• About Mobilink• Orascom telecom (OTH) • Mission/Vision• Marketing Mix• BCG growth share matrix• Market Segmentation• Market Targeting• Differentiation• Positioning• Pricing Strategy• Competitors Analysis• Financials Analysis• Recommendations

•Started operation in 1994• Market leader• Introduce GSM tech• Providing state of the art communication services

• Took management control in 2001• Largest and most diversified operator• Positioned itself as a leader in this region• Strategies to create non GSM subsidiaries

"To be the leading Telecommunication Services Provider in Pakistan by offering innovative

Communication solutions for our Customers while exceeding Shareholder value & Employee

Expectations"

• Commitment to total customer satisfaction

• Passion for business excellence• Trust & integrity• Respect for people• Responsible corporate citizen

• Largest cellular network in country• Covering 10,000+ cities and towns• Investment more then US$ 1 Billion• 6,300 cell sites• Deployed around 5,000 km of optical

cable

• Indigo• Jazz• Mobilink

BlackBerry• Mobilink PCO• Mobilink TV• Jazz Cricket SIM• Mobilink Infinity

• GPRS• SMS Messaging• Power Tools• Chat Services• Dedication Services• Power Tools• Mail Services• Info Services• IVR Ring tones/Logos• On Call Services• Missed Call Alerts

• Corporate SMS• SMS Advertiser• Conference Bridge• PSO Cards• PIA Reservations• Stock Watch• Fax Mail

• In the early 1970's the Boston Consulting Group developed a model for managing a portfolio of different business units

• The BCG growth-share matrix displays the various business units on a graph of the market growth rate vs. market share relative to competitors

• On the vertical axis, market growth rate provides a measure of market attractiveness

• On the horizontal axis, relative market share serves as a measure of company strength in the market

The growth-share matrix defines four types of SBUs: Cash Cow- (low growth rate, high market share)

Star- (high growth rate, high market share) Question Mark-(high growth rate, low market share) Dog- (low growth rate, low market share)

Strategic Business Units of Mobilink:• Jazz One • Jazz Budget• Jazz Ladies First• Jazz Easy • Jazz Octane• Mobilink Indigo • Mobilink PCO

Classification of SBUs according to growth-share matrix

Cash Cow- (low growth rate, high market share)

• Jazz Ladies First• Mobilink Indigo• Jazz Budget Because these three packages are low growth,

high share market products. These established and successful SBUs need less investment to hold their market share. They produce a lot of cash to support the other SBUs that need investment

Star- (high growth rate, high market share)

Jazz One This package is a high growth, high market share product. There is need to invest more for its rapid growth. it should try to build into cash cow

Question mark- (high growth rate, low market share)

Jazz Easy Mobilink PCO These packages are low share in high growth markets. They require a lot of cash to hold their share. Management needs to think hard about question marks it should try to build into stars or should be

phased out

Dog - (low growth rate, low market share)

Jazz Octane It is low growth, low share product. It

may generate enough cash to maintain itself but do not promise to be large source of cash

What is market segmentation?

• Division of market• Distinct groups of buyers• Distinct needs• Consumers can be grouped in various

ways• Geographic, demographic etc

Following are the different segments of Mobilink

• Business class• Ladies• SME sector• Sports• Flight roaming• Movies portal• Mobilink infinity

What is market targeting?

• To evaluate each segment• Select one or two segments• Greatest customer value• After evaluating the segment

attractiveness Mobilink has target that segments

• Small and medium enterprise• For SME Mobilink has introduce

the “Mobilink blackberry”• Blackberry professional

software• Designed for the basic needs of

SME• How it can be helpful for SME?

Mobilink sports portal

• “You have a front row seat to all sporting events with Mobilink sports portal, as close as its get to the game”

Following are the sports portal

• Cricket• Hockey• Soccer• Tennis• Car racing• Golf

Some targeted segments by Mobilink

• JAZZ Mobile hungama• Mobilink NBP Karobar• Mobilink PCO• Mobilink flight roaming• Ladies

What is differentiation

• Market offerings• To create superior customer value

Characteristics which differentiate their product

• Premier cellular company• Price affordability• Hire famous personalities• Only company offers package for ladies• Airplane roaming• Mobilink PCO

• What is positioning• Arranging for a product • Clear and distinctive place• Mobilink has very strong positioning• Indigo• Jazz• Largest cellular company in

Pakistan

Controllable tactical marketing tools product, price, place, promotion that the firm blends to produce the response it wants in the target market

TargetTargetCustomersCustomers

IntendedIntendedPositioningPositioning

PriceAmount of moneythat consumers have to pay to

Obtain the product

PriceAmount of moneythat consumers have to pay to

Obtain the product

Company activitiesthat make the

product available

Place

Company activitiesthat make the

product available

Place

Product“Goods-and-service”combination that a company offers a

target market

Product“Goods-and-service”combination that a company offers a

target market

Activities that persuade target customers to buy

the product

Promotion

Activities that persuade target customers to buy

the product

Promotion

• Goods and services combination that a company offers to the target market

• Moblink offers different products to target different categories of consumers

Price is amount of money that consumer have to pay to obtain the product

Moblink offers different packages of different call rates to capture the market

Moblink also offers discounts, advances, post paid, prepaid connections

Rates Of Some Packages:• Jazz ladies first: on net Rs. 5.00/hour sms rates Rs. 1.00/sms• Jazz budget: on net Rs. 0.40/30 sec sms rates Rs. 1.00/sms Mobilink is using Competitive Price Strategy in

their packages

Pricing Strategies:

• Competitive Price Strategy• Skimming Price Strategy• Marketing Penetration• Predatory Price Strategy • Odd/Even Price Strategy

• Company activities that make the product available

• It includes channels, coverage, location, inventory

• Moblink SIM and connection available on more than 700 franchises all over the Pakistan

• Covering 10000+ cities ,town ,villages

• Activities that communicate the merits of the product and persuade target customer to buy it

• Moblink spends millions of amount each year on advertising

• Advertising through TV channels, news papers, bill boards, brushers etc

• Hire top Models ,film stars like “shan” ,pop music band “strings” ,cricketers “Wasim akram”

Jazz bundle offer• International summer promotion• Jazz aur sunao• Life mein jazz lao• Roam the world

• Low Price Strategy

• Better Services

• Promotional Offering

• More Investment

• Effective and Efficient Distribution

• Customer Representatives