Executive Summary
This report is based on WARID TELECOM which is a GSM service provider in Pakistan by Abu Dhabi Group. one of the largest groups in the Middle East and the single largest foreign investor group in Pakistan. Its services are admired by its ultimate customers in telecom as well as in banking field.
This report is made by visiting different stores for the purpose of collecting the information about different aspects of the product
i.e., environmental factors, marketing mix, segmentation, positioning, distribution, pricing strategies, ethical issues, international marketing strategies and comments of the group about this product.
WARID TELECOM:
AN INTRODUCTION:
Warid is an Arabic word meaning an Oasis in the middle of a desert. It is pronounced as Waa-rid. The meaning of our name directly depicts our dominant position and our refreshing services in the vast desert of telecommunication in Pakistan. Browse through our Portal to find out more about what Warid Telecom is all about, and become part of the true quality experience that we offer you.
Warid Telecom has implemented a new and modern corporate identity as a result of the dynamic changes taking place in the telecom industry in Pakistan. With a reflection of a new strategy, our aim is to be perceived not only as a telecommunication operator of voice services, but also as a universal provider of comprehensive communications services for both residential and business customers. Warid's corporate identity seeks to reflect the changes in telecom sector in relation to helping customers keep pace with rapidly changing technology in the field of communication, and to harmonize the customers' perception of our brand with the quality and range of our services. Our objective is to provide optimum level of support and care through our highly skilled and motivated team of professionals and through maximum network coverage and clear connectivity that we have committed to provide.
MARKETING ENVIRONMENT
In present environment, Pakistan has gained growth rate of 18.6% with 18,400,233 subscribers in mobile communication with in 05 years from 2000 to 2005
COMPETITION:
Competition is there, mainly 06 companies are providing there cellular services in Pakistan (close competitors to one and other)
1. Warid
2. U-fone
3. Mobilink
4. Telenor
5. Paktel
6. Instaphone
Following Table shows the Subscription Rate, which, help us to measure the clientele of these companies and their success with the pace of time
SUBSCRIBERS:
| Mobilink | Ufone | Paktel | Instsphone | Telenor | Warid | Total | Growth Rate |
2000 | 114,272 |
| 80,221 | 112,000 |
|
| 306,493 | 15.39 |
2001 | 309,272 | 116,711 | 96,623 | 220,000 |
|
| 742,606 | 142.29 |
2002 | 800,000 | 350,000 | 218,536 | 330,000 |
|
| 1,698,536 | 128.73 |
2003 | 1,115,000 | 550,000 | 319,400 | 420,000 |
|
| 2,404,400 | 41.56 |
2004 | 3,215,989 | 801,160 | 470,021 | 535,738 |
|
| 5,022,908 | 108.90 |
2005 | 7,469,085 | 2,579,103 | 924,486 | 454,147 | 835,727 | 508,655 | 12,771,203 | 154.26 |
Jul-05 |
|
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| 14,119,257 | 10.56 |
Aug -05 |
|
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| 15,511,045 | 9.7 |
Sept-05 | 9,010,850 | 3,830,527 | 954,528 | 440,159 | 1,200,908 | 1,509,111 | 16,946,083 | 9.2 |
Oct-05 |
|
|
|
|
|
| 18,400,233 | 18.6 |
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TECHNOLOGY:
Warid is using “Ericsson” technology to provide telecom services in Pakistan. The basic features of its technology are:
Billing:
With Warid’s very simple billing procedures it makes sure that one is kept up-to-date with all the math that they do at their end. Warid offers one transparent billing and no nasty surprises.
