Report On Mobilink 4 P's
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Project On MOBILINK GSM
Submitted by
Irfan Khalid Anjum Adeel Usman Mazhar Muhammad Islam Naveed Ashraf Ishtiaq Saddiq
Submitted TO Sir Hanif Shahzid
Department Management Science National University Of Modern Languages H-9 Islamabad
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The Exordium With the Name of Allah WHO is most loving and the Merciful!
Praise to Allah, Lord of the creation, the Compassionate, the Merciful, the King of the judgment day! You alone. We pray, and to you alone. We pray for help, guide us to straight path, the path of those whom you have favored, not neither of those who have incurred your wrath, nor of those who gone astray.
(Al Quran)
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We are gratified with the core of our heart to “Almighty Allah” who made it possible to complete this project. We specially thanks to very loving and caring teacher Hanif Shahzad and friends not only encourage us, guide us and pray us every time
We must take this opportunity to full great pleasure to our teacher of Marketing Hanif Shahzad for their continuous encouragement support and lead toward the project.
We would like to highly acknowledge and appreciate Mr. Asif Khan Team leader Mobilink direct Sales Islamabad and his team members for their continuous assistance, personal attention, encouragement and support which made more eligible to be confident about this project.
We highly thankful to all Mobilink staff members by providing that help us and make this project possible.
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Executive summery
In telecom sector Mobilink was the first company that was introduces his services in Pakistan in1994 Its first brand was Mobilink jazz at that time its frequency was limited to some cities but now not only it extend its frequency but now it have more than three brands •
Mobilink indigo
•
Mobilink jazz
•
Mobilink world
•
Mobilink PCO
It 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 24 million and growing. Mobilink prides itself 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 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 Paki
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In today’s global marketplace, selling a product is sometime easier than getting it to customers. Companies must decide on the best way to store, handle and move their products and services so that they are available to customers in the right assortment, at a right time, and in the right place. Physical distribution and logistics effectiveness has a major impact on both the customer satisfaction and company costs. Mobilink also tries to be best in physical distribution and logistics effectiveness. Mobilink provides the most extensive network coverage footprint across Pakistan through an integrated technology infrastructure in more than 5,000 cities, towns, villages, and countless remote destinations, including International Roaming in 100 countries through 300 partner operators. Mobilink is best in logistic management and physical distribution from its competitors.stan 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.
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Chapter 1 Introduction and product
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Mobilink GSM -Introduction Pakistan Mobile Communications Limited (PMCL) better known as Mobilink GSM is a telecommunication service provider in Pakistan. Mobilink started operations in 1994 as the first GSM cellular Mobile service in Pakistan by MOTOROLA Inc., later it was sold to Orascom, an Egypt-based multi-national company. It 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 24 million and growing. Mobilink prides itself 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 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.
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Facts About Mobilink GSM Company Structure
Private Limited
Genre
Subsidiary
Parent
Orascom Telecom Egypt
Owner
Naguib Sawiris
Founded
1994
Founder
Motorola USA
Industry
Telecommunication
Headquarters
42 Kulsum Plaza, Blue Area, Islamabad.
Area served
5000 cities, towns, and villages across Pakistan 250.2 million
Revenue USD (3rd quarter, 2008) Website
www.mobilinkgsm.com
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Management Profiles President and CEO
Zouhair Abdul Khaliq Chief Finance Officer
Ehab Rochdy Chief Information Officer
Tariq Rashid Chief Technical Officer
Marwan Hayek Vice President Administration & Human Resources
Ali Raza Mehdi Chief Officer Government & Regulatory Affairs
Brig. F. R. Adhami
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Vice President Sales
Irfan Akram Vice President Marketing
Bilal Munir Sheikh Vice President Strategic Planning, Business Development &PMO
Naeem Zamindar Vice President Customer Services
Mustafa Peracha
MISSION National University of Modern Languages Page 10 of 42
“To be a superior communications service company in Pakistan which provides the best value to its customers, employees, business partners and shareholders.”
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
Mobilink 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
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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.
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. “Reshaping Communication”
Goals & Objectives
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To make this world a better place in terms of advancement, dealing and connectivity and to expand the network to every city/town of Pakistan along with provision of excellent voice services and adequate customer care.
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 Only cellular service in Pakistan to provide coverage on the M2 motorway 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
Major Competitors of the organization
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Mobilink as Market Leader with major market
share
Markets main players other then Mobilink are Telenor, Warid, Ufone and Zong
Profile of Employees Mobilink has almost 3,500 numbers of employees in all of four provinces of Pakistan providing largest coverage area. Only approximately 3,500 employees and largest cellular company shows the size of the company.
Marketing mix It is the set of marketing tools a firm uses to pursue its marketing objectives. McCarthy has classified these tools into four broad groups, called the four Ps of marketing: 1. Product 2. Price 3. Place 4. Promotion
The four Ps of Mobilink’s marketing mix are explained below in detail.
