UNIVERSITY OF CENTRAL PUNJAB

Brand ManagementFINAL REPORT

SEC ‘B’20/01/2014

Submit To:

PROF. K Hamid

Submit By:

1 | P a g e

Name Reg# 1 Imran Iftikhar L1F10MBAM03092 Fayyaz Ahmed L1F10MBAM02963 Hafiz Umair Usman Ali L1F10MBAM23054 Fahad Ali L1F10MBAM03195 Mian Yasir Aziz L1F10MBAM2312

ContentsABOUT US.........................................................................................................................4

OUR BRAND......................................................................................................................4

MOBILINK (BEING ONE)................................................................................................4

MOBILINK PORTFOLIO..................................................................................................5

BRAND HIERARCHY.......................................................................................................6

MODIFIER BRAND...........................................................................................................6

LOW END ENTRY LEVEL...............................................................................................6

HIGH END ENTRY LEVEL..............................................................................................6

Attack the market competitor’s flank. (description of marketing flanking strategy)..........7

MARKETING MIX:...........................................................................................................7

MOBILINK PRODUCT......................................................................................................7

MOBILINK PRICING.............................................................................................................7

MOBILINK PLACEMENT.....................................................................................................7

PROMOTION...........................................................................................................................7

Mobilink is currently using:......................................................................................................8

CONSUMER LEADING FACTORS:.....................................................................................8

CORE BRAND VALUES........................................................................................................8

BRAND PROFILE...................................................................................................................8

2 | P a g e

CHARACTERIZATION OF MOBILINK JAZZ.....................................................................8

BRAND BUILDING BLOCKS OF MOBILINK....................................................................9

IDENTITY - WHO ARE YOU?..............................................................................................9

BRAND MEANING – WHAT ARE YOU?............................................................................9

Brand Response – What Do Customers Think, or Feel, About Mobilink?............................10

Mobilink puts Ladies First.................................................................................................13

Mobilink launched Tour de Shughalpur ‘flight’ internet educational campaign..........13

Juro Gey to Jano Gey – Jazba Jhoot Bolne Ka.......................................................................14

BRAND GROWTH ASSESSMENT:....................................................................................17

MOBILINK POSTPAID:.......................................................................................................17

GOOD AND BAD ABOUT ITS HIERARCHY:...................................................................17

BEING ONE:..........................................................................................................................18

MOBILINK’S BROADER BRAND PORTFOLIO:..............................................................18

EXPANSION IN NEW MARKETS OR CHANNELS:........................................................19

GROWTH STRATEGY:........................................................................................................19

BUILDING BRAND EQUITY..............................................................................................20

HOW TO MANAGE THE BRAND EQUITY......................................................................20

WHAT BRAND POSITIONING...........................................................................................20

MARKET ANALYSIS...........................................................................................................22

REFERENCES.......................................................................................................................23

3 | P a g e

ABOUT US:

Mobilink is Pakistan’s leading provider of voice and data services, bringing more people together through service excellence and product innovation. With more than 36 million subscribers, Mobilink maintains market leadership through cutting-edge, integrated technology, the strongest brands and the largest portfolio of value added services in the industry, a broadband carrier division providing next generation internet technology as well as the country’s largest network with over 9,000 cell sites making everyday a better day for its customers.

Mobilink is a mighty giant of the Pakistani telecom industry, the largest in the country. Part of Orascom Telecom, an Egypt-based multinational telecom provider, which is in turn part of VimpleCom, a Russian telecom conglomerate. Together they make the world’s sixth largest mobile communications network.

OUR BRAND:

The new Mobilink has a new bolder mark with a strong and positive outlook from a confident and optimistic leader. The new Mobilink will continue leading the way by bringing people together through service excellence and product innovation. Our employees act as one with our customers in order to create a better every day.

MOBILINK (BEING ONE) Jazz is extremely affordable, with features like:

• No daily charges

• Low outgoing rates

• 180 days validity of Jazz Scratch Cards

MOBILINK EXPLAINS THE NEW BRAND AS A MEANS OF COMING TOGETHER AS “BEING ONE.”

They talk about the big idea offering a better day to the customers through their services which is what led them to coming up with the concept of Har Dil Har Din. “As an outcome of ‘Being One,’ our brand benefit aims at offering ‘a better every day’. As far as the red color is concerned, it is very prominent and should outstand among others. Their new website

4 | P a g e

www.mobilinkgsm.com gives a very clean look and is well categorized. The objective is to become a youthful brand. That’s why the clean, fresh and youthful look which does not mean that we have done away from cultural values. You will see all Urdu communication of this campaign in the rural side.

