Report On Mobilink 4 P'S

Project
On
MOBILINK GSM
Submitted by
Irfan Khalid
Anjum Adeel
Usman Mazhar
Muhammad Islam
Naveed Ashraf
Ishtiaq Saddiq
Submitted TO
Sir Hanif Shahzid
Department Management Science

National University Of Modern Languages H-9 Islamabad
National University of Modern Languages

Page 1 of 42
The Exordium
With the Name of Allah WHO is most loving and the Merciful!
Praise to Allah, Lord of the creation, the Compassionate, the Merciful, the King of the
judgment day! You alone.
We pray, and to you alone. We pray for help, guide us to straight path, the path of those
whom you have favored, not neither of those who have incurred your wrath, nor of those
who gone astray.
(Al Quran)

Page 2 of 42
We are gratified with the core of our heart to “Almighty Allah” who made it possible to
complete this project.
We specially thanks to very loving and caring teacher Hanif Shahzad and friends not
only encourage us, guide us and pray us every time
We must take this opportunity to full great pleasure to our teacher of Marketing Hanif
Shahzad for their continuous encouragement support and lead toward the project.
We would like to highly acknowledge and appreciate Mr. Asif Khan Team leader
Mobilink direct Sales Islamabad and his team members for their continuous assistance,
personal attention, encouragement and support which made more eligible to be confident
about this project.
We highly thankful to all Mobilink staff members by providing that help us and make this
project possible.

Page 3 of 42
Executive summery
In telecom sector Mobilink was the first company that was introduces his services in
Pakistan in1994
Its first brand was Mobilink jazz at that time its frequency was limited to some cities but
now not only it extend its frequency but now it have more than three brands
• Mobilink indigo
• Mobilink jazz
• Mobilink world
• Mobilink PCO
It has become the market leader both in terms of growth as well as having the largest
customer subscriber base in Pakistan - a base of over 24 million and growing. Mobilink
prides itself on being the first cellular service provider to operate on a 100% digital GSM
technology in Pakistan that also provides state-of-the-art communication solutions to its
customers.
Mobilink offers exclusively designed tariff plans that cater to the communication needs
of a diverse group of people, from individuals to businessmen to corporates and
multinationals. To achieve this objective, Mobilink offers both postpaid (Indigo) and
prepaid (JAZZ) solutions to its customers. Compared to its competitors, both the postpaid
(Indigo) and prepaid (JAZZ) brands are the largest brands of their kind in the Paki

Page 4 of 42
In today’s global marketplace, selling a product is sometime easier than getting it to
customers. Companies must decide on the best way to store, handle and move their
products and services so that they are available to customers in the right assortment, at a
right time, and in the right place. Physical distribution and logistics effectiveness has a
major impact on both the customer satisfaction and company costs.
Mobilink also tries to be best in physical distribution and logistics effectiveness.

Mobilink provides the most extensive network coverage footprint across Pakistan through
an integrated technology infrastructure in more than 5,000 cities, towns, villages, and
countless remote destinations, including International Roaming in 100 countries through
300 partner operators. Mobilink is best in logistic management and physical distribution
from its competitors.stan cellular industry.
In addition to providing advanced voice communication services that makes the lives of
millions that much easy, Mobilink also offers a host of value-added-services in its
Mobilink World brand to its prized customers. At the same time, Mobilink places high
importance to its coverage, which is why it covers its
customers in 5000+ cities and towns nationwide as well as over 100 countries on
international roaming service. Mobilink is also the official telecommunication service
provider for the Pakistan Cricket Board (PCB). The company was awarded the license to
operate in Azad Jammu and Kashmir (AJK) on 27 June-2006.

