Internship Report

On
UFONE

Supervised By:
Madam Neelam Akbar

Submitted By:
Dawood
Roll No:-1201039
Bachelor Of Business Studies
Specialization (Marketing)

Center for Mangaement and Commerce

UNIVERSITY OF SWAT
Session 2012-2016
 Internship Report
On
Ufone

This Internship Report is submitted to Center for Management and Commerce

UNIVERSITY OF SWAT

Student Name and Signature

Supervisor Name and Signature

 CENTER FOR MANAGEMENT AND COMMERCE
UNIVERSITY OF SWAT

This is certified that Dawood has studied this internship report titled UFONE.
University Registration Number UOS1201039. I conclude that this internship report is
of sufficient standard to warrant its acceptance by University Of Swat for carrying out
final viva.

Department Internship Report Approval Committee

Head of Department CMC

Semester Committee

External Examiner
 ACKNOWLEDGEMENT
In the name of Allah, the Most Beneficent, the Most Merciful. All praise and
thanks to Allah, lord of the universe and all that exists. Prayers and peace be upon His
prophet Mohammed, the last messenger for all humankind.
First of all, I am great full to my worthy teacher Madam Neelam Akbar for
providing me the Opportunity of doing internship in UFONE. I am also thankful to all
other Teachers as the knowledge imparted by them Enable me to study the organization
in a best way.
Second, I would like to thank those whose help made it possible for me to have
an internship period in Ufone Khwaza Khela swat. I would also express my gratitude
to my teachers whose kind words are always guidelines for me. I also, would like to
express my thanks to my parents for their help and caring attitudes.

Dawood
BBA (Marketing)
ROLL NO 1201039
 Table Of Contents
List of Tables ................................................................................................................. 7

List of Figures ................................................................................................................ 7

List of Abbreviations ..................................................................................................... 8

1.Introduction ................................................................................................................. 9

2 Objectives of Studying the Organization .................................................................. 10

3 Overview of the Organization................................................................................... 10

3.1 Nature of the Organization..................................................................................... 11

3.2 Business Volume ................................................................................................... 11

3.3 Profile of the employees ........................................................................................ 12

3.4 Product Lines ......................................................................................................... 12

4 Organizational Structure ........................................................................................... 14

5 . Structure of Marketing Department ........................................................................ 15

5.1 Number of Employees ........................................................................................... 16

5.2 Marketing Operations ............................................................................................ 16

6. Function Of Marketing Department......................................................................... 18

6.1 Marketing Strategy................................................................................................. 18

6.1.1 Market Segmentation ...................................................................................................... 18

6.1.2 Target Markets ................................................................................................................ 19

6.2 Product planning Development and management ................................................. 19

6.3 Pricing strategy ...................................................................................................... 19

6.4 Distribution Strategy .............................................................................................. 20

6.5 Promotional Strategy.............................................................................................. 20

7. Relation of Practical Experience and Theoretical Concept ..................................... 23

7.1 Products lunched in the market their success or failure ......................................... 23

7.2 Major Competitors of the Organization ................................................................. 24

7.3 Future Prospects of the Organization ..................................................................... 27

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8. Short-Falls/weaknesses of the Marketing Department ............................................ 28

8.1 SWOT Analysis ..................................................................................................... 28

8.1.1 Strengths ......................................................................................................................... 28

8.1.2 Weaknesses ..................................................................................................................... 28

8.1.2 Threats ......................................................................................................................... 28

8.1.3 Opportunity ..................................................................................................................... 29

9. Recommendations & conclusion .......................................................................... 29

9.1 Recommendations .................................................................................................. 29

9.2 Conclusion ............................................................................................................. 30

10.References and Sources Used ................................................................................. 31

6
List of Tables

Table 1 Board of Directors ........................................................................................ 12

List of Figures

Figure 1 Organizational Structure ........................................................................... 14

Figure 2 Marketing Department Structure ............................................................ 15

