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ZONG M9 SERVICE
PRESENTED TO: ABID AWAN
PRESENTED FROM: HUMA RIAZ
ZAKRIYA JAVED
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TOPICS COVERED

Industry background
Company introduction
Vision, mission, market share, company profile
4ps
PEST analysis, swot, perceptual map
Competitors
zong m9 introduction
Buyer analysis
Product and packages
Sales vol., sales promotions, strength and weakness, IMC,
IMC recommendations, positioning strategy, statement, campaign theme, target market
IMC tools
Budget
Measurement and evaluation
Time table
conclusion
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INDUSTRY BACKGROUND
The telecom sector is one of the fastest growing
segments of Pakistans economy and is a key
driver for growth. There are an estimated more
than 100 Million cellular users and the sector
directly or indirectly employs approximately
1.36 Million people.

MARKET SHARE OF CELLUAR


COMPANIES

ZONG INTRODUCTION
CM Paks edge comes from the experience and
expertise of running the worlds largest telecom
service.
In 2007 China Mobile Company introduced its new
brand in Pakistan called ZONG formally Paktel
with introductory slogan Say everything or Sub
Kah Do.

vision
Become an indispensable digital life partner
mission
To lead the future innovatively through:
- Customer Centricity
- Boundary less Team
- Organizational Agility

ZONG PROFILE
Type

Private limited company

Parent/subsidiary

Subsidiary

Founded

05/16/07

Founder

China mobile Pakistan (CM Pak)

Headquarters

7 Mauve Area, Islamabad, Pakistan

Investment

Us $ 1500million

Cell sites

6300

Industry

Telecommunication , wireless communication

Products

Communication (Mobiles and SIM and USB)

Telephone

+92-51-111222111

Fax

+92-51-111031031

Slogan

Sub kah do (say it all)

Web site

www.zong.com.pk
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4 PS
PRODUCT

Pre paid
Post paid
GSM
3G+4G
LTE wingle

PRICE

PLACE

Zong
recognizes this
fact of
providing
much lesser
rates for
different
services
comparing to
other
companies.

Zong has its


own sales
force which
provides retail
and direct sale
services
RSO(retail
sale offers)
AND DSO
All over
Pakistan

PROMOTION

Print media
Billboards
TV ads
Mobile
promotions
Through Local
cable
Internet

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Technology
Social
Economic
Political
companies are providing The study of culture helps Telecom sector of Pakistan Pakistan is facing political
(MMS), (GPRS), (VPN),
to understand the
has a share of almost 2
instability causing danger
(WAP), and VM at low
consumer behavior and in percent in National GDP. for the telecom industry.
price.
turn assists firms to
But not much to zong
Companies are investing in improve their marketing The decline in Rupee value because its china base
strategies, the socio culture against the US Dollar, the company
their infrastructure to not
of Pakistan is changing
only expand and to
decrease in the
day by day
upgrade their existing
Tax rates increased day by
interconnect
charges
and
structure
lower priced tariffs
day government tax rate of
The voice communication
call is 15% and recently
is now independent of the
government increased it by
network;
6 % more.
The geographic boundaries
are irrelevant for
technology;
The cost of a call is now
insensitive to the distance;

PEST ANALYSIS

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T
Threats of new entrants.
Increasing customer base of Telenor and
Ufone
economic condition and instability of
Pakistan

New product development:


opportunity of growing its customer base
due to increasing trend of using mobile
phones.
superior service on lower price.

O
SWOT

betterment in its network coverage if it


wants to give tough competition to the
market giants.
Zong network is that it has Low voice
quality

Backing of Worlds Largest Mobile Company


is a huge perk since its an international brand
and recognized all over the region.
Zong has lowest rates nationwide rates
which has attracted the customers towards
this brand.
geographic coverage (has around 6000-7000
sites all over Pakistan.

High Quality
Services

Low Quality
Services

PERCEPTUAL MAP
High Prices

Low Prices

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COMPETATIORS

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ZONG M9
Introduction
M9, launch in Feb 2011, an industry first service that no one
has yet thought of! Zong is bringing to subscribers a new
Package plan that will appeal to the internet users of
Pakistan in general and the educated, smart mobile user in
particular.
Specifically designed for our young at heart entertainment
lovers, M9 is not just a package but altogether a new
experience.
The core values of the M9 plan being Flexibility &
Lifestyles, combined with the product offering endow a
new personality to the Package.
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BUYER ANALYSIS OF M9

Demographic

geographic

psychographic

Behavior

Occupation:
Students, Job
holder,
Housewives,
Youth
Age: 13
onward

Zong is
available
almost in
every city of
the country,
even in the
remote areas.

