DEDICATION

When a person does something, there must be an inspiration behind doing work.
Especially I dedicate my work to my Parents from whom I have received inspiration and
boost for doing this important work. In addition, I dedicate my work to my teachers they
guide me and show their confidence in me and realizes me that I am very capable of
doing this work. I dedicate my work to all my friends and Moblink Jazz colleagues who
really help me to perform the work. May Allah bless them..
 ACKNOWLEDGEMENT

By the Grace of Almighty Allah, the most Merciful, the most Beneficial, I'm today
submitting my internship report; I have the pearls of my eyes to admire the blessings of
the compassionate, omnipotent, the Merciful and the beneficent Allah who is the entire
source of knowledge and wisdom.

Due to his bounteous blessings, I become able to contribute this comprehensive

assignment toward the deep ocean of knowledge already exists. Heart is warm with
love and thoughts have turned to the city of knowledge – The Holy Profit (P.B.U.H) His
saying ―Learn from to Cradle to Grave‖ inspired the strong desire in me to undertake
this course of valuable studies.

It would obviously be injustice not to mention the name of the people involved to make
this assignment possible and helped their utmost to make me understand the overall
operation of the company as of their best knowledge.

Despite of the most hectic schedule, Miss Ayesha Alam helped me so much. I'm really
grateful to maam for clarifying my concepts and making me learn from her experience.
Whatever I learnt from you will definitely help me in my upcoming study and the
professional life ahead. Thank you so much for being so co-operative and so helpful
every time. I hope maam I have been up to your expectations.

In the end, I'll like to thank all my other colleagues, and all my other fellow internees in
branch, for their unconditional support and help in making I learn in a good environment.
EXECUTIVE SUMMARY

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. Mobilink hiring takes place through its website and is known for offering
competitive packages to its employees. Furthermore, it training and appraisal programs
are an essential part of the HR department. Attracting customers is a tough job and that
is why the marketing department of Mobilink develops a number of marketing
campaigns to attract customers.

Furthermore it also takes the help of a leading advertising agency of Pakistan and uses
brand ambassadors from various walks of life to promote its products and services. The
mobile industry provides three major product lines, which include the consumer
packages, value added services and corporate packages. The consumer packages
include the postpaid and prepaid packages; the value added services provide
entertainment, information and a lot more to their subscriber, while the corporate
packages have been introduced to cater to the needs of large businesses and corporate
clients. Customer complaints recording and other office related tasks, the main problem
that I identified during my internship period was the lack of information about the
updated packages. When a customer wants to know about a newly advertised package
a staff member simply hand over a brusher of that package.

Lastly I would say that Mobilink will become the market leader by introducing new
products and services that took full advantage of new technologies over the years and I
hope that it will tend to do so in the coming future and provide stiff competition to any
challenger that poses a threat to its leadership in the market.
CHAPTER NO 1
INTRODUCTION

Mobilink

Mobilink is Pakistan‘s leading provider of voice and data services, bringing more people
together through service excellence and product innovation. With more than 38 million
subscribers, Mobilink maintains market leadership through cutting-edge, integrated
technology, the strongest brands and the largest portfolio of value added services in the
industry, a broadband carrier division providing next generation internet technology as
well as the country‘s largest network with over 9,000 cell sites making everyday a better
day for its customers.

Housing Pakistan‘s largest distribution and contact centre networks and an unparalleled
6,500 kilometers fiber optic backbone, Mobilink has already invested over US $3.9
billion in the country to date, with another USD 1 billion being invested in network
modernization. Mobilink provides uninterrupted countrywide connectivity, unmatched
customer services and international roaming in over 140 countries.

As a responsible corporate citizen, Mobilink offers a range of socially inclusive products

and services dedicated to enhance access to information. Through Mobilink Foundation,
the company passionately supports education, health and environmental initiatives and
promotes sustainable business practices. Mobilink offers exclusive & personalized tariff
plans that empower customers and cater to the communication needs of a diverse
group of people, from individuals to businessmen to corporate and multinationals.

