Mobilink Project

Study of Mobilink Marketing Strategies

The Four Folks

CONTENTS DEDICATION ................................................................................................................................................. 4 ACKNOWLEDGEMENT .................................................................................................................................. 5 ABSTRACT ........................................................................................................................................................ 6 RESEARCH METHODOLOGY ................................................................................................................................ 7 Primary Data Collection......................................................................................................................... 7 Secondary Data Collection..................................................................................................................... 7 LIMITATIONS ............................................................................................................................................ 7 CELLULAR INDUSTRY IN PAKISTAN ...................................................................................................................... 8 INTRODUCTION ............................................................................................................................................ 8 Orascom Telecom Holding S.A.E: E ............................................................................................................... 8 MISSION .......................................................................................................................................................... 9 VALUES............................................................................................................................................................ 9 PREMIER CELLULAR COMPANY .........................................................................................................................10 NETWORK ......................................................................................................................................................10 MOBILINK -ORGANIZATIONAL CHART.........................................................................................................11 PRODUCTS .....................................................................................................................................................12 VALUE ADDED SERVICES ..................................................................................................................................12 POSITIONING ..................................................................................................................................................12 BUSINESS SOLUTIONS......................................................................................................................................13 Corporate SMS ........................................................................................................................................13 SMS Advertiser ........................................................................................................................................13 Mobilink BlackBerry ................................................................................................................................14 Fax Mail ...................................................................................................................................................14 Stock Watch............................................................................................................................................. 14 PIA Reservations ......................................................................................................................................15 PSO Cards ................................................................................................................................................15 Conference Bridge ...................................................................................................................................15 Mobilink WiMAX......................................................................................................................................17 The Four Folks

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Mobilink PCO ...........................................................................................................................................17 BCG GROWTH-SHARE MATRIX ....................................................................................................................17 Market Segmentation .................................................................................................................................21 Marketing Targeting .................................................................................................................................... 21 Moblink Sports Portal ..................................................................................................................................22 DIFFERENTIATION ...........................................................................................................................................24 POSITIONING ..................................................................................................................................................24 PLACE ....................................................................................................................................................24 PRICE ....................................................................................................................................................25 PRICING STRATEGY OF MOBILINK: ....................................................................................................................25 ATTRACTIVE TARIFF PACKAGES ........................................................................................................................26 PROMOTION ..........................................................................................................................................28 CORPORATE LEVEL STRATEGY ..........................................................................................................................28 Promotional Campaigns ........................................................................................................................29 Joint Promotional Agreements with Various Organizations ..............................................................29 BUSINESS LEVEL STRATEGY ..............................................................................................................................30 Advertising .............................................................................................................................................30 Distinctive Product Features ................................................................................................................30 Exceptional Service................................................................................................................................30 New Technology ....................................................................................................................................31 Low Cost Strategy ........................................................................................................................................31 Functional Level Strategy ............................................................................................................................32 Sales and Marketing ..............................................................................................................................32 Compotators Analysis..................................................................................................................................32 Subscribers Growth and Penetration ......................................................................................................32 Market Share ........................................................................................................................................... 33 Coverage Analysis....................................................................................................................................34 Franchise .................................................................................................................................................35 Financial Analysis..................................................................................................................................... 35 Revenue per User ....................................................................................................................................36

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DEDICATION Our work is dedicated to our beloved Parents, teachers, brothers, sisters and all of our well wishers.

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ACKNOWLEDGEMENT

“To Him belongs the dimension of the Heavens and the earth, it is He who gives Life and death and He has power over all things.” (Al-Quran)

All acclamation to Allah who has empowered and enabled us to accomplish the task successfully. First of all we would like to thank our Allah Almighty who really helps us in every problem during the project. We would like to express our sincere and humble gratitude to Almighty whose Blessings, help and guidance has been a real source of all our achievements in our life. We would like to admit that we completed this project due to parents who pray for our success. We also wish to express our appreciation to our supervisor Mr. Awais Khan who help us a lot and introduce us to new dimensions of knowledge. Last but not the least our team efforts, support, cooperation and encouragement showed by each members in the group with each other.

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ABSTRACT Every organization, whether it is a multinational, private business, government offices, etc. depend on its people. These people working as General Managers must be trained and kept motivated, offered good working environment and must be acknowledged at work. Telecom industry is growing in Pakistan, with new companies getting license the competition is tough as a result the consumer is getting benefit and enjoying cheap call rates. With a population of 15 million countries, telecom is one of the best revenue generated industry. As voice over IP, web conferencing and online video sessions are becoming popular these companies have bright future ahead. Mobilink GSM, a subsidiary of Orascom Telecom, started its operations in 1994, and 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 30 million and growing. We pride ourselves 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. Mobilink offers exclusively designed tariff plans that cater to the communication needs of a diverse group of people, from individuals to businessmen to corporate and multinationals. To achieve this objective, we offer both postpaid (Indigo) and prepaid (JAZZ) solutions to our customers. Compared to our competitors, both the postpaid (Indigo) and prepaid (JAZZ) brands are the largest brands of their kind in the Pakistan cellular industry. In addition to providing advanced voice communication services that makes the lives of millions that much easy, we also offer a host of value-added-services to our prized customers. At the same time, Mobilink places high importance to its coverage, which is why we cover you in 8000+ cities and towns nationwide as well as over 120 countries on international roaming service. In other words, we speak your language, everywhere.

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RESEARCH METHODOLOGY The research techniques that are adopted for the purpose of this study are as follows:

Primary Data Collection 1

Formal Interviews

2

Informal Interviews

The formal interviews include people from management and the informal interviews included people from lower management.

Secondary Data Collection 1

2

Internet search •

www.mobilinkgsm.com

•

www.mobilinkworld.com

•

www.pta.org

Newspapers

I have tried to attain the maximum authentic and complete information regarding company.

LIMITATIONS One of the major limitations while carrying out this research was the lack of cooperation on the part of the management of the Mobilink in providing the data regarding the company and its policies.

