Project Report

on
Marketing Plan OF

Mobilink
Submitted to:
Sir M.Imran Khan

MBA –08E (Evening)

INDUS INSTITUTE OF HIGHER EDUCATION

Acknowledgements

My all acknowledgments and regards to MERCIFUL ALLAH, Who blesses

us with courage and enhances our skills in formation of the report also in
all works of life

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We are grateful to Mr Naushad Baig Regional Sales Manager of Mobilink
who helps us for making this report and provided us information in key
aspects of this report and spared their precious time and knowledge for the
completion of the report.

In last but of course not the least we show homage and all gratitude to our
honorable teacher Mr. M.Imran Khan who supported and shared his great
professional experience and knowledge with us.

TABLE OF CONTENTS

S. NO. PARTICULARS PAGE NO.

01 Introduction 04
02 Vision 05

2
 03 Goal & Objective 05
04 Network 07
05 SWOT Analysis 08
06 Marketing Management 09
07 Mobilink Mobile Intelligence Program 11
08 Segmenting, Targeting & Positioning 10
09 Competitive Force 15
10 Marketing Mix 4Ps 18
11 Product 18
12 Price 23
13 Place 28
14 Promotion 33
15 42
Conclusion
16 42
Suggestion & Recommendation
17 43
Bibliography

Introduction
Pakistan Mobile Communications Limited (PMCL) better known as Mobilink GSM is a
telecommunication service provider in Pakistan. Mobilink started operations in 1994 as the first GSM
cellular Mobile service in Pakistan by MOTOROLA Inc., later it was sold to Orascom, an Egypt-based
multi-national company. It has become the market leader both in terms of growth as well as having the
largest customer subscriber base in Pakistan - a base of over 24 million and growing. Mobilink prides
itself on being the first cellular service provider to operate on a 100% digital GSM technology in
Pakistan that also provides state-of-the-art communication solutions to its customers.

Mobilink offers exclusively designed tariff plans that cater to the communication needs of a diverse
group of people, from individuals to businessmen to corporates and multinationals. To achieve this
objective, Mobilink offers both postpaid (Indigo) and prepaid (JAZZ) solutions to its customers.
Compared to its competitors, both the postpaid (Indigo) and prepaid (JAZZ) brands are the largest
brands of their kind in the Pakistan cellular industry.

In addition to providing advanced voice communication services that makes the lives of millions that
much easy, Mobilink also offers a host of value-added-services in its Mobilink World brand to its

3
prized customers. At the same time, Mobilink places high importance to its coverage, which is why it
covers its customers in 5000+ cities and towns nationwide as well as over 100 countries on
international roaming service. Mobilink is also the official telecommunication service provider for the
Pakistan Cricket Board (PCB). The company was awarded the license to operate in Azad Jammu and
Kashmir (AJK) on 27 June-2006.

Facts About Mobilink GSM

Company Structure Private Limited

Genre Subsidiary

Parent Orascom Telecom Egypt

Owner Naguib Sawiris

Founded 1994

Founder Motorola USA

Industry Telecommunication

Headquarters 42 Kulsum Plaza, Blue Area, Islamabad.

Area served 5000 cities, towns, and villages across Pakistan

Revenue 250.2 million USD (3rd quarter, 2006)

Website www.mobilinkgsm.com

Vision
“To be the leading Telecommunication Services Provider in Pakistan by offering innovative
Communication solutions for our Customers while exceeding Shareholder value & Employee
Expectations”.

Goals and Objectives

• Expand the business.

• Provide better service to people in the field of telecommunication.

• Retaining the role of a leading telecommunication company.

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 • Attract maximum customers and satisfy them.

• Excel in meeting customer needs.

• Seek employee involvement, continuous improvement and enhanced performance goals.

Achievements
• ISO 9002 Quality Management System Certification for Billing, Engineering Departments
and CS Contact Center

• Implementation of a full Intelligent Network (IN) platform from Siemens for the Prepaid
platform

• Largest Call Center in Pakistan, which is there to assist the customers 24 hours

• Only cellular service in Pakistan to provide coverage on the M2 motorway

• Bilateral roaming in over 100 countries around the world with true international roaming with
over 300 operators across the globe

• First mobile operator in Pakistan to offer extensive GPRS Roaming and BlackBerry roaming
services

• Societal Marketing
Mobilink believes in playing an active role in supporting the community and social development of
Pakistan. Each year, Mobilink and its staff contribute significantly to charities and community projects
to help bring about a better quality of life to the less privileged in the community and enrich the lives
of Pakistanis through support in local arts, education and sports.

