SUBMITTED TO:

SIR SAEED MUJHAID

SUBJECT:
Marketing Management

SUBMITTED BY:
SAAD KHAN KAKERZAI
NOUREEN FATIMA
AREEBA JAVED
JAWAD GHORI

DATE:
23-04-10
 ACKNOWLEDGEMENT

IN THE NAME OF ALLAH, THE MOST BENEFICIAL, THE MOST

MERCIFUL

We are enormously grateful to Almighty Allah; by the Grace of Whom we have

been able to present this informative report.

In accomplishing this report we have been benefited from the advices, guidance and
encouragement of a lot of people who deserve credit and acknowledgment and
without the assistance of these people, this report will not be possible.

First of all we would like to thank our teacher Sir Saeed Mujahid, for his kind assistance
and supervision for completing this report. We sincerely acknowledge his kind efforts,
without which this report could not have been compiled. His comments and advices
deserve special credit, which would also be a source of information for us in future.
 DEDICATION:
Our beloved teachers & parents, whose blessings and concentration Brings us to
this stage and who trample their inclination and longing for Up holding our studies.
Ufone GSM is a Pakistani GSM cellular service provider. It is one of six GSM Mobile companies in
Pakistan and is a subsidiary of Pakistan Telecommunication Company. It has a subscriber base of
20.05 million as of July 2009. It is currently owned by United Arab Emirates based Etisalat.

INTRODUCTION:
The company commenced its operations under the brand name of Ufone from Islamabad on
January 29 2001. Ufone expanded its coverage and has added new cities and highways to its
coverage network.

COMPANY PROFILE:
PTML is a wholly owned subsidiary of PTCL. established to operate cellular telephony. The
company commenced its operations, under the brand name of Ufone from Islamabad on January
29 2001.

During the year, as a consequence of PTCL’s privatization, 26% of its shares were acquired by
Emirates Telecommunication Corporation (Etisalat). Being part of PTCL, the management of
Ufone has also been handed over to Etisalat. During the year July 2005 to June 2006, further
expanded its coverage and has added new cities and highways. Ufone has network coverage in
more than 750 cities, towns and across all major highways of the country.

During the year Ufone completed the network expansion of Phase 4 in existing as well as in new
cities and towns which amounted to more than US Dollar 170 million. As a result the asset base of
the Company has increased from Rs. 20 billion to Rs. 27 billion.
During the year Ufone adopted the policy of simplified tariffs with no hidden charges, which
resulted in positive impacts on the usage trends of subscribers as well as total subscriber base,
which has increased from 2,579k in June 2005 to 7,487k in June 2006. Ufone currently caters for
international roaming to more than 195 live operators across 119 countries and introduced
International roaming facility for Prepaid subscribers in Saudi Arabia, United Kingdom, United
Arab Emirates, Singapore, Portugal and Kuwait with lowest rates, featuring no security deposit
and activation charges. GPRS Roaming facility is available with more than 75 Live Operators
across 59 countries.

The company has also been awarded a new License for providing cellular services in Azad Jammu
& Kashmir and the Northern Areas.
 MISSION STATEMENT:

To be the best cellular option for U.

COVERAGE:
Covering several key destinations your Ufone is the ultimate means to stay connected wherever
your business takes you allowing seamless roaming through the network providing the best
nationwide coverage.

Ufone, being one of the leading cellular service provider has recently launched its service in many
new cities. Keeping up with its pace it is rapidly expanding its network.

Ufone keeps on adding new cities with same superior network that continues to expand. Ufone
covers all major cities of Pakistan now you can enjoy comprehensive coverage in areas like the GT
Road, Super Highway & Motorway etc. So wherever you are in Pakistan, Ufone keeps you
connected.

FUTURE PLANS:
In order to extend cellular network to new cities, towns and highways and enhance its current
installed capacities in existing cities, Ufone has finalized a huge network expansion contract,
which will enhance the subscriber's capacity. This is the largest ever expansion project of Ufone.

NETWORK UPGRADATION:
Under the agreement, Huawei will provide its future-oriented EnerG GSM solution to expand
Ufone's network currently Ufone has network coverage in 10,000 locations and across all major
highways of Pakistan. The network also allows Ufone subscribers to have high-speed wireless data
service.

The GSM contract for Ufone also include Huawei's new generation GSM dual density BTS that
feature high integrated and receiving sensitivity to improve the network performance and lower the
cost of network construction and O&M expenditure. In addition, Huawei will provide Mobile
Softswitch solution based on the advanced R4 architecture to satisfy Ufone's network expansion
requirements, enables the telecom service provider to evolve into 3G.

