UNIVERSITY OF CENTRAL PUNJAB Brand ManagementAssignment # 1

SEC ‘B’12/11/2013

Submit To:PROF. K Hamid

Submit By:Imran IftikharL1F10MBAM0309

MOBILINK A STRONG BRAND

BRAND HISTORYMobiLink establish in 1994 as the first GSM service provider in Pakistan. Later on the first

brand of prepaid is JAZZ in 2008 . It has launched a postpaid package ' MobiLink Star' in 2001 .

MobiLink changed their positioning as the transformation of communication while using the slogan of "Reshaping Communication” and JAZZ as new slogan of "Aur Sunao" (say more). Also MobiLink star was relaunch during the same year.

Regardless of growing competition, reached 10 million subscribers in 2005 MobiLink its leading position in the market. To create a charm to the growing population began MobiLink 'Jazz Octane " and" Jazz Ladies First "in 2006. Octane is a new jazz package to meet the needs of urban youth and energetic dynamics in Pakistan, whereas" Jazz Ladies first “is the first package for ladies. MobiLink in 2007 another milestone, getting 20 million subscribers and a doubling up customer base in just two years.

Mobilink connecting customers with most wanted sport cricket and they launched as "Ye khel hai apna" in 2011. In 2012 opened MobiLink on creating thrill to young Pakistani with Jazba

MobiLink upgrade a package in jazz in their own brand. Jazba sanctioned by Atif Aslam greatest pop star. Based on the demand for the mobile Internet demographics Jazba promises as the best connection for data generation. A huge success of Jazba package due to endorsing or you may say a associating high rate singer with their package. And now they are positioning themselves as “Har Pal, Har Din”.

Now in Pakistan 5 cellular service provider are in competition. Neck to neck competition existing there but if you see the facts and figures of PTA then you will come to know that Mobilink is still on leading side. Now Vimpel com owning Mobilink and Vimpel com revolutionized totally the whole Mobilink setup of marketing logo and slogan. They are living their own values providing a Total customer satisfaction, Business excellence, Trust and integrity, Respect for people and CSR.

In marketing one term mostly used “If you are a leader or pioneer you will get a lot benefits out of it”. And this is a big example of been a leader benefits.

Mobile users in Pakistan 66.5 out of a hundred in January 2012 with the study of 114.61 million subscribers were the latest numbers from the Pakistan Telecommunication Authority delivered (PTA). MobiLink as the market leader with 34.7 million subscribers Telenor 28470000 Secondly, Ufone (22.02 million subscribers), Warid (14.99 million subscribers) and Zong in the last position 14420th to 000 subscribers.

Following are some benefits and their reasons:

• Greater Loyalty and less vulnerability to competitive marketing actions and crisis

Mobilink have a greater loyalty as above mentioned figures you can see. Mobilink owning a big share in telecom industry. Double jeopardy phenomenon says that if a brand have a large market share it has greater loyalty and if there is small in market share then the loyalty will be less. There are some other reasons also associated with Mobilink who gained with good brand promotions activities and with brand mantra. People in Pakistan are more status conscious, they need also a good number or number consciousness and some are conscious with quality. And Mobilink have all these essence how? See.

If you see Mobilink TVC specially of postpaid packages they associated themselves with businessman and having famous actor in Pakistan in their adds Shan with using of a blackberry cell phone.

And what is the story behind number consciousness Mobilink owning a prefix of 0300 (they have many more now) people loves to have this prefix, it is very easy while communicating their numbers with people and it shows some status of that owning persons. This is the thought which really existing in Pakistan.

Mobilink owns a well-trained customer care department. Mobilink helpline connected in 40 seconds of whom customer who is using Mobilink from since 3 to 5 years with good usage average and resolve customer query in first call. Mobilink sets their standards to retain their loyal customers.

