INTERNSHIP REPORT

Mobilink Pakistan


Presented By
Name:
Roll No:
Session:

Department of Business Administration




Bahauddin Zakariya University,
Sub-Campus, Sahiwal



INTERNSHIP REPORT
ON
MOBILINK PAKISTAN








Department of Business Administration




BAHAUDDIN ZAKARIYA
UNIVERSITY
SAHIWAL CAMPUS
DEDICATION


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This dissertation is dedicated with respect and reverence, love and affection to my
loving parents whose love and prays always accompanied me and guide me like a shining
star whenever I was in darkness and enable me to reach this stage and all the staff of
Mobilink, Sahiwal Office who helped me in the preparation of this report.





















PREFACE


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The contribution of the service to the Pakistani economy is increasing at an extra
ordinary rate and the present financial services revolution looks certain to reinforce that
trend considerably. The context does not claim to exhaustive and the balance must
inevitably be open to criticism, but in attempting to give a general insight to the casual
inquirer, the needs of those seeking in-depth knowledge within particular areas must
inevitably be sacrificed.
This report covers a detail and analytical view of the Mobilink Pakistan. As the
title of this report is the essence of the hard working which I have done during my
internship tenure? This report has been written in the hope that it will help anybody, who
read it carefully to obtain a real understanding of the basic structures, functions and
techniques of the different departments of Mobilink Pakistan. I hope that this report is
relatively free of errors and must be helpful towards my career building.









ACKNOWLEDEMENT
Up and above everything, I am grateful to ALMIGHTY ALLAH the beneficent,
the merciful, and his PROPHET (Peace be upon him) who is forever guidance for whole
humanity. I am greatly obliged to ALLAH by whom grace I have been able to complete
this internship report successfully.
I express my thanks to Bahauddin Zakariya University, Sahiwal Campus because
of providing me all facilities that I needed throughout the academic session.
I find myself very lucky to have a student of this campus. I found that institution
is preeminent because this institution provides us the best knowledge at our door step.
I am also thankful to my class fellows and close friends whose cooperative
behavior helped me in completing of this report.








Thank you all!!!

TABLE OF CONTENTS


Sr. No. Description Page No.
1. Executive Summary 1
2. History of Telecommunication 3
3. About Orascom Telecom 6
4. Mobilink in Pakistan 7
Mobilink Vision 9
Mobilink Mission 9
Mobilink's Values 9
Organizational Chart 10
5. Department of Mobilink
Marketing Department 11
Customer Care Department 12
IT Department 13
HR Department 13
7. Marketing Strategies of Mobilink 14
8. Marketing Mix --- The 4 Ps 16
9. Marketing of Mobilink 24
10. Value Added Services of Mobilink 28
11. SWOT Analysis 30
12. PEST Analysis 31
13. Application of Class Room Learning 34
14. Learning in Company as Internee 35
15. If I Am the Manager of Company 36
16. Suggestions and Recommendations 37
17. References 39
18. Annexure 40


1
EXECUTIVE SUMMARY
The mobile industry of Pakistan has seen phenomenal growth in recent years. The
total mobile subscribers in May 2013 were more than 120 million, a growth of more than
80% from the previous year. The telecom sector of Pakistan was deregulated in 2003, and
mobile industry being a part has seen phenomenal growth ever since. Many analysts
believe that Pakistan is one of the fastest growing telecom markets in the world.
Currently there are five diverse companies making the mobile industry of
Pakistan, Mobilink being one of them. Other companies include Ufone, Telenor, Warid,
and Zong. Mobilink enjoys being the market leader with a 29.9% market share as of July,
2013.
Pakistan Mobile Communications Limited (PMCL) launched its operations in
August 1994, under the brand name of Mobilink. Initially it was a joint venture between
Motorola and the Saif Group. Later on in April 2000, Orascom Telecom bought 38.6%
stake in PMCL, later increasing it to 68.69%. In April 2001, Orascom Telecom took over
management control of the company and as of December 31st, 2007, Orascom Telecom
owns 100% of the share capital of Mobilink. Mobilink offers both postpaid (Indigo) and
prepaid (JAZZ) solutions to their customers.
Mobilink being the market leader is also able to attract the most talented
professionals. Its current employee force consists of more than 4500 unique individual.
Mobilink hiring takes place through its website and is known for offering competitive
packages to its employees.
This mobile industry provides three major product lines, which include the
consumer packages, value added services and corporate packages. The consumer
packages include the postpaid and prepaid packages; the value added services provide
entertainment, information and a lot more to their subscriber, while the corporate
packages have been introduced to cater to the needs of large businesses and corporate
clients.


