Term Paper

F a ll 2 0 1 0

Mobilink
Written by: Course Incharge: Dr. Kamaran Siddiqui

TABLE

OF

CONTENTS

Table of Contents...................................................................................2 ntrodu!tion"...........................................................................................# $eed of Stud%".....................................................................................# Target &udien!e".................................................................................# '(S(&'C) *(T)+D+,+-.".................................................................../ ntrodu!tion"......................................................................................../ 'esear!0 *et0odolog%"......................................................................./ Sampling Design"................................................................................/ 'esear!0 nstruments"........................................................................1 Pro!edures".........................................................................................1 ntrodu!tion............................................................................................2 +b3e!ti4es of Brand &udit"...................................................................2 S!ope of Brand &udit"..........................................................................2 &pproa!0 5sed for Brand &udit"..........................................................6 Brand......................................................................................................6 Brand 7Self &nal%sis8"..........................................................................6 Produ!t..............................................................................................10

Pri!ing Strateg% +f *obilin<" ............................................................11 ndustr% 'e4ie9s...............................................................................12 .............................................................................................................1#

Page of !

Brand Positioning

Classifi!ation of SB5s a!!ording to gro9t0:s0are matri;..................10

Consumer &nal%sis...............................................................................1# Segmentation = Target mar<et.........................................................1/ Competitor>s &nal%sis...........................................................................12 Competiti4e Comparison *atri;........................................................12 S?+T &nal%sis of *obilin<................................................................16 Competitors S?+T *atri;.................................................................20 .............................................................................................................20 .............................................................................................................21 Brand n4entor%....................................................................................22 Brand (lements"................................................................................22
Brand $ame" ...........................................................................................22 5rls "........................................................................................................22 ,ogos and S%mbols".................................................................................22 Slogans"...................................................................................................22 Colors"......................................................................................................22

Core Brand @alue..............................................................................22

Aualit%"....................................................................................................2B nno4ation"...............................................................................................2B Customer:Friendliness"............................................................................2B Co4erage".................................................................................................2B

*ar<eting Program............................................................................2B
*edia"......................................................................................................2C Sponsors0ip"............................................................................................2C (4ents".....................................................................................................2C P0ilant0rop% &!ti4ities ............................................................................2#

Brand Portfolio &nal%sis....................................................................2#

Page " of

Brand Positioning

Print media"..............................................................................................2C

Brand &sso!iations"..............................................................................2# Consumer Per!eptual &nal%sis..........................................................2/ Brand Positioning.................................................................................21

Page # of

Brand Positioning

INT$O%&CTION:
T0is pro3e!t is about t0e brand tra!<ing of *obilin< on Pa<istani mar<et i.e. to <no9 about t0e standing of *obilin< as a brand in !omparison to t0e !ompeting brands. t 9ill %ield results as mar<et standingD user per!eptionD attributes asso!iated 9it0 t0e brandD !urrent strategies of *obilin< and t0e gre% areas for *obilin<.

NEE%

OF

ST&%':

T0e sole ob3e!ti4e of t0is brand report is to <no9 about t0e brand poten!% of *obilin< in t0e Pa<istani mar<et in !omparison to ot0er !ompeting ser4i!e pro4iders. T0e ot0er ob3e!ti4e is to put a spotlig0t on t0e different !ellular !ompanies operating in Pa<istan and t0e per!eption of t0e users about t0em.

TA$(ET A&%IENCE:
&s far as t0e *obilin< is !on!ernedD it 0as no spe!ifi! target audien!e be!ause it is !atering t0e requirement of all t0e users t0roug0 its different pa!<ages. Cell p0one is a requirement of e4er% one so it also ma<es sense to laun!0 multiple produ!ts to !ater to t0e requirements of se4eral segments 90et0er it is %out0D ladies or !orporate se!tor.

Page ) of

Brand Positioning

$ESEA$C* MET*O%OLO(':
INT$O%&CTION:
T0e purpose of t0e resear!0 met0odolog% is to !arr% out different met0ods of resear!0 to a!!omplis0 t0e set resear!0 ob3e!ti4es pertinent to t0e brand tra!<ing. For t0at purposeD a set of questions 0a4e been made to inquire and anal%Ee t0e responses of t0e respondents.

