Principles of Marketing

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Presented to :Mr Mudassir
Presented By :Sadia Shoukat
Rabia Habib

Overview and Ownership

of Warid Telecom
Warid is an arabic word meaning an oasis in the middle of a desert. It is
pronounced as waa-rid

Warid is 100% owned by Abu Dhabi group, the Abu Dhabi group, which is
led by Sheikh Nahayan Mabarak Al Nahayan,
its one of the largest investor group in Pakistan from Foreign country and
largest investor in Middle East.
Warid Telecom introduced their cellular phone service in 2005 in Pakistan .
Warid launched communication service centers in more than 7000 areas in
Pakistan.

Vision & Mission

Statement
Vision Statement: To be the leading
national communications provider with a
strong international presence.

Mission Statement:We will continue to

challenge ourselves and set new
performance standards by investing in
the future of our people and seeking
knowledge and innovation in order to
exceed customer expectations and
serve our community.

Purpose & Core Competencies

The main goal of Warid is to provide a network of excellent
signals for communication for the people inside and outside
the country; people can communicate in a better way
anywhere in the world.

Its one of the largest postpaid nationwide coverage; youth

loved organization and prepaid brands.

It is the only telecommunication company in Pakistan which is

getting 100% backend support from a European vendor
The hardware of this company is imported from the worlds
top telecom equipment makers Sweden-based Ericson

Strategies for Achieving

Objectives
Warid is following a focused differentiation strategy which is one of the
Porter's generic strategies; their focus is on creating difference in their
services
Its packages like Glow and Warid Zem differentiate from those packages
offered by its competitors in the market. They have limited audience and
lowest subscribers as compare to other telecommunication services in
the market; the reason is they target limited audience and not the entire
population.
Warid is mainly targeting Youth .

SWOT ANAYLASIS OF WARID

Weakness

Opportunities

Threats

Strength

Existing

The Strong Network

Less coverage

competitors

to major

Growing industry
Quality
consciousness in

system

people

image of

Introduction of
new tech e.g 4G

Expand the
market in the
rural area

competitors

Quality

Package rate of
competitors

multinational
organization

Unstable political

Superior Product
Extra Features and

problem of

Services

More

Consumer Oriented

Low Cost Provider

in other

Good Packages

companies

Easy to Use

expectations

Management
system

Marketing

experienced staff

High public

coordination

Less
advertisement

Development
of network
below

PEST Analysis
Political Factors:
Unpredictable Political and

Economical
Factors

Governmental Changes

Poor Economic Condition

Deregulation of Economy

Increase in Inflation

Political Clashes among Political

Increase in Poverty and

Parties
Increase in Tax Rate

Social Factors:

Strong Affiliation with Islamic Values.

Affiliation with Cultural Festivals Increase

Unemployment

Technological
Factors:

Compete.

Demand.

Increased Influence of Western Cultural

Rapid in Increase in Population.

Increased Investment to

Highly Investment on Franchises.

Highly Investment on New

BCG MATRIX
Stars: 4G LTE
Cash Cow: New Karachi
Offer, Pakistan Offer, Dosti
unlimited offer,Glow
1,Zem 30 LCR, Zem Sms
Package, Super Dosti
Package,Glow sms
packages.
Question Mark:
Dogs: Super Zone, Glow
Generation, Teen ka tarka.
At this stage, looking at the
entire industry, Warid has
more options to expand
and grow as there are
many underutilized
resources and various open
opportunities in the market
to grab

Warid Product
Target Market for Zem Prepaid

Target Market for Zahi Postpaid

Marketing Mix
PRICE:
Offer lowest rates
Manage to offer more facility in one
package
Suitable for friends and family

PROMOTION:
Advertising
ATL/BTL
Sales promotion
Personal selling
Publicity

PRODUCT:
Pre paid -Zem
Post paid -Zahi
Wi-fi
Wingle

PLACE:
Strong grip in Punjab
Offered at Business
centers
Franchises
Consumers

The 4G Licensing:
The company has launched 4G services
on its existing network .
Various comments have been made by
critics on this development; it has been
observed that the current subscribers of
Warid are less than 10% of 132.3 million
cell phone users recorded till Jan 2014.
This indicates that the company
possesses lowest subscriber base and the
remaining network consumption are
free to bear the traffic.
There is 8.8 megahertz (MHz)
bandwidth in the 1800 MHz spectrum
which is not consumed.

Warid 4G LTE can be used at home or your

office for :
Wireless internet access.
Access rich content and multimedia
applications eg: Movies, HD videos, elearning, HD content and more.
Multiple Downloads of heavy files, HD
multimedia at the same will be possible.
Higher uplink and downlink speeds.
Seamless online streaming (zero
buffering).
Possibility of Video Chats
Access of business application that
require higher speeds and last mile
connectivity.

Some Social Responsibilities

of Warid
Warid telecom fulfills the social responsibility according to the government
policies.
In August 2010 & May 2013, Warid donated approximately PKR 1.08 Millions in
University Endowment Fund Trust ofGovernment College University Lahore.
Warid did collaborations with Sundas foundation and Pakwheels for blood
donation campaign.
Warid supports National Polio campaign.
They also fulfill the green management as they do not create any type of air
pollution, noise pollution, any chemical wastage and poisonous water which
will merge with sea or river. On March14, 2014 ON EARTH DAY Warid
achieved an award on Corporate social responsibilty.

Last 5 year Performance

Secured over 17 Million Subscribers.
Covering Network 6800 Destinations.
550 Cities Throughout Pakistan.
Lowest Consumer Complaints in 08-2009.

Warid Merger with Mobilink

WARID has been acquired by Mobilink .In intial phase ,100%

shares of Warid will be occupied by Mobilink.

Vimplecom,parent company of Mobilink will offer 15% shares

to AbuDhabi Group.
Merged company will create synergy of USD 500Mn.
Out of 7 board members of merged company ,one will be
chosen by AbuDhabi Group.

THANKYOU