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Warid Telecom

April 30, 2009

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SSTTRRAATTEEGGIICC BBRRAANNDD MMAANNAAGGEEMMEENNTT

DANISH AZEEM(08210027)

ZUBAIR ZULFIQAR(08210005)

MR. NADEEM MUSTAFA

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ACKNOWLEDGEMENT

To Him belongs the dimension of the Heavens and the earth, it is He who gives

Life and death and He have power over all things. (Al-Quran)

First of all we would like to thank our Allah Almighty who really helps us in every

problem during the project. We would like to express our sincere and humble gratitude to

Almighty WHO’s Blessings, help and guidance has been a real source of all our

achievements in our life.

We are also thankful to our parents for their tiresome efforts in bringing us to this stage.We would also like to admit that we completed this project due to parents who pray forour success.

We also wish to express our appreciation to our supervisor Mr. Nadeem Mustafa who

help us a lot and introduce us to new dimensions of knowledge. And we would like to

acknowledge all staff member of IT lab of GIFT University.

We are also thankful to the generous and kind help and guidance of following WaridTelecom staff members:

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Chapter no 1

B R A N D I N V E N T O R Y

SUCCESS IS NOT SOME THING

TO WAIT FOR, BUT SUCCESS IS

SOMETHING TO WORK FOR

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WARID TELECOM

Warid Telecom is backed by the Abu Dhabi Group and is owned by Sheikh Nahayan Al-

Mubarak Al-Nahayan. It is one of the largest groups in the Middle East and the single

largest foreign investor group in Pakistan. Abu Dhabi Group has diversified business

interest in the institutions that have enjoyed commercial success as a result of its strong

financial resources and extensive management expertise. The major investments of Abu

Dhabi Group in Financial and Telecom sectors are shown in the following chart:

In 2004, Warid Telecom International LLC, purchased a license for operating a

nationwide mobile telephony network, (WLL) and long distance international (LDI) for

$291 million US dollars and was the first venture of Warid Telecom International LLC.

Warid started it services in Pakistan May 2005. Within 80 days of launch Warid Pakistan

claims to have attracted more than 1 million users. It is ranked as the fourth largest

operator in Pakistan.

Vision Statement:

WARID Telecom’s vision is

To be the leading national communications provider with a strong international

presence.

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Mission Statement

WARID Telecom’s mission is

Our Mission Statement is to provide optimum level of support and care through our

highly skilled and motivated team of professionals and through maximum network

coverage and clear connectivity that we have committed to provide

Product And Services:

PPrroodduucctt::

Warid Pakistan provides both post-paid and pre-paid connection plans. They offer tariff

plans that are exclusively designed to cater to the communication needs of a diverse

group of people, taking into account occasional users to businessmen. To achieve this

objective, they offer both postpaid (Zahi) and the prepaid (Zem) services to their

customers.

Zem is an amazing prepaid service that allows freedom from monthly bills and gives

complete control over the customer’s cellular expenditure. The user can decide in

advance when and how much he wants to spend. He can load a scratch card whenever he

wants to and start talking.

Zahi-Post-paid and Zem Pre-paid user enjoy various value added services, such as SMS,

MMS, GPRS, 64K SIM, Dual SIM product, Corporate packages for product advertising

via SMS, and a host of other features. However International Roaming is available to its

Zahi (post-paid) users as of March 2007. For pre-paid customers, International Roaming

is also available.

SSeerrvviicceess::

Warid presents a wide selection of value added services to its customers. The world of

Warid Value Added Services has unlimited options of not only communication, but also

convenience, entertainment & personalization. These services comprise a myriad of

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options from entertainment to utility based services. You think of it and we have it! Keep

exploring & stay amused!

1. Upload Photos @ Face book:

Snap, Send, Share!

2. Love Meter:

When you are in Love, you can’t fall

asleep because reality is better than your

dreams.

3. Gift A Caller Tune:

Warid brings you a unique way to send a

special gift.

4. Warid Fun Store:

Now gift to friends & spread the joy!

5. 786 Islamic Services:

Dial 786 for a complete Islamic library

6. Zem Gup Lagao:

Gup Lagao-Dost Banao Sir Zem Kay

saath

7. Balance Share:

Out of cash? But never out of balance!

read more

8. Pocket PCO:

Now your business is truly in your

pocket

9. Wzone:

Enjoy the latest videos, tones, pictures

and much more from around the world

straight on …

10. International Top-up:

Send prepaid airtime to their loved ones

back home.

11. Warid Sports Station:

Never miss out your favorite game

read more

12. Friend Finder

Find your friends location instantly on

your mobile...

13. Place Finder

Find places instantly on your mobile

14. Mobile Games

Turn your phone into a gaming zone

with Zem mobile game.

Source:

1. Warid telecom (website) 2. Wikipedia encyclopedia

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Goodsinwards

Operations Distrib--ution

Marketing& Sales

Services

MA

R

GI

N

Firm Infrastructure

Human Resource Management

Technology Development

Procurrement

SupportActivities

Primary Activities

VALUE CHAIN ANALYSIS

Value chain is a high-level model of how businesses receive raw materials as input, add value to

the raw materials through various processes, and sell finished products to customers.

Inbound Logistics:As Warid Telecom is engaged in service concerns so in the service such as mobile

communication inbound logistics are of two types. In which first is network infrastructure

provider and second is GSM SIM manufacturers. For providing end to end solution to

users Warid Telecom have chosen Ericsson as it GSM infrastructure supplier. Ericsson

with almost 40% market share and world’s most widely deployed mobile standards.

Ericsson involves in an evolution and expansion of Warid's GSM network, Mobile Soft

switch solution, radio, transmission and packet core network equipment as well as

multimedia services. Ericsson also provides capacity for an additional 10 million

subscribers through its mobile soft switch solution and the expansion of the radio access

network in existing and new cities. The expansion of the network and the implementation

of Ericsson's Mobile Soft switch solution enable Warid to cater to Pakistan's capacity

requirements, cover its growing customer requirements and evolve to all-IP. Ericsson not

only helps Warid Telecom in network rollout but also in professional services like

operations assistance and network maintenance. In matter of SIM’s manufacturing in the

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beginning SIMs are manufactured abroad (Malaysia, Korea, China, Singapore) and

imported to Pakistan abroad and imported in Pakistan. But now a days SIM’s are

manufactured locally by the local software houses. Islamabad software house is a big

supplier of Warid telecom. ISH and Warid has five year contract for manufacturing the

GSM SIMs.

Operations:Telecom sector operation involves providing service to the customer through network

routers. Today, the cellular segment operation is increasingly dictated by the end users.

The operational processes of Warid come into view only after the customer has bought

their product or experiencing their service. For that purpose Product (SIM) of Warid is

bought to get their service be experience. When SIM is installed in the cell phone then

services operation starts in the form of voice communication, text, or other value added

service. With respect to service providence Warid have been adapted to owning the

customer because services were a one-to-one relationship with users; no third party was

involved. Under the operation processes also come their way of dealing with the

customer when customer enters the Warid office or calling their help line with a hope to

get better response and better communication in order to buy their product and issue re-

solvency. At Warid Telecom‚ customers are served with the mindset that they are our

most important stakeholders for the organization. Based on Warid Telecom untiring

efforts to produce a quality services‚ they are provided the most state of the art network.

Warid's operation process strategy is to provide superior Quality of Service based on

competitive pricing rather than being cheapest in the market. A critical element to

Warid's strategy is to work with key Strategic Partners to allow Warid to focus on its core

competencies while leveraging its Partner's strength. By using this strategic operational

approach, Warid is willing to tie up preferential terms on a lower profit basis with the

upside of partnering with the leading operators in each market

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Outbound Logistics:These are all the activities concerned with distributing the product or service to the

customers. In the outbound logistics Warid has no such distribution network of their own

means to say they distribute Sims to customer care centers and franchises through local

transporter and mini goods travelers’ distribution

networks. They have built strong relationships with

particular distributors. They have their warehouse in

their zonal offices. Warid has nearly 19 Regional

Sales Offices in all over the Pakistan which works

under their respective zonal offices.

Marketing & SalesThis subdivision of Warid Telecom is mainly meant for promotional activities. It includes

building an identity for the corporation and brand, managing advertising campaigns,

sponsorships, media relations (newspaper

coverage, press releases, press conference

before launching etc), point of sale material

preparation (brochures, tariffs, flyers etc),

website management. In fact company is

using the selling and marketing concept as

Warid is superficially executing the business

through certain marketing campaign and operating the business flow in the country. It has

revolutionized the marketing phenomena by different marketing processes such as

billboards media etc. The correct marketing management process success depends upon

secret passion of defining the boundaries logistics and innovation of services to provide

excellent feedback to consumers and Warid is doing this in a very comprehensive way.

Task of Promotional campaign of Warid is usually taken by Spectrum R&Y Consultants

which enhance Warid brands attributes and value.

Naveed Saeed(GM Sales & Marketing)

Naveed Saeed is responsible for the fullrange of Group Marketing and Sales

Functions. His portfolio includes brand,product development and content

management along with franchise, directand corporate sales.

Farrukh Hayat(GM Distribution & Payphones)

Farrukh Hayat has joined Waridas General Manager Distribution

and GSM

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ServiceOne of the important elements of any kind of business’s success is knowing your

customers and keeping up with their demands. Services of Warid Telecom are through

Customer Service centers and Franchise. For service enhancement, Warid telecom

improves and can increase the number of its Customer Service Centers and Franchises..

WARID Telecom has emphasized on building a relationship with the customer. They

encourage their customers to offer different suggestion to improve its services. They

respond positively to the desires of the customers. Though WARID Telecom has a lot of

good feature about after sale service, but with regard to customer their customer care

department is be one of the major in terms of customer satisfaction. Whenever a

customer calls in to one of their call centers he feels more than welcome by either their

friendly staff. WARID Telecom management highlighted the fact that they not only

stressed on having good customer care services but also those they have been successful

in doing. Inspite of customer care center Warid too have franchises where they are

serving the customer well. Warid telecom has at most 240 franchises and 19 regional sale

offices all over the country.

ProcurementThis function is responsible for purchasing the materials that are necessary for the

company’s operations. For software upgrading Ericsson provide software to meet the

needs that help Warid in operation and for the

procurement of Sims ISH provide the supply to

meet the demand which is required by many

customer care and franchises and other

distributors. In the matter of SIM Warid have

contract of SIM manufacturing with supplier that make sure that supply of the product

deed not stop.

Shahzad Rauf(GM Procurement)

Mr. Rauf joined the Company inMarch 2005 as General Manager

Procurement and Logistics.

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Technology Development

Warid Telecom is using 900 and 1800 GSM technology, in order to optimize the

utilization of frequency, thus to ensuring the highest quality and service. It was the first

GSM network to launch with an SMSC-less messaging infrastructure it is one of the

factors helping Warid create its technical and services lead. Warid has highly advanced

network that is EDGE compatible‚ 3G–compatible and has measures in place for a soft

switch and media gateway architecture. Ericsson is Warid Preferred business partner for

providing complete “Turnkey state of the art” GSM network. Ericsson not only helps

Warid Telecom in network rollout but also in professional services. Fully redundant

network with a robust design to cater for future needs. At customer care centers there are

IP–based call center and leading data center with over 300 seats. Warid presents the most

powerful 64K SIM. Apart from the special WARID menu, the 64K SIM gives its users

added flexibility to store up to 500 numbers and 50 text messages. No other SIM in the

market offers this amount of storage space. Prepaid customers can replace their standard

32K SIM with the 64K SIM by paying a replacement fee.

Human Resource Management

A healthy working environment is very necessary to induce a sense of belonging into the

employees. At WARID Telecom working environment was very informal. Employers

were encouraged to participate and they could easily communicate with their co-workers.

WARID Telecom has maintained open communication channels both downward and

upward in the company’s hierarchy. This is

quite effective in creating a good working

environment for the employees. WARID

Telecom has a very comprehensive and

distinctive procedure of requirement,

selection, hiring and placement of the

employee. The have an active incentive

program. They tend to test people skills by assigning to them challenging tasks that fulfill

ZAFAR IQBAL(GM Human Resources)

Is GM Human Resources of Warid Telecom(Pvt) Ltd. He was responsible for HumanResource implementation of policies and

procedures for the countrywide operations. Healso looked after all the Personnel matters,Manpower Development, Legal and Public

Affairs.

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their achievements needs. WARID Telecom has a monthly evaluation system in place

that keeps a check on employees every 30 days. WARID Telecom has a very strong

organizational culture in every customer care center and franchise. WARID Telecom

believes on team work. The internal control system of the organization is also very tight

and effective. The check and balance system is also very strong. Due to this strong check

and balance, they can make correction in their plans. If at any time or at any place, the

plan does not work properly, the manager knows it at a right time and they can make it

well. Nobody is allowed to violate his power. They are completely satisfied their current

performance and work for the betterment and development of the system.

Infrastructure:

The environment of any organization plays a very vital role in bringing out the inner

qualities and talents of people. On entering the Warid Telecom office, what strikes a

person most is their atmosphere and décor. The atmosphere of the Warid Telecom head

office is a very pleasant one, with a large impressive lobby welcoming the distinguish

customers. The décor includes glass and steel walls. This communicates that Warid

Telecom has effectively dealt with its toughest and delicate issues with care. To make the

atmosphere more pleasant, a touch of greenery has been added, to communicate that

Warid Telecom is an eco-friendly organization. The security check on entering the

majestic hall gives the customer a sense of security. It requires the person visiting the

office to sign an entry form and wear a badge. All these things made the office informally

communicate that it welcomed customers and guests, but the most important element that

makes this backdrop complete is the employees, all formally dressed, communicating that

the organization strictly adheres to dress code.

