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Mobilink Vision
To be the leading Telecommunication Services Provider in Pakistan by offering innovative Communication solutions for our Customers while exceeding Shareholder value & Employee Expectations.
performance
goals.
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
Societal Marketing
Mobilink believes in playing an active role in supporting the community and social development of Pakistan. Each year, Mobilink and its staff contribute significantly to charities and community projects to help bring about a better quality of life to the less privileged in the community and enrich the lives of Pakistanis through support in local arts, education and sports.
Mobilink has made various donations to educational institutes. This includes donating computers to the Federal Board of Intermediate and Secondary Education, donating Rs. 100,000 to Pakistan Institute of Medical Sciences to set up a computer lab, and sponsoring the commemorative ceremony for the golden jubilee of Cadet College, Hasanabdal.
Mobilink's alliance with the international Kara Film Festival demonstrates its commitment to the promotion of art and theatre. The festival creates a space for alternative and independent cinematographers, both experienced and new filmmakers, to exhibit their creative endeavors in Pakistan.
Employee Involvement
Mobilink believes in supporting the community not only through sponsorships but also through employee involvement. In addition to sponsorships, Mobilink encourages its employees to be engaged in community welfare work and to support relevant causes.
Earthquake 2005
During the devastating earthquake of 2005 that struck the Northern Areas of Pakistan, Mobilink was amongst the first to respond to the crisis. Relief Camps were set up in all major hospitals to provide free calling facilities to patients and relatives arriving from far flung areas. Goods such as blankets, shawls, jackets were also collected for those affected by the earthquake and Mobilink Relief Teams were constituted to provide aid to the Northern Areas.
Network
During the last 13 years, Mobilink has set up one of the largest cellular networks in the country. Currently, it is covering more than 5000+ cities and towns. This has involved an investment in the company of more than US$ 1 Billion. Mobilink has 50 Switches and more than 4,900 cell sites and the number keeps growing at a rapid pace. It also has deployed around 3,000 km of optical cable. Switches Radio Base Stations Intelligent Networks Microwave Equipment Operating Frequency Siemens and Alcatel Motorola and Alcatel. Siemens NEC and Alcatel 900/1800 MHz
giants, or private ventures; billed accounts were the way to go. With the advent of mobile telephony, this system changed to accommodate and facilitate the needs of different users. Here was where the prepay concept was born. The company that is credited with introducing the concept in Pakistan is Mobilink. There is little doubt, though, that when the company that prided itself on its executive clientele came up with prepaid cards, it could not have imagined the extent to which the idea would take off in the country. On the other hand, it is not hard to imagine the motivation behind Mobilinks decision to launch its offering. At the time, having a cell phone and a post-paid connection was no cheap thing. So, the company decided to try to grow by targeting the majority that could not afford billed connections. The idea worked pretty well, and Mobilink Jazz came to be.
CASH COW.
DOG
High Low High Mobilink Market Growth Rate Low Mobilink Market Share
Mobilink claims all its products as Star with the highest Market Growth Rate and highest Market Share.
SWOT ANALYSIS
STRENGTHS
The company excels in marketing, sales and customer services. It has the advantage of having a huge and loyal customer base.
WEAKNESSES
Network problem is the biggest weakness for Mobilink for which it faces major criticism or complaints. The company is also vulnerable with post paid debts.
OPPORTUNITIES
The company has opportunities in the field of wireless and 3G technology. It can also further capitalize on the emerging trend of value added services.
THREATS
With lots of competition coming into the telecommunication industry of Pakistan, buyers growing bargaining power is the strongest threat to the company.
Marketing Management
The art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
Step 2: Developing the approach and establishing research design and strategy
Mobilink researchers gather data both by primary and secondary means. The second step is questionnaire development. Surveys are designed with the marketing research objectives in mind. It is made sure that the questions address the needs of the project and all surveys are pretested to confirm the survey, instructions and procedures are set up appropriately. The next step is to coordinate data collection.
The data is collected via telephone, in-person, through the Internet or by using qualitative research. Marketing research studies are continuously monitored by the research team to ensure accuracy. As Mobilink is well aware of the fact that data collection phase is prone to errors and inaccuracies so the management tries hard to get that right. A major problem is getting biased and dishonest answers. So getting true respondents is crucial.
