Introduction to the

Mobilink
Brief history:
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 in the world.
OTH is considered among the largest and most diversified
network operator in the Middle East, Africa and Pakistan. It is
a leading mobile telecommunications company operating in
seven emerging markets in the Middle East, Africa and South
Asia having a population under license of 460 million in total
population with an average penetration of mobile telephony
rate across all markets of 8%. Orascom Telecom operates
GSM networks in Algeria ("Djezzy"), Egypt ("MobiNil"),
Pakistan ("Mobilink"), Iraq ("IraQna"), Bangladesh
("Banglalink"), Tunisia ("Tunisiana") and Zimbabwe ("Telecel
Zimbabwe"). Orascom Telecom subscriber number reached
over 20 million subscribers as of June 2005.
Orascom Telecom's operation in Pakistan, 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 and as of June, 2005; Mobilink served
more than 7 million subscribers, representing a market share of approximately
61% of total mobile subscribers in Pakistan.
Orascom Telecom has positioned itself as a leader in the region for its diverse GSM
operations, with various GSM support and Internet operations. One of Orascom
Telecom's main strategies is to create its own non-GSM subsidiaries to act as a
support for its regional GSM operations. OTH has achieved this by dedicating
financial, technical, and management resources for its subsidiaries. This
includes network support and installation of GSM operations, equipment
procurement, handset procurement and distribution companies, value Added
Services, and Internet operations.
Mobilink GSM (PMCL), a subsidiary of Orascom Telecom, started its operations in
1994, and has become the market leader both in terms of growth as well as
having the largest customer subscriber base in Pakistan - a base of over 20
million and growing. We pride ourselves on being the first cellular service
provider to operate on a 100% digital GSM technology in Pakistan that also
provides state-of-the-art communication solutions to its customers.
In addition to providing advanced voice communication services that makes the
lives of millions that much easy, Mobilink 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 Mobilink cover you in 1000 cities and
towns nationwide as well as over 100 countries on international roaming
service. In other words, Mobilink speak your language, everywhere.
Ownership structure:
Management

• 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
• Vice President
Sales
Irfan Akram
• Vice President
Marketing
Bilal Munir
Sheikh
• Vice President
Strategic
Planning,
Business
Development &
PMO
Naeem
Zamindar
• Head of Customer
Services
Mustafa
Peracha
Location of office and factory:
The location of office is in 5 block-p, gulberg-11.
Telephone no: 042-5770101-10
Fax : 92-42-5770123

Number of total employees

o App. 6000 .
Number of employees in the Marketing
Department
o :: App.1000

• Head of marketing department

:: Bilal Sheikh
Key people/Designations of
Marketing Department

Adeel Asif Khan

Akbar Khan

Aneeka Afzal Sindhu

Freed Ahmed
 2) Mission & Vision
• Mission
Mobilink has always been at the fore front when it comes to promoting
quality entertainment in the country. With its long line successes in
promoting arts, cuture , and music. Mobilink joined hands with the
Box office in supporting the revival of cinema.
The cinema industry in Pakistan has long been suffering with
14 crore people thirsty for quality entertainment. As the cinema industry
opens so foreign imports,Mobilink recognizes that it is necessary to
generate a culture around it so people may actually step up to this form
of entertainment once again.

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 announced the renewal of its corporate vision from “Reshaping
communications” to the aptly timed “reshaping lives” as the company
ushers into new era of “giving back” to its customers. Having touched the lives of
millions of people from the shores of the Arabian sea to the rugged terrains of
northern Pakistan, Mobilink stands at the threshold of a new and dynamic
future.
Mobilink..Reshaping lives!
 3-Goals and Objectives
• Corporate objectives

