2. NOKIA 2690
New Nokia 2690 with extreme features and low price
had been launched all over Pakistan.
Accordingly the advertisements were produced to focus
on the target markets and put to the suitability on
audience. In the current advertisement of New Nokia
2690, a difference in Marketing Strategy of Nokia-once
the Market Leader of Cell phones in Pakistan has been
observed.
Structural Analysis of Cell phone market in Pakistan & Nokia 2690 marketers’ implications in
its light are broken down for easy understanding.
Demographics
Pakistan's estimated population in 2010 is over 170,022,000 making it the world's sixth most-
populous country, behind Brazil and ahead of Russia. During 1950-2008, Pakistan's urban
population expanded over sevenfold, while the total population increased by over fourfold. In the
past, the country's population had a relatively high growth rate that has, however, been
moderated by declining fertility and birth rates. The population growth rate now stands at 1.6%.
Dramatic social changes have led to rapid urbanization and the emergence of megacities.
During 1990-2003, Pakistan sustained its historical lead as the most urbanized nation in South
Asia with city dwellers making up 36% of its population. Furthermore, 50% of Pakistanis now
reside in towns of 5,000 people or more.
Pakistan has a multicultural and multi-ethnic society and hosts one of the largest refugee
populations in the world as well as a young population which accounts for about 63 percent.
CellPhones Market in Pakistan
The number of mobile phone subscriptions in Pakistan is set to hit 100 million by August 2010,
even though the subscription growth is very slow due to a saturated market. Subscriptions had
reached 97.303 million till April 2010 through which Mobile phone density had reached 60%.
Out of a population of about 170 million, if we exclude about 35 million Pakistanis living below
the poverty line, who cannot afford to buy mobile phones and connections, we can say that a
maximum number of our population has obtained access to mobile phones subscriptions.
Nokia holds 50-55 per cent market share in Pakistan, while Sony Ericsson enjoys 14-15 per cent
followed by Samsung 12 per cent and Motorola six to seven percent. (Source: Internet Blog).
3. 67 % market in Pakistan is below $100, this segments wants communication in terms of voice,
above that looks for voice and messaging (SMS) due to literacy factor.
Five companies (Mobilink, Telenor, Ufone, Warid and China Mobile's Zong) are providing
cellular service in the country. Of these, Mobilink, Telenor and Ufone are the market leaders
with 31.762 million, 23.454 million and 18.937 million subscribers, respectively.
From 2000 to 2007, growth in mobile subscriptions ranged between 80 percent and 170
percent. The pace eased to about 40 percent in 2008 and is continuously declining since then.
Segmentation of Pakistan’s Cellphones Markets
Marketers can segment Pakistan’s cellular market in the way to target
Urban and Rural audience, business class, high income groups, average
income economic class
& low income economic
class.
Imran Khalid Mahmood
— Country General
Manager, Pakistan and
Afghanistan while being
interviewed by Blue Chip Magazine told, “The
future of Pakistan telecom looks very positive
for Nokia. We have some amazing products
lined up for the low income market and that is
where the growth will come from.”
Advertisement Analysis
According to the aforementioned statistics, the
marketing strategies followed in the New
Nokia 2690 advertise which is published in all
media sources (electronic, voice & print) the
following points can be drawn;
Nokia 2690 targets the market of low
income group, urban as well as rural
customers but emphasis is on rural customers.
The advertise carries emotional touch already embedded in the slogan of Nokia-
‘Connecting People’, same here for Pakistani Customers. Newly added soft and mind
4. soothing one-liner of ‘Hum Say Hai Qismat-Qismat Say Hum Nahin’, is developed to
enhance the association of Nokia with uncertain conditions prevailing in our Country
Nokia had always focused on the collective social pattern of life in Pakistan rather than
promoting individualism, it had shown ‘family’ as a basic unit in its ads, this also
contains the same in the form of ‘Ali ko har baat ki khabar pehlay say hoti hai’, go and
ask him if the result is going to be announced or rain had been forecasted etc.
