The marketing mix of Telenor Pakistan gives a clear image of its marketing standing. It comprises of:
- Services and Products
- Price
- Place
- Promotion
- Process
- Physical Evidence
- People
1. SERVICES AND PRODUCTS
o Products
It offers various useful products for clients. These
are:
a) PREPAID SIM
b) POSTPAID SIM
c) Mobile Phones
a) Prepaid SIM
It includes:
Telenor Talkshawk, which is used by most Pakistani’s.
The Telenor Talkshawk is the prepaid mobile service provider in Pakistan, which targets the general population and market without
differentiating any social class or doing any segmentation on geographical
bases because there are almost 161 million mobile phone users in all over
Pakistan. They offered the smartest prepaid package, which is to call anyone
anytime.
Djuice,
which is direct, manages by Telenor International.
Djuice is the mobile service provider that managed
directly by Telenor International. It targets Pakistani youth.
b) Postpaid SIM
· It comprises of Telenor Persona Postpaid SIM. This is
beneficial for those who want to get mobile phone services without having fear
to get out of balance and want to get the facility of auto-renewing.
Telenor Persona is a postpaid mobile service provider
that targets corporate customers. It is not that much promoted as compared to
Telenor Talkshawk or Djuice.
c) Mobile
Phone
Telenor also enters in the mobile phone market where
they offer:
Mobile phone
handsets
Telenor Pakistan enters the mobile
phone market and offers a wide range of 3G and 4G handsets. Mobile phones they
offer are Infinity A2, Infinity E, Infinity E2, Infinity E3, Infinity E4, Infinity
E5, Infinity E5 Pro, Infinity I, and Infinity I5.
Mobile Broadband
device
Telenor introduces 4G Wingle to provide internet
service to their customers. It provides the facility of plug and play, connects
up to 10 Wi-Fi devices (including Mobile phones, laptops, tablets, etc.),
includes (2G, 3G, and 4G) fall back option and requires to purchase additional
internet bundles to use the device in order to get an internet facility.
o Services
Telenor Pakistan offers a wide range of services.
These services include:
a) Teleservices
b) Utilities
c) Education &
Career
d) Information
e) Social &
Messaging
f) Music
g) Entertainment
h) Mobile Advertising
i) Religion
j) Sports
k) Easy Paisa
a) Teleservices
Teleservices are those services offered to mobile
phone users that enhance the mobile user experience. Telenor Pakistan offers a wide
range of teleservices to its customers. These services include:
- Voice Calls
The most basic service provided by any mobile phone
service provider. Telenor Pakistan offers a wide range of voice call services
to its customers with a variety of different packages by keeping customers in
mind. They have the following offers for their customers:
|
Offer Name
|
Offer Comprises of
|
Activation
|
|
First Free Call
Offer
|
Free 1st
Telenor Call
|
*888#
|
|
Sahulat Mini
Offer
|
On-net: 200 min,
Off-net: 20 min, SMS:200, 100MBs
|
*170#
|
|
Haftawar Sahulat
Offer
|
On-net: 1000
min, Off-net: 70 min, SMS:700
|
*5*7#
|
|
Monthly Easy Card
|
On-net: 500 min,
Off-net: 50, SMS: 500, 1000 MBs
|
*350#
|
|
Full-Day Offer
|
On-net:
Unlimited, 75 MBs
|
*5*250#
|
|
Telenor Good
Time Offer
|
On-net:
Unlimited for 2 hours, 200 MBs Facebook
|
*345*20#
|
|
Monthly Easy
Card 600
|
On-net: 1500
min, Off-net: 150 min, SMS: 1500, 5000 MBs
|
*530#
|
|
Monthly Easy
Card 800
|
On-net: 3000
min, Off-net: 300 min, SMS: 3000, 6000 MBs
|
*80#
|
|
Weekly Easy Card
|
On-net: 1000
min, Off-net: 50 min, 1500 MBs
|
*963#
|
|
Telenor 3/3
Offer
|
On-net: 600 min,
SMS: 300, 50 MBs
|
*345*243#
|
|
3 Day Sahulat
Offer
|
On-net: 250 min,