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CELLULAR INDUSTRY IN PAKISTAN Cellular Mobile segment of the industry is considered an engine of growth for telecom sector in Pakistan, cellular Mobile sector continued to add 2.1 million subscribers per month during the year 200708, cellular mobile operators continued their aggressive marketing and network expansion, competition among operators became more intensive with aggressive entry of CMPak, a China Mobile subsidiary in Pakistan. CMPak with their brand Zong and Telenor have added significant subscribers very rapidly, several cellular operators offered various Value Added Services at lower rates to attract more customers. The sector exhibited slow growth than year before, Cellular Mobile teledensity jumped from 39% in 200607 to 54.7% in 2007- 08, collective Revenues of the sector have grew by 35% in the year 2007-08 against a record growth of 48% in the year 2006-07, cellular subscribers grew by about 40% in the year 2007-08, as against 82% in 2006 -07 and more than 100% during 2005-06, Main reason for its slow growth could be the rising inflation which affects the affordability, higher taxes, saturation of the urban markets and low tariffs.

INTRODUCTION Orascom Telecom Holding S.A.E: Established in 1998 and has grown to become a major player in the telecommunication market. OTH is considered among the largest and most diversified network operators in the Middle East, Africa, and South Asia, and has acquired in early 2008 a license to operate mobile services in North Korea. Orascom Telecom is a leading mobile telecommunications company operating in six emerging markets having a population under license of 430 million with an average penetration of mobile telephony across all markets of approximately 40%. OTH operates GSM networks in Algeria (Djezzy), Pakistan (Mobilink), Egypt, Tunisia , Bangladesh and Zimbabwe. OTH had exceeded 74 million subscribers as of March 2008. In Pakistan, the Pakistan Mobile communications Ltd (“Mobilink”) started its operations in 1994 and, until early 2001, had a market share of 40%. In April 2001, OTH took over management control of the company. As the market leader, Mobilink serves more than 31.5 million subscribers, representing a market share of 38.5% (as of March 2008). OTH has positioned itself as a leader in the region for its diverse GSM operations with various GSM support and Internet operations. One of OTH's main strategies is to create its own non- GSM subsidiaries to act as a backbone of support for its regional GSM operations. OTH has achieved this by dedicating financial, technical and management resources for supporting its subsidiaries. OTH is dedicated to provide the best quality services to its customers, value to shareholders, and a dynamic working environment for its nearly 11,000 employees.

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MISSION “To be a superior communication service company in Pakistan which provides the best value to its customers, employees, business partners and shareholders.”

VISION To be the leading Telecommunication Services Provider in Pakistan by offering innovative communication solutions for our Customers while exceeding Shareholder value & Employee expectations".

VALUES Commitment to Total Customer Satisfaction: Customers are at the heart of our success. They have placed their trust and confidence in us. In return, we strive to anticipate their needs and deliver service, quality and value beyond their expectations.

Passion for Business Excellence: We strive for excellence in all that we do. We aspire to the highest standards and raise the bar for ourselves every day. This commitment to delivering world-class quality translates into unmatched service and value for our customers and all stakeholders.

Trust & Integrity: At Mobilink, we take pride in practicing the highest ethical standards in an open and honest environment, and by honoring our commitments. We take personal responsibility for our actions, and treat everyone fairly, and with trust and respect.

Respect for People: Our relationships drive our business. We respect and esteem our employees and all stakeholders. We believe in teamwork, empowerment and honor.

Responsible Corporate Citizen: As the market leader, we recognize and fulfil our responsibility towards our country and the environment we operate in. We contribute to worthy causes and are dedicated to the development and progress of the society.

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PREMIER CELLULAR COMPANY Mobilink Pakistan Premier Cellular Company Claims be to have 10 Million Subscribers nationwide what you call such a company pioneers giants whatever but the fact is that Mobilink is the largest Cellular Company in Pakistan. Mobilink is giant is this the reason that they are still expensive as compare to other companies like Ufone and Warid Tel. As people relay on Mobilink services that’s why Mobilink still charging high rates people specially business class hesitate to switch to other cellular company. Company is large and has the largest subscriber base in Pakistan. Mobilink recently started GPRS services with RS. 500/month of unlimited usage this is the treat for GRPS users those who want to take their office with them Mobilink give them ease with reason able charges. Mobilink also started 3 friend and family number with a charge of 2.25/min still expensive as compared to Warid but giving incentive to subscriber there is an additional cost of RS 25 to add friends and family number which is not fair. Mobilink is major cellular company and will stand in first place many years to come with professional approach and highly skilled staff behind Mobilink is the premier choice for subscribers nationwide. The only problem I see with Mobilink is the call rates, which in my point of view are somewhat high. As the competition is growing I hope the rates will be cut down to attract more subscribers.

NETWORK During the last 13 years, Mobilink has set up one of the largest cellular networks in the country. Currently, we are covering more than 10,000+ cities and towns. This has involved an investment in the company of more than US$ 1 Billion. We have 66 Switches and more than 6,300 cell sites and the number keeps growing at a rapid pace. We also have deployed around 5,000 km of optical cable.

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Years of Business

13

Cities

10,000+

Investment

USD 1 Billion+

Switches

66

Cell Sites

6,300

Optical Cable Deployment

5,000 KM

Switches

Nokia-Siemens, Alcatel, Huawei

Radio Base Stations

Motorola and Alcatel.

Intelligent Networks

Siemens

Microwave Equipment

NEC and Alcatel

Operating Frequency

900/1800 MHz

SMSC

Logica CMG

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MOBILINK -ORGANIZATIONAL CHART

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PRODUCTS Mobilink offers both Pre-paid and Post-paid services. They offer tariff plans that are exclusively designed to cater to the communication needs of a diverse group of people, taking into account occasional users to businessmen. To achieve this objective, they offer both postpaid (Indigo) and the prepaid (JAZZ) services to their customers. Jazz is an amazing prepaid service that allows freedom from monthly bills and gives complete control over the customer’s cellular expenditure. The user can decide in advance when and how much he wants to spend. He can load a scratch card whenever he wants to and start talking. Jazz is simple, easy and loads of fun. not only Indigo and jazz mobilink have 13 more products given below, 1.

Mobilink Indigo

6.

2.

Mobilink Jazz

3.

Mobilink BlackBerry

4. 5.

Mobilink TV

11. PIA Reservations

7.

Mobilink Game ON

12. Stock Watch

8.

Jazz Cricket SIM

13. Fax Mail

Mobilink PCO

9.