• Educating the Youth

Mobilink has made various donations to educational institutes. This includes donating computers to the
Federal Board of Intermediate and Secondary Education, donating Rs. 100,000 to Pakistan Institute of
Medical Sciences to set up a computer lab, and sponsoring the commemorative ceremony for the
golden jubilee of Cadet College, Hasanabdal.

• Supporting the Arts

Mobilink's alliance with the international Kara Film Festival demonstrates its commitment to the
promotion of art and theatre. The festival creates a space for alternative and independent
cinematographers, both experienced and new filmmakers, to exhibit their creative endeavors in
Pakistan.

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 •Employee Involvement
Mobilink believes in supporting the community not only through sponsorships but also through
employee involvement. In addition to sponsorships, Mobilink encourages its employees to be engaged
in community welfare work and to support relevant causes.

• Earthquake 2005
During the devastating earthquake of 2005 that struck the Northern Areas of Pakistan, Mobilink was
amongst the first to respond to the crisis. Relief Camps were set up in all major hospitals to provide
free calling facilities to patients and relatives arriving from far flung areas. Goods such as blankets,
shawls, jackets were also collected for those affected by the earthquake and Mobilink Relief Teams
were constituted to provide aid to the Northern Areas.

Strategy and Management

Mobilink is led by Zouhair Abdul Khaliq, who has been the President and the CEO since June 2003.
Since then, Mobilink has embarked on an aggressive growth strategy. Mobilink closed 2003 with 2
million customers. In comparison, Mobilink closed 2005 with more than 11 million subscribers.
Currently, the subscriber base has increased to more than 24 million.

Network
During the last 13 years, Mobilink has set up one of the largest cellular networks in the country.
Currently, it is covering more than 5000+ cities and towns. This has involved an investment in the
company of more than US$ 1 Billion. Mobilink has 50 Switches and more than 4,900 cell sites and the
number keeps growing at a rapid pace. It also has deployed around 3,000 km of optical cable.　

Switches Siemens 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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Evolving the Prepay
Traditionally, post-paid billing has always been the method that telecom companies have used for
obtaining payments for the services provided. Whether the said companies were state-owned giants, or
private ventures; billed accounts were the way to go. With the advent of mobile telephony, this system
changed to accommodate and facilitate the needs of different users. Here was where the prepay
concept was born.

The company that is credited with introducing the concept in Pakistan is Mobilink. There is little
doubt, though, that when the company that prided itself on its executive clientele came up with prepaid
cards, it could not have imagined the extent to which the idea would take off in the country. On the
other hand, it is not hard to imagine the motivation behind Mobilink’s decision to launch its offering.
At the time, having a cell phone and a post-paid connection was no cheap thing. So, the company
decided to try to grow by targeting the majority that could not afford billed connections. The idea
worked pretty well, and Mobilink Jazz came to be.

SWOT Analysis
STRENGTHS

• The Company excels in marketing, sales and customer services.

• It has the advantage of having a huge and loyal customer base.

WEAKNESSES

• Network problem is the biggest weakness for Mobilink for which it faces
major criticism or complaints.

• The Company is also vulnerable with post paid debts.

OPPORTUNITIES

• The Company has opportunities in the field of wireless and 3G

technology.

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 • it can also further capitalize on the emerging trend of value added
services.

THREATS

• With lots of competition coming into the telecommunication industry of

Pakistan, buyer’s growing bargaining power is the strongest threat to the
company.

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 customer’s 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

8
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

Step 1: Identifying and defining the problem

Step 2: Developing the approach and establishing research design and strategy
Step 3: Collecting the data
Step 4: Performing data analysis
Step 5: Reporting and presentation

Step 6: 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

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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:

Discovery
• Understanding and identifying the key objectives of the mobile services.

• Mobile Marketing or Mobile Media or a combination of both?

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• 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

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 • 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 company’s 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.

