Subject

SEMINARS IN MARKETING

ASSIGNMENT # 2

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Topic:

IMC Planning of Mobilink Indigo

PRESENTED BY:

Syed Akif Qadri (083103)

Rizwan Ali (092115)

Danish Zubari (083412)

PRESENTED TO:

Mr. Mankoosh

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 Acknowledgement

In the name of ALLAH who has created this universe and left it for
MAN to explore the new horizons and to be concurred He has
bestowed His master piece “MAN” with the greatest strength in the
universe which is knowledge. With the help of this knowledge man is
going higher and higher and is seeking for new destinations. This is
knowledge which makes things easier and easier to be done. Same is
the case with us, we with the help of such knowledge have been able
to do such a job which was assigned to me and is regarding my final
project of SEMINARS IN MARKETING If ALLAH had not given me
the power of knowledge, I could not be able to accomplish this task.
Then we would like to remember His last messenger Hazrat
Muhammad (SAW) who is the person through whom knowledge
came to us, and who enlightened the world with His message and
brought the human being out of darkness of ignorance to the light of
knowledge.
we would like to thank my parents who always encourage me at the
time when we became disappointed and it is fact that without their
untiring and selfless efforts we could never do this.
“At the end we would like to thank my respected teacher Mr.
Mankoosh who did his best and worked hard for me so that we may
get some practical knowledge of the practical field. “

History

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 Orascom Telecom Holding S.A.E. ("Orascom Telecom") or
("OTH") was established in1998 and has grown to become a major
player in the telecommunication market in the world.OTH is
considered among the largest and most diversified network operator
in the Middle East, Africa and Pakistan.

Mobilink GSM (PMCL), a subsidiary of Orascom Telecom, was

awarded a license in July, 1992 and started its operations in 1994,
and has become the market leader both in terms of growth as well as
having the largest customer subscriber base in, Pakistan - a base of
over 24 million and growing.

Mobilink provides the most extensive network coverage footprint

across Pakistan through an integrated technology infrastructure in
more than 5,000 cities, towns, villages, and countless remote
destinations, including International Roaming in 110 countries through
300 partner operators. There are about 5000 employees currently
working in Mobilink of which 4500 are working on permanent basis
and 500 on temporary basis, with average of more than 800
employees hired every month. Among them approximately
5% are managers and operatives are 40%, rest are either contractual
or not Directly related to core business

In April 2001, when the OTH (Orascom) Telecom Holding) took over
management control of the company, the market share
wasonly40% but as of March, 2006; Mobilink served
over14millionsubscribers, representing market share of
approximately56.2% of total mobile subscribers in Pakistan. However,
during the past two years the market shares of Mobilink gone down to
41% (As of March, 2007).

The head office of Mobilink is located at KULSUM Plaza, blue area,

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Islamabad. Its branch offices are located in Lahore, Karachi,
Faisalabad, Rahim-Yar-Khan, Sukkur, Peshwar, Quetta, Swat, and
Kohat. Moblink has three main contact centers in three regions of
Pakistan. As for the customers centers there are about2000
2500 customers service centers all over Pakistan

Principal area in which Mobilink Telecommunication is working is that

it provides its customers, a wide range of postpaid (Indigo) and
prepaid (Jazz) solutions. Keeping in the mind their customer
convenience they have alsobundled mobile handsets, sold either
independently or bundled in Set so GoGet Pack.

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MISSION

“To be a superior communication service company in Pakistan which

provides the best value to its
customers, employees, business
partners and shareholders?”

VISION

“To be the leading

Telecommunication Services
Provider in Pakistan by offering
innovative communication solutions
for our Customers while exceeding
Shareholder value & Employee expectations"

Segmentation

Mobilink, a telecommunication service provider emphasizes on

being part of a value delivery process. The first phase, choosing the

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value, represents the homework marketing must do before any
product exists. First, the marketing staff must segment the market.
The variables used for segmenting the consumer market
demographic as well as psychographic.

 Age
 Income
 Occupation
 Social Class

It is difficult for any one company to engage in mass production,

mass distribution and mass promotion for its product. The
complexities arise from the proliferation of advertising and distribution
channels and the high costs associated with reaching a mass
audience. Therefore, companies segment the market so that they can
target the group of customers who share similar needs and wants.
The telecomm sector shows a market that has homogeneous
preferences that is the customers have similar preferences. They
want mobile to be connect with each others. Keeping these things in
mind Cellular market has been segmented. The marketers at Mobilink
have had a number of options available to them when segmenting the
market for their products.

