Nile University
Principles of Marketing 301
Marketing Project

Done by:
Mahmoud Ayman
Abdullah El Laboudi
Tarek Labib
Morid Nassar
Ali Shehab
Habiba Ezz

Mobinil Marketing Problem
MKTG Project

Defining the Problem:

Mobinil faced a marketing myopia in which it focused on current customer demands and neglected long-term rapidly changing demands. Therefore, when the gulf giant entered the market - Etisalat, they swallowed a part of Mobinil’s market share because Mobinil couldn’t adapt to the technological change that Etisalat brought to the market that covered the changing demands of customers. After the 25th Jan. revolution, Mobinil also suffered badly because it was the only national, un backed publicly traded company out of Egypt’s three operators, and because of this, Mobinil suffered exponentially. Last but not least Mobinil’s image trembled and Mobinil suffered tremendous financial losses because of Naguib Sawiris, the figure head of Mobinil who posted a comic making fun of the Muslim Brotherhood. This action was used as a weapon against Sawiris and Mobinil. The Muslim brotherhood lunched a campaign against Sawiris that claimed that Sawiris was attacking Islam and making fun of the Muslim’s core-cultural beliefs and that made Mobinil lose more market ground than ever. So, simply the problem has always been customer relationships and maintaining them.

Literature Review

The telecommunications market in Egypt is a highly competitive, increasingly saturated, and fast-paced market. The three companies that currently offer cellular communication services are: Mobinil, Vodafone Egypt, and Etisalat. The market is open to international investment and the three current companies are private-owned.
Telecom Egypt (TE), Egypt’s 80% government-owned, only fixed-line operator has recently gained license to provide mobile services through the