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Marketing Management

Mobilink GSM

Marketing Management
The art and science of choosing target markets and getting, keeping, and growing customers
through creating, delivering, and communicating superior customer value.
Marketing Research
The marketing research process includes the systematic identification, collection, analysis
and distribution of information for the purpose of knowledge development and decision
making. The marketing executive at Mobilink admits that understanding markets and
customers is the bedrock on which business planning and strategy is built. Without knowing
our customers needs and wants or understanding demand, our business will be under
constant threat from competitors and may be failing to extract the maximum value from the
market. Mobilink provides excellence in market research through their extensive experience
in telecommunication working.
They focus on providing better research techniques that enables to understand why and how
customers make choices and a better research process, based on understanding the
business and commercial context. Mobilink marketing executive further says that our
research process is designed so that we take more care to understand our goals and
constraints and use this to deliver better value to our customers. Market research does not
sit in a vacuum. The design and outcomes of a market research project have to reflect not
just the results from the data, but the way in which the organization could and should use
the data.
Mobilink hires Custom marketing research firms to carry out specific projects.
Marketing research process by Mobilink:- Effective marketing research in Mobilink
consists of 6 steps


Identifying and defining the problem

Developing the approach and establishing research design and strategy
Collecting the data
Performing data analysis
Reporting and presentation
Making a decision

Step 1: Identifying and defining the problem

The first step is to understand the question(s), which need to be answered. Then they work
to identify and outline the marketing research project objectives and define the size and
source of the survey sample. Next, the most appropriate marketing research methodology is
determined. The innovative and actionable design approaches ensures that study is
customized to meet the unique needs of the project.

Step 2: Developing the approach and establishing research design and strategy
Mobilink researchers gather data both by primary and secondary means. The second step is
questionnaire development. Surveys are designed with the marketing research objectives in
mind. It is made sure that the questions address the needs of the project and all surveys are
pre-tested to confirm the survey, instructions and procedures are set up appropriately. The
next step is to coordinate data collection.
Step 3: Collecting the data
The data is collected via telephone, in-person, through the Internet or by using qualitative
research. Marketing research studies are continuously monitored by the research team to
ensure accuracy. As Mobilink is well aware of the fact that data collection phase is prone to
errors and inaccuracies so the management tries hard to get that right. A major problem is
getting biased and dishonest answers. So getting true respondents is crucial.
Step 4: Performing data analysis

The fourth step is to analyze the data. Once collected, Mobilink utilizes their extensive
statistical and analytical expertise to transform the data into clear, concise and actionable
information. Key findings are summarized and a course of action is recommended.
Step 5: Reporting and presentation
The fifth step is to report the results. Our clients have come to rely on our reporting
capabilities. Whether it's providing presentation-ready materials, formatting reports to
meeting the internal standards or delivering reports via choice of media, every effort are
made to give the insight that mobilink is the most innovative and progressive
telecommunication company in Pakistan.
Step 6: Making a decision
Mobilink uses marketing decision support system to enable its managers to make better
decisions, it is the system for collection of data, system, tools and techniques with
supporting software and hardware which an organization gathers and interprets relevant
information from business and environment and turns it into a basis for marketing action.

Mobilink's Mobile Intelligence Program

Mobilink's Mobile Intelligence program is a framework, which we apply across our own
research and development as well as across all our mobile marketing and mobile media
assignments for our clients and partners.
This approach is market proven and has been the foundation for the 100's of mobile
products and services that we have developed and managed since January 2001. This
framework underpins our research and thinking on Mobile Communities, Mobile Services for
the Youth Market and the convergence of Mobile Marketing and Mobile Media
The Mobile Intelligence program has 5 key phases:
Understanding and identifying the key objectives of the mobile services.
Mobile Marketing or Mobile Media or a combination of both?
Research and due diligence
Strategic Planning
Identifying and documenting timeframes, milestones and business case
Integration with new or existing marketing and media activities
Legal and compliance issues
Strategic partners and distribution channels
Creative Development
Creative and campaign development
End user experience and interaction design
Mobile media production and delivery
Integrated mobile marketing and media services
Mobile Technology and Implementation
Element Platform and Modules
Telecom and messaging infrastructure
Use of appropriate technology and mobile content (SMS/MMS/Java/ Ring tones/Icons)
Hosting, management and ongoing technical support

