Professional Documents
Culture Documents
To my Allah Almighty n His Last Prophet (S.A.W.W) n to all who take care of me.
Acknowledgement
First of all we thank to ALLAH Almighty, creator of the entire universe, worthy of all
praises, who guides us in the darkness and all respects for His last PROPHET (PBUH).
Such an extensive study cannot be the sole work of a small group of individuals. There
are a number of people who have contributed towards the completion of this project.
We are thankful to our teacher Sir khuram jafery for providing us the golden
opportunity to observe, understand and experience the Marketing Functions and their
working in an organization.
We are enormously grateful to the staff of Mobilink for providing us very relevant
material, for supplying many timely suggestions and for helping us. Special thanks and
appreciation to for providing us a deep and complete knowledge of marketing practices
allowing us to map these concepts onto a real life organization. Without their cooperation
this work would not have been possible.
INTRODUCTION
Mobilink is one of the leading name in cellular phone services in Pakistan and world over
which always maintains a tradition of excellence and superiority in its services and
products. It always looks towards the convenience and comfort of their valued customers
by providing them stunning packages. Mobilink GSM (PMCL) is the market leader in
providing state-of-the-art communications solutions to more than 2,200,000 (Twenty two
million) people in Pakistan. Mobilink can proudly boast of being the first cellular service
provider in Pakistan to operate on a 100% digital GSM technology.
. The organization always keeps its eyes open on the technological changes and the
changing demands of their customers. Mobilink offer both postpaid (Mobilink
indigo) and the prepaid (JAZZ) solutions to their customers. As Mobilink
continues to grow, it is no longer just a cellular company but the preferred choice
of customers for their communication needs. Our new logo The Mobilink
World encompasses peoples hopes, their wishes and their dreams. Through our
untiring efforts we commit to bringing these to reality through our state-of-the-art
systems. We bring people together. What makes Mobilink GSM the preferred
choice of its customers is that we provide state-of-the-art value Added Services
that no other cellular operator offers. A few of these include Short Message
Service (SMS), Mobilink GSM-The News Info services, Mobilink GSM G-Mail,
Mobilink GSM G-Mail, Mobilink GSM Fax & Data Services, International
Roaming, Secure Communication and Innovative tariff structures.
Executive SummaryAbstract
Overview(outline)
In Mobilink has seen tremendous growth and unparalleled success over the last 10 years.
We, as a family, are proud of how far we have come and have faith in how far we can still
go. With a growing customer base, network coverage in over 350 cities, international
roaming partnership with over 250 operators worldwide, and most importantly our
commitment to excel, Mobilink has emerged as the dominant market player in the
telecom industry. In order to continue our record breaking run, Mobilink is introducing an
additional Dialing Code of 0301,302,306,307
At Mobilink, our belief is that "Our people are our greatest asset. We take great pride in
acknowledging the contribution each one of us makes. We focus on People Development
and for that we ensure: Staff Mobilink with world class Professionals and ensure that the
right systems are in place to encourage them to develop to their full potential.
Create a collaborative and mutually supportive work environment that encourages people
to grow. Build a team of professionals who deliver expertise by participating in business
decisions. Develop Performance Management and reward systems underlying our
Business strategy. Mobilink's Values
HISTORY
Mobilink started its operation in 1994, and till early 2001, had a market share of 43%.
Orascom Telecom took over management control of the company in April 2001 and
changed the overall market dynamics through its aggressive marketing strategy and
expertise. In less than two years time Mobilink grew by almost 400% with market
leadership of 53% market share (year end 2002). Mobilink was the first cellular service
provider in Pakistan to operate a 100% GSM technology as both existing operators
employed AMPS technology.
During the year 2002, Mobilink has progressed by leaps and bounds. Mobilink started the
year with 416,832 subscribers and 43% market share. With a successful mix of strong
brand image and sound financial status, Mobilink closed the year with cumulative
subscriber base of 952,174 subscribers. Mobilink ended the year with a record breaking
sales performance of 120,996 sales during the month of December. This was the best
possible way to end a year that is filled with numerous other achievements.
