19178210 Report on Mobilink 4 PS

Project

On

MOBILINK GSM

Submitted by

Irfan Khalid

Anjum Adeel

Usman Mazhar

Muhammad Islam

Naveed Ashraf

Ishtiaq Saddiq

Submitted TO

Sir Hanif Shahzid

Department Management Science

National University Of Modern Languages H-9 Islamabad

National University of Modern Languages of 42

The Exordium

With the Name of Allah WHO is most loving and the Merciful!

Praise to Allah, Lord of the creation, the Compassionate, the Merciful, the King of the

judgment day! You alone.

We pray, and to you alone. We pray for help, guide us to straight path, the path of those

whom you have favored, not neither of those who have incurred your wrath, nor of those

who gone astray.

(Al Quran)


We are gratified with the core of our heart to “Almighty Allah” who made it possible to

complete this project.

We specially thanks to very loving and caring teacher Hanif Shahzad and friends not

only encourage us, guide us and pray us every time

We must take this opportunity to full great pleasure to our teacher of Marketing Hanif

Shahzad for their continuous encouragement support and lead toward the project.

We would like to highly acknowledge and appreciate Mr. Asif Khan Team leader

Mobilink direct Sales Islamabad and his team members for their continuous assistance,

personal attention, encouragement and support which made more eligible to be confident

about this project.

We highly thankful to all Mobilink staff members by providing that help us and make this

project possible.


Executive summery

In telecom sector Mobilink was the first company that was introduces his services in

Pakistan in1994

Its first brand was Mobilink jazz at that time its frequency was limited to some cities but

now not only it extend its frequency but now it have more than three brands

• Mobilink indigo

• Mobilink jazz

• Mobilink world

• Mobilink PCO

It has become the market leader both in terms of growth as well as having the largest

customer subscriber base in Pakistan - a base of over 24 million and growing. Mobilink

prides itself on being the first cellular service provider to operate on a 100% digital GSM

technology in Pakistan that also provides state-of-the-art communication solutions to its

customers.

Mobilink offers exclusively designed tariff plans that cater to the communication needs

of a diverse group of people, from individuals to businessmen to corporates and

multinationals. To achieve this objective, Mobilink offers both postpaid (Indigo) and

prepaid (JAZZ) solutions to its customers. Compared to its competitors, both the postpaid

(Indigo) and prepaid (JAZZ) brands are the largest brands of their kind in the Paki


In today’s global marketplace, selling a product is sometime easier than getting it to

customers. Companies must decide on the best way to store, handle and move their

products and services so that they are available to customers in the right assortment, at a

right time, and in the right place. Physical distribution and logistics effectiveness has a

major impact on both the customer satisfaction and company costs.

Mobilink also tries to be best in physical distribution and logistics effectiveness.

Mobilink provides the most extensive network coverage footprint across Pakistan through

an integrated technology infrastructure in more than 5,000 cities, towns, villages, and

countless remote destinations, including International Roaming in 100 countries through

300 partner operators. Mobilink is best in logistic management and physical distribution

from its competitors.stan cellular industry.

In addition to providing advanced voice communication services that makes the lives of

millions that much easy, Mobilink also offers a host of value-added-services in its

Mobilink World brand to its prized customers. At the same time, Mobilink places high

importance to its coverage, which is why it covers its

customers in 5000+ cities and towns nationwide as well as over 100 countries on

international roaming service. Mobilink is also the official telecommunication service

provider for the Pakistan Cricket Board (PCB). The company was awarded the license to

operate in Azad Jammu and Kashmir (AJK) on 27 June-2006.


Chapter 1

Introduction and product


Mobilink GSM -Introduction

Pakistan Mobile Communications Limited (PMCL) better known as Mobilink GSM is a

telecommunication service provider in Pakistan. Mobilink started operations in 1994 as

the first GSM cellular Mobile service in Pakistan by MOTOROLA Inc., later it was sold

to Orascom, an Egypt-based multi-national company. It has become the market leader

both in terms of growth as well as having the largest

Customer subscriber base in Pakistan - a base of over 24 million and growing. Mobilink

prides itself on being the first cellular service provider to operate on a 100% digital GSM

technology in Pakistan that also provides state-of-the-art communication solutions to its

customers.

