid telecom is on introduction stage, they are using intensive distribution network. In
near future warid telecom products are widely available in all retail stores.
Direct Selling
As warid telecom is on introduction stage it uses direct selling also. In this channel
company has large no. of sales of officers who meet persons and tell them about warid
telecom products. This sale force is totally committed towards their work. They know
how to sell the products to the customers. In future warid telecom is planning to start
door to door selling of their products. In the introduction stage of its operations warid
telecom wants to provide all the things to its customers at their door step. The direct
selling staff is highly trained and motivated. They use their personal references, retailers,
friends for selling products.
Corporate Selling
Marketing Plan 30
Warid Telecom
In corporate selling warid telecom conduct meetings and presentations I the business
places where there are more than 50 connections or persons warid telecom conduct
presentations at business places and create awareness of their products the corporate
selling staff sale connections at the spot. The corporate selling staff include company
executives. In this particulars area warid telecom has to work hard. Because in this
sector the people who have already some other connections do not like to change their
connection. In order to remove this short come warid telecom is providing the same no.
which you have earlier instead of warid telecom code 0321 Warid telecom is making
progress I this sector and try to reach its goals.
The Value Adds Versus Costs of Different Channels for Warid Telecom
NOTE: Analysis of Warid Telecom of their channels and cost of different channels
Marketing Plan 31
Sale Force
Value Added
Telemarketing
Retail Stores
Distributors
Direct Telemarketing
Direct sales Channel
Indirect Channels
High
High
Value
Added
CostLow
Warid Telecom
Promotion
The most controversial and dynamic factor in in today’s market is promotion. Today
without promotion you cannot sell your product. Customers also must be reminded about
a product’s availability and its potential to satisfy. Sellers bombard the marketplace with
thousands of messages everyday in hopes of attracting new customers and established
market for new products. The promotional activities are different in each stage of product
life cycle. Given the intensive competition for consumer’s attention, even an established
firm must constantly remind people about its brands to retain a place in the market & in
the mind of consumer. Warid telecom has enough budgets for promotional activities. In
the introduction stage Warid telecom wants to get share in the mind of consumer and in
market. Warid telecom is performing all promotional activities like:
Advertising
Sales promotion
Personal selling
Publicity
Advertising
Advertising is a non-personal communication paid for clearly identified sponsors
promoting ideas, organization or products. Warid telecom is advertising its products &
corporation on both print media and digital media. The main purpose of Warid telecom is
to establish corporation name in the mind of customers. They are doing corporate
advertising now. They are in introduction stage so they want to tell, “ we are here “. Now
Marketing Plan 32
Warid Telecom
Warid telecom is not focusing its product at all. They want to gain recognition in the
market first. In media advertising they have collaboration with GEO TV their ads are
coming on PTV, GEO TV, ARY DIGITAL and other channels. The present ad of Warid
telecom is prepared in India. It is a very simple message. The ad tells that Warid telecom
is for everyone it is so convenient that every person young, old, child, rich and poor can
get it. In future Warid telecom is going to launch an effective advertising campaign in all
over the Pakistan. Warid telecom is also advertising itself on print media as well. Their
ads are in all the leading newspapers of Pakistan the advertising strategy is to tell the
customers that Warid telecom is present. Warid telecom believes on long-term
profitability. They think that after establishing a strong image in the mind customers
through advertising they will be able to get huge profit and market share in the country.
Sales Promotion
Sales promotion is sponsored funding, demand stimulating activity design to supplement
advertising and facilitate personal selling. It frequently consists of temporary incentives
to encourage a sale or purchase. As Warid telecom is in introduction stage and there is
intensive competition in the market so sales promotion is effective tool for Warid
telecom. Warid telecom has recently introduce its” bundle offer” in which they are giving
Nokia 1100, balance of Rs. 500 and Warid SIM in Rs. 3450. This offer has proved very
much effective. Warid telecom increases its sales through “ bundle offer”. Warid telecom
has introduced a package of family & friends for both prepaid and post paid customers. In
prepaid connection the maximum limit is 5 members and in post paid connection the
maximum limit is 10 members. The customers of family & friends package provide
special discount offer to each member. This strategy has also proved effective for Warid
telecom. In future Warid telecom wants to introduce more such packages, which attracts
customers.
