Project On MOBILINK GSM

Submitted by
Irfan Khalid Anjum Adeel Usman Mazhar Muhammad Islam Naveed Ashraf Ishtiaq Saddi
q
Submitted TO
Sir Hanif Shahzid
Department Management Science National University Of Modern Languages H-9 Islama
bad
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The Exordium
With the Name of Allah WHO is most loving and the Merciful!
Praise to Allah, Lord of the creation, the Compassionate, the Merciful, the King
of the judgment day! You alone. We pray, and to you alone. We pray for help, gu
ide us to straight path, the path of those whom you have favored, not neither of
those who have incurred your wrath, nor of those who gone astray.
(Al Quran)
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We are gratified with the core of our heart to “Almighty Allah” who made it poss
ible to complete this project. We specially thanks to very loving and caring tea
cher Hanif Shahzad and friends not only encourage us, guide us and pray us every
time
We must take this opportunity to full great pleasure to our teacher of Marketing
Hanif Shahzad for their continuous encouragement support and lead toward the pr
oject.
We would like to highly acknowledge and appreciate Mr. Asif Khan Team leader Mob
ilink direct Sales Islamabad and his team members for their continuous assistanc
e, personal attention, encouragement and support which made more eligible to be
confident about this project.
We highly thankful to all Mobilink staff members by providing that help us and m
ake this project possible.
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Executive summery
In telecom sector Mobilink was the first company that was introduces his service
s in Pakistan in1994 Its first brand was Mobilink jazz at that time its frequenc
y was limited to some cities but now not only it extend its frequency but now it
have more than three brands • • • • Mobilink indigo Mobilink jazz Mobilink worl
d Mobilink PCO
It has become the market leader both in terms of growth as well as having the la
rgest customer subscriber base in Pakistan - a base of over 24 million and growi
ng. Mobilink prides itself on being the first cellular service provider to opera
te on a 100% digital GSM technology in Pakistan that also provides state-of-the-
art communication solutions to its customers. Mobilink offers exclusively design
ed tariff plans that cater to the communication needs of a diverse group of peop
le, from individuals to businessmen to corporates and multinationals. To achieve
this objective, Mobilink offers both postpaid (Indigo) and prepaid (JAZZ) solut
ions to its customers. Compared to its competitors, both the postpaid (Indigo) a
nd prepaid (JAZZ) brands are the largest brands of their kind in the Paki
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In today’s global marketplace, selling a product is sometime easier than getting
it to customers. Companies must decide on the best way to store, handle and mov
e their products and services so that they are available to customers in the rig
ht assortment, at a right time, and in the right place. Physical distribution an
d logistics effectiveness has a major impact on both the customer satisfaction a
nd company costs. Mobilink also tries to be best in physical distribution and lo
gistics effectiveness. Mobilink provides the most extensive network coverage foo
tprint across Pakistan through an integrated technology infrastructure in more t
han 5,000 cities, towns, villages, and countless remote destinations, including
International Roaming in 100 countries through 300 partner operators. Mobilink i
s best in logistic management and physical distribution from its competitors.sta
n cellular industry. In addition to providing advanced voice communication servi
ces that makes the lives of millions that much easy, Mobilink also offers a host
of value-added-services in its Mobilink World brand to its prized customers. At
the same time, Mobilink places high importance to its coverage, which is why it
covers its
customers in 5000+ cities and towns nationwide as well as over 100 countries on
international roaming service. Mobilink is also the official telecommunication s
ervice provider for the Pakistan Cricket Board (PCB). The company was awarded th
e license to operate in Azad Jammu and Kashmir (AJK) on 27 June-2006.
