Posted at 10.09.2018
Marketing Project Report covers in detail the annals and track record of Warid Telecom Private Small, Mission Statement, Vision, Warid Telecom's brand principles, Pakistan Demographics, Pakistan Cellular Market, Warid Coverage Area, Warid Services, Pre-paid Advantages, Post-Paid Value, Sales Aims, Sales Eye-sight, Sales Strategy, Sales Goals, Warid Network and Coverage, SWOT Analysis, What is SWOT Examination, SWOT Analysis Limitations, SWOT Profile, Warid Strategies, Warid Strategic Aims, Warid Business Strategies, Warid Marketing Strategies, Market Penetration Strategy, Market Segmentation, Warid marketing Combine, Warid Telecom (Communication Strategy), Warid Branding Viewpoint, Warid Competitor Research, Realization, Index, Glossary and Bibliography.
Warid is the hub of telecommunication in Pakistan. Supported by the Abu Dhabi Consortium, led by His Highness Sheikh Nahayan Mabarak Al Nahayan, we at Warid Telecom cherish we, eyesight, shareholders and associated companies. With complete devotion to our users, we've the background as well as sincerity to cater to their demands. Warid Telecom will take pleasure in being backed by the Abu Dhabi Group, one of the most significant groups in the Middle East and the single largest foreign buyer group in Pakistan. It has a diversified business involvement in the institutions which may have appreciated commercial success because of this of its strong financial resources and considerable management expertise. We've made no bargain on investments necessary for research and development. Using a capital expenses of over US $500 million, Warid Telecom has been set up to give a top quality GSM service.
Warid started its operations on, may 23, 2005. In less than a year, we've a customer basic of over 4. 8 million and operate in over 110 cities across Pakistan, providing quality service to your customers.
Warid Telecom has a substantial experience in professionalism and reliability and a solid financial standing to aid their vision which is usually to be the first choice in the Telecom industry of Pakistan.
Warid Telecom decided to decide for GSM (Global System for Mobile Communication) technology as it's the global standard for digital cellular cell phone service. GSM networks support enhanced data applications and even more than 1 billion customers in 109 countries are using this technology. Warid Telecom would be starting its cellular services based on 900 and 1800 GSM technology, in order to optimize the use of frequency, thus guaranteeing the best quality and service.
We believe in the future, with a mission to be the first for service, quality innovation and choice.
Premium Quality of service
Second to none
Ease of use
Making Communication simple
Clear and straight forward
Open and genuine - Nothing to hide
What the thing is that is what you get
We say what we do and do that which we say
Affordable solutions for you
Speaking your language
Being there for you if you want us
Bright ideas - the only thing that restricts us is our imagination
Continuously increasing through challenging the norm and looking at things differently
Leading the way in adding value to your life
Warid Telecom's eyesight is "To be the leading nationwide communication supplier with a solid international occurrence. "
Quality - We want to make a difference to people's lives. Our optimism is contagious. We live passionate in what we do and we've self confidence in ourselves.
Simplicity - For all of us, clearness comes through simpleness. We recognize that people are people conversing with other folks. We could always immediate and easy to understand.
Innovation - We constantly look to do things in different ways and in an improved way. We give shade to all that people do. We are ready to push the limitations and take hazards.
Honesty - We could always available and honest. We say what we do and we do that which we say.
Friendliness - We enjoy working and being successful together by building close interactions. While we have a sense of goal, we likewise have a sense of humour. We consider the needs both of our customers and of each other.
Warid Telecom's target is to be recognized not only as a telecommunication operator of tone of voice services, but also as a common provider of complete communications services for both personal and business customers. We strive to provide optimum degree of support and health care through our very skilled and determined team of pros and through maximum network coverage and connection. To determine ourselves as the best service provider of mobile communication services for the corporate sector by producing new tendencies in customer care and support for expediting trust and self-confidence with our prestigious commercial clients.
To be the market leader in telecommunication sector by 2012.
To penetrate into the corporate and business sector and reach the high revenue making customers through dedicated services and supplying a complete selection of telecom services. Highly professional team of account professionals will also create brand collateral.
Communicate on the latest GSM 900/1800 networks.
