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MARKETING MANAGEMENT
TERM
REPORT
SUBMITTED TO MISS SHEHNAZ MEGHANI SUBMITTED BY ROZINA HUSSAINI VIJAY KUMAR IRFAN BHATTI ALI KHAN PRINCE RAJPUT BABAR ANSARI SHAIQ QURESHI
DATED 27 NOVEMBER 2010
Marketing management 1
Contents Letter of acknowledgement ………………………………4 Contents....................................................................................................................................2 EXECUTIVE SUMMARY......................................................................................................5 It is the product which is mainly offered to a fragmented market i.e. to the s of internet who have laptops and who want to use it as a mobile device but it is a question mark in itself in the introduction phase of the life cycle.......................................................................5 ..................................................................................................................................................7 Establishment of Wi tribe.........................................................................................................7 in Pakistan.................................................................................................................................7 32-1-A, Ground floor, Dadex House Block 6, P.E.C.H.S (Near Lal Kothi) Main Sh. Faisal Karachi.............................................................................................................................9 wi-tribe’s vision:................................................................................................................12 CORE VALUES................................................................................................................12 Marketing Mix........................................................................................................................24 PRODUCT.........................................................................................................................24 PRICING POLICY........................................................................................................26 PRICING OBJECTIVE.................................................................................................27 PLACE...............................................................................................................................28 ........................................................................................................................................30 PROMOTION MIX.......................................................................................................31 PRINT MEDIA..............................................................................................................32 SALES PROMOTION ..................................................................................................33 Enjoy your summer with wi-tribe Upsize GBs Package.......................................................33 BROADCAST MEDIA.................................................................................................33 EFE MATRIX LIST KEY EXTERNAL FACTORS OPPORTUNITIES & THREATS:...39
LETTER OF ACKNOWLEDGEMENT Dear Reader: It has been an honor for us to prepare a report on “Wi tribe’s Dongle” which was assigned to us by Ms.Shehnaz Meghani Without her rich guidance such a report would not have been any easy task to achieve.
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We would again like to take this opportunity and express our acknowledgement distinctly to Ms. Shenaz Meghani for directing us about the technical aspects of the report and we express sincere gratitude to our parents for their continuous throughout the preparation of this report.
Sincerely, SHAIQ QURESHIROZINA HUSSAINI VIJAY KUMAR IRFAN BHATTI ALI KHAN PRINCE RAJPUT BABAR ANSARI
LETTER OF TRANSMITTAL Ms.Shehnaz Meghani Instructor College Of Business Management Karachi Dear Ms.Shehnaz We are presenting this report that you had authorized us to write for the spring Semester 2010. This report is based on various marketing aspect of Wi tribe Dongle. This report gives a history of Wi tribe and its establishment in Pakistan; moreover we focused on environmental effects, buyer’s decision process, pricing and profit analysis, and SWOT analysis and communication channels carried out in marketing Wi tribe Usb. For the reason of providing you with a detailed and complete analysis on the topic, both primary and secondary research was employed. This mostly included the study of handouts given to us by the head office and personal meetings with the marketing department’s executives. I would like to thank all those who provided us their valuable help. It has been a privilege to work on this report for which we are grateful to you. Should you have any query concerning this report, we will be happy to discuss them with you.
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Sincerely, SHAIQ QURESHIROZINA HUSSANI VIJAYKUMAR IRFAN BHATTI ALI KHAN PRINCE RAJPUT BABAR ANSARI
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EXECUTIVE SUMMARY It is the product which is mainly offered to a fragmented market i.e. to the s of internet who have laptops and who want to use it as a mobile device but it is a question mark in itself in the introduction phase of the life cycle. After the situational analysis the reason for the introduction of the brand is discusses with particular emphasis on the segment of the market with laptops and the need to have mobile internet. The marketing mix is also discussed in detail with a particular focus on positioning its brand as a high price high quality brand in the minds of the consumers but after the analysis we have concluded that it should not have been introduced in their product portfolio as it was unable to deliver it’s brand promise of
COMPANY HISTORY
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Welcome to wi-tribe, your getaway to a new and exciting way of life. wi-tribe is a lifestyle; a lifestyle of independence and innovation that changes your life for the better with more exciting ways of thinking. No boundaries, just freedom; offering only the best in consumer wireless internet to emerging markets around the globe, and bringing everyone under one tribe; wi-tribe. Backed by unrivaled experience, knowledge and vision, wi-tribe; a Qtel Group Company, was born in April of 2007 and is a proud partner of the A.A. Turki Group of Companies (ATCO) and Clearwire in Jordan and Pakistan, and San Miguel Corporation in the Philippines. The vast experience these world leaders bring to the table has fueled the growth of this new venture, launching wi-tribe globally as part of Qtel’s 2020 vision and heading towards being positioned as the world’s preferred internet leader. In 2008, operations were launched in the Hashemite Kingdom of Jordan, and have recently expanded to several cities across the kingdom. wi-tribe Jordan has also launched several value added services within Jordan increasing its offering to include internet security, selling routers and selling gigabytes. In 2009 wi-tribe Jordan won 6 awards at the 2009 Jordan Advertising Awards including Gold for the best telecom campaign received for the launch campaign “There’s something in the air”, Silver in both Best Giveaway and Best Radio Teaser Campaign. Bronze Awards were received for Best Radio Ad and Best Outdoor Ad for their playful “Internet is our game” campaign. With wi-tribe’s dedicated customer care representatives, it has quickly become a force to be reckoned with and is helping evolve the telecom industry. 2009 also saw the addition of wi-tribe’s largest operation to date in the Islamic Republic of Pakistan, launching simultaneously in four major cities; Karachi, Islamabad, Rawalpindi and Lahore. Marketing management 6
With wi-tribe’s firm commitment to improving the digital divide and the enhancement of lifestyle, Pakistan is the ideal start-off point to bring to this part of the world the bright vision of our tribe. It will allow the people of Pakistan to experience our dedication to delivering the best of services with our unique customer service experience. With the launch of wi-tribe Philippines in 2010, the group is firm in its commitment to the visions and directions laid down in its foundation. This advanced market will be another exciting venture for the tribe and the first expansion of the group into south-east Asia.
Establishment of Wi tribe in Pakistan As the part of general expansion program ,searching for new markets to explore. This search resulted in the discovery of several Asian markets and Pakistan was one of them. wi-tribe looked into the Pakistani market as an untapped region with an enormous potential. The population was vast and the penetration was low – the consumers were thirsty for better internet service and one that properly tended to their needs.
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A decision was made to acquire 100% of Burraq Telecom, an existing telecommunications company based in Islamabad. An intensive re-branding exercise was put into play and then witribe was brought to life. Pakistan came online as a part of the tribe in July 2009 in four major regions; Karachi, Lahore, Islamabad and Rawalpindi with a plan to extend to other areas in the next phase.
At present Wi-tribe’s branches are as under
•
34-A/1, Block 6, Ground floor (Dadex House) P.E.C.H.S Main Sh. Faisal, KARACHI
•
N-14 F-8 MARKAZ Islamabad
•
SHOP # S-1 & S-2, PLOT # SB-3, STREET-13/B BLOCK-17, JAVED ARCADE GULISTAN-E-JUHAR Karachi
•
Shop # 2, 3 & 4, Ground Floor, Mukhtar Center Block # 13/B, Situated At KDA, Scheme # 24 Gulshan-E-Iqbal
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•
KARACHI
•
SHOP # A-6, PLOT #SD-5/A-4, KDA SCHEME # 2 NORTH NAZIMABAD KARACHI
•
SHOP # 6-C, GROUND FLOOR, UK PLAZA, F.B AREA AISHA MANZIL Karachi
•
SHOP # 04, PEARL HAVEN, BLOCK-5 CLIFTON (BOAT BASIN) KARACHI
•
SHOP # 09, ATRIUM MALL, MAIN ZAIBUNISSA STREET SADDAR Karachi
32-1-A, Ground floor, Dadex House Block 6, P.E.C.H.S (Near Lal Kothi) Main Sh. Faisal Karachi Shop # 04, 14C (Off plot 16 C) Main Kh. Shahbaz. (Besides TCS) Phase 6.DHA Karachi SHOP # 2, PLOT # 08, BILAL PLAZA MAIN COMMERCIAL MARKET IMRAN KHAN AVENUE, CHAKLALA SCHEME RAWALPINDI B-845, Commercial Market SATELLITE TOWN RAWALPINDI 43/A-5 and M-43/E-1 Bank Road Saddar, Rawalpindi SHOP#1, GROUND FLOOR, SITUATED AT PLOT 73-E, G.D ARCADE FAZAL-E-HAQ ROAD BLUE AREA ISLAMABAD SHOP # 2 & 3, IRFAN MANSION, GROUND FLOOR F-10 MARKAZ ISLAMABAD N-14 F-8 MARKAZ ISLAMABAD
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SHOP#25, G.F.O.C DEFENSE COMMERCIAL PLAZA Y-BLOCK DHA DEFENSE LAHORE SHOP#128, BANK SQUARE MARKET MODEL TOWN LAHORE SHOP # 6, HOUSE # 20, BLOCK C1 M.M ALAM ROAD GULBERG -III LAHORE SHOP #11, HUNZA BLOCK, MAIN BOULEVARD ALLAMA IQBAL TOWN LAHORE SHOP #18, SHAN AGRO SQUARE MARKET SHAN LAHORE 646, G-1 COMMERCIAL MARKET JOHAR TOWN LAHORE
64-B/E-1 Hali Road, Gulberg III
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Mission wi-tribe aims to be the preferred supplier of wireless broadband services to consumers. wi-tribe will aim to provide solutions that are aligned with the changing social and business needs of the customers and achieve this goal through innovation and state of the art customer service
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wi-tribe’s vision: •
To be the preferred multimedia experience in the communities we serve.
CORE VALUES
In wi-tribe we have set ourselves 5 values (5 commandments) all wi-tribers live by: Customer-Centric We let our customers drive our business. Simplicity We strive for simplicity in what we do, deliver and communicate. Improvement We continuously evaluate and seek innovative ways to improve our services and work practices. Integrity Our actions and decisions meet the highest ethical standards. Fun We have fun and create fun Marketing management 12
Situational analysis
Before developing any given marketing strategy it is important to conduct some form of analysis. This should form an essential part of any business or marketing plan and should be reviewed over time to ensure that it is kept current. Situational analysis of Witribe BCG Matrix Hi Market growth rate Low Market Growth rate High relative market share Low Relative market share
Stars
Question Mark
Witribe Wifi modem
Usb Dongle
Cash Cows
Dogs
Witribe Normal modem
Calling Cards
Stars: Wifi Cash Cows: Normal Modem Question mark: USB Dongle Dogs: Calling Cards Product Situation:
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Witribe is a service company but still they are offering certain products to its customer which is followed by their service. They have three products with different packages. 1. Witribe Wifi device: It is the most highly demanded product in the local market as the gets certain benefits over other products offered by Witribe. It offers portability and mobility. The company offers three different packages on this product. Starting from the speed of 256kbps and volume of 5 Gb to the speed of 1mbps and volume of 17 Gb . 2. Witribe Normal device: It is the product with the maximum sales as it is in the range of quiet a lot of people as it is targeted towards a mass market. As compared to a Wifi device which is targeted mainly to the laptop s. Normal device also offers portability. The packages are the same but rates are different. 3. Usb Dongle: It is the product which is mainly offered to a fragmented market i.e. to the s of internet who have laptops and who want to use it as a mobile device. It is only offered in two speeds(256kpbs and 512 kbps) 4. Calling Cards: This is a product which has the least market share and the least market growth. As mentioned earlier that Witribe Pakistan was previously known as Burraq telecom which mainly operated in Calling cards. As Witribe acquired Burraq telecom it continued to sell calling cards but now they have stopped it due to the reason that they are introducing the Voip service.