Its bill contains information like
· Warid to Warid call
· Local Calls to Other Operators
· International calls
· Local SMS with mobile no. and locality
· Incoming Calls
· Non charge able calls like emergency nos. & others
· Incoming SMS
· Warid information services
SIM:
Warid is currently providing SIM of 64K (64 kilo byte)
Warid’s comparison with others networks is given below;
Mobile Service Provider: Technology: Frequency: Sim:
Warid Ericson 900-1800MHZ 64K
U-fone Huawei 900-1800MHZ 16-32K
Mobilink Orascom 900-1800MHZ 08-16-32K
Telenor Nokia Siemens 900-1800MHZ 32K
Paktel N/A 900-1800MHZ 32K
Instaphone Analog Service AMPS
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FINANCIAL:
Warid Telecom takes pride in being backed by the Abu Dhabi Group, one of the largest groups in the Middle East and the single largest foreign investor group in Pakistan. It has a diversified business interest in the institutions that have enjoyed commercial success as a result of its strong financial resources and extensive management expertise. The Abu Dhabi Group's major investments are in the following sector:
1. Oil and Gas Exploration,
2. Banking and financial Services
3. Automobile Industry,
4. Hospitality Services
5. Property Development,
6. Telecommunications
Associated companies:
Bank Alfalah Limited:
Fully licensed commercial bank in Pakistan with over 70 branches in all the major financial centers of the country
United Bank Limited:
A leading commercial bank in Pakistan with a vast branch network of approximately 1,100 branches including 23 international branches, affiliates and representative offices in UAE, Bahrain, Qatar, Yemen, Egypt, Iran, Switzerland, UK and USA
Alfalah Exchange Company:
Fully licensed exchange company in Abu Dhabi
Iranian Sanden Industries PJS Co:
A joint venture with Sanden Singapore to manufacture car air conditioners in Iran. The project has the capacity to produce up to 300,000 air conditioning units per annum
J.C. Maclean and Co
· Manufacturers of high quality furniture
· Neo Pharma LLC
· Manufacturers of pharmaceutical products
National Telesystems and Services (NTS)
A joint Venture with Bin Jaber Group Ltd. and Thales International Middle East Holding S.A.L.
Al Jazira Management Mall
Management joint venture
Abu Dhabi Vegetable Oil Company
Manufacturer of edible oils
Nama Development Enterprises
Representation of leading companies in the UAE in the field of oil and gas, engineering, equipment suppliers, consultants, etc
Wholly Owned Properties and Companies
Le Royal Meridien Hotel, Abu Dhabi
Previously known as the Abu Dhabi Grand Hotel, was re-branded in 2003 as Le Royal Meridien Hotel. It is a 5-star Hotel in the heart of Abu Dhabi. It will soon be offering 300 deluxe rooms and suites and other facilities
Dhabi Contracting A special category construction company
Dhabi Drilling Offshore Rig operations in collaboration with Sedco Forex
Al Ain Palace Hotel A 4-star hotel in Abu Dhabi
Dhabi Enterprises Leasing Leasing a number of groups and real estate properties across Abu Dhabi
SOCIAL & DEMOGRAPHIC TRENDS:
While looking at social needs of a family and having an eye on economy (as two to three and plus members of a family are using Hand-held phone) Warid has launched a family package named “ FRIENDS AND FAMILY”
FRIENDS AND FAMILY:
Friends and Family are On-net minutes only.
No upfront line rent will be deducted on any post paid customer.
Post-Paid connection costs will be Rs. 300.
All free Airtime/ Value in post paid is one-time.
Demographically Warid has launched prepaid connections according to the income level market. Warid’s post-paid connections are meant for low-income level, young stars and young executives like its SILVE & GOLD packages.
POST-PAID PACKAGES FOR LOW-INCOME LEVEL
Package: Silver, Gold,
Connection, Postpaid, Postpaid,
Activation Tax, 150, 150,
Monthly Line Rent, 0, 150,
No. of Friends &
Family members, 5, 10,
Monthly VAS
Subscription, 50, 0,
Free of Charge,
Free outgoing
Minutes (Monthly) 0, 60,
Free SMS
(Monthly Units) 0, 15,
Free MMS
(Monthly Units), 0, 3,
Free Internet
(Monthly Units), 0, 3,
POST-PAID PACKAGES FOR MIDDLE & HIGH INCOME-LEVEL
Package: Platinum, Diamond,
Connection, Postpaid, Postpaid,
Activation Tax, 150, 0,
Monthly Line Rent, 500, 2,500,
No. of Friends &
Family members, 20, Unlimited,
Monthly VAS
Subscription, 0, 0,
Free of Charge,
Free outgoing
Minutes (Monthly) 240, 1,000,
Free SMS
(Monthly Units) 50, 100,
Free MMS
(Monthly Units), 5, 10,
Free Internet
(Monthly Units), 5, 10,
FOR LOW-LOWER INCOME-LEVEL
For lower-lower income level Warid has launched its pre-paid connection i.e. ZEM.
