MARKETING MANAGEMENT

TERM REPORT

SUBMITTED TO
MISS SHEHNAZ MEGHANI

SUBMITTED BY

ROZINA HUSSAINI
VIJAY KUMAR
IRFAN BHATTI
ALI KHAN
PRINCE RAJPUT
BABAR ANSARI
SHAIQ QURESHI
DATED 27 NOVEMBER 2010

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 Contents
Letter of acknowledgement ………………………………4
Contents....................................................................................................................................2
EXECUTIVE SUMMARY......................................................................................................5
It is the product which is mainly offered to a fragmented market i.e. to the users of internet
who have laptops and who want to use it as a mobile device but it is a question mark in
itself in the introduction phase of the life cycle.......................................................................5
..................................................................................................................................................7
Establishment of Wi tribe.........................................................................................................7
in Pakistan.................................................................................................................................7

32-1-A, Ground floor, Dadex House

Block 6, P.E.C.H.S (Near Lal Kothi)
Main Sh. Faisal
Karachi.............................................................................................................................9
wi-tribe’s vision:................................................................................................................12
CORE VALUES................................................................................................................12
Marketing Mix........................................................................................................................24
PRODUCT.........................................................................................................................24
PRICING POLICY........................................................................................................26
PRICING OBJECTIVE.................................................................................................27
PLACE...............................................................................................................................28

........................................................................................................................................30
PROMOTION MIX.......................................................................................................31
PRINT MEDIA..............................................................................................................32
SALES PROMOTION ..................................................................................................33
Enjoy your summer with wi-tribe Upsize GBs Package.......................................................33
BROADCAST MEDIA.................................................................................................33
EFE MATRIX LIST KEY EXTERNAL FACTORS OPPORTUNITIES & THREATS:...39

LETTER OF ACKNOWLEDGEMENT

Dear Reader:

It has been an honor for us to prepare a report on “Wi tribe’s Dongle” which was assigned
to us by Ms.Shehnaz Meghani Without her rich guidance such a report would not have
been any easy task to achieve.

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 We would again like to take this opportunity and express our acknowledgement distinctly
to Ms. Shenaz Meghani for directing us about the technical aspects of the report and we
express sincere gratitude to our parents for their continuous support throughout the
preparation of this report.

Sincerely,

SHAIQ QURESHI-
ROZINA HUSSAINI
VIJAY KUMAR
IRFAN BHATTI
ALI KHAN
PRINCE RAJPUT
BABAR ANSARI

LETTER OF TRANSMITTAL

Ms.Shehnaz Meghani
Instructor
College Of Business Management
Karachi

Dear Ms.Shehnaz

We are presenting this report that you had authorized us to write for the spring Semester
2010. This report is based on various marketing aspect of Wi tribe Dongle.

This report gives a history of Wi tribe and its establishment in Pakistan; moreover we
focused on environmental effects, buyer’s decision process, pricing and profit analysis, and
SWOT analysis and communication channels carried out in marketing Wi tribe Usb.

For the reason of providing you with a detailed and complete analysis on the topic, both
primary and secondary research was employed. This mostly included the study of handouts
given to us by the head office and personal meetings with the marketing department’s
executives. I would like to thank all those who provided us their valuable help.

It has been a privilege to work on this report for which we are grateful to you. Should you
have any query concerning this report, we will be happy to discuss them with you.

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 Sincerely,

SHAIQ QURESHI-
ROZINA HUSSANI
VIJAYKUMAR
IRFAN BHATTI
ALI KHAN
PRINCE RAJPUT
BABAR ANSARI

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 EXECUTIVE SUMMARY
It is the product which is mainly offered to a
fragmented market i.e. to the users of
internet who have laptops and who want to
use it as a mobile device but it is a question
mark in itself in the introduction phase of the
life cycle.

After the situational analysis the reason for the

introduction of the brand is discusses with
particular emphasis on the segment of the
market with laptops and the need to have
mobile internet.

The marketing mix is also discussed in detail

with a particular focus on positioning its brand
as a high price high quality brand in the minds
of the consumers but after the analysis we have
concluded that it should not have been
introduced in their product portfolio as it was
unable to deliver it’s brand promise of

COMPANY HISTORY

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 Welcome to wi-tribe, your getaway to a new and exciting way of
life.

wi-tribe is a lifestyle; a lifestyle of independence and innovation

that changes your life for the better with more exciting ways of
thinking. No boundaries, just freedom; offering only the best in
consumer wireless internet to emerging markets around the globe,
and bringing everyone under one tribe; wi-tribe.

Backed by unrivaled experience, knowledge and vision, wi-tribe; a

Qtel Group Company, was born in April of 2007 and is a proud
partner of the A.A. Turki Group of Companies (ATCO) and Clearwire
in Jordan and Pakistan, and San Miguel Corporation in the
Philippines.

The vast experience these world leaders bring to the table has
fueled the growth of this new venture, launching wi-tribe globally as
part of Qtel’s 2020 vision and heading towards being positioned as
the world’s preferred internet leader.

In 2008, operations were launched in the Hashemite Kingdom of

Jordan, and have recently expanded to several cities across the
kingdom. wi-tribe Jordan has also launched several value added
services within Jordan increasing its offering to include internet
security, selling routers and selling gigabytes. In 2009 wi-tribe
Jordan won 6 awards at the 2009 Jordan Advertising Awards
including Gold for the best telecom campaign received for the
launch campaign “There’s something in the air”, Silver in both Best
Giveaway and Best Radio Teaser Campaign. Bronze Awards were
received for Best Radio Ad and Best Outdoor Ad for their playful
“Internet is our game” campaign. With wi-tribe’s dedicated
customer care representatives, it has quickly become a force to be
reckoned with and is helping evolve the telecom industry.

