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MARKETING PROJECT: THE PROCESS OF PRODUCT PLANNING

Presented to Sir Muzamil Aftab Qureshi Presented by Mehwish bibi Subject Marketing

Acknowledgement:

All praise and thanks to almighty Allah. The lord is creator of this universe by whose power and glory all good things are accomplished. He is also the most merciful, who best owed on me the potential, ability and opportunity to work on this report. I am grateful to my respected teacher SIR MUZAMIL who guided us in each and every step of this report. I am also grateful to the members of Mobilink office.

Executive Summary
The mobile industry of Pakistan has seen phenomenal growth in recent years. The total mobile subscribers in 2007 were more than 63 million, a growth of more than 80% from the previous year. The telecom sector of Pakistan was deregulated in 2003, and mobile industry being a part has seen phenomenal growth ever since. Many analysts believe that Pakistan is one of the fastest growing telecom markets in the world. Currently there are six diverse companies making the mobile industry of Pakistan, Mobilink being one of them. Other companies include Ufone, Telenor, Warid, Zong and Instaphone. Mobilink enjoys being the market leader with a 36% market share as of July, 2008. Pakistan Mobile Communications Limited (PMCL) launched its operations in August 1994, under the brand name of Mobilink. Initially it was a joint venture between Motorola and the Saif Group. Later on in April 2000, Orascom Telecom bought 38.6% stake in PMCL, later increasing it to 68.69%. In April 2001, Orascom Telecom took over management control of the company and as of December 31st, 2007, Orascom Telecom owns 100% of the share capital of Mobilink. Mobilink offers both postpaid (Indigo) and prepaid (JAZZ) solutions to their customers. Mobilink was awarded a 15-year license in July 1992 to establish and operate a digital cellular telecommunication system using the GSM 900 standard. Mobilink has been growing its network ever since, providing 2G, 2.5G, GPRS and EDGE compatibility. Mobilink is committed in providing the best network to their customers, which in recent times has expanded to more than 9000 cities and reaches over 66% of the total population and 99% of the urban population as of December 31st, 2007. Pakistan Mobile Communications Limited (PMCL) or Mobilink is currently headed by President and CEO Zouhair A. Khaliq. Mobilinks headquarter is located in Islamabad and has eight different departments. All major decisions regarding Mobilink are taken centrally in Islamabad. To assist with the operations, operational departments are further located in all four regions, including north, south and AJK. Mobilinks finances are as strong as its operations and customer base. For the year ended December, 2007, the total profit after taxation was more than Rs 4bn. Furthermore Mobilinks fixed assets have shown a rise in 2007, so have the long term liabilities and shareholder equity. Mobilink being the market leader is also able to attract the most talented professionals. Its current employee force consists of more than 4500 unique individual. Mobilink hiring takes place through its website and is known for offering 4competitive packages to its employees. Furthermore, it training and appraisal programs are an essential part of the HR department. Attracting customers is a tough job and that is why the marketing department of Mobilink develops a number of marketing campaigns to attract customers. Furthermore it also takes the help of a leading advertising agency of Pakistan and uses brand ambassadors from various walks of life to promote its products and services. The mobile industry provides three major product lines, which include the consumer packages, value added services and corporate packages. The consumer packages include the postpaid and prepaid packages; the value added services provide entertainment, information and a lot more to their subscriber, while the corporate packages have been introduced to cater to the needs of large businesses and corporate clients. The mobile industry of Pakistan has witnessed phenomenal growth periods over the years. As of July 2008, the growth rate of the entire industry was more than 40%. There are four major competitors of Mobilink. Ufone is the closest with a market share of 21% in July 2008, followed by Telenor with 20%, Warid by 18% and Zong by 5%.