$ESEA$C* MET*O%OLO(':
T0e resear!0 met0odolog% used in t0is brand tra!<ing is qualitati4e as 9ell as quantitati4e in 90i!0 9e 0a4e not onl% used a questionnaire to <no9 t0e responses of t0e respondents of t0e sample group but also open ended questions as<ed from a set of respondents at mobilin< fran!0ises to get a more fle;ible response from t0e respondents. Se!ondar% resear!0 met0ods are also used to get t0e information regarding t0e !ompetitors and *obilin< to get to <no9 t0e mar<et stru!ture and t0e standing of t0e !ellular !ompanies in it. Triangulation met0od is used to !ross !0e!< t0e results from qualitati4eD quantitati4e

SAM+LIN( %ESI(N:
T0e target population belongs to e4er% segment and !lass of life be!ause !ell p0one users belong to e4er% !lass of population and 9e
Page , of !

Brand Positioning

and se!ondar% resear!0 to find t0e parit% in results.

!annot dis!riminate t0e target mar<et based on S(Cs. Subsequentl%D t0e sample sele!tion is random and random sampling met0od is used for sample sele!tion to get t0e feedba!< of t0e users from all t0e !lasses. T0e sample siEe used for t0e questioning !onsists of 2#0 respondents.

$ESEA$C* INST$&MENTS:
T0e instrument used for t0e resear!0 in t0is brand tra!<ing a!ti4it% is primaril% a multipurpose questionnaire 90i!0 !omprises of open and !lose ended questions not onl% to 0elp in t0e quantitati4e resear!0 but also in t0e qualitati4e resear!0 as 9ell. t !onsist questions pertaining to t0e brand asso!iationsD brand re!allD brand imageD pro3e!ti4e responses and brand 4alues. T0e reliabilit% of t0e instrument is measured t0roug0 t0e triangulation met0od b% !omparing t0e results of all t0ree resear!0 met0ods.

+$OCE%&$ES:
T0e data !olle!tion is t0roug0 t0e questionnaire from a sample group of 2#0 respondents. T0e s!reening of t0e information a!quired from t0ese respondents is done manuall% using *S (;!el as a tool for data entr%. &ll t0e information from t0e responses is entered as per t0e frequen!% of respondents against t0e questions.

Page - of

Brand Positioning

INT$O%&CTION
OB.ECTI/ES
OF

B$AN% A&%IT:

T0e ob3e!ti4e of t0is brand audit report is to measure t0e brand poten!% of *obilin< in line 9it0 t0e !ompeting brands. T0e spe!ifi! issues fa!ed b% t0e brand in terms of mar<et !onditionsD saturation in t0e !ellular mar<et and t0e o4erall re!ession in t0e e!onom% 9ill also be ta<en into a!!ount 90ile stud%ing t0e brand. &lsoD 90at sub: produ!ts fall in t0e generaliEed master brand i.e. *obilin< and to 90i!0 segments t0ese sub:brands are !atering to

SCO+E

OF

B$AN% A&%IT:

?0en spea<ing of t0e target audien!e for *obilin<D 9e s0ould <eep in mind t0at in t0e 9orld of toda%D !ell p0one is no longer a lu;ur% as 9as t0e !ase in 60s but no9D it 0as be!ome a ne!essit% for e4er%one. So 90en 9e spea< of !ell p0one target mar<etD 9e spea< of all t0e so!io: e!onomi! !lasses from A to E0 T0e brand audit is limited to Kara!0i onl% be!ause of limited time and resour!es. ButD in order to get a better understanding of t0e mar<etD multiple areas of t0e metropolitan

about t0e brands so as to get a better and augmented understanding of t0e mar<et per!eptions about t0e brands.

Page ! of

Brand Positioning

are !o4ered 9it0 a d%nami! sample population to get di4erse 4ie9s

A++$OAC* &SE%

FO$

B$AN% A&%IT:

T0e approa!0 used for brand audit is mainl% t0e sur4e% t0roug0 set questionnaire and se!ondar% resear!0 met0ods regarding t0eir inputs on brand imager% = usageD brand re!allD brand per!eptionD brand lo%alt% and brand a9areness.

