Internship Report on Mobilink Jazz 2014
Short Description
Mobilink started operations in 1994 as the first GSM cellular Mobile service in Pakistan by MOTOROLA Inc., later it was ...
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INTERNSHIP REPORT ON MOBILINK
BY
Your Name Roll # Submitted in Partial Fulfillment of the Requirements for the Degree of Master of Commerce
NATIONAL UNIVERSITY OF MODERN LANGUAGES, ISLAMABAD, PAKISTAN.
August, 2014
National University of Modern Languages Faculty of Information Technology and Management Sciences
It is hereby certified that the report has been thoroughly and carefully read and recommended to the faculty of Management Sciences for acceptance of Final Project Report by Your name, roll #, Session (Sep 2012 to June 2014) Morning, in partial fulfillment of the requirements for the degree of Master of Commerce at National University of Modern Languages, Faisalabad.
Date: ________________
Supervisor: __________________________
Observer: ___________________________
Head of Department: __________________
ACKNOWLEDGEMENT By the Grace of Almighty Allah, the most Merciful, the most Beneficial, I'm today submitting my internship report; I have the pearls of my eyes to admire the blessings of the compassionate, omnipotent, the Merciful and the beneficent Allah who is the entire source of knowledge and wisdom. Due to his bounteous blessings, I become able to contribute this comprehensive assignment toward the deep ocean of knowledge already exists. Heart is warm with love and thoughts have turned to the city of knowledge – The Holy Profit (P.B.U.H) His saying ―Learn from to Cradle to Grave‖ inspired the strong desire in me to undertake this course of valuable studies. It would obviously be injustice not to mention the name of the people involved to make this assignment possible and helped their utmost to make me understand the overall operation of the company as of their best knowledge. Despite of the most hectic schedule, Sir Shahid helped me so much. I'm really grateful to sir for clarifying my concepts and making me learn from his experience. Whatever I learnt from you will definitely help me in my upcoming study and the professional life ahead. Thank you so much for being so co-operative and so helpful every time. I hope sir I have been up to your expectations. In the end, I'll like to thank all my other colleagues, Mr. Umair, Mr. Shoaib, and all my other fellow internees, here and in branch, for their unconditional support and help in making I learn in a good environment.
Your Name
i
DEDICATION
I want to dedicate my this project to following persons
Hazrat Muhammad (PBUH)
Qauid-E-Azam Muhammad Ali Janah
My Teachers
My Parents
And All Those Who Are Struggling And Fighting For Islam In Right Directions.
ii
ABSTRACT
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. Mobilink hiring takes place through its website and is known for offering competitive packages to its employees. Furthermore, it training and appraisal programs are an essential part of the HR department. Attracting customers is a tough job and that is why the marketing department of Mobilink develops a number of marketing campaigns to attract customers. Furthermore it also takes the help of a leading advertising agency of Pakistan and uses brand ambassadors from various walks of life to promote its products and services. The mobile industry provides three major product lines, which include the consumer packages, value added services and corporate packages. The consumer packages include the postpaid and prepaid packages; the value added services provide entertainment, information and a lot more to their subscriber, while the corporate packages have been introduced to cater to the needs of large businesses and corporate clients. I did my Seven weeks internship at Selecto communication a Mobilink Partner in DGround Faisalabad. During my internship major tasks done by me include MNP, computer entries of MNP, Postpaid bill payment, Easyload, Giving New connection, providing information about the packages, Customer complaints recording and other office related tasks, The main problem that I identified during my internship period was the lack of information about the updated packages. When a customer wants to know about a newly advertised package a staff member simply hand over a brusher of that package. Lastly I would say that Mobilink will become the market leader by introducing new products and services that took full advantage of new technologies over the years and I hope that it will tend to do so in the coming future and provide stiff competition to any challenger that poses a threat to its leadership in the market.
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TABLE OF CONTENTS Chapter
Page
ACKNOWLEDGEMENT…...…………………………………………… i DEDICATION…...………………………………………………………. ii ABSTRACT ……………………………………………………………… iii TABLE OF CONTENTS ………………………………………………… iv
I
INTORDUCTION ................................................................................................ 1
1.1
Mobilink GSM –Introduction ............................................................................. 2
1.2
History of Mobilink ............................................................................................ 2
1.3
Our Business Network Advantage ...................................................................... 3
1.4
Mobilink‘s Vision ............................................................................................... 4
1.5
Mobilink‘s Values ............................................................................................... 4
1.5.1
Be Passionate ............................................................................................... 4
1.5.2
Be Professional ............................................................................................ 5
1.5.3
Lead With Purpose ...................................................................................... 5
1.6
Goals and Objectives .......................................................................................... 5
1.7
Mobilink Brand ................................................................................................... 5
1.8
Corporate Responsibility .................................................................................... 5
1.8.1
Societal Marketing ....................................................................................... 6
1.8.2
Educating the Youth .................................................................................... 6
1.8.3
Supporting the Arts ...................................................................................... 6
1.8.4
Employee Involvement ................................................................................ 6
1.8.5
Earthquake 2005 .......................................................................................... 6
1.9
Customer Care .................................................................................................... 7
1.9.1
Pakistan‘s Largest Customer Care Network ................................................ 7
1.9.2
Regional Languages Support (111) ............................................................. 7
1.9.3
Customer Support24/7 (111) ....................................................................... 7 iv
1.9.4 1.10
II
Dedicated Corporate Relationship Support ................................................. 7
Achievements ...................................................................................................... 8
MANAGEMENT AND ORGANIZATIONAL STRUCTURE ........................ 9
2.1
Management ...................................................................................................... 10
2.2
Company Orientation ........................................................................................ 11
2.3
Health and Safety .............................................................................................. 11
2.3.1
Policy Statement ........................................................................................ 11
2.3.2
Vision & Mission....................................................................................... 11
2.3.3
Goals & Objectives .................................................................................... 11
2.4
Coverage ........................................................................................................... 12
2.5
Evolving the Prepay .......................................................................................... 13
2.6
Competitive Forces ........................................................................................... 14
2.7
Marketing Management .................................................................................... 14
2.8
Marketing research............................................................................................ 14
2.9
Marketing research process by Mobilink .......................................................... 15
2.10
Mobilink's Mobile Intelligence Program .......................................................... 16
2.10.1
Discovery ................................................................................................... 17
2.10.2
Strategic Planning ...................................................................................... 17
2.10.3
Creative Development ............................................................................... 17
2.10.4
Mobile Technology and Implementation .................................................. 17
2.10.5
Program Management................................................................................ 17
2.11
Mobilink Marketing Intelligence ...................................................................... 18
2.11.1
Source Categories ...................................................................................... 18
2.12
Segmentation..................................................................................................... 19
2.13
Targeting ........................................................................................................... 19
2.14
Positioning ........................................................................................................ 20 v
2.15
Mobilink‘s Market Share and Role in the Pakistani Market............................. 20
2.15.1
Competitive Strategies ............................................................................... 21
2.15.2
Expanding the Total Market ...................................................................... 21
2.15.3
Defending Market Share ............................................................................ 21
III MARKETING STRATEGIES .......................................................................... 23 3.1
Introduction of Marketing Mix ......................................................................... 24
3.2
Mobilink Product .............................................................................................. 24
3.2.1
Mobilink Indigo ......................................................................................... 24
3.2.1.1 Indigo Offerings ........................................................................................ 25 3.2.1.2 Target Market ............................................................................................ 25 3.2.2
Mobilink Jazz ............................................................................................ 25
3.2.2.1 Jazz Offerings ............................................................................................ 25 3.2.2.2 Target Market ............................................................................................ 26 3.2.3
Mobilink World ......................................................................................... 26
3.2.3.1 Mobilink World Offerings ......................................................................... 26 3.2.3.2 Target Market ............................................................................................ 27 3.2.4 3.3
Parental Control Phone Disney D100 ........................................................ 27
Mobilink Pricing ............................................................................................... 28
3.3.1
Tariff Details for Mobilink Products ......................................................... 28
3.3.1.1 M1500 ........................................................................................................ 28 3.3.1.2 MUnlimited ............................................................................................... 29 3.3.1.3 Mobilink Jazz 24 Ghanta ........................................................................... 29 3.3.1.4 Mobilink Jazz Easy.................................................................................... 30 3.3.1.5 Champion‘s Package ................................................................................. 30 3.3.1.6 Mobilink Jazz One ..................................................................................... 31 3.3.1.7 Mobilink Jazz Budget ................................................................................ 31 vi
3.3.1.8 Mobilink Such Jazba ................................................................................. 32 3.3.2 3.4
Pricing Strategies ....................................................................................... 32
Mobilink Placing............................................................................................... 33
3.4.1
Marketing Network.................................................................................... 33
3.4.2
Coverage .................................................................................................... 34
3.4.3
Nationwide coverage ................................................................................. 34
3.4.4
International Roaming ............................................................................... 35
3.4.5
Mobilink International Partners ................................................................. 35
3.4.6
Distribution channel of Mobilink .............................................................. 36
3.4.7
Distribution Strategy of Mobilink ............................................................. 37
3.4.8
Logistic Management &Mobilink ............................................................. 37
3.4.9
Logistic partnership and Mobilink ............................................................ 38
3.4.10
Third party Logistics &Mobilink .............................................................. 38
3.5
MobilinkPromotion ........................................................................................... 38
3.5.1
Advertising Goal........................................................................................ 39
3.5.2
Advertising Budget .................................................................................... 39
3.5.3
Advertising Media ..................................................................................... 39
3.5.4
Advertising Campaigns ............................................................................. 39
3.5.5
Strong Brand Ambassadors: ...................................................................... 40
3.5.6
The Indigo Campaign: ............................................................................... 40
3.5.7
The Jazz Campaign:................................................................................... 40
