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NUST BUSINESS SCHOOL
PRODUCT DEVELOPMENT & DESIGN
TERM REPORT
IMPLEMENTATION OF PDCL MODEL & INCORPORATION OF CAA
FACTORS IN TELENOR PAKISTAN
INSTRUCTOR:
Ms. Zeenat Jabbar
SUBMITTED BY:
Anila Muhammad
(BBA 2k5-B)
Date: 22nd June, 2009
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TABLE OF CONTENTS
ACKNOWLEDGEMENTS -------------------------------------------------------------------- 5
INTRODUCTION ------------------------------------------------------------------------------- 6
RESEARCH METHODOLOGY ------------------------------------------------------------- 8
PROBLEM STATEMENT & RESEARCH OBJECTIVE ----------------------------------------------------- 8
DESCRIPTORS OF RESEARCH DESIGN ----------------------------------------------------------------------- 9
Formal Study----------------------------------------------------------------------------------------------------------- 9
Communication Study ---------------------------------------------------------------------------------------------- 10
Experiment ----------------------------------------------------------------------------------------------------------- 10
Descriptive Study --------------------------------------------------------------------------------------------------- 10
Cross-sectional Study ----------------------------------------------------------------------------------------------- 11
Statistical Studies ---------------------------------------------------------------------------------------------------- 11
Participant Perceptions --------------------------------------------------------------------------------------------- 11
SAMPLING ------------------------------------------------------------------------------------------------------------ 11
QUALITATIVE TECHNIQUES ---------------------------------------------------------------------------------- 11
Survey ---------------------------------------------------------------------------------------------------------------- 12
Interview --------------------------------------------------------------------------Error! Bookmark not defined.
LITERATURE REVIEW ---------------------------------------------------------------------13
FINDINGS & ANALYSIS---------------------------------------------------------------------16
PDCL -------------------------------------------------------------------------------------------------------------------- 16
FINDINGS - TELENOR-----------------------------------------------------------------------18
POSITIONING ------------------------------------------------------------------------------------------------------ 18
Features/Tangible Attributes ----------------------------------------------------------------------------------- 18
Intangible Attributes --------------------------------------------------------------------------------------------- 19
Benefits ------------------------------------------------------------------------------------------------------------ 19
COMMUNICATING THE MESSAGE -------------------------------------------------------------------------- 20
Advertising Campaign------------------------------------------------------------------------------------------- 20
Celebrities --------------------------------------------------------------------------------------------------------- 20
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Events ------------------------------------------------------------------------------------------------------------- 20
LEVERAGING THE BRAND EQUITY ------------------------------------------------------------------------ 21
Line Extension --------------------------------------------------------------------------------------------------- 21
DELIVERING THE BRAND PERFORMANCE -------------------------------------------------------------- 22
ANALYSIS TELENOR----------------------------------------------------------------------26
Corporation Performance & Degree of Globalization ------------------------------------------------------- 28
Corporate Innovation -------------------------------------------------------------------------------------------- 29
RESULTS & CONCLUSION-----------------------------------------------------------------31
BIBLIOGRAPHY-------------------------------------------------------------------------------33
REFERENCES -------------------------------------------------------------------------------------------------------- 34
APPENDIX---------------------------------------------------------------------------------------35
SURVEY QUESTIONNAIRE -------------------------------------------------------------------------------------- 35
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ACKNOWLEDGEMENTS
First of all, I am thankful to Allah Almighty, who gave me the strength to be able to
compile this report.
After Almighty, I would like to thank my parents, who patiently supported me through
my late nights work and the whole days research. Next to my parents I would also like
to thank and present my gratitude to Ms. Zeenat Jabbar, for giving me an opportunity to
work and devise this advertising plan. Her help and guidance helped me through every
step of the report.
One last thank you goes out to my friends who sat through the report work and helped me
in every way they could to compile this report in the form as before you.
