Marketing Mix the 4 Ps Marketing mix It is the set of marketing tools a firm uses to pursue its marketing

objectives. McCarthy has classified these tools into four broad groups, called the four Ps of marketing: 1.
Product 2. Price 3. Place 4. Promotion Mobilink management understands the importance of the
marketing mix and its decisions, which must  be made for influencing the trade channels as well as the
final consumers. The company prepares an offering mix of products, services, and prices, and utilizes a
communication mix of advertising, sales promotion, events, and experiences, public relations, direct
marketing, and personal selling to reach the trade channels and the target customers. As a popular
brand there is a lot that is expected from the company and the management strives hard to ensure that
the promises are kept. Mobil ink has been continuously investing in network resources and improving its
marketing mix so that its vast customer base can be satisfied and expanded.

The four Ps of Mobil ink’s marketing mix is explained ahead in detail.

Product
Mobil ink Product Lines
Mainly there are four product lines of Mobilink with each having separate target markets and
positioning.

• Mobilink Indigo

• Mobil ink Jazz

• Mobilink World

• Mobilink PCO

Pricing
Mobilink is the undisputed market leader, which is why it is believed to be expensive as compare to
other telecommunication service providers. Having the largest customer base in the country with the
fact that its service is available in the remote areas of Pakistan as well, people rely on Mobilink  services
leading to the fact that Mobilink charges higher compared to its competitors. Mobilink has the largest
subscriber base in Pakistan with 24 million customers. Mobilink recently started GPRS services with RS.
500/ month of unlimited usage which is a treat for GRPS users who want to take their office with them.
Mobilink provides them with this facility with fairly reasonable charges.
 Pricing Strategies

Mobilink uses psychological pricing. They have set their target price on consumer perception of the
product value e.g. outgoing calls at any 3 Mobilink numbers cost Rs.0.99/min. They haven’t set the  price
exactly on Re.1 but have used psychological pricing to attract customers. Mobilink is the only
telecommunication network in Pakistan, which has reached maturity and is the market leader. This is
why, there prices are somewhat higher than its competitors like PTCL Wireless and World Call Wireless
(at introduction), Warid (at growth) and Paktel (at decline). They made use of psychological  pricing also
by offering free roaming facility during Hajj. Mobilink is not using competitive pricing strategy because
they are enjoying the market leadership in Pakistan. At maturity, as different market segments are
targeted the prices must be offered in such a way that suits the targeted segments. Mobilink is doing
exactly the same. They have offered prepaid connections like Jazz Octane, Jazz Budget and Jazz Ladies
First, which can be afforded by the people not having very high incomes. Though, the prices of these
packages are relatively higher than the prepaid packages of other  telecommunication networks but still
attractive. Jazz Ladies First is a package designed specially for  ladies through which they can shop, listen
to beauty tips and recipes at relatively lower rates. Jazz Octane offers SMS rates as low as 25 paisas/msg
and late night option rates at Rs 1.50/min and many other facilities at attractive rates.