Page 5 of 42
Chapter 1
Introduction and product

Page 6 of 42
Mobilink GSM -Introduction
Pakistan Mobile Communications Limited (PMCL) better known as Mobilink GSM is a

telecommunication service provider in Pakistan. Mobilink started operations in 1994 as
the first GSM cellular Mobile service in Pakistan by MOTOROLA Inc., later it was sold
to Orascom, an Egypt-based multi-national company. It has become the market leader
both in terms of growth as well as having the largest
Customer subscriber base in Pakistan - a base of over 24 million and growing. Mobilink
prides itself on being the first cellular service provider to operate on a 100% digital GSM
technology in Pakistan that also provides state-of-the-art communication solutions to its
customers.
Mobilink offers exclusively designed tariff plans that cater to the communication needs
of a diverse group of people, from individuals to businessmen to corporates and
multinationals. To achieve this objective, Mobilink offers both postpaid (Indigo) and
prepaid (JAZZ) solutions to its customers. Compared to its competitors, both the postpaid
(Indigo) and prepaid (JAZZ) brands are the largest brands of their kind in the Pakistan
cellular industry.
In addition to providing advanced voice communication services that makes the lives of
millions that much easy, Mobilink also offers a host of value-added-services in its
Mobilink World brand to its prized customers. At the same time, Mobilink places high
importance to its coverage, which is why it covers its customers in 5000+ cities and
towns nationwide as well as over 100 countries on international roaming service.
Mobilink is also the official telecommunication service provider for the Pakistan Cricket
Board (PCB). The company was awarded the license to operate in Azad Jammu and
Kashmir (AJK) on 27 June-2006.

Page 7 of 42
Facts About Mobilink GSM
Company Structure Private Limited
Genre Subsidiary
Parent Orascom Telecom Egypt
Owner Naguib Sawiris
Founded 1994
Founder Motorola USA
Industry Telecommunication
Headquarters 42 Kulsum Plaza, Blue Area, Islamabad.
Area served 5000 cities, towns, and villages across Pakistan
250.2 million
Revenue
USD (3rd quarter, 2008)
Website www.mobilinkgsm.com

Page 8 of 42
Management Profiles
President and CEO
Zouhair Abdul Khaliq

Chief Finance Officer
Ehab Rochdy
Chief Information Officer
Tariq Rashid
Chief Technical Officer
Marwan Hayek
Vice President Administration & Human Resources
Ali Raza Mehdi

Chief Officer Government & Regulatory Affairs
Brig. F. R. Adhami

Page 9 of 42
Vice President Sales
Irfan Akram
Vice President Marketing
Bilal Munir Sheikh

Vice President Strategic Planning, Business Development &PMO
Naeem Zamindar
Vice President Customer Services
Mustafa Peracha
MISSION
Page 10 of 42
“To be a superior communications service company in Pakistan which provides the best
value to its customers, employees, business partners and shareholders.”
Mobilink's Vision
"To be the leading Telecommunication Services Provider in Pakistan by offering

innovative Communication solutions for our Customers while exceeding Shareholder
value & Employee Expectations".
Mobilink's Values
Mobilink Values
Total Customer Satisfaction
Customers are at the heart of our success. They have placed their trust and
confidence in us. In return, we strive to anticipate their needs and deliver service, quality
and value beyond their expectations.
Business Excellence
We strive for excellence in all that we do. We aspire to the highest standards and raise the
bar for ourselves everyday. This commitment to delivering world-class quality translates
into unmatched service and value for our customers and all stakeholders.
Trust & Integrity

Page 11 of 42
At Mobilink, we take pride in practicing the highest ethical standards in an open and
honest environment, and by honoring our commitments. We take personal responsibility
for our actions, and treat everyone fairly, and with trust and respect.
Respect for People
Our relationships drive our business. We respect and esteem our employees and all
stakeholders. We believe in teamwork, empowerment and honor.
Corporate Social Responsibility
As the market leader, we recognize and fulfill our responsibility towards our country and
the environment we operate in. We contribute to worthy causes and are dedicated to the
development and progress of the society.
“Reshaping Communication”
Goals & Objectives