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INTRODUCTION
Much of the South Asian region has seen high levels of telecom growth; but in Pakistan
the infrastructure and subscriber growth patterns seem unparalleled with the telecom
sector experiencing unusually high growth. The cellular mobile density has been
increasing in Pakistan especially for the past few years now; and as the figure stated by
PTA (Pakistan Telecommunication Authority), it was 56.80% which is a relatively high
figure compared toother south eastern counties. Although growth ofoverall subscribers
has increased as per the total number
of subscribers (f
or Telen
or fr
om 90,703,897 t
o
91,442,341), but the overall growth rate of the users have decreased from 0.9% to 0.5%.
Year Mobile Density
Jan-2009 56.30
Feb-2009 56.50
Mar-2009 56.80
The infrastructure investments Pakistan has made in the telecom space, fiber, cellular and
wireless broadband, are quite incredible. By the end of April 2008, there were about 80
million mobile subscribers in Pakistan and this figure is likely to increase to 135 million
by the end of 2012. This means that approximately 80% of the population will have
access to a mobile handset in four years time. Today, a cutthroat competition exists in the
telecom sector and telecom industry is considered to be the fastest going industry in
Pakistan. With a very high growth rate, many industry experts anticipate the numberof
cellular phone subscribers will surpass the fixed line users.
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Year Telenor Total
(Ufone, Warid, Zong, Mobilink, Telenor)
Growth
Jan-2009 19,657,177 90,703,897 0.9
Feb-2009 19,842,594 91,008,042 0.3Mar-2009 19,985,088 91,442,341 0.5
According to these figures, 22% of the 0.9% growth in January resulted due to the
increment in the subscribers of Telenor. Approximately, 200,000 subscribers are being
added to the total list because of Telenor.
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RESEARCH METHODOLOGY
PROBLEM STATEMENT & RESEARCH OBJECTIVE
All organizations work endlessly to build their brands so that they can compete fiercely
in the market but also because continuous improvement in the growth rate is an important
objective which an entity aims to pursue. The techniques used by one company to build
its brands would more or less different from the strategies adopted by the competitors in
the industry. Many companies are unaware of the fact that certain models have been
developed by marketers and researchers which could help organizations build their
brands; this assumption is being made with respect to the organization present in
Pakistan.
Therefore the research objective of this study is to evaluate whether it is possible to
implement the PDCL model of building brands within the boundaries of Pakistan and
in the context of two major Telecom players, Telenor" & Warid. CAA, i.e.
Corporation Ability Assessment has also been considered to be one of the important
elements needed for building a brand; corporation performance, innovation and the extent
of globalization also affects a brand positively. In the case of Telenor, an effort would be
made to analyze if the brand was able to build itself by using these tools in Pakistan or
not.
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DESCRIPTORS OF RESEARCH DESIGN
A well planned and designed research methodology is important for achieving the
research objectives ; below mentioned are a few research descriptors that would be used
to evaluate nature of the research.
Table 1 - Descriptors of Research Design
Formal Study
Although the purpose of this research report is not to develop hypothesis and then test
them, but because overall the research does have a loose structure hence it can be said
DESCRIPTORS OF RESEARCH DESIGN
The degree to which the research question has been
crystallized
Formal Study
The method of data collection
Communication Study
The powerof the researcher to produce effects in the
variables under study
Experiment
The purpose of the study
Descriptive Study
The time dimension
Cross-sectional Study
The topical scope, breadth and depth of the study
Statistical Studies
The research environment
Field Conditions
The participants perceptions of research activity
No Perceived Deviation
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that it is more of an exploratory study than a formal study. An effort would be made to
answer the research question posed in the very beginning of this section.
Communication Study
In this method of data collection it is the responsibility of the researcher to question the
subjects and record the respondents response by personal or impersonal means so that
the data could be used as a basis for answering the research questions. I have designed a
formal questionnaire and conducted in depth interviews of 10 people; therefore the
method of data collection falls under the communication study method.
