GALAXY Marketing Consultant

M.Ansab Naeem
M.Haris Mahboob
Osama Tanveer
Waseem Riaz
Shayan Shaheen

Introduction
Problem definition
Methodology
Research questions
Hypotheses
Findings
Conclusion
Recommendations
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.


The first cellular service provider to operate
on a 100% digital GSM technology in Pakistan


Mobilink is the largest cellular service
provider in Pakistan.



Decreasing market share

Mobile Number Portability

Greater number of port outs

Lesser number of port ins

Mobilink was the market leader

Profit margin is decreasing due to
competition

Jazz is considered to be an aging brand

Major competitors are Ufone, Telenor, Warid
and Zong


Marginal differences among operators are
reducing

17% Cellular sector growth rate according to
industry analysis

Telecom sector growth in terms of:
Subscription
Revenue

2007-2008
Source: PTA

Mobilink
36.39%
Ufone
20.69%
Telenor
20.72%
Warid
17.60%
Zong
4.49%
2008-2009
Source: PTA

Mobilink
30.88%
Ufone
21.24%
Telenor
21.15%
Warid
18.96%
Zong
6.77%
Users and non-users:

1. Questionnaires

Sampling: Random

Sources of data: Primary and Secondary
How is mobile number portability affecting
Mobilink?

Are more people porting out of Mobilinks
network or porting in?

Is brand repositioning required? If yes, to
what extent?

H1: People are porting out of Mobilink

H2: More people are porting in to Mobilinks
network

H3: Mobilinks profit margin is decreasing
due to port outs

H4: People are switching to other networks


H5: People are not satisfied with Mobilinks
service

H6: Brand repositioning is required

H7: Brand repositioning is not required

H8: Mobilink is considered to be an expensive
connection

Gender
Males
Females
51%
29%
20%
Age
16-24
25-34
35 and above
0% 10% 20% 30% 40% 50% 60%
Yes
No
Ever used Mobilink?
0
5
10
15
20
25
30
35
Mobilink warid ufone telenor zong
Users
Are you satisfied with your current service
provider?
Satisfied
Not satisfied
0%
10%
20%
30%
40%
50%
60%
70%
80%
Yes No
Have you availed MNP facility?
Reasons for using MNP service
Low rates
13%
Better coverage
10%
Brand image
2%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Ufone Telenor Warid Zong Mobilink
Consumer preference for switching their
connection

16-24: SMS packages and call rates

25-34: Customer service

35+: Brand image and Network coverage
30%
46%
20%
4%
Mobilinks Image
excellent
Good
Average
Below Average
Subscribers
Switched to
other
networks
switched to
Mobilink
30%
70%

70% of the respondents said that they wont
switch to Mobilink basically because it is
expensive

5% said they would switch due to its brand
image

25% would switch due to its quality of service

14% people reported that they wont port out
of Mobilinks network

86% said they would port out due to the
following reasons:

Expensive call rates
No SMS packages
Mobilink offers less packages

Network coverage: Excellent

Promotions: Good

Voice quality: Good

Customer service: Good

Brand image: Excellent

Packages: Average
30%
45%
20%
5%
Pricing
very high
high
normal
low
When people were asked about the
drawbacks in Mobilinks service:

14% said no drawbacks

30% said expensive call rates

25% said its not for youth

20% said they dont offer attractive prepaid
packages

5% said Low signal strength in some areas
(connectivity issues)

6% said that tariff plans were not affordable
(less freedom of communication)

Telenor Djuice


Price SMS Validity
8.37 + Tax 1200 7 days
29.88 + Tax 3500 15 days
59.75 + Tax 7500 30 days
1.79 + Tax 200 1 day 24 hours
Telenor TalkShawk


Price SMS Validity
5 + Tax 200 5 days
10 + Tax
450 15 days
30 + Tax 1500 15 days
2.5 + Tax 150 1. day 24 hours
Ufone

Price SMS Validity
6.99 + Tax 1200 7 days
25 + Tax 2500 14 days
80 + Tax Unlimited 30 days
3.99+ Tax 500 1 day 24 hours
Warid


Price SMS Validity
7.99 + Tax 1000 7 days
6.99 + Tax 700 7 days
2.99+ Tax 250 1 day 24 hours
Zong


Price SMS Validity
10 + tax 1000 7 days
50 + tax 500 per day 15 days
80 + tax 500 per day 30 days
Mobilink


Price SMS Validity

3.99+Tax

500

1 day
Ufone is providing the best sms packages
There is not much of a difference in all these
SMS packages offered by Cellular
companies.
Mobilink has just one sms package and its
price is very high as compared to others.





Details

Mobilink

Ufone

Calls to any Mobilink number

Rs. 1.00 / min

Rs. 1.00 / min

Calls to any 3 Favorite Numbers

Rs. 1.5 / 3 min

45 paisa /
30sec
Calls to all mobile networks &
Landline numbers in Pakistan

Rs. 1.60 / min

Rs. 1.20/ min
This is just a comparison of jazz with one of
the many packages offered by ufone. We can
see a clear difference between the packages
and the difference of rates between these
two brands.

The number of subscribers is decreasing
Profits are decreasing due to people porting out or
switching to other networks
People dont have a brand preference
Networks with cheaper call rates and SMS bundles
are preferred more


Mobilink users are either porting out of its
network or are switching to other service
providers due to obvious reasons which
include:
High rates
Less SMS packages offered
Low quality of service in some areas

H1: People are porting out of Mobilink

H3: Mobilinks profit margin is decreasing
due to port outs

H4: People are switching to other networks

H8: Mobilink is considered to be an
expensive connection

H6: Brand repositioning is required

Strengths:

Still a market leader

Strong Brand Image in the market

Potential customers

Highest Coverage



Can expand its networks in the uncovered
Areas

Services in the future can be

Telephone
Wireless
Calling Cards


Can target

Maximum corporate Customers with
lower prices


Reduce rates

Introduce more tariff plans/packages

Improve customer service

Improve advertisements for jazz

We have introduced a new package for
Mobilink. Its cost effective and we have
done its comparison with other Networks.
It has economical :
Call rates
Sms packages
Special Package
Internet Package




Call charges:

40 paisas per 30sec (any network)

1.50 paisas per 3 mins (5 friends and family
nos)

Sms charges:
20 paisa per sms (any network)

Sms Bucket:
Daily (24 hr): 500 sms at Rs. 2.99+tax
Weekly: 1000 sms at Rs. 7+tax
Fortnightly (15 Days): 2500 sms at Rs. 20+tax
Monthly (30 Days): 7500 sms at Rs. 60+tax

Special Bucket:

500sms, 100 free minutes and 10 MB mobile
internet at Rs 10+tax for 1 day.

No monthly subscription charges of this
package.
Selection Fee for this package is Rs 12+tax

Daily: Mobile internet for whole day at Rs.
3+tax (limit 5 MB download).

Monthly: Mobile internet for whole month at
Rs. 150+tax (limit 2 GB download)

Target Youth

AAG TV

THE MUSIK

The advertisements should be attractive and
realistic and celebrities should be used.