ACKNOWLEDGEMENT

All the praise is for Allah, the most merciful and beneficent, who blessed us with the knowledge,

gave us the courage and allowed us to accomplish this task. We are especially indebted to all our

teachers for instilling in us enough knowledge to be able to carry our self efficiently during our

Secondly, We are bound to thank Mr.Ahmar who is region manager and of telenor franchise

Faisalabad.

DEDICATION

We dedicate this report to our parents and friends in recognition of their worth and to our teacher

Sir Mazhar Hayat who is the guiding force for us and it is their effort and hard work that showed

us the path of success and prosperity which would be there for us for the rest of our life.

“Keep your dreams alive. Understand to achieve anything requires

faith and belief in yourself, vision, hard work, determination, and

dedication. Remember all things are possible for those who

believe.” - Merlin Olsen

Table Of Content

Introduction and background................................................................................

Mission.................................................................................................................

Vision.....................................................................................................................

PESTEL analysis.....................................................................................................

SWOT analysis........................................................................................................

Stakeholder Analysis...............................................................................................

Competitive Analysis..............................................................................................

STP analysis............................................................................................................

7P's Description.......................................................................................................

Strategies in Pakistan................................................................................................

Conclusion..............................................................................................................

References.................................................................................................................

INTRODUCTION & BACKGROUND OF VODAPHONE

Vodafone Group plc a British multinational mobile network operator headquartered in Newbury, England. Vodafone is the world's largest mobile telecommunication network company, based on revenue, and has a market value of about £71.2 billion (November 2009).It currently has operations in 31 countries and partner networks in a further 40 countries Based on subscribers, it is the world's second largest mobile phone operator behind China Mobile, with over 427 million subscribers in 31 markets across 5 continents as of 2009.In the UK, its home ground, Vodafone has badly underperformed in the last few years due to brisk change in administration. It has slipped from first to third largest telecom operator generating a revenue of £4.9 billion from its 18.7 million customers in 2008-09.As of March 31, 2009, the company employs more than 79,000 people worldwide.

Vodafone was formed in 1984 as a subsidiary of Racal Electronics Plc. Then known as Racal Telecom Limited, approximately 20% of the company's capital was offered to the public in October 1988. It was fully demerged from Racal Electronics Plc and became an independent company in September 1991, at which time it changed its name to Vodafone Group Plc.

Following its merger with Air Touch Communications, Inc. (‘Air Touch’), the company changed its name to Vodafone Air Touch Plc on 29 June 1999 and, following approval by the shareholders in General Meeting, reverted to its former name, Vodafone Group Plc, on 28 July 2000.

MISSION

We will be the communications leader in an increasingly connected world

Explanation

Vodafone Group Plc is the world's leading mobile telecommunications company, with a significant presence in Europe, the Middle East, Africa, Asia Pacific and the United States through the Company's subsidiary undertakings, joint ventures, associated undertakings and investments

VISION

Our vision is to lead the industry in responding to public concerns regarding mobile phones, masts and health by demonstrating leading edge practices and encouraging others

to follow.

Explanation

Vodafone offers voice, messaging, data and fixed broadband services through multiple solutions and supporting technologies to deliver on its total communications strategy. The advancements in 3G networks and download speeds, handset capabilities and the mobilization of internet services, have contributed to an acceleration of data services usage growth.

PESTEL ANALYSIS

Political:

1. Development of effective business plan to get license and sound projections about company

2. Getting license regulations are not so difficult to achieve.3. Govt. is in miserable conditions now a days because of Dharma and political battle

between parties. It requires to sustain its position by anyway that’s why ,it has made the rules flexible for almost every sector and facilitates the business. Moreover, the 3G licenses are given to companies making the rules of competition more strict.

4. Vodafone is also doing business in India, Pakistan is unable to form good and friendly relationships with India, that’s why, there may be some problems in business in india if Vodafone started business in Pakistan. Indian govt. can create problems due to hatred against Pakistan. And ultimately, the population of india is more than Pakistan which if lost will create great problem.