Conference Bridge

14. Corporate SMS

Mobilink WiMAX

10. PSO Cards

15. SMS Advertiser

In addition to providing advanced voice communication services, they also offer a number of value added services to their valued subscribers.

VALUE ADDED SERVICES 1. 2. 3. 4. 5. 6.

GPRS Mobilink Mustt Services SMS Messaging Power Tools Chat Services Dedication Services

7. 8. 9. 10. 11. 12.

Power Tools Mail Services Info Services IVR Ring tones/Logos On Call Services Missed Call Alerts

POSITIONING Indigo is positioned on family platform, offering a wide range of products catering to different needs. It comprises of a range of packages depending upon the usage levels such as indigo initial and indigo 400 supplementary packages combine postpaid life style with economical rates.

Jazz call and control is a hybrid product that offers prepaid convenience and postpaid control and is suited for high-end prepaid users.

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BUSINESS SOLUTIONS Corporate SMS Corporate SMS is an SMS Broadcast Application that enables corporate users to Send, Manage and schedule message broadcasts to multiple recipients on any mobile and land line number in Pakistan.

SMS Advertiser Mobilink GSM, the market leader with a customer subscriber base of over 30 million, offers SMS Advertiser to all large scale businesses and organizations. Now you can send your message directly to your customers.

SMS Advertiser can create one-on-one communication with your market. Today's consumers are mobile and today's marketing must reflect that.

Benefits of SMS Advertiser •

WIDE REACH SMS is the world's largest platform to reach out to consumers - every mobile phone is SMS enabled, it has 100% penetration.

•

FOCUSED SMS targets end-customers directly via their mobile phones.

•

PROMPT CUSTOMER RESPONSE It compels the consumer to take action in order to enjoy a promotion, thus increasing the success rate of advertisers.

•

ECONOMICAL SMS is a cost effective way to communicate, which allows timely assessment of results.

•

WHO CAN BENEFIT FROM SMS ADVERTISER? SMS Advertiser is ideal for all organizations that want to interact with their customers in a new yet personalized way. Whether it is a product launch or a brand reinforcement message, SMS Advertiser is the right solution for your business.

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•

SOME CORPORATE EXAMPLES

v v v v

Banks announcing new products and specials offers Consumer goods companies informing their consumers of special discount deals Beverages companies announcing new promotions New Businesses announcing start of operations & their offers

Mobilink BlackBerry BlackBerry is the leading wireless enterprise solution offered by Research in Motion Ltd. (RIM) that keeps mobile professionals connected to people and information while on the go. It is a proven platform that provides users around the world with secure, wireless access to a full suite of business applications including: -Email -Phone -SMS -Web -Organizer Features BlackBerry™ solution comes with a Mobile phone, which allows you to get instant e-mails on your BlackBerry™ handheld. This is a push-based e-mail solution where access is available to your information while roaming nationally and internationally in selected locations. These emails can either be personal or official. BlackBerry™ also allows you surf the internet.

Fax Mail Fax mail is a unique service which allows a subscriber to receive his personal faxes on his mobile and is able to receive them by using any fax machine.

Stock Watch Now our Mobilink Postpaid customers can get continuous updates on their stocks listed on the LSE (Lahore Stock Exchange) or KSE (Karachi Stock Exchange) anytime through Mobilink's Stock Watch. The following three different options are available that can be subscribed to independently or in combination.

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HOURLY ALERTS Customers can subscribe to receive alerts of any three companies at KSE or LSE at a time of their choice to receive updates of the latest stock information (current rate, opening rate, etc.)

PRICE MOVEMENT ALERT Customers can select any three companies and specify minimum and maximum share price limits so that notification is sent to them whenever the trading price breaches the pre-defined barriers.

KSE/LSE INDEX ALERT Customers can subscribe to daily stock index (trading volumes, etc.) alerts when the market closes for the day.

PIA Reservations Now Mobilink’s customers can make seat reservations (one way or return both) through their mobiles. As a result of this reservation the customer gets the PNR number, which can be used to buy the ticket from PIA office or E-Kiosks. In addition to this the customer can also get flight, seat availability and Frequent Flyer point’s information by sending an SMS on 7422.

PSO Cards Mobilink has always been innovative in its approach and has developed new services for its customers. Now Mobilink customers having any type of PSO card (Fleet, Corporate, loyalty or Prepaid), can use this service to get information about their Fleet Card last usage, Balance available, miles traveled etc.

Conference Bridge Mobilink has always been the market leader when it comes to introducing state-of-the-art communication services and solutions. For the first time in Pakistan, Mobilink is pleased to introduce the ‘Conference Bridge’ Service for both postpaid and prepaid users. This service is ideal for reducing set up and gathering time for meetings as it brings geographically scattered workforce together in a conference without any hassle.

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Conference Bridge allows organizers to schedule conference calls with up to 25 on net and off net users, subscribers of this service can also use the web conferencing features like presentation and document sharing during the conference call. As the organizers sets up a conference call, all participants are informed about the date, time and dial in number & access code through an E-mail. Participants simply have to dial in at the time of the conference call to join in while on the go!

Pakistanis are extremely passionate for cricket, all year round and especially during the World Cup, the whole nation lives and breathes just cricket! Further fuelling the passion for this amazing sport, Jazz now presents every cricket fan’s dream come true, The Jazz Cricket SIM! The perfect SIM for all cricket lovers; where they will have instant access to the sport no matter where they are. In addition to preactivated GPRS, cricket related services and content will be available to the users through a simple and easy-to-use cricket menu.

Mobilink has always been a pioneer in providing its customers the chance to experience the latest Value Added Services, Recently mobile gaming has taken the world by a storm and this fever is expected to grow at a phenomenal rate. Keeping its tradition of innovation alive, Mobilink now brings you a chance to get a hands-on experience of mobile gaming. You can now log on to our Gaming Portal and enjoy a vast variety of games from a number of categories so… Game On!

Mobilink introduces Mobile TV, you will be able to watch your favorite TV shows even when there is no electricity! You can also listen to the hottest songs in our Audio section even in the remotest areas.

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Mobilink WiMAX Mobilink second WiMAX service provider of Pakistan has finally hit the WiMAX surface by introducing its services in Karachi in its first phase of countrywide rollout plan. Uzair Ahmed broke the story on TGP backed with two official documents that reveal Mobilink’s WiMAX services, pricing and few other details. Named as Mobilink Infinity, WiMAX services would be offered in Karachi only, as a soft launch, until they are successfully tested and taken to other regions of Pakistan as well.