Off-net: 25 min, SMS: 250
|
Through the website
|
|
Telenor Super
load Offer
|
Free network for
20 minutes
|
*5*100#
|
2. Short Messaging Services (SMS)
SMS service structured to make users able to
communicate with the help of the text messages. Telenor Pakistan offers its
customers different SMS packages for their ease. Telenor Pakistan has the following
SMS packages for its customers:
|
Offer Name
|
Offer Comprises of
|
Activation
|
|
15 Day Economy
SMS Bundle
|
SMS: 800
|
555 or *345*112#
|
|
5 Day SMS Bundle
|
SMS: 300
|
555 or *345*015#
|
|
Daily SMS Bundle
|
SMS: 240
|
*345*116#
|
|
Monthly SMS Bundle
|
SMS: 6000
|
*345*363#
|
|
Weekly SMS Bundle
|
SMS: 1200
|
Through the website
or Telenor App
|
3. Internet
Telenor Pakistan provides its customers with the the facility of internet. It offers a wide range of internet packages to its
customers these are: 4G Monthly Plus Bundle, 4G Monthly Ultra, 4G Weekly
Bundle, Dhamal Internet Offer, FCA 2GB Bonus on Recharge, Free 1000 MBs, Free
WhatsApp Offer, Internet Easy load, Mehran Internet Offer, Monthly Data Offer,
Monthly Facebook, and WhatsApp Offer, Social Pack (Free Facebook and WhatsApp),
Super Dhamal Internet Offer, Weekly Plus Bundle, 4G Weekly Ultra, 4G Weekly
Ultra Plus, Weekly Budget Package, 4G Monthly Starter Bundle, 4G Monthly Lite,
4G Weekly Super, Weekly 6 to 6 Offer, Raat Din Offer, YouTube Bundle, 4G Daily
Lite Bundle, and 4G 3 Day Bundle.
b) Utilities
Some utility services are also provided by Telenor
Pakistan. These services are:
1. My Status
Where customers can configure a status display to each a person that calls them.
2. Missed Call Alerts
With this service, customers would able to get
information regarding missed calls when their phone switched off or out of
reach.
3. Call Raseed
Customers can get free call duration and cost details
in a message after making each call with the help of this service.
4. Emergency Load
This service enables customers to get Rs 20/- advance
balance as a loan, which will be deducted on a new recharge.
5. Smart Share
With the help of this service, a customer would able
to share his/her balance with any other Telenor user.
6. Balance Enquiry
This service is an alert, which provides you inquiry
regarding remaining balance, SMS, minutes, and remaining internet MBs.
7. Smart Number
This is the service where a person can avail of two
numbers on one single SIM.
8. International Easy Load
Telenor Pakistan brings a service where one can get
easy load directly from any friend and family member living overseas.
9. Refer a Friend
This service is also a sort of promotion where
existing customers can refer the Telenor to their friends and get 30 Telenor
minutes in return.
10. Calls and SMS Blocker
Telenor Pakistan has a service where the user can
block unwanted calls and SMS with the help of Telenor Call and SMS Blocker.
b) Education and Career
Telenor Pakistan also provides its customers’
education and career-related facilities. There are certain offerings by Telenor
Pakistan for Education and Career. It includes:
1. IQ & Math Challenge
Telenor Pakistan provides this service to its
customers in order to test and improve their Math skills and knowledge. For
availing this service customers must have to subscribe to it by dialing *345*4466#.
After subscribing, they would be able to manage their profile, take different
challenges to test their skills, and get an opportunity to learn.
2. Kids Radio
Telenor Pakistan a mind-blowing offer for kids
“Telenor Kids Radio”, with the help of this service kids will be able to listen
to different poems, stories, Islamic knowledge, and much more. Anyone would able
to avail of this offer by sending SUBW to 6557.