Variety of deals available both in pre-paid and postpaid.
Identify the caller and invite customer to receive or reject the call.
There is no charge for this service.
Transfer phone calls to a range in Pakistan. That is a handset based mostly feature. Most handsets provide the following prospects in the decision Settings menu under Call Divert:
Divert all words calls (unconditional)
Divert if busy
Divert if not replied (after 6 wedding rings)
Divert if out of reach (out of Warid coverage or switched off)
Divert if unavailable (the conditions 2-4)
Allows the customers to place a caller on keep while answering a fresh call or turning between phone calls.
Free, called party costed for outgoing call or interconnects.
Allows the client to get notification of incoming call during an active call.
Free, called get together costed for outgoing call or interconnects.
Allows the customer to initiate and engage a call to two or more different callers at the same time.
A caller can start five telephone calls and bring most of them in a meeting call.
Unanswered callers can leave a voice message in the mailbox of the called party.
Voice Mail can store up to 20 communications, with each meaning having duration of 30 mere seconds.
Messages can be stored for up to 3 days.
You can established your own password for complete security of emails.
You can choose Urdu or English as your preferred language.
You can greet your callers with an individual message in your own voice.
You will also obtain SMS notification for new emails.
The individual can send SMS/text information to both nationwide and international numbers
MMS permits richer content which includes text, appears, images and even videos to be send to any mobile amount in the world that helps MMS
This will allow customers to surf the web on his handset (if the handset helps WAP or has a built-in Internet and Email customer) or using his handset as a modem
Effective utilization of the Radio resources
Lower cost to gain access to Data Networks
Higher Data Transfer Speeds (Max. 171. 2 kbps)
Short access delay
Shorter connection setup time
Keep connection open up whatsoever times
Flexible and Easy Roaming Services
Flexibility and support of access to various data systems - Community Internet, Corporate Intranet etc
Complete collection of the STK application. Customers can take home elevators weather, namaz timings, place alerts etc.
All STK applications are Text established. Hence standard Text message charges apply. Registration alerts will carry a regular monthly/daily fee.
Subscribers can offer a set of on-net numbers on which they can call at a reduced rate and revel in the versatile call rates
Interested in Roaming readily?
With Warid, you don't have to worry about roaming about the entire world freely. No matter where in the world you may finally end up, our connection could keep you completely linked, safe, comfortable and carefree.
Warid International Roaming provides you the liberty to use your existing amount even though you travel outside Pakistan. Warid provides you the energy to roam everywhere & everywhere around the world. We keep you linked to all or any those who matter, may that be friends and family or family. With Warid exclusive international roaming service you stay linked in 170 countries across 320 operators.
For only Rs. 3 per purchase, enjoy the following VAS:
Surf Now (Mobile Internet) download (per 200 KB)
Picture Messaging & MMS (per 100 KB)
Voice Mail (no first deposit or retrieval charges)
Friends & Family: Breaks the Rs. 1. 5 hurdle in terms of call rates providing a 50 % discount on the next best On-net rate on the market Rs. 2. 99 in case there is Ufone (First time in Pakistan)
30 Second Pulse (Another First)
On-net rates Rs. 1 significantly less than the next best in the industry
Undoubtedly the best and most comprehensive content on offer
MMS & GPRS
Free Supplementary Services
Warid is significantly affordable than other operators. Warid is really the only operator that has a Zero Line hire (Sterling silver) Package deal on post paid. Average Rates from Gold to Gold to Platinum to Diamonds comes done by 8%, 9% and 17% respectively as the customers spends more they should progress rates. Other competition do not operate such as this.
In order to provide dedicated and personal services to this sector pursuing initiatives are suggested to make a difference and convert corporate to Warid network;
One collective expenses for corporate and business and enterprises
Group incentive will be stated on the bill for collective redemption
Priority help range at call centers to handle queries
Priority call routing
Corporate sales and customer services will work mutually on certain accounts
Primary contact will be corporate key accounts manager
Secondary contact will be customer services person dedicated for that particular account.