Page 12 of 42
To make this world a better place in terms of
advancement, dealing and connectivity and to expand the network to every city/town of
Pakistan along with provision of excellent voice services and adequate customer care.
Achievements
 ISO 9002 Quality Management System Certification for Billing,

Engineering Departments and CS Contact Center
 Implementation of a full Intelligent Network (IN) platform from Siemens
for the Prepaid platform
 Largest Call Center in Pakistan, which is there to assist the customers 24
hours
 Only cellular service in Pakistan to provide coverage on the M2 motorway
 Bilateral roaming in over 100 countries around the world with true
international roaming with over 300 operators across the globe
 First mobile operator in Pakistan to offer extensive GPRS Roaming and
BlackBerry Roaming services
Major Competitors of the organization

Page 13 of 42
 Mobilink as Market Leader with major market
share
 Markets main players other then Mobilink are Telenor, Warid, Ufone and Zong
Profile of Employees
Mobilink has almost 3,500 numbers of employees in all of four provinces of Pakistan
providing largest coverage area. Only approximately 3,500 employees and largest cellular
company shows the size of the company.
Marketing mix
It is the set of marketing tools a firm uses to pursue its marketing objectives. McCarthy
has classified these tools into four broad groups, called the four Ps of marketing:
1. Product
2. Price
3. Place
4. Promotion
The four Ps of Mobilink’s marketing mix are explained below in detail.
PRODUCT

Page 14 of 42
A product is defined as:
“A product is anything that can be offered to a market to

satisfy a want or need.”
PRODUCT LINE
Product line is defined as:
“All the products made by one company under various names

being offered in the market for sale are the product line.”
Mobilink Product Lines
Mainly there are four product lines of Mobilink with each having separate target markets
and positioning.
 Mobilink Indigo
 Mobilink Jazz
 Mobilink World
 Mobilink PCO

Page 15 of 42
our product:
Mobilink Indigo
Mobilink re-launched its postpaid services on the 11th of May, 2004 under the brand
name, Indigo. Indigo ignited an evolution in the communication industry redefining the
essence of the post-paid services in Pakistan. The brand delicately caters to the need of its
customers, symbolizing the vision of connecting the subscribers in every aspect of life.
Indigo says:
“In life you come across some exceptional people, who, like you, appreciate only the
finer things in life. When it comes to creating a bond and staying connected to them
count on Indigo for its unrivalled premium post – paid connectivity to get you
through”.
Indigo Offerings
 Indigo
 BlackBerry
 Citi Mobilink Credit Card
 Call& Control
 Indigo Reward
 Indigo Genie

Page 16 of 42
Target Market
Indigo targets the upper business class that is not concerned with the cost but want
convenience, quality and a brand image that suits their personality. Who
doesn’t want fun or music but want a brand that is “Competent” and Indigo is well
satisfying the desires of its corporate customers. Introducing Blackberry connect through
which businessmen can take
their office anywhere, share attachments etc. That is why Indigo customers are loyal to
the brand and hesitate to switch to other connections. It can be said that Indigo enjoys the
benefits of a monopoly in the corporate sector.
Shaan - Brand Ambassador Indigo:
There are very few actors who have the charisma that can inspire the young and old alike.
Shaan belongs to this rare breed of actor*s who can impress the audience any given day
through his incredible performances.
Indigo Branding

Page 17 of 42
It is very important to give a brand name to any product before it is going to launch in the
market so that it can easily be recognized by the customers.
Basically brands are the symbols of recognition of a product of a company which makes
the product different from its competitors.
“Mobilink Indigo ” tends to be the best preferable brand name to attract the customers.
Packaging and Designing
The activities of designing and producing the container or wrapper for a product. Its
packaging is simple attractive and smart. It contains a sim mini book having disruption
that how consumer used it.
Label
Its label is unique that hit a specific class of people. It is especially for cooperate sector
and business people.
Slogan
Indigo slogan is “RESHAPING COMMUNICATION”

