Final Report - PD&D

8/7/2019 Final Report - PD&D

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NUST BUSINESS SCHOOL

PRODUCT DEVELOPMENT & DESIGN

TERM REPORT

IMPLEMENTATION OF PDCL MODEL & INCORPORATION OF CAA

FACTORS IN TELENOR PAKISTAN

INSTRUCTOR:

Ms. Zeenat Jabbar

SUBMITTED BY:

Anila Muhammad

(BBA 2k5-B)

Date: 22nd June, 2009


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TABLE OF CONTENTS

ACKNOWLEDGEMENTS -------------------------------------------------------------------- 5

INTRODUCTION ------------------------------------------------------------------------------- 6

RESEARCH METHODOLOGY ------------------------------------------------------------- 8

PROBLEM STATEMENT & RESEARCH OBJECTIVE ----------------------------------------------------- 8

DESCRIPTORS OF RESEARCH DESIGN ----------------------------------------------------------------------- 9

Formal Study----------------------------------------------------------------------------------------------------------- 9

Communication Study ---------------------------------------------------------------------------------------------- 10

Experiment ----------------------------------------------------------------------------------------------------------- 10

Descriptive Study --------------------------------------------------------------------------------------------------- 10

Cross-sectional Study ----------------------------------------------------------------------------------------------- 11

Statistical Studies ---------------------------------------------------------------------------------------------------- 11

Participant Perceptions --------------------------------------------------------------------------------------------- 11

SAMPLING ------------------------------------------------------------------------------------------------------------ 11

QUALITATIVE TECHNIQUES ---------------------------------------------------------------------------------- 11

Survey ---------------------------------------------------------------------------------------------------------------- 12

Interview --------------------------------------------------------------------------Error! Bookmark not defined.

LITERATURE REVIEW ---------------------------------------------------------------------13

FINDINGS & ANALYSIS---------------------------------------------------------------------16

PDCL -------------------------------------------------------------------------------------------------------------------- 16

FINDINGS - TELENOR-----------------------------------------------------------------------18

POSITIONING ------------------------------------------------------------------------------------------------------ 18

Features/Tangible Attributes ----------------------------------------------------------------------------------- 18

Intangible Attributes --------------------------------------------------------------------------------------------- 19

Benefits ------------------------------------------------------------------------------------------------------------ 19

COMMUNICATING THE MESSAGE -------------------------------------------------------------------------- 20

Advertising Campaign------------------------------------------------------------------------------------------- 20

Celebrities --------------------------------------------------------------------------------------------------------- 20


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Events ------------------------------------------------------------------------------------------------------------- 20

LEVERAGING THE BRAND EQUITY ------------------------------------------------------------------------ 21

Line Extension --------------------------------------------------------------------------------------------------- 21

DELIVERING THE BRAND PERFORMANCE -------------------------------------------------------------- 22

ANALYSIS TELENOR----------------------------------------------------------------------26

Corporation Performance & Degree of Globalization ------------------------------------------------------- 28

Corporate Innovation -------------------------------------------------------------------------------------------- 29

RESULTS & CONCLUSION-----------------------------------------------------------------31

BIBLIOGRAPHY-------------------------------------------------------------------------------33

REFERENCES -------------------------------------------------------------------------------------------------------- 34

APPENDIX---------------------------------------------------------------------------------------35

SURVEY QUESTIONNAIRE -------------------------------------------------------------------------------------- 35


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ACKNOWLEDGEMENTS

First of all, I am thankful to Allah Almighty, who gave me the strength to be able to

compile this report.

After Almighty, I would like to thank my parents, who patiently supported me through

my late nights work and the whole days research. Next to my parents I would also like

to thank and present my gratitude to Ms. Zeenat Jabbar, for giving me an opportunity to

work and devise this advertising plan. Her help and guidance helped me through every

step of the report.

One last thank you goes out to my friends who sat through the report work and helped me

in every way they could to compile this report in the form as before you.