B$AN%
B$AN% 1SELF ANAL'SIS2:
Pa<istan *obile Communi!ations ,imitedD better <no9n as *obilin< -S*D is a tele!ommuni!ation ser4i!e pro4ider in Pa<istan. T0e !ompan% is Pa<istanFs leading !ellular operator 9it0 a subs!riber base of B1.#m and mar<et s0are of B1G in +!tober 2010. *obilin<Fs )ead offi!e is lo!ated at *obilin< )ouseD 1:& Ko0istan 'oadD F:2 *ar<aE slamabad. *obilin<Fs !orporate postpaid pa!<age is sold under t0e brand name H ndigoH and prepaid b% t0e name of HIaEEH. *obilin< started operations in 166C as t0e first -S* !ellular *obile ser4i!e in
Pa<istan b% *+T+'+,& n!.D later it 9as sold to +ras!omD an (g%pt:based

multi:national !ompan%. n addition to !ellular ser4i!eD t0e +ras!om

and also e;panding t0roug0 a!quisitions. 'e!entl%D t0e% started offering DS, broadband t0roug0 a 90oll% o9ned subsidiar%D ,in<.$et. &dditionall%D t0e !ompan% 0as also laun!0ed its 9ireless broadband

Page 3 of

Brand Positioning

group is di4ersif%ing its ser4i!e portfolio b% setting up ne9 businesses

ser4i!e t0roug0 ?i*a; based te!0nolog% under t0e label of F*obilin< nfinit%F. Te!0nolog% is ba!<ed b% &l!atelD and !ompan% is using a J.K(, Customer Premises equipment.

+$O%&CT
Follo9ing are t0e *obilin< produ!t IaEE +ne IaEE Budget IaEE ,adies First IaEE (as% IaEE +!tane *obilin< ndigo *obilin< PC+

BCG GROWTH-SHARE MATRIX

Companies t0at are large enoug0 to be organiEed into strategi! business units fa!e t0e !0allenge of allo!ating resour!es among t0ose units. n t0e earl% 1610Fs t0e Boston Consulting -roup de4eloped a model for managing a portfolio of different business units. T0e BCgro9t0:s0are matri; displa%s t0e 4arious business units on a grap0 of t0e mar<et gro9t0 rate 4s. mar<et s0are relati4e to !ompetitors.

CLASSIFICATION

OF

SB&S

ACCO$%IN( TO ($OWT*4S*A$E MAT$I5

Cash Co6 IaEE ,adies First *obilin< ndigo IaEE Budget

Page 78 of !

Brand Positioning

*obilin< !lassifies it SB5s as follo9ings

T0ese pa!<ages are lo9 gro9t0D 0ig0 s0are produ!ts. T0ese establis0ed and su!!essful SB5s need less in4estment to 0old t0eir mar<et s0are. T0e% produ!e a lot of !as0 to support t0e ot0er SB5s t0at need in4estment.

Star IaEE+ne T0is pa!<age is a 0ig0 gro9t0D 0ig0 s0are produ!t. T0ere is need to in4est more for its rapid gro9t0. 9uestion Mark IaEE (as% *obilin< PC+

T0ese pa!<ages are lo9 s0are in 0ig0 gro9t0 mar<ets. T0e% require a lot of !as0 to 0old t0eir s0are. *anagement needs to t0in< 0ard about question mar<s it s0ould tr% to build into stars or s0ould be p0ased out. %og IaEE +!tane

t is lo9 gro9t0D lo9 s0are produ!t. t ma% generate enoug0 !as0 to maintain itself but do not promise to be large sour!e of !as0.

+$ICIN( ST$ATE(' OF MOBILIN::

*obilin< 9as offering IaEE !onne!tion for about B000 rupees # %ears ago. ts mar<et oriented statement is L&ur SunaoM But t0roug0 t0e rupees. n 2002 5fone 90i!0 is one of t0e leading !ompetitor of IaEE introdu!ed its prepa% !onne!tion for about 2#00 rupees. n 200# Telenor !ame into e;isten!e in Pa<istani mar<et and offered its !onne!tions for about #00 rupees. T0en in 200# ?arid also entered t0e mar<et offering its !onne!tions for 2#0 rupees. n t0is 9a% pri!e 9ar
Page 77 of !

