BRAND AUDIT

OF

TELE

NOR

PAKIS

TAN

Group MemebersMuhammad Bin ZaheerMuhammad Umar MalikSadaat Ali KhanShaheer NaeemSyed Intesar Hyder

Telenor Pakistan

Vision

We're here to help

Values

Make it Easy

Keep Promises

Be Inspiring

Be Respectful

Telenor Group

Global Presence Telenor Norway

Telenor Sweden

Telenor Denmark

Telenor Hungary

Telenor Serbia

Telenor Montenegro

Telenor Pakistan

Uninor (India)

Grameenphone (Bangladesh)

DTAC (Thailand)

DIGI (Malaysia)

Brand Audit

Brand Inventory

Brand Exploratory

Brand Inventory

Brand Inventory

Competitor Analysis Mobilink – 36.0 million subscribers

Telenor – 30.16 million subscribers

Ufone – 23.8 million subscribers

Zong – 17.8 million subscribers

Warid – 12.0 million subscribers

Competitor Analysis

SWOT Analysis

PORTER’s 5 Forces

Buyers Behavior

Market Segmentation

Brand Elements

Brand Value

Perceptual Map

POD’s & POP’s

FourP’s

Brand Inventory

SWOT Analysis

Competitor Analysis

SWOT Analysis

PORTER’s 5 Forces

Buyers Behavior

Market Segmentation

Brand Elements

Brand Value

Perceptual Map

POD’s & POP’s

FourP’s

Brand Inventory

Porters Five Forces Model

Competitor Analysis

SWOT Analysis

PORTER’s 5 Forces

Buyers Behavior

Market Segmentation

Brand Elements

Brand Value

Perceptual Map

POD’s & POP’s

FourP’s

Competitive Force Magnitude Effect

Bargaining Power of Suppliers HighReduce Profit

Potential

Bargaining power of customers (buyers)

HighReduce Profit

Potential

Threat of substitute products or services

HighReduce Profit

Potential

Threat of new competition Low No Threat

Intensity of competitive rivalry HighReduce Profit

Potential

Brand Inventory

Buyers Behavior

Competitor Analysis

SWOT Analysis

PORTER’s 5 Forces

Buyers Behavior

Market Segmentation

Brand Elements

Brand Value

Perceptual Map

POD’s & POP’s

FourP’s

High Involvment

Low Involvment

Complex Buying

Behaviour

Variety Seeking Behaviour

Dissonance Reducing Buying

Behavior

Habitual Buying

Behaviour

Significant Difference Between Brands

Few Difference Between Brands

Brand Inventory

Market Segmentation & Positioning

Competitor Analysis

SWOT Analysis

PORTER’s 5 Forces

Buyers Behavior

Market Segmentation

Brand Elements

Brand Value

Perceptual Map

POD’s & POP’s

FourP’s

Business or Corporate Users Corporate Sector High Usage 5% of total users

Consumer Class Segment Common Consumers Less Usage 95% of total Users

Market dominated by low-end, low-ARPU customers (largely Untapped) Relatively large emerging middle class segment (Basic in Telenor

Terminology) Strong youth culture with needs similar to other markets. Private postpaid almost non-existent. Small but profitable (high ARPU) Corporate/SME segment. Women a largely untapped segment.

Brand Inventory

Brand Elements

Name combination of two words Tele and Nor, Tele is the abbreviation of Telecommunication and Nor is the short form of Norway

Logo

Design

Style

Slogan

Competitor Analysis

SWOT Analysis

PORTER’s 5 Forces

Buyers Behavior

Market Segmentation

Brand Elements

Brand Value

Perceptual Map

POD’s & POP’s

FourP’s

Brand Inventory

Brand Value Quality

Simplicity

Innovation

Transparency

Customer-Friendliness

Brand Associations:

