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Telco’s Business Strategy Being Followed by Other Sectors

By M Yasir · Tuesday, Mar 22, 2011 4 Comments

The cellular phone operators have been successful to set up captivating ideas in the field of sales, marketing and advertisements in Pakistan where they have also introduced persuasive trends in their business strategy in a way that companies of different sectors are also following their footsteps to make difference in their respective competitive markets.

The Karachi Unlimited Package introduced by Zong didn’t not only hit in its market and was followed by its competitors afterwards but the idea of business is being copied in other sectors as well.

Omore, the Ice cream brand of Engro Foods Limited, has launched its sales campaign with the theme “Karachi Ka Dil Kushyiun Se Fill” (The heart of Karachi is full of happiness).

Similarly, Levis, the international and well-renowned clothing brand, kicked off its sales campaign with theme “Karachi! Are you ready to fit out”. Levis followed the same pursuit and is offering 50 percent special discount to its customers in Karachi as exclusive and aggressive sales campaign.

Remember, Zong came up with the idea of location specific offers in October 2010. The idea influenced its competitors who also launched city-based packages with similar themes.

Ufone Karachi Offer appeared with slogan “Shaher ho tu Karachi Jeysa. Signal ho tu Ufone Jeysa (The city is alike as Karachi and Network is alike as Ufone.)

Mobilink also joined the race with its package “Karachi Bachat Offer” and its theme is Baday Shaher Ki Badi Batain. (Capital City’s Capital Talk).

Logos signifying Karachi

The Omore adverts have been embellished with famous buildings of Karachi such as Mausoleum of Qauid-e-Azam, Habib Bank Plaza, Merewether Tower.

Remember the backside of typical minibus of Karachi representing Zong’s package tag. The same technique was exploited in Ufone adverts that contain buses and buildings signifying Karachi.

Likewise, Mobilink advert has portrayed the picture of Quaide-e-Azam Mausoleum with Shahid Afridi pose.

These adverts were seen in print media and on the roadside billboards of the city.

Why Karachi?

Karachi is the commercial capital of the country with dense population of approximately 17.5 million.

Karachi is the hub of business activities and millions of people move to Karachi from their adjacent cities such as Hyderabad, Thatta, Sukkur and etc.

Keeping in mind few of the fact and success of mobile phone operators, companies of other sectors are capitalizing the same technique to capture the largest market of the city.

Image Credit: TheIdeaArtist

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Tags: Brand, Karachi, LBC, Levis, marketing, Omore, Telecom

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