8/11/2019 mobilink (1)

1/54

GALAXY Marketing Consultant

M.Ansab Naeem

M.Haris Mahboob

Osama Tanveer

Waseem Riaz

Shayan Shaheen

8/11/2019 mobilink (1)

2/54

Introduction

Problem definition

Methodology

Research questions

Hypotheses

Findings

Conclusion Recommendations

8/11/2019 mobilink (1)

3/54

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.

8/11/2019 mobilink (1)

4/54

The first cellular service provider to operate

on a 100% digital GSM technology in Pakistan

Mobilink is the largest cellular service

provider in Pakistan.

8/11/2019 mobilink (1)

5/54

Decreasing market share

Mobile Number Portability

Greater number of port outs

Lesser number of port ins

8/11/2019 mobilink (1)

6/54

Mobilink was the market leader

Profit margin is decreasing due to

competition

Jazz is considered to be an aging brand

Major competitors are Ufone, Telenor, Waridand Zong

8/11/2019 mobilink (1)

7/54

Marginal differences among operators are

reducing

17% Cellular sector growth rate according toindustry analysis

Telecom sector growth in terms of:

SubscriptionRevenue

8/11/2019 mobilink (1)

8/54

2007-2008Source: PTA

Mobilink

36.39%

Ufone

20.69%

Telenor

20.72%

Warid

17.60%

Zong

4.49%

8/11/2019 mobilink (1)

9/54

2008-2009

Source: PTA

Mobilink

30.88%

Ufone

21.24%

Telenor

21.15%

Warid

18.96%

Zong6.77%

8/11/2019 mobilink (1)

10/54

Users and non-users:

1. Questionnaires

Sampling: Random

Sources of data: Primary and Secondary

8/11/2019 mobilink (1)

11/54

How is mobile number portability affecting

Mobilink?

Are more people porting out of Mobilinksnetwork or porting in?

Is brand repositioning required? If yes, to

what extent?

8/11/2019 mobilink (1)

12/54

H1: People are porting out of Mobilink

H2: More people are porting in to Mobilinks

network

H3:Mobilinks profit margin is decreasing

due to port outs

H4:People are switching to other networks

8/11/2019 mobilink (1)

13/54

H5:People are not satisfied with Mobilinks

service

H6:Brand repositioning is required

H7:Brand repositioning is not required

H8:Mobilink is considered to be an expensive

connection

8/11/2019 mobilink (1)

14/54

8/11/2019 mobilink (1)

15/54

Gender

Males

Females

8/11/2019 mobilink (1)

16/54

51%

29%

20%

Age

16-24

25-34

35 and above

8/11/2019 mobilink (1)

17/54

0% 10% 20% 30% 40% 50% 60%

Yes

No

Ever used Mobilink?

8/11/2019 mobilink (1)

18/54

0

5

10

15

20

25

30

35

Mobilink warid ufone telenor zong

Users

8/11/2019 mobilink (1)

19/54

Are you satisfied with your current serviceprovider?

Satisfied

Not satisfied

l d l

8/11/2019 mobilink (1)

20/54

0%

10%

20%

30%

40%

50%

60%

70%

80%

Yes No

Have you availed MNP facility?

8/11/2019 mobilink (1)

21/54

Reasons for using MNP service

Low rates

13%

Better coverage

10%

Brand image

2%

C f f i hi h i

8/11/2019 mobilink (1)

22/54

0%

5%

10%

15%

20%

25%

30%

35%

40%

Ufone Telenor Warid Zong Mobilink

Consumer preference for switching theirconnection

8/11/2019 mobilink (1)

23/54

16-24: SMS packages and call rates

25-34: Customer service

35+: Brand image and Network coverage

8/11/2019 mobilink (1)

24/54

30%

46%

20%4%

Mobilinks Image

excellent

Good

Average

Below Average

8/11/2019 mobilink (1)

25/54

Subscribers

Switched toothernetworks

switched toMobilink

30%

70%

8/11/2019 mobilink (1)

26/54

70% of the respondents said that they wont

switch to Mobilink basically because it is

expensive

5% said they would switch due to its brand

image

25% would switch due to its quality of service

8/11/2019 mobilink (1)

27/54

14% people reported that they wont port out

of Mobilinks network

86% said they would port out due to the

following reasons:

Expensive call rates

No SMS packages

Mobilink offers less packages

8/11/2019 mobilink (1)

28/54

8/11/2019 mobilink (1)

29/54

30%

45%

20%

5%

Pricing

very high

high

normal

low

8/11/2019 mobilink (1)

30/54

When people were asked about thedrawbacks in Mobilinks service:

14% said no drawbacks

30% said expensive call rates

25% said its not for youth

8/11/2019 mobilink (1)

31/54

20% said they dont offer attractive prepaid

packages

5% said Low signal strength in some areas(connectivity issues)