3.5.8
The Mobilink World Campaign: ............................................................... 41
3.5.9
Sales Promotion ......................................................................................... 41
3.5.10
Consumer promotions................................................................................ 41
3.5.10.1
Indigo Freedom Plan: ............................................................................. 41
3.5.10.2
Bonuses & Free Airtimes: ...................................................................... 41
3.5.11
Business and Sales Force Promotions ....................................................... 42 vii
3.5.11.1
Specialty Advertising: ............................................................................ 42
3.5.11.2
Sales Contests: ....................................................................................... 42
3.5.11.3
Trade Shows: ......................................................................................... 42
3.5.12
Event Sponsorship ..................................................................................... 42
3.5.13
Golf Organized for Premium Consumers by Mobilink Indigo Brand ....... 43
3.5.14
Other Sports Events ................................................................................... 43
3.5.15
Direct Marketing........................................................................................ 43
3.5.16
SMS Marketing.......................................................................................... 43
3.5.17
Electronic Marketing ................................................................................. 44
3.5.18
Mobilink‘s Website ................................................................................... 44
3.5.19
Content: ..................................................................................................... 44
3.5.20
Online Ads and Promotions ....................................................................... 45
3.5.21
Mobilink‘s Sales Force .............................................................................. 45
3.5.22
Sales force Structure .................................................................................. 46
3.5.23
Sales Force Compensation......................................................................... 46
3.5.24
Training the sales Representatives ............................................................ 46
3.5.25
Success Factors of Mobilink...................................................................... 46
IV DEPARTMENTS................................................................................................ 47 4.1
Customer Services Department......................................................................... 48
4.1.1
Mobile Number Portability:....................................................................... 48
4.1.1.1 Requirements for MNP:............................................................................. 48 4.1.1.2 Procedure of MNP: .................................................................................... 48 4.1.2
NEW CONNECTION: .............................................................................. 49
4.1.2.1 Requirements for new connection: ............................................................ 49 4.1.3
Providing Information To Customers: ....................................................... 50
4.1.4
Handling The Customer Complaints: ........................................................ 50 viii
4.1.5
Learning Managerial Skills: ...................................................................... 52
4.1.6
Replacementof Sim: .................................................................................. 52
4.1.7
Change of Ownership: ............................................................................... 52
4.1.8
Packages Changing: ................................................................................... 53
4.2
Sales department ............................................................................................... 53
4.2.1 4.3
Product Distribution .................................................................................. 53
Finance department ........................................................................................... 54
4.3.1
Payments of Postpaid Bills: ....................................................................... 54
4.3.2
Financial Reporting ................................................................................... 55
4.4
V
Indirect sales coordination department ............................................................. 55
ANALYSIS .......................................................................................................... 56
5.1
SWOT Analysis ................................................................................................ 57
5.1.1
Strengths .................................................................................................... 57
5.1.2
Weaknesses ................................................................................................ 57
5.1.3
Opportunities ............................................................................................. 57
5.1.4
THREATS ................................................................................................. 58
5.2
PEST Analysis: ................................................................................................. 58
5.2.1
Political Factors: ........................................................................................ 58
5.2.2
Economic Factors: ..................................................................................... 59
5.2.3
Social Factors: ........................................................................................... 60
5.2.4
Technological Factors: .............................................................................. 60
VI CONCLUSION AND RECOMENTADIONS ................................................. 62 6.1
Conclusion: ....................................................................................................... 63
6.2
Recommendations: ............................................................................................ 63
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1 CHAPTER NO 1
INTRODUCTION
1
1.1
Mobilink GSM –Introduction
Mobilink is Pakistan‘s leading provider of voice and data services, bringing more people together through service excellence and product innovation. With more than 38 million subscribers, Mobilink maintains market leadership through cutting-edge, integrated technology, the strongest brands and the largest portfolio of value added services in the industry, a broadband carrier division providing next generation internet technology as well as the country‘s largest network with over 9,000 cell sites making everyday a better day for its customers. Housing Pakistan‘s largest distribution and contact centre networks and an unparalleled 6,500 kilometers fiber optic backbone, Mobilink has already invested over US $3.9 billion in the country to date, with another USD 1 billion being invested in network modernization. Mobilink provides uninterrupted countrywide connectivity, unmatched customer services and international roaming in over 140 countries. As a responsible corporate citizen, Mobilink offers a range of socially inclusive products and services dedicated to enhance access to information. Through Mobilink Foundation, the company passionately supports education, health and environmental initiatives and promotes sustainable business practices. Mobilink offers exclusive & personalized tariff plans that empower customers and cater to the communication needs of a diverse group of people, from individuals to businessmen to corporate and multinationals.
1.2
History of Mobilink
Pakistan Mobile Communications Limited (PMCL) better known as Mobilink GSM is a telecommunication service provider in Pakistan. 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 multi-national company. It has become the market leader both in terms of growth as well as having the largest customer subscriber base in Pakistan - a base of over 31.6 million and growing. Mobilink prides itself on being the first cellular service provider to operate on a 100% digital GSM technology in Pakistan that also provides state-of-the-art communication solutions to its customers.
2
Mobilink offers exclusively designed tariff plans that cater to the communication needs of a diverse group of people, from individuals to businessmen to corporates and multinationals. To achieve this objective, Mobilink offers both postpaid (Indigo) and prepaid (JAZZ) solutions to its customers. Compared to its competitors, both the postpaid (Indigo) and prepaid (JAZZ) brands are the largest brands of their kind in the Pakistan cellular industry.
1.3
Our Business Network Advantage
Over the last 18 years, Mobilink has set up one of the largest cellular networks in the country. Currently, we are covering more than 20,000+ cities and towns. This has involved an investment in the company of more than US$ 3.9 Billion. We have more than 8,500 cell sites and the number keeps growing at a rapid pace. We also have deployed around 6,500 km of optical cable across Pakistan.
Years of Business Cities Investment
18 20,000+ USD 3.9 Billion+ USD 1 billion being invested in network modernization
Switches
66
Cell Sites
8,500+
Optical Cable Deployment Switches
6,500 KM Nokia-Siemens Networks and Huawei
Radio Base Stations
NSN, Alcatel. Huawei and ZTE
Intelligent Networks
Ericsson
Microwave Equipment Operating Frequency SMSC Company Structure
Nokia-Siemens Networks and Alcatel 900/1800 MHz Acision Private Limited
3
Genre
Subsidiary
Parent
Orascom Telecom Egypt
Owner
NaguibSawiris
Founded
1994
Founder
Motorola USA
Industry
Telecommunication
Headquarters
42 KulsumPlaza, Blue Area, Islamabad.
Area served
5000 cities, towns, and villages across Pakistan Rs. 82 billion
Revenue
Website
1.4
first three quarters of 2013 www.mobilinkgsm.com
Mobilink’s Vision
To be the leading Telecommunication Services Provider in Pakistan by offering innovative Communication solutions that make each day better for our customers while exceeding Shareholder value & Employee Expectations.
1.5
Mobilink’s Values
Followings are the key major values that Mobilink possess through all over their operations.
1.5.1
Be Passionate
We at Mobilink, are passionate about fulfilling & exceeding customer needs and enriching their lives every day.
4
1.5.2
Be Professional
We take pride in practicing the highest ethical standards and take responsibility for our actions.
1.5.3
Lead With Purpose
We are committed to lead the market through innovations in new services, products, as well as cutting edge technologies and solutions.
1.6
Goals and Objectives
Expand the business.
Provide better service to people in the field of telecommunication.
Retaining the role of a leading telecommunication company.
Attract maximum customers and satisfy them.
Excel in meeting customer needs.
Seek employee involvement, continuous improvement and enhanced performance goals.
1.7
Mobilink Brand
The new Mobilink has a new bolder mark with a strong and positive outlook from a confident and optimistic leader. The new Mobilink will continue leading the way by bringing people together through service excellence and product innovation. Our employees act as one with our customers in order to create a better every day. Mobilink. Being One
1.8
Corporate Responsibility
Mobilink believes in playing an active role in supporting the community and social development of Pakistan. Our Corporate Responsibility goes beyond philanthropy and donations whereby we take into full account the impact that Mobilink creates on all stakeholders and on the environment when making decisions. 5
We recognize that an educated, healthy society is Pakistan‘s key to ensuring sustainable development and we do our best to give back to the community we operate in.
1.8.1
Societal Marketing
Mobilink believes in playing an active role in supporting the community and social development of Pakistan. Each year, Mobilink and its staff contribute significantly to charities and community projects to help bring about a better quality of life to the less privileged in the community and enrich the lives of Pakistanis through support in local arts, education and sports.
1.8.2
Educating the Youth
Mobilink has made various donations to educational institutes. This includes donating computers to the Federal Board of Intermediate and Secondary Education, donating Rs. 100,000 to Pakistan Institute of Medical Sciences to set up a computer lab, and sponsoring the commemorative ceremony for the golden jubilee of Cadet College, Hasanabdal.
1.8.3
Supporting the Arts
Mobilink's alliance with the international Kara Film Festival demonstrates its commitment to the promotion of art and theatre. The festival creates a space for alternative and independent cinematographers, both experienced and new filmmakers, to exhibit their creative endeavors in Pakistan.
1.8.4
Employee Involvement
Mobilink believes in supporting the community not only through sponsorships but also through employee involvement. In addition to sponsorships, Mobilink encourages its employees to be engaged in community welfare work and to support relevant causes.
1.8.5
Earthquake 2005
During the devastating earthquake of 2005 that struck the Northern Areas of Pakistan, Mobilink was amongst the first to respond to the crisis. Relief Camps were set up in all major hospitals to provide free calling facilities to patients and relatives arriving 6
from far flung areas. Goods such as blankets, shawls, jackets were also collected for those affected by the earthquake and Mobilink Relief Teams were constituted to provide aid to the Northern Areas.
1.9
Customer Care
Total Customer Satisfaction is one of the key Mobilink values that place customers at the heart of our success. Safeguarding their trust and respecting their confidence is achieved with service, quality and value, beyond expectation. Catering to a diverse clientele spread across Pakistan, Mobilink Customer Care is more than glad to help you with your concerns, questions and suggestions – anywhere, anytime in Pakistan. Here is what sets Mobilink Customer Care apart:
1.9.1
Pakistan’s Largest Customer Care Network
Mobilink has the leading customer care footprint across the country, where our valued customers can find a Customer Care Centre, Franchise Centre, and countless Partner Retail Outlets virtually anywhere. North or South, left or right, you can find our support just around the corner.
1.9.2
Regional Languages Support (111)
At Mobilink, we understand the unique needs of each of our customers. Add a personal touch to your experience with our team of Customer Care Representatives, who communicate in your regional language. This is just one of the many ways how we make your Customer Care experience not only personal, but better.
1.9.3
Customer Support24/7 (111)
Be it any time of the day, you can count on our team of skilled Customer Care Representatives who are always ready to help with a smile.
1.9.4
Dedicated Corporate Relationship Support
By providing our corporate patrons with dedicated support, our Corporate Account Managers (CAMs) are more than happy to assist with personalized
7
connectivitysolutions and an array of services – so that your connections remain seamless and strong.