Marketing Plan 33
Warid Telecom
Personal SellingPersonal selling is the direct presentation of a product to a prospecti8ve customer by a
representative of the organization selling it. Personal selling is more expensive method
from any other method. Warid telecom is doing personal selling both or customer basis
and on corporate level. Warid telecom is doing personal selling through their sales
executives and sales officers. Sales officers meet ultimate consumers. Sales executives
meet corporate bodies, conduct presentations in order to create awareness about their
brands. Warid telecom focus is customers and their main objective is to get a handsome
share in the market. Warid telecom wants to continue this practice in future.
Publicity
Publicity is an important part of promotional mix. Warid telecom is also doing publicity
through sign boards, tack ;shows, sponsoring some concerts etc. Warid telecom has got
28 places in Multan for their signboards. Warid telecom is arranging trade shows in
various cities. Warid telecom has conduct a trade show in Faislabad and going to conduct
another in Karachi. The main purpose of these trade shows are not just introducing
products but also to entertain people. So that they can remember the name of Warid
telecom. Warid telecom provide a fantasy atmosphere for all age people like young, old,
children, male, female etc. You can dance in their trade show, Eat Bar B. Q. listen your
favorite music or anything else of your own choice. Warid telecom is planning to arrange
some concerts in different cities of Pakistan.
Marketing Plan 34
Warid Telecom
Interview with Mr.Atif Ikhlaq (corporate area sales manager)
what type of decisions do you have to take more often? Risky, certain or uncertain?
Mr.Atif : certain, are mostly sure about the decisions that we take, it involves anticipation
and planning.
What type of communication takes place in WARID? Formal ,informal or both?
Mr.Atif : both
Which one is preferred?
Mr.Atif : Formal communication Is mostly preferred.
Is there a healthy competition between the managers in WARID?
Mr.Atif : yes.
How do your competitors effect you?
Mr.Atif : They effect us in a positive manner,competition provides a motivation to fight
for our share of market. There is no success without the presence of competition.
Does WARID have strategic partners?
Mr.Atif : We have affinity partners like AL-Falah and FO-B etc.They provide sales
channels and platforms for out services.
Why do You think WARID is successful? Due to its perfect lauch, outstanding
management, good marketing and advertisement,services or others?
Mr.Atif : Well, all of them.
Marketing Plan 35
Warid Telecom
What is the role of ethics in your decision making?
Mr.Atif : I think ethics is the key, our decisions are based on ethics.
What is the situation of individual ethics in WARID?
Mr.Atif : Very good.
Why do you think WARID is successful?
Mr.Atif : Our services.
What actions do you take if employees are not following your decisions?
Mr.Atif : We take collective measures, send warning letters etc.
Do your higher authorities take decisions or group/combined decisions are
preferred?
Mr.Atif : Group decision making preferred.
Do you take decisions in anticipation or take the decision on time?
Mr.Atif : Anticipation.
What do you prefer, long term plans and gradual results or short term plans and
immediate results?
Mr.Atif : We make long term plans.
Do you think government polices are favourable for you or do you think they are
merely restrictions?
Mr.Atif : They are in our interest.
What is your approach towards change?
Marketing Plan 36
Warid Telecom
Mr.Atif : We are open to change.
Conclusion
Vantages
Warid holds a unique identity in the cellular market and holds more than 30% of the total
cellular customer’s average. The case does not close here; Warid enjoyed the corporate
benefits for more than 3 years. There were two business rival mobilink and ufone. Even
now, they are forming 7 to 9 radio based stations all over the country per month; Warid is
generating almost $3 average/unit from a regular Zem customer and $22 average/unit
from Zahi customer. These facts are enough to bother any rival. This is helping the
organization flourish and strengthen its roots in the country. Warid has become a generic
identity over the years and still is a giant contender in the market. The basic element
behind their success is satisfied customers. They hold an attitude that “customer is the
king.”