Mobilink offers exclusively designed tariff plans that cater to the communication needs

of a diverse group of people, from individuals to businessmen to corporates and

multinationals. To achieve this objective, Mobilink offers both postpaid (Indigo) and

prepaid (JAZZ) solutions to its customers. Compared to its competitors, both the postpaid

(Indigo) and prepaid (JAZZ) brands are the largest brands of their kind in the Pakistan

cellular industry.

In addition to providing advanced voice communication services that makes the lives of

millions that much easy, Mobilink also offers a host of value-added-services in its

Mobilink World brand to its prized customers. At the same time, Mobilink places high

importance to its coverage, which is why it covers its customers in 5000+ cities and

towns nationwide as well as over 100 countries on international roaming service.

Mobilink is also the official telecommunication service provider for the Pakistan Cricket

Board (PCB). The company was awarded the license to operate in Azad Jammu and

Kashmir (AJK) on 27 June-2006.


Facts About Mobilink GSM

Company Structure Private Limited

Genre Subsidiary

Parent Orascom Telecom Egypt

Owner Naguib Sawiris

Founded 1994

Founder Motorola USA

Industry Telecommunication

Headquarters 42 Kulsum Plaza, Blue Area, Islamabad.

Area served 5000 cities, towns, and villages across Pakistan

Revenue

250.2 million

USD (3rd quarter, 2008)

Website www.mobilinkgsm.com


http://en.wikipedia.org/wiki/United_States_dollar/oUnited States dollar

Management Profiles

President and CEO

Zouhair Abdul Khaliq Chief Finance Officer

Ehab Rochdy Chief Information Officer

Tariq Rashid Chief Technical Officer

Marwan Hayek Vice President Administration & Human Resources

Ali Raza Mehdi Chief Officer Government & Regulatory Affairs

Brig. F. R. Adhami


Vice President Sales

Vice President Marketing

Bilal Munir Sheikh Vice President Strategic Planning, Business Development &PMO

Naeem Zamindar Vice President Customer Services

Mustafa Peracha

MISSION


Irfan Akram

“To be a superior communications service company in Pakistan which provides the best

value to its customers, employees, business partners and shareholders.”

Mobilink's Vision

"To be the leading Telecommunication Services Provider in Pakistan by offering

innovative Communication solutions for our Customers while exceeding Shareholder

value & Employee Expectations".

Mobilink's Values

Mobilink Values

Total Customer Satisfaction

Customers are at the heart of our success. They have placed their trust and

confidence in us. In return, we strive to anticipate their needs and deliver service, quality

and value beyond their expectations.

Business Excellence

We strive for excellence in all that we do. We aspire to the highest standards and raise the

bar for ourselves everyday. This commitment to delivering world-class quality translates

into unmatched service and value for our customers and all stakeholders.

Trust & Integrity


At Mobilink, we take pride in practicing the highest ethical standards in an open and

honest environment, and by honoring our commitments. We take personal responsibility

for our actions, and treat everyone fairly, and with trust and respect.

Respect for People

Our relationships drive our business. We respect and esteem our employees and all

stakeholders. We believe in teamwork, empowerment and honor.

Corporate Social Responsibility

As the market leader, we recognize and fulfill our responsibility towards our country and

the environment we operate in. We contribute to worthy causes and are dedicated to the

development and progress of the society.

“Reshaping Communication”

Goals & Objectives


To make this world a better place in terms of

advancement, dealing and connectivity and to expand the network to every city/town of

Pakistan along with provision of excellent voice services and adequate customer care.