KEY ACCOMPLISHMENT:
Ufone has played a limited but significant role in the development of the cellular market in
Pakistan. It was first to launch the GPRS services and Multi-media Messaging Service (MMS) and
prepaid roaming in Pakistan.

SWOT ANALYSIS OF UFONE:

 STRENGTHS:

NETWORK COVERAGE
Ufone has a network coverage in more than 5885 locations and across all major highways of the
country.
INTERNATIONAL ROAMING
Ufone currently caters for International Roaming to more than 230 live operators in more than 130
countries. Ufone has introduced International Roaming facility for prepaid subscriber in various
countries around the globe with the lowest call rates, featuring no security charges and activation
charges.
GPRS ROAMING
GPRS roaming facility is available with more than 115 live operators across 85 countries.

LICENSE FOR AZAD JAMMU KASHMIR AND NORTHERN AREAS

The company has also been awarded a new license for providing cellular services in Azad Jammu
and Kashmir and Northern Areas.
QUALITY COVERAGE
Ufone provides its subscriber with quality coverage and clear connectivity.
VALUE ADDED SERVICES
Ufone is a host of value added services and data connectivity with the best network in Pakistan.
LOWEST PRICES
Ufone offers the most reasonable prices for its users.
REPRESENTATIVE OF PTCL
Ufone acts as a representative of PTCL as it is its subsidiary
PIONEERS OF MMS AND GPRS
Ufone was the first to launch GPRS services and Multimedia Messaging Service (MMS) and
prepaid roaming in Pakistan. The network also allows Ufone subscriber to have high speed
wireless data service.
SECOND LARGEST MARKET SHARE
Ufone is the second largest cellular operator in Pakistan with subscriber base of around 6.5 million
and a market share of nearly 25%. Ufone’s Prepay brand is now considered to be one of the most
favorite brands by the youth market.

 WEAKNESSES:

BEHIND ON EXCESSIVE DEMAND

This is Ufone’s biggest weakness; company is unable to meet the demands
POOR ORGANIZATIONAL STRUCTURE
Centralized structure failed to provide proper guidance over instruction and policies.
STAGNANT PROFITABILITY
As compared to financial assets, Ufone is not close to expected profitability.
OVERLY DEPENDENT ON PTCL
Since, it is a subsidiary of PTCL IT is dependent on PTCL.

LACK OF FRNACHISE
It has many franchises in the whole country but as its customers are increasing day by day so its
present franchises are not enough to fulfill the needs of it customers.
LACK OF INNOVATIVE SERVICES
Ufone though has some unique and distinct services but it has not yet given many innovative
services as compared to other cellular companies.

NETWORK COVERAGE
Its coverage on Southern part of Pakistan is quite good but in northern areas its coverage is a bit
poor.
COMPETETION
When Ufone came into the seen in Pakistan cellular market Mobilink was already prevailing in the
market and it was all Mobilink monopoly that time. Though with the passage of time Ufone took
many customers of Mobilink but still Mobilink has large number of users because it was first to
Pakistan’s cellular market and this is the competitive disadvantage to Ufone.
INTERNAL PROBLEMS
Ufone is plagued with some internal problems like when it is privatized to Etisalaat being the part
of the PTCL many employees were not happy with the pay scale that they were offering.

 OPPORTUNITIES:
Ufone has the ability to expand globally. But due to current economic condition all its operation on
halt.

PUBLICITY AND MARKETING

With the right marketing strategy they can acquire much more.
DEVELOP NEW VALUE ADDED SERVICE
This is an opportunity that will never be satisfied, meaning that Ufone should always be attempting
to keep improving new value added services and as we know what is in today will be out
tomorrow.
INTRODUCE KIOSK TECHNOLOGY
Ufone can surprise its competitors by introducing “Ufone kiosk”. These will be ATM like
machines and that will give 24-hour service to Ufone subscribers to load the balance just like they
take money from ATM.
DEVELOP FRANCHISE IN REMOTE AREAS
Ufone should develop some new franchises in remote areas so that people will get more and more
benefit from it and it will help to increase their customers. Ufone should extend its network
coverage area to Northern part of the country as well because in that part not too many companies
are giving services and if Ufone give its service there then it will definitely attract people and its
number of customers will shoot like a rocket.