This ad also considers the information sharing and peoples’ interest of being well
informed with right and on-time information. Specially in the current scenario of uneven
political and security, law & order conditions. People are
concerned about remaining constantly in contact with
their loved ones.
Living in the Information Technology Era, Nokia 2690
contains the feature of information sharing and e-mail
access by adding OVI Mail options as indicated in the
advertise, through which Picture, Songs Video Clips and other material of interests can
be shared and archived easily in Memory Card.
Some Observations
Some observations sought out of this new advertisement are stated hereunder;
Nokia faced a tough competition and also suffered losing market share, on features and
prices from other International Brands such as Samsung, Sony Ericsson, LG, Huawei,
China’s Branded & Unbranded Sets, which urged Nokia to
Modify or Shift its Marketing Strategy.
Nokia is about to target Rural Population and low
income groups, which would drive it towards Myopic
Conditions specially Population Myth.
Nokia doesn’t seem as aggressive in Branding and
following Market Driving Strategy as it should be in research & development when
comes to a technology product. It seems that Nokia is a mere follower of Apple Inc. or
Blackberry Phones in technology development & delivery.
[Writer was inspired by NOKIA 2690 advertise on FM Radio.]
5. LIPTON TEA ROAD SHOW
Unilever is organizing road shows for Lipton
Tea on many Spots in Karachi. Sales boys wear
Yellow Dresses with Red Boxers’ type Helmet
and offer prepared teabag made tea to
trespassers with greetings. A vehicle is
occupied and parked by the crew which targets
a visible and crowded area, especially markets
where plenty of people can observe the activity
and can receive the complimentary product.
The crew consists of 7-8 sales boys with all
portable equipment and vehicle along.
Lipton’s Yellow & Red Combination
Whether or not, it is a claim of international brand owners Unilever for Lipton to be the World’s
largest tea brand giving a global share of all tea-based beverages that's nearly three times
larger than its nearest rival. In total non-alcoholic beverages, Lipton is the global number two
brand in terms of volume consumed.
Lipton Yellow Label is painting the world Yellow with natural goodness & vitality and the red
represents the energy it gives.
Global Consumption Pattern
1649 cups of Lipton Tea are enjoyed every second
8245 cups of Lipton Tea are enjoyed every time you blink
1252 cups of Lipton Tea are drunk every time your heart beats
52 billion cups of Lipton Tea are drunk each year
45.75 billion Tea Bags are produced by Lipton Tea each year
Previous Promotion Campaigns in Karachi
Lipton had always been involved in attracting consumer attention towards itself by various
campaigns of advertisements and sponsorship programs. The key factors used for marketing in
past years are;
A ceremonial and family gathering consumption with a slogan ‘Chai Chahiye, Kaunsi
Janab, Lipton hi tou hai-Lajawab’ for a long time.
6. Lipton promotes casual and informal environment in its advertises, social gatherings,
picnics, extreme & pleasant weather conditions, hard working times and mental stress
times.
An advertising campaign on Mind blowing was devised and implemented in Pakistan.
The attributes of tea presented in the ad show lipton as an stimuli for freshness and
healthiness. A question on each clip or billboard was asked and was associated with
stress work conditions and Liton was projected as an istrument to refresh and regain
vitality. After being criticized on the matter of health relatedness, Lipton shortened its
campaign on such attributes.
Lipton contributes substantially in sponsoring public events like live concerts, sport
events, family exhibitions and mega galas. Lipton’s billboards and Sign boards are
regularly viewed on the way to your home or any where while passing by the roads of
Karachi.
Current Road Shows
The road shows being currently organized by Lipton can be concluded with the following
outcomes;
Lipton once again targeted the low & average income groups which are the major
consumers of Lipton’s competitor products just as Tapal, Mezban. Brooke Bond
Supreme, Tetley and other locally available branded & non-branded tea beverages.