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I did my six weeks internship at the Mobilink Sahiwal office. Some of the work
that I did during my internship includes making the cash position, making transfer letters,
selling of Sims and customer services and also working to open new accounts of
Mobilink.
The main problem that I identified during my internship period was the lack of
job rotation within the department and not keeping up with the policies of job
advancements. Some of the suggestions in this respect were the introduction of
compulsory job rotation within department, introducing job specific training to
employees and adhering to the criteria laid out by the HR department for job
advancements in complete faith.
Lastly I would say that Mobilink became the market leader by introducing new
products and services that took full advantage of new technologies over the years and I
hope that it will tend to do so in the coming future and provide stiff competition to any
challenger that poses a threat to its leadership in the market.



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HISTORY OF TELECOMMUNICATION
The word Telecommunication is the combination of two words Tele +
Communication the word TELE is the Latin word and it means DISTANCE hence
telecommunication is distance communication. Telecommunication history is very almost
5,000 years ago our relation relied on smoke signals for visual or optical transmission
system and establishing one of the oldest forms of communication in recorded history.
And the next development we send handwritten message with the help of pigeons. Then
as the time passes different development has came in the telecommunication the new
invention was electrical telegraph that was invented in England in 1839 by Sir William
Fothergill. The conventional telephone was invented by Alexander Gram Bell in 1876.
After the invention of telephone the first commercial telephone services were set-up in
1878 and 1879.
Pakistan Telecommunication History
When Pakistan came into the world map on those days the Pakistan telecom
sector was inherited by British post, Telegraph & Telephone (PTT) and in 1962 this
department was split. 1991 this was further reorganized through the PTC and on the same
year according to the Act1991 this public sector open for the private sector companies
and Digital Communication was the first company to gain the license. In 1994 the
ordinance 1991 was further liberalize according to that order to promote, maintain fair
competition and regulate the telecom industry and telecom services the regulatory bodies
The Pakistan Telecommunication Authority (PTA), Frequency Allocation Board (FAB) and
National Telecommunication Corporation (NTC) were established. In 1995 when the
internet explored onto the global telecom scenario then the old Pakistan Telecom
monopoly was no longer to cope with this new revolutionary technologies. Pakistan
Telecommunication Company Limited (PTCL) was incorporated as a public limited
company, with the objective of providing domestic and international telecommunication
and related services. After the landline the new era of the communication is the Mobile
Phones. In 1998 PTCL started a very aggressive roll out of the conversion of the old
analog telecom technologies to digital telecom. In Pakistan the mobile network starts
from 1994 with Mobilink, InstaPhone and Paktel using the AIMS and GSM technology.


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The after that PTCL launched their private mobile network company UFONE in 2001. In
2008 Paktel was sold to China Mobile and came with new name ZONG. Recently re
branded Vfone service by PTCL is the market leader and recently there have been many
interesting marketing and pricing moves. The mobile companies invested in Pakistan lot
of money so thats the healthy growth rate in the Pakistan telecom sector.
Telecom Industry in Pakistan
Overall business environment of Pakistan remained negative during FY 201112.
High inflationary pressures and reduction in buying power of consumer has directly
impacted all industries including telecom. On other hand factors like energy crises,
currency devaluation, liquidity crises coupled with increase in borrowing cost, industry
price war has adversely affected the net worth of the companies.
During 2011-12, the mobile sector generated Rs 411 billion in revenues, showing
a growth of 11 % over FY2011. Nevertheless, investment remained low in the sector and
only US$ 240 million were invested during the year compared to US$ 493 million in
FY2011. Furthermore, on the other hand the telecom sector has also created a lot of jobs,
since its deregulation, making Pakistan one of the worlds fastest growing telecom
markets.










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Mobile Subscription





Market Share
Mobilink which has been the largest player in the mobile market of Pakistan is
losing its market share. The market share of Mobilink which was more that 50% at the
time of deregulation in 2004 that has declined to 29.9% at the end of FY 2012. The new
player, Zong, with its aggressive marketing has been able to achieve a market share of
14% in less than five years of start of its operations in Pakistan.





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ABOUT ORASCOM TELECOM
Orascom Telecom Holding S.A.E. ("Orascom Telecom") or ("OTH") was
established in 1998 and has grown to become a major player in the telecommunication
market. OTH is considered among the largest and most diversified network operators in
the Middle East, Africa, and South Asia, and has acquired in early 2008 a license to
operate mobile services in North Korea. Orascom Telecom is a leading mobile
telecommunications company operating in six emerging markets having a population
under license of 430 million with an average penetration of mobile telephony across all
markets of approximately 40%. OTH operates GSM networks in Algeria (Djezzy),
Pakistan (Mobilink), Egypt (Mobinil), Tunisia (Tunisiana), Bangladesh (Banglalink) and
Zimbabwe (Telecel Zimbabwe). OTH had exceeded 74 million subscribers as of March
2008.
In Pakistan, the Pakistan Mobile communications Ltd (Mobilink) started its
operations in 1994 and, until early 2001, had a market share of 40%. In April 2001, OTH
took over management control of the company. As the market leader, Mobilink serves
more than 31.6 million subscribers, representing a market share of 29.9% (as of FY2012).
OTH has positioned itself as a leader in the region for its diverse GSM operations with
various GSM support and Internet operations. This includes network support and
installation of GSM operations, equipment procurement, handset procurement and
distribution companies, Value Added Services, and Internet operations. OTH is dedicated
to providing the best quality services to its customers, value to shareholders and a
dynamic working environment for its more than 15,000 employees. OTH's Chairman and
CEO, Mr. Naguib Sawiris, was selected to join the GSM Association's CEO Board in
2002. OTH's stocks are traded on the Cairo and Alexandria Stock Exchange (CASE),
(under the symbol ORTE.CA, ORAT EY) and on the London Stock Exchange (where its
GDR is traded under the symbol ORTEq.L, OTLD LI).
OTH is dedicated to provide the best quality services to its customers, value to
shareholders, and a dynamic working environment for its more than 15,000 employees.