 THREAT:
GOVERNMENT INTERFERENCE
Government interference in terms of taxes will always be treated as a threat.
PTCL CELLULAR LICENSE
Ufone is nothing just a cellular license to PTCL, PTCL should provide more financial support to
enhance profitability of its subsidiary company.
PENSION PAYOUTS
Part of this threat is their own doing and other is simply unavoidable. Ufone is responsible for
providing generous pension benefits to its employees, which at time seems like a great
idea, however they are now experiencing problems as more and more people begin to collect.
INCREASED HEALTH CARE COSTS
Ufone, like many large companies with quality employees’ health care benefits, is experiencing a
large financial hit that only get worse as time continues as compare to other cellular firms
TOUGH COMPETETION
As Ufone is cellular company and there is cut throat competition among cellular companies in
Pakistan. There are six other companies also working in Pakistan so Ufone would have to
face some growing competitive pressures.
PRESSURE GROUP
Some pressure groups are protesting on the towers that are installed in residential areas. Their
opinion is that it is not good for health of people to have such towers near their homes that
cause radiations.
ECONOMIC PROBLEMS
Pakistan is facing some serious economic problems now days so that would also affect Ufone. The
current recession in market is not good for any kind of business including telecommunication.

ZONG is the first International brand of China Mobile being launched in Pakistan. It is meant to
empower and liberate the people of Pakistan in every nook and corner of the country. It will
become a part of their hearts, their minds and bring about a change in their lives that every one
desired but few thought would be possible.
The core essence of ZONG is to allow people to communicate at will. Without worrying about
tariffs, network coverage, capacity issues or congestion. ZONG will be supported by ground
breaking communications, trend setting customer service and an unmatched product offering
which will redefine rules of the game and establish ZONG as a serious contender for the number
one spot.
ZONG would offer its customers with entertaining & innovative value added services and will
empower them by giving a wide variety of products, services & content to choose from.
We are privileged to be the pioneering country introducing this brand with others to follow. And
God willing, together we will also make ZONG a success story for others to try and replicate.

CHINA MOBILE COMMUNICATIONS CORPORATION:

China Mobile is the world's largest telecom operator. Having a customer base of over 300 million
customers, its network routes 700 million text messages every day and handles 250 million calls
every hour.
China Mobile is perhaps the only cellular network that provides uninterrupted, reliable coverage
through tunnels, on highways, inside sky scrapper elevators as well on top of Mount Everest.
One of the unique features of China Mobile servicing excellence is to customise its products,
services and tariffs to suit the individual needs of its huge subscriber base. There are hundreds of
payment/tariff options to choose from according to one's usage pattern, budgetary limitations and
nature of use.
China Mobile's first overseas subsidiary, China Mobile Pakistan has the license to offer and
operate voice, data and all value added services in the entire country. One of the fastest growing
cellular markets in the world, Pakistan is a key region that is likely to offer expansion opportunities
as well the chance to make a difference in the lives of a growing clientele that is demanding and
understands and appreciates better quality and service standards.

CHINA MOBILE PAKISTAN:

China Mobile Pakistan (CMPak) is a 100% subsidiary of China Mobile. The pioneering overseas
set up of China Mobile came through acquisition of a license from Millicom to operate a GSM
network in Pakistan.
So far CMPak has invested more than US$ 700 million in the telecom sector in Pakistan and an
additional US$ 800 million will be invested till the end of year 2008.
With ambitious plans to cater to the fastest growing Pakistani market and to win over the ever
demanding Pakistani customer, it will be offering unprecedented coverage, voice and data services
as well as a wide range of tariff options to choose from.
CMPak's edge comes from the experience and expertise of running the world's largest telecom
service and the commitment they make to setting quality and customer relations standards. CMPak
is geared to offer neatly packaged VAS products that will benefit the individuals, corporates as
well as small businesses. Led by a team of professionals from the field of cellular communication,
CMPak is determined to make its mark in the Pakistani market and to change the way people
communicate.

MISSION STATEMENT:

To be the leading mobile operator of pakistan by continuously innovating and

offering exceptional quality services; to be a good corporate citizen and
envoy of friendship between china and pakistan

ZONG VISION:
Zong's vision is to make communication exciting and become the leading
mobile operator in pakistan.

VISION COMPONENTS:
 Conduct with integrity and live company principles.

 Deliver continuous innovation and exceptional quality services.

 Foster an internal environment of innovation, collaboration and trust.

ZONG VALUES:
CORE VALUE:

 Responsibility makes perfection.

