TABLE OF CONTENTS
INTRODUCTION 6
Mental map of consumer’s associations regarding Mobilink: 7
CBBE Model 8
Salience 8
Performance 9
Imagery 9
Judgment 9
Feeling 10
Resonance 10
RESEARCH DESIGN 11
Methodology 11
Data Collection 13
CATEGORY ANALYSIS 13
Brand Awareness 15
Brand usage 19
Brand consideration 24
BRAND POSITIONING 26
OVERALL POSITIONING ANALYSIS 33
IDEAL PACKAGE 34
WILLINGNESS TO PAY PRICE PREMIUM 36
ANALYSIS OF ADVERTISING MODULE 37
Analysis of Mobilink ad 40
Analysis of Glow by Warid ad 42
Analysis of Telenor ad 44
Overall Advertising Analysis 46
LIFESTYLE ANALYSIS 46
RECOMMENDATIONS 49
REFERENCES 50
APPENDIX 51

LIST OF TABLES
Table 1 Kish Social Economic Class Grid 12
Table 2 Mobile Phone Category Analysis 14
Table 3 Mobile Phone Category Analysis across SECs 14
Table 4 Crosstab TOM and SEC 15
Table 5 Crosstab Spontaneous Awareness and SEC 15
Table 6 Crosstab Aided Awareness and SEC 16
Table 7 Crosstab Advertisement Recall and SEC 17
Table 8 Crosstab First Favorite and SEC 17
Table 9 Crosstab Second Favorite and SEC 18
Table 10 Crosstab Brand Recommended and SEC 19
Table 11 Crosstab Brand Ever Used and SEC 19
Table 12 Crosstab past Six Months and SEC 20
Table 13 Crosstab past Three Months and SEC 20
Table 14 Crosstab Brand Used Most Often and SEC 21
Table 15 Crosstab Brand Currently Using and SEC 22
Table 16 Crosstab Previous Brand and SEC 22
Table 17 Crosstab Previous Brand and Age 23
Table 18 Brand Currently Used and SEC 24
Table 19 Crosstab Brand Plan to use in Future and SEC 24
Table 20 Crosstab Brand Plan not to use in Future and SEC 25
Table 21 Brand Market leader and SEC 26
Table 22 Brand for Lively People and SEC 26
Table 23 Trustworthy Brand and SEC 27
Table 24 Brand Introduce New Services and SEC 27
Table 25 : Brand’s Voice Clarity and SEC 28
Table 26 Brand for Everyone 28
Table 27