1.10 Achievements
ISO 9002 Quality Management System Certification for Billing, Engineering Departments and CS Contact Center
Implementation of a full Intelligent Network (IN) platform from Siemens for the Prepaid platform
Largest Call Center in Pakistan, which is there to assist the customers 24 hours
Only cellular service in Pakistan to provide coverage on the M2 motorway
Bilateral roaming in over 100 countries around the world with true international roaming with over 300 operators across the globe
First mobile operator in Pakistan to offer extensive GPRS Roaming and BlackBerry Roaming services
8
2 CHAPTER NO 2 MANAGEMENT AND ORGANIZATIONAL STRUCTURE
9
2.1
Management President and CEO
Jeffery Hedberg
Vice President Corporate Affairs
Agha Mohammad Qasim
Chief Strategy Officer
Tariq Rashid
Chief Commercial Officer
Bilal Munir Sheikh
Vice President Human Resources & Administration
Sadia Ahmad
Vice President Business Services
AzfarManzoor
Chief Finance Officer
Mohamed Hassan Osman Hassan
Chief Technology Officer
Gabriele Sgariglia
Mobilink is led by Jeffery Hedberg who has been the President and the CEO. Mobilink has embarked on an aggressive growth strategy. Mobilink closed 2003 with 2 million customers. In comparison, Mobilink closed 2005 with more than 11 million subscribers. Currently, in 2014 the subscriber base has increased to more than 31.6 million.
10
2.2
Company Orientation
While a company has to keep a watch on its competitors, Mobilink strongly favors a customer-centered orientation and considers itself to be a customer-centered company. A customer centered company is in a better position to identify new opportunities and set a course that promises to deliver long-run profits. Same is the case with Mobilink. By monitoring customer needs, it can decide which customer groups and emerging trends are the most important to serve given its resources and objectives.
2.3
Health and Safety
2.3.1
Policy Statement
Mobilink aims to be the safest place to work in Pakistan. We care about our employees, the way we conduct business, the environment and our communities. We will leave no stone unturned to prevent accidents and illnesses in our workplace, and provide our employees and customers a healthy and safe working environment.
2.3.2
Vision & Mission
Mobilink aims to be the best employer in Pakistan. An integral part of this ambition is to provide our employees and customers a safe and healthy work environment, and to achieve this we will use our full resources to prevent accidents and illnesses in our workplace. Being a responsible Corporate citizen of Pakistan, we believe we have an inherent duty to propagate innovative work practices in the country and be an example for others. Bringing Safety to the forefront of business shows our dedication to the people who work with us and our duty of care to all those associated with the organization.
2.3.3
Goals & Objectives
As an organization, we will inculcate a culture of safe work practices. We want to be the benchmark company in Pakistan, with a reputation of providing a unique, exciting, safe and healthy work environment.
11
We will be transparent in reporting, objective in investigating and constantly strive to minimize the risk of harm to our employees and damage to the environment. Mobilink undertakes to develop and sustain a world class Occupational Health, Safety, Security & Environment function. The strategy to maintain this program will comprise of the following main points:
Conduct business in a manner that protects public and occupational health, the environment and employee safety.
Provide employees a secure workplace.
Strive to eliminate all accidents and environmental incidents in our supply chain.
Comply with all national and local laws and regulations related to the occupational health and safety.
Establishing and revising carefully considered occupational health and safety programs in accordance with the OHSAS 18001/2007 standard and other international benchmarks for health and safety applicable to our business.
Reduce emissions and waste.
Use energy and natural resources efficiently and intelligently in our supply chain.
Working with our employees, suppliers, customers, contractors and partners to promote responsible management of products and processes.
Encourage constructive communication with all our stakeholders about managing Health, Safety, Security and Environmental issues.
Inculcate a culture of Safety and awareness in the organization through various activities and programs.
Reduce losses, both internally and in our supply chain.
Sharing health and safety knowledge and good practice across the company.
2.4
Coverage
Where other networks fail, ours connects instantly. On highways & byways, throughout thousands of destinations across Pakistan, only Mobilink has you fully covered. So no more mixed signals, because only Mobilink talks to you loud & clear. Mobilink provides the widest coverage network, covering more than 10,000+ cities, towns, and villages across Pakistan.
12
It connects over 31.6 million family members every second of the day with exceptional voice quality due to its broad coverage. Our coverage is expanding day by day, and soon, the only other thing covering Pakistan more than Mobilink would be the clear blue sky. The type of coverage service Mobilink provides is divided into three main categories:
PHYSICAL PRESENCE (Mobilink has physical infrastructure in the area)
INDOOR SPILLOVER COVERAGE (High coverage level in adjoining area)
OUTDOOR SPILLOVER COVERAGE (Medium coverage level in adjoining area)
Along with nationwide coverage, Mobilink also provides true International Roaming in over 140 countries with more than 300 partner operators worldwide. It also has deployed around 3,000 km of optical cable.
Switches
Siemens and Alcatel
Radio Base Stations
Motorola and Alcatel.
Intelligent Networks
Siemens
Microwave Equipment Operating Frequency
2.5
NEC and Alcatel 900/1800 MHz
Evolving the Prepay
Traditionally, post-paid billing has always been the method that telecom companies have used for obtaining payments for the services provided. Whether the said companies were state-owned giants, or private ventures; billed accounts were the way to go. With the advent of mobile telephony, this system changed to accommodate and facilitate the needs of different users. Here was where the prepay concept was born. The company that is credited with introducing the concept in Pakistan is Mobilink. There is little doubt, though, that when the company that prided itself on its executive clientele came up with prepaid cards, it could not have imagined the extent to which the idea would take off in the country. 13
On the other hand, it is not hard to imagine the motivation behind Mobilink‘s decision to launch its offering. At the time, having a cell phone and a post-paid connection was no cheap thing. So, the company decided to try to grow by targeting the majority that could not afford billed connections. The idea worked pretty well, and Mobilink Jazz came to be.
2.6
Competitive Forces
The industry structure of Pakistan‘s 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
Telenor
Warid Telecom
Ufone
Zong
2.7
Marketing Management
The art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
2.8
Marketing research
The marketing research process includes the systematic identification, collection, analysis and distribution of information for the purpose of knowledge development and decision making. The marketing executive at Mobilink admits that understanding markets and customers is the bedrock on which business planning and strategy is built. Without knowing our customer‘s needs and wants or understanding demand, our business will be under constant threat from competitors and may be failing to extract the maximum value from the market. Mobilink provides excellence in market research through their extensive experience in telecommunication working. 14
They focus on providing better research techniques that enables to understand why and how customers make choices and a better research process, based on understanding the business and commercial context. Mobilink marketing executive further says that our research process is designed so that we take more care to understand our goals and constraints and use this to deliver better value to our customers. Market research does not sit in a vacuum. The design and outcomes of a market research project have to reflect not just the results from the data, but the way in which the organization could and should use the data.
2.9
Marketing research process by Mobilink
Effective marketing research in Mobilink consists of 6 steps Step 1: Identifying and defining the problem Step 2: Developing the approach and establishing research design and strategy Step 3: Collecting the data Step 4: Performing data analysis Step 5: Reporting and presentation Step 6: Making a decision
Step 1: Identifying and defining the problem
The first step is to understand the question(s), which need to be answered. Then they work to identify and outline the marketing research project objectives and define the size and source of the survey sample. Next, the most appropriate marketing research methodology is determined. The innovative and actionable design approaches ensures that study is customized to meet the unique needs of the project.
Step 2: Developing the approachand establishing research design and strategy
Mobilink researchers gather data both by primary and secondary means. The second step is questionnaire development. Surveys are designed with the marketing research objectives in mind. It is made sure that the questions address the needs of the project and all surveys are pre-tested to confirm the survey, instructions and procedures are set up appropriately. The next step is to coordinate data collection. 15
Step 3: Collecting the data
The data is collected via telephone, in-person, through the Internet or by using qualitative research. Marketing research studies are continuously monitored by the research team to ensure accuracy. As Mobilink is well aware of the fact that data collection phase is prone to errors and inaccuracies so the management tries hard to get that right. A major problem is getting biased and dishonest answers. So getting true respondents is crucial.
Step 4: Performing data analysis
The fourth step is to analyze the data. Once collected, Mobilink utilizes their extensive statistical and analytical expertise to transform the data into clear, concise and actionable information. Key findings are summarized and a course of action is recommended.
Step 5: Reporting and presentation
The fifth step is to report the results. Our clients have come to rely on our reporting capabilities. Whether it's providing presentation-ready materials, formatting reports to meeting the internal standards or delivering reports via choice of media, every effort are made to give the insight that mobilinkis the most innovative and progressive telecommunication company in Pakistan.
Step 6: Making a decision
Mobilink uses marketing decision support system to enable its managers to make better decisions, it is the system for collection of data, system, tools and techniques with supporting software and hardware which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action.
2.10 Mobilink's Mobile Intelligence Program
Mobilink's Mobile Intelligence program is a framework, which we apply across our own research and development as well as across all our mobile marketing and mobile media assignments for our clients and partners. 16
This approach is market proven and has been the foundation for the 100's of mobile products and services that we have developed and managed since January 2001. This framework underpins our research and thinking on Mobile Communities, Mobile Services for the Youth Market and the convergence of Mobile Marketing and Mobile Media The Mobile Intelligence program has 5 key phases:
2.10.1 Discovery
Understanding and identifying the key objectives of the mobile services.
Mobile Marketing or Mobile Media or a combination of both?
Research and due diligence
2.10.2 Strategic Planning
Identifying and documenting timeframes, milestones and business case
Integration with new or existing marketing and media activities
Legal and compliance issues
Strategic partners and distribution channels
2.10.3 Creative Development
Creative and campaign development
End user experience and interaction design
Mobile media production and delivery
Integrated mobile marketing and media service
2.10.4 Mobile Technology and Implementation
Element Platform and Modules
Telecom and messaging infrastructure
Use of appropriate technology and mobile content (SMS/MMS/Java/ Ring tones/Icons)
Hosting, management and ongoing technical support
2.10.5 Program Management
Client Services Team 17
End user support
Ongoing reporting and analysis
Proactive ideas and research
Roadmap for client development
2.11 Mobilink Marketing Intelligence Marketing Intelligence System is a method of collecting and organizing important business information into a useable form for important business marketing purposes. Marketing Intelligence System at mobilink is used for various purposes:
For the ability to forecast sociological and technological changes ahead of time and make the necessary internal changes to adjust to the changing environment of the consumer.
The ability to track customers order history, their interests, and apply that information to better advertising and target marketing.
The ability to detect competitor changes to enhance the company‘s operation tactics in which area that competitor operates.