The least waiver allowed for different packages are as follow:
1. Metallic 1000
2. Silver 1000
3. Platinum 1000
4. Emerald 3000
5. Sapphire 4000
6. Diamond 5000
SWOT research is a simple framework for creating tactical alternatives from a predicament analysis. It is relevant to either the corporate level or the business unit level and frequently looks in marketing ideas. SWOT (sometimes known as TOWS) means Talents, Weaknesses, Opportunities, and Risks. The SWOT framework was described in the later 1960's by Edmund P. Learned, C. Roland Christiansen, Kenneth Andrews, and William D. Guth in Business Policy, Wording and Situations (Homewood, IL: Irwin, 1969). THE OVERALL Electric Growth Council used this form of evaluation in the 1980's. Because it concentrates on the problems that potentially contain the most impact, the SWOT research is useful because a very limited timeframe is open to address a intricate strategic situation. The technique used to acquire the inputs to the SWOT matrix will affect the quality of the analysis. If the info is obtained hastily throughout a quick interview with the CEO, even though this one person may have a broad view of the business and industry, the info would represent an individual viewpoint. The quality of the research will be advanced greatly if interviews are organised with a spectrum of stakeholders such as employees, suppliers, customers, tactical partners, etc.
While ideal for reducing a huge quantity of situational factors into a more manageable profile, the SWOT framework tends to oversimplify the situation by classifying the firm's environmental factors into categories where they may well not always fit. The classification of some factors as talents or weaknesses, or as opportunities or dangers is somewhat arbitrary. For example, a particular company culture can be either durability or a weakness. A scientific change can be a either a hazard or an opportunity. Perhaps furthermore important than the superficial classification of the factors is the firm's knowing of them and its own development of a strategic plan to utilize them to its benefits.
Custom-made network for Pakistan's environment.
Congestion-free connectivity in every coverage areas.
Roll out plan for complete national populated coverage by 2006.
Fully redundant network.
Robust design catering to future needs.
Future professional network (Border appropriate and 3G improved with soft switch and media gateway structures)
State of the art work IP based mostly contact centre and leading data centre.
Launch of WiMax services across Pakistan by the finish of 2005 with groundbreaking 3. 5 GHz broadband solution.
Backed by Abu Dhabi Group.
System (functional Infrastructure).
Billing system is adaptable.
Affinity stations / Partners (like bank Alfalah etc)
Experienced and skilled RECRUITING in Telecom Sector.
Committed to providing superior degrees of professional services to all its customers - before, after and during the deployment of our leading alternatives.
Deployed a state-of-the-art 2. 5 G Border compliant network.
All business techniques are ETOM compliant as per accredited international specifications.
The tactical alliance agreement performed in Lahore recently is perfect for Ericsson to provide Warid Telecom a complete "turnkey high tech" GSM network solution, which includes the supply of main and Radio network equipment, network design, rollout as well as professional services like full functions and maintenance. The network will be GSM / GPRS centered and its own coverage build away will commence immediately.
Rich human learning resource capital from Pakistan and overseas covering a wide spectrum of telcos both from the sellers and operators factors.
Best quality at competitive rates.
At some post job information are not clearly defined.
Expansion Planning is slow-moving.
Marketing campaigns are not sufficient.
Diagonal communication is nearly missing.
The market setting is extremely energetic. Under these circumstances quality of service, marketing strategies, prices, offers and brand loyalties all will interplay and have their specific impact. Collectively whoever masters this set of strategies and can create a synergy will be our very best competitor.
Low Tele-density in Pakistan in comparison to other Asian economies, authorities regulations and current leadership are encouraging factors for Warid.
Tremendous growth probable and market dynamics of Pakistan Telecom sector and comprehensive development and privatization occurring with a great deal of unmet demand in the telecom sector has given a chance to the group to invest in the rewarding industry.
Creating consciousness in public; in the corporate sector by creating consciousness and providing knowledge.
Tariffs are incredibly flexible with relative to competitors.
Expanding functions in less developed countries e. g. (Congo) with no competitor.
