DEDICATION

To my Allah Almighty n His Last Prophet (S.A.W.W) n to all who take care of me.

To our honorable teacher Mr. Khuram Jafery and loving parents

To all of those who dedicate their lives to others
To all those who have Served and Sacrificed for the sake of freedom.
To all of those people, who may be gone now but they will never be forgotten

In the name of Allah most gracious and the most

merciful.
Praise be to God, the cherisher and sustainer of the worlds. The
most gracious, most merciful. Master of the Day of
Judgment thee we worship.
And
Thine aid we seek.
Show us the straight way,
The way of those on whom thou
Hast bestowed thy grace, those whose
(Portion) is not wrath, and who go not astray
(So be it).
(AL QURAN: AL FATIHAH)

Acknowledgement
First of all we thank to ALLAH Almighty, creator of the entire universe, worthy of all
praises, who guides us in the darkness and all respects for His last PROPHET (PBUH).
Such an extensive study cannot be the sole work of a small group of individuals. There
are a number of people who have contributed towards the completion of this project.
We are thankful to our teacher Sir khuram jafery for providing us the golden
opportunity to observe, understand and experience the Marketing Functions and their
working in an organization.
We are enormously grateful to the staff of Mobilink for providing us very relevant
material, for supplying many timely suggestions and for helping us. Special thanks and
appreciation to for providing us a deep and complete knowledge of marketing practices
allowing us to map these concepts onto a real life organization. Without their cooperation
this work would not have been possible.

INTRODUCTION
Mobilink is one of the leading name in cellular phone services in Pakistan and world over
which always maintains a tradition of excellence and superiority in its services and
products. It always looks towards the convenience and comfort of their valued customers
by providing them stunning packages. Mobilink GSM (PMCL) is the market leader in
providing state-of-the-art communications solutions to more than 2,200,000 (Twenty two
million) people in Pakistan. Mobilink can proudly boast of being the first cellular service
provider in Pakistan to operate on a 100% digital GSM technology.
. The organization always keeps its eyes open on the technological changes and the
changing demands of their customers. Mobilink offer both postpaid (Mobilink
indigo) and the prepaid (JAZZ) solutions to their customers. As Mobilink
continues to grow, it is no longer just a cellular company but the preferred choice
of customers for their communication needs. Our new logo The Mobilink
World encompasses peoples hopes, their wishes and their dreams. Through our
untiring efforts we commit to bringing these to reality through our state-of-the-art
systems. We bring people together. What makes Mobilink GSM the preferred
choice of its customers is that we provide state-of-the-art value Added Services
that no other cellular operator offers. A few of these include Short Message
Service (SMS), Mobilink GSM-The News Info services, Mobilink GSM G-Mail,
Mobilink GSM G-Mail, Mobilink GSM Fax & Data Services, International
Roaming, Secure Communication and Innovative tariff structures.

Executive SummaryAbstract
Overview(outline)
In Mobilink has seen tremendous growth and unparalleled success over the last 10 years.
We, as a family, are proud of how far we have come and have faith in how far we can still
go. With a growing customer base, network coverage in over 350 cities, international
roaming partnership with over 250 operators worldwide, and most importantly our
commitment to excel, Mobilink has emerged as the dominant market player in the
telecom industry. In order to continue our record breaking run, Mobilink is introducing an
additional Dialing Code of 0301,302,306,307
At Mobilink, our belief is that "Our people are our greatest asset. We take great pride in
acknowledging the contribution each one of us makes. We focus on People Development
and for that we ensure: Staff Mobilink with world class Professionals and ensure that the
right systems are in place to encourage them to develop to their full potential.
Create a collaborative and mutually supportive work environment that encourages people
to grow. Build a team of professionals who deliver expertise by participating in business
decisions. Develop Performance Management and reward systems underlying our
Business strategy. Mobilink's Values

Trust & Integrity:

At Mobilink, we strive to cultivate an open, honest environment by doing what we say
and saying what we do. We trust those around us and give them every reason to trust us.

Commitment to Total Customer Satisfaction:

At Mobilink, we realize that customer satisfaction forms the core of success. Therefore,
we focus our energies on giving all customers more than they expect.

Respect for People:

Our attitude towards others speaks volumes of our personality both as individuals as
well as a company. At Mobilink, we encourage our employees to offer likeable attributes
for others to regard since respect for others eventually helps one gain respect for oneself.

Passion for Business Excellence:

The outstanding performance of our employees is contingent upon their will to do their
best. This passion for business excellence eventually translates into success for the
Mobilink family.