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Chapter 1 Introduction and product
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Mobilink GSM -Introduction
Pakistan Mobile Communications Limited (PMCL) better known as Mobilink GSM is a
telecommunication service provider in Pakistan. Mobilink started operations in 1
994 as the first GSM cellular Mobile service in Pakistan by MOTOROLA Inc., later
it was sold to Orascom, an Egypt-based multi-national company. It has become th
e market leader both in terms of growth as well as having the largest Customer s
ubscriber base in Pakistan - a base of over 24 million and growing. Mobilink pri
des itself on being the first cellular service provider to operate on a 100% dig
ital GSM technology in Pakistan that also provides state-of-the-art communicatio
n solutions to its customers. Mobilink offers exclusively designed tariff plans
that cater to the communication needs of a diverse group of people, from individ
uals to businessmen to corporates and multinationals. To achieve this objective,
Mobilink offers both postpaid (Indigo) and prepaid (JAZZ) solutions to its cust
omers. Compared to its 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 l
ives of millions that much easy, Mobilink also offers a host of value-added-serv
ices in its Mobilink World brand to its prized customers. At the same time, Mobi
link places high importance to its coverage, which is why it covers its customer
s in 5000+ cities and towns nationwide as well as over 100 countries on internat
ional roaming service. Mobilink is also the official telecommunication service p
rovider for the Pakistan Cricket Board (PCB). The company was awarded the licens
e to operate in Azad Jammu and Kashmir (AJK) on 27 June-2006.
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Facts About Mobilink GSM
Company Structure Genre Parent Owner Founded Founder Industry Headquarters Area
served Private Limited Subsidiary Orascom Telecom Egypt Naguib Sawiris 1994 Moto
rola USA Telecommunication 42 Kulsum Plaza, Blue Area, Islamabad. 5000 cities, t
owns, and villages across Pakistan 250.2 million Revenue USD (3rd quarter, 2008)
Website www.mobilinkgsm.com
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Management Profiles
President and CEO
Zouhair Abdul Khaliq Chief Finance Officer
Ehab Rochdy Chief Information Officer
Tariq Rashid Chief Technical Officer
Marwan Hayek Vice President Administration & Human Resources
Ali Raza Mehdi Chief Officer Government & Regulatory Affairs
Brig. F. R. Adhami
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Vice President Sales
Irfan Akram Vice President Marketing
Bilal Munir Sheikh Vice President Strategic Planning, Business Development &PMO
Naeem Zamindar Vice President Customer Services
Mustafa Peracha
MISSION
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“To be a superior communications service company in Pakistan which provides the
best value to its customers, employees, business partners and shareholders.”
Mobilink s Vision
"To be the leading Telecommunication Services Provider in Pakistan by offering i
nnovative Communication solutions for our Customers while exceeding Shareholder
value & Employee Expectations". Mobilink s Values
Mobilink Values Total Customer Satisfaction
Customers are at the heart of our success. They have placed their trust and conf
idence in us. In return, we strive to anticipate their needs and deliver service
, quality and value beyond their expectations.
Business Excellence
We strive for excellence in all that we do. We aspire to the highest standards a
nd raise the bar for ourselves everyday. This commitment to delivering world-cla
ss quality translates into unmatched service and value for our customers and all
stakeholders.
Trust & Integrity
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At Mobilink, we take pride in practicing the highest ethical standards in an ope
n and honest environment, and by honoring our commitments. We take personal resp
onsibility for our actions, and treat everyone fairly, and with trust and respec
t.
Respect for People
Our relationships drive our business. We respect and esteem our employees and al
l stakeholders. We believe in teamwork, empowerment and honor.
Corporate Social Responsibility
As the market leader, we recognize and fulfill our responsibility towards our co
untry and the environment we operate in. We contribute to worthy causes and are
dedicated to the development and progress of the society. “Reshaping Communicati
on”
Goals & Objectives
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To make this world a better place in terms of advancement, dealing and connectiv
ity and to expand the network to every city/town of Pakistan along with provisio
n of excellent voice services and adequate customer care.
Achievements
ISO 9002 Quality Management System Certification for Billing, Engineering Depa
rtments and CS Contact Center Implementation of a full Intelligent Network (IN
) platform from Siemens for the Prepaid platform Largest Call Center in Pakis
tan, which is there to assist the customers 24 hours Only cellular service in
Pakistan to provide coverage on the M2 motorway Bilateral roaming in over 10
0 countries around the world with true international roaming with over 300 opera
tors across the globe First mobile operator in Pakistan to offer extensive GP
RS Roaming and BlackBerry Roaming services
　
Major Competitors of the organization
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Mobilink as Market Leader with major market
share

Markets main players other then Mobilink are Telenor, Warid, Ufone and Zong
Profile of Employees
Mobilink has almost 3,500 numbers of employees in all of four provinces of Pakis
tan providing largest coverage area. Only approximately 3,500 employees and larg
est cellular company shows the size of the company.