Superior Voice quality

Nationwide coverage

Economical Billing package

Friendly customer service

No hidden Charges

International Brand

Competitor Analysis

SWOT Analysis

PORTER’s 5 Forces

Buyers Behavior

Market Segmentation

Brand Elements

Brand Value

Perceptual Map

POD’s & POP’s

FourP’s

Brand Inventory

Perceptual Map

Competitor Analysis

SWOT Analysis

PORTER’s 5 Forces

Buyers Behavior

Market Segmentation

Brand Elements

Brand Value

Perceptual Map

POD’s & POP’s

FourP’s

Brand Inventory

Point Of Difference EDGE service

Multiple bills receiving option

International Prepaid and Postpaid

Largest Data network in Pakistan

Largest Network of AJK and Northern Areas

E-Commerce

In-Flight Service

Tele-Doctor

Competitor Analysis

SWOT Analysis

PORTER’s 5 Forces

Buyers Behavior

Market Segmentation

Brand Elements

Brand Value

Perceptual Map

POD’s & POP’s

FourP’s

Point Of Parity

GSM technology

SMS

Call waiting

Conference calling

Call forwarding

Roaming

Pre-Paid and Postpaid connections

Brand Inventory

Product

Telenor provide products of two types

• Prepaid

• Postpaid

Prepaid packages are

• Dejuice

• Talkshawk

Postpaid offers are

• Individual Postpaid

• Telenor Business/Karobar

Competitor Analysis

SWOT Analysis

PORTER’s 5 Forces

Buyers Behavior

Market Segmentation

Brand Elements

Brand Value

Perceptual Map

POD’s & POP’s

FourP’s

Value Added Services

Pricing

Pricing Continued..

Distribution

PromotionTelenor doing advertising through different media like:-

• Television

• FM Radio

• Internet

• News Papers

• Banners

• Sign Boards

• Sales & service centers

• franchises

• Other outlets

• Mobiles Vans

• House name plates

• Street number plates

• Different walls of colleges

Brand Exploratory

Brand Exploratory - Research

• Meaningful questionnaire giving real time results

• To explore the consumer perception about Telenor as a brand

• To explore how successful is Telenor in building their Brand Image

• To find out the areas (if any) where Telenor leads/lags compared to competitors

• To check the correlation between saying and keeping promises

General perceptions about Telenor : BRAND EXPLORATORY

23

1829

11

17

Responses

MobilinkTelenorUfoneZongWarid

• Which cellular brands are available

in Pakistan?

• Which brand comes in your mind

when we say ‘Karo Mumkin’?

• Do you remember the logo of

Telenor Pakistan?

3

81

42 8

Responses

MobilinkTelenorUfoneZongWarid

94

4

Responses

YesNo

BRAND EXPLORATORY

83

15

Responses

YesNo

• Do you think that the logo

and slogan of Telenor

Pakistan are memorable?

• Do you know what ‘Karo

Mumkin’ communicates?

• Do you think that Telenor’s

offerings and services

match with its tagline?

40

58

Responses

YesNo

27

35

36

Responses

YesNoNeutral

BRAND EXPLORATORY

20

2326

1910

Responses

Network QualityVAS ServicesCustomer ServicesPackages & BundlesPricing

• What do you think is the Unique Selling Proposition (USP) of Telenor Pakistan?

• Would you recommend Telenor Pakistan as a brand to others?

• Is Telenor providing value (more benefits as compared to price) to its customers?

52

21

25

Responses

YesNoNeutral

BRAND EXPLORATORY

• Is the packaging of Telenor products different and attractive as compared to others?

• Do you think Telenor delivers what it promises?

• Is Telenor a caring brand?

BRAND EXPLORATORY

• Where do you rank Network and Customer Services of Telenor Pakistan?

• Where do you rank Telenor Pakistan according to price comparison?

• Promotional campaigns of Telenor support the associations they are trying to create?

Conclusion• Strong brand awareness & favorability

• Logo and name are recognizable, memorable, adaptable

• Innovative

• Overall good market position

• Passionate for thriving

• Good customer services

• Good potential for word-of-mouth marketing

• Because the environment is getting tougher so to enhance their competitiveness & profitability it is providing good service, giving top priority to meeting customer requirements and charging low operating costs from their customers

Recommendations

• Should strive from ‘good’ customer services to ‘excellent’

• The slogan needs to be more elaborative & communicative

• Marketing & advertising of Value Added Services needs to pick up

• Needs to build more Brand Resonance to be ‘in sync’ with the customers

• More focus on postpaid services is required as currently Djuice and Talkshawk have extensive marketing campaigns but Telenor Business has virtually no campaign for the publics and is majorly targeted for business users and large corporate clients

Thank You