Package Silver
Connection Prepaid
Activation Tax 300
Free Airtime Rs. (On Activation) 150
No. of Friends and Family Members 5
Monthly VAS Subscription (Optional) 50
In Sindh Rs. 50 is levied as stamp duty on new connection sales
LEGAL:
According to Warid legally environment is fully protected
TARGET MARKET:
According to one of the representatives of Warid that Warid has divided its target market in to categories of A+, A-, B+, B-, C, D, E and F
CATEGORIES: CHARACTERISTICS:
A+ & A- Age group of 28 to 32, 40+ and of upper-income level (Urban)
B+ & B- Age group of 22 to 27 and of lower-upper-income level (Urban)
C Age group of 18 to 21 young stars (CORE TARGET) (Urban)
D Age group of 13 to 17 and low lower income level all Ages(Urban)
E & Users of Semi-urban areas (Has planned to launch)
F Users of Rural Areas (Has planned to launch)
Consumer or Industrial
Warid is providing their packages at both levels. Consumer level is provided in this report, while, industrial level has variable domain, settled according to no. of connections and on the nature of packages according to line rents e.t.c.
Buying Characteristics
Warid is very much selective and stresses on value added purchases
Market Potential
Currently market is on SATURATION POINT as for Urban areas concern and as for as Rural Areas concern there is great POTENTIAL. Warid is going to launch its products in Semi-Urbanand Rural Areas
Product Positioning
As Warid is new in the market of Pakistan and is still trying to make its position in the mind of customer better than existing big giant Mobilink.
Although Warid is new in market but it has acquired a good position as for as Zero line rent post-paid connections and low rate pre-paid connections.
In my point of view, as Warid launched its products in Pakistan with a MARKET PUSHER STRATEGY, while providing low rates, not only it has made its position better but also made other networks to reduce their prices.
According to BCG matrix Warid falls under STARS, which shows its low market share and high growth rate. BCG model is given below,
Product
In market there are two basic categories of its product brands, which are ZAHI and ZEM.
Zahi is meant for Post-Paid and Zem for Pre-Paid, their features and tariffs are given below.
ZAHI
Zahi is a Post-Paid brand with different packages, which are;
· Diamond
· Platinum
· Gold
· Silver
ZAHI TARIFF:
With Warid's unique billing system, one only get billed for a call on a 30 second basis when calling from Warid to Warid, Warid to PTCL landline and on all International Calls, rather than the existing per minute charges. This is not applicable on Off-net (other mobile operators) numbers in Pakistan.
Package: Silver, Gold, Platinum, Diamond,
Connection, Postpaid, Postpaid, Postpaid, Postpaid,
Activation Tax, 150, 150, 150, 0,
Monthly Line Rent, 0, ` 150, 500, 2,500,
No. of Friends &
Family members, 5, 10, 20, Unlimited,
Monthly VAS
Subscription, 50, 0, 0, 0,
Free of Charge,
Free outgoing
Minutes (Monthly) 0, 60, 240, 1,000,
Free SMS
(Monthly Units) 0, 15, 50, 100,
Free MMS
(Monthly Units), 0, 3, 5, 10,
Free Internet
(Monthly Units), 0, 3, 5, 10,
| Voice (Peak Hours) Rs. per minute |
| |||||
| Friends and Family | 1.50 | 1.25 | 1.00 | 0.50 |
| |
| On-net (Warid to Warid) | 2.00 | 1.75 | 1.50 | 0.50 |
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| Off-net (National) | 3.00 | 2.75 | 2.50 | 2.00 |
| |
| International (Zone 1) | 9.00 | 8.00 | 7.00 | 6.00 |
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| International (Zone 2) | 18.00 | 17.00 | 16.00 | 15.00 |
| |
| Voice (Off Peak Hours) Rs. per minute |
| |||||
| Friends and Family | 1.00 | 1.00 | 0.75 | 0.50 |
| |
| On-net (Warid to Warid) | 1.50 | 1.50 | 1.25 | 0.50 |
| |
| Off-net (National) | 2.75 | 2.50 | 2.25 | 2.00 |
| |
| International (Zone 1) | 8.00 | 7.00 | 6.00 | 6.00 |
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| International (Zone 2) | 17.00 | 16.00 | 15.00 | 15.00 |
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Peak Hours are 7am to 10pm, Off Peak Hours are 10pm to 7am | |||||||
| Short Messaging Service (SMS) |
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| On-net (Warid to Warid) | Rs. 0.50 |
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| Off-net (National) | Rs. 1.00 |
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| International SMS | Rs. 5.00 |
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| VAS (Rs. 3.0 per transaction) |
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| Surf Now (Mobile Internet) download | per 200 Kb |
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| Picture Messaging | per 100 Kb |
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| Warid Zone Content Download | per 100 Kb |
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Download SMS based content for Re. 1.00 per transaction Download MMS based content for Rs. 4.00 per transaction MMS unit is a message of size 100KB maximum Internet unit is an upload or download of 200KB MMS is charged both for receiving and sending | |||||||
Notes All calls will be billed on a 30 second basis, except Off-net calls on other cellular operators, which will be billed on a per minute basis. Security Deposits will be as follows: | |||||||
| Security Deposits |
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| National | Rs. 1,000 |
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| International | Rs. 5,000 |
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| International Roaming | Rs. 20,000 |
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The National security deposit will not apply to Diamond package, i.e. minimum security deposit will be Rs. 5,000. All free minutes and SMS are subject to taxes, however, no tax is leviable if they are marketed as bundled with line rent. Friends and Family are On-net minutes only. No upfront line rent will be deducted on any post paid customer. Post Paid connection costs will be Rs. 300. All free Airtime/ Value in post paid is one-time. | |||||||
ZAHI FEATURES:
Basic Services:
Caller Line Identification (CLI):
This service enables you to identify callers at your discretion
Conference Call:
With Conference Call, you can teleconference with 6 people simultaneously. You can create conference calls with on-net (Warid to Warid) and off-net (national) numbers
Call Waiting & Call Hold:
Handle two calls at a time with your Warid phone. You can be on one call while the network will alert you about another incoming call. You can put the first call on hold while you answer the second call
Call Divert:
Whether you're unable to take a call, driving outside the national coverage area, traveling abroad or are busy, you can divert your calls to any other Warid number.