3. Telenor Taleem
Telenor Taleem is a service provided by
Telenor Pakistan where anyone would able to get educational knowledge. An
Education Portal provides educational content over SMS & IVR. People can
avail of this service by dialing *345*7797#. It provides a good learning
experience and guideline to students, their parents, and teachers on mobile
phones.
4. Telenor Rozgar
Telenor Pakistan provides its customers with the
service of getting job alert via SMS with the help of Telenor Rozgar service.
People can avail of this service by dialing *345*7787# and after subscription
chooses the desired career path in order to get future job alerts regarding the
selected career path.
d) Information
Telenor Pakistan provides its customers with all the
necessary information which they want there are some special services which
they are currently offering. These are:
1. Telenor Info Services
Telenor Pakistan brings Telenor Info Services for its
customers this service enables customers to get information regarding national,
international, regional issues immediately it may be related to news, sports,
entertainment and much more. People can avail of this service by dialing *345*6006#.
Moreover, they are allowed to create the package of their choice.
2. BIZSTORE
Telenor Pakistan introduces BIZSTORE service, which is
the platform for customers to get information regarding the seasonal sales,
promotions, offers and deals regarding different restaurants, shopping, stores,
education, entertainment, health, and personal care. People would also able to know information regarding the property prices by using this service they just
need to dial *345*5005# or Send sub to 5005 to avail of this offer.
3. Sehat Care
Telenor Pakistan brought a service where customers are
able to get health-related information. They provide information regarding
vaccine, hospital search, nutritive information, beauty tips, and exercise and
fitness tips to the customers to ensure their good health. It can be activated
by dialing *345*7764#.
4. Food Court
This service enables customers to get information
regarding restaurants in their area, deal and offers available in restaurants,
also get different food recipes and diet and fitness tips.
e) Social & Messaging
SOCIALIVE
Telenor Pakistan brings service with which people
are able to get socialize with friends and family by creating and joining
different groups, make hangout calls and much more. This further allows users
to: create their own public or private groups, follow existing groups, receive
updates, and listen to pre-recorded messages.
f) Music
Telenor Pakistan allows its customers to enjoy a variety
of music. For this they offer the following services:
1. Tele Clips Daily
It’s a 1 Rupee content store for all Telenor users
where customers can avail Tele Clip service by just going to their mobile the browser and visit the link www.teleclips.pk
from their 2G or 3G handset and browse enjoy their favorite content.
2. Ilaqai Ganay
This service enables users to enjoy the regional music
of their favorite artists, language, and movie. Telenor Pakistan enables its
customers to enjoy music in 7 different languages.
3. Smart Tunes
It is the service where a user lets the person who
calls him to enjoy the music of your choice. Moreover, users are allowed to add
any song, naat, and any quotation as a smart tune.
g) Entertainment
Telenor Pakistan not only provides basic mobile phone
service to its customers but also some entertainment services to its customers.
These entertainment services are:
1. Telenor Micro Bundles
With the help of this service, people are able to
receive daily alerts of their favorite content’s sub-categories.
2. Volier-Weekly
This entertainment service enables users to interact
with their favorite celebrities by providing voice feeds of one’s favorite
celebrity without using any browser, users can also their own voice message to
their favorite celebrities and they are also allowed to share the voice feed of
celebrities with the other users of this service.
3. Drama Station
This service provides a fun and amazing drama content
through IVR.
h) Mobile Advertising
Shop Alerts
This service is an er by Telenor Pakistan where users
can receive personalized offers and information regarding their favorite and
nearby stores, restaurants, fashion outlets, and other sorts of advertiser
programs.
i) Religion
1. Islamic Alerts
This service enables users to get daily Namaz, Hadith,
and Sehar-o-Aftaar alerts.