Page 18 of 42
Chapter 2
Pricing strategy

Page 19 of 42
PRICING
“The amount of the money which a customer pays for getting the product is called
price.”
Basically price is the first impression of a product which a customer perceives. When
price of a product would be different from its competitor customer would think that there
must be some difference in the quality as well. So this can easily be said that,
“The price is directly associated with the quality and brand name of the product.”
SELECTING THE PRICING OBJECTIVES
The company first decided where it wants to position its market offering. The clearer the
firm’s objective the easier it is to set price. A company can pursue any of five major
objectives through pricing:
 Survival
 Maximum current profit
 Maximum market share
 Maximum market skimming
 Product-quality leadership
The main objective of the pricing for mobilink indigo is to survive in the market. The
profits are less important then survival. According to mobilink indigo there are two kinds
of pricings,
1) Purchasing price i.e. initial connection price
2) Regular price i.e. call charges per minute

Page 20 of 42
“We do not have found any complains from the
customers regarding the price. They are willing to pay the price and we are
willing to give them the best services”
Pricing Strategy of Indigo
Mobilink is also offering postpaid connections with the name of Mobilink Indigo,
popular within the business class. In this way, Mobilink is earning maximum profits by
enabling people from different target segments to become a part of the largest cellular
network in Pakistan. Jazz customers can now call US and a number of other Zone 1
destinations on Jazz local outgoing rate!
Mobilink indigo have following current price Rates on different

packages
How you express yourself, defines who you are. With indigo, not only can you express
more with exclusive value-added services, but also enjoy more choice in plans and
discounted airtime rates. Contoured to become part of your expression, indigo ensures
that you derive utmost value out of all your communications, and feel free to be yourself.
one hundred
If you want to enjoy postpaid privileges with the least amount of line rent, this package is
for you. Welcoming you aboard the postpaid lifestyle, I-one hundred also offers the best
SMS rates keeping in mind your utmost convenience

Page 21 of 42
Details Tariffs
Line Rent Rs. 100
Free Minutes 100
Call Mobilink Rs. 1.25/min
Other Operators Rs. 1.50/min
SMS All Networks Rs. 0.2
four hundred
For those who want to spend less and talk more. Postpaid affordability comes into play
with i-four hundred, where you start enjoying free minutes and a competitive tariff – for
an indigo experience attuned to your monthly usage
Details Tariffs
Line Rent Rs. 400
Free Minutes 400
nine hundred
Page 22 of 42
An ideal package if you are seeking a blend of value and economy. A package that not
only gives you more FREE minutes, but also FREE GPRS usage
Details Tariffs
Line Rent Rs. 900
Free Minutes 900
Free GPRS 100MB
fifteen hundred
For the best call rates and utmost value for money. This package features 1500 FREE
minutes and even more FREE GPRS usage – so you can enjoy sheer comfort in making
strong connections
Details Tariffs
Line Rent Rs. 1500
Free Minutes 1500
Free GPRS 250MB

Page 23 of 42
unlimited
For power users who want to live the connected dream. Bundled with maximum free
minutes, free data services and the best call rates; i-unlimited has all what it takes to be
the choicest tariff plan for extensive usage
Details Tariffs
Basic Premium
Line Rent Rs. 5000 Rs. 6000
Free Minutes Mobilink 2800 2800
Other Operators (Mobile) 1200 1200
Other Operators (Landline) 1000 1000
Free GPRS / VAS /
- unlimited
Blackberry Internet Service
Free SMS Mobilink 1000 1000
Call Mobilink Rs. 0.30/min Rs. 0.30/min
Other Operators Rs. 1.05/min Rs. 1.05/min
SMS All Networks Rs. 0.20 Rs. 0.20
Business Class Value Added Services (inclusive of unlimited GPRS/EDGE service)

include Conference Calling Service and Missed Calls Alert service

Page 24 of 42
Chapter 3
Placement Strategy

Page 25 of 42
Place
“ Place represents the location where a product can be purchased”
The organization must distribute the product to the user at the right place at the right
time. Efficient and effective distribution is important if the organization is to meet its
overall marketing objectives. If an organization underestimate demand and customers
cannot purchase products because of it, profitability will be affected.
What channel of distribution will use?
Two types of channel of distribution methods are available. Indirect distribution involves
distributing your product by the use of an intermediary for example a manufacturer
selling to a wholesaler and then on to the retailer.. Direct distribution involves
distributing direct from a manufacturer to the consumer For example Dell Computers
providing directly to its target customers. The advantage of direct distribution is that it
gives a manufacturer complete control over their product.