7
 List of Abbreviations

PTML Pak Telecom Mobile Limited

PTCL Pakistan Telecommunication Company Limited
PTC Pakistan Telecommunication Corporation
PTA Pakistan Telecommunication Authority
GSM Global System for Mobile
CDMA Code Division Multiple Access
GPRS General Packet Radio Service
VAS Value Added Services
SMS Short Message Service
MMS Multimedia Messaging Service
LDI Long Distance International
WLL Wireless local loop
GAP Generic Access Profile
CM PAK China Mobile Pakistan
PR Public Relations
CRM Customer Relationship Management
CEO Chief Executive Officer
CFO Chief Financial Officer
PMLC Pakistan Mobile Limited Communications
DSL Digital subscriber Line

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 1. Introduction
Since the inception of Pakistan, basic telecom services were being provided by a
monopolist, previously called as Telephone and Telegraph department (T&T). The
department was being run by the Government and played multiple roles of regulator,
policy maker and operator in the country. The T& T department was later converted
into a corporation. Although the corporation was earning huge profits from the services,
it was re-investing the same profits into the sector for the provision of more telecom
service but the investment was not enough. Further, with the technological
advancement, more and more telecom services were becoming available but there was
not enough money available with the corporation to install new telecom systems for the
provision of modern services. Resultantly, a digital divide prevailed in Pakistan and we
remained far behind our neighbors and other comparable countries in terms of telecom
access.
Cellular mobile services in Pakistan were commenced in 1990s when two cellular
mobile telephone licenses were awarded to Paktel and Pak Com (Instaphone) for
provision of cellular mobile telephony in Pakistan. Currently there are four cellular
players in the market, two with GSM and two with DAMPS technology. Cellular
subscribers though grew over the years however, due to partial competition; cellular
companies could not meet the growing demand in Pakistan. Keeping in view the above
factors, government of Pakistan has decided to move away from monopoly situation in
basic telephone and introduce more competition in the cellular market of Pakistan. The
year 2003-2004 is considered as a historical year in the history of telecommunication
in Pakistan. The telecom deregulation which started early this year in Pakistan has
revolutionized the whole industry. Significant landmarks are achieved and the local
telecom scenario is completely changed. Today all telecom services in Pakistan are
open to competition whereby incumbent monopolies will now be competing with
telecom giants of the world working in Pakistan. Telecom services consumers are
forecasted to increase by many folds due to price reduction under competition and price
regulation of SMP operators by the Authority.
Telecom sector is seeing exorbitant growth in Pakistan. The sector is said to be
growing at a pace of 170 per cent yearly. Mobile subscribers are 71.5 million as of
October 2007, according to Pakistan Telecommunications Authority (PTA), 2.7 million
subscribers are added monthly. In fact Pakistan has the highest mobile penetration rate
in the region.
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2 Objectives of Studying the Organization
As we know Ufone is one of the largest company of telecommunication. We give
a brief history of the company and tell about the achievements and growths of Ufone.
It put light on the whole organization specifically its marketing department and the
activities ongoing in its marketing department. These activities include two of its major
components i.e. Sales Promotion and Advertising. These two are the main topics of this
report which we have discussed in the depths of the companys strategies and
functioning. Further we review Ufones strengths, weaknesses, Opportunities and
Threats (SWOT Analysis). In the end we give the future plans of Ufone and conclude
with our views and suggestions for Ufone.
Objectives of the study are given below,
1. To study the existing structural and functional set up of ufone.
2. To critically analyze the functions and procedures of ufone and to point out
the difficulties and problems faced by this organization.
3. To give recommendations for improvements and functions of ufone.

3 Overview of the Organization

Brief history of UFONE
In todays changing trends in telecom sector, all global (world class) telecom
has strong cellular networks either directly or through subsidiaries. With this fact in
view, there was a need of PTCL as well to start its own cellular service. Pak Telecom
Mobile Limited, a wholly owned subsidiary of PTCL was therefore created keeping the
same idea in view.
Ufone came into existence due to concentric diversification strategy (growth through
diversification out of an industry into related industry) by PTCL.
Being leader in its core business of providing connections for communications
through land lying phones/terminals PTCL has the capabilities needed for success in
the newly industry. PTCL has a strong financial position to support its new business. It
has a surplus liquidity, which is placed at low interest rates. The investment in Ufone
has got a big opportunity to earn huge returns for PTCL. And it is cleared of the large
business Ufone has earned its successful circulation over 1600 cities in Pakistan

