Consumer Behaviour

History of Mobilink
Mobilink is a connectivity providing company. Mobilink was launched by Orascom Telelcom Company. It was introduced in Pakistan in the year 1994. Mobilink was the pioneer in launching GSM communication technology in Pakistan. Mobilink initially launched its post paid services in Pakistan. Then it stretched its services to offer prepaid communication services by the name of Jazz. Mobilink offered high rates and exclusively high prices were charged for the calls made and calls received. It was done because Mobilink was the only GSM service provider in the Mobile Telecommunication industry. It faced indirect competition in the face of Insta Phone and Paktel which were capitalizing on Ams Communication Technology. Mobilink launced a new service and it was the start of a new dawn in the technological industry of Pakistan, which then grew bigger and bigger and now entertains five communication service providers. After many years of no competition, Mobilink was faced with severe competition from the newly launched U-fone which started its services in Pakistan after the start of new millenium. Then by fits and starts, new communication companies launched their services in Pakistan and Mobilink Jazz (Mobilink’s Prepaid Communications) was being faced with severe competition from Telenor, Warid, Ufone and then Zong was launched. But still, these all companies were unable to beat the brand conviction and brand loyalty of Mobilink Jazz which is the main USP of Mobilink Telecommunication Company. Mobilink till date has increased its customer base to 28.5 million (30 million being the highest number of customers which was reduced to 28.5 million due to the MNP technology introduced by PTA). Mobilink has higher rates being offered which supports its brand image. Mobilink has maintained its brand image which is helping increase its customer base day

Consumer Behaviour

by day. Mobilink also has its Post paid serives by the name of Mobilink Indigo which is mainly serving the corporate society. Mobilink Indigo has higher rates and is a symbol of pride for any person in the corporate world.

Mobilink is the most populated communication family in Pakistan and is a pride for the nation. It is providing services to almost 28.5 million people in Pakistan and is increasing day by day. It is constantly trying to increase its customer base and its trying its best to serve the customers. Whether its be a Mega City or a small Village, Mobilink is there and is providing the best to its users.

Consumer Behaviour

Mobilink Jazz was launched by Orascom Telecom Company in the year 2000. Jazz is the prepaid connection offered to customers. Mobilink wanted to cater the customers which didn’t want to face the hassle of paying bills on their service centers. Mobilink Jazz offered people the service of prepaid recharge and people were saved by the hassle of paying bills on the service centers. Before 2000, it was offered in countries like America and Japan, but it was launched in Pakistan for the first time and it was a big success as no other company offered prepaid connections in GSM at that time. Mobilink Jazz broke all the barriers of time and brought the people with mind breaking connections of Jazz which was highly priced because of the unique services it offered. The prices then rose to a level of Rs. 8000 per sim. In 2002, Jazz users were limited to only 350,000, which have eventually risen to 24.5 million till date. Jazz was based on three perspectives and these three things are the one which a Jazz customer must have and that’s why Jazz is priced this way: • • • Convenience Control Freedom to use the product

Jazz was the one to offer the latest technology to its customers. The connectivity which Jazz offers is the ultimate service being offered to its valued customers. Whether it’s a village or a mega city, Jazz customers are offered with the connectivity they require. The target market of

attractive call rates and network reliability. color or creed. It is one of the first prepaid services widely accepted by everyone and that is one of the reasons of Jazz being highly popular.Consumer Behaviour Mobilink Jazz at the time of their launch was Urban Middle Class but it increased to the rural market and other small cities and the Mobilink family has risen to an astonishing 28. who better allows you to be yourself? There are a lot of packages offered by Jazz which are as follows: Jazz One Jazz one is a package in which it charges Rs. love and denotes fun through its services. Later on.60 / minute . It also has the lowest rates ever for other networks. The high cost of Mobilink Jazz was justified because of the services offered. Jazz is said to be a brand that celebrates joy. After all. Jazz helps in better communication irrespective of age.5 million. 1. 1. Mobilink Jazz was able to achieve what it strived for.00 / minute Rs. Over all. Jazz One Tariffs Every Mobilink Number is your Friends & Family number Details Calls to any Mobilink number Calls to all mobile networks & Landline numbers in Pakistan Rates Rs. many potential competitors of Mobilink came in to the scene and offered lower prices and then Mobilink eventually had to lower its prices. and that is its image which Mobilink is able to maintain because of the extra ordinary services being offered by Mobilink to its valued customers Product Details Mobilink Jazz is the prepaid service by Mobilink that offers a wide variety of packages to suit to the needs of different people. 1/min to any on-net calls be it anytime.