Brand Positioning

passage of time no9 *obilin< is offering IaEE !onne!tions for about 100

started bet9een t0ese tele!om brands in t0e mar<et. Pre4iousl% it 9as IaEE>s oligopol% as t0e% offered t0eir pri!es. n 200# IaEE offered a Cellp0one plus !onne!tion and prepaid !ard implementing a produ!t: bundle pri!ing strateg% for !reating more attention and attra!tion. T0e ma3or s0ift in t0e pri!ing strateg% !ame in 90en t0e% started B0.se!ond operations using t0e promotional pri!ing strateg%. n t0e earl% da%s IaEE 9as offering its sim:!ards for a 0ig0:pri!e using !apti4e: produ!t pri!ing strateg% as its S *:!ard is a main produ!t t0at must be used along 9it0 t0e !ell p0one. nitiall% IaEE>s !all rates and S*S !0arges 9ere also redu!ed using dis!ount and allo9an!e strateg% and initiall% dire!ting to9ards promotional strateg% as t0e !ompetition bet9een !ellular brands in t0e mar<et gre9 faster. 'e!entl% IaEE introdu!ed its offerings of 0.66 per minute !all rates in t0eir L0app% 0our pa!<ageM 90i!0 represents t0eir operations 9it0 t0e promotional as 9ell as ps%!0ologi!al pri!ing of t0eir ser4i!es. T0roug0 its 0app% 0our pa!<age t0e% are also operating 9it0 promotional strateg% as t0e% are engaged in !ontinuous promotion t0roug0 t0eir offerings.

IN%&ST$' $E/IEWS
n t0e era of globaliEation and information so!iet%D t0e fundamental role of tele!ommuni!ation te!0nologies !annot be underestimated. &lt0oug0 tremendous gro9t0 0as ta<en pla!e in t0e Pa<istan tele!om se!tor but most of it !an be attributed to t0e !ellular gro9t0. Fi;ed line is still a9aiting a ta<eoff. Similarl% @alue &dded Ser4i!es 0a4e gro9n but are still a drop in t0e bu!<et. $o9 t0at t0e !ompetition 0as been obser4ed on t0e gro9t0 of t0e se!tor in a s0ort span of time 90i!0 is e;pe!ted to !ontinue to gro9 for at least ne;t fi4e %ears if t0e daring in4estors influ; !ontinue as in t0e last B %ears. +ur ndustr% alread% 0as ,, 7,o!al ,oop8D ?,, 7?ireless ,o!al ,oop8D ,D 7,ong distan!e and
Page 7 of !

Brand Positioning

introdu!ed in t0e tele!om se!tor some 4er% positi4e impa!t 0a4e been

nternational8D and SP 7 nternet Ser4i!e Pro4ider8 pla%ers and ?i*a;N B- !ellular s%stems are e;pe!ted be a part of t0is ndustr% soon.

T0e Pa<istan mar<et 0as rea!0ed 100 million subs!ribers landmar< 9it0 !ellular mobile tele densit% of o4er /0G 7PT& press release Sep 20108.T0e gro9t0 slo9ed do9n in 2006 but 0as pi!<ed up again graduall%. &t 200/ %ear end t0e total subs!ribers 9ere C2.2 million. n Iune 2001 t0e total mobile users rea!0ed o4er /B million. Based on numbers publis0ed at PT& 9ebsite for 2001D t0e total number of subs!ribers 7te!0ni!all% it is t0e number of S *s issued8 9as 1/./ millionD a teledensit% of nearl% C6G. n 2001 t0e a4erage gro9t0 rate 9as about 2.# million ne9 subs!ribers ea!0 mont0O &fter se!ond 0alf of 2001 it seemed as if t0e gro9t0 0ad slo9ed do9n but o4erall it 9as fine. +ne remar<able a!0ie4ement 9as b% Jong 7formerl% Pa<etl8 90i!0 laun!0ed 4er% su!!essful !ampaigns
!

to9ards

2001

end

Page 7" of

Brand Positioning

!ompleted rebrand laun!0 in &pril of 2002. )ere>s a brief des!ription of t0e top mobile !ompanies in Pa<istan. &t t0e top is *obilin<D t0e Pa<istani unit of (g%pt:based tele!om !ompan% +ras!om. t 0as been operating in Pa<istan sin!e 166C. Subs!riber s0are is B1 G at t0e end of +!t 2010. 5foneD a 90oll% o9ned subsidiar% of Pa<istan Tele!ommuni!ation Co. ,td 7PTC,8D is no9 under t0e !ontrol of (tisalat group of 5&(. t 0as 20G of subs!riber s0are and added t0e most lines 72.C million8 from 200/:01. ?aridD o9ned b% t0e &bu D0abi group of t0e 5nited &rab (mirates and sister of ?ateen group is number C 9it0 11.0G mar<et of subs!ribers. 'e!entl% it sold B0G s0are to SingTel. $or9a%>s TelenorD a re!ent entrant 9it0 about a billion 5S dollar in4estment in Pa<istan 0as been doing 9ellD based on its re!ent earning report. t 0as about 2CG of t0e mar<et s0are. Telenor sto!< is listed in t0e +slo sto!< mar<et 7T(,8 and in 5S 7T(,$..PK8. C*Pa< 7Jong brand8D formerl% Pa<telD 9as t0e latest target of foreign a!quisition. &fter it got a!quired b% C0ina *obile it 9as rebranded as Jong and laun!0ed one of t0e most su!!essful and aggressi4e !ampaigns. ?it0in a matter of fe9 mont0sD Jong 0as a!0ie4ed a 2 G mar<et s0are.