Program Management
Client Services Team
End user support
Ongoing reporting and analysis
Proactive ideas and research
Roadmap for client development
Mobilink Marketing Intelligence

Marketing Intelligence System is a method of collecting and organizing important business

information into a useable form for important business marketing purposes. Marketing
Intelligence System at mobilink is used for various purposes: For the ability to forecast sociological and technological changes ahead of time and make
the necessary internal changes to adjust to the changing environment of the consumer.
The ability to track customers order history, their interests, and apply that information to
better advertising and target marketing.
The ability to detect competitor changes to enhance the companys operation tactics in
which area that competitor operates.
For Mobilink, the Intelligence Platform is a way of thinking about who they are, what they
know, and what they think about the company and the competitive marketplace. When we
begin an assignment, the Intelligence Platform is examined as it is. Questions like What do
we know? What ideas have been generated? What are the drivers that give the
business its unique personality? are answered in order to get the required information.
Mobilink views marketing intelligence with three very different components. It includes data,
ideas, management experience, and judgments.
Source Categories
Search engines, search utilities, etc.
Financial information sources (Company filings / public & private company data)
Newspaper and news resources
Patent & trademark resources
Government sources
Trade & industry sources
Demographic data
Geographic / Country information & maps, satellite images, etc.
Trade directories
Legal information sources
Competitive intelligence database software suppliers
Other public information sources

Segmentation, Targeting,

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: Alge
Social Class
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 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.

Developing the offerings value positioning is the last part of choosing the value phase of the
value delivery process. Mobilinks catchphrase Mobilink Reshaping Lives 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.
Competitive Forces
The industry structure of Pakistans mobile phone service providers is differentiated
oligopoly; a small no. of large firms producing products partially differentiated along the lines
of quality, features, styling, or services. There are 6 major providers of mobile service in
Mobilink GSM
Warid Telecom
Paktel GSM
Mobilinks Market Share and Role in the Pakistani Market
Pakistans largest cellular provider maintains a tremendous growth rate despite the
deregulated market. With the introduction of new products into the market and expansion
through various rural and urban cities, Mobilink continues to capitalize on its position in the
market. Despite complaints about quality and connectivity issues, the number of customers
continues to grow.
Mobilink commands approximately 46.5% market share and is the market leader. This firm
has the largest market share in the relevant product market, and leads the other firms in
price changes, new-product introductions, distribution coverage, and promotional intensity. It
is followed by Ufone which has 20.9% of the total Pakistan market. Warid claims a 15.7%
share of the countrys wireless market closely followed by Telenor with 14%. Paktel had 2.7%
of the users untill the end of 2006.

Competitive Strategies
Being the market leader, first, Mobilink must find ways to expand total market demand.
Second, it must protect its current market share through good defensive and offensive
actions. Third, it has to try to increase its market share, even if the market size remains
Expanding the Total Market
Mobile phone tele-density has increased to 35 per cent with over 53 million users. The
market growth still has 65 percent potential if not more, as Pakistans population is over 150
million. The dominant firm gains the most when the total market expands. Same is the case
with Mobilink. It uses the following strategies to expand the total market: Market-penetration strategy
New-market segment strategy
Geographical-expansion strategy
Defending Market Share
The rapid growth in mobile phone ownership has opened a new, mass marketing channel for
marketers to reach their target market. Direct, responsive and measurable, mobile
marketing is emerging as a key element of the marketing mix for Mobilink.
Mobile marketing integrates across the marketing mix to drive the effectiveness of both
above and below the line activities. Delivering:
Direct marketing channel to customers
Clean, uncluttered environment to maximize the impact of the marketing message
Context and time relevant marketing medium
Instant response mechanism delivering true one to one communication
A digital medium enabling deep campaign measurement and analysis