Achievements

ISO 9002 Quality Management System Certification for Billing,

Engineering Departments and CS Contact Center

Implementation of a full Intelligent Network (IN) platform from Siemens

for the Prepaid platform

Largest Call Center in Pakistan, which is there to assist the customers 24

hours

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

Bilateral roaming in over 100 countries around the world with true

international roaming with over 300 operators across the globe

First mobile operator in Pakistan to offer extensive GPRS Roaming and

BlackBerry Roaming services

　

Major Competitors of the organization


Mobilink as Market Leader with major market

share

Markets main players other then Mobilink are Telenor, Warid, Ufone and Zong

Profile of Employees

Mobilink has almost 3,500 numbers of employees in all of four provinces of Pakistan

providing largest coverage area. Only approximately 3,500 employees and largest cellular

company shows the size of the company.

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

2. Price

3. Place

4. Promotion

The four Ps of Mobilink’s marketing mix are explained below in detail.

PRODUCT


A product is defined as:

“A product is anything that can be offered to a market to

satisfy a want or need.”

PRODUCT LINE

Product line is defined as:

“All the products made by one company under various names

being offered in the market for sale are the product line.”

Mobilink Product Lines

Mainly there are four product lines of Mobilink with each having separate target markets

and positioning.

Mobilink Indigo

Mobilink Jazz

Mobilink World

Mobilink PCO


our product:

Mobilink Indigo

Mobilink re-launched its postpaid services on the 11th of May, 2004 under the brand

name, Indigo. Indigo ignited an evolution in the communication industry redefining the

essence of the post-paid services in Pakistan. The brand delicately caters to the need of its

customers, symbolizing the vision of connecting the subscribers in every aspect of life.

Indigo says:

“In life you come across some exceptional people, who, like you, appreciate only the

finer things in life. When it comes to creating a bond and staying connected to them

count on Indigo for its unrivalled premium post – paid connectivity to get you

through”.

Indigo Offerings

Indigo

BlackBerry

Citi Mobilink Credit Card

Call& Control

Indigo Reward

Indigo Genie


Target Market

Indigo targets the upper business class that is not concerned with the cost but want

convenience, quality and a brand image that suits their personality. Who

doesn’t want fun or music but want a brand that is “Competent” and Indigo is well

satisfying the desires of its corporate customers. Introducing Blackberry connect through

which businessmen can take

their office anywhere, share attachments etc. That is why Indigo customers are loyal to

the brand and hesitate to switch to other connections. It can be said that Indigo enjoys the

benefits of a monopoly in the corporate sector.

Shaan - Brand Ambassador Indigo:

There are very few actors who have the charisma that can inspire the young and old alike.

Shaan belongs to this rare breed of actor*s who can impress the audience any given day

through his incredible performances.

Indigo Branding


It is very important to give a brand name to any product before it is going to launch in the

market so that it can easily be recognized by the customers.

Basically brands are the symbols of recognition of a product of a company which makes

the product different from its competitors.

“Mobilink Indigo ” tends to be the best preferable brand name to attract the customers.

Packaging and Designing

The activities of designing and producing the container or wrapper for a product. Its

packaging is simple attractive and smart. It contains a sim mini book having disruption

that how consumer used it.

Label

Its label is unique that hit a specific class of people. It is especially for cooperate sector

and business people.

Slogan

Indigo slogan is “RESHAPING COMMUNICATION”


Chapter 2

Pricing strategy


PRICING

“The amount of the money which a customer pays for getting the product is called

price.”

Basically price is the first impression of a product which a customer perceives. When

price of a product would be different from its competitor customer would think that there

must be some difference in the quality as well. So this can easily be said that,

“The price is directly associated with the quality and brand name of the product.”

SELECTING THE PRICING OBJECTIVES

The company first decided where it wants to position its market offering. The clearer the

firm’s objective the easier it is to set price. A company can pursue any of five major

objectives through pricing:

Survival

Maximum current profit

Maximum market share

Maximum market skimming

Product-quality leadership

The main objective of the pricing for mobilink indigo is to survive in the market. The

profits are less important then survival. According to mobilink indigo there are two kinds

of pricings,

1) Purchasing price i.e. initial connection price

2) Regular price i.e. call charges per minute


“We do not have found any complains from the

customers regarding the price. They are willing to pay the price and we are

willing to give them the best services”

Pricing Strategy of Indigo

Mobilink is also offering postpaid connections with the name of Mobilink Indigo,

popular within the business class. In this way, Mobilink is earning maximum profits by

enabling people from different target segments to become a part of the largest cellular

network in Pakistan. Jazz customers can now call US and a number of other Zone 1

destinations on Jazz local outgoing rate!