2. Islam Portal Weekly
Telenor Pakistan brings a service where users can
listen to Tilawat-e-Quran, Translation of the Quran in different languages,
Tafseer-e-Quran, Hamds, Naats, Dars, and Bayanat of famous scholars, information
regarding Fasting, Taraveeh, and Salah.
j) Sports
1. Cricket Alerts
This service is especially for cricket lovers who
always want to stay updated from cricket related news. This enables users to
get scores update, match summary, cricket news, live commentary (for major
cricket series), and cricket ranking.
2. Football Alerts
This service enables users to get a football match
alerts, participate in football quiz and trivia, get points table information,
news updates regarding football and live audio commentary of matches.
k) Easy Paisa
Telenor Easy Paisa is the microfinance bank that enables
customers to get an online banking facility. It helps the customer in the
payment of utility bills, doing an easy load, payment of restaurant bills, pay
for the movie, bus and other tickets, transfer of money, and many other tasks.
2. PRICE
In the success of any product or service, price plays
a significant role and companies are very much concerned about the price of
their products and services because people are very much price conscious now
about the prices they pay for a particular product or service. Because of this,
companies now consider sensitive strategic prices before deciding the price of
any product or service. There is quite tough competition in the
telecommunication sector.
Telenor Pakistan has very much delicate and
complicated price strategies because they focus aspects following while the
creation of any price strategy:
o Customer ability to pay for the product or service.
o Product or service cost.
o Cost bear while marketing.
o
Consider the competitor cost.
Telenor Pakistan offers a variety of bundle packages
to its customers in order to get higher profits. They use to give discounts
time-to-time to its customers in order to let them stay connected with them, in
the long-run, this is also helpful in attracting new customers. They
occasionally give free Telenor to Telenor minutes to its customers to build
their brand image in their minds. They give special bundle packages which
reflect their pricing strategy well, such as:
|
Package Name
|
Price
|
|
Telenor 30
|
Voice call for
Rs 1.6, Internet: Rs 0.9/64kb, SMS: Rs 2.15, Free conference calling
|
|
Telenor A1
|
Voice call for Rs 1.6, Internet: Rs
0.9/64kb, SMS: Rs 2.15, Free conference calling
|
|
Telenor Apna
|
Voice call for
Rs 2.9, Internet: Rs 0.9/64kb, SMS: Rs 2.15
|
|
Telenor Economy
|
Voice call for
Rs 3, Internet: Rs 0.9/64kb, SMS: Rs 2.15, Free conference calling
|
|
Telenor Value
|
Voice call for
Rs 2.9, Internet: Rs 0.9/64kb, SMS: Rs 2.15, Free conference calling
|
3. PLACE
The place strategy all comprised of retailers,
franchises, customer care centers, and local distribution channels. Telenor
Pakistan’s headquarter is located in Islamabad, Pakistan. Telenor covers 273,781
network stations all over Pakistan, which include 2G, 3G, 4G and, 5G cellular
data network coverage. The network covers more than the Eleven Thousand spots
and use by. Telenor has a network comprises of more than 220,000 retailers,
franchises and service centers out of which 12,000 are retailers, 500 Easyshops
for the sale of devices, and 207,500 franchises for the sale of devices in more
than 184 cities in Pakistan.
4. PROMOTION
This is the era of tough and complex competition where
all companies have to be much focused on providing high-quality products or
services at an economical price rate with a suitable promotional strategy. Telenor
Pakistan uses various promotional tools for the sake of promoting its products
and services. It focuses on two basic problems while developing its promotional
strategy, the company must need to be clear about its objectives to communicate
in the local market and need knowledge of how to utilize promotional tools and
campaigns in order to achieve a high level of cost-effectiveness. (Awan & Ali, 2006)
The major objectives of Telenor Pakistan’s promotional strategy are to gain market share, to get potential buyers, build up a positive
brand image, and retain customers in the long run. The company uses the number
of promotional tools. Such as:
o Advertising
Advertisement involves advertising about the product
and services on Digital and Print media, Bill Boards, Banners, Social Media
Platform (Facebook, LinkedIn, Tweeter, etc).