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ABOUT PAKISTAN

Pakistan with a large and growing population of 160 million considered as most attractive

place for investors in the world. The end of year 2008 marked the culmination of one of

the most volatile periods in the country’s history. In the face of U.S recession and relative

slowdowns in China and India, the outlook for international commodity prices is bleak in

2009. The cost of importing oil and cotton increased by 30%, 65% increase in wheat and

47% palm oil during the commodity boom which pushed the fiscal year 2008 trade deficit

to USD15.3bn.The PKR has weakened by 29.0% during first quarter of 2009 and tight

liquidity had spawned rumors of bank defaults. IMF support has boosted the FX reserve

position to over USD10bn, while remittance activity recorded yet another high for

December 2008.The inflation seems to have finally peaked, the last CPI reading came in

at 23.3%. Moreover, projections for GDP growth in this fiscal year are now 3.5%; a

significant fall from 6.4% and growth of economy witnessed over the last five years is

pulse 7% annual. However, corporate will still have to deal with a weaker PKR than has

been over the last few years along with restructuring and higher unemployment that will

hurt overall consumption patterns. First quartile of 2009 shows a slight decline in overall

corporate earnings by 0.9%.

Economy of Pakistan in Q1 2009:

Real GDP growth (%; fiscal years ending Jun 30th) 3.4Consumer price inflation (av; %) 23.3

Economy growth rate (av; %) 7+

GDP (purchasing power parity) $446.1billion

GDP - per capita $2,600

Labor force: 49.18million

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Demographics Of Pakistan:

It is estimated that the Pakistan's population will be over 180,000,000 by mid 2008. And

by the next decade the population is expected to exceed 176 million. In the past, the

country's population had a relatively high growth rate that has, however, been moderated

by declining fertility and birth rates. Dramatic social changes have led to rapid

urbanization and the emergence of mega cities

KKeeyy IInnddiiccaattoorrss::

§ Population: 164,741,942 (July 2007 est.)§ Growth rate: 1.828% (2007 est.)

§ Birth rate: 27.74 births/1,000 population (2007 est.)

§ Death rate: 8 deaths/1,000 population (2007 est.)

AAggee SSttrruuccttuurree::

EEmmeerrggiinngg MMiiddddllee CCllaassss::

Middle class incomes are rapidly growing and consumer spending consequently growing

above 16.5% CAGR as compared to 10% for last 3 years.

PPooppuullaattiioonn::

Pakistan had an estimated population of 169,300,000. During last 4 to five years

population is expanded and now it is estimated that Pakistan's population will be over

180,000,000 by mid 2008. Country's population had a relatively high growth rate that is

Age group %age Male Female0-14 36.3 31,316,803 29,567,622

15-64 59.4 51,000,863 48,648,48065 and over 4.3 3,409,246 3,819,026

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1.805%. Pakistan has a family-income Gini index of 41, close to the world average of 39.

Population below the poverty line is 28 percent of the total population

LLiitteerraaccyy::

Educated people are the back bone of every economy. Pakistan has low literacy rate as

compared to other developed country like china, America. Literacy rate in Pakistan is

55%. Among this literacy rate male literacy ratio is 67% and female ratio is 42%

SSoocciiaall CChhaannggeess

Globalization has increased the "Western culture" influence in Pakistan, especially

among the well-off, who can easily acquire Western products such as television, media,

and food. There are many western restaurant chains can be found in the major cities.

Pakistan currently ranks 46th on the Kearney/FP Globalization index in the world.

PPuurrcchhaassiinngg ppoowweerr ppaarriittyy::

The purchasing power parity of Pakistani consumers has been increased to Rs. 504,269 in

2008 from Rs. 465,416 in 2007.

CCuullttuurree aanndd NNoorrmmss::There are five main ethnic groups in Pakistan and these are Punjabi, Sindhi, Pashtun,

Muhajirs and Baloch. Languages are the most common identity of ethnicity in Pakistan.

Urdu is the official language and can speak and read all over the Pakistan. English is the

medium of education in most of the schools and universities; therefore it is a de facto

national language of Pakistan. One of the boys always stays - acting as the parents' social

security and taking care of them in their old age, since there is no government to run an

official 'social security' system that is administered.

Source:

1. BMA Capital 2009 (slowing down, U-turn ahead) 2. Pakistan Facts CIA World Fact Book

3. Federal Bureau Statistics 4. Pakistan Economic Survey 2008 5.Population Census Organization

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PEST ANALYSIS

Political And Legal Factors:

The government plays an important role in the operation and manufacturing products and

services in terms of regulations. Following are some of the factors that could cause Warid

brands to differ materially from the expected results. These are:

§ Due to the unpredictable political and governmental changes rules and regulation

are changed quite frequently. Currently government has increased the taxes in the

telecommunication sector that will also a harder in the smooth operation of Warid

telecom operation.

§ Before WTO implementation for deregulation of different sectors of the economy.

Pakistan government taken the step to regulate the telecom sector by the authority

of PTA. There are two types of Regulators held by PTA; the first is called the

“Economy Wide Competition Regulator” as the Monopoly Control Authority.

Also the political governmental rules can not be completely applicable in this

sector due to the regulation authority of PTA.

§ Now a day’s Pakistani environment is instable due to political clashes among

political parties. Inside country war and drown attacks in north frontier areas.

This political instability has led to uncertain environment in the country, which is

a threat for any business including Warid telecom.

§ Environment of telecom is investor friendly and have great potential to gain

profit. The mobile phone teledensity which had reached to 55.80 by the end of

December. Still, it means that about half of the population may possess the phone.

In Pakistan, the total number of subscribers which had touched an all-time high

figure of 90.52 million in October 2008.

§ Due to huge budget deficit and low growth of economy government has increased

the taxes in telecom sector. Pre-paid customers were charged 10 per cent

withholding tax on every new load, which was deducted in advance. The

customers were also paying 15 per cent sales tax on every call. However, the

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present government increased the sales tax from 15 per cent to 21 per cent for

mobile users by declaring the mobile phone a luxury item. These kinds of threats

are hindrance in the way of Warid brand

Economical Factors:

Economic conditions are influenced by political and government policy, being a major

influence affecting these can affect the Warid telecom strategies. These can affect how

easy or how difficult Warid telecom is to be successful and profitable in the economy.

§ Over all economic conditions are not very sound .The country risk of Pakistan

goes to 3 which is alarming situation for Pakistan. Due to mistrust in the Pakistan

environment the foreign direct investment has been declined. This is the thread

for Warid telecom because not new investments in being carried out in this

environment.

§ Due to inflation the cost of doing business is also gone higher. Inflation remains

the biggest threat to the economy, jumping to 7.9% in 2006 to 23.3% in first

quartile of 2009. This increasing ratio will hurt the buying power of the

consumers that will overall reduce the demand for the products.

§ Pakistan has a growing upper class with relatively high per capita incomes. In late

2006, the Central Board of Revenue estimated that there were almost 2.8 million

income-tax payers in the country with 45 % people are living on 2 $ per day.

§ The unemployment rate is going up and up with the increase of level of poverty

that is reducing the buying power of the people that is threat for Warid brand.

Social Factors:The socio cultural environment summarizes demand and tastes, which vary with fashion

and disposable income, provide opportunities and threats for Warid brand.

§ As Pakistan is an Islamic country and people are very strict in case of Islam any

thing against the philosophy of Islam on either print or electronic media are

treated as against Pakistan. Most of the people dislike anything extra-ordinary or

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something which sabotage their culture or subculture. Pakistani society is largely

multilingual and multicultural

§ The Pakistani people are more social and want to remain in contact with other

people. They celebrate lot of festivals like Jashn-e-Baharan, Eid Celebrations and

other cultural festivals. On these festivals they make calls to relative and one of

the key issues is sending SMS regarding the event. This will influence the demand

for the Warid product

§ Increasing globalization has amplified the influence of "Western culture" in

Pakistan. The life style of Pakistani people is changing rapidly. People are more

conscious about status pat most all people purchase multimedia mobile phones.

And also there is trend for Black berry sets by youth which will help in enhancing

their product and services.

§ The total population of Pakistan is approximately 16 billion. The population is

increasing rapidly which increase the number of cellular usage and help in

projecting high profits.

Technological Factors:

Advances in technology can have a major impact on business success. Technological

change impacts socio cultural attitudes as well as on economy.

§ Companies have technology with which they can compete in the Pakistan and

now companies are investing in their infrastructure to not only expand coverage

but also to upgrade their existing systems.

§ The current focus in cellular industry is coverage and establishing franchises

which has a positive effect on the Warid brand

§ Introduction of CDMA technology in the Mobile SIMS which is also an

opportunity for the Warid brand.

§ The latest technology of 3G mobile communications has been earmarked and

PTA will soon be inviting applications for 3G spectrum auction. This technology

will increase operating capacity and revenues by using HSPA technology.

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TELECOM SECTOR

In the era of globalization and information society, the fundamental role of

telecommunication technologies cannot be underestimated. Although tremendous growth

has taken place in the Pakistan telecom sector but most of it can be attributed to the

cellular growth. Fixed line is still awaiting a take off. Similarly Value Added Services

have grown but are still a drop in the bucket. Now that the competition has been

introduced in the telecom sector some very positive impact have been observed on the

growth of the sector in a short span of time which is expected to continue to grow for at

least next five years if the daring investors influx continue as in the last 3 years. Our

Industry already has LL (Local Loop), WLL (Wireless Local Loop), LDI (Long distance

and International), and ISP (Internet Service Provider) players and WiMax; 3G cellular

systems are expected be a part of this Industry soon.

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Key Telecom Market Trends:

v Macro / Demographic trends

Ø Continued urbanization trend

Ø Rapidly rising disposable income with influx of expatriate income.

Ø Availability of low-cost hand sets

Ø Large youth population

v Fixed mobile substitution

v Regulatory environment

Ø Independent and well-respected regulator

Ø Transparent decision making process and level playing field

Ø No cap on foreign ownership of telecom assets

Ø Liberalization of WLL, LL and LDI sectors

Ø Effective policing of limited mobility rules for WLL players

Ø Clear rules regarding license renewal and issuance.

Pakistan Cellular Market Outlook:

Cellular Mobile segment of the industry is considered an engine of growth for telecom

sector in Pakistan. Pakistan’s mobile Industry is a dynamic and highly competitive

market. Cellular mobile telecommunication services were introduced in Pakistan in 1990

and now Pakistan stands as one of the largest telecom subscriber with the cheapest calling

rates in the region. . Cellular Mobile sector continued to add 2.1 million subscribers per

month during the year 2007-2008. At present the cellular subscriber base is close to a

mature stage. Total subscribers growth has been reported 40% in 2007-08, which has

declined from 82% in the year 2006-07. Cellular Mobile teledensity jumped from 39% in

2006-07 to 54.7% in 2007-08.Collective Revenues of the sector have grown by 35% in

the year 2007-08 against a record growth of 48% in the year 2006-07. Growth of cellular

subscribers has declined by all major companies. Government has stopped granting

license to mobile operators, and this will significantly impact the overall performance of

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the telecom sector. The existing players may experience high growth opportunities as the

number of players is put on hold for the time being.

Key GSM Market Trends:

v Intensive subscriber’s growth

v 60% of subscribers are prepaid.

v ARPU has fallen 3% over the last year.

v Majority of revenue are from voice-based services.

v Compatible handsets pushing Java Games and GPRS usage.

v Low GPRS usage.

v Content services mainly SMS based.

v A huge market for cheaper handsets.

v Handsets are available for as low as $12 (with subscription).

IInndduussttrryy SSuubbssccrriibbeerrss && PPeenneettrraattiioonn ffoorreeccaasstt::

Pakistan has been one of

the fastest growing

mobile markets among

the emerging telecom

markets. Subscription of

subscribers remained

impressive for another

year and all companies

together added more than

25 million subscribers to

their networks. Total

subscribers crossed 88

million at the end of

2007-08. It has been estimated that in the coming years till end of 2010 penetration as

well as subscriber reached to 139,000 million.

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AAvveerraaggee RReevveennuuee ppeerr UUsseerr::

Average Revenue per User

(ARPU) is an important tool

to measure the financial

health of any telecom sector.

The emerging markets of

cellular mobile segments in

South Asia are considered the

low ARPU markets. In

Pakistan ARPU has declined

significantly over the years.

In the year 2003-04, ARPU in Pakistan was US$ 9 which has declined to only US$ 3.1 in

2007-08. However, the cellular mobile operators in Pakistan succeeded to maintain

ARPU in 2007-08 at the level of previous year and reported only 3% further decline.It

has been estimated that in the coming years Average Revenue per User (ARPU) reached

to 3.9 US$.

Exploring The Cellular Market:

ü Cellular subscribers in Pakistan reached 76.6 million.

ü During 2007-08, Cellular players invested over US$ 2.3 billion, which is 12%

lower than the previous year.

ü During 2007-08 the revenue of mobile industry was Rs.182080.9 million.

ü Activation tax collection has increased from Rs. 17.57 billion in 2006-07 to Rs.

19.18 billion in 2007-08 which is 11% higher than the previous year.

ü Total Cell sites in Pakistan reached 21,518 which were only 13, 752 in 2006-07.

ü During the year 2007-08, total cellular operators franchises increased to 1,679

which were 1,619 the pervious year.

ü Today mobile network coverage is reaching to almost 90% of the total population.

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ü International Mobile Equipment Identity (IMEI) blocking system installed to stop

Mobile handset theft, PTA blocked 96,258 hand sets.

ü In the year 2007-08, Pakistan cellular mobile industry terminated 1.109 billion

minutes on foreign networks while foreign operators terminated 2.82 billion

minutes in Pakistan.

ü PTA has completed schedule for migration from 7 to 8 digits numbering plan.

ü 31%. Domestic traffic of cellular mobile operators on fixed networks increased by

13%.

ü PTA fixed US$ 10 million for grant of cellular mobile license for Azad Jammu &

Kashmir and North As and issued five cellular mobile Licenses to Mobilink,

Warid Telecom, Telenor Pakistan, Ufone and Zong.