FIVE KEY VALUES:

 Trust worthiness

 Respect

 Responsibility

 Communicate Openly

 team work
BRAND IDENTITY:
Zong is similar to the "Zhong" of Zhongguo (china) in pronounciation, "Z" descends from the
initial of ("Zheng De Hou Sheng" means always pursuing perfection) in the values of the master
brand china mobiles. At the same time ZonG inherits the brand colour of china mobile: Blue, it
symbolizes ZonG has adopted the essences of the master brand.

The hieroglyph "O" illustrates that when we part our lips into the sharp of "O", we can scatter our
voice into every cornet of the world "O" represents gesture or the movement of lips when people
saying "OK" meaning that this brand is accetped and approved by customers as well. The color of
salmon pink implies the accessible and energetic international image of china mobile

The lowercase "n" shows the new brand is in close proximity with customers. The "n" is the initial
of the chinese greeting (Nin Hao/Ni Hao, that means hello).The "n" is more representative of
"need", Zong is conscious of people's needs and regard satisfying them as responsibility. The
capatalized "G" proclaims China Mobile's ambition and determination towards globalization.

SWOT ANALYSIS OF ZONG:

The SWOT analysis covers strengths, weaknesses, opportunities, and threats. Strengths and
weaknesses are generally internal attributes, which we can address by changing our business.
Opportunities and threats are generally external.

If ZONG cellular company has some opportunities in the market, there must be some threats to
them; in the same way if they have strengths, there must be some weaknesses. I am going to
discuss them one by one thoroughly.

1. STRENGTH:
Strength is defined that any activity the organization does well or any unique resources the
organization has.

Zong provides a number of packages to its customers at least more than 22. Some of them are
discussed below:
 PREPAID PACKAGES:
 ZONG 65
ZONG brings you ZONG 65, the new pre-paid package of ZONG that delivers 100% on
economy and guarantees lowest call rates to any network in Pakistan

 AANAY PACKAGE
Talk for an entire hour - any hour, for only Rs.4.99 and for the first time in Pakistan you can
change the hour everyday.

 50 PAISA/CALL (8 AANAY)
People claim of simplicity and yet give you half the truth. Only ZONG gives you the full truth at
half the price. Now make calls to any other mobile network for 8 Aanay.

 FREE PACKAGE
For the first time in Pakistan you can make free calls for life.

 ZONG SUPER FREE NUMBER

That's right you can literally talk your heart out 24 hours a day everyday to that special someone -
all for FREE.

 BREAK TIME OFFER

For the first time in Pakistan, ZONG offers you the benefit of calling your friends and family
freely during daytime.

 AIK SECOND PACKAGE

Make call for just 4 paisa per second.

 POSTPAID PACKAGES
Post paid packages are at least 12 in number.

 GPRS PACKAGES
ZONG Unlimited @ Rs. 400+Tax/month

ZONG Free @ Rs. 10+Tax/M

  MNP - MOBILE NUMBER PORTABILITY
Mobile Number Portability (MNP) enables customers to retain their mobile telephone numbers
(including the three digit prefix) when changing from one mobile operator to another mobile
operator.

With all these packages Zong offer a free sim, favorite numbers, cheap mobiles and a number of
other products to attract its customers.

The good point of the ZONG company is that the products they offered (either it is their packages
or it is their products) are according to the demands of customer. Because not only a rich person is
able to get these products but middle class and lower class people are also able to afford it easily.

2. WEAKNESSES:
Weakness is defined as any activity the organization does not do well or the resources the
organization needs but it does not posses.
According to my point of view, the first and main weakness of the ZONG Company is their low
quality service. They are failed to provide the best service to its customers to satisfy them. On one
hand they have introduced a lot of new things but on other hand when the customer is unable to get
complete benefit of those offerings, it is then very difficult for a company to retain their customers
and to make new customers.

3. OPPORTUNITIES:
Positive trends of organization in external environmental factors.

ZONG is one of the fastest growing cellular markets in the Pakistan and it has a chance to expand
in the current situation. As I discussed earlier that Zong provides a number of packages and other
services for customer satisfaction. In this way they develop a good will in the market and made
millions of customers within last two years. They have opportunity to expand their businesses in
Pakistani markets by improving their products and by satisfying the customer needs and wants.

One main opportunity of ZONG is that it is a china mobile company and Chinese products are
famous in the Pakistani markets. They already have developed a good will and entity in Pakistan
and they know better the customer needs and wants in Pakistani societies better than the other
telecommunication companies. So they have chance to grow high and maintain their market share
for a long period.