PRODUCT National University of Modern Languages Page 14 of 42
A product is defined as:
“A product is anything that can be offered to a market to satisfy a want or need.”
PRODUCT LINE Product line is defined as:
“All the products made by one company under various names being offered in the market for sale are the product line.” Mobilink Product Lines Mainly there are four product lines of Mobilink with each having separate target markets and positioning. Mobilink Indigo Mobilink Jazz Mobilink World Mobilink PCO
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our product: 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 Citi Mobilink Credit Card Call& Control Indigo Reward Indigo Genie
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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.
Shaan - Brand Ambassador Indigo:
There are very few actors who have the charisma that can inspire the young and old alike. Shaan belongs to this rare breed of actor*s who can impress the audience any given day through his incredible performances.
Indigo Branding National University of Modern Languages Page 17 of 42
It is very important to give a brand name to any product before it is going to launch in the market so that it can easily be recognized by the customers. Basically brands are the symbols of recognition of a product of a company which makes the product different from its competitors.
“Mobilink Indigo ” tends to be the best preferable brand name to attract the customers.
Packaging and Designing The activities of designing and producing the container or wrapper for a product. Its packaging is simple attractive and smart. It contains a sim mini book having disruption that how consumer used it.
Label Its label is unique that hit a specific class of people. It is especially for cooperate sector and business people.
Slogan Indigo slogan is “RESHAPING COMMUNICATION”
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Chapter 2 Pricing strategy
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PRICING
“The amount of the money which a customer pays for getting the product is called price.” Basically price is the first impression of a product which a customer perceives. When price of a product would be different from its competitor customer would think that there must be some difference in the quality as well. So this can easily be said that, “The price is directly associated with the quality and brand name of the product.”
SELECTING THE PRICING OBJECTIVES The company first decided where it wants to position its market offering. The clearer the firm’s objective the easier it is to set price. A company can pursue any of five major objectives through pricing: Survival Maximum current profit Maximum market share Maximum market skimming Product-quality leadership The main objective of the pricing for mobilink indigo is to survive in the market. The profits are less important then survival. According to mobilink indigo there are two kinds of pricings, 1) Purchasing price i.e. initial connection price 2) Regular price i.e. call charges per minute
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“We do not have found any complains from the customers regarding the price. They are willing to pay the price and we are willing to give them the best services”
Pricing Strategy of Indigo 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 indigo have following current price Rates on different packages How you express yourself, defines who you are. With indigo, not only can you express more with exclusive value-added services, but also enjoy more choice in
plans and
discounted airtime rates. Contoured to become part of your expression, indigo ensures that you derive utmost value out of all your communications, and feel free to be yourself.
one hundred
If you want to enjoy postpaid privileges with the least amount of line rent, this package is for you. Welcoming you aboard the postpaid lifestyle, I-one hundred also offers the best SMS rates keeping in mind your utmost convenience
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Details
Tariffs
Line Rent
Rs. 100
Free Minutes
100
Call SMS
Mobilink
Rs. 1.25/min
Other Operators
Rs. 1.50/min
All Networks
Rs. 0.2
four hundred
For those who want to spend less and talk more. Postpaid affordability comes into play with i-four hundred, where you start enjoying free minutes and a competitive tariff – for an indigo experience attuned to your monthly usage Details
Tariffs
Line Rent
Rs. 400
Free Minutes
400
Call SMS
Mobilink
Rs. 1.00/min
Other Operators
Rs. 1.50/min
All Networks
Rs. 0.75
nine hundred National University of Modern Languages Page 22 of 42
An ideal package if you are seeking a blend of value and economy. A package that not only gives you more FREE minutes, but also FREE GPRS usage
Details
Tariffs
Line Rent
Rs. 900
Free Minutes
900
Free GPRS
100MB
Call SMS
Mobilink
Rs. 0.75/min
Other Operators
Rs. 1.50/min
All Networks
Rs. 0.75
fifteen hundred For the best call rates and utmost value for money. This package features 1500 FREE minutes and even more FREE GPRS usage – so you can enjoy sheer comfort in making strong connections
Details
Tariffs
Line Rent
Rs. 1500
Free Minutes
1500
Free GPRS
250MB
Call SMS
Mobilink
Rs. 0.50/min
Other Operators
Rs. 1.25/min
All Networks
Rs. 0.50
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unlimited
For power users who want to live the connected dream. Bundled with maximum free minutes, free data services and the best call rates; i-unlimited has all what it takes to be the choicest tariff plan for extensive usage
Details
Tariffs Basic
Premium
Rs. 5000
Rs. 6000
Mobilink
2800
2800
Other Operators (Mobile)
1200
1200
Other Operators (Landline)
1000
1000
-
unlimited
Line Rent Free Minutes
Free GPRS / VAS / Blackberry Internet Service Free SMS
Mobilink
1000
1000
Call
Mobilink
Rs. 0.30/min
Rs. 0.30/min
Other Operators
Rs. 1.05/min
Rs. 1.05/min
All Networks
Rs. 0.20
Rs. 0.20
SMS
Business Class Value Added Services (inclusive of unlimited GPRS/EDGE service) include Conference Calling Service and Missed Calls Alert service
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Chapter 3 Placement Strategy
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Place
“ Place represents the location where a product can be purchased” The organization must distribute the product to the user at the right place at the right time. Efficient and effective distribution is important if the organization is to meet its overall marketing objectives. If an organization underestimate demand and customers cannot purchase products because of it, profitability will be affected.