Discovery
Understanding and identifying the key objectives of the mobile services. Mobile Marketing or Mobile Media or a combination of both? Research and due diligence Identifying and documenting timeframes, milestones and business case Integration with new or existing marketing and media activities Legal and compliance issues Strategic partners and distribution channels Creative and campaign development
Strategic Planning
Creative Development
End user experience and interaction design Mobile media production and delivery Integrated mobile marketing and media services
Element Platform and Modules Telecom and messaging infrastructure Use of appropriate technology and mobile content (SMS/MMS/Java/ Ring tones/Icons) Hosting, management and ongoing technical support
Program Management
Client Services Team End user support Ongoing reporting and analysis Proactive ideas and research Roadmap for client development
Trade directories Legal information sources Competitive intelligence database software suppliers Other public information sources
Targeting
The second step of choosing the value is selecting the appropriate target market. Mobilinks target market varies with its different product lines e.g. the Mobilink Indigo brand mainly targets the corporate sector of the Pakistani community. The Jazz Octane is designed to attract youth; Jazz Budget is aimed at the middle and upper-middle class, while Mobilink World targets the masses with its diverse value added services. It is important to understand that the future of marketing telecommunication services in Pakistan is going to be based on targeted segmentation strategies. Mobilink follows the target selection pattern of full market coverage and develops strategies as per the requirement of the different targeted segments. Mobilink has followed a consistent strategy of growing the network and ensuring that the products are available everywhere. This growth has been further strengthened with brand building activities that have ensured that Jazz and Indigo remain synonymous for premium telecommunication services for which they are close to the hearts and minds of the customers.
Positioning
Developing the offerings value positioning is the last part of choosing the value phase of the value delivery process. Mobilinks catchphrase Mobilink Reshaping Lives tells all about how they want to position the brand in the minds of their target customers. The message they want to communicate to the consumer market is that Mobilink is the best solution for telecommunication and can be trusted to provide communication facilities all across the globe where no other service is available.
Competitive Forces
The industry structure of Pakistans mobile phone service providers is differentiated oligopoly; a small no. of large firms producing products partially differentiated along the lines of quality, features, styling, or services. There are 6 major providers of mobile service in Pakistan. Mobilink GSM Telenor Warid Telecom Ufone Paktel GSM Instaphone
Competitive Strategies
Being the market leader, first, Mobilink must find ways to expand total market demand. Second, it must protect its current market share through good defensive and offensive actions. Third, it has to try to increase its market share, even if the market size remains constant.
Company Orientation
While a company has to keep a watch on its competitors, Mobilink strongly favors a customercentered orientation and considers itself to be a customer-centered company. A customer centered company is in a better position to identify new opportunities and set a course that promises to deliver long-run profits. Same is the case with Mobilink. By monitoring customer
needs, it can decide which customer groups and emerging trends are the most important to serve given its resources and objectives.
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
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 doesnt 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.
Mobilink Jazz
Jazz is an exciting and energetic offering of Mobilink, targeting specifically those enthusiastic teenagers, middle class and the youth market of the country, wishing to enjoy freedom, fun, lower rates and a package that matches their personality.
Jazz Offerings
Jazz Budget Jazz Octane Jazz Ladies first Jazz Easy Jazz Share Jazz Load Jazz Advance
Target Market
Jazz Budget Target market is those young boys and girls who want to stay in touch with their friends and family all the time but with cheaper rates. Happy hours with only 0.40 /30 seconds. Jazz Octane Targets those customers who want to have fun in their daily life........enhancing energy in their personality of youth with low SMS rates, discount rates and lower air time rates for three numbers. Jazz Ladies First Specifically designed for ladies (housewives) who along with their routine work want to have recipes, beauty tips, shopping discounts etc. (Also lower rates for special numbers.)
Jazz Easy Jazz Easy customers can enjoy calling at amazingly low call rates for Mobilink numbers, they also benefit tremendously from the fabulous rates to call on any other network. Jazz Share An exciting new service targeting the Jazz family Members and allows them to share balance anytime, anywhere.Jazz AdvanceTargets Jazz Family Members with Additional balance benefit to help them talk some more! Jazz Load Jazz Load allows to recharge Jazz account in variable denominations.
Mobilink World
Mobilink World is the Value Added Services Brand for Mobilink. These services are not just fun, but also help its customers with their business needs. Whether it's a Bolo SMS they want to send to a friend or a ring tone they want to download to customize their phone with, Mobilink World has something special for them.