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INTRODUCTION

Much of the South Asian region has seen high levels of telecom growth; but in Pakistan

the infrastructure and subscriber growth patterns seem unparalleled with the telecom

sector experiencing unusually high growth. The cellular mobile density has been

increasing in Pakistan especially for the past few years now; and as the figure stated by

PTA (Pakistan Telecommunication Authority), it was 56.80% which is a relatively high

figure compared toother south eastern counties. Although growth ofoverall subscribers

has increased as per the total number

of subscribers (f

or Telen

or fr

om 90,703,897 t

o

91,442,341), but the overall growth rate of the users have decreased from 0.9% to 0.5%.

Year Mobile Density

Jan-2009 56.30

Feb-2009 56.50

Mar-2009 56.80

The infrastructure investments Pakistan has made in the telecom space, fiber, cellular and

wireless broadband, are quite incredible. By the end of April 2008, there were about 80

million mobile subscribers in Pakistan and this figure is likely to increase to 135 million

by the end of 2012. This means that approximately 80% of the population will have

access to a mobile handset in four years time. Today, a cutthroat competition exists in the

telecom sector and telecom industry is considered to be the fastest going industry in

Pakistan. With a very high growth rate, many industry experts anticipate the numberof

cellular phone subscribers will surpass the fixed line users.


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Year Telenor Total

(Ufone, Warid, Zong, Mobilink, Telenor)

Growth

Jan-2009 19,657,177 90,703,897 0.9

Feb-2009 19,842,594 91,008,042 0.3Mar-2009 19,985,088 91,442,341 0.5

According to these figures, 22% of the 0.9% growth in January resulted due to the

increment in the subscribers of Telenor. Approximately, 200,000 subscribers are being

added to the total list because of Telenor.


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RESEARCH METHODOLOGY

PROBLEM STATEMENT & RESEARCH OBJECTIVE

All organizations work endlessly to build their brands so that they can compete fiercely

in the market but also because continuous improvement in the growth rate is an important

objective which an entity aims to pursue. The techniques used by one company to build

its brands would more or less different from the strategies adopted by the competitors in

the industry. Many companies are unaware of the fact that certain models have been

developed by marketers and researchers which could help organizations build their

brands; this assumption is being made with respect to the organization present in

Pakistan.

Therefore the research objective of this study is to evaluate whether it is possible to

implement the PDCL model of building brands within the boundaries of Pakistan and

in the context of two major Telecom players, Telenor" & Warid. CAA, i.e.

Corporation Ability Assessment has also been considered to be one of the important

elements needed for building a brand; corporation performance, innovation and the extent

of globalization also affects a brand positively. In the case of Telenor, an effort would be

made to analyze if the brand was able to build itself by using these tools in Pakistan or

not.


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DESCRIPTORS OF RESEARCH DESIGN

A well planned and designed research methodology is important for achieving the

research objectives ; below mentioned are a few research descriptors that would be used

to evaluate nature of the research.

Table 1 - Descriptors of Research Design

Formal Study

Although the purpose of this research report is not to develop hypothesis and then test

them, but because overall the research does have a loose structure hence it can be said

DESCRIPTORS OF RESEARCH DESIGN

The degree to which the research question has been

crystallized

Formal Study

The method of data collection

Communication Study

The powerof the researcher to produce effects in the

variables under study

Experiment

The purpose of the study

Descriptive Study

The time dimension

Cross-sectional Study

The topical scope, breadth and depth of the study

Statistical Studies

The research environment

Field Conditions

The participants perceptions of research activity

No Perceived Deviation


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that it is more of an exploratory study than a formal study. An effort would be made to

answer the research question posed in the very beginning of this section.

Communication Study

In this method of data collection it is the responsibility of the researcher to question the

subjects and record the respondents response by personal or impersonal means so that

the data could be used as a basis for answering the research questions. I have designed a

formal questionnaire and conducted in depth interviews of 10 people; therefore the

method of data collection falls under the communication study method.

