NAME: UZAIR GULZAR SHAIKH REG NO: 1011159 SEMESTER: BBA-6

SUBMOTTED TO: SIR GHOUS ALI SHAH

TABLE OF CONTENTS
TOPIC Acknowledgement PAGE NO 2 3 4 5 6 7 8 9 10 10 11 11 12 12 13to14 15to17 18 19 20 20 21 22

Introduction History Mission Statement & Vision Statement Organizational Chart Marketing Programs Zong as a Brand Market Share Market Segmentation Target Markets Positioning Differentiation Total Market Orientation Competitive factors for Zong Marketing Mix of Zong SWOT Analysis, Eternal & External Audit Competitive Advantage Challenges Future Plans Future Strategy Conclusion Recommendations

Acknowledgement

Start with the great name of Allah the most beneficent & the most merciful whose blessings are a abundant & favors are unlimited.

Iam also thankful to my worthy Teacher: SIR Ghous Ali Shah, who has given me such a tremendous opportunity to work on project of Marketing Management. Iam also thankful to my respectable Parents who have given me opportunity to study at Wonderful & well known Only Business Institution of Larkana known as a SZABIST LARKANA CAMPUS.

Introduction
Recently China Mobile Company in Pakistan have introduced its new brand called ZONG With introductory slogan Say everything or Sub Kah Do and started its advertising campaign at popular print and electronic media outlets. ZONG is the first international brand of China Mobile being launched in Pakistan. The company often recognized as China Mobile Pakistan. It meant to authorize and liberate the people of Pakistan in every corner of country. It will become a part of their hearts, their minds and bring about a change in their lives that every one desired but few thought would be possible. The core concentrate of ZONG is to allow people to communicate at their wish & will. Without worrying about tariffs, network coverage, capacity issues or congestion. ZONG will be supported by ground breaking communications, trend setting customer service and matchless product offering which will refine rules of game and establish ZONG as a serious competitor for number one mark. ZONG would offer its customers with entertaining and innovative VAS and will allow them by giving a wide verity of products, services and content to choose from. We are privileged to be the pioneering country introducing this brand with others to follow.

History
China Mobile is the world's prime telecom operator. Having a customer base of over 300 million customers, its network routes 700 million text messages every day and handles 250 million calls every hour. China Mobile Pakistan (CMPak) is a 100% contribution of China Mobile.. So far CMPak has invested more than US$ 700 million in the telecom sector in Pakistan and an further US$ 800 million will be invested till the end of year 2008.With ambitious plans to cater to the fastest growing Pakistani market and to win over the ever demanding Pakistani customer, it will be offering unique coverage, voice and data services as well as a wide range of tariff options to choose from. CMPak's edge comes from the experience and proficiency of running the world's largest telecom service and the commitment they make to setting of quality .

CMPak is geared to offer smartly packaged VAS products that will benefit the individuals, corporate as well as small businesses. Lead by a team of professionals from the field of cellular communication, CMPak is determined to make its mark in the Pakistani market and to change the way people communicate. ZONG is the first international brand of China Mobile, launched in Pakistan in 2008. The company is often cited as China Mobile (Pakistan) or CMPak. As of late 2011, it had a subscriber base of 13.2 million.

Mission Statement

To be the leading mobile operator of Pakistan, innovating & offering exceptional quality services corporate citizen & envoy of friendship between China & Pakistan.

Vision Statement
Make Communication Exciting.

Organizational Chart of Zong.

Marketing Programs
As the customers are spread all over the country, the broadcast medium is used to communicate the value of the product. Local medium like sign boards, billboards, posters & wall choking is used to communicate the value. Local area franchise work in different areas & have the people who can communicate in local language.

Zong As A Brand
While keeping its tradition of being the trend is used in the industry, Zong has altered the image of mobile phones from a luxury only affordable by the elite, to a necessity affordable by the common man. Since its foundation, Zong has positioned its brand for masses. In keeping with the upcoming competition and market dynamics, Zong has increased its focus on the youth segment (which comprises 50% of the population), with the Prepay brand. By designing market focused products, Zongs brand team initiated brilliant campaigns, which has enlarged the brand equity. The new brand image gained huge familiarity among the targeted market. A recent marketing survey conducted by a famous marketing research company showed that Zong has boosted its brand visibility and image. Zongs Prepay brand is now considered as a one of the most favorite brand by the youth market and is followed by other mobile operators initiating their respective brands for the youth market.