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3.1 Nature of the Organization
Ufone one of the foremost telecommunication company in Pakistan. As mobile
users in the country have reached over 28 million at very rapid pace, Ufone has maintain
itself as the 2nd largest cellular operator in Pakistan with a subscriber base of around 6.5
million and market share of nearly 25%.Ufone has seen a subscriber growth rate of over
200% in the last year, and the start of 2005 Ufone added nearly 5 million subscriber
onto its network .A remarkable achievement indeed, especially considering the fact
those two new international players also entered to market in 2005.Subsequently the
growth in subscriber based caused a healthy trend in revenue which have doubled.
Ufones operational performance has been very hopeful. Despite the stiff
competition in Pakistan telecom market which has led to decrease of prices to bare
minimum level, due to its violent policies and exercise strict control over expenses the
company manage to improve its revenue and after-tax profit by 37% & 54%
respectively, as compare to last year. After Mobilink, Ufone is the second cellular
provider company that is based on GSM technology. Basically they are using GSM 900
technology with version 2001. Apart from this they are very strong in technological
developments especially they have a well-establish research and development
departments that is working on new technology. Likely they are the first company in
Pakistan that is offering GPRS facility to their customers.

3.2 Business Volume

During the year, as a consequence of PTCLs 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, Ufone continued on the path to success. The Company further
expanded its coverage and has added new cities and highways. , towns and across all
major highways of the country.
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,. Ufone currently caters for International Roaming to more than
150 live operators across 150 countries and introduced International roaming facility
for prepaid subscribers in Saudi Arabia and United Arab Emirates with lowest rates,
featuring no security deposit and activation charges.

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

3.3 Profile of the employees

Employees play a vital role in the success of the organization. In this
part we will discuss some professional board of directors of the organization. Which
are the mean pillars of the organization.
Table 1 Board of Directors

S.no Name Designation

1 Mr. Abdul Aziz
2 Mr. Muhammad Nadeem Khan
3 Mr. Naveed Khalid Butt
4 Mr. Ahmad Kamal
5 Mr. Jafar Khalid
6 Mr. Faisal Khaliq
7 Mr.Younas Iqbal Sheikh
8 Mr. Akbar Khan
President and CEO
Chief Financial Officer
Chief Officer Government &
Regulatory Affairs
Chief Officer Customer Services
Operations
Chief Technical Officer
Chief Information Officer
Chief Officer (Sales & Distribution)
General Manager Marketing

3.4 Product Lines

Ufone offer following services for customers.

Prepaid Services
Tariff
Recharge
SMS bundle
U-Circle
International Calling
Products & Features
U-share

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 Public Demand
Life
Call Details

Postpaid Services
Tariff
International Calling Tariff
Postpaid Supplementary Connections
Boundless Roaming
Value added Services
Rewards
Payment Choices
Customer Care
Blackberry

Corporate Services
Value added Services
VAN- Personal Network
Ufone/ABN AMRO Credit Card

Mobile Products Services

U-talk
Phonebook
My-phone
Infotainment
Urdu info services
Pocket data services
VPN
Call Features
Messaging services
Missed call notification
U-Share
Voice Bucket

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 U-Tunes

Mobile Entertainment Services

Ring Tones
Games
Wallpapers
Animations
Picture Messages
Mobile Logos
Themes
Song Dedication
4 Organizational Structure
In Ufone the hierarchy is very lean, in general the whole setup is centralized,
all the matters are to be reported to the main company and all the policies and targets
are approved at the higher level. But at the department level the structure is
decentralized.

CEO

GM
Customer care Business Unit
Manager
GM (BUM) North
HR & Admin
GM
Finance BUM Central NOTE:
Similar
GM
Information Systems
Lines for
BUM South the other
GM two BUMS
Marketing

GM
Engineering
GM
Quality
Assurance

Figure 1 Organizational Structure

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4.1 Main Offices

There are 7 different departments each headed by a General Manager.