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
The four Ps of Mobilink’s marketing mix are explained below in detail.
PRODUCT
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A product is defined as:
“A product is anything that can be offered to a market to
satisfy a want or need.”
PRODUCT LINE
Product line is defined as:
“All the products made by one company under various names
being offered in the market for sale are the product line.” Mobilink Product Lin
es Mainly there are four product lines of Mobilink with each having separate tar
get markets and positioning. Mobilink Indigo Mobilink Jazz Mobilink Wor
ld Mobilink PCO
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our product:
Mobilink Indigo
Mobilink re-launched its postpaid services on the 11th of May, 2004 under the br
and name, Indigo. Indigo ignited an evolution in the communication industry rede
fining the essence of the post-paid services in Pakistan. The brand delicately c
aters to the need of its customers, symbolizing the vision of connecting the sub
scribers 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 connecte
d to them count on Indigo for its unrivalled premium post – paid connectivity to
get you through”.
Indigo Offerings
Indigo BlackBerry Citi Mobilink Credit Card Call& Control Indigo Rewar
d Indigo Genie
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Target Market
Indigo targets the upper business class that is not concerned with the cost but
want convenience, quality and a brand image that suits their personality. Who
doesn’t want fun or music but want a brand that is “Competent” and Indigo is wel
l satisfying the desires of its corporate customers. Introducing Blackberry conn
ect 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 monopo
ly in the corporate sector.
Shaan - Brand Ambassador Indigo:
There are very few actors who have the charisma that can inspire the young and o
ld alike. Shaan belongs to this rare breed of actor*s who can impress the audien
ce any given day through his incredible performances.
Indigo Branding
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It is very important to give a brand name to any product before it is going to l
aunch in the market so that it can easily be recognized by the customers. Basica
lly brands are the symbols of recognition of a product of a company which makes
the product different from its competitors.
“Mobilink Indigo ” tends to be the best preferable brand name to attract the cus
tomers.
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 havi
ng disruption that how consumer used it.
Label
Its label is unique that hit a specific class of people. It is especially for co
operate sector and business people.
Slogan
Indigo slogan is “RESHAPING COMMUNICATION”
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Chapter 2 Pricing strategy
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PRICING
“The amount of the money which a customer pays for getting the product is called
price.” Basically price is the first impression of a product which a customer p
erceives. When price of a product would be different from its competitor custome
r would think that there must be some difference in the quality as well. So this
can easily be said that, “The price is directly associated with the quality and
brand name of the product.”
SELECTING THE PRICING OBJECTIVES
The company first decided where it wants to position its market offering. The cl
earer the firm’s objective the easier it is to set price. A company can pursue a
ny of five major objectives through pricing: Survival Maximum current profit
Maximum market share Maximum market skimming Product-quality leadership T
he main objective of the pricing for mobilink indigo is to survive in the market
. The profits are less important then survival. According to mobilink indigo the
re are two kinds of pricings, 1) Purchasing price i.e. initial connection price
2) Regular price i.e. call charges per minute
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“We do not have found any complains from the customers regarding the price. They
are willing to pay the price and we are willing to give them the best services”
Pricing Strategy of Indigo
Mobilink is also offering postpaid connections with the name of Mobilink Indigo,
popular within the business class. In this way, Mobilink is earning maximum pro
fits by enabling people from different target segments to become a part of the l
argest cellular network in Pakistan. Jazz customers can now call US and a number
of other Zone 1 destinations on Jazz local outgoing rate!