2009 also saw the addition of wi-tribe’s largest operation to date in

the Islamic Republic of Pakistan, launching simultaneously in four
major cities; Karachi, Islamabad, Rawalpindi and Lahore.

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 With wi-tribe’s firm commitment to improving the digital divide and
the enhancement of lifestyle, Pakistan is the ideal start-off point to
bring to this part of the world the bright vision of our tribe. It will
allow the people of Pakistan to experience our dedication to
delivering the best of services with our unique customer service
experience.

With the upcoming launch of wi-tribe Philippines in 2010, the group

is firm in its commitment to the visions and directions laid down in
its foundation. This advanced market will be another exciting
venture for the tribe and the first expansion of the group into
south-east Asia.

Establishment of Wi tribe
in Pakistan
As the part of general expansion program ,searching for new markets to explore. This
search resulted in the discovery of several Asian markets and Pakistan was one of them.
wi-tribe looked into the Pakistani market as an untapped region
with an enormous potential. The population was vast and the
penetration was low – the consumers were thirsty for better
internet service and one that properly tended to their needs.

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 A decision was made to acquire 100% of Burraq Telecom, an
existing telecommunications company based in Islamabad.

An intensive re-branding exercise was put into play and then wi-
tribe was brought to life.
Pakistan came online as a part of the tribe in July 2009 in four
major regions; Karachi, Lahore, Islamabad and Rawalpindi with a
plan to extend to other areas in the next phase.

At present Wi-tribe’s branches are as under

• 34-A/1, Block 6, Ground floor

(Dadex House) P.E.C.H.S
Main Sh. Faisal,
KARACHI

• N-14
F-8 MARKAZ
Islamabad

• SHOP # S-1 & S-2, PLOT # SB-3, STREET-13/B

BLOCK-17, JAVED ARCADE
GULISTAN-E-JUHAR
Karachi

• Shop # 2, 3 & 4, Ground Floor, Mukhtar Center

Block # 13/B, Situated At KDA, Scheme # 24
Gulshan-E-Iqbal

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 • KARACHI
• SHOP # A-6, PLOT #SD-5/A-4, KDA SCHEME # 2
NORTH NAZIMABAD
KARACHI

• SHOP # 6-C, GROUND FLOOR, UK PLAZA, F.B AREA

AISHA MANZIL
Karachi

• SHOP # 04, PEARL HAVEN, BLOCK-5

CLIFTON (BOAT BASIN)
KARACHI

• SHOP # 09, ATRIUM MALL, MAIN ZAIBUNISSA STREET

SADDAR
Karachi

32-1-A, Ground floor, Dadex House

Block 6, P.E.C.H.S (Near Lal Kothi)
Main Sh. Faisal
Karachi

Shop # 04, 14C (Off plot 16 C)

Main Kh. Shahbaz. (Besides TCS)
Phase 6.DHA
Karachi

SHOP # 2, PLOT # 08, BILAL PLAZA MAIN

COMMERCIAL MARKET IMRAN KHAN AVENUE,
CHAKLALA SCHEME
RAWALPINDI

B-845, Commercial Market

SATELLITE TOWN
RAWALPINDI

43/A-5 and M-43/E-1

Bank Road Saddar,
Rawalpindi

SHOP#1, GROUND FLOOR, SITUATED AT PLOT 73-E, G.D ARCADE

FAZAL-E-HAQ ROAD
BLUE AREA
ISLAMABAD

SHOP # 2 & 3, IRFAN MANSION, GROUND FLOOR

F-10 MARKAZ
ISLAMABAD

N-14
F-8 MARKAZ
ISLAMABAD

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 SHOP#25, G.F.O.C DEFENSE COMMERCIAL PLAZA Y-BLOCK DHA
DEFENSE
LAHORE

SHOP#128, BANK SQUARE MARKET

MODEL TOWN
LAHORE

SHOP # 6, HOUSE # 20, BLOCK C1

M.M ALAM ROAD
GULBERG -III
LAHORE
SHOP #11, HUNZA BLOCK, MAIN BOULEVARD
ALLAMA IQBAL TOWN
LAHORE

SHOP #18, SHADMAN AGRO SQUARE MARKET

SHADMAN
LAHORE

646, G-1 COMMERCIAL MARKET

JOHAR TOWN
LAHORE

64-B/E-1 Hali Road,

Gulberg III

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 Mission

wi-tribe aims to be the preferred supplier of wireless broadband

services to consumers. wi-tribe will aim to provide solutions that are
aligned with the changing social and business needs of the
customers and achieve this goal through innovation and state of the
art customer service

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 wi-tribe’s vision:

• To be the preferred multimedia

experience in the communities
we serve.
CORE VALUES

In wi-tribe we have set ourselves 5 values (5 commandments) all

wi-tribers live by:

Customer-Centric

We let our customers drive our business.

Simplicity

We strive for simplicity in what we do, deliver and communicate.

Improvement

We continuously evaluate and seek innovative ways to improve our

services and work practices.

Integrity

Our actions and decisions meet the highest ethical standards.

Fun

We have fun and create fun

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 Situational analysis

Before developing any given marketing strategy it is important to

conduct some form of analysis. This should form an essential part of any
business or marketing plan and should be reviewed over time to ensure that
it is kept current.
Situational analysis of Witribe
BCG Matrix

Hi Market growth Stars Question Mark

rate
Witribe Wifi modem Usb Dongle
Low Market
Growth rate
High relative Cash Cows Dogs
market share
Low Relative Witribe Normal modem Calling Cards
market share
Stars: Wifi
Cash Cows: Normal Modem
Question mark: USB Dongle
Dogs: Calling Cards

Product Situation:

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 Witribe is a service company but still they are offering certain products to its
customer which is followed by their service. They have three products with
different packages.
1. Witribe Wifi device: It is the most highly demanded product in the
local market as the user gets certain benefits over other products
offered by Witribe. It offers portability and mobility. The company
offers three different packages on this product. Starting from the
speed of 256kbps and volume of 5 Gb to the speed of 1mbps and
volume of 17 Gb .