Experiment
Experiment provides the researcher with enough flexibility to manipulate the variables in
the study so as not to distort the overall result of the study. For example, the sample
selected for the data collection pre-dominantly belonged to a specific social class and
education background because of the fact that majority of the individuals were
undergraduate students of NUST Business School. Whereas in reality a diversified and
dispersed sample would have resulted in a more realistic research; therefore it is being
said that the researcher hold greater power to produce desirable effects during the course
of research.
Descriptive Study
The main objective of research is to analyze if the PDCL model can be implemented on
Pakistani brands so that they can improve the brand value of their brand.
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Cross-sectional Study
We believe our study to be so, as our study would not be extended over a period of time
but it wo
uld pertain to
the specific po
int in time, which wo
uld be cho
sen fo
ro
ur research
and the whole research would be conducted and completed in that time frame.
Statistical Studies
Field Conditions The whole study would be conducted under the actual environmental
conditions so as not to leave any room for manipulation; the majority of individuals
chosen as sample were present in NUST Business School H-12 Campus, Islamabad.
Participant Perceptions
The participants of this research would perceive no deviations from everyday routine as
they would be provided with the questionnaire within the vicinity of their campus.
SAMPLING
Sample random sampling technique is being used for the cause; this particular type is
being chosen because of the fact that it is simple and easy to implement.
QUALITATIVE TECHNIQUES
Qualitative techniques are being used in this particular research; two major kinds are
being used. The details are mentioned below:
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Survey
Self administered survey - a sample size of 50 will be surveyed constituting of both the
female and male po
pulatio
n with equal pro
po
rtio
ns (the age bracket wo
uld be fro
m 20 to
40 years). This survey would be conducted in the Rawalpindi region. The survey
questionnaire is being attached in the appendix. The sample form target population in the
specified region will be studied via a paper instrument without interviewer assistance.
This methodology is being adopted because
It is the lowest-cost option availableRapid data collectionAnonymous participant
This survey would help us to analyze how males and females respond to questions
related to measure the customer satisfaction provided by the telecom service providers.
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LITERATURE REVIEW
Companies need to ensure that the brand remains strong even during difficult times and
offers value that is consistent with the brand promise. Successful brands are those brands
which adapt well to the environment and thus survive and flourish in the long term
inspite of competition they face. Brands provide the basis upon which consumers can
identify and bond with a product or service or a group of products or services
(Weilbacher, 1995). From the customers point of view, a brand can be defined as the
total accumulation of all his/her experiences, and is built at all points of contact with the
customer (Kapferer, 2004).
The brand identity needs to reflect the business strategy and the firms willingness to
invest in the programs needed for the brand to live up to its promise to customers (Aaker
and Joachimsthaler, 2000). To be effective, a brand identity needs to resonate with
customers, differentiate the brand from competitors, and represent what the organization
can and will doover time (Aaker and Joachimsthaler, 2000). To excel, a brand image
must be well planned, nurtured, supported, and vigilantly guarded (Knapp, 2000). One
key to successful brand-building is to understand how to develop a brand identity to
know what the brand stands for and to effectively express that identity (Aaker, 1996).
According to Temporal (2000), the branding focus should be on adding psychological
value to products, services, and companies in the form of intangible benefits the
emotional associations, beliefs, values, and feelings that people relate to the brand. By
strategically positioning it in the minds of the target audience, the company can build a
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strong identity or personality for the brand. According to Upshaw (1995), brand identity
hinges on who consumers are as individuals, the environment in which they live, and the
signals sent from the brand itself. A brands messages are received through a series of
filters that exist within each consumers life. It is necessary to develop and implement
long-term integrated communication strategies demonstrating the brands value to the
target customers. The message should be consistent with the brand value, brand
personality and other brand identity dimensions. Strong brand helps the company in
positioning and extending its brand and have a greater influence on the customer
purchase pro
cesses.