Mobilink PCO A new project Mobile PCO by Mobilink is a commendable effort, as it directly benefits the underprivileged section of the society. It not only provides new way of earning but also facilitates communication to the far-flung areas and offering a reliable source of income for economically challenged areas. It targets women at home, retired personnel and jobless youth. It can be a part time or full time job, especially for the middle class.

BCG GROWTH-SHARE MATRIX Companies that are large enough to be organized into strategic business units face the challenge of allocating resources among those units. In the early 1970's the Boston Consulting Group developed a model for managing a portfolio of different business units. The BCG growth-share matrix displays the various business units on a graph of the market growth rate vs. market share relative to competitors.

BCG Growth-Share Matrix

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On the vertical axis, market growth rate provides a measure of market attractiveness. On the horizontal axis, relative market share serves as a measure of company strength in the market.

The growth-share matrix defines four types of SBUs: CASH COW - (LOW GROWTH, HIGH MARKET SHARE) A business unit that has a large market share in a mature, slow growing industry. Cash cows require little investment and generate cash that can be used to invest in other business units.

STAR - (HIGH GROWTH, HIGH MARKET SHARE) A business unit that has a large market share in a fast growing industry. Stars may generate cash, but because the market is growing rapidly they require investment to maintain their lead. If successful, a star will become a cash cow when its industry matures.

QUESTION MARK - (HIGH GROWTH, LOW MARKET SHARE) A business unit that has a small market shares in a high growth market. These business units require resources to grow market share, but whether they will succeed and become stars is unknown.

DOG - (LOW GROWTH, LOW MARKET SHARE) A business unit that has a small market shares in a mature industry. A dog may not require substantial cash, but it ties up capital that could better be deployed elsewhere. Unless a dog has some other strategic purpose, it should be liquidated if there is little prospect for it to gain market share.

Some limitations of the Boston Consulting Group Matrix include: •

High market share is not the only success factor.

•

Market growth is not the only indicator for attractiveness of a market.

•

Sometimes Dogs can earn even more cash as Cash Cows.

Some negative criticism for the following reasons: •

The link between market share and profitability is questionable since increasing

market share

can be very expensive. •

The approach may overemphasize high growth, since it ignores the potential of declining markets.

•

The model considers market growth rate to be a given. In practice the firm may be able to grow the market.

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Strategic Business Units of Mobilink Jazz One Jazz Budget Jazz Ladies First Jazz Easy Jazz Octane Mobilink Indigo Mobilink PCO

• • • • • • •

Classification of SBUs according to growth-share matrix: CASH COW • • •

Jazz Ladies First Mobilink Indigo Jazz Budget

Because these two packages are low growth, high share products. These established and successful SBUs need less investment to hold their market share. They produce a lot of cash to support the other SBUs that need investment.

STAR • Jazz One This package is a high growth, high share product. There is need to invest more for its rapid growth.

QUESTION MARK • Jazz Easy • Mobilink PCO These packages are low share in high growth markets. They require a lot of cash to hold their share. Management needs to think hard about question marks it should try to build into stars or should be phased out.

DOG • Jazz Octane It is low growth, low share product. It may generate enough cash to maintain itself but do not promise to be large source of cash.

Comments There is need to invest in the more promising question marks to make them stars and to maintain the stars so that they will become cash cows as their markets mature.

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MARKET SHARE

PRODUCT LIFE CYCLE

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Market Segmentation Market segmentation is dividing a market into distinct groups of buyers who have distinct needs. The market consists of many types if customers products and needs. The marketer has to determine which segments offer the best opportunities. Consumer’s can be grouped and served in various ways based on geographic demographic psychographics and behavioral factors. The process of dividing a market into distinct groups of buyers who have different needs characteristics or behavioral who might require separate products or marketing programs is called marker segmentation. Every market has segments but not all ways of segmenting a market are equally useful. For example Tylenol would gain little by distinguishing between low income and high income pain reliever users if both respond the some way to marketing efforts. A market segment consists of consumers who respond in a similar way to a given set of marketing efforts in the car market for example consumers who want the biggest most comfortable car regardless of price make up one market segments. Consumers who care mainly about price and operating economy make up another segment. It would be difficult to make one car model that was the first choice if consumers in both segments companies are wise through focus their efforts on meeting the distinct needs of individual marker segments. Following are the different segments of Moblink •

Business class

•

Ladies

•

SME sector

•

Sports

•

Flight Roaming

Marketing Targeting The process of evaluating each market segments attractiveness and selecting one or more segments to enter. After a company has defined market segments. It can enter one or many of these segments. Market targeting involves evaluating each market segment attractiveness and selecting one or more segments to

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enter. A company should target segments in which it can profitably generate the greatest customer value and sustain it over time; following are the segments by Mobilink

Mobilink Blackberry Mobilink now introduces ‘Blackberry Professional Software’, which specifically caters to the needs of the Small and Medium Enterprise market segments. The Blackberry Processional Solution will allow up to 30 users within the SME. The Blackberry Professional Software has been designed keeping in mind the needs of the SME Market Segment Some of the basic needs of the SME sector are as follows: Focus on affordability •

Smaller IT footprint

•

Simplicity for installation and management

• •

Minimal need for IT support resource Require only core functionality

•

1.

No need for developer tools – SMEs use application packages

2.

No need for Enterprise IM – SMEs can use Blackberry Messenger, MSN Messenger

SME sector requires the power of the Blackberry Solution 1.

Security

2. 3.

Control Performance

Blackberry Professional Software delivers the reliability, features and security performance as required by the SME as it is easy to install and manage. Some of the basic features of BPS are as follows.

Moblink Sports Portal You’ll have a front row seat to all sporting events with Moblink Sports Portal , As close as it gets to the game. From Cricket to golf, Tennis to Formula 1 racing, catch all the action live on your mobile with Latest Scores, Match Schedules, Games, Chat Corners, Blogs, Content Downloads and much more.

