All glory and honor is for Allah, the Supreme Being who bestowed profound perseverance and ability on us to accomplish this work.

We express our profound and cordial gratitude to offer thanks to our learned, kind and experienced teacher, Mr. Ahmad Qamar for his valuable guidance, constructive comments and continuous encouragement through out the research.

Grateful acknowledgement is due to Mr. Naveed Saeed GM Sales & Marketing & Miss Rubab of Warid Telecom for allowing us to carry out our research for the completion of this project.

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 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.

Competition is there, mainly 06 companies are providing there cellular services in Pakistan (close competitors to one and other)

Following Table shows the Subscription Rate, which, help us to measure the clientele of these companies and their success with the pace of time

(1)

Warid is using “Ericsson” technology to provide telecom services in Pakistan. The basic features of its technology are:

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 is currently providing SIM of 64K (64 kilo byte)

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

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:

Fully licensed commercial bank in Pakistan with over 70 branches in all the major financial centers of the country

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

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

A joint Venture with Bin Jaber Group Ltd. and Thales International Middle East Holding S.A.L.

Management joint venture

Manufacturer of edible oils

Representation of leading companies in the UAE in the field of oil and gas, engineering, equipment suppliers, consultants, etc

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

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”

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.

Connection, Postpaid, Postpaid,

Activation Tax, 150, 150,

Monthly Line Rent, 0, 150,

Family members, 5, 10,

Subscription, 50, 0,

Free of Charge,

Minutes (Monthly) 0, 60,

(Monthly Units) 0, 15,

 Free MMS

(Monthly Units), 0, 3,

 Free Internet

(Monthly Units), 0, 3,

Package: Platinum, Diamond,  

Connection, Postpaid, Postpaid,  

Activation Tax, 150, 0,  

Monthly Line Rent, 500, 2,500,  

Family members, 20, Unlimited, 

Subscription, 0, 0,

Free of Charge,

Minutes (Monthly) 240, 1,000,

(Monthly Units) 50, 100,  

Free MMS

(Monthly Units), 5, 10,

 Free Internet

(Monthly Units), 5, 10,

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

According to Warid legally environment is fully protected

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)

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.

Warid is very much selective and stresses on value added purchases

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-Urban and Rural Areas

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,

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 is a Post-Paid brand with different packages, which are;

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,  

Family members, 5, 10, 20, Unlimited, 

Subscription, 50, 0, 0, 0,

Free of Charge,

Minutes (Monthly) 0, 60, 240, 1,000,

(Monthly Units) 0, 15, 50, 100,  

 Free MMS

(Monthly Units), 0, 3, 5, 10,

 Free Internet

(Monthly Units), 0, 3, 5, 10,

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 is Pre-Paid brand for low-lower class

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

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

In the product life cycle stage Warid is new entry in market; after launching its products in Pakistan on 23^{rd may 2005 it is in introductory stage that can be best understood through graph,}