Mobile market in dramatic growth stage
Avenues to attain competitive edge through differentiation as opposed to natural price-based competition
Frustrated customer base that considers current mobile service to be generally poor
Use of personal offering will offer genuine opportunities to promote customer acquisition
Low Tele-density resulting in mobile substitution of fixed services
Youth are more influential in social decision-making techniques and the youth are key to common mobile adoption
Increase in throw-away income across Pakistani households
Significant latent demand especially in the rural markets
Mobile quantity portability will reduce switching barriers for operators
Designation of SMP position to Mobilink will reduce the power of the most dominant mobile player
Poorly situated major competitors
PTCL has been privatized and obtained by Etisalat, UAE. It will definitely improve the competition and Telecom sector will dsicover more growth and at a faster rate.
Mobilink is the main competitor surviving searching for the previous 12 years.
Telenor is also one of the key competitors as they have expanded its procedures to Afghanistan and is also providing its services in 200 plus locations as well as at international vacation spots.
Although Warid has procured the licence of WLL but WLL is also a menace for every mobile operator, at least in the densely populated areas.
Mobile Number Portability (MNP) is a superb threat for all the mobile operators in Pakistan as listened to by PTA that soon all quantities would be manipulated by the PTA, that one can have any number of any operator by the PTA.
Increased buying power will lead to price erosion as time passes.
Introduction of competing WLL operators.
Revitalised PTCL could induce fixed services consumption at the expense of mobile operations.
Competitive intensity establish to increase.
Price is even more hypersensitive in rural areas in comparison to cities. Low arpu's
Potential delays and high network roll-out cost due to site showing not being compulsory.
PTA may potentially delay network rollout because of the need to offer network authorization prior to full introduction.
Network rollout may be adversely influenced by insufficient appropriate frequencies for backhaul connectivity.
Regulator hasn't completely developed interconnect regimes and this could cause delays in expanding interconnect agreements.
Policies of ruling government bodies Pakistan Telecommunication Expert (PTA) is also a great hazard for Warid, as the coverage changes created by PTA may be worse for Warid.
Backed by Abu Dhabi Group
System (functional Infrastructure)
Billing system is flexible
Affinity channels / Partners
Experienced and skilled Human Resources in Telecom Sector
Ericsson is the main element vendor, had provided the turnkey job.
Nortel the entire world most significant VOIP group is employed in a deal with Warid.
Expansion Planning is slow
Marketing campaigns aren't up to the mark
Diagonal communication is nearly missing
At some post job explanations are not evidently defined
Tariffs are extremely flexible
Expanding operations in less developed countries e. g. (Congo) without any competitor
Creating recognition in masses
Less Tele-density in Pakistan.
Cellular subscription expansion rate is high in Pakistan.
Competitors (Mobilink, Telenor)
Mobile Amount Portability (MNP)
Policies of ruling regulators (PTA)
WLL is a menace because of Tele-density n Pakistan.
Telenor is one a major menace to Warid due to its growth planning.
Every Firm has its own mix of ways of excel in the competitive market. In case of Warid there are five other mobile operators offering the same product at the same time. So the question here's that who will excel and will be the Number 1. Because all the players are rivalling with one another each featuring its own power and weaknesses and the marketplace positioning is extremely dynamic. Under these circumstances quality of service, marketing strategies, costs, deals and brand loyalties all will interplay and also have their specific impact. Collectively whoever masters this set of strategies and can create a synergy will be the market leader.
Warid is also by using a set of ways of have the competitive edge on the market. Some of Warid strategies are as marketing strategies, competitive strategies, business strategies and branding strategies.
To turn into a leading telecoms operator within 12 month of kick off with a market share amongst the top 3 operators.
Become the marketplace head for quality in Pakistan.
Ensure 95% customer satisfaction
Become the key mobile brand and attain Brand understanding degree of 95% within urban population.
Enrich the life span of customers by giving innovative products & services and a distinctive customer experience.
Accelerate Tele-density / penetration through
Educating customers and.
Ensuring supply & affordability.
Aggressive customer acquisition to get at least 20%market share
Focus on customer retention & monetization through innovative products & deals while maintaining drive on customer acquisition
Continuously improve in every areas while retaining leadership position:
Quality Service & firm operational controls
Staff training & development
Improve product success & customer spend
To best understand first we have to make a look at the marketplace situation and conditions.