Mobilink indigo have following current price Rates on different packages
How you express yourself, defines who you are. With indigo, not only can you exp
ress more with exclusive value-added services, but also enjoy more choice in pla
ns and discounted airtime rates. Contoured to become part of your expression, in
digo ensures that you derive utmost value out of all your communications, and fe
el free to be yourself.
one hundred
If you want to enjoy postpaid privileges with the least amount of line rent, thi
s package is for you. Welcoming you aboard the postpaid lifestyle, I-one hundred
also offers the best SMS rates keeping in mind your utmost convenience
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Details Line Rent Free Minutes Call SMS Mobilink Other Operators All Networks
Tariffs Rs. 100 100 Rs. 1.25/min Rs. 1.50/min Rs. 0.2
four hundred
For those who want to spend less and talk more. Postpaid affordability comes int
o play with i-four hundred, where you start enjoying free minutes and a competit
ive tariff – for an indigo experience attuned to your monthly usage Details Line
Rent Free Minutes Call SMS Mobilink Other Operators All Networks Tariffs Rs. 40
0 400 Rs. 1.00/min Rs. 1.50/min Rs. 0.75
nine hundred National University of Modern Languages Page 22 of 42
An ideal package if you are seeking a blend of value and economy. A package that
not only gives you more FREE minutes, but also FREE GPRS usage
Details Line Rent Free Minutes Free GPRS Call SMS Mobilink Other Operators All N
etworks
Tariffs Rs. 900 900 100MB Rs. 0.75/min Rs. 1.50/min Rs. 0.75
fifteen hundred For the best call rates and utmost value for money. This package
features 1500 FREE minutes and even more FREE GPRS usage – so you can enjoy she
er comfort in making strong connections
Details Line Rent Free Minutes Free GPRS Call SMS Mobilink Other Operators All N
etworks
Tariffs Rs. 1500 1500 250MB Rs. 0.50/min Rs. 1.25/min Rs. 0.50
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unlimited
For power users who want to live the connected dream. Bundled with maximum free
minutes, free data services and the best call rates; i-unlimited has all what it
takes to be the choicest tariff plan for extensive usage
Details Basic Line Rent Free Minutes Mobilink Other Operators (Mobile) Other Ope
rators (Landline) Free GPRS / VAS / Blackberry Internet Service Free SMS Call SM
S Mobilink Mobilink Other Operators All Networks Rs. 5000 2800 1200 1000 1000
Tariffs Premium Rs. 6000 2800 1200 1000 unlimited 1000 Rs. 0.30/min Rs. 1.05/min
Rs. 0.20
Rs. 0.30/min Rs. 1.05/min Rs. 0.20
Business Class Value Added Services (inclusive of unlimited GPRS/EDGE service) i
nclude Conference Calling Service and Missed Calls Alert service
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Chapter 3 Placement Strategy
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Place
“ Place represents the location where a product can be purchased”
The organization must distribute the product to the user at the right place at t
he right time. Efficient and effective distribution is important if the organiza
tion is to meet its overall marketing objectives. If an organization underestima
te demand and customers cannot purchase products because of it, profitability wi
ll be affected.
What channel of distribution will use?
Two types of channel of distribution methods are available. Indirect distributio
n involves distributing your product by the use of an intermediary for example a
manufacturer selling to a wholesaler and then on to the retailer.. Direct distr
ibution involves distributing direct from a manufacturer to the consumer For exa
mple Dell Computers providing directly to its target customers. The advantage of
direct distribution is that it gives a manufacturer complete control over their
product.
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Above indirect distribution (left) and direct distribution (right).
Distribution Strategies
Depending on the type of product being distributed there are three common distri
bution strategies available:
1. Intensive distribution
Used commonly to distribute low priced or impulse purchase products eg chocolate
s, soft drinks.
2. Exclusive distribution:
Involves limiting distribution to a single outlet. The product is usually highly
priced, and requires the intermediary to place much detail in its sell. An exam
ple of would be the sale of vehicles through exclusive dealers.
3. Selective Distribution
A small number of retail outlets are chosen to distribute the product. Selective
distribution is common with products such as computers, televisions household a
ppliances, where consumers are willing to shop around and where manufacturers wa
nt a large geographical spread.