4. THREATS:
Threats are defined as the negative trends of organization in external environmental factors.

 COMPETITOR
A number of competitor are in the market like jazz, ufone, Telenor, warid etc. all of them are
trying to defeat one another. Mostly ufone is a good cellular company and are attracting the
customers more and more with the passage of time by providing better facilities and wide net work
coverage to its customers. Competition of the telecommunication companies is rising day by day.
Another problem the companies are facing that according to the new rules of Pakistan
telecommunication authority (PTA), every customer is free to transfer his/ her sim into another
network which they think are reliable. Due to this reason all companies are trying to defeat their
competitors by decreasing their call rates to attract more, providing lowest sms packages etc to
attract more and more customer. In this way one company is trying to overcome another and in this
process some companies are facing the loss.

 TECHNOLOGY
Technologies have reached beyond the limits. Time is changing and every company is trying to
introduce the new technologies according to the situation which make their customer more
reliable. As four or five years ago, the technology was not as good as it is in present time. So it is
also one of the most dangerous threats to Zong Company to improve their technology with the
passage of time.
UFONE VS ZONG COLD WAR:
Corporate world runs on the principle of good presentation. The better you project yourself in the
market, the better response you get from the costumers. All leading companies stress more and
more on their Television ads as TV is one medium which can be seen everywhere.The cold war
between Ufone and Zong started when Zong enters into the market in the start of 2008. They copy
their packages and schemes. Following are some issues and programmes which are the part of this
war.

ZONG BEATS UFONE IN FRIENDLY CRICKET MATCH:

ZONG beat Ufone by 7 wickets with 5 overs to spare in friendly cricket match at Gymkhana
Cricket Ground Saidpur Village.

Ufone won the toss and decided to bat first. Ufone got to decent start where Saddrudin Saleem
contributed his 109 on 90 balls to help the side reach to 242 in their stipulated 30 overs.

Asif Rama, Faisal Niazi, Nayyer Raza and Roman took 2 wickets each for ZONG XI.

ZONG XI in reply, achieved the target with ease in just 25 Overs for the loss three wickets. ZONG
Skipper Usman Javed led the team from the front and heavily pounded 68 runs in just 32
deliveries. Usman was involved in a successful partnership of 120 runs with Roman Talat, who
scored 30 runs just 14 balls. Later on Bilal Abdullah scoring 56 runs with Nayyer Raza who scored
42 runs helped the team reach the target.

The boisterous crowd cheered both the sides while they were treated with on-going live music
throughout the match. The two competing teams comprised of ZONG and Ufone officials.
UFONE BEATS ZONG IN FRIENDLY CRICKET MATCH:

A combined team of Ufone and its ad agency Interflow proved more than enough for Zong
and its ad agency Adetude as the former beat the latter by a convincing margin of 40 runs in
a friendly cricket match.

Sharjeel Hassan carried the day for Ufone with an unbeatable 98 while Ali Ikram chipped in
with 26 not out, he also bagged three wickets. Asif Saeed, Asad Mehmood, Fayyaz Ahmad
and Omer got one wicket each.

The Ufone team comprised of the following players; Ali Ikram, Asif Saeed Malik, SherjeelBin
Hassan, Emmad Ahsan, Kashif Rehman, Hassan Rehmani, Sheldon Godinho, Asad Mahmood,
Fayaz Ahmad, Adeel Atif, Omer.

ZONG DAILY INTERNET PACKAGE:

Zong introduced the most inexpensive mobile internet package by any cellular company. All
you need is to pay Rs. 5 and you can use 60 minutes of Mobile Internet (EDGE/GPRS) per day
round the clock.

For instance, you can use 10 minutes in the morning, another 15 minutes during lunch break
and remaining in the evening. All you need to care is that your connection time doesn’t
exceed 60 minutes’ quota.
Zong’s Daily Mobile Package, that needs to be activated once, will automatically renew every
day. So you can browse anytime and anywhere – without remembering KBs and MBs

UFONE DAILY INTERNET PACKAGE:

After Zong’s daily Internet Package, looks Ufone want to compete in this area too. Ufone has
responded with daily, fortnightly and monthly Internet packages with fixed rental (with a cap on
download/upload limit).

In daily package, data limit is 2 MB for Rs. 3.99 plus tax, that’s Rs. 2.20 per MB, not bad – but not
better than Zong’s one hour deal per day for Rs. 5

Rates:

* 1.5 GB data transfer limit as per fair use policy.