Page 26 of 42
Above indirect distribution (left) and direct distribution (right).
Distribution Strategies
Depending on the type of product being distributed there are three common distribution
strategies available:
1. Intensive distribution
Used commonly to distribute low priced or impulse purchase products eg chocolates,

soft drinks.
2. Exclusive distribution:
Involves limiting distribution to a single outlet. The product is usually highly priced, and
requires the intermediary to place much detail in its sell. An example of would be the sale
of vehicles through exclusive dealers.
3. Selective Distribution
A small number of retail outlets are chosen to distribute the product. Selective
distribution is common with products such as computers, televisions household
appliances, where consumers are willing to shop around and where manufacturers want a
large geographical spread.
Distribution channel of Mobilink Indigo
Mobilink provide its service products directly to customers or with help of intermediaries
involved in distributing its product. Distribution channel contain set of interdependent
organizations involved in the process of making a product or

Page 27 of 42
service available for use or consumption by the consumer or business users. Mobilink
also distributes its product to end user with help of intermediaries as well as it distributes
its product directly to customers.
Mobilink supplies its product range to intermediaries with involvement of its

“Commercial and Sales Department.”
Mobilink authorizes limited number of dealers to deliver its service product. But
Mobilink provides its prepaid cards to almost all the markets and consumer shops.
Providing its prepaid cards in every corner of the city helps mobilink to satisfy the need
of consumer and to gain customer satisfaction. However mobilink deliver its Sims to
customer with help of Franchises, service centers,
and sales offices. These Franchises, service centers, and sales offices are given by the
right of providing its service product by Mobilink itself.
Distribution Strategy of Mobilink
There are three types of distribution strategies. First Intensive Distribution, second
Extensive Distribution and third is Selective Distribution. Howevermobilink follow both
intensive and exclusive distribution strategies. While providing its Jazz prepaid cards
Mobilink follow Intensive Distribution strategy means that stocking Jazz prepaid cards in
as many outlets as possible. While
providing its service products (like SIM Cards of Jazz, SIM Cards of indigo and
Mobilink PCO Sets as well as Prepaid cards) Mobilink follow Extensive Distribution
strategy means that it gives limited number of dealers the right to deliver its product.

Page 28 of 42
Logistic Management & Mobilink
In today’s global marketplace, selling a product is sometime easier than getting it to

customers. Companies must decide on the best way to store, handle and move their
products and services so that they are available to customers in the right assortment, at a
right time, and in the right place. Physical distribution and logistics effectiveness has a
major impact on both the customer satisfaction and company costs.
Mobilink also tries to be best in physical distribution and logistics effectiveness.

Mobilink provides the most extensive network coverage footprint across Pakistan through
an integrated technology infrastructure in more than 5,000 cities, towns, villages, and
countless remote destinations, including International Roaming in 100 countries through
300 partner operators. Mobilink is best in logistic management and physical distribution
from its competitors.
Logistic partnership and Mobilink
Companies must also work with other channel partners to improve whole channel
distribution. The members of distribution channel are linked closely in creating customer
value and building customer relationship.
Mobilink management builds logistic partnership to achieve customer value and building
customer satisfaction with different courier services. The courier companies by which
Mobilink has partnered are as follows:
 TCS
 OCS
 UPS

Page 29 of 42
Third party Logistics & Mobilink
Most business perform their own logistics functions. However growing number of firms
now outsource some or all of their logistics to Third Party Logistics providers.
Mobilink also use Third Party Logistic provider for transportation of shipment of its
service products to warehouses, dealers or customers. Different courier service providers
are the Mobilink third party logistic providers. The main reason for using third party
logistic provider by Mobilink is that it is useful for Low Fixed Investments.
Mobilink selects, motivates & evaluates channel members thought Interviews, Financial
standing, Training and Reports.