Page 7# of

Brand Positioning

CONS&ME$ ANAL'SIS
T0e Pa<istani mobile users are more pri!e:!ons!ious but in !ellular se!tor t0e% also don>t !ompromise on t0e qualit% of 4oi!e. SoD B% ta<ing t0e ad4antage of t0is !ons!iousness of t0e users mobile operators re en0an!ing produ!t offering in t0e form of lo9 rate pa!<ages and net9or< e;pansion b% installing boaster. *obile se!tor !omes under 4erit% see<ing bu%ing be0a4ior b% t0e bu%er be!ause it o!!urs under t0e !onditions of lo9 !onsumer in4ol4ement and signifi!ant brand differen!e. n t0is mar<etD !onsumer 0as lo9 in4ol4ement t0e% per!ei4e t0e brand benefits on t0e basis pri!eD 4oi!e qualit% and !o4erage. T0e reason for t0is is t0at t0eir ultimate ob3e!ti4e is to !ommuni!ate to ot0er at for off pla!e. Bu%ing is initiated b% L!ommuni!ation purposeM. (4er%bod% !an enter in to bu%ing pro!ess b% need of !ommuni!ation. n t0e regard of t0is !ommuni!ation media 4e0i!les pla% an important role in getting t0eir ser4i!e preferred b% t0e users. T0ese da%s t0ere is a rus0 of pa!<ages
Page 7) of !

Brand Positioning

out in t0e mar<et from t0e mobile ser4i!e pro4idersD targeting different mar<et segments and offering all <inds of dis!ounts depending on 90o %ou !all or 90en %ou !all. +ff:pea< timings 0a4e al9a%s been used b% ser4i!e pro4iders to !reate interest and to lure !ustomers. SoD !ustomer see<s indifferen!e among ser4i!es pro4ided b% t0ese !ellular operators and s9it!0 a!!ording to t0eir desire. Fa!tors t0at influen!ing on !ustomer s9it!0 age to ot0er operator of mobile net9or< areD +rice: 5sers use ser4i!es of t0e operator to !ommuni!ation so on of t0e fa!tor influen!ing t0e !ustomer s9it!0 age is pri!e. & person in t0is segment see<s t0e pri!es most important fa!tor and operator of ser4i!e are also offering 4erit% of pa!<ages to ma<e t0e !ustomer attra!t. ?0ere t0e pri!e of an% produ!t is lo9 people !0ange t0eir taste and di4ert to9ards t0at lo9 pri!e produ!t. 9uality: &fter t0e pri!e people prefer qualit% of 4oi!e se!ond be!ause t0e% are pa%ing for t0e 4oi!e if t0e 4oi!e is not !lear to t0em 90i!0 t0e% are pa%ing for t0e% defiantl% t0e% s9it!0 to ot0er operators. Co;erage: &fter t0e qualit% of 4oi!e se!ond a4ailable fa!tor for !ustomer s9it!0 age is !o4erage. 5sers per!ei4e t0at t0e operator>s ser4i!es are a4ailable to t0em 90ere t0e% 4isit. f t0e% find signal problem t0e% ma% s9it!0 to more !o4erage operator in t0e se!tors +ro<otion: ?it0 promoting ser4i!es t0at 0as fa!tor too for !onsumer s9it!0 age. Fier!e promotion leads an image in t0e mind of t0e !onsumers t0at !ompan% offers man% ser4ers and La !ustomer fo!us !ompan%M.