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 • Trade directories

• Legal information sources

• Competitive intelligence database software suppliers

• Other public information sources

　 　

Segmentation, Targeting, &Positioning

　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. Mobilink’s target
market varies with its different product lines e.g. the Mobilink Indigo brand mainly targets the

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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.

Positioning
Developing the offering’s value positioning is the last part of choosing the value phase of the value
delivery process.

Mobilink’s 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
　 Competitive Forces
The industry structure of Pakistan’s 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 Pakistan.

• Mobilink GSM

• Telenor

• Warid Telecom

• Ufone

• Paktel GSM

• Instaphone

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Mobilink’s Market Share and Role in the Pakistani
Market
Pakistan’s 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 country’s 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 constant.

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 Pakistan’s 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.

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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

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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 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.

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The four Ps of Mobilink’s marketing mix are explained ahead in detail.

Product
Mobilink Product Lines
Mainly there are four product lines of Mobilink with each having separate target markets and
positioning.

• Mobilink Indigo

• Mobilink Jazz

• Mobilink World

• Mobilink PCO

Mobilink Indigo
Mobilink re-launched its postpaid services on the 11th of May, 2004 under the brand name, Indigo.
Indigo ignited an evolution in the communication industry redefining the essence of the post-paid
services in Pakistan. The brand delicately caters to the need of its customers, symbolizing the vision of
connecting the subscribers in every aspect of life. Indigo says:

“In life you come across some exceptional people, who, like you, appreciate only the finer things
in life. When it comes to creating a bond and staying connected to them count on Indigo for its
unrivalled premium post – paid connectivity to get you through”.

Indigo Offerings
• Indigo

• BlackBerry

• Citi Mobilink Credit Card

• Call& Control

• Indigo Reward

• Indigo Genie

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Target Market
Indigo targets the upper business class that is not concerned with the cost but want convenience,
quality and a brand image that suits their personality. Who doesn’t want fun or music but want a brand
that is “Competent” and Indigo is well satisfying the desires of its corporate customers. Introducing
Blackberry connect through which businessmen can take

their office anywhere, share attachments etc. That is why Indigo customers are loyal to the brand and
hesitate to switch to other connections. It can be said that Indigo enjoys the benefits of a monopoly in
the corporate sector.

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.

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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 Advance

Targets 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

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 • Mobi Greetings

• SMS Scheduler

• SMS Game Time

• Bolo SMS

• Mobitunes

• G:i:30

• WAP Portal

• Mobilink Edge

• Mind Reader

• CricVideo

• 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 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.

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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 PCO”

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 itself.

• 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 child’s
phone expenditure thus making it a cost-effective resource.

The D100 has been developed for Disney by Dubai based Broad link Research, Disney’s 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.

Pricing

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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.

Tariff Details for Mobilink Products

Indigo

Indigo Freedom Plans

Freedom Freedom Freedom Freedom Freedom

Details Charge
Plan 1 Plan 2 Plan 3 Plan 3+ Plan 4

Weekend
Rs/min 0.99 0.75 0.63 0.50 0.40
Tariffs

F&F
Rs/min 0.99 0.75 0.63 0.50 N/A
Charges

Air Time
Rs/min 2.00 1.50 1.25 1.00 0.60
Charges

Free
Monthly 0 100 400 800 1200
Minutes

Line Rent Rs 0 100 400 900 1500

SMS Rs/msg 1.00 1.00 1.00 0.75 0.50

Free SMS Monthly 10 15 20 25 30

23
　Jazz

Jazz Budget Tariffs

Details Rates

Outgoing calls to any Mobilink number

Rs. 0.40 / 30 seconds
during selected Happy Hour Window *

Outgoing to 3 F&F Mobilink numbers Rs. 0.75 / 30 seconds

Outgoing calls to any Mobilink number Rs. 0.90 / 30 seconds

Outgoing calls to all mobile networks in

Rs. 1.25 / 30 seconds
Pakistan

Outgoing calls to all Landline numbers in

Rs. 1.25 / 30 seconds
Pakistan

SMS (Jazz to Mobilink) Rs. 1.0 / SMS

SMS (Jazz to other networks) Rs. 1.5 / SMS

Jazz Easy Tariffs

Details Rates

Outgoing calls to any 3 Friends & Family

Rs. 0.99 / min
Mobilink numbers*

Outgoing calls to any Mobilink Number Rs. 2.10 / min

Outgoing calls to all mobile networks in

Rs. 2.50 / min
Pakistan

Outgoing calls to all Landline numbers in

Rs. 2.50 / min
Pakistan

F&F Numbers Offered 3 (Three)

