This paper is about the telecommunication industry of Pakistan. The paper will explain the reasons why Mobilink is the fastest growing telecommunication company of Pakistan. The paper evaluates mission, vision statement of Mobilink and the target audience of Mobilink i.e. different products like Mobilink indigo, Jazz Octane and Jazz Jazba etc. The paper will explain the geographic and psychographic segmentation of Mobilink according to its different products. This paper includes the different promotion methods like sale promotion, advertisement, sales force, online ads promotion, direct marketing and personal selling used by Moblink for attracting and retaining their customers.
TELE COMMUNICATION INDUSTRY IN PAKISTAN
1. Telecommunications in Pakistan describes the overall environment for the growing mobile telecommunications, telephone, and Internet markets in Pakistan. In 2008 Pakistan was the world’s third fastest growing telecommunications market. Pakistan's telecom infrastructure is improving dramatically with foreign and domestic investments into fixed-line and mobile networks; fiber systems are being constructed throughout the country to aid in network growth. 2. Mobilink GSM (PMCL), a subsidiary of Orascom Telecom, started its operations in 1994, and has become the market leader both in terms of growth as well as having the largest customer subscriber base in Pakistan-a base of over 30 million and growing. Mobilink is the first cellular service provider to operate on a 100% digital GSM technology in Pakistan that also provides state-of-art communication solutions to its customers. 3. Mobilink offers exclusively designed tariff plans that cater to the communication needs of a diverse group of people, from individual to businessmen to corporate and multinationals, to achieve this objective, Mobilink offer both postpaid (Indigo) and prepaid (JAZZ) solutions to their customers. Compared to their competitors, both the postpaid and prepaid brands are the largest brands of their kind in the Pakistan cellular industry. 4. In addition to providing voice communication services that makes the lives of millions that much easy, they also offer a host of value added services to their customers. At the same time, Mobilink places high importance to its coverage, which is why they cover 9000+ cities and towns nationwide as well as over 120 countries on international roaming service. Mission Statement
5. To be the unmatchable mobile system of communications in Pakistan this provides the best value to its customers, employees, business partners and shareholders.
6.To be the leading telecommunication services provider in Pakistan by offering innovative communication solutions of our customers while exceeding shareholder value and employee expectations. Targeted Audience
7.Mobilink offers both Pre-paid and Post-paid services. They offer 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, they offer both postpaid (Indigo) and the prepaid (JAZZ) services to their customers.
a.Mobilink Indigo.Mobilink Indigo targets the Socio-Economic Class "A+" (SECA+) that is socio economic upper class. Indigo targets the upper business class (corporate sector) that is not concerned with the cost but want convenience, quality and a brand image that suits their personality. Who does not want furor music but want a brand that is "Competent" and Indigo is well satisfying the desires of its corporate customers. Introduced blackberry connection, through which businessmen can take their offices anywhere, share attachments etc. That is why indigo customers are loyal to the brand and hesitate to switch to other connections. It can be said that indigo enjoys the benefits of a monopoly in the corporate sector due to its value-added...