Target Market
Mobilink World is the Value Added Services Brand for Mobilink and its target market is its whole customer base: Mobilink World services are not just fun, but also help you with your business needs. Whether it's a Bolo SMS you want to send to a friend or ring tone you want to download to customize your phone with, Mobilink World has something special just for you.
Mobilink PCO
For the first time ever Mobilink has brought Mobilink PCO, a revolution in its own right that shall surely set apace the way its consumers communicate at the grass root level. Mobilink PCO is a fixed wireless phone that has special PCO functions capability. It consists of two LCD's that helps customers to keep a tap on the duration and the costing of the calls they make. This latest venture from Mobilink is aimed at bringing prosperity and happiness for all the people throughout Pakistan. It's a complete self-employment solution for the people of Pakistan, fulfilling their dreams and aspirations. Mobilink PCO does not only give its consumers higher returns on a very low investment but it also creates a world of better prospects in terms of a consistent source of income for them. Mobilink PCO claims Wherever you are, throughout Pakistan whether the remotest deserts of Sindh or the spectacular peaks up north expect unparallel coverage from your Mobilink PCO
With this unit customers experience even higher returns even though the investment in terms of capital is very minimal. Mobilink PCO no doubt is a world of opportunities within itself. Exceptional coverage and the ease of its wireless technology-carry it wherever you wish Load the free jazz card provided and embark on a successful business venture right away Benefits from after sales services
and Tinker Bell. Mobilink services give parents complete control over their childs phone expenditure thus making it a cost-effective resource. The D100 has been developed for Disney by Dubai based Broad link Research, Disneys licensee and partner. After conducting market research and realizing the growing needs of working parents to stay in touch with their children using mobile phones; Mobilink in collaboration with Disney has introduced this innovative solution to the Pakistani market. Moreover, changing social trends and feedback received by Mobilink through this research led the market leader to co-launch a safe and secure solution for parents.
Pricing
Mobilink is the undisputed market leader, which is why it is believed to be expensive as compare to other telecommunication service providers. Having the largest customer base in the country with the fact that its service is available in the remote areas of Pakistan as well, people rely on Mobilink services leading to the fact that Mobilink charges higher compared to its competitors. Mobilink has the largest subscriber base in Pakistan with 24 million customers. Mobilink recently started GPRS services with RS. 500/ month of unlimited usage which is a treat for GRPS users who want to take their office with them. Mobilink provides them with this facility with fairly reasonable charges.
Free SMS
Monthly
10
15
20
25
30
Jazz
Jazz Budget Tariffs
Details Outgoing calls to any Mobilink number during selected Happy Hour Window * Outgoing to 3 F&F Mobilink numbers Outgoing calls to any Mobilink number Outgoing calls to all mobile networks in Pakistan Outgoing calls to all Landline numbers in Pakistan SMS (Jazz to Mobilink) SMS (Jazz to other networks) Rates Rs. 0.40 / 30 seconds
Rs. 0.75 / 30 seconds Rs. 0.90 / 30 seconds Rs. 1.25 / 30 seconds Rs. 1.25 / 30 seconds Rs. 1.0 / SMS Rs. 1.5 / SMS
Outgoing calls to all Landline numbers in Pakistan F&F Numbers Offered SMS (Jazz to Mobilink) SMS (Jazz to other networks) F&F numbers addition/modification *
Rs. 2.50 / min 3 (Three) Rs. 1.0 / SMS Rs. 1.5 / SMS Rs. 15 + tax / Modification
Outgoing calls - Any Mobilink number (1st Minute) Outgoing calls - Any Mobilink number (2nd minute onwards) Outgoing calls - Any Mobilink number ( 3pm-6pm ) Outgoing calls - To Landline numbers (inclusive of interconnect charges) Outgoing calls - Other mobile networks (inclusive of interconnect charges) SMS based Value Added Services Subscription
Rs. 30 / month
SMS (Push based Value Added Rs. 2.00 / SMS Services) SMS - Any mobilink number SMS - Any other network Rs. 1.00 / SMS Rs. 1.50 / SMS
Pricing Strategies