For Mobilink, the Intelligence Platform is a way of thinking about who they are, what they know, and what they think about the company and the competitive marketplace. When we begin an assignment, the Intelligence Platform is examined as it is. Questions like ―What do we know? What ideas have been generated? What are the drivers that give the business its unique personality?‖ are answered in order to get the required information. Mobilink views marketing intelligence with three very different components. It includes data, ideas, management experience, and judgments.
2.11.1 Source Categories
Search engines, search utilities, etc.
Financial information sources (Company filings / public & private company data)
Newspaper and news resources
Patent & trademark resources
Government sources
Trade & industry sources 18
Demographic data
Geographic / Country information & maps, satellite images, etc.
Trade directories
Legal information sources
Competitive intelligence database software suppliers
Other public information sources
2.12 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
2.13 Targeting The second step of choosing the value is selecting the appropriate target market. Mobilink‘s 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 uppermiddle class, while Mobilink World targets the masses with its diverse value added services. It is important to understand that the future of marketing telecommunication services in Pakistan is going to be based on targeted segmentation strategies. Mobilink follows the target selection pattern of full market coverage and develops strategies as per the requirement
of
the
different
targeted
segments.Mobilink
has
followed
a
consistentstrategy of growing the network and ensuring that the products are available everywhere. This growth has been further strengthened with brand building activities 19
that have ensured that Jazz and Indigo remain synonymous for premium telecommunication services for which they are close to the hearts and minds of the customers.
2.14 Positioning Developing the offering‘s value positioning is the last part of choosing the value phase of the value delivery process. Mobilink‘s 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.
2.15 Mobilink’s Market Share and Role in the Pakistani Market Pakistan‘s largest cellular provider maintains a tremendous growth rate despite the deregulated market. With the introduction of new products into the market and expansion through various rural and urban cities, Mobilink continues to capitalize on its position in the market. Despite complaints about quality and connectivity issues, the number of customers continues to grow. Mobilink commands approximately 28.9% market share and is the market leader. This firm has the largest market share in the relevant product market, and leads the other firms in price changes, new-product introductions, distribution coverage, and promotional intensity. It is followed by Ufone which has 18.6% of the total Pakistan market. Warid claims a 9.9% share of the country‘s wireless market closely followed by Telenor with 26.1%. Zong had 16.4% of the users until the end of 2013.
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2.15.1 Competitive Strategies Being the market leader, first, Mobilink must find ways to expand total market demand. Second, it must protect its current market share through good defensive and offensive actions. Third, it has to try to increase its market share, even if the market size remains constant.
2.15.2 Expanding the Total Market Mobile phone tele-density has increased to 35 per cent with over 53 million users. The market growth still has 65 percent potential if not more, as Pakistan‘s population is over 150 million. The dominant firm gains the most when the total market expands. Same is the case with Mobilink. It uses the following strategies to expand the total market:
Market-penetration strategy
New-market segment strategy
Geographical-expansion strategy
2.15.3 Defending Market Share The rapid growth in mobile phone ownership has opened a new, mass marketing channel for marketers to reach their target market. Direct, responsive and measurable, mobile marketing is emerging as a key element of the marketing mix for Mobilink. Mobile marketing integrates across the marketing mix to drive the effectiveness of both above and below the line activities. Delivering:
Direct marketing channel to customers 21
Clean, uncluttered environment to maximize the impact of the marketing message
Context and time relevant marketing medium
Instant response mechanism delivering true one to one communication
A digital medium enabling deep campaign measurement and analysis
Mobilink marketers are deploying the mobile to strategically drive customer acquisition, retention and improved relationships to defend its market share. Campaign tactics include as an instant response mechanism to TV and poster campaigns, as a direct medium to drive awareness in targeted demographics and for instant win for on or off pack promotions. Engaging and effective mobile marketing campaigns reflect an understanding of the existing mobile habits of the target market. The unique and personal nature of mobile communication dictates an approach that is clear, actionable, engaging and instantly rewarding for consumers.
How does the target market currently use mobile?
The effective integration of the campaign across multiple elements of the marketing mix
Ensuring a positive customer experience as a key driver for response and uptake
Building long term value out of data collection
Operating within the regulatory and legal guidelines for mobile marketing
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3 CHAPTER NO 3 MARKETING STRATEGIES
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3.1
Introduction of Marketing Mix
It is the set of marketing tools a firm uses to pursue its marketing objectives. McCarthy has classified these tools into four broad groups, called the four Ps of marketing:
Product
Price
Place
Promotion
Mobilink management understands the importance of the marketing mix and its decisions, which must be made for influencing the trade channels as well as the final consumers. The company prepares an offering mix of products, services, and prices, and utilizes a communication mix of advertising, sales promotion, events, and experiences, public relations, direct marketing, and personal selling to reach the trade channels and the target customers. As a popular brand there is a lot that is expected from the company and the management strives hard to ensure that the promises are kept. Mobilink has been continuously investing in network resources and improving its marketing mix so that its vast customer base can be satisfied and expanded. The four Ps of Mobilink‘s marketing mix are explained ahead in detail.
3.2
Mobilink Product
Mainly there are four product lines of Mobilink with each having separate target markets and positioning.
Mobilink Indigo
Mobilink Jazz
Mobilink World
Parental Control Phone Disney D100
3.2.1
Mobilink Indigo
Mobilink re-launched its postpaid services on the 11th of May, 2004 under the brand name, Indigo. Indigo ignited an evolution in the communication industry redefining 24
the essence of the post-paid services in Pakistan. The brand delicately caters to the need of its customers, symbolizing the vision of connecting the subscribers in every aspect of life. Indigo says: ―In life you come across some exceptional people, who, like you, appreciate only the finer things in life. When it comes to creating a bond and staying connected to them count on Indigo for its unrivalled premium post – paid connectivity to get you through‖.
3.2.1.1
Indigo Offerings
Indigo
BlackBerry
Citi Mobilink Credit Card
Call& Control
Indigo Reward
Indigo Genie
3.2.1.2
Target Market
Indigo targets the upper business class that is not concerned with the cost but want convenience, quality and a brand image that suits their personality. Who doesn‘t want fun or music but want a brand that is ―Competent‖ and Indigo is well satisfying the desires of its corporate customers. Introducing Blackberry connect through which businessmen can take their office anywhere, share attachments etc. That is why Indigo customers are loyal to the brand and hesitate to switch to other connections. It can be said that Indigo enjoys the benefits of a monopoly in the corporate sector.
3.2.2
Mobilink Jazz
Jazz is an exciting and energetic offering of Mobilink, targeting specifically those enthusiastic teenagers, middle class and the youth market of the country, wishing to enjoy freedom, fun, lower rates and a package that matches their personality.
3.2.2.1
Jazz Offerings
Jazz Easy
Jazz Share 25
Jazz Load
Jazz Advance
3.2.2.2
Target Market
Jazz Easy
Jazz Easy customers can enjoy calling at amazingly low call rates for Mobilink numbers, they also benefit tremendously from the fabulous rates to call on any other network.
Jazz Share
An exciting new service targeting the Jazz family Members and allows them to share balance anytime, anywhere.
Jazz Advance
Targets Jazz Family Members with Additional balance benefit to help them talk some more!
Jazz Load
Jazz Load allows to recharge Jazz account in variable denominations.
3.2.3
Mobilink World
Mobilink World is the Value Added Services Brand for Mobilink. These services are not just fun, but also help its customers with their business needs. Whether it's a Bolo SMS they want to send to a friend or a ring tone they want to download to customize their phone with, Mobilink World has something special for them.
3.2.3.1
Mobilink World Offerings
Mobi Safe
Holy Sayings
Corporate SMS
Mobi Greetings
SMS Scheduler
SMS Game Time
Bolo SMS
Mobitunes
G:i:30 26
WAP Portal
Mobilink Edge
Mind Reader
CricVideo
International SMS Chat
Ring Tone Club
3.2.3.2
Target Market
Mobilink World is the Value Added Services Brand for Mobilink and its target market is its whole customer base: “Mobilink World services are not just fun, but also help you with your business needs. Whether it's a Bolo SMS you want to send to a friend or ring tone you want to download to customize your phone with, Mobilink World has something special just for you.‖
3.2.4
Parental Control Phone Disney D100
Mobilink and Disney have launched a parental-controlled mobile phone for children. This is the first time a cellular company in Pakistan has launched a mobile phone that will meet the communication and security needs of parents. The features of the new Mobilink-Disney D100 allow complete parental control on all outgoing and incoming calls and text messages. With the help of this new feature, parents can control who the child can correspond with, thus enabling parents to keep a check on the list of people the child is communicating with. Furthermore, the phone is easy to use as it provides the child with a one-key option to reach parents. It is also protected in that it does not feature Bluetooth or a camera and cannot access any type of multimedia content or website. The handset features embedded Disney ring tones, animated screensavers and wallpapers. The D100 will come with both four and twelve button keypads that are interchangeable to adapt the handset to the capability of the child. The handsets are available featuring popular Disney characters, including Mickey Mouse, Donald Duck, Winnie the Pooh and Tinker Bell. Mobilink services give parents complete control over their child‘s phone expenditure thus making it a cost-effective resource. The D100 has been developed for Disney by Dubai based Broad link Research, Disney‘s licensee and partner. After conducting market research and realizing the 27
growing needs of working parents to stay in touch with their children using mobile phones; Mobilink in collaboration with Disney has introduced this innovative solution to the Pakistani market. Moreover, changing social trends and feedback received by Mobilink through this research led the market leader to co-launch a safe and secure solution for parents.
3.3
Mobilink Pricing
Mobilink is the undisputed market leader, which is why it is believed to be expensive as compare to other telecommunication service providers. Having the largest customer base in the country with the fact that its service is available in the remote areas of Pakistan as well, people rely on Mobilink services leading to the fact that Mobilink charges higher compared to its competitors. Mobilink has the largest subscriber base in Pakistan with 24 million customers. Mobilink recently started GPRS services with RS. 500/ month of unlimited usage which is a treat for GRPS users who want to take their office with them. Mobilink provides them with this facility with fairly reasonable charges.
3.3.1 3.3.1.1
Tariff Details for Mobilink Products M1500
Featuring the best call rates and utmost value for money, M1500 features 1500 FREE minutes and even more FREE GPRS usage – so you can enjoy sheer comfort in making strong connections.
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3.3.1.2
MUnlimited
For power users who want to live the connected dream. Bundled with maximum free minutes, free data services and the best call rates; MUnlimited has all what it takes to be the choicest tariff plan for extensive usage
3.3.1.3
Mobilink Jazz 24 Ghanta
Are you on the go 24/7? Do you constantly feel the need to stay connected? If yes, then Mobilink Jazz 24 Ghanta is the package for you. Filled with multiple exciting offers, it empowers you to connect to your friends, family and co-workers without slowing down your pace. And it‘s also easy on the pocket! So check it out to find the offer that suits your needs the best.