•ISO 9002 Quality Management System Certification for Billing,

Engineering Departments and CS Contact Center
•Implementation of a full Intelligent Network (IN) platform from Siemens
for the Prepaid platform
•Largest Call Center in Pakistan, which is there to assist the customers 24
hours
•Only cellular service in Pakistan to provide coverage on the M2 motorway
•Bilateral roaming in over 100 countries around the world with true
international roaming with over 300 operators across the globe
•First mobile operator in Pakistan to offer extensive GPRS Roaming and
BlackBerry Roaming services
•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 objectives
The marketing objectives of mobilink is to promote new products
which includes fun sms,mobile tunes, PCO, ladies first, reward card.
 Market segments strategy
The market segmentation strategy of Mobilink is
geographic segmentation
Because Mobilink today is localizing their
products, advertising, promotion, and sales
efforts to fit the needs of individual regions,
cities, and even neighborhood.
 5-Target Market
• Customer profile
Mobilink is targeting each an every segment. For example

Youth: Jazz introduces the Jazz Budget Package, the most

economical way to talk to any Mobilink number in Pakistan.
Jazz Octane: the hot new package from Mobilink Jazz, is customized
to meet the needs of the highly dynamic and energetic urban youth of
Pakistan. The package entitles you to our lowest SMS rates, lower late night
rates, and the coolest rates for three favorite numbers.
Jazz Load - Jab chaho, Jitna chaho Karlo Load…
Jazz Load allows to recharge Jazz account in variable denominations at major
retail outlets nation-wide.
Business class: Mobilink is targeting business class as Mobilink Indigo brings
more Freedom, Lower Airtime Rates, Weekend discounts, More free minutes
and lower F&F rates.
Travelers :
International roaming facility.While performing Hajj, stay in touch with
Mobilink's Hajj Roaming
For ladies:
Jazz Ladies First: For the first time ever, a package designed
especially for ladies. From sizzling recipes to tips on looking your best are all
an SMS away
Mobilink PCO :
For the first time ever Mobilink brings Mobilink PCO. Mobilink launches
Mobilink PCO to help alleviate poverty. Mobilink, Pakistan’s favorite cellular service
provider became the first cellular company to start its operations in Muzaffarabad in
Azad Kashmir, responding swiftly to the President of Pakistan’s decision to allow
cellular companies to offer telecommunication services to earthquake affected people
of northern Pakistan.
 6-Core Competencies

The core competencies of Mobilink are staff, technology and superior

Marketing.
 7- Competitive advantage
- More subscriber base.
- More coverage.
- More IR (international roaming).

• International
roaming
Mobilink is the first operator to introduce IR for the people of Pakistan.
Currently our network covers more than 100 countries across the globe with
over 300 Roaming partners. Mobilink's International Roaming coverage
extends across the United States, Canada, Caribbean, Europe, Middle East,
Africa, Asia and Australia.
Mobilink’s roaming partnership with Thuraya has further enhanced
international roaming coverage. Through satellite communication you can
now use your Mobilink connection in areas where there is no GSM coverage.
 Coverage

Mobilink provides the widest coverage network, covering 1000 cities,

towns, and villages across Pakistan .

• Mass subscriber base:

It connects over 20 million family members every second of the day with
exceptional voice quality due to its broad coverage.
 8- Market Situation:
• Market/Industry size:
Largest cellular network
During the last five years, Mobilink has set up one of the largest cellular networks in the
country. Currently, we are covering 1000 cities and towns. This has involved an investment in
the company of more than US$ 1 Billion. We have 18 Switches and more than 3,500 cell sites.

Switches Siemens and Alcatel

Radio Base Stations Motorola and Alcatel.

Billing System TelesensKSCL and Ericsson

Intelligent Networks Siemens

Microwave Equipment DMC

Operating Frequency 900/1800 MHz

SMSC CMG
 Company Market Share:
Orascom Telecom's operation in Pakistan, 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 and as of June, 2005;
Mobilink served more than 7 million subscribers, representing a market
share of approximately 61% of total mobile subscribers in Pakistan.