SE(MENTATION = TA$(ET

MA$:ET

Segment one" Corporate !luster S*(s !luster Business !lass segment Professional !luster

Page 7, of

Brand Positioning

Segment 2" Domesti! users !luster Consumer !lass segment .oungster !luster

Pa<istan !urrentl% 0as one of t0e largest allies of %oung people in its 0istor%D 9it0 appro;imatel% 2# million people bet9een t0e ages of 1# and 2C. Target mar<et group of !ellular se!tor ranges from 1# to /C per!ent 90i!0 a!!ording to demograp0i! profile of Pa<istan !onsist of #/.6G 7male C2D21CD262N female C/D0/2D6BB8 of total population. &s in t0e Bu%ing be0a4ior 9e 0a4e studied t0at Female and male bot0 !ontribute into ma<ing de!ision for t0e pur!0asing of t0e brand. So t0e bot0 genders 9ould be in target mar<et. n spite of t0is professionals are also *obilin< target audien!e. T0e (mplo%ment Status !ategoriEes ma3orit% 7C#G8 as emplo%ees follo9ed b% o9n a!!ount 9or<ers 7C2G8. &bout one in ten 9or<ers 711G8 are reported as unpaid famil% 9or<ers and one = a 0alf per!ent as emplo%ers. &s far !0anges in t0e !omparati4e periodsD unpaid famil% 9or<ers fall b% some fra!tionsD emplo%ees indi!ate some in!rease 90ile o9n a!!ount 9or<ers and emplo%ers remain on t0e same le4el. n t0e bu%ing and sales of *obilin< brand also depends on t0ese !ustomers too. &long 9it0 t0e rise of urban !onsumerismD global !orporate su!0 as 5nile4erD P = -D -la;oSmit0line and man% small = medium enterprise and lo!al national !ompanies emerges bot0 manufa!ture and sell t0eir produ!ts

Page 7- of

Brand Positioning

in Pa<istan. n manufa!turing and natural resour!esD S0ell and BP are present in addition to t0e Pa<istani state oil !ompan%. )ondaD $issan and SuEu<i are among international automoti4e manufa!turers 9it0 plants in Pa<istan. *obilin< fulfill needs of t0ese lo!al *$C>s lo!al national and S*(>s firms b% pro4iding t0em spe!ial ser4i!e pa!<age Brand n4entor%

COM+ETITO$>S ANAL'SIS
COM+ETITI/E COM+A$ISON MAT$I5
+layer *obilin< +ositioning Plays upon as market leader Focuses on quality and coverage. +ttractive &rand claiming to &e a trend setter in t,e industry. -,eap rates and medium quality. ./ts all a&out '0 1as $ocused on strong net2ork deployment .3,e smart call0 -laming strong 4uality5 coverage ?arid Perceive as good GSM quality &ut rates GPRS Technol ogy GSM GPRS EDGE GSM9 !"# GSM GPRS EDGE GSM9 !"# +ro?uct an? O6ner +ras!om

5fone

Telenor

+&u D,a&i

Page 7! of

Brand Positioning

GSM GPRS EDGE GSM9 !"#

Ser;ices Reduce its tari$$s due to immense competition on rate Data products %&lack&erry and 'S( DS) modem* Reduce rates and o$$ers attractive packages Funny promotional ads $ocusing general attention. Data products %&lack&erry and 'S( DS) modem* Reduce rates 2it, attractive on net call packages Data products %&lack&erry* +&stract and party promotion 2it, reno2ned personalities. En,anced and diversi$ied 6alue

Etisalat

3elenor +S+

are ,ig, as compared to ot,ercompetitor Jong s 1as $ocused on strong net2ork deployment

GSM9 !"#

added services port$olio /mportant 6alue added services port$olio 7out, oriented 6+S -,ina Mo&ile port$olio Free calls on -losed user group

GSM GPRS GSM9 !"#

PLAYERS POSITIONING TECHNOLOGY PRODUCT & SERVICES OWNER

SWOT ANAL'SIS

OF

MOBILIN:

Strengths *ar<et leader Strong Brand (quit% ?ide net9or< !o4erage nternational brand $et9or< !apa!it% 7)a4ing modern net9or< !apabilities in respe!t of infrastru!ture8

Weaknesses )ig0 pri!es Customer ser4i!ing problem due to large !ustomer base Foreign brand

Page 73 of

Brand Positioning

O@@ortunities )uge mar<et siEe. B- te!0nologies 'emo4al of international trade barriers. +4er /0 per!ent population in rural areas still underser4ed pent up demand b% aggressi4e net9or< e;pansion. *ultiple S * *obilin< being used as se!ondar% !onne!tion opportunit% to stimulate t0e gro9t0 b% impro4ing net9or< !o4erage