HISTORY
Mobilink started its operation in 1994, and till early 2001, had a market share of 43%.
Orascom Telecom took over management control of the company in April 2001 and
changed the overall market dynamics through its aggressive marketing strategy and
expertise. In less than two years time Mobilink grew by almost 400% with market
leadership of 53% market share (year end 2002). Mobilink was the first cellular service
provider in Pakistan to operate a 100% GSM technology as both existing operators
employed AMPS technology.
During the year 2002, Mobilink has progressed by leaps and bounds. Mobilink started the
year with 416,832 subscribers and 43% market share. With a successful mix of strong
brand image and sound financial status, Mobilink closed the year with cumulative
subscriber base of 952,174 subscribers. Mobilink ended the year with a record breaking
sales performance of 120,996 sales during the month of December. This was the best
possible way to end a year that is filled with numerous other achievements.

WHAT IS GSM?
GSM (global system of mobiles) is a
globally accepted standard established in
1982 for digital cellular companies creating
common European mobile cellular system. It
provides
recommendations
not
requirements. It defines functions and
interface requirements in detail but do not
address the hardware.

CEO MESSAGE

We offer an open, challenging and dynamic environment

with opportunities of growth and are not to be found in any
other company. Experience the challenge and excitement of
the most dynamic global industry- mobile
communications."

MANAGEMENT PROFILE

The names of the Top Management

President and CEO

Zouhair Abdul Khaliq

Chief Brand Officer

Ehab Rochdy

Chief Information Officer

Tariq Rashid

Chief Marketing Officer

Rashid khan

Chief Technical Officer

Marwan Hayek

Vice President Administration & Human

Resources
Ali Raza Mehdi

MISSION
To be a superior communications service
Company in Pakistan, which provides
The best value to its customers, employees,
Business partners and share holders

VISION
To provide excellence to our stake holders
So that there is no question about
Their loyalty to the company

Achievements
Mobilink feels proud to announce that Mobilink has nominated BEST
MOBILE OPERATOR, regional India and Sub continental award for
2004.
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.
Biggest 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 agreements signed with 61 countries around the
world to have true roaming service operational in 151 operators of the
world.
MOBILINK GSM's 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.

MARKETING MIX

4 Ps

Marketing mix

The set of controllable tactical marketing tools __ product, price, place,

And promotion. --------that the firms blend to produce the response it
wants in the target market.

4 Ps

4 Cs

PRODUCT---------------------------------------CUSTOMER SOLUTION
PRICE----------------------------------------------------CUSTOMER COST
PLACE------------------------------------------------------CONVIENENCE
PROMOTION-----------------------------------------COMMUNICATION

PRODUCT
Product Line-Mobilink
There are two major Packages of Mobilink:

Prepaid (JAZZ)
Postpaid (INDIGO,
further categorized into Supplementary connection and Call
and Control)

Mobilink GSM offers tariff plans that are exclusively designed to cater to
the communication needs of diverse group of people, taking into account
occasional users to businessmen. To achieve this objective, we offer both
post-paid and pre-paid solutions to our customers

Jazz uniqueness
Sees like yesterday when 240,000 customers sounded like a big
accomplishment, today with a customer base of over 6700,000 lakh
subscribers and still growing the number, sees too minute to be mentioned
for jazz.

Jazz is extremely
features like

affordable,

with

No daily charges
Low outgoing rates
365 days validity of Jazz Scratch Cards
It was always very clear to the JAZZ brand team that affordability is not a claim that can
be sustained for a very long, hence resulting in brand stagnation. Therefore, moving a
step further from affordability emerged the concept of JAZZ Must HAI!

Value Added Services

1. Call Forwarding
2. Triband Rental Service
3. Data Service
4. G-Mail
5. Missed Call Alerts
6. Dedication Service

Call Forwarding
Call forwarding facility allows the voice mail or another Mobilink GSM
number, in this case when mobile phones are busy or unreachable or if they
do not wished to be disturbed.

Triband Rental Service

Mobilink also offers Motorola on rental basis for its
users, traveling to USA and CANADA, their
handsets are available at all mobilink GSM customer
service centers.

Data services
It is very helpful and popular service among those users of mobilink who
belong to the business class.It enables the business executive to stay in touch
with the corporate world even when they are not in their office. The
mobilink users can use data service simply by connecting
their handsets to their laptops.

G-Mail
This is an added benefit of mobilink GSM.
The news info services offers its customer,friends,family
and colleauges can now send mobilink users E-Mail of up

to 160 alphanumeric characters on their mobile phone from anywhere in the

world
using their own E-Mail account.