What channel of distribution will use? Two types of channel of distribution methods are available. Indirect distribution involves distributing your product by the use of an intermediary for example a manufacturer selling to a wholesaler and then on to the retailer.. Direct distribution involves distributing direct from a manufacturer to the consumer For example Dell Computers providing directly to its target customers. The advantage of direct distribution is that it gives a manufacturer complete control over their product.
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Above indirect distribution (left) and direct distribution (right).
Distribution Strategies Depending on the type of product being distributed there are three common distribution strategies available:
1. Intensive distribution Used commonly to distribute low priced or impulse purchase products eg chocolates, soft drinks.
2. Exclusive distribution: Involves limiting distribution to a single outlet. The product is usually highly priced, and requires the intermediary to place much detail in its sell. An example of would be the sale of vehicles through exclusive dealers.
3. Selective Distribution A small number of retail outlets are chosen to distribute the product. Selective distribution is common with products such as computers, televisions household appliances, where consumers are willing to shop around and where manufacturers want a large geographical spread.
Distribution channel of Mobilink Indigo Mobilink provide its service products directly to customers or with help of intermediaries involved in distributing its product. Distribution channel contain set of interdependent organizations involved in the process of making a product or National University of Modern Languages Page 27 of 42
service available for use or consumption by the consumer or business users. Mobilink also distributes its product to end user with help of intermediaries as well as it distributes its product directly to customers. Mobilink supplies its product range to intermediaries with involvement of its “Commercial and Sales Department.” 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.
Distribution Strategy of Mobilink There are three types of distribution strategies. First Intensive Distribution, second Extensive Distribution and third is Selective Distribution. Howevermobilink follow both intensive and exclusive distribution strategies. While providing its Jazz prepaid cards Mobilink follow Intensive Distribution strategy means that stocking Jazz prepaid cards in as many outlets as possible. While providing its service products (like SIM Cards of Jazz, SIM Cards of indigo and Mobilink PCO Sets as well as Prepaid cards) Mobilink follow Extensive Distribution strategy means that it gives limited number of dealers the right to deliver its product.
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Logistic Management & Mobilink In today’s global marketplace, selling a product is sometime easier than getting it to customers. Companies must decide on the best way to store, handle and move their products and services so that they are available to customers in the right assortment, at a right time, and in the right place. Physical distribution and logistics effectiveness has a major impact on both the customer satisfaction and company costs. Mobilink also tries to be best in physical distribution and logistics effectiveness. Mobilink provides the most extensive network coverage footprint across Pakistan through an integrated technology infrastructure in more than 5,000 cities, towns, villages, and countless remote destinations, including International Roaming in 100 countries through 300 partner operators. Mobilink is best in logistic management and physical distribution from its competitors.
Logistic partnership and Mobilink Companies must also work with other channel partners to improve whole channel distribution. The members of distribution channel are linked closely in creating customer value and building customer relationship. 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
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Third party Logistics & Mobilink Most business perform their own logistics functions. However growing number of firms now outsource some or all of their logistics to Third Party Logistics providers. Mobilink also use Third Party Logistic provider for transportation of shipment of its service products to warehouses, dealers or customers. Different courier service providers are the Mobilink third party logistic providers. The main reason for using third party logistic provider by Mobilink is that it is useful for Low Fixed Investments. Mobilink selects, motivates & evaluates channel members thought Interviews, Financial standing, Training and Reports.
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Islamabad Finance office
Rawalpindi Finance office
Franchises Rawalpindi Region
Franchises Jhelum Region
Mobilink CS Centre RYK
Retailer
Consumer
Retailer
Customers
Consumer
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Chapter 4 Promotion strategy
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Promotion:
“ Promotion represents all of the communications that a marketer may use in the marketplace”
Promotional Strategy by Mobilink
Promotion is the means to promote the companies’ product in order to enhance sales. Mobilink uses various means to promote its products, promoting a product requires various techniques and tools to enhance and to attract customers to buy the company’s products. Mobilink not only tries to attract the customers through ads but also to retailers and Franchises by giving them handsome profit margins. Every possible and effective Medias are used for the promotion of the Mobilink Products including print, electronic, broadcast and FM radio and through internet.