Competitive Situation: The major competitors of Witribe are Mobilink infinity, Wateen and Qubee. • Mobilink infinity: is the oldest player in the telecommunication market (excluding PTCL). They have been actively involved in the Cellular business for quite a long time. They were the pioneers of the telecom industry in Pakistan and also pioneer of the Wimax services. Their biggest advantage is that they have is the infrastructure which is available to them. With that they have a strong position in the market. Marketing management 14
Customers do trust Mobilink. They do not offer a USB Dongle thoughbut are considered a major rival. • Wateen: Backed by the second largest telecom company in Pakistan (Warid) Wateen also does not have an infrastructure problem. They have a strong customer loyalty. Wateen also enjoys the status of being the second Wimax operator in Pakistan. They have a huge network in Pakistan. • Qubee: Though a new entrant in the market but very quickly gaining the market share by the help of their effective sales team. • Others: With that there are some other players in the market who are not Wimax operators but still are a big problem for all the other companies due to the unawareness of Wimax service in the minds of the targeted audience. Majorly Ptcl and other internet cable operators like Worldcall, Link dot net etc. are posing a big threat to the wimax industry overall.
Distribution Analysis: For almost every Wimax Company distribution is a bit of a problem as these companies are facing a tough situation as far as their inventories are concerned. Due to extra selling these companies are now having a shortage of Wifi Devices which is a highly demanded product. Witribe like other Wimax operators distribute its inventory to the end consumers through their own sales team who deliver the product to the door steps of consumer. But they lack a place behind wateen who offers its products in different Computer hardware related stores. They also have authorized franchises which makes their distribution more effective. Witribe should also go for such a strategy in order to capture a significant share of the market.
Environmental factors External Factors: Marketing management 15
Demographic Environment: Worldwide Witribe operates in three countries currently i.e. Jordan, Philippines and Pakistan. In Pakistan their network is in four cities Karachi, Lahore, Islamabad and Rawalpindi. In these areas they targeted areas with the major internet market. Like in Karachi they targeted areas like Clifton, Defense, Gulshan-e-Iqbal, Gulistan –e- Johar, P.e.c.h.s and some others where the internet s were on higher number than in any other area. With that the age group of the s was from 18-25 years old. In gender they targeted both male and female as both of the genders actively use the internet services. As far as the Income level is concerned Witribe for its Usb targeted individuals with a minimum salary of -------. They mainly focused on professional and technical personals for the use of their Usb Dongle, with that they also focused on students of universities, managers and officials.
Economic Environment: Pakistan in the current decade is facing quite a lot of economic problems. Annual income of an average Pakistani is below a significant level. Many multinational companies are just winding up their operations for this part of the world. In such a situation Witribe’s existence was a challenge. In such a situation their emergence in the market provided local community with lots of job opportunities. Apart from that Witribe’s pricing strategy was also a challenge. As we know that Wimax is a new technology so it’s expensive. The problems that are arising are also new so a heavy research cost is employed in order to meet up the desired standards. So to put up a good and relevant pricing strategy was a bit of a problem. Still the s of Witribe especially of Usb Dongle complain of high pricing. But that’s the cost they have to put up in order to survive. Natural Environment: Unlike many other telecommunication towers which poses great threat to the lives of individuals due to the rays that come out with the signals, Wimax towers are a bit safer in that regard. So the natural environment is not disturbed thorugh wimax.
Technological Environment: Witribe is offering the latest technological product available in the market which offers portability. They offer the 4th Generation technology i.e. the Marketing management 16
Wimax technology making it the latest advancement in the portable internet networks previous being the CDMA (Concave Division Microwave Access). Political Environment It includes factors like political stability and regulations. Government is allowing new companies to operate in Pakistan in the Internet sector so politically there are no such issues faced by Wi-tribe.
Internal Environment: The Company: In total there are seven departments in Witribe • Human Resource Department: they are mainly involved in the recruitment and other HR operations. Their major task is to recruit effective in the company. Major focus is on the sales team as it delivers the final product in the market. • Department: Majorly involved in related tasks • Security Department: they focus on health, security, and the environment. • Marketing Department: focuses on making strategies relating to the marketing programs of the company and effectively looking for the needs of the customers. • Sales Department: the driving force of the company. It is the most important department as the company delivers its products in the market by their own sales team rather than going for third party contracts. • Finance Department: this department is involved in all the financial decisions and allocation of financial resources. • I. T Department: actively involved in providing the solution and also researching for the enhancement in the technology.
Suppliers: Marketing management 17
Witribe used a horizontal integration for their suppliers. Initially Motorola was manufacturing their inventories now they themselves are making their own brand inventories Publics: The company is not listed in the Karachi Stock Exchange so there are no stock holders involved with the company. However there are banks that are interested in the company for the purpose of granting loans and looking for company s. Witribe’s employee s are maintained at Askari Commercial bank. The workforce at Witribe is offered with healthy packages. With that they are provided with enough equipment to work properly e.g. Laptops and cell phones for the sales personals. The company promises to deliver effective service to their targeted customers. But somehow there are problems that are ignored. Up till now Witribe has not encountered any problem with the citizen public groups or the social groups
Swot Analysis
Strengths: The following are the strengths of Witribe: • Good Reception • Affordable Prices Easy to install • Advance Technology • Good Sales team • After sale service •
Weaknesses: The following are the weaknesses of Witirbe: • Less coverage area • Issues of signals Marketing management 18
• Unawareness of the Wimax technology in the local public • Lack of differentiation between Wimax and other technologies • Volume issues Opportunities: The following are the opportunities: • Vast area yet to be covered as Witribe is only operating in four cities • Giving new and affordable packages to the customers • People looking for portable internet devices • Yet to go for franchises for selling Threats: Following threats are there for Witribe: • Lack of differentiation between Wimax service and DSL is merging the two entirely different markets • Strong and established brand like Ptcl, Worldcall, Infinity and Wateen are there • PTA does not allow any other Telecom company to give unlimited volune • Policies of PTA are changing quite ofte
Marketing management 19
Life Cycle of the Product
Marketing management 20
It is still in it’s introduction stage as it is relatively new. The sales of the roduct never really took off in the first place. The marketing was not successful so sales promotions and heavy expenditure on advertising was done.
Why was it launched There was a gap in the market as Office s as the prices of laptops are declining , but they were not allowed to use facebook through the company internet and carrying a modem to work is impractical so hence a usb for mobility.
TYPES OF CONNECTIONS OFFERED
wi-tribe's Slider modem connects you to the most reliable wireless broadband service
wi-tribe’s Slider modems are customized devices offering seamless wireless broadband connectivity. Choose from one of our exciting packages and free yourself from wires!
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wi-tribe's SliderPLUS offering seamless wireless connectivity within your home or office
Now experience wireless broadband service without the hassle of wires. wi-tribe’s SliderPLUS modems are Wi-Fi enabled using the latest technology for wireless freedom within your home or office!
Feel the freedom of wireless broadband with your wi-tribe USB Dongle on the go
Times have changed. Wireless broadband is more flexible than ever before. Now you can take your wi-tribe connection, wherever you go. With our sleek USB dongle, your browsing experience just got better!
The main product they offer is wireless connectivity, and the differential advantage of Wi tribe, is the different forms of connectivity that they offer to their customers. There are currently offering 3 types of products as mentioned above.
Price-Quality Relationship Marketing management 22
Consumer expectations can also have an important impact on pricing strategies. In general, the greater the price, the less likely the consumer is to buy a particular product. In some circumstances consumers develop expectations concerning the price-quality relationship that is within a certain price range for a product consumer expect that higher prices indicate greater quality. Wi tribe capitalizes the same consumer perception. In people's mind the perception is it can charge higher price for the higher quality. So the consumers are willing to pay higher price for perceived quality.But it is not working as the benefits offered in the form of content is capped as compared to its competitiors.
Perceptual map
WI-TRIBE Wi-tribe Dongle
High Price
WATEEN WIMAX MOBILINK INFINTY
PTCL BROADBAND
High Quality
Low Quality
PTCL BROADBAND CYBER NET
Low Price
Marketing management 23
Marketing Mix The elements of marketing mix that are to be composed in this report will help us to evaluate the consumer focus, cohesive marketing and their satisfaction. Marketing mix is defined as a set of controllable variables, which a company can used to get the response from the target market.
PRODUCT PRODUCT DEVELOPMENT: Core product: The benefit that Wi-Tribe dongle gives you is the ease to connect to the Internet world where ever you want. Through Wi-tribe dongle you can have access to the internet either you are traveling, away from home or office, just connect your Wi-tribe USB dongle to your Laptop or PC and surf the world in the Internet. Actual Product: Actual product contains: Quality: As the Wi-Tribe USB dongle is made up of MOTOROLA so its quality is good enough but have poor connectivity due to poor network coverage. Color: The color of the Wi-tribe USB dongle is BLACK which is very much attractive and have written “WI” with RED color and “tribe” with GREY which makes it very much attractive and also they have given them a connectivity light which is of BLUE color, which catches the attention of the when it connects. Style: The style of the USB dongle is of just like a Data traveler style. Fashion: In Fashion USB dongle in the internet world of Pakistan is a new thing to the customers and most of the people are not aware of dongle that’s why mostly executives, business people or people who travel a lot use the Wi-tribe Dongle. Branding: Wi-Tribe Dongle is based of Freedom, individualism, attitude, Convenience, and Integrity. Augmented Product: The value addition that Wi-Tribe adds is good based on the following factors: Customer Care: Wi-Tribe customer care is very good as they give you FAQS on their website the answers of your questions and complete coverage map, the areas where they cover the network i.e the technical help, any technical problem the consumer faces they have their UAN number they will solve the problem within a given time period.