Flaws
Now we all know, there’s always a room for improvement. Despite the fact that the
organization is at the top of other rivals, even then, there might be some weaknesses, by
overcoming which it would be better for the organization in every sense of the word.
Marketing Plan 37
Warid Telecom
The basic setback that they face is the problem with call connectivity. You might’ve
noticed that the service isn’t homogeneous in nature as far as call connectivity is
concerned. On certain events like Eid days, the network is down and the call connectivity
percentage drops down. Now this is quite annoying for any customer. This washes off all
the hard work done in the aspect of persuasion.
Another problem is regarding the sms delivery. Most of the customers rely on sms as far
as information delivery is concerned. An average customer might not be able to deliver
every second message through making a call due to financial reasons.
Another major concern regarding their persuasion might be the call rates factor. Though
this isn’t the matter of concern for any carpet customer, but still the fact cannot be put
aside that majority of the Warid customers are from lower class. Now it is observed that
they are inclining towards other cellular companies due to more attractive call packages
and obviously, lower call rates.
Targeting Customers is of huge importance as far as any organization is concerned. We
can’t deny that Warid is working head over heels as far s this matter is concerned, but
still we felt that there is much lesser exposure in this regard from what it should have
been by now.
As far as generating revenue is concerned, Warid is in the leaders. We can’t really say
that they are advertising in acquaintance with their identity.
Marketing Plan 38
Warid Telecom
Recommendations
Tracking out setbacks and finding a solution to them is always a better option. But to do
so, one must be aware of them, i.e. the problems that one’s facing. As it is clearly evident
from all the facts discussed in the report, that the setbacks of the organization i.e. Warid
is far lesser than their vantages or plus points. This can be concluded as one main aspect
of their success story.
Now we’ll throw some light upon the possible measures taken for the better working of
the discussed organization. Which in long run, directly affects in persuading more and
more prospective customers.
First of all, there must be a homogeneous responsiveness regarding the network. No
matter what it takes, it’s the key factor. Dishearten customer can prove out in permanent
loss of the share of the revenue that he contributes. He might switch towards any other
option that he thinks, suits him. We don’t know the technical details one faces while
implementing this, i.e. introducing new machine etc, but all we know is that, by any
means, this problem should be resolved.
Secondly, there should always be a check that what the rivals are up to. Producing
innovative technique isn’t an easy task at all. Knowing what services your rival company
are offering, makes one get up to the task and add those techniques in one’s own
offerings.
A customer should be always well aware of the credit he’s left with. Zong Telecom for
instance, has introduced a very affective technique in this regard, i.e. after making each
Marketing Plan 39
Warid Telecom
call, they are provided with a message containing full details about their credit balance
left.
Call rates is another issue. Organization personnel must be well aware of the
categorization regarding the financial aspect of the customers. Where there isn’t any loss,
providing deserved benefits to the old customers is always a good option. Similarly, if an
organization doesn’t realize the fact that decreasing the rates with the decrease in rates of
other organization isn’t always helpful, there must be a problem.
Targeting customers according to their needs and wants has been the most helpful
strategy in business market. For instance, in this case, what exactly, do you think will
happen if the company starts offering blackberry services to the farmers residing in rural
areas? Will that work? Certainly not! This would cause the organization unbearable loss,
waste of energy and resources. The reason behind the example is that the emphasis of
carpet customer offerings must be towards executive class and similarly, Zem Gup Lagao
package will always be introduced to the customers who really desire that.
Last but not the least is the fact that advertisement sector must work according to the
revenue generated. Why ufone are running ads on channels most of the time?? Is this
situation pointing towards a new dawning of an era as far as ufone is concerned and fall
of a legend? Warid personnel must keep an eye on this fact.
Getting on top isn’t that difficult, maintaining that quality and preserving that identity is
the difficult one. This needs promising attitude and devotion. We are hopeful this
happens and their persuasion keeps working as ever. We wish all the best to Warid!!!
Marketing Plan 40
Warid Telecom
Marketing Plan 41