Media Promotions of Mobilink Products Personal selling Sales promotion Mass selling
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Personal Selling Personal selling or door to door selling means that the sales persons of the company go from door to door where they convince people to buy their products. Mobilink use corporate sale method and make the corporate client. Mobilink is leading the corporate sale volume. Mobilink has specialized department that promote the Indigo product in all corporate level. They launched special packages to their corporate clients.
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:-
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.
Local Rates: According to this freedom plan across Pakistan, all call, across all networks are charged as local calls.
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Mass Selling: In the mass selling, selling to the public is done through Advertisement Publicity
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.
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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.
Other Medium of Advertisement Television Mobilink spends a large amount on ads and related activities. They assign different modal and film star and spread the product concept on almost every channel of Pakistan.
Newspapers For Products, Mobilink advertises in national newspapers constantly. The main aim of advertising in newspapers is to reach theses prospective client who don’t watch or listen to television and radios respectively.
Radio Mobilink advertises their products not only on the television but also on the Radio and FM radio
Public Relations Public relations are the art and science of managing communication between an organization and its key publics to build, manage and sustain its positive image.
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Mobilink use marketing public relations (MPR) to convey information about the products they manufacture or services they provide to potential customers to support their direct sales efforts. Typically, they support sales in the short and long term, establishing and burnishing the corporation's branding for a strong, ongoing market. Mobilink use corporate sale method and make the corporate client. Mobilink is leading the corporate sale volume.
Specialty Advertising Mobilink uses certain items imprinted with its logo as well advertising messages such as calendars, caps, radios, mugs, and candles. These items are given as gifts to customers by salespeople.
Sales Contests Mobilink actively carries out yearly sales contests in order to motivate the sales force to put in greater effort.
Trade Shows mobilink actively participates in trade shows in order to enhance its business promotions. It took part in the usual trade-show presentations of Asia Pacific Billing and Revenue Management Week. This event has a particularly interesting through line of taking services to understand markets. Topics like ‘Increasing Prepaid ARPU in Price Sensitive Markets’ and sessions on micro payment plans for low income markets were discussed in detail. The speakers included individuals from Mobilink GSM in Pakistan and Telemig Celular in Brazil.
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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 Mobilink uses SMS marketing to send messages directly to customers. SMS marketing creates one-on-one communication with the market. Mobilink management believes that:“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.
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
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Online Ads and Promotions Online ads and promotions tools such as banners ads and search related ads are being used by Mobilink GSM. These ads are placed on targeted and frequently viewed websites. Banners are also placed on related websites such as those which support web to SMS. For example “smspk.net”
Mobilink’s Sales Force
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. Sales Force Objective: 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.
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Chapter 5 Conclusions & recommendation
Conclusions & recommendation for improvement National University of Modern Languages Page 40 of 42
Considering the above analysis of the cellular network it can be concluded that although Mobilink is the leading cellular network at the moment which rose from almost nothing for which it must be appreciated but to maintain its position stable; the weaknesses and the threats must be considered seriously and the basic goals must be maintained not adhering to which might cause the company to observe a doom in the next coming years. Out of 140 million people Pakistan has a fixed line penetration of less than 3% while 0.7% of the total population use conventional mobile phones and their coverage is in major urban cities only. Current market size in Pakistan is estimated to be over one million subscribers. The cellular industry in Pakistan offers huge potential in revenues. There still remain untapped geographical segments, particularly in rural areas, which can create a significant market. In Pakistan cellular companies have mostly been focusing on major cities with minor effort to offer coverage in rural and less privileged areas. 70 % of business comes from 4 major cities (Karachi, Lahore, Islamabad and Faisalabad). It is recently that Sialkot and Gujranwala with many industrial units received attention of some cellular phone companies.
Improvement
1. The franchise staff should be well trained and professionals. 2.
People often complaint about the network of Mobilink this is not justified but still need of improvement.
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3. I worked with BDO’s (Business Development officer), they are major assets of Mobilink business but they are working as a out source employees, HR policies should be employee friendly. 4. The one of major issues that mostly customer complaint is billing issue, the system performance should be updated. 5. The call rates are still higher than other companies. 6. Increase the lines of call centers and connectivity through lines should quickly respond.
Reference This project has taken this shape after consulting following references
Text Material (Mobilink Website). Research Articles. Principles of marketing. Mobilink marketing officer Salman Hassan. Naveed Akhtar project manager Al Moayed Group of co. Isb. Sir Zia lecturer numl isb. Sir Niaz lecturer Numl isb.
