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ZONG COMPANY

Who is the market Ieader of ceIIuIar company


According to latest stats issued by Pakistan Telecommunication Authority, cellular
industry of Pakistan ended 2012 with almost 120 million subscribers or 119,860,799
subscribers to be exact.
PTA updated the stats of cellular subscribers , in which Mobilink,
Telenor, Ufone and Zong showed positive growth while Warid lost quarter a million
subscribers per month to continue its data cleanup process.
Mobilink stood at top position with 36,048,127 subscribers, followed by Telenor with
29,896,660 subscribers. Ufone contented at third slot with 23,550,270 subscribers and
Warid had 13,798,974 followed by zong.

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In Pakistan since 2007, China Mobiles Zong was the last player to join cellular mobile
operators (CMOs) in the country. It is currently ranked fourth based on the size of its
customer base with more than 17 million subscribers.
Zong recorded 50% growth in its subscriber, and it is likely to achieve similar growth this
year, according to the company. Owing to its strategy, which focuses on expanding the
companys subscriber base and cheaper calling rates, Zong has gained close to a
million subscribers in the quarter alone.
Zong launched Timepey (on time), its own brand of mobile banking services, joining
other operators already in the industry.Zong launched its financial services last year in
collaboration with Askari Bank Limited with aim to tap the potential market through its
fastest network of money transaction. The network has been growing countrywide and
the services are being benefited to a large number of masses.
Zong is also using a combination of alternate energy sources to adjust its rising fuel
costs one of the major headaches cellular operators are currently grappling with.
Zong is currently working on several joint ventures with Warid Telecom. The latter is
said to be in talks with all telecom operators for a possible merger. If the two operators
go for it, Zong might not have to wait until 2014 to become the industrys second largest
player.
Which product of the company is performing well?
Although, every cellular network company of Pakistan brings exciting internet packages
for their customers, but the most exciting internet packages are brought by
the Zong Pakistan network. ZONG Mobile Internet Bundles are presented
by Zong Pakistan so that the customers can choose the particular Zong internet
bundle which is best suited to their needs as well as budget. Their names are given
below:
1) Zong hourly Internet Bundle package
2) Zong daily Internet Bundle package
3) Zong weekly Internet Bundle package
4) Zong monthly Internet Bundle package
Zong, the king of Location Based Charging, has decided to abandon unlimited calls for
LBC package holders by putting a fair usage policy on utilization of daily free minutes.
Zong remained most successful amongst all local operators in capitalizing the location
based charging. This is evident from the fact that Zong registered record number of
sales in last 12 months over the shoulders of these LBC offerings.
However, now Zong has decided to cap the unlimited calls by limiting the quota for daily
usage.
Which product or service do u think will be the market leader as compared to
other competitors product?
LBC(location based charging) and GPRS bundle offers of the company are performing
well.
Zongs postpaid service named BizXcess will be marker leader as compared to others.
Because the service provides its subscriber a simple communication and connectivity
solution through which they can enjoy the best value for money and the right fit for their
needs.
Package plans are designed to provide ZONGs valuable customers a hassle free
experience that they truly deserve. BizXcess is designed to do just that! Whether you
are an individual seeking convenience of postpaid or business looking for cost control,
BizXcess brings it all together with a wide range of package plans, enterprise solutions
& amazing customization options that have been carefully developed for providing you
the communication experience that you deserve.
BizXcess is also offering enterprise solutions which include solutions spanning from
promotion/polling campaign management to end-to-end telemetry and hosted services
to location based information services. Subscribers will also be able to avail priority
customer care, multiple payment options, round the clock one link ATM & online
banking and comprehensive monthly billing.
Does the company have any plans to increase/decrease price of its services
offered?
Zong has always offered its subscribers packages with competitive rates & services
keeping in mind premium experience for all. Prices are changed time to time according
to the market, customers needs and demands also keeping its competitors in mind.
Which promotional activity costs you the most and which promotional activity
persuades the customer most?
In October 2011, ZONG signed a three-year partnership deal with the English football
club Manchester United F.C.
[3][4]
ZONG also made a television commercial featuring the
Manchester United players Dimitar Berbatov, Rio Ferdinand, Darren Fletcher and
Ashley Young playing street football with Pakistani children.