Upper middle
class, middle
class, upper
lower class
Dependent,
independent

User status:
Daily usage
Usage: heavy
Benefit:
joyful

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PRODUCT

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PRICING

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PACKAGE DETAILS
Zong M9 Lowest Call Rate
Rs. 0.90 per min package from M9 is best calling rate available for on-net and off-net numbers. This going to be the catch of
the M9. Just that its per minute package, the best nearest package offers Rs. 0.63 per 30 seconds or Rs. 1.26 per minute rate.
However, the monthly rental of Rs. 30 with 0.90 M9 package may disappoint customers. But, it may not matter for those who
make plenty of on-net/off-net calls.
Zong M9 GPRS Package
Rs. 2.00 per min package from M9 is assumed as best GPRS/EDGE package available for data calls in the market. Charged at 8
Paisa per 8 KB translated into Rs. 10 per MB of GPRS download/upload.
Not only this, you can avail hourly internet, daily internet, 4 GB internet per month and unlimited internet packages from M9 as
well.
Zong M9 Add-ons
M9 Package holders can avail plenty of add-ons, including Super Free Number, Late Night Offer, Voice bundles, SMS bundles
and so on!
So if you are availing 0.90 per min package: You can add monthly SMS bundles along with unlimited internet, to get a perfect
voice, SMS and data package!
Zong M9 FnF Numbers
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Zong M9 Services:
Besides the basic package plans, you can avail following services as well:
Hourly Internet

Daily Internet

4 GB Internet

Unlimited Internet

Content Club

Call Block Service

Music Channel

Activate Dial Tunes

Edit/View your Dial Tunes

SMS Bundles

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Zong M9 Super Free Number


Super Free Number Late Night Offer (LNO)
Zong M9 Voice Bundles
Zong M9 Family Pack
M9 Daily bundle
Weekly
monthly

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SALES VOLUME
M9 is on the introduction stage in the market
because they are providing their services in
mass marketing dont specify any target
market. People dont know about their
packages detail and how to activate it.
When m9 is launch the awareness is very less
and they are in total loss

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SALES PROMOTIONS

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STRENGTH AND WEAKNESS OF


M9
Strength
Strong, fundamental variety of low packages bundles
plan
Resources, Assets and People
Being a multinational company Zong has huge resources
in terms of capital. It has billions of capital to invest in
various projects. Like m9 they have unique package
even the payment option also set by consumer.
Location and Geographical Coverage
Zong m9 is also covering the all cities of Pakistan.
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Weakness
Coverage
M9 is established but it is new concept in market therefore
people are not aware of how to activate it coverage is
weak in rural areas of Pakistan.
Bad image:
people are confused about the activation process
Bad MIS:
M9 does not have the proper lists of its customers. It has
the list but this list is not authentic not properly design
campaign.

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ANALYSIS
Internal Analysis:
Before launching any product or service, research is very
important in order to analyze the market interest. But when it
comes for Launching M9, Mr. Hamza told us that they did not
have any kind of research which causes the failure of M9.
External Analyses:
External situations also became the reasons for the failure of M9
service. Because M9 was using Mass marketing strategy.
People living in rural areas could not understand the process
and they do not know how to activate this package.
Ufone is giving new packages they are giving competition
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IMC
Objectives
Intercept the customer, brief them about the m9 products
and packages
increase sales of existing customers and attract potential
customers.
create more excitement in masses then we should have an
anchor present at the different locations and conduct mini
shows and gigs.
That anchor can also add some more excitement through
campaign.
Media add campaign will help to create awareness in
people
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Imc budget:
Imc budget was very high more then 1 crore but did not
get that much profit from this campaign
Agency selection:
They outsources all the media planning of print
advertisement from express cooperate agency
Internet website:
Website is created to attract the youth and all the
packages detail are written in it.
www.m9.com.pk

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IMC RECOMMENDATION AND


STRETEGIES

Objectives
To create awareness to new target customer that
Zong M9 is now delivering more new and low rate
packages.
To deliver the knowledge to the customer about the
easy subscription method of Zong M9.
Celebrity endorsement will increase the likeliness of
the customer towards the Zong M9 service.
24/7 availability of service provider to answer the
queries of the customer with respect to Zong M9
service.
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CAMPAGINOBJECTIVES
Increase awareness of the brand by 45 % by the next
6 months from march when we launch our campaign
Increase Zong M9 service almost 20-25% user by
the next six months
Create a new positive image of the service in the
minds of the customers.

