After doing a case study on Mobilink (in Marketing Management) I had an overview of the telecoms industry. And I thought Telecoms industry has reached the saturation level in terms of Market segmentation. With that thought still fresh in my mind, I saw an Ufone ad, targeting Farmers.. My initial reaction was .. Hmmm.. Interesting..
The problem of course for telecoms is that they have targeted every possible group there is..
- Women (Ladies Package, Ladies First )
- Youth (Djuice, Glow)
- Businessmen/Corporate ( Persona, Indigo)
- Locals in a City or people living out of Country
They have done it all, so the telecoms have to come up with new and innovative ideas to target an audience in whom they see potential.
Ufone has done that, they are the First telecoms to target Farmers in Pakistan. Having said that it is nothing but a marketing stunt. Simply put, there is nothing KISAN about Kisan package aside from Rewards; which include tractor, motorbike etc. Every thing else is similar as other packages they offer.
It is hard to say whether it will be a success or not and I am not sure whether to praise Ufone or criticize it..
What's your opinion about targeting Farmers, Kisan package and are there more potential groups waiting to be tapped by Telecoms..?