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Payment: Wi-Tribe offers lots of choices for the customers to pay the their bill as Wi-Tribe offers SCRATCH CARDS which you purchase, scratch and just recharge, also Wi-Tribe offers you to pay your bills through TELENOR EASY PAISA, also you can pay your bill the CUSTOMER CARE CENTERS and also you can call their COURIER HOME COLLECTION to collect the bill at your door step and last Wi-Tribe also offers you the DROP BOX FACILITY to the customers in that you just drop your amount cheque they will collect by themselves. Finance: In the Finance section they offer discounts for a specific time period, but they do not finance completely or partially to customers, at first they offer customers a Wi-Tribe Dongle with no activation fees to the customers but now they charge Rs. 2500 activation fee and Rs. 1000 as monthly charges. Installation: when you purchase USB dongle they come to your home or office on a single phone call and makes complete installation and guides you about the Wi-Tribe USB dongle. Services: Wi-tribe provide lots of value added services to their valuable customers as when the customer reaches to the 80% of the ing limit they send you email notifications to their customers on the volume consumption. Delivery: Wi-Tribe Dongle have a very good delivery network, you just apply online or call their sales representatives they will deliver you your Dongle device at your door step. Warranty: As the Wi-Tribe dongle device is the company`s property, Wi-Tribe offers you to use it free of cost so that customer do not need any kind of warranty for the device. Valuable Customer Care
Actual product Poor Finance No Warranty Black, Grey, Blue Good Quality
CORE PRODUCT *Convenience *Plug and connect *No power required A New Fashion Attractive Style Home Delivery Service
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Valuable Services Home Delivery Instalation
*Individualism *Freedom *Attitude *Convenience
No Warranty
Black, Grey, Blue A New Fashion
Home Delivery Service
Good Quality
CORE PRODUCT *Convenience *Plug and connect *No power required Valuable Actual product Services
Attractive Style
Poor Finance Home Delivery Instalation
*Individualism *Freedom *Attitude *Convenience
PRICE PRICING POLICY
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They have standard pricing policy throughout Pakistan. They try to match the customer’s need. However they don’t have high profit margins, which range from 15%- 20%. The other policy includes giving customers the value for their money.
PRICING OBJECTIVE Pricing objectives should be closely aligned to marketing objectives, which should in turn be derived from overall corporate objectives. Essentially, objectives can be defined in of profit or volume. Sometimes businesses define their pricing objectives in such general as image building (that is, pricing should realize a stable level of product/company), stability (that is, pricing should realize a stable level of sales and profits), and ethics (that is, the setting of a price should meet the ethical standards of good and fair business). Te price was set high to highlight high quality and reliability and was targeting the rich and the middle class. There was a gap in the market as Office s as the prices of laptops are declining , but they were not allowed to use facebook through the company internet and carrying a modem to work is impractical so hence a usb for mobility. here are the packages wi-tribe has on offer at the moment (for PC/laptop s):
SPEE D
VOLUME
ACTIVATIO N
MONTHLY
256 Kbps
7GB
Rs.900 zero
Rs.650
512 Kbps
7GB/10GB/14G B
Rs.900 zero
Rs.750/Rs.950/Rs.12 00
1 Mbps
14GB/17GB
Rs.900 zero
Rs.1350/Rs.1600
If you opt for a modem with Wifi capabilities, add Rs.1,200 for the activation price. Wi-tribe also offers the convenience of using dongles for your access. Here are the details for that:
SPEED
VOLUME
ACTIVATION
MONTHLY
256 Kbps
7GB
Rs.1,200
Rs.1,000
512 Kbps
12GB
Rs.1,200
Rs.1,500
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Pricing strategy Witribe follows Dynamic pricing strategy in which flexible pricing mechanism they made possible by advances in information technology. By responding to market fluctuations or large amounts of data gathered from customers - ranging from where they live to what they buy to how much they have spent on past purchases dynamic pricing allows online companies to adjust the prices of identical goods to correspond to a customer’s willingness to pay.
wi-tribe Dongle Speed
Volume (DL+UL)
Activation
Deposit
Upfront
Monthly
256Kbps 5GB
2,900
1,000
3,900
1,000
512Kbps 10 GB
2,900
1,500
4,400
1,500
Discounts offers • Stay with us for 1 year pay for only 10 months • Customers will be offered initial discount when they the tribe!!
PLACE The distribution process for the marketing programs involves all those activities related to time, place, and ownership utilities for industrial and ultimate consumers. The selection, operation, and motivation of effective channels of distribution are often crucial factors in a firm’s differential advantage in the market. The channels of distribution available in the country are result of the culture and tradition. Distribution Channels: Wi-Tribe has lots of Distribution channels through out the major cities like Karachi, Lahore, Islamabad and Rawalpindi. Marketing management 28
In Islamabad they have HEAD OFFICE that is at “N-14 F-8 MARKAZ Islamabad” and in every major city like Karachi Lahore, Rawalpindi they have their regional offices.
Touch Points:
In Karachi they have Eight customer care shops
In Lahore they have Six customer care shops
In Rawalpindi they have Three customer care shops
In Islamabad they have three customer care shops.
•
34-A/1, Block 6, Ground floor (Dadex House) P.E.C.H.S Main Sh. Faisal, KARACHI
•
N-14 F-8 MARKAZ Islamabad
•
SHOP # S-1 & S-2, PLOT # SB-3, STREET-13/B BLOCK-17, JAVED ARCADE GULISTAN-E-JUHAR Karachi
•
Shop # 2, 3 & 4, Ground Floor, Mukhtar Center Block # 13/B, Situated At KDA, Scheme # 24 Gulshan-E-Iqbal
•
KARACHI
•
SHOP # A-6, PLOT #SD-5/A-4, KDA SCHEME # 2 NORTH NAZIMABAD KARACHI
•
SHOP # 6-C, GROUND FLOOR, UK PLAZA, F.B AREA AISHA MANZIL Karachi
•
SHOP # 04, PEARL HAVEN, BLOCK-5 CLIFTON (BOAT BASIN) KARACHI
•
SHOP # 09, ATRIUM MALL, MAIN ZAIBUNISSA STREET SADDAR Karachi
Marketing management 29
32-1-A, Ground floor, Dadex House Block 6, P.E.C.H.S (Near Lal Kothi) Main Sh. Faisal Karachi Shop # 04, 14C (Off plot 16 C) Main Kh. Shahbaz. (Besides TCS) Phase 6.DHA Karachi SHOP # 2, PLOT # 08, BILAL PLAZA MAIN COMMERCIAL MARKET IMRAN KHAN AVENUE, CHAKLALA SCHEME RAWALPINDI B-845, Commercial Market SATELLITE TOWN RAWALPINDI 43/A-5 and M-43/E-1 Bank Road Saddar, Rawalpindi SHOP#1, GROUND FLOOR, SITUATED AT PLOT 73-E, G.D ARCADE FAZAL-E-HAQ ROAD BLUE AREA ISLAMABAD SHOP # 2 & 3, IRFAN MANSION, GROUND FLOOR F-10 MARKAZ ISLAMABAD N-14 F-8 MARKAZ ISLAMABAD
SHOP#25, G.F.O.C DEFENSE COMMERCIAL PLAZA Y-BLOCK DHA DEFENSE LAHORE SHOP#128, BANK SQUARE MARKET MODEL TOWN LAHORE SHOP # 6, HOUSE # 20, BLOCK C1 M.M ALAM ROAD
Marketing management 30
GULBERG -III LAHORE SHOP #11, HUNZA BLOCK, MAIN BOULEVARD ALLAMA IQBAL TOWN LAHORE SHOP #18, SHAN AGRO SQUARE MARKET SHAN LAHORE
PROMOTION
Wi-Tribe uses are mostly Television ads, internet ads, billboards and also uses direct marketing Internet is fast becoming an essential part of our everyday lives and s are becoming more and more conscious of their internet experience. Keeping this emerging need in mind, wi-tribe is offering “Speed Boost”, allowing exceptional speeds while surfing the internet. wi-tribe
customers
can
now
increase
their
internet
speed
by
50%
so
that
any
existing connectionspeed between 256 Kb, 512 Kb or 1 Mbps is upgraded to 384 Kb, 768 Kb, or 1.5 Mb respectively, for just Rs. 99. Sharing his thoughts on the latest “Speed Boost” campaign, wi-tribe Pakistan’s Marketing Director, Ali Fahd said, “With an increase in consumer demands, wi-tribe always believes in keeping with the pulse of market insight. Internet s are diversifying the way they use our service. With multitudes of devices that can connect wirelessly and offer ‘over the air’ products and services, we believe in enabling our customers to do just what they love, while enjoying faster internet speed at affordable prices.” He added, “In most cases, people don’t opt for higher internet speed because of high costs attached to it. Through this promotion, we have eliminated the single most important barrier that comes between internet s and faster web surfing.” wi-tribe aims to provide its customers the most reliable internet experience with instant connectivity, customized packages, and fun applications, all bundled with exceptional 24 hour customer care.
PROMOTION MIX Marketing is through several avenues. Marketing research is done to check the effectiveness of advertising, by measuring the increase in sales. Marketing management 31
Wi-Tribe mostly uses Television ads, internet ads, radio, ads, billboards for their promotional strategies. and also uses direct marketing. It also sponsors social events. word of mouth or viral marketing is also used as an effective tool. Wi Tribe spends a large portion of it revenue on sales promotion campaigns which are carried out in schools, colleges, universities etc
Buzz Marketing The high low marketing strategy is used as their main source of promotion was word of mouth based on efficiency of service
DISPLAY MEDIA Banners, Flyers, Hand Bills Since these have a very short life, they are used to a new promotion or a new outlet or a new service. Bill Boards It has a billboard on the roof top of a building, on Shaheed-e-Millat Road in Karachi. The billboard is 40 by 70 feet. The rent per month is R.s. 300,000. An other billboard at Korangi Bridge delivery. Wi Tribe has put up billboards in many areas across the city which include on Shahra-e-faisal, Gulistan-e-Johar, Gulshan-e-Iqbal, Defence.
Vans The ( fluorescent bulb) vans parked at busy intersections are a popular tool to display their brand.
PRINT MEDIA Newspapers ments are placed in newspapers according to their circulation, readership, and impact, cost per newspaper and consumer market.
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The two main English language newspapers are the daily Dawn and The News. Dawn has a circulation of 60,000 on weekdays and 75,000 on weekends. The News has a circulation of 38,500, while its sister publication, the daily Jang is the main urdu language newspaper, with a circulation of 350,000. They publish 12-14 ads annually. The main theme of ads is Utilization of the product icons.
Magazines ments are placed regularly in the Herald and News line mainly, as their circulation is the largest. Other Magazines are Spider, Teenager, Smash, , She and Readers digest.
SALES PROMOTION Most sales promotions are not repeated, as they lose their novelty. The duration of the sales promotion is typically six to eight weeks, to measure the effective increase in sales. Wi tribe for its sales promotion did not charge for its activation. Because of which the sales increased incredibly at first. Wi Tribe also collaborated with DELL on a sales promotion in which they gave away free laptops to winners of a competition. 10 participants won the laptops. Wi tribe then also started a campaign in which the cosumer could double his/her package in just Rs 99
Enjoy your summer with wi-tribe Upsize GBs Package The content can be increased by giving rupees 99 only. Wi tribe wanted to offer something useful and relevant, but at the same time special, to our customers. Demonstrating the level of commitment we have towards all our customers, we think this new offer will really enrich everyone’s multimedia experience.”