Market Share
Zong holds 15.4 percent of market share which is growing every day as it added more than 4 million subscribers to its base thus reaching about 19 million total subscribers. Zong managed to boost its growth up to 34.1 percent. Zongs future strategy is to become the largest network operator in the country & his team has already started working on its growth plans which will surely take the Zong at high level. Zong have already launched the services which will help them to achieve its goals Among the five mobile operators who are competing vigorously for a share of the subscriber base & the revenue, Zong has climbed up on the 4th position with 15.4 percent market share even after being the latest entrant in the market. Though within the short time Zong has occupied its greatest place in cellular market of Pakistan.

MARKET SEGMENTATION
Cellular service market is a dissimilar set of people. Zong as well, as other cellular service companies segment their market on four bases: - economy, age, gender &occupation, Zong also emphasis on that. ECONOMY: Upper class, Middle class, socio-economic class, lower class AGE: Teenagers, youngsters, middle age, aged people GENDER: Male & Female OCCUPATION: corporate class, Business class, working class etc

TARGET MARKETS: Cellular phones are the technology of new era, the 21st century. These cellular phones are the main focus of our youngsters. All the cellular companies are targeting The Youth one way or other. Zong is no longer a follower in this race. Its main focus is THE YOUTH of Pakistan which is its Target Market. Target marketing strategy: Zong has always been targeting Youth Market by using young brand endorsers or representatives. It always brings such packages and offers that particularly meet the needs of our young people. No doubt it has also launched packages, brands and offers for working people, business class, ladies and aged ones. Zong looks for to target masses in the long run.

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POSITIONING: Positioning is the process of creating an image of companys brand in the mind of market. Companies position themselves emotionally, functionally or on the basis of brand quality. Zong is still a market challenger in comparison to market leader MOBILINK. It is still to reach to the top most position of cellular companies. So, Zong positions itself on the basis of its services.

Ufones positioning strategy: Zong has changed the image of mobile phones from a luxury only affordable by the elite, to a necessity affordable by the common man. Since its inception, Zong has positioned its brand for MASSES on the basis of services it is providing and its lowest call rates. It makes them believe that it satisfies the needs of everyone (vizall classes, age & genders). It tells them that Zong is there when anybody needs it. The brand name Zong itself is a positioning statement. DIFFERENTIATION In these days of strong competition marketers find it hard to differentiate their services from those of competitors. Now customer care about only price. A displeased customer will immediately go for brand switching. Thus leaving a customer unsatisfied and not meeting his/her demands is out of question for marketers. Differentiation Strategy : Zong has always strategized in fulfilling the demands of their customers. In doing so it has been successful in differentiating itself in terms of:Price Quality service Technology 11

TOTAL MARKET ORIENTATION

Total Market Orientation is about understanding and meeting customers expressed and hidden needs.
Strategy :

Zong has always considered the ever rising needs of low call rates and quality service. It has given its customers their need based packages and Zong has introduced such a brands & packages which meet with customers hidden needs as well.
For example 5 ka15 is result of a hidden need of women of our society. They plan to make a short call but it becomes a long one unintentionally due to gossips and chit chats.

Competitive Factors for ZONG. Major Competitors of ZONG include: Mobilink Ufone Telenor Warid

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Marketing Mix of Zong.

PRODUCT/SERVICES Zong is a service providing company. Service is a intangible product that is consists of activities, benefits or satisfactions offered for sale.

Strategy: Zong makes strategies to provide superior cellular services which surpass its competitors all levels. When Zong introduces a new package in a market, it actually makes it a complete package of core benefit, design, features, brand name, quality, and after sale service. PRICE Cellular service providers are facing extreme price competition in modern market. Customers perceive pricing as the heart of brand selection. Price has always been the core differentiation of Zong. Zong is the one who is offering least call rates.

Strategy : Zong strategize to confine the offered pricing needs of its customers and use it well on occasional or timely basis. For example Ufone offered very good call rates on international calls in Eid days. It provides hourly call rates in Ramadan when people were least likely to avail the offer that much that it might prove unprofitable for Ufone. It was a fantastic strategy to beautify the brand image in term of pricing in customers minds as well as remain profitable in doing so. Ufone follows market penetration pricing strategy and dynamic pricing strategy to meet the customer needs and ever changing price competition.

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PLACE Place plays a vital role in the distribution and promotion of services. Competitors of Zong are looking for penetrate into places where others havent reached. Cellular service providers are severely widening their network & coverage in every area of Pakistan.
Strategy:

Zong strategize to increase its coverage to all places in Pakistan in order to assemble the requirements of its increasing customer base. Now Zong is heading from cities to remote northern areas in growing its network. Zong has intensive promotion in cities, but it is also considering improving its promotion in rural areas as well as. PROMOTION Zong considers Integrated Marketing Communication which is a cautiously merged mix of promotion tools. Zong uses diverse marketing activities and channels to communicate and deliver value to customer. These activities are coordinated to provide maximum communication output. These communication channels includes:-Advertising, sales promotion, public relations, direct marketing & personal selling. Zong strategize to carry out promotion in order to increase its market share.