WEBSITES www.mobilinkgsm.com www.pta.com www.learnmarketing.com www.wikipedia.org www.google.com.pk
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Submitted by
Irfan Khalid Anjum Adeel Usman Mazhar Muhammad Islam Naveed Ashraf Ishtiaq Saddiq
Submitted TO Sir Hanif Shahzid
Department Management Science National University Of Modern Languages H-9 Islamabad
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The Exordium With the Name of Allah WHO is most loving and the Merciful!
Praise to Allah, Lord of the creation, the Compassionate, the Merciful, the King of the judgment day! You alone. We pray, and to you alone. We pray for help, guide us to straight path, the path of those whom you have favored, not neither of those who have incurred your wrath, nor of those who gone astray.
(Al Quran)
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We are gratified with the core of our heart to “Almighty Allah” who made it possible to complete this project. We specially thanks to very loving and caring teacher Hanif Shahzad and friends not only encourage us, guide us and pray us every time
We must take this opportunity to full great pleasure to our teacher of Marketing Hanif Shahzad for their continuous encouragement support and lead toward the project.
We would like to highly acknowledge and appreciate Mr. Asif Khan Team leader Mobilink direct Sales Islamabad and his team members for their continuous assistance, personal attention, encouragement and support which made more eligible to be confident about this project.
We highly thankful to all Mobilink staff members by providing that help us and make this project possible.
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Executive summery
In telecom sector Mobilink was the first company that was introduces his services in Pakistan in1994 Its first brand was Mobilink jazz at that time its frequency was limited to some cities but now not only it extend its frequency but now it have more than three brands •
Mobilink indigo
•
Mobilink jazz
•
Mobilink world
•
Mobilink PCO
It 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 24 million and growing. Mobilink prides itself 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 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 Paki
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In today’s global marketplace, selling a product is sometime easier than getting it to customers. Companies must decide on the best way to store, handle and move their products and services so that they are available to customers in the right assortment, at a right time, and in the right place. Physical distribution and logistics effectiveness has a major impact on both the customer satisfaction and company costs. Mobilink also tries to be best in physical distribution and logistics effectiveness. Mobilink provides the most extensive network coverage footprint across Pakistan through an integrated technology infrastructure in more than 5,000 cities, towns, villages, and countless remote destinations, including International Roaming in 100 countries through 300 partner operators. Mobilink is best in logistic management and physical distribution from its competitors.stan 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.
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Chapter 1 Introduction and product
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Mobilink GSM -Introduction Pakistan Mobile Communications Limited (PMCL) better known as Mobilink GSM is a telecommunication service provider in Pakistan. Mobilink started operations in 1994 as the first GSM cellular Mobile service in Pakistan by MOTOROLA Inc., later it was sold to Orascom, an Egypt-based multi-national company. It 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 24 million and growing. Mobilink prides itself 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 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.
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Facts About Mobilink GSM Company Structure
Private Limited
Genre
Subsidiary
Parent
Orascom Telecom Egypt
Owner
Naguib Sawiris
Founded
1994
Founder
Motorola USA
Industry
Telecommunication
Headquarters
42 Kulsum Plaza, Blue Area, Islamabad.
Area served
5000 cities, towns, and villages across Pakistan 250.2 million
Revenue USD (3rd quarter, 2008) Website
www.mobilinkgsm.com
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Management Profiles President and CEO
Zouhair Abdul Khaliq Chief Finance Officer
Ehab Rochdy Chief Information Officer
Tariq Rashid Chief Technical Officer
Marwan Hayek Vice President Administration & Human Resources
Ali Raza Mehdi Chief Officer Government & Regulatory Affairs
Brig. F. R. Adhami
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Vice President Sales
Irfan Akram Vice President Marketing
Bilal Munir Sheikh Vice President Strategic Planning, Business Development &PMO
Naeem Zamindar Vice President Customer Services
Mustafa Peracha
MISSION National University of Modern Languages Page 10 of 42
“To be a superior communications service company in Pakistan which provides the best value to its customers, employees, business partners and shareholders.”
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
Mobilink 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
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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.
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. “Reshaping Communication”
Goals & Objectives
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To make this world a better place in terms of advancement, dealing and connectivity and to expand the network to every city/town of Pakistan along with provision of excellent voice services and adequate customer care.
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 Only cellular service in Pakistan to provide coverage on the M2 motorway 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
Major Competitors of the organization
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Mobilink as Market Leader with major market
share
Markets main players other then Mobilink are Telenor, Warid, Ufone and Zong
Profile of Employees Mobilink has almost 3,500 numbers of employees in all of four provinces of Pakistan providing largest coverage area. Only approximately 3,500 employees and largest cellular company shows the size of the company.
Marketing mix It is the set of marketing tools a firm uses to pursue its marketing objectives. McCarthy has classified these tools into four broad groups, called the four Ps of marketing: 1. Product 2. Price 3. Place 4. Promotion
The four Ps of Mobilink’s marketing mix are explained below in detail.