Missed Call Alerts

Missed call alerts is a unique ,beneficial
and all time effective services that notifies you
About calls that you did not answer voluntarily, or when you were out of
range or when your handset was powered off.
The notification is sent in the form of SMS,cotaining the number,date and
time of the party that was trying to reach you

Dedication Service
Simply call 1700 from your mobile phone ,select the song you wish to dedicate and it
with your very own personal voice message.This amazingly entertaining and
Innovative service is now available to both post-paid and pre-paid subscriber
INDIGO Unique Features
POSTPAID SERVICE
DOES NOT GIVES FREEDOM FROM MONTHLY BILLS
DOES NOT GIVES COMPLETE CONTROL OVER
CELLULAR EXPENDITURE
NO ROAMING CHARGES ANY WHERE WITHIN
PAKISTAN
ACROSS PAKISTAN,ALL CALLS, ON ALL NETWORKS
ARE
NOW CHARGED AS LOCAL CALLS

"Call & Control"

is a postpaid package with the following features

1. Airtime is charged through Jazz vouchers

2. Line rent is charged in monthly bills
3. There is no scratch card validity period - your account remain
s active as long as you pay the monthly bill.
4. Instant NWD and ISD calling - no security deposit required
Call & Control is aimed at customers who currently fall between prepaid and postpaid. It
is meant for customers who want the prestige and benefits of postpaid with the control
and convenience of prepaid. They could include parents buying connections for their
children, companies buying connections for their sales force with the control of prepaid
cards and so on. The media campaign for the product will also emphasize these control
and convenience features.

Factors Affecting Product Line

Decisions
There are lots of factors, which are considered by Mobilink while
making their product line decisions. Customer needs is the most
important factor, which is identified through the feedbacks of
customers by consumer survey forms and through conducting
Telemarketing activities. Then the availability of resources, the
organizational objectives, and their areas of different segments
they are going to focus etc.

Branding Strategy

Mobilink provides umbrella branding to both of its major brands Indigo and Jazz. They
believe in extending their product line but their corporate name Mobilink has to stay
there, in order to strengthen the corporate image, they rebranded Star into Indigo, they
can even go for further branding but Mobilink which is the key has to be there.

Positioning is what you do to the mind of the prospectcustomers. That is, you position the product in the mind
of the consumers. It is a concept that has changed the
nature of advertising by changing the perceptions of
people through communication Medias. Positioning plays
a vital role in the success of Mobilink as its extraordinary
image and brand name have changed the perception of
people and they consider it as a status symbol. Jazz
represents the music, enthusiasm and melody and
Indigo represents the colors, making the sense of colors
and melody in life. The positioning strategy of Jazz &
Indigo is almost the same. Indigo is offered to the
premium customers whereas Jazz is for price conscious
people, but still they have changed the minds of people
by making JAZZ a necessity of life through their one
liner such as JAZZ MUST HAI, as some of the people
have perceived it in the sense of Mast Hai i.e. full of
music, enthusiasm and some have taken it more of a
necessity. And in case of Indigo, which is the new
complexion of communication, they say LIFE
WHISPERS. LIFE LAUGHS. LIFE TALKS
Whenever you connect with life's moments, a Mobilink
Indigo connection is by your side. With countless, value
added ways to keep you connected. After all, only family
really knows your true colors.

FAB Analysis
How Customers Define Quality of Mobilink?
Customer define the quality of Mobilink in terms of great connectivity, then reception,
signal strength, coverage network, calling rates but above all customer base that is
consumer perceive Mobilink as a status symbol, they want to buy Mobilink so being the
market leader it has a very good image.

What is most important to Mobilink as far as their

Products are concerned?
As far as their products are concerned, previously the range of services was the top
priority of Mobilink, but now they are providing a lot of VAS so other factors are given
more consideration now such as voice, quality, brand recognition, corporate image and
above all Brand Recall through promotions which is the most important factor now
days as competition is high and two new Multinationals are also going to enter the
Market.

PRICING
Definition
Price is the amount of money customers have to pay to obtain the product.