SMS (Jazz to Mobilink) Rs. 1.0 / SMS

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SMS (Jazz to other networks) Rs. 1.5 / SMS

F&F numbers addition/modification * Rs. 15 + tax / Modification

Jazz Octane Tariffs

Details Rates

Late Night Option - All Mobilink

Rs. 0.75 / min
numbers*

Outgoing Calls to any 3 F&F Mobilink

Rs. 0.99 / min
numbers*

Outgoing calls - Any Mobilink number Rs. 2.50 / min

Outgoing calls - To Landline numbers

Rs. 2.99 / min
(inclusive of interconnect charges)

Outgoing calls - Other mobile networks

Rs. 2.99 / min
(inclusive of interconnect charges)

SMS - to any Mobilink number *** 20 paisas / SMS

SMS - to any other network in Pakistan 50 paisas / SMS

Daily Charges Rs. 1.00

Jazz Ladies First Tariffs

Details Rates

Outgoing calls - Any Mobilink number (1st

Rs. 2.50 / min
Minute)

Outgoing calls - Any Mobilink number

Rs. 1.50 / min
(2nd minute onwards)

Outgoing calls - Any Mobilink number Rs. 1.50 / min

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( 3pm-6pm )

Outgoing calls - To Landline numbers

Rs. 2.99 / min
(inclusive of interconnect charges)

Outgoing calls - Other mobile networks

Rs. 2.99 / min
(inclusive of interconnect charges)

SMS based Value Added Services

Rs. 30 / month
Subscription

SMS (Push based Value Added Services) Rs. 2.00 / SMS

SMS - Any mobilink number Rs. 1.00 / SMS

SMS - Any other network Rs. 1.50 / SMS

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 haven’t 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 masses.

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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.

Place
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.

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Coverage
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.

• Punjab

• Sindh

• Balochistan

• NWFP

• Capital

• AJK

• FATA

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

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International Roaming are as follows. Mobilink’s 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

• Canada

• Caribbean

• Europe

• Middle East

• Africa

• Asia

• Australia

Mobilink International Partners

A list of recent partners is given below:

Sr. # Country Name Operator Name Frequency

1. Jamaica Digicel 900/1800

2. UAE Du 900/1800

3. Cyprus Areeba 900/1800

4. N/A GSM on the Ship 900/1800

5. United Kingdom T - Mobile 900/1800

6. Maldives Wataniya 900

7. Switzerland Orange 1800

8. N/A OceanCell 900

9. Maritime Roaming MCP 1800

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 10. Mozambique MCel 900/1800

11. Senegal Sonatel 900

12. Panama C&W 850

13. Ivory Coast MTN 900

14. Oman Nawras 900

15. Brunei DST 900

16. Ukraine UMC 900/1800

17. Portugal Optimus 900/1800

18. Uzbekistan Coscom 900/1800

19. South Africa Vodacom 900

20. Argentina CTI Movil 1900

21. Jordan Xpress iDEN

22. Uruguay CTI Movil 1900

23. Belgium BASE 1800

24. Sri Lanka Mobitel 1800

25. El Salvador CTE Personal 1900

26. Armenia K Telecom 900/1800

27. Saudi Arabia Etihad Etisalat 900

28. Tajikistan Indigo (North) 900

29. Italy Wind 900/1800

30. Germany O2 1800

Distribution channel

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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
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
In today’s global marketplace, selling a product is sometime easier than getting it to customers.
Companies must decide on the best way to store, handle and move their products and services so that
they are available to customers in the right assortment, at a right time, and in the right place. Physical
distribution and logistics effectiveness has a major impact on both the customer satisfaction and
company costs.

Mobilink also tries to be best in physical distribution and logistics effectiveness. Mobilink provides the
most extensive network coverage footprint across Pakistan through an integrated technology
infrastructure in more than 5,000 cities, towns, villages, and countless remote destinations, including
International Roaming in 100 countries through 300 partner operators. Mobilink is best in logistic
management and physical distribution from its competitors.