Experiment

Experiment provides the researcher with enough flexibility to manipulate the variables in

the study so as not to distort the overall result of the study. For example, the sample

selected for the data collection pre-dominantly belonged to a specific social class and

education background because of the fact that majority of the individuals were

undergraduate students of NUST Business School. Whereas in reality a diversified and

dispersed sample would have resulted in a more realistic research; therefore it is being

said that the researcher hold greater power to produce desirable effects during the course

of research.

Descriptive Study

The main objective of research is to analyze if the PDCL model can be implemented on

Pakistani brands so that they can improve the brand value of their brand.


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Cross-sectional Study

We believe our study to be so, as our study would not be extended over a period of time

but it wo

uld pertain to

the specific po

int in time, which wo

uld be cho

sen fo

ro

ur research

and the whole research would be conducted and completed in that time frame.

Statistical Studies

Field Conditions The whole study would be conducted under the actual environmental

conditions so as not to leave any room for manipulation; the majority of individuals

chosen as sample were present in NUST Business School H-12 Campus, Islamabad.

Participant Perceptions

The participants of this research would perceive no deviations from everyday routine as

they would be provided with the questionnaire within the vicinity of their campus.

SAMPLING

Sample random sampling technique is being used for the cause; this particular type is

being chosen because of the fact that it is simple and easy to implement.

QUALITATIVE TECHNIQUES

Qualitative techniques are being used in this particular research; two major kinds are

being used. The details are mentioned below:


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Survey

Self administered survey - a sample size of 50 will be surveyed constituting of both the

female and male po

pulatio

n with equal pro

po

rtio

ns (the age bracket wo

uld be fro

m 20 to

40 years). This survey would be conducted in the Rawalpindi region. The survey

questionnaire is being attached in the appendix. The sample form target population in the

specified region will be studied via a paper instrument without interviewer assistance.

This methodology is being adopted because

It is the lowest-cost option availableRapid data collectionAnonymous participant

This survey would help us to analyze how males and females respond to questions

related to measure the customer satisfaction provided by the telecom service providers.


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LITERATURE REVIEW

Companies need to ensure that the brand remains strong even during difficult times and

offers value that is consistent with the brand promise. Successful brands are those brands

which adapt well to the environment and thus survive and flourish in the long term

inspite of competition they face. Brands provide the basis upon which consumers can

identify and bond with a product or service or a group of products or services

(Weilbacher, 1995). From the customers point of view, a brand can be defined as the

total accumulation of all his/her experiences, and is built at all points of contact with the

customer (Kapferer, 2004).

The brand identity needs to reflect the business strategy and the firms willingness to

invest in the programs needed for the brand to live up to its promise to customers (Aaker

and Joachimsthaler, 2000). To be effective, a brand identity needs to resonate with

customers, differentiate the brand from competitors, and represent what the organization

can and will doover time (Aaker and Joachimsthaler, 2000). To excel, a brand image

must be well planned, nurtured, supported, and vigilantly guarded (Knapp, 2000). One

key to successful brand-building is to understand how to develop a brand identity to

know what the brand stands for and to effectively express that identity (Aaker, 1996).

According to Temporal (2000), the branding focus should be on adding psychological

value to products, services, and companies in the form of intangible benefits the

emotional associations, beliefs, values, and feelings that people relate to the brand. By

strategically positioning it in the minds of the target audience, the company can build a


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strong identity or personality for the brand. According to Upshaw (1995), brand identity

hinges on who consumers are as individuals, the environment in which they live, and the

signals sent from the brand itself. A brands messages are received through a series of

filters that exist within each consumers life. It is necessary to develop and implement

long-term integrated communication strategies demonstrating the brands value to the

target customers. The message should be consistent with the brand value, brand

personality and other brand identity dimensions. Strong brand helps the company in

positioning and extending its brand and have a greater influence on the customer

purchase pro

cesses.

Companies need to continuously track their brands against the effect of competition,

especially in the face of aggressive competition. This approach enables the firm to protect

its brands from their impact of the successful new brands of the competitors and gain

brand loyalty. Brand loyalty may be viewed as a link in the chain of effects that indirectly

connects brand trust and brand affect with the market performance aspects of brand

equity (Chaudhuri and Holbrook, 2001). Brand loyalty reflects the commitment of a

customer to re-buy the companys products consistently in future. Customer retention can

be achieved only through fostering premium loyalty by establishing an emotional as well

as a normative attachment between the brand and the consumer (Gaunaris and

Stathakopoulos, 2004). Such loyal buyers can contribute to the positive word of- mouth

communication for the brand.