PRODUCT National University of Modern Languages Page 14 of 42
A product is defined as:
“A product is anything that can be offered to a market to satisfy a want or need.”
PRODUCT LINE Product line is defined as:
“All the products made by one company under various names being offered in the market for sale are the product line.” Mobilink Product Lines Mainly there are four product lines of Mobilink with each having separate target markets and positioning. Mobilink Indigo Mobilink Jazz Mobilink World Mobilink PCO
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our product: 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 Citi Mobilink Credit Card Call& Control Indigo Reward Indigo Genie
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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.
Shaan - Brand Ambassador Indigo:
There are very few actors who have the charisma that can inspire the young and old alike. Shaan belongs to this rare breed of actor*s who can impress the audience any given day through his incredible performances.
Indigo Branding National University of Modern Languages Page 17 of 42
It is very important to give a brand name to any product before it is going to launch in the market so that it can easily be recognized by the customers. Basically brands are the symbols of recognition of a product of a company which makes the product different from its competitors.
“Mobilink Indigo ” tends to be the best preferable brand name to attract the customers.
Packaging and Designing The activities of designing and producing the container or wrapper for a product. Its packaging is simple attractive and smart. It contains a sim mini book having disruption that how consumer used it.
Label Its label is unique that hit a specific class of people. It is especially for cooperate sector and business people.
Slogan Indigo slogan is “RESHAPING COMMUNICATION”
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Chapter 2 Pricing strategy
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PRICING
“The amount of the money which a customer pays for getting the product is called price.” Basically price is the first impression of a product which a customer perceives. When price of a product would be different from its competitor customer would think that there must be some difference in the quality as well. So this can easily be said that, “The price is directly associated with the quality and brand name of the product.”
SELECTING THE PRICING OBJECTIVES The company first decided where it wants to position its market offering. The clearer the firm’s objective the easier it is to set price. A company can pursue any of five major objectives through pricing: Survival Maximum current profit Maximum market share Maximum market skimming Product-quality leadership The main objective of the pricing for mobilink indigo is to survive in the market. The profits are less important then survival. According to mobilink indigo there are two kinds of pricings, 1) Purchasing price i.e. initial connection price 2) Regular price i.e. call charges per minute
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“We do not have found any complains from the customers regarding the price. They are willing to pay the price and we are willing to give them the best services”
Pricing Strategy of Indigo 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 indigo have following current price Rates on different packages How you express yourself, defines who you are. With indigo, not only can you express more with exclusive value-added services, but also enjoy more choice in
plans and
discounted airtime rates. Contoured to become part of your expression, indigo ensures that you derive utmost value out of all your communications, and feel free to be yourself.
one hundred
If you want to enjoy postpaid privileges with the least amount of line rent, this package is for you. Welcoming you aboard the postpaid lifestyle, I-one hundred also offers the best SMS rates keeping in mind your utmost convenience
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Details
Tariffs
Line Rent
Rs. 100
Free Minutes
100
Call SMS
Mobilink
Rs. 1.25/min
Other Operators
Rs. 1.50/min
All Networks
Rs. 0.2
four hundred
For those who want to spend less and talk more. Postpaid affordability comes into play with i-four hundred, where you start enjoying free minutes and a competitive tariff – for an indigo experience attuned to your monthly usage Details
Tariffs
Line Rent
Rs. 400
Free Minutes
400
Call SMS
Mobilink
Rs. 1.00/min
Other Operators
Rs. 1.50/min
All Networks
Rs. 0.75
nine hundred National University of Modern Languages Page 22 of 42
An ideal package if you are seeking a blend of value and economy. A package that not only gives you more FREE minutes, but also FREE GPRS usage
Details
Tariffs
Line Rent
Rs. 900
Free Minutes
900
Free GPRS
100MB
Call SMS
Mobilink
Rs. 0.75/min
Other Operators
Rs. 1.50/min
All Networks
Rs. 0.75
fifteen hundred For the best call rates and utmost value for money. This package features 1500 FREE minutes and even more FREE GPRS usage – so you can enjoy sheer comfort in making strong connections
Details
Tariffs
Line Rent
Rs. 1500
Free Minutes
1500
Free GPRS
250MB
Call SMS
Mobilink
Rs. 0.50/min
Other Operators
Rs. 1.25/min
All Networks
Rs. 0.50
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unlimited
For power users who want to live the connected dream. Bundled with maximum free minutes, free data services and the best call rates; i-unlimited has all what it takes to be the choicest tariff plan for extensive usage
Details
Tariffs Basic
Premium
Rs. 5000
Rs. 6000
Mobilink
2800
2800
Other Operators (Mobile)
1200
1200
Other Operators (Landline)
1000
1000
-
unlimited
Line Rent Free Minutes
Free GPRS / VAS / Blackberry Internet Service Free SMS
Mobilink
1000
1000
Call
Mobilink
Rs. 0.30/min
Rs. 0.30/min
Other Operators
Rs. 1.05/min
Rs. 1.05/min
All Networks
Rs. 0.20
Rs. 0.20
SMS
Business Class Value Added Services (inclusive of unlimited GPRS/EDGE service) include Conference Calling Service and Missed Calls Alert service
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Chapter 3 Placement Strategy
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Place
“ Place represents the location where a product can be purchased” The organization must distribute the product to the user at the right place at the right time. Efficient and effective distribution is important if the organization is to meet its overall marketing objectives. If an organization underestimate demand and customers cannot purchase products because of it, profitability will be affected.
