marketing report slides 2007

8/9/2019 Marketing Report Slides 2007

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REP O RT

Group Members Kamran Haqqi 4853 Syed Shabih ur Rahman

4875 Faisal Bawa 4858

ourse Ins t ructor Amna Munir


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VISI O N Making Communication exciting

MISSI O N 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


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INTR O DUCTI O N AB O UT Z O NG Zong is the first International brand of China Mobile being

launched in Pakistan. The company is often cited as ChinaMobile (Pakistan). It is meant to empower and liberate thepeople of Pakistan in every nook and corner of the country.

It will become a part of their hearts, their minds and bringabout a change in their lives that every one desired but fewthought would be possible. The core essence of ZONG is toallow people to communicate at Will.

Without worrying about tariffs, network coverage,capacity issues or congestion ZONG will be supported byground breaking communications, trend setting customerservice and an unmatched product offering which willredefine rules of the game and establish ZONG as a seriouscontender for the number one spot. ZONG would offer itscustomers with entertaining & innovative value added

services and will empower them by giving a wide variety of products, services & content to choose from. We arerivile ed to be the ioneerin countr introducin this


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INTR O DUCTI O N AB O UT China M o bile Pakistan (CMPak) China Mobile Pakistan (CMPak) is a 100% subsidiary of China

Mobile. The pioneering overseas set up of China Mobile camethrough acquisition of a license from Millicom to operate a GSMnetwork in Pakistan.

So far CMPak has invested more than US$ 700 million in thetelecom sector in Pakistan and an additional US$ 800 million willbe invested till the end of year 2012.

With ambitious plans to cater to the fastest growing Pakistanimarket and to win over the ever demanding Pakistani customer, itwill be offering unprecedented coverage, voice and data servicesas well as a wide range of tariff options to choose from.

CMPak's edge comes from the experience and expertise of running the world's largest telecom service and the commitmentthey make to setting quality and customer relations standards.

CMPak is geared to offer neatly packaged VAS products thatwill benefit the

Individuals, corporate as well as small businesses. Led by a team

of professionals from the field of cellular Communication, CMPak isdetermined to make its mark in the Pakistani Market and tochan e the wa eo le communicate.


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INTR O DUCTI O N HISTORY

Recently China mobile company in Pakistan after replacing thecode 0304 with 0314 now introduced its new brand in called ZONG.With an Introductory slogan Say everything or Sub Keh Do &started its advertising campaign at popular print & electronic mediaoutlets.

Paktel started its commercial operations in Pakistan in November

1990 as the pioneer of cellular telephony with an AMPS network whichwas converted to TDMA (Digital) in 2003. Soon after GSM quicklygained popularity all over the world and became the technology of choice leaving AMPS/TDMA far behind.

Paktels principal shareholder was Millicom Pakistan, which held98.86% equity of Paktel. But however on Feb 13th 2007 Millicom

announced that it had completed the sale of its 88.86 per centshareholding in Paktel Limited to China Mobile CommunicationsCorporation which finalized Millicoms exit from Pakistan. Soon after,china mobile company bought all the assets of Paktel, the newmanagement seems busy, to tie up promotional strategies, with theintention to win the telecom market slowly & silently. Well that is just aprediction I have made because in Pakistan Chinese products mostlyare famous due to their cheap prices. & more the 90% population inPakistan is rice conscious due to their lower or medium income level


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MARKETING MIX

1 - PRODUCT/SERVICES ZONG is a cellular service providing company.

Service is an intangible product that consists of activities, benefits or satisfactions offered for sale.

Strategy: Easy to choose 5 new packages SPOUSE NUMBER Call one ZONG number for free

24/7 (Differentiation strategy) ZONG postpaid SIM has a powerful menu of- newest

tones, video clips, animated SIM has a powerfulmenu of- newest tones, video clips, animatedpictures, games, anonymous chat, and all sorts of insights into what's happening on the social scene.Pictures, games, anonymous chat, and all sorts of insights into what's happening on the social scene.

Virtual Credit Limit concept, discounts & benefits Lowest GPRS rates, through u can surf & download

the newest ring tones, u can surf & download the


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MARKETING MIX 2 - PRICE Cellular service providers are

facing intense price competition incontemporary market. Customersperceive pricing as the heart of brand selection. Price has always

been the core differentiation of ZONG. ZONG is the one who isoffering least call rates off-network.


