MARKETING RESEARCH ASSIGNMENT

1. Effect of Negative Marketing on the sales and brand image of the company?

Background:
What is negative marketing?? Negative marketing involves making other companies
who are your competition look bad. This is a ploy used in order to make your product
look better than theirs in the eyes of the consumer. While some people may find this to
be unfair or unethical it is a marketing strategy used all the time. Why? Because it gets
attention and it really seems to work.
In the current scenario of fierce competition there is a culture of negative marketing
that is firmly establishing itself as a permanent feature of marketing campaigns of
telecom industry, especially in case of the negative marketing war of Mobilink and
Ufone. Although it was started by Ufone and Mobilink entered it with a sense of
retaliation, the effects of this war will be long felt by both these companies. While there
is an obvious positive effect on the sales of the company, there is another negative
effect on the brand image of the company caused by the negative marketing.

Research Question:
Effect of Negative Marketing on the long term sales and brand image of the company?

Research Objectives:

 To assess the positive effects of negative marketing on sales.

 To assess the negative impact of negative marketing on brand image.
 To determine whether it’s better to continue or discontinue negative marketing.

2. The effect of switch to solar power on the profitability and brand image of the
company?

Background:
There has been a lot of emphasis on preserving the environment as a corporate social
responsibility. There has been a global initiative of customers preferring companies that
care more about the sustainability of the environment they live in. So it is also an
 opportunity for companies like Mobilink that are looking to increase their customer
base.
Switching to solar power partially is a hot topic of discussion in Mobilink. In the current
situation of shortage of power, rapidly increasing electricity prices and dependence on
costly generators switching partially to solar power seems like an attractive idea. Solar
power is so much friendlier to the environment. Although it requires initial investment
the cost of power is substantially less than the other sources. Not only can it help
Mobilink to reduce their costs but also help them to gain more customers once they
start seeing Mobilink as an environment friendly company.
Research Question:
The effect of switch to solar power on the profitability and brand image of the
company?

Research Objectives:

 To assess the impact of the switch on the profitability of the company.

 To assess the positive impact of the switch on the brand image of the company
and how it will help to gain more customers.
 To carry out a more realistic and accurate cost and benefit analysis of the switch.

3. The effect of Orascom’s merger on the employee motivation of Mobilink?

Background:
The news in now popular around Mobilink about the on-going merger proceedings of
Orascom with VimpleCom. As Telenor is a major shareholder of VimpleCom the merger
of Telenor and Mobilink seems imminent. This may mean possible lay offs in Mobilink.
This has put the employees in doubt of their future at Mobilink, affecting the employee
motivation in a negative way. Mobilink is going through a rough time and such a
decrease in employee motivation can be hazardous.
Research Question:
 The effect of Orascom’s merger on the employee motivation of Mobilink?
Research Objectives:

 To assess the impact of the news on the employee motivation and try n find ways to
counter them.

4. Impact of lack of SMS packages on the negative MNP(Mobile number portability) of

Mobilink?

Background:
What is MNP? Mobile number portability (MNP) enables mobile telephone users to
retain their mobile telephone numbers when changing from one mobile network
operator to another.
Since the introduction of MNP in Pakistan there has been a trend of users leaving
Mobilink network and joining others. Mobilink is the only company with a negative
balance of MNPs. This can be attributed to a lot of reasons. But apparently lack of SMS
packages seems like one of the main reasons. All other networks have introduced
attractive SMS packages for the large and growing young segment of the market, while
Mobilink has showed no interest in the issue.

Research Question:
The impact of lack of SMS packages on the negative MNP(Mobile number portability)
of Mobilink?

Research Objectives:

 To assess the extent of the impact of lack of SMS packages in Mobilink products.
 To determine whether or not to launch any new SMS packages in order to retain the
customers.