PRINCIPLES OF MARKETING
Zawwar Husain Naqvi
Ma’am Zeenat Jabbar
Dated: 26th January, 2009
We thank Almighty Allah who helped us in the completion of this project. Apart from Him, we would like to thank Mr. Raja Faheem Saeed, Mr. Faisal Rasheed and Ms. Rabia Gull who helped us in this project. We would also like to thank Mr.Faisal Wajid (procurement and contract executive) who provided us information about Mobilink Jazz.
Last but not the least, we would like to thank our Principles of Marketing Instructor, Ma’am Zeenat Jabbar, who gave us an opportunity to make this project and learn a lot about marketing.
The project in your hands follows a marketing plan in which Mobilink Jazz is discussed. The plan is simple yet with changes to Mobilink Jazz’s marketing plan. The document holds the market segmentation for this telecom service provider. Along with that it discusses the main four P’s of Maketing and future plans for each of them. Before all the above mentioned, however, we’ve discussed the telecommunication industry in detil and have carried out an analysis of the sector. In the ending we have the budgeting of the marketing end of Jazz. Hope you like the effort we’ve put into it.
TABLE OF CONTENTS
Table of Contents
PEST, BCG, Porter’s 5 Forces, Positioning Map11
The 4 P’s16
The New Package35
Mobilink GSM (PMCL), a subsidiary of Orascom Telecom is the market leader in providing state-of-the-art communications solutions in Pakistan.
Orascom Telecom Holding S.A.E (OTH), the parent company based in Egypt was established in 1998, and has grown to become the largest and most diversified GSM network operator in the Middle East, Africa, and Pakistan. With over ten licenses covering the region, Orascom Telecom has positioned itself as a leading telecommunications conglomerate in emerging markets of this region.
Orascom enter in the Pakistani market through the licensing where they have to pay the Royalty fee.
Mobilink covers approximately 85 percent of Pakistan's urban population and it can proudly boast of being the first cellular service provider in Pakistan to operate on a 100% digital GSM technology. It offers tariff plans that are exclusively designed to cater to the communication needs of a diverse group of people, taking into account occasional users to businessmen. To achieve this objective, Mobilink offers both postpaid (Indigo) and the prepaid (JAZZ) solutions to its customers.
In addition to providing advanced voice communication services, Mobilink also offers a number of value added services to its valued subscribers. Keeping in mind its customers' convenience, Mobilink has also bundled mobile handsets, sold either independently or bundled in Get Set Go Pack.
Mobilink GSM started operations in the year 1994, as a third entrant in the market, while Paktel and Instaphone were already operating since 1991 and had acquired substantial market penetration.
Despite the re-launch of Ufone, the main competitor, Mobilink has maintained its momentum of growth. All this has been possible due to inter-departmental synergy and strengthening of Mobilink’s brands. Till early 2001, they had a market share of 43%. OT took over management control of the company in April 2001 and changed the overall market dynamics through its aggressive marketing strategy and expertise.
In less than two years time Mobilink grew by almost 400% with market leadership of 60% market share (year end 2003). At the time when it entered the market it was a small player in the cellular market of Pakistan it is now the market leader both in terms of growth as well as having the largest subscriber base in Pakistan....