They report directly to the CEO. Then there are three BUMs (Business Unit Managers)
who report directly to the CEO but they are also directed and responsible to report to
all the GMs of the 7 other departments. BUMs are divided geographically into three
divisions

BUM North (Islamabad, Peshawar, Jehlum)

BUM Central (Lahore till South of Punjab)
BUM South (Entire Sindh)

5 . Structure of Marketing Department

The introduction of the new packages and services is introduce to the
market by the marketing department of Ufone. The main focus of this department is to
apply certain strategies that can attract the customers attention and rule over the
market.

Marketing

Brand International Marketing

Marketing VAS
Roaming Operations

Figure 2 Marketing Department Structure

Sub Departments of Marketing Department: -

Brand Activation
Value Added Services
International Roaming
Media Planning (Marketing Strategies)
Marketing Finance

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 Marketing Operations

5.1 Number of Employees

The permanent number of employees in the marketing department of Ufone are
from 1500 to 2000
The minimum scale starts from 15000 to 20000
Maximum CEO ( not disclose by the organization)

5.2 Marketing Operations

Whenever the ufone to introduce something new in the market they use the
advertisement method to bring it to the front. And introduce it to its customers.
Budget
Ufone is a heavy spender on advertising in electronic media as well as other
media. Recently Ufone invested a huge amount on mass advertising. It was definitely a
risk to take such decision. They are developing and playing new advertisements on
electronic media not even with a months gap or so. A single Ufone advertisement
played 15-20 times per day on a TV channel costs millions varying with the time of day
when it is played. Ufone spends 20% of its profit on advertising and sales promotion.

Strategies
Advertising strategy consists of two major elements: Advertising Message
&Advertising Media. Ufone has the following strategies regarding the Message and
Media of advertising

Message
Message Content --The very first content of Ufones advertising message was
humor, and then in its blooming stage it shifted its message content to youth
fulexcitement. Recently Ufone has again adopted humorous theme for its message
content. This time Ufone is winning the hearts of people through humor and it has
increased RPI of Ufone. Ufone has already generated much revenue through it

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Media
To increase the reach and frequency of advertisement Ufone is using repetitive
strategy for its advertisements. And the humorous theme always makes the ads
more appealing and engaging the minds of customers.
Ufone advertise in the following media types:-
Print Media --Ufone tries and print ads in all leading newspapers including The
Dawn, Jung, Nawa-i-Waqt, Khabrain and local Sindhi newspapers as well. Ufone place
its ads in all leading magazines as well i.e. Sunday magazine, akhabr-e-jahan, Libas,
Mag etc
Broadcast Media -- It is the prior choice for Ufone. It includes the electronic media
television and radio. Ufone is advertising in all Pakistani channels including GEO,
Hum, ARY, Indus, TV one, HBO, Cartoon Network etc (except MTV Pakistan).Ufone
also plays its ads on local channels like WASEB and Punjab TV.
Display Media --This type of media is the second choice of Ufone where it carriesout
its most of sales promotion and advertising. Ufone advertise using billboards,
hoardings, signs (on Shop boards etc), posters, wall paintings etc
Online Media -- Internet is the online media. Ufone places flashing ads on famous
portals like coolbuddy.com, pakfellows.com etc.
advertising Events -- Ufone has sponsored many events in the past and holds future
plans concerning it.

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6. Function Of Marketing Department
6.1 Marketing Strategy
The foremost job of the marketing department is to bring new customers to the
organization. The marketing strategies devised by Ufone are discussed below.

6.1.1 Market Segmentation

By product
Ufone has segmented its product on the basis of two features:
Ufone Post-pay: is for the youngsters, with attractive packages to their
requirements.
Ufone Prepay: is segmented for the people of mature age, having their own
business, belongs to business class or people who are senior executives of
the organizations.
By customer segment:
By cooperate class.
Lower class/Rural youth
Lower/socio economic class
Ladies

By Geographical Market:
Geographically it is very important for Ufone to provide a good level of
coverage right from the start. The reason for this is that other mobile operators, who
have a head start of many years over Ufone, are fast expanding their network where
they are able to provide country wide coverage to their customers since coverage is
very important element for the success in the business; Ufone is also providing
substantial right from the start.32% of the population in Pakistan lives in the urban areas
while rest lives ion rural areas. Ufone is not only providing service to its urban customer
but also to its rural customers as well. Solid evidence is covering over 5442 key
destinations. Like other competitors, Ufone is expanding its network rapidly.