UFONE SMS BUNDLE OFFER:

Ufone offered its bundle packages in 4 different variable packages in June 2008. Ufone is the one,
who actually successfully started offering SMS bundles with Limited Number of SMS, and that
too valid for any network.

Ufone offered new sms package to their prepaid customers, can send 500 SMS a day at Rs. 2.99
(Rs. 2.99 + Rs. 0.63 = Rs. 3.62) per day

ZONG UNLIMITED SMS:

To retain and to get the new customers and to counter the Ufone sms bundle package, Zong has
recently come up with a powerful and attractive SMS Bundle package which is better than Ufone
or any other cellular company in September 2008.

Rs. 3 per Day | Free Unlimited SMS to Any Network in Pakistan.

Later, In order to Counter Ufone unlimited sms package for Rs. 150, Zong has also introduced a
new package that allows 20,000 SMS for Rs. 149 which is valid up to 15 days.

UFONE COUNTER OFFER:

Ufone offered new SMS package on January 28,2010 that allows 500 Ufone to Ufone SMS a day
for Rs. 2.39 including tax where validation period is 24 hours. This offer is to counter the above
zong sms bundle offer.

UFONE PRESENT UNBEATABLE SMS BUNDLE OFFER:

 PACKAGES SUBSCRIPTION NO. OF FREE SMS VALIDITY SMS 'SUB' TO

*Daily On-net SMS Package Rs. 2 + tax 500 24 Hours 611

*This package is only valid for Ufone to Ufone SMS

 
PACKAGES SUBSCRIPTION NO. OF FREE SMS VALIDITY SMS 'SUB' TO

8 Hrs
*Night Package Rs 1+tax 300 609
(12 am to 8 am)
*Limited time offer.
 
PACKAGES SUBSCRIPTION NO. OF FREE SMS VALIDITY SMS 'SUB' TO

Daily Package Rs 3.99+tax Unlimited* 24 Hrs 605

*Fair Use Policy is applicable, up to 500 SMS.
 
PACKAGES SUBSCRIPTION NO. OF FREE SMS VALIDITY SMS 'SUB' TO

Fortnightly Package Rs 25+tax 1000 14 days 603

 
PACKAGES SUBSCRIPTION NO. OF FREE SMS VALIDITY SMS 'SUB' TO

Unlimited Package Rs 80+tax Unlimited* 30 days 607

*Fair Use Policy is applicable, up to 8,000 SMS.
 
PACKAGES SUBSCRIPTION NO. OF FREE SMS VALIDITY SMS 'SUB' TO

Weekly Package Rs 6.99+tax 700 7 days 608

 ZONG OFFER NEW AND BETTER SMS PACKAGE THEN
UFONE:

ZONG’s latest SMS Bundles now give YOU the freedom to choose from a variety of SMS
packages tailored to suit your budget & needs! Keeping YOUR needs in mind, ZONG offers a
diverse range of SMS Bundles for its valued customers. From Daily to Weekly to Monthly and
much more, ZONG has the package best suited for you. You can now select the perfect package
custom-made to fit y`our lifestyle and usage trend while keeping the affordability in check!
Remember to Say It All with ZONG.

DAILY BUNDLE
 500 SMS & 100 MMS for whole day only for Rs. 3.99
 On exceeding 500 SMS, additional SMS to be charged as per tariff plan
 This bundle would be valid for 1 day only.

WEEKLY BUNDLE
 1000 SMS for whole week only for Rs. 10
 On exceeding 1000 SMS, additional SMS to be charged as per tariff plan
 This bundle would be valid for 7 days only

FORTNIGHTLY BUNDLE
 500 SMS / day for 15 days for only Rs. 50
 On exceeding 500 SMS a day, additional SMS to be charged as per tariff plan
 This offer would be valid for 15 days only

MONTHLY BUNDLE
 500 SMS / day for 30 days for only Rs 80
 On exceeding 500 SMS a day, additional SMS to be charged as per tariff plan
 This offer would be valid for 30 days only
 In order to subscribe your number should be active and you must have sufficient balance
available
While competitors have taken back their SMS bundle offer, just before Eid-ul-Azha, Zong showed
its commitment by maintaining SMS Packages. The Picture Shows a Zong outlet being approached
by huge number of customers to avail MNP and then SMS packages.