Consumer Behaviour SMS (to Mobilink) SMS (to other networks/landline) Rs. 2. 1. 1. 2 + tax per 2 . 2.50 / min 3 (Three) Rs. It ensures that Mobilink users get the lowest call rates on both On-network and Off-network across Pakistan.5 / SMS Rs.10 / min Rs. 1. 1. Jazz Easy Tariffs Details Rates Calls to any 3 Friends & Family Mobilink Rs.99 / min numbers* Calls to any Mobilink Number Calls to all mobile networks & Landline numbers in Pakistan F&F Numbers Offered SMS (Jazz to Mobilink) SMS (Jazz to other networks) Bolo SMS Outgoing (Mobilink) Rs.0 / SMS Rs. 0. Jazz Easy Jazz Easy is a package that is simple and smart to use.5 / SMS  Call Setup fee of 40 paisas would only be charged with the first minute for each call.0 / SMS Rs.

) MMS Receiving (Rs. taxes apply Jazz Budget Jazz budget is now more powerful than ever with an amazing package. For Subsequent Conversions Rs.)     Other mobile networks / landline rates are inclusive of interconnect charges Charges for F&F number addition / modification are Rs.Consumer Behaviour IVR minutes Bolo SMS Outgoing (Any other network) Bolo SMS Receiving directly Bolo SMS Receiving later Rs. 3 + tax per 2 IVR minutes Free Rs. and a completely fresh look! Offering remarkable rates and package features. it is the best way to stay in touch with millions of Mobilink family members in Pakistan. Govt. 10 will be charged.) GPRS Rate per MB (Rs. . 1 + tax per 2 IVR minutes ( for Mobilink subscribers only) 6 Free 18 MMS Outgoing per 50 KB (Rs. 15 + tax per number * First Package Conversion is offered free of charge.

68 / 30 seconds Rs.Consumer Behaviour Jazz Budget Tariffs Details Calls to any Mobilink number Calls to all mobile networks & Landline numbers in Pakistan SMS (Jazz to Mobilink) SMS (Jazz to other networks) Rates Rs.68 / 30 seconds Rs. 1 + tax per 2 IVR minutes (this is available for Mobilink subscribers only) 6 Free 18 MMS Outgoing per 50 KB (Rs.0 / SMS Rs. 3 + tax per 2 IVR minutes Free Rs. 0. 1.0 / SMS Bolo SMS Outgoing (Mobilink) Rs.) . 0. 2 + tax per 2 IVR minutes Bolo SMS Outgoing (Any other network) Bolo SMS Receiving directly Bolo SMS Receiving later Rs.) MMS Receiving (Rs.) GPRS Rate per MB (Rs. 1.

12. 35 500 15 days Rs. 2. 42. *21% tax apply on the above mentioned price .38 SMS Bundle Offer Daily Bundle Rs.35 better SMS bundle offer for all networks.79 500 1 day 100 7 days Rs. It is again an economical package for all Jazz users. (with tax) Rs.Consumer Behaviour Jazz SMS Bundles Price* SMS Validity Minimum Balance Req. 10 bigger and 15 days Bundle Rs. This package is for all the SMS lovers who want the lowest SMS rates to reach maximum number of people be it on any network.1 Jazz brings Weekly Bundle Rs. 3.

00 / SMS Rs.00 / hour (1.Consumer Behaviour Jazz Ladies First For the first time ever.Any other network Rs. 1.Any mobilink number SMS .50 / SMS . This package is for all those women who love to talk for hours and hours. It charges Rs. 5. 1. 1.5/.50 / min Rs.2) Rs.per hour. a package designed especially for ladies – Jazz Ladies First. 2. 2.50 / min Calls to all mobile networks & Landline Rs. It offers value added services for ladies like recipes. 1. 2. beauty tips. diet tips and etc with remarkably low rates.50 / min Rs.50 / min numbers in Pakistan SMS based Value Added Services Subscription SMS (Push based Value Added Services) SMS .00 / SMS Rs. Jazz Ladies First Tariffs Details Calls to Any Mobilink number (11pm 7am) Calls to Any Mobilink number ( 3pm6pm ) Calls to Any Mobilink number (1st Minute) Calls to Any Mobilink number (2nd minute onwards) Rates Rs. 30 / month Rs.