Companies need to continuously track their brands against the effect of competition,
especially in the face of aggressive competition. This approach enables the firm to protect
its brands from their impact of the successful new brands of the competitors and gain
brand loyalty. Brand loyalty may be viewed as a link in the chain of effects that indirectly
connects brand trust and brand affect with the market performance aspects of brand
equity (Chaudhuri and Holbrook, 2001). Brand loyalty reflects the commitment of a
customer to re-buy the companys products consistently in future. Customer retention can
be achieved only through fostering premium loyalty by establishing an emotional as well
as a normative attachment between the brand and the consumer (Gaunaris and
Stathakopoulos, 2004). Such loyal buyers can contribute to the positive word of- mouth
communication for the brand.
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Keller (2003b) defined leveraging process as linking the brand to some other entity that
creates a new set of associations from the brand to the entity as well as affect existing
brand associations. Companies employ different strategies in leveraging their brands
namely through line extensions, brand extensions, ingredient branding and co-branding,
etc.
Based on Aaker (2004), it is being said that, in breaking down corporation ability
assessment, three component elements have been identified:
1.Corporation performance including revenue and growth rate2.Corporation innovation3.Degree of globalization
Aaker (2004) proposed the concept of corporate brand and defined it as organizational
associations with assets and capabilities, innovation, perceived quality, concern for
customers, a local and global frame of reference, citizenship programs, and a
performance record (p. 7). Aaker suggests that leveraging the corporate brand can
provide a value proposition and deliver a functional benefit such as helping differentiate
or support a customer relationship Corporation ability association does more than
influence consumer perceptions of quality; it also influences the ability to extend the
brand. Where a focus has been placed on corporation ability association there is therefore
a better chance of success in introducing new products and brand extensions.
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FINDINGS & ANALYSIS
PDCL
PDCL is a conceptual model proposed to be used in competitive markets for the cause of
brand building; according to this concept there are a few elements which are important to
monitor the brand building process. The most highlighted four elements are, positioning
the brand; communicating the brand message, delivering the brand performance, and
leveraging the brand equity are discussed below. These elements further have sub
elements; the analysis of which makes it easier to measure the growth of the brand name
& value.
POSITIONING THE
BRAND
COMMUNICATING
THE MESSAGE
DELIVERING THE
BRAND
PERFORMANCE
LEVERAGING THE
BRAND EQUITY
Features
Advertising
Campaign
Product performance
Line Extension
Tangible attributes
Themes
Service performance
Brand extension
Intangible attributes Celebrities Customer care Ingredient Branding
Product Functions
Events
Customer satisfaction
Co-Branding
Benefits
Shows
Customer Delight
Brand Alliances
Operational Consumer Consumer Social Integration
P- Positioningthe brand
C-Communicating
the message
D- Deliveringthe brand
performance
L- Leveregingthe brand
equity
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According to another set of researchers, it is said that apart from the elements covered in
the PDCL Model there is one more key factor that is ignored when it comes to building
brands; this key factor is called CAA. Corporation Association Ability is a factor which
is said to include three dimensions: corporation performance including revenue and
growth rate, corporation innovation, and degree of globalization. A link between the
PDCL model and the CAA model has been made; it is being suggested that CAA should
also help an organization to leverage the brand equity of Telenor and hence it should also
be included in the model.
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FINDINGS - TELENOR
POSITIONING
Positioning is related with creating the perception of a brand in the customers mind and
of achieving differentiation that it stands apart from competitors brands/offerings and
that it meets the consumers needs/expectations. Telenor has been successful in
positioning itself as a brand of substance which provides its users with services at
competitive prices. The brand has positioned itself as a brand for the youth of Pakistan.
Features/Tangible Attributes- Telenor, no doubt has provided its customers with
various packages well suited to the needs of the diversified customer base of Pakistan. A
range of post paid and pre paid connections has been made available to the consumers.
Talkshawk & Djuice are two main products of pre paid packages provided by Telenor.
Talkshawkoffers a numberof affordable packages & services to its customers. Different
packages that are available from Talkshawk are:
Talkshawk A1 package
Talkshawk Har second
Talkshawk 30 second
Talkshawk Har minuteOther than this the brand is also providing with various other services like:
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Telenor Classified 1Telenor Mobile Classifieds is an extremely useful SMS, WAP and WEB based service
which allows Telenor subscribers to sell or buy items. Those who want to sell their item
can post advert and those who want to buy can search posted.