ü Total subscribers crossed 88 million at the end of 2007-08.

Source:

1. PTA cellular sector report 2008 2. Pakistan Economic Survey 2008 3. Warid investor presentation(July 2008)

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COMPETITOR ANALYSIS

The major players of Pakistani mobile market comprises of Mobilink, Ufone, Telenor,

Warid and China Mobile. Mobile sector which is now driven by lowest tariffs, maximum

coverage, and relatively better quality the Pakistan mobile market maintained rapid

growth during 2008. The main reason for this slow growth could be a strong competition

between cellular and fixed line industry offering low packages to its consumers.

Players Matrix:

MMoobbiilliinnkk::

Mobilink enter into the market in 1994 as a market leader both in terms of growth as well

as having the largest customer subscribers. During the year 2007-08 Mobilink added

comes 5.7 million subscribers and stood in the second position in regard to subscriber’s

prospect.

UUffoonneeUfone commenced its operations from Islamabad on January 29, 2001. Despite the stiff

competition in Pakistan telecom market which has led to reduction of prices to bare

minimum level, due to its aggressive policies and exercising strict control over expenses

the Company managed to improve its revenue and after-tax profit by 87% and 54%

respectively, as compared to last year. Now during year 2008 it added 4.0 million

subscribers as compared to its addition of 6.5 million in previous year.

TTeelleennoorr::

The years of 1855 to 1920 was a pioneering period in the history of Norwegian

telecommunications. Manual mobile telephony services were introduced in Norway in

1966; Telenor now has mobile operations in 12 markets around the world. Telenor started

its business in Pakistan in 2006. During the year 2007-08, Telenor added about 7.4

million subscribers as compared to 7.1 million in 2006-07.

26

ZZoonngg::

ZONG is the first International brand of China Mobile being launched in Pakistan. It is

meant to empower and liberate the people of Pakistan. Subscribers of Zong in April 2008

were 3,146,763. Its growth was negative previous year but in 2008 it added 2.9 million

subscribers in last few months.

Subscriber Of Cellular Service Provider:

The mobile subscriber numbers for last few months tell an interesting story. Zong and

Telenor have been growing at a

brisk pace, at the expense of

Mobilink and Ufone. Take a look

at the April to May changes.

Mobilink s share of market is

down to 37%.

But in June, Warid fought back

by adding the largest number of

subscribers. Telenor and Zong

seem to be losing some steam

after a few months of high

subscriber intake. Mobilink

continues at sluggish pace. Ufone

and Telenor numbers remain extremely close to each other.

Coverage Of Cellular Service Provider:

Tough competition in cellular mobile market of Pakistan compelled all operators to

expand the network rapidly so that they can add more subscribers on their network to

improve their revenue. Currently more than 91% of the population has access to cellular

mobile service all across Pakistan though the access is more in thickly populated

27

localities. Some areas of Baluchitsan

and NWFP remained uncovered due

to disturbances in those areas; rest of

the country is almost covered by

now. During the year 2007-08 all

operators have added around 8,000

new cell sites, which is an

impressive figure because it takes huge investments to install the cell sites. Ufone has

added the highest number of cell sites in 2007-08 and that addition was1,827 new cell

sites during 2007-08. With addition of these, Ufone total cell sites have reached to 3,471.

Next was Mobilink who added 1,817 cell sites, its total sites stand at 7,339 which is the

highest among all. Total Cell sites in Pakistan reached 21,518 which were only 13, 752 in

2006-07. In terms cell sites growth, Ufone growth was 111% while CM Pak growth

remained 100%.

Revenue Of Cellular Service Provider:

Financial health of the cellular mobile industry seems to be volatile and most of the

operators are operating in loss though their revenues have increased significantly over the

last few years. Most of the

operators are engaged in

rolling out infrastructure

and operators have to spend

a huge amount on import of

machinery and equipments.

Depreciation of Pakistani

currency has further

exacerbated the financial position of the industry. Moreover, low tariffs and increased tax

rates could also be responsible factors for low profit margins in the industry. In the year

2007-08, revenue grew by 35% compare to 48% last year. Among the operators, Telenor

is the most efficient operator in terms of revenue generation who has increased about

28

97% revenue in 2007-08 compared to previous year and reported Rs. 45 billion revenues

in the fiscal year 2007-08. Mobilink earned about Rs. 80 billion revenues which is 24%

higher than the last year. Mobilink and Telenor hold about 70% of the total revenues of

the industry while 29% is held by Warid and Ufone. Warid and Ufone have 15% and

14% of total revenue respectively.

Market Share Of Cellular Service Provider:

Mobilink continued to be market leader in terms of market share by subscriber in Dec

2008 although the company lost its share of 11% in the reporting year as compared to

50% in 2006. Warid acquired 17% of total in Pakistan at the end of 2007. Ufone and

Telenor also gained some market share where Instaphone lost its market during the year.

In 2008 the share of each company in mobile market exhibited a change, except for

Ufone whose subscriber share remained more or less the same. Mobilink kept on loosing

its share for another year in favor of Telenor and Warid.

29

Competitive Comparison Matrix:

PLAYERS POSITIONING TECHNOLOGY PRODUCT & SERVICES OWNER

MMMooobbbiiillliiinnnkkk § Plays upon as marketleader§ Focuses on qualityand coverage.§ “reshaping lives”

§ GSM§ GPRS§ EDGE§ GSM-900/1800

§ Reduce its tariffs due toimmense competition on rate§ Data products (blackberry andUSB DSL modem)§ Red carpet promotion

Orascom

UUUfffooonnneee § Attractive brandclaiming to be a trendsetter in the industry.§ Cheap rates andmedium quality.§ “Its all about U”§ Claiming to be apeoples brand

§ GSM§ GPRS§ EDGE§ GSM-900/1800

§ Reduce rates and offersattractive packages§ Funny promotional adsfocusing general attention.§ Data products (blackberry andUSB DSL modem)

Etisalat

TTTeeellleeennnooorrr § Has focused onstrong networkdeployment &leveraging on itsinternational expertise.§ Claming strongquality & coverage.§ “The smart call”

§ GSM§ GPRS§ EDGE§ GSM-900/1800

§ Reduce rates with attractive onnet call packages§ Data products (blackberry)§ Abstract and party promotionwith renowned personalities.

TelenorASA

WWWaaarrriiiddd § Perceive as goodquality but rates arehigh as compared toother competitors.§ Focuses again onnetwork quality withhigh rates.§ “life ka network”

§ GSM§ GPRS§ GSM-900/1800

§ Enhanced and diversifiedValue added services portfolio§ Important Value added servicesportfolio Abu

DhabiGroup

ZZZooonnnggg § Has focused onstrong networkdeployment§ Symbolized as “sayit all”§ Recently focused onlow rates irrespectiveof others.

§ GSM§ GPRS§ GSM-900/1800

§ Youth oriented VAS portfolio§ Free calls on Closed user group

ChinaMobile

30

Competitors SWOT Matrix:

MMoobbiilliinnkk::

• Market leader

• Strong Equity

• Wide network range

• International brand

• Network capacity

.

STRENGTHS

WEAKNESS

• High prices

• Foreign brand

• Less known to culture

UUffoonnee::

• Subsidiary of PTCL.

• Stream line benefit.

• Knowledge about country culture.

• Experience Variety of

• Value Added Service

• Broad market coverage.

STRENGTHS

WEAKNESS

• Stagnant Profitability

• Low market share as compare to

competitor (Mobilink).

• Overly Dependent on PTCL

31

TTeelleennoorr::

• Have maximum coverage in

PAKISTAN

• Have a very strong financial.

• They have the ability and resources to

hire skilled engineers.

• Large number of Subscriber

STRENGTHS

WEAKNESS

• Low market share as compare to

competitor

• Limited coverage due to newly

introduce in the market

• Signal problem due to limited network

ZZoonngg::

• World biggest network

• A product of China Mobile Company.

• Leverage financial resource from CMC

• Experienced administration STRENGTHS

WEAKNESS

• Low market share as compare to

competitor

• They are unable to improve the network

means that they are not using their

resources.

• There is the diversion of customers towards

other brands due to connectivity issue

32

Source:

1. Ufone (website) 2. Mobilink (website) 3. Warid (website) 4. Telenor (website) 5. Zong (website)

6. Wikipedia encyclopedia 7. PTA cellular sector report 2008

33

PORTER S FIVE FORCES

Porter's five forces developed by Michael E. Porter of Harvard Business School in 1979.

Give a framework for environmental audit but tends to focus on the single, stand alone,

business or SBU (Strategic Business Unit) rather than a single product or range of

products

34

Intensity Of Rivalry:Overview of caller sector indicates that rivalries among the competitors are high.

Actually basis for fierce competition is that there are total five players in the market and

cellular market is at growth with more than two million subscribers in a month each year.

All the service providers are competing to each by the factors of low price, innovative

packages, active efforts to improve quality service and also the better customer service.

Telenor, Warid Ufone, Mobilink and Zong all have attractive packages nearly in Paisa s

and coverage in almost every city with franchise and sale centers. The competition is also

tough because new enterer has opened competition for gaining market share as well as

contribution in the industry sale. Using all media vehicles cellular service provider

heavily bombarded customers with promotional activities with timer checks, Jingle

promotions and sponsorship with famous watch’s. In this competition arena efforts of

companies are to gain better market position, higher sales and competitive advantage.

One important factor for fierce competition is users low switching cost and also the

demand for the user increases. Users in this sector are price conscious and also variety

seeking so they can switch form one service provider to another without having switching

cost.

Supplier Power:There are two types of supplier in the industry one are those which are providing

cellular infrastructure to the cellular firms and other are the manufactures of SIM and

other items. In the case of infrastructure provider Supplier power is relatively high in the

cellular sector. As there are few suppliers in the telecom industry that are providing

telecommunication equipment and other related service to the sector. Each company has

its own suppler in the matter of providing telecommunication equipments. Here is the list

of suppliers that provide infrastructure to telecom sector these are ZTE, Alcatel-Lucent,

Siemens, Nortel, and Motorola. Companies face huge switching cost in matter of

switching from supplier because they have to install whole new infrastructure when

switched to other vendor’s .But in respect of SIM manufactures the bargaining power of

the Suppler is relatively weak because in the initial stage SIM’s are exported from

Malaysia, Korea, China and Singapore but currently locally SIM’s are manufacture.

35

There are lots of suppler engaged in the SIM manufacturing. Service providers can switch

to other SIM manufacture because their switching cost is low. Companies negotiate their

prices from SIM manufacturers to set their own price standard.

Buyer Power:The bargaining power of end users however, is low because there are a large number of

service providers and customer can switch to other service provider with at least no cost.

Also customers have both quantity and quality of information available which help them

in their decision process while purchasing. And customer demand for the product service

increases time to time changes. They are large and purchase a sizable percentage of

industry’s product. Also service provided by mobile operators are almost same because

users have to make call which is basic need regarding this sector. Also there are lot of

other substitute in the industry user may switch to these service provider with the fact that

their costs in switching to substitutes or other brands are low.

Threat Of Substitutes:Overview of telecommunication sector indicates that threat for substitute is

moderate high. In spite of cellular service provider there are many other substitutes in the

telecom industry these are fixed line, wireless line, and calling cards. The substitute

service provider that goes indirect competitor with cellular service provides are PTCL,

world call, and others. These all service providers mentioned earlier have recently

reduced their prices and hence have well established infrastructure for coverage. From

customer prospective the cost of switching is low as there are verities of service offering

from these indirect competitors. Recent years the fixed line subscriber increased to 4.8

million during current years while WLL services has grown 30% in the year 2007-08

and Overall growth of the PCOs remained 10% in the year 2007-08 which was. This

trend shows the current trends for using substitute service in telecommunication sectors

36

Threat Of New Entrants:With regard to the cellular industry in Pakistan, there is a high threat of new

entrants. As PTA has taken back its order that no more firms can enter in the cellular

sector at the end of December 2008. There are already five players in the cellular sector

playing aggressively to compete each other. Legal requirements and costs are two types

of barriers. When legal requirements are concerned, new firm needs to get spectrum

license and they need to provide some conditions required by Pakistan

Telecommunication Authority and these legal requirements with regard to cellular sector

are not consider such barriers. But in cellular industry actually the main barrier is high

initial expenses. Network coverage, satellite, installation costs are extremely high for the

service providers which is considers normal barrier. Existing industry service providers

are looking to expand their market reach by new service offerings and coverage there is

probability of new entrance. Customer demands are increasingly growing mobile

teledensity reaches to 54.7 percent which is relatively high and also an opportunity for

new entrance where they currently do not have a presence.

COMPETITIVEFORCE

MAGNITUDE OF FORCE CONCLUSION

Intensity of Rivalry Relatively high Reduces profit potential of theindustry

Supplier Power Relatively weak (supplier type 1)

Relatively strong (supplier type 2)

Increases profit potential of theindustry

Buyer Power Relatively weak Reduces profit potential of theindustry

Threat of Substitutes Moderately strong Reduces profit potential of theindustry

Threat of New Entrants Relatively high Increases profit potential of theindustry

37

SWOT OF WARID TELECOM

trengths:

Leveraging brand equity from international corporate “Abu Dhabi Group”

Having modern network capabilities in respect of infrastructure.

Financial strength of share holder and their telecom expertise ‘Warid

international”

Large Post paid based generating high ARPU

State of the art IP based contact center and leading data center

It has technical partnering involving “SingTel”, “Nokia” and “Wateen”.

eakness:

Need to expand network coverage.

Need to increase brand awareness and improved market positioning

Lack of proactive churn management and stimulate programs to address

inactive subscriber

Low promotional packages activities

The product line is too narrow.

S

W

38

Pportunities

Over 60 percent population in rural areas still underserved pent up demand

by aggressive network expansion.