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Logistic partnership
Companies must also work with other channel partners to improve whole channel distribution. The
members of distribution channel are linked closely in creating customer value and building customer
relationship.

Mobilink management builds logistic partnership to achieve customer value and building customer
satisfaction with different courier services. The courier companies by which Mobilink has partnered
are as follows:

• TCS

• OCS

• UPS

Third party Logistics

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.

Promotion
Companies can do more than make good products—they must inform consumers about product
benefits and carefully position products in consumers’ minds. To do this, they must skillfully use the

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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 Budget
Since 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, Mobilink’s actual advertising budget was not disclosed by the management.

Advertising Media
Mobilink 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 Campaigns
The advertising theme “Mobilink: It’s simply a way to communicate”, is designed to demonstrate the
new service’s simplicity and convenience.

Along with its service debut, Mobilink launched a nationwide campaign composed of television
commercials and print ads. The national campaign is supplemented by local and regional ad campaigns
produced by the Mobilink licencees. The national print and broadcast ads are designed to be localized.

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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 Mobilink’s early perception of being the brand for the image conscious
(peer leader) which gives the impression that Indigo is an ‘enhanced’ step further in this direction.

The Jazz Campaign: The current prepaid Jazz campaign has brought Mobilink’s 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 it’s 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 woman’s 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 Promotion
Mobilink uses different types of sales promotion method such as:

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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 Revenue Management Week. This event has a particularly
interesting through line of taking services to understand markets. Topics like ‘Increasing Prepaid ARPU in Price Sensitive
Markets’ and sessions on micro payment plans for low income markets were discussed in detail. The speakers included
individuals from Mobilink GSM in Pakistan and Telemig Celular in Brazil.

Event Sponsorship

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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 Mobilink’s 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 e-marketing. Mobilink also uses a very unique technique to reach its customers directly.

SMS Marketing

Mobilink uses SMS marketing to send messages directly to customers. SMS marketing creates one-on-one communication with the
market. Mobilink management believes that:-

“Today’s consumers are mobile and today’s marketing must reflect that.”

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As SMS is one of the largest platform to reach consumers and almost every mobile phone is SMS enabled, this method has 100%
penetration. SMS targets end consumers directly via their mobile phones and compels them to take action in order to enjoy a
promotion, thus increasing the success rate of the brand. Plus, SMS is also a cost-effective way to communicate.

Electronic Marketing

Mobilink finds it electronic marketing very important and highly accountable.

Mobilink’s Website

Mobilink has paid special attention to the “context” & “content” of its website to encourage repeat visits.

Mobilink’s website not only has attractive design and layout but is also very interesting and easy to navigate.

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:

• Info

o News

o Weather

o Business

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 o Mobilink GSM updates

• Fun

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 Today’s Special

o Color Logos

o Mobile themes

• Sports

o Cricket Updates

o Football

o Golf

o Tennis

o Others

• Media

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 o TV Commercials of Mobilink

• Tools

o Yahoo

o MSN

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 “smspk.net”

Mobilink’s Sales Force

Sales force serves as the companies personal links to the customers. Mobilink fast paced growth is fueled by the foundation of
innovation and the relentless work of 4000 dynamic team members.

The sales force members are some of the best talent in the country and can be distinguished from others on the basis of their
convincing power. The have the passion and the spirit to challenge the norms, and so they are the part of winning team.

Sales Force Objective:

The chief objective of Mobilink’s sales force is not only to encourage sales but also to diagnose customer’s problem and to propose
an effective solution thus satisfying them completely. They play a strong role in improving customer profitability.

Sales force Structure

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Mobilink’s sales force manages following types of sales force:

• Technical and Application Engineers

• Service Personal

• Distributor Sales Force

Sales Force Compensation

Mobilink 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 Representatives

Since 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

Conclusion

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　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.

Suggestions & Recommendations

Suggestions

We have a lot of suggestion for the company. Some of them are:

• Mobilink should work on network improvement.

• As far as their charges are concerned they are a bit expensive as compared to their competitors so we suggest

that the charges should be reduced.

• Mobilink should attract maximum customers and satisfy them.

Bibliography

www.mobilinkgsm.com

www.mobilinkworld.com

www.google.com.pk

www.polarismr.com

www.prenhall.com

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