MOBLINK JAZZ

PRINCIPLES OF MARKETING
SUBMITTED TO: Ms NIDA ASLAM

DATE OF SUBMISSION: MAY 28, 2011

BY:

SAMRA AHMED

SYEDA ZEHRA ALI

SARAH KHAN
BUYING DECISION BEHAVIOUR

The buying decision behavior involved in Mobilink is Dissonance-Reducing Buying Behavior.

Dissonance-Reducing Buying Behavior occurs when consumers are involved with an infrequent purchase
and see little difference among brands.

In this case, perceived buying differences are not large as almost all the SIM companies today are
offering somewhat the same services with very slight variations. For example, if Mobilink Jazz offers
‘ladies first’ so Ufone offers its ‘Ladies package.’ If Ufone has the ‘Uth’ package offering Rs. 2.99 / hour,
from 12 am till 5 Pm (To 5 Family & Friends Number), so Telenor offers Djuice with 3.5 + tax/hour,
from 11 pm to 5pm (To 5 family & friends). Almost all the SIM companies today offer bubble messages,
GPRS, MMS, Internet, call blocker, ringtones and many such services. Hence, the buyer’s decision
process depends less on the services being offered and more on the connection their Family and friends
are using.

It can be well understood by the fact that post purchase dissonance in SIM buyers occurs quite a lot. Post
purchase dissonance is the after sale discomfort that arises when they come across certain disadvantages
of their brand and advantages of the other brands. It is a common observation that consumers find their
comfort level with a SIM once they start using it. With numerous amount if services offered by the
telecom companies it is a difficult task for the consumers to compare the advantages and disadvantages of
each connection before their purchase. But once they buy the connection, focusing on the few services
that suit their needs, they may come across the features of their SIM as compared to other connections in
the areas that they did not bother looking into before. This may cause comfort or discomfort as they may
now compare their connection with others’ as they keep on discovering new services by all the
connections. Since this is faced by almost all the telecom companies and Mobilink is one too, hence,
Mobilink faces the same traits.

THE BUYER DECISION PROCESS

Mobilink’s buyer decision process consist of the following steps:

1)NEED RECOGNITION:

The customers recognize their need quite easily as today communication plays an important role in
everyone’s lives. This need is usually triggered by an external stimuli as the consumers talk to their
family and friends about their communication gaps or get advised to use the telecom connection that they
are using.

2)INFORMATION SEARCH:

Mobilink consumers usually get their information through two sources. Personal sources and commercial
sources.

Personal sources, such as family members and friends, help make the decision in a way that the
consumers try going for the connection that their contacts are using.

Commercial sources like the Mobilink advertisements showing different services and packages that suit
the needs of various market segments.
3) EVALUATION OF ALTERNATIVES:

The buyers usually do not conduct a very thorough market survey to find out about each connection’s
services and various packages. They usually just see the packages that suit their need and that their
contacts use. Hence, evaluation of alternatives is not done in an intense way by looking at all the services
but by usually by looking at only a few services and the contacts’ connections.

The choices are usually narrowed down to 2 or 3 connections out of which Mobilink gets chosen due to
its packages that are new and more prominent in advertisements and because the customers family and
friends have it.

4) PURCHASE DECISION:

Those looking for a decent service like to buy Mobilink. Since Mobilink is the largest mobile network of
Pakistan so low rates on same network are an incentive. This makes the buyers form their decisions. Plus,
Mobilink is well known for their good network coverage. This also leads people into their buying
decision of going for this connection.

5) POST PURCHASE BEHAVIOUR:

Mobilink tries to keep its customers satisfied even after the sale has been done. And since it provides
service, it is essential to keep the service updated and build on a strong customer service. Mobilink rates
are slightly higher as compared to the other connections, a fact that brings discomfort to some users. But
Mobilink’s good network coverage keeps the users satisfied to quite an extent. Their designed customer
manual website provides the customers with various information, as shown below:

“Customers can call at the helpline 24 hours a day and 7 days a week for any query, complaint or
concern. The call is recorded against the complainant’s CLI for record keeping. The same CLI can be
used as a unique for all complaints. Customers are assisted instantaneously for all matters which can be
addressed right away. Customers are intimated for an update regarding the concerns which require
detailed investigation. Customers can also contact us by dialing 042/051/021 – 111 300 300 from their
landline/other operator numbers. In addition to Helpline, following are the other few mediums through
which customer can communicate concerns to the operator:

 Service Centers / Franchises

 Mail / Fax
 Email / Website”1

MARKET SEGMENTATION:

Mobilink Jazz has divided its market into the following segments:

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Business class: this sector consists of the business class people who need special call packages and
services that suit their needs. They make calls more than they text and for this they need good call rates
and good network coverage. For them special products such as blackberry is introduced.