By Distribution Channel:
Ufone distributes its Sims through franchises (wholesaler) then the franchise
further distributes the Sims in local shops (retailers).

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 Ufone has also done outsourcing to many local companies and then these
companies distribute Cards, banners, posters in their assigned areas.

6.1.2 Target Markets

The main focal point of all mobile phones companies are the young people. And
therefore the main focus of Ufone is the young generation. The Ufone targets the youth
of Pakistan.
Target Marketing Strategy
The target market of Ufone is always the youngsters. Ufone phone always
bring such kind of packages that meet the needs of the youngsters. There is no doubt
that Ufone also launched packages for working people, Ladies, Aged once and
Business class.

6.2 Product planning Development and management

Ufone is a service providing company. Service is any intangible product
that consists of activities, benefits or satisfactions offered for sale.
Strategy:
Ufone makes strategies to provide a better cellular telephonic service which
excels its competitors at all levels. When Ufone launches a new package in a market, it
actually makes it a complete package of core benefit, design, features, brand name,
quality, and after sale service.

6.3 Pricing strategy

Pricing Objectives:
Cellular service providers are facing intense price competition in
contemporary market. Customers perceive pricing as the heart of brand selection.
Price has always been the core differentiation of Ufone. Ufone is the one who is
offering least call rates off-network.
Ufone strategize with the objective to capture the existing pricing needs of its
customers and use it well on occasional or timely basis. For example Ufone offered
very good call rates on international calls in Eid days. It offered hourly call rates in
Ramadan when people were least likely to avail the offer that much that it might prove
unprofitable for Ufone. It was a fantastic strategy to beautify the brand image in term
of pricing in customers minds as well as remain profitable in doing so.
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Pricing Method:
Due to high quality of service Ufone has priced its call rates at cost plus
premium price.
Pricing Strategy:
Ufone follows market penetration pricing strategy and dynamic pricing
strategy to meet the customer needs and ever changing price competition.

Discount And Allowances:

Ufone gives exciting discount on special occasions such as Eid, Christmas,
hajj, and on many public holiday.
Ufone also gives discounted rates on calls to USA and many European
countries. Ufone gives extra free minutes to those costumer who consume more then
RS1000 per month.

6.4 Distribution Strategy

Place plays a very important part in the distribution and promotion of services.
Competitors of Ufone are seeking to penetrate into places where others havent reached.
Cellular service providers are drastically widening their network & cover age in every
area of Pakistan. Mobilink has this edge in place excellence because it is the pioneer in
cellular telephonic field.
Strategy :
Ufone strategize to widen its coverage to all places in Pakistan in order to meet
the requirements of its increasing customer base. Now Ufone is heading from cities to
remote northern areas in expanding its network. Ufone has intensive promotion in
cities, but it is also considering improving its promotion in rural areas as well.

6.5 Promotional Strategy

Promotional Goals:
Ufone believes in Integrated Marketing Communication which is a carefully
blended mix of promotion tools. Ufone employ different marketing activities and
channels to communicate and deliver value to customer. These activities are
coordinated to provide maximum communication output.

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 These communication channels includes, advertising, sales promotion, public
relations, direct marketing & personal selling. Ufone strategize to carry out promotion
in order to increase its market share.

Advertising reach and frequency:

To increase the reach and frequency of advertisement Ufone is using repetitive
strategy for its advertisements. And the humorous theme always makes the ads more
appealing and engaging the minds of customers.