Indigo
Indigo Tariffs
Indigo supplementary Connection
Share the joy and treat your special some one with a special discounted connection.
Family
Monthly
Free Minutes
Outgoing Calls Peak (0700 - 2130)
Outgoing Calls Off-Peak (2130 - 0700)
Rate/min to discounted number (Peak)
Rate/min to discounted number (Off-Peak)

300
0
3.50
3.00
1.75
1.50

1.00

SMS (per message)*

Tariff-Indigo airtime

Indigo Indigo Indigo Indigo Indigo

Initial 50
100 200
400

charges (Rs. per minute)

Line Rent
250
Free Minutes
Outgoing Calls Peak
(0700 - 2130)
Outgoing Calls
Peak

600

850

1,300

1,500

50

100

200

400

2.75

2.90

2.60

1.90

1.00

2.75

2.20

1.80

1.50

1.00

1.00

1.00

1.00

1.00

1.00

Free

Free

Free

Free

Free

Off-

(2130 - 0700)
SMS (per message)*
On Call Services (CLI,
Call Waiting & Call
Forwarding)

Important Information
- All Indigo Basic users will be converted to indigo initial automatically.
- Interconnect charges apply on outgoing calls to other networks (PTCL & other cellular
operators)
- Now across Pakistan, all calls, across all networks are now charged as local calls.
- SMS charges will be Rs.1 per message on all networks for all indigo packages.
- 15% CED charges apply on all outgoing calls /airtime
Refundable Security Deposit starts from Rs.1500/- for local, Rs.4,000/- for
Rs.8,000/- for ISD & Rs. 20,000/- for international Roaming services.
-

NWD,

Free minutes apply to Indigo airtime only however other charges apply.

Rs. 25/- per month is charged for itemized billing subscription.

Rs. 25/- per month is charged for sms subscription.
All indigo postpaid packages are Value Added Services enabled.* one sms=160
characters or less .Messages longer than 160 characters will be charged additionally.

Indigo - Payment Mode

Paying Your Bill - No Hassle At
All
You can pay your bill in a number of ways:
1. By cash
2. By cheque
3. Bill payment through MCB
4. By credit card, Visa, Master Card or American Express
5. Automatic Bill Payment
6. Online using UBLs 'You First' Net Banking.
Whichever mode of payment you choose, please try and make the payment before the
Due Date specified on your monthly bill to ensure uninterrupted service. If your bill
remains unpaid, your services may be interrupted till you have cleared all your dues.

For paying your bill after your services have been blocked, we suggest that you make a
payment at any of our Business and/or Connect Centers and your services will be
restored immediately.

Indigo Billing
You can pay your Mobilink bill through several modes, including MCB's ATM machines
and Online through our Web Site. You can also pay your bill at several locations in your
city. To find out more about other convenient bill payment options, visit the Payment
Mode link.
You can pay your bill at any of the following locations:
1.
2.
3.
4.
5.
6.
7.

All MOBILINK Sales & Customer Service Centres

Allied Bank
ABN AMRO Bank
Standard Chartered Grindlays
Citi Bank N.A
Selected branches of TCS (cheques only)
MOBILINK Dealers Franchise Shops

Indigo Credit Limit Enhancement

I

if

f your Mobilink GSM service is being suspended too

frequently or before the due date, the solution is to get
your credit limit enhanced by paying more security
deposit
in
your
account.
We also keep a constant track of your credit history, and
you maintain a prompt

Payment record with us, we will enhance your credit

limit depending on your monthly usage.
You can also request for your credit limit
enhancement and we can automatically enhance
your limit (Subject to approval) if:

You have always paid your monthly bill with in due date.
You have been with us for more than 6 months.

Your payment made through cheques has never been dishonored

Jazz
Jazz is an amazing prepaid service that allows you freedom from monthly bills and gives
you complete control over your cellular expenditure. You decide in advance when and
how much you want to spend. Load a scratch card whenever you want to and start
talking. Jazz is simple, easy and loads of fun.
Jazz is extremely affordable, with features like:

No daily charges
Low outgoing rates
180 days validity of Jazz Scratch Cards

* Outgoing calls (24 hours)

Rs. 3.50

Incoming calls

FREE

SMS to any Mobilink number (per message) outgoing

Rs. 1.00

SMS to other mobile networks in Pakistan (per message) outgoing

Rs. 1.50

International SMS (Per message) outgoing

Rs. 5.00

Voice mail & CLI

FREE

Daily charges

Zero

Tariffs - Additional Information

1. Rs. 1.00 retrieval charges for 15 seconds apply for Voice Mail.
2. Scratch cards are available in the denominations of RS.100
Rs.300, Rs.625, Rs.1,000, Rs. 1,500 & Rs. 2,000. All scratch
cards carry a validity of 180 days except for Rs.300 which has a
validity of 30 days(1 month).
3. In order to keep enjoying uninterrupted outgoing calls please
load a new scratch card regularly. However, you can continue
receiving incoming calls for 6 months.
4. Jazz customers are now able to re-activate their accounts within
six months from the date of de-activation (after payment of reactivation fee of Rs. 250)

Jazz Recharge
You can re-charge your Jazz credit by either purchasing a Jazz Card or
an Electronic Voucher. Electronic Vouchers is a new and innovative
alternate payment solution that ensures that our Jazz customers always
get the best from Mobilink!!