Short Messaging Service (SMS):
With SMS you can be as discreet or as creative as you like. Either way, sending a message is quick, reliable, confidential and if you want it to be...great fun!
Value Added Services:
Voice Mail:
Voice Mail allows you to receive your voice messages even when your mobile is switched off, you are outside the coverage are or are busy. You can retrieve these messages for free from your Warid phone at your own convenience.
Picture Messaging & Multi-media Messaging Service (MMS):
With MMS messaging is fun, colorful and musical. Add pictures, animations, polyphonic & MIDI sounds, even video clips to messages and show the world how amazing communications can be.
Surf Now (Mobile Internet):
Surf Now gives you the flexibility to browse the internet on your mobile phone or laptop anywhere you are. So, whenever you are on the internet, simply setup the internet connection from your GPRS/WAP enabled handset.
Please note that both your handset and website need to be WAP enabled for this service to work. If you are using your laptop or if your phone supports windows internet browser such as Nokia 9500, i-Mate etc., you can log on to the normal www sites.
64K SIM:
Warid presents the most powerful 64K SIM. Apart from the special WARID menu, the 64K SIM gives its users added flexibility to store up to 500 numbers and 50 text messages. No other SIM in the market offers this amount of storage space. Prepaid customers can replace their standard 32K SIM with the 64K SIM by paying a replacement fee.
Warid Zone:
The to the state-of-the-art SIM technology, one’s Warid SIM comes with a special WARID menu. This menu offers a bundle of services. Now you don't need to remember key words or short codes to access information any more. Key words have already been pre-coded in your SIM card, allowing you to get information...easily and swiftly.
ZEM
Zem is Pre-Paid brand for low-lower class
Zem Tariff
Want a worthwhile Prepaid Package?
With Warid's unique billing system, you only get billed for a call on a 30 second basis when calling from Warid to Warid, Warid to PTCL landline and on all International Calls, rather than the existing per minute charges. This is not applicable on Off-net (other mobile operators) numbers in Pakistan.
Click here to compare our pre-paid tariffs with other cellular operators.
Package Silver
Connection Prepaid
Activation Tax 300
Free Airtime Rs. (On Activation) 150
No. of Friends and Family Members 5
Monthly VAS Subscription (Optional) 50
In Sindh Rs. 50 is levied as stamp duty on new connection sales
Voice (Peak Hours) Rs. per minute
Friends & Family 1.50
On-net (Warid to Warid) 2.00
Off-net (National) 3.00
International (Zone 1) 9.00
International (Zone 2) 18.00
Voice (Off Peak Hours) Rs. per minute
Friends & Family 1.00
On-net (Warid to Warid) 1.50
Off-net (National) 2.75
International (Zone 1) 8.00
International (Zone 2) 17.00
Scratch Cards are available in the following denominations: Rs. 100, Rs. 250, Rs. 500, Rs. 1000
All scratch cards valid till 12 months
Peak Hours are 7am to 10pm, Off Peak Hours are 10pm to 7am
Note: All charges are exclusive of Government taxes and levies such as sales tax at 15% and advance withholding tax at 10%.