Distribution channel of Mobilink Indigo
Mobilink provide its service products directly to customers or with help of inte
rmediaries involved in distributing its product. Distribution channel contain se
t of interdependent organizations involved in the process of making a product or
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service available for use or consumption by the consumer or business users. Mobi
link also distributes its product to end user with help of intermediaries as wel
l as it distributes its product directly to customers. Mobilink supplies its pro
duct range to intermediaries with involvement of its “Commercial and Sales Depar
tment.” Mobilink authorizes limited number of dealers to deliver its service pro
duct. But Mobilink provides its prepaid cards to almost all the markets and cons
umer shops. Providing its prepaid cards in every corner of the city helps mobili
nk to satisfy the need of consumer and to gain customer satisfaction. However mo
bilink deliver its Sims to customer with help of Franchises, service centers,
and sales offices. These Franchises, service centers, and sales offices are give
n by the right of providing its service product by Mobilink itself.
Distribution Strategy of Mobilink
There are three types of distribution strategies. First Intensive Distribution,
second Extensive Distribution and third is Selective Distribution. Howevermobili
nk follow both intensive and exclusive distribution strategies. While providing
its Jazz prepaid cards Mobilink follow Intensive Distribution strategy means tha
t stocking Jazz prepaid cards in as many outlets as possible. While providing it
s service products (like SIM Cards of Jazz, SIM Cards of indigo and Mobilink PCO
Sets as well as Prepaid cards) Mobilink follow Extensive Distribution strategy
means that it gives limited number of dealers the right to deliver its product.
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Logistic Management & Mobilink
In today’s global marketplace, selling a product is sometime easier than getting
it to customers. Companies must decide on the best way to store, handle and mov
e their products and services so that they are available to customers in the rig
ht assortment, at a right time, and in the right place. Physical distribution an
d logistics effectiveness has a major impact on both the customer satisfaction a
nd company costs. Mobilink also tries to be best in physical distribution and lo
gistics effectiveness. Mobilink provides the most extensive network coverage foo
tprint across Pakistan through an integrated technology infrastructure in more t
han 5,000 cities, towns, villages, and countless remote destinations, including
International Roaming in 100 countries through 300 partner operators. Mobilink i
s best in logistic management and physical distribution from its competitors.
Logistic partnership and Mobilink
Companies must also work with other channel partners to improve whole channel di
stribution. The members of distribution channel are linked closely in creating c
ustomer value and building customer relationship. Mobilink management builds log
istic partnership to achieve customer value and building customer satisfaction w
ith different courier services. The courier companies by which Mobilink has part
nered are as follows: TCS OCS UPS
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Third party Logistics & Mobilink
Most business perform their own logistics functions. However growing number of f
irms now outsource some or all of their logistics to Third Party Logistics provi
ders. Mobilink also use Third Party Logistic provider for transportation of ship
ment of its service products to warehouses, dealers or customers. Different cour
ier service providers are the Mobilink third party logistic providers. The main
reason for using third party logistic provider by Mobilink is that it is useful
for Low Fixed Investments. Mobilink selects, motivates & evaluates channel membe
rs thought Interviews, Financial standing, Training and Reports.
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Islamabad Finance office
Rawalpindi Finance office
Franchises Rawalpindi Region
Franchises Jhelum Region
Mobilink CS Centre RYK
Retailer
Retailer
Consumer
Customers
Consumer
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Chapter 4 Promotion strategy
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Promotion:
“ Promotion represents all of the communications that a marketer may use in the
marketplace”
Promotional Strategy by Mobilink
Promotion is the means to promote the companies’ product in order to enhance sal
es. Mobilink uses various means to promote its products, promoting a product req
uires various techniques and tools to enhance and to attract customers to buy th
e company’s products. Mobilink not only tries to attract the customers through a
ds but also to retailers and Franchises by giving them handsome profit margins.
Every possible and effective Medias are used for the promotion of the Mobilink P
roducts including print, electronic, broadcast and FM radio and through internet
.