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Following are the sports portal

•

Cricket

•

Hockey

•

Soccer

•

Tennis

• •

Car Racing Golf

JAZZ Mobile Hungama Jazz now brings to you an amazing handset bundle offer by bringing together a top quality handset along with a Jazz SIM and free balance at the most affordable price of Rs. 1575. Now you can get your very own mobile from your nearest Mobilink Franchise Center and enjoy the best deal in town! And that’s not all, each handset has a warranty of 6 months. Mobilink NBP Karobar In this segment Mobilink has introduce karobar scheme with national bank of Pakistan large financial set-up Moblink PCO with NBP under the president rozgar scheme is a highly attractive business avenue for the unemployment populace of Pakistan.

Mobilink PCO For the first time ever Mobilink brings Mobilink PCO, a revolution in its own right that shall surely set apace the way our consumers communicate at the grass root level. Mobilink PCO is a fixed wireless phone that has special PCO functions capability. It consists of two LCD's that helps customers to keep a tap on the duration and the costing of the calls they make.

Mobilink Flight Roaming Mobilink Now Gives It Customers the Facility to Reach the World from the Sky. Mobilink has achieved yet another landmark by being the first operator in Pakistan to offer in-flight communication service for its customers. Partnering with Air France and Emirates through our partner

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networks On-air and Aero Mobile, Mobilink offers GSM network onboard aircraft; providing not only voice calls and text messages but also data over GPRS.

DIFFERENTIATION Differentiation is actually differentiating the market offering to create superior customer value, once a company has chosen a desired position it must take strong strips to deliver and communicate that position to target consumers. The company entire marketing program should support the chosen positioning strategy. Mobilink has differentiation its products by doing different activities as follows •

Price affordability

•

Hire famous personalities

•

Only company offers package for ladies

•

34% shares

•

Airplane roaming

•

Mobilink PCO

POSITIONING Positioning is arranging for a product to occupy a clear distinctive and desirable place relative to competing products in the minds of target consumers. In positioning its product the company first identifies possible customer value differences that provide competitive advantages upon which to build the position. The company can offer greater customer value either by charging lower prices than competitor or by offering more benefits to justify higher prices but if the company promises greater value it must then deliver that greater value. Thus effective positioning begins with differentiation. As whenever we hear the word indigo we quickly evaluate that it is Mobilink, so the Mobilink has very strong positioning in customer minds. Another example is jazz.

PLACE Place includes company activities that make the product available to target consumers, it includes channels, coverage, location, inventory, Moblink Sims and connection are available all over the Pakistan,

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covering more than 10,000+ cities, towns, and villages across Pakistan, Sims are available on more than 700 franchises all over the Pakistan.

PRICE Price is the amount of money that customer have to pay to obtain the product, Moblink offers different packages of different call rates to capture the market, Moblink also offers discount, advances, post paid, prepaid connections that a customer easily afford.

PRICING STRATEGY OF MOBILINK: It is well known brand of Mobilink. Previously Mobilink was offering Jazz connection for about3000 rupees 5 years ago. Its market oriented statement is “Aur Sunao” But through the passage of time\now Mobilink is offering Jazz connections for about 100 rupees. In 2002 Ufone which is one of the leading competitor of Jazz introduced its prepay connection for about 2500 rupees. In 2005 Telenor came into existence in Pakistani market and offered its connections for about 500 rupees. Then in 2005 Warid also entered the market offering its connections for 250 rupees. In this way price war started between these telecom brands in the market. Previously it was Jazz’s oligopoly as they offered their prices. In 2005 Jazz offered a cellphone+connection+prepaid card implementing a product-bundle pricing strategy for creating more attention and attraction. The major shift in the pricing strategy came in when they started 30.second operations using the promotional pricing strategy. In the early days Jazz was offering its sim-cards for a high-price using captive-product pricing strategy as its SIM-card is a main product that must be used along with the cell phone. Initially Jazz’s call rates and SMS charges were also reduced using discount and allowance strategy and initially directing towards promotional strategy as the competition between cellular brands in the market grew faster. Recently Jazz introduced its offerings of 0.99 per minute call rates in their “happy hour package” which represents their operations with the promotional as well as psychological pricing of their services. Through its happy hour package they are also operating with promotional strategy as they are engaged in continuous promotion through their offerings. Besides that Jazz adopted segmented pricing strategy as they were charging different call rated from one city to another but its competitors have emerged tremendously they have responded efficiently towards their actions through cutting their pricing mainly applying promotional and psychological strategy.

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As Ufone, Telenor and ZEM are offering great offers of call rates and SMS rates, day by day Jazz in also responding efficiently through its strategic pricing offers.

ATTRACTIVE TARIFF PACKAGES Since liberalization of the cellular sector in Pakistan, the tariffs declined tremendously. Telecom regulator used to regulate airtime tariffs of cellular mobile operators through price-cap prior to liberalization and did not allow operators to go beyond ceilings determined by PTA. However, in competitive environment, the market forces are determining the tariffs, which are, declining rigorously, the operators are targeting different segments of the customers and offering concessions and packages to these customers. Interestingly, the SMS seems more attractive to operators for revenue generation where they offered lowest tariffs during the quarter.

Mobilink Tariffs Mobilink, an SMP operator has reduced its tariffs for different packages. Recently, Mobilink has also introduced Jazz One package in which its subscribers can call at very attractive rates. Mobilink has reduced off-net tariffs of Jazz Budget, Jazz Octane and Jazz Ladies First packages in February 2008. For Jazz Octane package, on-net tariff has been reduced from Rs. 2.50 to Rs. 2.40 per minute whereas off-net tariff is reduced from Rs.2.99 to Rs. 2.50 per minute. Similarly, off-net tariff for Jazz Ladies First package has also been reduced from Rs. 2.99 to Rs. 2.50 per minute respectively.

1.4 1.2 1 0.8 0.6 0.4 0.2 0

Old New

On Net Off Net Off Net Fix Cell

Moreover, Mobilink introduced “Apna Jazz Connection ON Karein” promotion which was specifically made for those who did not get the chance to experience lowered Jazz tariffs. Mobilink posted an unconditional Rs. 30 worth of balance for those who did not used Jazz connection since March 15th. For SMS, Mobilink has offered three different SMS packages (only from Mobilink to Mobilink) to its prepaid customers where it has offered unlimited SMSes for one month for Rs. 100, 500 SMSes in 15 days for Rs. 50 and 100 SMSes for Rs. 15 in 7 days. Mobilink also introduced Club Red promot ion for it t s subscribers who wanted red carpet treatment. Under this offer, Jazz subscribers who crossed the monthly usage threshold of Rs. 1,000 got 50% discount on all calls to Mobilink numbers for the remaining days of the month.

