MOBILINK & UFONE

BBA III D

Fawad Samejo

Danial Qayam

Jahanzeb Khan

Fahad Khalid

Comparative Analysis of Marketing

Strategies

UFONE CORPORATE STRATEGY

Figures various market incentives to

provide maximum variety to its customers

To increase Long-term quality service and

network coverage

Provides newer technology to employees

Exploits the market by keeping its prices

as low as possible

MOBILINK CORPORATE STRATEGY

Wants to become a part of your family

Main focus is quality and uncompromised

network service

Customer care is its utmost priority

Solid commitment to sustainable business

practices

Maximizing customer satisfaction

UFONE

JANUARY 2001

3.23 MILLION SUBSCRIBERS

PARENT COMPANY ETISALAT

MOBILINK JAZZ

31.6 MILLION SUBSCRIBERS

INTERNATIONAL ROAMING TO OVER 140 COUNTRIES

BRAND HISTORY

TARGET MARKET

Target Market (Ufone)

Mainly youth

Target Market (Mobilink)

Diversified

Caters to every age group

MARKETING STRATEGY

Marketing Strategies of Ufone

Essence of humour

Lively and energetic approach

Marketing Strategies of Mobilink

Shows rich culture of the country

Creates an emotional connect

SEGMENTATION STRATEGY

Demographic

Behavioral

Geographic

TARGETING STRATEGY

UFONE

Undifferentiated(Mass marketing)

Differentiated & Concentrated Marketing

is being currently relied upon

Micro Marketing (Location Based Offers)

Marketing at an individual’s level

TARGETING STRATEGY

MOBILINK

Differentiated Marketing is a focus

Diversified Target Market

Local Marketing techniques are being

put into effect since the last year

MARKETING PROGRAM

UFONE

Positioning of Ufone

A brand with life and joy

Positioning Of Mobilink

A brand with Elegance and Efficiency

PRODUCT RANGE OF UFONE

Ufone Prepaid

UWon Package

Uth PackageBasic

PackageLady's

PackageU-circle Package

Ufone Life plus

Package

30 second Package

MOBILINK JAZZ PRODUCT RANGE

Mobilink Jazz

Ladies First

Jazz Easy Jazz First Jazz One Jazz Jazba

Jazz Budget

PRICE STRATEGIES OF UFONE

Price penetration for new complete packages

Dynamic Pricing for almost every offer

Geographic Pricing for example

‘Karachi Offer’

Psychological Pricing especially for bundle

offers like internet and MMS

PRICES STRATEGIES OF MOBILINK

Higher prices than competitors

Mobilink used to have price Skimming when there

was no competition/less competition

Static Pricing for almost every offer

Geographic Pricing such as ‘Multan offer’

Psychological Pricing especially for bundle

offers like internet and MMS

Bundle pricing for SMS packages and family

packages

PRICING TARIFF OF UFONE

UWon

Packag

e

Uth

Package

Basic

Package

Lady's

Package

U-circle

Package

Ufone

Life plus

Package

30 second

Package

Rs. 1.00

per

minute

on net

and Rs.

1.60 off

net

Rs. 1.30

per 30

seconds

and call

free after 3

mins on

net. Same

off net

except

free call

Rs. 80

paisas

per 30

seconds

on and

off net.

Rs. 1.60

per

minute

on and

off net.

Rs. 2 per

hour on

PTCL

4

numbers

allowed.

45 paisas

per min.

Rs. 1

daily.

Rs. 4.5

per hour

on net.

Rs. 1.30

per 30

sec off

net.

63 paisas

per 30

seconds

on net and

offnet

PRICING TARIFF OF MOBILINK

Jazz

BudgetJazz Ladies

First

Jazz Easy Jazz One Jazz First

Rs. 0.68 on

and off net

( Charges

30 sec)

Rs 5/

Hours

(11pm-

9am)

Rs. 80

paisas per

30 seconds

on and off

net.

Rs. 1.60

per minute

on and off

net. Rs. 2

per hour

on PTCL

4 numbers

allowed.

45 paisas

per min.

PROMOTIONAL STRATEGY

TV commercials (Prime Focus)

Radio

Pole Boards

Billboards

Posters

ATL and BTL activities

PROMOTION STRATEGY OF MOBILINK

TV commercials

Simple and focus on Corporate level

Radio

Pole Boards

Billboards

Promoting Jazz Jazba

Posters

PLACEMENT AND DISTRIBUTION

UFONE

Multiple Channels for reaching its customers

Ufone Top Up launched in 2005

Ufone uses Hybrid Channel for sales

Selling through retail shops & franchises

PLACEMENT AND DISTRIBUTION

MOBILINK

Multiple Channels for reaching its customers

Sim cards sold through outlets and service

centers

Mobilink also uses Hybrid Channel for sales

Mobilink will establish new sim issuance

policy

BCG ANALYSIS UFONE

High Market

Growth

Low Market

Growth

High

Market

Share

Uth Package Life Package

Low

Market

Share

UWon package One Number

free Package

Strength:

Low comparative Cost, active

and creative marketing team

Weaknesses:

Relatively poor quality and

less coverage.

Opportunity:

Introduction of 3G technology,

Dual Sims phones, to install

better technology to improve

quality service.

Threat:

Increase in government taxes,

Rise in Inflation.

UFONE

MOBILINK

MOBILINK BCG MATRIX

Mobilink Jazz High Market

Growth

Low Market

Growth

High Market Share Jazz Jazba Jazz Budget

Low Market Share Jazz Easy Ladies First

package

PRODUCT-LIFE CYCLE OF UFONE

Ufone showed heavy growth between

2005 to 2008

Ufone reached its maturity by 2011

“Pakistani market for cellular networks has a lot

more to achieve and much left to exploit and

thus saturation is still a stage to come.”

PRODUCT-LIFE CYCLE OF MOBILINK

Ufone showed heavy growth between

2005 to 2008

Ufone reached its maturity by 2011

“Pakistani market for cellular networks has a lot

more to achieve and much left to exploit and

thus saturation is still a stage to come.”

CONSUMER BUYING BEHAVIOR

UFONE

Habitual with current consumers

Variety seeking with new

subscribers

MOBILINK

Habitual with current consumers

Complex behaviour with new

subscribers

CSR ACTIVITIES OF UFONE

Launched a hospital in Sargoda costing

50 million

CSR ACTIVITIES OF MOBILINK

Group Picture with Company

Representatives

THANK YOU