Mobilink indigo have following current price Rates on different

packages

How you express yourself, defines who you are. With indigo, not only can you express

more with exclusive value-added services, but also enjoy more choice in plans and

discounted airtime rates. Contoured to become part of your expression, indigo ensures

that you derive utmost value out of all your communications, and feel free to be yourself.

one hundred

If you want to enjoy postpaid privileges with the least amount of line rent, this package is

for you. Welcoming you aboard the postpaid lifestyle, I-one hundred also offers the best

SMS rates keeping in mind your utmost convenience


Details Tariffs

Line Rent Rs. 100

Free Minutes 100

Call Mobilink Rs. 1.25/min

Other Operators Rs. 1.50/min

SMS All Networks Rs. 0.2

four hundred

For those who want to spend less and talk more. Postpaid affordability comes into play

with i-four hundred, where you start enjoying free minutes and a competitive tariff – for

an indigo experience attuned to your monthly usage

Details Tariffs

Line Rent Rs. 400

Free Minutes 400




nine hundred


An ideal package if you are seeking a blend of value and economy. A package that not

only gives you more FREE minutes, but also FREE GPRS usage

Details Tariffs

Line Rent Rs. 900

Free Minutes 900

Free GPRS 100MB




fifteen hundred

For the best call rates and utmost value for money. This package features 1500 FREE

minutes and even more FREE GPRS usage – so you can enjoy sheer comfort in making

strong connections

Details Tariffs

Line Rent Rs. 1500

Free Minutes 1500

Free GPRS 250MB





unlimited

For power users who want to live the connected dream. Bundled with maximum free

minutes, free data services and the best call rates; i-unlimited has all what it takes to be

the choicest tariff plan for extensive usage

Details Tariffs

Basic Premium

Line Rent Rs. 5000 Rs. 6000

Free Minutes Mobilink 2800 2800

Other Operators (Mobile) 1200 1200

Other Operators (Landline) 1000 1000

Free GPRS / VAS /

Blackberry Internet Service - unlimited

Free SMS Mobilink 1000 1000

Call Mobilink Rs. 0.30/min Rs. 0.30/min

Other Operators Rs. 1.05/min Rs. 1.05/min

SMS All Networks Rs. 0.20 Rs. 0.20

Business Class Value Added Services (inclusive of unlimited GPRS/EDGE service)

include Conference Calling Service and Missed Calls Alert service


Chapter 3

Placement Strategy


Place

“ Place represents the location where a product can be purchased”

The organization must distribute the product to the user at the right place at the right

time. Efficient and effective distribution is important if the organization is to meet its

overall marketing objectives. If an organization underestimate demand and customers

cannot purchase products because of it, profitability will be affected.

What channel of distribution will use?

Two types of channel of distribution methods are available. Indirect distribution involves

distributing your product by the use of an intermediary for example a manufacturer

selling to a wholesaler and then on to the retailer.. Direct distribution involves

distributing direct from a manufacturer to the consumer For example Dell Computers

providing directly to its target customers. The advantage of direct distribution is that it

gives a manufacturer complete control over their product.


Above indirect distribution (left) and direct distribution (right).

Distribution Strategies

Depending on the type of product being distributed there are three common distribution

strategies available:

1. Intensive distribution

Used commonly to distribute low priced or impulse purchase products eg chocolates,

soft drinks.

2. Exclusive distribution:

Involves limiting distribution to a single outlet. The product is usually highly priced, and

requires the intermediary to place much detail in its sell. An example of would be the sale

of vehicles through exclusive dealers.

3. Selective Distribution

A small number of retail outlets are chosen to distribute the product. Selective

distribution is common with products such as computers, televisions household

appliances, where consumers are willing to shop around and where manufacturers want a

large geographical spread.