BROADCAST MEDIA Pizza Hut is not advertising on television, as it is not as profitable as advertising in the print media or by billboards.
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PROMOTION THROUGH SMS Pizza Hut has recently experimented with SMS for promoting their discount Deal through Instaphone, and they followed similar lines for Ramadan promo in November.
MARKET SEGMENTATION
Witribe (dongle) Segmentation Geographical: They are operating in major cities of Pakistan like Lahore Karachi and Islamabad Rawalpindi. Wi-Tribe is willing to expand their services in other areas also. Demographical: They are targeting both middle and upper class. Basically Students of colleges, schools and universities Psychographic: Life style: youngsters, students, business professional Personality: Behavioral: Occasion: regular s, moderate s Benefits: quality service, high speed, portability
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Witribe (dongle) target market
They are basically targeting students. They use to get to their target market by having Wi-Tribes promotional campaigns in different colleges, schools and universities. Their major target markets are • Targeted socioeconomic classes –
SEC A1: upper class
–
SEC A2: middle
–
SEC B: lower middle class
• Age group – 18 – 35 Years • Who they are…? –
Demanding the high speed internet connection
–
Dissatisfied with other services
–
Not believers in poor service provider
• What they require…? – Reliability of service – Acceptable/reasonable service charges Marketing management 35
– Overall service quality • Faster and reliable broadband • Excellent after sale
Wi-tribe positioning
“Flexible wireless broadband in a rigid world” They are positioning buy their product benefits in which it’s convince and functions are included with the speed, reliability and portability
Entry Barriers:
The entry barriers are high because there are less favorable and more unfavorable factors in the industry. And that is the reason the competition can lower prices, increase service level or increase in additional benefits. The reasons for the high entry barriers are:
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There are not any proprietary product differences in the industry so anyone can enter and compete through providing the same kind of service. • There are already established brand identities in the industry i.e world call and wateen. • The customers do not incur any significant costs in switching suppliers. • Another threat or entry barrier is there is large investment needed to enter in the market like infrastructure, band with and customer service setup etc. • The serviceable equipment is not expensive. • The experience helps to continuously lower costs because there will be more customers, efficiency will increase by the time and the fixed cost of the industry will decrease. • PTA is governing to obtain the license before entering in this industry • Taxes are high Competitors are wateen, world call, qubee, mobilink infinity new and ptcl. So before entering in this industry it is necessary to have a good knowledge about the processes and technology. Overall if we conclude than Quality of service matters a lot in this market. If service level, efficiency, device compatibility and device efficiency is not good than market share will go down. •
Exit Barriers: • • • •
Existing customers. Cannot stop everything and exit. They have to give sometime to its customers till they are ready to switch. One cannot exit until all services promised are rendered or are compromised or in other words all liabilities are cleared.
INTERNAL FACTOR EVALUATION (IFE) MATRIX Key Internal Factors
Weight Rating Weighted Score
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Strengths 1 . 2 . 3 . 4 . 5 . 6 . 7 .
Strong customer Care services
0.15
3
0.45
Focus on long term planning
0.10
4
0.40
Advertising
0.09
3
0.27
Own network dedicated BTS for WiMAX 0.12
4
0.48
Resources Assets And People
0.06
3
0.18
Network Coverage
0.10
3
0.30
Ethical System of billing
0.08
3
0.24
0.13
1
0.13
0.08
1
0.08
0.09
2
0.18
Weaknesses 1 Some Departments are not established . 2 Low Market Share . 3 Low acceptability . TOTAL
1.00
2.71
EXPLANATION The total weighted score of strength and weakness in INTERNAL FACTOR EVALUTION MATRIX (IFE MATRIX) is 2.71 which is above average its mean Wi –tribe is increasing its strength and overcoming on its weakness.
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EFE MATRIX LIST KEY EXTERNAL FACTORS OPPORTUNITIES & THREATS: External Factor Evaluation (EFE) matrix method is a strategic-management tool often used for assessment of current business conditions. The EFE matrix is a good tool to visualize and prioritize the opportunities and threats that a business is facing.
The sum of all weighted score is equal to the total weighted score; final value of total weighted score should be between ranges 1.0 (low) to 4.0(high). The average weighted score for EFE matrix is 2.5 any company total weighted score fall below 2.5 consider as weak. The company total weighted score higher then 2.5 are considering as strong in position. EXTERNAL FACTOR EVALUATION (EFE) MATRIX Key External Factors Opportunities 1. Underserved DSL kind network
Weight
Rating
Weighted Score
0.11
3
0.33
infrastructure or no broadband access at all. 2. To cover untapped market 0.12
4
0.48
5. Develop new value added services 0.07 6. Making alliance with GSM operator to share 0.08
2 2
0.14 0.16
Base Station to expend converge 8. Prepaid packages
1
0.07
THREAT 1 Old Stable Companies 0.10 2 Low penetration of population and low ARPU. 0.09
3 3
0.30 0.27
3 4 5
Price War Government Interference Poor law and order situation in country
0.11 0.06 0.09
4 2 3
0.44 0.12 0.27
6
Less market share
0.10 1.00
2
0.20 2.78
0.07
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Interpretation Total weighted score of opportunities and threats in EFE matrix is 2.78 which is above average, It means Wi-tribe is availing its opportunity and avoiding its threats.
Competitive profile matrix
Competitive profile matrix is an essential strategic management tool to compare the firm with the major players of the industry. Competitive profile matrix shows the clear picture to the firm about their strong points and weak points relative to their competitors. The M score is measured on basis of critical success factors, each factor is measured in same scale mean the weight remain same for every firm only rating varies. The best thing about M that it includes your firm and also facilitates to add other competitors make easier the comparative analysis.
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Marketing management 41
Competitive Profile Matrix (M)
Critical Success Weight Rating Weighted Score Factors (CSF)
Rating
Weighted Score
Rating
Weighted Score
Rating
Weighted Score
0.12
4
0.48
2
0.24
1
0.12
1
0.12
Quality Service 0.09
2
0.18
2
0.18
3
0.27
1
0.09
Growth Rate
0.07
2
0.14
1
0.07
2
0.14
1
0.07
Customer loyalty Management
0.10
2
0.20
2
0.20
3
0.30
2
0.20
0.09
4
0.36
3
0.18
3
0.27
2
0.18
Coverage
0.10
4
0.40
3
0.30
2
0.20
1
0.10
Customer Care 0.11 Services
1
0.11
3
0.33
4
0.44
2
0.22
Advertising
0.06
3
0.18
2
0.12
2
0.12
1
0.06
Brand Name
0.10
4
0.40
2
0.20
1
0.10
1
0.10
Packages
0.09
3
0.27
1
0.18
2
0.18
2
0.18
Value Added 0.07 Services
3
0.21
2
0.14
1
0.07
1
0.07
Market Share
TOTAL
1.00
2.93
2.14
2.21
1.39
Interpretation The average weighted score in competitive profile matrix of wi-tribe which is above average which means that wi-tribe is performing well to the critical success factors in its industry. The weighted average score of wateen is more than wi-tribe due to its early presence; Infinity and
Qubee have totaled the score of 2.14 and 1.39 respectively. Marketing management 42
RECOMMENDATIONS
The vision of Wi-Tribe is to provide the wireless broadband service provider, now they are making their network to strong their foot prints in the Pakistani market, if they share their BTS equipment with other wireless companies company reduce its operating cost. Wi-Tribe is focusing on youth, according to youth requirement they have provide some student packages in which they provide some sort of discounts to School, College, University Students. If wi-tribe trained their staff in the supervision of Dragonwave Solutions wi-tribe gets the benefit of pooling their human resource Skills and the dependency level to other companies is also decreased. Pre-paid packages option. There are several other suggestions which are given below : Improve e-business promotions and e-marketing through more easy to use web portal Evaluate its existing systems efficiency and effectiveness in dealing with customer needs.
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Focus on external IT facilities (SERVICES)as well as internal IT infrastructure(INTEGRATION) Effective design and implementation of IT facilities Reduce cost & time through integrated systems Hardware and software advancement and inhouse capability of innovation. (INNOVATIIVE STRATEGY) Lead an international culture of technology and info-communication
•
PERSONALIZED SERVICE Since, the survey revealed that people had problems with the service provided by competing with ptcl evo of 9.3 kbps .
•
SUGGESTIONS BY EMPLOYEES Pizza Hut is always trying to motivate its sales force to encourage loyalty to the organization. For this purpose, a suggestion box for the employees will be provided. Employees will be encouraged to give suggestions for the improvement of service standards. The employee, who gives the best suggestion, will be awarded a bonus.
•
ANNIVERSARY CELEBRATIONS In order to celebrate the 15th anniversary of the inception of Wi tribe, discounts will be given to old and new customers of the wi tribe family.
•
NEW BRANCHES IN OTHER AREAS It should more outlets in other areas e.g. there is no outlet in the Defence Area. Hence, if an outlet were opened in Defence, it would help take away some crowd from the Clifton Branch.
•
ADEQUATE SEATING AND GOOD ATMOSPHERE It is noted in many branches that there is just too much noise and during rush hours the place gets too congested. So they should try to improve this by trying to control the flow of customers in the branch.
•
TECHNOLOGY (CMS)
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CMS is Complaints Management System. This refers that they should have computerize charts so it always shows availability of technicians and how many are occupied at that time, and show that since how long the table has been occupied. This will give idea to the greeter that how long it will take, so they can better manage theand resolve complaints quickly. • ON THE BOARD SURVEY The employees themselves should conduct surveys by asking customers the problems they encountered, so this can be resolved at the spot. As it was noted and observed that when the comment cards are left to be filled by the customers, usually the kids are filling them out, so this doesn't serve the original purpose of the comment cards. So on the board surveys should be conducted. • DEVELOP CORPORATE RELATIONS Wi tribe should try to develop more corporate relationships. This will increase their customer base i.e. give discount to employees of MNC's etc.
Reasons for product failure
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Brand promise not delivered. The customers have difficulty in accessing their google s Wi max signals travel in straight lines. Reliability was very difficult as they have relatively few towers. 5 out of 10 people don’t get signals consistently. The positioning of the brand was wrong and it should not have come in the portfolio unlike wateen’s emphasis on wireless connectivity abd qubee on speed . It only provides limited volume packages. Complaints unable to be timely resolved.
INTERVIEWED RAZA HASNAIN RIZVI CUSTOMER SALES EXECUTIVE
THANK YOU References Marketing management 46
Witribe.com Pta.com Scribd.com Qubee.com Pizzahut.com Wateen.com Principles of marketing report( pizza hut).