Mobilink marketers are deploying the mobile to strategically drive customer acquisition,
retention and improved relationships to defend its market share. Campaign tactics include
as an instant response mechanism to TV and poster campaigns, as a direct medium to drive
awareness in targeted demographics and for instant win for on or off pack promotions.
Engaging and effective mobile marketing campaigns reflect an understanding of the existing
mobile habits of the target market.
The unique and personal nature of mobile communication dictates an approach that is clear,
actionable, engaging and instantly rewarding for consumers.
How does the target market currently use mobile?
The effective integration of the campaign across multiple elements of the marketing mix
Ensuring a positive customer experience as a key driver for response and uptake
Building long term value out of data collection
Operating within the regulatory and legal guidelines for mobile marketing
Company Orientation
While a company has to keep a watch on its competitors, Mobilink strongly favors
a customer-centered orientation and considers itself to be a customer-centered
company. A customer centered company is in a better position to identify new opportunities
and set a course that promises to deliver long-run profits. Same is the case with Mobilink. By
monitoring customer needs, it can decide which customer groups and emerging trends are
the most important to serve given its resources and objectives.
Marketing Mix The 4 Ps

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
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 are explained ahead in detail.
Mobilink Product Lines
Mainly there are four product lines of Mobilink with each having separate target markets and
Mobilink Indigo
Mobilink Jazz
Mobilink World
Mobilink PCO
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
Citi Mobilink Credit Card
Call& Control
Indigo Reward
Indigo Genie
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.
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 Budget
Jazz Octane
Jazz Ladies first
Jazz Easy
Jazz Share
Jazz Load
Jazz Advance

Target Market
Jazz Budget
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 Octane
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.
Jazz Ladies 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.)

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 Share
An exciting new service targeting the Jazz family Members and allows them to share balance

anytime, anywhere.Jazz AdvanceTargets Jazz Family Members with Additional balance

benefit to help them talk some more!
Jazz Load
Jazz Load allows to recharge Jazz account in variable denominations.

Mobilink World
Mobilink World is the Value Added Services Brand for Mobilink. These services are not just
fun, but also help its customers with their business needs. Whether it's a Bolo SMS they
want to send to a friend or a ring tone they want to download to customize their phone with,
Mobilink World has something special for them.
Mobilink World Offerings
Mobi Safe
Holy Sayings
Corporate SMS
Mobi Greetings
SMS Scheduler
SMS Game Time
Bolo SMS
WAP Portal
Mobilink Edge
Mind Reader
International SMS Chat
Ring Tone Club
Target Market
Mobilink World is the Value Added Services Brand for Mobilink and its target market is its
whole customer base:
Mobilink World services are not just fun, but also help you with your business
needs. Whether it's a Bolo SMS you want to send to a friend or ring tone you want
to download to customize your phone with, Mobilink World has something special
just for you.
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
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.
Mobilink PCO claims
Wherever you are, throughout Pakistan whether the remotest deserts of Sindh
or the spectacular peaks up north expect unparallel coverage from your Mobilink

With this unit customers experience even higher returns even though the investment in
terms of capital is very minimal. Mobilink PCO no doubt is a world of opportunities within
Exceptional coverage and the ease of its wireless technology-carry it wherever you wish
Load the free jazz card provided and embark on a successful business venture right away

Benefits from after sales services

Parental Control Phone Disney D100
Mobilink and Disney have launched a parental-controlled mobile phone for children. This is
the first time a cellular company in Pakistan has launched a mobile phone that will meet the
communication and security needs of parents. The features of the new Mobilink-Disney D100
allow complete parental control on all outgoing and incoming calls and text messages. With
the help of this new feature, parents can control who the child can correspond with, thus
enabling parents to keep a check on the list of people the child is communicating with.
Furthermore, the phone is easy to use as it provides the child with a one-key option to reach
parents. It is also protected in that it does not feature Bluetooth or a camera and cannot
access any type of multimedia content or website. The handset features embedded Disney
ring tones, animated screensavers and wallpapers. The D100 will come with both four and
twelve button keypads that are interchangeable to adapt the handset to the capability of the
child. The handsets are available featuring popular Disney characters, including Mickey
Mouse, Donald Duck, Winnie the Pooh and Tinker Bell. Mobilink services give parents
complete control over their childs phone expenditure thus making it a cost-effective
The D100 has been developed for Disney by Dubai based Broad link Research, Disneys
licensee and partner. After conducting market research and realizing the growing needs of
working parents to stay in touch with their children using mobile phones; Mobilink in
collaboration with Disney has introduced this innovative solution to the Pakistani market.
Moreover, changing social trends and feedback received by Mobilink through this research
led the market leader to co-launch a safe and secure solution for parents.