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Keller (2003b) defined leveraging process as linking the brand to some other entity that

creates a new set of associations from the brand to the entity as well as affect existing

brand associations. Companies employ different strategies in leveraging their brands

namely through line extensions, brand extensions, ingredient branding and co-branding,

etc.

Based on Aaker (2004), it is being said that, in breaking down corporation ability

assessment, three component elements have been identified:

1.Corporation performance including revenue and growth rate2.Corporation innovation3.Degree of globalization

Aaker (2004) proposed the concept of corporate brand and defined it as organizational

associations with assets and capabilities, innovation, perceived quality, concern for

customers, a local and global frame of reference, citizenship programs, and a

performance record (p. 7). Aaker suggests that leveraging the corporate brand can

provide a value proposition and deliver a functional benefit such as helping differentiate

or support a customer relationship Corporation ability association does more than

influence consumer perceptions of quality; it also influences the ability to extend the

brand. Where a focus has been placed on corporation ability association there is therefore

a better chance of success in introducing new products and brand extensions.


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FINDINGS & ANALYSIS

PDCL

PDCL is a conceptual model proposed to be used in competitive markets for the cause of

brand building; according to this concept there are a few elements which are important to

monitor the brand building process. The most highlighted four elements are, positioning

the brand; communicating the brand message, delivering the brand performance, and

leveraging the brand equity are discussed below. These elements further have sub

elements; the analysis of which makes it easier to measure the growth of the brand name

& value.

POSITIONING THE

BRAND

COMMUNICATING

THE MESSAGE

DELIVERING THE

BRAND

PERFORMANCE

LEVERAGING THE

BRAND EQUITY

Features

Advertising

Campaign

Product performance

Line Extension

Tangible attributes

Themes

Service performance

Brand extension

Intangible attributes Celebrities Customer care Ingredient Branding

Product Functions

Events

Customer satisfaction

Co-Branding

Benefits

Shows

Customer Delight

Brand Alliances

Operational Consumer Consumer Social Integration

P- Positioningthe brand

C-Communicating

the message

D- Deliveringthe brand

performance

L- Leveregingthe brand

equity


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According to another set of researchers, it is said that apart from the elements covered in

the PDCL Model there is one more key factor that is ignored when it comes to building

brands; this key factor is called CAA. Corporation Association Ability is a factor which

is said to include three dimensions: corporation performance including revenue and

growth rate, corporation innovation, and degree of globalization. A link between the

PDCL model and the CAA model has been made; it is being suggested that CAA should

also help an organization to leverage the brand equity of Telenor and hence it should also

be included in the model.


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FINDINGS - TELENOR

POSITIONING

Positioning is related with creating the perception of a brand in the customers mind and

of achieving differentiation that it stands apart from competitors brands/offerings and

that it meets the consumers needs/expectations. Telenor has been successful in

positioning itself as a brand of substance which provides its users with services at

competitive prices. The brand has positioned itself as a brand for the youth of Pakistan.

Features/Tangible Attributes- Telenor, no doubt has provided its customers with

various packages well suited to the needs of the diversified customer base of Pakistan. A

range of post paid and pre paid connections has been made available to the consumers.

Talkshawk & Djuice are two main products of pre paid packages provided by Telenor.

Talkshawkoffers a numberof affordable packages & services to its customers. Different

packages that are available from Talkshawk are:

Talkshawk A1 package

Talkshawk Har second

Talkshawk 30 second

Talkshawk Har minuteOther than this the brand is also providing with various other services like:


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Telenor Classified 1Telenor Mobile Classifieds is an extremely useful SMS, WAP and WEB based service

which allows Telenor subscribers to sell or buy items. Those who want to sell their item

can post advert and those who want to buy can search posted.