WHY RED?

The color red, so synonymous with Jazz has been carried forward to add continuity to the transition. On top of that, it is vibrant, youthful and makes the brand stand out in the cluttered market.

MOBILINK PORTFOLIO

BRAND PORTFOLIO:

Mobilink had already launched a total of 7 brands within its JAZZ portfolio alone. Jazz which was already a sub brand within the Mobilink portfolio had consumer segment brands like Octane and Jazz easy, jazz budget, jazz one and jazz jazba.

FLANKER:

5 | P a g e

MOBILINKPREPAID

JAZZ PCOJAZZ LADIES FIRST

JAZZ SUCH JAZBA

JAZZ EASYJAZZ 24 GHANTAMOBILINK JAZZ ONEMOBILINK JAZZ BUDGET

POSTPAIDINDIGO

Attack the market competitor’s flank. Jazz one, jazz budget are two packages who are the flanker of Mobilink and attacking the other competitors.

C ASH COW:

Jazz Ladies First Mobilink Indigo

Jazz Ladies First and Indigo is in cash cow because these two packages are low growth, high share products. These established and successful SBUs need less investment to hold their market share. They produce a lot of cash to support the other SBUs that need investment.

LOW END ENTRY LEVEL :

At low level entry level is jazz one, jazz budget, jazz jazba because it is not much expensive to use or change the package from existing package. At the moment when customer purchase sim these 3 packages are be default activated on sim. After the satisfaction on these packages customer may purchase a high price package or may be convert to postpaid.

HIGH END ENTRY LEVEL :

Mobilink Indigo at high entry level because it has to be charged high when getting a new number of postpaid customer needs to pay security deposit to get the new sim of postpaid connection.

BRAND HIERARCHY

CORPORATE BRAND:

Mobilink is the corporate brand.

FAMILY BRAND:

All packages lying under the umbrella of Mobilink is family brand of mobilink.

INDIVIDUAL BRAND

Prepaid and postpaid are the individual brands of mobilink.

MODIFIER BRAND

6 | P a g e

It comprises under the each individual brands because each package identifies with its own modifier or you may say name. Like Mobilink Indigo, Mobilink jazz jazba etc.

GRAPHICAL REPRESENTATION OF BRAND HIERARCHY

7 | P a g e

MOBILINK

PREPAID

JAZZ JAZBA JAZZ OCTANE JAZZ ONE JAZZ

JAZZ LADIES FIRST

JAZZ SUCH JAZBA

JAZZ OCTANE

JAZZ EASY

JAZZ 24 GHANTA

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:

MOBILINK PRODUCT:

Mainly there are four products of Mobilink with each having target markets and positioning.• Mobilink Indigo

• Mobilink Jazz

• Mobilink World

• Mobilink PCO

MOBILINK PRICING :

Mobilink has the largest subscriber base in Pakistan with 24 million customers. Mobilink recently started GPRS services with RS. 500/- month of unlimited usage which is a treat for GPRS users who want to take their office with them. Mobilink provides them with this facility with fairly reasonable charges.

MOBILINK PLACEMENT :

During the last 13 years, Mobilink has set up one of the largest cellular networks in the country. Currently, Mobilink is covering more than 5000 plus cities and towns. This has involved an investment in the company of more than US $ 1 Billion. Mobilink have more than 4,900 cell sites and the number keeps growing at a rapid pace. Mobilink also have deployed around 3,000

8 | P a g e

km of optical cable. Mobilink customers remain their priority and in an effort to enrich their lives Mobilink have put in place state of the art call centers in Karachi, Lahore, and Islamabad and in other cities of Pakistan where well trained staff is geared to answer complaints and queries, and a new billing system is in the process of commissioning.

PROMOTION :

The chief advertising goal of Mobilink is to increase its customer base and to stimulate more usage.

Mobilink is currently using:

Information Advertising: To create brand awareness and knowledge of its Mobilink World BrandReminder Advertising: To stimulate the repeat purchase of its Jazz and Indigo brands.

CONSUMER LEADING FACTORS:

• Purpose is COMMUNICATION

• Price

• Voice Quality

• Coverage

CORE BRAND VALUES

• Mobilink provides quality services to its customers.

• Being a market leader it is and it has to be innovating in introducing different services.