5. People don’t make the payment of tax directly so govt. collects tax indirectly. Now, Govt. is increasing the tax burden on telecommunication sector like 6% increase in recharging balance W.H.Tax. so, it makes the entry in market with low cost very difficult.

6. Main focus of govt. is towards Dharma's and protection of govt. many of the industries are ignored and telecom sector has not been paying attention.

7. Moreover, the political leadership is not successful in building good relationship with other neighboring countries like Afghanistan, Iran where constant threat of terrorism prevails.

8. Political parties’ perception towards mobile network disruption on important events also effects. Like Rehman malik (PPP) announced disruption of services on youm-e-ashoor, eid, etc.

Economics:

1. Demand for products of Vodafone be created because the existing communication networks cannot provide effective services. So, the quality services of Vodafone can be encouraged.

2. Cost effectiveness is an issue because PCI of Pakistan is low so the people are less likely to spend extra in economy.

3. It is easier to start in the market with existing products rather than, taking out new customers. Moreover, half of the population of Pakistan is mobile phone users and others live in villages that don’t take mobile phone connection. Mobile phone users are 136.5 million

4. 63.8% population lives in rural areas, do these areas must be addressed properly to capture the market.

5. Competitors are making economic offers to customers considering their purchasing power and demand, it will not be easy to cope with them.

6. Govt. has reduced the interest rate for commercial loans encouraging the investment in business sector. Moreover, small personal loans are also provided to customers increasing their purchasing power.

7. Inflation rate is 7.7% which is lower as compared to 2012 i.e., 9.7% means having more power to purchase the products and services by consumers.

Social:

1. Population of Pakistan is 196,174,380 (est. of june 2014) and rural areas population is 63.8% which rarely use cellphone.

2. Education of population: literacy rate is 3. Pakistan has 54.8% population of youth ranging from (1-24) which means targeting them

will create more long time customers if inspired.4. People have habit of texting so SMS packages at comparative rates must be introduced.5. Calls of people range very limited time form mobile (short duration of calls) so packages

must be introduced accordingly.6. Social responsibility in people is provoking slowing through media and it can create a

positive point for us being the part of UK economy which already has concerns for social responsibility.

7. Pakistani people are friendly enough that welcome new entrants considering their favorable offers and especially UK based companies are considered as positive sign to mostly population.

8. In communication industry, consumers have power over suppliers because they can switch easily to other networks so this fact must be considered before launching offers.

Technology:

1. Towers technology has slightly changed in Pakistan because there is energy shortage in Pakistan and due to this, the solar panels are attached by a company to save cost. Adaptation of this technology can provide strength in signal every time. But it will increase cost because we have to purchase it, while zong gets it on low prices from china being china based company.

2. In communication industry, only internet technology has changed from modem to DSL and EVO but it is not as much required in Pakistan for cellular phone companies.

3. But change in technology for working of staff inside organization can affect.

Ecological environment:

1. Customers are somehow environment conscious and least make decision on ecologic base. But in future it is expected that customers will be affected by it because media is playing its role.

2. Employees act as whistle blowers and when change job, can reveal the secrets of dissatisfied from organization.

3. Legislation for companies entering in telecommunication is not so strict. Govt. provides equal space for new entrants. And no legislation against it is observed.

4. Media of Pakistan like other medias is interest in hot news form any company. Existing telecommunication companies are working very attentively to this issue to avoid any effect. So working in such environment is difficult for a company.

5. Again ethical concerns are important for Vodafone in any country being the international organization. But Pakistani environment is still in the back.

Legal environment:

1. The legal environment is not so strict but if any company falls under legislative process, it becomes difficult for any company to fall out of it early because the case lasts for long and expenses continue to occur. Moreover, its goodwill can also be affected by media by providing news excessively. But no case of suing telecommunication company has seen in Pakistan.