Media:
Print Media:
Ufone tries and print ads in all leading newspapers including The Dawn, Jung,
Nawa-i-Waqt, Khabrain and local Sindhi newspapers as well. Ufone place its ads in all
leading magazines as well i.e. Sunday magazine, akhabr-e-jahan, Libas, Mag etc

Display Media:
This type of media is the second choice of Ufone where it carries out its most
of sales promotion and advertising. Ufone advertise using billboards, hoardings, signs
(on Shop boards etc), posters, wall paintings etc. SME Multan has used a new and
innovative vehicle in display media i.e. Ufones painted rickshaws

Events :
Ufone has sponsored many events in the past and holds future plans concerning
it. The famous event sponsored by Ufone in 2006 was a series of musical concerts did
all over Pakistan, featuring Mikaal Hassan and Junoon, it named UROCK.

Ad shoots:
The ads of Ufone are shot mostly within Pakistan. But the Post Pay ads are shot
in foreign locations. Recently Ufone shot in the picturesque locations of northern areas
of Pakistan in its advertisement of UWON sabse sasti call

Theme:
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 The format of Ufones advertisements has always been very colorful and eye
catching. The shocking Orange & Green colors used by Ufone always attracted people.
These colors looked beautiful on wall printing of Ufone. However Mr.Waqas Anjum
(Senior Marketing Executive) was of view that you must bring changes in marketing to
attract customers. For this purpose, Ufone re-launched itself under the name of one
single brand called UFONE. This brand has Orange & Black as its corporate color
instead of conventional Orange & Green color.

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7. Relation of Practical Experience and Theoretical Concept
Working on the practical side gives a large set of experiences and knowledge.
The theoretical studies focus on the all the aspects of the organization. While the
practical experience gives the better knowledge

7.1 Products lunched in the market their success or failure

Ufone Micro SIMs
In this fast pace industry new technology is not only being introduced
quickly but is also being adapted by customers at the same pace.
Ufone has always been in the forefront of providing its customer with
the latest and most up-to-date technology to maximize their experience and to
ensure customer convenience. In this spirit, Ufone has launched Micro SIMs,
used for IPhone 4, IPads and products / brands that require micro SIMs.

Ufone Super card

Ufone has spoilt U with innumerable choices that the rest of the industry was
quick to copy, and now it is about to combine that legendary Ufone diversity with a
first-of-its-kind solution. The Super Scratch Card is an all-encompassing single
scratch card that leaves U without a worry in the world for the whole month.
The Ufone Super Card is here to make your days hassle-free and proves once
again that we back our words with actions when we tell U that its all about U!

Ufone Super Card Family

If U have tried the Super card and found that it offers even more than your
requirements, the Mini Super Card has been designed just for U. Upon loading
Rs.275 Mini Super Card, U will get 500 minutes to Ufone, PTCL and Vfone
numbers, 75 minutes to other local mobile networks, 500 SMS to all local mobile
networks, 500 MB Mobile internet for both 2G and 3G customers. All this in one
power-packed solution and with a validity period of 15 days. That too without any
additional taxes, call charges or any kind of rates calculation.
So spread the word and get as many people to buy the Mini Super Card as you can.

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Ufone Mini Smart Card
If U have tried the Super card and found that it offers even more than your
requirements, the Mini Super Card has been designed just for U. Upon loading
Rs.275 Mini Super Card, U will get 500 minutes to Ufone, PTCL and Vfone
numbers, 75 minutes to other local mobile networks, 500 SMS to all local mobile
networks, 500 MB Mobile internet for both 2G and 3G customers. All this in one
power-packed solution and with a validity period of 15 days. That too without any
additional taxes, call charges or any kind of rates calculation. Mini Super Card can
also be availed through Uload.

Ufone Smart U5a (4G device)

Ufones priority has always been you and your needs and we have
consistently launched top-of-the-line offers, products and services to cater to your
needs efficiently. A few months back Ufone launched the Smart U5a, Pakistans
most-affordable 3G handset in its class at the time. And this time around we are
bringing SmartU5a, Pakistans ever affordable 3G Quad-core handset, which is now
more affordable than ever before at just Rs. 5,999/-
Ufones Smart U5a is a complete package offering absolute performance
with an elegant look and feel. With incredible features like the 4 inch panoramic
WVGA screen, an 8 megapixel back camera and a 2 megapixel front camera; taking
selfies, watching videos in HD and making uninterrupted video calls are all at your
fingertips.
To offer top-notch performance, the SmartU5a is equipped with a
tremendous Quad-core Qualcomm snapdragon processor clocked at 1.2 GHz and
delivers twice the power of conventional dual-core processors, so you can forget
about experiencing hangs and lags. With 1 GB of RAM and 4 GB ROM, the
SmartU5a will speed up things in your life by fast-tracking all the processes on your
smartphone that no other phone in its category can match.