History of Mobilink

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 31.6 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.

Our Business Network Advantage

Over the last 18 years, Mobilink has set up one of the largest cellular networks in the
country. Currently, we are covering more than 20,000+ cities and towns. This has
involved an investment in the company of more than US$ 3.9 Billion. We have more
than 8,500 cell sites and the number keeps growing at a rapid pace. We also have
deployed around 6,500 km of optical cable across Pakistan.
Mission

 Expand the business.

 Provide better service to people in the field of telecommunication.
 Retaining the role of a leading telecommunication company.
 Attract maximum customers and satisfy them.
 Excel in meeting customer needs.
 Seek employee involvement, continuous improvement and enhanced
performance goals.

Vision
To be the leading Telecommunication Services Provider in Pakistan by offering
innovative Communication solutions that make each day better for our customers while
exceeding Shareholder value & Employee Expectations.

Mobilink’s Values

Followings are the key major values that Mobilink possess through all over their
operations.

Be Passionate

We at Mobilink, are passionate about fulfilling & exceeding customer needs and
enriching their lives every day. 5

Be Professional

We take pride in practicing the highest ethical standards and take responsibility for our
actions.

Lead With Purpose

We are committed to lead the market through innovations in new services, products, as
well as cutting edge technologies and solutions.

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
 HERARCHY OF JAZZ

CEO

Amir Ibrahim

Vice President

Agha Mohammad
Qasim

Chief Strategy Officer Chief Finance Officer

Tariq Rashid Mohamed Hassan

Osman Hassan

Vice President Human Chief Commercial Officer

Resources &
Bilal Munir Sheikh
Administration

Sadia Ahmad
CHAPTER 2
BUSINESS PROCES ANAYLSIS

Marketing mix

Introduction of 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:

 Product
 Price
 Place
 Promotion

Mobilink management understands the importance of the marketing mix and its
decisions, which must be made for influencing the trade channels as well as the final
consumers. The company prepares an offering mix of products, services, and prices,
and utilizes a communication mix of advertising, sales promotion, events, and
experiences, public relations, direct marketing, and personal selling to reach the trade
channels and the target customers.

As a popular brand there is a lot that is expected from the company and the
management strives hard to ensure that the promises are kept. Mobilink has been
continuously investing in network resources and improving its marketing mix so that its
vast customer base can be satisfied and expanded. The four Ps of Mobilink‘s marketing
mix are explained ahead in detail.

Mobilink Product

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

 Mobilink Indigo
  Mobilink Jazz
 Mobilink World
 Parental Control Phone Disney D100

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 25
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

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 Easy
 Jazz Share
 Jazz Load
 Jazz Advance

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
 Mobi Greetings
 SMS Scheduler
 SMS Game Time
 Bolo SMS
 Mobitunes
 WAP Portal
 Mobilink Edge
 Mind Reader
 CricVideo
 International SMS Chat
 Ring Tone Club

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 especially 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. JazzBudget 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.

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.

Mobilink Placing

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 34
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.

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
 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 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:

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.

Mobilink 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 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 Mobilinklicencees. 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, ZainabQayyum, WasimAkram, and
ShahidAfridi are some of celebrities associated with Mobilink.

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 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 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:

Consumer promotions

In order to kindle greater and quicker purchases Mobilink is carrying out the following
consumer promotion activities including special deals such as:

Friends & Family

This feature is available to the customers on any three Mobilink numbers (Jazz and
Indigo) which can be added into F&F list by calling the help line at 111.

Local Rates

According to this freedom plan across Pakistan, all call, across all networks are
charged as local calls.
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 TelemigCelular 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.
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.

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.

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

 Info
 News
 Weather
 Business
 Fun
 Mustt Tones (polyphonic tones)
 Double mustt tones (true tones)
 Music Videos
 Wallpapers
 Greeting Cards
 Java Games
 Animation
 Today‘s Special
 Color Logos
 Mobile themes
 Sports
 Cricket Updates
 Football
 Golf
 Tennis
 Others
 Media
 TV Commercials of Mobilink
 Tools
 Yahoo
 MSN
 Google
 MSN Messenger
 Hotmail
 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

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

Competitive Strategies

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 5 major providers of mobile
service in Pakistan.

