Presentation

Nazish Anwar Ayesha Yasmeen Rubab Malik Arslan Ahmad Asjad Qureshi

BBC-10-02 BBC-10-26 BBC-10-32 BBC-10-45 BBC-10-

Company Background & History

Pakistan Mobile Communications Limited, better known as Mobilink GSM. Mobilink has 28.24 million customers by March 2009. Mobilink's Head office is located in Mobilink House, 1 A Kohistan Road, F-8 Markaz Islamabad. Mobilink started operations in 1994 as the first GSM cellular Mobile service in Pakistan.

Company Background & History

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 multinational company.

MISSION STATEMENT
To be the unmatchable mobile system of communications in Pakistan this provides the best value to its customers, employees, business partners and shareholders

MOBILINK VISION
To be the leading telecommunication services provider in Pakistan by offering innovative communication solutions of our customers while exceeding shareholder value and employee expectations

MOBILINK'S VALUES
Total Customer Satisfaction
Business Excellence Trust & Integrity Respect for People Corporate Social Responsibility

ORGANIZATION STRUCTURE
Total Strength of Employees:
Over all: Top Managers Middle Managers Line Managers (Total 4500) 75 750 3675

Product line and Categories

Mobilink offers both Pre-paid and Post-paid services.
indigo Post-paid

JAZZ

Pre-paid

Product line and Categories

Mobilink Indigo and jazz have 15 more products given below
1. Mobilink Indigo 2. Mobilink Jazz

3. Mobilink Black Berry

4. Mobilink PCO 5. Mobilink Wi MAX 6. Mobilink TV 7. Mobilink Game

Product line and Categories

8 Jazz Cricket SIM 9 Conference Bridge 10 PSO Cards 11 PIA Reservations

12 Stock Watch
13 Fax Mail 14 Corporate SMS 15 SMS Advertiser

VALUE ADDED SERVICES

1. GPRS. 2 . Mobilink Mustt Services. 3 . SMS Messaging. 4 . Power Tools. 5 . Chat Services. 6 . Dedication Services.

VALUE ADDED SERVICES

7 Power Tools.
8 Mail Services.
9 Info Services. 10 IVR Ring tones/Logos. 11 On Call Services. 12 Missed Call Alerts

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. Mobilinks target market varies with its different product lines e.g. the Mobilink Indigo brand mainly targets the corporate sector of the Pakistani community. The Jazz Octane is designed to attract youth; Jazz Budget is aimed at the middle and upper-middle class, while Mobilink World targets the masses with its diverse value added services.

POSITIONING
Developing the offerings value positioning is the last part

of choosing the value phase of the value delivery process. Mobilinks catchphrase Mobilink Reshaping Lives tells all about how they want to position the brand in the minds of their target customers. The message they want to communicate to the consumer market is that Mobilink is the best solution for telecommunication and can be trusted to provide communication facilities all across the globe where no other service is available

Competitive Forces
The industry structure of Pakistans mobile phone service

providers is differentiated oligopoly; a small no. of large firms producing products partially differentiated along the lines of quality, features, styling, or services. There are 5 major providers of mobile service in Pakistan. Mobilink GSM Telenor Warid Telecom Ufone Zong

INDUSTRY LIFE CYCLE

MARKEITNG STRATEGIES
Product
In the maturity stage they have modified the brand JAZZ and INDIGO. Jazz is widely available in more than 5000+ cities, towns and villages with service code (0300, 0301,0302,0303,0306,0307 and 0308) Mobilink another brand INDIGO is also having good recognition in the market.

Price
In this stage they had not as lowered down their price of Sim and the calling charges, like their competitors (UFONE, TELENOR, and WARID) had done. Because they want to get more of the profit.

Promotion
In the maturity stage, the company is using different promotional strategy to retain the exisisting customers and to attract the competitors customers. Mobilink has made the ads in which they want to portray the image of Mobilink with the Pakistan.They have made the ad in which NAJAM SHIRAZ sung a song Hum Bolain Mohabbat ki zaban.

Place
The distribution channel of Mobilink also are..

Manufacturer Consumer Manufacturer Consumer Manufacturer Consumer

Retailer Franchiser Jobber

Market Share

Warid 18.8%

Zong 6.1%

31.7% Mobilink 31.7%

Telenor 21.6% Ufone 21.5%

BCG GROWTH SHARE MATRIX

Star -(High Growth, High Market Share)

Jazz One

Cash Cow-(Low Growth, High Market Share)

Jazz Ladies First Mobilink Indigo Jazz Budget

Question Mark-(High Growth, Low Market Share) Jazz Easy Mobilink PCO Dog-(Low Growth, Low Market Share) Jazz Octane

SWOT ANALYSIS

STRENGTH

WEAKNESSES

OPPORTUNITIES

THREATS

STENGTH
Mobilink is the market leader with huge customer

base in Pakistan market. It has been enjoying successful journey in term of revenues, profits and market share. Strong marketing and advertising. Powerful brand equity. The quality of service has been tremendous specially in the major cities of Pakistan. Only Mobile service in Pakistan offering coverage on M2 motorway.

 Mobilink has signed the agreement with

50 operators to provide the roaming services in 50 countries of the world. Mobilink is the first company to introduce blackberry services in Pakistan for that reason it has been the first choice for the business people. Joint venture with MCB to offer mobile banking services to customers.

WEAKNESSES
It offers high calls rate to the customers as compared to

the other competitors. Quality of service is not good in remote areas. The promises made in the advertisement are not fulfilled by company. Not offering attractive SMS packages.

OPPORTUNITY
Low the call and messaging rates.
It can offer the prepaid Internet packages to its

customers. Focus on marketing of Internet, TV, Blackberry services and radio services to its customers. Improve the quality of services in remote areas. Educating people about usage of services. It should go for Joint venture with banks to offer mobile banking services.

THREATS
Facing tough competition from Telenor, Ufone and

Warid. Telenor entered into new arena of Mobile commerce, it may attract more customers and fetch market share from Mobilink. Rapid rise in Taxes on telecommunication services. Inflation devalues the Pakistan currency. Security condition is the biggest threat. Power outage increases the cost of services due to heavy usage of generators

CONCLUSION
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
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.

THANK YOU