7.2 Major Competitors of the Organization

This is hard core competition in Pakistan among cellular companies. Mobilink
is market leader and Ufone is market challenger in the market. Newly introduce ZONG,

24
Telenor, and Warid are also considered as strong competitors. The following are Ufone
direct competitors.

Mobilink
It started as a joint venture of IWC, Motorola and Saif Group in 1994 with GSM
digital technology. Foreign partners later sold out and now Mobilink is a subsidiary of
Orascom. It is the current market leader with a strong nationwide footprint and 56%
market share. Mobilink is benefiting from its earlier entry in the market, its GSM
technology and availability of a large variety of cell phone models.
Mobilink is currently the largest cellular company in the country as far as the
number of subscribers and covered cities are concerned. The company proudly boasts
of being the first cellular service provider in Pakistan to operate in a 100% digital GSM
technology.
It is currently providing nationwide coverage in over 300 cities and also has a
roaming partnership with 210 operators worldwide. It also got an ISO 9002 Quality
Management Systems Certification for billing, engineering department and customer
service contact centre. Mobilink has also been nominated for the category of Best
Mobile Operator of the Year, Regional India and Subcontinent Awards at the Asian
Mobile News Awards 2004.

Telenor
Telenor Pakistan is 100% owned by Telenor ASA and adds on to its operations
in Asia together with Thailand, Malaysia and Bangladesh. Telenor acquired the license
for providing GSM services in Pakistan in April 2004, and had launched its services
commercially in Islamabad, Rawalpindi and Karachi on March 15, 2005 and on March
23, 2005 Telenor started its services in Lahore, Faisalabad and Hyderabad. Telenors
investment in Pakistan is the single largest direct European investment in Pakistan.
By the end of July 2014, the total subscribers of Telenor exceeded 25 million,
with a market share of 20%. Telenors network covers more than 3000 cities, towns
and highways throughout Pakistan. Furthermore, Telenor Pakistan has more than 5,000
cell masts throughout Pakistan, making it the 2nd largest network in Pakistan and 3rd in
terms of customer base.

25
 Telenor has a strategic alliance with Nokia Siemens Networks for expansion in
Pakistan. With USD 1 billion already invested, Telenor has extended agreements with
its vendors, including Nokia Semens for network expansion and services until 2009.
The agreements will result in USD750 million worth of orders from Telenor Pakistan.

Warid
Warid Telecom is a joint venture between Abu Dhabi Group & SingTel Group.
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 Pakistan launched its services in May 2005 and is based in Lahore.
Abu Dhabi Group is one of the largest business groups in the Middle East and
the single largest foreign investor in Pakistan. Abu Dhabi Group entered into a strategic
alliance with Singapore Telecom. Subsequent to this transaction in July 2007, telecom
giant SingTel acquired 30% percent equity stake in Warid Telecom, Pakistan, for
US$758 million- valuing the company at an enterprise value of $2.9 billion. This
partnership is part of a strategy to support Warid Telecoms continued growth and to
enhance its market position.
In July 2014, Warids total subscribers were more than 18 million subscribers
and enjoyed 4th position in the market with a market share of 18%. In June 2008, Warid
Telecom announced it would invest $1.5 billion by end of this year and $2.5 billion by
end of 2009 to expand and modernize its network in Pakistan.

Zong
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. With ambitious plans to cater to the
fastest growing Pakistani market and to win over the ever demanding Pakistani
customer, 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. ZONG is the first International brand of China Mobile
being launched in Pakistan.