Telenor Photo Express2Telenor PhotoExpress is a convenient & cost-effective way to have your photographs
printed and delivered to any physical address. For this service, Telenor has partnered with
TCS, one of the Premium Brands in the courier industry, to bring its subscribers this
unique & exclusive service.
Intangible AttributesIntangible attributes constitute of the user imagery, usage
imagery and brand personality that the brand actually portrays. In the case of Telenor
Djuice, the user imagery is such that the company makes it very obvious that Djuice is a
product specially designed for the youth; the tagline says: its fun to be young. In
addition to this, the usage imagery typically shown in the advertisements revolves around
friends hangout or places where the youth of Pakistan normally would like to spend their
time in. As far as the brand personality is concerned, Telenor has a vibrant, exciting and a
well rounded personality. The balance between a casual attitude and commitment to
performance is an important element of Telenors brand personality.
Benefits Apart from the diversified services and packages provided by Telenor, one of
the main benefit provided by the company are its competitive charges. Telenor as a whole
1 http://www.telenor.com.pk/services/telemobileClassifieds.php2 http://www.telenor.com.pk/services/photoExpress.php
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follows a competitive pricing strategy so Talkshawk is also seen to pursue a competitive
pricing strategy i.e. to price their services at a level according to their close competitors
in the industry. Tariffs for Talkshawk are set relatively lower than the tariffs for Djuice as
the target market for both the services is different.
COMMUNICATING THE MESSAGE
Advertising CampaignA new campaign is being run for Telenor Persona and
Talkshawk; the persona advertising campaign is promoting the Karobaar package where
as the Ali Zafar campaign is promoting the Talkshawk package (65 paisa- 30 second
billing)
Celebrities - Ali Zafar has been the brand ambassador for Telenor for quite some time
now; he had entered the advertising scenario with Amna Jahan with the launch of Telenor
Talkshawk. Currently a new campaign is being run in which the pop sensation Annie and
the new comerImtiaz Shah are shown in a wedding scenario. Previously, for the
advertising campaign of Telenor Persona, famous artist Jamal Shah with a couple ofother
celebrities (ZQ) from the television industry, were also used as brand ambassadors. The
existing advertisement of Telenor Persona has stars like Baber Ali shah showing their
charm of performance to attract business consumers to the new package.
Events Telenor has been arranging events for all the segments that it caters to, below
provided is a brief about the respective events:
Corporate events
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oRafi Peer World Performing arts FestivaloGolf Event (Gujranwala)
Talkshawk Events
oAli Zafar Masty Tour
Persona EventsoPersona Ball (Lahore)oPersona Golf Tournament (Lahore)
Retail EventsoLucky Draw & AbraroRetailers Convention
LEVERAGING THE BRAND EQUITY
Line Extension If the example of Telenor Talkshawk is taken, the company has
adopted the line extension strategy to capture a diversified segment of the Pakistani
population. Talkshawkoffers a numberof affordable packages & services to its
customers. Different packages that are available from Talkshawk are:
Talkshawk A1 package
Talkshawk Har second
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Talkshawk 30 second
Talkshawk Har minute
DELIVERING THE BRAND PERFORMANCE
A survey was conducted to measure the extent to which Telenor was able to deliver its
brand performance in terms of service performance, customer satisfaction & customer
loyalty.
According to the Results of the survey, 31% of individuals surveyed were using the
serviceso
f Teleno
r & Warid, whereas 23% people were using Z
ong as their telec
om
service provider. The pie chart presented below summarizes the finding with respect to
this particular question.