Mobilink uses psychological pricing. They have set their target price on consumer perception of the product value e.g. outgoing calls at any 3 Mobilink numbers cost Rs.0.99/min. They havent set the price exactly on Re.1 but have used psychological pricing to attract customers. Mobilink is the only telecommunication network in Pakistan, which has reached maturity and is the market leader. This is why, there prices are somewhat higher than its competitors like PTCL Wireless and World Call Wireless (at introduction), Warid (at growth) and Paktel (at decline). They made use of psychological pricing also by offering free roaming facility during Hajj. Mobilink is not using competitive pricing strategy because they are enjoying the market leadership in Pakistan. At maturity, as different market segments are targeted the prices must be offered in such a way that suits the targeted segments. Mobilink is doing exactly the same. They have offered prepaid connections like Jazz Octane, Jazz Budget and Jazz Ladies First, which can be afforded by the people not having very high incomes. Though, the prices of these packages are relatively higher than the prepaid packages of other telecommunication networks but still attractive. Jazz Ladies First is a package designed specially for ladies through which they can shop, listen to beauty tips and recipes at relatively lower rates. Jazz Octane offers SMS rates as low as 25 paisas/msg and late night option rates at Rs 1.50/min and many other facilities at attractive rates. Jazz Budget Package is an economical way to talk to any Mobilink number in Pakistan. It has announced another ground breaking first of its kind offer with the re-launch of Jazz Budget. The
package has been launched with a fresh look and tariffs tailored specifically for the masses. One of the key highlights of this package is the Happy Hour, which is bound to hit a chord with the nation, and has been developed keeping the communication needs of the Pakistani people in mind. Keeping in view the fact that Mobilink customers make 7 out of every 10 calls to a Mobilink number, the new package is specifically customized to offer customers the lowest rates to call the largest mobile network in Pakistan. 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 is also offering "Zabardast GPRS Offer" which allows Mobilink customers to use GPRS just for RS.100/year.
Coverage
Mobilink provides the widest coverage network, covering more than 5000+ cities, towns, and villages across Pakistan. It connects over 24 million family members every second of the day with exceptional voice quality due to its broad coverage. The coverage is expanding day by day, and it is claimed by the management that soon the only other thing covering Pakistan more than Mobilink would be the clear blue sky.
The type of coverage service Mobilink provides is divided into three main categories: PHYSICAL PRESENCE (Mobilink has physical infrastructure in the area) INDOOR SPILLOVER COVERAGE (High coverage level in adjoining area) OUTDOOR SPILLOVER COVERAGE (Medium coverage level in adjoining area)
Nationwide coverage
Mobilink provide true nationwide coverage in more than 5000+ cities, towns, and villages across Pakistan. Mobilink provide its services in urban areas as well as towns and villages. In nationwide Mobilink provide services in following areas. Punjab Sindh Balochistan NWFP Capital AJK FATA
International Roaming
Along with nationwide coverage, Mobilink also provides true International Roaming in over 100 countries with more than 300 partner operators worldwide. The regions where Mobilink provide International Roaming are as follows. Mobilinks roaming partnership with Thuraya has further enhanced international roaming coverage. Through satellite communication the Mobilink connection can be used in areas where there is no GSM coverage. United States Canada Caribbean Europe Middle East Africa Asia Australia
2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25.
UAE Cyprus N/A United Kingdom Maldives Switzerland N/A Maritime Roaming Mozambique Senegal Panama Ivory Coast Oman Brunei Ukraine Portugal Uzbekistan South Africa Argentina Jordan Uruguay Belgium Sri Lanka El Salvador
du Areeba GSM on the Ship T - Mobile Wataniya Orange OceanCell MCP mCel Sonatel C&W MTN Nawras DST UMC Optimus Coscom Vodacom CTI Movil Xpress CTI Movil BASE Mobitel CTE
900/1800 900/1800 900/1800 900/1800 900 1800 900 1800 900/1800 900 850 900 900 900 900/1800 900/1800 900/1800 900 1900 iDEN 1900 1800 1800 1900
Personal 26. 27. 28. 29. 30. Armenia Saudi Arabia Tajikistan Italy Germany K Telecom Etihad Etisalat Indigo (North) Wind O2 900/1800 900 900 900/1800 1800
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.
Promotion
Companies can do more than make good productsthey must inform consumers about product benefits and carefully position products in consumers minds. To do this, they must skillfully use the promotion tools of advertising, sales promotion, public relations, sales force, direct marketing, and personal selling.