Multiple SIM Warid being used as secondary connection opportunity to

stimulate the growth by improving network coverage

Bring innovation and VAS and data services to increase revenue

Market Growth and industry expansion

hreats:

High taxation rate of activation tax is causing a slowdown in consumer

growth especially all in rural areas.

Price competition

Larger competitors network coverage

Strong advertisement and media presence of competitors

Entrance of new competitors like Zong.

Political Instability

Presence and the acceptability of competitor brand like jazz, talkshak and

public demand

O

T

39

BUYER BEHAVIOUR

High involvement Low involvement

Significant Difference between Brands

Few Differences between brands

The Pakistani mobile users are more price-conscious but in cellular sector they also don’t

compromise on the quality of voice. So, By taking the advantage of this consciousness of

the users mobile operators re enhancing product offering in the form of low rate packages

and network expansion by installing boaster.

Mobile sector comes under verity seeking buying behavior by the buyer because it occurs

under the conditions of low consumer involvement and significant brand difference. In

this market, consumer has low involvement they perceive the brand benefits on the basis

price, voice quality and coverage. The reason for this is that their ultimate objective is to

communicate to other at for off place.

Buying is initiated by “communication purpose”. Every body can enter in to buying

process by need of communication. In the regard of this communication media vehicles

play an important role in getting their service preferred by the users. These days there is a

rush of packages out in the market from the mobile service providers, targeting different

market segments and offering all kinds of discounts depending on who you call or when

you call. Off-peak timings have always been used by service providers to create interest

and to lure customers. So, customer seeks indifference among services provided by these

Complex BuyingBehavior

Variety Seeking Buying Behavior

Dissonance-reducing buying

BehaviorHabitual buying

Behavior

40

cellular operators and switch according to their desire. Factors that influencing on

customer switch age to other operator of mobile network are

Price: Users use services of the operator to communication so on of the factor influencing

the customer switch age is price. A person in this segment seeks the prices most

important factor and operator of service are also offering verity of packages to make the

customer attract. Where the price of any product is low people change their taste and

divert towards that low price product.

Quality: After the price people prefer quality of voice second because they are paying for

the voice if the voice is not clear to them which they are paying for they defiantly they

switch to other operators.

Coverage: After the quality of voice second available factor for customer switch age is

coverage. Users perceive that the operator’s services are available to them where they

visit. If they find signal problem they may switch to more coverage operator in the

sectors

Promotion: With promoting services that has factor too for consumer switch age. Fierce

promotion leads an image in the mind of the consumers that company offers many

servers and “a customer focus company”.

Factor for Demand:

Following are the factor which makes the demand of cellular subscriber go on increasing.

TTeecchhnnoollooggiiccaall ttrraannssffoorrmmaattiioonn ooff iinndduussttrryy::

Between the 1980s and the 2008, the mobile phone undergoes a great transformation.

From being an expensive item used by the business elite, it became a personal

communications tool for the general population. In most areas of country, mobile phones

outnumber land-line phones.

CCeelllloopphhaannee aavvaaiillaabbiilliittyy::

In Pakistan cellular sector cheaper models of mobile phones for common citizens played

a great role in improving business prospects. Demand for the service provider increase

41

due to these factors. The imports of handsets have registered 1.788 million sets during

last year.

AAttttrraaccttiivvee ppaacckkaaggeess::

All big names of the cellular sector are offering different low cost packages to users. And

these are competing with each other by attractive packages and low cost call connectivity.

Some examples include Warid (per second, 30 second, 60 second billing), Mobilink (jaaz

budget, jazz one, jazz easy), talkshawk (30 and 60 second billing), Zong (per second, 30

second, 60 second billing), and Ufone (Uwon, Public demand).

LLaattee NNiigghhtt CCaalllliinngg PPaacckkaaggeess && yyoouutthh::

Now days the youth is much mature and have more exposure and more understanding of

things. The bigger trend is on the heavily discounted late night time calling packages,

which are in effect usually from 11pm at night to 7am in the morning. In these hours a

single call costs you a total of 3 to 6 rupees an hour. These packages are purely targeting

the younger generation. Some examples include Warid (infinite craze, zem nites),

Mobilink (Raat Shuru Baat Shuru), Djuice (jaagtay raho package), Zong and Ufone.

42

SEGMENTATION

Mobile segments serve the basic needs of calls, long distance calls and the international.

Traditional telephones have been replaced by the codeless and the wireless instruments.

Mobile phone providers have also come up with GPRS-enabled multimedia messaging,

Internet surfing, and mobile-commerce. Segmentation in cellular sector is generally done

on the basis of behavior usage by the users. Marketing effort of cellular service providers

was focused on objective: adding more subscribers and on increasing usage or increasing

awareness. In cellular sector market is segmentation in to two groups theses are

SSeeggmmeenntt OOnnee::

Corporate cluster

SMEs clusterBusiness class segment

Professional cluster

SSeeggmmeenntt TTwwoo::

Domestic users cluster

Consumer class segment Youngster cluster

43

Segment Customer Analysis:

Pakistan currently has one of the largest allies of young people in its history, with

approximately 25 million people between the ages of 15 and 24.Target market group of

cellular sector ranges from 15 to 64 percent which according to demographic profile of

Pakistan consist of 56.9% (male 48,214,298; female 46,062,933) of total population. As

in the Buying behavior we have studied that Female and male both contribute into

making decision for the purchasing of the brand. So the both genders would be in target

market.

In spite of this professionals are also Warid target audience. The Employment Status

categorizes majority (45%) as employees followed by own account workers (42%).

About one in ten workers (11%) are reported as unpaid family workers and one & a half

percent as employers. As far changes in the comparative periods, unpaid family workers

fall by some fractions, employees indicate some increase while own account workers and

employers remain on the same level. In the buying and sales of Warid brand also depends

on these customers too.

Along with the rise of urban consumerism, global corporate such as lever brothers P & G

and many small medium enterprise and local national companies emerges both

manufacture and sell their products in Pakistan. In manufacturing and natural resources,

Shell and BP are present in addition to the Pakistani state oil company. Honda, Nissan

and Suzuki are among international automotive manufacturers with plants in Pakistan.

Warid fulfill needs of these local MNC’s local national and SME’s firms by providing

them special service packages.

44

TARGETTING

At initial stage Warid has focused on the consumer class segment only but later on fixing

its foots on ground it starts targeting all segments of the cellular sector. To achieve the

objective of targeting all segments Warid offer both postpaid (Zahi) and the prepaid

(Zem) services to their customers. Under the heads of these two products comes the

service package that provides serviceability to all segment of cellular sector.

ZZaahhii aanndd BBuunnddllee PPaacckkaaggeess::

Corporate cluster

SMEs cluster

Business Class Segment

• Blackberry

• Zahi packages

• Enterprise packages

• Wireless broadband packages Professional cluster

ZZeemm::

Domestic users clusterConsumer Class Segment

• Paisa packages

• Happy Hour packages

• Voice plus SMS packages

• Weekend and Night packages

Youth cluster

45

POSITIONING & BRANDING

Warid telecom is umbrella band of Abu Dhabi Group. Abu Dhabi Group also has Wateen

a sister concern in the telecommunication sector. Wateen is also launched in the Pakistan

Warid also has a very quick customer response from its employees to the customer in

case of any problem or query. Warid Telecom considers the needs of customer’s first.

Life ka network symbolize as the network is alive, alive in sense of changing according

to customer demand, and keep response to customers needs and wants.

Warid Positioning:The positioning which want to produce in the mind of customers is that Warid is

providing voice and data communications services through its state of the art GSM,

EDGE and GPRS network with best voice quality and coverage along with most

economical billing packages for its subscribers. Warid will provide them high quality

and stylish products to improve their life style and make their life easy and beautiful.

Warid Brand Elements:

NNaammee::Warid (al-w rid) is an Arabic language word which means inspiration and

spiritual perception. “Warid telecom” as the name shows is backed by some Arabic firm

and in actual Warid is family brand umbrella of Abu Dhabi Group. As name reflect that

Warid with quality, coverage, and low price package and customer orientation will

inspire the users to use the services.

LLooggoo::

The company logo represents the tower of telecom boaster which symbolize

that they are the pioneer in coverage and where ever they go and operate. A

red ribbon around shows that the incoming and out coming of signals wave means

46

network quality without collision with other signal bands. Its purpose is that when any

person watches this logo automatically his mind captures the image of Warid tower and

after that their coverage and quality

SSllooggaann::

We can know this from their slogan “Life ka network”. Warid Telecom considers the

needs of customer’s first. Life ka network symbolize as the network is alive, alive in

sense of changing according to customer demand, and keep response to customers needs

and wants. Warid also has a very quick customer response from its employees to the

customer incase of any problem or query.

JJiinngglleess::

There are basically different jingles for different packages in order to attract the targeted

segment The company is trying to position itself that it’s the customer’s own service. The

slogan of the brand is “Life ka network”. The company is trying to create image that we

care about our customers the most and its utmost value only bows towards its customers.

And also the network is alive, alive in sense of changing according to customer demand,

and keep response to customer’s needs and wants. We can say this by analyzing their

customer support offices and their help lines where the customer can call for any

problems or queries. Basically in some types of packages which directly target the

youngsters, different spokes person such as children and dashing models are being used

so that the customer segment of youngsters are directly hit and influenced by the ad

campaign launched by Warid telecom

DDeessiiggnn::

As far as the design is concerned it correlates itself with a user friendly virtual

environment that Warid telecom provides its customers. The design of prepaid package is

as similar as other Telecom companies in Pakistan. A customer purchases a SIM and

inserts in his mobile and as he will load credit into it he will be able to make calls or

SMS. Whereas postpaid connections are concerned the design is quite different from that

47

of prepaid ones. A user buys a connection from Warid telecom and uses it regardless of

any credit into it. The office directly charges him according to his usage and the sales

service center sends him the bill for one month or a fixed period of time to his resided

place. The user then goes to the office and pays his charges for the service which he had

been using for the past one month or so.

SSttyyllee::The style of Warid product is in a plastic case which is handed over to the customer in the

form of a card with a SIM attached into it which can be displaced. As it lies in a service

sector therefore we cannot effectively analyze its design. But we can analyze its service

design and its franchise and sale center layout as it is in the form of a product to the

customer. Its sales center and franchise are well decored with sun light bulbs all over the

place so that when a customer enters into their place he would feel the warmth of the

service through its environment.

Warid Brand Value:

QQuuaalliittyy::

Warid Telecom has an uncompromising commitment to quality in this regard. That is

why they spare no efforts in pursuing the best in network‚ services‚ product offerings.

SSiimmpplliicciittyy::

The industry trend is to complicate all aspects of telecommunications to intimidate the

user into benign behavior. Warid Telecom encourages subscribers to be bold‚ knowing

that they are getting what they asked for. We keep things simple‚ easy to understand and

even easier to use.

IInnnnoovvaattiioonn::

For years‚ people complained of the same things on mobiles. At Warid Telecom‚ they are

constantly look to make the communication experience different by doing things in a

better way. They already introduced 3G supportable system for being see the need of this

in the near future. For seeing the growing trend of SMS usage Warid has introduces

SMSC-less messaging infrastructure that controls the traffic of SMS and makes sure the

delivery of messages with out involving pending issues.

48

TTrraannssppaarreennccyy::

Warid Telecom is always providing an open and honest service. Warid Telecom has

paved the way to expose hidden charges‚ reduce tariffs and maintain a clean reputation.

They never deduct taxes of scratch card loading as other did in the sectors which shows

transparent dealing with users.

CCuussttoommeerr--FFrriieennddlliinneessss::

They enjoy working and succeeding together by building close relationships. While they

have a sense of purpose in their operations‚ they also have a strong culture that

demonstrates to customers that “its network of life”. Warid Telecom considers the needs

of customers first.

Brand Associations:

These are the desired associations which Warid telecom wants to create in the mind of

customers.

Voice Quality

Economical billing packages

Network Coverage

Customer oriented service

Brand of Abu Dhabi

Prestigious Brand

Brand slogan

49

A perceptual map for Warid:

Warid telecom wanted to produce perception in the mind of customer that its high quality

network with affordable price. The perception map gives their intended perception they

want to set in the mind of customer and which they have somewhat successful through

their marketing programs.

Customeroriented service

Brand slogan

PrestigiousBrand

Abu DhabiGroup

Warid Telecom

Economicalbilling packages

NetworkCoverage

VoiceQuality

50

Warid brand personality:

Sincerity:

WARID Telecom has always tried to deliver truthful and interesting advertising to its

viewers. Which develop sincerity trait in consumer mind about the brand.

Excitement:

All advertisement of Warid is delivery through jingle and Songs which shows that

brand has excitement trait also the package plan of the Warid Telecom has excitement

element for the users

Competence:

Warid telecom say what he delivered which show that brand has element of competency

Warid say voice quality then provide that quality to end users.

Passion:

Colour combination of the brand and its logos shows passion. Red colour shows joy and

excitement and also some the ads of the Warid Zem are shows youth passion toward

brand. Also shows the element of brand personality.

51

Point of difference & point of parity:

PPooiinntt ooff ppaarriittyy::

GSM Technology

Value added service

GPRS Service

Both Connection Plans (post paid and prepaid)

PPooiinntt ooff ddiiffffeerreennccee::

More experienced and high technical backbone collaboration “Wateen”

Strong religious perception due to a Muslim Company.

GSM network with SMSC-less messaging

3G–compatible infrastructure

52

PRODUCT

Warid telecom’s products are their SIMS that they provide to its customers. They are

postpaid and prepaid connections, Zahi and Zem respectively. And these SIMS or what

we may call their products cannot be experienced by their customers until and unless it is

inserted in the mobile phone.

Business Corner:

BBllaacckkbbeerrrryy DDeevviiccee SSoolluuttiioonn::

Blackberry supports push e-mail, mobile telephone, text messaging, internet faxing, web

browsing and other wireless information services as well as a multi-touch interface. Al

professional personals use device to have direct and prompt access to services that help

them in their professional life.