Distribution channel of Mobilink Indigo

Mobilink provide its service products directly to customers or with help of intermediaries

involved in distributing its product. Distribution channel contain set of interdependent

organizations involved in the process of making a product or


service available for use or consumption by the consumer or business users. Mobilink

also distributes its product to end user with help of intermediaries as well as it distributes

its product directly to customers.

Mobilink supplies its product range to intermediaries with involvement of its

“Commercial and Sales Department.”

Mobilink authorizes limited number of dealers to deliver its service product. But

Mobilink provides its prepaid cards to almost all the markets and consumer shops.

Providing its prepaid cards in every corner of the city helps mobilink to satisfy the need

of consumer and to gain customer satisfaction. However mobilink deliver its Sims to

customer with help of Franchises, service centers,

and sales offices. These Franchises, service centers, and sales offices are given by the

right of providing its service product by Mobilink itself.

Distribution Strategy of Mobilink

There are three types of distribution strategies. First Intensive Distribution, second

Extensive Distribution and third is Selective Distribution. Howevermobilink follow both

intensive and exclusive distribution strategies. While providing its Jazz prepaid cards

Mobilink follow Intensive Distribution strategy means that stocking Jazz prepaid cards in

as many outlets as possible. While

providing its service products (like SIM Cards of Jazz, SIM Cards of indigo and

Mobilink PCO Sets as well as Prepaid cards) Mobilink follow Extensive Distribution

strategy means that it gives limited number of dealers the right to deliver its product.


Logistic Management & Mobilink

In today’s global marketplace, selling a product is sometime easier than getting it to

customers. Companies must decide on the best way to store, handle and move their

products and services so that they are available to customers in the right assortment, at a

right time, and in the right place. Physical distribution and logistics effectiveness has a

major impact on both the customer satisfaction and company costs.

Mobilink also tries to be best in physical distribution and logistics effectiveness.

Mobilink provides the most extensive network coverage footprint across Pakistan through

an integrated technology infrastructure in more than 5,000 cities, towns, villages, and

countless remote destinations, including International Roaming in 100 countries through

300 partner operators. Mobilink is best in logistic management and physical distribution

from its competitors.

Logistic partnership and Mobilink

Companies must also work with other channel partners to improve whole channel

distribution. The members of distribution channel are linked closely in creating customer

value and building customer relationship.

Mobilink management builds logistic partnership to achieve customer value and building

customer satisfaction with different courier services. The courier companies by which

Mobilink has partnered are as follows:

TCS

OCS

UPS


Third party Logistics & Mobilink

Most business perform their own logistics functions. However growing number of firms

now outsource some or all of their logistics to Third Party Logistics providers.

Mobilink also use Third Party Logistic provider for transportation of shipment of its

service products to warehouses, dealers or customers. Different courier service providers

are the Mobilink third party logistic providers. The main reason for using third party

logistic provider by Mobilink is that it is useful for Low Fixed Investments.

Mobilink selects, motivates & evaluates channel members thought Interviews, Financial

standing, Training and Reports.


Islamabad Finance office

Rawalpindi Finance office

Mobilink CS Centre RYK

Retailer

Franchises Rawalpindi Region Franchises Jhelum Region

Consumer Customers Consumer

Retailer


Chapter 4

Promotion strategy


Promotion:

“ Promotion represents all of the communications that a marketer may use in

the marketplace”

Promotional Strategy by Mobilink

Promotion is the means to promote the companies’ product in order to enhance sales.

Mobilink uses various means to promote its products, promoting a product requires

various techniques and tools to enhance and to attract customers to buy the company’s

products. Mobilink not only tries to attract the customers through ads but also to retailers

and Franchises by giving them handsome profit margins. Every possible and effective

Medias are used for the promotion of the Mobilink Products including print, electronic,

broadcast and FM radio and through internet.