Media Promotions of Mobilink Products
Personal selling Sales promotion Mass selling
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Personal Selling
Personal selling or door to door selling means that the sales persons of the com
pany go from door to door where they convince people to buy their products. Mobi
link use corporate sale method and make the corporate client. Mobilink is leadin
g the corporate sale volume. Mobilink has specialized department that promote th
e Indigo product in all corporate level. They launched special packages to their
corporate clients.
Sales Promotion
Mobilink uses different types of sales promotion method such as:
Consumer promotions
In order to kindle greater and quicker purchases Mobilink is carrying out the fo
llowing consumer promotion activities including special deals such as:
Indigo Freedom Plan:
this deal offers certain benefits of which two are:-
Friends & Family: This feature is available to the customers on any three
Mobilink numbers (Jazz and Indigo) which can be added into F&F list by calling t
he help line at 111.
Local Rates: According to this freedom plan across Pakistan, all call, across al
l
networks are charged as local calls.
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Mass Selling:
In the mass selling, selling to the public is done through Advertisement Pub
licity
Advertising Campaigns
The advertising theme “Mobilink: It’s simply a way to communicate”, is designed
to demonstrate the new service’s simplicity and convenience. Along with its serv
ice debut, Mobilink launched a nationwide campaign composed of television commer
cials and print ads. The national campaign is supplemented by local and regional
ad campaigns produced by the Mobilink licencees. The national print and broadca
st ads are designed to be localized. The success of Mobilink has not only to do
with its increased offerings, but also has a great deal to do with the campaigns
that Mobilink comes up with. The TV ads exude energy and liveliness, and an exp
ressive color and lightning palette, the high frequency and visibility makes the
se advertisements noticeable which results into increased brand awareness and br
and loyalty boosting sales.
Strong Brand Ambassadors
Mobilink in its advertising went on a different route (now copied by competitors
) by starring the most charismatic superstars in its advertisements. The tested
method of having a pretty face holding a Jazz card makes its advertising campaig
ns booming. Strings, Vaneeza Ahmad, Shaan, Iman Ali, Zainab Qayyum, Wasim Akram,
and Shahid Afridi are some of celebrities associated with Mobilink.
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The Indigo Campaign
In its Indigo campaign, Mobilink has made a conscious effort of strongly placing
it on the “image” platform and mapping it in the prospects mind making it a pre
stigious brand. Interestingly, it re-enforces Mobilink’s early perception of bei
ng the brand for the image conscious (peer leader) which gives the impression th
at Indigo is an ‘enhanced’ step further in this direction.
Other Medium of Advertisement Television
Mobilink spends a large amount on ads and related activities. They assign differ
ent modal and film star and spread the product concept on almost every channel o
f Pakistan.
Newspapers
For Products, Mobilink advertises in national newspapers constantly. The main ai
m of advertising in newspapers is to reach theses prospective client who don’t w
atch or listen to television and radios respectively.
Radio
Mobilink advertises their products not only on the television but also on the Ra
dio and FM radio
Public Relations
Public relations are the art and science of managing communication between an or
ganization and its key publics to build, manage and sustain its positive image.
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Mobilink use marketing public relations (MPR) to convey information about the pr
oducts they manufacture or services they provide to potential customers to suppo
rt their direct sales efforts. Typically, they support sales in the short and lo
ng term, establishing and burnishing the corporation s branding for a strong, on
going market. Mobilink use corporate sale method and make the corporate client.
Mobilink is leading the corporate sale volume.
Specialty Advertising
Mobilink uses certain items imprinted with its logo as well advertising messages
such as calendars, caps, radios, mugs, and candles. These items are given as gi
fts to customers by salespeople.
Sales Contests
Mobilink actively carries out yearly sales contests in order to motivate the sal
es force to put in greater effort.
Trade Shows
mobilink actively participates in trade shows in order to enhance its business p
romotions. It took part in the usual trade-show presentations of Asia Pacific Bi
lling and Revenue Management Week. This event has a particularly interesting thr
ough line of taking services to understand markets. Topics like ‘Increasing Prep
aid ARPU in Price Sensitive Markets’ and sessions on micro payment plans for low
income markets were discussed in detail. The speakers included individuals from
Mobilink GSM in Pakistan and Telemig Celular in Brazil.