UFONE POSTPAID SMS PACKAGE:

After plenty of treats for prepaid, to facilitate its postpaid base, Ufone has planned to introduce this
(virtually) unlimited SMS bucket for postpaid customers. Ufone bring this new package in the start
of January 2010. In this package customer can send SMS to any number on any network from their
Postpay.

PACKAGES SUBSCRIPTION NO. OF FREE SMS VALIDITY SMS 'SUB' TO

Postpay Monthly SMS
Rs 150 + tax 10,000 1 month 610
Package
ZONG LAUNCHES POST-PAID ATTRACTIVE PACKAGES:

ZONG has announced its entry into the “Postpaid” market following a huge increase in its prepaid
subscribers’ base across the country. A number of customized postpaid packages are on offer, to
suit the vastly varied needs of individuals, large corporate entities and small businesses. Zong
postpaid comes with opt-in unlimited SMS, free on-net and off-net minutes, 15 MB of free GPRS
quota and more.

The key features of the ZONG Postpaid include same airtime rates for both on-net & off-net
besides keeping the rates competitive and simple with no hidden charges or catches. The postpaid
service is said to be aimed towards a common mobile user who has more talk time and is currently
keeping a prepaid subscription eventually paying more.

Note: Rates are inclusive of interconnect charges

ZONG PROVIDING SCHOLARSHIPS:

ZONG continues its support of technical education in Pakistan with the ZONG Scholarship
Program. The Program was started last year as part of ZONG’s corporate social responsibility
initiatives.
ZONG selected ten students for the ZONG Scholarship Program at the University of Engineering
and Technology in Lahore through which the students would receive their tuition fees and living
expenses for the entire four years of engineering school.
The interviews with UET students were held on the campus and students in the disciplines of
Electrical Engineering, Mechanical Engineering, Civil Engineering and Computer Sciences and
Engineering were eligible.
This is the second year of the ZONG Scholarship Program which aims to enable talented,
deserving young people to acquire quality technical education from one of the most prestigious
engineering universities in the country. The scholarship amount covers all academic and related
expenses for each student.
ZONG is promoting higher education in Pakistan as a caring corporate citizen and looks forward to
working with institutions like UET to help students pursuing professional education. The company
also intends to facilitate and provide counselling to engineering students who intend to study
telecommunications in Pakistan as well as in other countries.
The emphasis of the ZONG Scholarship will be to financially support students who are motivated
in enhancing scientific and technological research. Thus, the students are selected on a need and
merit-based criteria. The process was conducted in phases so that the forty or more students who
applied for the scholarship were evaluated and then interviewed by a joint steering committee
formed by ZONG and UET.
Mr. Salman Wassay, Head of Marketing, ZONG said that the scholarship program created by
ZONG was a fundamental part of their corporate social responsibility as helping young people
access quality technological education would form the backbone of talent necessary for the
advancement of industry and development in Pakistan.
He added that ZONG was confident that the students selected this year would continue to excel in
academics and their professional lives.
ZONG has also launched a Location Based Charging solution at UET to facilitate student access to
faculty members and fellow students.

ZONG INTRODUCES “ACHI SIM”:

Zong came up with a new sales promotion named as “Achi Sim” on March 9,2010, The
promotion comes with a bundle of attractions, i.e. your desired number, free minutes and free
value added services.

What will you get?

Buying the Achi Sim can get you:

 Your desired number for free.

 Free Airtime of Rupees 450 i.e. 300 Minutes Valid for 1 year.
In addition to above customer will also get following for FREE on monthly basis for 1 year

 One Free Ringtone

 One Free Dialtune
 One Free Wallpaper

CHINA MOBILE TO INVEST USD 300 MN IN PAKISTAN’S TELECOM

INDUSTRY:

Karachi (PR) China Mobile Communications Corporation (CMCC), the world’s largest mobile
telephony operator and the parent company of ZONG will invest US $300 million in Pakistan in
2010 which is the largest investment by any telecom operator in the current year.

This was revealed by Mr. Wang Jianzhou, Chairman of China Mobile Communications
Corporation who is visiting Pakistan with CMCC’s delegation. The delegation has met several
government dignitaries.

ZONG has so far invested US $1.66 billion in Pakistan and has generated more than 1700 direct
and over 40,000 indirect jobs in the country. This investment has been made in less than two years
since its launch and China Mobile is expected to invest more in Pakistan in the years to come as
the company has chalked out more future investment plans.

China Mobile, which has made the largest investment among all Chinese investments in Pakistan,
also has the distinction of being the only offshore company operating in Pakistan which has
invested more than US $ 721 million in Foreign Direct Investment so far in the current year.