2. The procedure for obtaining license is not very difficult for any company being the simple rules for getting license.

3. License is issued for 25 years in Pakistan to telecommunication with yearly renewal4. Not more than 5 numbers on the name of one person can be registered.

SWOT ANALYSIS

Strengths

1. World’s second largest mobile service provider by subscribers

Vodafone’s customer base of 435 million in various parts of world is its biggest asset. In

many countries Vodafone is Market leader.

2. Geographically diversified business

Vodafone has a presence in all kind of mobile market. Developed markets like Germany

and UK bring bulk of revenue. Markets like Pakistan have massive growth potential both

in voice and data.

3. Strong brand recognition

Vodafone is strengthening its place among better brands of the world by Creative

advertising, good customer service and aggressive strategies.

Weaknesses

1. High competition in the telecom market

There is already high completion in telecom sector market share of Ufone is 18%, 28%

Moblink, Warid 17%, Telenor 25% and of Zong is 19%. This shows that market is

already saturated.

2. High Cost

Vodafone have to face high cost on advertising and promotions for launching of

Vodafone in Pakistan.

Opportunities

1. Large Market

There is large market available in Punjab for Vodafone.

2. LTE

The whole wireless world is moving towards LTE. LTE for mobile broadband can be a

good solution for Pakistan where competition in LTE is low. ZONG has taken the lead

with this version of LTE in Pakistan. So this can be the opportunity for Vodafone.

3. Merger and Acquisition

Vodafone has an opportunity of merger and acquisition to enter in Pakistan market.

Vodafone can merge itself in to companies of low market share.

Threats

1. Political Instability

The history of politics in Pakistan is highly instable. This is the threat for any country for

foreign direct investment in Pakistan.

2. Intense competition

In Pakistan competition in telecom sector is already intense therefore it can be a threat for

Vodafone.

3. High Tax Rates

Indirect taxes are increasing in Pakistan in telecom sectors so it is difficult for Vodafone

to offer low prices.

STAKEHOLDERS

Customers

It is not easy for any company to create the customers that were not previously using any particular product. So, company has to snatch the share of competitors. Customers of Vodafone are cellular phone users. According to PTA, there are 136.5 million cellular phone users in Pakistan (March 2014). About 60% people have more than one cell with different numbers. The users of different cellular network companies are given in the table:

Company Customers

Mobilink 38m

Telenor 35m

Warid 12.94m

Zong More than ufone

Ufone Least

3G users are also the customers of Vodafone. Other cellular companies provide 3G to the following number of customers:

Company Customers (3G)

Mobilink 1m

Telenor 1.3m

Warid -------

Zong 1m

Ufone More than 1m

Proper information about customers is required to cope with market conditions and for this purpose, Vodafone can communicate directly in retail stores and customer service centers. Developing an understanding about the attitude of customers is the name of the game for staying in market.

Financial institutions:

The financial institutions for Vodafone may be:

Banks Insurance Companies Ministry of IT SBP Board of revenue Board of investment

These institutions are required for financing because the addition of debt capital to total capital of business can decrease the cost of capital.

Government:

It is the stakeholder of Vodafone because it can influence any business in Pakistan. Moreover, one government can influence the policies of other governments. For example: there may be the relaxing policies of government toward foreign investment and since Vodafone is a foreign investment so relaxing policies are there. But Vodafone has to comply with the rules and regulations of government in order to survive and flourish in market.

Employees:

Employees are the stakeholders as well because the employees of any company are in direct contact with company and know its secrets. Moreover they also act as whistle blowers. So their interests must be considered in order to make the company function smoothly. Their rights and interests, moreover their level of satisfaction can be maintained by different facilities to them and the reward structure in the form of bonuses and funds.

Knowing about employees is important that is why, they can organize meetings with managers to know about employees in any region in which Vodafone is operating.