Marketing management 47
TERM
REPORT
SUBMITTED TO MISS SHEHNAZ MEGHANI SUBMITTED BY ROZINA HUSSAINI VIJAY KUMAR IRFAN BHATTI ALI KHAN PRINCE RAJPUT BABAR ANSARI SHAIQ QURESHI
DATED 27 NOVEMBER 2010
Marketing management 1
Contents Letter of acknowledgement ………………………………4 Contents....................................................................................................................................2 EXECUTIVE SUMMARY......................................................................................................5 It is the product which is mainly offered to a fragmented market i.e. to the s of internet who have laptops and who want to use it as a mobile device but it is a question mark in itself in the introduction phase of the life cycle.......................................................................5 ..................................................................................................................................................7 Establishment of Wi tribe.........................................................................................................7 in Pakistan.................................................................................................................................7 32-1-A, Ground floor, Dadex House Block 6, P.E.C.H.S (Near Lal Kothi) Main Sh. Faisal Karachi.............................................................................................................................9 wi-tribe’s vision:................................................................................................................12 CORE VALUES................................................................................................................12 Marketing Mix........................................................................................................................24 PRODUCT.........................................................................................................................24 PRICING POLICY........................................................................................................26 PRICING OBJECTIVE.................................................................................................27 PLACE...............................................................................................................................28 ........................................................................................................................................30 PROMOTION MIX.......................................................................................................31 PRINT MEDIA..............................................................................................................32 SALES PROMOTION ..................................................................................................33 Enjoy your summer with wi-tribe Upsize GBs Package.......................................................33 BROADCAST MEDIA.................................................................................................33 EFE MATRIX LIST KEY EXTERNAL FACTORS OPPORTUNITIES & THREATS:...39
LETTER OF ACKNOWLEDGEMENT Dear Reader: It has been an honor for us to prepare a report on “Wi tribe’s Dongle” which was assigned to us by Ms.Shehnaz Meghani Without her rich guidance such a report would not have been any easy task to achieve.
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We would again like to take this opportunity and express our acknowledgement distinctly to Ms. Shenaz Meghani for directing us about the technical aspects of the report and we express sincere gratitude to our parents for their continuous throughout the preparation of this report.
Sincerely, SHAIQ QURESHIROZINA HUSSAINI VIJAY KUMAR IRFAN BHATTI ALI KHAN PRINCE RAJPUT BABAR ANSARI
LETTER OF TRANSMITTAL Ms.Shehnaz Meghani Instructor College Of Business Management Karachi Dear Ms.Shehnaz We are presenting this report that you had authorized us to write for the spring Semester 2010. This report is based on various marketing aspect of Wi tribe Dongle. This report gives a history of Wi tribe and its establishment in Pakistan; moreover we focused on environmental effects, buyer’s decision process, pricing and profit analysis, and SWOT analysis and communication channels carried out in marketing Wi tribe Usb. For the reason of providing you with a detailed and complete analysis on the topic, both primary and secondary research was employed. This mostly included the study of handouts given to us by the head office and personal meetings with the marketing department’s executives. I would like to thank all those who provided us their valuable help. It has been a privilege to work on this report for which we are grateful to you. Should you have any query concerning this report, we will be happy to discuss them with you.
Marketing management 3
Sincerely, SHAIQ QURESHIROZINA HUSSANI VIJAYKUMAR IRFAN BHATTI ALI KHAN PRINCE RAJPUT BABAR ANSARI
Marketing management 4
EXECUTIVE SUMMARY It is the product which is mainly offered to a fragmented market i.e. to the s of internet who have laptops and who want to use it as a mobile device but it is a question mark in itself in the introduction phase of the life cycle. After the situational analysis the reason for the introduction of the brand is discusses with particular emphasis on the segment of the market with laptops and the need to have mobile internet. The marketing mix is also discussed in detail with a particular focus on positioning its brand as a high price high quality brand in the minds of the consumers but after the analysis we have concluded that it should not have been introduced in their product portfolio as it was unable to deliver it’s brand promise of
COMPANY HISTORY
Marketing management 5
Welcome to wi-tribe, your getaway to a new and exciting way of life. wi-tribe is a lifestyle; a lifestyle of independence and innovation that changes your life for the better with more exciting ways of thinking. No boundaries, just freedom; offering only the best in consumer wireless internet to emerging markets around the globe, and bringing everyone under one tribe; wi-tribe. Backed by unrivaled experience, knowledge and vision, wi-tribe; a Qtel Group Company, was born in April of 2007 and is a proud partner of the A.A. Turki Group of Companies (ATCO) and Clearwire in Jordan and Pakistan, and San Miguel Corporation in the Philippines. The vast experience these world leaders bring to the table has fueled the growth of this new venture, launching wi-tribe globally as part of Qtel’s 2020 vision and heading towards being positioned as the world’s preferred internet leader. In 2008, operations were launched in the Hashemite Kingdom of Jordan, and have recently expanded to several cities across the kingdom. wi-tribe Jordan has also launched several value added services within Jordan increasing its offering to include internet security, selling routers and selling gigabytes. In 2009 wi-tribe Jordan won 6 awards at the 2009 Jordan Advertising Awards including Gold for the best telecom campaign received for the launch campaign “There’s something in the air”, Silver in both Best Giveaway and Best Radio Teaser Campaign. Bronze Awards were received for Best Radio Ad and Best Outdoor Ad for their playful “Internet is our game” campaign. With wi-tribe’s dedicated customer care representatives, it has quickly become a force to be reckoned with and is helping evolve the telecom industry. 2009 also saw the addition of wi-tribe’s largest operation to date in the Islamic Republic of Pakistan, launching simultaneously in four major cities; Karachi, Islamabad, Rawalpindi and Lahore. Marketing management 6
With wi-tribe’s firm commitment to improving the digital divide and the enhancement of lifestyle, Pakistan is the ideal start-off point to bring to this part of the world the bright vision of our tribe. It will allow the people of Pakistan to experience our dedication to delivering the best of services with our unique customer service experience. With the launch of wi-tribe Philippines in 2010, the group is firm in its commitment to the visions and directions laid down in its foundation. This advanced market will be another exciting venture for the tribe and the first expansion of the group into south-east Asia.
Establishment of Wi tribe in Pakistan As the part of general expansion program ,searching for new markets to explore. This search resulted in the discovery of several Asian markets and Pakistan was one of them. wi-tribe looked into the Pakistani market as an untapped region with an enormous potential. The population was vast and the penetration was low – the consumers were thirsty for better internet service and one that properly tended to their needs.
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A decision was made to acquire 100% of Burraq Telecom, an existing telecommunications company based in Islamabad. An intensive re-branding exercise was put into play and then witribe was brought to life. Pakistan came online as a part of the tribe in July 2009 in four major regions; Karachi, Lahore, Islamabad and Rawalpindi with a plan to extend to other areas in the next phase.
At present Wi-tribe’s branches are as under
•
34-A/1, Block 6, Ground floor (Dadex House) P.E.C.H.S Main Sh. Faisal, KARACHI
•
N-14 F-8 MARKAZ Islamabad
•
SHOP # S-1 & S-2, PLOT # SB-3, STREET-13/B BLOCK-17, JAVED ARCADE GULISTAN-E-JUHAR Karachi
•
Shop # 2, 3 & 4, Ground Floor, Mukhtar Center Block # 13/B, Situated At KDA, Scheme # 24 Gulshan-E-Iqbal
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•
KARACHI
•
SHOP # A-6, PLOT #SD-5/A-4, KDA SCHEME # 2 NORTH NAZIMABAD KARACHI
•
SHOP # 6-C, GROUND FLOOR, UK PLAZA, F.B AREA AISHA MANZIL Karachi
•
SHOP # 04, PEARL HAVEN, BLOCK-5 CLIFTON (BOAT BASIN) KARACHI
•
SHOP # 09, ATRIUM MALL, MAIN ZAIBUNISSA STREET SADDAR Karachi
32-1-A, Ground floor, Dadex House Block 6, P.E.C.H.S (Near Lal Kothi) Main Sh. Faisal Karachi Shop # 04, 14C (Off plot 16 C) Main Kh. Shahbaz. (Besides TCS) Phase 6.DHA Karachi SHOP # 2, PLOT # 08, BILAL PLAZA MAIN COMMERCIAL MARKET IMRAN KHAN AVENUE, CHAKLALA SCHEME RAWALPINDI B-845, Commercial Market SATELLITE TOWN RAWALPINDI 43/A-5 and M-43/E-1 Bank Road Saddar, Rawalpindi SHOP#1, GROUND FLOOR, SITUATED AT PLOT 73-E, G.D ARCADE FAZAL-E-HAQ ROAD BLUE AREA ISLAMABAD SHOP # 2 & 3, IRFAN MANSION, GROUND FLOOR F-10 MARKAZ ISLAMABAD N-14 F-8 MARKAZ ISLAMABAD
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SHOP#25, G.F.O.C DEFENSE COMMERCIAL PLAZA Y-BLOCK DHA DEFENSE LAHORE SHOP#128, BANK SQUARE MARKET MODEL TOWN LAHORE SHOP # 6, HOUSE # 20, BLOCK C1 M.M ALAM ROAD GULBERG -III LAHORE SHOP #11, HUNZA BLOCK, MAIN BOULEVARD ALLAMA IQBAL TOWN LAHORE SHOP #18, SHAN AGRO SQUARE MARKET SHAN LAHORE 646, G-1 COMMERCIAL MARKET JOHAR TOWN LAHORE
64-B/E-1 Hali Road, Gulberg III
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Mission wi-tribe aims to be the preferred supplier of wireless broadband services to consumers. wi-tribe will aim to provide solutions that are aligned with the changing social and business needs of the customers and achieve this goal through innovation and state of the art customer service
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wi-tribe’s vision: •
To be the preferred multimedia experience in the communities we serve.
CORE VALUES
In wi-tribe we have set ourselves 5 values (5 commandments) all wi-tribers live by: Customer-Centric We let our customers drive our business. Simplicity We strive for simplicity in what we do, deliver and communicate. Improvement We continuously evaluate and seek innovative ways to improve our services and work practices. Integrity Our actions and decisions meet the highest ethical standards. Fun We have fun and create fun Marketing management 12
Situational analysis
Before developing any given marketing strategy it is important to conduct some form of analysis. This should form an essential part of any business or marketing plan and should be reviewed over time to ensure that it is kept current. Situational analysis of Witribe BCG Matrix Hi Market growth rate Low Market Growth rate High relative market share Low Relative market share
Stars
Question Mark
Witribe Wifi modem
Usb Dongle
Cash Cows
Dogs
Witribe Normal modem
Calling Cards
Stars: Wifi Cash Cows: Normal Modem Question mark: USB Dongle Dogs: Calling Cards Product Situation:
Marketing management 13
Witribe is a service company but still they are offering certain products to its customer which is followed by their service. They have three products with different packages. 1. Witribe Wifi device: It is the most highly demanded product in the local market as the gets certain benefits over other products offered by Witribe. It offers portability and mobility. The company offers three different packages on this product. Starting from the speed of 256kbps and volume of 5 Gb to the speed of 1mbps and volume of 17 Gb . 2. Witribe Normal device: It is the product with the maximum sales as it is in the range of quiet a lot of people as it is targeted towards a mass market. As compared to a Wifi device which is targeted mainly to the laptop s. Normal device also offers portability. The packages are the same but rates are different. 3. Usb Dongle: It is the product which is mainly offered to a fragmented market i.e. to the s of internet who have laptops and who want to use it as a mobile device. It is only offered in two speeds(256kpbs and 512 kbps) 4. Calling Cards: This is a product which has the least market share and the least market growth. As mentioned earlier that Witribe Pakistan was previously known as Burraq telecom which mainly operated in Calling cards. As Witribe acquired Burraq telecom it continued to sell calling cards but now they have stopped it due to the reason that they are introducing the Voip service.
