marketing plan for mobilink

8/7/2019 Marketing Plan for Mobilink

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1.INTRODUCTIONMobilink GSM is a telecommunication services provider in Pakistan. It started its

operation in 1994. mobilink has become the market leaders both in term of growth aswell as it has the largest portion of customers.

Mobilink has targeted all type of people that are the every common person, businessman, students, etc. they have developed different products with different featuresand packages to make loyal their customers. Their main competitors are Telenor, Ufone,PTCL, and Warid who are compete with them to capture high portion of market shares.Because of high competition, the market is saturated and the competitors try to capturemarket through product differentiation and pricing.

2.EXECUTIVE SUMMARYNow Mobilink has planned to bring a new innovative product, Video Calling to

capture high market share. That product will be based on differentiation from thecompetitors. The innovative product has different features which meets the customer’scommunication needs. The target market will be post paid customers at a start because of high price of setup and calling, and then the company will target prepaid customers also.

The market has had growth and the usage growth increased from 87 million to 89million in 2007-08. The growth has been estimated to 86 million in 2009. The marketshare of Mobilink is 35% and with a new product their new marketing objective is tocapture 3% more. Mobilink has also estimated their revenue of first years that is

$140,000 and that is the Mobilink financial objective.

SITUATIONAL ANALYSIS

The mobile industry growth is going high every year. Today there are five major competitors. They compete with each others for their customers, increasing the services

provided, reducing their rate and they try to have an aggressive marketing campaign.Simply we can say the competition is heating up in the telecommunication industry.According to Pakistan Telecommunication Authority (PTA), the total number of

subscribers reached to more than 89 million to 89,325,296. This is a positive increased of 41.4% from December 2008. Although that is phenomenal growth, analysts believe that itwould be higher if the taxes remained constant in the financial budget. To avail thisopportunity of higher the trend of mobile subscribers, the Mobilink must target a specificsegment and offers an innovative product to capture the market high shares.



3.M ARKET SUMMARY

Mobilink has full information about the market and knows a great deal about thecommon attributes of the prized customers. This information can easily make Mobilink capable of finding customers needs and to produce product to fill these needs.

3.1. T3.1. T ARGETARGET MM ARKETSARKETS

Every common person, businessmen, students and the people from all the classes of thesocieties are the target market for Mobilink. But at the start main typically target marketswill be postpaid customers. Because these customers are usually from upper class andthis segment result in handsome revenues for the Moilink. After one year, mobilink willtarget the prepaid customers also.

3.2 M3.2 M ARKETARKET NEEDSNEEDSThe needs and demand of customers for communication is going high. Therefore all

competitors try to providing the communication facility with a range of different packages with reason able price. Customers are familiar with SMS, email, voice call,internet and MMS etc. now costumers wants product which has not only the functions of these but it must be different from existing packages and services. It means custmerswant quality base services. Therefore mobilink has brought a new product which has notonly the existing feature but it has a new innovative feature and that is the video calling.

3.3. M3.3. M ARKETARKET GG ROWTHROWTH

Due to higher competition, the price per package of product is going down of eachtelecommunication company. But market has had growth and the usage growth increasedfrom $87 million to $89 million in 2007-08. The growth has been estimated to $96million in 2010.

4.S WOT ANALYSIS



4.1S4.1S TRENGTHSTRENGTHS

Following are the strengths of Mobilink:•

Strong brand image and awareness :• Innovative and differentiate product :• Large distribution network: It has large distribution network with franchises,

retail outlet, stores and small shops. It has more than 200 franchises; more than700 retail outlets. Therefore Mobilink distribute their innovative product anywhere in Pakistan.

4.2W EAKNESSES :

Following are weaknesses of mobilink:

• High setting cost: The weak point of this new innovative product is high

installment cost. because in Pakistan its too difficult to launch such high services• High prices : High type of services will bear high charges. Therefore Mobilink

will charge high prices because of its cost. This can brought a problem for mobilink.

• Easily copy by competitors : The competition is so high. Every competitor triesto capture the market customers by every possible products and services. So theMobilink new can easily imitate by competitors.