• Mobilink maintains good relationships with its customers to ensure good services

BRAND PROFILE :

• Brand Essence

9 | P a g e

• “Reshaping Lives”

• Brand Promise

• Har dil, Har din

• Aur Sunao

• Quality aur coverage pay no samjhota

• Jazz apna hai

CHARACTERIZATION OF MOBILINK JAZZ :

Jazz is the leader in the market. They are using “Defensive strategy” in market. According to this strategy they continually strengthen their strongly held current position. They are offering different packages for maintaining this position in the market, because they have very strong competitor in the market. Mobilink always do Top of the mind surveys to launch or add new package or feature in line before going online. A very much thought full leadership. That’s why 70% customers satisfied by the service quality. Customer knows that he is buying and using a quality product.

OPPORTUNITIES FOR MOBILINK JAZZ

Mobilink is a pioneer and a leading brand in the market. They are enjoying a healthy share of 30% in the market. And Jazz has become a trade mark of quality call because of its strong network and phenomena of 0300 prefix. So they have an opportunity to cash this with accessing areas which are not covered still. Also have an opportunity to get a 3G license. 3G a fast data generation move for video calling, fast calling and downloading speed generation it will provide a again hype in telecom sector to develop some new packages for video calling and some for date usage youth customers. Mobilink can get license because having a strong financial position and reputation in the market. Mobilink can hit competitors with low pricing strategy. Sub Brand is more Powerful than Mobilink. Mobilink also targeting their corporate customers as well.

BRAND BUILDING BLOCKS OF MOBILINK

IDENTITY - WHO ARE YOU?

10 | P a g e

Pakistan Mobile Communications Limited (PMCL) better known as Mobilink GSM is a telecommunication service provider in Pakistan. Pakistan’s largest cellular provider maintains a tremendous growth rate despite the deregulated market. With the introduction of new products into the market and expansion through various rural and urban cities, Mobilink continues to capitalize on its position in the market. Despite complaints about quality and connectivity issues, the number of customers continues to grow.Mobilink commands approximately 30.2% market share and is the market leader. This firm has the largest market share in the relevant product market, and leads the other firms in price changes, new-product introductions, distribution coverage, and promotional intensity. Following by the Telenor by 25% market share. 3rd Ufone which has 20.9% of the total Pakistan market. Warid claims a 15.7% share of the country’s wireless market closely followed by Telenor with 14%. Zong had 2.7% of the users untill the end of 2012.

Competitive Strategies:

Being the market leader, first, Mobilink must find ways to expand total market demand. Second, it must protect its current market share through good defensive and offensive actions. Third, it has to try to increase its market share, even if the market size remains constant.

BRAND MEANING – WHAT ARE YOU?

The experiences that Mobilink customers have with the brand come as a direct result of product's performance. Mobilink meeting, and, ideally, exceed their expectations to build loyalty. Basically Mobilink fulfilling the customers' needs, and exploring how can translate these needs into a high quality services.

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, Shahid Afridi, Nargis Fakhri and Ali Zafar .

The Jazz Campaign:  

The current prepaid Jazz campaign has brought Mobilink’s image to the masses and is more on the ‘functional’ platform. When competition was introduced in the Pakistani market, It was at this point that the true evolution of prepay began. It was more than apparent that every single

11 | P a g e

customer was important and every single subscriber was vital. Almost immediately, the marketing and advertising improved; and a more conscious effort was made towards trying to reach out to every aspect of the consumer market. At first, Mobilink went a slightly different route, and instead of targeting the large youth market, continued to use it’s tried and tested method of having a pretty face holding a Jazz card. Iman Ali joined other famous models as being a Jazz Girl. But with the competition getting intense, Mobilink finally decided to raise the profile of Jazz. The tariff wars between the providers initially caused Mobilink to offer WAP on Jazz, and then to slash prices and improve its quality. Finally, in February 2006, Mobilink launched Jazz Octane, a package ‘designed for the communication needs and lifestyle of the Pakistani youth segment’. The belated foray of Mobilink into the youth market has met with promising early success, and the new package offers quite a bit. The early success of Octane has not only to do with its increased offerings, but also has a great deal to do with the campaign that Mobilink came up with. Perhaps most effectively and symbolically, the ad showed an old woman embracing the youthful abandon that Octane is shown to offer. It can be argued that the old woman’s name is Mobilink.

Brand Response – What Do Customers Think, or Feel, About Mobilink?

Value to consumers:

While 3G still is in the pipeline and the government clueless about the PTA status, in place little an operator can offer in terms of service differentiation. However, when Ufone recently launched its Uth Pack it offered consumer incredible value, the company came up with a new and vibrant look and the whole advertising campaign consolidating Ufone- package focused on the younger consumers. Perhaps, Mobilink should have waited for the 3G Spectrum auction to happen, if they had nothing to offer in terms of service before re-launching and consolidating (or differentiating further) the Brands.The only service launched recently was SMART Push-a push adv service, which failed a decade back even in the bourgeoning market like India next door that created nuisance for the consumers.