Competitive Situation: The major competitors of Witribe are Mobilink infinity, Wateen and Qubee. • Mobilink infinity: is the oldest player in the telecommunication market (excluding PTCL). They have been actively involved in the Cellular business for quite a long time. They were the pioneers of the telecom industry in Pakistan and also pioneer of the Wimax services. Their biggest advantage is that they have is the infrastructure which is available to them. With that they have a strong position in the market. Marketing management 14
Customers do trust Mobilink. They do not offer a USB Dongle thoughbut are considered a major rival. • Wateen: Backed by the second largest telecom company in Pakistan (Warid) Wateen also does not have an infrastructure problem. They have a strong customer loyalty. Wateen also enjoys the status of being the second Wimax operator in Pakistan. They have a huge network in Pakistan. • Qubee: Though a new entrant in the market but very quickly gaining the market share by the help of their effective sales team. • Others: With that there are some other players in the market who are not Wimax operators but still are a big problem for all the other companies due to the unawareness of Wimax service in the minds of the targeted audience. Majorly Ptcl and other internet cable operators like Worldcall, Link dot net etc. are posing a big threat to the wimax industry overall.
Distribution Analysis: For almost every Wimax Company distribution is a bit of a problem as these companies are facing a tough situation as far as their inventories are concerned. Due to extra selling these companies are now having a shortage of Wifi Devices which is a highly demanded product. Witribe like other Wimax operators distribute its inventory to the end consumers through their own sales team who deliver the product to the door steps of consumer. But they lack a place behind wateen who offers its products in different Computer hardware related stores. They also have authorized franchises which makes their distribution more effective. Witribe should also go for such a strategy in order to capture a significant share of the market.
Environmental factors External Factors: Marketing management 15
Demographic Environment: Worldwide Witribe operates in three countries currently i.e. Jordan, Philippines and Pakistan. In Pakistan their network is in four cities Karachi, Lahore, Islamabad and Rawalpindi. In these areas they targeted areas with the major internet market. Like in Karachi they targeted areas like Clifton, Defense, Gulshan-e-Iqbal, Gulistan –e- Johar, P.e.c.h.s and some others where the internet s were on higher number than in any other area. With that the age group of the s was from 18-25 years old. In gender they targeted both male and female as both of the genders actively use the internet services. As far as the Income level is concerned Witribe for its Usb targeted individuals with a minimum salary of -------. They mainly focused on professional and technical personals for the use of their Usb Dongle, with that they also focused on students of universities, managers and officials.
Economic Environment: Pakistan in the current decade is facing quite a lot of economic problems. Annual income of an average Pakistani is below a significant level. Many multinational companies are just winding up their operations for this part of the world. In such a situation Witribe’s existence was a challenge. In such a situation their emergence in the market provided local community with lots of job opportunities. Apart from that Witribe’s pricing strategy was also a challenge. As we know that Wimax is a new technology so it’s expensive. The problems that are arising are also new so a heavy research cost is employed in order to meet up the desired standards. So to put up a good and relevant pricing strategy was a bit of a problem. Still the s of Witribe especially of Usb Dongle complain of high pricing. But that’s the cost they have to put up in order to survive. Natural Environment: Unlike many other telecommunication towers which poses great threat to the lives of individuals due to the rays that come out with the signals, Wimax towers are a bit safer in that regard. So the natural environment is not disturbed thorugh wimax.
Technological Environment: Witribe is offering the latest technological product available in the market which offers portability. They offer the 4th Generation technology i.e. the Marketing management 16
Wimax technology making it the latest advancement in the portable internet networks previous being the CDMA (Concave Division Microwave Access). Political Environment It includes factors like political stability and regulations. Government is allowing new companies to operate in Pakistan in the Internet sector so politically there are no such issues faced by Wi-tribe.
Internal Environment: The Company: In total there are seven departments in Witribe • Human Resource Department: they are mainly involved in the recruitment and other HR operations. Their major task is to recruit effective in the company. Major focus is on the sales team as it delivers the final product in the market. • Department: Majorly involved in related tasks • Security Department: they focus on health, security, and the environment. • Marketing Department: focuses on making strategies relating to the marketing programs of the company and effectively looking for the needs of the customers. • Sales Department: the driving force of the company. It is the most important department as the company delivers its products in the market by their own sales team rather than going for third party contracts. • Finance Department: this department is involved in all the financial decisions and allocation of financial resources. • I. T Department: actively involved in providing the solution and also researching for the enhancement in the technology.
Suppliers: Marketing management 17
Witribe used a horizontal integration for their suppliers. Initially Motorola was manufacturing their inventories now they themselves are making their own brand inventories Publics: The company is not listed in the Karachi Stock Exchange so there are no stock holders involved with the company. However there are banks that are interested in the company for the purpose of granting loans and looking for company s. Witribe’s employee s are maintained at Askari Commercial bank. The workforce at Witribe is offered with healthy packages. With that they are provided with enough equipment to work properly e.g. Laptops and cell phones for the sales personals. The company promises to deliver effective service to their targeted customers. But somehow there are problems that are ignored. Up till now Witribe has not encountered any problem with the citizen public groups or the social groups
Swot Analysis
Strengths: The following are the strengths of Witribe: • Good Reception • Affordable Prices Easy to install • Advance Technology • Good Sales team • After sale service •
Weaknesses: The following are the weaknesses of Witirbe: • Less coverage area • Issues of signals Marketing management 18
• Unawareness of the Wimax technology in the local public • Lack of differentiation between Wimax and other technologies • Volume issues Opportunities: The following are the opportunities: • Vast area yet to be covered as Witribe is only operating in four cities • Giving new and affordable packages to the customers • People looking for portable internet devices • Yet to go for franchises for selling Threats: Following threats are there for Witribe: • Lack of differentiation between Wimax service and DSL is merging the two entirely different markets • Strong and established brand like Ptcl, Worldcall, Infinity and Wateen are there • PTA does not allow any other Telecom company to give unlimited volune • Policies of PTA are changing quite ofte
Marketing management 19
Life Cycle of the Product
Marketing management 20
It is still in it’s introduction stage as it is relatively new. The sales of the roduct never really took off in the first place. The marketing was not successful so sales promotions and heavy expenditure on advertising was done.
Why was it launched There was a gap in the market as Office s as the prices of laptops are declining , but they were not allowed to use facebook through the company internet and carrying a modem to work is impractical so hence a usb for mobility.
TYPES OF CONNECTIONS OFFERED
wi-tribe's Slider modem connects you to the most reliable wireless broadband service
wi-tribe’s Slider modems are customized devices offering seamless wireless broadband connectivity. Choose from one of our exciting packages and free yourself from wires!
Marketing management 21
wi-tribe's SliderPLUS offering seamless wireless connectivity within your home or office
Now experience wireless broadband service without the hassle of wires. wi-tribe’s SliderPLUS modems are Wi-Fi enabled using the latest technology for wireless freedom within your home or office!
Feel the freedom of wireless broadband with your wi-tribe USB Dongle on the go
Times have changed. Wireless broadband is more flexible than ever before. Now you can take your wi-tribe connection, wherever you go. With our sleek USB dongle, your browsing experience just got better!
The main product they offer is wireless connectivity, and the differential advantage of Wi tribe, is the different forms of connectivity that they offer to their customers. There are currently offering 3 types of products as mentioned above.
Price-Quality Relationship Marketing management 22
Consumer expectations can also have an important impact on pricing strategies. In general, the greater the price, the less likely the consumer is to buy a particular product. In some circumstances consumers develop expectations concerning the price-quality relationship that is within a certain price range for a product consumer expect that higher prices indicate greater quality. Wi tribe capitalizes the same consumer perception. In people's mind the perception is it can charge higher price for the higher quality. So the consumers are willing to pay higher price for perceived quality.But it is not working as the benefits offered in the form of content is capped as compared to its competitiors.
Perceptual map
WI-TRIBE Wi-tribe Dongle
High Price
WATEEN WIMAX MOBILINK INFINTY
PTCL BROADBAND
High Quality
Low Quality
PTCL BROADBAND CYBER NET
Low Price
Marketing management 23
Marketing Mix The elements of marketing mix that are to be composed in this report will help us to evaluate the consumer focus, cohesive marketing and their satisfaction. Marketing mix is defined as a set of controllable variables, which a company can used to get the response from the target market.
PRODUCT PRODUCT DEVELOPMENT: Core product: The benefit that Wi-Tribe dongle gives you is the ease to connect to the Internet world where ever you want. Through Wi-tribe dongle you can have access to the internet either you are traveling, away from home or office, just connect your Wi-tribe USB dongle to your Laptop or PC and surf the world in the Internet. Actual Product: Actual product contains: Quality: As the Wi-Tribe USB dongle is made up of MOTOROLA so its quality is good enough but have poor connectivity due to poor network coverage. Color: The color of the Wi-tribe USB dongle is BLACK which is very much attractive and have written “WI” with RED color and “tribe” with GREY which makes it very much attractive and also they have given them a connectivity light which is of BLUE color, which catches the attention of the when it connects. Style: The style of the USB dongle is of just like a Data traveler style. Fashion: In Fashion USB dongle in the internet world of Pakistan is a new thing to the customers and most of the people are not aware of dongle that’s why mostly executives, business people or people who travel a lot use the Wi-tribe Dongle. Branding: Wi-Tribe Dongle is based of Freedom, individualism, attitude, Convenience, and Integrity. Augmented Product: The value addition that Wi-Tribe adds is good based on the following factors: Customer Care: Wi-Tribe customer care is very good as they give you FAQS on their website the answers of your questions and complete coverage map, the areas where they cover the network i.e the technical help, any technical problem the consumer faces they have their UAN number they will solve the problem within a given time period.