Jazz Advance Jazz has introduced a brand new service Jazz Advance through which customers can obtain advance balance by simply calling 123. This club is a platform created for Jazz users to get special treatment. All that needs to be done is type *100*Recipient’s mobile number with 92 prefix *Transfer Amount# and press ‘Send’ on your mobile screen and have fun sharing with this exciting new service. • • • • . Under this offer Jazz subscribers who cross the monthly usage threshold of Rs. Club Red This offers 50% discount on all calls made by Mobilink Jazz users. through an Electronic Voucher. 1. Jazz offers a lot of other features such as: • Jazz Load Jazz account can be recharged through purchasing a Jazz Card. Jazz Lifetime Connection Jazz connection can be made lifetime by just making a call or sms every 90 days.1000. anywhere of any amount ranging from Rs. Jazz Load or by Ezetop.10 to Rs.Consumer Behaviour Apart from these packages. Jazz Share It allows Jazz users to share balance anytime.000 will get a 50% discount on all calls to Mobilink numbers for the remaining days of the month.

Mobilink brings Bolo SMS through which users just need to speak their message and send and it will be delivered loud and clear. Jazz Karaoke Jazz Karaoke provides a new way of having fun through singing along with songs on your mobile phones. album available anywhere and at anytime for Jazz customers. Songs can also be downloaded through this feature and lyrics can be viewed through SMS. Bolo SMS To get away with the hassle of typing sms. These include: • Jazz Juke Box This service provides songs from any band. screen savers and a lot more for a very low cost. greeting cards. The objective of this service is to facilitate business by connecting buyers and sellers. picture messages. Simply dial 505 and then navigate with the user friendly menu to find songs. operator logos. Jazz Karobar This is a sms based service that provides platform for Jazz users to advertise about their products and service and to view advertisements posted by others. • • • • . wallpapers.Consumer Behaviour There are many other Value Added Services offered by Jazz to its customers. genre. Power Tool Downloads This feature allows Jazz users to download fun stuff like latest ringtones.

Consumer Behaviour Swot analysis Strengths: Weaknesses: • Jazz. Jazz is very proud of its effective retail distribution system. • . They are trying to take away employees from each other by offering them a better package. Jazz has a very strong positioning in the mind’s of its customers. has very strong brand recognition. It is the distribution system which makes sure that Jazz SIMs are easily available everywhere. Consumers take • • All the telecommunication companies are competing with each other even in terms of employees. Jazz needs to improve on its employee turnover particularly its engineers. So. which has contributed immensely in the rise of its sales. It always tries to live up to its brand name and the promise the brand makes. being the first GSM service in Pakistan.

Mobilink provides the widest coverage network. Threats: • Mobile Number Portability: Mobile numbers can easily be switched from one service to another. Apart from nationwide connectivity. This will also help mobilink to grow in future. It is the first one to launch its services in the rural areas and is planning to expand its market share by targetting this new segment. and villages across Pakistan. towns. • Mobilink network works where other network fails.000+ cities.Consumer Behaviour Jazz as a personality icon. There is a lot of potential for this particular service to grow and benefit mobilink because of the continous changes in technology. • • . covering more than 10. This is threat for Jazz as there are many Jazz users who hav switched their connections to other services. Mobilink connects its consumers into 130 countries worldwide. Mobilink is bringing up new services that are more customized and personalised for its users. Mobilink is tapping the rural market. • Current Political Situation (see Pest) • Opportunity: • Mobilink infinity is the new broadband service that is provided by mobilink along with the telephony services at very competitive rates. It provides connectivity to 28 million consumers loud and clear.

Political E. social and technological factors affect the product as a whole. we discuss the tax policy. In Political factors. These factors play a major part in the development of the product.Technological The political.Economical S. economical.Social T.Consumer Behaviour PEST ANALYSIS for MOBILINK JAZZ Pest analysis is the mix of factors which can affect the company. These are the macro environmental factors which affect the total operations of the product. PEST is an abbreviation for P. employment laws .

