Assignment 2

Title:

Analysis

Submitted by: Arslan Ul Haq L1f13mbam2287

Subject:

Marketing

Section: D

Ufone
Ufone is a sucessful company because its market share is increasing more rapidly as compare to competitors .its main focus is youth and corporation .currently the market share of company is 20%.its major strength is low cost and coveregae and high quality .company use its resources effiencitently and provide good quality at low price.company uses full market coverage strategy.ufone promotional activities response is good and most of their promotional activities response is good.Mian reason of success of company is advertising low price and coverage in more cities as compared to competitor.

Story of Our Brand (ufone)

At Ufone, its always about you In order to evolve with our customers and to keep pace with your needs, we rejuvenated and revamped our image by changing our visual identity At Ufone we understand the value of words and the need to communicate effectively and efficiently at all levels of society, which is why our primary focus is on U, our valued customers bring strength to our company.

TARGET MARKET SELECTION:

On market product grid Ufone lies in full market coverage .it target all markets i.e city market rural market and have all types of product i.e post pay and prepaid. And other packages.

Target Market : Now a days u fone mostly target youth .Because of their high usage .u fone sponsered events to attract target market.Ufone has sponsored many events in the past and holds future plans concerning it. The famous event sponsored by Ufone in 2006 was a series of musical concerts did all over Pakistan, featuring Mikaal Hassan and Junoon, it named UROCK.U fone is sucessful in his marketing compaign and sucessful in attracting youth which increase their market share .

Market Segmentation: Cellular service market is a diverse set of people. Ufone as well as other cellular service companies segment their market on four bases: - economy, age, gender & occupation. With a fresher look than is accepted and appreciated across the board by people of all ages, we aim to connect with you and provide you state of the art services. No matter who you are, where you are, what you want to say, how you want to say it or how you feel, you are our focus. Because at Ufone, its all about U! low involvement in buying new sim. There are five market players and players are offering different packages at different prices and a situation of price war is running. Buyers have a decision making power to buy any package which is suited to them.switching cost is low .even without changing number we can switch from one network to an other . low involvement in buying new sim. There are five market players and players are offering different packages at different prices and a situation of price war is running. Buyers have a decision making power to buy any package which is suited to them.switching cost is low .even without changing number we can switch from one network to an other .

I. ECONOMY: Upper class, Middle class, socio-economic class, lower class II. AGE: Teenagers, youngsters, middle age, aged people III. GENDER: Male & Female IV. OCCUPATION: corporate class, Business class, working class etc

Brands Postpay Prepaid

Target market Corporate class Youth, lower class etc

Reason for targeting High usage for business & working people High usage after peak hours.

Packages

Target market

Reason for targeting

Public demand Youth package Ladys package

Lower class/rural youth New generation

High usage High usage Ladies intention of 5 min chat usually exceeds to 15 min or more

Ladies (5 ka 15)

Market Share: Mobilink 29.8% u fone 19.3% zong 15.4% telenor 25.2% warid 10.4 Perceptual Mapping:
HIGH PRECIEVED QUALITY AND SERVICE

POST PAID PRE PAID

LOW PRICE

HIGH PRICE

LOW PRECIEVED QUALITY SERVICES

Advertising reach and Frequency: To increase the reach and frequency of advertisement Ufone is using repetitive strategy for its advertisements. And the humorous theme always makes the ads more appealing and engaging the minds of customers.

Buying Decision
low involvement in buying new sim. There are five market players and players are offering different packages at different prices and a situation of price war is running. Buyers have a decision making power to buy any package which is suited to them.switching cost is low .even without changing number we can switch from one network to an other . Promotional goals: Ufone believes in Integrated Marketing Communication which is a carefully blended mix of promotion tools. Ufone employ different marketing activities and channels to communicate and deliver value to customer. These activities are coordinated to provide maximum communication output. These communication channels includes, advertising, sales promotion, public relations, direct marketing & personal selling. Ufone strategize to carry out promotion in order to increase its market share

Advertising reach and Frequency: To increase the reach and frequency of advertisement Ufone is using repetitive strategy for its advertisements. And the humorous theme always makes the ads more appealing and engaging the minds of customers.