6% said that tariff plans were not affordable

(less freedom of communication)

8/11/2019 mobilink (1)

32/54

8/11/2019 mobilink (1)

33/54

Telenor Djuice

Price SMS Validity

8.37 + Tax 1200 7 days

29.88 + Tax 3500 15 days

59.75 + Tax 7500 30 days

1.79 + Tax 200 1 day 24 hours

8/11/2019 mobilink (1)

34/54

Telenor TalkShawk

Price SMS Validity

5 + Tax 200 5 days

10 + Tax 450 15 days

30 + Tax 1500 15 days

2.5 + Tax 150 1. day 24 hours

8/11/2019 mobilink (1)

35/54

Ufone

Price SMS Validity

6.99 + Tax 1200 7 days

25 + Tax 2500 14 days

80 + Tax Unlimited 30 days

3.99+ Tax 500 1 day 24 hours

8/11/2019 mobilink (1)

36/54

Warid

Price SMS Validity

7.99 + Tax 1000 7 days

6.99 + Tax

700

7 days

2.99+ Tax 250 1 day 24 hours

8/11/2019 mobilink (1)

37/54

Zong

Price SMS Validity

10 + tax 1000 7 days

50 + tax 500 per day 15 days

80 + tax 500 per day 30 days

8/11/2019 mobilink (1)

38/54

Mobilink

Price SMS Validity

3.99+Tax 5001 day

8/11/2019 mobilink (1)

39/54

Ufone is providing the best sms packages

There is not much of a difference in all these

SMS packages offered by Cellular

companies.

Mobilink has just one sms package and its

price is very high as compared to others.

8/11/2019 mobilink (1)

40/54

Details Mobilink Ufone

Calls to any Mobilink number Rs. 1.00 / min Rs. 1.00 / min

Calls to any 3 Favorite NumbersRs. 1.5 / 3 min 45 paisa /

30sec

Calls to all mobile networks &

Landline numbers in PakistanRs. 1.60 / min Rs. 1.20/ min

8/11/2019 mobilink (1)

41/54

This is just a comparison of jazz with one of

the many packages offered by ufone. We can

see a clear difference between the packages

and the difference of rates between these

two brands.

8/11/2019 mobilink (1)

42/54

The number of subscribers is decreasing

Profits are decreasing due to people porting out or

switching to other networks

People dont have a brand preference

Networks with cheaper call rates and SMS bundles

are preferred more

8/11/2019 mobilink (1)

43/54

Mobilink users are either porting out of its

network or are switching to other service

providers due to obvious reasons which

include:

High rates

Less SMS packages offered Low quality of service in some areas

8/11/2019 mobilink (1)

44/54

H1: People are porting out of Mobilink

H3:Mobilinks profit margin is decreasing

due to port outs

H4:People are switching to other networks

H8:Mobilink is considered to be an

expensive connection

H6:Brand repositioning is required

8/11/2019 mobilink (1)

45/54

Strengths:

Still a market leader

Strong Brand Image in the market

Potential customers

Highest Coverage

8/11/2019 mobilink (1)

46/54

Can expand its networks in the uncovered

Areas

Services in the future can be

Telephone

Wireless

Calling Cards

8/11/2019 mobilink (1)

47/54

Cantarget

MaximumcorporateCustomers with

lower prices

8/11/2019 mobilink (1)

48/54

Reduce rates

Introduce more tariff plans/packages

Improve customer service

Improve advertisements for jazz

8/11/2019 mobilink (1)

49/54

We have introduced a new package for

Mobilink. Its cost effective and we have

done its comparison with other Networks.

It has economical :Call rates

Sms packages

Special Package

Internet Package

8/11/2019 mobilink (1)

50/54

Call charges:

40 paisas per 30sec (any network)

1.50 paisas per 3 mins (5 friends and family

nos)

8/11/2019 mobilink (1)

51/54

Sms charges:

20 paisa per sms (any network)

Sms Bucket:Daily (24 hr): 500 sms at Rs. 2.99+tax

Weekly: 1000 sms at Rs. 7+tax

Fortnightly (15 Days): 2500 sms at Rs. 20+tax

Monthly (30 Days): 7500 sms at Rs. 60+tax

8/11/2019 mobilink (1)

52/54

Special Bucket:

500sms, 100 free minutes and 10 MB mobile

internet at Rs 10+tax for 1 day.

No monthly subscription charges of this

package.

Selection Fee for this package is Rs 12+tax

8/11/2019 mobilink (1)

53/54

Daily: Mobile internet for whole day at Rs.

3+tax (limit 5 MB download).

Monthly: Mobile internet for whole month atRs. 150+tax (limit 2 GB download)

8/11/2019 mobilink (1)

54/54

Target Youth

AAG TV

THE MUSIK

The advertisements should be attractive and

realistic and celebrities should be used.