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MOBILINK IN PAKISTAN
Pakistan Mobile Communication Limited (Mobilink) is the first GSM Operator in
Pakistan and since the launch of its services in 1994, has been at the fore front of
Pakistans cellular service industry. With its Cutting edge technologies, national
infrastructure and superior quality Customer service, Mobilink, a wholly owned
subsidiary of Orascom Telecom, has achieved the status of market leader with a
customer Base in excess of 31 million subscribers.
To date, the company has invested over US$2.5 billion in its infrastructure,
Network rollout and the largest franchise, retail and customer services Network across
the Nation. The company plans to invest an additional US $500 million in 2008, to meet
the growing demands of its customers. Mobilink has also progressed from voice to
carrier-class nationwide Services by completing its own 6,500-kilometer fiber optic
backbone Network across Pakistan. It now plans to provide high-speed data Connectivity
in Pakistan through WiMax services.












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During the last few Years, the company has aggressively expanded its coverage,
achieving Cell sites in excess of 6,500, over 200,000 retail outlets and coverage in More
than 8,000 cities, towns and villages. With a systematic roll-out Plan for the future,
Mobilink is determined to maintain its market Leadership in all areas to ensure that it
continues to reshape lives of Pakistanis everywhere by connecting the unconnected.
Additionally, the positive role of the Government has been a catalyst in The phenomenal
growth of the cellular market in Pakistan. The Phenomenal growth and the success of the
mobile sector in 2006 07 Can be seen with the estimated revenue figures of Rs 133
billion in the Industry growing by a soaring 48% from 2005 - 06, with Mobilink
Contributing nearly fifty percent to it. OT took over management control of the company
in April 2001 and changed the overall market dynamics through its aggressive marketing
strategy and expertise. In less than two years time Mobilink achieved an exceptional
growth of almost 672% and attained market leadership. Mobilink was the first mobile
service provider in Pakistan to operate a 100% GSM technology as both existing
operators employed AMPS technology.





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MOBILINK VISION
"To be the leading Telecommunication Services Provider in Pakistan by offering
innovative Communication solutions for our Customers while exceeding Shareholder
value & Employee Expectations".
MOBILINK MISSION
To be a superior communication service company in Pakistan which provide the
best value to the customers, employees, business partners and shareholders?
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 every day. This commitment to delivering world-class
quality translates into unmatched service and value for our customers and all
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.





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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
ORGANIZATIONAL CHART















VP and CFO
Executive Director
Chief Officer
Co-ordination
General
Manager
IT
General
Manager
Marketing

General
Manager
Finance
General
Manager
Admin & PO
Chairman and CEO


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DEPARTMENT OF MOBILINK
Although all the departments in an organization play vital role in achieving the
overall all goals and objectives of that organization yet the major departments are as
follows:
Marketing Department
Customer Care Department
IT Department
HR Department
Finance Department
MARKETING DEPARTMENT
The mobile communications sector in Pakistan has brought significant fiscal,
social and economic benefits to the country. Population coverage has increased rapidly to
the current 70% level in just five years while the mobile penetration rate has grown
dramatically, with geographic coverage now exceeding that of the fixed line operator.
Mobilink GSM (PMCL) has done exceptionally well in this regard. Some of the key
features of its successful marketing strategies are as follows:
To increase and stabilize market share, Mobilink GSM (PMCL) is striving its best
to not only stabilize its market share but also to increase its market size. It has
also adopted a corporate level strategy by entering into partnerships with various
organizations
To have the largest subscriber base in Pakistan Mobilink has a market share of
over 32 million subscribers across Pakistan which is still increasing even in this
tough competition with its competitors (Telenor, Ufone & Mobilink etc.).
Mobilink has also expanded its international roaming services to more than 140
countries.
Research and Development is the core competence of Mobilink GSM with
innovative ideas, new features and products i.e. GPRS, C-track for vehicle
tracking etc. It was the first company to start its GSM operations in Pakistan.


