Market Segmentation of Ufone

By: Muhammad Talha

Market Segmentation of Ufone

• 3 Things that company focus on before offering a product

• Background of the product• Current Position of Company

• What is Market Segmentation– Ways to segment

• How it is being segmented in Pakistan

• How brand have positioned itself for all classes

• RecommendationsMarket Segmentation of Ufone

Layout

3 Things that company focus on before offering a product

o Who is buying?o What do they buy?o When do they buy?

Market Segmentation of Ufone

Introduction

Market Segmentation of Ufone

Competitors

Market Segmentation of Ufone

Current Position of the Company

Market Segmentation of Ufone

Market Share

MobilinkTelenorUfoneWaridZongOthers

30.88%

22.15%21.2%

18.96%

6.77% 0.04%

Market Segmentation

Market Segmentation of Ufone

Market Segmentation

Ways to segment

• Geographic• Demographic• Psychographic• Behavioral

Market Segmentation of Ufone

Ufone Market segmentation in Pakistan

– ECONOMY: • Upper class

• Middle class

• lower class

• Upper class• Middle class

Market Segmentation of Ufone

oDemographic Segmentation

Ufone Market segmentation in Pakistan

o Demographic Segmentation

– AGE: • Teenagers• youngsters• middle age

Market Segmentation of Ufone

Ufone Market segmentation in Pakistan

‒ OCCUPATION:• Corporate class• Business class• Working class etc

• Corporate class]• Business class

Market Segmentation of Ufone

oDemographic Segmentation

Ufone Market segmentation in Pakistan

o Psychological Segmentation

‒ Lifestyles

Market Segmentation of Ufone

Ufone Market segmentation in Pakistan

o Psychological Segmentation

– Personality Characteristics

Market Segmentation of Ufone

Ufone Market segmentation in Pakistan

o Behavioral Segmentation

‒ Benefit Sought• Low call rates• Call block service• Missed call notifications

Market Segmentation of Ufone

Ufone Positioning

Quality:

o Good network service

o Giving feedback of complaints immediately

o Quality coverage

Market Segmentation of Ufone

Ufone Positioning

Positioning Statement:– Old

“Everybody loves to U”

– New“Its all about U”

“Ufone Tum Hi To Ho”

Market Segmentation of Ufone

Benefits:UFONE PACKAGESo U Loano Uwono U-circleo U shareo Missed Call Notificationso Phone Book Savero Unlimited SMSo Tension free

Market Segmentation of Ufone

Ufone Positioning

Market Segmentation of Ufone

Recommendations

Market Segmentation of Ufone

Thank you