Short Messaging Service (SMS) | |||
On-net (Warid to Warid) | Rs. 0.50 | ||
Off-net (National) | Rs. 1.00 | ||
International SMS | Rs. 5.00 | ||
VAS (Rs. 3.00 per transaction) | |||
Surf Now (Mobile Internet) download | per 200 Kb | ||
Picture Messaging & MMS | per 100 Kb | ||
Download SMS based content for Re. 1.00 per transaction Download MMS based content for Rs. 4.00 per transaction MMS unit is a message of size 100KB maximum Internet unit is an upload or download of 200KB MMS is charged both for receiving and sending |
Zem features:
Basic Services
Caller Line Identification (CLI)
This service enables you to identify callers at your discretion
Conference Call
With Conference Call, one can teleconference with 6 people simultaneously. You can create conference calls with on-net (Warid to Warid) and off-net (national) numbers
Call Waiting & Call Hold
Handle two calls at a time with your Warid phone. You can be on one call while the network will alert you about another incoming call. You can put the first call on hold while you answer the second call
Call Divert
Whether you're unable to take a call, driving outside the national coverage area, traveling abroad or are busy, you can divert your calls to any other Warid number.
Short Messaging Service (SMS)
With SMS you can be as discreet or as creative as you like. Either way, sending a message is quick, reliable, confidential and if you want it to be...great fun!
Value Added Services
Voice Mail
Voice Mail allows you to receive your voice messages even when your mobile is switched off, you are outside the coverage are or are busy. You can retrieve these messages for free from your Warid phone at your own convenience.
Picture Messaging & Multi-media Messaging Service (MMS)
With MMS messaging is fun, colorful and musical. Add pictures, animations, polyphonic & MIDI sounds, even video clips to messages and show the world how amazing communications can be.
Surf Now (Mobile Internet)
Surf Now gives you the flexibility to browse the internet on your mobile phone or laptop anywhere you are. So, whenever you are on the internet, simply setup the internet connection from your GPRS/WAP enabled handset.
Please note that both your handset and website need to be WAP enabled for this service to work. If you are using your laptop or if your phone supports windows internet browser such as Nokia 9500, i-Mate etc., you can log on to the normal www sites.
64K SIM
Warid presents the most powerful 64K SIM. Apart from the special WARID menu, the 64K SIM gives its users added flexibility to store up to 500 numbers and 50 text messages. No other SIM in the market offers this amount of storage space. Prepaid customers can replace their standard 32K SIM with the 64K SIM by paying a replacement fee.
Warid Zone
The to the state-of-the-art SIM technology, your Warid SIM comes with a special WARID menu. This menu offers a bundle of services. Now you don't need to remember key words or short codes to access information any more. Key words have already been pre-coded in your SIM card, allowing you to get information...easily and swiftly.
Zem Scratch Cards:
What is a scratch card?
As the name suggests it, a scratch card is a medium of recharging your account by acquiring a 16-digit code and inputing in your mobile phone for activation of that code. Our scratch card is a recharge coupon which has a holographic scratch field. This silver panel needs to be scratched off before any usage.
Denominations
The scratch cards are available in the following denominations: Rs. 100, 250, 500, 1000
Stage of PLC
In the product life cycle stage Warid is new entry in market; after launching its products in Pakistan on 23rd may 2005 it is in introductory stage that can be best understood through graph,
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Classification
Basic classification is done on the basis of Post-Paid & Pre-Paid as per market and other Services/Features are provided in them.
Core/Augmented product
Customers are the most important element in any organization. Warid distinguishes them as our biggest assets, and we strive for excellence by listening to their needs. We work with our customers to gain an understanding of their business, their goals and their objectives, to ensure that they receive the best possible service and the right solutions to meet their demands.
We seek to be trendsetters in customer service, with our 'one stop' concept for all your telecom requirements. This will be achieved with the provision of a one window operation for on-the-spot issue resolution and one stop service. We have the maximum number of Sales and Customer Service Centers countrywide, with two state-of-the-art Contact Centers of international standards, equipped with cutting edge technologies to ensure real-time online services. Our highly trained and well-groomed team of Customer Service Executives are on hand 24 hours to provide support. We have established Corporate Lounges, with a customer-friendly environment to provide personalized care to our esteemed corporate clients. Furthermore, an extensive network of franchises, kiosks and mobile units ensure easy and convenient accessibility. Core/Augmented product of Warid is VALUE ADDED SERVICES as discussed above.
Warranties and Services
No sort of warranty is provided by Warid after sale but it does provide services to all the customers with it’s franchises and customer services. Warid has its network through out the cities in which it provides its services. Its network of franchises and customer service centers is discussed in next topic.
