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Introduction
Mobilink offers exclusively designed tariff plans that cater to the communication needs
of a diverse group of people, from individuals to businessmen to corporates and
multinationals. To achieve this objective, Mobilink offers both postpaid (Indigo) and
prepaid (JAZZ) solutions to its customers. Compared to its 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, Mobilink also offers a host of value-added-services in its
Mobilink World brand to its prized customers. At the same time, Mobilink places high
importance to its coverage, which is why it covers its customers in 5000+ cities and
towns nationwide as well as over 100 countries on international roaming service.
Mobilink is also the official telecommunication service provider for the Pakistan Cricket
Board (PCB). The company was awarded the license to operate in Azad Jammu and
Kashmir (AJK) on 27 June-2006.
Founded 1994
Industry Telecommunication
Website www.mobilinkgsm.com
Mobilink Vision
“To be the leading Telecommunication Services Provider in Pakistan by offering
innovative Communication solutions for our Customers while exceeding Shareholder
value & Employee Expectations”.
Achievements
• ISO 9002 Quality Management System Certification for Billing, Engineering
Departments and CS Contact Center
• Implementation of a full Intelligent Network (IN) platform from Siemens for the
Prepaid platform
• Largest Call Center in Pakistan, which is there to assist the customers 24 hours
• Bilateral
roaming in over 100 countries around the world with true international
roaming with over 300 operators across the globe
• First
mobile operator in Pakistan to offer extensive GPRS Roaming and
BlackBerry Roaming services
• Societal Marketing
Mobilink believes in playing an active role in supporting the community and social
development of Pakistan. Each year, Mobilink and its staff contribute significantly to
charities and community projects to help bring about a better quality of life to the less
privileged in the community and enrich the lives of Pakistanis through support in local
arts, education and sports.
Mobilink has made various donations to educational institutes. This includes donating
computers to the Federal Board of Intermediate and Secondary Education, donating Rs.
100,000 to Pakistan Institute of Medical Sciences to set up a computer lab, and
sponsoring the commemorative ceremony for the golden jubilee of Cadet College,
Hasanabdal.
Mobilink's alliance with the international Kara Film Festival demonstrates its
commitment to the promotion of art and theatre. The festival creates a space for
alternative and independent cinematographers, both experienced and new filmmakers, to
exhibit their creative endeavors in Pakistan.
• Employee Involvement
Mobilink believes in supporting the community not only through sponsorships but also
through employee involvement. In addition to sponsorships, Mobilink encourages its
employees to be engaged in community welfare work and to support relevant causes.
• Earthquake 2005
During the devastating earthquake of 2005 that struck the Northern Areas of Pakistan,
Mobilink was amongst the first to respond to the crisis. Relief Camps were set up in all
major hospitals to provide free calling facilities to patients and relatives arriving from far
flung areas. Goods such as blankets, shawls, jackets were also collected for those affected
by the earthquake and Mobilink Relief Teams were constituted to provide aid to the
Northern Areas.
Network
During the last 13 years, Mobilink has set up one of the largest cellular networks in the
country. Currently, it is covering more than 5000+ cities and towns. This has involved an
investment in the company of more than US$ 1 Billion. Mobilink has 50 Switches and
more than 4,900 cell sites and the number keeps growing at a rapid pace. It also has
deployed around 3,000 km of optical cable.
Switches Siemens and Alcatel
The company that is credited with introducing the concept in Pakistan is Mobilink. There
is little doubt, though, that when the company that prided itself on its executive clientele
came up with prepaid cards, it could not have imagined the extent to which the idea
would take off in the country. On the other hand, it is not hard to imagine the motivation
behind Mobilink’s decision to launch its offering. At the time, having a cell phone and a
post-paid connection was no cheap thing. So, the company decided to try to grow by
targeting the majority that could not afford billed connections. The idea worked pretty
well, and Mobilink Jazz came to be.
BCG
Growth Rate Matrix
BCG Growth Rate Matrix
STAR. ?
High Low
High
Mobilink
Market
Growth
Rate
Low
SWOT ANALYSIS
STRENGTHS
WEAKNESSES
OPPORTUNITIES
Marketing Management
&
Mobilink GSM
Marketing Management
The art and science of choosing target markets and getting, keeping, and growing
customers through creating, delivering, and communicating superior customer value.