2. Witribe Normal device: It is the product with the maximum sales as it

is in the range of quiet a lot of people as it is targeted towards a mass
market. As compared to a Wifi device which is targeted mainly to the
laptop users. Normal device also offers portability. The packages are
the same but rates are different.

3. Usb Dongle: It is the product which is mainly offered to a fragmented

market i.e. to the users of internet who have laptops and who want to
use it as a mobile device. It is only offered in two speeds(256kpbs and
512 kbps)

4. Calling Cards: This is a product which has the least market share and
the least market growth. As mentioned earlier that Witribe Pakistan
was previously known as Burraq telecom which mainly operated in
Calling cards. As Witribe acquired Burraq telecom it continued to sell
calling cards but now they have stopped it due to the reason that they
are introducing the Voip service.

Competitive Situation:
The major competitors of Witribe are Mobilink infinity, Wateen and Qubee.
• Mobilink infinity: is the oldest player in the telecommunication
market (excluding PTCL). They have been actively involved in the
Cellular business for quite a long time. They were the pioneers of the
telecom industry in Pakistan and also pioneer of the Wimax services.
Their biggest advantage is that they have is the infrastructure which is
available to them. With that they have a strong position in the market.

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 Customers do trust Mobilink. They do not offer a USB Dongle
thoughbut are considered a major rival.

• Wateen: Backed by the second largest telecom company in Pakistan

(Warid) Wateen also does not have an infrastructure problem. They
have a strong customer loyalty. Wateen also enjoys the status of being
the second Wimax operator in Pakistan. They have a huge network in
Pakistan.

• Qubee: Though a new entrant in the market but very quickly gaining
the market share by the help of their effective sales team.

• Others: With that there are some other players in the market who are
not Wimax operators but still are a big problem for all the other
companies due to the unawareness of Wimax service in the minds of
the targeted audience. Majorly Ptcl and other internet cable operators
like Worldcall, Link dot net etc. are posing a big threat to the wimax
industry overall.

Distribution Analysis:
For almost every Wimax Company distribution is a bit of a problem as these
companies are facing a tough situation as far as their inventories are
concerned. Due to extra selling these companies are now having a shortage
of Wifi Devices which is a highly demanded product. Witribe like other
Wimax operators distribute its inventory to the end consumers through their
own sales team who deliver the product to the door steps of consumer. But
they lack a place behind wateen who offers its products in different
Computer hardware related stores. They also have authorized franchises
which makes their distribution more effective. Witribe should also go for
such a strategy in order to capture a significant share of the market.

Environmental factors
External Factors:

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 Demographic Environment:
Worldwide Witribe operates in three countries currently i.e. Jordan,
Philippines and Pakistan. In Pakistan their network is in four cities Karachi,
Lahore, Islamabad and Rawalpindi. In these areas they targeted areas with
the major internet market. Like in Karachi they targeted areas like Clifton,
Defense, Gulshan-e-Iqbal, Gulistan –e- Johar, P.e.c.h.s and some others
where the internet users were on higher number than in any other area. With
that the age group of the users was from 18-25 years old. In gender they
targeted both male and female as both of the genders actively use the
internet services. As far as the Income level is concerned Witribe for its Usb
targeted individuals with a minimum salary of -------. They mainly focused
on professional and technical personals for the use of their Usb Dongle, with
that they also focused on students of universities, managers and officials.

Economic Environment:
Pakistan in the current decade is facing quite a lot of economic problems.
Annual income of an average Pakistani is below a significant level. Many
multinational companies are just winding up their operations for this part of
the world. In such a situation Witribe’s existence was a challenge. In such a
situation their emergence in the market provided local community with lots
of job opportunities. Apart from that Witribe’s pricing strategy was also a
challenge. As we know that Wimax is a new technology so it’s expensive.
The problems that are arising are also new so a heavy research cost is
employed in order to meet up the desired standards. So to put up a good
and relevant pricing strategy was a bit of a problem. Still the users of
Witribe especially of Usb Dongle complain of high pricing. But that’s the
cost they have to put up in order to survive.
Natural Environment:
Unlike many other telecommunication towers which poses great threat to the
lives of individuals due to the rays that come out with the signals, Wimax
towers are a bit safer in that regard. So the natural environment is not
disturbed thorugh wimax.

Technological Environment:
Witribe is offering the latest technological product available in the market
which offers portability. They offer the 4th Generation technology i.e. the

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 Wimax technology making it the latest advancement in the portable internet
networks previous being the CDMA (Concave Division Microwave Access).
Political Environment
It includes factors like political stability and regulations. Government is
allowing new companies to operate in Pakistan in the Internet sector so
politically there are no such issues faced by Wi-tribe.

Internal Environment:
The Company:
In total there are seven departments in Witribe
• Human Resource Department: they are mainly involved in the
recruitment and other HR operations. Their major task is to recruit
effective members in the company. Major focus is on the sales team
as it delivers the final product in the market.

• Admin Department: Majorly involved in admin related tasks

• Security Department: they focus on health, security, and the

environment.

• Marketing Department: focuses on making strategies relating to the

marketing programs of the company and effectively looking for the
needs of the customers.

• Sales Department: the driving force of the company. It is the most

important department as the company delivers its products in the
market by their own sales team rather than going for third party
contracts.

• Finance Department: this department is involved in all the financial

decisions and allocation of financial resources.

• I. T Department: actively involved in providing the solution and also

researching for the enhancement in the technology.