Shareholders:

Shareholders can be from both Pakistani government and UK government. We can also invite the large corporate investors as well to get a portion of shares of funds in company’s capital. We can also form joint ventures with other companies for the purpose of market penetration.Besides annual meetings, Vodafone can be in contact with them through internet, conference calls, emails, messages, can discuss the sustainability and risks associated.

Public pressure groups:

The role of public pressure groups is being played by the media of Pakistan. It emphasizes the presence of corporate social responsibility and public benefit. Most of the policies are devised because of pressure from these groups. An accurate balance with this group is required to make the company succeed. And for this purpose, we have to keep in touch with the practices prevailing.

COMPAPTETIVE ANALYSIS

There are six major competitors in market of Pakistan:

Telenor Warid Ufone Zong PTCL Mobilink

Telenor

:

Telenor launched in March 15,2005 and now it is the second best company in Pakistan for telecommunication. According to 2014, Telenor has 26% market share with 35 million subscribers having 1.3 million users of 3G recently launched.

4Ps:

Telenor has these major types of products:

Prepaid Persona Talkshawk Djuice EasyPaisa

It has wide range of packages in these products which are as follows:

Products: Number of packages:

Prepaid/Talkshawk 10 types of packages

Djuice 8 types of packages

Persona 7 types of packages

Telenor provides a variety of services like easyload, GPRS/WAP, smartshare, song dedication, smart tunes, friend finder, missed call alert, conference call, recharge flexibility, etc. Telenor is the first organization in this sector in Pakistan that follows the international rules for HR.

Price:

Telenor offers special rates for friends and family numbers. Prices details is as follows:

Category Plan 1 (Rs.) Plan 2 (Rs.) Plan 3 (Rs.) Plan 4 (Rs.)

Monthly rent 250 500 1000 1500

On-net call 1.5 1 0.8 0.6

Off-net call 2.5 2.25 2 1.75

FNF 1 0.8 0.6 0.4

SMS- on net 0.5 0.5 0.5 0.5

SMS- off net 1 1 1 1

Prices of Telenor are very economical as compared to other companies operating in the market.

Place:

Telenor distributes through retail stores, franchises and own shops. It has captured almost 1247 cities and towns with more than 100,000 retail outlets and 200+ franchises.

Promotion:

Telenor launches marketing campaigns, advertise through billboards, print and electronic media, social campaigns, cultural campaigns and transportation.

Telenor’s SWOT:

Strengths:

Innovation in products e.g. easypaisa, having the first mover advantage. Coverage is in both rural and urban areas. Rates charged by Telenor are most favorable to customers that’s why its second hot favorite company in Pakistan.

Weaknesses:

It is basically a European product and any clash with these countries directly affect Telenor. Persona is not giving market growth. The rates of SMS are same as other networks.

Opportunities:

Telenor is best network with respect to quality of communication and can take advantage of increase share in market by claiming it to public. Share of mobilink can be btained because of mobilink’s weak position relative to quality.

Threats:

Increasing completion and bargaining power of buyings are threats to some extent.

Zong

Zong is the product of CMPak. When paktel was sold to CMPak, the existence of Zong came. Reasons for pastel going out of market was their old strategies with unsuccessful results, non-innovative behavior and poor services. But Zong is also doing the same in market now. Being the 4G network, Zong has not been able to win extra share of market due to previous bad repute.

4Ps:

Products:

Zong has following categories of products:

Timepey Flutter BizXcess Prepay

It has small number of packages in these categories.

Place:

Zong distributes its products in market by retail outlets, franchises, customer service centers. According to 2014, zong has 23 customer service centres, 305 franchises and 190,000 retail outlets. It has done co-ordination with bank of Punjab for BizXcess also.

Price:

The price of zong packages and services are quite low but the company I unable to sustain good position in market. Low price of zong services are showing that they target only poor class with no reasonable real time connectivity.

Promotion:

Zong uses electronic media, print media and billboards for advertisement purposes moreover, some few events in northern areas are also sponsored by it for advertisement purposes. Mostly, Chinese events are sponsored.