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PRICE


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Prepaid Packages


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Prepaid Packages


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Prepaid Packages


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Prepaid Packages


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Prepaid Packages


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Prepaid Packages


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Prepaid Packages


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Prepaid Packages


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Prepaid Packages


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Prepaid Packages


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Prepaid Packages


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PRICE Strategy:

ZONG strategize to capture the existingpricing needs of its customers and use itwell on occasional or timely basis. Forexample ZONG offered very good callrates on international calls in Eid days. Itoffered hourly call rates in Ramadanwhen people were least likely to avail theoffer that much that it might prove

unprofitable for ZONG. It was a fantasticstrategy to beautify the brand image interm of pricing in customers minds aswell as remain profitable in doing so.ZONG follows market penetration pricing

strategy and dynamic pricing strategy tomeet the customer needs and ever


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PLACE Place plays a very important part in the

distribution and promotion of services. Competitors of ZONG are seeking to

penetrate into places where others havent

reached. Cellular service providers aredrastically widening their network & coveragein every area of Pakistan. Mobilink has this edgein place excellence because it is the pioneer incellular telephonic field.

Strategy: ZONG strategize to widen its coverage to allplaces in Pakistan in order to meet therequirements of its increasing customer base.Now ZONG is heading from cities to remotenorthern areas in expanding its network.

ZONG has intensive promotion in cities, but itis also considering improving its promotion in


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PR O M O TI O N ZONG believes in Integrated

Marketing Communication which is acarefully blended mix of promotion

tools. ZONG employ different marketingactivities and channels to communicateand deliver value to customer. Theseactivities are coordinated to provide

maximum communication output. These communication channelsincludes:-

Advertising, sales promotion, publicrelations, direct marketing & personalselling


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PR O M O TI O N SALES PROMOTION STRATEGY: ZONG strategize to take aid of sales

promotion whenever it sees a minordrop in its usage by its customers. Theymostly go for pull strategy in promotioni.e. they spend a lot on advertising andconsumer promotion to induce finalcustomers to avail their services. ZONGapplies sales promotion schemescontinually in order to keep its

customers loyal and happy.


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PR O M O TI O N ADVERTISING STRATEGIES Advertising strategy consists of two

major elements:1.Advertising Message2.Advertising Media

ZONG has the following strategies

regarding the Message and Media of advertising:-


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PR O M O TI O N Message Content --

first content of ZONGs advertisingmessage was humor

shifted its message content toyouthful excitement

Message Format --

always been very colorful and eyecatching Message Source --

different upcoming new celebrities,and outh


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PR O M O TI O N ADVERTISING MEDIA:

To increase the reach and frequencyof advertisement ZONG is usingrepetitive strategy for itsadvertisements. And the humoroustheme always makes the ads moreappealing and engaging the minds

of customers. ZONG advertise in thefollowing media types Print Media Broadcast Media Display Media Online Media


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PR O M O TI O N Print Media --

print ads in all leading newspapers place its ads in all leading magazines

Broadcast Media --

advertising in all Pakistani channels including GEO,Hum, ARY, Indus, TV one, HBO, Cartoon Network etc Display Media --

ZONG advertise using billboards, hoardings, signs (onShop boards etc), posters, wall paintings etc

Online Media -- places flashing ads on famous portals like

coolbuddy.com, pakfellows.com etc Events --

sponsored many events in the past and holds futureplans concerning it


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PR O M O TI O N AD SHOOTS:

The ads of ZONG are shot mostlywithin Pakistan. But the PostPay ads

are shot in foreign locations.Recently ZONG shot in thepicturesque locations of easternareas of Pakistan in itsadvertisement of ZONG Super FreeNumber


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/ommercials Ad


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PR O M O TI O N Other Promotion Strategies:

Public Relations: ZONG is lessconscious of developing its generalpublic relations. But recently it haslaunched its Hajj Guide service onZONG. It avoids getting in news storiesand controversies but sometimes itproves inevitable.

Direct Marketing: ZONG employ on-road umbrella franchises where thedirectly market and sell theirconnections and Sims.

Personal Selling : ZONG administerpersonal selling facility to sell their


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SW O T ANALYSIS Strength

Zong has network coverage in morethan 750 cities ,towns and across allmajors highways of the country

Zong provides international roamingfacility than 150 internationaloperators across 79 countries.