Marketing management 24
Payment: Wi-Tribe offers lots of choices for the customers to pay the their bill as Wi-Tribe offers SCRATCH CARDS which you purchase, scratch and just recharge, also Wi-Tribe offers you to pay your bills through TELENOR EASY PAISA, also you can pay your bill the CUSTOMER CARE CENTERS and also you can call their COURIER HOME COLLECTION to collect the bill at your door step and last Wi-Tribe also offers you the DROP BOX FACILITY to the customers in that you just drop your amount cheque they will collect by themselves. Finance: In the Finance section they offer discounts for a specific time period, but they do not finance completely or partially to customers, at first they offer customers a Wi-Tribe Dongle with no activation fees to the customers but now they charge Rs. 2500 activation fee and Rs. 1000 as monthly charges. Installation: when you purchase USB dongle they come to your home or office on a single phone call and makes complete installation and guides you about the Wi-Tribe USB dongle. Services: Wi-tribe provide lots of value added services to their valuable customers as when the customer reaches to the 80% of the ing limit they send you email notifications to their customers on the volume consumption. Delivery: Wi-Tribe Dongle have a very good delivery network, you just apply online or call their sales representatives they will deliver you your Dongle device at your door step. Warranty: As the Wi-Tribe dongle device is the company`s property, Wi-Tribe offers you to use it free of cost so that customer do not need any kind of warranty for the device. Valuable Customer Care
Actual product Poor Finance No Warranty Black, Grey, Blue Good Quality
CORE PRODUCT *Convenience *Plug and connect *No power required A New Fashion Attractive Style Home Delivery Service
Marketing management 25
Valuable Services Home Delivery Instalation
*Individualism *Freedom *Attitude *Convenience
No Warranty
Black, Grey, Blue A New Fashion
Home Delivery Service
Good Quality
CORE PRODUCT *Convenience *Plug and connect *No power required Valuable Actual product Services
Attractive Style
Poor Finance Home Delivery Instalation
*Individualism *Freedom *Attitude *Convenience
PRICE PRICING POLICY
Marketing management 26
They have standard pricing policy throughout Pakistan. They try to match the customer’s need. However they don’t have high profit margins, which range from 15%- 20%. The other policy includes giving customers the value for their money.
PRICING OBJECTIVE Pricing objectives should be closely aligned to marketing objectives, which should in turn be derived from overall corporate objectives. Essentially, objectives can be defined in of profit or volume. Sometimes businesses define their pricing objectives in such general as image building (that is, pricing should realize a stable level of product/company), stability (that is, pricing should realize a stable level of sales and profits), and ethics (that is, the setting of a price should meet the ethical standards of good and fair business). Te price was set high to highlight high quality and reliability and was targeting the rich and the middle class. There was a gap in the market as Office s as the prices of laptops are declining , but they were not allowed to use facebook through the company internet and carrying a modem to work is impractical so hence a usb for mobility. here are the packages wi-tribe has on offer at the moment (for PC/laptop s):
SPEE D
VOLUME
ACTIVATIO N
MONTHLY
256 Kbps
7GB
Rs.900 zero
Rs.650
512 Kbps
7GB/10GB/14G B
Rs.900 zero
Rs.750/Rs.950/Rs.12 00
1 Mbps
14GB/17GB
Rs.900 zero
Rs.1350/Rs.1600
If you opt for a modem with Wifi capabilities, add Rs.1,200 for the activation price. Wi-tribe also offers the convenience of using dongles for your access. Here are the details for that:
SPEED
VOLUME
ACTIVATION
MONTHLY
256 Kbps
7GB
Rs.1,200
Rs.1,000
512 Kbps
12GB
Rs.1,200
Rs.1,500
Marketing management 27
Pricing strategy Witribe follows Dynamic pricing strategy in which flexible pricing mechanism they made possible by advances in information technology. By responding to market fluctuations or large amounts of data gathered from customers - ranging from where they live to what they buy to how much they have spent on past purchases dynamic pricing allows online companies to adjust the prices of identical goods to correspond to a customer’s willingness to pay.
wi-tribe Dongle Speed
Volume (DL+UL)
Activation
Deposit
Upfront
Monthly
256Kbps 5GB
2,900
1,000
3,900
1,000
512Kbps 10 GB
2,900
1,500
4,400
1,500
Discounts offers • Stay with us for 1 year pay for only 10 months • Customers will be offered initial discount when they the tribe!!
PLACE The distribution process for the marketing programs involves all those activities related to time, place, and ownership utilities for industrial and ultimate consumers. The selection, operation, and motivation of effective channels of distribution are often crucial factors in a firm’s differential advantage in the market. The channels of distribution available in the country are result of the culture and tradition. Distribution Channels: Wi-Tribe has lots of Distribution channels through out the major cities like Karachi, Lahore, Islamabad and Rawalpindi. Marketing management 28
In Islamabad they have HEAD OFFICE that is at “N-14 F-8 MARKAZ Islamabad” and in every major city like Karachi Lahore, Rawalpindi they have their regional offices.
Touch Points:
In Karachi they have Eight customer care shops
In Lahore they have Six customer care shops
In Rawalpindi they have Three customer care shops
In Islamabad they have three customer care shops.
•
34-A/1, Block 6, Ground floor (Dadex House) P.E.C.H.S Main Sh. Faisal, KARACHI
•
N-14 F-8 MARKAZ Islamabad
•
SHOP # S-1 & S-2, PLOT # SB-3, STREET-13/B BLOCK-17, JAVED ARCADE GULISTAN-E-JUHAR Karachi
•
Shop # 2, 3 & 4, Ground Floor, Mukhtar Center Block # 13/B, Situated At KDA, Scheme # 24 Gulshan-E-Iqbal
•
KARACHI
•
SHOP # A-6, PLOT #SD-5/A-4, KDA SCHEME # 2 NORTH NAZIMABAD KARACHI
•
SHOP # 6-C, GROUND FLOOR, UK PLAZA, F.B AREA AISHA MANZIL Karachi
•
SHOP # 04, PEARL HAVEN, BLOCK-5 CLIFTON (BOAT BASIN) KARACHI
•
SHOP # 09, ATRIUM MALL, MAIN ZAIBUNISSA STREET SADDAR Karachi
Marketing management 29
32-1-A, Ground floor, Dadex House Block 6, P.E.C.H.S (Near Lal Kothi) Main Sh. Faisal Karachi Shop # 04, 14C (Off plot 16 C) Main Kh. Shahbaz. (Besides TCS) Phase 6.DHA Karachi SHOP # 2, PLOT # 08, BILAL PLAZA MAIN COMMERCIAL MARKET IMRAN KHAN AVENUE, CHAKLALA SCHEME RAWALPINDI B-845, Commercial Market SATELLITE TOWN RAWALPINDI 43/A-5 and M-43/E-1 Bank Road Saddar, Rawalpindi SHOP#1, GROUND FLOOR, SITUATED AT PLOT 73-E, G.D ARCADE FAZAL-E-HAQ ROAD BLUE AREA ISLAMABAD SHOP # 2 & 3, IRFAN MANSION, GROUND FLOOR F-10 MARKAZ ISLAMABAD N-14 F-8 MARKAZ ISLAMABAD
SHOP#25, G.F.O.C DEFENSE COMMERCIAL PLAZA Y-BLOCK DHA DEFENSE LAHORE SHOP#128, BANK SQUARE MARKET MODEL TOWN LAHORE SHOP # 6, HOUSE # 20, BLOCK C1 M.M ALAM ROAD
Marketing management 30
GULBERG -III LAHORE SHOP #11, HUNZA BLOCK, MAIN BOULEVARD ALLAMA IQBAL TOWN LAHORE SHOP #18, SHAN AGRO SQUARE MARKET SHAN LAHORE
PROMOTION
Wi-Tribe uses are mostly Television ads, internet ads, billboards and also uses direct marketing Internet is fast becoming an essential part of our everyday lives and s are becoming more and more conscious of their internet experience. Keeping this emerging need in mind, wi-tribe is offering “Speed Boost”, allowing exceptional speeds while surfing the internet. wi-tribe
customers
can
now
increase
their
internet
speed
by
50%
so
that
any
existing connectionspeed between 256 Kb, 512 Kb or 1 Mbps is upgraded to 384 Kb, 768 Kb, or 1.5 Mb respectively, for just Rs. 99. Sharing his thoughts on the latest “Speed Boost” campaign, wi-tribe Pakistan’s Marketing Director, Ali Fahd said, “With an increase in consumer demands, wi-tribe always believes in keeping with the pulse of market insight. Internet s are diversifying the way they use our service. With multitudes of devices that can connect wirelessly and offer ‘over the air’ products and services, we believe in enabling our customers to do just what they love, while enjoying faster internet speed at affordable prices.” He added, “In most cases, people don’t opt for higher internet speed because of high costs attached to it. Through this promotion, we have eliminated the single most important barrier that comes between internet s and faster web surfing.” wi-tribe aims to provide its customers the most reliable internet experience with instant connectivity, customized packages, and fun applications, all bundled with exceptional 24 hour customer care.
PROMOTION MIX Marketing is through several avenues. Marketing research is done to check the effectiveness of advertising, by measuring the increase in sales. Marketing management 31
Wi-Tribe mostly uses Television ads, internet ads, radio, ads, billboards for their promotional strategies. and also uses direct marketing. It also sponsors social events. word of mouth or viral marketing is also used as an effective tool. Wi Tribe spends a large portion of it revenue on sales promotion campaigns which are carried out in schools, colleges, universities etc
Buzz Marketing The high low marketing strategy is used as their main source of promotion was word of mouth based on efficiency of service
DISPLAY MEDIA Banners, Flyers, Hand Bills Since these have a very short life, they are used to a new promotion or a new outlet or a new service. Bill Boards It has a billboard on the roof top of a building, on Shaheed-e-Millat Road in Karachi. The billboard is 40 by 70 feet. The rent per month is R.s. 300,000. An other billboard at Korangi Bridge delivery. Wi Tribe has put up billboards in many areas across the city which include on Shahra-e-faisal, Gulistan-e-Johar, Gulshan-e-Iqbal, Defence.
Vans The ( fluorescent bulb) vans parked at busy intersections are a popular tool to display their brand.
PRINT MEDIA Newspapers ments are placed in newspapers according to their circulation, readership, and impact, cost per newspaper and consumer market.
Marketing management 32
The two main English language newspapers are the daily Dawn and The News. Dawn has a circulation of 60,000 on weekdays and 75,000 on weekends. The News has a circulation of 38,500, while its sister publication, the daily Jang is the main urdu language newspaper, with a circulation of 350,000. They publish 12-14 ads annually. The main theme of ads is Utilization of the product icons.
Magazines ments are placed regularly in the Herald and News line mainly, as their circulation is the largest. Other Magazines are Spider, Teenager, Smash, , She and Readers digest.
SALES PROMOTION Most sales promotions are not repeated, as they lose their novelty. The duration of the sales promotion is typically six to eight weeks, to measure the effective increase in sales. Wi tribe for its sales promotion did not charge for its activation. Because of which the sales increased incredibly at first. Wi Tribe also collaborated with DELL on a sales promotion in which they gave away free laptops to winners of a competition. 10 participants won the laptops. Wi tribe then also started a campaign in which the cosumer could double his/her package in just Rs 99
Enjoy your summer with wi-tribe Upsize GBs Package The content can be increased by giving rupees 99 only. Wi tribe wanted to offer something useful and relevant, but at the same time special, to our customers. Demonstrating the level of commitment we have towards all our customers, we think this new offer will really enrich everyone’s multimedia experience.”