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Direct Marketing
Mobilink also uses direct channels to reach its customers without using marketin
g middlemen. These channels include direct mail, catalogues, tele marketing as w
ell as e-marketing. Mobilink also uses a very unique technique to reach its cust
omers directly.
SMS Marketing
Mobilink uses SMS marketing to send messages directly to customers. SMS marketin
g creates one-on-one communication with the market. Mobilink management believes
that:“Today’s consumers are mobile and today’s marketing must reflect that.” As
SMS is one of the largest platform to reach consumers and almost every mobile p
hone is SMS enabled, this method has 100% penetration. SMS targets end consumers
directly via their mobile phones and compels them to take action
in order to enjoy a promotion, thus increasing the success rate of the brand. Pl
us, SMS is also a cost-effective way to communicate.
Mobilink’s Website
Mobilink has paid special attention to the “context” & “content” of its website
to encourage repeat visits. Mobilink’s website not only has attractive design an
d layout but is also very interesting and easy to navigate
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Online Ads and Promotions
Online ads and promotions tools such as banners ads and search related ads are b
eing used by Mobilink GSM. These ads are placed on targeted and frequently viewe
d websites. Banners are also placed on related websites such as those which supp
ort web to SMS. For example “smspk.net”
　
Mobilink’s Sales Force
Sales force serves as the companies personal links to the customers. Mobilink fa
st paced growth is fueled by the foundation of innovation and the relentless wor
k of 4000 dynamic team members. The sales force members are some of the best tal
ent in the country and can be distinguished from others on the basis of their co
nvincing power. The have the passion and the spirit to challenge the norms, and
so they are the part of winning team. Sales Force Objective: The chief objective
of Mobilink’s sales force is not only to encourage sales but also to diagnose c
ustomer’s problem and to propose an effective solution thus satisfying them comp
letely. They play a strong role in improving customer profitability.
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Chapter 5 Conclusions & recommendation
Conclusions & recommendation for improvement
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Considering the above analysis of the cellular network it can be concluded that
although Mobilink is the leading cellular network at the moment which rose from
almost nothing for which it must be appreciated but to maintain its position sta
ble; the weaknesses and the threats must be considered seriously and the basic g
oals must be maintained not adhering to which might cause the company to observe
a doom in the next coming years. Out of 140 million people Pakistan has a fixed
line penetration of less than 3% while 0.7% of the total population use convent
ional mobile phones and their coverage is in major urban cities only. Current ma
rket size in Pakistan is estimated to be over one million subscribers. The cellu
lar industry in Pakistan offers huge potential in revenues. There still remain u
ntapped geographical segments, particularly in rural areas, which can create a s
ignificant market. In Pakistan cellular companies have mostly been focusing on m
ajor cities with minor effort to offer coverage in rural and less privileged are
as. 70 % of business comes from 4 major cities (Karachi, Lahore, Islamabad and F
aisalabad). It is recently that Sialkot and Gujranwala with many industrial unit
s received attention of some cellular phone companies.
Improvement
1. The franchise staff should be well trained and professionals.
2. People often complaint about the network of Mobilink this is not justified bu
t
still need of improvement.
National University of Modern Languages Page 41 of 42
3. I worked with BDO’s (Business Development officer), they are major assets of
Mobilink business but they are working as a out source employees, HR policies sh
ould be employee friendly. 4. The one of major issues that mostly customer compl
aint is billing issue, the system performance should be updated. 5. The call rat
es are still higher than other companies. 6. Increase the lines of call centers
and connectivity through lines should quickly respond.
Reference
This project has taken this shape after consulting following references
Text Material (Mobilink Website). Research Articles. Principles of marketi
ng. Mobilink marketing officer Salman Hassan. Naveed Akhtar project manager
Al Moayed Group of co. Isb. Sir Zia lecturer numl isb. Sir Niaz lecturer Num
l isb.
WEBSITES
www.mobilinkgsm.com www.pta.com www.learnmarketing.com www.wikipedia.org
www.google.com.pk
National University of Modern Languages Page 42 of 42