• Market growth rate:

100% market growth rate because Mobilink has build 10 million customers
in one year.
 Market Position:
Mobilink has the highest market share and usually leads the other
Firms in price changing,new product introduction distribution coverage and promotion
spending. Mobilink has always been a market leader, whether in terms of Introducing
cutting edge technology, launching innovative products, having the widest coverage or
employing world-class human resources. The reason is that
Mobilink is expanding the market by developing new users, new uses and a more
Usage of its new products. Mobilink is always fulfilling its value promise. Mobilink
Prices remain consistence with the value that customers seeing the brand.
The true essence of leadership is implemented in spirit only by realizing the
significance of evolving and growing persistently and mobilink is proud to
Pioneer world-class human resource development practices in the country.
• PLC Analysis:
Mobilink has been enjoying the stage of maturity having more then 20 million
customers.
Price:
Mobilink at present is at maturity stage. Because of the competitors Mobilink is
marking down prices, increasing their advertising and sales promotions, and upping
their R&D budgets to find better versions of the product. These steps are leading to
a drop in profit. Mobilink is cutting prices to attract new users and competitors
customers.
 Advertising:
Mobilink is spending large amount of money on advertising as its competitors are
trying to get a good hold of market. At this stage Mobilink is advertising on
occasionally.

• Distribution:
In addition to pricing and promotion, Mobilink has moved into larger market
channels, using mass merchandising.

Quality:
As Mobilink is the providing the largest coverage so the quality is little bit affected.
 9- The 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.
•
• Product analysis

Mobilink is having the following brands

Mobilink
Mobilink Indigo
Mobilink Jazz
Mobilink World
 Packaging (various sizes/ml) available:
Mobilink PCO

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

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 will also create a world of better prospects in terms of a
consistent source of income for them.

Wherever you are, throughout Pakistan whether the remotest deserts of

Sindh or the spectacular peaks up north expect unparallel coverage from
your Mobilink PCO.

With this unit you shall experience even higher returns even though the
investment in terms of capital is very minimal. Mobilink PCO is a world of
opportunities within its self.

•Exceptional coverage and the ease of its wireless technology-carry it

wherever you wish
•Load the free jazz card provided and embark on a successful business
venture right away
•Benefit from after sales services
•Mobilink PCO is second to none
All solutions to your communications needs lie within Mobilink PCO kit, Load
the included Rs. 600 jazz card provided and embark on a successful business
venture right away
 Jazz budget

Jazz introduces the Jazz Budget Package, the most economical way to talk
to any Mobilink number in Pakistan . This all time low package enables
customers to stay connected with more than 20 million customers at the
lowest rates.

Keeping in view the fact that Mobilink customers make 7 out of every 10
calls to a Mobilink number, the new package is specifically customized to
offer customers the lowest rates to call the largest mobile network in
Pakistan.
 Jazz ladies first:
For the first time ever, a package designed especially for ladies – Jazz Ladies First is
your command on the very best. From sizzling recipes to tips on looking your best are
all an SMS away. Remarkably low calls rates & to top it all, feel free to shop well within
your budget with Jazz Ladies First discount card.

For us.. your comfort always comes first!

Jazz Ladies First package details

•Beauty tips, mouth watering recipes, healthy diets and so much more all via SMS
Special discounted call rates between ( 3pm – 6pm )
•Lower outgoing call rates 2nd minute onwards
•Jazz Ladies First shopping discount card

* SMS subscription alerts are free for the first one month for all users who subscribe to
Jazz Ladies First package before 10th December 2006.
 GPRS Roaming
GPRS Roaming is a new innovative service brought to you by Mobilink. It allows you to
use your GPRS mobile phone/PDA or any one of these together with your laptop to
access Mobilink World ( http://wap.mobilinkworld.com ) and the Internet even when
you are away from Pakistan.

To access GPRS Roaming, you simply need to:

•Register as a Mobilink IR subscriber at any CS center by paying a one-time

activation fee of Rs. 500 as well as a total security deposit of Rs. 20, 000 (if you
already have a security deposit of Rs. 5, 000, you will only need to deposit Rs. 15,
000).
•Register as a Mobilink GPRS user and pay monthly subscription charges of Rs.
500.
•Own a GPRS-enabled mobile phone.
 Mobilink GPRS Roaming:

Maintaining its commitment to providing state-of-art communications

solutions to its subscribers, Mobilink is the first cellular service provider in
Pakistan to offer extensive GPRS Roaming to its postpaid subscribers.

Mobilink IR subscribers can now enjoy GPRS while roaming on the following
networks/countries:
 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.
In life you come across some exceptional people, who like you appreiciate
only the finer things in life. When it comes to creating a bong and staying
connected to them count on Indigo for its unrivaled premium post – paid
connectivity to get you through.