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Focused on differentiation strategy for both prepaid and post-paid customers ever
since it started. They make their products unique through massive advertising,
distinctive product features and exceptional services for its customers.
To work directly with its stakeholders (Franchises / dealers) Mobilink was the
first cellular operator in the country to introduce franchise concept and
currently operates the largest franchise network in Pakistan with over 250
franchises. The organization also have more than 500 sub-dealers normally
operates as point of sale (POS) branded as Mobilink Connect.
Mobilinks commitment to total customer satisfaction by gaining customers trust
and confidence to anticipate their needs and deliver service, quality and value
beyond their expectation.
CUSTOMER CARE DEPARTMENT
Total Customer Satisfaction is one of the key Mobilink values that place
customers at the heart of our success. Safeguarding their trust and respecting their
confidence is achieved with service, quality and value, beyond expectation. Catering to a
diverse clientele spread across Pakistan, Mobilink Customer Care is more than glad to
help you with your concerns, questions and suggestions anywhere, anytime in Pakistan,
here is what sets Mobilink Customer Care apart:
Pakistans Largest Customer Care Network
Mobilink has the leading customer care footprint across the country, where our
valued customers can find a Customer Care Centre, Franchise Centre, and countless
Partner Retail Outlets virtually anywhere. North or South, left or right, you can find our
support just around the corner.
Regional Languages Support (111)
At Mobilink, we understand the unique needs of each of our customers. Add a
personal touch to your experience with our team of Customer Care Representatives, who
communicate in your regional language. This is just one of the many ways how we make
your Customer Care experience not only personal, but better.


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24/7 Customer Support (111)
Be it any time of the day, you can count on our team of skilled Customer Care
Representatives who are always ready to help with a smile.
I.T DEPARTMENT
During the last 13 years, Mobilink has set up one of the largest cellular networks
in the country. Currently, it is covering more than 10000+ cities and towns. This has
involved an investment in the company of more than US$ 4 Billion. Mobilink has 66
Switches and more than 10000 cell sites and the number keeps growing at a rapid pace. It
also has deployed around 3,000 km of optical cable.




HR DEPARTMENT
Mobilink has a separate department for staffing. This department is responsible
for taking all the hiring decisions for the company. They practice different policies
regarding recruitment and selection. One of their policies is that hiring the top notch
professionals from industry and based on their performance, increments are made.
Sources for Recruitment
Employee referral is the basic source of recruitment. 90% of the employees are
hired through reference. Other methods for recruitment are also used but major source is
reference. Others may include Advertisements, Job fair, University Graduates and
agencies also. But major chunk working in Mobilink is there due to reference.
Switches Siemens, Huawei and Alcatel
Radio Base Stations Motorola and Alcatel.
Intelligent Networks Siemens
Microwave Equipment NEC and Alcatel
Operating Frequency 900/1800 MHz


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For recruitment Mobilink use different models. First of all they use Advertisement
Method they give ads on web sites and in news papers and then they do
References
Job Fairs
Student Profile Book
they get resumes of all fresh passed out batches
MARKETING STRATEGIES OF MOBILINK
Segmentation, Targeting & Positioning
Mobilink used different method used to promote a product and also fulfill
customer need and want also.
Segmentation
Mobilink, a telecommunication service provider emphasizes on being part of a
value delivery process. The first phase, choosing the value, represents the homework
marketing must do before any product exists. First, the marketing staff must segment the
market. The variables used for segmenting the consumer market demographic as well as
psychographic:-
Age
Income
Occupation
Social Class
Targeting
The second step of choosing the value is selecting the appropriate target market.
Mobilinks target market varies with its different product lines e.g. the Mobilink Indigo
brand mainly targets the corporate sector of the Pakistani community. The Jazz Octane is


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designed to attract youth; Jazz Budget is aimed at the middle and upper-middle class,
while Mobilink World targets the masses with its diverse value added services.
It is important to understand that the future of marketing telecommunication
services in Pakistan is going to be based on targeted segmentation strategies. Mobilink
follows the target selection pattern of full market coverage and develops strategies as per
the requirement of the different targeted segments. Mobilink has followed a consistent
strategy of growing the network and ensuring that the products are available everywhere.
This growth has been further strengthened with brand building activities that have
ensured that Jazz and Indigo remain synonymous for premium telecommunication
services for which they are close to the hearts and minds of the customers.
Positioning
Developing the offerings value positioning is the last part of choosing the value
phase of the value delivery process. Mobilinks catchphrase Mobilink Har Dil, Har
Din tells all about how they want to position the brand in the minds of their target
customers. The message they want to communicate to the consumer market is that
Mobilink is the best solution for telecommunication and can be trusted to provide
communication facilities all across the globe where no other service is available.



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MARKETING MIX
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
Mobilink management understands the importance of the marketing mix and its
decisions, which must be made for influencing the trade channels as well as the final
consumers. The company prepares an offering mix of products, services, and prices, and
utilizes a communication mix of advertising, sales promotion, events, and experiences,
public relations, direct marketing, and personal selling to reach the trade channels and the
target customers. As a popular brand there is a lot that is expected from the company and
the management strives hard to ensure that the promises are kept. Mobilink has been
continuously investing in network resources and improving its marketing mix so that its
vast customer base can be satisfied and expanded. The four Ps of Mobilinks marketing
mix is explained ahead in detail.
Product
There is different product line which is available for their customer.
Mobilink Product Lines
Mainly there are five product lines of Mobilink with each having separate target
markets and positioning.
Mobilink Indigo
Mobilink Jazz


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Jazz Jazba
Mobilink PCO
MobiCash
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
M100
M300
M999
M Unlimited
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 doesnt 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.