Suppliers:

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 Witribe used a horizontal integration for their suppliers. Initially
Motorola was manufacturing their inventories now they themselves are
making their own brand inventories
Publics:
The company is not listed in the Karachi Stock Exchange so there are no
stock holders involved with the company. However there are banks that
are interested in the company for the purpose of granting loans and
looking for company accounts. Witribe’s employee accounts are
maintained at Askari Commercial bank.
The workforce at Witribe is offered with healthy packages. With that
they are provided with enough equipment to work properly e.g. Laptops
and cell phones for the sales personals.
The company promises to deliver effective service to their targeted
customers. But somehow there are problems that are ignored.
Up till now Witribe has not encountered any problem with the citizen
public groups or the social groups
Swot Analysis

Strengths:
The following are the strengths of Witribe:
• Good Reception

• Affordable Prices

• Easy to install
• Advance Technology
• Good Sales team
• After sale service

Weaknesses:
The following are the weaknesses of Witirbe:
• Less coverage area

• Issues of signals

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 • Unawareness of the Wimax technology in the local public

• Lack of differentiation between Wimax and other technologies

• Volume issues

Opportunities:
The following are the opportunities:
• Vast area yet to be covered as Witribe is only operating in four cities

• Giving new and affordable packages to the customers

• People looking for portable internet devices

• Yet to go for franchises for selling

Threats:
Following threats are there for Witribe:
• Lack of differentiation between Wimax service and DSL is merging
the two entirely different markets

• Strong and established brand like Ptcl, Worldcall, Infinity and Wateen
are there

• PTA does not allow any other Telecom company to give unlimited
volune

• Policies of PTA are changing quite ofte

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 Life Cycle of the Product

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 It is still in it’s introduction stage as it is relatively new. The sales of the roduct never really took
off in the first place. The marketing was not successful so sales promotions and heavy expenditure
on advertising was done.

Why was it launched

There was a gap in the market as Office users as the prices of laptops are declining , but
they were not allowed to use facebook through the company internet and carrying a modem
to work is impractical so hence a usb for mobility.

TYPES OF CONNECTIONS OFFERED

wi-tribe's Slider modem connects you to the most reliable wireless broadband
service

wi-tribe’s Slider modems are customized devices offering seamless wireless broadband
connectivity. Choose from one of our exciting packages and free yourself from wires!

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 wi-tribe's SliderPLUS offering seamless wireless connectivity within your home or
office

Now experience wireless broadband service without the hassle of wires. wi-tribe’s SliderPLUS
modems are Wi-Fi enabled using the latest technology for wireless freedom within your home or
office!

Feel the freedom of wireless broadband with your wi-tribe USB Dongle on the go

Times have changed. Wireless broadband is more flexible than ever before. Now you can take
your wi-tribe connection, wherever you go. With our sleek USB dongle, your browsing
experience just got better!

The main product they offer is wireless connectivity, and the differential advantage of
Wi tribe, is the different forms of connectivity that they offer to their customers. There are
currently offering 3 types of products as mentioned above.

Price-Quality Relationship
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 Consumer expectations can also have an important impact on pricing strategies. In general,
the greater the price, the less likely the consumer is to buy a particular product. In some
circumstances consumers develop expectations concerning the price-quality relationship
that is within a certain price range for a product consumer expect that higher prices indicate
greater quality. Wi tribe capitalizes the same consumer perception. In people's mind the
perception is it can charge higher price for the higher quality. So the consumers are willing
to pay higher price for perceived quality.But it is not working as the benefits offered in the
form of content download is capped as compared to its competitiors.

Perceptual map

WI-TRIBE
WATEEN WIMAX
Wi-tribe Dongle High Price
MOBILINK INFINTY
PTCL BROADBAND

High Quality Low Quality

PTCL BROADBAND

CYBER NET
Low Price

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 Marketing Mix

The elements of marketing mix that are to be composed in this report will help us to
evaluate the consumer focus, cohesive marketing and their satisfaction.
Marketing mix is defined as a set of controllable variables, which a company can used to
get the response from the target market.

PRODUCT
PRODUCT DEVELOPMENT:

Core product:
The benefit that Wi-Tribe dongle gives you is the ease to connect to the Internet world where ever
you want. Through Wi-tribe dongle you can have access to the internet either you are traveling,
away from home or office, just connect your Wi-tribe USB dongle to your Laptop or PC and surf
the world in the Internet.

Actual Product:

Actual product contains:

Quality: As the Wi-Tribe USB dongle is made up of MOTOROLA so its quality is good enough
but have poor connectivity due to poor network coverage.
Color: The color of the Wi-tribe USB dongle is BLACK which is very much attractive and have
written “WI” with RED color and “tribe” with GREY which makes it very much attractive and
also they have given them a connectivity light which is of BLUE color, which catches the
attention of the user when it connects.
Style: The style of the USB dongle is of just like a Data traveler style.
Fashion: In Fashion USB dongle in the internet world of Pakistan is a new thing to the customers
and most of the people are not aware of dongle that’s why mostly executives, business people or
people who travel a lot use the Wi-tribe Dongle.
Branding: Wi-Tribe Dongle is based of Freedom, individualism, attitude, Convenience, and
Integrity.

Augmented Product:

The value addition that Wi-Tribe adds is good based on the following factors:
Customer Care: Wi-Tribe customer care is very good as they give you FAQS on their website
the answers of your questions and complete coverage map, the areas where they cover the
network i.e the technical help, any technical problem the consumer faces they have their UAN
number they will solve the problem within a given time period.