Zong is proud to have an efficient andfriendly customer service through 21company owned sales & Customerservice centers nearly 250 franchisesacross the country

Zong introduced the concept of of ownmobile number which attracted man


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SW O T ANALYSIS Strength

Zong is offering the service of Multi MediaMessaging service (MMS)

As mobile users in the country have reachedover78 millions at avert rapid pace Zong haspainted itself as the fastest growing cellularoperator in Pakistan with a subscriber base of around 5.29million and a market share nearly25%. Zong has seen scriber growth rate of over 200% in the last yea, and since the startof 2008 Zong added nearly 5 millionsubscriber on its network A remarkableachievement indeed specially considering thefact those to new international ( Telenor andWarid_ Players also entered into the market in2005

While keeping its tradition of being the trendsetter in the industry, Zong change the image


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SW O T ANALYSIS Weakness

Zong does not have the proper list of itscustomers. It has the list but this list is notauthentic which is increasing the authorizeduse of its sim specially per pay, Zong have totake many serious steps to properly list itscustomer to ensure that there is misuse

It has many franchisees in the whole country butas it customers are increasing day by day soits present franchises arent enough to full fillthe need of its customer

Zong also face problems and its network gat jammed on special occasions like Eid ,newyear etc .

Call rates from ZONG to zong its very cheap butto other to oter network is quite expensive

Network is week comparatively in some regions


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SW O T ANALYSIS Opportunities

Zong could develop some new and innovativeservice to attract customers .

It should introduced International SMS packages likelocal SMS

It should introduced same international someinternational call packages to middle eastcountries because there are lots of Pakistanis whoare living in those countries so people willdefinitely be tempted towards such packages

Zong should develop more franchises in remote

areas so people will get more befit from it and itwill help to increase more customers zong should expand its network to northern part of

the country to capture the market share as othercell companies are already providing services innorthern cites

zong can surprise its competitors by introducingzong Easy ATM . |These will be ATM like machine


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SW O T ANALYSIS Threats

As zong is cellular company and there is cut throatcompetition among other cellular companies inPakistan .there four other companies working in Pakistanso zong would have to face some growing competitivepressure

Pakistan is facing some serious economic problem now adays so that would affect zong .the current location inmarket is not good for any kind of business includingtelecommunication.

In Baluchistan and Fata where zong already has networkcoverage is in dangerous of critical situation andoperation being held there. Investment of zong is

danger. The key threat to zong is also some adverse Government

polices of implementation Tax on telecommunicationindustry that will ultimate affect the revenue.

Telenor is giving higher rumination to its employees ascompared to zong so many its skilled and competentemployees are going there. That will affect the companyprofitability in the long run.

Zon have to revise the list of subscribe who are le al and


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SUGGESTI O N/IMPLICATI O N

Net working The main problem of Zong

Telecommunication Company is that theircustomers are not satisfied by their

networking. They dont have a wide range of networking and there customers are facinga lot of problems because of signalproblems. Whenever the customer is notproperly satisfied by the companys

services, it is very difficult for the ZongCompany to attract the customer and toretain their existing customers. There isneed a lot of improvement their networkingas well as to make it better. If they dont

take any step, they soon face a big problemand it is then im ossible for them to remain


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Technology Technology is one of the most important

factors. The time ischanging;telecommunication revolutionis the big revolution in this century;companies have needed to introducenew technologies according to themarket demand to improve theirnetworking and to satisfy the customers. In

Pakistan other companies like Ufone, Jazz,Warid, and Telenor etc are workingin the market for last 6 to 7 years. Theirtechnology is better than the Zong asZong is the new born company in thePakistan. Zong has needed to do a lot toimprove their Technology. If they do so


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Social Aspect Social aspect is another important

factor. The companies who trying to

ignore the society will never prosper. Inother words I can say that suchcompanies have no way to exist in themarket for a long time. Zong has neededto take look to the societies, and thepeople living there. They shouldnt takeany step which is against the society andthe people.

They should to respect of what peopleare demandin to them.


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CO NCLUSI O N

By keenly analyzing the marketing of ZONG, we group member agree thatZONG is not a safe player in the market.It is penetrating its market by takingrisks and aggressively promoting &advertising itself. It holds second largestmarket share and is seeking to becomethe market leader anyway possible. Wecame through very unconventionalstrategies and ad campaigns whileworking on this report. We believe that

mobile services are the toughest marketto enter and survive. And in this toughmarket ZONG isnt only surviving butgrowing at an exceptional rate.

ZONG is using humorous theme in its ads

which has become its benchmark.People enjoy watching, discussing and


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THANK THANK Y Y OO U...U...

marketing report slides 2007

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