Effectiveness of Marketing Communication in Telecom Sector of Pakistan

Abstract

This project highlights the effectiveness of marketing communications in the increasingly competitive telecom sector of Pakistan. Pakistan’s telecom sector, currently, has five major players in the market. While the proliferation of mobile market in Pakistan has provided consumers with varied choices, it has however also diluted the individual product/service offerings and has paved the way for price war in the country. This project focuses on the effectiveness of marketing communications of the product offerings of various telecom operators. A number of variables were identified which were gauged and measured through primary and secondary research and data. Different marketing campaigns of each operator were carefully analyzed and primary research was centered on the identified campaigns. The basic problem prevalent in the market is the comprehension and understanding of the brand and product message in a particular advert. The reasons were identified through conducting selected focus groups and an actionable plan was proposed based on the research findings.