WHAT IS GSM?
GSM (global system of mobiles) is a
globally accepted standard established in
1982 for digital cellular companies creating
common European mobile cellular system. It
provides
recommendations
not
requirements. It defines functions and
interface requirements in detail but do not
address the hardware.
CEO MESSAGE
MANAGEMENT PROFILE
MISSION
To be a superior communications service
Company in Pakistan, which provides
The best value to its customers, employees,
Business partners and share holders
VISION
To provide excellence to our stake holders
So that there is no question about
Their loyalty to the company
Achievements
Mobilink feels proud to announce that Mobilink has nominated BEST
MOBILE OPERATOR, regional India and Sub continental award for
2004.
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.
Biggest 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 agreements signed with 61 countries around the
world to have true roaming service operational in 151 operators of the
world.
MOBILINK GSM's Short Message Service Center allows Vehicle
Tracking and Fleet Management services that are being provided by
Tracker (Pvt.) Ltd., under the brand name of C-Track, a company
licensed by Pakistan Telecom Authority (PTA). Tracker currently
operates from Karachi but can provide these facilities at all those
locations where GSM coverage is available.
MARKETING MIX
4 Ps
Marketing mix
4 Ps
4 Cs
PRODUCT---------------------------------------CUSTOMER SOLUTION
PRICE----------------------------------------------------CUSTOMER COST
PLACE------------------------------------------------------CONVIENENCE
PROMOTION-----------------------------------------COMMUNICATION
PRODUCT
Product Line-Mobilink
There are two major Packages of Mobilink:
Prepaid (JAZZ)
Postpaid (INDIGO,
further categorized into Supplementary connection and Call
and Control)
Mobilink GSM offers tariff plans that are exclusively designed to cater to
the communication needs of diverse group of people, taking into account
occasional users to businessmen. To achieve this objective, we offer both
post-paid and pre-paid solutions to our customers
Jazz uniqueness
Sees like yesterday when 240,000 customers sounded like a big
accomplishment, today with a customer base of over 6700,000 lakh
subscribers and still growing the number, sees too minute to be mentioned
for jazz.
Jazz is extremely
features like
affordable,
with
No daily charges
Low outgoing rates
365 days validity of Jazz Scratch Cards
It was always very clear to the JAZZ brand team that affordability is not a claim that can
be sustained for a very long, hence resulting in brand stagnation. Therefore, moving a
step further from affordability emerged the concept of JAZZ Must HAI!
Call Forwarding
Call forwarding facility allows the voice mail or another Mobilink GSM
number, in this case when mobile phones are busy or unreachable or if they
do not wished to be disturbed.
Data services
It is very helpful and popular service among those users of mobilink who
belong to the business class.It enables the business executive to stay in touch
with the corporate world even when they are not in their office. The
mobilink users can use data service simply by connecting
their handsets to their laptops.
G-Mail
This is an added benefit of mobilink GSM.
The news info services offers its customer,friends,family
and colleauges can now send mobilink users E-Mail of up
Dedication Service
Simply call 1700 from your mobile phone ,select the song you wish to dedicate and it
with your very own personal voice message.This amazingly entertaining and
Innovative service is now available to both post-paid and pre-paid subscriber
INDIGO Unique Features
POSTPAID SERVICE
DOES NOT GIVES FREEDOM FROM MONTHLY BILLS
DOES NOT GIVES COMPLETE CONTROL OVER
CELLULAR EXPENDITURE
NO ROAMING CHARGES ANY WHERE WITHIN
PAKISTAN
ACROSS PAKISTAN,ALL CALLS, ON ALL NETWORKS
ARE
NOW CHARGED AS LOCAL CALLS
Branding Strategy
Mobilink provides umbrella branding to both of its major brands Indigo and Jazz. They
believe in extending their product line but their corporate name Mobilink has to stay
there, in order to strengthen the corporate image, they rebranded Star into Indigo, they
can even go for further branding but Mobilink which is the key has to be there.