 Mobilink
 Telenor
 Ufone
 Zong

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.
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

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.
 Trade directories
 Legal information sources
 Competitive intelligence database software suppliers
 Other public information sources

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 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 20
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.

Mobilink Brand

The new Mobilink has a new bolder mark with a strong and positive outlook from a
confident and optimistic leader. The new Mobilink will continue leading the way by
bringing people together through service excellence and product innovation. Our
employees act as one with our customers in order to create a better every day.

Corporate Responsibility

Mobilink believes in playing an active role in supporting the community and social
development of Pakistan. Our Corporate Responsibility goes beyond philanthropy and
donations whereby we take into full account the impact that Mobilink creates on all
stakeholders and on the environment when making decisions. We recognize that an
educated, healthy society is Pakistan‘s key to ensuring sustainable development and
we do our best to give back to the community we operate in.

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.

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 7 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.

Customer Care

Total Customer Satisfaction is one of the key Mobilink values that place customers at
the heart of our success. Safeguarding their trust and respecting their confidence is
achieved with service, quality and value, beyond expectation. Catering to a diverse
clientele spread across Pakistan, Mobilink Customer Care is more than glad to help you
with your concerns, questions and suggestions – anywhere, anytime in Pakistan. Here
is what sets Mobilink Customer Care apart:

Pakistan’s Largest Customer Care Network

Mobilink has the leading customer care footprint across the country, where our valued
customers can find a Customer Care Centre, Franchise Centre, and countless Partner
Retail Outlets virtually anywhere. North or South, left or right, you can find our support
just around the corner.

Regional Languages Support

At Mobilink, we understand the unique needs of each of our customers. Add a personal
touch to your experience with our team of Customer Care Representatives, who
communicate in your regional language. This is just one of the many ways how we
make your Customer Care experience not only personal, but better.

Customer Support24/7

Be it any time of the day, you can count on our team of skilled Customer Care
Representatives who are always ready to help with a smile.

Dedicated Corporate Relationship Support

By providing our corporate patrons with dedicated support, our Corporate Account
Managers (CAMs) are more than happy to assist with personalized 8 connectivity
solutions and an array of services – so that your connections remain seamless and
strong.
CHAPTER 3
CRITICAL ANALYSIS

SWOT Analysis

Strengths

 The company excels in marketing, sales and customer services.

 It has the advantage of having a huge and loyal customer base.
 Pioneer in GSM service in Pakistan.
 Strong Brand name
 Good coverage and speed
 Highest market share in terms of subscribers and revenue.
 Roaming agreements with 300 partner in 140 countries
 Large number of corporate customers.
 Economy of scale.
 Phone Banking.

WEAKNESESS

 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.
 High call rates.
 Large organizational structure

OPPORTUNITIES

 The company has opportunities in the field of wireless and 3G technology.

 It can also further capitalize on the emerging trend of value added services.
 WLL services in competition to PTCL, providing
 Opportunities for infrastructure suppliers
 Growth of VAS –WiMAX networks, mobile TV services.
  Deployment of 3G technology
 Adaptation of newest technology

THREATS

 With lots of competition coming into the telecommunication industry of Pakistan,

buyer‘s growing bargaining power is the strongest threat to the company.
 Competition offers, gaining market share
 High tax rates
 Increase in imported equipment costs
 Network capacity
 Deterioration in service quality
 Political instability

PEST Analysis

It is very important that an organization considers its environment before beginning the
marketing process. In fact, environmental analysis should be continuous and feed all
aspects of planning. My internship at MOBILINK has added much to my knowledge. In
this report I have written introduction and history of MOBILINK Where then I have
written vision, mission and core values adopted by the industry. I have also done the
critical analysis of MOBILINK according to my knowledge following factors have
disturbed the functionality of the organization

The organization's marketing environment is made up from:

 The internal environment e.g. Staff (or internal customers), office technology,
wages and finance, etc.
 The micro-environment e.g. our external customers, agents and distributors,
suppliers, our competitors, etc.
 The macro-environment e.g. Political (and legal) forces, Economic forces, Socio
cultural forces, and Technological forces.