Blackberry Models available:

Blackberry Bold 9000

Blackberry Pearl 8120

Blackberry Curve8310

Blackberry 8820

Warid now introduces ‘Blackberry Professional Software’, which specifically caters to

the needs of the Small and Medium Enterprise market segments. The Blackberry

Processional Solution will allow up to 30 users within the SME. The Blackberry

Professional Software has been designed keeping in mind the needs of the SME Market

Segment Some of the basic needs of the SME sector are as follows:

o Focus on affordability

o Smaller IT footprint

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o Simplicity for installation and management

o Minimal need for IT support resource

o Require only core functionality

§ No need for developer tools – SME’s use application packages

§ No need for Enterprise IM – SME’s can use Blackberry Messenger, MSN

Messenger

o SME sector requires the power of the Blackberry Solution

§ Security

§ Control

§ Performance

EEnntteerrpprriissee ppaacckkaaggeess::

For corporate and SME different service in the shape of packages are provided which are

Corporate Briefcase:

It focused on bundling of feature to the corporate and SME sector and include following

packages in one these include

§ Wireless broadband

§ Warid mobile email

§ Enterprise SMS

§ GPRS roaming

§ International roaming

§ Safe arrival SMS

§ Missed call alert

§ Call waiting & call holding

Enterprise packages

Enterprise services package is an instantaneous broadcast system service that has been

developed for corporate clients who require making regular contact with their staff‚ sends

regular updates on project management‚ corporate announcements‚ allowing client to

send reminders‚ notifications‚ and greetings to their customers' mobile phones or even

alerts to employees at your offices or in remote locations. In this package service comes

follow wing other sub services that are

§ Enterprise GPRS Packages

54

§ Close User Group

§ Warid Access Card

WWiirreelleessss BBrrooaaddbbaanndd PPaacckkaaggeess::

Warid introduces Wireless Broadband to its valued subscribers. Wireless Broadband

is state of modem which can be plugged in USB port available in Laptop / PC for

high speed wireless network access. Users can enjoy wireless connectivity from their

home, office, outdoor sites and so on.

WWaarriidd MMoobbiillee EEmmaaiill::

Warid Mobile Email (WME) presents a whole new way to communicate. Now users

keep in touch with their business matters on Warid phone. With WME users can not

only send, receive and delete emails instantly, but you can also view, edit and send

attachments, update your calendar from your phone and much, much more. WME

gives users end-to-end encryption and ensures that all the data communicated to and

from the mobile device are delivered securely.

Zahi

Zahi offers with revolutionary features that will suit both corporate and personal lifestyle,

and ensure that users always have that all important edge in everything they do. Zahi

packages introduced five packages named from silver to diamond; they've introduced

packages named

§ Zahi250

§ Zahi750

§ Zahi1500

§ Zahi 2500

§ Zahi Unlimited

The salient feature of each of the package is it got as many free minutes as the line rent.

The free minutes are divided into which networks they're applicable to. 60% of the free

minutes are applicable only for on-net (Warid - Warid) calls, 20% each to PTCL and

other mobile networks.

55

Zem:

Zem is an amazing prepaid service that allows freedom from monthly bills and gives

complete control over the customer’s cellular expenditure. The user can decide in

advance when and how much he wants to spend. He can load a scratch card whenever he

wants to and start talking.

PPaaiissaa ppaacckkaaggeess

Bundle of package include the calling on other networks as well as other networks on

relatively low price during 24 hour daily with out any daily charges.

HHaappppyy HHoouurr ppaacckkaaggeess::

Under these packages calls can be made to any on-net on predetermined time specially

noon or break time hours

VVooiiccee pplluuss SSMMSS ppaacckkaaggeess

The package include SMS or MMS facility to any number across Pakistan & MB’s of

mobile internet for a monthly subscription inclusive of all taxes. Voice talky package

include facility of sending voice messages on both on-net and off-net.

WWeeeekkeenndd aanndd NNiigghhtt ppaacckkaaggeess

Under these packages calls can be made to any on-net number in predefined prime time

hours with low price package and other package include on-net calls on week weekend

with relatively low package price.

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PRICE

Warid Pakistan offer tariff plans that are exclusively designed according to needs of a

diverse group of users by considering the factor Warid offer both postpaid (Zahi) and the

prepaid (Zem) services to their customers.

Zahi

57

Zem:

HHaappppyy HHoouurr ppaacckkaaggeess

Off Peak: 12pm-6pm & 12am-6am @ Rs 4.99/hr*Peak: 6am-12pm & 6pm-12am @ Rs 11.99/hr*SMS your Happy Hour to 2742e.g. SMS 7am to 2742(for 7am-8am Happy Hour)

WWeeeekkeenndd aanndd NNiigghhtt ppaacckkaaggeessZIM SUNDAY CRAZE

Unlimited FREE on-net calls on Sundays, from 8:00 a.m. to 12:00 p.m. with weeklysubscription charges of Rs. 15 + tax apply.

ZEM NITES

Under this package the subscribers get unlimited calls to any on-net number from 11pmto 7am for a daily charge of Rs. 24+tax. Calls on other networks in this time period areRs. 0.85 (per 30 second). Calls to off-net Friends & Family number is Rs. 0.75

PPaaiissaa ppaacckkaaggeess::

58

VVooiiccee pplluuss SSMMSS ppaacckkaaggeessSMS CRAZE

The subscribers can get up to 5,000 SMS/MMS to any number across Pakistan & 10MBof Mobile Internet for a monthly subscription of Rs.150 inclusive of all taxes.

VOICE CRAZE

Vice Craze is a weekly subscription based package offering 125 on-net (Warid-Warid)minutes, 25 off-net (landline/ other mobile operators) and 50 voice talky minutes

Business Corner:

BBllaacckkbbeerrrryy DDeevviiccee::

Blackberry Pearl 8120 PKR. 25,000/Blackberry Curve 8310 PKR. 28,000/Blackberry Huron 8820 PKR. 31,000/

Blackberry Service Line Rent

BIS 1000 + Tax monthly

EEnntteerrpprriissee ppaacckkaaggeess::

Enterprise packages:ENTERPRISE GPRS PACKAGESPostpaid Packages Line Rent Free Units Rate

Package GPRS80 Rs. 80* 6MB Rs.12/MbPackage GPRS120 Rs. 120* 15MB Rs.10/MbPackage GPRS200 Rs. 200* 20MB Rs.8/MbPackage GPRS240 Rs. 240* 30 MB Rs.6/MbPackage GPRS Infinity Rs. 500** 2000 MB or 2

GBRs. 0.2/Mbor 20 Pasia /Mb

ENTERPRISE SMS PACKAGESPackage Monthly Line Rent Available Messages

SMS-A Rs. 20‚000 50‚000SMS–B Rs. 30‚000 100‚000SMS-C Rs. 40‚000 200‚000

59

CLOSE USER GROUP

Close User Group (CUG) rates are at 60 paisa per minute on all packages‚ billedaccording to the package plan i.e. per 60 sec‚ 30 sec or per sec.

WARID ACCESS CARD

Postpaid Packages Line Rent Free Units RatePackage – GPRS80 Rs. 80* 6MB Rs.12/MbPackage - GPRS120 Rs. 120* 15MB Rs.10/MbPackage - GPRS200 Rs. 200* 20MB Rs.8/MbPackage - GPRS240 Rs. 240* 30 MB Rs.6/Mb

Package - GPRS Infinity Rs. 500* Unlimited Rs.0/Mb

WWiirreelleessss BBrrooaaddbbaanndd PPaacckkaaggeess::

Starter pack (USB Modem + SIM) price is Rs. 11,000 + tax with one month freeunlimited Internet trial

WWaarriidd MMoobbiillee EEmmaaiill::

Warid Mobile Email Corporate Account(Get one corporate and one internet email account with freeunlimited GPRS browsing)

( Rs. 1200 + tax per month)

Warid Mobile Email Internet Account(Get one personal email account with free unlimited GPRSbrowsing i.e Gmail, Yahoo, ISP account etc)

(Rs. 750 + tax per month)

Due to strong competition in the cellular sector of telecommunication sector of Pakistan

all service providers are offering low price for their service offered inclusive of value

added services. Warid service retail tariffs are split between post-paid and pre-paid

subscribers with a number of packages being available to both sectors. All above price

description of both Zem and Zahi shows the prices are generally low and Warid is using

penetration strategy due to competition among the players in the industry. Pricing list of

Warid telecom shows that all service offering are economical and according to customer

desire. In these package billing are made according to the customer taste and need Warid

second billing, for long time calling Warid introduced happy hours and so on.

60

DISTRIBUTION

Warid has launched its services all over Pakistan. Warid services are accessible even in

the rural areas of Pakistan means to say that they are use extensive network coverage by

means of coverage. Warid was the first telecom company in Pakistan which launched its

services through its franchises and sales center all over Pakistan on a single day. Warid

telecom has placed its product and services from Karachi to Gilgit, the two extreme cities

in the boundary of Pakistan from which we get the idea of their coverage. Currently the

distribution channels of Warid telecom is approximately as described in the chart below

Form the day start to to-date Warid telecom is using extensive distribution Warid telecom

is currently using all channel to distribute its products. Distribution is made through

Customer Service centers and Franchise. For service enhancement, Warid telecom

improves and can increase the number of its Customer Service Centers and Franchises.

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Warid telecom has at most 240 franchises and 19 regional sale offices all over the

country. In spite of these authorizes franchises Warid distribute its products by the end

retailer mobile shop and general stores. All franchises of Warid are decorated with Warid

logo; Warid Brand colour and glass and steel walls. Which show the element of

prestigious brand and customer orientation. In spite of this retail outlets of the Warid are

designed with painting and neon board and also the board showing the “Warid

connections are Available here”. This communicates that Warid

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COMMUNICATION

Warid message are communicated through using all channels of media including building

an identity for the corporation and brand, advertising campaigns, sponsorships, media

relations (newspaper coverage, press releases, press conference before launching etc),

point of sale material preparation (brochures, tariffs, flyers etc), website. Message

delivered on electronic media through jingle and using celebrity endorsement. First ever

add that comes in the electronic media is symbolize with rain season that bring hope and

refreshment and new joy. Now a day it bran message come man through ball to boys who

are playing Cricket symbolize that Warid is customer oriented and helping the customer

in even small mattes.

BBrraanndd tthheemmeess::

Warid themes are made of combination different styles with correct usage of Red colour

and white. Later is symbol of joy and passion while former is symbol of peace. All Warid

themes are backed by the jingle and sound track with relevance to culture.

Communication Mix:

Warid telecom is using all kind of communication mix to promote image in the mind of

customer for repeat purchase. It uses following communication vehicle to promote and

communicate its services and new offerings promotion campaigns “Warid mobile vans”,

sponsorships, media tools like newspaper coverage, brochures, leaflets, press releases,

tariffs flyers point of sale and website

MMeeddiiaa::WARID Telecom has always tried to deliver truthful and interesting advertising to its

viewers. Through these ads they are trying to convey the message that WARID Telecom

is solely meant for the people’s benefit and convenience. They advertise through

Channels Specially Geo and mostly News channels, PTV, ARY and hum Tv.

63

PPrriinntt mmeeddiiaa::

WARID Telecom has designed attractive brochures for their customers. These brochures

contain all the necessary information about their package deals and tariffs. Hence,

making it easier for the people to know about the general prices and services offered.

SSppoonnssoorrsshhiipp::

Warid advertise through sponsorship in Cricket matches and joint media campaign with

Al FALAh bank. Also now a day it got sponsorship with MacDonald’s.

.

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QUESTIONNAIRE FOR BRAND AUDIT

1. What is your target market?

Target market of WARID is all kind off customers like home users, business and

executive class. But the major focus of WARID is business class. Although it cant

ignore home users also because it is a big segment of the market. That’s why WARID

has introduced a variety of packages.

2. What is your marketing strategy?

WARID is trying to promote the brand in the customers by actually providing value

to its customers no matter that WARID’s promotional campaign is comparatively

slower as compared to other companies. WARID is using print media comparatively

more as electronic media because it’s also big source of providing information.

WARID is trying to capture maximum of the market share by providing value

services and attractive and low cost packages. Warid has opened its franchises all

over the country to provide better services to the customers and also to support the

promotional campaign.

3. What are your core brand values?

The core brand values of WARID are low prices, wide range network, customer

support services. These values are strongly associated with the brand and WARID is

trying to make them more associated with the brand.

4. How you have segmented the market?

WARID has segmented the market in two major segments. First one is and other one

is households or home users. While as in business class WARID has further

segmented the market in pre-paid customers and post-paid customers. WARID has

also introduced different packages in post-paid for different classes.

5. What is your desired positioning in the mind of target customers?

The first and foremost positioning or image that WARID tried to create in the minds

of customers is that WARID was a low cost and a broad range service network.

WARID’s network services are available in wide range of areas and can be accessed

anywhere any place, any city, any town in the country.

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6. What is your actual positioning in the minds of customers?

As far as the actual positioning is concerned, WARID has become successful in

creating image in the minds of customers as a low priced but a quality service. As

compared to all other brands, WARID’s prices are much lower and quality of service

is also much better.

But up to some extent, we couldn’t be able yet to strongly create the image in the

minds of customers about the WARID that it is wider network and having wide range

services. To make it sure, and to build the desired image, WARID is continuously

upgrading the network to assure and let people experience that WARID is having a

wide range network.

7. Do you think that you have matched your desired and actual positioning in the

mind of the customers?

Rapid growth, shows this tendency

8. What kind of associations you are trying to create regarding your brand?

WARID is trying to associate certain things strongly with its brand name, as early has

discussed. These are low prices, better quality services, wide range network, better

customer services, most caring cell phone service that cares about customers

expectations and customer satisfaction, suitable for all (for business users and home

users especially for youngsters) and one step ahead in introducing new packages and

services.