4.3O4.3O PPORTUNITIESPPORTUNITIES ::

• Customer demand and market growth: The demand for telecommunicationservices increases over times. The number of subscribers reached to 89 million atthe end of 2008. So it is a big opportunity for Mobilink to increase the demandand to cope with growth.

4.4T4.4T HREATSHREATS ::

• High tax rates and government pressure to increase the SMS charges is a threatfor the company new product.

• Political stability and current war in swat region is hurting the growth of thecompany, and if this situation continues to prevail then it will badly affect thegoodwill of the company new products.

• Domestic and foreign competition is increasing day by day and price war has sointense that it’s difficult for Mobilink to retain its customer’s base.



5.C OMPETITORS

Mobilink has following competitors• Telenor • Ufone• Zong• Warid• PTCL ( fixed)

Mainly five companies operating in telecom industry in Pakistan are competitors of Mobilink. Companies are Ufone, Telenor, Zong, Warid Tel and PTCL. Ufone andTelenor have proved to be the tough competitors of Mobilink because of their competitive strategies to attract the customers. Both the companies have been able to ring

innovation in their services due to which mobilink has lost some of its market share.Zong is a newly entrant firm in the telecom industry but still it has managed to attract thecustomers with the high coverage and low price and innovative packages it has customer

base of 6 million.

Another competitor of Mobilink is PTCL, which has also managed to provide qualityservices and innovative packages to the customers; it is also a competitor of Mobilink in

broadband service. Warid is not performing even though it is operating for number of years but it has failed to bring any innovation in its services



6.P RODUCT L INE E XTENSION

Currently mobilink is providing four main types of the products and services to add valueto its customers.

• Indigo• Jazz• Mobilink PCO• Mobilink Infinity

II NDIGONDIGO ::Indigo is post-paid service especially designed for the business class and

people belong to elite class. It is designed in such a way that it providesadditional value added services to its users but charges are comparatively higher thanJAZZ.

JJ AZZAZZ ::Jazz is a prepaid service provided by Mobilink, includes variety of

packages. Mobilink is bringing innovative services in jazz, that’s whyMobilink prepaid subscriber’s base is increasing day by day and Mobilink isspending a lot on the advertising of Jazz packages to create awarenessamong the customer.

MM OBILINK OBILINK PCO:PCO:

Mobilink PCO is a fixed wireless phone that has special PCO functions capability. Theset has specifically been designed while keeping in mind the local retail environmentand the needs of PCO retailers . A couple of distinguishing features of the models arethe single LCD display on the facade and dedicated “Jazz Load” key. Mobilink PCO isaimed at bringing prosperity and happiness for all the people throughout Pakistan bygiving higher returns on low investment. It's a complete self-employment solution for the

people of Pakistan, fulfilling their dreams and aspirations.

MM OBILINK OBILINK II NFINITYNFINITY ::

Mobilink has recently started broadband service in Pakistan,which is far better than any other service provider in Pakistan.Apart from pricing, services, response time, customer support,



• Strong Brand Name: Mobilink has been able to develop strong brand namethrough heavy coomunication using different modes. Just because of this strong

brand name, people are unable to forget jazz and indigo even in presence of manyother companies.

• Economies of scale: Due to high level coverage and customer base, mobilink hasachieved economies of scale, which is now strength of Mobilink.

• Culture: Mobilink has such a culture that encourages cooperation andcoordination among employees. This strong culture has also become the reason of success of Mobilink

• Employee Excellence: Mobilink has employees with strong knowledge base, andmobilink has been able to attract highly qualified employees with goodcompensation packages, and provision luxurious facilities.

• Automated System: IT department of mobilink has introduced fully automatedsystem for the convenience of its employees; such systems are used for every

thing, for performance appraisal, leave request etc. this system has made the jobof employees very easy

• Technical Department: Mobilink has very strong technical department, it has2000+ highly qualified engineers, and this department has become the strength of Mobilink.

