Marketing Plan

IQRA UNIVERSITY GULSHAN CAMPUS

MARKETING PLAN

Presented to: Sir Sanatullah

Presented by:
Muhammad Azeem Khan -
Hammad Mehmood -
Naz Raza -
Rizwan Sarwar -

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Table of Contents
Title Page No.
Executive Summary 3
Current Marketing Situation 4
Situation Analysis 5-6
Objectives 7
Marketing Strategy 7-8
ACTION PROGRAMMES 9
Forcasts and Budgets 9
Implementation Controls 9

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Executive Summery

Telecom industry is growing in Pakistan. With new companies getting license the
competition is getting tougher, as a result the consumer is getting benefit and
enjoying cheap call rates. With a population of 15 and half million telecom is one
of the best revenue generated industry.

Mobilink GSM, a subsidiary of Orascom Telecom, started its operations in

Pakistan in 1994, and has become the market leader both in terms of growth as well
as the largest customer subscriber base in Pakistan – a base of over 31 million and
growing.

We pride ourselves on being the first cellular services provider to operate on a

100% digital GSM technology n Pakistan that also provides state-of the-art
communication solution to its customers.

Mobilink is enjoying a lot of strengths being a pioneer in its industry, but due to
stiff competition in the market and poor strategies implemented, its suffering from
significant losses in terms of market share and revenues.

Mobilink GSM telecommunication service provider in Pakistan through innovation

and best value to its customers, employees, business partners and shareholders.
Entering into post-paid market and mobile broadband packages for its customers
also support to the overall corporate strategy of cost leadership.

Mobilink’s commitment to total customer satisfaction by gaining customers trust

and confidence to anticipate their needs and deliver service, quality and value
beyond their expectation.

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Current Marketing Situation

The mobile communications sector in Pakistan has brought significant fiscal, social
and economic benefits to the country. GSM (PMCL) is striving its best to not only
stabilize its market share but also to increase its market size.

Mobilink has a market share of over 32 million subscribers across Pakistan which
is still increasing even in this tough competition with its competitors (Telenor,
Ufone & Warid etc.). Mobilink has also expanded its international roaming services
to more than 140 countries.

With the new entrants in the market, competition is tense and prices have
drastically gone down. Mobilink has registered a 8.7 percent growth in revenues at
Rs 94.3 billion in 2010. The new entrants like Telenor, Warid and Ufone are a
threat to Mobilink as it has lost its market share and has come to 43%.

Some factors have affected the industry growth in the past few years. The cellular
density has only increased to 3.5% in 2010.These factors are; the current economic
downturn across the world and less investment by these networks parent
companies, political instability in the country for the past few years, raise in taxes,
unemployment & inflation and recent floods in the country. In these circumstances,
Mobilink GSM (PMCL) will have to review its strategies

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Situation Analysis

• Strengths

o Strong international brand name (Mobilink GSM)

o First mover advantage in Pakistan

o Modern Network with core network of GPRS

o Number of customers is more as compare to any other mobile service

provider in Pakistan.

o Highest market share not only in terms of number of subscribers but also
in terms of revenue.

o Mobilink's short message service center allows Vehicle Tracking and

Fleet (VTF) Management services.

o Large number of corporate customers.

o Mobilink and MCB Bank Limited have made a combined effort in order
to maximize the ease and the satisfaction of their respective customers by
offering them all banking services from their very own mobile handset.

• Weaknesses

o High call rates.

o Large organizational structure.

o Low Revenue per user (ARPU)

o Currently providing not good quality service because of changing their

network from 900 MHz to 1800 MHz

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• Opportunities

o Huge Market size

o Can lower prices to make business difficult for new companies.

o Adaptation of newest technology (3G)

• Threats

o High Competition with the competitors

o High tax rates

o Increase in imported equipment costs

o Current Economic downturn

o Terrorist attacks and political instability in the country

o Strong competition and marketing is reaching to its maturity stage

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Objectives

• To start post-paid services for corporate organizations by the start of 2011 and
Mobile broadband packages for the prepaid customers, post-paid and SMEs
(small and medium entrepreneur) by mid of 2011.

• To strongly position the new service(3G) among the potential customer groups

• Increase the market share by 10% within next five years (2011-2015)

• As telecommunication is a very competitive and dynamic industry, five years

period is taken as longer term.

Marketing Strategy

o Segmentation , Targeting and Positioning

The strategy includes new post-paid connections for corporate organizations

which not only include mobile sim deals but Mobile phones as well. The firm
will also introduce broadband packages for prepaid, post-paid customers and
SMEs.

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o Competitive Strategy

Mobilink GSM needs to operate within the low cost framework in order to
ensure its corporate objectives, to earn a profit higher and remain competitive
against its rivals. Mobilink is capable of being the cost leader in the market as it
has the capital to invest via its parent company; Orascom, skilled staff /
employees, expert engineers & technicians and has efficient distribution
channels in the form of Franchises across the country.

o Product Market Strategy

Mobilink GSM (PMCL) will focus on product development strategy as it can

leverage its strengths by developing a new product targeted to its existing
customers.

o Pricing strategy
In pricing strategic point of mobilink is practicing the market skimming strategy
not the market penetration strategy, as the other service providers are focusing on
the penetration strategies with the lowest rates. But the mobilink is charging the
premium prices on their quality services bases and the highest market share in the
Pakistan, and providing the more connectivity than other service providers.

o Promotional Startegy:
To promote their services they invest millions of rupees on television ads,
billboards and doing publicity by going different universities and public places
also. They have hired Ali Zafar as their brand ambassador.

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Action Program.
The special marketing programme are :

• Target corporate organizations for post-paid packages (mobile phones and

SIM only deals)

• Drive operational performance through customer value enhancement,

improve efficiency and cost efficiency – hence resulting in exceeding
customer expectations

• Introduction of new technologies like Mobile broadband and home

broadband to prepaid customers, post-paid customers.
• Use SIM and WIN prize package.
• SMS Khazana Package.
• Packages for occasion like EID,Ramazan..etc

Forcast and Budget:

Its confidential.

Implementation Controls
Mobilink use many approaches to control marketing plan.Some of them are:

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• Inspect ineffective department which does not achieve their target.
• Market share analysis.
• Sales analysis quarterly.
• Quality controls.
• Feedback from customers satisfaction surveys.
• Activities of competitors to aspects of your plan.
• Evaluation of any promotional activities.

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