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3.3.1.4
Mobilink Jazz Easy
Bringing the ‗ease‘ in your life, Mobilink Jazz Easy provides you with freedom and flexibility to connect to your loved ones anywhere in Pakistan. All rates and destinations are customized accordingly to your needs in our ‗ApnaShehr‘ offers within the package, so join now and enjoy the ease!
3.3.1.5
Champion‘s Package
Staying true to 20 year legacy of being a true champion, we are pleased to announce the launch of Champions Package, our new default (New SIM) package for all prepaid customers. The new package would not only offer the best rates for making voice calls to all networks, sending SMS to any local number and using fastest Mobile Internet; but will also ensure that the customers are charged only for the services they want. This package also provides an added functionality where customers will be given their last call and balance details free of cost after every call.
Base Rates: Customers on Champion‘s Package will get the following base rates: Calls to all local networks
75 Paisa / 30 second
SMS to all local networks
75 Paisa / SMS
Mobile Internet rate
Rs 2 / MB
30
3.3.1.6
Mobilink Jazz One
One Network, One Nation, One Rate! Mobilink Jazz One gives your freedom – to call anyone, anytime, anywhere at the lowest rates ever!
3.3.1.7
Mobilink Jazz Budget
Mobilink Jazz Budget is now bigger, better and stronger! This package gives you remarkable rates to stay in touch with the Mobilink family of millions!
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3.3.1.8
Mobilink Such Jazba
Stay connected with your family and friends with Mobilink Such Jazba – offers that you just can‘t resist!
3.3.2
Pricing Strategies
Mobilink uses psychological pricing. They have set their target price on consumer perception of the product value e.g. outgoing calls at any 3 Mobilink numbers cost Rs.0.99/min. They haven‘t set the price exactly on Re.1 but have used psychological pricing to attract customers. Mobilink is the only telecommunication network in Pakistan, which has reached maturity and is the market leader. This is why, there prices are somewhat higher than its competitors like PTCL Wireless and World Call Wireless (at introduction), Warid (at growth) and Paktel (at decline). They made use of psychological pricing also by offering free roaming facility during Hajj. Mobilink is not using competitive pricing strategy because they are enjoying the market leadership in Pakistan. At maturity, as different market segments are targeted the prices must be offered in such a way that suits the targeted segments. Mobilink is doing exactly the same. They have offered prepaid connections like Jazz Octane, Jazz Budget and Jazz Ladies First, which can be afforded by the people not having very high incomes. Though, the prices of these packages are relatively higher than the prepaid packages of other telecommunication networks but still attractive. Jazz Ladies First is a package designed especially for ladies through which they can shop, listen to beauty tips and recipes at relatively lower rates. Jazz Octane offers SMS rates as low as 25 paisas/msg and late night option rates at Rs 1.50/min and many other facilities at attractive rates. Jazz 32
Budget Package is an economical way to talk to any Mobilink number in Pakistan. It has announced another ground breaking first of its kind offer with the re-launch of Jazz Budget. The package has been launched with a fresh look and tariffs tailored specifically for the masses. One of the key highlights of this package is the ‘Happy Hour‘, which is bound to hit a chord with the nation, and has been developed keeping the communication needs of the Pakistani people in mind. Keeping in view the fact that Mobilink customers make 7 out of every 10 calls to a Mobilink number, the new package is specifically customized to offer customers the lowest rates to call the largest mobile network in Pakistan. Mobilink is also offering postpaid connections with the name of Mobilink Indigo, popular within the business class. In this way, Mobilink is earning maximum profits by enabling people from different target segments to become a part of the largest cellular network in Pakistan. Jazz customers can now call US and a number of other Zone 1 destinations on Jazz local outgoing rate! Mobilink is also offering "Zabardast GPRS Offer" which allows Mobilink customers to use GPRS just for RS.100/year.
3.4
Mobilink Placing
3.4.1
Marketing Network
During the last 13 years, Mobilink has set up one of the largest cellular networks in the country. Currently, Mobilink is covering more than 5000+ cities and towns. This has involved an investment in the company of more than US$ 1 Billion. Mobilink have 50 Switches and more than 4,900 cell sites and the number keeps growing at a rapid pace. Mobilink also have deployed around 3,000 km of optical cable. For Mobilink, last year was a bit difficult as they struggled to grow as quickly as the market itself. Today mobilink is confident that it has all the essential building blocks in place to take the dream forward and to play a leadership role in the rapid growth and development of telecommunication industry in Pakistan. In 2003 mobilink invested upwards of US$ 200 million in improving their network and services. Mobilink have already put in 7 switches, over 820 cell sites and new IN platforms for better coverage and connectivity. In upcoming years mobilink is trying 33
to invest in technological upgrades, superior customer services, and improved coverage. Mobilink customers remain their priority and in an effort to enrich their lives Mobilink have put in place state-of-the-art call centers in Karachi, Lahore, Islamabad and in other cities of Pakistan where well trained staff is geared to answer complaints and queries, and a new billing system is in the process of commissioning. Mobilink is constantly expanding their nationwide franchise and distribution network and upgrading them to offer customer services so that the customers can find a Mobilink contact as near to them as possible.
3.4.2
Coverage
Mobilink provides the widest coverage network, covering more than 5000+ cities, towns, and villages across Pakistan. It connects over 24 million family members every second of the day with exceptional voice quality due to its broad coverage. The coverage is expanding day by day, and it is claimed by the management that soon the only other thing covering Pakistan more than Mobilink would be the clear blue sky. The type of coverage service Mobilink provides is divided into three main categories:
PHYSICAL PRESENCE (Mobilink has physical infrastructure in the area)
INDOOR SPILLOVER COVERAGE (High coverage level in adjoining area)
OUTDOOR SPILLOVER COVERAGE (Medium coverage level in adjoining area)
3.4.3
Nationwide coverage
Mobilink provide true nationwide coverage in more than 5000+ cities, towns, and villages across Pakistan. Mobilink provide its services in urban areas as well as towns and villages. In nationwide Mobilink provide services in following areas.
Punjab
Sindh
Balochistan
NWFP
Capital
AJK
FATA 34
3.4.4
International Roaming
Along with nationwide coverage, Mobilink also provides true International Roaming in over 100 countries with more than 300 partner operators worldwide. The regions where Mobilink provide International Roaming are as follows. Mobilink‘s roaming partnership with Thuraya has further enhanced international roaming coverage. Through satellite communication the Mobilink connection can be used in areas where there is no GSM coverage.
United States
Canada
Caribbean
Europe
Middle East
Africa
Asia
Australia
3.4.5
Mobilink International Partners
A list of recent partners is given below: Sr. #
Country Name
Operator Name
Frequency
1.
Jamaica
Digicel
900/1800
2.
UAE
du
900/1800
3.
Cyprus
Areeba
900/1800
4.
N/A
GSM on the Ship
900/1800
5.
United Kingdom
T - Mobile
900/1800
6.
Maldives
Wataniya
900
7.
Switzerland
Orange
1800
8.
N/A
OceanCell
900
9.
Maritime Roaming
MCP
1800 35
3.4.6
10.
Mozambique
mCel
900/1800
11.
Senegal
Sonatel
900
12.
Panama
C&W
850
13.
Ivory Coast
MTN
900
14.
Oman
Nawras
900
15.
Brunei
DST
900
16.
Ukraine
UMC
900/1800
17.
Portugal
Optimus
900/1800
18.
Uzbekistan
Coscom
900/1800
19.
South Africa
Vodacom
900
20.
Argentina
CTI Movil
1900
21.
Jordan
Xpress
iDEN
22.
Uruguay
CTI Movil
1900
23.
Belgium
BASE
1800
24.
Sri Lanka
Mobitel
1800
25.
El Salvador
CTE Personal
1900
26.
Armenia
K Telecom
900/1800
27.
Saudi Arabia
Etihad Etisalat
900
28.
Tajikistan
Indigo (North)
900
29.
Italy
Wind
900/1800
30.
Germany
O2
1800
Distribution channel of Mobilink
Mobilink provide its service products directly to customers or with help of intermediaries involved in distributing its product. Distribution channel contain set of interdependent organizations involved in the process of making a product or service 36
available for use or consumption by the consumer or business users. Mobilink also distributes its product to end user with help of intermediaries as well as it distributes its product directly to customers. Mobilink supplies its product range to intermediaries with involvement of its ―Commercial and Sales Department.‖ Mobilink authorizes limited number of dealers to deliver its service product. But Mobilink provides its prepaid cards to almost all the markets and consumer shops. Providing its prepaid cards in every corner of the city helps mobilink to satisfy the need of consumer and to gain customer satisfaction. However mobilink deliver its Sims to customer with help of Franchises, service centers, and sales offices. These Franchises, service centers, and sales offices are given by the right of providing its service product by Mobilink itself.
3.4.7
Distribution Strategy of Mobilink
There are three types of distribution strategies. First Intensive Distribution, second Extensive Distribution and third is Selective Distribution. However mobilink follow both intensive and exclusive distribution strategies. While providing its Jazz prepaid cards Mobilink follow Intensive Distribution strategy means that stocking Jazz prepaid cards in as many outlets as possible. While providing its service products (like SIM Cards of Jazz, SIM Cards of indigo and Mobilink PCO Sets as well as Prepaid cards) Mobilink follow Extensive Distribution strategy means that it gives limited number of dealers the right to deliver its product.
3.4.8
Logistic Management &Mobilink
In today‘s global marketplace, selling a product is sometime easier than getting it to customers. Companies must decide on the best way to store, handle and move their products and services so that they are available to customers in the right assortment, at a right time, and in the right place. Physical distribution and logistics effectiveness has a major impact on both the customer satisfaction and company costs. Mobilink also tries to be best in physical distribution and logistics effectiveness. Mobilink provides the most extensive network coverage footprint across Pakistan through an integrated technology infrastructure in more than 5,000 cities, towns, villages, and countless remote destinations, including International Roaming in 100
37
countries through 300 partner operators. Mobilink is best in logistic management and physical distribution from its competitors.
