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GALAXY Marketing Consultant
M.Ansab Naeem
M.Haris Mahboob
Osama Tanveer
Waseem Riaz
Shayan Shaheen
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Introduction
Problem definition
Methodology
Research questions
Hypotheses
Findings
Conclusion Recommendations
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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.
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The first cellular service provider to operate
on a 100% digital GSM technology in Pakistan
Mobilink is the largest cellular service
provider in Pakistan.
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Decreasing market share
Mobile Number Portability
Greater number of port outs
Lesser number of port ins
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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
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Marginal differences among operators are
reducing
17% Cellular sector growth rate according toindustry analysis
Telecom sector growth in terms of:
SubscriptionRevenue
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2007-2008Source: PTA
Mobilink
36.39%
Ufone
20.69%
Telenor
20.72%
Warid
17.60%
Zong
4.49%
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2008-2009
Source: PTA
Mobilink
30.88%
Ufone
21.24%
Telenor
21.15%
Warid
18.96%
Zong6.77%
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Users and non-users:
1. Questionnaires
Sampling: Random
Sources of data: Primary and Secondary
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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?
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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
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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
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Gender
Males
Females
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51%
29%
20%
Age
16-24
25-34
35 and above
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0% 10% 20% 30% 40% 50% 60%
Yes
No
Ever used Mobilink?
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0
5
10
15
20
25
30
35
Mobilink warid ufone telenor zong
Users
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Are you satisfied with your current serviceprovider?
Satisfied
Not satisfied
l d l
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0%
10%
20%
30%
40%
50%
60%
70%
80%
Yes No
Have you availed MNP facility?
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Reasons for using MNP service
Low rates
13%
Better coverage
10%
Brand image
2%
C f f i hi h i
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0%
5%
10%
15%
20%
25%
30%
35%
40%
Ufone Telenor Warid Zong Mobilink
Consumer preference for switching theirconnection
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16-24: SMS packages and call rates
25-34: Customer service
35+: Brand image and Network coverage
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30%
46%
20%4%
Mobilinks Image
excellent
Good
Average
Below Average
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Subscribers
Switched toothernetworks
switched toMobilink
30%
70%
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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
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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
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30%
45%
20%
5%
Pricing
very high
high
normal
low
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When people were asked about thedrawbacks in Mobilinks service:
14% said no drawbacks
30% said expensive call rates
25% said its not for youth
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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)
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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
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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
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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
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Warid
Price SMS Validity
7.99 + Tax 1000 7 days
6.99 + Tax
700
7 days
2.99+ Tax 250 1 day 24 hours
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Zong
Price SMS Validity
10 + tax 1000 7 days
50 + tax 500 per day 15 days
80 + tax 500 per day 30 days
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Mobilink
Price SMS Validity
3.99+Tax 5001 day
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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.
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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
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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.
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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
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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
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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
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Strengths:
Still a market leader
Strong Brand Image in the market
Potential customers
Highest Coverage
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Can expand its networks in the uncovered
Areas
Services in the future can be
Telephone
Wireless
Calling Cards
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Cantarget
MaximumcorporateCustomers with
lower prices
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Reduce rates
Introduce more tariff plans/packages
Improve customer service
Improve advertisements for jazz
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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
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Call charges:
40 paisas per 30sec (any network)
1.50 paisas per 3 mins (5 friends and family
nos)
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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
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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
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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)
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Target Youth
AAG TV
THE MUSIK
The advertisements should be attractive and
realistic and celebrities should be used.
Recommended