9. Do you think that your current associations are strong, favorable and unique?

Yes! Definitely and obviously these associations are strong favorable and unique.

People up to a great extent associate these things with the brand. And also these

associations are favorable because they are in the best interest of our valued customer.

And they are unique also because no other company is providing these things

appropriately to the customers. WARID is focusing more on these things.

10. What are the competitive advantages that your brand has as compared to other

brands?

There are a number of benefits which our brand is providing to the customers and no

other brand is providing. The first no tax deduction, quick customer response, one

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time information and WAP. On the basis of these competitive advantages, WARID is

one step ahead as compared to other companies and differentiating itself.

11. What you as a brand manger doing to create awareness regarding your brand in

the minds of target customers?

As people are very much aware of the offers and services provided by WARID. But

in order to make people more aware of WARID offers and services, we have started a

new promotional and advertising campaign. We

12. What is your brand strength (image and performance) and what is your

competitor’s brand strength?

13. According to you who are your competitors?

The major competitors of WARID are Mobilink, Ufone, Telenor and now Zong

(China mobile) because Zong is also gonna become a big player in the market.

Indirectly, if you see, World Call wireless and PTCL V wireless are also our

competitors because they are also providing cell phones with their own services and

also lowering their prices along with other mobile operators in Pakistan.

14. How does your brand communicate to the customers and what does your brand

name mean? An Arabic word showing the empathy.

15. What is your distribution channel and how do you effectively manage it?

16. How much and what kind of media involvement and its role helps in your brand

promotion?

17. If your competitors copy your competitive advantages then what strategies

would you implement?

Ø New range of services

Ø New packages

Ø Prices settlement

Now-a-days, we are also working on the enhanced packaging scheme not with only

Warid customers but the users other than Warid.

18. What criteria and policies you have adopted for your internal branding i.e.

branding among your employees?

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Chapter no 2

B R A N D E X P L O R A T O R Y

NOTHING IS PERMANENT IN THIS

WORLD PERMANENT IS ONLY CHANGE

68

RESEARCH OBJECTIVES

Main objective of this study is to evolution of Warid’s brand strength and all possible ways of

brand equity particularly in the terms of brand awareness, favouribility and uniqueness of brand

association. The findings of research serve only for the academic purpose. Exploratory areas of

inquiry in this study included are as follow:

1. Explore the relative people perception about Warid.

2. To explore the Brand Image developed by Warid and customer perception.

3. To find out the most favorable association about Warid brand.

4. To check the actual and intended gap between deliverable brand’s

associations.

5. To assess the impact of marketing program input.

6. To explore all possible way of Warid brand equity dimensions (brand

awareness, brand usage, brand judgment, brand performance, brand imagery)

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RESEARCH METHODOLOGY

For data collection, primary data collection methods are used. Two types of

questionnaires are developed qualitative and quantitative. Research questionnaire consist

of three parts, these parts include demographic, imaginary associations, performance

associations and attachment and loyalty associations. Research is conducted in conduct in

natural environment and researcher interference is minimum. Data is cross-sectional in

which researcher visited the audience and place once a time. To avoid the chance of non-

response errors questionnaires will be filled by the interviews themselves on the

information provided by the respondents. Researchers are bound to aspect other

information and not allow adding its personal liking or removing it’s disliked thinks in it.

Population:Research is to observe the brand awareness, favorability and uniqueness of brand association

so it was necessary to collect the data from different locations of the Pakistan. Data is

collected from diverse people because of culture, income, perception and other

differences. So research population is form Gujrat, Gurjranwala and Sialkot. For research

technical point of view it will reduce the biasness of the data. Here is population of these

cities taken from Punjab district website.

GUJRANWALA

Population: 4308905

GUJRAT

Population: 2120529

SIALKOT

Population: 3294000

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Sampling:

These sample size are from Gujrat, Gurjranwala, Sialkot cities, which are mentioned in

the population size. Respondents are given sufficient time for the salvation of

questionnaire and for that purpose researcher is on the spot to help and guide the

respondents. One hundred consumers were selected randomly exhibiting different

demographics characteristics. Of the total drawn sample seventeen were incomplete or

inconclusive questionnaire, therefore, they were dropped, and hence the final sample size

was of 83 respondents. According to Sekran (1992) if multivariate techniques were to be

used than sample size should be at least 10 times the number of variables. Considering

that the study comprised of five dimensions for measuring brand equity, therefore, the

sample size of 83 would have been appropriate. The questionnaire comprised of 20

questions 17 were related to the research study and 3 were related to personal data. The

field survey was carried out in 7th of May 2009.

Data collection:The questionnaire was administrated in the supervision of researcher .The data is

collected form places where youth is found in large number.

Following educational institutions and places were visited;

1) Gujrat

a. University of Gujrat

b. Government Fatima Jinnah College, Fawara Chowk

c. Pace Shopping Center, Services Morr

2) Gurjranwala

a. GIFT University

b. Punjab University

c. Pace Shopping Plaza, GT road

3) Sialkot

a. Leadership College, Khadim Ali road

b. Chen One Shopping Mall, Cantt

c. Government Murray College, College road

71

In SPSS different statistical tools and techniques like frequency distribution mean,

median and graphs were used to show the results of data. Correlation and Cross

tabulation was also used.

72

RESULTS & INTERPRETATIONS

Factor Analysis:

Kaiser Meyer Olkin Measure of Sampling Adequacy. .536

Bartlett's Test of Sphericity Approx. Chi-Square 218.618df 171Sig. .008

The Bartlett Test of Sphericity and the Kaiser-Meyer-Olkin measure of the sampling

adequacy were used to validate the use of factor analysis. Bartlett’s test of sphericity was

large and the associate significance level was zero. According to Kaiser (1974) values

0.90 to 1.00 are marvelous, 0.80 to 0.89 are meritorious, 0.70 to 0.79 are middling, 0.60

to 0.69 are mediocre, 0.50 to 0.59 are miserable and 0.00 to 0.49 then don't factor. The

KMO measure for our study is 0.536 which suggests that factors analysis was appropriate

for these data sets. Furthermore values higher than 0.50 indicate that they can be

conceptualized for study. Bartlett's result shown that significant level is less than .001

that means Rotated matrix is no an identity matrix and there are some relationships

between the variables we hope to include in the analysis. Our results show that our

Bartlett's Test is highly significant and therefore factor analysis is appropriate.

73

Frequencies:

1. What name comes to your mind when we talk about cellular network services in Pakistan?

Frequency Percent Valid PercentCumulative

PercentMobilink 17 28.3 28.3 28.3Ufone 12 25.0 25.0 53.3Warid 12 15.0 15.0 68.3Telenor 12 20.0 20.0 88.3Zong 7 11.7 11.7 100.0Total 60 100.0 100.0

The question asks from responded to check the level of recall means how quickly it

comes in the mind of people. About 28.3 % respondent says Mobilink and than comes

Ufone with percentage of 25.0. In this question we find that recall level of Warid brand is

low showing with 15.0 percent of respondent.

The pie chart shows the same interpretation. For more understanding we assume the pie

chart is customer mind and Mobilink covering huge portion of customer mind means

high level of recall. Then after Ufone which cover the second largest portion painted with

color green.

74

2. Do you remember that "Life ka Network" is the slogan of which brand?

Frequency Percent Valid PercentCumulative

PercentMobilink 1 1.7 1.7 1.7Ufone 6 10.0 10.0 11.7Warid 50 83.3 83.3 95.0Telenor 2 3.3 3.3 98.3Zong 1 1.7 1.7 100.0Total 60 100.0 100.0

Next question asked is to check the level of recognition means customer remember what

are the brand most deliverable belongings In this question we use brand element slogan

of Warid brand to check the customer recognize the brand in its mind. The results of this

question are traffic almost all responded answer the same thing which is shown by 83.3

percentages. In this question we find that recognition level of brand according to its

slogan is high.

The pie chart shows the same interpretation. For more understanding we assume the pie

chart is customer mind and Warid slogan covers a huge portion with respect of

recognition. Means when ever we say the slogan customer quickly recognize the brand.

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3. Do you remember the logo of Warid telecom?

Next question asked is also to check the level of recognition means customer remember

what are the brand most deliverable belongings In this question we use brand element

logo of Warid brand to check the customer recognize the brand in its mind. The results

of this question are also traffic almost all responded answer the same thing which is

shown by 80.0 percentages. In this question we find that recognition level of brand

according to its logo is also high.

The pie chart shows the same interpretation. For more understanding we assume the pie

chart is customer mind and Warid logo covers a huge portion with respect of recognition.

The red color shows all respondents response in positive and few shows unawareness by

the green area.

Frequency Percent Valid PercentCumulative

Percentyes 48 80.0 80.0 80.0no 12 20.0 20.0 100.0Total 60 100.0 100.0

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4. Do you think that the logo and slogan of Warid telecom are memorable?

Frequency Percent Valid PercentCumulative

Percentyes 31 51.7 51.7 51.7no 12 20.0 20.0 71.7a little bit 17 28.3 28.3 100.0Total 60 100.0 100.0

Next question asked is also to check the awareness by asking the brand elements.

Basically in this question we are trying to find the differentiation in the mind of customer

about Warid. If customer says “yes” that we perceive that customer have a CBB model in

the mind in which association include these two elements too. Responded answer varies

differently but mostly answer it remembers able by percentage of 51. Remaining answers

are close too each other with percentage of 20 and 28 ratio. In this question we find that

customer strongly agree that these brand elements of Warid are remember able.

The pie chart shows the same interpretation. For more understanding we assume the pie

chart is customer mind and Warid logo covers a huge portion with respect of agreement

of brand element components. The red color shows all respondents response in positive

and few shows little bit by the portion of blue color.

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5. Do you now what the slogan (Life ka Network) of Warid telecom communicates

Frequency Percent Valid PercentCumulative

Percentyes 38 63.3 63.3 63.3no 22 36.7 36.7 96.7

100.0Total 60 100.0 100.0

Next question asked is also to check the brand knowledge by asking the meaning of its

slogan. Basically in this question we are trying to find the have the customer aware of

what brand communicates through its slogan. Responded answer varies differently but

mostly answer it that they knew by mostly saying reliable network, fully retort to

customer wants, aware of customer needs etc. the percentage of 63.3 show this response.

In this question we find that customer strongly agree that they knew what they

communicate through their slogan.

The pie chart shows the same interpretation. For more understanding we assume the pie

chart is customer mind and Warid slogan covers a huge portion with respect of agreement

of brand element components. The red color shows all respondents response in positive

and few shows little bit by the portion of blue color.

78

6. Do you think that ward s offerings and services math with its slogan

Frequency Percent Valid PercentCumulative

Percentyes 30 50.0 50.0 50.0no 20 33.3 33.3 83.3a little bit 10 16..7 16.7 99.7

100.0Total 60 100.0 100.0

Next question asked is also to check the deliverable attributes are matching with brand

itself. Basically in this question we are trying to find the have the customer aware of

deliverable attributes and brand elements. Responded answer varies differently but

mostly answers it positively but yes and no gap is close to each other which show

negative aspect of picture too. About 50 percent says that “yes” while 33.3 percent says

“no”. In this question we find that customer strongly agree that they service and offerings

are close to their slogan.

The pie chart shows the same interpretation. For more understanding we assume the pie

chart is customer mind and Warid serves and offering covers a huge portion with respect

of agreement. The red color shows all respondents response in positive and few shows

“no” by the portion of blue color.

79

7. What you think is unique/differs about Warid?

Frequency Percent Valid PercentCumulative

PercentNetwork services 22 36.7 36.7 36.7Customers services 14 23.3 23.3 60.0Offers and packages 17 28.3 28.3 88.3Price 7 11.7 11.7 100.0Total 60 100.0 100.0

Next question asked is also to check the uniqueness in Warid which people think about

the brand. Basically in this question we are trying to find uniqueness means what differ

Warid from other market player. This difference may be with respect of imaginary and

performance based. Responded answer varies differently but mostly answers network

services mean quality of voice and low disconnections but other difference are packages

and customer services. Most rated attribute is network services with percentage of 36.7.

In this question we find that customer strongly agree that they network services are most

unique in Warid.

The pie chart shows the same interpretation. For more understanding we assume the pie

chart is customer mind and Warid network services covers a colossal portion with

respect of agreement marked by customers. The red color shows all respondents response

in positive and few shows “no” by the portion of blue color.

80

8. What do you dislike about Warid brand?

Frequency Percent Valid PercentCumulative

Percentnetwork services 13 21.7 21.7 21.7customers services 14 23.3 23.3 45.0offers and Packages 19 31.7 31.7 76.7prices 14 23.3 23.3 100.0Total 60 100.0 100.0

Next question asked is also to check the dislikeness in Warid which people think about

the brand. Responded answer varies differently but mostly answers offer and packages

but other dislikeness re prices and customer services. Most rated attribute is offer and

packages with percentage of 31.7. In this question we find that customer strongly agree

that they offer and packages are most dislike thing in Warid brand.

The pie chart shows the same interpretation. For more understanding we assume the pie

chart is customer mind and all attributes excluding network services are dislike by the

most of respondents which is shown with different coloring shades.

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9. According to your Opinion, Warid is most suitable for which kind of Class

Frequency Percent Valid PercentCumulative

PercentBusiness Class 19 31.7 31.7 31.7Students 15 25.0 25.0 56.7Home users 14 23.3 23.3 80.0Commercial Class 12 20.0 20.0 100.0Total 60 100.0 100.0

Next question asked is also to check the imagery association attach with Warid and what

people think about the brand class usages. Two aspect come in this regard one group says

that it is for business class other says it is for student due to its packages and offerings.

Most rated class is business class with percentage of 31.7

The pie chart shows the same interpretation. For more understanding we assume the pie

chart is customer mind and major portion is covered by the business class and for

students which are shown with red and green color.

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10. Do you think that any of these is competitive advantage of WARID?