3.4.9
Logistic partnership and Mobilink
Companies must also work with other channel partners to improve whole channel distribution. The members of distribution channel are linked closely in creating customer value and building customer relationship. Mobilink management builds logistic partnership to achieve customer value and building customer satisfaction with different courier services. The courier companies by which Mobilink has partnered are as follows:
TCS
OCS
UPS
3.4.10 Third party Logistics &Mobilink Most business performs their own logistics functions. However growing number of firms now outsource some or all of their logistics to Third Party Logistics providers. Mobilink also use Third Party Logistic provider for transportation of shipment of its service products to warehouses, dealers or customers. Different courier service providers are the Mobilink third party logistic providers. The main reason for using third party logistic provider by Mobilink is that it is useful for Low Fixed Investments. Mobilink selects, motivates & evaluates channel members thought Interviews, Financial standing, Training and Reports.
3.5
MobilinkPromotion
Companies can do more than make good products—they must inform consumers about product benefits and carefully position products in consumers‘ minds. To do this, they must skillfully use the promotion tools of advertising, sales promotion, public relations, sales force, direct marketing, and personal selling.
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3.5.1
Advertising Goal
The chief advertising goal of Mobilink is to increase its customer base and to stimulate more usage. Mobilink is currently using:
Information Advertising: To create brand awareness and knowledge of its Mobilink World brand.
Reminder Advertising: To stimulate the repeat purchase of its Jazz and Indigo brands.
3.5.2
Advertising Budget
Since the competition is intense in the telecommunication market, Mobilink has a significant advertising budget. It is advertising heavily to be heard and to constantly remind its target market to go for Mobilink. However, Mobilink‘s actual advertising budget was not disclosed by the management.
3.5.3
Advertising Media
Mobilink is using television, print, and radio advertising media to disseminate its message and to build a brand preference but the most preferred is television since this medium is the most powerful, reaches a broad spectrum of consumers and has the maximum customer impact.
Radio: It has a relatively large listeners‘ base and so is an effective way to communicate the message.
Billboards and Print Media: The Company has come up with elaborate campaigns, billboards and posters to promote Indigo, their post-paid brand.
3.5.4
Advertising Campaigns
The advertising theme ―Mobilink: It‘s simply a way to communicate‖, is designed to demonstrate the new service‘s simplicity and convenience. Along with its service debut, Mobilink launched a nationwide campaign composed of television commercials and print ads. The national campaign is supplemented by local and regional ad campaigns produced by the Mobilinklicencees. The national print and broadcast ads are designed to be localized.
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The success of Mobilink has not only to do with its increased offerings, but also has a great deal to do with the campaigns that Mobilink comes up with. The TV ads exude energy and liveliness, and an expressive color and lightning palette, the high frequency and visibility makes these advertisements noticeable which results into increased brand awareness and brand loyalty boosting sales.
3.5.5
Strong Brand Ambassadors:
Mobilink in its advertising went on a different route (now copied by competitors) by starring the most charismatic superstars in its advertisements. The tested method of having a pretty face holding a Jazz card makes its advertising campaigns booming. Strings, Vaneeza Ahmad, Shaan, Iman Ali, ZainabQayyum, WasimAkram, and ShahidAfridi are some of celebrities associated with Mobilink.
3.5.6
The Indigo Campaign:
In its Indigo campaign, Mobilink has made a conscious effort of strongly placing it on the ―image‖ platform and mapping it in the prospects mind making it a prestigious brand. Interestingly, it re-enforces Mobilink‘s early perception of being the brand for the image conscious (peer leader) which gives the impression that Indigo is an ‗enhanced‘ step further in this direction.
3.5.7
The Jazz Campaign:
The current prepaid Jazz campaign has brought Mobilink‘s image to the masses and is more on the ‗functional‘ platform. When competition was introduced in the Pakistani market, It was at this point that the true evolution of prepay began. It was more than apparent that every single customer was important and every single subscriber was vital. Almost immediately, the marketing and advertising improved; and a more conscious effort was made towards trying to reach out to every aspect of the consumer market. At first, Mobilink went a slightly different route, and instead of targeting the large youth market, continued to use it‘s tried and tested method of having a pretty face holding a Jazz card. Iman Ali joined other famous models as being a Jazz Girl. But with the competition getting intense, Mobilink finally decided to raise the profile of Jazz. The tariff wars between the providers initially caused Mobilink to offer WAP on Jazz, and then to slash prices and improve its quality. Finally, in February 2006, Mobilink launched Jazz Octane, a package ‗designed for the communication needs 40
and lifestyle of the Pakistani youth segment‘. The belated foray of Mobilink into the youth market has met with promising early success, and the new package offers quite a bit. The early success of Octane has not only to do with its increased offerings, but also has a great deal to do with the campaign that Mobilink came up with. Perhaps most effectively and symbolically, the ad showed an old woman embracing the youthful abandon that Octane is shown to offer. It can be argued that the old woman‘s name is Mobilink. Later the introduction of such packages as Jazz Budget, and Jazz Ladies First has met tremendous success.
3.5.8
The Mobilink World Campaign:
Mobilink World being the value added service brand for Mobilink has been started with an elaborate campaign with TV advertisements and print ads.
3.5.9
Sales Promotion
Mobilink uses different types of sales promotion method such as:
3.5.10 Consumer promotions In order to kindle greater and quicker purchases Mobilink is carrying out the following consumer promotion activities including special deals such as:
3.5.10.1
Indigo Freedom Plan:
this deal offers certain benefits of which two are:
Friends & Family: This feature is available to the customers on any three Mobilink numbers (Jazz and Indigo) which can be added into F&F list by calling the help line at 111.
Local Rates: According to this freedom plan across Pakistan, all call, across all networks are charged as local calls.
3.5.10.2
Bonuses & Free Airtimes:
Mobilink has been offering a number of bonuses to its consumers. An example of its current bonus offer is:
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Bonus on Recharge: Mobilink brings an exciting offer for its Jazz customers. Recharging their Mobilink Jazz connection between 18th May 2007 and 18th June 2007 will give them 100% free airtime (if the customers have not recharged in the year 2007).
3.5.11 Business and Sales Force Promotions Mobilink also carries out business and sales force promotions on frequent basis.
3.5.11.1
Specialty Advertising:
Mobilink uses certain items imprinted with its logo as well advertising messages such as calendars, caps, radios, mugs, and candles. These items are given as gifts to customers by salespeople.
3.5.11.2
Sales Contests:
Mobilink actively carries out yearly sales contests in order to motivate the sales force to put in greater effort.
3.5.11.3
Trade Shows:
Mobilink actively participates in trade shows in order to enhance its business promotions. It took part in the usual trade-show presentations of Asia Pacific Billing and Revenue Management Week. This event has a particularly interesting through line of taking services to understand markets. Topics like ‗Increasing Prepaid ARPU in Price Sensitive Markets‘ and sessions on micro payment plans for low income markets were discussed in detail. The speakers included individuals from Mobilink GSM in Pakistan and TelemigCelular in Brazil.
3.5.12 Event Sponsorship To enhance its corporate image, Mobilink practices event sponsorship. It sponsors movie premieres, concerts, sports events and community welfare. A few events sponsored by Mobilink are given below.
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3.5.13 Golf Organized for Premium Consumers by Mobilink Indigo Brand On May 4, 2007 Mobilink Pakistan organized an invitational Club Indigo Golf Tournament exclusively for Mobilink‘s corporate customers. The golf tournament was organized at the Islamabad Golf Club by Mobilink Indigo Club. It aimed at bringing the top executives from the corporate sector at one of the most popular greens of the city. Expressing his views on the Indigo Club tournament, Zouhair A. Khaliq, the President and CEO of Mobilink said, ―Needless to say we are the leaders in the telecom sector, but this does not stop us from doing more for our customers, we strive to set higher standards for all in the business. Through Club Indigo we ensure the maximum level of customer satisfaction for our corporate accounts and establish concrete relationships through tailor-made services and special offers for our major clients.‖ Club Indigo is responsible for building relationships with its exclusive clientele, through superior customer services.
3.5.14 Other Sports Events Recently Mobilink also held an invitational tennis tournament in Karachi and has organized and sponsored various sports events across Pakistan, including cricket and Polo tournaments, providing quality entertainment to its customers.
3.5.15 Direct Marketing Mobilink also uses direct channels to reach its customers without using marketing middlemen. These channels include direct mail, catalogues, tele marketing as well as e-marketing. Mobilink also uses a very unique technique to reach its customers directly.
3.5.16 SMS Marketing Mobilink uses SMS marketing to send messages directly to customers. SMS marketing creates one-on-one communication with the market. Mobilink management believes that:―Today‘s consumers are mobile and today‘s marketing must reflect that.‖ As SMS is one of the largest platform to reach consumers and almost every mobile phone is SMS enabled, this method has 100% penetration. SMS targets end consumers directly via their mobile phones and compels them to take action in order 43
to enjoy a promotion, thus increasing the success rate of the brand. Plus, SMS is also a cost-effective way to communicate.
3.5.17 Electronic Marketing Mobilink finds it electronic marketing very important and highly accountable. 3.5.18 Mobilink’s Website Mobilink has paid special attention to the ―context‖ & ―content‖ of its website to encourage repeat visits. Mobilink‘s website not only has attractive design and layout but is also very interesting and easy to navigate.
4.5.19 Context: The alluring color scheme used in the layout of website make it worth navigating. The choice of color itself has a table to tell.
Indigo: a combination of basic blue suggests the vibes of blue dream.
Red: illustrates passion of blood.
The savior is the icon (ball) that pitches in a rave of energy and suggest a motion for the brand ID. The logo which is not only Influential & Exhilarating but a sure head turner and is doing wonders in touching hearts and assuring absolute strength in the brand.
3.5.19 Content: The content is also the heart of the website. It includes:
Info o News o Weather o Business oMobilink GSM updates
Fun oMustt Tones (polyphonic tones) o Double mustt tones (true tones) o Music Videos 44
o Wallpapers o Greeting Cards o Java Games o Animation o Today‘s Special o Color Logos o Mobile themes
Sports o Cricket Updates o Football o Golf o Tennis o Others
Media o TV Commercials of Mobilink o Tools o Yahoo o MSN o Google o MSN Messenger o Hotmail o Gmail
3.5.20 Online Ads and Promotions Online ads and promotions tools such as banners ads and search related ads are being used by Mobilink GSM. These ads are placed on targeted and frequently viewed websites. Banners are also placed on related websites such as those which support web to SMS. For example ―smspk.net‖ 3.5.21 Mobilink’s Sales Force Sales force serves as the companies personal links to the customers. Mobilink fast paced growth is fueled by the foundation of innovation and the relentless work of 4000 dynamic team members.