Economic Growth: . when the incident of the assassination of Benazir Bhutto took place. Mobilink had to bear a severe loss of millions which was a great shock for the company. Many cellular companies were affected. interest rates and inflation rates which prevail in the country. the whole country was in the flames and many shops were burnt and all the shops of the major cities were close where people get to purchase prepaid cards and sim cards. The cellular companies are also a target of these instabilities. Economic Factors: Economic factors of a country include the economic growth of a country and inflation rates of a country. Hence. All the cellular companies of the country have to face losses in case of political instability. the research and developments. The economic factors include economic growth. The Political Factors which affect Mobilink are: Political Instability in Pakistan: The political instability in Pakistan is a major problem these days which is negatively affecting many companies. The technological factors include the new developments. we will analyze the PEST factors which affect the operations of Mobilink Jazz or Mobilink as a whole. political instability of a country is a great threat for Mobilink and if the condition of a country is not politically stable. The social factors include health consciousness. Cellular companies have to face severe loss when any political incident happens and hence an environment of rage is created in the country. Now. age distribution and career attitudes which are important social factors and have a potential impact on the operations of a brand. For example. Mobilink will be unable to provide its services to its customers.Consumer Behaviour and political stability of a country affecting the product or company. rates of technological changes and other factors which play a major part in the development of the product. Hence.

. Mobilink being the pioneer in GSM communication has an edge and determined a market in the growing economy of Pakistan. Major chunk of population of Pakistan is based on youngsters and hence it provides a good opportunity for Mobilink to target the youth.Consumer Behaviour The economic growth of Pakistan plays a major role in the development of these cellular companies. Hence. Social Factors: The Social Factors which affect Mobilink are Population (growth rate) and age distribution. these companies have reduced their profits by offering lower rates to the market. This provides a great opportunity for Mobilink to tap the new markets which have been deprived by other cellular companies. Population growth rate: The population of Pakistan is increasing day by day. Mobilink can tap these new markets and target the new generation. Communication is the basic need of a human and hence is providing a good base for these cellular companies to grow. the present economic condition of the country is not good but still the need of communication remains stagnant and hence is providing good business to the company. Many cellular companies have penetrated in the populated cellular market of Pakistan. Age Distribution: Mobilink Jazz is targeting the youth and hence is offering reasonable packages for youngsters. Inflation rates: The inflation rates in Pakistan are increasing but still Mobilink is growing and hence the customer base of Mobilink has increase to 28 million. The present population of Pakistan has almost reached to the scale of 170 million. But still.

Many customer switched to other networks due to different reasons. Mobilink Jazz offers different packages that have different tariffs to cater to the markets individual needs. . The Mobilink family constituted of 30 million customers. Currently. Mobilink is offering Jazz connections for 350 rupees. Mobilink was offering Jazz connection for about Rs.About six years ago.Consumer Behaviour Technological Factors: The technological factors which affect Mobilink are R&D activity and technological development. R&D Activity: The new technologies which are entering the market of cellular companies are helping Mobilink increase their customer base. This is due to entry of other cellular companies and intense competition. The MNP reduced the number of customers to 28 million. 4Ps FOR MOBILINK PRICE: Price is the amount of money that consumers pay to obtain the product. Mobile Number Portability: Mobile Number Portability or MNP is a new technology which is affecting the customer base of Mobilink. These new technologies are enhancing the new markets to use Cell Phones which help Mobilink tap new markets and increase their customer base. 3000.

PRODUCT: .75 11pm7am NA 2.50 3 0.50 F&F Nos F&F Tariffs SMS On-net Off-net 3 1.1.NA net Off-net *** Tariffs.50 (1stmin) 2.00 (1stmin).60(2ndmin onwards) 2. 1.50 2.10 Ladies First Octane 60-sec 60-sec zero 1.00 (1stmin).60(2ndmin onwards) 1. Rs.50 Jazz One 60-sec Zero 1.00(2ndmin onwards) - Billing Pulse Charges On-net * Tariffs Happy Hours/LNO** 0.40 & 1. 1. 1.98 Fixed NA 2.50 Off-net Tariffs 1.50 2.00 1.00 1.20 0.00 1.98 2.20 *On-net means Same Network **LNO = Late Night Option ***Off-net means Other Network ^During 3pm to 6pm.80 NA Weekend Calls On.50 0.50 2.00/hour 11pm-7am NA 2.1.50 3 0.00 2.50 nil nil 1.50 is applicable on on-net calls.00 1.99 0.80 Easy 60-sec zero 2.50 1.50^(2ndmin) 5.99 1.40 (1stmin).Consumer Behaviour Mobilink Jazz Tarrif Plans (Package Wise) Budget 30-sec zero 1.

