Assignment Topic Analyze IMC Plan of Mobilink Indigo

Resource Person Mr. Umair Saeed Khan

Submitted By: Ali Raza (110957023)

Department of Media and Communication School of Social Sciences and Humanities

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Mobilink Introduction:
Orascom Telecom Holding S.A.E ("Orascom Telecom") or ("OTH") was established in1988 and has grown to become a major player in the telecommunication market in the world. OTH is considered among the largest and most diversified network operator in the Middle East, Africa and Pakistan. Mobilink GSM (PMCL), a subsidiary of Orascom Telecom, was awarded a license in July, 1992 and started its operations in 1994, and has become the market leader both in terms of growth as well as having the largest customer subscribers base in, Pakistan - a base of over 24 million and growing. Mobilink provides the most extensive network coverage footprint across Pakistan through an integrated technology infrastructure in more than 5,000 cities, towns, villages, and countless remote destinations, including International Roaming in 110 countries through 300 partner operators. There are about 5000 employees currently working in Mobilink of which 4500 are working on permanent basis and 500 on temporary basis, with average of more than 800 employees hired every month. Among them approximately 5% are managers and operatives are 40%, rest are either contractual or not directly related to core business. In April 2001, when the OTH (Orascom Telecom Holding) took over management control of the company, the market share was only 40% but as of March, 2006; Mobilink served over 14 million subscribers, representing market share of approximately 56.2% of total mobile subscribers in Pakistan. However, during the past two years the market shares of Mobilink gone down to 41% (As of March, 2007). The head office of Mobilink is located at KULSUM Plaza, blue area, Islamabad. Its branch offices are located in Lahore, Karachi, Faisalabad, Rahim-Yar-Khan, Sukkur, Peshwar, Quetta, Swat, and Kohat. Mobilink has three main contact centers in three regions of Pakistan. As for the customers centers there are about 2500 customer service centers all over Pakistan. Principal area in which Mobilink Telecommunication is working is that it provides its customers, a wide range of postpaid (Indigo) and prepaid (Jazz) solutions. Keeping in the mind their customer convenience they have also bundled mobile handsets, sold either independently or bundled in Set so Go Get Pack. It is important to understand that the future of marketing telecommunication services in Pakistan is going to be based on targeted segmentation strategies. Mobilink follows the target selection Pattern of full market coverage and develops strategies as per the requirement of the different targeted segments. Mobilink has followed a consistent strategy of growing the network and ensuring that the products are available everywhere. This growth has been further strengthened with brand building activities that have ensured that jazz and indigo remain
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synonymous for premium telecommunication services for which they are close to the hearts and minds of the customers.

Mobilink Products:
Mobilink has three main products, but will only emphasize on Mobilink Indigo. The Mobilink Indigo brand mainly targets the corporate sector of the Pakistani community. The Jazz Octane is designed to attract youth. Jazz Budget is aimed at the middle and upper-middle class, while Mobilink World targets the masses with its diverse value added services.

Indigo:
Mobilink Indigo products have been segmented on the basis of benefits that consumers seek in the connection. In this case, people look for a brand that can be used for all purposes. The ads also show that consumers can connect with each other all the time all the day without any problem. There may be some hard core loyal in the telecom sector. There might even be switchers and shifting loyal in the telecom sectors that are either price sensitive or want variety. As a result, the marketers need to find ways to make the hard core loyal attracted to the Mobilink indigo brand and shifting loyal and switchers to convert into hard core loyal as well. Communication Objectives: Increasing the percentage of consumers in the target market who associate specific features, benefits or advantages with Mobilink Indigo Increasing the number of consumers in the target audience who prefer Mobilink Indigo over the competitors product. Encouraging current users of the product to use it frequently or in different situations (new uses), Encouraging consumers who have never used Mobilink Indigo to try it. Encouraging feedback and involve customers for continuous improvements. Advertising (TVCs): Mobilink Indigo TVCs focused on Upper and Middle Class. Mobilink indigo giving ads on different TV channels like Geo, Geo super, Aaj Tv, Express News and other popular channels. Cable cannot be seen in most of the rural areas which covers 70% of the masses. Mobilink indigo did not focus on the rural areas as it was launched as a premium product and was not targeted to lower class. Billboards: The billboards of Mobilink Indigo are very eye catchy for the business class; the indigo color on the pack and on all their bill boards is extremely appealing. The color scheme down below the ad is also painted in indigo color.
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Print Ads:
Following are the different print ads used by Mobilink Indigo in different newspapers:

These print ads emphasize on the point that Mobilink Indigo offers uniquely to its target market. Mobilink focuses on the coverage to upper class.

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Sales Promotion:
Sales promotion involves some type of inducement that provides an extra incentive to buy. Sale promotion can also provide an inducement to marketing intermediaries. Sales promotion activities can be targeted to different parties in the marketing channel. Sales promotion is of basically two types; a. Consumer oriented sales promotion b. Trade oriented sales promotion

Analysis:
Mobilink has made a very strong IMC plan regarding their product Indigo. It has been very effective as many of the corporate sector persons are using Mobilink Indigo. Business men are also using Indigo as their primary network for mobile communication. Indigo has provided packages which suit the upper as well as the middle sections of the society. Mobilink indigo did not focus on the rural areas as it was launched as a premium product and was not targeted to lower class.

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