What channel of distribution will use? Two types of channel of distribution methods are available. Indirect distribution involves distributing your product by the use of an intermediary for example a manufacturer selling to a wholesaler and then on to the retailer.. Direct distribution involves distributing direct from a manufacturer to the consumer For example Dell Computers providing directly to its target customers. The advantage of direct distribution is that it gives a manufacturer complete control over their product.
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Above indirect distribution (left) and direct distribution (right).
Distribution Strategies Depending on the type of product being distributed there are three common distribution strategies available:
1. Intensive distribution Used commonly to distribute low priced or impulse purchase products eg chocolates, soft drinks.
2. Exclusive distribution: Involves limiting distribution to a single outlet. The product is usually highly priced, and requires the intermediary to place much detail in its sell. An example of would be the sale of vehicles through exclusive dealers.
3. Selective Distribution A small number of retail outlets are chosen to distribute the product. Selective distribution is common with products such as computers, televisions household appliances, where consumers are willing to shop around and where manufacturers want a large geographical spread.
Distribution channel of Mobilink Indigo Mobilink provide its service products directly to customers or with help of intermediaries involved in distributing its product. Distribution channel contain set of interdependent organizations involved in the process of making a product or National University of Modern Languages Page 27 of 42
service available for use or consumption by the consumer or business users. Mobilink also distributes its product to end user with help of intermediaries as well as it distributes its product directly to customers. Mobilink supplies its product range to intermediaries with involvement of its “Commercial and Sales Department.” 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.
Distribution Strategy of Mobilink There are three types of distribution strategies. First Intensive Distribution, second Extensive Distribution and third is Selective Distribution. Howevermobilink follow both intensive and exclusive distribution strategies. While providing its Jazz prepaid cards Mobilink follow Intensive Distribution strategy means that stocking Jazz prepaid cards in as many outlets as possible. While providing its service products (like SIM Cards of Jazz, SIM Cards of indigo and Mobilink PCO Sets as well as Prepaid cards) Mobilink follow Extensive Distribution strategy means that it gives limited number of dealers the right to deliver its product.
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Logistic Management & Mobilink In today’s global marketplace, selling a product is sometime easier than getting it to customers. Companies must decide on the best way to store, handle and move their products and services so that they are available to customers in the right assortment, at a right time, and in the right place. Physical distribution and logistics effectiveness has a major impact on both the customer satisfaction and company costs. Mobilink also tries to be best in physical distribution and logistics effectiveness. Mobilink provides the most extensive network coverage footprint across Pakistan through an integrated technology infrastructure in more than 5,000 cities, towns, villages, and countless remote destinations, including International Roaming in 100 countries through 300 partner operators. Mobilink is best in logistic management and physical distribution from its competitors.
Logistic partnership and Mobilink Companies must also work with other channel partners to improve whole channel distribution. The members of distribution channel are linked closely in creating customer value and building customer relationship. 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
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Third party Logistics & Mobilink Most business perform their own logistics functions. However growing number of firms now outsource some or all of their logistics to Third Party Logistics providers. Mobilink also use Third Party Logistic provider for transportation of shipment of its service products to warehouses, dealers or customers. Different courier service providers are the Mobilink third party logistic providers. The main reason for using third party logistic provider by Mobilink is that it is useful for Low Fixed Investments. Mobilink selects, motivates & evaluates channel members thought Interviews, Financial standing, Training and Reports.
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Islamabad Finance office
Rawalpindi Finance office
Franchises Rawalpindi Region
Franchises Jhelum Region
Mobilink CS Centre RYK
Retailer
Consumer
Retailer
Customers
Consumer
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Chapter 4 Promotion strategy
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Promotion:
“ Promotion represents all of the communications that a marketer may use in the marketplace”
Promotional Strategy by Mobilink
Promotion is the means to promote the companies’ product in order to enhance sales. Mobilink uses various means to promote its products, promoting a product requires various techniques and tools to enhance and to attract customers to buy the company’s products. Mobilink not only tries to attract the customers through ads but also to retailers and Franchises by giving them handsome profit margins. Every possible and effective Medias are used for the promotion of the Mobilink Products including print, electronic, broadcast and FM radio and through internet.