o Marketing
Campaigns
Telenor Pakistan focuses very much on its marketing
campaigns as it left an impression on people’s minds. The popular campaigns of
the company are Caring for customers, Telenor Hears You, Na Daien Na Baien
Seedha Telenor 4G Par Aaein, Dil Kholkay YouTube Dekhein, Enjoy Seamless
Internet on the Go, and much more. They also generate some social campaigns
such as Donate a Meal, Uthao Pehla Qadam, Telenor Youth Forum, Jo Mein Chahoon,
Idea for Pakistan, Citrus Talent, and much more.
o Sales promotion
Sometimes they offer special promotional packages for
the promotion of its services. They give special promotional packages including
two or more services, give free internet data (WhatsApp, Facebook), free on-net
minutes, special promotional packages as Telenor SIM Lagao Offer in which they
give customers free bundle for reusing the SIM which they had not used from
many months or days.
5. PROCESS
The process followed by Telenor Pakistan for carrying
out the delivery of its services to customers is quite systematic which they
made quite easier with the help of their own website, retailers, franchises and
Telenor App from where customers are able to purchase SIM and devices after
filling the registration form and proofing their identity. They further help
customers in the activation of SIM and device to its customers by providing
they support on Telenor helpline and on the website also.
6. PHYSICAL EVIDENCE
With services, customers also require some physical
evidence; Telenor Pakistan provides its customers physical evidence through its
franchises where customers are able to purchase SIM and broadband devices and
mobile handsets. SIM cards, broadband devices, and mobile handsets itself are
physical evidence. Telenor website, Telenor App, recharge cards, and recharge
invoices are physical evidence of the company.
7. PEOPLE
People are an important asset for any company. For
Telenor Pakistan, their success is based on their people and that’s why the
career of employees is very much important for them. The company puts all its
efforts to polish the skill of its people so that to get maximum output from
them. 1547 employees (2019) are working in Telenor Pakistan. Their people love
to work for the company because they allowed wearing casual clothes, give
competitive salaries, gratuity, and health insurance, and life insurance,
mobile allowance, paid maternity, subsidized handset, provident fund, stock
options, and daycare. Other than this, they have the facility of an in-house
cafeteria, games area, prayer area, gym, and get team treats.
References
https://www.telenor.com.pk/devices/mobile/
https://www.telenor.com.pk/value-added-services/
https://www.linkedin.com/company/telenor-group
https://easypaisa.com.pk/about-easypaisa/#about_us_sec
https://www.telenor.com.pk/personal/telenor/offers/calls/
https://www.telenor.com.pk/personal/telenor/offers/sms/
https://www.telenor.com.pk/price-plans/telenor-price-plans/
https://www.telenor.com.mm/en/about/vision-mission-and-values
https://www.telenor.com/about-us/global-presence/pakistan/
https://www.telenor.com.pk/personal/telenor/offers/internet-offers/
https://www.slideshare.net/SairaSharif1/marketing-project-on-telenor
https://www.nperf.com/en/map/PK/-/8564.Telenor/signal/?ll=32.85190345738802&lg=73.96270751953126&zoom=8
https://tribune.com.pk/story/1679751/8-telenors-new-campaign-caring-customers/
https://www.techjuice.pk/mobile-phone-users-in-pakistan-crosses-161-million-mark/
https://www.behtareen.pk/115012telenor-smashes-its-competitors-with-brilliant-marketing-strategy/
https://www.slideshare.net/frazwali/marketing-analysis-telenor-pk?qid=b5c5003d-a3f6-4548-a4a0-d203d787416c&v=&b=&from_search=13
https://propakistani.pk/2018/04/09/telenorhearsyou-heres-how-telenor-pakistan-has-made-customers-the-heart-behind-its-latest-campaign/
Awan, A. u. H. & Ali,
S., 2006. Regionalization and Marketing Mix Strategies of a company. Dissertation
in International Marketing 30 ECTS, Issue 1-50.
Comments
Post a Comment