Strengths:

Low prices with coverage of northern areas is its strengths.

Weaknesses:

Poor quality of network, rural areas not covered, managerial problems are Zong weaknesses.

Opportunity:

The area of Punjab and overall Pakistan is opportunity for Zong for expansion of services.

Threats:

Any new entrant can acquire zong or can take competitive position as compared to zong.

UFONE :

HISTORY :

Pak Telecom Mobile Limited or Ufone is a Pakistani GSM cellular service provider. It was the third mobile operator to enter Pakistani market. It started its operations, under the brand name of Ufone, in Islamabad on January 29, 2001.

PTML is the wholly owned subsidiary of Pakistan Telecommunication Company Limited. Following PTCL's privatization, Ufone became a part of the Etisalat in 2006.

Ufone is among the largest GSM mobile service provider and fourth largest mobile service in terms of subscriber base of over 24 million. It has a market share of 18% among mobile operators.

MISSION :

To be the best cellular option for U

LOGO :

It’s all about U

FEATURES:

Lowest Call Rates Clear Sounds Best Network Subscriber Base: 24 million in less than a decade Network Coverage: 10000 cities International Roaming:More than 288 live operators in more than 160

countries Leader in VAS due to innovation

PRODUCTS AND SERVICES:

Prepay Postpay

PRODUCTS FEATURES:

Recharge Options SMS Bundle Offer MMS GPRS International Roaming Call Features

PACKAGES :

For Prepaid:

3GPrepaid Tarrif Prepaifd Tarrif + Packages Bundle Offers UTH Offer

Postpaid:

3G Postpay Tarrif Bundles New Sim Offer Special Offers

SWOT ANALYSIS:

PRICING STRATEGY:

STRENGTHSLatest Techonology

Govt BackingQuality Service

Pak 2nd GSM NetworkLess Rates Only Co.

Present in 4 Provinces

WEAKNESSLess Coverage in Remote

AreasNo Proper Planning to

cater the excessive demands

OPPORTUNITIESNew TechonologyFunds from PTCL

Positive Consumer Behavior

THREATSHigh Taxes

Other Networks have more coverage

Govt. InretferanceCompetition

Investment in FATA in Danger

Market Penetration

FRONTAL ATTACK STRATEGY

(LOW PRICE AND ATRACTIVE FEATURES)

ADVERTISING STRATEGY:

MARKETING STRATEGY

Advertising Strategy

Advertising Media

Message Content

Message Format

Message Source

Message MediaPrint,

Billboards,Display, Internet, Events

COMPETITIVE STRATEGY:

Lowest Call Rates VAS Call Block Services Corporate Color

MOBILINK :

INTRODUCTION : .

Pakistan Mobile Communications Limited, or Mobilink, is the leading telecommunications service provider in Pakistan.

Founded in 11 June, 1994 Having 38.1 million subscribers Market share of 28% as of March 2014. It is headquartered in Islamabad. Areas Served: 20,000 cities, villages and towns Subsidiary of Vimpelcom Group Almost 20 Years of Business

VISSION :

To be the leading Telecommunication Services Provider by Offering innovative

communication Solutions.

OBJECTIVE :

Wants to be Number 1 Mobile Business Wants to Capture More Market Wants to Increase Market Share

LOW PRICED PROMOTIONAL STRATEGIES

PRICING STRATEGY:

SWOT ANALYSIS

SEGMENTATION :

Segmentation

PsychographicDemographic

TARGETING:

POSITIONING :

RESHAPPING LIVES

PACKAGES:

Prepaid Postpaid

PACKAGES FOR BOTH:

Packages Offers International Direct Dialing Mobile Internet Value Added Services

