"Marketing Mix The 4 Ps of Mobil ink”

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 strategy
2. Pricing strategy
3. Promotion strategy
4. Distribution startegy
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. Mobilink has been continuously investing in network
resources and improving its marketing mix so that its vast customer base can be
satisfied and expanded.
All the strategies Mobilink uses in their product mix are discussed in detail below.
PRODUCT STRATEGY:

PRICING STRATEGY:
In pricing strategic point of Mobilink is practicing the market skimming strategy
not the market
penetration strategy, as the other service providers are focusing on the
penetration strategies with
the lowest rates. But the Mobilink is charging the premium prices on their quality
services bases
and the highest market share in the Pakistan, and providing the more connectivity
than other
service providers.
What Mobilink says?
“COMPETITIVE BUT HIGHER THAN OTHERS.”
“Premium prices on quality services (more connectivity)”
Through Mobilink prices it’s not means that it’s only for upper class Mobilink has
an every
appropriate solutions for the low and middle class as well. Mobilink prices
communicate the
buyers that the Mobilink have every solution for their customers. Mobilink is
providing new to
new suitable solutions to retain the customers as well. Mobilink is actually
charging these
premium prices on the bases of their super/superior brands quality services.
"HIGH PASSIVE STRATEGY
As the Mobilink is quality leader and market leader in telecom of Pakistan, it’s
using the high
passive strategy through which it is communicating that the Mobilink is quality
leader by
providing coverage in 10000+ cities of Pakistan, and the competitors are not near
the 50% of
Mobilink coverage.
LOW ACTIVE STRATEGIES

All cellular service providers except Mobilink is enthusiastic on low active strategy
by
positioning their brands on the low rate. This is communicating the customers
that they have the
lowest call rates than the Mobilink and as well with all competitors.
PROMOTION STRATEGY:
Promotion is the activity when people use them to communicate with others
about their product
or service and to convince them to use it. Everything you do communicates
something about
your business. In tourism, this includes a wide variety of activities including
brochures,
billboards, and newspaper ads. Promotion involves careful planning. When you
see or hear
effective promotion it is merely the "tip of the iceberg." A great deal of work went
into planning
the final product. But before talking about the planning process, we need to
review the tools of
promotion.
Though there are a lot of communication objectives of the organizations but as
the Mobilink is
concerned, Mobilink overall objective of the communication of the brand is to
retain the
customers that people shouldn’t forget about their brand, Mobilink is still alive in
the
telecommunication sector.
Second communication objective of Mobilink is to create awareness that is
Mobilink is the
largest network in Pakistan.
What Mobilink says?
“Where the all networks get jammed, the only Mobilink connects you”
"Mobilink is using different promotional mix like;
Advertisement
Personal selling
Sales Promotion
Direct Marketing
Publicity
In advertising Mobilink is communicating there positioning and promotional campaign about
their brands. Different objectives are concerns with different promotional mix. In personal
selling Mobilink is selling Mobilink indigo, Mobilink PCO, and Blackberry. Although the
personal selling is two way communications so the Mobilink is communicating the features and
the value added services of the Mobilink. These products actually need information by the
customers so the Mobilink is using this personal selling campaign for its products.
In sales promotion Mobilink launches different sales promotion through their sales team. These
promotions are basically designed for the;

 Customers
 Retailers
 Sales force
 Management
In the direct marketing segment Mobilink is continuously sending messages to its customers
about all new promotion so that customers can get retained towards Mobilink.
"PROMOTIONAL CAMPAIGNS:

 JAZZ BUNDLE OFFERS: These bundles include a handset, a JAZZ connection and airtime
worth Rs. 200
  INTERNATIONAL SUMMER PROMOTION: Discounted international tour packages to
Srilanka, Malaysia and Maldives
 JAZZ-AUR-SUNAO”, “LIFE MEIN JAZZ LAO” (a change in the marketing strategy)
 Indigo packages deliver nationwide cellular freedom at local Call rates
 Exclusive deals to 6 northern area destination including Chital, Galliat, Hunza, Kaghan,
Skardu and Swat.
 Roam the World: yearlong promotion including travel to the Holy Land in Ramadan,
avail amazing offers at the Dubai Shopping Festival, be a part if the FIFA World Cup in .
"DISTRIBUTION STRATEGY:
The channel of distribution is a network of value-chain organizations performing functions that
connect goods and services with end-users.
The telecommunication sector includes two type of distribution sources like;

 OTHAIR Tech (On The AIR Technology)

 Physical
All telecommunication service providers are using both distribution strategies. Through OTHAIR
Tech they are distributing their easy loads to their customer’s mobiles. There may be the
different useful aspects of the OTHAIR Tech the organization is distributing its promotional
campaign of different value added services and packages or maybe it is useful to position their
brands with desired aspects.
Mobilink and all other telecom service providers are using the both conventional and vertical
marketing systems through which they ensure that their products are convenient to their
customers.

Mobilink physical distribution process.

Manufacturer
Warehouse
Franchise
Retailer
Products (scratch cards, SIMs, Jazz Load, Mobilink PCO, Blackberry) are first moved from
manufacturer to the Mobilink warehouses and then distributed to their regional franchises and
then these products are supplied to market retailers through Mobilink efficient team.
OTHAIR Tech is used to distribute load, this technology is used by all service providers with their
different names which are listed below.
MOBILINK : Jazz Load
TELENOR : Easy Load
ZONG : Mini Load
U-FONE : Top-up