BROADCAST MEDIA Pizza Hut is not advertising on television, as it is not as profitable as advertising in the print media or by billboards.
Marketing management 33
PROMOTION THROUGH SMS Pizza Hut has recently experimented with SMS for promoting their discount Deal through Instaphone, and they followed similar lines for Ramadan promo in November.
MARKET SEGMENTATION
Witribe (dongle) Segmentation Geographical: They are operating in major cities of Pakistan like Lahore Karachi and Islamabad Rawalpindi. Wi-Tribe is willing to expand their services in other areas also. Demographical: They are targeting both middle and upper class. Basically Students of colleges, schools and universities Psychographic: Life style: youngsters, students, business professional Personality: Behavioral: Occasion: regular s, moderate s Benefits: quality service, high speed, portability
Marketing management 34
Witribe (dongle) target market
They are basically targeting students. They use to get to their target market by having Wi-Tribes promotional campaigns in different colleges, schools and universities. Their major target markets are • Targeted socioeconomic classes –
SEC A1: upper class
–
SEC A2: middle
–
SEC B: lower middle class
• Age group – 18 – 35 Years • Who they are…? –
Demanding the high speed internet connection
–
Dissatisfied with other services
–
Not believers in poor service provider
• What they require…? – Reliability of service – Acceptable/reasonable service charges Marketing management 35
– Overall service quality • Faster and reliable broadband • Excellent after sale
Wi-tribe positioning
“Flexible wireless broadband in a rigid world” They are positioning buy their product benefits in which it’s convince and functions are included with the speed, reliability and portability
Entry Barriers:
The entry barriers are high because there are less favorable and more unfavorable factors in the industry. And that is the reason the competition can lower prices, increase service level or increase in additional benefits. The reasons for the high entry barriers are:
Marketing management 36
There are not any proprietary product differences in the industry so anyone can enter and compete through providing the same kind of service. • There are already established brand identities in the industry i.e world call and wateen. • The customers do not incur any significant costs in switching suppliers. • Another threat or entry barrier is there is large investment needed to enter in the market like infrastructure, band with and customer service setup etc. • The serviceable equipment is not expensive. • The experience helps to continuously lower costs because there will be more customers, efficiency will increase by the time and the fixed cost of the industry will decrease. • PTA is governing to obtain the license before entering in this industry • Taxes are high Competitors are wateen, world call, qubee, mobilink infinity new and ptcl. So before entering in this industry it is necessary to have a good knowledge about the processes and technology. Overall if we conclude than Quality of service matters a lot in this market. If service level, efficiency, device compatibility and device efficiency is not good than market share will go down. •
Exit Barriers: • • • •
Existing customers. Cannot stop everything and exit. They have to give sometime to its customers till they are ready to switch. One cannot exit until all services promised are rendered or are compromised or in other words all liabilities are cleared.
INTERNAL FACTOR EVALUATION (IFE) MATRIX Key Internal Factors
Weight Rating Weighted Score
Marketing management 37
Strengths 1 . 2 . 3 . 4 . 5 . 6 . 7 .
Strong customer Care services
0.15
3
0.45
Focus on long term planning
0.10
4
0.40
Advertising
0.09
3
0.27
Own network dedicated BTS for WiMAX 0.12
4
0.48
Resources Assets And People
0.06
3
0.18
Network Coverage
0.10
3
0.30
Ethical System of billing
0.08
3
0.24
0.13
1
0.13
0.08
1
0.08
0.09
2
0.18
Weaknesses 1 Some Departments are not established . 2 Low Market Share . 3 Low acceptability . TOTAL
1.00
2.71
EXPLANATION The total weighted score of strength and weakness in INTERNAL FACTOR EVALUTION MATRIX (IFE MATRIX) is 2.71 which is above average its mean Wi –tribe is increasing its strength and overcoming on its weakness.
Marketing management 38
EFE MATRIX LIST KEY EXTERNAL FACTORS OPPORTUNITIES & THREATS: External Factor Evaluation (EFE) matrix method is a strategic-management tool often used for assessment of current business conditions. The EFE matrix is a good tool to visualize and prioritize the opportunities and threats that a business is facing.
The sum of all weighted score is equal to the total weighted score; final value of total weighted score should be between ranges 1.0 (low) to 4.0(high). The average weighted score for EFE matrix is 2.5 any company total weighted score fall below 2.5 consider as weak. The company total weighted score higher then 2.5 are considering as strong in position. EXTERNAL FACTOR EVALUATION (EFE) MATRIX Key External Factors Opportunities 1. Underserved DSL kind network
Weight
Rating
Weighted Score
0.11
3
0.33
infrastructure or no broadband access at all. 2. To cover untapped market 0.12
4
0.48
5. Develop new value added services 0.07 6. Making alliance with GSM operator to share 0.08
2 2
0.14 0.16
Base Station to expend converge 8. Prepaid packages
1
0.07
THREAT 1 Old Stable Companies 0.10 2 Low penetration of population and low ARPU. 0.09
3 3
0.30 0.27
3 4 5
Price War Government Interference Poor law and order situation in country
0.11 0.06 0.09
4 2 3
0.44 0.12 0.27
6
Less market share
0.10 1.00
2
0.20 2.78
0.07
Marketing management 39
Interpretation Total weighted score of opportunities and threats in EFE matrix is 2.78 which is above average, It means Wi-tribe is availing its opportunity and avoiding its threats.
Competitive profile matrix
Competitive profile matrix is an essential strategic management tool to compare the firm with the major players of the industry. Competitive profile matrix shows the clear picture to the firm about their strong points and weak points relative to their competitors. The M score is measured on basis of critical success factors, each factor is measured in same scale mean the weight remain same for every firm only rating varies. The best thing about M that it includes your firm and also facilitates to add other competitors make easier the comparative analysis.
Marketing management 40
Marketing management 41
Competitive Profile Matrix (M)
Critical Success Weight Rating Weighted Score Factors (CSF)
Rating
Weighted Score
Rating
Weighted Score
Rating
Weighted Score
0.12
4
0.48
2
0.24
1
0.12
1
0.12
Quality Service 0.09
2
0.18
2
0.18
3
0.27
1
0.09
Growth Rate
0.07
2
0.14
1
0.07
2
0.14
1
0.07
Customer loyalty Management
0.10
2
0.20
2
0.20
3
0.30
2
0.20
0.09
4
0.36
3
0.18
3
0.27
2
0.18
Coverage
0.10
4
0.40
3
0.30
2
0.20
1
0.10
Customer Care 0.11 Services
1
0.11
3
0.33
4
0.44
2
0.22
Advertising
0.06
3
0.18
2
0.12
2
0.12
1
0.06
Brand Name
0.10
4
0.40
2
0.20
1
0.10
1
0.10
Packages
0.09
3
0.27
1
0.18
2
0.18
2
0.18
Value Added 0.07 Services
3
0.21
2
0.14
1
0.07
1
0.07
Market Share
TOTAL
1.00
2.93
2.14
2.21
1.39
Interpretation The average weighted score in competitive profile matrix of wi-tribe which is above average which means that wi-tribe is performing well to the critical success factors in its industry. The weighted average score of wateen is more than wi-tribe due to its early presence; Infinity and
Qubee have totaled the score of 2.14 and 1.39 respectively. Marketing management 42
RECOMMENDATIONS
The vision of Wi-Tribe is to provide the wireless broadband service provider, now they are making their network to strong their foot prints in the Pakistani market, if they share their BTS equipment with other wireless companies company reduce its operating cost. Wi-Tribe is focusing on youth, according to youth requirement they have provide some student packages in which they provide some sort of discounts to School, College, University Students. If wi-tribe trained their staff in the supervision of Dragonwave Solutions wi-tribe gets the benefit of pooling their human resource Skills and the dependency level to other companies is also decreased. Pre-paid packages option. There are several other suggestions which are given below : Improve e-business promotions and e-marketing through more easy to use web portal Evaluate its existing systems efficiency and effectiveness in dealing with customer needs.
Marketing management 43
Focus on external IT facilities (SERVICES)as well as internal IT infrastructure(INTEGRATION) Effective design and implementation of IT facilities Reduce cost & time through integrated systems Hardware and software advancement and inhouse capability of innovation. (INNOVATIIVE STRATEGY) Lead an international culture of technology and info-communication
•
PERSONALIZED SERVICE Since, the survey revealed that people had problems with the service provided by competing with ptcl evo of 9.3 kbps .
•
SUGGESTIONS BY EMPLOYEES Pizza Hut is always trying to motivate its sales force to encourage loyalty to the organization. For this purpose, a suggestion box for the employees will be provided. Employees will be encouraged to give suggestions for the improvement of service standards. The employee, who gives the best suggestion, will be awarded a bonus.
•
ANNIVERSARY CELEBRATIONS In order to celebrate the 15th anniversary of the inception of Wi tribe, discounts will be given to old and new customers of the wi tribe family.
•
NEW BRANCHES IN OTHER AREAS It should more outlets in other areas e.g. there is no outlet in the Defence Area. Hence, if an outlet were opened in Defence, it would help take away some crowd from the Clifton Branch.
•
ADEQUATE SEATING AND GOOD ATMOSPHERE It is noted in many branches that there is just too much noise and during rush hours the place gets too congested. So they should try to improve this by trying to control the flow of customers in the branch.
•
TECHNOLOGY (CMS)
Marketing management 44
CMS is Complaints Management System. This refers that they should have computerize charts so it always shows availability of technicians and how many are occupied at that time, and show that since how long the table has been occupied. This will give idea to the greeter that how long it will take, so they can better manage theand resolve complaints quickly. • ON THE BOARD SURVEY The employees themselves should conduct surveys by asking customers the problems they encountered, so this can be resolved at the spot. As it was noted and observed that when the comment cards are left to be filled by the customers, usually the kids are filling them out, so this doesn't serve the original purpose of the comment cards. So on the board surveys should be conducted. • DEVELOP CORPORATE RELATIONS Wi tribe should try to develop more corporate relationships. This will increase their customer base i.e. give discount to employees of MNC's etc.
Reasons for product failure
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Brand promise not delivered. The customers have difficulty in accessing their google s Wi max signals travel in straight lines. Reliability was very difficult as they have relatively few towers. 5 out of 10 people don’t get signals consistently. The positioning of the brand was wrong and it should not have come in the portfolio unlike wateen’s emphasis on wireless connectivity abd qubee on speed . It only provides limited volume packages. Complaints unable to be timely resolved.
INTERVIEWED RAZA HASNAIN RIZVI CUSTOMER SALES EXECUTIVE
THANK YOU References Marketing management 46
Witribe.com Pta.com Scribd.com Qubee.com Pizzahut.com Wateen.com Principles of marketing report( pizza hut).
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