zong. sub keh do
TRANSCRIPT
Marketing Project Report on ZONG
BY
Sadaf Safdar Jaffery Anhum Anis
Context
Vision Mission Introduction History Marketing Strategy Marketing Mix Marketing Environment Competitors SWOT Analysis Conclusion Recommendation
Vision
“Making Communicati
on Exciting”
Mission
“To be the leading mobile operator of Pakistan by continuously innovating and offering exceptional quality services to be good corporate citizen and envoy of friendship between china and Pakistan core value. Responsibility makes Perfection.”
Introduction
About ZONG About China Mobile
Pakistan
About ZONG
First International brand of china mobile introduced in Pakistan.
The Core essence of ZONG is to allow people to communicate at will.
About China Mobile Pakistan
CMPak is the 100% subsiduary of china mobile.
It has invested US $ 700 million in Telecom sector of Pakistan.
Additional investment are continuously been made.
It is determined to make its market in Pakistan and to change the way people communicate.
History
CMPak replaced its code 0304 with 0314 and introduced a new brand ZONG
Conversion of Paktel in to ZONG
Marketing Strategy
Segmentation Targeting Positioning Differentiation
Segmentation and Targeting
The company made segments considering all the demographic factors.
Segments include, Upper middle class, lower middle class, college and university students, youth etc.
Target market is basically middle, and lower middle class.
Differentiation
Differentiation has been made on the basis of low rates.
As compare to the competititors zong offers cheaper call, sms, as well as mms rates.
Positioning Statement
Staff Selection Criteria
All Brand Ambassadors to be recruited are based on following basis;
Effective Communication Skills. Preferably Masters or Bachelors
degree holders. Presentable, polish, and pleasant
looking. Having past experience in related
field.
Marketing Mix
Product Price Place Promotion
PRODUCTS & SERVICES
Packages1. Prepaid2. Postpaid
PREPAID ZONG 65. 12 Aanay Packages. 50 Paisa/call (8 Aanay). Free Package. ZONG Super Free Number. Break Time Offer. AIk second Package. Family Package.
Postpaid
•Old Tariff •Tariff •SMS Bundle •Blackberry •eBill •Book Your Number
Price
Targeting the lower middle class, ZONG offers cheaper rates as compare to the other telecom companies in Pakistan.
Promotion
•Promotional objectives are as follows;•Create Hype and Excitement.•Sub Keh Do in colleges, schools, and universities.•Staff selection criteria.•ZONG Achi Sim.•Bijli Offer.•To become a ZONG Ambassador.•4 Year Scholarship to UET students.
MARKET ENVIRONMENT
Political Factors1. Political Instability2. Deregulation3. Changes in Tax Laws Economic Factors1. GDP2. Average Revenue/User3. Decline in Money Value4. Out flow Of Capital
Technological Factors1. Technological Environment2. Technological Advancement3. Technological Trends
COMPETITIVE ANALYSIS
Major Competitors of ZONG include
1. MOBILINK2. UFONE3. TELENOR4. WARID
SWOT ANALYSIS
Strength; Pricing strategy
Weakness; High Churn rate
Opportunity; New product
Threat; Sustaining customers
Conclusion•ZONG has strong financial position and growing fast. •That is the reason it didn’t found much discrepancies.• As seeing the growth rate of ZONG it may be
possible that ZONG can be the leading mobile operator in Pakistan.• There are some minor discrepancies but they are adjustable with little effort.
Recommendation Increasing Network Adopt Strategy Of Market Development & Related Diversification Hired Skilled Management Not Waste Their Opportunity
References
www.zong.com.pk www.pta.com.pk Zeeshan Jamil Rana [email protected] ( Marketing Executive)
THANK YOU