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Project
Organization : Mobilink Telecom

Team Leader : Matih-ur-Razzaq (56151)

Team Member : Muhammad Umar Saeed (56128) Muhammad AbuBakar (56109) Syed Iftikhar Ali (56108)

Submitted To,
Prof. Rashid Saleemi

NameRoll NumberDesignationMarksMatih-ur-Razzaq56151Chief Executive OfficerMuhammad Umar Saeed56128Chief Operational OfficerMuhammad AbuBakar56109Vice President (Finance)Syed Iftikhar Ali56108Vice President (Administration)

Table Of Contents

 Executive Summary
 Organizational Chart
 Current Situation
 Market Analysis
 Consumer Analysis
 Vision Statement
 Mission Statement
 SWOT Analysis
 Critical Success Factor
 Competitive Advantage
 Marketing Mix
 Product Lines
 Pricing
 Place
 Promotion
 Conclusion
 Suggestions & Recommendations
 Scenario
 References

Executive summary
Mobilink GSM (PMCL), a subsidiary of Orascom Telecom, started its operations in 1994, and has become the market leader both in terms of growth as well as having the largest customer subscriber base in Pakistan - a base of over 20 million and growing. We pride ourselves on being the first cellular service provider to operate on a 100% digital GSM technology in Pakistan that also provides state-of-the-art communication solutions to its customers.
Mobilink offers exclusively designed tariff plans that cater to the communication needs of a diverse group of people, from individuals to businessmen to corporate and multinationals. To achieve this objective, we offer both postpaid (Indigo) and prepaid (JAZZ) solutions to our customers. Compared to our competitors, both the postpaid (Indigo) and prepaid (JAZZ) brands are the largest brands of their kind in the Pakistan cellular industry.
In addition to providing advanced voice communication services that makes the lives of millions that much easy, we also offer a host of value-added-services to our prized customers. At the same time, Mobilink places high importance to its coverage, which is why we cover you in over 3500 cities and towns nationwide as well as over 100 countries on international roaming service. In other words, we speak your language, everywhere.

ORGANIZATIONAL CHART OF MOBILINK

Current situation
Mobilink is Pakistan’s leading cellular and Blackberry service provider. With more than 35 million subscribers, Mobilink is maintaining market leadership through cutting-edge, integrated technology, the strongest brands and the largest portfolio of value added services in the industry, a broadband carrier division providing next generation internet technology as well as the country’s largest voice and data network with over 8,500 cell sites. Housing Pakistan’s largest distribution and contact centre networks and an unparalleled 6,500 kilometers fiber optic backbone, Mobilink has already invested over US $3.9 billion in the country to date and provides uninterrupted countrywide connectivity, unmatched customer services and international roaming in over 140 countries.
As a responsible corporate citizen, Mobilink offers a range of socially inclusive products and services dedicated to enhance access to information. Through Mobilink Foundation, the company supports education, health and environmental initiatives and promotes sustainable business practices.
Mobilink offers exclusively designed tariff plans that cater to the communication needs of a diverse group of people, from individuals to businessmen to corporate and multinationals. To achieve this objective, we offer both postpaid (Indigo) and prepaid (JAZZ & JAZBA) solutions to our customers. Compared to our competitors, both the postpaid (Indigo) and prepaid (JAZZ) brands are the largest brands of their kind in the Pakistan cellular industry.
In addition to providing advanced voice communication services that makes the lives of millions that much easy, we also offer a host of value-added-services to our prized customers. At the same time, Mobilink places high importance to its coverage, which is why we cover you in 20,000+ cities and towns nationwide as well as over 140 countries on international roaming service. In other words, we speak your language, everywhere. Facts About Mobilink GSM
Company StructurePrivate LimitedGenreSubsidiaryParentOrascom Telecom EgyptOwnerNaguib SawirisFounded1994FounderMotorola USAIndustryTelecommunicationHeadquartersF.8 Markaz, Islamabad.Area served5000 cities, towns, and villages across PakistanRevenue250.2 million USD (3rd quarter, 2006)Websitewww.mobilinkgsm.com

Market Analysis
Market size: Mobilink has a huge market size as compared to the other telecom companies
Market segmentation: Mobilink, a telecommunication service provider emphasizes on being part of a value delivery process. The first phase, choosing the value, represents the ‘homework’ marketing must do before any product exists. First, the marketing staff must segment the market. The variables used for segmenting the consumer market demographic as well as psychographic:-
• Age
• Income
• Occupation
• Social Class
Structure and strategic grouping:
Mobilink is a huge telecom company which has different franchises and services center in Pakistan and is giving its services since 1994
Competition and market share:
Mobilink commands approximately 46.5% market share and is the market leader. This firm has the largest market share in the relevant product market, and leads the other firms in price changes, new-product introductions, distribution coverage, and promotional intensity. It is followed by Ufone which has 20.9% of the total Pakistan market. Warid claims a 15.7% share of the country’s wireless market closely followed by Telenor with 14%. Zong has 2.7% of the users
Competitors STRENGTH AND WEAKNESS:
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. Consumer Analysis
Q 1. Which Market Segment do you belong to?
Frequency Student07Service Personnel (Govt./Public Sector)16Service Personnel (Private Sector)13Self Employed Professional21Business Person25Retired Person11Other (Please specify)07Total100