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Mobilink Jazz
Jazz is an exciting and energetic offering of Mobilink, targeting specifically those
enthusiastic teenagers, middle class and the youth market of the country, wishing to enjoy
freedom, fun, lower rates and a package that matches their personality.
Jazz Offerings
Jazz 24 Ghanta Jazz Easy
Jazz First 3 pey 6 offer






Target Market
Jazz 24 Ghanta

Target market is those young boys and girls who want to stay in touch
with their friends and family all the time but with cheaper rates.
Happy hours with only 0.40 /30 seconds.
Jazz Easy

Jazz Easy customers can enjoy calling at amazingly low call rates for
Mobilink numbers, they also benefit tremendously from the fabulous
rates to call on any other network.
Jazz First

Specifically designed for ladies (housewives) who along with their
routine work want to have recipes, beauty tips, shopping discounts
etc. (Also lower rates for special numbers?)
3 pey 6 offer

Targets those customers who want to have fun in their daily
life........enhancing energy in their personality of youth with low SMS
rates, discount rates and lower air time rates for three numbers.


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Jazz Jazba
New Mobilink offer for customers specially youth in which there is a very lowest
calls rates and exciting SMS bundles offers that distinguish it from others.



Mobilink PCO
For the first time ever Mobilink has brought Mobilink PCO, a revolution in its
own right that shall surely set apace the way its consumers communicate at the grass root
level. Mobilink PCO is a fixed wireless phone that has special PCO functions capability.
It consists of two LCD's that helps customers to keep a tap on the duration and the
costing of the calls they make.
This latest venture from Mobilink is aimed at bringing prosperity and happiness
for all the people throughout Pakistan. It's a complete self-employment solution for the
people of Pakistan, fulfilling their dreams and aspirations.
Mobilink PCO does not only give its consumers higher returns on a very low
investment but it also creates a world of better prospects in terms of a consistent source of
income for them.
Mobi Cash
A cash transfer facility to all over the Pakistan. That offer is providing with the
cooperation with Waseela Bank. You can transfer cash from 500 to 10000 just through
Mobi Cash.


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Pricing
Mobilink is the undisputed market leader, which is why it is believed to be
expensive as compare to other telecommunication service providers. Having the largest
customer base in the country with the fact that its service is available in the remote areas
of Pakistan as well, people rely on Mobilink services leading to the fact that Mobilink
charges higher compared to its competitors.
Mobilink has the largest subscriber base in Pakistan with 30+ million customers.
Mobilink recently started GPRS services with RS. 500/ month of unlimited usage which
is a treat for GRPS users who want to take their office with them. Mobilink provides
them with this facility with fairly reasonable charges.
Pricing Strategies
Mobilink uses psychological pricing. They have set their target price on consumer
perception of the product value e.g. outgoing calls at any 3 Mobilink numbers cost
Rs.0.99/min. They havent set the price exactly on Re.1 but have used psychological
pricing to attract customers. Mobilink is the only telecommunication network in Pakistan,
which has reached maturity and is the market leader. This is why, there prices are
somewhat higher than its competitors like PTCL Wireless and World Call Wireless (at
introduction), Mobilink (at growth). They made use of psychological pricing also by
offering free roaming facility during Hajj.


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Mobilink is not using competitive pricing strategy because they are enjoying the
market leadership in Pakistan. At maturity, as different market segments are targeted the
prices must be offered in such a way that suits the targeted segments.
Mobilink is doing exactly the same. They have offered prepaid connections like
Jazz easy, Jazz Budget and Jazz First, which can be afforded by the people not having
very high incomes. Though, the prices of these packages are relatively higher than the
prepaid packages of other telecommunication networks but still attractive. Jazz First is a
package designed especially for ladies through which they can shop, listen to beauty tips
and recipes at relatively lower rates. Jazz Easy offers SMS rates as low as 25 paisas/msg
and late night option rates at Rs 1.50/min and many other facilities at attractive rates. Jazz
GhantaPackage is an economical way to talk to any Mobilink number in Pakistan. It has
announced another ground breaking first of its kind offer with the re-launch of Jazz
Budget. The package has been launched with a fresh look and tariffs tailored specifically
for the masses.
One of the key highlights of this package is the Happy Hour, which is bound to
hit a chord with the nation, and has been developed keeping the communication needs of
the Pakistani people in mind. Keeping in view the fact that Mobilink customers make 7
out of every 10 calls to a Mobilink number, the new package is specifically customized to
offer customers the lowest rates to call the largest mobile network in Pakistan.
Mobilink is also offering postpaid connections with the name of Mobilink Indigo,
popular within the business class. In this way, Mobilink is earning maximum profits by
enabling people from different target segments to become a part of the largest cellular
network in Pakistan. Jazz customers can now call US and a number of other Zone 1
destinations on Jazz local outgoing rate!
Mobilink is also offering "Zabardast GPRS Offer" which allows Mobilink
customers to use GPRS just for RS.100/year.