What’s in it for a Customer?

As a customer, we are sure; you must be concerned about the benefits that would be available to you after this revamp. We asked Mobilink the same and here’s what Mobilink said:

This is an exciting time for the brand for both our consumers as well as the telco sector. The launch of the new brand is an opportunity to re-commit ourselves to excellence in our corporate responsibilities through business, customers, employees or the communities in which we operate.

The success of the new Mobilink will be built on our continuing endeavor of Being One as we reach out and touch Har Dil, Har Din.

12 | P a g e

Above few lines, if translated into simple English, means there’s nothing much for the consumer. Yes, they can feel happy for a new look that their company has gotten and enjoy the feel of oneness.

Last but not the least, Mudassar Jehangir – a fellow blogger – did a story on Mobilink’s rebranding. He thinks that Mobilink’s new Logo is being inspired by various other local and international brands

RED MEANS

FUN, PLAYFUL, HAPPYPASSIONATE, DYNAMIC, EXCITING

Mobilink Customer satisfaction is a crucial element for the success of business. One of the biggest challenges for a market is how to satisfy and retain the customers in telco industry. It is difficult to find the level of satisfaction and loyalty among the users of cellular phones. Mobilink’s prepaid customer’s loyalty.Overall customer satisfaction and customer loyalty is comparatively low among the customers of Mobilink. The Customer loyalty in Pakistan’s mobile

13 | P a g e

EMOTIONAL RESPONSE

Pleasure Dominan Arousal Brand Recall

Information Rates

Sensory Stimulus

ENVIROMENTAL RESPONSE

BUYING BEHAVIOR

sector is relatively low because it is an emerging industry, new players are entering in this market and customers are more fascinated to try the new service providers. However it is expected that when the industry will be well established, the results will be more comparable to other studies.

VARIABLES AND CODES OF RESEARCH RESULTS

Blue represents Competence, Intelligent, Secure, Confident BCISC

BCISC

Red represents Sincerity, Wholesome, Down-to-Earth Honest Orange represents Excitement, Daring, Imaginative OEDI

RSWDH

Purple represents Sophistication, Smooth, Glamourous, Charming

PSSGC

The brand colours of the company communicates what it stands for

CCOM

I like the brand colours of the company LCOL

The brand colours of the company are easily recognized

RCOL

The brand colours of the company make me have positive feelings towards the company

PCOL

RESULTS

CCOM Mobilink 100% (700)Telenor 97% (609)Ufone 100% (700)Warid 69% (483)Zong 42% (294)

14 | P a g e

LCOL Mobilink 89% (623)Telenor 81% (567)Ufone 93% (651)Warid 72% (504)Zong 54% (378)

RCOL Mobilink 100% (700)Telenor 97% (679)Ufone 95% (665)Warid 88% (616)Zong 32% (224)

PCOL Mobilink 86% (602)Telenor 74% (518)Ufone 87% (609)Warid 79% (553)Zong 56% (392)

Competence Mobilink 78% (546)Telenor 97% (679)Ufone 55% (385)Warid 21% (147)Zong 17% (119)

Sincerity Mobilink 46% (322)Telenor 83% (581)Ufone 61% (427)Warid 94% (658)Zong 29% (203)

Sophistication Mobilink 86% (602)Telenor 33% (231)Ufone 21% (147)Warid 14% (98)Zong 12% (84)

Excitement Mobilink 26% (182)Telenor 23% (161)Ufone 99% (693)Warid 12% (84)Zong 88% (616)

How much Mobilink does have resonance?

15 | P a g e

First mover advantage is a big plus point to have but Mobilink Jazz has wasted it. There is not much to say about Mobilink Jazz because it seems to be the least consistent brand in the history of the world. The brand seems at a loss for strategic direction, it's like it doesn’t know where it stands and where it wants to go. At times Mobilink Jazz emphasizes on its cheap rates, while on other occasions they claim to be the best quality service providers. To be very lenient to Mobilink Jazz, we can say that it is highly confused. Prising Ali Zafar away from Telenor proved to be another of their blunders as people couldn’t really disassociate him from his previous brand association, and he became a greedy traitor in the eyes of the public. This of course, didn’t go well with the cellular brand. What Mobilink Jazz needs to do is to get back to basics and define its competitive frame of reference before coming up with another puzzled campaign. 