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The sales force members are some of the best talent in the country and can be distinguished from others on the basis of their convincing power. The have the passion and the spirit to challenge the norms, and so they are the part of winning team. Sales Force Objective: The chief objective of Mobilink‘s sales force is not only to encourage sales but also to diagnose customer‘s problem and to propose an effective solution thus satisfying them completely. They play a strong role in improving customer profitability.
3.5.22 Sales force Structure Mobilink‘s sales force manages following types of sales force:
Technical and Application Engineers
Service Personal
Distributor Sales Force
3.5.23 Sales Force Compensation Mobilink has attractive compensation packages for its sales force. Along with a fixed amount i.e. salaries, they are also offered variable amounts such as lucrative commissions. Benefits such as paid leaves as well as accident benefits are also offered to the sales force.
3.5.24 Training the sales Representatives Since Mobilink realize that a professional sales force plays a key role in developing and growing customers, it trains its sales representatives to effectively convince the customers by using effective screening techniques.
3.5.25 Success Factors of Mobilink Mobilink is still the Market Leader and its success factors include:
Innovative Products
Excellent Customer Services
Best Coverage among cellular operators
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4 CHAPTER NO 4 DEPARTMENTS
47
4.1
Customer Services Department
Following are the main tasks performed by customer serves department
4.1.1
Mobile Number Portability:
As we already know that there are several mobile networks, each of which has its own packages, like Telenor‘s talkshawk and Djuice, mobilink‘s Jazz , ufone‘s youth , warid‘s glow etc etc…Basically these packages are differentiated according to their call rates , sms bundles , internet and hourly rates. Now, suppose that you are using Ufonesim, which the best one for ufone to ufone hourly package, but as we know that its call rates to other networks are extremely high. So a customer already has aUfonesim and he wants to get the Mobilinks low call rates packages. On the other hand he does not want to change his number and code. In this case Pakistan Telecom Industry provides you the facility to change your network without changing your number and code.
4.1.1.1
Requirements for MNP:
Sim should be on your name.
You will have to use your sim for two months from the date of activation.
You should have your original CNIC, which should not be expired.
You will also have to bring your sim card.
You should have a minimum balance of Rs.5.
4.1.1.2
Procedure of MNP:
A Mobilink Representative will write MNP in a text message and will send it to 667. After a few seconds he will receive a message containing the sim card number, the owners name, CNIC number, IMSI number, Activation date and the connection type, that is prepaid or postpaid. He will then fill a form of MNP from the message. The form contains the customer name, date of birth, CNIC number, sim card number, donors network name like ZONG, UFONE, WARID, Telenoretc, donors IMSI number, connection type, the package you want to activate, Fee charges, customers signature, thumb impression, Office Representative signature and the Date. 48
All the data is then put down in a computer system. There is a specific portion for MNP in a Mobilinks official website named ‖SIEBEL‖. After uploading the form onto the website, it receives the new Mobilinks IMSI number, which is completely different from the donors network IMSI number. A CRO is then required to write back the new IMSI number on a form and submit the form along with the customer CNIC copy.A new sim is then given to the customer and CRO enters the specific code written on a sim jacket to the system. Now the number will be converted in 3 to 5 days. The customer is then directed to insert the given new sim card in his cell phone, after losing the donors sim signals.
4.1.2
NEW CONNECTION:
The second task which was assigned to me is that providing new connections to the customers.
4.1.2.1
Requirements for new connection:
A customer is required to select a sim number from a given list. Then a CRO fill a form. The form contains the following claws:
Customer first name
Customer last name
Date of birth.
Customer CNIC number
Fathers name
Permanent address
Temporary address
Sim card number
Sim registration number
Fee
Customer signature and thumb
CRO signature
Office stamp
After purchasing the new sim, a customer is then required to register the sim on his own name. For this, a customer will call to 789 and will press button 2. After a few
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seconds, the Mobilink operator will query the customer CINC number, customer name, father name, mother name, and the place of birth. The given data is then match with the NADRA record, if it is correct then representative will register the sim, otherwise he will reject it and the customer will have to register the sim on another CNIC.
4.1.3
Providing Information To Customers:
The third task that I performed in the office was to provide information to the customers about the services and packages such as Mobilinktalkshawk her second, post paid tariff, international call rates etc. I also provide information of how registered of change the friends and family numbers and about the mobile number portability facility. Daily I was faces new customers with new problems so I gain a lot of experience through this internship. Some customer behaviors were extremely rude and were very hard to control myself in some situation, but we were strictly restricted to behave just as that we have not any anger sense.
4.1.4
Handling The Customer Complaints:
As working on a front desk, I was also assigned to handle the customer‘s complaints in very efficient manners. I listen the customer complaints carefully and give quickly response so that the customer satisfied and go happily. Following were some customer complaints:
Message downloaded error
Message not sending
Call disconnection
Billing problem in postpaid connections
Coverage
Wrong calls
Voice quality
Change of ownership
This task was really hard but enjoyable. Some customers came very aggressively to record their complaints but our task is to cool down that customers and make them happy by solving their complaints. 50
Some problem solutions do not exist in the franchise office, so I refer the customer to head office. ONE day 3 girls come to our office. One was the daughter of a kernel and the rest of two were her friends. She told me that I had incurred a big loss of Rs 30000 due to a fraud call. I ask her that how? She said that once I receive a call from a number where a person told me that Mobilink and warid had made a joint venture and they had draws a lucky draw in which your number is selected among the 25 lak numbers. Now you will be awarded of Rs 500000 {five lak}, and for that you will have to load us Rs 5000, because these are the expenses, which will occur in reaching your wining price to you. She told me that I did it and sends them a load of Rs 5000. Next day I received another call from a new number and he says that we are now coming towards you in our own private car, and our oil expenses are Rs 15000, I also did it , and send them Rs 100, 250, and 500 cards ,worth of Rs 15000. She further told me that I had further loaded them of Rs 10000 on different occasions. I just laughed and said that I don‘t believe, because you are looking from an educated family and no one can make you fool so costly and so easily. She was near to cry and said that ―yes sir, you are right , I belong from an educated family, but it‘s also true that someone had made me fool so easily‖ and as a proof she opened her purse and show me different cards of different denominations of warid and Mobilink, and also give me the addresses of the shops and the persons names from which she had loaded them different amount. She further says that my father is a heart patient if someone has told about all this nonsense, then he will die. I ask her that you were doing all these and didn‘t feel a little bit of need to tell your father. She replied that I think that I will give him a surprise of such a huge amount. She told me that please sir help me and return my money. I told her that it is not possible now because generally when you load to his number he then pass the load to another number in a second. Now if block his number too, it doesn‘t make any sense for him. She says that ―okay! I don‘t need it but want that the load shouldn‘t go to their numbers.‖ I told her that you were needed to think it in the beginning, but we will try our best to trace the number and the persons and will also try to recover the money. I forward her complaint to the head office and request them to solve it on an urgently basis. 51
She was satisfied up to some extent and makes a smile. She thanked me very warmly and left the office.
4.1.5
Learning Managerial Skills:
Our manager was a young female. And I really impressed from her managerial capabilities because she know that how work can be done from the employees. Every Wednesday she calls a meeting of the staff members and discusses some point about the sales and the management perspective. I too actively participate in these meetings. There were competition among all the franchises in Rawalpindi and Islamabad on the basis of sales, connections portability, and creating easypaisa accounts. Prizes were then given to 1st, 2nd and 3rd position holders. Our franchise got 1st position Award in 2009, in connection portability and has also achieved the sales award in 2008. It has also got two ipods, which is given to Mr.Kamran and Mr.Waqas. As I said that all the credit goes to our manager, because of their punctuality and hard working. We all know that internee is just an observer, generally he is not so much bound to obey the office rules as other employees for which they are making payment. But the case is obsolutely different here; I was restricted to come on 9 AM to the office and to leave on 5:30 PM. I was living in I-10 Islamabad, and the office were in Rawalpindi sadder , the distance was some about 1 hour and 30 mints in different taxies. So I was need to get up early in the morning to come on time to the office, but it was an interesting to see that our manager was too come on time and reaches very early from all the staff members.These all what we can say the hard working and good management. She had created a family like environment, all the members are very cooperative with one another.
4.1.6
Replacementof Sim:
Often customers lost their Sims due to brokerage or theft, so they come to the office to block the old one and reissue the new sim. I was told to take the original CNIC from the customer and see that whether the sim is registered on his name or not. If yes then to reissue the new sim, otherwise the customer is referred to the head office.
4.1.7
Change of Ownership: 52
It is a restriction from a Pakistan Telecommunication Authority {PTA} that sim should be on the name of the user. So many customers came to our franchise to change the ownership of the sim. It‘s a very careful task because if a customer makes a complaint to heads that my sim ownership has changed to any other person that it can cause to close the whole franchise. I was strictly prohibited for not to change the ownership before seeing the original CNIC and the original sim jacket. These both things are very important to change the ownership, otherwise customer was then simply referred to the head office.
4.1.8
Packages Changing:
Mobilink is continuously introducing new packages. Some of which have low call rates, some have sms packages, and some have Internet packages etc etc.So a number of customers were come to our office to change their packages into new one. To change the packages I was simply dial 345 and change it from the operator.
4.2
Sales department
Sales department of Mobilink is very well organized and most important department of the organization their main focus is on product distribution which performs the following tasks.
4.2.1
Product Distribution
Mobile financial Services
In case of emergency they provide Jazz Advance to their customer providing utility bills payment services and mobile banking services.
