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Mobinil Strategy

Mobinil Strategy

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Published by Ramy Soliman

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Published by: Ramy Soliman on Feb 15, 2012
Copyright:Attribution Non-commercial


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7- Mobinil Strategy

To Dr . By Mohamed Antably

‡ Mobinil Targeting. .Table Of Content ‡ Definitions. ‡ Mobinil Positioning.

± Market positioning. . ‡ Targeting marketing involves 3 activities:± Market segmentation.1. based on an analysis of the best market opportunities. ± Market targeting. Definitions ‡ Strategic Marketing Planning lays out the target markets and the value proposition that will be offered.

. ‡ Market Positioning: Is the act of designing the company s offering and image to occupy a distinctive place in the mind of the target market relative to it s competitors. or behavior who might require separate products or marketing mixes.1. Definitions ‡ Market segmentation: Is dividing the market into distinct needs. characteristics.

understanding their needs and creating the right products to address the client s different needs is at the core of Mobinil s commercial strategy.Mobinil Targeting ‡ Mobinil Market segmentation ± Mobinil offers a diversified product mix covering both the corporate and retail market segments. With regard to the retail segment it pursues a dual strategy. Staying close to the customers.2. . targeting both the lower and higher ends of the market.

000 subscribers. the company penetrated the internet market by adding 100. capturing 35% of this segment. . Going forward. In 2009.2. but the company also provides other services including mobile broadband and mobile TV after the recent rollout of the 3G network. the company will continue expanding in non-organic and value added services to compensate for the expected decline in its core business. Mobinil Targeting ‡ Voice telephony is the main revenue stream for Mobinil.

3. the market was split almost equally between Mobinil and Vodafone. accounting for 1Half 2009 44. The balance belongs to Vodafone (39.Mobinil Positioning ‡ With approx 23mn subscribers. Mobinil is the uncontested market leader in the Egyptian wireless market.06% of the subscribers base. Prior to the entry of the 3rd GSM operator.27%). . with Mobinil enjoying a slim lead. and Etisalat (16.67%).

However. the impact on Vodafone s position has been more pronounced. .Mobinil Positioning ‡ The launch of the commercial operations by Etisalat Misr has resulted in loss of market share for the existing operators. It is perceived as the only real Egyptian operator and the management intends to maintain and develop this image of customer intimacy. given that both Vodafone and Etisalat are competing on the technological front. Mobinil has tried to differentiate itself by pursuing a customer-oriented. rather than a technology-oriented strategy.

Mobil Operator Positioning Focus to consolidate and capitalize on the position being the preferred operator. Operational Excellence ‡ ‡ Aligning costs to value Continuously improve quality. Service excellence. and enhance our network and technology High end and Low end Customer Intimacy ‡ ‡ ‡ Deeper understanding of customer needs. efficiency and reliability of operational processes. Service adaptability. ‡ Technology Smart investment to compete effectively . Maintain the emotional bond and relationship with customers.


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