Positioning is what you do to the mind of the prospectcustomers. That is, you position the product in the mind
of the consumers. It is a concept that has changed the
nature of advertising by changing the perceptions of
people through communication Medias. Positioning plays
a vital role in the success of Mobilink as its extraordinary
image and brand name have changed the perception of
people and they consider it as a status symbol. Jazz
represents the music, enthusiasm and melody and
Indigo represents the colors, making the sense of colors
and melody in life. The positioning strategy of Jazz &
Indigo is almost the same. Indigo is offered to the
premium customers whereas Jazz is for price conscious
people, but still they have changed the minds of people
by making JAZZ a necessity of life through their one
liner such as JAZZ MUST HAI, as some of the people
have perceived it in the sense of Mast Hai i.e. full of
music, enthusiasm and some have taken it more of a
necessity. And in case of Indigo, which is the new
complexion of communication, they say LIFE
WHISPERS. LIFE LAUGHS. LIFE TALKS
Whenever you connect with life's moments, a Mobilink
Indigo connection is by your side. With countless, value
added ways to keep you connected. After all, only family
really knows your true colors.
FAB Analysis
How Customers Define Quality of Mobilink?
Customer define the quality of Mobilink in terms of great connectivity, then reception,
signal strength, coverage network, calling rates but above all customer base that is
consumer perceive Mobilink as a status symbol, they want to buy Mobilink so being the
market leader it has a very good image.
PRICING
Definition
Price is the amount of money customers have to pay to obtain the product.
Indigo
Indigo Tariffs
Indigo supplementary Connection
Share the joy and treat your special some one with a special discounted connection.
Family
Monthly
Free Minutes
Outgoing Calls Peak (0700 - 2130)
Outgoing Calls Off-Peak (2130 - 0700)
Rate/min to discounted number (Peak)
Rate/min to discounted number (Off-Peak)
300
0
3.50
3.00
1.75
1.50
1.00
Tariff-Indigo airtime
600
850
1,300
1,500
50
100
200
400
2.75
2.90
2.60
1.90
1.00
2.75
2.20
1.80
1.50
1.00
1.00
1.00
1.00
1.00
1.00
Free
Free
Free
Free
Free
Off-
(2130 - 0700)
SMS (per message)*
On Call Services (CLI,
Call Waiting & Call
Forwarding)
Important Information
- All Indigo Basic users will be converted to indigo initial automatically.
- Interconnect charges apply on outgoing calls to other networks (PTCL & other cellular
operators)
- Now across Pakistan, all calls, across all networks are now charged as local calls.
- SMS charges will be Rs.1 per message on all networks for all indigo packages.
- 15% CED charges apply on all outgoing calls /airtime
Refundable Security Deposit starts from Rs.1500/- for local, Rs.4,000/- for
Rs.8,000/- for ISD & Rs. 20,000/- for international Roaming services.
-
NWD,
Free minutes apply to Indigo airtime only however other charges apply.
For paying your bill after your services have been blocked, we suggest that you make a
payment at any of our Business and/or Connect Centers and your services will be
restored immediately.
Indigo Billing
You can pay your Mobilink bill through several modes, including MCB's ATM machines
and Online through our Web Site. You can also pay your bill at several locations in your
city. To find out more about other convenient bill payment options, visit the Payment
Mode link.
You can pay your bill at any of the following locations:
1.
2.
3.
4.
5.
6.
7.
if
You have always paid your monthly bill with in due date.
You have been with us for more than 6 months.
Jazz
Jazz is an amazing prepaid service that allows you freedom from monthly bills and gives
you complete control over your cellular expenditure. You decide in advance when and
how much you want to spend. Load a scratch card whenever you want to and start
talking. Jazz is simple, easy and loads of fun.