Pricing strategy
Mobilink has to face the ever increasing competition in the telecom industry. As the
number of competitors increases day to day, still Mobilink enjoys more than 50% of
market share. Their immediate competitors are
Ufone
Insta
Paktel
Telenor
Warid
Since Mobilink has a large customer base of 5 million people. So the development of its
pricing strategy is not an easy task. It involves a lot of things, which have to be taken into
consideration. The most important of these is competition. Since, Mobilink is the market
leader in cellular services, it does not follow competition, but it actually leads other
competitors for this purpose, Mobilink does proper and well-defined planning. A
complete thought process is undertaken when setting prices.

Which people are responsible for setting the prices?

The people responsible for determining the prices in the Mobilink are mainly the top
management, specifically the CEO. The process approach moves from Bottom to Top.
The different specialized teams prepare proposals for every thing involving the price
issue, based on the current market trends, which are forwarded up to the top management,
which evaluates them and makes relevant decisions. The top decision maker in Mobilink
is the marketing head and CEO; they mainly do the price setting.

STEP 1.

Setting pricing objectives:

All pricing decisions are under taken by the close consideration of all brand
managers, who are launching a new product, along with the marketing Executives.
Companies can pursue any of the five major objectives through pricing.
Survival
Maximum current profit
Maximum market share
Maximum market skimming
Product Quantity leadership

Then another factor taken into consideration is that what kind of niche they are going to
offer. Then they consider the market segments, which they are targeting. Also product
type and positioning is taken into account.

STEP 2.

Determining demand of the product:

Price sensitivity plays very important role in determining the product demand.
Look for the prevailing prices in the market
Monitoring the sales on monthly basis

STEP 3.

ESTIMATING COST:
One of the most important step is fixing price of the product
Mobilink conveniently covers its different costs which are
System costs
Activating costs
Setting/franchise cost
The percentage of the price that covers the costs is quite satisfactory, which makes it
possible for the Mobilink people to stay so long in this telecom business and earn
maximum market share.

STEP 4.
Analyzing competitors cost,s price
and offers
In order to stay in the business, competitors price plays very important role.Moilink
always keep an eye on their offering and price changes. They want to be the leader in
price setting, most of the time they lead the market

STEP 5.

SELECTING A PRICE METHOD

Next they set pricing methods, which vary with time and competitions, but basically its
main structure remains the same. The main criteria that determine their prices are the
Going Rates. In this they watch the market situation and find out the prices of their
competitors, and on the basis of those prices they set their prices.

STEP 6.

SETTING THE FINAL PRICE:

Billing department has the primary responsibility of setting the final price, they are
working very efficiently in comparison with other telecom companies of South East
Asia.Billin department now has ISO-9001:2000 certification, which is the first
certification of a telecom company in South East Asia. In Pakistan only 5 other
companies have this certification.
Mobilink send the first bill about a fortnight after customer has subscribed to Mobilink
GSM.After that, they will receive a bill once every month around the same date
customer received their first bill. Monthly line rent will be billed in advance and rest of
the bill will comprise of
The calls you have made over the past month.
Any other services you have subscribed to.

How Important It Is to Consider the Psychology of

Consumers while making Pricing Decisions?
It is important to consider the psychology of customers while making pricing decisions as
price represents the Quality of Services. Mobilink does not compromise on the quality of
their services, so they set the prices which the customers feel good to accept and the
organization earns as well that is the price which is feasible for both of them. Along with
that they even consider the usage power of the customers and the rates, which are going
on in the market and other countries as well.

Influence of other Marketing-Mix Elements:

The final price must take into account the brands quality and advertising relative
to competition. Brands with average relative quality but high relative advertising
budgets were able to charge premium prices.Comsumers apparently were willing
to pay higher prices for Mobilink products.

Strategies For Retaining Prices

According to Mobilink it is often a difficult task to retain the prices as they usually
change with the passage of time due to advancements in the cellular market. Such as
advancement in technology and more and more alternatives in the market, so they usually
decrease their prices such as now they have done by lowering their per minutes charges
form Rs4.75 to 3.50/per min.

Factors Affecting the Pricing of New Products

While setting the prices for new products in Mobilink, certain factors are taken into
consideration such as the costs of the products, market calculations, and competitors are
considered and most importantly the buying power of the consumers, which varies
according to different segments and classes of the people. Then after seeing all these
factors and performing various market calculations, they set their prices.

Marketing Strategy
Mobilink as market leader initially followed
penetration strategy with Jazz and for Indigo
post paid they are following skimming strategy,
as revenue & profit collection is their strategy.