Telenor Photo Express2Telenor PhotoExpress is a convenient & cost-effective way to have your photographs

printed and delivered to any physical address. For this service, Telenor has partnered with

TCS, one of the Premium Brands in the courier industry, to bring its subscribers this

unique & exclusive service.

Intangible AttributesIntangible attributes constitute of the user imagery, usage

imagery and brand personality that the brand actually portrays. In the case of Telenor

Djuice, the user imagery is such that the company makes it very obvious that Djuice is a

product specially designed for the youth; the tagline says: its fun to be young. In

addition to this, the usage imagery typically shown in the advertisements revolves around

friends hangout or places where the youth of Pakistan normally would like to spend their

time in. As far as the brand personality is concerned, Telenor has a vibrant, exciting and a

well rounded personality. The balance between a casual attitude and commitment to

performance is an important element of Telenors brand personality.

Benefits Apart from the diversified services and packages provided by Telenor, one of

the main benefit provided by the company are its competitive charges. Telenor as a whole

1 http://www.telenor.com.pk/services/telemobileClassifieds.php2 http://www.telenor.com.pk/services/photoExpress.php


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follows a competitive pricing strategy so Talkshawk is also seen to pursue a competitive

pricing strategy i.e. to price their services at a level according to their close competitors

in the industry. Tariffs for Talkshawk are set relatively lower than the tariffs for Djuice as

the target market for both the services is different.

COMMUNICATING THE MESSAGE

Advertising CampaignA new campaign is being run for Telenor Persona and

Talkshawk; the persona advertising campaign is promoting the Karobaar package where

as the Ali Zafar campaign is promoting the Talkshawk package (65 paisa- 30 second

billing)

Celebrities - Ali Zafar has been the brand ambassador for Telenor for quite some time

now; he had entered the advertising scenario with Amna Jahan with the launch of Telenor

Talkshawk. Currently a new campaign is being run in which the pop sensation Annie and

the new comerImtiaz Shah are shown in a wedding scenario. Previously, for the

advertising campaign of Telenor Persona, famous artist Jamal Shah with a couple ofother

celebrities (ZQ) from the television industry, were also used as brand ambassadors. The

existing advertisement of Telenor Persona has stars like Baber Ali shah showing their

charm of performance to attract business consumers to the new package.

Events Telenor has been arranging events for all the segments that it caters to, below

provided is a brief about the respective events:

Corporate events


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oRafi Peer World Performing arts FestivaloGolf Event (Gujranwala)

Talkshawk Events

oAli Zafar Masty Tour

Persona EventsoPersona Ball (Lahore)oPersona Golf Tournament (Lahore)

Retail EventsoLucky Draw & AbraroRetailers Convention

LEVERAGING THE BRAND EQUITY

Line Extension If the example of Telenor Talkshawk is taken, the company has

adopted the line extension strategy to capture a diversified segment of the Pakistani

population. Talkshawkoffers a numberof affordable packages & services to its

customers. Different packages that are available from Talkshawk are:

Talkshawk A1 package

Talkshawk Har second


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Talkshawk 30 second

Talkshawk Har minute

DELIVERING THE BRAND PERFORMANCE

A survey was conducted to measure the extent to which Telenor was able to deliver its

brand performance in terms of service performance, customer satisfaction & customer

loyalty.

According to the Results of the survey, 31% of individuals surveyed were using the

serviceso

f Teleno

r & Warid, whereas 23% people were using Z

ong as their telec

om

service provider. The pie chart presented below summarizes the finding with respect to

this particular question.

23%

7%

31%

8%

31%

USER PERCENTAGES BY MOBILE

CONNECTION

Warid Zong Telenor Mobilink Ufone


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It was also questioned from the consumers as to, which connection did they use on a

regular basis because 78% of individuals surveyed did poses at least two sims. A more

detail oriented result is shown in the following pie chart:

Another question that was asked was that, for how long were the consumers been using

the mobile connection (regularly used sim). 30% of the respondents had been using

Telenor for more than three years, and so was the case with Zong. 20% of Ufone

consumers were consumers said that they had been using the respective connection for

the past 2 yrs or so. The two respective pie charts presented below show an elaborative

picture.