Jazz is extremely affordable, with features like:
No daily charges
Low outgoing rates
180 days validity of Jazz Scratch Cards
Rs. 3.50
Incoming calls
FREE
Rs. 1.00
Rs. 1.50
Rs. 5.00
FREE
Daily charges
Zero
Jazz Recharge
You can re-charge your Jazz credit by either purchasing a Jazz Card or
an Electronic Voucher. Electronic Vouchers is a new and innovative
alternate payment solution that ensures that our Jazz customers always
get the best from Mobilink!!
Pricing strategy
Mobilink has to face the ever increasing competition in the telecom industry. As the
number of competitors increases day to day, still Mobilink enjoys more than 50% of
market share. Their immediate competitors are
Ufone
Insta
Paktel
Telenor
Warid
Since Mobilink has a large customer base of 5 million people. So the development of its
pricing strategy is not an easy task. It involves a lot of things, which have to be taken into
consideration. The most important of these is competition. Since, Mobilink is the market
leader in cellular services, it does not follow competition, but it actually leads other
competitors for this purpose, Mobilink does proper and well-defined planning. A
complete thought process is undertaken when setting prices.
STEP 1.
Then another factor taken into consideration is that what kind of niche they are going to
offer. Then they consider the market segments, which they are targeting. Also product
type and positioning is taken into account.
STEP 2.
STEP 3.
ESTIMATING COST:
One of the most important step is fixing price of the product
Mobilink conveniently covers its different costs which are
System costs
Activating costs
Setting/franchise cost
The percentage of the price that covers the costs is quite satisfactory, which makes it
possible for the Mobilink people to stay so long in this telecom business and earn
maximum market share.
STEP 4.
Analyzing competitors cost,s price
and offers
In order to stay in the business, competitors price plays very important role.Moilink
always keep an eye on their offering and price changes. They want to be the leader in
price setting, most of the time they lead the market
STEP 5.
STEP 6.
The final price must take into account the brands quality and advertising relative
to competition. Brands with average relative quality but high relative advertising
budgets were able to charge premium prices.Comsumers apparently were willing
to pay higher prices for Mobilink products.
Marketing Strategy
Mobilink as market leader initially followed
penetration strategy with Jazz and for Indigo
post paid they are following skimming strategy,
as revenue & profit collection is their strategy.
PROMOTIONAL PRICING
Companies can use several pricing techniques to stimulate early purchase.Mobilink
always take initiative to attract the customers to enhance its sale through launching the
special event pricing.
PLACEMENT
Freedom
Plan-1
Freedom
Plan-2
Freedom
Plan-3
Freedom
Plan-4
Rs/min 3.0
2.0
1.75
0.75
Rs
100
425
1500
Rs/msg 1.0
Min
0
1.0
0
1.0
100
0.75
400
10
15
20
30
Details
Outgoing
Airtime
Charges
Line Rent
SMS
Free Minutes
Free SMS
COVERAGE
Mobilink provides you nationwide coverage in over 350 cities.
The network coverage chart is divided into three Main Categories according to the
geographical location of the cities in Pakistan. These regions include
Total Mobilink franchise is 360 and Mobilink customer center ae 14
NORTH
CENTRAL
SOUTH
Billing locations
You can pay your bill at any of the following locations:
All MOBILINK Sales & Customer Service Centers
Allied Bank
ABN AMRO Bank
Standard Chartered Grind lays
Citi Bank N.A
Selected branches of TCS (cheques only)
Network coverage
Switches
Radio base stations
Billing system
Siemens
Motorola
Intelligent networks
Microwave equipment
TelesensKSCL and
Ericssons
Siemens
DMC
Operating frequency
900/1800MHz
SMSC
CMG
MARKETING CHANNELS
In Mobilink, they have direct as well as indirect selling through their
Franchises, Outlets and customers service centers. The sales force at
Mobilink also goes to their corporate customers to sell them directly and
to retain them. Corporate customers usually use INDIGO i.e.