Q 2. How long have you been Mobilink’s customer?
FrequencyLess than one year161-2 years182-3 Years253-5 Years27More than five years14Total100

Q 3. How satisfied are you with our company's services?
FrequencySatisfied16Somewhat Satisfied28Neutral35Somewhat Dissatisfied12Dissatisfied09Total 100

Q 4. What are the reasons for your dissatisfaction?
FrequencyPoor quality of signals/network19Poor voice clarity16Higher cost39Billing errors09Poor customer care service17Total100

Q 5. How do you usually react when call over helpline?
FrequencyFeel happy about the importance given to you as a customer15Receptive but not always21Indifferent25Get disturbed and feel irritated28Get very angry11Total100

Q 6. If ‘get disturbed and feel irritated’ or ‘get very angry’, what do you do?
FrequencyIgnore62Complain at customer care with a request to block such calls and SMS38Total100 Q 7. How would you rate our staff's level of professionalism?
FrequencyExcellent12Very good18Good25Fair 35Poor10Total100 Q 8: Please describe your overall satisfaction level with our contact centre services.
FrequencySatisfied15Somewhat Satisfied24Neutral29Somewhat Dissatisfied20Dissatisfied12Total100

Internal situation
Finance: Mobilink has reported total revenues of Rs. 24.45 billion in third quarter of ongoing fiscal year
People: Highly educated persons and businessman mostly use mobilink as their cellular network

OBJECTIVES
• Expand the business.
• Provide better service to people in the field of telecommunication.
• Retaining the role of a leading telecommunication company.
• Attract maximum customers and satisfy them.
• Excel in meeting customer needs.
• Seek employee involvement, continuous improvement and enhanced performance goals. Vision Statement
“To be the leading Telecommunication Services Provider in Pakistan by offering innovative Communication solutions for our Customers while exceeding Shareholder value & Employee Expectations”.

Mission Statement
“The company is committed to provide its stakeholders maximum level of satisfaction through excellent services and demonstrate that we as a company meeting our commercials well as ethical goals, in ways that a consistent reasonable societal expectations of responsible cellular companies.”

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, buyer’s growing bargaining power is the strongest threat to the company.

Critical success factor
• Quality of service
• Value added services
• Affordable packages
• Competitive advantage
• Low call rates

Competitive advantage
• Mobilink is using latest technology
• Its service is available and reachable all over the country
• Mobilink never compromise on the service quality

Marketing Mix The 4 Ps

Marketing mix
It is the set of marketing tools a firm uses to pursue its marketing objectives. McCarthy has classified these tools into four broad groups, called the four Ps of marketing:
1. Product
2. Price
3. Place
4. Promotion
Mobilink Product Lines

Mainly there are four product lines of Mobilink with each having separate target markets and positioning.
• Mobilink-Indigo
• Mobilink-Jazz
• Mobilink-World
• Mobilink-PCO

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 doesn’t 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.

Mobilink World Offerings
• Mobi Safe
• Holy Sayings
• Corporate SMS
• Mobi Greetings
• SMS Scheduler
• SMS Game Time
• Bolo SMS
• Mobitunes
• G:i:30
• WAP Portal
• Mobilink Edge
• Mind Reader
• CricVideo
• International SMS Chat
• Ring Tone Club

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

Parental Control Phone Disney D100
Mobilink and Disney have launched a parental-controlled mobile phone for children. This is the first time a cellular company in Pakistan has launched a mobile phone that will meet the communication and security needs of parents. The features of the new Mobilink-Disney D100 allow complete parental control on all outgoing and incoming calls and text messages. With the help of this new feature, parents can control who the child can correspond with, thus enabling parents to keep a check on the list of people the child is communicating with. Furthermore, the phone is easy to use as it provides the child with a one-key option to reach parents. It is also protected in that it does not feature Bluetooth or a camera and cannot access any type of multimedia content or website. The handset features embedded Disney ring tones, animated screensavers and wallpapers. The D100 will come with both four and twelve button keypads that are interchangeable to adapt the handset to the capability of the child. The handsets are available featuring popular Disney characters, including Mickey Mouse, Donald Duck, Winnie the Pooh and Tinker Bell. Mobilink services give parents complete control over their child’s phone expenditure thus making it a cost-effective resource.
The D100 has been developed for Disney by Dubai based Broad link Research, Disney’s 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. Tariff Details for Mobilink Products
Indigo
Indigo Freedom PlansDetailsChargeFreedom Plan 1Freedom Plan 2Freedom Plan 3Freedom Plan 3+Freedom Plan 4Weekend TariffsRs/min0.990.750.630.500.40F&F ChargesRs/min0.990.750.630.50N/AAir Time ChargesRs/min2.001.501.251.000.60Free MinutesMonthly01004008001200Line RentRs01004009001500SMSRs/msg1.001.001.000.750.50Free SMSMonthly1015202530