How Important It Is to Charge Different Prices

For Different Segments?
Pricing has always been very important factors for any organization, as now a days
people have become more price and brand conscious. They dont have much price
categories- basically pre-paid connection JAZZ is for youth or for low-end customers.
INDIGO which is post-paid, is for corporate or high-end customers. These two
categories have their respective airtimes rates.

PROMOTIONAL PRICING
Companies can use several pricing techniques to stimulate early purchase.Mobilink
always take initiative to attract the customers to enhance its sale through launching the
special event pricing.

PLACEMENT

Freedom
Plan-1

Freedom
Plan-2

Freedom
Plan-3

Freedom
Plan-4

Rs/min 3.0

2.0

1.75

0.75

Rs

100

425

1500

Rs/msg 1.0
Min
0

1.0
0

1.0
100

0.75
400

10

15

20

30

Details
Outgoing
Airtime
Charges
Line Rent
SMS
Free Minutes
Free SMS

Place includes company activities that make the product available

to target consumers.

COVERAGE
Mobilink provides you nationwide coverage in over 350 cities.
The network coverage chart is divided into three Main Categories according to the
geographical location of the cities in Pakistan. These regions include
Total Mobilink franchise is 360 and Mobilink customer center ae 14
NORTH
CENTRAL
SOUTH

Head office location

Kulsum plaza,
1st floor, blue area,
Islamabad.

Billing locations
You can pay your bill at any of the following locations:
All MOBILINK Sales & Customer Service Centers
Allied Bank
ABN AMRO Bank
Standard Chartered Grind lays
Citi Bank N.A
Selected branches of TCS (cheques only)

Network coverage
Switches
Radio base stations
Billing system

Siemens
Motorola

Intelligent networks
Microwave equipment

TelesensKSCL and
Ericssons
Siemens
DMC

Operating frequency

900/1800MHz

SMSC

CMG

MARKETING CHANNELS
In Mobilink, they have direct as well as indirect selling through their
Franchises, Outlets and customers service centers. The sales force at
Mobilink also goes to their corporate customers to sell them directly and
to retain them. Corporate customers usually use INDIGO i.e.
Mobilinks postpaid connection otherwise Jazz cards are available at a
number of their retail stores.

SELECTION OF OUTLETS

Mobilink properly conducts their research through Research and Development section
then see where to make an outlet and where should we place hoardings, go for ads on TV
and apply other Promotion tools

AREA
CHANNEL CONFLICTS
As far as Mobilinks channel members are concerned they are working very smoothly
under set Rules and Regulations for the achievement of their Goals. Channel members
are given incentives and teamwork is encouraged.

CONTROL OVER DISTRIBUTOR

Mobilink does not go for regular check on its distributors and retailers because all sales
are done on cash basis, so there is as such no need to worry about their sales.
.

INCENTIVES TO DISTRIBUTORS AND

RETAILERS
Cities are divided into regions and regions are then divided among the distributors.
Mobilink randomly selects distributors and retailers. Indigo is basically more offered at
corporate level, old brand loyal customers are also visited to retain their interest. So
Incentives are of course given to distributors and retailers to achieve their targets. Their
teamwork is encouraged. Network plays an important role in success. Any specific track
or check is not kept on them or sellers; franchisers because all sales are made on cash
basis so Mobilink has no fear at all and it can wholly come on its branding,
merchandising, promotions (hoardings, pamphlets, TV, print media) and corporate image.

PROMOTION
Promotion means activities that communicate the merits of
the product and persuade target customers to buy it.

PROMOTION TOOLS

Externa
l Affairs

Advertis
ing

Joint
Promoti
on

Public
Relation
s

Sales
Promoti
on

PROMOTION TOOLS OF MOBILINK ARE:

Advertising
Personal selling
Sales promotion
Public relations
Direct marketing
External Affairs

They advertise in newspapers, magazines, radio and television.

ADVERTISING
Any paid form of non-personal presentation and promotion of ideas, goods
or services by Mobilink.
Various Medias are used by Mobilink for advertising purpose.

TV

Radio

Magazines

Hoarding boards

Publicity on shops

Banners

Hoarding
Boards

Radio

Publicity on
Shops
A

Television

Magazines

Advertising

Outdoors
Banners

TV
Various add of Mobilink run on TV whenever new feature is added a service
special adds are run on TV. Many channels are use to show the add to the
audience.

RADIO
Mobilink sponsored number of programmers on Radio to reach target
segment.
News Papers
Most of the add of Mobilink are run on newspapers like Jang, Dawn, The Nation, NaweI- Waqat.