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Place
During the last 13 years, Mobilink has set up one of the largest cellular networks
in the country. Currently, Mobilink is covering more than 5000+ cities and towns.
Marketing Network
For Mobilink, last year was a bit difficult as they struggled to grow as quickly as
the market itself. Today Mobilink is confident that it has all the essential building blocks
in place to take the dream forward and to play a leadership role in the rapid growth and
development of telecommunication industry in Pakistan.
In 2013 Mobilink invested upwards of US$ 200 million in improving their
network and services. Mobilink have already put in 7 switches, over 820 cell sites and
new IN platforms for better coverage and connectivity. In upcoming years Mobilink is
trying to invest in technological upgrades, superior customer services, and improved
coverage.
Mobilink customers remain their priority and in an effort to enrich their lives
Mobilink have put in place state-of-the-art call centers in Karachi, Lahore, Islamabad and
in other cities of Pakistan where well trained staff is geared to answer complaints and
queries, and a new billing system is in the process of commissioning. Mobilink is
constantly expanding their nationwide franchise and distribution network and upgrading
them to offer customer services so that the customers can find a Mobilink contact as near
to them as possible.
Promotion
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 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.


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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.
Logistic Management & Mobilink
In todays 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.
Distribution Strategy of Mobilink
There are three types of distribution strategies. First Intensive Distribution, second
Extensive Distribution and third is Selective Distribution. However Mobilink 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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MARKETING OF MOBILINK
Companies can do more than make good productsthey must inform consumers
about product benefits and carefully position products in consumers minds. To do this,
they must skillfully use the promotion tools of advertising, sales promotion, public
relations, sales force, direct marketing, and personal selling.
Advertising Goal
The chief advertising goal of Mobilink is to increase its customer base and to
stimulate more usage.
Mobilink is currently using:
Information Advertising
To create brand awareness and knowledge of its Mobilink World brand.
Reminder Advertising:
To stimulate the repeat purchase of its Jazz and Indigo brands.
Advertising of Mobilink
Signboards
Sign boards are the outdoor advertisement Mobilink installed signboards not only
big cities but also in the small cities to promote their network the strategy that Mobilink
is using in these sign boards Mobilink display the celebrity pictures with their network it
create a great impact on the customer when they are seeing their favorite celebrity in the
picture.


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Wall chalking
Where in big cities Mobilink use sign boards to promote their products in the
small town where there is no facility for the sign boards Mobilink use wall chocking to
promote their network. This is the best way to promote in the towns and the villages.
Newspapers
The print media also play a very important role in the promotion of the network
the newspapers that Mobilink used to promote our network are DAWN, the Nation, Jang,
Ajj Kal, and Express Etc.
Magazines
Mobilink are also using another print media for promoting their network and that
is magazines. Different magazines that Mobilink is using to promote their network are
Sunday Magazine, Akhbar-e-Jahan, Spider and the Telecommunication magazines Etc.
Sports Event Sponsorship
To enhance its corporate image, Mobilink practices event sponsorship. It sponsors
movie premieres, concerts, sports events and community welfare. A few events
sponsored by Mobilink are given below.


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Golf Organized for Premium Consumers by Mobilink Indigo with the name of
Club Indigo Golf Tournament exclusively for Mobilinks corporate customers.
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.
Musical Concerts Sponsorship
With the promotions of their new brand Jazz jazba, Mobilink introduced the
musical concerts in all the big cities of Pakistan and invited different Music Icons like
Atif Aslam, Ali Zafar, Fariha Pervaiz and Malko.






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Electronic Marketing
Mobilink finds it electronic marketing
very important and highly accountable.



Mobilinks Website
Mobilink has paid special attention to
the context & content of its website to
encourage repeat visits. Mobilinks website not
only has attractive design and layout but is also
very interesting and easy to navigate.


Online advertising:
Now a days online advertising plays a
very important role to promote the network
Mobilink is also promoting their network
through this advertisement using different
Mobilink sites like Yahoo, cricinfo.com,
hotmail, YouTube and song.pk Etc.




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VALUE ADDED SERVICES OF MOBILINK






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SWOT ANALYSIS
Strengths
Strong international brand name
(Mobilink GSM)
First mover advantage in Pakistan
Modern Network with core
network GPRS and EDGE ready
Number of customers
Highest market share
Large number of corporate
customers
Economy of scale.
Weaknesses
High call rates.
Large organizational structure
Low Revenue per user
Currently providing not good quality
service because of changing their
network from 900 MHz to 1800 MHz
Lack of proactive churn management
and stimulation program to address
inactive subscribers

Opportunities
Huge Market size
Can lower prices to make business
difficult for new companies.
Network all around Pakistan
Adaptation of newest technology
(3G)
Removal of international trade
barriers

Threats
High Competition with the competitors
High tax rates
Current Economic downturn
New companies can offer packages for
corporate customers in better way.
Current price war may reach at a
position where only brand names
survive.
Customers can shift to other companies.