These are known as PEST factors.

Political Factors

The political arena has a huge influence upon the regulation of businesses, and the
spending power of consumers and other businesses. You must consider issues such
as:

 How stable is the political environment?

 Will government policy influence laws that regulate or tax your business?
 What is the government's position on marketing ethics?
 What is the government's policy on the economy?
 Does the government have a view on culture and religion?

The political situation of Pakistan is not satisfactory and unstable. Rapid change in the
Govt. and the change of the policies of the previous govt. by the new govt. abruptly
effect the Pakistan‘s political situation. Due to these entire factors the foreign importer
hesitates to invest in Pakistan. Govt. should device such policies that are beneficial for
the local exporter as well as for the investors. It is fact all government agencies and
influential groups that somewhat influence various organizations and individuals in a
given society are included among political factors. Present change in the political
scenario can definitely be favorable for economy of the next financial year.

Economic Factors

Marketers need to consider the state of a trading economy in the short and long-terms.
This is especially true when planning for international marketing. You need to look at:

 Interest rates
 The level of inflation Employment level per capita
 Long-term prospects for the economy Gross Domestic Product (GDP) per
capita, and so on

The economic condition of Pakistan is not suitable for investment. Market growth rate is
very low and new investors hesitate to invest. Increasing inflation rate due to heavy loan
make the business environment strict. Actually increase in inflation rate leads to high
cost so our country products sell out at a high price but with low margin. The products of
MOBILINK have positive image in market. The economic environment consists of
factors that reflect consumer purchasing power and spending pattern. The
consumptions of MOBILINK products are considered best in quality in most of the
markets. 60

Social Factors

The social and cultural influences on business vary from country to country. It is very
important that such factors are considered. Factors include:

 What is the dominant religion?

 What are attitudes to foreign products and services?
 Does language impact upon the diffusion of products onto markets?
 How much time do consumers have for leisure?
 What are the roles of men and women within society?
 How long are the population living? Are the older generations wealthy?
 Does the population have a strong/weak opinion on green issues?

The change in the lifestyle of the people affects the demand of the MOBILINK products.
The change in the lifestyle and needs in different demographics also affect the demand
of the customers.

Due to all these changes MOBILINK is performing excellent for the excellence of
organization as well as for the customer. The cultural and social environment is made
up of institutions and other forces that affect a society‘s basic values, perceptions and
preferences and behavior of people grow up in a particular society that shapes their
basic beliefs and values. This is the policy of MOBILINK that the services are designed
according to the beliefs and values of the consumers. The products are made according
to the changing lifestyles and liking and disliking of the customers.

Technological Factors

Technology is vital for competitive advantage, and is a major driver of globalization.

Consider the following points:
  Does technology allow for products and services to be made more cheaply
and to a better standard of quality?
 Do the technologies offer consumers and businesses more innovative
products and services such as Internet banking, new generation mobile
telephones, etc?
 How is distribution changed by new technologies e.g. Books via the Internet?
 Does technology offer companies a new way to communicate with consumers
e.g. Banners, Customer Relationship Management (CRM), etc?
 Availability of spare parts and technicians.

Technological advancement in all the sectors of the country has changed the entire
socio-economic environment. Especially telecom sector has incorporated technological
development and advancement in their organizations. Being one of the largest in the
telecom sector, MOBILINK has great financial resources and they are always in a
position to install the latest and advanced machinery in their production department.
With the help of modern technologies they are in position to design new products. After
the introduction of new technologies in designing and production department,
MOBILINK is planning to introduce 3G and 4 G for their customers all across the
country.
CHAPTER 4
INTERNSHIP EXPERIENCE

WEEK 1 and 2

In my first week I was placed in customer service department this department. Following
are the main tasks performed by customer serves department

Mobile Number Portability

As we already know that there are several mobile networks, each of which has its own
packages, like Telenor‘s talkshawk and Djuice, mobilink‘s Jazz , ufone‘s youth
etc…Basically these packages are differentiated according to their call rates , sms
bundles , internet and hourly rates.