Jazz Octane: This package offers lowest SMS rates to any network in Pakistan at 20 paisas per SMS. Jazz Easy: This package has the benefit to call Mobilink family members at low rates. Jazz offers 5 packages to suit the needs of its customers. Jazz is simple and loads of fun with value added services etc. Some packages have an option of lower call rates and some have lower SMS rates. with features like no daily charges (as in postpaid services). It also offers lower late night call rates to Mobilink numbers. Jazz is also affordable. calls are charged on a basis of 1 Rupee per minute. It offers lower call rates to any network in Pakistan that is 68 paisas per 30 seconds. Jazz Budget: It is a package for those who want to control their credit budget. It has the option to add 3 Friends and Family numbers and call them at lower rates.Consumer Behaviour Jazz is a prepaid service that allows freedom from the hassles of monthly bills and gives customers complete control over their cellular budget. Jazz One: Jazz One promises lower rates ever on calls to any Mobilink number. . As the name says. 180 days validity of Jazz Scratch Cards and the option to simply reactivate your deactivated Jazz connection. lower rates. One can load a scratch card and start talking.

through an Electronic Voucher called Jazz Load or through Ezetop.000 will get a 50% discount on all calls to Mobilink numbers for the remaining days of the month. food recipes etc. 1000.Consumer Behaviour Jazz Ladies First: This package has been designed exclusively for ladies. 10 to Rs. Jazz share: This service lets Jazz users share balance among themselves of any amount ranging from Rs. Club Red: This package offers 50% off on all calls made to Mobilink numbers for members of this service. Jazz advance: Jazz has also introduced a service Jazz Advance. It offers lower call rates between hours fixed by Mobilink. which enables customers to obtain advance balance by calling Jazz’s helpline. Point of Purchase (POP) . It offers value added services through SMS like beauty tips. Under this offer Jazz subscribers who cross the monthly usage threshold of Rs. 1. Features: Jazz recharge: Consumers have various options to re-charge their Jazz account balance by either purchasing a Jazz Card.

As far is the appropriate distribution channel is concerned. They are: Direct sales: This takes place from Mobilink’s own customer care centres located at selected locations in all cities throughout Pakistan. and villages across Pakistan. at many franchises and dealers posters are displayed on walls and brochures are kept on counters. Mobilink has chose two major channels for the sales of Jazz. Mobilink is outdated all others in this regard as it is maintaining a huge database of about 5 million customers and in which it is maintaining the data about each and every call. coverage. time of paying bill. Mobilink does POP displays at various locations and Jazz easy load outlets. Sims are available on more than 700 franchises all over the Pakistan. PLACE: Place includes company activities that make the product available to target consumers. Telemarketing Telemarketing is using the telephone to sell directly to customers. In short all the history of the customer calling behaviour from the first day of using Mobilink. Mobilink also sends SMS to its customers on special events and festivals like Eid. Customer database: Customer database is an organized collection of comprehensive data about individual customers or prospects.Consumer Behaviour Point of purchase include displays and demonstrations that take place at the point of purchase or sale e. inventory. . it includes channels. demographic psychographics and behavioural data. location. its duration. date of billing. including geographic. date and time of card loading and of which denomination. Valentine’s Day etc. towns.g. Mobilink Jazz Sims are available all over Pakistan. covering many cities.

Also Mobilink uses numerous sales promotions since consumers always look for extra value in the products they purchase. that is it is also purchased by middle class urban customers in large quantities therefore it is necessary that the product be made available at various geographical locations which are convenient for the customer to access. while emphasizing most on advertising through print media and television and radio. usually located in suburban areas. PROMOTION There are a number of different promotional strategies that are available to companies that can be made use of: • • • • • • Advertising Public relations Sales promotion Direct marketing Personal selling Interactive marketing Mobilink makes a balanced use of all the above in that it uses all of the above in proportion. Mobilink selects distribution channels based on the following factors: • • • Market structure: Based on the number and location of suppliers and users in an area. Market characteristics: Since the segment to which Jazz is targeted is not entirely discernible. Mobilink uses indirect sales where there are densely populated areas Product characteristics: Jazz is usually sold through indirect sales due to the features. Apart from that the competitive environment in which Mobilink operates requires keeping pace with the constantly changing consumer wants. .Consumer Behaviour Indirect Sales: This is the indirect distribution through authorized dealers. price and availability requirement of the product.