Mobilink Indigo’s New Rates,Bring More Freedom,Lower IDD

rates,Double Free Minutes,Lower Airtime Rates,Weekend Discount,Lower
F&F Rates.

Use More and Talk More With CITI Mobilink Credit Card.

For the first time ever,enjoy spectacular air time rates on Sunday.
 International roaming:
Jazz goes "International" with the launch of its international roaming facility in the
United Kingdom and Saudi Arabia. Jazz has introduced yet another "First" in the
industry by offering International roaming in the UK, which is among the top 3
traveled destinations in the world.
Now Jazz customers can make or receive calls, as well as send and receive SMS to and
from Pakistan, allowing them to remain in touch on their existing mobile numbers
when traveling to any of these two roaming destinations.
The launch of Prepaid International Roaming gives our valued Jazz customers yet
another reason to go with Jazz and be associated with the leading cellular brand of the
country.
This value packed service bundle provides customers with a number of benefits, some
of which include:
•No security deposit and zero activation charges: Subscribers do not need to
pay any security deposit or extra charges for the activation of the service
Convenience with One Number, One SIM Card: Subscribers can be contacted at
their existing Jazz mobile number while roaming overseas, without the need or hassle
of changing their mobile number or purchasing a separate SIM card each time they are
in a
 •new destination
•Easy to Use: Subscribers can initiate a call, send an SMS or conduct a balance
enquiry anytime, anywhere
•Free incoming SMS: No charges on any incoming SMS
•Multiple recharge options: Customers may recharge their balance through
scratch cards simply by typing *123* followed by the 14-digit scratch card number
then # and press SEND
•Balance Check through *111#: Jazz International Roamers can easily check
their remaining balance by keying in *111# anytime or by calling 123 and press 1
to listen to the remaining balance. This allows convenience of tracking and control
over call expenses
Getting the Jazz IR activated is easy! All customers have to do is call the 111
Helpline and get their IR activated (conditions apply). Customers should
ensure that they ensure a sufficient balance in their accounts (recommended
credit of Rs. 1,500/- or more) before traveling abroad.
So remember to carry your Jazz number whenever you travel abroad next time. It will
always be an ideal travel partner
 IR Loyalty Program:

Add on Value, wherever you go

Taking another step forward in offering greater value-addition during the

roaming experience, Mobilink now allows both outbound and inbound
international roamers the opportunity to earn miles/points simply by making
mobile phone calls. In collaboration with Travelling Connect, Mobilink is
the first and only cellular operator in Pakistan to offer such a loyalty
program specifically for the benefit of international roamers
BlackBerry is the leading wireless enterprise solution offered by Research in Motion
Ltd. (RIM) that keeps mobile professionals connected to people and information while
on the go. It is a proven platform that provides users around the world with secure,
wireless access to a full suite of business applications including:

•Email
•Phone
•SMS
•Web
•Organiser features

BlackBerry solution comes with a Mobile phone, which allows you to get instant e-mails
on your BlackBerry handheld. This is a push-based e-mail solution where access is
available to your information while roaming nationally and internationally in selected
locations. These emails can either be personal or official. BlackBerry also allows you
surf the internet.
Quality Statement:

Reshaping lives
 FAB Analysis (Features Benefits
Attributes):

Benefits
•No security deposit and zero activation charges: Subscribers do
not need to pay any security deposit or extra charges for activation of
the service.
Convenience with One Number, One Card: Subscribers can be contacted
at their existing
Indigo Freedom Plans

Details Freedom Plan 1 Freedom Plan 2 Freedom Plan 3 Freedom Plan 3+ Freedom Plan 4