Now, suppose that you are using Ufone sim, which the best one for ufone to ufone
hourly package, but as we know that its call rates to other networks are extremely high.
So a customer already has Ufonesim and he wants to get the Mobilinks low call rates
packages. On the other hand he does not want to change his number and code.

In this case Pakistan Telecom Industry provides you the facility to change your network
without changing your number and code.

Requirements for MNP

 Sim should be on your name.

 You will have to use your sim for two months from the date of activation.
 You should have your original CNIC, which should not be expired.
 You will also have to bring your sim card.
 You should have a minimum balance of Rs.5.

Procedure of MNP
A Mobilink Representative will write MNP in a text message and will send it to 667. After
a few seconds he will receive a message containing the sim card number, the owners
name, CNIC number, IMSI number, Activation date and the connection type, that is
prepaid or postpaid. He will then fill a form of MNP from the message. The form
contains the customer name, date of birth, CNIC number, sim card number, donors
network name like ZONG, UFONE, WARID, Telenoretc, donors IMSI number,
connection type, the package you want to activate, Fee charges, customers signature,
thumb impression, Office Representative Signature and the Date.

All the data is then put down in a computer system. There is a specific portion for MNP
in a Mobilinks official website named ‖SIEBEL‖. After uploading the form onto the
website, it receives the new Mobilinks IMSI number, which is completely different from
the donors’ network IMSI number.

A CRO is then required to write back the new IMSI number on a form and submit the
form along with the customer CNIC copy.A new sim is then given to the customer and
CRO enters the specific code written on a sim jacket to the system. Now the number will
be converted in 3 to 5 days. The customer is then directed to insert the given new sim
card in his cell phone, after losing the donors sim signals.

Handling the Customer Complain

As working on a front desk, I was also assigned to handle the customer‘s complaints in
very efficient manners. I listen the customer complaints carefully and give quickly
response so that the customer satisfied and go happily. Following were some customer
complaints:

 Message downloaded error

 Message not sending
 Call disconnection
 Billing problem in postpaid connections
 Coverage
 Wrong calls
 Voice quality
  Change of ownership

This task was really hard but enjoyable. Some customers came very aggressively to
record their complaints but our task is to cool down that customers and make them
happy by solving their complaints. Some problem solutions do not exist in the franchise
office, so I refer the customer to head office.

ONE day 3 girls come to our office. One was the daughter of a colonel and the rest of
two were her friends. She told me that I had incurred a big loss of Rs 30000 due to a
fraud call.

I ask her that how? She said that once I receive a call from a number where a person
told me that Mobilink and warid had made a joint venture and they had draws a lucky
draw in which your number is selected among the 25 lak numbers. Now you will be
awarded of Rs 500000 {five lak}, and for that you will have to load us Rs 5000, because
these are the expenses, which will occur in reaching your wining price to you. She told
me that I did it and sends them a load of Rs 5000.

Next day I received another call from a new number and he says that we are now
coming towards you in our own private car, and our oil expenses are Rs 15000, I also
did it , and send them Rs 100, 250, and 500 cards ,worth of Rs 15000. She further told
me that I had further loaded them of Rs 10000 on different occasions.

I just laughed and said that I don‘t believe, because you are looking from an educated
family and no one can make you fool so costly and so easily. She was near to cry and
said that ―yes sir, you are right, I belong from an educated family, but it‘s also true that
someone had made me fool so easily‖ and as a proof she opened her purse and show
me different cards of different denominations of warid and Mobilink, and also give me
the addresses of the shops and the persons names from which she had loaded them
different amount.

She further says that my father is a heart patient if someone has told about all this
nonsense, then he will die. I ask her that you were doing all these and didn‘t feel a little
bit of need to tell your father. She replied that I think that I will give him a surprise of
such a huge amount.