Mobilinks postpaid connection otherwise Jazz cards are available at a
number of their retail stores.
SELECTION OF OUTLETS
Mobilink properly conducts their research through Research and Development section
then see where to make an outlet and where should we place hoardings, go for ads on TV
and apply other Promotion tools
AREA
CHANNEL CONFLICTS
As far as Mobilinks channel members are concerned they are working very smoothly
under set Rules and Regulations for the achievement of their Goals. Channel members
are given incentives and teamwork is encouraged.
PROMOTION
Promotion means activities that communicate the merits of
the product and persuade target customers to buy it.
PROMOTION TOOLS
Externa
l Affairs
Advertis
ing
Joint
Promoti
on
Public
Relation
s
Sales
Promoti
on
Advertising
Personal selling
Sales promotion
Public relations
Direct marketing
External Affairs
ADVERTISING
Any paid form of non-personal presentation and promotion of ideas, goods
or services by Mobilink.
Various Medias are used by Mobilink for advertising purpose.
TV
Radio
Magazines
Hoarding boards
Publicity on shops
Banners
Hoarding
Boards
Radio
Publicity on
Shops
A
Television
Magazines
Advertising
Outdoors
Banners
TV
Various add of Mobilink run on TV whenever new feature is added a service
special adds are run on TV. Many channels are use to show the add to the
audience.
RADIO
Mobilink sponsored number of programmers on Radio to reach target
segment.
News Papers
Most of the add of Mobilink are run on newspapers like Jang, Dawn, The Nation, NaweI- Waqat.
MAGAZINES
When Mobilink want to address the specific audience like business people who read their
business magazine then special package or service add is used in magazine.
BANNERS
Banners are another way to advertise the services of Mobilink. Banners of various service
are use to put on those areas where most of the target market lies.
OUTDOOR
This advertising technique used by Mobilink when it introduced new service. It reaches
with high frequency and gain immediate audience attention.
Sales promotion
Consumer promotion
Trade promotion
Consumer promotion
Various tools are used by Mobilink for consumer promotion.
ADVERTISING CAMPAIGNS:
Mobilink started with campaign of A Motorola Network for products introduction.
Then Future is Here is introduced for new technology in Pakistan.To produce
customers awareness included Crystal Clear Communication as a superior network.
Line Up
Now for increasing sales.Total Customer Satisfaction for a brand image.
DIRECT MARKETING
Direct connections with carefully targeted individual consumers to both obtain an
immediate response and cultivate lasting customer relationship___ the use of telephone,
mail, fax,E_ mail, the internet and other tools to communicate directly with specific
consumers.
Personal selling
Personal presentation by the Mobilink sales force for the purpose of making sales and
customers relationship building.
Public relations
Building good relations with the company s various publics by obtaining favorable
publicity, building up a good corporate image, and handling or
heading off unfavorable rumors, stories and events.
SALES PROMOTION:
The sales promotions of Air Time, Free Air Time, Number of
days off-peak and off peak Discounts, Line RENT DISCOUNT
AND Connection Discount pamphlets or the brochure available
at the sales outlets. Short-term incentives to encourage the
purchase or sale of a product or service. Sales promotion may
include displays, contests and visiting celebrities.
DISCOUNT:
Now u can call a designated Mobilink GSM number at a 50%discount on air time charges
for Rs. 250 per month. This special discount number option is available only to our GSM
budgeted customers.
So if there is another Mobilink number (in addition to your one free number) that you call
too often, here is your chance of additional saving by using your GSM budgeted package.