Distribution
Warid has PERSONAL BASE CENTERS. The description of personal base centers is given below,
Franchises Warid Telecom is constantly establishing dedicated company owned sales and service centers in all the major cities and towns of Pakistan. Following is a list of the cities and the addresses of all our established franchises with our presence.
CityAddress Lahore8 Ground Floor, Eden Centre, 43/A Jail Road, Lahore 10-A and 10 B UGF Century Towers, Lahore 25-Hunza Block Allama Iqbal Town, Lahore 7 Ground Floor Center Point main Boulevard, Gulberg Lahore 153 GT Road, Near Land Mark School, Lahore 42 Commercial Building, Jeweller Market Old Anarkali, Shahrah-e-Quaid Azam Lahore Digi Mart Sharif Chamber Ground Floor 68 Mazang Road Lhr. Opp. Micro Factory, Near PSO Petrol Pump, Main Peco Road, Lahore 39- Wahdat Road Office No. 103/10 Allama Iqbal Road, Gari Shau 34-G.T Road Shahdra 25-Empress Road, Lahore Main Boulevard Gulshan Ravi Near Zakoota Plaza, Lahore 367-E, Opposite Royal Arcade, Chungi Amer Sadhu, Main Feroze Pur Road, Lahore. Shop no 24 bagh ali road , girja chowk Lahore 7-Data Darbar, Near Palace Hotel Shell Pump Chowk Tajpura, Shadbagh, Lahore 14-A, Asif Chamber, Davis Road. Lahore 38-H Commercial LCCHS, DHA, Lahore. Shop#3, Ground Floor, M bhatti Building # E84, Main Boulevard Defence Lahore 229 Ravi Road Lahore 10-B, Shalimar Link Road, Opp Total Petrol Pump 89-A Bilal Center, Temple Road, Lahore. 2 Mcleod Road 33 Ferozepur Road 1003-Tufail Road Sadar Saraiy Rattan chind Main Bansawala Bazar, Shahalam Chowk, Lahore 946/B, Faisal Town, Maulana Shaukat Road, Lahore 35/B, Model Town Link Road E-22/29 Shaheen colony, Main walton Road 17-Commercial Area, Chouburji Chowk, Lahore. Shop No 1& 2, Raiwind Road, Near Hyundai Motors, Thokar Niaz Baig, Lahore 17 Ghazali Road, 2nd round about. Samanabad. Lahore 17-18 Agro Squre Main Shadman Market, Shadman Lahore Civic Center Garden Town Lahore 3/NIL/B-2, College Road, Town Ship, Lahore Opp. Bagh Rahmat Trust, New Airport Road. Bhatta Chowk, Lahore 1- B, Model Town, Lahore H # 4, Jail Road, Gulberg 5 SheikhupuraBank Alfalah Lahore Sargodha Road Sheikhupura KasurChowk Masjid Noor, Kasur IslamabadShop # 5, Block 12-C, Jinnah Super, Islamabad Shop # 6, Al Malik Center, Jinnah Ave, Blue Area, Islamabad Shop # 1, Shalimar Plaza, F-10 Murkaz, Islamabad Shop # 78, Executive Centre, I-8 Murkaz, Islamabad Shop # 2, Ground Floor, Shahbaz Plaza, G-6/1, Abpara, Islamabad Shop # 1, Ground Floor, Hassan Arcade, F-11 Markaz, Islamabad Shop # 7, Al-Baber Center, Markaz F-8, Islamabad Shop No 4 Nauman Plaza I-10 Markaz Isb Office # 8, Londen shoppingcentre, G-9 murkaz TaxilaShop#1 ,haider plaza faisal shaheed road taxila RawalpindiD- 109, Main 6th Road, Sattelite Town, Rawalpindi Next to Al-Bilal Plaza, Chandini Chowk, Murree Road, Rawalpindi Niazi Plaza Opposite Unique Bakers, Bank Road, Sadar, Rawalpindi Shop No-247-A (5 & 6) Dhamyal Road, Kalama Chowk, Kamalabad, Rawalpindi Property # 100, Near Shell Petrol Pump, Adayala Road, Rawalpindi Commercial Market Road, Opposite Bank Of Punjab. Choor Chook Main Peshawar Road, Rawalpindi Shop No. 211,212,213, Jamia Mujid Road Bunni. Office # 131,132,Ground Floor, Liaqat Road, Rawalpindi. Wah CanttB-1 Basti La La Rukh Wah Cantt AttockShop 16 Block B Civil Bazar Attock Ground Floor Main Double Road Attock AbbotabadGround Floor Gohar Arcade Supply Mnashera Road. Abbotabad Opp. Burnal College Ali Plaza Jandian Road Abbotabad PeshawarBurjaman Center Near KFC University Road Peshawar Shop 4,5,6 Aukaf Plaza YakaToot Road Peshawar Haleem