Contents:
INTRODUCTION ABOUT ORASCOM TELECOM MOBILINK VISION AND VALUE FACTS ABOUT MOBILINK GSM HIRARCHY OF MOBILINK FINANCIAL DATA MARKETING MIX PRODUCTS OF MOBILINK THE PROCESS OF PRODUCT DEVELOPMENT RESEARCH METHODOLOGY JAZZ ONE PACKAGE MARKET SEGMENTATION BCG GROWTH MATRIX SWOT ANALYSIS QUESTIONS CONCLUSION RECOMMENDATIONS

Introduction;
Mobilink is Pakistans leading cellular and Blackberry service provider. With more than 35 million subscribers, Mobilink maintains market leadership through cutting-edge, integrated technology, the strongest brands and the largest portfolio of value added services in the industry, a broadband carrier division providing next generation internet technology as well as the countrys largest voice and data network with over 8,500 cell sites. Housing Pakistans largest distribution and contact centre networks and an unparalleled 6,500 kilometers fiber optic backbone, Mobilink has already invested over US $3.9 billion in the country to date and provides uninterrupted countrywide connectivity, unmatched customer services and international roaming in over 140 countries.

As a responsible corporate citizen, Mobilink offers a range of socially inclusive products and services dedicated to enhance access to information. Through Mobilink Foundation, the company supports education, health and environmental initiatives and promotes sustainable business practices.

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 & JAZBA) 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 20,000+ cities and towns nationwide as well as over 140 countries on international roaming service. In other words, we speak your language, everywhere.

About Orascom Telecom:

Orascom Telecom Holding S.A.E. ("Orascom Telecom") or ("OTH") was 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 (Mobinil), Tunisia (Tunisiana), Bangladesh (Banglalink) and Zimbabwe (Telecel Zimbabwe).

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 today serves over 35 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. This includes network support and installation of GSM operations, equipment procurement, handset procurement and distribution companies, Value Added Services, and Internet operations.

OTH established a strong presence in the GSM Association (the world's leading wireless industry representative body) only five years after its inception. OTH's Chairman and CEO, Mr. Naguib Sawiris, was selected to join the GSM Association's CEO Board in 2002. OTH's stocks are traded on the Cairo and Alexandria Stock Exchange (CASE), (under the symbol ORTE.CA, ORAT EY) and on the London Stock Exchange (where its GDR is traded under the symbol ORTEq.L, OTLD LI).

Mobilink's Vision and Values

Mobilink's Vision "To be the leading Telecommunication Services Provider in Pakistan by offering innovative Communication solutions for our Customers while exceeding Shareholder value & Employee Expectations". Mobilink's Values 1. 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.

2. 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.

3. 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. 4. Respect for People Our relationships drive our business. We respect and esteem our employees and all stakeholders. We believe in teamwork, empowerment and honor. 5. Corporate Social Responsibility As the market leader, we recognize and fulfill 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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Facts about Mobilink GSM:

Company Structure Genre Parent Owner Founded Founder Industry Headquarters Area served Revenue Website Private Limited Subsidiary Orascom Telecom Egypt Naguib Sawiris 1994 Motorola USA Telecommunication 42 Kulsum Plazas, Blue Area, and Islamabad. 5000 cities, towns, and villages across Pakistan 250.2 million USD (3rd quarter, 2006) www.mobilinkgsm.com

Goals and Objectives

Expand the business. Provide better service to people in the field of telecommunication. Retaining the role of a leading telecommunication company. Attract maximum customers and satisfy them. Excel in meeting customer needs.

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Marketing Mix The 4 Ps

Marketing mix: It is the set of marketing tools a firm uses to pursue its marketing objectives. McCarthy has classified these tools into four broad groups, called the four Ps of marketing: 1. Product 2. Price 3. Place 4. Promotion

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Mobilinks Products:
Mobilinks Product Lines Mainly there are four product lines of Mobilink with each having separate target markets and positioning.

Mobilink Indigo
Mobilink re-launched its postpaid services on the 11th of May, 2004 under the brand name, Indigo. Indigo ignited an evolution in the communication industry redefining the essence of the post-paid services in Pakistan. The brand delicately caters to the need of its customers, symbolizing the vision of connecting the subscribers in every aspect of life. Indigo says: In life you come across some exceptional people, who, like you, appreciate only the finer things in life. When it comes to creating a bond and staying connected to them count on Indigo for its unrivalled premium post paid connectivity to get you through. Indigo Offerings

Target Market Indigo targets the upper business class that is not concerned with the cost but want convenience, quality and a brand image that suits their personality. Who doesnt want fun or music but want a brand that is Competent and Indigo is well satisfying the desires of its corporate customers. Introducing Blackberry connect through which businessmen can take their office anywhere, share attachments etc. That is why Indigo customers are loyal to the brand and hesitate to switch to other connections. It can be said that Indigo enjoys the benefits of a monopoly in the corporate sector.

