Professional Documents
Culture Documents
Mobilink
Written by:
Course Incharge:
Dr. Kamaran Siddiqui
TABLE OF CONTENTS
Table of Contents...................................................................................2
Introduction:...........................................................................................5
Need of Study:.....................................................................................5
Target Audience:.................................................................................5
RESEARCH METHODOLOGY:...................................................................6
Introduction:........................................................................................6
Research Methodology:.......................................................................6
Sampling Design:................................................................................6
Research Instruments:........................................................................7
Procedures:.........................................................................................7
Introduction............................................................................................8
Brand......................................................................................................9
Product..............................................................................................10
Industry Reviews...............................................................................12
.............................................................................................................15
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Consumer Analysis...............................................................................15
Competitor’s Analysis...........................................................................18
.............................................................................................................20
.............................................................................................................21
Brand Inventory....................................................................................22
Brand Elements:................................................................................22
Quality:....................................................................................................23
Innovation:...............................................................................................23
Customer-Friendliness:............................................................................23
Coverage:.................................................................................................23
Marketing Program............................................................................23
Media:......................................................................................................24
Print media:..............................................................................................24
Brand Positioning
Sponsorship:............................................................................................24
Events:.....................................................................................................24
Philanthropy Activities ............................................................................25
Brand Portfolio Analysis....................................................................25
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Brand Associations:..............................................................................25
Brand Positioning.................................................................................27
Brand Positioning
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INTRODUCTION:
NEED OF STUDY:
The sole objective of this brand report is to know about the brand
TARGET AUDIENCE:
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RESEARCH METHODOLOGY:
INTRODUCTION:
respondents.
RESEARCH METHODOLOGY:
know the responses of the respondents of the sample group but also
SAMPLING DESIGN:
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cannot discriminate the target market based on SECs. Subsequently,
for sample selection to get the feedback of the users from all the
classes. The sample size used for the questioning consists of 250
respondents.
RESEARCH INSTRUMENTS:
The instrument used for the research in this brand tracking activity is
close ended questions not only to help in the quantitative research but
PROCEDURES:
entry. All the information from the responses is entered as per the
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INTRODUCTION
the cellular market and the overall recession in the economy will also
be taken into account while studying the brand. Also, what sub-
products fall in the generalized master brand i.e. Mobilink and to which
mind that in the world of today, cell phone is no longer a luxury as was
the case in 90s but now, it has become a necessity for everyone. So
when we speak of cell phone target market, we speak of all the socio-
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APPROACH USED FOR BRAND AUDIT:
The approach used for brand audit is mainly the survey through set
BRAND
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service through WiMax based technology under the label of 'Mobilink
PRODUCT
• Jazz One
• Jazz Budget
• Jazz Easy
• Jazz Octane
• Mobilink Indigo
• Mobilink PCO
Cash Cow
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These packages are low growth, high share products. These
established and successful SBUs need less investment to hold their
market share. They produce a lot of cash to support the other SBUs
that need investment.
Star
• JazzOne
This package is a high growth, high share product. There is need to
invest more for its rapid growth.
Question Mark
• Jazz Easy
• Mobilink PCO
These packages are low share in high growth markets. They require a
lot of cash to hold
their share. Management needs to think hard about question marks it
should try to build into stars or should be phased out.
Dog
• Jazz Octane
Mobilink was offering Jazz connection for about 3000 rupees 5 years
ago. Its market oriented statement is “Aur Sunao” But through the
passage of time now Mobilink is offering Jazz connections for about 100
Brand Positioning
INDUSTRY REVIEWS
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International), and ISP (Internet Service Provider) players and WiMax;
3G cellular systems are expected be a part of this Industry soon.
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completed rebrand launch in April of 2008. Here’s a brief description of
the top mobile companies in Pakistan. At the top is Mobilink, the
Pakistani unit of Egypt-based telecom company Orascom. It has been
operating in Pakistan since 1994. Subscriber share is 31 % at the end
of Oct 2010. Ufone, a wholly owned subsidiary of Pakistan
Telecommunication Co. Ltd (PTCL), is now under the control of Etisalat
group of UAE. It has 20% of subscriber share and added the most lines
(2.4 million) from 2006-07. Warid, owned by the Abu Dhabi group of
the United Arab Emirates and sister of Wateen group is number 4 with
17.0% market of subscribers. Recently it sold 30% share to SingTel.