MAGAZINES
When Mobilink want to address the specific audience like business people who read their
business magazine then special package or service add is used in magazine.

BANNERS
Banners are another way to advertise the services of Mobilink. Banners of various service
are use to put on those areas where most of the target market lies.

OUTDOOR
This advertising technique used by Mobilink when it introduced new service. It reaches
with high frequency and gain immediate audience attention.
Sales promotion

Consumer promotion
Trade promotion
Consumer promotion
Various tools are used by Mobilink for consumer promotion.

ADVERTISING CAMPAIGNS:
Mobilink started with campaign of A Motorola Network for products introduction.
Then Future is Here is introduced for new technology in Pakistan.To produce
customers awareness included Crystal Clear Communication as a superior network.
Line Up
Now for increasing sales.Total Customer Satisfaction for a brand image.

DIRECT MARKETING
Direct connections with carefully targeted individual consumers to both obtain an
immediate response and cultivate lasting customer relationship___ the use of telephone,
mail, fax,E_ mail, the internet and other tools to communicate directly with specific
consumers.

Personal selling
Personal presentation by the Mobilink sales force for the purpose of making sales and
customers relationship building.

Public relations
Building good relations with the company s various publics by obtaining favorable
publicity, building up a good corporate image, and handling or
heading off unfavorable rumors, stories and events.

SALES PROMOTION:
The sales promotions of Air Time, Free Air Time, Number of
days off-peak and off peak Discounts, Line RENT DISCOUNT
AND Connection Discount pamphlets or the brochure available
at the sales outlets. Short-term incentives to encourage the
purchase or sale of a product or service. Sales promotion may
include displays, contests and visiting celebrities.

DISCOUNT:
Now u can call a designated Mobilink GSM number at a 50%discount on air time charges
for Rs. 250 per month. This special discount number option is available only to our GSM
budgeted customers.

So if there is another Mobilink number (in addition to your one free number) that you call
too often, here is your chance of additional saving by using your GSM budgeted package.

EXTERNAL AFFAIRS:
External factors involve the sponsorships that MOBILINK provides for Cultural
programs, sports matches and educational conferences. The company also organizes
research surveys and seminars on Customer satisfaction, product usage and attitude and
communication tracking to promote its products. They also organize events,

EVENTS
Mobilink greatly spends on organizing events like concerts, shows, matched etc. In small
towns they organize events inviting local people and their local singers or actors so that
they really get attracted.

Mobilink reward program:

A program, which reward customers for using Mobilink services. This program is
intended as an incentive to customer for something that they do already i.e. talk from now
outwards, not only would they meeting communication needs through Mobilink, but
would also be getting rewards for their usage.

Mobilink rewards
By choosing any package plan (both post paid and prepaid) you also qualify for a host of
on call service call waiting call forwarding.

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Happy Clothing:
Jazz up your formal attire with Deepak Parwani specials and make an
impressive addition to your wardrobe.

Happy Gifts:
Crafted from finest quality leather with beautiful contours bound to attract your
attention.

Happy Talking:
Futuristic design with advanced technology from renowned brands like Nokia, Ericsson,
Motorola, and Siemens.

Happy Traveling:
Exciting trips to London. Dubai and Bangkok... you will love the way Mobilink rewards
you.

Happy Vanity:
Breathtaking beautiful jewelweed pieces make an ideal gift.

Happy Freedom:
JAZZ -- the all new prepaid mobile service gives you the freedom to communicate while
having total control over the cost.

Happy Computing:
State-of-the-art Lap/Palm tops from renowned brands like Compaq and
3Com.

Happy Watching:
Cartoons, sports, dramas, blockbusters and music -- get your favorites on
your own video/audio cassettes and VCDs.

Happy Homes:
Watch, listen, chill out, and enjoy the superior quality of prestigious
brands such as LG and Philips.

Prizes

Mobilink sponsored the movie TEREY PYYAR MAIN

Mobilink gave the opportunity to public to win prizes after filling easy questionnaire and
get 5 passes after sending answers. The service, which is being promoted, is JAZZ and a
woman which played a leading role in that movie popular with the name of JAZZ girl.

PROMOTION METHOD(MARKET COMPETITION

STRATEGY)
The promotion method Mobilink adopts is that of Competitive Party Method in which
they actually see and estimate how much their competitors are currently spending on the
promotion. They do promotion according to that but do keep their rough budget at front.

CUSTOMER RELATIONSHIP MANAGEMENT

When asked in Mobilink about their personal selling network that whether it exists or
not? Shehryar Idrees replied that it exists in the form of:
Customer services centers
where customers come can get any sort of information and their problems are
solved.
Franchise
they also have whole range of products and guide customers. Franchises are not
totally owned by the company (Mobilink).