23%
7%
31%
8%
31%
USER PERCENTAGES BY MOBILE
CONNECTION
Warid Zong Telenor Mobilink Ufone
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It was also questioned from the consumers as to, which connection did they use on a
regular basis because 78% of individuals surveyed did poses at least two sims. A more
detail oriented result is shown in the following pie chart:
Another question that was asked was that, for how long were the consumers been using
the mobile connection (regularly used sim). 30% of the respondents had been using
Telenor for more than three years, and so was the case with Zong. 20% of Ufone
consumers were consumers said that they had been using the respective connection for
the past 2 yrs or so. The two respective pie charts presented below show an elaborative
picture.
38%
31%
23%
8%
Warid Telenor Ufone Mobilink
CONNECTIONS USED ON A REGULAR BASIS
50%
0%
50%
0%0%
GREATER THAN 2 YRS
Warid Zong Telenor Mobilink Ufone
30%
10%
30%
10%
20%
GREATER THAN 3 YRS
Warid Zong Telenor Mobilink Ufone
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Another question that was asked was directed towards the measurement of brand loyalty;
the questioned talked about switching the services of the existing brand that was being
used by another brand. The response was recorded as per the pie chart provided below:
The next question was focused on measuring the level of customer satisfaction; the two
elements that were assumed to increased customer satisfaction were the prices and
packages offered by the respective telecom companies. The specific results for Telenor &
Warid are being presented below:
60%20%
20%
TELENOR
Indifferent Agree Stronglyagree
83%
17%
0%
WARID
Indifferent Agree Stronglyagree
43%
57%
0%
WARID
Indifferent Agree StronglyAgree
40%
20%
40%
TELENOR
Indifferent Agree StronglyAgree
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Majority of the respondents, irrespective of the connection that they were using, did not
like to agree or disagree with the fact that they were completely satisfied with the prices
and packages being offered by their brand. It should be further noticed that 40% of
Telenor user strongly agreed to the statement whereas 53% of Warid users agreed to the
statement.
The last question of the survey form was directed towards analyzing the effectiveness of
the advertising campaigns run by the telecom service providers, to deduce whether the
communication strategy of the brands were being implemented in a manner so as to
increase the customer base or at least maintain the existing base or not.
40% of the respondents using Warid connection didnt notice the ad, where as 25% of
Telenor users did not notice the advertisement. It is important to mention over here that
40% of Warid users and 25% of Telenor users rated the advertising campaign as
ineffective.
40%
40%
20%
WARID
Ididntnoticethead Not Effective Effective
25%
25%
50%
TELENOR
Ididntnoticethead Not Effective Effective
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ANALYSIS TELENOR
Telenor has been successful in positioning itself as a low cost service provider which
provides its diversified consumers with packages that suit to their particular needs; it has
also been labeled as the mobile connection for the youth because twoof its major
products, Telenor Talkshawk & Djuice have been targeted to the young generation of
Pakistan. The company has been successful in using the intangible & tangible attributes
to create value and build the brand Telenor. In terms of the benefits provided, it can
safely be said that by providing competitive prices and diversified packages, the brand
has been successful in creating value for money for its consumers.
The advertising campaign of Telenor did gain popularity with its consumers but at the
same time there were instances where the campaign was not accepted well within the
targeted segments (Annie-Talkshawk ad). The Djuice campaigns are very popular within
their target segment because of their creativity. The campaigns do follow a theme in
general for the different products; Annie & male pop star-shaadi theme, an Amna Jahan
& Ali Zafar Dance ad are an example of the themes that are being followed by the brand.
As far as the celebrities are concerned, there are a set of individuals that are repeatedly
being used by Telenorover a period of time. Telenor has been very active in adopting the
BTL (below the line) advertising strategy of sponsoring and arranging events to sell its
name and products; this has certainly helped the company build its brand name. therefore
the overall communication strategy adopted by the company was sucessfu7l; this can also
be said because in the last question of the survey where respondent were asked to
comment on the effectiveness of the advertising campaigns of their service providers,
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50% of Telenor users found them to be effective where as 25% did not notice the
advertisement, 25% of the respondents did not find the advertisements effective; if the
not effective and didnt notice percentages are combined, and then the figure rounds off
to 50%. This means that although Telenor has been communicating its message well
across its consumers but 50% of them are still not satisfied and this is a huge percentage.
