•About Mobilink

• Orascom telecom
(OTH)
• Mission/Vision
• Marketing Mix
• BCG growth share
matrix
• Market Segmentation
• Market Targeting
• Differentiation
• Positioning
• Pricing Strategy
• Competitors Analysis
• Financials Analysis
• Recommendations
•Started operation in 1994
• Market leader
• Introduce GSM tech
• Providing state of the art communication services
• Took management control in 2001
• Largest and most diversified operator
• Positioned itself as a leader in this region
• Strategies to create non GSM subsidiaries
 "To be the leading Telecommunication
Services Provider in Pakistan by offering
innovative Communication solutions for our
Customers while exceeding Shareholder
value & Employee Expectations"
• Commitment to total customer
satisfaction
• Passion for business excellence
• Trust & integrity
• Respect for people
• Responsible corporate citizen
Largest cellular network in country

Covering 10,000+ cities and towns

Investment more then US$ 1 Billion

6,300 cell sites

Deployed around 5,000 km of optical cable

Indigo

Jazz

Mobilink BlackBerry

Mobilink PCO

Mobilink TV
•
GPRS
• SMS Messaging
• Power Tools
• Chat Services
• Dedication Services
• Power Tools
• Mail Services
• Info Services
• IVR Ring tones/Logos
• On Call Services
• Missed Call Alerts
•
Corporate SMS
• SMS Advertiser
• Conference Bridge
• PSO Cards
• PIA Reservations
• Stock Watch
• Fax Mail
In the early 1970's the Boston Consulting
Group developed a model for managing a
portfolio of different business units

The BCG growth-share matrix displays the

various business units on a graph of the
market growth rate vs. market share
relative to competitors
• On the vertical axis, market growth
rate provides a measure of market
attractiveness

• On the horizontal axis, relative market

share serves as a measure of company
strength in the market
he growth-share matrix defines
four types of SBUs:

ash Cow- (low growth rate, high

market share)

tar- (high growth rate, high market

share)
Strategic Business Units of
Mobilink:
• Jazz One
• Jazz Budget
• Jazz Ladies First
• Jazz Easy
• Jazz Octane
• Mobilink Indigo
• Mobilink PCO
Classification of SBUs according to growth-
share matrix
Cash Cow- (low growth rate, high
market share)
• Jazz Ladies First
• Mobilink Indigo
• Jazz Budget
Because these three packages are
low growth, high share market products. These
established and successful SBUs need less
investment to hold their market share. They
Star- (high growth rate, high market
share)

 Jazz One
This package is a high growth, high
market share product. There is need to
invest more for its rapid growth. it should
try to build into cash cow
uestion mark- (high growth rate, low
market share)

azz Easy

obilink PCO

These packages are low share in

high growth markets. They require a lot of
og - (low growth rate, low market share)

azz Octane

t is low growth, low share product. It may

generate enough cash to maintain itself
but do not promise to be large source of
cash
What is market segmentation?

• Division of market
• Distinct groups of buyers
• Distinct needs
• Consumers can be grouped in various
ways
• Geographic, demographic etc
 Following are the different segments of
Mobilink

• Business class
• Ladies
• SME sector
• Sports
• Flight roaming
• Movies portal
• Mobilink infinity
 What is market targeting?

• To evaluate each segment

• Select one or two segments
• Greatest customer value
• After evaluating the segment
attractiveness Mobilink has target that
segments
• Small and medium enterprise
• For SME Mobilink has introduce
the “Mobilink blackberry”
• Blackberry professional
software
• Designed for the basic needs of
SME
• How it can be helpful for SME?
 Mobilink sports portal
• “You have a front row seat to all sporting
events with Mobilink sports portal, as close as
its get to the game”
 Following are the sports portal
• Cricket
• Hockey
• Soccer
• Tennis
• Car racing
• Golf
 Some targeted segments by
Mobilink

• JAZZ Mobile hungama

• Mobilink NBP Karobar
• Mobilink PCO
• Mobilink flight roaming
• Ladies
 What is differentiation

• Market offerings
• To create superior customer value
 Characteristics which differentiate
their product
• Premier cellular company
• Price affordability
• Hire famous personalities
• Only company offers package for ladies
• Airplane roaming
• Mobilink PCO
• What is positioning
• Arranging for a product
• Clear and distinctive place
• Mobilink has very strong positioning
• Indigo
• Jazz
• Largest cellular company in
Pakistan
 Controllabletactical marketing tools
product, price, place, promotion that
the firm blends to produce the
response it wants in the target market
 Product Price
“Goods-and-service” Amount of money
combination that a that consumers
company offers a have to pay to
target market Obtain the product
Target
Customers

Intended
Positioning
Activities that Company activities
persuade target that make the
customers to buy product available
the product
Promotion Place
• Goods and services combination that a
company offers to the target market

• Moblink offers different products to target

different categories of consumers
 Price is amount of money that consumer
have to pay to obtain the product

 Moblink offers different packages of

different call rates to capture the market

 Moblink also offers discounts, advances,

post paid, prepaid connections
 Rates Of Some Packages:
• Jazz ladies first:
 on net Rs. 5.00/hour
 sms rates Rs. 1.00/sms
• Jazz budget:
 on net Rs. 0.40/30 sec
 sms rates Rs. 1.00/sms
 Mobilink is using Competitive Price Strategy in
their packages
 Pricing Strategies:

• Competitive Price Strategy

• Skimming Price Strategy
• Marketing Penetration
• Predatory Price Strategy
• Odd/Even Price Strategy
• Company activities that make the product
available
• It includes channels, coverage, location,
inventory
• Moblink SIM and connection available on
more than 700 franchises all over the
Pakistan
• Covering 10000+ cities ,town ,villages
• Activities that communicate the merits
of the product and persuade target
customer to buy it

• Moblink spends millions of amount

each year on advertising

• Advertising through TV channels, news

papers, bill boards, brushers etc

• Hire top Models ,film stars like “shan”

,pop music band “strings” ,cricketers
“Wasim akram”
 Jazz bundle offer
• International summer promotion
• Jazz aur sunao
• Life mein jazz lao
• Roam the world
• Low Price Strategy
• Better Services
• Promotional Offering
• More Investment
• Effective and Efficient Distribution
• Customer Representatives