Mobilink By Naveed Arshad
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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 growthshare matrix
(low growth market share)
Cash • • •
Cow-
rate,
high
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
Controllable
tactical marketing tools product, price, place, promotion that the firm blends to produce the response it wants in the target market
Price
Product “Goods-and-service” combination that a company offers a target market
Activities that persuade target customers to buy the product
Promotion
Amount of money that consumers have to pay to Obtain the product Target Customers Intended Positioning
Company activities that make the product available
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
•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 growthshare matrix
(low growth market share)
Cash • • •
Cow-
rate,
high
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
Controllable
tactical marketing tools product, price, place, promotion that the firm blends to produce the response it wants in the target market
Price
Product “Goods-and-service” combination that a company offers a target market
Activities that persuade target customers to buy the product
Promotion
Amount of money that consumers have to pay to Obtain the product Target Customers Intended Positioning
Company activities that make the product available
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
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