The offer of complimentary SKU’s just as teabags, sounds a good choice for promotion
because of its low price availability i.e. affordability for targeted market, ease of process,
same taste attributes, portability and disposability. Timely we are importing the
disposable usage environment.
[Writer was inspired by Lipton’s Promotion ActivityRoad Show in Hussainabad Food Street.]
7. TELENOR‘KARO MUMKIN’
A campaign tagged ‘KARO-
MUMKIN’ had been launched by
Telenor Pakistan to get the ideas
of Pakistani People, where they
see Pakistan in the future. This
campaign is being projected as an
initiative to implement the ideas of Pakistani people about their dreams, vision, thoughts, hopes
and desires for their motherland. People are asked to share their ideas with Telenor and selected
best ideas will be presented on media forums where they can get due attention. Advertises for
this purpose were designed in a futuristic approach that you perceive the success you have
achieved right now, and start thinking that what you really had to do to achieve that extensive
goal.
About Telenor
Telenor Pakistan is a wholly-owned subsidiary of Telenor. On 14 April 2004, Telenor was
awarded a GSM licence to build and operate a mobile
network in Pakistan. On 15 March 2005, a full multimedia
platform for commercial mobile services was launched
under the name of Telenor Pakistan. As at 31 March 2010,
Telenor Pakistan had 23.3 million mobile subscriptions. As
at 31 March 2010 the mobile penetration and number of
inhabitants in Pakistan were 58% and 168 million,
respectively according to official estimates. Market Share
of Telenor currently can be estimated as 24%.
Previously Offered Packages
Telenor Pakistan have offered and marketed a wide array of private and corporate services,
prepaid and contract mobile telephony. Some examples of the services are:
Easypaisa, which provides innovative financial services on mobile phone
The Telenor Cricket Companion, a GPRS based application allowing consumer to get
updates and watch games directly on phone.
The TeleDoctor service answers medical questions from customers via SMS.
Food recipe services, Bollywood downloads, etc.
Apna PCO ("Our Public Call Office"), allowing people in rural areas to share a mobile
phone.
8. Karo Mumkin Campaign
Telenor Pakistan has launched the ‘Karo Mumkin’ campaign with the aim to position itself as a
leader in innovation, and provided the people of Pakistan with a platform for inspiration and
realization of possibilities. The campaign was designed to showcase the vision of Telenor
Pakistan which seeks to explore
new business opportunities in
telecommunications, financial
services and media. This launch
also marks Telenor 5th
anniversary in Pakistan.
The ‘Karo Mumkin’ campaign
invited people to realize
possibilities by coming forward and sharing ideas. Participants were registered on the ‘Karo
Mumkin’ web portal and responded to the question “Where do you see Pakistan in the future?”
An idea that best described the future Pakistan was to be selected by a national jury of
specialists as well as public voting and aired on the “Karo Mumkin” TV show.
To participate entrants were asked to visit the webportal www.telenor.com.pk/karomumkin or
send an SMS to 576 or call 0345-555 5540 before 31st March 2010.
Advertisements
Gists of Some advertisements based on the idea are;
Changing your own future through the power of your
vote
Education enhancement through a rule of providing 6
months free tuition to any illiterate rural vicinity
Provide an hour free health services with a team of
doctors in a lower economic class locality
Enhancement of Special People’s Professional Skills
9. Observations
By this promotion, Telenor focused on gaining emotional attention of Pakistani People
who really think about and keep their heartiest attachment in improving the situation in
Pakistan, wether it is economic, social, legal, political or individual.
Telenor targeted the youth market which accounts for 63% population of Pakistan
because Youth is the segment which seeks solutions to the nation’s problems & issues and
is enthusiastic enough to implement the right solution if directed and lead properly.
[Writer was inspired by Telenor’s ‘Karo Mumkin’ Promotional Hoarding on Habib Bank Roundabout.]
