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Telenor Pakistan is 100% owned by Telenor ASA and adds on to its operations
in Asia together with Thailand, Malaysia and Bangladesh. Telenor acquired the
license for providing GSM services in Pakistan in April 2004, and had launched
its services commercially. Telenor’s investment in Pakistan is the single largest
direct European investment in Pakistan.
By the end of July 2008, the total subscribers of Telenor exceeded 18 million,
with a market share of 23.73% in 2010. Telenor’s network covers more than
3000 cities, towns and highways throughout Pakistan. Furthermore, Telenor
Pakistan has more than 5,000 cell masts throughout Pakistan, making it the 2nd
largest network in Pakistan and 3rd in terms of customer base. Telenor has a
strategic alliance with Nokia Siemens Networks for expansion in Pakistan. With
USD 1 billion already invested, Telenor has extended agreements with its
vendors, including Nokia Siemens for network expansion and services until 2009.
The agreements will result in USD750 million worth of orders from Telenor
Pakistan. The Telenor Group is among the largest mobile operators in the world
with over 165 million mobile subscriptions and a workforce of approximately
40,000. Telenor Pakistan is 100% owned by Telenor ASA and adds on to its
operations in Asia.
Brands in Pakistan
Telenor Group has three major brands in Pakistan:
• Telenor Talkshawk (prepaid)
• Telenor Persona (postpaid)
• Djuice (managed by Telenor International directly)
Telenor Talkshawk is the prepaid mobile connection which is targeted to the
general populace, the general market, of the Pakistan without much
differentiation in the social class or any geographical segmentation as there are
approximately 90 million mobile users in Pakistan. The smartest Prepaid
package to call any network, anytime is the claim of Telenor Talkshawk.
Telenor Persona is a postpaid mobile connection which is targeted towards the
corporate clients. It is, it can be said, not as much commercialized in terms of
advertising as compared to the Talkshawk or the Djuice.
Djuice is a mobile connection that is directly managed by the Telenor
international. It is specifically meant for the youth of Pakistan.
Each brand of Telenor has its different services and packages and there are
different tariff rates for each of them.
Since all the three brands have their own personalities Telenor selects different
advertising strategies for each brand. For instance, the ads of the Talkshawk
connection are far more in number than Persona and the Djuice. Similarly the
ads differ in there content, themes and slogans as well.
Advertising Campaign
As said earlier the advertising methodology for each of the Telenor brands in
Pakistan would differ. It is, however, clear that the basic advertising objective of
the company is to not only attract new customers but also retain the old ones by
informing them with the latest packages company launches from time to time.
There is a lot of competition in the telecom industry in Pakistan, there are giant
players in the market and a minor mistake can result in a huge loss. The
availability to the customers of the services like Mobile Number Portability (MNP)
which allows them to change their connection provider while keeping the same
number has put a serious challenge before the telecommunication firms to be
consistent in maintaining their quality. Whatever the steps are taken by the
companies like Telenor they have to rely on the advertising to stay relevant and
continue to project a good image of their brands.
TARGET AUDIENCE
By Location
The target market is not strictly defined for any of the brands of Telenor specially
the Talkshawk. However, it can be said that the Persona and Djuice are meant to
be more urban oriented. But as it is said earlier the postpaid Persona is now
ready to target the village corporate clients, one should assume that the market
segmentation in terms of location is not aggressively devised and pursued by the
company.
By Demographic
The most important demographic factors that appear in the advertising and
targeting strategy of Telenor is that it is using a mix of certain demographic
factors in some of its brands. For instance there is no demographic segmentation
to sell Talkshawk connection. It is meant to be a smart call package that also
gives certain sms packages and is a countrywide choice operating in nearly all
over Pakistan including Azad Jammu and Kashmir and the Northern Areas of
Pakistan. However, the Djuice differentiates its customers by putting them in the
youth age bracket. It is particularly meant to target the youth. And the Persona is
sometimes targeting the social class, the corporate clients. There is no gender
related segmentation in any of the packages of Telenor.
Message Strategies
For each brand and for a number of adverts for these brands there are different
message strategies are used. This difference, however, is not much seen in the
television and print advertisements. The advertising appeal and the execution
style have been changed in many ads by under each brand.
CONCLUSION
There is no doubt that Telenor in Pakistan has a great potential. It is the second
largest market occupier in terms of the subscribers while its revenues are also
approximately the second in the industry. Its closest rival currently is Ufone which
is making highly precious adverts by utilizing the theme of humor in them. Ufone
has also been introducing innovative schemes while with the superb advertising
campaign a little changed from the trendy Telenor glamorous, hoopla oriented
and too much irritating sometimes. Certain Telenor ads have nothing to offer but
a painful music, voices and dances and that too often the same thing is repeated
when people get fed up by watching these irksome ads. Yet there are also few
good advertisements by the Telenor. But this inconsistency in advertisements
quality can put it in a great loss since new technology has arrived which allows
the customers to change their connections while sitting at home and facing no
havoc of documentation or other official visit. It is recommended Telenor to
change its strategy for Talkshawk ads and make them more innovative,
appealing and more experimentation with the execution. Similarly the Djuice
needs to change the taste and find ways to target greater youth rather than just
targeting the elite. Persona ads being fine, most of them, but the package need
up gradation in service.