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Back Ground

Company’s use different strategies to connect with their customers in diverse market setups. Segmentation is the one which helps companies to segregate markets into cluster of consumers with distinctive needs and wants. Companies require such segments in which they can serve more efficiently. Marketers strive hard to understand basic requirements of each segment for better decision making.



Telecommunication sector is the fastest growing sector in Pakistan. Currently five major networks are offering their services which include Warid, Ufone, Zong, Mobilink and Telenor. Zong is china based mobile company which is offering their services in Pakistan since May 2005 with a huge customer base. Their main focus is fulfilling the needs of their customer with providing effective and efficient services. Zong is supported by ground breaking communications services in Pakistan, trend setters they have good Customer Services and an unmatched Product Offering that has redefined the rules of the game. It has launched the 3G & 4G services and dominating with 4G services provider in market. In Start Company offer their services in big cities like Islamabad, Lahore, Karachi, Rawalpindi and Peshawar but now they have expanded their operations in other areas of Pakistan.  The launch of 3G and 4G opened new opportunities for telecom companies. Zong is also planning for TD-LTE for future network, which will carry high bandwidth and quality wireless broadband services. Internet users are increasing day by day in Pakistan which is a source of attraction for new companies to invest in Pakistan but changing needs and wants of customers are putting pressure on service providers.


Point of Discussion:


Keeping in view the above scenario, in your opinion what are the aspects of each market segment to make offers like 3G and 4G more attractive to target customers, discuss them.

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Replies to This Discussion

segmentation bases can be classified into five major categories:

  • geographic,
  • demographic,
  • psychographic,
  • behavioral, and
  • benefits sought.

Kindly solution upload kry .....

  • ■ Pricing - The benefits of 4G (e.g., speed, latency) should be leveraged to introduce QoS differentiation and achieve price uplift vs. 3G mobile broadband offers, or market share should be increased through first mover advantage ■ Education – The advantages of 4G should be clearly communicated so that customers understand the benefits vs. 3G technology and to incentivize migration from 3G to 4G ■ Fixed-Mobile substitution – The benefits/risks related to fixed-mobile substitution must be understood, and the decision to possibly introduce a fixed broadband offer based on 4G technology evaluated

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