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Introduction of Mobilink Jazz

Pakistan Mobile Communications Limited doing business as Jazz is a
Pakistani mobile network and internet services provider in formed by the merger
of Mobilink and Warid. It provides a range of services for prepaid and postpaid
customers to individual and corporate clients. It is headquartered in Islamabad, and
the current CEO is Aamir Hafeez Ibrahim which is Qadiani. The company was
founded in 1994. In November 2015, Vimpelcom announced the 100% acquisition of
Pakistan’s Warid Telecom a subsidiary of Abu Dhabi Group. Completed in July 2016
after due approvals, the first-ever local Telecom company acquisition created a
combined subscriber base of 50 million. Mobilink was officially rebranded to Jazz in
2017. Mobilink is a communications access provider offering customers access
through different channels. The four key platforms Mobilink operates are Mobile
Phone Telephony, Broadband access, internet and mobile banking. Jazz also
introduced its mobile device with the name of “Jazz x”. it manufactured by Hair, it is
the mid-range smartphone with 3G compatibility. Jazz has been the partnership with 
Waseela Microfinance Banking for entering into banking market now jazz is
providing Jazz cash. you can pay your utility bills included e.g  PTCL bills etc. Jazz
cash app is also available on android.  The big competitor of Jazz cash is easy paisa.
However, the as a result Jazz is a decent network in terms of everything, they are
managing things in a decent way. In January, 2022 Jazz was fined for PKR 30 million
by PTA for failing to meet the service quality standards.

Jazz advertisement through ads

First of all jazz used top class model in commercial ads. As a brand, Jazz has always
stayed true to its tradition of groundbreaking excellence in service and technology.
The brand’s mantra ‘Dunya ko Bata Do’ itself embodies a message of security,
reliability, and an urge to reach out, connect and engage. It also inspires our
customers to set higher goals for themselves, because in Jazz Super 4G, they have a
service which allows them to do more than ever before.
Jazz check the need of the customer and launch the new packages according to
customer need. Jazz also advertise the packages to new customer when someone buy
new sim they provide free minutes, MBs and messages. Jazz super 4G also gave
YouTube packages for people interest like game streaming, make up territorial,
cooking interest, movie scene and entertainment.Through jazz network friends can
share free minutes with each other. Through ads jazz provide a clear message to
celebrate the happiness with families and friends. Jazz bundles gave a lot of packages
that you want. People want everything about their own wish but they cannot get but
jazz bundles provide everything that you want. jazz also says in his advertisement that
jazz is reducing the distance from 25 years and says this is just begin the next 25 years
also with jazz. Jazz also gave packages for cricket lovers whenever any event of
Pakistan start like world cup, PSL, any Pakistan series then jazz gave extra data at low
price for cricket lover. Jazz also advertise that jazz 4G is the fastest speedy network of
Pakistan. Jazz won many speed test award by OOKLA. That’s why jazz used in many
ads “ TEZI VOH JO OOKLA MARY”
Jazz, Pakistan’s leading digital communications company, has further cemented its
position as the undisputed telecom industry leader with a massive on-net family of
more than 62 million subscribers including 18.2 million Super 4G users. Ever since
the launch of Jazz Super 4G in February 2018, the company has recorded phenomenal
growth in its 4G user base, proving Jazz to be the best in class with the fastest 4G in
Pakistan – an achievement certified by OOKLA four times in a row, an independent
global leader in internet testing. Recently, the Pakistan Telecommunications
Authority’s (PTA) Quality of Service survey, also confirmed Jazz’s network as the
best in data quality, thereby, establishing the progressive and exponential growth in
quality and speed of Jazz’s cellular services. As Pakistan’s No. 1 network of choice
serving over 40 million 3G and 4G data users, Jazz is leading the country’s digital
revolution with every third Pakistani now a Jazz subscriber. With a prodigious legacy
of over 25 years and an expansive line of innovative product offerings that provide
everyday communications and financial solutions to millions nationwide, Jazz
celebrates being ‘HameshaSeyNo1’. With its unparalleled spectrum holding and
technically superior network, Jazz continues to dominate the industry with the fastest
and undisputed data speeds, which is why Jazz data is not just any 4G, it is Jazz Super
4G.