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 Payment: Wi-Tribe offers lots of choices for the customers to pay the their bill as Wi-Tribe
offers SCRATCH CARDS which you purchase, scratch and just recharge, also Wi-Tribe offers
you to pay your bills through TELENOR EASY PAISA, also you can pay your bill the
CUSTOMER CARE CENTERS and also you can call their COURIER HOME
COLLECTION to collect the bill at your door step and last Wi-Tribe also offers you the DROP
BOX FACILITY to the customers in that you just drop your amount cheque they will collect by
themselves.
Finance:
In the Finance section they offer discounts for a specific time period, but they do not finance
completely or partially to customers, at first they offer customers a Wi-Tribe Dongle with no
activation fees to the customers but now they charge Rs. 2500 activation fee and Rs. 1000 as
monthly charges.
Installation:
when you purchase USB dongle they come to your home or office on a single phone call and
makes complete installation and guides you about the Wi-Tribe USB dongle.
Services: Wi-tribe provide lots of value added services to their valuable customers as when the
customer reaches to the 80% of the downloading limit they send you email notifications to their
customers on the volume consumption.
Delivery:
Wi-Tribe Dongle have a very good delivery network, you just apply online or call their sales
representatives they will deliver you your Dongle device at your door step.
Warranty: As the Wi-Tribe dongle device is the company`s property, Wi-Tribe offers you to use
it free of cost so that customer do not need any kind of warranty for the device.
Valuable Customer Care

Actual product

Poor Finance

No Warranty
Black, Grey, Blue

Good Quality

CORE PRODUCT
*Convenience
*Plug and connect
*No power required

A New Fashion
Attractive Style

Home Delivery Service

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 Valuable Services
Home Delivery Instalation

*Individualism *Freedom *Attitude *Convenience

Good
No Black, Quality
Warranty Grey, Poor
Blue Finance
A New Attractive
Fashion CORE PRODUCT
Style
*Convenience Home
Home *Plug and connect
Delivery Delivery
Service
*No power required Instalation
Valuable
Actual product
Services

*Individualism
*Freedom
*Attitude
*Convenience

PRICE
PRICING POLICY

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 They have standard pricing policy throughout Pakistan. They try to match the customer’s
need. However they don’t have high profit margins, which range from 15%- 20%. The
other policy includes giving customers the value for their money.

PRICING OBJECTIVE
Pricing objectives should be closely aligned to marketing objectives, which should in turn
be derived from overall corporate objectives. Essentially, objectives can be defined in
terms of profit or volume. Sometimes businesses define their pricing objectives in such
general terms as image building (that is, pricing should realize a stable level of
product/company), stability (that is, pricing should realize a stable level of sales and
profits), and ethics (that is, the setting of a price should meet the ethical standards of good
and fair business).

Te price was set high to highlight high quality and reliability and was targeting the rich and
the middle class. There was a gap in the market as Office users as the prices of laptops are
declining , but they were not allowed to use facebook through the company internet and
carrying a modem to work is impractical so hence a usb for mobility.
here are the packages wi-tribe has on offer at the moment (for PC/laptop users):

SPEE ACTIVATIO
VOLUME MONTHLY
D N

256
7GB Rs.900 zero Rs.650
Kbps

512 7GB/10GB/14G Rs.750/Rs.950/Rs.12

Rs.900 zero
Kbps B 00

1
14GB/17GB Rs.900 zero Rs.1350/Rs.1600
Mbps
If you opt for a modem with Wifi capabilities, add Rs.1,200 for the activation price.
Wi-tribe also offers the convenience of using dongles for your access. Here are the
details for that:

SPEED VOLUME ACTIVATION MONTHLY

256 Kbps 7GB Rs.1,200 Rs.1,000

512 Kbps 12GB Rs.1,200 Rs.1,500

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 Pricing strategy
Witribe follows Dynamic pricing strategy in which flexible pricing
mechanism they made possible by advances in information technology. By
responding to market fluctuations or large amounts of data gathered from
customers - ranging from where they live to what they buy to how much
they have spent on past purchases dynamic pricing allows online companies
to adjust the prices of identical goods to correspond to a customer’s
willingness to pay.

wi-tribe Dongle
Speed Volume Activation Deposit Upfront Monthly
(DL+UL)
256Kbps 5GB 2,900 1,000 3,900 1,000
512Kbps 10 GB 2,900 1,500 4,400 1,500
Discounts offers
• Stay with us for 1 year pay for only 10 months

• Customers will be offered initial discount when they join the

tribe!!

PLACE

The distribution process for the marketing programs involves all those activities related to
time, place, and ownership utilities for industrial and ultimate consumers. The selection,
operation, and motivation of effective channels of distribution are often crucial factors in a
firm’s differential advantage in the market. The channels of distribution available in the
country are result of the culture and tradition.

Distribution Channels:
Wi-Tribe has lots of Distribution channels through out the major cities like Karachi,
Lahore, Islamabad and Rawalpindi.
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 In Islamabad they have HEAD OFFICE that is at “N-14 F-8 MARKAZ Islamabad” and in every
major city like Karachi Lahore, Rawalpindi they have their regional offices.
Touch Points:

 In Karachi they have Eight customer care shops

 In Lahore they have Six customer care shops

 In Rawalpindi they have Three customer care shops

 In Islamabad they have three customer care shops.