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Mobilink Jazz
Jazz is an exciting and energetic offering of Mobilink, targeting specifically those enthusiastic teenagers, middle class and the youth market of the country, wishing to enjoy freedom, fun, lower rates and a package that matches their personality. Jazz is the service package that is designed for the fun-loving people that like to talk a lot in lower budgets. It is a prepay connection basically, and people can get the card from any retailer located near to them. Some of the services that are offered by this connection of Mobilink are: affordable calling rates, reliable network and all the fun services that you can ever think of. If you are very expressive and like to talk a lot, this connection is the perfect pick for you. International roaming is also available in Jazz, so if you are traveling to new destination it does not mean that you have to leave your favorite connection behind. Jazz Offerings

z Octane

Jazz Budget Target market is those young boys and girls who want to stay in touch with their friends and family all the time but with cheaper rates. Happy hours with only 0.40 /30 seconds. Jazz Octane Targets those customers who want to have fun in their daily life........enhancing energy in their personality of youth with low SMS rates, discount rates and lower air time rates for three numbers. Jazz Ladies First Specifically designed for ladies (housewives) who along with their routine work want to have recipes, beauty tips, shopping discounts etc. (Also lower rates for special numbers) Jazz Easy Jazz Easy customers can enjoy calling at amazingly low call rates for Mobilink numbers, they also benefit tremendously from the fabulous rates to call on any other network. Jazz Share An exciting new service targeting the Jazz family Members and allows them to share balance anytime, anywhere.

15 Jazz Advance Targets Jazz Family Members with Additional balance benefit to help them talk some more! Jazz Load Jazz Load allows recharging Jazz account in variable denominations.

Mobilink World
Mobilink World is the Value Added Services Brand for Mobilink. These services are not just fun, but also help its customers with their business needs. Whether it's a Bolo SMS they want to send to a friend or a ring tone they want to download to customize their phone with, Mobilink World has something special for them. Mobilink World Offerings

: i: 30

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Target Market
Mobilink World is the Value Added Services Brand for Mobilink and its target market is its whole customer base: Mobilink World services are not just fun, but also help you with your business needs. Whether it's a Bolo SMS you want to send to a friend or ring tone you want to download to customize your phone with, Mobilink World has something special just for you.

Mobilink PCO
For the first time ever Mobilink has brought Mobilink PCO, a revolution in its own right that shall surely set apace the way its 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. This latest venture from Mobilink is aimed at bringing prosperity and happiness for all the people throughout Pakistan. It's a complete self-employment solution for the people of Pakistan, fulfilling their dreams and aspirations. Mobilink PCO does not only give its consumers higher returns on a very low investment but it also creates a world of better prospects in terms of a consistent source of income for them. Mobilink PCO claims Wherever you are, throughout Pakistan whether the remotest deserts of Sindh or the spectacular peaks up north expect unparallel coverage from your Mobilink PCOWith this unit customers experience even higher returns even though the investment in terms of capital is very minimal. Mobilink PCO no doubt is a world of opportunities within itself. -carry it wherever you wish card provided and embarks on a successful business venture right away