Demographic segmentation
Mobilink indigo products are especially for the business and
elite class who interact with each other for the business purpose
along with lifestyle. The brand is meant for all the users in higher
upper or middle class families. Even though the brand calls for a
small percentage of an individual’s income but lower class wouldn’t
want to buy the brand maybe because they are price

Psychographic segmentation

On the basis of psychographics, factors such as personality

traits, lifestyles and values, the marketers at Mobilink Indigo have

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segmented the market more towards business and high income For
example the ads for Mobilink Indigo mostly show business class who
want to be successful, have high aims and are already doing quite
well in their concerned fields. The Mobilink products have targeted
Business mans because the company has given them wide range of
value added services. Mobilink Indigo’s ads also target believers,
traditional conservative people with concrete beliefs. The ads for
Mobilink show the beliefs of full coverage with strong signal plays on
the emotional aspect more.

Targeting

The second step of choosing the value is selecting the

appropriate target market. Mobilink Target market varies with its
different product lines e.g.

The Mobilink Indigo brand mainly targets The corporate sector of the
Pakistani community.

The Jazz Octane is designed to attract youth

Jazz Budget is aimed at the middle and upper-middle class, while

Mobilink World targets the masses with its diverse value added
services.

It is important to understand that the future of marketing

telecommunication services in Pakistan is going to be based on
targeted segmentation strategies. Mobilink follows the target selection
Pattern of full market coverage and develops strategies as per the
requirement of the different targeted segments. Mobilink has followed
a consistent strategy of growing the network and ensuring that the
products are available everywhere. This growth has been further
strengthened with brand building activities that have ensured that jazz
and indigo remain synonymous for premium telecommunication
services for which they are close to the hearts and minds of the
customers.

Positioning

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 Developing the offering value positioning is the last part of
choosing the value phase of the value delivery process. Mobilink
catchphrase ³Mobilink« Resha ping Lives´ tells all about how
they want to position the brand in the minds of their target customers
The message they want to communicate to the consumer market is
that Mobilink is the best solution for telecommunication and can be
trusted to provide communication facilities all across the globe where
no other service is available.

Behavioral segmentation

Mobilink Indigo products have been segmented on the basis of

benefits that consumers seek in the connection. In this case, people
look for a brand that can be used for all purposes. The ads also show
that consumers can connect with each other all the time all the day
without any problem. There may be some hard core loyal in the
telecom sector. There might even be switchers and shifting loyal in
the telecom sectors that are either price sensitive or want variety. As
a result, the marketers need to find ways to make the hard core loyal
attracted to the Mobilink indigo brand and shifting loyal and switchers
to convert into hard core loyal as well.

Marketing Strategies And Market Positioning

Positioning Strategy

Mobilink position itself as the premium company providing the

best value for money. It has been able to get away with its premium
pricing because is has built the perception of being a better company.
However, with PTML's launch, its sole edge of being technologically
superior will be washed ashore, because the dynamics of the industry
are changing, and the newer lot of customers are more prices
sensitive and expect more bang for the buck!” It will be positioned as
a product providing a more affordable solution to the customers and

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later picking up on the premium price, thus having different strategies
for different segments of the market.

Currently, Mobilink's Value added services (VAS) are the main

attraction of the high end-users. The high end-users are more
concerned about the services, rather than the price. The second most
important reason for the companies’ current popularity is its Value-
Added Services, first being the GSM technology.

Marketing Mix For Mobilink

Product
The product aspects of marketing deal with the specifications of
the actual goods or services, and how it relates to the end-user's
needs and wants. The scope of a product generally includes
supporting elements such as warranties, guarantees, and support.

Pricing
This refers to the process of setting a price for a product,
including discounts. The price need not be monetary it can simply be
what is exchanged for the product or services, e.g. time, energy, or
attention.

Promotion
This includes advertising, sales promotion, publicity, and
Personal selling, branding and refers to the various methods of
promoting the product, brand, or company.

Place
Place or distribution refers to how the product gets to the
customer; for example, point-of-sale placement or retailing. This
fourth P has also sometimes been called Place, referring to the

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channel by which a product or service is sold (e.g. online vs. retail),
which geographic region or industry, to which segment (young adults,
families, business people), etc, also referring to how the environment
in which the product is sold in can affect sales.

These four elements are often referred to as the marketing mix, which
a marketer can use to craft a marketing plan. The four Ps model is
most useful when marketing low value consumer products. Industrial
products, services, high value consumer products require
adjustments to this model. Services marketing must account for the
unique nature of services.

Industrial marketing must account for the long term contractual

agreements that are typical in supply chain transactions. Relationship
marketing attempts to do this by looking at marketing from a long
term relationship perspective rather than individual transactions.

As well as the standard four P's (Product, Pricing, Promotion and

Placement), services marketing calls upon an extra three, totaling
seven and known together as the “Extended Marketing Mix”.

 People

 Process

Physical Evidence
People
Any person coming into contact with customers can have an
Impact on overall satisfaction whether as part of a supporting service
to a product or involved in a total service, people are particularly

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important because, in the customer's eyes, they are generally
inseparable from the total service. As a result of this, they must be
appropriately trained, well motivated and the right type of person.
Fellow customers are also sometimes referred to under 'people', as
they too can affect the customer’s service experience, (e.g., at a
sporting event).

