A specific combination of promotional methods used for one product or a family of products. Elements of a promotion mix may include print or broad-cast advertising, direct marketing, personal selling, sales promotion, sponsorships, etc. Warid use the many tools of promotional mix, further explains in the report

The most controversial and dynamic factor in today’s market is promotion. Today without promotion you cannot sell your product. Customers also must be re-minded a b o u t a p r o d u c t ’ s a v a i l a b i l i t y a n d i t s p o t e n t i a l t o s a t i s f y . S e l l e r s b l a s t t h e marketplace with thousands of messages every day in hopes of attracting new customers and established market for new products. The promotional activities are different in e a c h s t a ge o f p r o d u c t l i f e c y c l e . G i v e n t h e i n -t e n s i ve c o mpe t i t i on fo r c o n s u me r ’ s attention, even an established firm must constantly remind people about its brands to retain a place in the market & in the mind of consumer.  

Media Centre

Warid has a strong media presence and has also sponsored many high pro-file activities and events nationwide, ranging from polo matches to fashion shows. Its advertisements appearing in all leading English and Urdu dailies and broadcasting channels of the Country.

Promotion

ADVERTISING

SALES PROMO-

TION

TRADE PROMO-

TION

PUBLIC RELATION

SPONSORSHIP

COPORATE SOCIAL

RESPONSIBILITY

Telecommunications company with a GSM network. Business has only two function: Marketing and Innovation

L I F E K A N E T W O R K

Warid Telecom: Promotional Mix

Different Aspect of Promotional Mix

Company’s Information

ABU DHABI GROUP

LAUUNCH IN MAY

2005

CEO: BASHIR

AHMED TAHIR

POATPAID AND

PREPAID

17 % MARKET

SHARE

As shown in the add, they are focusing ‘DOSTI’ and attracting the youth for their product glow. The TVC based on college theme which is telling the full story of package by using music. Palwasha Yousaf (famous makeup artist) is also been featured in this commercial. The TVC tells that if you haven’t used your Warid SIM from 15th august, 2013, its time to avail the offer by putting back your SIM now.

DOSTI

Adve r t i s i ng i s a non - p e r s o n a l c o m m u n i c a t i o n p a i d f o r c l e a r l y i d e n t i f i e d s p o n s o r s promoting ideas, organization or products. Warid telecom is advertis-ing its products &corporation on both print media and digi-tal media. It is a most focused tool of promotion in Warid as they utilize a huge budget on this. The main purpose of Warid telecom is to establish corporation name in the mind of customers. Warid care for all its customer that’s why time to time Warid introduces different packages and advertisement to attract more and more customer.

Page 2

Warid Telecom: Promotional Mix

ADVERTISING

Television Radio Digial Media Cinema and

Cable OOH Billboards

Media Channel

Warid is using different channels for its advertisement. They are making different strategies for each and every advertisement, that it is being advertised by different channel and which media is focused. The media touch point for this add is as follows

Media Touch Points

Hafta Offer

Warid Telecom now offers its glow and prepaid subscribers Muft Hafta Offer is explained in this TVC which is directed by Amena Khan and base on the theme of family like they try to do some savings for the future. So this psychology is applied here to attract custom-er.

HAJJ OFFER

This advertisement is not focusing on some specific group so it is widely adver-tised through diverse chan-nels like they are focusing Geo, ARY, Sama, Dawn and Aaj in news channels, one music channel which is 8xm, One channel in Terrestrial Genre which is A Tv, and four entertainment channel which includes Geo, Hum, express and ARY. There are also different radio station is used by Warid as communi-cation like FM 100, Hum FM 106.2, Shalimar FM 94.4 etc.

Page 4

Warid Telecom: Promotional Mix

Media Touch Points

Media Touch Points

TV Channels:

Digital:

ATV Dunya TV Aaj News Samaa TV

Dawn News Geo Entertainment Urdu1 Apna TV

KTN Geo News Tensports

Tribune Jang Facebook Google

OD Network

On the prestigious occasion of Hajj, Warid yet again brings amazing offers to keep you connected to your loved ones. It is a good offer to satisfy the customer by offering right things on right time. The focusing media channels are

SALES PROMOTION Sales promotion is sponsored funding, demand stimulating activity design to supplement advertising and facilitate personal selling. It frequently consist of temporary incentives to encourage a sale or purchase. Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions. Sales pro-motions targeted at retailers and wholesale are called trade sales promotions. Warid use different tech-niques of sales promotions like new offers, packages etc. Some examples are as follows

Super Buchat Offer

This offer is focusing lower middle class and it is for promoting their sales for giving some advantage to customers. They have an opportunity to buy a new mobile phone with Warid sim. It can enhance sales of Huawei and Warid both. So it is part-nership among Warid and Huawei for purpose of sales promotion.