Marketing Research
Marketing research
The marketing research process includes the systematic identification, collection, analysis
and distribution of information for the purpose of knowledge development and decision
making. The marketing executive at Mobilink admits that understanding markets and
customers is the bedrock on which business planning and strategy is built. Without
knowing our customer’s needs and wants or understanding demand, our business will be
under constant threat from competitors and may be failing to extract the maximum value
from the market. Mobilink provides excellence in market research through their extensive
experience in telecommunication working.
They focus on providing better research techniques that enables to understand why and
how customers make choices and a better research process, based on understanding the
business and commercial context. Mobilink marketing executive further says that our
research process is designed so that we take more care to understand our goals and
constraints and use this to deliver better value to our customers. Market research does not
sit in a vacuum. The design and outcomes of a market research project have to reflect not
just the results from the data, but the way in which the organization could and should use
the data.
Mobilink hires Custom marketing research firms to carry out specific projects
This approach is market proven and has been the foundation for the 100's of mobile
products and services that we have developed and managed since January 2001. This
framework underpins our research and thinking on Mobile Communities, Mobile
Services for the Youth Market and the convergence of Mobile Marketing and Mobile
Media
Discovery
• Understanding and identifying the key objectives of the mobile services.
Strategic Planning
• Identifying and documenting timeframes, milestones and business case
Creative Development
• Creative and campaign development
Program Management
• Client Services Team
• For the ability to forecast sociological and technological changes ahead of time
and make the necessary internal changes to adjust to the changing environment of
the consumer.
• The ability to track customers order history, their interests, and apply that
information to better advertising and target marketing.
For Mobilink, the Intelligence Platform is a way of thinking about who they are, what
they know, and what they think about the company and the competitive marketplace.
When we begin an assignment, the Intelligence Platform is examined as it is. Questions
like “What do we know? What ideas have been generated? What are the drivers
that give the business its unique personality?” are answered in order to get the required
information.
Mobilink views marketing intelligence with three very different components. It includes
data, ideas, management experience, and judgments.
Source Categories
• Government sources
• Demographic data
• Geographic / Country information & maps, satellite images, etc.
• Trade directories
Segmentation, Targeting,
&
Positioning
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
Targeting
The second step of choosing the value is selecting the appropriate target market.
Mobilink’s target market varies with its different product lines e.g. 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.
Mobilink’s catchphrase “Mobilink… Reshaping Lives” tells all about how they want to
position the brand in the minds of their target customers.
The message they want to communicate to the consumer market is that Mobilink is the
best solution for telecommunication and can be trusted to provide communication
facilities all across the globe where no other service is available.
Competitive Forces
Competitive Forces
The industry structure of Pakistan’s mobile phone service providers is differentiated
oligopoly; a small no. of large firms producing products partially differentiated along the
lines of quality, features, styling, or services. There are 6 major providers of mobile
service in Pakistan.
• Mobilink GSM
• Telenor
• Warid Telecom
• Ufone
• Paktel GSM
• Instaphone
Pakistan’s largest cellular provider maintains a tremendous growth rate despite the
deregulated market. With the introduction of new products into the market and expansion
through various rural and urban cities, Mobilink continues to capitalize on its position in
the market. Despite complaints about quality and connectivity issues, the number of
customers continues to grow.
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%. Paktel had 2.7% of the users untill the end of 2006.
Competitive Strategies
Being the market leader, first, Mobilink must find ways to expand total market demand.
Second, it must protect its current market share through good defensive and offensive
actions. Third, it has to try to increase its market share, even if the market size remains
constant.
• Market-penetration strategy
• Geographical-expansion strategy
Mobile marketing integrates across the marketing mix to drive the effectiveness of both
above and below the line activities. Delivering:
Mobilink marketers are deploying the mobile to strategically drive customer acquisition,
retention and improved relationships to defend its market share. Campaign tactics include
as an instant response mechanism to TV and poster campaigns, as a direct medium to
drive awareness in targeted demographics and for instant win for on or off pack
promotions.
The unique and personal nature of mobile communication dictates an approach that is
clear, actionable, engaging and instantly rewarding for consumers.
• Ensuring a positive customer experience as a key driver for response and uptake
• Operating within the regulatory and legal guidelines for mobile marketing
Company Orientation
While a company has to keep a watch on its competitors, Mobilink strongly favors a
customer-centered orientation and considers itself to be a customer-centered company.
A customer centered company is in a better position to identify new opportunities and set
a course that promises to deliver long-run profits. Same is the case with Mobilink. By
monitoring customer needs, it can decide which customer groups and emerging trends are
the most important to serve given its resources and objectives.
1. Product
2. Price
3. Place
4. Promotion
Mobilink management understands the importance of the marketing mix and its decisions,
which must be made for influencing the trade channels as well as the final consumers.