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Financial data of Mobilink

18 Project topic: The process of product development

19 Introduction: A company has to be good at developing and managing new product. Each product seems to go through a life cycle it is born, goes through several phases, and eventually dies as newer product comes along that better serve consumer needs. The product life cycle faces two major challenges(1) All products eventually decline; the firm must find new products to replace aging ones (the problem of new product development). (2) The firm must understand how its products age and adapt its marketing strategies as products pass through life cycle stage. The company must manage their new products in the face of changing tastes, technologies and competition. New Product Development Process Because introducing new products on a consistent basis is important to the future success of many organizations, marketers in charge of product decisions often follow set procedures for bringing products to market. In the scientific area that may mean the establishment of ongoing laboratory research programs for discovering new products (e.g., medicines) while less scientific companies may pull together resources for product development on a less structured timetable. In this section we present a 7-step process comprising the key elements of new product development. While some companies may not follow a deliberate step-by-step approach, the steps are useful in showing the information input and decision making that must be done in order to successfully develop new products. The process also shows the importance market research plays in developing products. We should note that while the 7-step process works for most industries, it is less effective in developing radically new products. The main reason lies in the inability of the target market to provide sufficient feedback on advanced product concepts since they often find it difficult to understand radically different ideas. So while many of these steps are used to research breakthrough ideas, the marketer should exercise caution when interpreting the results. New product Development Strategy: Given the rapid change in consumer tastes, technology and competition must develop a steady stream of new product and service. A firm can obtain new products in two ways: (1) One way is by acquisition where the firms buy a whole company, a patent, or license to product someone elses product. (2) The other way is through new product development which is the development of original products, product improvements, product modifications, and new brands through the firms own R&D effort Innovation can be very risky. (3)The product may have been incorrectly positioned in the market, priced too high or advertised poorly. (4)A new product may have been pushed though in spite of poor marketing research finding. (5)The cost of producing the product may have been higher than expected.

20 (6)Sometimes competitors fight back harder than expected. One way to overcome these difficulties pitfalls is to identify successful new products and find out why and how they succeeded. Success factors are thought to be: (1)Unique superior product (2)A well-defined product concept (3)Others factors include-a. Senior management commitment Relentless innovation A smoothly functioning new product development process. (4)In all to create successful new product a company must understand its consumer, market, competitors and develop products that deliver superior customer. (5)The solution lines in strong new product planning and it setting up a systematic new product development process for finding growing new product. Idea Generation: The first step in the new product development process is Idea Generation which is the systematic search for new product ideas. For every one hundred new product ideas, only a very few ever make it to commercialization. The search for these ideas should be systematic not haphazard. There are many sources for new product ideas. Among the most significant are: (1) Internal source where formal research and development, company scientists and engineer, company executives and company sales people can contribute ideas based on their formal and informal research and experience. (2)Customer can also produce good new product ideas. Customers often create new product and uses on their own. (3) Competitors are another source of new product ideas. It is a good idea to watch competitors ads and other communications to get clues about new products. In additions the organizations can buy competing products, take them apart, analyze the business processes used to sell the product, and then decide whether to make a similar product themselves. (4) Distributors, Suppliers, and others in the distribution chain can be source of information. Resellers are close to the market and can pass along information about consumer problems and new product possibilities. Suppliers can tell about new concepts, techniques and materials that can be used to develop new products. Other sources can be trade magazines, trade shows, seminars, government agencies, consultants, university and commercial laboratories etc. (a)The search for new product ideas should be systematic rather than haphazard. (b) Top management can avoid many problems by adopting an idea management system that directs the flow of new ideas to a central point where they can be collected, reviewed, and evaluated. The idea manager and

21 Idea Screening: The second step in the new product development process is idea screening which involves screening new product ideas in order to spot good ideas and drop poor ones as soon possible. Since product development costs rise dramatically in later stages, companies must proceed only with product ideas that will turn into profitable product. One way to keep information organized is to have executives write up new product ideas on a standard from that can be reviewed by a new product committee. A well designed system for rating and evaluating new product ideas prevents problems at latter stages. Concept Development and Testing: The third stage in the process is concept development and tasting. Concepts may take on several forms: (1)A product idea is an idea for a possible product that the company can see itself on the market. (2)A product concept is a detailed version of the new product idea stated in meaningful consumer terms. (3)A product image i the way consumer perceive an actual and potential product. (a) Concept development involves developing product ideas into some alternative product concept finding out how attractive each concept is to consumer and choosing the best one. (b)Concept tasting involves testing the concepts with a group of target consumer to find new ways to make product concepts more real to concepts test subjects. Marketing Strategy Development: The fourth step is Marketing Strategy Development which involves designing an initial marketing strategy for a new product based on the product concept. A marketing strategy statement should be produced. This is the statement of the planned strategy for a new product that outlines the intended target market the planned product positioning and the sales, market share, and the profits goal for the first few years. The statement also outline the products planned price, distribution, and marketing budget for the first year. Lastly the marketing strategy statement describes the planed long run sales, profit goals and marketing mix strategy. Business Analysis: The next step is Business Analysis which is the review of the sales, cost and profits projection for a product to find out whether these factors satisfy the companys objective. To estimate sales the company should look at the sales history of similar products and should survey the market opinion. Product Development: The sixth step is product development which involves developing the product concept into a physical product in order to ensure that the product idea can be turned into a workable product. This step calls for a large jump in investment. The R&D department will develop one or more physical version of the product concept and theses prototypes can take varying lengths of time of develop. When ready these prototypes must be tasted. The prototype must have the required functional features and convey the intended psychological characteristics.