ZONG now stands third in terms of number of base stations and the Company has established
more than 5000 cell sites in Pakistan showing rapid growth.
ZONG is China Mobile’s first venture outside of China and has attracted attention not only in the
global cellular arena but also with the international finance experts and investment houses. China
Mobile has made the largest investment among all the Chinese investments in Pakistan and is
considered an emissary of friendship between Pakistan and China.

The Company continues to invest heavily in the construction of GSM networks, support systems
and transmission facilities, and for the development of new technologies and new businesses.
China Mobile pursues continuous innovation in the provision of services, business, technology and
management and has sustained a leadership position in the telecom industry.
CONCLUSION OF THIS COLD WAR:

Telecom industry is most growing industry of Pakistan still huge investment required for coverage.
The market also has strong competition after the entrance of China Mobile Company as player.
Competitors are hiring professionals to entertain the consumer which is resulting technological
implementation and value added services. People are worried about call rates they don’t prefer
any particular company. Consumer searches good service with lowest call rates, although
companies are minimizing call rates this will result more growth in the market. Ufone bring
amazing packages to attract the customers. Ufone promote their product through TV commercial,
Newspaper, Radio, Internet etc. and zong keep on countering Ufone packages and Zong is on the
lead. The choice of people is Zong because Zong price level is low and affordable.

S
UGGESTIONS AND RECOMMENDATIONS FOR UFONE:
 The billing and system of Ufone should be made more accurate with the acquisition of new
and improved equipment and machinery.
 The system of coverage would be made more powerful with the advanced in technology,
technology play a vital role in services.
 In the SMS bundle offer people have some objection that its validity should be more.
 Coverage should be made more accurate throughout the Pakistan like Mobilink.
 In order to make a competitive edge, they have made sure that all employees show their
brand. (According to an author, every one of you will make or break the promise that our
brand is for customers).
 Advertising should be made more attractive with stars.
 The exterior outlook and layout of franchises needs to be improved likewise of the interior.
 Managers should be aware of the perceptions that are changing according to time.
 They have to go for sponsorship of leisure activities like in cricket, hockey, volleyball etc
 They have to develop the plans like to go for areas in which they have not yet construct any
booster.
 They have to give happy hours in any time of the day.
SUGGESTIONS AND RECOMMENDATIONS FOR ZONG:
 NET WORKING
The main problem of Zong Telecommunication Company is that their customers are not satisfied
by their networking. They don’t have a wide range of networking and there customers are facing a
lot of problems because of signal problems. Whenever the customer is not properly satisfied by the
company’s services, it is very difficult for the Zong Company to attract the customer and to retain
their existing customers. There is need a lot of improvement their networking as well as to make it
better. If they don’t take any step, they soon face a big problem and it is then impossible for them
to remain in the market and to maintain their good will.

 TECHNOLOGY
Technology is one of the most important factors. The time is changing; telecommunication
revolution is the big revolution in this century; companies have needed to introduce new
technologies according to the market demand to improve their net working and to satisfy the
customers. In Pakistan other companies like Ufone, Jazz, Warid, and Telenor etc are working in
the market for last 6 to 7 years. Their technology is better than the Zong as Zong is the new born
company in the Pakistan. Zong has needed to do a lot to improve their Technology. If they do so
they have a bright future in Pakistan.

 SOCIAL ASPECT
Social aspect is another important factor. The companies who trying to ignore the society will
never prosper. In other words I can say that such companies have no way to exist in the market for
a long time. Zong has needed to take look to the societies, and the people living there. They
shouldn’t take any step which is against the society and the people. They should to respect of what
people are demanding to them.
BIBLIOGRAPHY:
http://en.wikipedia.org/wiki/Ufone#Introduction

http://www.ufone.com/about.aspx

http://en.wikipedia.org/wiki/China_Mobile#Pakistan

http://www.zong.com.pk/

http://www.scribd.com/doc/25774363/Zong-Pakistan-Marketing-Plan

http://propakistani.pk/2008/06/15/unlimited-packages-pakistan-price/

http://propakistani.pk/2010/04/15/mobile-internet-at-rs-5-per-day-zong/

http://pakmediablog.net/1810/‫وا‬-‫کرنے‬-‫فراہم‬-‫سروسز‬-‫سیلولر‬-‫میں‬-‫پاکستان‬d/

http://www.pakblogging.com/2010/01/paktelecom-the-zong-story/