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 On 22nd January 2007, Millicom International Cellular S.A. announced that it
would sell its 88.86 percent stake in Paktel Ltd. to China Mobile for $284. On 4th May
2007, Paktel was renamed to CMPak and then, on 16th May 2007, China Mobile
announced that it had upped its stake in CMPak to 100%. It later rebranded branded
Paktel to Zong.
In July 2014, the total subscribers of Zong were more than 11 million and
enjoyed 5th position in the market with 5% share in the market. So far CMPak has
invested more than US$ 700 million in the telecom sector in Pakistan and an additional
US$ 800 million will be invested till the end of year 2014

7.3 Future Prospects of the Organization

Keeping in view the growth potential of the cellular industry there is no option
but to be aggressive in order to remain a potent force in the cellular industry.
In order to extend cellular network Ufone has finalized a huge network
expansion contract amounting to about USD 550 million, which will enhance
the subscribers capacity by 10 million. This is the largest ever expansion
project of Ufone.
A strong focus will be on maintaining high quality of service, which is always
a benchmark of Ufone, increasing usage and exploring new revenue streams on
value added services, market visibility through various market initiatives to
fulfill subscribers satisfaction and demand and above all to increase the value
of investment for the shareholders.

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8. Short-Falls/weaknesses of the Marketing Department

8.1 SWOT Analysis

SWOT analysis is use to determine the company strength, weaknesses
opportunities and the threats that relate with the company
8.1.1 Strengths
The internal sources of th organization that are necessary for the organization
to achieve their goal are the strength of the organization. Some of the strengths of ufone
are.
Low are affordable rates
Best strategic marketing
Customer focused
High market share
High quality network infrastructure
Experienced management
Quality coverage
International roaming facility

8.1.2 Weaknesses
The weak points of the organization which can affect the company are
the weaknesses of the company. Weaknesses of ufone are
Low margins
Network problem
Low coverage area
Low Pay Scale
Signals fluctuation problem
3G and 4G issue
Low profit margins for stake holders
8.1.2 Threats
That issues in the external environment which can affect the
organization in any way are the threats. Some of the Ufone threats are.
New market competitors
Political Environment

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 Customers expectations
Tax rates
High tax rates
Network Coverage
Service Quality Declination

8.1.3 Opportunity
The positive aspects of the company in the external environment
which helps the company in achieving its goals are the opportunities. Given are the
opportunities of Ufone.
National company
High quality network coverage
Market strategic
Expanded coverage area
Advance technology
New products
High promotion
Low pricing strategy
Customer satisfaction

9. Recommendations & conclusion

9.1 Recommendations
Ufone is on the most demanding telecom service provider in the country
it also has extended its business to the next countries. It is the 2nd most demanding to
the customers in the market.so for it has to conquer the market from the leading
organization. It has to overcome some of the desiderates in the market. Like
Increase the coverage area. provide their service in the areas where the coverage
is difficult.
Expand their dealership network cos UFone has a very low number of
authorized dealers.
Ufone and its parent (PTCL) get its act together and execute well on their
expansion and competitive plan to remain competitive. The strategies at all

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 levels of management should complement each other at corporate, operational
and functional level of management.
Introduction of new services and keeping different realistic services for every
category of customers
9.2 Conclusion
During the internship i realize that analyzing the marketing of Ufone, i agree
that Ufone is not a safe player in the market. It is penetrating its market by taking risks
and aggressively promoting & advertising itself. It holds second largest market share
and is seeking to become the market leader anyway possible. We came through very
unconventional strategies and ad campaigns while working on this report. We believe
that mobile services are the toughest market to enter and survive. And in this tough
market Ufone isnt only surviving but growing at an exceptional rate.
Ufone is using humorous theme in its ads which has become its benchmark.
People enjoy watching, discussing and following Ufone ads the most. And it is the
biggest achievement of Ufone in recent times.
Telecommunication industry is growing very fast in Pakistan but there is still
huge financial investment required for better Coverage. Market has now a very strong
and tough Competition due to China Mobiles. Competitors are keen to hire
professionals to give better way of amusing which certainly resulting technological
execution and significance services. Most of the people were worried about the high
call rates so they not used to prefer any particular company. So ultimately the the
customers start looking for companies while having low rates with better quality
between the market. Ufone brought up some stunning packages for their users they start
promoting their existing products in a better and authentic way which start helping the
company very fast and better way.

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10. References and Sources Used

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