Frequency Percent Valid PercentCumulative

PercentNo Tax Deduction 13 21.7 21.7 21.7Network 17 28.3 28.3 50.0Quick CustomerResponse 23 38.3 38.3 88.3

WAP 7 11.7 11.7 100.0Total 60 100.0 100.0

Next question asked is also to check competitive edge in Warid which people think about

the brand. Basically it is asked to check the most favorable attribute about Warid so

Responded answer varies differently but mostly answers network services and customer

response with percentage of 28.3 and 38.3.

The pie chart shows the same interpretation. For more understanding we assume the pie

chart is customer mind and customer service response and network covers a colossal

portion with respect of agreement marked by customers. The red and blue color shows all

respondents response on pie chart.

83

11. Do you think that promotional campaign of WARID supports the associations? They are trying to create?

Frequency Percent Valid PercentCumulative

PercentYes 45 75.0 75.0 75.0No 15 25.0 25.0 100.0Total 60 100.0 100.0

Next question asked is also to check the effectiveness of marketing program which is also

the objective of this audit.. Basically in this question we are trying to what people

perceive about the brand through its promotion activity from which we can judge the

actual and perceptive gap between the communication programs. Mostly responded

answers “yes” promotion campaign communicates association which Warid delivery with

percentage of 75.0.

The pie chart shows the same interpretation. For more understanding we assume the pie

chart is customer mind and mostly answer positively with the understanding and

deliverability of association from promotional campaign. The red color shows the

response of question asked which is huge.

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12. According to price comparison where you rank Warid

Frequency Percent Valid PercentCumulative

Percentlow 9 15.0 15.0 15.0medium 40 66.7 66.7 81.7high premium 11 18.3 18.3 100.0Total 60 100.0 100.0

Next question asked is also to check the perception about the price rang of Warid

telecom. Basically in this question we are trying what people perceive about the Warid

prices which it offer in its packages with percentage of 66.7. This percentage shows all

customers agreed on one thing that Warid prices are economical which positive sign is.

The pie chart shows the same interpretation. For more understanding we assume the pie

chart is customer mind and Warid price rang show in chart is green which is rated as

medium rang price mean most economical. Green color shows that response of this

aspect on chart. .

85

13. How you rank the services (Network and customer services) of Warid telecom?

Frequency Percent Valid PercentCumulative

PercentPoor 7 11.7 11.7 11.7Good 39 65.0 65.0 76.7Excellent 14 23.3 23.3 100.0Total 60 100.0 100.0

Next question asked is also to check the perception about the network offering and

services of Warid telecom. Basically in this question we are trying what people perceive

about the Warid service which it offers in its packages with percentage of 65.0. This

percentage shows all customers agreed on one thing that Warid service are goood are

economical which positive sign .

The pie chart shows the same interpretation. For more understanding we assume the pie

chart is customer mind and mostly answer positively with the understanding of network

services and customer care. The green color shows the response of question asked which

is huge.

86

14. According to you is Warid a caring brand with respect to the benefits given to customers.

Frequency Percent Valid PercentCumulative

Percentyes 27 45.0 45.0 45.0no 15 25.0 25.0 70.0a littlebit 18 30.0 30.0 100.0

Valid

Total 60 100.0 100.0

Next question asked is also to check the level of satisfaction that Warid provide to its

customer through package and services. Almost all respondents answer the question

positively which says that all benefits provided by the Warid which they perceive that

they are higher. This percentage shows all customers agreed on one thing that Warid

provide benefits to customer both in services and package point of view.

The pie chart shows the same interpretation. For more understanding we assume the pie

chart is customer mind and mostly answer positively with the understanding and

deliverability of association from promotional campaign. The red color shows the

response of question asked which is huge.

87

15. Do you remember the packaging of Warid telecom product (SIMS and cards)?

Frequency Percent Valid PercentCumulative

PercentYes 38 63.3 63.3 63.3No 22 36.7 36.7 100.0Total 60 100.0 100.0

Next question asked is also to check the other attributes of Warid products that reside in

the mind of customers. The results of this question are interesting these people recognize

the brand through its products and coloring themes and even by its SIM.

The pie chart shows large portion of red color which shows Warid product is

recognizable

88

16. Do you think the packagings of Warid products are different and attractive as compared to others? *

Frequency Percent Valid PercentCumulative

PercentYes 33 55.0 55.0 55.0No 27 45.0 45.0 100.0Total 60 100.0 100.0

Next question asked is also to check the level of differentiation with respect to other

player of the market. The previous question results shows tat people are strongly agree

with the offers and packages Warid provides but the situation differs in tht question

almost answer comes are neutral. The percentages are almost the same 55 and 45 .So

people did not consider this factor important.

The pie chart shows the same interpretation. For more understanding we assume the pie

chart is customer mind and mostly answer positively with unique and different from its

competitors. The red color shows the response of question asked which is huge.

89

17. Do you think Warid is providing value (More benefits as compared to price) to its customers? *Location

Frequency Percent Valid PercentCumulative

PercentYes 26 43.3 43.3 43.3No 16 26.7 26.7 70.0A littlebit 18 30.0 30.0 100.0

Valid

Total 60 100.0 100.0

Next question asked is also to check the level of satisfaction through service quality and

other service attached to it, respondent answer the question positively with response rate

of 43.3 percent but other group of respondent gave it little importance the percentage for

that response are 30.0 percent which is high as well.

The pie chart shows the same interpretation. For more understanding we assume the pie

chart is customer mind and mostly answer positively with benefits provided are higher

that its price. The red color shows the response of question asked which is huge.

90

Descriptive Statistics:

N Std. DeviationQuestions

Statistic Statistic Statistic Statistic Statistic Std. Error Statistic StatisticWhat name comes to your mind when we talkabout cellular network services in Pakistan? 60 4 1 5 2.67 .18 1.386 1.921

do you remember that "Life ka Network" is theslogan of which brand? 60 4 1 5 2.93 .07 .516 .267

do you think that the logo of Warid telecom? 60 1 1 2 1.20 .05 .403 .163do you think that the logo and slogan of Waridtelecom are memorable 60 2 1 3 1.77 .11 .871 .758

do you now what the slogan (Life ka Network)of Warid telecom communicates 60 2 1 3 1.43 .07 .563 .318

do you think that ward s offerings and servicesmath with its slogan 60 3 1 4 1.68 .10 .792 .627

What you think is unique/differs about Warid? 60 3 1 4 2.15 .14 1.055 1.113What do you dislike about Warid brand? 60 3 1 4 2.57 .14 1.079 1.165According to your Opinion, Warid is mostsuitable for which kind of Class 60 3 1 4 2.32 .15 1.127 1.271

Do u think that any of these is competitiveadvantage of WARID? 60 3 1 4 2.40 .12 .960 .922

Do you think that promotional campaign ofWARID supports the associations? they aretrying to create?

60 1 1 2 1.25 .06 .437 .191

According to price comparison where you rankWarid 60 2 1 3 2.03 .08 .581 .338

How you rank the services (Network andcustomer services) of Warid telecom? 60 2 1 3 2.12 .08 .585 .342

According to you is Warid a caring brand withrespect to the benefits given to customers. 60 2 1 3 1.85 .11 .860 .740

Do you remember the packaging of Waridtelecom product (SIMS and cards)? 60 1 1 2 1.37 .06 .486 .236

Do you think the packaging of Warid productsare different and attractive as compared toothers?

60 1 1 2 1.45 .06 .502 .252

Do you think Warid is providing value (Morebenefits as compared to price) to itscustomers?

60 2 1 3 1.87 .11 .853 .728

Gender 60 1 1 2 1.50 .07 .504 .254Location 60 3 1 4 2.50 .15 1.127 1.271

91

Cross tabs:

LLooccaattiioonn WWiissee

1. What name comes to your mind when we talk about cellular network services in Pakistan?

Location TotalGujranwala Daska Sialkot others

Mobilink 2 4 1 10 17Ufone 3 5 6 0 14Warid 3 4 3 0 10Telenor 3 4 4 3 14Zong 1 3 1 2 7

Total 12 20 15 15 60

2. Do you remember that "Life ka Network" is the slogan of which brand?

Location TotalGujranwala Daska Sialkot others

Mobilink 1 0 0 0 1Ufone 0 1 1 4 6Warid 13 14 14 9 50Telenor 0 0 0 2 2Zong 1 0 0 0 1

Total 15 15 15 15 60

3. Do you think that the logo of Warid telecom? * Location

Location TotalGujranwala Daska Sialkot others

yes 12 14 10 12 48no 3 1 5 3 12

Total 15 15 15 15 60

4. Do you think that the logo and slogan of Warid telecom are memorable *

Location TotalGujranwala Daska Sialkot others

yes 8 10 9 4 31no 2 1 1 8 12a little bit 5 4 5 3 17

Total 15 15 15 15 60

92

5. Do you now what the slogan (Life ka Network) of Warid telecom communicates

Location TotalGujranwala Daska Sialkot others

yes 10 9 8 9 36no 5 5 6 6 223 0 1 1 0 2

Total 15 15 15 15 60

6. Do you think that ward s offerings and services math with its slogan

Location TotalGujranwala Daska Sialkot others

yes 9 8 10 3 30no 2 4 3 11 20a little bit 4 3 1 1 94 0 0 1 0 1

Total 15 15 15 15 60

7. What you think is unique/differs about Warid?

Location Total

Gujranwala Daska Sialkot othersnetwork services 7 5 4 6 22customers services 3 4 2 5 14offers and packages 4 5 4 4 17packages 1 1 5 0 7

Total 15 15 15 15 60

8. What do you dislike about Warid brand?

Location TotalGujranwala Daska Sialkot others

network services 3 3 3 4 13customers services 1 3 4 6 14offers and Packages 5 6 4 4 19prices 6 3 4 1 14

Total 15 15 15 15 60

93

9. According to your Opinion, Warid is most suitable for which kind of Class

Location Total

Gujranwala Daska Sialkot othersBusiness Class 6 5 2 6 19Students 3 4 3 5 15Home users 2 5 5 2 14Commercial Class 4 1 5 2 12

Total 15 15 15 15 60

10. Do you think that any of these is competitive advantage of WARID?

Location Total

Gujranwala Daska Sialkot othersNo Tax Deduction 6 4 3 0 13Network 1 5 6 5 17Quick Customer Response 6 6 4 7 23WAP 2 0 2 3 7

Total 15 15 15 15 60

11. Do you think that promotional campaign of WARID supports the associations? They are trying to create?

Location Total

Gujranwala Daska Sialkot othersYes 10 12 11 12 45No 5 3 4 3 15

Total 15 15 15 15 60

12. According to price comparison where you rank Warid

Location TotalGujranwala Daska Sialkot others

Low 2 3 1 3 9Medium 10 7 13 10 40high premium 3 5 1 2 11

Total 15 15 15 15 60

94

13. How you rank the services (Network and customer services) of Warid telecom?

Location TotalGujranwala Daska Sialkot Others

Poor 1 0 2 4 7Good 12 10 10 7 39Excellent 2 5 3 4 14

Total 15 15 15 15 60

14. According to you is Warid a caring brand with respect to the benefits given to customers.

Location TotalGujranwala Daska Sialkot others

Yes 5 7 7 8 27No 6 3 3 3 15a little bit 4 5 5 4 18

Total 15 15 15 15 60

15. Do you remember the packaging of Warid telecom product (SIMS and cards)?

Location TotalGujranwala Daska Sialkot Others

Yes 10 12 10 6 38No 5 3 5 9 22

Total 15 15 15 15 60

16. Do you think the packagings of Warid products are different and attractive as compared to others?

Location TotalGujranwala Daska Sialkot others

Yes 6 10 9 8 33No 9 5 6 7 27

Total 15 15 15 15 60

95

17. Do you think Warid is providing value (More benefits as compared to price) to its customers?

Location TotalGujranwala Daska Sialkot others

Yes 6 6 8 6 26No 2 5 2 7 16A little bit 7 4 5 2 18

Total 15 15 15 15 60

Interpretation

Location wise cross section of data shows the perception differences of people how they

perceive the Warid brand image with regard to other area. Basically this is done due to

the fact that at one place brand is successful but at the same time at other place it is non

famous. So the result we got are pretty good and aim of cross tab successful because the

results of different as region varies in question number one Mobilink is most rates recall

brand with points of 10. Similarly all the answers to the question varies differently with

the region to region.

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GGeennddeerr wwiissee

18. What name comes to your mind when we talk about cellular network services in Pakistan?

Gender Total

Male FemaleMobilink 11 6 17Ufone 7 7 14Warid 6 4 10Telenor 4 6 10Zong 3 4 7

Total 30 30 60

19. Do you remember that "Life ka Network" is the slogan of which brand?

Gender Total

Male FemaleMobilink 1 0 1Ufone 4 2 6Warid 22 28 50Telenor 2 0 2Zong 1 0 1

Total 30 30 60

20. Do you think that the logo of Warid telecom?

Gender Total

Male Femaleyes 25 23 48no 5 7 12

Total 30 30 60

21. Do you think that the logo and slogan of Warid telecom are memorable

Gender Total

Male Femaleyes 11 20 31no 9 3 12a little bit 10 7 17

Total 30 30 60

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22. Do you now what the slogan (Life ka Network) of Warid telecom communicates

Gender Total

Male Femaleyes 20 16 36no 10 12 223 0 2 2

Total 30 30 60

23. Do you think that ward s offerings and services math with its slogan

Gender Total

Male Femaleyes 11 19 30no 13 7 20a little bit 6 3 94 0 1 1

Total 30 30 60

24. What you think is unique/differs about Warid?

Gender Total

Male Femalenetwork services 12 10 22customers services 6 8 14offers and packages 11 6 17packages 1 6 7

Total 30 30 60

25. What do you dislike about Warid brand?

Gender Total

Male Femalenetwork services 9 4 13customers services 7 7 14offers and Packages 8 11 19prices 6 8 14

Total 30 30 60

98

26. According to your Opinion, Warid is most suitable for which kind of Class

Gender Total

Male FemaleBusiness Class 11 8 19Students 8 7 15Home users 6 8 14Commercial Class 5 7 12

Total 30 30 60

27. Do you think that any of these is competitive advantage of WARID?

Gender Total

Male FemaleNo Tax Deduction 8 5 13Network 7 10 17Quick Customer Response 10 13 23WAP 5 2 7

Total 30 30 60

28. Do you think that promotional campaign of WARID supports the associations? They are trying to create?

Gender Total

Male FemaleYes 22 23 45No 8 7 15

Total 30 30 60

29. According to price comparison where you rank Warid

Gender Total

Male FemaleLow 7 2 9Medium 20 20 40high premium 3 8 11

Total 30 30 60

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30. How you rank the services (Network and customer services) of Warid telecom?