22 Test Marketing: The seventh step is test marketing which is the stage at which the product and marketing program are introduced into more realistic marketing settings. Test marketing lets the marketer get experience with marketing the product. The basic purpose is to test the product itself in real markets. The amount of test marketing varies with each new product. (1) Not all products are test marketed. (2) Simple line extensions and copies of competitor products are often not test market. When marketing, consumer products companies usually choose one of three approaches. using test

(1) Standard test market the company finds a small number of representative test cities, conducts a full marketing campaign in these cities, and use store audits, consumer and distributor surveys, and other measures to gauge product performance. (a) Drawbacks include costs and length of time conduct. (b) Most widely used method of test marketing. (2) Controlled test market research firm uses controlled panels of stores products for a fee. (a) Usually cost less time. (b) Security is often no very tight and representative is questioned. (3) Simulated test markets-testing a new product in a simulated shopping environment. (a)Are generally less expensive and can be done in shorter periods of time. (b)However, small samples and the simulation itself can be problems. Retesting is advised. Commercialization: The eighth and final step is the new product development process is Commercialization. This step is introducing a new product in to the market. The company bringing out a new product must make the following decision: (1) When is the time right to introduce the new product? (2) The company must decide whether to lunch the new product in a single location, a region, regions, and the national market. Sometime a market rollout work best where introduction is phased is. several that have agreed to carry new

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Research Methodology:

QUANTITATIVE: The quantitative research is collected by interview and by structure and unstructured questions. QULITATIVE: The qualitative research is collected by annuals report, website of Mobilink and research papers. SAMPLE DESIGN: Target Population: Our target is 4500 Sample selection: Managers of production department of Mobilink centers

24 Jazz packeges Jazz First Simplest, convenient and most attractive rates on all networks.

Jazz Easy-Old Lowest rates for Favorite Numbers.

Jazz Budget Ab baat karo... aur karte he jao.

Jazz One Freedom to call anyone, anytime, anywhere at the lowest rates ever.

Jazz Ladies First Lower rates for longer calls, with exciting recipes & beauty tips.

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Jazz One One network, one nation, one rate one brand, Jazz! Introducing Jazz One, this proves that it pays to be part of the biggest network in Pakistan. Based on the premise of simplicity, Jazz One truly brings our promise of freedom to life. The freedom to call anyone, anytime, anywhere at the lowest rates ever. Jazz One tariff Details Calls to any Mobilink number Calls to any 3 Favorite Numbers Mobilink numbers Calls to all mobile networks & Landline numbers in Pakistan SMS (to Mobilink) Rates Rs. 0.6 / 30 seconds Rs. 1.5 / 3 minute Rs. 0.99 / 30 seconds

Rs. 1.2 / SMS

26 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. Consumers 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 Mobilink Business class Ladies SME sector Sports Flight Roaming Mobilink has about 53% of market share. Mobilink JAZZ tends to be the best preferable brand name to attract the customers. Packaging and Designing The activities of designing and producing the container or wrapper for a product. Its packaging is simple attractive and smart. It contains a sim mini book having disruption that how consumer used it. Label Its label is unique that hit a specific class of people. It is especially for cooperate sector and business people. Slogan Jazz slogan is apna ha

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The growth-share matrix defines four types of SBUs: 1. CASHCOW- (LOW GROWTH, HIGH MARKET SHARE) A business unit that has a large market shares in a mature, slow growing industry. Cash cows require little investment and generate cash that can be used to invest in other business units. 2. STAR-(HIGH GROWTH, HIGH MARKET SHARE) A business unit that has a large market shares 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. 3. 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. 4. 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.

28 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.

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.

29 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.