Norway’s Telenor, a recent entrant with about a billion US dollar
investment in Pakistan has been doing well, based on its recent
earning report. It has about 24% of the market share. Telenor stock is
listed in the Oslo stock market (TEL) and in US (TELNY.PK). CMPak
(Zong brand), formerly Paktel, was the latest target of foreign
acquisition. After it got acquired by China Mobile it was rebranded as
Zong and launched one of the most successful and aggressive
campaigns. Within a matter of few months, Zong has achieved a 8 %
market share.
Brand Positioning
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CONSUMER ANALYSIS
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out in the market from the mobile service providers, targeting different
market segments and offering all kinds of discounts depending on who
you call or when you call. Off-peak timings have always been used by
service providers to create interest and to lure customers. So,
customer seeks indifference among services provided by these cellular
operators and switch according to their desire. Factors that influencing
on customer switch age to other operator of mobile network are,
Price: Users use services of the operator to communication so on of
the factor influencing the customer switch age is price. A person in this
segment seeks the prices most important factor and operator of
service are also offering verity of packages to make the customer
attract. Where the price of any product is low people change their
taste and divert towards that low price product.
Quality: After the price people prefer quality of voice second because
they are paying for the voice if the voice is not clear to them which
they are paying for they defiantly they switch to other operators.
Coverage: After the quality of voice second available factor for
customer switch age is coverage. Users perceive that the operator’s
services are available to them where they visit. If they find signal
problem they may switch to more coverage operator in the sectors
Promotion: With promoting services that has factor too for consumer
switch age. Fierce promotion leads an image in the mind of the
consumers that company offers many servers and “a customer focus
company”.
• Professional cluster
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Segment 2: Domestic users cluster
• Consumer class segment
• Youngster cluster
Pakistan currently has one of the largest allies of young people in its
the Buying behavior we have studied that Female and male both
contribute into making decision for the purchasing of the brand. So the
About one in ten workers (11%) are reported as unpaid family workers
Mobilink brand also depends on these customers too. Along with the
Brand Positioning
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in Pakistan. In manufacturing and natural resources, Shell and BP are
Brand Inventory
COMPETITOR’S ANALYSIS
ogy Services
Mobilink Plays upon as GSM Reduce its tariffs due Orascom
market leader GPRS to immense
Focuses on EDGE competition on rate
quality and GSM- Data products
coverage. 900/1800 (blackberry and
USB DSL modem)
Ufone Attractive brand GSM Reduce rates and Etisalat
claiming to be a GPRS offers attractive
trend setter in EDGE packages
the industry. GSM- Funny promotional
Cheap rates and 900/1800 ads focusing general
medium quality. attention.
“Its all about U” Data products
(blackberry and
USB DSL modem)
Telenor Has focused on GSM Reduce rates with Telenor
strong network GPRS attractive on net call ASA
deployment EDGE packages
“The smart call” GSM- Data products
Brand Positioning
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are high as GSM- added services
compared to 900/1800 portfolio
othercompetitor Important Value added
services portfolio
s
Zong Has focused on GSM Youth oriented VAS China
strong network GPRS Mobile
deployment GSM- portfolio
900/1800
Free calls on Closed
user group
Strengths
• Market leader
• International brand
Weaknesses
• High prices
• Foreign brand
Opportunities
• Huge market size.
• 3G technologies
Brand Positioning
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• Bring innovation and VAS and data services to increase revenue
• Market Growth and industry expansion
Threats
• Recession in economy.
• Rapid change in consumer demand.
• Inconsistent and adhoc decisions from regulatory authorities.
• Political Instability, Security issues.
• Adverse shifts in trade policies of government.
• High taxation rate of activation tax is causing a slowdown in
consumer growth especially all in rural areas.
• Price competition
• Larger competitors network coverage
• Strong advertisement and media presence of competitors
• Entrance of new competitors like Zong.
• Presence and the acceptability of competitor brand like Telenor
and Ufone
Strengths:
• Leveraging brand equity from international corporate “Abu Dhabi
Group”
• Having modern network capabilities in respect of infrastructure.