Weekend Tariffs Rs/min 0.99 0.75 0.63 0.50 0.40

F&F Charges Rs/min 0.99 0.75 0.63 0.50 N/A

Air Time Charges Rs/min 2.00 1.50 1.25 1.00 0.60

Free Minutes Monthly 0 100 400 800 1200

Line Rent Rs 0 100 400 900 1500

SMS Rs/msg 1.00 1.00 1.00 0.75 0.50

Free SMS Monthly 10 15 20 25 30

Important Information

•Weekend tariffs apply to all calls made on Sundays 0000hrs - 2359 hrs
•Friends & Family (F&F) feature is available to the customers on
Freedom-1, Freedom-2, Freedom-3 & Freedom-3+ only
•Any three Mobilink numbers (Jazz and Indigo) can be added into F&F
list by calling the help line at 111
•Rs. 1.25/minute will be charged in addition to airtime charges for calls
to other mobile networks
•Rs. 0.52/minute will be charged in addition to airtime charges for calls
to fixed lines
•Across Pakistan, all calls, across all networks are charged as local calls
•15% CED charges apply on all outgoing calls /airtime
•Free minutes apply to Indigo airtime only however other charges apply.
•Free SMS apply to On-net SMS only
•The Government Activation Tax on the sale of new connections is Rs.
500/-.
If your mobile is lost or stolen, you can report it to have it blocked, so it is
useless for anyone else. Please make sure your phone connection is in your
name and you have your IMEI number.

Your IMEI Number

IMEI is the International Mobile Equipment Identity, which can be used to block your
mobile phone if it is missing. To get your IMEI number, dial *#06# on your mobile
phone. Store this number in a safe place for reference.

How to report your lost/stolen phone

•Call police 15 to report your missing handset and place a recovery request
•Call PTA toll-free number 0800-25625 to make your phone inoperative
•Call CPLC at 021-5682222 to make your phone inoperative
Get Your SIM blocked

Call your mobile phone company to block your SIM from being misused.

You will need to provide the following information

•IMEI number
•Cell phone number
•Name
•National Identity Card number
•Address and contact number
 Pricing Analysis:
Now a brief review of Mobilink pricing:

• Pricing Method:
Mobilink is using market oriented pricing for it customers because of high
competition that is they are setting a price based upon analysis and research
compiled from the targeted market.

Pricing Strategy:
Mobilink keeps changing its pricing strategies from time to time to keep pace with the
current market behavior. So now Mobilink is using Psychological pricing that is they
are not charging you Rs.1 (for 3 favorite numbers) but Rs.99 to create a image in the
mind of customers that they are offering the lowest rates in the market!
 Skimming vs Penetration vs Par:
Price skimming is a pricing strategy in which a marketer sets a relatively high price
for a product or service at first, then lowers the price over time. It is a temporary
version of price discrimination/yield management. It allows the firm to recover its sunk
costs quickly before competition steps in and lowers the market price. So, Mobilink
used the same strategy when they launched and they skimmed the market with high
prices and charged in thousands for each connection.
But they kept changing their prices as competitors stepped in and their prices dropped
from thousands to hundreds and today now u can even get their connection for free, so
they can keep their brand loyalties.
Mobilink doesn’t need to penetrate into the market because they are already celebrating
10 million customers so they are not using penetrating pricing strategies.
 Retail Price of various offerings:
Now here is the latest tariff Mobilink is offering.

Jazz Budget Tariffs

Details Rates

Outgoing calls to any Mobilink number Rs. 0.99 / 30 seconds

Outgoing calls to all mobile networks in Pakistan Rs. 3.25 / min

Outgoing calls to all Landline numbers in Pakistan Rs. 3.25 / min

SMS (Jazz to Mobilink) Rs. 1.0 / SMS

SMS (Jazz to other networks) Rs. 1.5 / SMS

 Price List:
Jazz Budget Tariffs

Details Rates

Outgoing calls to any Mobilink number Rs. 0.99 / 30 seconds

Outgoing calls to all mobile networks in Rs. 3.25 / min

Pakistan

Outgoing calls to all Landline numbers in Rs. 3.25 / min

Pakistan

SMS (Jazz to Mobilink) Rs. 1.0 / SMS

SMS (Jazz to other networks) Rs. 1.5 / SMS

 Jazz Easy Tariffs

Details Rates

Outgoing calls to any Mobilink Number Rs. 2.35 / min

Outgoing calls to all mobile networks in Pakistan Rs. 4.35 / min

Outgoing calls to all Landline numbers in Pakistan Rs. 3.35 / min

Favorite Numbers Offered 3 (Three)