Bring inno4ation and @&S and data ser4i!es to in!rease re4enue *ar<et -ro9t0 and industr% e;pansion

Threats 'e!ession in e!onom%. 'apid !0ange in !onsumer demand. n!onsistent and ad0o! de!isions from regulator% aut0orities. Politi!al nstabilit%D Se!urit% issues. &d4erse s0ifts in trade poli!ies of go4ernment. )ig0 ta;ation rate of a!ti4ation ta; is !ausing a slo9do9n in !onsumer gro9t0 espe!iall% all in rural areas. Pri!e !ompetition ,arger !ompetitors net9or< !o4erage Strong ad4ertisement and media presen!e of !ompetitors (ntran!e of ne9 !ompetitors li<e Jong. Presen!e and t0e a!!eptabilit% of !ompetitor brand li<e Telenor and 5fone

COM+ETITO$S SWOT MAT$I5

Page

8 of

Brand Positioning

Strengths: ,e4eraging brand equit% from international !orporate L&bu D0abi -roupM )a4ing modern net9or< !apabilities in respe!t of infrastru!ture. Finan!ial strengt0 of s0are 0older and t0eir tele!om e;pertise P?arid internationalM ,arge Post paid based generating 0ig0 &'P5 State of t0e art P based !onta!t !enter and leading data !enter t 0as te!0ni!al partnering in4ol4ing LSingTelMD L$o<iaM and L?ateenM. Weaknesses: $eed to e;pand net9or< !o4erage. $eed to in!rease brand a9areness and impro4ed mar<et positioning ,a!< of proa!ti4e !0urn management and stimulate programs to address ina!ti4e subs!riber

,o9 promotional pa!<ages a!ti4ities T0e produ!t line is too narro9.

Strengths: Subsidiar% of PTC,. Stream line benefit. Kno9ledge about !ountr% !ulture. (;perien!e @ariet% of @alue &dded Ser4i!e Broad mar<et !o4erage. Weaknesses: Stagnant Profitabilit% ,o9 mar<et s0are as !ompare to !ompetitor 7*obilin<8. +4erl% Dependent on PTC,

Strengths: Superior infrastru!ture = te!0nolog% in P&K ST&$ )a4e a 4er% strong finan!ial. T0e% 0a4e t0e abilit% and resour!es to 0ire s<illed engineers. ,arge number of Subs!riber

Weaknesses: ,o9 mar<et s0are as !ompare to !ompetitor 7mobilin<8 ,imited !o4erage due to ne9l% introdu!e in t0e mar<et Signal problem due to limited net9or<

Strengths: ?orld biggest net9or< & produ!t of C0ina *obile Compan%.

Page 7 of !

Brand Positioning

,e4erage finan!ial resour!e from C*C (;perien!ed administration

Weaknesses: ,o9 mar<et s0are as !ompare to !ompetitor T0e% are unable to impro4e t0e net9or< means t0at t0e% are not using t0eir resour!es. T0ere is t0e di4ersion of !ustomers to9ards ot0er brands due to !onne!ti4it% issue

B$AN% IN/ENTO$'
B$AN% ELEMENTS:
Brand elements !onsist of brand nameD !olorD 5rlsD s%mbols slogansD sound and 3ingles t0roug0 90i!0 one brand is differentiated from ot0er brands.

Bran? Na<e:
*obilin<

&rls :
0ttp"QQ999.mobilin<gsm.!om

Logos an? Sy<bols:

Slogans:
&pna )ai

Colors:
Brand Positioning
of !

Purple and ?0itis0 Purple

CO$E B$AN% /AL&E

Page

9uality:
Mo&ilink 3elecom ,as an uncompromising commitment to quality in t,is regard. t,at is 2,y t,ey spare no e$$orts in pursuing t,e &est in net2ork8 services8 product o$$erings.

Inno;ation:
For years8 people complained o$ t,e same t,ings on mo&iles. +t coverage8 t,ey are constantly look to make t,e communication e9perience di$$erent &y doing t,ings in a &etter 2ay. 3,ey already introduced :G supporta&le system $or &eing see t,e need o$ t,is in t,e near $uture. For seeing t,e gro2ing trend o$ SMS usage Mo&ilink ,as introduces SMS--less messaging in$rastructure t,at controls t,e tra$$ic o$ SMS and makes sure t,e delivery o$ messages 2it,out involving pending issues.