STRENGTHSHighest NO. of subscribers

Strong Brand NameWide Network Coverage

Engineering and Techonological Stability

WEAKNESSService Issue

Mismanagement due to Large networkHuge Expenses

High Tarrifs

OPPORTUNITIESLarge Market

Introduce More packages

Focus on Old and Ladies

THREATSPrice War

Political InstabilityIntense Competition

High tax Rates

Corporate SectorMOBILINK Indigo

YouthJazz Outcome

Middle and Upper ClassJazz Budget

Value Added ServicesWorld Target

CSR :

Mobilink Foundation Stolen Mobile Phones Health and Security Stamp Down Illegal International Calls

WARID TELECOM

Warid Telecom is a 100% owned company of the Abu Dhabi Group and offers state-of-the-art telecommunication services at over 7,000 destinations in Pakistan.Warid Telecom launched its cellular services in Pakistan in May 2005. As an organization, Warid Telecom prides itself in being contemporary, approachable and constantly innovating. With achievements ranging from having one of the largest postpaid bases, most loved youth & prepaid brands, international roaming and nationwide coverage, Warid Telecom's selection of value added services makes communication effective and enjoyable.

MARKETING MIX

PRODUCTS

Warid Postpaid (Zahi)

Warid Prepaid (Zem)

Glow

Mobile Paisa

Packages of Prepaid and Postpaid

Warid Postpaid (personal)

My 3 offer

New postpaid plans

Free for 3

Handset discount offer

Warid loan

Postpaid weekend /LNO

Unlimted edge

My 5

Warid Ppstpaid (Business)

Warid Mobile Email

Blackberry

Warid international MMS

Bill payment

Warid Prepaid

Prepaid tariff

Pakistan offer

Free calls offer

Prepaid call details

Unlimited Facebook and Whatsapp

PRICE

Warid Telecom does not go for keeping its packages tariffs low. It has competitive prices and also has designed a few packages for less frequent users.

PLACE

Placement of Warid Telecom is done by business centers Customer service centers and franchises. Warid Telecom has 12 Customer service centers in Pakistan. There are 9 Franchises in Faisalabad and 38 in Lahore.

PROMOTION

Warid Telecom started out with an aggressive promotional came back relying mostly on Print media and out-door advertising. Advertising is done by Newspaper, posters, sign boards, advertisement through television, internet.

SWOT OF WARID TELECOM

STRENGTHS

Warid Telecom has strong financial backup by top investor group of Abu Dhabi.

Strong perception and high level customer service for users.

Warid Telecom has new packages for every class of society.

Warid Telecom gives appropriate value against price.

WEAKNESSES

Less coverage other than competitors.

Warid Telecom is not providing 3G while other companies operation in Pakistan are 3g licensed.

OPPORTUNITIES

Offering of value added services and new products.

THREATS

Emerging companies in same market is threat for Warid Telecom.

Low prices of other companies and competing brands.

Technologies used by other companies in telecom sector.

PTCL

Pakistan Telecommunication Company Limited (PTCL) is the leading telecommunication authority in Pakistan. The corporation provides telephonic and Internet services nation-wide and is the backbone for the country's telecommunication infrastructure. The corporation manages and operates around 2000 telephone exchanges across the country, providing the largest fixed-line network. Data and backbone services such as GSM, CDMA, broadband Internet, IPTV, and wholesale are an increasing part of its business.

Originally one of the state-owned corporations (SOEs), the shareholding of PTCL was reduced to approx. 62%, when 26% of shares and control was sold to Etisalat Telecommunications and the remaining 12% to the general public in 2006 under an intensified privatization program of Prime Minister Shaukat Aziz. However, the 62% of shares still remain under the management of government-ownership of state-owned corporations (SOEs) of Pakistan.

MARKETING MIX

PRODUCTS OF PTCL

Personal

Landline

Vfone

Broadband

Char ji Evo

Evo Wingle 9.3 Mbps

Evo 3G Nitro 9.3

3G Evo tab

Smart Tv

Evo 3G Wireless

Business

PTCL Cloud

Carrier wholesale

International Business

Hosted solutions

Managed Service

Business Communication

Business Connectivity

PRICE

Pricing strategy of PTCL is different for its products PTCL is using the strategy of Market penetration for Vfone, skimming for EVO and premium for Broadband.