In commercial ads jazz has more focus on jazz cash. Jazz made different ads like
through jazz cash money transfer, bill payment, jazz cash mobile loads, QR payment
so easy and less time consuming or no need to go anywhere for these payments. So
they show jazz cash easy and quick way to transfer money, mobile loads and bill
payments. That,s why Jazz Cash Mobile Account is increasingly becoming popular in
providing digital financial services to Pakistanis from all backgrounds.
In Covid-19 jazz help people to connect with each other through jazz cash or jazz
super 4G. With the launch of the ‘Ho Jae Ga’ campaign, technology giant Jazz echoes
the ease of access and reliability in financial transactions that its digital payment
platform, Jazz Cash – Pakistan’s number 1 mobile account – offers to its valued
customers. As enforced lock downs in the country lead to a reduction in mobility, Jazz
Cash, is empowering people to make bill payments, money transfers, and mobile
loads all from the comfort of their homes – ensuring optimal physical distancing in
these risky times. The brand’s utmost priority has always been to enable its customers
with a smooth and convenient flow of finances. From traffic challan payments,
tickets, school fee payments, to transactions via QR codes, remittances, and corporate
disbursements, Jazz Cash offers it all with a steadfast promise – ‘Ho Jae Ga’,
narrating the trust Jazz Cash customers have in the brand. Jazz Cash also extends its
services to merchants operating throughout the country, ensuring easy access and
reliability in accepting digital payments. These include both retail merchants who can
accept payments through Jazz Cash QR, as well as online merchants who can utilize
the payment gateway solution to accept payments from their customers. Not only do
merchants get access to payment instruments, but they can also sign up for their
merchant accounts, using Pakistan’s first digital on boarding solution through the Jazz
Cash website.

The new gaming feature will give convenience of choosing from a list of different
types of games including Strategy, Arcade, Sports, Classics and many others. Users
can search for their favourite games or browse through the “Featured” games on the
Jazz World app.

Jazz Cash, Pakistan’s fastest growing digital financial service provider, and Bookme,
a leading e-ticketing platform for transport and entertainment, have launched Bus
Ticketing services to Jazz Cash customers across Pakistan. Jazz tells through ads how
jazz cash make life easy.

Jazz also introduce music and game apps to entertain our customer. After the
successful launch of bus tickets and food delivery, Jazz Cash has recently introduced
movie and event tickets within Jazz Cash app in partnership with Easy Tickets – the
leading entertainment e-ticketing provider in Pakistan. Users can now log on to their
Jazz Cash app and complete end-to-end ticketing journey inside the app. They can use
their mobile account balance to pay for the ticket and with real-time integration;
tickets will be instantly issued, without the need to stand in queues. Easy Tickets’
self-service kiosks are placed at accessible locations inside the cinemas and events so
users can print their tickets within seconds by simply scanning the QR code, without
any hassle.

Embracing the spirit of the holy month of Ramadan, Jazz, Pakistan’s digital

communications company, has launched an Islamic mobile app called Islamic world.
This free app provides all the necessary Islam content divided into different
categories; Ulema Bayanat, the video “Quran”, Tarawih, Duas, and Ahadees, etc.To
share the blessings of the holy month with its subscribers, Jazz has introduced a Saudi
Bundle for the first time in Pakistan. Now, those making the journey to perform
Umrah and Hajj can use this new bundle offer to connect with their loved ones back
home through 200 MBs of data.
Jazz also take advantage of Pakistan’s No. 1 network in his ads. Jazz used No.1
network of Pakistan through their ads. As the corona virus (COVID-19) outbreak
continues to impact lives across Pakistan, Jazz is mobilizing its resources to fight
against the virus’ spread and safeguard service continuity for over 60 million
subscribers. This includes a public awareness campaign via a free SMS broadcast,
Jazz’s digital platforms and mobile application, and messages at the end of all
commercials on electronic mediums.
Jazz also launch exclusive health service they called “ Bima sehat” through ads jazz
covey easy to get suggestion of doctor at home and get medicine delivery through
Bima sehat by Jazz. Jazz, Pakistan’s number one digital company, has launched Jazz
Digit 1 – a 4G enabled ‘smart’ feature phone for customers across Pakistan. The
launch is in line with Jazz’s commitment of introducing affordable products and
services in a bid to bridge the prevalent digital divide.
Jazz advertisement through newspaper
Whenever new offer came then jazz advertise this offer in newspaper. Sometimes
they only advertise on newspaper jazz Pakistan No.1 network. When jazz introduce
new mobile they focus on newspaper ads because majority people that read
newspaper they do not see ads and mostly people of rural ares read the newspaper so
the jazz mobile was for low class people that’s why they focus on newspaper ads.