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 24 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), Warid (at growth)
and Paktel (at decline). They made use of psychological pricing also by offering free roaming
facility during Hajj.
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 Octane,
Jazz Budget and Jazz Ladies 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 Ladies First is a
package designed specially for ladies through which they can shop, listen to beauty tips and
recipes at relatively lower rates. Jazz Octane 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
Budget Package 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

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.

Marketing Network
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. This has involved
an investment in the company of more than US$ 1 Billion. Mobilink have 50 Switches and
more than 4,900 cell sites and the number keeps growing at a rapid pace. Mobilink also have
deployed around 3,000 km of optical cable.
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 2003 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.
Mobilink provides the widest coverage network, covering more than 5000+ cities, towns,
and villages across Pakistan. It connects over 24 million family members every second of the
day with exceptional voice quality due to its broad coverage. The coverage is expanding day
by day, and it is claimed by the management that soon the only other thing covering
Pakistan more than Mobilink would be the clear blue sky.

The type of coverage service Mobilink provides is divided into three main categories:
PHYSICAL PRESENCE (Mobilink has physical infrastructure in the area)
INDOOR SPILLOVER COVERAGE (High coverage level in adjoining area)
OUTDOOR SPILLOVER COVERAGE (Medium coverage level in adjoining area)
Nationwide coverage
Mobilink provide true nationwide coverage in more than 5000+ cities, towns, and villages
across Pakistan. Mobilink provide its services in urban areas as well as towns and villages. In
nationwide Mobilink provide services in following areas.

International Roaming
Along with nationwide coverage, Mobilink also provides true International Roaming in over
100 countries with more than 300 partner operators worldwide. The regions where Mobilink
provide International Roaming are as follows. Mobilinks roaming partnership with Thuraya
has further enhanced international roaming coverage. Through satellite communication the
Mobilink connection can be used in areas where there is no GSM coverage.
United States
Middle East
Distribution channel of Mobilink
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.
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. 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.
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.
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
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:


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.

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
Mobilink is currently using:
Information Advertising: To create brand awareness and knowledge of its Mobilink World
Reminder Advertising: To stimulate the repeat purchase of its Jazz and Indigo brands.
Advertising BudgetSince the competition is intense in the telecommunication market,
Mobilink has a significant advertising budget. It is advertising heavily to be heard and to
constantly remind its target market to go for Mobilink. However, Mobilinks actual
advertising budget was not disclosed by the management.
Advertising MediaMobilink is using television, print, and radio advertising media to
disseminate its message and to build a brand preference but the most preferred is television
since this medium is the most powerful, reaches a broad spectrum of consumers and has the
maximum customer impact.
Radio: It has a relatively large listeners base and so is an effective way to communicate
the message.
Billboards and Print Media: The Company has come up with elaborate campaigns,
billboards and posters to promote Indigo, their post-paid brand.
Advertising CampaignsThe advertising theme Mobilink: Its simply a way to
communicate, is designed to demonstrate the new services 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.

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 Mobilinks 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.
The Jazz Campaign: The current prepaid Jazz campaign has brought Mobilinks image to
the masses and is more on the functional platform. When competition was introduced in
the Pakistani market, It was at this point that the true evolution of prepay began. It was
more than apparent that every single customer was important and every single subscriber
was vital. Almost immediately, the marketing and advertising improved; and a more
conscious effort was made towards trying to reach out to every aspect of the consumer
market. At first, Mobilink went a slightly different route, and instead of targeting the large
youth market, continued to use its tried and tested method of having a pretty face holding a
Jazz card. Iman Ali joined other famous models as being a Jazz Girl. But with the competition
getting intense, Mobilink finally decided to raise the profile of Jazz. The tariff wars between
the providers initially caused Mobilink to offer WAP on Jazz, and then to slash prices and
improve its quality. Finally, in February 2006, Mobilink launched Jazz Octane, a package
designed for the communication needs and lifestyle of the Pakistani youth segment. The
belated foray of Mobilink into the youth market has met with promising early success, and
the new package offers quite a bit. The early success of Octane has not only to do with its
increased offerings, but also has a great deal to do with the campaign that Mobilink came up
with. Perhaps most effectively and symbolically, the ad showed an old woman embracing the
youthful abandon that Octane is shown to offer. It can be argued that the old womans name
is Mobilink.
Later the introduction of such packages as Jazz Budget, and Jazz Ladies First has met
tremendous success.
The Mobilink World Campaign: Mobilink World being the value added service brand for
Mobilink has been started with an elaborate campaign with TV advertisements and print ads.
Sales PromotionMobilink 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:o 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.
o Local Rates: According to this freedom plan across Pakistan, all call, across all networks
are charged as local calls.
Bonuses & Free Airtimes: Mobilink has been offering a number of bonuses to its
consumers. An example of its current bonus offer is:
o Bonus on Recharge: Mobilink brings an exciting offer for its Jazz customers. Recharging
their Mobilink Jazz connection between 18th May 2007 and 18th June 2007 will give them 100% free airtime (if the customers
have not recharged in the year 2007).