Media Promotions of Mobilink Products

Personal selling

Sales promotion

Mass selling


Personal Selling

Personal selling or door to door selling means that the sales persons of the company go

from door to door where they convince people to buy their products. Mobilink use

corporate sale method and make the corporate client. Mobilink is leading the corporate

sale volume.

Mobilink has specialized department that promote the Indigo product in all corporate

level. They launched special packages to their corporate clients.

Sales Promotion

Mobilink uses different types of sales promotion method such as:

Consumer promotions

In order to kindle greater and quicker purchases Mobilink is carrying out the following

consumer promotion activities including special deals such as:

Indigo Freedom Plan:

this deal offers certain benefits of which two are:-

Friends & Family: This feature is available to the customers on any three

Mobilink numbers (Jazz and Indigo) which can be added into F&F list by calling

the help line at 111.

Local Rates: According to this freedom plan across Pakistan, all call, across all

networks are charged as local calls.


Mass Selling:

In the mass selling, selling to the public is done through

Advertisement

Publicity

Advertising Campaigns

The advertising theme “Mobilink: It’s simply a way to communicate”, is designed to

demonstrate the new service’s simplicity and convenience.

Along with its service debut, Mobilink launched a nationwide campaign composed of

television commercials and print ads. The national campaign is supplemented by local

and regional ad campaigns produced by the Mobilink licencees. The national print and

broadcast ads are designed to be localized.

The success of Mobilink has not only to do with its increased offerings, but also has a

great deal to do with the campaigns that Mobilink comes up with. The TV ads exude

energy and liveliness, and an expressive color and lightning palette, the high frequency

and visibility makes these advertisements noticeable which results into increased brand

awareness and brand loyalty boosting sales.

Strong Brand Ambassadors

Mobilink in its advertising went on a different route (now copied by competitors) by

starring the most charismatic superstars in its advertisements. The tested method of

having a pretty face holding a Jazz card makes its advertising campaigns booming.

Strings, Vaneeza Ahmad, Shaan, Iman Ali, Zainab Qayyum, Wasim Akram, and Shahid

Afridi are some of celebrities associated with Mobilink.


The Indigo Campaign

In its Indigo campaign, Mobilink has made a conscious effort of strongly placing it on

the “image” platform and mapping it in the prospects mind making it a prestigious brand.

Interestingly, it re-enforces Mobilink’s early perception of being the brand for the image

conscious (peer leader) which gives the impression that Indigo is an ‘enhanced’ step

further in this direction.

Other Medium of Advertisement

Television

Mobilink spends a large amount on ads and related activities. They assign different modal

and film star and spread the product concept on almost every channel of Pakistan.

Newspapers

For Products, Mobilink advertises in national newspapers constantly. The main aim of

advertising in newspapers is to reach theses prospective client who don’t watch or listen

to television and radios respectively.

Radio

Mobilink advertises their products not only on the television but also on the Radio and

FM radio

Public Relations

Public relations are the art and science of managing communication between an

organization and its key publics to build, manage and sustain its positive image.


Mobilink use marketing public relations (MPR) to convey information about the products

they manufacture or services they provide to potential customers to support their direct

sales efforts. Typically, they support sales in the short and long term, establishing and

burnishing the corporation's branding for a strong, ongoing market.

Mobilink use corporate sale method and make the corporate client. Mobilink is leading

the corporate sale volume.

Specialty Advertising

Mobilink uses certain items imprinted with its logo as well advertising messages

such as calendars, caps, radios, mugs, and candles. These items are given as gifts

to customers by salespeople.

Sales Contests

Mobilink actively carries out yearly sales contests in order to motivate the sales

force to put in greater effort.

Trade Shows

mobilink actively participates in trade shows in order to enhance its business

promotions. It took part in the usual trade-show presentations of Asia Pacific

Billing and Revenue Management Week. This event has a particularly interesting

through line of taking services to understand markets. Topics like ‘Increasing

Prepaid ARPU in Price Sensitive Markets’ and sessions on micro payment plans

for low income markets were discussed in detail. The speakers included

individuals from Mobilink GSM in Pakistan and Telemig Celular in Brazil.


