Professional Documents
Culture Documents
Topic
PowerPlugs How Zong handlesPs ofof 4Ps How Zong handles 4 Marketing effectively? Marketing effectively
Presenter: Templates for PowerPoint Sadia Rizwan Baig
Marketing Mix
It consist of 4 Ps of marketing.
Product: It is seen as an item that satisfies customer wants and need. Or It is a tangible good or an intangible service. Price: The price is the amount a customer pays for the product
Place:
A practice involving the application of branding and sales strategies to different regions and countries e.t.c Promotion: represents all of the methods of communication that a marketer may use to provide information to different parties about the product.
MARKETING MODELING(MMM)
MIX
1. Statistical methods applied to measure the impact of media investments, promotional activities and price tactics on sales or brand awareness. 2 . Used to assist and implement a marketing strategy by measuring: Effectiveness: contribution of marketing activities to sales Efficiency: short term and long term Return-OnInvestment of marketing spend.
Research Methodology
Qualitative and Quantitative data both are use.
Secondary data(Two research papers, Zong website ,PTA and academic journals).
Primary data(Questionnaires and email.) Sample Selection: Non probability convenience
Targeting.
Positioning.
Products
Post Paid Pre Paid
Target market
Target market is divided in to two groups Youngsters having limited pocket money and ages b/t 18-25 yrs. Business class.
Distribution
Both direct and indirect distribution is carried out. DDS is possible through 178 franchises and 22 CSC. Indirect distribution ZONG uses its 100,000 retail outlets. ZONG label basket for good placement.
Price changes
Sweezy Kinked Model
PLACE
ZONG invest $25 million in covering more than 5800 sites . More than 21 switches and 1100 KM network of optical cable.
Coverage
Physical presence Indoor spillover coverage Outdoor spillover coverage
Distribution strategy
Intensive distribution Extensive distribution Selective distribution
PROMOTION
Advertising Goal The chief advertising goal of ZONG is to increase its customer base and to stimulate more usage. ZONG is currently using: Information Advertising Reminder advertising Advertising media Advertising campaign
Strong Brand Ambassadors Zong heir the most charismatic superstars in its advertisements. The tested method of having a pretty face holding a ZONG PACKAGE makes its advertising campaigns booming. Brand ambassador (Syra Yousaf.)
Are you satisfied by the time takers to the responsiveness of your problem by the Zong connection?
Method you use for market testing of your service design? Outbound campaigns Service suggestion head is added up in Workflow to see customers interest and also keeping record of it. Price planning
What
Low call rates
How
By reducing existing call rates
Who
When
What are the sales objectives? Long-term earnings. What are competitive objectives? Providing services that are unmatched.
Critical Success factors of Zong? Innovation and new offers.
Dogs
Zong
Market share
TIME
S a l e s
Ufone
Telenor, Warid
zong
I Introduction
I Growth
I Maturity
I Decline
Time
Opportunities
Expand globally Mergers(As Warid is going in loss so it is a big opportunity for Zong to acquire Warid team.) Innovation
Threats
Bargaining power of buyers New entrant Loosing customer base for service blockage on events and occasions.
Conclusion o Complains
from northern and southern region belong to maintenance flaws. oLack of strong advertising oLess number of franchises (only 272 which are not enough for huge customer base.) oLack of diversity from competitors oBusy network and get jammed on events.
Lack
of innovative services as compare to customers. Zong does not have the proper list of customers which results in un authorized Sims and creates threats for prepay package.
Recommendations
The franchise staff should be well trained and professionals. The one of major issues that mostly customer complaint is billing issue, the system performance should be updated. Management information system is updated and Zong must use improve technological versions for the data record of customers. Increase focus on advertising campaign to fetch more and more customers.