Advertising Goal
The chief advertising goal of Mobilink is to increase its customer base and to stimulate more usage. Mobilink is currently using: Information Advertising: To create brand awareness and knowledge of its Mobilink World brand. Reminder Advertising: To stimulate the repeat purchase of its Jazz and Indigo brands.
models as being a Jazz Girl. But with the competition getting intense, Mobilink finally decided to raise the profile of Jazz. The tariff wars between the providers initially caused Mobilink to offer WAP on Jazz, and then to slash prices and improve its quality. Finally, in February 2006, Mobilink launched Jazz Octane, a package designed for the communication needs and lifestyle of the Pakistani youth segment. The belated foray of Mobilink into the youth market has met with promising early success, and the new package offers quite a bit. The early success of Octane has not only to do with its increased offerings, but also has a great deal to do with the campaign that Mobilink came up with. Perhaps most effectively and symbolically, the ad showed an old woman embracing the youthful abandon that Octane is shown to offer. It can be argued that the old womans name is Mobilink. Later the introduction of such packages as Jazz Budget, and Jazz Ladies First has met tremendous success. The Mobilink World Campaign: Mobilink World being the value added service brand for Mobilink has been started with an elaborate campaign with TV advertisements and print ads.
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:o 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. o Local Rates: According to this freedom plan across Pakistan, all call, across all networks are charged as local calls. Bonuses & Free Airtimes: Mobilink has been offering a number of bonuses to its consumers. An example of its current bonus offer is: o Bonus on Recharge: Mobilink brings an exciting offer for its Jazz customers. Recharging their Mobilink Jazz connection between 18th May 2007 and 18th June 2007 will give them 100% free airtime (if the customers
have not recharged in the year 2007).
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.
Event Sponsorship
To enhance its corporate image, Mobilink practices event sponsorship. It sponsors movie premieres, concerts, sports events and community welfare. A few events sponsored by Mobilink are given below. Golf Organized for Premium Consumers by Mobilink Indigo Brand On May 4, 2007 Mobilink Pakistan organized an invitational Club Indigo Golf Tournament exclusively for Mobilinks corporate customers. The golf tournament was organized at the Islamabad Golf Club by Mobilink Indigo Club. It aimed at bringing the top executives from the corporate sector at one of the most popular greens of the city. Expressing his views on the Indigo Club tournament, Zouhair A. Khaliq, the President and CEO of Mobilink said, Needless to say we are the leaders in the telecom sector, but this does not stop us from doing more for our customers, we strive to set higher standards for all in the business. Through Club Indigo we ensure the maximum level of customer satisfaction for our corporate accounts and establish concrete relationships through tailor-made services and special offers for our major clients. Club Indigo is responsible for building relationships with its exclusive clientele, through superior customer services. Other Sports Events Recently Mobilink also held an invitational tennis tournament in Karachi and has organized and sponsored various sports events across Pakistan, including cricket and Polo tournaments, providing quality entertainment to its customers.
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:Todays consumers are mobile and todays 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.
Electronic Marketing
Mobilink finds it electronic marketing very important and highly accountable.
Mobilinks Website
Mobilink has paid special attention to the context & content of its website to encourage repeat visits.
Mobilinks website not only has attractive design and layout but is also very interesting and easy to navigate.
Context:The alluring color scheme used in the layout of website make it worth navigating. The choice of color itself has a table to tell. Indigo: a combination of basic blue suggests the vibes of blue dream. Red: illustrates passion of blood. The savior is the icon (ball) that pitches in a rave of energy and suggest a motion for the brand ID. The logo which is not only Influential & Exhilarating but a sure head turner and is doing wonders in touching hearts and assuring absolute strength in the brand. Content:The content is also the heart of the website. It includes: Info o News o Weather o Business o Mobilink GSM updates Fun o Mustt Tones (polyphonic tones) o Double mustt tones (true tones) o Music Videos o Wallpapers o Greeting Cards o Java Games o Animation o Todays Special o Color Logos o Mobile themes Sports o Cricket Updates o Football o Golf o Tennis o Others Media o TV Commercials of Mobilink Tools o Yahoo o MSN o Google o MSN Messenger
o Hotmail o Gmail
Conclusion
After the great research and paper work we are of opinion that a lot of people have shown their interest in these two Mobilink offers i.e. Postpaid & Jazz ladies first. The motto of the company is Connecting People" and Reshaping Communications