The youth is also a segment which has financial limitations and therefore the pricing has been kept in line.Consumer Behaviour Mobilink makes use of vibrant colours and youth projection in its advertisement as Jazz is a brand that mainly targets the youth and uses slogans such as ‘jiyo zara apne style se’. Mobilink also invests its resources in building public relations as it believes that word of mouth goes a long away in building brand image Questionnaire Q-1: Which connection do you use? • • • Mobilink U-fone Warid .

Consumer Behaviour • Q-2: Connection Type: • • • • Telenor Zong Post Paid Pre paid Q-3: Why do you use the above mentioned connection? • • • • Cheap Rates Packages offered Connectivity and Network Other: Q-4: Have you ever used Jazz? • • Yes No Q-5: What features of Jazz do you like? • • • • • Connectivity Rates offered Packages offered Brand Image Other: Q-6: What does jazz means to you? • • Youthful and exciting Sophisticated and successful Q-7: Do you want any improvements in Jazz? Yes No If yes. please specify: • • .

Consumer Behaviour Q-8: Which Jazz Advertisement do you remember? Q-9: Any improvements needed in the Jazz Ad(s)? Graphs based on the results tabulated from the questionnaires: The sample size of the questionnaires is 25. .

Consumer Behaviour .

Consumer Behaviour .

according to Pakistan Telecommunications Authority (PTA). Mobilink’s customers believe that they charge too high prices. They need to be more proactive in their behavior so they can retain their customers.Consumer Behaviour Additions in the Report: Identification of Major Problems • Arrogance and Complacent Behavior: The arrogant attitude of Mobilink has led to the loss of its customers from 30 million to 28 million. trying hard to push them away from the market. This way the company is losing its focus on who are its right customers. for whom the company should work and try to retain them and make profitable customer relationships. Mobilink needs to portray itself as a premium brand by providing value for charging such high prices. • Unable to Determine its Target Market: Jazz is currently targeting four segments of the market:  New Users    Ex-Jazzers Other Brand Users Existing Jazzers This is evident from their different promotional campaigns as they confuse rural and urban markets together in some or existing jazzers with other brand users. . They believe that Mobilink is a premium brand and provides with premium quality service so they charge such high prices. Though. They think they are the market leaders and so they are not paying attention towards delighting the customer and gaining their loyalty instead they have become competitor centered.

Mobilink should research and should find the factor that can make people switch to mobilink. Mobilink has turned arrogant and complacent. Jazz also needs to work on its helpline in order to improve the wait which customers have to face when they make a call to the help line. From our research and questionnaires. The third problem which we recognized in Mobilink is their customer services or their help line. Mobilink should choose a target market and should cater that target market. The major and minor problems which we recognized in Mobilink are also there to be solved because they are bringing a major halt to the services of Mobilink. Mobilink should try to communicate with its target market and should determine its target market. Jazz has to work on its service center personnel which respond to the help line calls made by the customer. in order to make their customers remain loyal to their brand. The employees on the phone are also not courteous and have misbehaved with some of the customers. .Consumer Behaviour RECOMMENDATIONS The recommendation which we would like to give to Mobilink to serve its customers more satisfyingly and which would help Mobilink in creating a better image and enhancing their services accordingly. So. we recognized several factors which were affecting Mobilink and were creating hindrances between the customers and the service provider Mobilink should cater its customers more interactively. Mobilink has lost its focus due to the greed of catering many markets and the competition being thrown to mobilink by different new telecommunication providers. Users have to wait in order to get their calls connected to the service center personnel.

Mobilink should advertise their brand as a premium brand and should justify their prices in accordance with their brand name. Spending patterns: Reasons for liking Jazz .Consumer Behaviour Mobilink should use their brand name and should show their brand as the premium brand which they have failed to do.

Consumer Behaviour Family/peer pressure Advertisement Recall .

Consumer Behaviour Recommendations • • • • Communication with Customers Recognize and determine the right Target Market Show their Brand as a Premium Brand Should not follow the footsteps of their Competitors’ .

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