Gender Total

Male FemalePoor 5 2 7Good 19 20 39Excellent 6 8 14

Total 30 30 60

31. According to you is Warid a caring brand with respect to the benefits given to customers.

Gender TotalMale Female

yes 12 15 27no 9 6 15a little bit 9 9 18

Total 30 30 60

32. Do you remember the packaging of Warid telecom product (SIMS and cards)?

Gender Total

Male FemaleYes 16 22 38No 14 8 22

Total 30 30 60

33. Do you think the packagings of Warid products are different and attractive as compared to others?

Gender TotalMale Female

Yes 14 19 33No 16 11 27

Total 30 30 60

100

34. Do you think Warid is providing value (More benefits as compared to price) to its customers?

Gender TotalMale Female

Yes 11 15 26No 10 6 16A little bit 9 9 18

Total 30 30 60

Interpretation

Gender wise cross section of data shows the perception differences of people how they

perceive the Warid brand image with regard to change the femininity type. Basically this

is done to check that choice of preference and recall, recognition factor in the gender. It

may b possible that female like one type of bran but male like other type of brand. At

one place brand is successful but at the same time at other place it is non famous. It also

cross tab to check the Warid association and equity in female as well as male. So the

result we got is appealing and aim of cross tab successful because the results of different

gender varies against each other. Warid is favorite among male rather than female but

Mobilink is favorite among both male and female. Similarly all the answers to the

question vary differently with the gender to gender.

101

ANALYSIS

• Recall level

The questionnaire includes question number one that is about recall of brand. Form that it

is conclude that Warid has low recall rate as compared to other major player in the

market. About 28.3 % respondent says Mobilink and25.0 say Ufone in their recall

question

• Recognition level:

There are almost four questions (2 and 3,) regarding recognition in this research. For

recognition purpose we use brand element of Warid such are logo, slogan. The results of

question are fabulous people recognize the brand from its deliverable attributes. The level

of recognition according to slogan is 83.3 and 80.0 from logo. The result shows that

people recognize the brand among its competitors due to its above mention elements.

• Knowledge level

There are three question regarding knowledge level check (3, 4, 5). For knowledge

purpose we use again brand elements to learn something about the level of knowledge of

customer. The results of these questions are good about all respondents’ answer that they

have full knowledge about the Warid brand. Some answer that slogan communicates

reliability, trust and despondence towards customer needs. These results we obtain are

similar to Warid brand values that it delivers. The responses rates are almost near to 80

percent. But the answer related to slogan and logo remembers does not go as well as they

are expected. The response rates in these questions are 50 to 55 percent and the non

response rate in these question are close to response on with rating of 30 to 45 percent.

• Personality & image:

There are three question regarding knowledge level check (9, 12, 13). In these questions

we asked something regarding to imaginary associations attach with Warid and what

people think about the brand class usages. Two aspect come in this regard one group says

that it is for business class other says it is for student due to its packages and offerings.

Most rated class is business class with percentage of 31.7. Next question asked is also to

check the perception about the price rang. Basically we are trying what people perceive

about the Warid prices which it offer in its packages with percentage of 66.7. Last

102

question is about service and customer service perception because in the telecom sector

these services cater most. Basically people are asked what are the about service and

customer services with percentage of 65.0. From imaginary and personality point of we

have found that people perceive about the brand as business purpose but its packages are

for both end consumer end too. But if we talk about the personality of brand results

shows that people perceive its price and service offering as prestigious brand

• Attributes and benefits:

There are four question regarding knowledge level check (10, 11, 14, 17). In these

questions we asked to check the most favorable attribute about Warid mostly response

come are network service and customer responsiveness with high percentage of 38.3 and

28.3. Next question asked is to check what people perceive about the brand through its

promotion activity from which we can judge the actual and perceptive gap between the

communication programs. Mostly responded answers “yes” promotion campaign

communicates association which Warid delivery with percentage of 75.0. Next we asked

benefit question regarding Warid brand. All respondents answer positively which says

that all benefits provided by the Warid which they perceive that they are higher. Again

benefit question is asked from the respondents that they are satisfied with what type of

service provided by the bran and they say that service quality and customer resonance

will be preferred most in their mind.

All above question say that Warid provide benefit to customer but most unique ones are

network service quality and customer orientation. Most of non-nameable attributes and

association are prices and corporate brand they did not consider these factors important in

preference in choosing in Warid brand.

• Customer’s Motivation:

There are four question regarding knowledge level check (7, 16, 08). These set of

question are asked to find uniqueness means what differ Warid from other market player.

This difference may be with respect of imaginary and performance based. Responded

answer varies differently but mostly answers network services mean quality of voice and

low disconnections but other difference are packages and customer services. Most rated

attribute is network services with percentage of 36.7. The previous question results shows

that people are strongly agree with the offers and packages Warid provides but the

103

situation differs in that question almost answer comes are neutral. The percentages are

almost the same 55 and 45 .So people did not consider this factor important. In this

question we find that customer strongly agree that they network services are most unique

in Warid. Dislikeness about Warid which people think are mostly offer and packages but

other dislikeness are prices plan and customer services.

All above question revealed some facts regarding Warid people likeness and dislikeness

depends upon the benefits provided by the brand. Results indicate that Warid most

motivated factor in customer mind are network services and customer service but most

dislikeness are price plan of Warid.

Conclusion:

So from above analysis we conclude that Warid has low recall but have high recognition

in the minds of customers and also has very strong brand image. People mostly like

attributes such as network service which include voice quality and low disconnection rate

and also like customer service like introduction of new package planes. Warid desired

associations which company wants to create in the minds of customers are also network

services in the form of voice quality and low disconnection rate so we can say that

company is successful in creating the desired association sin the minds of customers

through advertisement, promotional activities. But there are some other attributes which

company delivers but it is not successful that is price plan and brand for all type of

customers. Consumers have some what image of association they are trying to give this

can be shown by benefit analysis of research. The Warid creates secondary association by

co-branding with other most favorable brand now a day co-branding with Mc Donald that

creates association and also through linking with other SBU of corporate brand operating

in Pakistan i.e., Bank Alfalah. Most interesting thing is that people know the brand has

linkage to Abu Dhabi Group this was created through word of mouth as our qualitative

portion of research shows (see appendix).

104

RECOMMENDATIONS

To establish core competence and to bring competitiveness Warid should implement

numerous effective plans to improve the performance. Following are some

recommendations for Warid, which we personally feel can be useful for the

organization, its employees and the customers.

Ø We found that recall level of Warid brand is low which is due to the fact that they

did no focus on advertisement campaigns. In telecom sector advertisement cater

most so for quick recall Warid should focus on mass level of advertisement and

invest more on advertisement.

Ø We have found that Warid claims that it offers economical prices to its customers

but their price plan are medium range which consumer think are high as other

player in the market are offering comparatively low package plans. We

recommend that Warid should have to adjust their prices which are relatively

equal to their competitors.

Ø We have found that Warid claims to provide best offering to its customer but

results shows that customer response negatively about offerings. Now a days in

telecom sector competition is based on price and value added service if we see the

value added service of Warid we found that Warid have low value added service

as compared to other player. So we recommend Warid to introduce almost those

value added service that are currently enjoying other customer of other service

provide to keep those customer which are using Warid brand still.

Ø Warid Telecom should improve their customer satisfaction level both related to

product and services.

Ø We have found that Warid is unique in its network service but still lot of customer

thinks that factor low. So it is recommended that Warid Telecom should continue

to maintain the same quality.

105

Ø From the analysis of questionnaire it was found out that 69 percent of the

consumers of Warid Telecom value the actual product. Therefore, Warid Telecom

should focus on the factors related to the actual products. These factors are

Ø Value added service

Ø New offering and customer should be informed from time to time

about the new facilities available to them as being the customer of a

specific company

Ø Quality

Ø WE have found that people consider Warid brand for business brand but company

positioned it self as customer brand for both ends. For changing this perception

Warid should offers more package plans for consumer ends with price relatively

benchmarked with other industry player at least.

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APPENDIX

Qualitative Questionnaire:

Respected RespondentWe are the students of GIFT University, Gujranwala. We are doing Brand Audit of atelecom company, we request you to fill this questionnaire framed by us, looking forwardencouraging response.

What name comes to your mind when we talk about Telecommunication network serviceproviders in Pakistan?

_______________________________________________________________________________What comes next?

_______________________________________________________________________________What name comes to your mind when we talk about Mobile communication service providers inPakistan?

_______________________________________________________________________________What comes next?

_______________________________________________________________________________What comes next?

_______________________________________________________________________________What comes in your mind when we talk about Abu Dhabi Group in Mobile Service provider?

_______________________________________________________________________________Do you remember that "Life ka network" is the slogan of which brand?

_______________________________________________________________________________Do you remember that logo belongs to which brand?

_______________________________________________________________________________Do you remember 0321 and 0322 is series of which brand?

_______________________________________________________________________________Do you remember which brand of mobile service provider use colors of blue and Red intheir themes?

107

Fill the following spaces below

1. U--- O -- NE 2. T—L – N -- R 3. -- AR --D 4. M – B – L -- NK 5. Z -- -- G

Do you think that the logo and slogan of Warid Telecom are memorable?

_______________________________________________________________________________

What do you think Warid is unique / different in its package offerings?

_______________________________________________________________________________What you dislike about the Warid?

_______________________________________________________________________________What you like about the brand Warid?

_______________________________________________________________________________What differs Warid from other mobile sector brands?

_______________________________________________________________________________According to price comparison, where you rank Warid? (Premium to low)

_______________________________________________________________________________Do you think that WARID is providing value (more benefits as compared to price) to itscustomers?

_______________________________________________________________________________Do you think that Warid provide best voice quality and coverage to its customers?

_______________________________________________________________________________

Do you think that Warid services are based on voice quality and low package price to?

_______________________________________________________________________________

Which network do you use and why?

_______________________________________________________________________________

Distributes 100 marks among following brands keeping in view the customer

services.

Brands Marks

Mobilink

Ufone

Telenor

Warid

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Have you tried Warid services?

_______________________________________________________________________________

What do you think people use Warid for? (Short calls and long package calls)?

_______________________________________________________________________________Do you think Warid is used as secondary SIM instead of master SIM or vice versa?

_______________________________________________________________________________

What do you think Warid is prestigious brand?

_______________________________________________________________________________According to your opinion, Warid is most suitable for which kind of class?

______________________________________________________________________________If Warid is a person what kind of person it is?

______________________________________________________________________________What do you think what kind of people use Warid?

______________________________________________________________________________People use warid because?

______________________________________________________________________________Would you recommend other to use Warid services?

______________________________________________________________________________I like to get update information regarding Warid services?

______________________________________________________________________________Warid stands special to me

______________________________________________________________________________I like to talk others about Warid?

______________________________________________________________________________I really miss Warid if Warid went away?

______________________________________________________________________________I am proud to have Warid SIM?

________________________________________________________________________

Thank You Very Much!!!

109

Quantities Questionnaire:

QQUUEESSTTIIOONNNNAAIIRREERespected respondents!We are the students of GIFT University, Gujranwala. We are assigned to do a project, which aims to study theevolution of Warid’s brand strength and all possible ways of brand equity. The findings of research serve only for theacademic purpose. We request you to fill this questionnaire framed by us, looking forward encouraging response.

Please Choose Between the Alternatives Given Against each Variable

These are Variables Which used to measure Warid’s

brand strength

What name comes to your mind when we talk about cellular network

service providers in Pakistan?

Do you remember that "Life ka network" is the slogan of which brand?

Do you remember the logo of WARID Telecom?Yes NO

Do you think that the logo and slogan of WARID Telecom arememorable? Yes No A Little Bit

Do you know what the slogan (Life ka network) of WARID Telecom

communicates?

Do you think that Warid’s offerings and services match with its

slogan? Yes No A little bit

NetworkServices

Customers ServicesWhat you think is unique / different about the brand (WARID)?

Offers &Packages

Prices

NetworkServices

Customers ServicesWhat you dislike about the brand (WARID)?

Offers &Packages

Prices

Business

Class

Student Class

According to your opinion, WARID is most suitable for which kind ofclass?

Home Users Commercial Class

110

No Tax

Deduction

Network

Do you think that any of these is competitive advantage of WARID? Quick

Customer

Response

WAP

Do you think that promotional campaign (Advertising) ofWARID supports the associations? They are trying to create? Yes No

According to price comparison, where you rank WARID?

Low Medium High/Premium

How you rank the services (Network & Customer Services) of

WARID Telecom? Poor Good Excellent

According to you, is WARID a caring brand with respect to the

benefits given to customers? Yes No A Little Bit

Do you remember the packaging of WARID Telecom's products(Sims & Cards)? Yes NO

Do you think that packaging of WARID products are differentand attractive as compared to others? Yes NO

Do you think that WARID is providing value (more benefits ascompared to price) to its customers? YES NO A Little Bit

RESPONDENTS DEMOGRAPHICS

Name ___________________

Gender Male ____________ Female ______________

Location _____________________

Thanks you for your cooperation!!!