What have been the key marketing activities of mobilink which are most contributed towards success of achieving its Resonance and Positioning?

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 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 Jazz Campaign:  

The current prepaid Jazz campaign has brought Mobilink’s image to the masses and is more on the ‘functional’ platform. When competition was introduced in the Pakistani market, It was at

16 | P a g e

this point that the true evolution of prepay began. It was more than apparent that every single customer was important and every single subscriber was vital. Almost immediately, the marketing and advertising improved; and a more conscious effort was made towards trying to reach out to every aspect of the consumer market. At first, Mobilink went a slightly different route, and instead of targeting the large youth market, continued to use it’s tried and tested method of having a pretty face holding a Jazz card. Iman Ali joined other famous models as being a Jazz Girl. But with the competition getting intense, Mobilink finally decided to raise the profile of Jazz. The tariff wars between the providers initially caused Mobilink to offer WAP on Jazz, and then to slash prices and improve its quality. Finally, in February 2006, Mobilink launched Jazz Octane, a package ‘designed for the communication needs and lifestyle of the Pakistani youth segment’. The belated foray of Mobilink into the youth market has met with promising early success, and the new package offers quite a bit. The early success of Octane has not only to do with its increased offerings, but also has a great deal to do with the campaign that Mobilink came up with. Perhaps most effectively and symbolically, the ad showed an old woman embracing the youthful abandon that Octane is shown to offer. It can be argued that the old woman’s name is Mobilink.

The Mobilink World Campaign:  

Mobilink World being the value added service brand for Mobilink has been started with an elaborate campaign with TV advertisements and print ads.

Mobilink puts Ladies FirstSeptember 26, 2006 As the competition among the mobile providers heats up in Pakistan, they are coming up with new packages to attract and retain customers. Mobilink has introduced an interesting package called ”Ladies First” to attract the female market segment.

17 | P a g e

Currently Mobilink is number one mobile operator in Pakistan with over 19 million subscribers (49% market share). As reported in press here:

The service is targeted at ‘homemakers’ and ‘housewives,’ and offers bundled value-added services, including ‘beauty tips, cooking recipes, health notes, home, food and entertainment’, all via SMS. There are also special discounted call rates between 3pm and 6pm, designed to ‘help her to stay connected with friends and family’. It will, says Mobilink, ‘fully empower and equip the women in Pakistan with the tools needed to lead a successful and fulfilling life’.

It will be interesting to see how ladies react to this new offer and whether other providers jump in to create similar competitive offerings. Can you guess what’s so special about 3pm-6pm that Mobilink is offering a discount?

Quick summary of the Jazz Ladies First package:• Beauty tips, mouth watering recipes, healthy diets and so much more all can be suscribed via SMS for a monthly fee (~ Rs.30/month for each topic)• Special discounted call rates between 3pm – 6pm• Lower outgoing call rates 2nd minute onwards• Jazz Ladies First shopping discount card provides discounts with selected vendors

My best guess is that 3-6pm was identified because of two reasons: network off-peak and assumption that housewives are more likely to make phone conversations after lunch and before their husbands come back from work — i.e. around tea time, as you mentioned

Mobilink launched Tour de Shughalpur ‘flight’ internet educational campaign

Mobilink Pakistan has launched a campaign tilted ‘Tour de Shughalpur’’which is customer centric educational program.  Mobilink’s engaging and yet another innovative campaign aims to enhance awareness about mobile internet usage opportunities in Pakistan.

18 | P a g e

Mobilink Tour de Shughalpur ‘flight’ during the internet educational campaign at the Lahore Press Club

Mobilink Pakistan campaign is in line with the Mobilink’s vision to bring latest services and technology to customers utilizing its huge network across Pakistan. The awareness activity was organized at Lahore Press Club to engage media personnel in order to disseminate the information and awareness amongst the masses.

Mobilink activation campaign included a flight simulation for the ‘passengers’ during their ‘Tour de Shughalpur’ who could enjoy world of mobile internet .

Director Marketing Mobilink , Moied Javed, highlighted that Mobilink as the market leader,  has taken the responsibility for creating the awareness about opportunities which are available to its customers using latest innovation and Mobilink’s services on Pakistan’s fastest and most reliable mobile internet network. Mobilink campaign is specially aimed at educating students’ community on benefits of mobile internet.

Mobilink’s ‘Tour de Shughalpur’ activation campaign is in strategic partnership with the tech leader Huawei and is spread over 45 days. The activity will be carried out in thirteen (13) cities of Pakistan, and over 150 schools, universities, colleges and numerous market places. The campaign will help in spreading awareness about mobile internet usage on Mobilink internet network to access Facebook, Mobimusic, Wikipedia Zero, Twitter, etc.