Page 30 of 42
Islamabad Finance office
Rawalpindi Finance office
Franchises Rawalpindi Region Franchises Jhelum Region
Mobilink CS Centre RYK
Retailer Retailer
Consumer Customers Consumer

Page 31 of 42
Chapter 4
Promotion strategy

Page 32 of 42
Promotion:
“ Promotion represents all of the communications that a marketer may use in

the marketplace”
 Promotional Strategy by Mobilink
Promotion is the means to promote the companies’ product in order to enhance sales.
Mobilink uses various means to promote its products, promoting a product requires
various techniques and tools to enhance and to attract customers to buy the company’s
products. Mobilink not only tries to attract the customers through ads but also to retailers
and Franchises by giving them handsome profit margins. Every possible and effective
Medias are used for the promotion of the Mobilink Products including print, electronic,
broadcast and FM radio and through internet.
Media Promotions of Mobilink Products
 Personal selling
 Sales promotion
 Mass selling

Page 33 of 42
Personal Selling
Personal selling or door to door selling means that the sales persons of the company go
from door to door where they convince people to buy their products. Mobilink use
corporate sale method and make the corporate client. Mobilink is leading the corporate
sale volume.
Mobilink has specialized department that promote the Indigo product in all corporate
level. They launched special packages to their corporate clients.
Sales Promotion
Mobilink uses different types of sales promotion method such as:
Consumer promotions
In order to kindle greater and quicker purchases Mobilink is carrying out the following
consumer promotion activities including special deals such as:
Indigo Freedom Plan:
this deal offers certain benefits of which two are:-
Friends & Family: This feature is available to the customers on any three
Mobilink numbers (Jazz and Indigo) which can be added into F&F list by calling
the help line at 111.
Local Rates: According to this freedom plan across Pakistan, all call, across all
networks are charged as local calls.

Page 34 of 42
Mass Selling:
In the mass selling, selling to the public is done through

 Advertisement
 Publicity
Advertising Campaigns
The advertising theme “Mobilink: It’s simply a way to communicate”, is designed to

demonstrate the new service’s simplicity and convenience.
Along with its service debut, Mobilink launched a nationwide campaign composed of
television commercials and print ads. The national campaign is supplemented by local
and regional ad campaigns produced by the Mobilink licencees. The national print and
broadcast ads are designed to be localized.
The success of Mobilink has not only to do with its increased offerings, but also has a
great deal to do with the campaigns that Mobilink comes up with. The TV ads exude
energy and liveliness, and an expressive color and lightning palette, the high frequency
and visibility makes these advertisements noticeable which results into increased brand
awareness and brand loyalty boosting sales.
Strong Brand Ambassadors
Mobilink in its advertising went on a different route (now copied by competitors) by

starring the most charismatic superstars in its advertisements. The tested method of
having a pretty face holding a Jazz card makes its advertising campaigns booming.
Strings, Vaneeza Ahmad, Shaan, Iman Ali, Zainab Qayyum, Wasim Akram, and Shahid
Afridi are some of celebrities associated with Mobilink.

Page 35 of 42
The Indigo Campaign
In its Indigo campaign, Mobilink has made a conscious effort of strongly placing it on
the “image” platform and mapping it in the prospects mind making it a prestigious brand.
Interestingly, it re-enforces Mobilink’s early perception of being the brand for the image
conscious (peer leader) which gives the impression that Indigo is an ‘enhanced’ step
further in this direction.
Other Medium of Advertisement
Television
Mobilink spends a large amount on ads and related activities. They assign different modal
and film star and spread the product concept on almost every channel of Pakistan.
Newspapers
For Products, Mobilink advertises in national newspapers constantly. The main aim of
advertising in newspapers is to reach theses prospective client who don’t watch or listen
to television and radios respectively.
Radio
Mobilink advertises their products not only on the television but also on the Radio and
FM radio
Public Relations
Public relations are the art and science of managing communication between an
organization and its key publics to build, manage and sustain its positive image.