30 SWOT ANALYSIS of MOBILINK: Strengths: Initiator in market Market leader Largest investment Maximum coverage Market share MOBILINK has the latest employee training and development approaches. MOBILINK hires only the most highly qualified and exceptionally intelligent and energetic people, and focus on personal and professional development by focusing solely on achieving their work. MOBILINK believes in making people realize their full potential and capabilities which is why jobs are designed to be challenging and goals are made to be achievable yet competitive. This result is a high level of motivation and job satisfaction for the employees and automatically promotes a healthy work environment. The company has a very well balanced and realistic incentive program. The results in employees giving the Heart and Soul in working for their employer. The HR practices of MOBILINK greatly enhance its image as a company that wants to contribute towards the society in every possible way. As the focus is on developing better people not just better employees.

Weaknesses:

It is very difficult to find any weaknesses and the HR management of a company that has developed and created its HR strategy with near perfection. However, some weaknesses can be pointed out.

MOBILINK has a trend of maintaining long working relations with employees and sticking with the same people as long as it is productive. Most of these people are promoted from within the company to form the middle and upper management. This results in loss of creativity that can be recognized by external recruitment for these core managerial positions. The employees are supposed to work at late night without being paid additionally. This creates mental tension. CVs are not properly entertained. Certain non-financial rewards such as employees of the year which is used as motivation tool are not properly communicated to the employees regarding their importance. The most common complaint that is heard by the employees is the business of immediate bosses. That creates a sense of concern within the employees. Pakistan Telecommunication Authority directives.

31 Opportunities:

There are a number of opportunities that are available in areas of HR for MOBILINK during the course of its future activities. These are: Satellite Technology 3G Technology The company can discover great potential through the future graduates as every generation is being taught in more effective manner that leads to better growth. Being a leading company in the employment rankings of Pakistan MOBILINK can recruit the cream of graduates every year and utilize their improved knowledge and abilities. There is an opportunity to create the best image of the company in the mind of customers by adding the value added services. 3 G (3rd generation of GSM) 4 G (4th generation of GSM)

Threats: Due to entering of new companies in cellular industry, the competition has been enhanced. Like other areas, HR department is facing the threat of employees switching from MOBILINK to other companies. The skilled and qualified workers are being attracted by the other cellular phone & multinational companies. Mobile Number portability. Pakistan telecommunication authority Global Economy condition Pakistan current political condition

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QUESTIONS:

1. How you generate new ideas for the product? We generate ideas for the new product through R&D department, our customers, suppliers and competitors 2. What is your target market for product? Our target market for jazz one package is common peoples of Pakistan with low income that they can enjoy low rates freedom 3. How do you testing your concept for new product? We test the concept of new product with the group of target consumers to find out if the concepts have proved by customers then we introduce it in the market 4. How do you analyze your product whether it is beneficial or not? We review the sales, cost and profit projections for a new product to find out whether they satisfy the companys objective 5. What are your initial marketing strategies? We plan our initial marketing strategies according to our objectives and goals 6. What are your profit goals for the first few years for (jazz one)? We set high profit goal for this package and we achieve them. 7. How do you plan price for the product? We plan price for the product according to our target customers 8. How do test your product in the market? We test our product in the market through advertising 9. How do commercialize your product in the market? We commercialize our product through TV commercials, newspapers, banners and sign boards. 10.How do you manage new product development? Our new product development is customer centered. We focus on finding new ways to solve customer problems and create more customer satisfying experience.

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CONCLUSION: Every year millions of rupees are being spent on R&D for new products development. Such a huge investment is necessary as new products are the only means of survival of a firm. New product development provides a number of advantages to the enterprise. It helps in producing goods & services of best quality. It helps in providing maximum customer satisfaction, because it is developed in the view of customer specification. It helps in expanding the market of the products of the enterprise. It helps in achieving stability in product demand It minimizes the risk of obsolescence, because producers introduce a new product or makes an improvement in the existing product in the market place by replacing the existing one. It increases the profit earning capacity. It enhances the potentiality & goodwill of the firm

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RECOMMENDATION:

Mobilink should work on network improvement. As far as their charges are concerned they are a bit expensive as compared to their competitors so we suggest that the charges should be reduced. Mobilink should attract maximum customers and satisfy them

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References: www.scribd.com www.Mobilink.com www.slideshare.com www.product development process.pdf