CM Pak Packages China Mobile launched three prepaid packages in April 2008. The details of their packages are as given in Table mentioned below CM Pak is offering one free number in which subscriber can make free on-net calls (from 12 am to 7 am) for a lifetime, Up to 10 family members can be added in free package, Happy Hours has been offered in 12 Aanay Package which can be modified once every day. Charges for modification of Happy Hours are Rs. 5. It has also introduced 8 Aanay (50 paisas) offer in which its subscriber can call to

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other networks at Rs. 1.40 (for the first minute) and Rs. 1.00 per minute (from second minute onwards). CM Pak offered 1,000 SMS per day with charge of Rs. 3.00 to its prepaid customers irrespective of the network.

Ufone's Offers Ufone has introduced ULoan where it has offered a facility to customers to avail a loan in order to make an important call if and when they run out of credit. Uloan facility is available only for voice calls. The loan amount will be deducted from the next recharge e.g. UTop Up & Card Recharge, Only customers with a balance less than Rs .2.50+tax can avail the ULoan service. Recently, Ufone has enhanced Uloan amount to Rs. 5.00+tax. It has launched “Paanch ka Pandrah package”, In this promotion, each 5 minutes call gave the next 10 minutes absolutely free. In this offer, there are no daily charges and customer will be charged @ Rs. 1.125/30 seconds for Ufone to Ufone and 1.25/30 second for all other fixed and mobile networks. Ufone has recently launched another promotion in which its prepaid subscribers can now call five friends and family numbers absolutely free from midnight to 7 am by just paying a nominal daily charge of Rs.1.99 (excluding 15% GST), Ufone also launched unlimited SMS (up to 5,000 SMS) offer to its subscribers at Rs.150 to all networks with 30 days validity, Through this promotion, Ufone subscribers can share their thoughts, exchange jokes and chit chat with their friends, Ufone, in line with other operators, has launched another package “Uwon” in which its subscribers can call to any other Ufone number at Rs.1.00 per minute, Offnet tariffs of Uwon package are Rs.1.60 per minute.

Telenor's Innovations Telenor launched a value-added service (VAS) by the name of 'Telenor Auto Advance'. This unique service allowed Telenor prepaid customers to continue the call even after their balance exhausts, the service was activated free of charge for all Telenor prepaid customers. Telenor Auto Advance Service can be extremely useful in emergency situations where one call can make the difference. Subscribers on the move, far from a recharge location or simply out of cash can benefit from this service. Under the service, when a subscriber reaches the end of his balance, the call will continue without disconnection and the balance will be adjusted in next recharge. Telenor Auto Advance is only available for voice calls at the moment. Recently, Telenor also launched Ask Telenor and Tele Doctor 1911. Telenor launched free unlimited on-net calls offer (from 11 am to 2 pm) for limited time period, Service activation charges for the said promotion were Rs. 49 (exclude tax). Telenor received overwhelming response on this promotion. Recently Telenor has launched SMS Fulltime offer for its prepaid customers in which its subscribers can send up to 10,000 On-net SMS with charge of Rs. 99/-. Telenor's Djuice subscribers can now make free calls (from 1am to 6am) at 5 friends and family numbers with daily charge of Rs. 3.99. It may be noted that call setup charge of Rs. 0.05 per call is also applicable for these free calls.

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Warid Promos Recently, Warid Telecom has launched Pakistan Package wherein its subscribers can avail 50 free on-net minutes and 500 SMS/MMS for Rs. 15.00 per day, Warid also launched SMS craze in which its subscribers can send 2000 free SMS/MMS (on-net as well off-net) at Rs. 150/-, Sunday craze is another promotion by Warid in which subscribers can make unlimited free calls on Sundays from 8 am to 12 pm at a weekly subscription of Rs. 15/-. In infinite craze, Warid subscribers can make free calls from 12 am to 7 am to one Warid number and unlimited SMS/MMS from 12 am to 7 am across Pakistan with daily charge of Rs. 10/-. In the period of last few months Warid has also offered number of value added service to its prepaid customers that counts, Zem Talky, Zem committee.

PROMOTION Promotion means activities that communicate the merits of the product and persuade target customer to buy it. As we know Moblink spends millions of amount each year on advertising through TV channels, news papers, bill boards, brushers and so on to tell the consumers about the company and its products, Moblink hire top models and popular people like Film star Shan, Music band like ''strings'' and Cricketers like Wasim Akram to show their brand ambassador, Sponsored award shows.

CORPORATE LEVEL STRATEGY As their corporate level strategy, they have entered into partnerships with different organizations. On the basis of findings, it appears that for the past few years (1999-2003), Mobilink had a focus on internal growth. All this is evident from the fact that since the deregulation of the mobile service industry of Pakistan, Mobilink has undertaken various efforts to ensure that it changes its stance from concentrating on its existing market to growing its market presence. The main reason for this change is mainly to keep up with the competition and to retain and increase its market share. This transition is obvious in Mobilink’s repositioning itself and hitting the market with a new face with the catchphrase “Reshaping communication” With the threat of new entrants into the industry after the deregulation, Mobilink’s strategy took a new turn. To keep abreast with the company, Mobilink took the following steps during the last 2 years: •

Expanded its international roaming Service scope in 14 more countries including Vietnam, Germany, Bangladesh, Ukraine, Iran, Venezuela, Nigeria, South Africa, Ethiopia, Uganda, Sudan,

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Bahrain, and Caribbean Islands. Bilateral roaming agreements signed with 100 countries around the world to have true roaming service operational in 151 operators of the world.

Promotional Campaigns

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JAZZ BUNDLE OFFERS: These bundles include a handset, a JAZZ connection and airtime worth Rs. 200

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INTERNATIONAL SUMMER PROMOTION: Discounted international tour packages to Sri Lanka, Malaysia and Maldives

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“JAZZ-AUR-SUNAO”, “LIFE MEIN JAZZ LAO” (a change in the marketing strategy)

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Indigo packages deliver nationwide cellular freedom at local Call rates

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Exclusive deals to 6 northern area destination including Chitral, Galliat, Hunza, Kaghan , Skardu and Swat.