• 34-A/1, Block 6, Ground floor

(Dadex House) P.E.C.H.S
Main Sh. Faisal,
KARACHI

• N-14
F-8 MARKAZ
Islamabad

• SHOP # S-1 & S-2, PLOT # SB-3, STREET-13/B

BLOCK-17, JAVED ARCADE
GULISTAN-E-JUHAR
Karachi

• Shop # 2, 3 & 4, Ground Floor, Mukhtar Center

Block # 13/B, Situated At KDA, Scheme # 24
Gulshan-E-Iqbal

• KARACHI
• SHOP # A-6, PLOT #SD-5/A-4, KDA SCHEME # 2
NORTH NAZIMABAD
KARACHI

• SHOP # 6-C, GROUND FLOOR, UK PLAZA, F.B AREA

AISHA MANZIL
Karachi

• SHOP # 04, PEARL HAVEN, BLOCK-5

CLIFTON (BOAT BASIN)
KARACHI

• SHOP # 09, ATRIUM MALL, MAIN ZAIBUNISSA STREET

SADDAR
Karachi

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 32-1-A, Ground floor, Dadex House
Block 6, P.E.C.H.S (Near Lal Kothi)
Main Sh. Faisal
Karachi

Shop # 04, 14C (Off plot 16 C)

Main Kh. Shahbaz. (Besides TCS)
Phase 6.DHA
Karachi

SHOP # 2, PLOT # 08, BILAL PLAZA MAIN

COMMERCIAL MARKET IMRAN KHAN AVENUE,
CHAKLALA SCHEME
RAWALPINDI

B-845, Commercial Market

SATELLITE TOWN
RAWALPINDI

43/A-5 and M-43/E-1

Bank Road Saddar,
Rawalpindi

SHOP#1, GROUND FLOOR, SITUATED AT PLOT 73-E, G.D ARCADE

FAZAL-E-HAQ ROAD
BLUE AREA
ISLAMABAD

SHOP # 2 & 3, IRFAN MANSION, GROUND FLOOR

F-10 MARKAZ
ISLAMABAD

N-14
F-8 MARKAZ
ISLAMABAD

SHOP#25, G.F.O.C DEFENSE COMMERCIAL PLAZA Y-BLOCK DHA

DEFENSE
LAHORE

SHOP#128, BANK SQUARE MARKET

MODEL TOWN
LAHORE

SHOP # 6, HOUSE # 20, BLOCK C1

M.M ALAM ROAD

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 GULBERG -III
LAHORE

SHOP #11, HUNZA BLOCK, MAIN BOULEVARD

ALLAMA IQBAL TOWN
LAHORE

SHOP #18, SHADMAN AGRO SQUARE MARKET

SHADMAN
LAHORE

PROMOTION

Wi-Tribe uses are mostly Television ads, internet ads, billboards and also uses direct
marketing

Internet is fast becoming an essential part of our everyday lives and users are becoming more and more
conscious of their internet experience. Keeping this emerging need in mind, wi-tribe is offering “Speed
Boost”, allowing exceptional speeds while surfing the internet.
wi-tribe customers can now increase their internet speed by 50% so that any
existing connectionspeed between 256 Kb, 512 Kb or 1 Mbps is upgraded to 384 Kb, 768 Kb, or 1.5 Mb
respectively, for just Rs. 99.
Sharing his thoughts on the latest “Speed Boost” campaign, wi-tribe Pakistan’s Marketing Director, Ali Fahd
said, “With an increase in consumer demands, wi-tribe always believes in keeping with the pulse of market
insight. Internet users are diversifying the way they use our service. With multitudes of devices that can
connect wirelessly and offer ‘over the air’ products and services, we believe in enabling our customers to do
just what they love, while enjoying faster internet speed at affordable prices.”
He added, “In most cases, people don’t opt for higher internet speed because of high costs attached to it.
Through this promotion, we have eliminated the single most important barrier that comes between internet
users and faster web surfing.”

wi-tribe aims to provide its customers the most reliable internet experience with instant connectivity,
customized packages, and fun applications, all bundled with exceptional 24 hour customer care.

PROMOTION MIX
Marketing is through several avenues. Marketing research is done to check the
effectiveness of advertising, by measuring the increase in sales.

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 Wi-Tribe mostly uses Television ads, internet ads, radio, ads, billboards for their
promotional strategies. and also uses direct marketing.

It also sponsors social events. word of mouth or viral marketing is also used as an effective
tool.

Wi Tribe spends a large portion of it revenue on sales promotion campaigns which are
carried out in schools, colleges, universities etc

Buzz Marketing
The high low marketing strategy is used as their main source of
promotion was word of mouth based on efficiency of service

DISPLAY MEDIA
Banners, Flyers, Hand Bills

Since these have a very short life, they are used to advertise a new promotion or a new
outlet or a new service.

Bill Boards

It has a billboard on the roof top of a building, on Shaheed-e-Millat Road in Karachi. The
billboard is 40 by 70 feet. The rent per month is R.s. 300,000. An other billboard at
Korangi Bridge delivery. Wi Tribe has put up billboards in many areas across the
city which include on Shahra-e-faisal, Gulistan-e-Johar, Gulshan-e-Iqbal, Defence.

Vans
The ( fluorescent bulb) vans parked at busy intersections are a popular tool to display their
brand.

PRINT MEDIA
Newspapers

Advertisements are placed in newspapers according to their circulation, readership, and

impact, cost per newspaper and consumer market.

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 The two main English language newspapers are the daily Dawn and The News. Dawn has a
circulation of 60,000 on weekdays and 75,000 on weekends.

The News has a circulation of 38,500, while its sister publication, the daily Jang is the main
urdu language newspaper, with a circulation of 350,000. They publish 12-14 ads annually.

The main theme of ads is Utilization of the product icons.

Magazines

Advertisements are placed regularly in the Herald and News line mainly, as their
circulation is the largest. Other Magazines are Spider, Teenager, Smash, , She and Readers
digest.