She told me that please sir help me and return my money. I told her that it is not
possible now because generally when you load to his number he then pass the load to
another number in a second. Now if block his number too, it doesn‘t make any sense for
him. She says that ―okay! I don‘t need it but want that the load shouldn‘t go to their
numbers.

I told her that you were needed to think it in the beginning, but we will try our best to
trace the number and the persons and will also try to recover the money. I forward her
complaint to the head office and request them to solve it on an urgently basis. She was
satisfied up to some extent and makes a smile. She thanked me very warmly and left
the office.

Learning Managerial Skill:

Our manager was a young female. And I really impressed from her managerial
capabilities because she know that how work can be done from the employees.

Every Wednesday she calls a meeting of the staff members and discusses some point
about the sales and the management perspective. I too actively participate in these
meetings.

There were competition among all the franchises in Rawalpindi and Islamabad on the
basis of sales, connections portability, and creating easypaisa accounts. Prizes were
then given to 1st, 2nd and 3rd position holders. Our franchise got 1st position Award in
2009, in connection portability and has also achieved the sales award in 2008.

It has also got two ipods, which is given to Mr.Kamran and Mr.Waqas. As I said that all
the credit goes to our manager, because of their punctuality and hard working. We all
know that internee is just an observer, generally he is not so much bound to obey the
office rules as other employees for which they are making payment.
But the case is obsolutely different here; I was restricted to come on 9 AM to the office
and to leave on 5:30 PM. I was living in I-10 Islamabad, and the office were in
Rawalpindi sadar , the distance was some about 1 hour and 30 mints in different taxies.
So I was need to get up early in the morning to come on time to the office, but it was an
interesting to see that our manager was too come on time and reaches very early from
all the staff members.These all what we can say the hard working and good
management. She had created a family like environment, all the members are very
cooperative with one another.

Replacement of Sim

Often customers lost their Sims due to brokerage or theft, so they come to the office to
block the old one and reissue the new sim. I was told to take the original CNIC from the
customer and see that whether the sim is registered on his name or not. If yes then to
reissue the new sim, otherwise the customer is referred to the head office.

Change of Ownership

It is a restriction from a Pakistan Telecommunication Authority {PTA} that sim should be

on the name of the user. So many customers came to our franchise to change the
ownership of the sim. It‘s a very careful task because if a customer makes a complaint
to heads that my sim ownership has changed to any other person that it can cause to
close the whole franchise.

I was strictly prohibited for not to change the ownership before seeing the original CNIC
and the original sim jacket. These both things are very important to change the
ownership, otherwise customer was then simply referred to the head office.

Packages Changing

Mobilink is continuously introducing new packages. Some of which have low call rates,
some have sms packages, and some have Internet packages etc etc.So a number of
customers were come to our office to change their packages into new one. To change
the packages I was simply dial 345 and change it from the operator.
WEEK 3 and 4

My third week of internship was with sales department. Working of this department was
very easy and very interesting for me and I really enjoyed but unfortunately I was there
only 2 days in third week because due to audit in office all intern was on leave for 3
days.

Sales Department

Sales department of Mobilink is very well organized and most important department of
the organization their main focus is on product distribution which performs the following
tasks.

Mobile financial Services

In case of emergency they provide Jazz Advance to their customer providing utility bills
payment services and mobile banking services.

Scratch cards

Sales team distribute scratch cards to retailers

Mobilink load

Sales team transfer balance to retailers account and maintain their payments

Prepaid Sims

Prepaid sim selling was also performed by mebut now they started providing prepaid
sims free of cost 54.

NEW CONNECTION

The second task which was assigned to me is that providing new connections to the
customers.

Requirements for new connection

A customer is required to select a sim number from a given list. Then a CRO fill a form.
The form contains the following claws:

 Customer first name

 Customer last name
 Date of birth.
 Customer CNIC number
 Fathers name
 Permanent address
 Temporary address
 Sim card number
 Sim registration number
 Fee
 Customer signature and thumb
 CRO signature
 Office stamp

After purchasing the new sim, a customer is then required to register the sim on his own
name. For this, a customer will call to 789 and will press button 2. After a few 50
seconds, the Mobilink operator will query the customer CINC number, customer name,
father name, mother name, and the place of birth.