38%

31%

23%

8%

Warid Telenor Ufone Mobilink

CONNECTIONS USED ON A REGULAR BASIS

50%

0%

50%

0%0%

GREATER THAN 2 YRS


30%

10%

30%

10%

20%

GREATER THAN 3 YRS



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Another question that was asked was directed towards the measurement of brand loyalty;

the questioned talked about switching the services of the existing brand that was being

used by another brand. The response was recorded as per the pie chart provided below:

The next question was focused on measuring the level of customer satisfaction; the two

elements that were assumed to increased customer satisfaction were the prices and

packages offered by the respective telecom companies. The specific results for Telenor &

Warid are being presented below:

60%20%

20%

TELENOR

Indifferent Agree Stronglyagree

83%

17%

0%

WARID

Indifferent Agree Stronglyagree

43%

57%

0%

WARID

Indifferent Agree StronglyAgree

40%

20%

40%

TELENOR

Indifferent Agree StronglyAgree


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Majority of the respondents, irrespective of the connection that they were using, did not

like to agree or disagree with the fact that they were completely satisfied with the prices

and packages being offered by their brand. It should be further noticed that 40% of

Telenor user strongly agreed to the statement whereas 53% of Warid users agreed to the

statement.

The last question of the survey form was directed towards analyzing the effectiveness of

the advertising campaigns run by the telecom service providers, to deduce whether the

communication strategy of the brands were being implemented in a manner so as to

increase the customer base or at least maintain the existing base or not.

40% of the respondents using Warid connection didnt notice the ad, where as 25% of

Telenor users did not notice the advertisement. It is important to mention over here that

40% of Warid users and 25% of Telenor users rated the advertising campaign as

ineffective.

40%

40%

20%

WARID

Ididntnoticethead Not Effective Effective

25%

25%

50%

TELENOR

Ididntnoticethead Not Effective Effective


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ANALYSIS TELENOR

Telenor has been successful in positioning itself as a low cost service provider which

provides its diversified consumers with packages that suit to their particular needs; it has

also been labeled as the mobile connection for the youth because twoof its major

products, Telenor Talkshawk & Djuice have been targeted to the young generation of

Pakistan. The company has been successful in using the intangible & tangible attributes

to create value and build the brand Telenor. In terms of the benefits provided, it can

safely be said that by providing competitive prices and diversified packages, the brand

has been successful in creating value for money for its consumers.

The advertising campaign of Telenor did gain popularity with its consumers but at the

same time there were instances where the campaign was not accepted well within the

targeted segments (Annie-Talkshawk ad). The Djuice campaigns are very popular within

their target segment because of their creativity. The campaigns do follow a theme in

general for the different products; Annie & male pop star-shaadi theme, an Amna Jahan

& Ali Zafar Dance ad are an example of the themes that are being followed by the brand.

As far as the celebrities are concerned, there are a set of individuals that are repeatedly

being used by Telenorover a period of time. Telenor has been very active in adopting the

BTL (below the line) advertising strategy of sponsoring and arranging events to sell its

name and products; this has certainly helped the company build its brand name. therefore

the overall communication strategy adopted by the company was sucessfu7l; this can also

be said because in the last question of the survey where respondent were asked to

comment on the effectiveness of the advertising campaigns of their service providers,


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50% of Telenor users found them to be effective where as 25% did not notice the

advertisement, 25% of the respondents did not find the advertisements effective; if the

not effective and didnt notice percentages are combined, and then the figure rounds off

to 50%. This means that although Telenor has been communicating its message well

across its consumers but 50% of them are still not satisfied and this is a huge percentage.

Telenor should redesign its communication strategy and make it an objective to reduce

this percentage to the lowest level possible.

According to the PDCL Model, in order to leverage the brand equity, it is important to

adopt strategies like brand extension, line extension, co-branding, Ingredient branding

etc. As far as the line extension is concerned Telenor has been successful in extending its

existing product lines to packages that suit well to the requirements of different

consumers. But, Telenor has not used any other strategy suggested in the model to help to

increase the brand equity and increase the brand value.