SALES PROMOTION
Most sales promotions are not repeated, as they lose their novelty. The duration of the sales
promotion is typically six to eight weeks, to measure the effective increase in sales.
Wi tribe for its sales promotion did not charge for its activation. Because of which the sales
increased incredibly at first.
Wi Tribe also collaborated with DELL on a sales promotion in which they gave away free
laptops to winners of a competition. 10 participants won the laptops.
Wi tribe then also started a campaign in which the cosumer could double his/her package in
just Rs 99

Enjoy your summer with wi-tribe Upsize GBs

Package
The download content can be increased by giving rupees 99 only. Wi tribe wanted to offer
something useful and relevant, but at the same time special, to our customers. Demonstrating
the level of commitment we have towards all our customers, we think this new offer will really
enrich everyone’s multimedia experience.”

BROADCAST MEDIA
Pizza Hut is not advertising on television, as it is not as profitable as advertising in the print
media or by billboards.

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 PROMOTION THROUGH SMS

Pizza Hut has recently experimented with SMS for promoting their discount Deal through
Instaphone, and they followed similar lines for Ramadan promo in November.

MARKET SEGMENTATION

Witribe (dongle) Segmentation

Geographical:
They are operating in major cities of Pakistan like Lahore Karachi and
Islamabad Rawalpindi.

Wi-Tribe is willing to expand their services in other areas also.

Demographical:
They are targeting both middle and upper class. Basically Students of
colleges, schools and universities

Psychographic:
Life style: youngsters, students, business professional
Personality:
Behavioral:
Occasion: regular users, moderate users
Benefits: quality service, high speed, portability

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 Witribe (dongle) target market

They are basically targeting students. They use to get to their target
market by having Wi-Tribes promotional campaigns in different
colleges, schools and universities.
Their major target markets are
• Targeted socioeconomic classes

– SEC A1: upper class

– SEC A2: middle

– SEC B: lower middle class

• Age group

– 18 – 35 Years

• Who they are…?

– Demanding the high speed internet connection

– Dissatisfied with other services

– Not believers in poor service provider

• What they require…?

– Reliability of service

– Acceptable/reasonable service charges

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 – Overall service quality

• Faster and reliable broadband

• Excellent after sale support

Wi-tribe positioning

“Flexible wireless
broadband in a rigid world”
They are positioning buy their product benefits in which it’s
convince and functions are included with the speed, reliability and
portability

Entry Barriers:

The entry barriers are high because there are less favorable and more unfavorable factors in
the industry. And that is the reason the competition can lower prices, increase service level
or increase in additional benefits.
The reasons for the high entry barriers are:

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 • There are not any proprietary product differences in the industry so anyone can
enter and compete through providing the same kind of service.
• There are already established brand identities in the industry i.e world call and
wateen.
• The customers do not incur any significant costs in switching suppliers.
• Another threat or entry barrier is there is large investment needed to enter in the
market like infrastructure, band with and customer service setup etc.
• The serviceable equipment is not expensive.
• The experience helps to continuously lower costs because there will be more
customers, efficiency will increase by the time and the fixed cost of the industry
will decrease.
• PTA is governing to obtain the license before entering in this industry
• Taxes are high
Competitors are wateen, world call, qubee, mobilink infinity new and ptcl. So before
entering in this industry it is necessary to have a good knowledge about the processes
and technology. Overall if we conclude than Quality of service matters a lot in this
market. If service level, efficiency, device compatibility and device efficiency is not
good than market share will go down.

Exit Barriers:
• Existing customers.
• Cannot stop everything and exit.
• They have to give sometime to its customers till they are ready to switch.
• One cannot exit until all services promised are rendered or are compromised or in
other words all liabilities are cleared.

INTERNAL FACTOR EVALUATION (IFE) MATRIX

Key Internal Factors Weight Rating Weighted Score

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 Strengths
1 Strong customer Care services 0.15 3 0.45
.
2 Focus on long term planning 0.10 4 0.40
.
3 Advertising 0.09 3 0.27
.
4 Own network dedicated BTS for WiMAX 0.12 4 0.48
.
5 Resources Assets And People 0.06 3 0.18
.
6 Network Coverage 0.10 3 0.30
.
7 Ethical System of billing 0.08 3 0.24
.
Weaknesses
1 Some Departments are not established 0.13 1 0.13
.
2 Low Market Share 0.08 1 0.08
.
3 Low acceptability 0.09 2 0.18
.
TOTAL 1.00 2.71

EXPLANATION

The total weighted score of strength and weakness in INTERNAL

FACTOR EVALUTION MATRIX (IFE MATRIX) is 2.71 which is
above average its mean Wi –tribe is increasing its strength and overcoming
on its weakness.

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 EFE MATRIX LIST KEY EXTERNAL FACTORS
OPPORTUNITIES & THREATS:
External Factor Evaluation (EFE) matrix method is a strategic-management tool often
used for assessment of current business conditions. The EFE matrix is a good tool to
visualize and prioritize the opportunities and threats that a business is facing.

The sum of all weighted score is equal to the total weighted score; final value of total
weighted score should be between ranges 1.0 (low) to 4.0(high). The average weighted
score for EFE matrix is 2.5 any company total weighted score fall below 2.5 consider as
weak. The company total weighted score higher then 2.5 are considering as strong in
position.

EXTERNAL FACTOR EVALUATION (EFE) MATRIX

Key External Factors Weight Rating Weighted Score
Opportunities
1. Underserved DSL kind network 0.11 3 0.33
infrastructure or no broadband access at all.
2. To cover untapped market 0.12 4 0.48
5. Develop new value added services 0.07 2 0.14
6. Making alliance with GSM operator to share 0.08 2 0.16
Base Station to expend converge
8. Prepaid packages 0.07 1 0.07
THREAT
1 Old Stable Companies 0.10 3 0.30
2 Low penetration of population and low ARPU. 0.09 3 0.27
3 Price War 0.11 4 0.44
4 Government Interference 0.06 2 0.12
5 Poor law and order situation in country 0.09 3 0.27
6 Less market share 0.10 2 0.20
1.00 2.78

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 Interpretation
Total weighted score of opportunities and threats in EFE matrix is 2.78
which is above average, It means Wi-tribe is availing its opportunity and
avoiding its threats.