The company prepares an offering mix of products, services, and prices, and utilizes a
communication mix of advertising, sales promotion, events, and experiences, public
relations, direct marketing, and personal selling to reach the trade channels and the target
customers.
As a popular brand there is a lot that is expected from the company and the management
strives hard to ensure that the promises are kept. Mobilink has been continuously
investing in network resources and improving its marketing mix so that its vast customer
base can be satisfied and expanded.
• 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
• 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.
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 Advance
Targets Jazz Family Members with Additional balance benefit to help them talk some
more!
Jazz Load
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.
• Holy Sayings
• Corporate SMS
• Mobi Greetings
• SMS Scheduler
• Bolo SMS
• Mobitunes
• G:i:30
• WAP Portal
• Mobilink Edge
• Mind Reader
• CricVideo
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.
“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.
• Load the free jazz card provided and embark on a successful business venture
right away
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.
Weekend
Rs/min 0.99 0.75 0.63 0.50 0.40
Tariffs
F&F
Rs/min 0.99 0.75 0.63 0.50 N/A
Charges
Air Time
Rs/min 2.00 1.50 1.25 1.00 0.60
Charges
Free
Monthly 0 100 400 800 1200
Minutes
Line Rent Rs 0 100 400 900 1500
Jazz
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
Place
Marketing Network
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:
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
2. UAE du 900/1800
Mobilink authorizes limited number of dealers to deliver its service product. But
Mobilink provides its prepaid cards to almost all the markets and consumer shops.
Providing its prepaid cards in every corner of the city helps mobilink to satisfy the need
of consumer and to gain customer satisfaction. However mobilink deliver its Sims to
customer with help of Franchises, service centers, and sales offices. These Franchises,
service centers, and sales offices are given by the right of providing its service product by
Mobilink itself.
Mobilink management builds logistic partnership to achieve customer value and building
customer satisfaction with different courier services. The courier companies by which
Mobilink has partnered are as follows:
• TCS
• OCS
• UPS
Mobilink selects, motivates & evaluates channel members thought Interviews, Financial
standing, Training and Reports.
PROMOTION
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.
• 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.
• 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:-
o 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.
Mobilink also carries out business and sales force promotions on frequent basis.
Event Sponsorship
“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.
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
“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’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.
Context:
The alluring color scheme used in the layout of website make it worth navigating.
The choice of color itself has a table to tell.
The savior is the icon (ball) that pitches in a rave of energy and suggest a motion
for the brand ID. The logo which is not only Influential & Exhilarating but a sure
head turner and is doing wonders in touching hearts and assuring absolute strength
in the brand.
Content:
The content is also the heart of the website. It includes:
• Info
o News
o Weather
o Business
• Fun
o Music Videos
o Wallpapers
o Greeting Cards
o Java Games
o Animation
o Today’s Special
o Color Logos
o Mobile themes
• Sports
o Cricket Updates
o Football
o Golf
o Tennis
o Others
• Media
o TV Commercials of Mobilink
• Tools
o Yahoo
o MSN
o Google
o MSN Messenger
o Hotmail
o Gmail
Sales force serves as the companies personal links to the customers. Mobilink fast
paced growth is fueled by the foundation of innovation and the relentless work of
4000 dynamic team members.
The sales force members are some of the best talent in the country and can be
distinguished from others on the basis of their convincing power. The have the
passion and the spirit to challenge the norms, and so they are the part of winning
team.
The chief objective of Mobilink’s sales force is not only to encourage sales but
also to diagnose customer’s problem and to propose an effective solution thus
satisfying them completely. They play a strong role in improving customer
profitability.
Mobilink has attractive compensation packages for its sales force. Along with a
fixed amount i.e. salaries, they are also offered variable amounts such as lucrative
commissions. Benefits such as paid leaves as well as accident benefits are also
offered to the sales force.
Since Mobilink realize that a professional sales force plays a key role in
developing and growing customers, it trains its sales representatives to effectively
convince the customers by using effective screening techniques.
Mobilink is still the Market Leader and its success factors include:
• Innovative Products
After the great research and paper work we are of opinion that a lot of people have
shown their interest in these two Mobilink offers i.e. Postpaid & Jazz ladies first.
SUGGESTIONS
&
RECOMMENDATIONS
Suggestions
BIBLOGRAPHY
www.mobilinkgsm.com
www.mobilinkworld.com
www.google.com.pk
www.polarismr.com
www.prenhall.com