Business and Sales Force Promotions

Mobilink also carries out business and sales force promotions on frequent basis.
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 RevenueManagement 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.
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.
Golf Organized for Premium Consumers by Mobilink Indigo Brand
On May 4, 2007 Mobilink Pakistan organized an invitational Club Indigo Golf Tournament
exclusively for Mobilinks corporate customers. The golf tournament was organized at the
Islamabad Golf Club by Mobilink Indigo Club. It aimed at bringing the top executives from the
corporate sector at one of the most popular greens of the city. Expressing his views on the
Indigo Club tournament, Zouhair A. Khaliq, the President and CEO of Mobilink said,
Needless to say we are the leaders in the telecom sector, but this does not stop us from
doing more for our customers, we strive to set higher standards for all in the business.
Through Club Indigo we ensure the maximum level of customer satisfaction for our
corporate accounts and establish concrete relationships through tailor-made services and
special offers for our major clients.
Club Indigo is responsible for building relationships with its exclusive clientele, through
superior customer services.

Other Sports Events

Recently Mobilink also held an invitational tennis tournament in Karachi and has organized
and sponsored various sports events across Pakistan, including cricket and Polo
tournaments, providing quality entertainment to its 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 emarketing. 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:Todays consumers are mobile and todays 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
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.

Context:The alluring color scheme used in the layout of website make it worth navigating.
The choice of color itself has a table to tell.
Indigo: a combination of basic blue suggests the vibes of blue dream.
Red: illustrates passion of blood.
The savior is the icon (ball) that pitches in a rave of energy and suggest a motion for the
brand ID. The logo which is not only Influential & Exhilarating but a sure head turner and is
doing wonders in touching hearts and assuring absolute strength in the brand.

Content:The content is also the heart of the website. It includes:

o News
o Weather
o Business
o Mobilink GSM updates
o Mustt Tones (polyphonic tones)
o Double mustt tones (true tones)
o Music Videos
o Wallpapers
o Greeting Cards
o Java Games
o Animation
o Todays Special
o Color Logos
o Mobile themes
o Cricket Updates
o Football
o Golf
o Tennis
o Others
o TV Commercials of Mobilink
o Yahoo
o Google
o MSN Messenger
o Hotmail
o Gmail
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

Mobilinks 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 Mobilinks sales force is not only to encourage sales but also to
diagnose customers problem and to propose an effective solution thus satisfying them
completely. They play a strong role in improving customer profitability.
Sales force Structure
Mobilinks sales force manages following types of sales force:
Technical and Application Engineers
Service Personal
Distributor Sales Force

Sales Force CompensationMobilink has attractive compensation packages for its sales
force. Along with a fixed amount i.e. salaries, they are also offered variable amounts such as
lucrative commissions. Benefits such as paid leaves as well as accident benefits are also
offered to the sales force.

Training the sales RepresentativesSince Mobilink realize that a professional sales force
plays a key role in developing and growing customers, it trains its sales representatives to
effectively convince the customers by using effective screening techniques.
Success Factors of Mobilink
Mobilink is still the Market Leader and its success factors include:
Innovative Products
Excellent Customer Services
Best Coverage among cellular operators

After the great research and paper work we are of opinion that a lot of people have shown
their interest in these two Mobilink offers i.e. Postpaid & Jazz ladies first.
The motto of the company is Connecting People" and Reshaping Communications
Mobilink is proud to be the leader in telecommunication industry.