Competitive profile matrix

Competitive profile matrix is an essential strategic management tool to compare the firm
with the major players of the industry. Competitive profile matrix shows the clear picture
to the firm about their strong points and weak points relative to their competitors. The CPM
score is measured on basis of critical success factors, each factor is measured in same scale
mean the weight remain same for every firm only rating varies. The best thing about CPM
that it includes your firm and also facilitates to add other competitors make easier the
comparative analysis.

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Competitive Profile Matrix (CPM)

Critical Success Weight Rating Weighted Rating Weighted Rating Weighted Rating Weighted
Factors (CSF) Score Score Score Score

Market Share 0.12 4 0.48 2 0.24 1 0.12 1 0.12

Quality Service 0.09 2 0.18 2 0.18 3 0.27 1 0.09

Growth Rate 0.07 2 0.14 1 0.07 2 0.14 1 0.07

Customer 0.10 2 0.20 2 0.20 3 0.30 2 0.20

loyalty
Management 0.09 4 0.36 3 0.18 3 0.27 2 0.18

Coverage 0.10 4 0.40 3 0.30 2 0.20 1 0.10

Customer Care 0.11 1 0.11 3 0.33 4 0.44 2 0.22

Services

Advertising 0.06 3 0.18 2 0.12 2 0.12 1 0.06

Brand Name 0.10 4 0.40 2 0.20 1 0.10 1 0.10

Packages 0.09 3 0.27 1 0.18 2 0.18 2 0.18

Value Added 0.07 3 0.21 2 0.14 1 0.07 1 0.07

Services

TOTAL 1.00 2.93 2.14 2.21 1.39

Interpretation
The average weighted score in competitive profile matrix of wi-tribe
which is above average which means that wi-tribe is performing well to
the critical success factors in its industry. The weighted average score of
wateen is more than wi-tribe due to its early presence; Infinity and
Qubee have totaled the score of 2.14 and 1.39 respectively.

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 RECOMMENDATIONS

The vision of Wi-Tribe is to provide the premium wireless broadband service provider,
now they are making their network to strong their foot prints in the Pakistani market, if
they share their BTS equipment with other wireless companies company reduce its
operating cost.

Wi-Tribe is focusing on youth, according to youth requirement they have provide some
student packages in which they provide some sort of discounts to School, College,
University Students.

If wi-tribe trained their staff in the supervision of Dragonwave Solutions wi-tribe gets the
benefit of pooling their human resource Skills and the dependency level to other companies
is also decreased.

Pre-paid packages option.

There are several other suggestions which are given below :

 Improve e-business promotions and e-marketing through more easy to use web
portal
 Evaluate its existing systems efficiency and effectiveness in dealing with customer
needs.

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  Focus on external IT facilities (SERVICES)as well as internal IT
infrastructure(INTEGRATION)
 Effective design and implementation of IT facilities
 Reduce cost & time through integrated systems
 Hardware and software advancement and inhouse capability of innovation.
(INNOVATIIVE STRATEGY)
 Lead an international culture of technology and info-communication

• PERSONALIZED SERVICE
Since, the survey revealed that people had problems with the service provided by
competing with ptcl evo of 9.3 kbps

• SUGGESTIONS BY EMPLOYEES
Pizza Hut is always trying to motivate its sales force to encourage loyalty to the
organization. For this purpose, a suggestion box for the employees will be
provided. Employees will be encouraged to give suggestions for the improvement
of service standards. The employee, who gives the best suggestion, will be awarded
a bonus.

• ANNIVERSARY CELEBRATIONS
In order to celebrate the 15th anniversary of the inception of Wi tribe, discounts will
be given to old and new customers of the wi tribe family.

• NEW BRANCHES IN OTHER AREAS

It should more outlets in other areas e.g. there is no outlet in the Defence Area.
Hence, if an outlet were opened in Defence, it would help take away some crowd
from the Clifton Branch.

• ADEQUATE SEATING AND GOOD ATMOSPHERE

It is noted in many branches that there is just too much noise and during rush hours
the place gets too congested. So they should try to improve this by trying to control
the flow of customers in the branch.

• TECHNOLOGY (CMS)

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 CMS is Complaints Management System. This refers that they should have
computerize charts so it always shows availability of technicians and how many are
occupied at that time, and show that since how long the table has been occupied. This
will give idea to the greeter that how long it will take, so they can better manage theand
resolve complaints quickly.

• ON THE BOARD SURVEY

The employees themselves should conduct surveys by asking customers the problems
they encountered, so this can be resolved at the spot. As it was noted and observed that
when the comment cards are left to be filled by the customers, usually the kids are
filling them out, so this doesn't serve the original purpose of the comment cards. So on
the board surveys should be conducted.

• DEVELOP CORPORATE RELATIONS

Wi tribe should try to develop more corporate relationships. This will increase their
customer base i.e. give discount to employees of MNC's etc.

Reasons for product failure

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 Brand promise not delivered.

The customers have difficulty in accessing their google

accounts

Wi max signals travel in straight lines.

Reliability was very difficult as they have relatively few

towers.

5 out of 10 people don’t get signals consistently.

The positioning of the brand was wrong and it should not
have come in the portfolio unlike wateen’s emphasis on
wireless connectivity abd qubee on speed .
It only provides limited volume packages.
Complaints unable to be timely resolved.

INTERVIEWED
RAZA HASNAIN RIZVI
CUSTOMER SALES EXECUTIVE

THANK YOU

References

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 Witribe.com
Pta.com
Scribd.com
Qubee.com
Pizzahut.com
Wateen.com
Principles of marketing report( pizza hut).

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