Promotion Budget
In case of Mobilink, its highly confidential so it was not told to us but only thing, which
actually sets their budget, is their competitors and the competitive environment going on.
In Mobilink allocation of budget is not depends upon usually on sales it is depends on
what u r going to intorduced,they have open budgt,if they want immediate effect then
they used open budget.

Believe In Pushing Or Pulling?

In Mobilink they said, We usually go for Pulling customers towards our product by
making extensive promotions e.g. by roaming ads on prime time at peak hours so as to
attract maximum population.

Factors While Deciding Budget

In Mobilink, Internal and external factors all come into consideration while deciding
promotion budget. External include competition, political, social conditions, market
share and general trends going on etc. Internal include Financial Planning, forecasted
sales, goals to be archived.

Media Timings W.R.T Promotions

Mobilink is usually go for prime time for its extensive promotion because large viewer
ship exists for such channels at particular timings.

Factors Affecting Promotions W.R.T Geography

There is no marked difference between of promotions in different countries.
The 80% cellular providers are in Lahore, Karachi and Islamabad. There
is no strategic difference as such but just tactical differences in promotions
e.g. in bigger cities they arrange concerts, events and in small towns they do
arrange events, but like passing out floats etc. so that their message can be
conveyed to the local people of that area.

Advertising Messages (One - Liners)

As far as wide promotions in Mobilink are concerned, One-liners matter a lot because
those are actually lines, which are peoples voice and quickly attract people largely e.g.
Ab Baat Karo, Aur Sunao. Its actually based on whats going on in audience, what
they like most, what clicks to them. They depict their life style, usage and target segment.

How Effective the Package Deals and

Special Offers are?
Package deals and special offers are sometimes very effective, especially
when competitors are making use of them, and then obviously firms have
to offer such deals in order to attract more customers. As these days
Mobilink is giving free Rs.300/- card of jazz connection with a Nokia
Mobile and also special ring tones of Ali Zafar are offered to its
customers..

Jazz Member get Member

As we continue to grow the Jazz family, we are proud to announce a new campaign Jazz
Member get Member.

The Jazz Member get Member promo is the first of its kind where we will be giving our
customers an opportunity to become the brands ambassadors and at the same time earn
some free airtime. The essence of the campaign is that an Existing Jazz customer can
refer upto 4 new customers and earn Rs.400 in airtime! The new Jazz customer will also
get Rs. 100 free airtime.
Jazz Member get Member has been launched as of April 7, 2005. This is a limited time
offer.

Jazz-Aur Sunao
Jazz Tariff have been reduced from Rs. 4.75 per minute to Rs. 3.50 per minute
on all calls from Jazz to any other Mobilink numbers. This tariff reduction will
serve as an unparalleled advantage to the largest mobile community in
Pakistan, who will now have to pay less to call within the Mobilink family, 24
hours a day!

SWOT ANALYSIS
Strengths and Weaknesses of Cellular
Companies
Mobilink

STRENGTH
Strong brand name
Excellent customer services
Large number of facilities provided
Reasonable price
Extensive advertisement
Our people are our greatest asset. We take great pride in
acknowledging the contribution each one of us makes.
Respect for People
Trust & Integrity:
Commitment to Total Customer Satisfaction:

WEAKNESSES

Less coverage than Paktel

Less connectivity
Distortion
Busy lines
No instant response to customers for help or information(net coverage
problem)

OPPORTUNITIES
Making developments in facilities and developing new technology for
better connectivity.
Facing competitors at every turf.

THREATS
Paktels countdown to GSM
Paktel better connectivity

 Ufone launch of MMS, GPRS etc.

Fast and good mobile service and special packages of Warid.

Suggestions
Recommendations

MOBILINK
Provide best quality service to customers
Improve your coverage network
Improve the connectivity and reception
Lower your price rates
Try to solve customers complaints in a best possible way
Improve promotional tools
Provide connections on large scale

COMPETITIVE ANALYSIS

DIRECT COMPETITORS:
o Ufone
o Paktel
o Insta
o Telenor
o Warid

IN-DIRECT COMPETITORS:
o Ptcl

And

o Worldcall
o Ptcl Wireles

Wesites:
www.mobilinkgsm.com
www.pakistansearch.com
www.dailytimes.com
www.google.com

Others
Mobilink brochures
Mobilink Pamphlets
Mobilink posters

REFERANCE
Ikram Khalid,

Customer service manager,

Zaheer plaza, G.T road,
Near model town,Gujranwala.