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CAMPAIGN STRETEGIES
Use TVC in peak time more at 7:00 am to 8:30
am, and 7:30 pm to 9:30 pm
Educational and fashion magazines will be used
for advertisements.
Posters will be used inside and outside the shops
related and not related to telecom industry.
Sponsoring the events of college and universities,
Social causes, sponsoring big event like PSL, T20
matches, morning shows by named as Zong M9.
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POSITIONING STRTEGY
Our positioning will be on the basis of key features like low rates
benefits on sms packages, call rates and internet packages.
Zong M9 has different benefits like; the customer can
subscribe packages according to his rates with specified range.
Besides the basic package plans, you can avail following services
as well:
Hourly Internet
Daily Internet
4 GB Internet
Unlimited Internet
Content Club
Call Block Service
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POSITIONG STATEMENT
Best fit For youth.

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CAMPAIGN THEME
Zongs brand
M9So! What is your plan?
The brands catchy advertisements have created
persuasive hype among the masses youth, which
its what you fix.

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TARGET AUDIENCE
Segment 1

Segment 2

Demographic

Demographic

Age

15-22

Age

23-30

Income level

Income level

25,000 45,000

Occupation

Students

Occupation

Students/ job holders

Geographic
Density

Geographic
Urban

Psychographic

Density

Urban

Psychographic

Social Class

Middle class, upper middle class

Social Class

Middle class, upper middle class

Life style

Dependent

Life style

Dependent / independent

Behavioral

Behavioral

User status

Daily usage

User status

Daily usage

User rate

Heavy

User rate

Medium /heavy

Benefit

Joyful, excited

Benefit

joyful

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IMC COMMUNICATION TOOLS

Advertising
Sales
Promotion

Direct
Marketing
Publicity/Public
Relations

Interactive/
Internet Marketing
Personal
Selling
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ADVERTISING
Objective
To increase awareness.
To persuade youth
To enhance sales of the company
To enhance brand equity

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ADVERTISING APPEAL
Our advertising appeal is based on first time move with innovative service where
customer can subscribe the package according his affordability (best fit for you).
Musical appeal:
This appeal helps to remember the jingles. Music perform a verity of useful
communication function such as attention, putting consumer in a positive mode,
making them more receptive to massage argument and even communicating
meaning about advertisement services, remind it sub conscious level of consumer
Celebrity endorsing appeal:
Celebrity endorsement appeal help liking of brand, create attractiveness
Rational appeal:
Aim to focus on individuals functional, utilitarian, or practical need of the daily
usage packages user. This appeal emphasizes the characteristics and feature of the
service and how much beneficial to use the m9 services.

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MEDIA MIX
TV: Television is widely and mostly watched medium and can easily
convey the message to the users and customers.
Magazine: Magazines are attractive and it reaches to our target
audience and can be viewed time and again magazines like us-weekly,
daily times, fashion magazine etc
Social Networking: face book, official website, instagram add,
twitter etc update daily
Radio: Timing is different from TVs we play our advertisement at
school, collage morning time 7.00 to 8.00 am and 5.00 to 7.00 pm
office timing
The radio advertisement is the verbal communication with the target
audience in which description of our service packages and slogan is
involve
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ADVERTISEMENT BUDGET
Media

Media Name

Items

Campaign

Cost budget for

Period

campaign
estimated

TVC

Entertainment and news

10 Month

Rs. 100,0000

3-6 Month

Rs 200,000-

channels
Print Media

Magazines

Educational and

Newspaper

fashion oriented

300,000

Magazines
Daily newspapers
Social

Face book

Paid marketing

Networking

10 Month if

Rs 200,000

successful
then
continue

Shops

Telecom and nontelecom shops

Posters, flexes

4-5 months

Rs 500,000
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SALES PROMOTION
Objective
To attract new customers
To increase sales.
To meet competition from others effectively
Techniques
To turn the potential customer into the actual customer.
To evaluate the pre-season response.
Stimulating demand by convincing the customers to make a purchase.
Tactic:

Cost minimal: A two shot tryout for people who have never experienced this type of
daily packages at minimum cost might influence them to actually try it full time
experience.
Early experience: A good early experience of the event will turn potential customers into
actual customers.
Early Subscription test:

Motivate customers: Customers who have just gone through the tryouts are motivated and
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easy to target as their desire to activate it

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DIRECT MARKETING

Electronic
Direct mail
Print media
Face to face selling
Catalog
Telemarketing

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PRINT MEDIA
Print ads and Newspaper Ads to be published in major newspapers
and magazines frequently which are of interest to all age groups to
gain high readership.
Series of print ads every Sunday in Dawn / Jang / Daily Times using
the Creative Themes especially
Connecting m9 whats your plan slogans:
With m9 there are always brighter days,
M9 brings choices to you
Urban: Out of homes advertising through hoardings and billboards,
shop banners, events and shows etc.
Set up stalls at various locations such as activity places, colleges and
universities in Karachi and similar places in Lahore and Islamabad.
Handout m9 logo, T-shirts, caps highlighting these slogans to increase
awareness and create recognition
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Print Media
Vehicle

Rationale

Timeframe

Size

Newspaper
dawn
The express
tribune
The nation
Naw-e-waqat
Jang
Daily times
Magazines
Family magazine
News line
Fashion
magazine

10-15%

12 Months after
starting campaign

6x10 (Half
Vertical)

10%

6 Months after
starting campaign

Full page
advertise

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PUBLIC RELATIONS

Objectives
To build product awareness by sponsoring some event.
To create Interest by connecting with a social cause.
To stimulate demand through arranging different promotional events.
Strategy:
Sponsoring Events:
This is the best way to make public relations by sponsoring the events held in Universities,
colleges and Road Shows.
Word Of Mouth:
Our primary priority is to create good word of mouth. By achieving good word of mouth the
consumers will also refer other to use this service.
Social Cause:
Service like 1122 and EDHI. We are going to collaborate with EDHI service so that we donate
those funds and help them in increasing funds by some campaigns.
For cancer people donation arrange a cricket event so that the collected money will donate to
good cause
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INTERNET MARKETING
Objective
To inform users of our web presence and the benefit our website
offers over its competitors.
Keep customers updated of any new products or changes to business
services.
Make sure that customer have a pleasant website experience by
continuously improving the navigation of the site.
To reduce costs by moving some of the operations online e.g.
customer helpline.
To promote both online and offline activities.

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BUDGET SUMMARY

celebarity; 5%
sponsership; 10%
public relations; 5%
media; 40%
direct marketing; 10%

sales promotion; 30%

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MEASURE AND EVALUATION


Feedback
questionnaires to be filled by random people of different institutes,
businesses, NGOs and individuals.
An online feedback form, blogs placed on our official website as
well as our Face book page so that mass audience could be targeted.
Focus group
Having a focus group help people to answer by different aspect in a
comfortable environment

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CAMPAIGN FLOW CHART


Direct Marketing
Direct Mail

Electronic Media

Print Media

Telemarketing

Catalog

Internet Marketing
Endorsement

Social Media

Blogs

Public Relations
sponsership

Social Cause

Seminar

Personal Selling
Feedback

word of mouth
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TIME TABLE
March: We have created a marketing plan that what is our target audience and how we
are going to approach them, and generate research and focus group
June: we will design everything i.e. from our pamphlets to our social media account.
Also, we will create our official website so that customers could reach us anytime.
July: We will be finalizing with our designs and will create list and categorize our target
audience that whom we are going to target through direct mail and whom we will
approach through telemarketing.
August: We have planned to implement everything we have decided. We will distribute
the leaflets and flyers, go for our promotion through telemarketing campaign and will
make our electronic media online. Start execute the service plan, advertisement on
different medium that we selected with new campaign and new target market
Nov: Our promotion will be on boom. We will be doing personal selling through face to
face selling; giving several promotions we have discussed about and will be focusing on
our social and print media too.
Dec: We will evaluate our results that. As our target is to increase 30- 40% sales after
this campaign so we will evaluate if we were able to fulfill the target, and profit or we
need to implement some other strategies.
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CONCLUSION
Zong m9 will offer several promotions, services and packages to cater
to different needs of targeted customer base. We will do considerable
research In order to understand customer (especially youth) needs
now a days of their cultural compulsions. For the first time users will
get what they want, rather than being made offers that suit operational
needs more than user needs.
China mobile has proven itself as a brand now and it seems like they
are going to give tough time to other cellular companies in coming
days. They are still a fairly new brand and their customer base but
with providing new and different services at low rates they are been
attracted by the youth.

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