19 | P a g e

Juro Gey to Jano Gey

Jazz Jazba launched its latest campaign entitled ‘Juro Gey to Jano Gey’ this week featuring the Superstar of Pakistan Mr. Atif Aslam. The campaign was launched with an Advertisement that went on air first followed by a Music Video for the song ‘Juro Gey to Jano Gey’.

The video went viral just like the usual Atif Aslam stuff and received about 10,000 views in less than 12 hours (cool, eh?). The video starts with a line written “Sachchay Waqiyat Per Mabni” that translates as ‘Based on Real Events’. The whole video revolves around a kid who is so passionate about Music that he doesn’t care about his education or anything else in the world. You can see the kid trying his best to play the guitar and sing, Running to auditions and never getting a chance, Going to people but nobody wants to listen to him. After trying everything, the kid starts playing in a Bar/Club/Restaurant or whatever and in the Kid you can see the kid as one of Pakistan’s most of famous artist ‘Atif Aslam’ playing in a huge concert full of his fans cheering up for him.

What is Ali Zafar Doing in Mobilink's Advert?

Ali Zafar Was Telenor’s Brand Ambassador, wasn’t he? If this was the case then what’s this in following advert? When Mobilink took him on board?

We know that cellular companies used to fight for employees, but this battle of snatching brand ambassador is something we saw for the first time. Our inside sources have communicated us that Ali Murtaza, who is heading Jazz Brand brought Ali Zafar on board with Mobilink. Murtaza was previously with Telenor. So the picture is evident now on how it happened.

Moreover, Brand Ambassadors will start asking for higher prices, with this trend.

On an additional note, I believe, brand ambassadors should not ruin the amount of investment and time a company has spent on them. I wonder, if Telenor gonna play Ali Zafar’s advert or not now onwards.

20 | P a g e

IMC

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.

Bonuses & Free Airtimes:  

Mobilink has been offering a number of bonuses to its consumers. An example of its current bonus offer is:

  Bonus on Recharge:  

Mobilink brings an exciting offer for its Jazz customers. Recharging their Mobilink Jazz connection.

Business and Sales Force Promotions

Mobilink also carries out business and sales force promotions on frequent basis.

21 | P a g e

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.

Event Sponsorship:

To enhance its corporate image, Mobilink practices event sponsorship. It sponsors movie premieres, concerts, sports events and community welfare. A few events sponsored by Mobilink are given below.

Other Sports Events:

Recently Mobilink also held an invitational tennis tournament in Karachi and has organized and sponsored various sports events across Pakistan, including cricket and Polo tournaments, providing quality entertainment to its customers.

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.

BRAND GROWTH ASSESSMENT:

Mobilink’s growth assessment can be identified with some of the following points:

22 | P a g e

CRITICICSM ABOUT MOBILINK’S ARCHITECTURE:

Few years back, Mobilink was what many marketers in Pakistan would describe as a “true telecom brand” dominant in terms of brand image, brand strategy and brand recall. Sadly, the Mobilink of today has faltered on all these qualities, despite being the market leader in terms of mobile subscribers. When Mobilink’s branding journey began in 1998, its Jazz brand defined the telecom industry in terms of a strong and well thought-out brand image. Marketers and consumers will have no difficulty in remembering that Jazz differentiated itself not along the lines of price and coverage as other telecom brands were doing, but on being a brand in its own right. Its tag line “Aur Sunao” was popularized by the definitive Jazz Girl Iman Ali and leading cricketers which struck a chord with the masses immediately. Jazz migrated easily from being a power brand to becoming known as a premium brand personifying value and style in the pre-paid market. Jazz was the brand every mobile subscriber aspired to be associated with.

MOBILINK POSTPAID:

Mobilink defined the post-paid market equally well when it launched Indigo which created incredible recall with its bold yet sophisticated communication strategy. With the actor Shaan as its brand ambassador, elegance and corporate preeminence became synonymous with the essence of the brand. Some even say, the actor made Mobilink Indigo or it was the other way around. Mobilink’s dominance even in the post-paid market was hard to match by other telecom brands at the time such as Telenor, Warid and Ufone.

From the continuing downfall of its Jazz brand due to misplaced faith in new brand ambassadors and price wars to an eroding post-paid base for Indigo and an unsuccessful attempt at capturing the so-called “youth” market via its Jazba brand, Mobilink’s brand image has declined from year to year. Although they show themselves as a market leader but if we look into a reality, they have failed to be a leader. Their existence is just because of their first mover advantage.