7.3.T7.3.T ARGETARGET MM ARKETSARKETS

The target markets of Mobilink are of both their core customers of prepaid and post paid. Prepaid customers are middle class and upper middle class. The most portion

market share Mobilink has gain from prepaid customers. These are those who can affordluxury goods but not up to high level. While Postpaid customers are of upper class. Theycan afford luxury goods of high quality for money. Their main focus is on quality andready to pay high price.

The Mobilink has targets upper class customers for Video Calling services, because videocalling will be expensive as compare to voice calling. The reason of this is highinstallment cost and government taxes. Post paid customers will be easily able to pay for it. After one year, the prepaid customers will be also target.

7.4. P7.4. P OSITIONINGOSITIONING Mobilink will position their products in the mind of their customers by gaining

competitive edge in existing market. For this purpose Mobilink has used cost leadershipand differentiation corporate strategies. By introducing new creative and innovative

product, Video Calling Mobilink will compete with all its competitors easily. Itsmanagement is also able to use its vast experience to make loyal their customers.



8.S8.S TRATEGIESTRATEGIES FOR FOR VV IDEOIDEO CC ALLINGALLING

The primary objective of Mobilink is to position as the market leaders by offeringinnovative and creative products. Therefore its first strategy will be customers’ productawareness strategy concerning the offering product and then develop the customers’ base.

8.1. PP ULLULL SSTRATEGYTRATEGYCurrent marketing strategy of Mbilink is emphasizing a lot on the advertising throughTV, radio and bill boards. Reason is that Mobilink has come up with variety of new

packages with different tariffs and purpose of the pull strategy (advertising) is to createthe awareness among customers and to create the demand from the customer end.

8.2 P8.2 P RICINGRICING ANDAND SSKIMMINGKIMMING STRATEGYSTRATEGY

Mobilink is charging high prices at start in this new marketing strategy, so to remaincompetitive in this worsen situation.

8.3 Distributions strategyThe Mobilink will communicate this product by presenting different beneficial features toits existing customers. This message can easily communicate by using its own Web sideand its existing products JAZZ and INIDIGO through text messages. The secondmarketing method will be advertisement.

9.MARKETING

MIX

Mobilinks marketing mix is consists of distribution, promotion, advertising and pricing.

9.1. C9.1. C HANNELHANNEL OO FF DD ISTRIBUTIONISTRIBUTION

Mobilink will use a direct to consumer distribution model. Mobilink has developednumber of customer service centers and have dealers in the following cities.

• Lahore• Islamabad• Karachi•

Peshawar • Kohat• Faisalabad• Queta• Dera ismail khan• Abbotabad



9.2. P9.2. P ROMOTIONROMOTION

Mobilink always tries to develop innovative products at reasonable price and available totarget market. Mobilink usually promote their products on advertisement.

9.3. A9.3. A DVERTISINGDVERTISING Mobilink will offer its new innovative products through their own Website and existingnetwork through text messages. Mobilink advertisement based on televisions add andmagazines.

9.4. P9.4. P RICINGRICING

Simply defined, pricing is the amount of money charged for a product or service Price isthe only element in marketing mix that produces revenues. Mobilink will charge price

based on its total cost, because is too much expensive.

10.F INANCIAL ANALYSIS



This represents the financial overview of Mobilink related to marketing activities.Mobilink will address break even analysis, sales forecast, expense forecast and indicatehow these activities link to the marketing strategy.

10.1. BREAK 10.1. BREAK EVENEVEN ANALYSISANALYSIS

In this method our sales and cost will be on the basis of estimation.

$6000

$3000

$0

($3000)

($6000)

($9000)$0 3500 7000 10500 14000 17500

In the above diagram, on x-axis we have estimated cost while on y- axis we haveestimated revenue. Our break even point is $14000, because at that point revenue andcost become equal. It is also called cost benefit analysis.

10.2. S10.2. S ALESALES ANDAND EXPENSEEXPENSE FORECASTFORECAST



Sales forecast represents the estimated future sales of company. This will help theMobilink to increase their operation according to estimated sales.