Ladies: This segment mainly consists of women especially housewives who need special call rates to suit
their needs. They call more than text. They also subscribe to such offers as recipes, beauty tips etc.

Sports: this is for the sports fanatics. Be it Barclays premier league or ICC cricket world cup, they want
all the updates and scores.

Flight roaming: this is for the people who travel a lot either out of leisure or for business purpose. They
need roaming and good network coverage on their phones.

Movies sector: this is for the movies fanatics. People who are couch potatoes and spend major part of
their time either watching movies or discussing them.

Jazz has specified these market segments and designs its services and offers according to the needs of
these segments.

TYPE OF PRODUCT:

The type of Product that Jazz falls under is the shopping product. Shopping products are those products
that are less frequently purchased and customers compare their suitability, quality, price and style
carefully. Consumers spend time in gathering information about the product and making comparisons.

Jazz is a shopping product because a person buys a SIM less frequently. While buying a SIM card the
customer looks at the suitability, offers, packages, quality, rates, coverage etc carefully. While buying a
SIM card consumers spend time to gather information about the services and packages asking their family
and friends. They also tend to buy a connection that their family and majority of friends have. The
consumers also compare the call and SMS rates of one connection with another. All these characteristics
make Jazz fall under the shopping product category.

PRODUCT ATTRIBUTES AND VARIANTS:

Jazz has the following Variants:

Jazz mobile hungama

Mobile phone of Jazz for Rs 1575 with Jazz SIM and free balance.

Jazz budget

Target market is those youngsters who want to stay in touch with their family and friends all the time but
donot have that much pocket money and want it on a cheaper rate.
Jazz octane

For those who want a full energy filled and fun filled lives. Offers special offers such as SMS packages,
low call rates and low airtime rates for 3 numbers.

Jazz ladies first

Designed specially for ladies (housewives) who along with their calls also want recipes, beauty tips, etc.

Jazz Easy

Low rates on other mobilink numbers.

Jazz’s Variants and the BCG Matrix:

Cash cow: Jazz Ladies First, Jazz Budget

These two provide Jazz with a large market share and need less investment.

Star: Jazz One

Jazz One needs heavy investment to finance the growth. I currently has a high growth rate and a high
market share.

Dog: Jazz Octane

I creates enough to maintain itself.

Question mark: Jazz Easy

Jazz Easy has a low share and a high growth rate. Requires a lot of cash to hold the share.
 FIGURE: BCG MATRIX SHOWING JAZZ’S VARIANTS

Jazz provides special services such as:

 Jazz Share in which the Jazz customers can share their balance with each other,
 Jazz Load in which the customers can load credit of Rs 20 too if they don’t wish to buy the
Rs.100 card
 Jazz Advance in which the amount is credited to the customer’s account on exceeding the call
 Jazz Ghanta offer which provides low call rates from & 7 am to 5 pm.

ROLE OF COMPANY’S SALES FORCE IN CREATING VALUE FOR THE CUSTOMERS AND
BUILDING CUSTOMER RELATIONSHIPS:

The company’s sales force creates value for customers and builds customer relationship through the
following ways:

1) BRAND EXPERIENCE: The main way the company’s sales force creates value for customers
and builds customer relationships is through Brand Experience. Brand experiences arise in a
wide variety of settings when consumers search for, shop for, and consume brands. Specifically,
brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses
evoked by brand-related stimuli. Such stimuli appear as part of a brand’s design and identity,
packaging, communications, and environments. The different offers and packages provided by
Jazz such as Jazz encyclopedia, Jazz ring tunes, favorite friends and family number, etc provides
the customers with a distinct brand experience. These offers keep the customer connected with
Jazz with the brand experience that it offers.
2) FACE TO FACE INTERACTION: The company’s sales force also creates value for customers
and builds customer relationships through face to face interaction with the consumers. This is
done during the sales of their SIMs, during customer visit at franchise and at the Customer
Service Centre. Mobilink has the leading customer care footprint across the country, where the
customers can find a Customer Care Centre, Franchise Centre, or countless Partner Retail
Outlets virtually anywhere.
3) CUSTOMER CARE: Customer Services at Mobilink is known as Customer Care, embodying
a mantra to assist and serve the clients above and beyond. ‘Keeping your customer on hold is no
way to hold a customer.’ is how mobilink Jazz defines their customer care.
Total Customer Satisfaction is one of the key Mobilink values that place customers at the heart of
mobilink’s success. Safeguarding their trust and respecting their confidence is achieved with
service, quality and value.