GOOD AND BAD ABOUT ITS HIERARCHY:

If we talk about rebranding we come to know that “rebranding” is the process of giving a product or an organization a new image, in order to make it more attractive or successful. But unfortunately mobilink couldn’t make it perfect in the current era. Many have pointed out that the logo lacks originality and has borrowed heavily from existing logos in the telecoms industry. Colour is indeed a strong factor in brand recall and many brands may alter logo designs, but do not risk doing away with the well-known colour or colours that define their brand in the eyes of consumers. Despite some of the negativity that the Mobilink rebrand has generated, it is imperative to examine the reasoning behind the new image from the brand’s

23 | P a g e

own point of view. Mobilink’s Director Brand Communication & Media elaborates on the vision behind the rebranding. He says, Mobilink caters to a demographically younger audience, which is socially-engaged; globally aware; politically vocal, demonstrative and expressive and expects to talk with their chosen brands and not be talked to.

BEING ONE:

Mobilink explains the new brand as a means of coming together as “being one.” The Director Brand valued the Purple themed Mobilink more along with the strong corporate image that stood for patriotism and rich cultural imagery. When Mobilink spoke your language and promised you seamless connectivity regardless of distances: “baat karo aisay ke faaslay simatt jaen” The brand perspective may have been in need of a fresh look recently which led Mobilink to reposition itself but in all honesty, Har Dil, Har Din is hardly making a promise that customers can hold on to.

Mobilink’s recent rebrand is definitely a lesson in how one should not go about rebranding an incomplete idea. What we need to see from a company like Mobilink is definitely a more dynamic and appealing brand perception. 

MOBILINK’S BROADER BRAND PORTFOLIO:

Mobilink has taken brand thought leadership in Pakistan by simplifying and consolidating its brands portfolio, moving from a family of brands into one flagship brand. The iconic Jazz, Jazba and Indigo brands have been absorbed into Mobilink, with the prepaid and postpaid portfolios reflecting the Mobilink parent branding. 

As part of this rebranding exercise, Mobilink has incorporated a new vision of ‘Being One’ with a commitment to providing customers the best user Mobilink’s corporate tagline has also been changed to ‘Har Dil, Har Din’, which communicates the organization’s initiative to develop a brand that is full of heart and promise. According to the Mobilink’s Marketing manager, mobilink’s success over the last two decades has been built on pillars of leadership, innovation, teamwork and positivity. Today, we cater to a demographically younger audience in an increasingly cluttered marketplace, which made it necessary to migrate from complexity to simplicity. The new vision of ‘Being One’ is an accurate reflection of our continued focus on being the market leader in everything that they do. The launch of the new brand is also Mobilink’s recommitment to excellence in their Corporate Responsibilities.

As a result of the rebranding, Mobilink’s iconic Jazz, Jazba and Indigo brands have been absorbed into Mobilink. The prepaid and postpaid portfolios continue to exist, with Mobilink’s entire services portfolio remaining the same as before. Mobilink will also

24 | P a g e

continue to capitalize on the Jazz brand equity on some retail assets in order to avoid any confusion in the minds of consumers. However, this is a transition phase and the dependence on the Jazz brand equity and its presence will gradually fade away.

EXPANSION IN NEW MARKETS OR CHANNELS:

According to some recent news, Mobilink has signed Ericsson, the world’s number one vendor and known to be the most expensive and sophisticated telecom equipment maker, for network expansion and 3G roll-outs, maintenance and other network functions. Mobilink had also signed long term contracts with Huawei and Alcatel-Lucent, just couple of months back, for its network expansion, modernization and laid the foundation of future 3G roll outs.

According to the survey Mobilink has set up approximate 9000 cell sites in almost every single big and small city of Pakistan. This has been surely the greatest achievement that has been made by Mobilink. Mobilink has been the very first network that was arrived in the cellular market and hence in just minimum time scale this brand has touched the sky heights.

Network expansion of Mobilink has been raised with the percentage of 8% and hence this has made the Mobilink as the largest cellular sector in Pakistan. The main aim of the foundation of these sites has been all connected to improve and enhance the communication data and skills in between the people. Recently Mobilink has introduced the new Blackberry Q10 to the new market segment where the consumers are more likely to use internet services with better speed. The phone offers users a powerful and unique new mobile computing experience with state-of-the-art Blackberry enterprise and internet services from Mobilink. This offer confirms that Mobilink is always the first to offer the best to its customers be it services or products.