With this agreement, Zong planned to launch dedicated value added services and
products specifically for Man U fans that will enable the clubs estimated 10 million fans
in Pakistan a chance to see all the goals scored, as well as exclusive interviews, news
and behind-the-scenes access bringing them closer to Old Trafford than ever before.
Does the company intend to increase the number of franchises?
The increase in franchises is also the challenge for the zong management. The
numbers of franchises in Pakistan are 272.
For example, in Sialkot there are only two franchises, at kotli behram and at pasrur
road. Hence the management has decided to open 50 more new franchises at the end
of 2013 all over the country. This can also attract the new customers.
Which segment of the customers does the company intend to focus on in coming
time period?
Company is intending to focus on postpaid services as these services are performing
well in the market and are capable of generating high revenue in the coming time
period.
Which marketing strategies were most successful?
Most successful marketing strategies were:
Cost leadership
Marketing Mix (4Ps)
Which marketing strategies the company is currently working on?
The company is currently working on the following strategies:
Cost leadership
Marketing Mix (4Ps)
Competitive Strategy
Expansion of network
Acquisition of other telecom business in Pakistan
Which competitor do you think will give you tough time in future?
In future in think Telenor company will give tough time to the company as currently it is
the biggest competitor of the company and is on 2
nd
position where Zong wants to
reach, so to maintain its position on 2
nd
it will probably give tough time to Zong.
Which difficulties and threats company faced earlier and is it facing any now?
The first difficulty faced by the zong was their network problem. People often complaint
that they feel disturbance and busy network.
The second difficulty faces was competitors of Zong were in very strong position. Zong
started well in 2008 but after that, they lose their market control and facing many
challenges from competitors.
Improvement in advertising was also the main challenge for Zong. In the past zong,
attract many customers with their excellent advertisements like 50 paisa, 3 paisa, 1
paisa call rates. The other competitors like ufone are the main threat in the advertising.
The increase in franchises is also the challenge for the zong management. The
management has decided to open 50 more new franchises at the end of 2013 all over
the country. This can also attract the new customers.
The one of the major challenge is the electric crisis faced by Zong. The load shedding is
increasing day by day and due to this situation the servers of the company get down
which makes the network unavailable. The management of Zong is trying to make huge
investment for the backup of electric crisis.
Threats faced by the company are Electric crisis, Economic situation, Price wars, Strong
competitors, Better packages by other competitors and above all Perception of china
Cheap.

Are current customers satisfied by the performance of the services offered?
Yes, the customers are highly satisfied by the performance of the services offered by
the company. That is the reason that by the end of the year 2012 the number of its
subscribers was surprisingly increased and is still increasing day by day.
How often do the customers complaint? And how the company acts on those
complaints?
Customers' input received is a major contribution for the company to come up with
packages and offers which are up to the customers' expectations or even beyond
expectations. For this company ensures that it provide the maximum touch-points to our
valuable subscribers to reach us. The channels through which our consumers can reach
the company are:
Via 24/7 helpline 310 where representatives are available round-the-clock to
furnish help to valued subscribers.
24 Customer Service Centers/ 177 Franchises spread nation-wide making
customer facilitation on the front-end in easy reach of the customers.
Via email by writing to company at customerservices@zong.com.pk
Via Fax to 051-111-031-031
Via P.O Box # 1810
Via FACEBOOK ZONG is a pioneer in launching complaint handling via this
mode.
Company receives complaints, queries, suggestions and requests through the above-
mentioned channels and will handle them according to the nature.
Company Call Center has a pre-defined service level agreement with all related
departments which has been set according to the complaint/request classification
keeping in mind immediate customer facilitation.

Is the company intending to launch a new innovative product? Which had never
been launched before in Pakistan?
New and innovative ideas have been one of the distinguishing factors for ZONG since inception and
taking pride in this image and raising the bar further on customer facilitation standards.
ZONG, in collaboration with Adamjee Life Assurance Company, announces the launch of ZONG
Insurance, Pakistan's first Accidental Insurance via Mobile phone service. An unexpected misfortune
may hit anyone at anytime, thus insurance is a necessity but owing to the painstaking and lengthy
process it was restricted to just a handful of people.
Like such products company many also launch something more innovative in the market which has
never been launched before by any company.
Does the promotional activity you conduct are based for targeting specific
segment of the market or its done on the mass level?
The promotional activity company conducts are based on mass level rather than
targeting specific segment of the market as the company wants to grab huge market
share for which it is important to target the market on mass level.
How well is the company performing in the other countries?
The company is definitely performing well in other country thats why it is known as the
worlds largest telecom company. Over the years, company has built direct connections with
carriers around the world to get to the massive reach where we are today.
It is recognized as the largest telecom company in the world, ranking 77th on Fortune 500s biggest
companies across the globe. Keeping in mind the fact that among each ten people in this world, there is
one using its services, China Mobile is a considerable communications force to be reckoned with.

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