Strategy : Advertising (discussed later) Sales Promotion (discussed later) Public Relations : Zong is less conscious of developing its general public relations. But recently it has launched its Hajj Guide service on Ufone. It avoids getting in news stories and disagreements but sometimes it proves predictable. Direct Marketing : Zong use on-road umbrella franchises where the directly market and sell their connections and Sims. Personal Selling : Zong administer personal selling facility to sell their Post Pay connections targeting well to do people and businessmen

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SWOT Analysis of Zong. Internal Analysis: Strengths

Lowest Rates Nation Wide. Zong provides lowest rates as compare to other telecom industry its a great thing which is only provided by Zong.

Short image of Parent Company Zong have a strong image of their parent company china mobile. That is plus point of zong.

Network portability Over 500,000 people have been switched to Zong from other networks.

Zong Mobile Zong has come up with another interesting promotion; you can get a mobile almost free but with a years payment in advance.

Location & Geographical Coverage Zong is covering the northern areas of Pakistan rapidly.

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Weaknesses Bad image Bad image of associate with Pakitel & still now having old staff of Paktel.

Bad Standing Zong have weak brand standing as compare to other telecom companies because they are new in the market.

Bad MIS Zong doesnt have the proper lists of its customers. It has the list but this list is not authentic which is increasing the unauthorized use of its sim specially prepay. Zong have to take serious steps to properly list its customers to make sure that there is no misuse of information.

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External Analysis Opportunities Expand Globally Zong can expand the globally & can develop its strategy in other countries. Acquire/Merger As Warid is going in loss & in the condition of liquidation its big opportunity for Zong to acquire Warid telecom. New product development Zong Can introduce new products such as dish TV. Opportunities in northern areas Zong can have a clear edge over the competition in the Northern areas especially, as China Mobile has huge experience of network operation in similar high mountainous areas in China itself. Pak China Border Zong can cover the border of china, with the karakoram highway & can play an important role in cargo transportation.

Threats Threat of new entrance. Bargaining power of buyers. Bargaining power of suppliers Threat of substitute product.

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COMPETITIVE ADVANTAGES Its an advantage over competitors gained by offering consumers greater value than competitors Offer. Zong strategizes to gain more and more competitive advantages. It also uses these competitive advantages well enough for its promotion. Currently Zong is enjoying the following competitive advantages:Lowest overall call rates

Value added Services (VAS)

Call block service

Corporate color

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CHALLENGES
Zong faces many challenges with the ever growing needs of telecommunication. It must remain profitable with the decreasing economical situation of Pakistan. It must grow as well in these dark times if it has to remain in the market. Zong faces very strong competition from its competitors. It must offer lowest rates with better quality service. New features and services should be introduced to make its customers loyal, happy and satisfied.

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FUTURE PLANS
Keeping in view the growth potential of the cellular industry there is no option but to be aggressive in order to remain a potent force in the cellular industry. In order to extend cellular network Zong has finalized a huge network expansion contract amounting to about USD 550 million, which will enhance the subscribers capacity by 10 million. This is the largest ever expansion project of Zong. A strong focus will be on maintaining high quality of service, which is always a benchmark of Zong, increasing usage and exploring new revenue streams on value added services, market visibility through various market initiatives to fulfill subscribers satisfaction sand demand and above all to increase the value of investment for the shareholders.

Future Strategy:
More transparency & increased flow of information between CMCC & Zong Acquisition of other cellular companies in Pakistan. Market leadership by utilizing strengths & acquired companies.

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Conclusion
Since CMCC has taken over, Zong has accomplished great milestones. Some of the achievements are as follows: Growth in the subscriber base from 2 million to 6 million.

Many products like BYN Franchise, Super Free Number, BYN Home Delivery, BTO Media Campaign, Yaari Load, Unlimited Free Numbers, 12 Aana package, 8 Anna package, SMS bundle, Handset offer etc were launched.

The industry record was broken by setting up over 3000 BTS Towers in a year as Phase one regime.

Many mini exchanges were installed for capacity building; network has a capacity to now support 2 corore users.

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Recommendations
Zong Telecom should increase their network coverage & foot prints in every corner of the country. In the SBU of Zong mobile Zong should use the strategy of hold & maintain Zong should hire the skilled management. Zong should not waste their opportunities & get more help as possible. Zong should adopt the strategies of market penetration, development & of diversification, but the most important strategy would be market penetration.

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