• Large Margins

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. At that time customer needs a communication tool or device in hand and moreover a wireless device of communication which they can carry with themselves and people were willing to pay for this and they did so and mobilink earn a huge advantage of this although mobilink provides a good quality network. Mobilink also a pioneer in a Blackberry service providing services

After launching a new service provider in industry Mobilink did not even change their policy because Mobilink earns three major benefits at that time 1. Recognition 2. Trust and 3. Satisfaction. After having a new competitor in market Mobilink also knows at that time the switching cost of a customer is so high so they stick with this policy with enhancing their services and quality network. Also customers were reluctant to test a new product.

Now a day’s people are still loyal with the brand of mobilink because it is a leading brand in telecom sector having a good market share. Due to this they had a lot of strong strength of bargaining power of supplier because everyone knows Mobilink had far more huge network and subscriber so supplier had an opportunity to get a more order from Mobilink. Mobilink had a more option for negotiation with these vendors. Mobilink now a days working with Alcatel and huwawai. When Mobilink was establish there is only one vendor of mobilink it was Motorola. Alcatel and huwawai working on up gradation of systems for next generation mobile network and it allows improving the competence and sinking the operating cost.

• Greater trade cooperation & support

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 also a pioneer in a Blackberry service providing services there is a big trade done between Blackberry and Mobilink. Blackberry also provides their BIS (Business internet solution) software to Mobilink on postpaid connections. Mobilink is still selling blackberry cells on low prices then in market it is all because of good trade and strong brand.

• Increased Marketing Communication Effectiveness

A very large advertising and promotional activities done by Mobilink and it creates a positive brand image and awareness among customers. Regardless of growing competition, reached 10 million subscribers in 2005 Mobilink its leading position in the market. To create a charm to the growing population began MobiLink 'Jazz Octane " and" Jazz Ladies First "in 2006. Octane is a new jazz package to meet the needs of urban youth and energetic dynamics in Pakistan, whereas" Jazz Ladies first “is the first package for ladies. MobiLink in 2007 another milestone, getting 20 million subscribers and a doubling up customer base in just two years.

They use different mode of TVC for postpaid and prepaid connections and both have different associations of characters like Jazz jazba was associated with the youth generation who use more mobile internet. Postpaid and prepaid both have different TVC and different terminology for advertise and endorse. 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 their customers directly with sales teams and doing on corporate level by giving some sales promotions and benefits and features. While on the other hand on prepaid before jazba package launched Mobilink were less on Tv screens because the Brand of Mobilink was positioned and they just need to sit back and relax and think on new features.

• Possible Licensing Opportunity

Mobilink also a pioneer in a Blackberry service providing services there is a big trade done between Blackberry and Mobilink. Blackberry also provides their BIS (Business internet solution) software to Mobilink on postpaid connections. Mobilink is still selling blackberry cells on low prices then in market it is all because of good trade and strong brand.

Pakistan’s largest cellular company having a large channel of customer care in shape of customer sale & service center (who owned license) & franchises who

have limited access of online systems. If you need a postpaid connection need to go to customer care center. Mobilink have a large customer sale & service center all over in Pakistan this is only due to have a strong brand influence on consumers mind. In customer sale & service center they have a authoirity to sale the postpaid connections and Mobilink had 2 to 4 sale and service center in each city of Pakistan. Most of the investors wants to have a contract or own the franchise of Mobilink. And due to this Mobilink earn profit while giving rights to use Mobilink trademark, logo and symbol to promote their brand and sales. At auction of sale & service center Mobilink earn more profit then the franchise because sale and service center had more options and systems rights.

• Additional Brand Extension Opportunity

One more advantage of being strong brand they can extend their Brand name if they are leading in the industry and in case of Mobilink is leading from the front and people are loyal with the Brand name of Mobilink and they extending their Brand name and getting benefit of it in both prepaid and postpaid. In each and every new package came in prepaid came they use Mobilink Jazz brand like . Mobilink Jazz Jazba they using.

Postpaid Connections Prepaid Connections

Mobilink Indigo Mobilink Jazz Jazba

Mobilink Jazz Octane

Mobilink Ladies First

and many more other packages they use Mobilink name and symbol for extension of brand and they are successfull in it.