PLACE

The Head Office of Pakistan Telecommunication Company Limited is situated in Sector G-8/4, Islamabad. And Regional offices in cities like Faislabad, Lahore, Quetta, Peshawar, Abbotabad ,Hydrabad, Karachi, Sukkar, Islamabad and Rawalpindi.

More over PTCL has an Optical Fibre Construction Region Lahore and Optic Fibre System Islamabad. Exchange, Franchises, Call Centers, Customer Care Centers are available to facilitate the customer needs in each District and Tehsil.

PROMOTION

PTCL uses different media for promotion Print Media, Newspapers, Electronic Media, Local cables, Radio, Internet, Brochure, Bill Boards.

SWOT ANYLSIS

STRENGTHS

PTCL enjoy monopoly.

Good quality international connectivity.

Customer Base of over 4 million.

Government support.

WEAKNESS

Lack of customer focus.

Outdated people and technology (perceived by customers).

Lack of aggressive marketing.

Lack of customer services.

Lack of corporate culture.

OPPORTUNITY

Market open for more number of products.

Introduce High Value Added Products.

Employees training programs.

Hiring of qualified HR Staff.

Exploration of small cities.

Technological advancement.

Overall computerized system.

THREATS

Competitors.

Economic conditions.

Political climate.

STP ANALYSIS:

SEGMENTATION :

To launch itself in Pakistan, Vodafone first of all will divide its market into different segments.It will Segmentation in the following ways.

Geographic Segmentation:

Segmentation will be on the basis of Vodafon’s Previous strategies.Vodafone is a UK based company but it is also operating in 26 more countries.It is for sure they do demographic segmentation.In Pakistan , first of all it will target Punjab.

Why Punjab??

Vodafone will target because, it is the most populated province of Pakistan.Its Population is 7.2 crore.On the other hand other provinces.Source (http://www.pbs.gov.pk/)

Provinces Population

Punjab 7.3 Crore

Sindh 3.04 Crore

Khyber pakhtoon Khwa 1.77 Crore

Balochistan 0.65 Crore

Target Cities In Punjab:

GeographicSegmentation Psychographic

Segmentation

In Punjab Province, Vodafone will target Lahore and Faisalabad.

Psychographic Segmentation:

Vodafone will also do psychographic segmentation because attitudes of Pakistani people for telecommunication sector is positive and they always welcome the new techonology.On the other hand, mobile phone users and internet usage in increasing day by day in Pakistan.There are some statistics about it: ( Source : ProPakistani )

According to stats issued by PTA , Cellular users in Pakistan reached 136.5 million at the end of March, 2014.

There are atleast 4 million 3G Users in Pakistan by 31st October,2014. 60% Users use more than one cell phone. 35% people carry a low cost phone with them for safety.

TARGETING :

Punjab ProvinceFaisalabad

City0.1 Crore

Lahore City2.7 Crore

Vodafone’ main target in Pakistan will be Youngsters.Followimg are some stats (source: ProPakistani)

Age of Cell Phone Users in Pakistan:

10 to 20 Years = 9% 21 to 30 Years = 77% 31 to 40 Years = 12% 41+ = 1 %

It shows that youngsters are the most users of cell phones, there is a big market to capture and target.

Strategy For Reaching Target Market:

Vodafone will adopt differentiated Marketing.The reason is that Vodafone will offer different packages as well as products according to the needs of specified people and their usage.In it the company decides to provide separate offerings and benefits to each different market segment that it targets.