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Roam the World: yearlong promotion including travel to the Holy Land in Ramadan, avail amazing offers at the Dubai Shopping Festival, be a part if the FIFA World Cup in Germany or visit Paris, Milan, London and NY.

Joint Promotional Agreements with Various Organizations

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JAZZ-HYUNDAI BUNDLE OFFER: Jazz connection and a latest Hyundai L-120 phone set for only Rs. 2750

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Jazz member Get Member: Opportunity for customers to become the brand’s ambassador and at the same time earns Rs. 400 in airtime. The new Jazz customer will also get Rs.100 free airtime.

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Mobilink’s Nokia 9500 offer

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MOBILINK-AVIS partnership: Mobilink joined hands with AVIS, a global brand and the world’s leading car rental company to offer discounted car rental rates (locally as well as internationally) to all Mobilink post-paid customers. Foreigners visiting Pakistan using the Mobilink network for cellular services were able to receive a 20% discount on Avis-Car rental Service.

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Mobilink and UBL launch online bill payment facility for Indigo subscribers

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MOB- Motorola V3 launch

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Mobilink –CITIBANK Joint Promotion (free INDIGO and Call n Control connections to all Citibank Credit Card members)

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Handset Kiosk inside Mobilink Service Center: a ‘hand-set Kiosk’ set up at Mobilink service center at Awami Markaz, Karachi. The kiosk was set up in collaboration with Mobile Zone. It gave customers the added convenience of purchasing quality hand sets of leading manufacturers such as Nokia, Samsung or Sony Ericson right from Mobilink Service Center. On every purchase the customers would get some free gifts to add more value to their purchase.

BUSINESS LEVEL STRATEGY As their business level strategy it has focused on Differentiation strategy ever since it started. Mobilink has always made successful attempts to distinguish their products or services from other in the industry. They make their product unique through.

Advertising

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Highly creative people in the marketing dept

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Billboards, TV commercials, bringing in famous personalities from media to endorse their packages

Distinctive Product Features

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Value added services

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Online billing

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GPRS enabled

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Mobilink also started 3 friend and family number with a charge of 2.25/min still expensive as compared to Warid but giving incentive to subscriber there is an additional cost of RS 25 to add friends and family number.

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International roaming: Bilateral roaming agreements signed with 100 countries around the world to have true roaming service operational in 151 operators of the world.

Exceptional Service

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There are certain areas of Pakistan where PTCL connections are not available; the PTCL cables have not reached yet, but Mobilink has its service in those areas.

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•

Providing services in 413 cities

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Best customer service in the cellular market: Biggest Call Center in Pakistan, which is there to assist the customers 24 hours.

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Only cellular service in Pakistan to provide coverage on the M2 motorway.

New Technology

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Introduced GSM tech- bye to AMPS?

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GPRS system – fast and inexpensive

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MOBILINK GSM Short Message Service Center allows Vehicle Tracking and Fleet Management services that are being provided by Tracker (Pvt.) Ltd., under the brand name of C-Track, a company licensed by Pakistan Telecom Authority (PTA). Tracker currently operates from Karachi but can provide these facilities at all those locations where GSM coverage is available.

Their differentiation strategy is usually targeted at people who are not particularly concerned with price, so it can be quite profitable e.g. indigo and blackberry are relatively expansive packages; blackberry is mainly targeted for the business class who can afford it. In this way, the revenue generation remains high. Mobilink offers tariff plans that are exclusively designed to cater to the communication needs of a diverse group of people, taking into account occasional users to businessmen. To achieve this objective, mob offers both postpaid (Indigo, relatively expensive) and the prepaid (JAZZ, relatively inexpensive) solutions to their customers.

Low Cost Strategy Mobilink does not follow a low cost strategy. Mobilink is a giant in Pakistani mobile industry Tel. Since it first started its operations, it has been focusing its products on the upper strata of the society. That is why its rates are higher than its competitors, Ufone, Warid, Telenor, etc.

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Functional Level Strategy Sales and Marketing •

Differentiation Advantage:

•

Because they target the customer groups they offer tariff plans that are exclusively designed to cater to the communication needs of a diverse group of people, taking into account occasional users to businessmen. To achieve this objective, they offer both postpaid (Indigo) and the prepaid (JAZZ) solutions to their customers

•

The marketing department immediately identifies and responds to the customer needs

•

Comes up with interesting marketing strategies which include advertising,

Compotators Analysis Subscribers Growth and Penetration Cellular Mobile sector has shown an impressive growth over the years. Pakistan has been one of the fastest growing mobile markets among the emerging telecom markets, Subscription o f subscribers remained impressive for another year and all companies together added more than 25 million subscribers to their networks. Total subscribers crossed 88 million at the end of 2007-08. During the year 2007-08, Telenor added about 7.4 million subscribers as compared to 7.1 million in 2006-07; Mobilink comes second with the addition of 5.7million subscribers during the same period. Warid telecom succeeded to add another 4.8 million subscribers this year. Ufone added 4.0 million subscribers’ in 2007-08 as compared to its addition of 6.5 million in previous year1. CMPak entered the cellular market with aggressive marketing and infrastructure roll out. Its growth was negative previous year but this year it added 2.9 million subscribers in last few months. lular Mobile penetration in Pakistan reached 54.7% at the end of 2007-08, which is 15.3 percentage points higher than the last year, despite impressive addition of cellular subscribers by operators during 2007-08; Cellular Mobile market could not maintain its growth patterns of the last 3-4 years. Generally, the growth of subscribers has declined considerably in 2007-08, which is evident in Table - 7. Total subscribers growth has been reported 40% in 2007-08, which has declined from 82% in the year 2006-07, growth of cellular subscribers has declined by all major companies. Mobilink growth declined from 53% to

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22% while Telenor growth has declined from 199% in 2006-07 to 69% in 2007-08, CMPak has entered the market recently and has shown positive growth. Cellular Mobile Penetration in all provinces has increased in last one year; the province of Punjab toped in numbers though its total teledensity is second to Sindh, Total subscribers in Punjab at the end of June 2008 reached 52 million compared to 37 million in 2006-07, growth of cellular subscribers remained highest in the province of Baluchistan where subscription grew by 57% in 2007-08 with total cellular subscribers approaching 2.2 million compared to 1.4 million in 2006-072. When compared with 2006-07 and 2007- 08, Cellular Mobile penetration has increased by 36.8 percentage points in Punjab and its total teledensity climbed to 58.0% at the end of 2007- 08, which was 42.4% in 2006-07. A significant improvement in Baluchistan has been noted where its cellular Mobile teledensity has reached 27% in 2007-08 which was just 17% at the end of 2006-07. This improvement is due to the special attention of regulator and Government of Pakistan for this province in telecom sector in last year.