The given data is then match with the NADRA record, if it is correct then representative
will register the sim, otherwise he will reject it and the customer will have to register the
sim on another CNIC.

Providing Information to Customers

The third task that I performed in the office was to provide information to the customers
about the services and packages such as Mobilinktalkshawk her second, postpaid tariff,
international call rates etc. I also provide information of how registered of change the
friends and family numbers and about the mobile number portability facility. Daily I was
faces new customers with new problems so I gain a lot of experience through this
internship. Some customer behaviors were extremely rude and were very hard to
control myself in some situation, but we were strictly restricted to behave just as that we
have not any anger sense.

WEEK 5

Finance Department

In week third I was placed in Finance and Accounts department. It was difficult for me to
learn the accounting concepts and working but I tried my level best. Working process of
this department is given below.

Payments of Postpaid Bills

Customers load their balance easily from our easy load system. I was also assigned to
do this. It was a very care full task because once you have entered and send load to a
number of Rs 1000 instead of Rs 100, then you will have to pay the Rs 900 from your
own pocket. A complaint can be made to the help line but they will first confirm from the
person to which you had wrongly send the load, if he is agreed to return the load then
its ok, otherwise you will have to pay from your pocket. I personally paid several times
Rs 50 from my own pocket.

I was also assigned to receive the payment of postpaid bills. Bills were paid by sending
the billing amount to that postpaid number through the mobile set or through the
system. A receipt was then given to the customer, and the customer also receives a text
message. Once a foreigner lady come to our office and she want to pay her postpaid
bill. Her age was above 50. She told me her number 03435004729 and said that I wana
clear my postpaid bill. She gave me Rs 2000 first. I typed her number, show to her and
also repeat by saying. She says correct, I send Rs 2000 to her number and said that its
done madam, but she said that I have not received a message yet. I told her that please
checks your balance. She checked it and the balance was not gone to her number I
repeat her number, as I say the last digit 9, she cried that its not 9, its 1{ONE}. I told her
that I cried it out again and again and you said that yes correct correct. What the hell
was that? She said that I have not wear glasses today. I told her that ―but you have
your ears and I had said it too!‖ but she resist it and said that you had intentionally done
it wrongly and it‘s your second time that you are going to make me fool. I told her we
have not met before and it‘s my first time to see you, but she insists that no it‘s your
second time. She were speaking very loudly that give me your name I will report you in
a police station. She wana make a quarrel with me. All the staff members and other
customers were looking at me, some were laughing that what will happen with me.

I gave her my name and my number and said that take it and go to hell. She was then
become very angry on these words and said that you are extremely stupid. I told her
that you couldn‘t be making me fool ok? And I know that you have two numbers, 55
once you told us one number when the payment had goes the then you said and crying
on our staff that you people had wrongly send it. She said that give me my money but I
refused that first we will complaint for the previous money it they come back then we will
again send it to you, otherwise we are sorry madam. I don‘t know that what she was
said in the last but she went out in a hurry and shut the door very loudly.

After an hour I made a complaint to the help line. They said that if the number is found
ON, then we will first confirm from the customer, if he accepts our request then we will
send back your money to you, otherwise we are sorry sir. When I try to call on the
wrong number, it was coming OFF, I was so much worried because there wasn‘t so
much money with me to pay it from my own pocket. But I don‘t know that how
seventeen hundred rupees come back to our account and I was so happy that I can‘t
imagine. I then send back these seventeen hundred rupees to the foreigner lady.

Financial Reporting

Objective of the finance department is to manage all financial data , revenue generated
by sales department , postpaid billing , making salaries of employees, paid incurred
expenses and create the whole financial reports to send head office

Indirect sales coordination department

This department performed a function of coordinator between sales and Finance
department. It brings together them so that they can summarize the financial data.

