ZonGsBRAND Birds-Eye

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BRAND IMAGE
IN

CORPORA
TE
SECTOR

ZonG entered the Pakistani market,

when telecom companies such as
Mobilink, Ufone, Telenor & Warid had
already sow their seeds in Pakistani
market.

Though starting late, ZonG

managed to gain a reasonable
market share with currently
according to PTA report number
4 in Pakistani market by
subscriber ratio, and neck to
neck to UFONE.

Currently ZonGs
clientele includes major
foreign and local Banks
of Pakistan such as
Standard Chartered,
Faysal Bank, JS Bank,
UBL, Dubai Islamic and
State Bank of Pakistan.

ZonG has a strong clientele in

SMEs, which is the major economic
backbone of Pakistani economy.

Corporate
Sector
ZonGs Clientele is
Is majorly in
Education Sector
Health Care
SME
Banks
IT
Financial Institutions

Brand Image in Corporate

Sector
Low Calling
rates, which
means that
ZonG is the most
AFFORDABLE
brand.
Value for
money
ZonG tagline
Sub keh Do
is strongly
seeded in the
minds of every
person.
ZonGs jingle
has a high recall

Associates ZonG with

ONLY low income
class group.
Negative association
with CHINA
Corporate client do
not associate ZonG as
prestigious brand
Corporation have
strong relationship
with Mobilink, Ufone,
Warid & Telenor.
Substandard
Customer Service

BRAND IMAGE
IN

CONSUM
ER
SECTOR

RAND IMAGE

Affordable
High Recall of ZonGs
Jingle & Tagline
Lower-class associate
ZonG as their brand !
ZonGs Brand Personality
is not clearly
communicated to the
target market. Large
number of people cannot
associate themselves to
ZONG and keep ZONG as
their second number (not

Consumer who are status

conscious never buy or keep
ZonG because it is associated
to lower class.
Due to ZonGs campaign of
free sim selling & Marketing
campaigns such as SUB SE
SASTA (Most cheapest) bring
to a close consumer to judge
that the service quality is also
poor.
Consumers are highly

Overall BRAND Image

of

Consumer find it
difficult to associate to
ZONG because of its
mixed BRAND IMAGE.
ZonGs current
communication creates
an ambiguous BRAND
IMAGE that is whether
its is:
-BRAND for ALL or;
- the most affordable
BRAND or;
-A BRAND for a

ZONGs current positioning AIMS

that ZONG is brand for MASSES.
If ZONG wants to cater ELITE
class, either they have to come
with new brand for them or
come with new POSITIONING

But most importantly

ZonG fails to provide its
consumers a BRAND
EXPERIENCE.

Amongst
Internal and External
Customers

Equity Amongst Internal Customers

Availability

Equity Amongst External Customers

Availability

ZonG

P
O
S
I
T
I
V
E

Brand Perception
N
E
G
A
T
I
V
E

GAPS in
Current
Branding
Methodologie
s

Current Branding METHODOLOGIES

Brand selling on features only
cheap packages
Functional Appeal
Advertisements are package
oriented, i.e., Advertisements
display package details.
Direct Selling through Alternate
Channel, that is branding through
Kiosks and stalls.

TYPES

GAPS IN METHODOLOGIES
No emotional appeal of ZonG as a
brand
Personality of the brand is not
defined
Sub brands are not properly
positioned and defined amongst the
target market
Door to Door selling is decreasing the
brand image,
Advertisements lack communication

GAPS IN METHODOLOGIES
ZonG sponsorships
are nonsensical, i-e
sponsored events
image doesnt not go
along with ZonGs
image in the market
Positioning of ZonG is
ambiguous and not
accurately
communicated.

PLA

A Cost Effective Plan

Increase visibility by branding through several
media vehicles where consumers can engage with
the brand, such as Sponsoring Theaters, Ad
placement in Cinemas (e.g Ad before movie starts
in the cinema), Social Media presence and
activities.
Training & Improving Franchise staff to increase
customer engagement experience.
Online CSC, that as it is the age of Ecommerce,
ZonG should start a online CSC that connects with
the customer and provides him/her high brand
experience & customer experience.

Feedback
ZonG needs to take a 360 degree shift and
focus its branding and advertising in order
to create emotional appeal.
ZonG, as a brand, needs to have its
personality well defined so that people can
associate with the brand.
Packages of ZonG (Flutter, Circle, LBC, etc)
need to be individually highlighted and
each package should be treated as a sub
brand.

Feedback
Sub brands (packages) should have their
own well defined personality traits so that
different segments can be catered and all
sorts of people can relate to different
packages of ZonG.
ZonG needs to be highlighted as a Brand
for Masses that shouldnt portray its image
like its a brand for lower income class; in
fact it should communicate that ZonG is for
all sorts of people residing in Pakistan.

Feedback
ZonG should firmly stop producing ads
that communicate it as a
Cheap/inexpensive Mobile Service
Operator. Rather ZonG should create
emotional appeal based on its personality
traits.
ZonG should come out more than just a
telecommunication service provider; in
fact it should offer more than just
quantitative features.

Feedback
Telecommunication industry is very
fast pace therefore it is indispensable
that ZonG should shift its focus from
ATL to BTL. Advertising campaigns
should be carried out where people
can experience ZonG through brand
engagement.

THANK YOU