Market Survey of Warid Telecom Launched in Pakistan

1. Contents

1        Introduction        3

2        Products / Core Services        3

2.1        Supplementary Services        4

2.1.1        Facilitating Supplementary Services        4

2.1.2        Information        4

2.1.3        Order Taking        5

2.1.4        Billing        5

2.1.5        Payments        5

2.1.6        Consultation        6

2.1.7        Hospitality        6

2.1.8        Safe Keeping        7

2.1.9        Exceptions        7

3        Positioning and Promotional Strategies Used by Warid Telecom        8

3.1        Positional Strategy        8

3.1.1        Positioning Map        8

3.1.2        Analysis        10

3.2        Promotional Strategies Used by Warid Telecom        10

3.2.1        Advertising        11

3.2.2        Analysis        11

3.3        Sample Advertisements        12

4        Service Distribution Network/Methods        13

4.1        Distributors’ Channels        13

4.1.1        Corporate Channel        13

4.1.2        Direct Channel        14

4.1.3        Franchise Selling        14

5        Pricing Strategies        14

5.1        Pricing Strategies by Warid        15

5.1.1        Cost Based Pricing        15

5.1.2        Competition Based Pricing        16

5.1.3        Value Based Pricing        17

6        Service Blueprint and Script        18

6.1        Front Stage Activities        19

6.2        Supporting Activities        19

6.3        Back Stage Activities        19

6.4        Service Script        20

6.5        Service Blue Print        20

7        Customer Satisfaction        22

7.1        Warid Towards Its Customers        22

7.2        Encountering Needs        22

7.3        Analysis and Surveys        23

8        Problems Faced By the Organization        23

8.1        Challenges for Warid        23

8.1.1        Diverse Customer Expectations        23

8.1.2        Negative Word Of Mouth        24

8.1.3        Reactive To Proactive        24

8.1.4        Hyper Competitive Environments        24

8.1.5        Outrage and Crisis        24

8.1.6        Survey Reports        24

9        Bibliography        25

1. Introduction

Cellular Mobile Telecommunication services first established themselves in Pakistan in 1990. Currently five operators provide cellular services in Pakistan and Warid is one of them and offers state-of-the-art telecommunication services at over 7,000 destinations in Pakistan. The project evolved as a result of a joint venture between two giants in telecom industry; Warid Telecom of Abu Dhabi Group and SingTel Group of Singapore. Abu Dhabi Group is one of the largest business groups in the Middle East. It has diversified business interests, offering strong financial resources and extensive management expertise that brings it commercial success. On the other hand, Singapore Telecommunications Limited, commonly abbreviated as Singtel, is a Singaporean telecommunications company, with a combined mobile subscriber base of 500 million customers from its own operations and regional associates in 25 countries thus making it one of the largest mobile network operators in Singapore and amongst top 30 in the world (SingTel, 2016).