The initial concentrate is on corporate giants e. g. Tetra Pak, ICI, and Shell etc. By giving them the trial offer period and alternative to existing communication systems with minimal and better communication services. Providing incentives like effortless transformation of communication network. The thought of not just being a communication company but a big change agent and bring about a healthy revolution among the organization clients. Personal interactions and care rather than a strict professional approach to attract more and more customers. The concentration is on being the only real communication service agency for the whole organization. There is absolutely no concept of a tiny or large changes for organizations both are similarly opposed. Encourage corporate and business connections for additional employees by low priced and better ROI. The gap between your observation, decision and action time should be nominal. Following will be the core strategies followed by Warid.
Corporate Phone calls / visits
To identify the high potential net value market and allocate corporate and business accounts to the accounts manager for customized delivery of telecom alternatives.
Corporate team can make planned calls to all or any major corporate clients.
Sales Team Incentives
Corporate sales team will be incentives on variety of new cable connections.
Focusing strong potential business areas, and showing Warid products to a particular industry.
Tele Sales Support
Tele sales team will provide support to your corporate sales force, providing all leads coming up from commercial sector for post paid sales. Each tele professional will be given a corporate profile manager
Corporate customer services targets
Customer services team will have targets based on revenue assurance, percentage of churn, and incremental revenue.
P. R Activities
In order to create awareness in the organization sector and develop brand commitment following activities will be completed time to time; do conferences, holding training seminars, conduct road shows, special functions to be hosted separately for corporate and enterprise, and preferred invitation will be delivered to all corporate for everyone Warid sponsored situations.
This community strategy procedure will allow Warid to:
Understand, pay attention to and delight customers.
Target segments currently not being tackled by opponents.
Ensure we do not alienate those customers dealt with by our competitors.
React quickly to customer and market requirements.
Differentiate our technology/products in a competitive market.
Optimal presentation & pricing to increase customers and utilization/revenues.
Encourage a 'community of one' through product packaging and personalisation.
Community: "A couple of individuals, a section of the population or a group of folks with similar characteristics or hobbies that may be discovered and targeted"
Common Culture or Lifestyle.
Conscious or unconscious sense of delight/belonging.
Similar hobbies, needs, desires or wishes.
Community participants may have a solid affinity and aspire to interact with the Community.
Community participants may merely desire to be informed about the community.
Commercial Media is out there targeting these sets of interest (press, Television set or Radio).
Corporates/Organisations targeting groups of individuals.
Segment setting on the adoption life-cycle will indicate the rate of acquisition and prioritisation of portion targeting.
Product life pattern & T5
Warid marketing mixture contains these functions:
Pricing & Packaging
It can certainly be seen that today's main revenue line is tone, however with the inception of Text message it has been proven that there is a sizable untapped and un catered for market for content and application's. Currently competitors have an extended list of basic services with limited customer relevance or customer education.
The show of data income dominated by communication (P2P Text message & MMS) will drop from 72% in 2003 to 42% in 2008.
Customers don't want technologies they want services
Provide depth and breadth of products and services
Create innovative solutions rather than promoting technology (e. g. not MMS but picture messaging)
Create bouquet of products and services for various segments to cater for their unique needs by providing
Stickiness and loyalty
Monetization and usage
Warid Telecom must distinguish its product account for many reasons
Brand perception & customer awareness
The focus needs to be on
Customer community products
Corporate and vertical markets products
Content, Applications & VAS
Ring Back again Tones
Alerts (news, reviews, fashion, gossip, music, etc)
Push to Speak (Walkie Talkie)
Consumer Areas and Business Market segments such as
Sales force, logistics, transport and circulation tools
Short term appointed help
Consumer Areas: Junior, Students, Women, Professionals
There is a comprehensive range of pricing and promotional plans that will be deployed strategically and tactically. The rates packages will be section focused thus re-enforcing the full total value proposition and maximising customer acquisition rate.
"They aim to attract customers, cause them to become be truly dedicated, and then preserve them trough mutually beneficial connections whereby truly devoted customers are compensated for their commitment and group its home is rewarded with an increase of revenue and brand acknowledgement"
Loyalty Framework permits to quickly and cost-effectively create, introduction and evolve campaigns to its subscribers
Still using old AMPS/TDMA technology
Network congestion and limited channels
Boast that they have the highest coverage but quality of coverage is low.