If the brand has been performing well in terms of the revenues generated, then it becomes

the responsibility of the company to deliver the brand performance to its consumers, so

that the level of customer satisfaction and loyalty increase. This can certainly be done by

taking care of the customer and delighting the customer by providing the services which

are up to the mark to customer expectations. Further analysis of performance delivery

would be done in terms of the survey that was conducted. The percentage of individuals

using Telenor, was the greatest i.e. 31%; which showed that this brand is preferred over

other connections, by the segment of the market that was taken as a sample for the

survey. 38% of people use Warid on a regular basis, where as 31% people use Telenoron

a regular basis. This proves that more Warid users prefer using their Sim over the people


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the industry leader among 17 mobile telecommunications companies on the combined

performance on a range of economic, social and environmental criteria.

The Indexes rank how well companies conduct their business based on 98 in-depth

questions on economic, social and environmental aspects of Sustainability. This is the

world's most comprehensive annual analysis of sustainability trends and corporate

sustainability performance. The research is based on extensive internal and external

documentation. The rank that the company has been able to achieve is supportive of the

fact that Telenor works hard to achieve its objectives and it is an all rounder. As far as the

degree of globalization is concerned, it should be stated over here that Telenor Pakistan is

100% owned by Telenor ASA which is a part of Telenor Group. The Telenor Group3is

an international providerof high quality tele, data and media communication services

with mobile operations in 13 markets across the Nordic region, Central and Eastern

Europe and in Asia. The Telenor Group is among the largest mobile operators in the

world with over165 million mobile subscriptions and a workforce of approximately

40,000. Telenor Pakistan is 100% owned by Telenor ASA and adds on to its operations in

Asia.

Corporate Innovation- Telenor believes in making tomorrow today; they work with

academic and industrial partners worldwide to develop, test and demonstrate new mobile

services and technology solutions. The Telenor Research & Innovation unit is an

innovation hub for the Telenor Group; it is present in three locations in Norway and a

satellite in Kuala Lumpur, Malaysia, Telenor Research & Innovation department employs

236 people from 23 countries. Their main research areas are:

3http://www.telenor.com.pk/about/history.php


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1.Future SIM2.Wireless Broadband3.Connected Objects4.Content & Services5.Profitability in Emerging Markets

Apart from this they partner with other local organizations which help Telenor develop

innovative applications that meet diversifying customer needs and tap the unmet needs as

well. For example, PlanetBeyond is one such name which assists Telenor in making

exciting content and compelling mobile services available to their subscriber base.

PlanetBeyond supplied content and mobile services include:

Mobile ContentInformation ServicesMessaging Applications


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probability of them switching to another brand and not being satisfied with the

performance of their existing brand is very low or negligible. This proves that Telenor

has been able to deliver its brand performance successfully. Leveraging the brand equity

is a factor that has not been appropriately implemented by Telenor Pakistan; ingredient

branding or brand alliances to make itself a differentiated brand in the mist of rest of the

competitors. In terms of CAA factors, if Telenor performs is corporation association

assessment properly in an in-depth manner, then the company has the potential not only

to build its brand identity but also to become the leading brand name of the telecom

industryo

f Pakistan.

After performing a detailed analysis of the PDCL model elements, it can be safely said

that this particular model can be and should be implemented in Pakistan so that the

brands present in the country can develop and sustain their distinct brand identities.


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BIBLIOGRAPHY

Aaker, D.A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand

Name, Free Press, New York, NY.

Aaker, D.A. (1996), Measuring brand equity across products and markets, California

Management Review, Vol. 38, pp. 102-20.

Aaker, D.A. (1998), Building Strong Brands, The Free Press, New York, NY.

Aaker, D.A. and Joachimsthaler, E. (2000), Brand Leadership, The Free Press, New

York, NY, pp. 13, 27, 40, 48.

Aaker, D.A. and Jacobson, R. (2001), The value relevance of brand attitude in high-

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