jazz used Nargis Fakhri for the newspaper advertisement of Jazz X. but it is not an
obvious recipe to sell technology devices. Apart from objectifying women, the value
proposition is totally missing from the campaign. The focus on Fakhri has no
relevance whatsoever to the advertised product. So the ad will stick in the craw of
most tech savvy users, as for other users... well the ad makers have not even bothered
to educate them audience about the product’s features. They have forgotten that this is
not an iPhone pitch and they need to do due diligence to ensure the phone is not
perceived as an inferior oriental knock-off. Positioned as a provocative and low-end
phone, the only target audience for the brand appears to be a college going girl in her
teens. The brand architects have tried to offer the promise that the product will make
the user more sexually attractive. However most consumers can smell the bait and
will choose to avoid the product altogether. Nargis Fakhri is too old to attract the
teenage segment. The products itself is actually not that bad. All phones are
manufactured by Haier and come with an 18 months warranty. The prepaid SIM
comes with 2GB of 3G data and a balance of Rs 800. All smartphones run Android
4.4 KitKat and have decent RAM and CPU. Yet the advertisement fails to draw
attention to the product. There is no brand story and no core brand message.
Jazz advertisement through social media
Jazz has launched its biggest marketing campaign starring Turkish actress Esra Bilgic
better known by her screen name Halime Sultan from the Turkish TV series Ertuğrul.
The Jazz Drive-in Concert has set a new World Record title for the most cars in a
Drive-in Music Concert with 1000+ cars. Pakistan’s first ever drive-in concert was
organized by Jazz, in collaboration with Active Media at Park View City, Islamabad.
Being touted as this year’s biggest musical event, Jazz is looking to set a GUINNESS
WORLD RECORD (TM) for the Most Cars in a Music Drive-In Concert. The major
attractions include a star-studded artist lineup which includes Atif Aslam, Ali Azmat,
and Bilal Khan, and one of the grandest fireworks show ever witnessed in the country .
Apart from enthralling the audience with electrifying performances, next-level stage
production and fireworks, the Jazz Drive-in Concert, will give the residents of
Islamabad a chance to participate in a momentous event. Tickets for the event can be
bought through Bookitnow.pk. If concertgoers pay via Jazz Cash at the venue or at the
manifold ticket-selling sites, they can avail cashback offers. Concertgoers will be
provided space to park their vehicles in an orderly manner, so they can enjoy the
concert from the comfort and safety of their vehicles. Food stalls will also be set up
and concert-goers can avail 25% discount paying via Jazz Cash QR Code.The event
will be implementing all the standard COVID-19 protocols, as the physical well being
of concert-goers is a priority for the organizers.
Jazz also advertise through Facebook, Instagram and twitter pages. Because in
modern days lots of people use social media that’s way jazz use social media for
advertising the new packages. March 8, International women’s day is celebrated
throughout the world to commemorate the cultural, political, and socioeconomic
achievements of women. While everyone plays their part, paying tribute to all the
amazing women throughout the world, there are some brands that bring to light such
issues which have nothing to do with reality. Yes, I am talking about Jazz 4G, who
gave tribute to women throughout Pakistan with the Jazz Women’s Day Campaign by
highlighting an issue that is actually not an issue of our society.