Monthly sales forecastsales 2008 2009 2010Total sales $550000 $770000 $890000

While expense forecast is the estimated expense budget that the company will used to promote and advertised their products. So it will help the Mobilink to keep thedepartment on target.

Estimated Monthly Expense BudgetMarketing Expense Budget 2008 2009 2010Website $3510 $2500 $1400Advertisement $12500 $21000 $26300Printed Material $2150 $2300 $2510Total Marketing Expense $18160 $26800 $20210

11.I MPLEMENTATION

During Mobilink product promotion, we identify the marketing programs that aremarketing plan, website completion, advertising campaign etc with its starting and endingdate plus estimated budget. So the Mobilink must complete each activity on time and

budget.

Implementation PlanMilestones Start date End date Budget ManagerMarketing PlanCompletion

1/1/09 2/1/09 $0 sajjad

Websitecompletion

1/1/09 4/14/09 22500 Ali

AdvertisingCampaign

1/1/09 7/22/09 $6400 Sajjad

Development of distributionChannel

1/1/09 11/30/09 $0 sajjad

Totals $28900

11.1. M ETHODS ADOPTED FOR E VALUATION AND C ONTROL



Evaluation and control are very necessary to determine that to what extent, targetshave been achieved and if not, then what are the problems in the way of achievingtargets, and hit how targets can be achieved.Mobilink uses “Balance Scorecard” for the purpose of monitoring and evaluation.Balance scorecard is performance management system that not only considers financialmeasures but also customer, business processes, and learning measures. Objective,targets, initiatives of each perspective are set and work as benchmark. And then balancescorecard provides feedback that whether the strategy is actually being implemented asBalance Scorecard covers following measures:

• Financial Perspective• Customer Perspective• Business Process Perspective• Learning and Growth Perspective

FF INANCIALINANCIAL PP ERSPECTIVEERSPECTIVE

It includes the financial measures like Mobilink has profitability,CC USTOMER USTOMER PERSPECTIVEPERSPECTIVE ::It includes measures like mobilink has customer satisfaction, customer retention, andmarket share.BB USINESSUSINESS PROCESSPROCESS PERSPECTIVEPERSPECTIVE ::It includes measures like mobilink has cost and quality. These are for business processeslike procurement, production and order fulfillment.LL EARNINGEARNING ANDAND GROWTHGROWTH PERSPECTIVEPERSPECTIVE ::It includes measures like mobilink has employees’ satisfaction, employee retention, skillsetc.All the above four perspectives are not independent, rather there is a connection betweenthem, like better learning leads to good business perspectives which is helpful in better customer’s and financial performance.

11.2. M ARKETING O RGANIZATION

Interflow communications Private Limited is one of the best marketing and advertisingcompany, will be responsible for all marketing activities; because all these activities will

be under the control of this company.

1. R E F E R E N C E S



♦ Www.Mobilinkgsm.Com

♦ Kotler, Philip & Armstrong, Gary “Principles of Marketing” (ed. 10 th ). Pearson: Prentice Hall

♦ Kotler, Philip “Marketing Management” (ed.12 th ). Boston: McGraw-Hill

♦ MR Faaiz Zaheer (Senior Analyst), StrategicPlanning and Business Development, Mobilink

Islamabad.

♦ "The Marketing Imagination"

♦ J. B. Quinn, "Strategies for Change: LogicalIncrementalism" (Richard D. Irwin, 1980)

♦ Baker, Michael the Strategic Marketing Plan

Audit 2008. ISBN 1902433998

♦ http://www.marketingplannow.com/index.asp?page=2086

♦ http://pagesperso-orange.fr/pgreenfinch/mkting/mkting5.htm

♦ http://www.netmba.com/markteting/plan.

http://www.mobilinkgsm.com/

http://en.wikipedia.org/wiki/Special:BookSources/1902433998

http://www.marketingplannow.com/index.asp?page=2086


http://pagesperso-orange.fr/pgreenfinch/mkting/mkting5.htm


http://www.mobilinkgsm.com/

http://en.wikipedia.org/wiki/Special:BookSources/1902433998





marketing plan for mobilink

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