• Financial strength of share holder and their telecom expertise
‘Warid international”
• Large Post paid based generating high ARPU
• State of the art IP based contact center and leading data center
• It has technical partnering involving “SingTel”, “Nokia” and
“Wateen”.
Brand Positioning
Weaknesses:
• Need to expand network coverage.
• Need to increase brand awareness and improved market
positioning
• Lack of proactive churn management and stimulate programs to
address inactive subscriber
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• Low promotional packages activities
• The product line is too narrow.
Strengths:
• Subsidiary of PTCL.
• Stream line benefit.
• Knowledge about country culture.
• Experience Variety of
• Value Added Service
• Broad market coverage.
Weaknesses:
• Stagnant Profitability
• Low market share as compare to competitor (Mobilink).
• Overly Dependent on PTCL
Strengths:
Weaknesses:
Strengths:
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• Leverage financial resource from CMC
• Experienced administration
Weaknesses:
• Low market share as compare to competitor
• They are unable to improve the network means that they are not
using their resources.
• There is the diversion of customers towards other brands due to
connectivity issue
BRAND INVENTORY
BRAND ELEMENTS:
Brand Name:
Mobilink
Urls :
http://www.mobilinkgsm.com
Slogans:
Apna Hai
Colors:
Purple and Whitish Purple
Brand Positioning
Page 22 of 28
Quality:
Innovation:
For years‚ people complained of the same things on mobiles. At coverage‚ they are
constantly look to make the communication experience different by doing things in a
better way. They already introduced 3G supportable system for being see the need of this
in the near future. For seeing the growing trend of SMS usage Mobilink has introduces
SMSC-less messaging infrastructure that controls the traffic of SMS and makes sure the
delivery of messages without involving pending issues.
Customer-Friendliness:
They enjoy working and succeeding together by building close relationships. While they
have a sense of purpose in their operations‚ they also have a strong culture that
demonstrates to customers that “Reshaping communciation”. Mobilink considers the
needs of customers first.
Coverage:
Mobilink has widest network coverage all over Pakistan. One can find
the network if they go to northern areas or remote city of Pakistan
MARKETING PROGRAM
Mobilink message are communicated through using all channels of media including
building an identity for the corporation and brand, advertising campaigns, sponsorships,
media relations (newspaper coverage, press releases, press conference before launching
Brand Positioning
etc), point of sale material preparation (brochures, tariffs, flyers etc), website. Message
delivered on electronic media through jingle and using celebrity endorsement. First ever
add that comes in the electronic media is symbolize with rain season that bring hope and
refreshment and new joy. Now a day it bran message come man through ball to boys who
are playing Cricket symbolize that Mobilink is customer oriented and helping the
customer in even small mattes.
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Media:
Mobilink has always tried to deliver truthful and interesting advertising to its viewers.
Through these ads they are trying to convey the message that Mobilink is solely meant
for the people’s benefit and convenience. They advertise through Channels like Geo
Super Geo, hum TV and through News channels, PTV, ARY and, News 1 TV, Dunya
News etc.
Print media:
Mobilink has designed attractive brochures for their customers. These brochures contain
all the necessary information about their package deals and tariffs. Hence, making it
easier for the people to know about the general prices and services offered.
Sponsorship:
Mobilink advertise through sponsorship in Golf matches, Mobilink agreement with PCB
and Mobilink and Citi card launch. Also it got sponsorship with Pizza Hut
Events:
Brand Positioning
Page 24 of 28
Philanthropy Activities
Mobilink
Orascom Telecom
Company
Mobilink
Mobilink Jazz Mobilink Infinity
Indingo
BRAND ASSOCIATIONS:
These are the desired associations which Mobilink wants to create in the mind of
customers.
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• Voice Quality
• Premium Brand
• Network Coverage
• Brand slogan
Brand Slogan
Premium
Brand
Network
MOBILINK
Coverage
Customer
Service
CONSUMER PERCEPTUAL ANALYSIS
map gives their intended perception they want to set in the mind of
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customer and which they have somewhat successful through their
marketing programs.
High Quality
Low Price
High Price
Low Quality
BRAND POSITIONING
its state of the art GSM, EDGE and GPRS network with best voice
Brand Positioning
quality and coverage along with most economical billing packages for
its subscribers. Mobilink will provide them high quality and stylish
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products to improve their life style and make their life easy and
beautiful.
Brand Positioning
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