Outgoing calls to any 3 favourite Mobilink numbers Rs. 0.99 / min

SMS (Jazz to Mobilink) Rs. 1.0 / SMS

SMS (Jazz to other networks) Rs. 1.5 / SMS

Favorite numbers addition/modification Rs. 50 + tax / number

 Jazz Octane Tariffs

Details Rates

Outgoing calls -
Rs. 3.00 / min
Any Mobilink
number

Outgoing calls - To Rs. 3.35 / min

Landline
numbers(inclusive of
interconnect charges)

Outgoing calls - Other Rs. 4.35 / min

mobile
networks(inclusive of
interconnect charges)

Outgoing Calls to any Rs. 0.99 / min

3 Favourite Mobilink
numbers*

SMS (per 25 paisas

Message)*** Jazz to
any Mobilink number
 Jazz Ladies First Tariffs

Details Rates

Outgoing calls - Any Mobilink number(1st Minute) Rs. 3.00 / min

Outgoing calls - Any Mobilink number(2nd minute

Rs. 1.50 / min
onwards)

Outgoing calls - Any Mobilink number ( 3pm-6pm ) Rs. 1.50 / min

Outgoing calls - To Landline numbers(inclusive of

Rs. 3.35 / min
interconnect charges)

Outgoing calls - Other mobile networks(inclusive of

Rs. 4.35 / min
interconnect charges)

SMS based Value Added Services Subscription Rs. 30 / month

SMS (Push based Value Addes Services) Rs. 2.00 / SMS

SMS - Any mobilink number Rs. 1.00 / SMS

SMS - Any other network Rs. 1.50 / SMS

 Place Analysis:
• Information about distribution
channels:
Coverage and Reach:
Mobilink provides the widest coverage network, covering 1000 cities, towns,
and villages across Pakistan . It connects over 20 million family members
every second of the day with exceptional voice quality due to its broad
coverage. Mobilink’s coverage is expanding day by day, and soon, the only
other thing covering Pakistan more than Mobilink would be the clear blue
sky.
The type of coverage service Mobilink provides is divided into three main
categories:
1.PHYSICAL PRESENCE (Mobilink has physical infrastructure in the area)
2.INDOOR SPILLOVER COVERAGE (High coverage level in adjoining area)
3.OUTDOOR SPILLOVER COVERAGE (Medium coverage level in adjoining
area)
Along with nationwide coverage, Mobilink also provides true International
Roaming in over 100 countries with more than 290 partner operators
worldwide.
• IR Coverage in UK
• IR Coverage in Switzerland
• GPRS Roaming in Turkey
• GPRS Roaming in USA
• GPRS Roaming in France
• IR Coverage expansion in Jordan
• GPRS Roaming in Saudi Arabia
• IR Coverage in Oman
• GPRS Roaming in Kuwait
• GPRS Roaming in Saudi Arabia
• GPRS Roaming in Russia
• IR Coverage in Belgium
• IR Coverage in Sri Lanka
• GPRS Roaming in Malaysia

First Cellular Service in

Muzaffarabad
 Promotional Analysis:
Media Opted for (Explainall medias covered

) internet

) T.V

) Radio

) News paper

) New channels

) Music channels

Mobilink JAZZ has been an enthusiastic promoter of Pakistani music

talent ever since its very inception. Being a preferred brand for more than 20 million
customers nationwide, JAZZ and music go hand in hand.
Mobilink takes pride in announcing yet another exciting new initiative, a reality
 Promo materials used:
In mobilink,the promo material used is bill board brushers.

o Promotional strategy w.r.t Discounts/Free Sampling

Indigo reward program and indigo reward card

Mobilink Indigo brings yet another fantastic offer to its privileged customers.
Now with Mobilink Indigo Rewards program, an instant point redemption
system, you can earn points by talking and redeem them at select Mobilink
Indigo Partner outlets nationwide. There is no paperwork hassle and your
accumulated points are as good as cash. You can also redeem these points
against your monthly Indigo bills.
Mobilink Indigo presents, to all its loyal family members, instant
privileges through the Indigo Rewards program.