Here is what sets Mobilink Customer Care apart:

  Regional Languages Support (111) – At Mobilink, they understand the unique needs of each of
the customers. And to deliver on these needs, they add a personal touch. The team of Customer
Care Representatives, who can speak to the customer in a regional language that the customer is
comfortable in, is just one example. Currently, they are servicing the customers in languages that
include English, Urdu, Pushto, Punjabi and Sindhi.

 24/7 Customer Support (111) – The skilled team of Customer Care Representatives are
always ready with a helping hand. Their designed customer manual website provides the
customers with various information, as shown below:

“Customers can call at the helpline 24 hours a day and 7 days a week for any query, complaint or
concern. The call is recorded against the complainant’s CLI for record keeping. The same CLI
can be used as a unique for all complaints. Customers are assisted instantaneously for all matters
which can be addressed right away. Customers are intimated for an update regarding the concerns
which require detailed investigation. Customers can also contact us by dialing 042/051/021 – 111
300 300 from their landline/other operator numbers.
In addition to Helpline, following are the other few mediums through which customer can
communicate concerns to the operator:
 Mail / Fax
 Email / Website”2

FIGURE: CUSTOMER CARE NUMBERS FOR SMS PACKAGES

 Dedicated Corporate Relationship Support – By providing their corporate patrons with

dedicated support, their Corporate Account Managers (CAMs) assist with personalized
connectivity solutions and an array of services.

DEVELOPMENT AND IMPLEMENTATION OF SALES PROMOTIONS:

Sales promotion includes several communications activities that attempt to provide added value or
incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate
sales. These efforts can attempt to stimulate product interest, trial, or purchase. 3 Mobilink Jazz uses its
2
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3
http://en.wikipedia.org/wiki/Sales_promotion
special sales promotions techniques to keep the customer’s interest attached to the connection. Shahan
Durrani, Assistant Brand Manager JAZZ, answered our question by saying; “We make offers more
attractive than the ones by competition. We keep customers hooked by giving ‘free minutes’ and ‘free
SMS’ over 3-6 months instead of all together. E.g., if 3000 minutes are given free, they will be given at
500 minutes every month for 6 months rather than all at once.”

These techniques allows JAZZ to keep the customers

attached with their connection and resist them from
switching on to the competitors. JAZZ also uses offers
such as ‘getting free minutes and SMS by using SIM for
2 consecutive months’ and ‘getting free minutes and
lucky draw entry by reusing the SIM before the next
moth’ etc.

Moreover, JAZZ also came up with lucky draws such as the the “JAZZ Malamaal” scheme for its
prepaid
customer base. The scheme gave a chance to every Jazz customer to become a millionaire and win
thousands of other prizes simply by recharging Rs. 100 through a scratch card or Jazz Load.
Pre-paid users of Mobilink, according to a press release 4 were thrilled with this activity as the chance of
winning the top prizes became exciting with three draws in a month.

Mohammad Shahid, Jazz pre-paid customer from Karachi was the first ‘Millionaire’ of the
ongoing countrywide campaign. The month’s first lucky draw also included 3 other prizes of 1 lakh
each. . In addition, 166 JAZZ customers won Rs.1,000 worth of free time; 266 customers won Rs.500
worth of free time and 333 customers won Rs 100 worth of free time. These activities kept the JAZZ
customers connected to their SIM and JAZZ achieved its goal
of retaining its customers to quite an extent.
“JAZZ customers are an exciting lot, they enjoy the fabulous
schemes launched from time to time and take a keen interest in
being part of all our competitions, campaigns and activities; we
value their relationship and this scheme is our way of showing
them that we care”. said Mr. Tipu Sultan, Regional
Commercial Director South, Mobilink.

FIGURE: A WINNER OF JAZZ MALAMAAL

References

http://www.scribd.com/doc/16210030/Mobilink-by-Naveed-Arshad

4
http://www.mobilinkgsm.com/about/media/press/JAZZ%20Malamaal%20First%20Draw.pdf
www.mobilinkworld.com

www.mobilinkgsm.com

Marketing report on developing Sustainable and Market Oriented Marketing Strategies

http://www.scribd.com/doc/44216136/Report-on-Mobilink

www.12manage.com

http://www.amcy5.com/Reports/marketing/amcy12.htm

http://www.scribd.com/doc/19178210/Report-on-mobilink-4-PS

http://www.docstoc.com/docs/24777353/Marketing-Report-on-Mobilink-GSM

http://www.marketingpower.com/AboutAMA/Pages/AMA%20Publications/AMA%20Journals/Journal
%20of%20Marketing/TOCs/SUM_2009.3/Brand_Experience_What_Is_It.aspx

http://www.mobilinkgsm.com/about/customer.php