Page 36 of 42
Mobilink use marketing public relations (MPR) to convey information about the products
they manufacture or services they provide to potential customers to support their direct
sales efforts. Typically, they support sales in the short and long term, establishing and
burnishing the corporation's branding for a strong, ongoing market.
Mobilink use corporate sale method and make the corporate client. Mobilink is leading
the corporate sale volume.
Specialty Advertising
Mobilink uses certain items imprinted with its logo as well advertising messages
such as calendars, caps, radios, mugs, and candles. These items are given as gifts
to customers by salespeople.
Sales Contests
Mobilink actively carries out yearly sales contests in order to motivate the sales
force to put in greater effort.
Trade Shows
mobilink actively participates in trade shows in order to enhance its business

promotions. It took part in the usual trade-show presentations of Asia Pacific
Billing and Revenue Management Week. This event has a particularly interesting
through line of taking services to understand markets. Topics like ‘Increasing
Prepaid ARPU in Price Sensitive Markets’ and sessions on micro payment plans
for low income markets were discussed in detail. The speakers included
individuals from Mobilink GSM in Pakistan and Telemig Celular in Brazil.

Page 37 of 42
Direct Marketing
Mobilink also uses direct channels to reach its customers without using marketing
middlemen. These channels include direct mail, catalogues, tele marketing as well
as e-marketing. Mobilink also uses a very unique technique to reach its customers
directly.
SMS Marketing
Mobilink uses SMS marketing to send messages directly to customers. SMS marketing
creates one-on-one communication with the market. Mobilink management believes
that:-
“Today’s consumers are mobile and today’s marketing must reflect that.”
As SMS is one of the largest platform to reach consumers and almost every mobile phone
is SMS enabled, this method has 100% penetration. SMS targets end consumers directly
via their mobile phones and compels them to take action
in order to enjoy a promotion, thus increasing the success rate of the brand. Plus, SMS is
also a cost-effective way to communicate.
Mobilink’s Website
Mobilink has paid special attention to the “context” & “content” of its website to
encourage repeat visits.
Mobilink’s website not only has attractive design and layout but is also very interesting
and easy to navigate

Page 38 of 42
Online Ads and Promotions
Online ads and promotions tools such as banners ads and search related ads are being
used by Mobilink GSM. These ads are placed on targeted and frequently viewed
websites. Banners are also placed on related websites such as those which support web to
SMS. For example “smspk.net”
　
Mobilink’s Sales Force
Sales force serves as the companies personal links to the customers. Mobilink fast paced
growth is fueled by the foundation of innovation and the relentless work of 4000 dynamic
team members.
The sales force members are some of the best talent in the country and can be
distinguished from others on the basis of their convincing power. The have the passion
and the spirit to challenge the norms, and so they are the part of winning team.
Sales Force Objective:
The chief objective of Mobilink’s sales force is not only to encourage sales but also to
diagnose customer’s problem and to propose an effective solution thus satisfying them
completely. They play a strong role in improving customer profitability.