Tower Main GT Road Peshawar 24 The Mall Peshawar Cantt Ground Floor Mian Duble Road Hayataba Chowk Peshawar Tariq Sultan & co,Warid Franchise,Opp. LR Hospital, Kabli Road, Peshawer NowsheraShop 6 Army Welfare Shops Nowshera Cantt PubbiGround Floor Main Double Road Pubbi D. I. KhanMian Circular Road Near State Life Building D.I.Khan Shop 17 & 18 Aman Ullah Shopping center Double Road D.I. Khan FaisalabadAdjacent to Rayz hotel,Kotwali road, . Faisalabad Opp. To National Bank, Main SamonabadRoad, Faisalabad Old service shop, adjecent tochief boot house, katchery bazar, Faisalabad P-19/C, Main Susan Rd 213, Adjacent to Global Medical Center, Madina Town. Faisalabad Ajmal Arcade, 1st Floor, Main Rd, Betala Colony. Faisalabad Awan Plaza, Bole Di Jughi, Sargodha Rd. Faisalabad Raffaqat Plaza, Peoples Colony#1, Tanki Rd. Faisalabad Adjacent to Shaukat Khanum Lab, Main Gulberg Rd. Faisalabad Near Bata Shop, Millat Rd, Gulistan Colony#1. Faisalabad Main sadar bazar, near Aminia beakers, Gulam Muhammad Abad, Faisalabad. 9- Iqbal Stadium Faisalabad Sahiwal275 B-1, High Street Sahiwal OkaraAhmed Telecom, Church Road, Okara SargodhaOpp. Sadique Hospital, Main Bazar Sattelite Town, Sargodha 331-C, Civil Lines, University Rd, Opp DIG House. Sargodha 1 Joiya Market, Block 8, City Rd. Sargodha GujranwalaRahwali Chowk near sugar mill,G.T.Road Rahwali Granton hotel,G.T Road, Gujranwala Ali market,bairoon khiali darwaza,hafizabad rd,Gujranwala 64-D Jinnah Statdium,Gujranwala. Model Town Market, near Yummy 36,Gujranwala Old City centre G.T Road Near Pakistan Electronics,Gujranwala PO Jalil town,Qilla Chan G.T.Road,Gujranwala Satellite Town market.beside Rex dry cleaners,Gujranwala SialkotOpp. Liberty Market, Aziz Shaheed Road,Cantt Sialkot Paris rd. near Telephone Exchange,Sialkot Abbot Road,Near KASB Bank, Sialkot Lahore Marketing,Near Sony Square, Sony Building, Alam Chowk, Sialkot. Old National Bank building , opposite Gulistan Cinema, Kashmir Road , Sialkot GujratShop #1,2 & 8. Block ''C'' Naseem Plaza Budkey wala Chowk Rehman Shaheed Road Gujrat opp P.S.O Petrol Pump Bus Stand ram Talai Road Mashallah Plaza,Fawara chowk, Gujrat Ajmal Traders, B 1/169, Opposite Mirza Akram Hospital, Court Road Gujrat JhelumAkram Shaheed Park, Shandar Chowk, Jhelum GTS Chowk Near DHL Office, Jehlum Sara-i-AlamgirG. T Road Sarai Alamgir HafizabadGujranwala Road Hafizabad Mandi BahauddinJalal sevices punjab online Rafique Chowk Mandi Bahauddin Ammar Telecom, Opp. NBD Bank Kechehry Road Mandi Bahudin KarachiKhayaban-e-Ittehad, Defence Shop # 7, Rex Centre, Zaib-un-Nisa Street 69/1, 8th Commercial Street, Ph. IV, DHA Firdous Market, Firdous Colony, Rizvia Chowrangi Shop # 1,Minhas Electronics, I.I. Chundrigar Road Sober Center, Adamjee Nagar, Block B, Ghazi Salahuddin Road, Main Dhoerajee, CP Barrar Society Imperial Court, Dr. Ziauddin Ahmed Road Main Rashid Minhas Road Shop # 1, Building 8-D, Stadium Commercial Lane # 3, Phase 5, DHA Shop # FL-10/3, Block 5, Gulshan-e-Iqbal, Main Rashid Minhas Road Shop # 38/39, GF, Hashoo Terrace, Fl # 7 , Block 5, Clifton B 25, SMCHS, Shahra-e-Faisal Shop # 12, UBL Building, Gurumandir B 253, Block L, N. Nazimabad Shop # 1&2, Shah Faisal plaza North nazimabad Block B SC14/1, Sector 11/H, North 11th Commercial Street, Khayaban-e-Ittehad, Defence Shop # 1-2, Plot # 5E, 8th Zam Zama Commercial Lane, Phase V, DHA Shop # 4-5, Falak Naz Arcade, Shahr-e-Faisal Shop # 29, Hassan ali centre, M.A jinnah road Karimabad, near Mina Bazar, Federal B Area Opp. English biscuits Factory, KIA Plot # 185, Sector 11-L, Main ZMC Road, Orangi