Comparative Analysis of Marketing Strategies

MOBILINK & UFONE

BBA III D
Fawad Samejo
Danial Qayam
Jahanzeb Khan
Fahad Khalid

UFONE CORPORATE STRATEGY

Figures various market incentives to
provide maximum variety to its customers
To increase Long-term quality service and
network coverage
Provides newer technology to employees
Exploits the market by keeping its prices
as low as possible

MOBILINK CORPORATE STRATEGY

Wants to become a part of your family
Main focus is quality and uncompromised
network service
Customer care is its utmost priority
Solid commitment to sustainable business
practices
Maximizing customer satisfaction

BRAND HISTORY
UFONE
JANUARY 2001
3.23 MILLION SUBSCRIBERS
PARENT COMPANY ETISALAT

MOBILINK JAZZ
31.6 MILLION SUBSCRIBERS
INTERNATIONAL ROAMING TO OVER 140
COUNTRIES

TARGET MARKET
Target Market (Ufone)
Mainly youth

Target Market (Mobilink)

Diversified
Caters to every age group

MARKETING STRATEGY
Marketing Strategies of Ufone
Essence of humour
Lively and energetic approach

Marketing Strategies of Mobilink

Shows rich culture of the country
Creates an emotional connect

SEGMENTATION STRATEGY
Demographic
Behavioral

Geographic

TARGETING STRATEGY
UFONE
Undifferentiated(Mass marketing)
Differentiated & Concentrated Marketing
is being currently relied upon
Micro Marketing (Location Based Offers)
Marketing at an individuals level

TARGETING STRATEGY
MOBILINK
Differentiated Marketing is a focus
Diversified Target Market
Local Marketing techniques are being
put into effect since the last year

MARKETING PROGRAM
UFONE
Positioning of Ufone
A brand with life and joy
Positioning Of Mobilink
A brand with Elegance and Efficiency

PRODUCT RANGE OF UFONE

Ufone Prepaid

Uth Package

Basic
Package

UWon
Package

Lady's
Package

U-circle
Package

Ufone Life
plus
Package

30 second
Package

MOBILINK JAZZ PRODUCT RANGE

Mobilink Jazz

Jazz Easy

Jazz First

Ladies First

Jazz One

Jazz Jazba

Jazz Budget

PRICE STRATEGIES OF UFONE

Price penetration for new complete packages
Dynamic Pricing for almost every offer
Geographic Pricing for example
Karachi Offer
Psychological Pricing especially for bundle
offers like internet and MMS

PRICES STRATEGIES OF MOBILINK

Higher prices than competitors
Mobilink used to have price Skimming when there was no
competition/less competition
Static Pricing for almost every offer
Geographic Pricing such as Multan offer
Psychological Pricing especially for bundle
offers like internet and MMS
Bundle pricing for SMS packages and family packages

PRICING TARIFF OF UFONE

UWon Uth
Packag Package
e

Basic
Package

Lady's
Package

U-circle
Ufone
30 second
Package Life plus Package
Package

Rs. 1.00 Rs. 1.30

per
per 30
minute
seconds
on net
and call
and Rs. free after 3
1.60 off
mins on
net
net. Same
off net
except
free call

Rs. 80
paisas
per 30
seconds
on and
off net.

Rs. 1.60
4
per
numbers
minute
allowed.
on and 45 paisas
off net.
per min.
Rs. 2 per
hour on
PTCL

Rs. 1
daily.
Rs. 4.5
per hour
on net.
Rs. 1.30
per 30
sec off
net.

63 paisas
per 30
seconds
on net and
offnet

PRICING TARIFF OF MOBILINK

Jazz
Budget
Rs. 0.68 on
and off net
( Charges
30 sec)

Jazz Ladies
First
Rs 5/
Hours
(11pm9am)

Jazz Easy

Jazz One

Jazz First

Rs. 80
Rs. 1.60
4 numbers
paisas per per minute allowed.
30 seconds on and off 45 paisas
on and off net. Rs. 2
per min.
net.
per hour
on PTCL

PROMOTIONAL STRATEGY

TV commercials (Prime Focus)

Radio
Pole Boards
Billboards
Posters
ATL and BTL activities

PROMOTION STRATEGY OF MOBILINK

TV commercials
Simple and focus on Corporate level

Radio
Pole Boards
Billboards
Promoting Jazz Jazba

Posters

PLACEMENT AND DISTRIBUTION

UFONE
Multiple Channels for reaching its customers
Ufone Top Up launched in 2005
Ufone uses Hybrid Channel for sales
Selling through retail shops & franchises

PLACEMENT AND DISTRIBUTION

MOBILINK
Multiple Channels for reaching its customers
Sim cards sold through outlets and service
centers
Mobilink also uses Hybrid Channel for sales
Mobilink will establish new sim issuance
policy

BCG ANALYSIS UFONE

High Market
Growth

Low Market
Growth

High
Market
Share

Uth Package

Life Package

Low
Market
Share

UWon package

One Number
free Package

UFONE

Strength:
Low comparative Cost, active
and creative marketing team
Opportunity:
Introduction of 3G technology,
Dual Sims phones, to install
better technology to improve
quality service.

Weaknesses:
Relatively poor quality and
less coverage.
Threat:
Increase in government taxes,
Rise in Inflation.

MOBILINK

MOBILINK BCG MATRIX

Mobilink Jazz

High Market
Growth

Low Market
Growth

High Market Share

Jazz Jazba

Jazz Budget

Low Market Share

Jazz Easy

Ladies First
package

PRODUCT-LIFE CYCLE OF UFONE

Ufone showed heavy growth between
2005 to 2008
Ufone reached its maturity by 2011
Pakistani market for cellular networks has a lot
more to achieve and much left to exploit and thus
saturation is still a stage to come.

PRODUCT-LIFE CYCLE OF MOBILINK

Ufone showed heavy growth between
2005 to 2008
Ufone reached its maturity by 2011
Pakistani market for cellular networks has a lot
more to achieve and much left to exploit and thus
saturation is still a stage to come.

CONSUMER BUYING BEHAVIOR

UFONE
Habitual with current consumers
Variety seeking with new subscribers
MOBILINK
Habitual with current consumers
Complex behaviour with new
subscribers

CSR ACTIVITIES OF UFONE

Launched a hospital in Sargoda costing
50 million

CSR ACTIVITIES OF MOBILINK

Group Picture with Company

Representatives

THANK YOU