Every Rs. 50 accumulated on your bill through your talk time will
earn you 1 point, which is in turn equivalent to Rs. 0.50 at the time
of redemption. The more you talk, the more you earn to shop. So
gather more reward points and cash in your accumulated points by
shopping at the selected outlets

For your record and convenience, a statement of reward points

earned and redeemed will be highlighted in your monthly billing
statement.
Simply swipe the Indigo Rewards card through ORIX POS terminals
and enjoy shopping at the Indigo Partner outlets.
To inquire about your point status, call 1371 from your Indigo
number where our customer services executive will be available 24
hours a day to assist you.
. Mobilink Indigo Rewards Program (MIRP) is a program for all Mobilink GSM
Indigo Customers other than those notified in this behalf by Mobilink GSM.

. During the continuation of the MIRP, an Account will be awarded Points

based upon usage of the Mobilink GSM System by such Account. Initially, 1
Point will be awarded for each Rs.50 of the Account's Bill Amount and 1 Point is
worth Rs.0.50. Mobilink GSM reserves the right to change at any time without
any prior notice the ratio between (1) the Point to be awarded, and (2) the
amount of rupees per Point. Mobilink GSM also reserves the right to modify
Ineligible Charges (through addition or removal of items) which are to be
deducted from the Bill Amount and its decision on such addition or removal
shall be final and conclusive.

. Points awarded to the Account will be shown in Account's Billing Statement.

Points will be redeemable in a manner as set out in the Mobilink GSM Indigo
Rewards Booklet. Points accumulated up to and shown in the latest Billing
Statement will be redeemable. Points redeemed during a billing cycle will be
shown in the Account's next Billing Statement.

. The redemptions will start at the minimum balance of 250 Reward Points.

. An Account which is blocked for a period of 3 months will not be awarded

Points. The previous accumulated Points will also stand forfeited.

. A Customer with overdue payment in excess of one month to Mobilink GSM

8. Incase of multiple-subscriber account, if the basic subscriber
who also has been issued redemption card is reorganized to a new
account, the card will be deactivated and will be issued in name
another subscriber, nominated from among the multiple
subscribers. The points will continue to be accumulated against the
existing account. However, for the reorganized subscriber, new
card will be issued and point will be rewarded from scratch.
9. Incase of transfer of ownership of an account, reward points
earned under MIRP against that account will also be transferable to
the new account owner.
10. Points are not exchangeable for cash or any other thing of
whatsoever nature, whether tangible or intangible and Points
accumulated have no cash or monetary value - except redemption
in accordance with MIRP.
11. Mobilink GSM will not be responsible for any damage or loss to
the Customer out of purchase, supply, installation, use or delivery
of the Products(s). Mobilink GSM will not be responsible for any
negligence, breach of statutory or other duty on the part of
Mobilink GSM's redemption partners.
12. Mobilink GSM gives no warranty (whether express or implied)
whatsoever with respect to the Products.
13. Mobilink GSM has taken and will take all reasonable care to
ensure that what appears in the Mobilink GSM Indigo Rewards Booklet
is accurate, but does not accept any liability for any inaccuracy
therein.
14. If Mobilink GSM Customer's Account is terminated at any time for
any reason, whether by the Customer or by Mobilink GSM, the
Customer will be disqualified from participating in the MIRP. All
unused Points accrued till that time can be redeemed within 1 month
from the date of closure of the Customer's Account. After 1 month all
unredeemed Points will be automatically cancelled.
15. Points accumulated under the MIRP will be forfeited when
Mobilink GSM terminates a Connection or a Customer is not in good
standing in the opinion of Mobilink GSM or the Customer is in breach
of a term of the CSAF. Without prejudice to the foregoing, any Points
awarded to Customer which are not redeemed within such period as
Mobilink GSM may prescribe from time to time will be forfeited. For
this purpose Points accumulated under the MIRP will be deemed to be
redeemed in the order they are awarded to the Customer.
16. Mobilink GSM is entitled (at any time without prior notice or
liability to the Customer in any manner) to terminate Mobilink
GSM Indigo Rewards Program, or cancel, add or vary its benefits
or features , or vary or add to or delete any of these terms and
conditions, or withdraw or change the participants(suppliers) of
the Rewards Program or modify or diminish the value of the Points
and / or the manner of their redemption, even though any of such
acts may diminish the value of the Points already accumulated.
17. Mobilink GSM shall not be liable in any way if it is unable to
perform its obligations under these terms and conditions for
reasons beyond the control of Mobilink GSM, including but not
limited to reasons attributable to failure of machinery or
communication systems, industrial dispute, war, act of God, etc.
18. If at any time dispute arises in connection with Mobilink GSM
Indigo Rewards Program between the Customer and Mobilink GSM,
Mobilink GSM's decision shall be final.
 Push Strategy Used or Pull Strategy:
Mobilink is using pull strategy for selling their packages.