Page 39 of 42
Chapter 5
Conclusions & recommendation
Conclusions & recommendation for improvement

Page 40 of 42
Considering the above analysis of the cellular network it
can be concluded that although Mobilink is the leading cellular network at the moment
which rose from almost nothing for which it must be appreciated but to maintain its
position stable; the weaknesses and the threats must be considered seriously and the basic
goals must be maintained not adhering to which might cause the company to observe a
doom in the next coming years.
Out of 140 million people Pakistan has a fixed line penetration of less than 3% while
0.7% of the total population use conventional mobile phones and their coverage is in
major urban cities only.
Current market size in Pakistan is estimated to be over one million subscribers. The
cellular industry in Pakistan offers huge potential in revenues. There still remain
untapped geographical segments, particularly in rural areas, which can create a
significant market.
In Pakistan cellular companies have mostly been focusing on major cities with minor
effort to offer coverage in rural and less privileged areas. 70 % of business comes from 4
major cities (Karachi, Lahore, Islamabad and Faisalabad). It is recently that Sialkot and
Gujranwala with many industrial units received attention of some cellular phone
companies.
Improvement
1. The franchise staff should be well trained and professionals.

2. People often complaint about the network of Mobilink this is not justified but
still need of improvement.

Page 41 of 42
3. I worked with BDO’s (Business Development
officer), they are major assets of Mobilink business but they are working as a out
source employees, HR policies should be employee friendly.
4. The one of major issues that mostly customer complaint is billing issue, the
system performance should be updated.
5. The call rates are still higher than other companies.
6. Increase the lines of call centers and connectivity through lines should quickly
respond.
Reference
This project has taken this shape after consulting following references
 Text Material (Mobilink Website).

 Research Articles.
 Principles of marketing.
 Mobilink marketing officer Salman Hassan.
 Naveed Akhtar project manager Al Moayed Group of co. Isb.
 Sir Zia lecturer numl isb.
 Sir Niaz lecturer Numl isb.
WEBSITES
 www.mobilinkgsm.com
 www.pta.com
 www.learnmarketing.com
 www.wikipedia.org
 www.google.com.pk

Page 42 of 42

Report On Mobilink 4 P'S

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Report On Mobilink 4 P'S

Uploaded by

Copyright:

Available Formats

Project

Department Management Science

National University of Modern Languages

National University of Modern Languages

National University of Modern Languages

National University of Modern Languages

Mobilink also tries to be best in physical distribution and logistics effectiveness.

National University of Modern Languages

Introduction and product

National University of Modern Languages

Pakistan Mobile Communications Limited (PMCL) better known as Mobilink GSM is a

National University of Modern Languages

Company Structure Private Limited

Parent Orascom Telecom Egypt

Owner Naguib Sawiris

Founder Motorola USA

Headquarters 42 Kulsum Plaza, Blue Area, Islamabad.

Area served 5000 cities, towns, and villages across Pakistan

National University of Modern Languages

Zouhair Abdul Khaliq

Ali Raza Mehdi

National University of Modern Languages

Vice President Marketing

Bilal Munir Sheikh

"To be the leading Telecommunication Services Provider in Pakistan by offering

Total Customer Satisfaction

Trust & Integrity

National University of Modern Languages

Respect for People

Corporate Social Responsibility

Goals & Objectives

National University of Modern Languages

 ISO 9002 Quality Management System Certification for Billing,

Major Competitors of the organization

National University of Modern Languages

The four Ps of Mobilink’s marketing mix are explained below in detail.

National University of Modern Languages

“A product is anything that can be offered to a market to

“All the products made by one company under various names

Mobilink Product Lines

National University of Modern Languages

National University of Modern Languages

Shaan - Brand Ambassador Indigo:

National University of Modern Languages

Packaging and Designing

Indigo slogan is “RESHAPING COMMUNICATION”

National University of Modern Languages

National University of Modern Languages

SELECTING THE PRICING OBJECTIVES

National University of Modern Languages

Pricing Strategy of Indigo

Mobilink indigo have following current price Rates on different

National University of Modern Languages

National University of Modern Languages

Business Class Value Added Services (inclusive of unlimited GPRS/EDGE service)

National University of Modern Languages

National University of Modern Languages

“ Place represents the location where a product can be purchased”

What channel of distribution will use?

National University of Modern Languages

Used commonly to distribute low priced or impulse purchase products eg chocolates,

Distribution channel of Mobilink Indigo