Enhancing Brand Salience Amidst a Saturated Market: A Case Of Telenor

Abstract

The aim of this study is to ascertain the various marketing related concepts and their real-world applications that can effectively enable a prolific brand to stand out within a market that is filled with similarly prolific competitors, all with their own product and service offerings that are more or less akin to one another. Focusing on one of the largest telecommunications companies in Pakistan, Telenor, this paper will critically analyze the numerous shortcomings faced by Telenor compared to its Telecom Competitors in the current Pakistani Market, shortcomings that have hindered Telenor to effectively establish a strong Top-of-Mind Brand Recall that its competitors, such as Zong, currently enjoy. By meticulously monitoring Telenor’s current Product and Service portfolio such as their Mobile Applications, including but not limited to “My Telenor App” and “Telenor Apollo App”, to Telenor’s physical mobile top-up and sim cards, along with careful observation of Telenor’s different Marketing Strategies while also leveraging all the primary data information acquired through an Interview conducted of Telenor’s Senior Brand Performance and Digital Content Manager, this study will strive to highlight the different factors that have resulted in the diminishing of Telenor Pakistan’s Top-of-Mind potential in current times, while also bring to the forefront fully viable recommendations based on Telenor’s My Telenor App, that build upon Telenor Pakistan’s strengths and can effectively allow the company to establish a concrete Brand Salience, thus solidifying its Brand Recall potential in the increasingly saturated telecommunications market of Pakistan.