Telenor should redesign its communication strategy and make it an objective to reduce
this percentage to the lowest level possible.
According to the PDCL Model, in order to leverage the brand equity, it is important to
adopt strategies like brand extension, line extension, co-branding, Ingredient branding
etc. As far as the line extension is concerned Telenor has been successful in extending its
existing product lines to packages that suit well to the requirements of different
consumers. But, Telenor has not used any other strategy suggested in the model to help to
increase the brand equity and increase the brand value.
If the brand has been performing well in terms of the revenues generated, then it becomes
the responsibility of the company to deliver the brand performance to its consumers, so
that the level of customer satisfaction and loyalty increase. This can certainly be done by
taking care of the customer and delighting the customer by providing the services which
are up to the mark to customer expectations. Further analysis of performance delivery
would be done in terms of the survey that was conducted. The percentage of individuals
using Telenor, was the greatest i.e. 31%; which showed that this brand is preferred over
other connections, by the segment of the market that was taken as a sample for the
survey. 38% of people use Warid on a regular basis, where as 31% people use Telenoron
a regular basis. This proves that more Warid users prefer using their Sim over the people
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the industry leader among 17 mobile telecommunications companies on the combined
performance on a range of economic, social and environmental criteria.
The Indexes rank how well companies conduct their business based on 98 in-depth
questions on economic, social and environmental aspects of Sustainability. This is the
world's most comprehensive annual analysis of sustainability trends and corporate
sustainability performance. The research is based on extensive internal and external
documentation. The rank that the company has been able to achieve is supportive of the
fact that Telenor works hard to achieve its objectives and it is an all rounder. As far as the
degree of globalization is concerned, it should be stated over here that Telenor Pakistan is
100% owned by Telenor ASA which is a part of Telenor Group. The Telenor Group3is
an international providerof high quality tele, data and media communication services
with mobile operations in 13 markets across the Nordic region, Central and Eastern
Europe and in Asia. The Telenor Group is among the largest mobile operators in the
world with over165 million mobile subscriptions and a workforce of approximately
40,000. Telenor Pakistan is 100% owned by Telenor ASA and adds on to its operations in
Asia.
Corporate Innovation- Telenor believes in making tomorrow today; they work with
academic and industrial partners worldwide to develop, test and demonstrate new mobile
services and technology solutions. The Telenor Research & Innovation unit is an
innovation hub for the Telenor Group; it is present in three locations in Norway and a
satellite in Kuala Lumpur, Malaysia, Telenor Research & Innovation department employs
236 people from 23 countries. Their main research areas are:
3http://www.telenor.com.pk/about/history.php
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1.Future SIM2.Wireless Broadband3.Connected Objects4.Content & Services5.Profitability in Emerging Markets
Apart from this they partner with other local organizations which help Telenor develop
innovative applications that meet diversifying customer needs and tap the unmet needs as
well. For example, PlanetBeyond is one such name which assists Telenor in making
exciting content and compelling mobile services available to their subscriber base.
PlanetBeyond supplied content and mobile services include:
Mobile ContentInformation ServicesMessaging Applications
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probability of them switching to another brand and not being satisfied with the
performance of their existing brand is very low or negligible. This proves that Telenor
has been able to deliver its brand performance successfully. Leveraging the brand equity
is a factor that has not been appropriately implemented by Telenor Pakistan; ingredient
branding or brand alliances to make itself a differentiated brand in the mist of rest of the
competitors. In terms of CAA factors, if Telenor performs is corporation association
assessment properly in an in-depth manner, then the company has the potential not only
to build its brand identity but also to become the leading brand name of the telecom
industryo
f Pakistan.
After performing a detailed analysis of the PDCL model elements, it can be safely said
that this particular model can be and should be implemented in Pakistan so that the
brands present in the country can develop and sustain their distinct brand identities.
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