GROWTH STRATEGY:

Growth strategies regarding mobilink’s growth, they usually claim that they are the pioneers of telecom industry. Mobilink had a first mover advantage so they charge in start with premium cost because at that time people had no options to go with that. Even at start Mobilink charge incoming call charges as well. Every retailer, supplier and vendor wants to have a contract with Mobilink because Mobilink have a demand of customers. Every retailer wants to had sim or scratch of Mobilink on their shop.

Mobilink change their positioning with the passage of time like above mentioned. I did not see any TVC of postpaid connection throughout this current year because they dealing with

25 | P a g e

their customers directly with sales teams and doing on corporate level by giving some sales promotions and benefits and features.

As they say that Mobilink is catering youth as compare to other telecommunication companies so they are hiring some new faces as celebrities in order to associate Mobilink with the current lifestyles and all. Mobilink always keep an eye to find new segments in order to gain more growth.

BUILDING BRAND EQUITY :

As we know Pakistan cricket team is not playing at home Pakistan team playing matches of home series at UAE so what they can do is they can sponsor the cricket events like bank alfalah and cool & cool co. did. Sponsoring the sports event is most profitable these days. In Pakistan there is a cricket fever Mobilink can utilize this benefit by sponsoring Event sponsorship cricket. Mobilink need to do penetration in IMC. Public relation ambassador should communicate jazz. Promote facilitates more like what they did providing . 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.

HOW TO MANAGE THE BRAND EQUITY :

Mobilink as we know the market leader. As the market saturates of teleco industry mobilink needs extend the life cycle. PLC extension can do through upsell the value added services when customer walk in or call to helpline cross sell the other services as well like their mobi tunes, Missed call services and many others what they had. With the help of this it will increase the revenue of a brand and eventually it effects the positive on brand equity through earning more revenue. Providing the new date internet packages because it is now the need of the youth and requirement of teleco industry at the moment. And have to make sure to recall the packages through IMC for repurchase it will be beneficial for them. They had a good opportunity to get the 3g licence because they had a good financial and innovation is required like they need to provide easy way to get the duplicate sim or facility to check customers sim location in case of cell phone stolen (if the number is on customer name). New product segments create niche. Recently Mobilink has introduced the new Blackberry Q10 to the new market segment where the consumers are more likely to use internet services with better speed. The phone offers users a powerful and unique new mobile computing experience with state-of-the-art Blackberry enterprise and internet services from Mobilink. This offer confirms that Mobilink is always the first to offer the best to its customers be it services or products. Same case co branding with the Q mobile new model of Z4 providing this cell phone on their own sales center with Jazz number by providing the 6 months internet free.

26 | P a g e

WHAT BRAND POSITIONING : Har dil, har din describes this. Previous penetration was good through jazz was offensive heavily spending on media. But with new tagline or repositioning they are highly criticize from the critics and the reason are many. As we know the mobilink now owned by a vimpel com so they use their old tactics what they used in other countries.

Mobilink explains the new brand as a means of coming together as “being one.” The Director Brand valued the Purple themed Mobilink more along with the strong corporate image that stood for patriotism and rich cultural imagery. When Mobilink spoke your language and promised you seamless connectivity regardless of distances: “baat karo aisay ke faaslay simatt jaen” The brand perspective may have been in need of a fresh look recently which led Mobilink to reposition itself but in all honesty, Har Dil, Har Din is hardly making a promise that customers can hold on to.

Mobilink’s recent rebrand is definitely a lesson in how one should not go about rebranding an incomplete idea. What we need to see from a company like Mobilink is definitely a more dynamic and appealing brand perception. 

Logo looks like a tomato peal and also a copy of others brand logos aswell. Company like mobilink it does not suit them to copy them.

27 | P a g e

REFERENCEShttp://www.mobilinkgsm.com/prepaid/

https://www.google.com.pk/#q=mobilink+marketing+strategy+project

http://www.slideshare.net/riznike/mobilink-presentation

http://exportpakistan.blogspot.com/2012/11/introduction-of-mobilink-pakistan.html

http://www.thedesidesign.com/mobilink-celebrates-new-network-with-great-emo-advertising/

http://www.brandsynario.com/brands/mobilink/campaigns

http://www.wordsmith.com.pk/har-dil-har-din-telco/

http://commerceplus.blogspot.com/2010/07/project-report-on-marketing-of-mobilink.html

http://www.wordsmith.com.pk/har-dil-har-din-telco/

http://www.slideshare.net/goshgeminian/mobilink-16067947

S

28 | P a g e