Repositioning Mobilink Jazz

A Presentation

Presentation Overview
Industry Overview Mobilink The Company

Mobilink Jazz
Target Market SWOT Analysis

Major Consumer Benefits Offered

Current Positioning Repositioning Mobilink Jazz Communicating the New Positioning Sample Adverts

The Telecom Sector

Overview
Telecommunication has now become one of the prime services which an economy needs for rapid growth, development and modernization of its various sectors. Government of Pakistan awarded status of industry to telecom sector in year 2003-04.

Basic Telephony
Pakistan telecommunications market for the fixed-line services was dominated by Pakistan Telecommunication Limited (PTCL). But now PTA has been given the role of a regulatory body and is responsible for implementing the telecom deregulation policy.

Mobilink The Company

Overview
Mobilink GSM (PMCL), a subsidiary of Orascom Telecom, is the market leader in Pakistan Mobile Industry. Mobilink GSM started operations in the year 1994, from then on it has shown enormous growth. At the time when it entered the market it was a small player in the cellular market of Pakistan it is now the market leader both in terms of growth as well as having the largest subscriber base in Pakistan.

Vision
Pakistan by offering innovative Communication solutions for our Customers while exceeding Shareholder value & Employee Expectations.

To be the leading Telecommunication Services Provider in

Mobilink The Company

Network Coverage
Mobilink leads the market in network coverage with 400+ cities. A map showing the coverage areas is as follows:

Mobilink The Company

International Roaming
Mobilink has strategic partnerships with 300 mobile operators World Wide in 95 Countries. This amounts to the largest international roaming Coverage provided by the cellular operators in Pakistan.

Mobilink Jazz
Overview
Jazz is the name of the prepaid plan provided by Mobilink. Jazz is a market leader in prepaid plans with 8.6 Million Users.

Market Share
Mobilink Users : 10 Million Jazz Users: 8.6 Million
14%

Indigo Jazz

86%

Mobilink Jazz
Tariff
Outgoing calls to any Mobilink Number Outgoing calls to all networks in Pakistan Off-net rate (Fixed line) Favorite Numbers Offered Outgoing calls to any 3 favourite Mobilink numbers SMS (Jazz to Mobilink) SMS (Jazz to other networks) Favorite numbers addition/modification Rs. 2.70 min Rs. 4.70 min Rs. 4.70 min 3 (Three) Rs. 2.25 min 1.0 SMS Rs. 1.5 SMS Rs. 25/number (Rs.28.75 including tax)

Mobilink Jazz
Target Market
Need: Economical Mobile Phone Plan with Convenience. Location: Urban Age: Young (16-24) Family Stage: Single Gender: Male / Female Income: 8K+

Social Class: Upper Lowers / Middle Class / Upper Middles

Lifestyle: Outdoor Oriented, Social, Trendy Personality: Enthusiastic, Adventurous

Mobilink Jazz
SWOT Analysis
Strengths:
Market Leader in Prepaid Plans Largest Coverage in Pakistan Strong Past Experience Strong Distribution & Franchise Network

Weaknesses
Expensive Call Rates Old Network Infrastructure Poor Call Quality

Mobilink Jazz
SWOT Analysis
Opportunities
New New New New Market Segments Services Technologies Prepaid Plans

Threats
Heavy Competition Introduction of WLL Services Dissatisfied Customers

Mobilink Jazz
Major Consumer Benefits Offered
Friends & Family Numbers. Power Tools Electronic Recharge Vouchers

Free Balance
GPRS & MMS Services On Call Services Chat Zone Song Dedication Services

Mobilink Jazz
Current Positioning Statement
To Enthusiastic Youngsters who need to stay connected, Mobilink Jazz is a prepaid plan that is more economical than the competitive plans.

Sample Adverts

Repositioning Mobilink Jazz

Major Competitive Advantages
Competitive Advantage Importance to Customers (High-Low)
High High High

Company Standing (Good-AveragePoor)

Good Good Average

Network Coverage Service Convenience Cost

Quality
Technology

High
Low

Average
Average

Repositioning Mobilink Jazz

Comparison of Advantages with Competition
Ufone is the major competitor of Mobilink Jazz Having 21% of market Share. The Following Table Shows Comparison of Mobilink Jazz with Ufone Prepaid. Competitive Advantage Mobilink Standing (High AverageLow) Ufone Standing (High-AverageLow)

Technology Cost Call Quality Coverage Convenience

Average Average Average High High

High High High Low Low

Repositioning Mobilink Jazz

Selected Advantages for Positioning
Based on our Analysis, we can conclude that Mobilink is Leader in Coverage and Convenience facilities throughout Pakistan and these facilities also have a high importance in the minds of target consumers.
For this reason, we can select Coverage and Convenience as the two major Competitive Advantages for Positioning Jazz.

Revised Positioning Statement

Repositioning Mobilink Jazz

Revised Positioning Statement
To Enthusiastic Youngsters Who Need to stay connected, Mobilink Jazz is a prepaid plan that keeps you connected everywhere with maximum convenience.

Repositioning Mobilink Jazz

Communicating the Postitioning
Product:
As the brand positioning has been revised, other aspects of the product must depict the same philosophy by introducing value added services like: Direct access numbers for commonly used processes such as balance checking, account recharging and contacting customer support. Mobilink Jazz customers should be able to charge their account with any amount they want. Customers should be able to share their balances with each other. There should be a daily sms alert service which notifies customers about News, Events, and Horoscopes etc.

Repositioning Mobilink Jazz

Communicating the Postitioning
Price
Although Mobilink charges a premium price for its prepaid plans, but it is viewed as expensive among customers. If it is able to communicate the newly developed positioning effectively, it would be able to justify the higher prices.

Repositioning Mobilink Jazz

Communicating the Postitioning
Place
Mobilink Should make itself easy to reach for the customers, therefore it should increase its customer support centres so that customers can communicate with the company conveniently and effectively. Mobilink should increase its call centers to cater to the needs of the growing number of customers. Mobilink Jazz Kiosks should be placed at major public areas and shopping malls where customers can recharge their accounts and request value added services.

Repositioning Mobilink Jazz

Communicating the Postitioning
Promotion
In order to Communicate the new positioning strategy, various advertising campaigns should be designed which will deliver the value propositions of convenience and coverage to the customers via print, Broadcast and Online Media. In addition to the advertising initiatives, various BTL activities should also be designed to convey the positioning such as Road Shows on Highways, Exhibition Stalls etc.

 Sample Adverts

 Sample Adverts