Dosti Unlimited Offer

This offer is for that customer who are not using their Warid Sim for reason, to get back these customer on net-work Warid offers 10,000 free minutes, SMS and mobile internet if they put back their Sim which is not used by 15th of August. This is a youth focusing offer to promote the sales.

Karachi Offer

This region based offer is available all Warid users in Karachi and will allow them to keep in touch with all Warid users across Pakistan. Be it your business needs, or your personal wish to speak your heart to the fullest, Warid Karachi Offer will take care of it. This offer is specifically for Karachi region to focusing the customer geographically to enhance the sale in that region.

Postpaid Premium

This offer is for the postpaid customers of Warid as the reward of their loyalty. They can now take advantage of various exclusive services offered to premium cus-tomers. This is a sales promotion offer and it has very good effect on sales as postpaid are loyal customers and they try to get advantage of this offer which is beneficial for Warid.

SPONSORSHIPS

British Council

Warid provides career advice and opportunities for Pakistani students in the UK.

Red Carpet

Lahore, July 2013: Warid Telecom recently partnered with the 12th Lux Style Awards which is the largest awards show in Pakistan. The show, which was held in Lahore for the first time, show-cases the best that Pakistan’s vibrant fashion and entertain-ment industry have to offer.

Augmented Reality Events

Warid glow organized augmented reality events in different universities of Lahore and Karachi like SZABIST, IBA, COM-SAT, FAST, BAHRIA etc to support young lead-ers. This activity is focus-ing on youth by providing them all fun in their uni-versties, who is educated and can be good customer of Warid.

Public relations (PR) is the practice of managing the spread of information between an individual or an organization and the public. Public relations may include an organization or individual gain-ing exposure to their audiences using topics of public interest and news items that do not require direct payment. The aim of Warid to maintaining public relations often is to encourage the public, investors, partners, employees, and other sponsors to maintain a certain point of view about company. In short good public relation is necessary for the good will of any company. Warid involves in different activities to maintain PR which are as follows.

PUBLIC RELATION

Industry’s First Contract Phone It is a good example of maintaining PR with the customers and corporate world. This offer of contract phone can satisfy the customer and it also have good effect on sale of Standard Charted which is also good for Warid

Lahore: January, 24th, 2012: Warid Telecom's Head of Sales Mr. Amer Aman Khan giving away prizes to the winning retailers in Kara-chi, Lahore and Islamabad. Aimed at strengthening busi-ness relations, the company organized grand reward cere-monies in 14 different cities in which retailers won Car, Motor Bikes, TV's and other exciting prizes worth |Millions of rupees.

Warid Rewards its Retailers

Employee Handset Campaign

This campaign of handset is for the employees of Warid. The purpose of this is to maintain good relations with employees by giving them what they want and satisfying their needs as they could work more better manners.

CORPORATE SOCIAL RESPONSIBILITY

Corporate initiative to assess and take re-sponsibility for the company's effects on the environment and impact on social welfare. The term generally applies to company efforts that go beyond what may be required by regulators or environmental protection groups.

Anti-Tobacco Day

Warid celebrated anti-tobacco day with Shaid Afridi on May 31st, 2012. The purpose of this to take part in betterment of society and build good corpo-rate image.

Iftar for Unprivileged

Lahore, 12th July 2013: Warid Telecom has collaborated with the Edhi Foundation to share the blessing of Ramazan with fellow Pakistani. Warid Telecom has sponsored iftaris to be held at Edhi homes for approximately 6000 people during the month of Ramazan. 

Shaukat Khnaum Ramadan Campaign

Lahore, August 2013: Warid Telecom has reinforced its commitment to serve the society by continuing its support for Shaukat Khanum Memorial Cancer Hospi-tal and Research Center. Warid Telecom this year again supported SKMCH Zakat Campaign. The company has contributed in various donation drives in past by SKMCH and has received the honourable Shaukat Khanum Social Responsibility Award from the SKMCH&RC in 2011 and

DIRECT MARKETING

A form of advertising in which physical marketing materials are provided to consumers in order to communicate information about a product or service. Direct marketing does not involve advertisements placed on the internet, on television or over the radio. Types of direct marketing materi-als include catalogs, mailers and fliers. Warid also involves in direct mar-keting, it provides its fliers and broachers to distributers and retailers when its launch some new offer. Wall advertising is also done by Warid which is also a good way of direct marketing to aware customer about your product.

CONCLUSION

Warid has a strong media presence and it has also sponsored many high profile activities and events nationwide, ranging from polo matches to fashion shows. It involves in different aspect of promo-tional mix like Advertising, Sales Promotion, Direct Marketing, Sponsorships, Public Relations etc. Although Warid spend a huge budget on promotion but still it is in loss and failed to get the target-ed customers. So Warid should reverse its marketing strategies to gain some profit and attract customers. There are also chance of sale of Warid because of its loss.

A Project of Strategic Marke ng

Thank You