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PEST ANALYSIS
PEST analysis stands for "Political, Economic, Social, and Technological
analysis" and describes a framework of macro-environmental factors used in the
environmental scanning component of strategic management. These types of analysis
help companies to make their strategies effective and realistic.
Political Factors
Political scene of Pakistan is always in changing pattern. In recent times many
important changes occurred. Some important events are as
Democracy has established and somehow stability in Government.
Accountability due the involvement of politicians in open media.
Participation of all type of people in Government.
Front role in war against terrorism and bear heavy loss in form of lawlessness.
Courts role has been changed.
All these changes have taken place in many years and it has made Pakistan
entirely a changed country. All these above factors affect the telecom industry to some
extent because many big companies are afraid of investing in such unpredictable political
scenario. Every political party creates a hurdle for the other. Many projects which are
stop due to the clashes of different political clashes which were in larger interest of
country like KALA BAGH DAM. So, many mega projects become the victim of
different parties. So, concluded for that point; political factors like rotating the
government sharply, every government create own terms and conditions.
Because of the progressive era telecom industry remains flourishing and Mobilink
was launched in difficult times but got many milestones. Different policies of different
people always create difficulties for businesses.




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Economic Factors
Before year 1999, economy of Pakistan was at worst. Foreign Exchange was very
low and it has to borrow even to repay loans. Debts were $38 billion. Economic
indicators were showing negative signs. As in the in 1970s currency was devalued to
131% which create huge problems in later times.
Even the current situation is similar with the past scenario because we are
consciously borrowing huge amount from different countries and institutions like World
Bank and IMF etc to run the operations of Pakistan. They imposed the conditions to
increase the prices, tax rate and give fewer subsidies. People are facing so many problems
because the petrol and electricity prices are increased which increased the cost of goods.
In Pakistan, every person has less capita income and its very difficult stage for Mobilink
Telecom as well as whole telecom industry because in this expensive world where
everything is very costly so people have a less consumption power. Mobilink has to keep
its profit margin low to give high facilities to customers instead of high inflation rate and
heavy taxes, but still some effect is put o customers which discourage the new entrants
which reduces the competition, somehow in less competition is in favor of Mobilink.
Social Factors
Socio cultural factors play an important role in the smooth running of business. If
work force attitude is positive then it will improves the growth and development of
telecom industry. Culture and social norms are very important for the success of
company.
In beginning the modern ways of communications were badly criticized by many
people, still they are badly criticized but now these communications are so essential part
of our life that it cant be separated from the society. New good image is created by the
telecom companies by offering beneficial packages and technologies for every type of
person. Current situation is in the favor of telecom industry as well as for Mobilink.



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Technological Factors
Pakistan is considered as developing country. Although it is nuclear power yet it
lacks behind in other technologies. Now it has made good progress in digital revolution
but still it has to import heavy machinery and latest technologies from developed
countries because the lack of proper researches and appreciations to new ideas. Now a
days computer aided designs softwares are also improve the overall productivity and the
efficiency of both companies and customers. It has reduced the time cost as well.
Mobilink tried their best to bring latest technology and trained the local
employees to get hold of that latest progress. Mobilink is getting the edge of using latest
technology as it is the time that whoever became the first to do has a great chance to be
successful.
Telecommunication is being so simplified due to latest inventions and also
became very effective and cheap as well which give benefit to whole telecom industry as
well as Mobilink.



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APPLICATION OF CLASS ROOM LEARNING
Practice makes a man perfect is an old saying. We learn from our experiences
and practices. Books, articles are only providing instructions about the practical life and
in the class room we cant take the exposure of real organizations practices and market
situation.
We only learn about different concepts of marketing, finance and other related
subjects. But the first time after the MBA 5
th
semester, I have a chance to know about the
real story of organization operations either all the companies apply the bookish concept
or not and if apply these concepts so for what extent. Firstly, when I was entered in the
organizations environment, I was totally in some new world completely different from
student life. As it was my first time to visit any organization for professional purpose. My
supervisor assign me first task, which was only to observed the environment and see
what the other persons are doing because being an interne, I dont have any proper
responsibility and my purpose of internship is to take the image how the work is done in
the organization.
Moreover presentations, assignments, projects, computer skills especially MS
Office was really have a great importance in financial institutions as well as in my
organization. I have made many reports on excel and PowerPoint in the organization; and
present these reports in front of the team of managers.
In the end I would say knowledge gained at campus is not enough until we have a
practical exposure because there is difference between imaginary and real world. Study
tours would help students a lot to learn make Zakarians proud.



