Product Strategy Of Mobilink

1

2

Contents NAME of organization MOBILINK Brief history Mobilink’s vision & values Product strategy Products: 123-

Jazz Indigo Black berry

Positioning: 12-

Jazz Indigo

Competitors’ advantages: 12-

Coverage Market share

SWOT analysis: 12-

34Product life cycle Suggestions

Strengths Weaknesses Opportunities Threats

3

NAME: MALIK MUHAMMAD ZAFRAN AWAN FATHERNAME: ABDUL REHMAN MALIK CLASS

:

MBA (BANKING&FINANCE)

ROLL NO: AD 514701 SUBJECT: Marketing Code

: 5534

Submitted to Sr. Mateen

4 c

NAME : MOBILINK

Introduction Pakistan Mobile Communications Limited (Mobilink), a subsidiary of Orascom Telecom, started its operations in 1994, and has become the market leader both in terms of growth as well as having the largest customer subscriber base in Pakistan - a base of over 28 million and growing. We pride ourselves on being the first cellular service provider to operate on a 100% digital GSM technology in Pakistan that also provides state-of-the-art communication solutions to its customers. Mobilink offers exclusively designed tariff plans that cater to the communication needs of a diverse group of people, from individuals to businessmen to corporate and multinationals. To achieve this objective, we offer both postpaid (indigo) and prepaid (Jazz) solutions to our customers. Compared to our 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, we also offer a host of valueadded-services to our prized customers. At the same time, Mobilink places high importance to its coverage, which is why we cover you in

5

10,000+ cities and towns nationwide as well as over 130 countries on international roaming service. In other words, we speak your language, everywhere.

Mobilink's Vision and Values. Mobilink's Vision: "To be the leading Telecommunication Services Provider in Pakistan by offering innovative Communication solutions for our Customers while exceeding Shareholder value & Employee Expectations".

Mobilink's Values: Total Customer Satisfaction Customers are at the heart of our success. They have placed their trust and confidence in us. In return, we strive to anticipate their needs and deliver service, quality and value beyond their expectations. Business Excellence We strive for excellence in all that we do. We aspire to the highest standards and raise the bar for ourselves everyday. This commitment to delivering world-class quality translates into unmatched service and value for our customers and all stakeholders. Trust & Integrity At Mobilink, we take pride in practicing the highest ethical standards in an open and honest environment, and by honoring our commitments. We take personal responsibility for our actions, and treat everyone fairly, and with trust and respect.

6

Respect for People Our relationships drive our business. We respect and esteem our employees and all stakeholders. We believe in teamwork, empowerment and honor. Corporate Social Responsibility As the market leader, we recognize and fulfill our responsibility towards our country and the environment we operate in. We contribute to worthy causes and are dedicated to the development and progress of the society.

INTRODUCTION TO THE TOPIC. Product strategy. Product strategy of Mobilink: As long as I have analyzed Mobilink strategy in Pakistan, it is market leader there and it's just because of its strategies. Some of the strategies are as follows: · There are products which are catering to different marketing segments like Indigo for upper segment, jazz for middle etc · Prices they charge are also according to the

7

affordability of the customers · It aims to have the largest customer base and therefore, providing services in maximum locations · Different promotion strategies are being used like traditional ways of promotion as well as other ways like sales promotion etc.

8

9

10

11

12

Positioning: Mobilink is positioning to the different sectors. For indigo and for jazz Indigo: Indigo is a positioned on family plate form, offering a wide range of product creating to different needs. It comprises of a range of packages depending upon the usage level such as indigo initial and indigo 400 supplementary packages combine postpaid life style with economical rate. Jazz: Cell and control is a hybrid product that is a prepaid convenience and postpaid control and is suited for high end prepaid user.

Competitor advantages: Expanding coverage and streamlining tariffs

Coverage: Where other networks fail, ours connects instantly. On highways & byways, throughout thousands of

13

destinations across Pakistan, only Mobilink has you fully covered. So no more mixed signals, because only Mobilink talks to you loud & clear. Mobilink provides the widest coverage network, covering more than 10,000+ cities, towns, and villages across Pakistan. It connects over 28 million family members every second of the day with exceptional voice quality due to its broad coverage. Our coverage is expanding day by day, and soon, the only other thing covering Pakistan more than Mobilink would be the clear blue sky.

Large no of market share:

14

SWOT analysis: SWOT stands for Strengths, Weaknesses, Opportunities and Threats. Mobilink is the leading telecommunications company in Pakistan. Here is the SWOT of Mobilink.

* Strengths. - First Mover's advantages - Strong Brand name - good coverage and speed

* Weaknesses. - High call rates. - Large organizational structure

* Opportunities. - Network all around Pakistan - Adaptation of newest technology.

* Threats. - Competition - High tax rates - Increase in imported equipment costs

Product life cycle:

15

Mobilink is at the maturity stage there for it is enjoying the higher rate of profit.

Suggestions: My view point is that as Mobilink is the largest telecommunication network in Pakistan and it has the higher market share than any other telecommunication network in Pakistan. There for Mobilink need to satisfy there customers and Mobilink is doing this very well by giving different tariffs. But I thing that the charges of Mobilink are little higher than other competitors, as it is the age of competition there for Mobilink should have to reduce its’ charges and improve its’ stander of qualities more.