The Jazz Drive-In Cinema has started screening in Karachi at the Raiha CineGold
Plex, Bahria Town, Phase-1. Movies will be screened in the evenings from Friday to
Sunday and will follow a week-wise theme ranging from classics to action, science
fiction, fantasy, and animations – a movie for each member of the family. This is an
initiative of Jazz, Pakistan’s number one 4G operator and the largest internet and
broadband service provider, in partnership with Active media and with the
collaboration of Bahria Town, Raiha CineGold Plex, The House of Rana,
Bookitnow.pk and Samaa FM. JazzCash is the official digital payment partner for this
drive-in cinema with all food stalls and ticket counters offering mobile payment
solutions. To promote digital payments, tickets and food purchased via Jazz Cash will
result in 50% cashback for a limited time period.

Jazz, Pakistan’s leading digital service provider, has partnered with Knowledge
Platform (Private) Limited, Pakistan’s leading education technology company, to
facilitate e-Learning a midst the ongoing pandemic. As per the collaboration, Jazz has
introduced a special data bundle providing 10 GB in just PKR 150 whereby over
270,000 students in 100 cities can access Knowledge Platform’s e-Leaning portal and
mobile applications for the entire month. All prepaid customers of Jazz who are
registered with Knowledge Partner can avail this data bundle by dialing *778#. This
collaboration is an initiative of Jazz Business, which has the largest and most
comprehensive portfolio of B2B ICT services and is currently serving 95 of the top
100 PSX listed companies. As schools set up virtual classrooms to continue their
courses online following nationwide closure of educational institutes, students and
parents are looking for a steady and cost-effective connectivity solution. Identifying
this as an urgent need, Jazz is utilizing its mobile broadband solution to provide
access to some of the best online learning resources available on Knowledge
Platform’s portal and mobile applications, giving students the chance to learn and
develop while away from their schools.

Upholding its promise to support the government in the ongoing relief efforts, Jazz
has deposited PKR 38 million to the Prime Minister’s COVID-19 Relief Fund. This is
the second tranche of payments under the company’s Matching Grants program,
through which all donations made by subscribers and employees of Jazz to the relief
fund were doubled.For this second round of donations, PKR 8.5 million was raised by
Jazz’s employees, while PKR 10.5 million was donated by its subscribers via SMS
and Jazz Cash. In effect to this Jazz matched PKR 19 million, totaling 38 million
rupees. The COVID-19 pandemic brought Pakistan to a standstill, shut down
businesses, and cracked down on the country’s slow-growing economy. Info graphics
show that Pakistan has been severely hit by the pandemic with 148,921 confirmed
cases as of today, further dampening the health and welfare sector of the country. The
vulnerable part of the population is relying heavily on the welfare support to help
prevent and ameliorate their suffering.
Identifying and Establishing Brand Positioning

Brand positioning is defined as the “act of designing the company’s offer and image
so that it occupies a distinct and valued place in the target customer’s minds.”Jazz
does its positioning by identifying the optimal location of it and its competitors in the
minds of consumers to maximize potential benefit to the company. According to
customer based brand equity model, deciding on a positioning requires determining a
frame of reference by identifying the target market and the nature of competition and
the ideal points-of-parity and points-of-difference brand association.

Marketing Mix

PRODUCT Strategy

 In the product strategy the jazz introduce the 92 different product which have
different price rate according to the target segment. Jazz check the need of the
customers and launch new package according to customer need .
jazz also have others products like
1) Jazz X
2) Jazz digit 4G
Pricing strategy
Jazz use price skimming strategy . they charge high price against its competitors
because the manager says that they give the good quality service against its
competitors that's why they are charge high price.

Amount of money the customers have to pay to obtain the product. Mobilink offers
different packages of different call rates:

1) Jazz Budget
2) Jazz Octane
3) Jazz ladies first
4) Jazz one package
5) Happy Hour package

Placement strategy

Place includes company product availability places. Jazz covering 10,000 plus cities,
towns and villages. Sims is available over more than 700 Franchises allover Pakistan.

Promotion strategy
Jazz used different promotional strategy
1. Electronic media
2. Print media
3. Advertisements
4. Billboards
5. Endorsement
Swot analysis of jazz

Strength

• Only cellular service in Pakistan to provide coverage on the M2 motorway

• Pioneer in GSM service in Pakistan.