Call Centre is old and customers have problems in accessing agents.
Absence of Business Cleverness systems
Extremely high pre-paid customer's grievances.
Lack of Value Added Services
Fraudulent sales, low ARPU
License fee anticipated in 2005.
Prepaid product is strong with price bonuses to customers.
Strong marketing campaign & visible occurrence.
Coverage in 200 cities and 75 planned.
400 cell sites with 5 switches
Focus on low end of market
Lack of resources for further investment
Suffering from high degrees of market churn
Customers have problems in accessing contact centre
Lack of suitable Human Resources
Lack of value added services
Weak circulation network
Problematic Network & congestion
Bad coverage issues.
Bureaucracy causing delays in decision making
Standard of Customer Services is poor with the average Call Centre.
Confused channel for advertising. Now going towards complete franchise structured sales.
Positioning & segregation of Brands is not developed despite the technology
Problematic Network & congestion
Coverage issues causing customer irritants.
Lack of customer concentration approach
Service Provisioning delays
Lack of a strong CRM
Absence of Business Intellect systems
Lack of synchronisation of different systems causing hold off & rework.
Lack of Value Added Services
Coverage in 200 places and 75 planned
400 cell sites with 4 switches
Conversion to GSM
Second largest GSM Operator in Pakistan.
Owned and backed by the financial muscle of PTCL.
Perceived as a Telecom Operator for public.
430 cell sites & 4 switches
100 Franchises and coverage in 60 cities with 100 in pipe line.
Unique products with GPRS & MMS
Largest market share of 60%.
Coverage in 250 cities
1000 cell sites and growing
9 switches & 6 IN Platforms
Strong Prepaid product (Jazz)
Highest number of Corporate customers
State of the art work Call Centres
From this above mentioned detailed analysis of Warid's competitors we can analyses that Warid has gained competitive edge on the market by offering the lowest rates, quality services and with time customer support for its appreciated customers.
We wish to wrap it through to these words that we found this company one of the best in the united states. The perfect learning of the experience was the way, the different parts of the organization work together, to create an integrated picture.
We don't attain anything nowadays by themselves. . . and whatever happens is the consequence of the complete tapestry of one's life and all the weavings of specific threads from one to some other that creates something. (Sandra Day O'Connor)
C&C Credit and Collection
CAF Credit Program Form
CR Current Ratio
CSAF Cellular Service Contract Form
EDGE Enhanced data rate for GSM
ETD Exact Trade Price
GPRS General Packet Radio Service
GSM Global System for Mobile Communication
IR International Roaming
ISD International Customer Dialing
ITS International Turnkey System
LDI Long Distance International
MMS Multi-media Messaging Service
MNP Mobile Number Portability
NWD Region Wide Dialing
OMO Other Mobile operator
PIM Personal Information management
POS Point of Sales
PTA Pakistan Telecommunication Authority
PTT Drive to talk
QR Quick Ratio
SIM Subscriber Identity Module
SMS Short Subject matter Service
TABS Telecommunication Supervision and Billing System
VAS Value Added Services
VOIP Voice over IP
VOL Block Voluntarily Blocking
VPN Virtual Private network
WLL Cordless Local Loop
C&C: Credit and Collection is the team who is in charge to verify all the financials of the business and make a financial examination based on which waiver amount is approved to the business.
CAF: Credit Form is a essential form needed to be attached with the new subscription contract / connection.
CR: Current proportion is determined as:
It's a liquidity proportion which gives information about the company's ability to complies with its short term obligations.
CSAF: Cellular service arrangement form is used for the new membership.
ITS: International Turnkey System is a agreement with Ericsson to provide all the specialized system and equipment.
MNP: Mobile amount portability means that in the near future the network rules wouldn't had by the providers but by the ruling authority (PTA). You can get a number of e. g. 0300, 0321 or any other statistics from the PTA.
QR: Quick percentage is also a liquidity ratio calculated as:
TABS: Tabs is an online system for billing, new agreements creation, depositing securities, and activation of contracts.
VOL Stop: VOL Block is an activity of first activating the connection and then voluntarily obstructed it.