Scratch cards
Sales team distribute scratch cards to retailers
Mobilink load
Sales team transfer balance to retailers account and maintain their payments
Prepaid Sims
Prepaid sim selling was also performed by them but now they started providing prepaid sims free of cost
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4.3
Finance department
4.3.1
Payments of Postpaid Bills:
Customers load their balance easily from our easy load system. I was also assigned to do this. It was a very care full task because once you have entered and send load to a number of Rs 1000 instead of Rs 100, then you will have to pay the Rs 900 from your own pocket. A complaint can be made to the help line but they will first confirm from the person to which you had wrongly send the load, if he is agreed to return the load then its ok, otherwise you will have to pay from your pocket. I personally paid several times Rs 50 from my own pocket. I was also assigned to receive the payment of postpaid bills. Bills were paid by sending the billing amount to that postpaid number through the mobile set or through the system. A receipt was then given to the customer, and the customer also receives a text message. Once a foreigner lady come to our office and she want to pay her postpaid bill. Her age was above 50. She told me her number 03435004729 and said that I wana clear my postpaid bill. She gave me Rs 2000 first. I typed her number, show to her and also repeat by saying. She says correct, I send Rs 2000 to her number and said that its done madam, but she said that I have not received a message yet. I told her that please checks your balance. She checked it and the balance was not gone to her number I repeat her number, as I say the last digit 9, she cried that its not 9, its 1{ONE}. I told her that I cried it out again and again and you said that yes correct correct. What the hell was that? She said that I have not wear glasses today. I told her that ―but you have your ears and I had said it too!‖ but she resist it and said that you had intentionally done it wrongly and it‘s your second time that you are going to make me fool. I told her we have not met before and it‘s my first time to see you, but she insists that no it‘s your second time. She were speaking very loudly that give me your name I will report you in a police station. She wana make a quarrel with me. All the staff members and other customers were looking at me, some were laughing that what will happen with me. I gave her my name and my number and said that take it and go to hell. She was then become very angry on these words and said that you are extremely stupid. I told her that you couldn‘t be making me fool ok? And I know that you have two numbers, 54
once you told us one number when the payment had goes the then you said and crying on our staff that you people had wrongly send it. She said that give me my money but I refused that first we will complaint for the previous money it they come back then we will again send it to you, otherwise we are sorry madam. I don‘t know that what she was said in the last but she went out in a hurry and shut the door very loudly. After an hour I made a complaint to the help line. They said that if the number is found ON, then we will first confirm from the customer, if he accepts our request then we will send back your money to you, otherwise we are sorry sir. When I try to call on the wrong number, it was coming OFF, I was so much worried because there wasn‘t so much money with me to pay it from my own pocket. But I don‘t know that how seventeen hundred rupees come back to our account and I was so happy that I can‘t imagine. I then send back these seventeen hundred rupees to the foreigner lady.
4.3.2
Financial Reporting
Objective of the finance department is to manage all financial data , revenue generated by sales department , postpaid billing , making salaries of employees, paid incurred expenses and create the whole financial reports to send head office
4.4
Indirect sales coordination department
This department performed a function of coordinator between sales and Finance department. It brings together them so that they can summarize the financial data.
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5 CHAPTER NO 5 ANALYSIS
56
5.1
SWOT Analysis
5.1.1
Strengths
The company excels in marketing, sales and customer services.
It has the advantage of having a huge and loyal customer base.
Pioneer in GSM service in Pakistan.
Strong Brand name
Good coverage and speed
Highest market share in terms of subscribers and revenue.
Roaming agreements with 300 partner in 140 countries
Large number of corporate customers.
Economy of scale.
Phone Banking.
5.1.2
Weaknesses
Network problem is the biggest weakness for Mobilink for which it faces major criticism or complaints.
The company is also vulnerable with post paid debts.
High call rates.
Large organizational structure
Falling Market share
5.1.3
Opportunities
The company has opportunities in the field of wireless and 3G technology.
It can also further capitalize on the emerging trend of value added services.
WLL services in competition to PTCL, providing
Opportunities for infrastructure suppliers
Growth of VAS –WiMAX networks, mobile TV services.
Deployment of 3G technology
Adaptation of newest technology.
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5.1.4
THREATS
With lots of competition coming into the telecommunication industry of Pakistan, buyer‘s growing bargaining power is the strongest threat to the company.
Competition offers, gaining market share
High tax rates
Increase in imported equipment costs
Network capacity
Deterioration in service quality
Political instability
5.2
PEST Analysis:
It is very important that an organization considers its environment before beginning the marketing process. In fact, environmental analysis should be continuous and feed all aspects of planning. My internship at MOBILINK has added much to my knowledge. In this report I have written introduction and history of MOBILINK Where then I have written vision, mission and core values adopted by the industry. I have also done the critical analysis of MOBILINK according to my knowledge following factors have disturbed the functionality of the organization The organization's marketing environment is made up from:
The internal environment e.g. Staff (or internal customers), office technology, wages and finance, etc.
The micro-environment e.g. our external customers, agents and distributors, suppliers, our competitors, etc.
The macro-environment e.g. Political (and legal) forces, Economic forces, Socio cultural forces, and Technological forces.
These are known as PEST factors.
5.2.1
Political Factors:
The political arena has a huge influence upon the regulation of businesses, and the spending power of consumers and other businesses. You must consider issues such as:
How stable is the political environment?
Will government policy influence laws that regulate or tax your business? 58
What is the government's position on marketing ethics?
What is the government's policy on the economy?
Does the government have a view on culture and religion?
The political situation of Pakistan is not satisfactory and unstable. Rapid change in the Govt. and the change of the policies of the previous govt. by the new govt. abruptly effect the Pakistan‘s political situation. Due to these entire factors the foreign importer hesitates to invest in Pakistan. Govt. should device such policies that are beneficial for the local exporter as well as for the investors. It is fact all government agencies and influential groups that somewhat influence various organizations and individuals in a given society are included among political factors. Present change in the political scenario can definitely be favorable for economy of the next financial year.
5.2.2
Economic Factors:
Marketers need to consider the state of a trading economy in the short and long-terms. This is especially true when planning for international marketing. You need to look at:
Interest rates
The level of inflation Employment level per capita
Long-term prospects for the economy Gross Domestic Product (GDP) per capita, and so on
The economic condition of Pakistan is not suitable for investment. Market
growth
rate is very low and new investors hesitate to invest. Increasing inflation rate due to heavy loan make the business environment strict. Actually increase in inflation rate leads to high cost so our country products sell out at a high price but with low margin. The products of MOBILINK have positive image in market. The economic environment consists of factors that reflect consumer purchasing power and spending pattern. The consumptions of MOBILINK products are considered best in quality in most of the markets.
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5.2.3
Social Factors:
The social and cultural influences on business vary from country to country. It is very important that such factors are considered. Factors include:
What is the dominant religion?
What are attitudes to foreign products and services?
Does language impact upon the diffusion of products onto markets?
How much time do consumers have for leisure?
What are the roles of men and women within society?
How long are the population living? Are the older generations wealthy?
Does the population have a strong/weak opinion on green issues?
The change in the lifestyle of the people affects the demand of the MOBILINK products. The change in the lifestyle and needs in different demographics also affect the demand of the customers. Due to all these changes MOBILINK is performing excellent for the excellence of organization as well as for the customer. The cultural and social environment is made up of institutions and other forces that affect a society‘s basic values, perceptions and preferences and behavior of people grow up in a particular society that shapes their basic beliefs and values. This is the policy of MOBILINK that the services are designed according to the beliefs and values of the consumers. The products are made according to the changing lifestyles and liking and disliking of the customers.
5.2.4
Technological Factors:
Technology is vital for competitive advantage, and is a major driver of globalization. Consider the following points:
Does technology allow for products and services to be made more cheaply and to a better standard of quality?
Do the technologies offer consumers and businesses more innovative products and services such as Internet banking, new generation mobile telephones, etc?
How is distribution changed by new technologies e.g. Books via the Internet?
Does technology offer companies a new way to communicate with consumers e.g. Banners, Customer Relationship Management (CRM), etc?
Availability of spare parts and technicians.
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Technological advancement in all the sectors of the country has changed the entire socio-economic
environment.
Especially
telecom
sector
has
incorporated
technological development and advancement in their organizations. Being one of the largest in the telecom sector, MOBILINK has great financial resources and they are always in a position to install the latest and advanced machinery in their production department. With the help of modern technologies they are in position to design new products. After the introduction of new technologies in designing and production department, MOBILINK is planning to introduce 3G and 4 G for their customers all across the country.
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6 CHAPTER NO 6 CONCLUSIONS AND RECOMMENDATIONS
62
6.1
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. Mobilink
Pakistan is the fastest growing mobile operator in
Pakistan.
Mobilink Pakistan is committed to bringing true mobile innovation to the underserved masses of Pakistan. Mobilink Pakistan‘s community contributions have extended over the years to include education, empowerment, enterprise, and environment - with special focus on bringing the telecom promise within the grasp of the most disadvantaged sections of the society. The company has created 2500 direct and more than 25000 indirect employment opportunities with 100,000+ retail outlets and 200+ franchises in addition. 99.9% of these employment opportunities belong to Pakistanis.Mobilink is a place where one can live his dreams and pursue a career that reflects his skills and passions. Mobilink gives flexibility for change, the opportunity to learn, and providing career options with endless possibilities.
6.2
Recommendations:
Some of the recommendations for Mobilink according to my understanding are:
Franchise must be given full access on customer service database of Mobilink.
There must be rewards and acknowledgement for the best franchise in zone to increase motivation level of franchise employees.
Refresher courses for the staff are most important in any international organization. All the employees of franchise should have these courses according to their requirement. Foreign experts can also be called for this purpose.
Every year some of the employees should be sent for training to other countries and employees from other branches or main office should be brought here in the franchise. So that they can observe the right things.
There were too many internees in customer care department, the company has to meet a certain quota of internees and this load is maximum during summers. What this does is makes the environment inefficient and extremely relaxed. This matter requires attention. 63
Such system should be designed that every employee who has some problems with his supervisors can communicate it to the higher management and some steps must be taken to improve that.
There was a fine line between employees and internees, and though that is understandable, the system seemed much closed at times.
Because of better opportunities in market, a high turnover of skilled human resource has been seen in Mobilink . Serious efforts are needed to arrest this trend. More and more incentives should be given to the employees other than just medical facility and paid leaves.
The period of internship should be divided into the number of departments in Mobilink . The internee should be given timetable mentioning the number of days he has to work at different places in the office. Once in a while, in each department internee should be given a lecture by the manager of the department about operations of the department. This would increase the learning of the internee.
The fact that there were two sales offices in the building (one on the 2nd floor and one in the ground), led to work related confusion and hence mishaps. Proper communication and planning should be there.
Distribution of work is not on equity basis in franchise, work has not been allocated properly some workers have to work hard and have to work in late hours without any extra reward. So I suggest that steps should be taken to allocate the work properly.
All the employees in the customer care department are over-burden with work and responsibility. The customer care department requires more employees.
When a new employee becomes a part of Mobilink , he is not properly oriented. Mobilink has this policy of orientation but it only includes visits to departments and knowing about the policies and rules of the company. I suggest a proper orientation and socialization session should be there for a new employee so that he may feel comfortable with his new organization.
The late seating of employees has been observed in Mobilink franchise distribution department and many employees work overtime after office hours. They should be properly compensated for their work especially during the overtime period. This would be encouraging for all the employees. 64
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.
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References: http://www.mobilink.com.pk/ www.mobilinkgsm.com www.mobilinkworld.com www.google.com.pk www.polarismr.com www.prenhall.com www.pta.gov.pk/annual-reports/annreport2013_1.pdf
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