EXTERNAL AFFAIRS:
External factors involve the sponsorships that MOBILINK provides for Cultural
programs, sports matches and educational conferences. The company also organizes
research surveys and seminars on Customer satisfaction, product usage and attitude and
communication tracking to promote its products. They also organize events,
EVENTS
Mobilink greatly spends on organizing events like concerts, shows, matched etc. In small
towns they organize events inviting local people and their local singers or actors so that
they really get attracted.
Mobilink rewards
By choosing any package plan (both post paid and prepaid) you also qualify for a host of
on call service call waiting call forwarding.
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Happy Clothing:
Jazz up your formal attire with Deepak Parwani specials and make an
impressive addition to your wardrobe.
Happy Gifts:
Crafted from finest quality leather with beautiful contours bound to attract your
attention.
Happy Talking:
Futuristic design with advanced technology from renowned brands like Nokia, Ericsson,
Motorola, and Siemens.
Happy Traveling:
Exciting trips to London. Dubai and Bangkok... you will love the way Mobilink rewards
you.
Happy Vanity:
Breathtaking beautiful jewelweed pieces make an ideal gift.
Happy Freedom:
JAZZ -- the all new prepaid mobile service gives you the freedom to communicate while
having total control over the cost.
Happy Computing:
State-of-the-art Lap/Palm tops from renowned brands like Compaq and
3Com.
Happy Watching:
Cartoons, sports, dramas, blockbusters and music -- get your favorites on
your own video/audio cassettes and VCDs.
Happy Homes:
Watch, listen, chill out, and enjoy the superior quality of prestigious
brands such as LG and Philips.
Prizes
Promotion Budget
In case of Mobilink, its highly confidential so it was not told to us but only thing, which
actually sets their budget, is their competitors and the competitive environment going on.
In Mobilink allocation of budget is not depends upon usually on sales it is depends on
what u r going to intorduced,they have open budgt,if they want immediate effect then
they used open budget.
The Jazz Member get Member promo is the first of its kind where we will be giving our
customers an opportunity to become the brands ambassadors and at the same time earn
some free airtime. The essence of the campaign is that an Existing Jazz customer can
refer upto 4 new customers and earn Rs.400 in airtime! The new Jazz customer will also
get Rs. 100 free airtime.
Jazz Member get Member has been launched as of April 7, 2005. This is a limited time
offer.
Jazz-Aur Sunao
Jazz Tariff have been reduced from Rs. 4.75 per minute to Rs. 3.50 per minute
on all calls from Jazz to any other Mobilink numbers. This tariff reduction will
serve as an unparalleled advantage to the largest mobile community in
Pakistan, who will now have to pay less to call within the Mobilink family, 24
hours a day!
SWOT ANALYSIS
Strengths and Weaknesses of Cellular
Companies
Mobilink
STRENGTH
Strong brand name
Excellent customer services
Large number of facilities provided
Reasonable price
Extensive advertisement
Our people are our greatest asset. We take great pride in
acknowledging the contribution each one of us makes.
Respect for People
Trust & Integrity:
Commitment to Total Customer Satisfaction:
WEAKNESSES
OPPORTUNITIES
Making developments in facilities and developing new technology for
better connectivity.
Facing competitors at every turf.
THREATS
Paktels countdown to GSM
Paktel better connectivity
Suggestions
Recommendations
MOBILINK
Provide best quality service to customers
Improve your coverage network
Improve the connectivity and reception
Lower your price rates
Try to solve customers complaints in a best possible way
Improve promotional tools
Provide connections on large scale
COMPETITIVE ANALYSIS
DIRECT COMPETITORS:
o Ufone
o Paktel
o Insta
o Telenor
o Warid
IN-DIRECT COMPETITORS:
o Ptcl
And
o Worldcall
o Ptcl Wireles
Wesites:
www.mobilinkgsm.com
www.pakistansearch.com
www.dailytimes.com
www.google.com
Others
Mobilink brochures
Mobilink Pamphlets
Mobilink posters
REFERANCE
Ikram Khalid,