Process
This is the process involved in providing a service and the

Behavior of people which can be crucial to customer satisfaction

Physical evidence
Unlike a product, a service cannot be experienced Before it is
delivered, which makes it intangible? This, therefore, means that
potential customers could perceive greater risk when deciding
whether to use a service. To reduce the feeling of risk, thus improving
the chance for success, it is often vital to offer potential customers the
chance to see what service would be like. This is done by providing
physical evidence, such as case studies, testimonials or
demonstrations.

Integrated Marketing Communications

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 Marketing communications is 'promotion' from the marketing
mix. Integrated means combine or amalgamate, or put simply the
jigsaw pieces that together make a complete picture. This is so that a
single message is conveyed by all marketing communications.
Different messages confuse your customers and damage brands. So
if a TV advert carries a particular logo, images and message, then all
newspaper adverts and point-of-sale materials should carry the same
logo, images or message, or one that fits the same theme. Coca-Cola
uses its familiar red and white logos and retains themes of
togetherness and enjoyment throughout its marketing
communications.

Integrated Marketing Communication (IMC) can be defined as

Synergistic approach to achieving the objectives of a marketing
campaign, through a well coordinated use of different promotional
methods. As defined by the American Association of Advertising
Agencies, IMC " ... recognizes the value of a comprehensive plan that
evaluates the strategic roles of a variety of communication disciplines
—advertising, public relations, personal selling, and sales promotion
—and combines them to provide clarity, consistency, and maximum
communication impact.

Marketing communications has a mix. Elements of the mix are

blended in different quantities in a campaign. The marketing
communications mix includes many different elements, and the
following list is by no means conclusive. It is recognized that there is
some cross over between individual elements (e.g. is donating
computers to schools, by asking shoppers to collect vouchers, public
relations or sales promotion?) Here are the key of the marketing
communications mix. First four elements are known as basic activities
of IMC.

Communication Objectives
Increasing the percentage of consumers in the target market
who associate specific features, benefits or advantages with Mobilink

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Indigo Increasing the number of consumers in the target audience
who prefer Mobilink Indigo over the competitor’s product

Encouraging current users of the product to use it more frequently or

in more situations (new uses)

Encouraging consumers who have never used Mobilink Indigo to try it

Encouraging feed back and involve customers for continuous

improvements.

Advertising

Mobilink Indigo TVCs focused on Upper and Middle Class

Mobilink indigo giving ads on different TV channels like Geo,

Geo super, Aaj tv, Express News and other popular channels... Cable
cannot be seen in most of the rural areas which covers 70% of the
masses. Mobilink indigo did not focus on the rural areas as it was
launched as a premium product and was not targeted to lower class

Billboards
The billboards of Mobilink Indigo are very eye catchy for the
business class; the indigo color on the pack and on all their bill
boards is extremely appealing. The color scheme down below the ad
is also painted in indigo color.

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Print Ads
Following are the different print ads used by Mobilink Indigo in
different newspapers:

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These print ads emphasize on the point that Mobilink Indigo offers
uniquely to its target market. Mobilink focuses on the coverage to
upper class.

Sales Promotion

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 Sales promotion involves some type of inducement that
provides an extra incentive to buy. Sale promotion can also provide
an inducement to marketing intermediaries. Sales promotion activities
can be targeted to different parties in the marketing channel. Sales
promotion is of basically two types,

1) Consumer oriented sales promotion,

2) Trade oriented sales promotion.

When
we are talking
about Mobilink
Indigo, they are
usually doing the consumer oriented sales promotions. Mobilink
Indigo offers the low call rates to its business class as shown in the
following ad.

Direct Marketing

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Website

Mobilink Indigo is successful to deliver the information to its

target audience via website; given the supposedly massive image the
brand has built, of being a product for the business class using an
aggressive marketing campaign Mobilink website is available. If this
product is actually targeting towards the business class the
availability of a website is necessary.

All people search for some information. When such an image is made
they should be consistent in the message they are delivering, and
inform their targeted audience about all the attributes related to the
product.

Public Relations

Mobilink Indigo has arranged exhibition in different cities of

Pakistan. Few days ago Mobilink indigo has on air cricket World Cup
2011 ads on different TV channels, and further adding more value to
the brand and managing customer-based brand equity

Personal Selling

Mobilink has its personal direct competent sales team for

personal selling. The sale team has been divided into two categories
one is the corporate sales team and other is the individual sales
team. Both teams playing the vital role to promote its products

Internet

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 Mobilink indigo also promotes its products on the famous sites
of internet as shown in the following you tube website. Mobilink target
customers can take the information also from the internet they can
check the feedback of the customers and market share of the
company.

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