Warid
...3rd in the world ranking growth wise. The total number of mobile service providers in Pakistan number 6, but despite huge population, they face cut-throat competition. The situation is such that the companies have to literally fight for every paisa of services they provide.
Warid Telecom is amongst one of the Telecom giants. Its owned by a UAE based "Abu Dhabi Group" with a capital expenditure exceeding $500 Million. Warid Telecom was the last to introduce but its effective launching helped it surpass its rivals at a striking rate. As the market grew and competition in terms of services and resources grew, the competition became fiercely competitive.
The issue at hand at Warid telecom is simple. It already has the largest post-paid base in Pakistan. However, compared to this its pre-paid customer base is very low. Warid wants us to find out what factors should it be focusing on to increase its prepaid customer base. To do this it wants us to find out customers' preferences regarding different Key Performance Indicators. The objectives of its research are simple. It wishes to find out what balance should be kept in selecting Above the Line and Below the Line techniques of promotions.
The Company: Warid is owned by the private Abu Dhabi Group, which is one of the largest foreign investor groups in Pakistan arid also owns Bank AI-Falah Ltd and Wateen Telecom. It also owns a stake in United Bank Ltd.
Launching: Warid Telecom was launched in May 2005 and has around 9.7 million customers. Within two years of operations, the company has generated the largest postpaid family in Pakistan and coverage in more than 150 cities
Mission Statement:
"To be the leading national communication provider with a strong international presence.”
Products: Zahi Post-Paid & Zem Pre-Paid
Recent Activities
• Urdu SIM
• Zem Nites
• Ramzan Services
• Recent...
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