Middle Classand High Class

Youngsters

Business People

POSITIONING:

Positioning Strategy of Vodafone:

MORE FOR LESS

Positioning Map:

High Quality

Low Price High Price

Low Quality

7 P’S OF VODAFONE:

1. PRODUCT :

Main Products:

Features of Products :

Chat Play Games Send and Receive Pictures Change Ringtones Receive information about ravel and sporting events Obtain Billing Information View and Send Video Messages

Value Added Services:

Instant Blance Inquiry

Fixed Mobile

Prepaid Postpaid Iphone 3G

Vofafone Live

Vodafone PCO

Gulf Calling Cards

Vodafone Handyphone

24 Hour Recharge Facilities MMS Live Portal Sms Based Information System Black List Callers

2. PRICE :

  “Affordable for all”

Vodafone’s main target are youngsters and business people and for them, it have different packages to offer.

Monthly Packages Prepay Options It gives Reward for usage Various pricing structures

3. PLACE :

It Operates in its own Stores.

Different packages

Monthly Packages

Prepay Options

Reward for usage

Various pricing

structures

It also sell through Independent Retailers Customers can see and handle products while buying Products are made available for the customers

4. PROMOTION:

5. PEOPLE :

High Level of People Interaction is required Trainings will be provided to the HR of Vodafone Incentives for motivation Vodafone’s employees are considered as the source of competitive advantage

for the company

6. PROCESS:

Process should be Customer Friendly

PROMOTIONS

Above the line:

Advertising via TV, magazines , internet and

billboards

Sponsor to Events Advertising Compaigns Below the line:

Special Offer promotions

Speed and Accuracy of Services matters Processing method should be easy and convenient

7.PHYSICAL EVIDENCES:

Punch Lines(Depict the attitudes of Service Providers) Employee’s dress Code

Strategies to be Suggested For VODAFONE:

Market Penetration Customer Focused Product Development Mergers and Acquisition

CONCLUSION

we four member of this assignment, would like to thanks our respected teacher Prof. Mobeen Asad. In this assignment we briefly read out the PESTEL environment of Pakistan not as a whole but for specific Telecommunication sector. VODAFONE is the 2nd largest telecommunication company all over the world. if it will operate in Pakistan thn it will adopt some cultural ethics according to Pakistan environment and will make some different strategies which will bifacial for both countries, US and Pakistan.

REFERRENCES

UFONE:

http://www.ufone.com/

http://projectsinmba.blogspot.com/2011/08/marketing-research-project-on-ufone.html

http://www.slideshare.net/ataulhassnain/ufone-marketing-presenation

http://www.ufone.com/about-us/

MOBILINK:

http://www.mobilink.com.pk/

http://www.slideshare.net/Marwat10/mobilink-project-22561811

http://www.slideshare.net/aaisha6/mobilink-proj-final

http://www.slideshare.net/ramshajabeen1/mobilink-15275494

WARID TELECOM

http://www.slideshare.net/zesale/sm-presentation-on-warid-telecom-final

http://waridtel.com/search/search.php

http://www.ukessays.com/essays/marketing/strategic-marketing-of-warid-telecom-marketing-essay.php

http://notes-university.blogspot.com/2012/07/warid-telecom-internship-report.html

PTCL

www.slideshare.net

www.ptcl.com.pk

http://www.scribd.com/doc/19212883/Marketing-Mix-of-Ptcl

http://mbamarketingproject.blogspot.com/2010/05/ptcl-project.html

VODAFONE:

http://www.vodafone.co.uk

http://marketingmixx.com/marketing-plan-2/196-marketing-plan-of-vodafone.html

http://www.slideshare.net/torus/vodafone-comprehensive-strategic-management-model-6170809

http://www.managementparadise.com/sayed123/documents/15126/project-on-vodafone-marketing-strategies/

http://www.managementparadise.com/rakesh.ss/documents/15703/7p039s-of-vodafone-telecom/

STATS:

http://propakistani.pk/2014/05/02/mobile-phone-users-in-pakistan-reach-136-5-million/

http://propakistani.pk/category/cellular/stats-cellular/

http://propakistani.pk/2014/07/08/smartphone-users-in-pakistan-infographic/