WEEK 6

My 5th week was very hectic because in this week I was placed in logistics department
whose working was quits difficult for me, However, My working of week 5 with logistics
department is given below:

Logistic Management & Mobilink

In today‘s global marketplace, selling a product is sometime easier than getting it to

customers. Companies must decide on the best way to store, handle and move their
products and services so that they are available to customers in the right assortment, at
a right time, and in the right place. Physical distribution and logistics effectiveness has a
major impact on both the customer satisfaction and company costs.

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

Logistic partnership and Mobilink

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

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

 TCS
 OCS
  UPS

Third party Logistics & Mobilink

Most business performs 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.
CHAPTER 5
CONCLUSION & RECOMMENDATION

Conclusion

After the great research and paper work we are of opinion that a lot of people have
shown their interest in the Mobilink offers.

The motto of the company is ―Connecting People" and Reshaping Communications

Mobilink is proud to be the leader in telecommunication industry.

Mobilink Pakistan is the fastest growing mobile operator in Pakistan.

Mobilink Pakistan is committed to bringing true mobile innovation to the under-served

masses of Pakistan. Mobilink Pakistan‘s community contributions have extended over
the years to include education, empowerment, enterprise, and environment - with
special focus on bringing the telecom promise within the grasp of the most
disadvantaged sections of the society.

The company has created 2500 direct and more than 25000 indirect employment
opportunities with 100,000+ retail outlets and 200+ franchises in addition. 99.9% of
these employment opportunities belong to Pakistanis. Mobilink is a place where one can
live his dreams and pursue a career that reflects his skills and passions. Mobilink gives
flexibility for change, the opportunity to learn, and providing career options with endless
possibilities.
RECOMMENDATION

Some of the recommendations for Mobilink according to my understanding are:

 Franchise must be given full access on customer service database of Mobilink.

 There must be rewards and acknowledgement for the best franchise in zone to
increase motivation level of franchise employees.
 Refresher courses for the staff are most important in any international
organization. All the employees of franchise should have these courses
according to their requirement. Foreign experts can also be called for this
purpose.
 Every year some of the employees should be sent for training to other countries
and employees from other branches or main office should be brought here in the
franchise. So that they can observe the right things.
 There were too many internees in customer care department, the company has
to meet a certain quota of internees and this load is maximum during summers.
What this does is makes the environment inefficient and extremely relaxed. This
matter requires attention.
 Such system should be designed that every employee who has some problems
with his supervisors can communicate it to the higher management and some
steps must be taken to improve that.
 There was a fine line between employees and internees, and though that is
understandable, the system seemed much closed at times.
 Because of better opportunities in market, a high turnover of skilled human
resource has been seen in Mobilink . Serious efforts are needed to arrest this
trend. More and more incentives should be given to the employees other than
just medical facility and paid leaves

o .
 The period of internship should be divided into the number of departments in
Mobilink. The internee should be given timetable mentioning the number of days
he has to work at different places in the office. Once in a while, in each
department internee should be given a lecture by the manager of the department
about operations of the department. This would increase the learning of the
internee.
 The fact that there were two sales offices in the building (one on the 2nd floor
and one in the ground), led to work related confusion and hence mishaps. Proper
communication and planning should be there.
 Distribution of work is not on equity basis in franchise, work has not been
allocated properly some workers have to work hard and have to work in late
hours without any extra reward. So I suggest that steps should be taken to
allocate the work properly.
 All the employees in the customer care department are over-burden with work
and responsibility. The customer care department requires more employees.
 When a new employee becomes a part of Mobilink , he is not properly oriented.
Mobilink has this policy of orientation but it only includes visits to departments
and knowing about the policies and rules of the company. I suggest a proper
orientation and socialization session should be there for a new employee so that
he may feel comfortable with his new organization.
 The late seating of employees has been observed in Mobilink franchise
distribution department and many employees work overtime after office hours.
They should be properly compensated for their work especially during the
overtime period. This would be encouraging for all the employees.
 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.