• Number of customers is more as compare to any other mobile service provider in
Pakistan.
• Highest market share not only in terms of number of subscribers but also in terms of
revenue.
• jazz has signed bilateral roaming agreements with 50 operators around the world to
have true roaming service operational in over 42 countries of the world.
• In order to facilitate its international Roaming subscribers traveling to USA and
Canada, jazz is offering Motorola Time port ri band (TT) handsets on rental basis.
These sets are available at all jazz's Customer Service centers.
• jazz's short message service center allows Vehicle Tracking and Fleet (VTF)
Management services.
• Large number of corporate customers.
• Economy of scale.
• jazz and Muslim Commercial Bank have made a combined effort in order to
maximize the ease and the satisfaction of their respective customers by offering them
all banking services from their very own mobile handset.

Weakness of jazz

• Currently providing not good quality service because of changing their network
from 900 MHz to 1800 MHz.
• Fewer advertisements now days.

Opportunities Of jazz

• Before start of new companies can target as many new customers as they can.
• Can lower prices to make business difficult for new companies.
• jazz is completing field-testing and certification of its General Packet Radio Service
(GPRS) products; targeted to a market that delivers Internet Protocol packet services
to over 650 million GSM subscribers.

Threats for jazz

• New market players are coming in near future.

• New companies can offer packages for corporate customers in better way.
• Wireless local loop service providers too targeting areas which are less developed.
• Current price war may reach at a position where only brand names survive.
• Due to expensive quality of service now a days customers can shift to other
companies.
Setting Prices to Build Brand Equity

Jazz is now employing a value-pricing approach to set prices and an everyday-low

pricing approach to determine their discount pricing policy over time. The objective
of value pricing is to uncover the right blend of product quality, product costs, and
product prices that fully satisfies the needs and wants of consumers and the profit
targets of the firm. Jazz has successfully been adopting a value-pricing strategy. For
instance, Jazz slogan “Apna Hai” describes the pricing strategy that has allowed them
to become one of the Pakistan's best sellers. Product value can be enhanced through
many types of well-conceived and executed marketing programs. The value pricing
point out that the concept does not mean selling the product at lower prices.
Consumers are willing to pay premium when they perceive added value in products
and services. Jazz have actually have been able to increase prices in some cases by
introducing new products. The secondary key to a successful value-pricing strategy is
to lower costs as much as possible. Meeting cost targets invariably requires additional
cost Product Prices. The price suggested by estimating perceived value can often be
used as a starting point in determining actual marketplace prices, adjusting by cost
and competitive considerations as necessary. For example, Jazz has used target
pricing to arrive at the price of its luxurious image. Jazz marketers determined the
optimal price based on assumptions about the consumer and then figured out how to
make the car at the right cost to ensure the necessary profit. Advertising is any paid
form of non personal presentation and promotion of ideas, goods or services by an
identified sponsor. Jazz does its advertising through TV, radio, newspaper and
magazines. From brand equity perspective television advertising demonstrate the Jazz
attributes and consumer benefits. Direct response advertising establish relationship of
Jazz with consumers and it helps to explain to consumers new developments with
Jazz as well as allow consumers to provide feedback to marketers as to their likes and
dislikes. Marketers also promote Jazz through online advertising by developing their
own website. The Jazz website is family friendly, is updated frequently and offers as
much customized information as possible, especially for existing customers.Place
advertising also called out of home advertising that captures advertising outside
traditional media. Place advertising is used by Jazz which includes billboards and
posters. Billboards are very effective means for advertising. Jazz billboards are
showing up everywhere. Jazz also does In-store advertising which includes ads on
shopping carts, cart straps, aisles, or shelves. Event marketing refers to public
sponsorship of events. Event sponsorship provides a different kind of communication
option for marketers. Jazz does sponsorship for a number of reasons which include,
identifying particular target market, to increase awareness of the Jazz in the masses, to
create consumer perceptions of key brand image associations, to enhance corporate
Jazz image dimensions, to create experiences and evoke feelings, to express
commitment to the community and to entertain key clients. Public relations and
publicity relate to a variety of programs and are designed to promote a company‘s
image and its products. Jazz does its publicity thorough press releases, media
interviews, press conferences, feature articles, newsletters, photographs, films and
tapes.