Market Share Market share of operators is considered an important tool to gauge the level of competition in any sector of the economy. Marker shares of Cellular Mobile Operators indicate that market is moving toward perfect competition where the share of major operators are declining and new entrants are able to grab more share in the market. During the year 2007- 08, Telenor has emerged as fastest growing operator who has improved its market share from 17% in 2006-07 to above 21% slightly higher than Ufone who also has 21% market share. On the other hand, the leading mobile operator, Mobilink is losing its

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Significant Marker Power place rapidly and its share has declined by about 5 percentage points and reached 36% in 2007-08 compare to 41% in 2006-07. CMPak is also growing very fast and it has added 2.9 million subscribers, which is an impressive number and one could hoped that in future it will grab more market share. CM Pak has added more subscribers in last few months and it has continued its aggressive media campaign along with infrastructure rollout which helping it to grab more market share in short span of time.

Coverage Analysis Low Average Revenue per User (ARPU) and tough competition in cellular mobile market of Pakistan compelled all operators to expand the network rapidly so that they can add more subscribers on their network to improve their revenue. Currently more than 91% of the population has access to cellular mobile service all across Pakistan though the access is more in thickly populated localities. Some areas of Baluchistan and NWFP remained uncovered due to disturbances in those areas; rest of the country is almost covered by now. To expand the infrastructure, operators are rapidly installing new cell sites all across the country. During the year 2007-08 all operators have added around 8,000 new cell sites, which is an impressive figure because it takes huge investments to install the cell sites. Ufone has added the highest number of cell sites in 2007-08 and that addition was 1,827 new cell sites during 2007-08. With addition of these, Ufone total cell sites have reached to 3,471. Next was Mobilink who added 1,817 cell sites, its total sites stand at 7,339

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which is the highest among all. Total Cell sites in Pakistan reached 21,518 which were only 13, 752 in 2006-07. In terms cell sites growth, Ufone growth was 111% while CM Pak growth remained 100%.

Franchise Despite aggressive cellular subscriber growth, franchises increased normally at 3%. During the year 2007-08, total cellular operators franchises increased to 1,679 which were 1,619 the previous year. One reason for this slow growth could be the closure of some franchises by PTA being involved in unauthorized sale of SIMs which was causing problem of law and order in the country, other reason could be that expansion is going on unpopulated areas where the operators already allotted franchises.

Financial Analysis Financial health of the cellular mobile industry seems to be volatile and most of the operators are operating in loss though their revenues have increased significantly over the last few years. The only operator, Ufone has reported profit of Rs. 1.3 billion in 2006-07 who is not dependent on off shore loans and rapid infrastructure roll out. Most of the operators are engaged in rolling out infrastructure and operators have to spend a huge amount on import of machinery and equipments. Depreciation of Pakistani currency has further exacerbated the financial position of the industry. Particularly those operators who are engaged in rapid infrastructure rollout and dependent on foreign loans from off shore sources have to bear loss due depreciation of currency. Depreciation of local currency has increased the cost of doing business considerably. Moreover, low tariffs and increased tax rates could also be responsible factors for low profit margins in the industry. However, the revenue growth seems quite comfortable of all operators though it lower as compared to previous years. In the year 2007-08, revenue grew by 35% compare to 48% last year, among the operators, Telenor is the most efficient operator in terms of revenue generation who has increased about 97% revenue in 2007-08 compared to previous year and reported Rs. 45 billion revenues in the fiscal year 2007-08. Mobilink earned about Rs. 80 billion revenues, which is 24% higher than the last

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year. Mobilink and Telenor hold about 70% of the total revenues of the industry while 29% is held by Warid and Ufone. Warid and Ufone have 15% and 14% of total revenue respectively.

Revenue per User Average Revenue per User (ARPU) is an important tool to measure the financial health of any telecom sector. The emerging markets of cellular mobile segments in South Asia are considered the low ARPU markets. In Pakistan ARPU has declined significantly over the years. In the year 2003-04, ARPU in Pakistan was US$ 9 which has declined to only US$ 3.1 in 2007-08. However, the cellular mobile operators in Pakistan succeeded to maintain ARPU in 200708 at the level of previous year and reported only 3% further decline. ARPU for Instaphone phone declined by 57% which is due to its transitional phase. CMPak’s ARPU has declined by 52% in 2007-08 which is due to its large expansion and low l eve l of subscribers, Mobilink’s ARPU declined to US$ 3.5 compare to US$ 3.8 in the year 2006-07. Similarly, the Telenor's ARPU declined by only 3% and reached to US$ 3.9 compare to its US$ 4 in 2006-073.

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RECOMMENDATIONS •

Mobilink follows a differentiation strategy. If it wants to grow in this market and rise above its competitors, it should also follow low cost strategy through it can reach to more people and comfortably increase its market share.

•

Mobilink has been fined twice by Pakistan telecommunication Authority over its bad service. It must try and emphasize on providing better services to its customers instead on concentrating only on expansion.

•

Mobilink should revise its distribution channel in Pakistan. Different package cards are available at variable prices across the country. There is no consistency in process across the country. It should devise some strategy to deal with this trouble.

•

Further it does not have any promotional offerings that would attract customers. For example, in the previous year, Ufone offered free connections to the masses and Telenor had offered SMS service within its Network in summer 2005. If such measures were implemented, they would increase its brand name and add value to the organization.

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Marketing For Managers

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Batch: MBA (Banking & Finance) Section: B Team Members: • Mohammad Naveed Arshad (Team Leader) • Muhammad Naeem • Samran Abbas • Usman Saddiq

Submitted To: • Prof K.Awais

DEPARTMENT OF MANAGEMENT STUDIES University Of Central Punjab January 2009 The Four Folks

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