What comes to your mind when you first hear ‘UFONE’? For us, here at PK-TELECOM it definitely has a lot to do with comedy and smiles! The effort put in their aggressive marketing through TV and print advertisement must be lauded because when it comes to television and newspapers Ufone definitely takes it away. One is left wondering who exactly is heading this creative marketing team who have been continuously coming up with great idea that they have employed in their ads.
So who are they really targeting? If you go around asking people in Pakistan (try that in LSE!) you will find that most of the customers of Ufone belong to the youth segment. Their great call rates, late night lower call rate offers, frequent on+off-net free minutes on recharging as well as cheapest SMS bundle packages have turned Ufone from nothing to the next big thing! Only a few years ago Ufone (whose parent company is PTCL, for those who didn’t know) started out and wasn’t doing an impressive job. The great turn has been witnessed only recently perhaps three years back when telecom competition rose and every company desperately worked to snatch away the largest chunk of the market. We have seen how Ufone has been quite successful in doing so, thanks to its aggressive branding techniques.
The following is one of the latest ads by Ufone that have recently been played on TV:
Almost every two to three weeks we see a new ad playing on TV. The ads that get repeated dozens of time in every one hour program only bears witness to the fact that the marketing team of Ufone is bent upon staying in the minds of their customers- as they say “Out of sight is out of mind!” Ufone never lets such a time come!
So what do we gather from this ad? Ufone provides information whie keeping its ads humorous and light and employs such technology(animation/simulation, in this case) in their advertisements yet unused by other companies such as Mobilink, Warid, Zong or any other.
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8 comments:
well u-fone is spending huge amounts of its budgets in advertisements specially in TV commercials. in my opinion it has to spend huge budgets in improving its services
one thing more if ufone wants to grab market share from warid (taking into account the lahore) either constant bombardments of advertisements it should use some other strategies like special offers for students or should capture the share by making personal visits to diff universities...
As Mobilink has targetted the executive class and Warid Glow mostly appears to residents of the urban areas, similary Ufone have tried to capture the average market by coming up with vibrant and funny ads. I absolutely think this is the right approach, as Ufone themselves have seen a rise in market share.
I think what Ufone is doing is a really good idea, by campaigning so vigorously. Let's hope the money doesn't disappear too quickly though. They might end up at where they started. But they have a good strategy (:
1.Good coverage over 6000 locations.
2.Better voice quality.
3.Less network congestion.
4.Affordable packages for a common man.
5.Wonderful Advertisement.
thanks for the comments.
i pretty much agree with your list of UFONE essentials, although i personally am not a ufone user. but that has more to do with personal preferences than anything else.
joun, u are right abt the fact that ufone is only mainly using television as its main weapon but i also believe that it is a good way of mass marketing. i think ufone's services are aready pretty much youth-oriented and this certain market segment is covered to quite a satisfactory extent by ufone.
Ufone is providing quality services across Pakistan. They currently lowered their calling rates which is the cheapest prepaid rates available in the market.
branding is very important for a company. ufone has used its element of branding very tactfully! good info!
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