Repositioning Mobilink Jazz[1]

7/31/2019 Repositioning Mobilink Jazz[1]

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Repositioning Mobilink Jazz

A Presentation


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Presentation Overview Industry Overview

Mobilink The Company

Mobilink Jazz

Target Market

SWOT Analysis

Major Consumer Benefits Offered

Current Positioning


Communicating the New Positioning

Sample Adverts


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The Telecom Sector

Overview

Telecommunication has now become one of the prime serviceswhich an economy needs for rapid growth, development andmodernization of its various sectors. Government of Pakistanawarded status of industry to telecom sector in year 2003-04.

Basic Telephony

Pakistan telecommunications market for the fixed-line services wasdominated by Pakistan Telecommunication Limited (PTCL). But now

PTA has been given the role of a regulatory body and is responsible forimplementing the telecom deregulation policy.


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MobilinkThe Company

OverviewMobilink GSM (PMCL), a subsidiary of Orascom Telecom, isthe market leader in Pakistan Mobile Industry.

Mobilink GSM started operations in the year 1994, from thenon it has shown enormous growth. At the time when it

entered the market it was a small player in the cellularmarket of Pakistan it is now the market leader both in termsof growth as well as having the largest subscriber base inPakistan.

VisionTo be the leading Telecommunication Services Provider inPakistan by offering innovative Communication solutions for

our Customers while exceeding Shareholder value &Employee Expectations.


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MobilinkThe Company

Network CoverageMobilink leads the market in network coverage with 400+cities. A map showing the coverage areas is as follows:


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MobilinkThe Company

International Roaming

Mobilink has strategic partnerships with 300 mobileoperators World Wide in 95 Countries. This amounts tothe largest international roaming Coverage providedby the cellular operators in Pakistan.


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Mobilink Jazz

Overview

Jazz is the name of the prepaid plan provided by Mobilink.Jazz is a market leader in prepaid plans with 8.6 MillionUsers.

Market ShareMobilink Users : 10 MillionJazz Users: 8.6 Million 14%

86%

Indigo

Jazz


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Mobilink Jazz

Tariff

Outgoing calls to any Mobilink Number Rs. 2.70 min

Outgoing calls to all networks in Pakistan Rs. 4.70 min

Off-net rate (Fixed line) Rs. 4.70 min

Favorite Numbers Offered 3 (Three)Outgoing calls to any 3 favourite Mobilinknumbers

Rs. 2.25 min

SMS (Jazz to Mobilink) 1.0 SMS

SMS (Jazz to other networks) Rs. 1.5 SMS

Favorite numbers addition/modification

Rs.25/number(Rs.28.75including tax)


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Mobilink Jazz

Target MarketNeed: Economical Mobile Phone Plan with Convenience.

Location: Urban

Age: Young (16-24)

Family Stage: Single

Gender: Male / Female

Income: 8K+

Social Class: Upper Lowers / Middle Class / Upper Middles

Lifestyle: Outdoor Oriented, Social, Trendy

Personality: Enthusiastic, Adventurous


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Mobilink Jazz

SWOT Analysis

Strengths:

Market Leader in Prepaid Plans Largest Coverage in Pakistan

Strong Past Experience Strong Distribution & Franchise Network

Weaknesses

Expensive Call Rates Old Network Infrastructure Poor Call Quality


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Mobilink Jazz

SWOT Analysis

Opportunities

New Market Segments New Services

New Technologies New Prepaid Plans

Threats

Heavy Competition Introduction of WLL Services Dissatisfied Customers


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Mobilink Jazz

Major Consumer Benefits Offered

Friends & Family Numbers.

Power Tools

Electronic Recharge Vouchers

Free Balance

GPRS & MMS Services

On Call Services

Chat Zone

Song Dedication Services


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Mobilink Jazz

Current Positioning Statement

To Enthusiastic Youngsters who need to stay connected,Mobilink Jazz is a prepaid plan that is more economical than

the competitive plans.

Sample Adverts


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Major Competitive Advantages

CompetitiveAdvantage

Importance toCustomers(High-Low)

Company Standing(Good-Average-

Poor)

NetworkCoverage

High Good

ServiceConvenience

High Good

Cost High AverageQuality High Average

Technology Low Average


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Comparison of Advantages with Competition

Ufone is the major competitor of Mobilink Jazz Having 21%of market Share. The Following Table Shows Comparison ofMobilink Jazz with Ufone Prepaid.

Competitive

Advantage

Mobilink Standing

(High Average-Low)

Ufone Standing

(High-Average-Low)

Technology Average High

Cost Average HighCall Quality Average High

Coverage High Low

Convenience High Low


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Selected Advantages for Positioning

Based on our Analysis, we can conclude that Mobilink isLeader in Coverage and Convenience facilities throughoutPakistan and these facilities also have a high importance inthe minds of target consumers.

For this reason, we can select Coverage and Convenienceas the two major Competitive Advantages for PositioningJazz.

Revised Positioning Statement


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Revised Positioning Statement

To Enthusiastic Youngsters Who Need to stay connected,Mobilink Jazz is a prepaid plan that keeps you connected

everywhere with maximum convenience.


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Communicating the Postitioning

Product:

As the brand positioning has been revised, other aspects of theproduct must depict the same philosophy by introducing valueadded services like:

Direct access numbers for commonly used processes such asbalance checking, account recharging and contacting customersupport.

Mobilink Jazz customers should be able to charge their account

with any amount they want.

Customers should be able to share their balances with each other.

There should be a daily sms alert service which notifies customersabout News, Events, and Horoscopes etc.


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PriceAlthough Mobilink charges a premium price for its prepaid plans,but it is viewed as expensive among customers. If it is able tocommunicate the newly developed positioning effectively, it wouldbe able to justify the higher prices.


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Communicating the PostitioningPlace

Mobilink Should make itself easy to reach for the customers,therefore it should increase its customer support centres so thatcustomers can communicate with the company conveniently andeffectively.

Mobilink should increase its call centers to cater to the needs ofthe growing number of customers.

Mobilink Jazz Kiosks should be placed at major public areas and

shopping malls where customers can recharge their accounts andrequest value added services.


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Promotion

In order to Communicate the new positioning strategy, various

advertising campaigns should be designed which will deliver thevalue propositions of convenience and coverage to the customersvia print, Broadcast and Online Media.

In addition to the advertising initiatives, various BTL activitiesshould also be designed to convey the positioning such as RoadShows on Highways, Exhibition Stalls etc.


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Sample Adverts


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Sample Adverts

Documents

Repositioning Mobilink Jazz[1]