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LEARNING IN COMPANY AS INTERNEE
The basic purpose of my internship was to get some practical exposure by
observation and analysis of a real-life work environment. Interns are not very much
encouraged to experience all the challenges of work at their time period but still there is
lot to learn which polishes the personality of person.
I have done my best to be observant as well as analytical. However, in the
process, I also managed to grasp the basic understanding and routines of the functions of
the various divisions within the Organization. As by passion I got the chances to assist
my superiors in several small, day-to-day tasks occasionally. As my assignment was
basically with the Corporate Sales Department, I was involved in assisting my superiors
with tasks within the Customer dealing, SIM activations, filling the forms, doing several
activities on behalf of corporate customers.
A brief description of my learning during internship is following. I would categorize my
learning in two parts.
1. Material work.
2. Personality builds up.
Material Work
These are learnings which make me specialize in some matters like
Observation was the key element which I was told to do, having a sharp
observation resolves many problems.
Odd works like Photocopy the documents, scanning the documents, Transferring
files from one place to another and Helping all employees.
Documentation of the files which they prepare.
Customer dealing, specially the corporate customers.
SIM activations.
These all works make me more able and confident of myself.


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Personality Builds Up
Two main positive traits were developing in me during internship.
Taking decisions in instant time to resolve the existing problems.
Creating patience in own self to avoid many problems.
IF I AM THE MANAGER OF COMPANY
Being a manager is a great feeling, as a manger gets a chance to make decisions
and had also a lot of freedom to do what he wants. If I am manager of mobilink Pakistan I
shall take following actions:
First of all I will give incentive to employees so that they would motivate
regarding the performance of the jobs in an efficient ways and the incentives
should be on time.
I shall also arrange a system to understand and share the problems of my
employees because a happy and tension free employee is the asset of the
corporation.
I will use decentralize way of working by giving some authority to the employees
who give their opinions about companies current and future planning.
I will select the employees on the merit basis not the reference because in this
way some of most capable person have a chance to do something for the
betterment of company and also their successful future life.
I shall plan to give the proper training to the employees before starting their job.
So, by using this approach employees will get the proper knowledge about their
job and different situation handling in the organization.
Training during the job would also be carrying on.
Seminars and tours would be arranged to relax employees
I will rotate the employees on different jobs where he will perform different
duties so, in this way employees know about all operations of company.
I will attract the fresh graduate so that the latest knowledge and ideas can be
utilized which is necessary today to get the competitive advantage and increase


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the market share and after that give the bonuses to the employees and allowances
to the customers to create a long term relation with them.
I will prefer a frank atmosphere but in disciplined manner, discipline in the
organization makes a role model for others.
I will focus on customer relation management and want to make a fruitful
relationship with them and give the incentives like high rebate, less quota security
and high credit purchasing opportunity etc.
I will seek to capture the new market and make a proper plan with the help of
marketing team about which segment is more profitable for the company.
I will confine to increase the personal selling process which helps the company to
build and maintain a good repute in the mind of customers and take their feedback
about our companys brand and services.
I try my level best to fulfill the social responsibility, not for the sake of reputation
only but it gives satisfaction also.
Being a Muslim Ill try my level best to relax employees when they want to fulfill
their religious duties like prayers, fasts etc.
SUGGESTIONS AND RECOMMENDATIONS
After working in the organization for six week as internee I had come to know
some problems which can be solved with little effort.
All the rights things should be done in first instant otherwise it is an open
opportunity for everyone and histories tells that nobody remember the second one,
everybody knows the person comes first.
According to my observation, thinking and judgment I would suggest and
recommend the following steps for Mobilink to follow.
There should be a properly managed R&D department.
New market should be explored.
New product should be added.


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As compared to competitors e.g. Telenor promotional campaign is slow. I have
some proposals regarding marketing which if applied can make a major
difference in making Mobilink the most leading cellular company in Pakistan:
Number of hoardings should be increased
Quality of hoardings & Billboards
Quality ads & frequency of ads
Coverage on Electronic media e.g. FM channels, multiple T.V. channels, Paper
media e.g. newspapers.
Quality of ads should be improved, where as Mobilink emphasis on models rather
than concepts.
Lack of Network coverage as compared to Telenor and Mobilink who are
covering almost all cities, villages, towns and even highways.
There should be framed and informal training programs for employees on
frequent times ad for every department.
Decentralized decision making should be there.
If you dont regulate yourself- you will be regulated by others, so accept the
change and react according to it.









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REFERENCES
Internet References
www.docstoc.com/telecomsectorofpakistan
www.propakistani.com
www.jazzjazba.com
www.mobilinkgsm.com.pk
www.wikipedia.com/telecomhistroy
www.altavista.com
www.pta.gov.pk
www.iap.net.pk
Books References
Principles of Marketing 10
th
Edition by Philips Kotler.
Telecom Association of Pakistan, Year book, 2011-2012.
Annual reports 2012 of Pakistan Telecom Association.
Annexure
Recommendation Letter
Internship Letter
Exemption Letter


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