Town Abul Hasan Isphahani Road, near IBA Gate University of Karachi, Gulshan-e-Iqbal Plot # H 6/1 Showroom # 1, Main National Highway, Quidabad Lahandi Shop # 3-19, DMCHS, near Gahni Sons, Tariq Road 1-D, Main Sunset Boulevard, Phase 2, Defence Shop #23, RusiLake Drive,Block 18, Gulistan Johar Shop # C-2/3, Al Hassan Plaza, Block # 13-A. Gulistan Iqbal QuettaMetha Mehal Street Shop # 11, Gulistan Road, Opp. IG Office Main Jinnah Road, Idara-e-Saqafat Satellite Town, near Jillani Hospital HyderabadShop # 1, Safia High School, Saddar Cantt, Opp. Faran Hotel Shop # 14-25, Ward of Gul Center, Thandi Sadak Shop # 14, American Centre Tilak, Chari Road SukkerApwa Shopping Centre, near Dolphin Bakers, Main Queens Road Shop # 4-5, Sidra Terrace, Minara Road MultanShop # 13-14-15, Areej Commercial Centre, Old Ttehsil Chowk, Gulgasht Colony Bosan Road Shop # 1, Makkah Arcade, Near PTCL Exchange, LMQ Road, Dera Adda House # 1879-F/1, Khanewal Road Shop # 2-3-91, United Square, Nusrat Road, SP Chowk. Multan Cantt Shop # 36, Rahma Commercial Centre, Kutcheri Road BahawalpurCircular Road Near Fawara Chowk MuzzafargarhOpp. Fiaz Park, near National Bank Rahim Yar Khan28 model town, Adjacent Daewoo Booking Office
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Market Coverage
Warid has covered 9.782 % of total market share
Warid’ s connections 1,800,000
Total Mobile users 18,400,233
Warid’s share 9.782485 %
(According to graph of Pakistan Telecommunication Authority given on pg. no.07)
Channel Structure
Warid is having its Main/Head office in EFU House Building Lahore, with its Business Centre in Lahore Center Plaza on main boulevard Lahore.
Warid has its basic distribution centers in all 28 cities of Pakistan as discussed above.
Logistics/Physical Distribution
Warid is manufacturing its products i.e. SIM outside the country with its central warehouse in Lahore and 03 regional warehouses in Lahore, Karachi and Islamabad.
Pricing
Pricing is simple and is provided above with tariff of Zahi and Zem. Additionally, Warid comprises no hidden charges.
Mark-ups
Mark-up is kept confidential and no information provided by them.
Discount/Allowance
Discount and allowances are provided only on corporate level.
Pricing Strategies
Pricing strategies is kept confidential and no information provided by them.
Promotion
Warid is promoting its trough all the means available.
Advertisement
Warid is using both, ATL (Above The Line) and BTL (Below The Line) advertisement for its products.
Role of Personal Selling
Role of personal selling is used by Warid through
· Interaction
· Events
· Shopping Centers Activities
Publicity and Public Relations
Warid is keeping public relationing and publicity in mind and doing great work on it, it has helped by 120 Million Rs. Relief fund in earth quick disaster.
Sales/Trade Promotion
Warid is doing Sales/Trade Promotions but kept confidential.
Ethical issues associated with this product
Warid is care full about ethical issues associated with its products but does not open them as per strict confidentially concern.
International marketing activities/opportunities
Warid is on availing international market and opportunities and hence it is launching its services in
· Bangladesh
· Afghanistan
· Sri Lanka
BIBLIOGRAPHY
(1): (Source: Pakistan Telecommunication Authority à www.pta.gov.pk )
(2): (Source: Calls to Service Centers of respective networks
Warid: 111-111-321
U-fone: 111-333-100
Mobilink: 111-300-500
Telenor: 111-345-100
Paktel: 111-222-111
Instaphone: 111-500-500)
(3): www.quickmba.com
(4): www.waridtel.cpm.pk