Jazz
Jazz Budget TariffsDetailsRatesOutgoing calls to any Mobilink number during selected Happy Hour Window *Rs. 0.40 / 30 secondsOutgoing to 3 F&F Mobilink numbersRs. 0.75 / 30 secondsOutgoing calls to any Mobilink numberRs. 0.90 / 30 secondsOutgoing calls to all mobile networks in PakistanRs. 1.25 / 30 secondsOutgoing calls to all Landline numbers in PakistanRs. 1.25 / 30 secondsSMS (Jazz to Mobilink)Rs. 1.0 / SMSSMS (Jazz to other networks)Rs. 1.5 / SMS
Jazz Easy TariffsDetailsRatesOutgoing calls to any 3 Friends & Family Mobilink numbers*Rs. 0.99 / minOutgoing calls to any Mobilink NumberRs. 2.10 / minOutgoing calls to all mobile networks in PakistanRs. 2.50 / minOutgoing calls to all Landline numbers in PakistanRs. 2.50 / minF&F Numbers Offered3 (Three)SMS (Jazz to Mobilink)Rs. 1.0 / SMSSMS (Jazz to other networks)Rs. 1.5 / SMSF&F numbers addition/modification *Rs. 15 + tax / Modification
Jazz Octane TariffsDetailsRatesLate Night Option - All Mobilink numbers **Rs. 0.75 / minOutgoing Calls to any 3 F&F Mobilink numbers*Rs. 0.99 / minOutgoing calls - Any Mobilink numberRs. 2.50 / minOutgoing calls - To Landline numbers (inclusive of interconnect charges)Rs. 2.99 / minOutgoing calls - Other mobile networks (inclusive of interconnect charges)Rs. 2.99 / minSMS - to any Mobilink number ***20 paisas / SMSSMS - to any other network in Pakistan50 paisas / SMSDaily ChargesRs. 1.00

Jazz Ladies First TariffsDetailsRatesOutgoing calls - Any Mobilink number (1st Minute)Rs. 2.50 / minOutgoing calls - Any Mobilink number (2nd minute onwards)Rs. 1.50 / minOutgoing calls - Any Mobilink number ( 3pm-6pm )Rs. 1.50 / minOutgoing calls - To Landline numbers (inclusive of interconnect charges)Rs. 2.99 / minOutgoing calls - Other mobile networks (inclusive of interconnect charges)Rs. 2.99 / minSMS based Value Added Services SubscriptionRs. 30 / monthSMS (Push based Value Added Services)Rs. 2.00 / SMSSMS - Any mobilink numberRs. 1.00 / SMSSMS - Any other networkRs. 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 haven’t 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. Place

During the last 13 years, Mobilink has set up one of the largest cellular networks in the country. Currently, Mobilink is covering more than 5000+ cities and towns. This has involved an investment in the company of more than US$ 1 Billion. Mobilink have 50 Switches and more than 4,900 cell sites and the number keeps growing at a rapid pace. Mobilink also have deployed around 3,000 km of optical cable.
For Mobilink, last year was a bit difficult as they struggled to grow as quickly as the market itself. Today mobilink is confident that it has all the essential building blocks in place to take the dream forward and to play a leadership role in the rapid growth and development of telecommunication industry in Pakistan.
In 2003 mobilink invested upwards of US$ 200 million in improving their network and services. Mobilink have already put in 7 switches, over 820 cell sites and new IN platforms for better coverage and connectivity. In upcoming years mobilink is trying to invest in technological upgrades, superior customer services, and improved coverage.
Mobilink customers remain their priority and in an effort to enrich their lives Mobilink have put in place state-of-the-art call centers in Karachi, Lahore, Islamabad and in other cities of Pakistan where well trained staff is geared to answer complaints and queries, and a new billing system is in the process of commissioning. Mobilink is constantly expanding their nationwide franchise and distribution network and upgrading them to offer customer services so that the customers can find a Mobilink contact as near to them as possible.

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. Mobilink’s 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

Promotion
Companies can do more than make good products—they 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.