Custo<er4Frien?liness:
3,ey en;oy 2orking and succeeding toget,er &y &uilding close relations,ips. <,ile t,ey ,ave a sense o$ purpose in t,eir operations8 t,ey also ,ave a strong culture t,at demonstrates to customers t,at .Res,aping communciation0. Mo&ilink considers t,e needs o$ customers $irst.

Co;erage:
*obilin< 0as 9idest net9or< !o4erage all o4er Pa<istan. +ne !an find t0e net9or< if t0e% go to nort0ern areas or remote !it% of Pa<istan

MA$:ETIN( +$O($AM
Mo&ilink message are communicated t,roug, using all c,annels o$ media including &uilding an identity $or t,e corporation and &rand= advertising campaigns= sponsors,ips= media relations %ne2spaper coverage= press releases= press con$erence &e$ore launc,ing etc*= point o$ sale material preparation %&roc,ures= tari$$s= $lyers etc*= 2e&site. Message delivered on electronic media t,roug, ;ingle and using cele&rity endorsement. First ever add t,at comes in t,e electronic media is sym&oli>e 2it, rain season t,at &ring ,ope and re$res,ment and ne2 ;oy. ?o2 a day it &ran message come man t,roug, &all to &oys 2,o are playing -ricket sym&oli>e t,at Mo&ilink is customer oriented and ,elping t,e customer in even small mattes.

Page

" of

Brand Positioning

Me?ia:
Mo&ilink ,as al2ays tried to deliver trut,$ul and interesting advertising to its vie2ers. 3,roug, t,ese ads t,ey are trying to convey t,e message t,at Mo&ilink is solely meant $or t,e people@s &ene$it and convenience. 3,ey advertise t,roug, -,annels like Geo Super Geo= ,um 36 and t,roug, ?e2s c,annels= P36= +R7 and= ?e2s " 36= Dunya ?e2s etc.

+rint <e?ia:
Mo&ilink ,as designed attractive &roc,ures $or t,eir customers. 3,ese &roc,ures contain all t,e necessary in$ormation a&out t,eir package deals and tari$$s. 1ence= making it easier $or t,e people to kno2 a&out t,e general prices and services o$$ered.

S@onsorshi@:
Mo&ilink advertise t,roug, sponsors,ip in Gol$ matc,es= Mo&ilink agreement 2it, P-( and Mo&ilink and -iti card launc,. +lso it got sponsors,ip 2it, Pi>>a 1ut

E;ents:

IaEE 'o!< ,a0ore

Page

# of

Brand Positioning

+hilanthro@y Acti;ities

*obilin< rea!0es 1000 families of DPS

B$AN% +O$TFOLIO ANAL'SIS

*obilin< +ras!om Tele!om Compan%

*obilin< ndingo

*obilin< IaEE

*obilin< nfinit%

IaEE +ne

IaEE Budget

IaEE ,adies First

IaEE (as%

B$AN% ASSOCIATIONS:
3,ese are t,e desired associations 2,ic, Mo&ilink 2ants to create in t,e mind o$ customers.
Page ) of !

Brand Positioning

6oice 4uality Premium (rand ?et2ork -overage -ustomer Ariented Services (rand slogan

Brand Slogan

Premium Brand

$et9or< Co4erage

*+B , $K

Customer @oi!e Aualit% +riented Ser4i!e

CONS&ME$ +E$CE+T&AL ANAL'SIS

!ustomer as premium brand 9it0 0ig0 qualit% ser4i!e. T0e per!eption map gi4es t0eir intended per!eption t0e% 9ant to set in t0e mind of

Page

, of

Brand Positioning

*obilin< tele!om 9anted to produ!e per!eption in t0e mind of

!ustomer and 90i!0 t0e% 0a4e some90at su!!essful t0roug0 t0eir mar<eting programs.

)ig0 Aualit%

,o9 Pri!e )ig0 Pri!e

,o9 Aualit%

B$AN% +OSITIONIN(
*obilin< is pro4iding 4oi!e and data !ommuni!ations ser4i!es t0roug0

qualit% and !o4erage along 9it0 most e!onomi!al billing pa!<ages for its subs!ribers. *obilin< 9ill pro4ide t0em 0ig0 qualit% and st%lis0

Page

- of

Brand Positioning

its state of t0e art -S*D (D-( and -P'S net9or< 9it0 best 4oi!e

produ!ts to impro4e t0eir life st%le and ma<e t0eir life eas% and beautiful.

Page

! of

Brand Positioning