Direct Marketing

Mobilink also uses direct channels to reach its customers without using marketing

middlemen. These channels include direct mail, catalogues, tele marketing as well

as e-marketing. Mobilink also uses a very unique technique to reach its customers

directly.

SMS Marketing

Mobilink uses SMS marketing to send messages directly to customers. SMS marketing

creates one-on-one communication with the market. Mobilink management believes

that:-

“Today’s consumers are mobile and today’s marketing must reflect that.”

As SMS is one of the largest platform to reach consumers and almost every mobile phone

is SMS enabled, this method has 100% penetration. SMS targets end consumers directly

via their mobile phones and compels them to take action

in order to enjoy a promotion, thus increasing the success rate of the brand. Plus, SMS is

also a cost-effective way to communicate.

Mobilink’s Website

Mobilink has paid special attention to the “context” & “content” of its website to

encourage repeat visits.

Mobilink’s website not only has attractive design and layout but is also very interesting

and easy to navigate


Online Ads and Promotions

Online ads and promotions tools such as banners ads and search related ads are being

used by Mobilink GSM. These ads are placed on targeted and frequently viewed

websites. Banners are also placed on related websites such as those which support web to

SMS. For example “smspk.net”

　Mobilink’s Sales Force

Sales force serves as the companies personal links to the customers. Mobilink fast paced

growth is fueled by the foundation of innovation and the relentless work of 4000 dynamic

team members.

The sales force members are some of the best talent in the country and can be

distinguished from others on the basis of their convincing power. The have the passion

and the spirit to challenge the norms, and so they are the part of winning team.

Sales Force Objective:

The chief objective of Mobilink’s sales force is not only to encourage sales but also to

diagnose customer’s problem and to propose an effective solution thus satisfying them

completely. They play a strong role in improving customer profitability.


Chapter 5

Conclusions & recommendation

Conclusions & recommendation for improvement


Considering the above analysis of the cellular network it

can be concluded that although Mobilink is the leading cellular network at the moment

which rose from almost nothing for which it must be appreciated but to maintain its

position stable; the weaknesses and the threats must be considered seriously and the basic

goals must be maintained not adhering to which might cause the company to observe a

doom in the next coming years.

Out of 140 million people Pakistan has a fixed line penetration of less than 3% while

0.7% of the total population use conventional mobile phones and their coverage is in

major urban cities only.

Current market size in Pakistan is estimated to be over one million subscribers. The

cellular industry in Pakistan offers huge potential in revenues. There still remain

untapped geographical segments, particularly in rural areas, which can create a

significant market.

In Pakistan cellular companies have mostly been focusing on major cities with minor

effort to offer coverage in rural and less privileged areas. 70 % of business comes from 4

major cities (Karachi, Lahore, Islamabad and Faisalabad). It is recently that Sialkot and

Gujranwala with many industrial units received attention of some cellular phone

companies.

Improvement

1. The franchise staff should be well trained and professionals.

2. People often complaint about the network of Mobilink this is not justified but

still need of improvement.


3. I worked with BDO’s (Business Development

officer), they are major assets of Mobilink business but they are working as a out

source employees, HR policies should be employee friendly.

4. The one of major issues that mostly customer complaint is billing issue, the

system performance should be updated.

5. The call rates are still higher than other companies.

6. Increase the lines of call centers and connectivity through lines should quickly

respond.

Reference

This project has taken this shape after consulting following references

Text Material (Mobilink Website).

Research Articles.

Principles of marketing.

Mobilink marketing officer Salman Hassan.

Naveed Akhtar project manager Al Moayed Group of co. Isb.

Sir Zia lecturer numl isb.

Sir Niaz lecturer Numl isb.

WEBSITES

www.mobilinkgsm .com

www.pta.com

www.learnmarketing.com

www.wikipedia.org

www.google.com.pk


http://www.google.com.pk/

http://www.wikipedia.org/

http://www.learnmarketing.com/

http://www.pta.com/

http://www.mobilinkgsm/

19178210 Report on Mobilink 4 PS

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