10 ) Market Positioning Strategy

After the organization has selected its target market, the next stage is to
decide how it wants to position itself within that chosen segment. Positioning
refers to ‘how organizations want their consumers to see their product’. What
message about the product or service is the company trying to put across?
Now Mobilink wants to position itself as a public company with Mobilink jazz
prepaid connections and nowadays they are promoting " HUM BOLAIN
MUHBBAT KI ZUBAN " ( we speak the language of love ).They are promoting
themselves as a mobile connection providing company who are trying to
spread the message of love through their connection.
On the other hand they are covering the upper-upper class of the country
with their Mobilink indigo postpaid connections and promoting their relatively
new slogan " Reshaping Lives " ( the old one was " reshaping
communications" ). They are promoting themselves as they are changing the
life style of this targeted class and they are a standard of living in a high
class society. You don’t belong to this class if you don’t have Mobilink indigo
connection.
Above all, Mobilink has achieved its goal to some extent. They have got
strong brand loyalty and most people are afraid to switch to other
companies.

Developing a positioning strategy depends much on how competitors

position themselves. Do organizations want to develop ‘a me too’ strategy
and position themselves close to their competitors so consumers can make
a direct comparison when they purchase? Or does the organization want to
develop a strategy which positions themselves away from their
competitors? Offering a benefit which is superior depends much on the
marketing mix strategy the organization adopts. The pricing strategy must
reflect the benefit offered and the promotion strategy must communicate
this benefit. So when a new customer in our local market thinks about
getting a new connection the first thing which clicks in the mind of the
customer is the name of Mobilink rather than other companies due to their
strong market positioning strategy. The biggest advantage they got is their
huge coverage, which is about more than 1000 destinations.

Mobilink has placed itself in the market very well using their strong
advantages over the other rivals but they will have to keep it going so its
customers won't remember it like "May-be link" but "Mobilink".
 Market Competition Strategy
Mobilink reshaping lives strategy is frontal attract. The
reason is that they are, More experience , more
professional and more reliable or stable telecom firm.

They have also build strong and a profitable

relationship with customers.It is a first Telecom firm
that has changed IR(international roaming) to prepaid.
 Customer Relationship Management
The Customer relationship management (CRM) of
Mobilink is managing detailed information of individual
customers and are carefully managing customer ‘ touch
points’ in order to maximize customer loyalty. CRM is
building and maintaining profitable customer relationships
by delivering superior customer value and satisfaction and
there all aspects of acquiring, keeping and growing
customers.
For example, mobilink’s CRM have made call center and
support center.Mobilink
Have maximum customer service representative (CSR’s).
Mobilink has also build a customer backend support.
 Innovation Strategy:
Introducing a new code 0307
With our fast growing mobilink family, we take another step
forward to introduce our new code 0307. All our four codes offer
you the widest coverage, matchless connectivity and premium
customer services. So next time you make a call, SMS or MMS,
Please dial the correct network code( 0307) before your desired
mobilink number
Jazz - International Direct Dialing Rates

For the first time, International call rates become Local! Jazz
customers can now call US and a number of other Zone 1
destinations on Jazz local outgoing rate! Calling internationally has
never been this affordable

S.W.O.T Analysis:
(strength , weakness, opportunities and threats)

maximum coverage,
Competitive Analysis:

• Direct
• Indirect
• Substitutes
Thanks

For your Concentration

This is End
of
our Presentation