Advertising Budget: Since the competition is intense in the telecommunication market, Mobilink has a significant advertising budget. It is advertising heavily to be heard and to constantly remind its target market to go for Mobilink. However, Mobilink’s actual advertising budget was not disclosed by the management.

Advertising Media: Mobilink is using television, print, and radio advertising media to disseminate its message and to build a brand preference but the most preferred is television since this medium is the most powerful, reaches a broad spectrum of consumers and has the maximum customer impact.

• Radio: It has a relatively large listeners’ base and so is an effective way to communicate the message.
• Billboards and Print Media: The Company has come up with elaborate campaigns, billboards and posters to promote Indigo, their post-paid brand.

Advertising Campaigns: The advertising theme “Mobilink: It’s simply a way to communicate”, is designed to demonstrate the new service’s simplicity and convenience.
Along with its service debut, Mobilink launched a nationwide campaign composed of television commercials and print ads. The national campaign is supplemented by local and regional ad campaigns produced by the Mobilink licencees. The national print and broadcast ads are designed to be localized.
The success of Mobilink has not only to do with its increased offerings, but also has a great deal to do with the campaigns that Mobilink comes up with. The TV ads exude energy and liveliness, and an expressive color and lightning palette, the high frequency and visibility makes these advertisements noticeable which results into increased brand awareness and brand loyalty boosting sales.

Strong Brand Ambassadors: Mobilink in its advertising went on a different route (now copied by competitors) by starring the most charismatic superstars in its advertisements. The tested method of having a pretty face holding a Jazz card makes its advertising campaigns booming. Strings, Vaneeza Ahmad, Shaan, Iman Ali, Zainab Qayyum, Wasim Akram, and Shahid Afridi are some of celebrities associated with Mobilink.

The Indigo Campaign: In its Indigo campaign, Mobilink has made a conscious effort of strongly placing it on the “image” platform and mapping it in the prospects mind making it a prestigious brand. Interestingly, it re-enforces Mobilink’s early perception of being the brand for the image conscious (peer leader) which gives the impression that Indigo is an ‘enhanced’ step further in this direction.

The Jazz Campaign: The current prepaid Jazz campaign has brought Mobilink’s image to the masses and is more on the ‘functional’ platform. When competition was introduced in the Pakistani market, It was at this point that the true evolution of prepay began. It was more than apparent that every single customer was important and every single subscriber was vital. Almost immediately, the marketing and advertising improved; and a more conscious effort was made towards trying to reach out to every aspect of the consumer market. At first, Mobilink went a slightly different route, and instead of targeting the large youth market, continued to use it’s tried and tested method of having a pretty face holding a Jazz card. Iman Ali joined other famous 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 woman’s 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.

Sales Promotion: Mobilink uses different types of sales promotion method such as:

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:-

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.

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:

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).

Business and Sales Force Promotions

Mobilink also carries out business and sales force promotions on frequent basis.

Specialty Advertising: Mobilink uses certain items imprinted with its logo as well advertising messages such as calendars, caps, radios, mugs, and candles. These items are given as gifts to customers by salespeople.

Sales Contests: Mobilink actively carries out yearly sales contests in order to motivate the sales force to put in greater effort.

Trade Shows: Mobilink actively participates in trade shows in order to enhance its business promotions. It took part in the usual trade-show presentations of Asia Pacific Billing and RevenueManagement Week. This event has a particularly 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 Mobilink’s 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, Mr. Rashid Khan, 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:-
“Today’s consumers are mobile and today’s 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. Mobilink’s Website
Mobilink has paid special attention to the “context” & “content” of its website to encourage repeat visits.
Mobilink’s website not only has attractive design and layout but is also very interesting and easy to navigate.

Conclusion
After the great research and customers analysis 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 and “Reshaping Lives”

Mobilink is proud to be the leader in telecommunication industry.

SUGGESTIONS
&
RECOMMENDATIONS Suggestions
We have a lot of suggestion for the company. Some of them are:
• Mobilink should work on network improvement.

• As far as their charges are concerned they are a bit expensive as compared to their competitors so we suggest that the charges should be reduced.

• Mobilink should attract maximum customers and satisfy them.

Scenario
President Mobilink, said that maybe Mobilink will go for 5G-LTE Technology instead of 4G.
During the conversation he said, “In Pakistan, 4G Technology has been in discussion for some time in Pakistan and we are negotiating with the Government and Pakistan Telecommunication Authority in this regard.”
Discussing future plans of the company he said that future is Broadband, Cable TV and in this regard our company is also focusing on broadband services. Infinity is our venture in Broadband and we are hopeful that it will become a top name in Broadband provider companies list.

References

1. Irfan Hussain Basit (Assistant Marketing Manager Mobilink Telecom)

2. Syed Ali Rizvi (Team Lead – Customer Care Mobilink Telecom)

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