Media Promotions of Mobilink Products Personal selling Sales promotion Mass selling
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Personal Selling Personal selling or door to door selling means that the sales persons of the company go from door to door where they convince people to buy their products. Mobilink use corporate sale method and make the corporate client. Mobilink is leading the corporate sale volume. Mobilink has specialized department that promote the Indigo product in all corporate level. They launched special packages to their corporate clients.
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:-
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.
Local Rates: According to this freedom plan across Pakistan, all call, across all networks are charged as local calls.
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Mass Selling: In the mass selling, selling to the public is done through Advertisement Publicity
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.
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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.
Other Medium of Advertisement Television Mobilink spends a large amount on ads and related activities. They assign different modal and film star and spread the product concept on almost every channel of Pakistan.
Newspapers For Products, Mobilink advertises in national newspapers constantly. The main aim of advertising in newspapers is to reach theses prospective client who don’t watch or listen to television and radios respectively.
Radio Mobilink advertises their products not only on the television but also on the Radio and FM radio
Public Relations Public relations are the art and science of managing communication between an organization and its key publics to build, manage and sustain its positive image.
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Mobilink use marketing public relations (MPR) to convey information about the products they manufacture or services they provide to potential customers to support their direct sales efforts. Typically, they support sales in the short and long term, establishing and burnishing the corporation's branding for a strong, ongoing market. Mobilink use corporate sale method and make the corporate client. Mobilink is leading the corporate sale volume.
Specialty Advertising Mobilink uses certain items imprinted with its logo as well advertising messages such as calendars, caps, radios, mugs, and candles. These items are given as gifts to customers by salespeople.
Sales Contests Mobilink actively carries out yearly sales contests in order to motivate the sales force to put in greater effort.
Trade Shows mobilink actively participates in trade shows in order to enhance its business promotions. It took part in the usual trade-show presentations of Asia Pacific Billing and Revenue Management Week. This event has a particularly interesting through line of taking services to understand markets. Topics like ‘Increasing Prepaid ARPU in Price Sensitive Markets’ and sessions on micro payment plans for low income markets were discussed in detail. The speakers included individuals from Mobilink GSM in Pakistan and Telemig Celular in Brazil.
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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 Mobilink uses SMS marketing to send messages directly to customers. SMS marketing creates one-on-one communication with the market. Mobilink management believes that:“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.
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
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Online Ads and Promotions Online ads and promotions tools such as banners ads and search related ads are being used by Mobilink GSM. These ads are placed on targeted and frequently viewed websites. Banners are also placed on related websites such as those which support web to SMS. For example “smspk.net”
Mobilink’s Sales Force
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. Sales Force Objective: 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.
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Chapter 5 Conclusions & recommendation
Conclusions & recommendation for improvement National University of Modern Languages Page 40 of 42
Considering the above analysis of the cellular network it can be concluded that although Mobilink is the leading cellular network at the moment which rose from almost nothing for which it must be appreciated but to maintain its position stable; the weaknesses and the threats must be considered seriously and the basic goals must be maintained not adhering to which might cause the company to observe a doom in the next coming years. Out of 140 million people Pakistan has a fixed line penetration of less than 3% while 0.7% of the total population use conventional mobile phones and their coverage is in major urban cities only. Current market size in Pakistan is estimated to be over one million subscribers. The cellular industry in Pakistan offers huge potential in revenues. There still remain untapped geographical segments, particularly in rural areas, which can create a significant market. In Pakistan cellular companies have mostly been focusing on major cities with minor effort to offer coverage in rural and less privileged areas. 70 % of business comes from 4 major cities (Karachi, Lahore, Islamabad and Faisalabad). It is recently that Sialkot and Gujranwala with many industrial units received attention of some cellular phone companies.
Improvement
1. The franchise staff should be well trained and professionals. 2.
People often complaint about the network of Mobilink this is not justified but still need of improvement.
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3. I worked with BDO’s (Business Development officer), they are major assets of Mobilink business but they are working as a out source employees, HR policies should be employee friendly. 4. The one of major issues that mostly customer complaint is billing issue, the system performance should be updated. 5. The call rates are still higher than other companies. 6. Increase the lines of call centers and connectivity through lines should quickly respond.
Reference This project has taken this shape after consulting following references
Text Material (Mobilink Website). Research Articles. Principles of marketing. Mobilink marketing officer Salman Hassan. Naveed Akhtar project manager Al Moayed Group of co. Isb. Sir Zia lecturer numl isb. Sir Niaz lecturer Numl isb.
WEBSITES www.mobilinkgsm.com www.pta.com www.learnmarketing.com www.wikipedia.org www.google.com.pk
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