Brand Audit of Mobilink

Starting with the name of Allah who is most Gracious and Merciful

Presented to:Sir Naseer Marri

Presented by:Arsalan Dar

Mohammad Shoaib

Brand Audit of Mobilink

Pakistan Mobile Communications Limited (PMCL) better known as Mobilink GSM is a telecommunication service provider in Pakistan.

Mobilink started operations in 1994 as the first GSM cellular Mobile service in Pakistan by MOTOROLA Inc., later it was sold to Orascom, an Egypt-based multi-national company.

It has become the market leader both in terms of growth as well as having the largest customer subscriber base in Pakistan

HISTORY OF MOBILINK

Company Structure Private Limited

Genre Subsidiary

Parent Orascom Telecom Egypt

Owner Naguib Sawiris

Founded 1994

Founder Motorola USA

Industry Telecommunication

Headquarters 42 Kulsum Plaza, Blue Area, Islamabad.

Area served 5000 cities, towns, and villages across Pakistan

Revenue 250.2 million USD (3rd quarter, 2006)

Website www.mobilinkgsm.com

Facts & Figures

Mobilink had already launched a total of 7 brands within its Jazz portfolio alone. Jazz which was already a sub brand within the Mobilink portfolio had consumer segment brands like Octane and jazz easy, jazz budget, jazz one and jazz jazba.

BRAND PORTFOLIO

Exploratory Research

Mobilink has used it R&D techniques to become the most powerful telecom company.

Typically consumer brand association for Mobilink might be low call rates attractive SMS offers and announce convenient student packages.

ORIGNAL MARKET RESEARCH

Competition.

High tax rates.

Increase in imported equipment costs.

Threats to Brand Equity

Strengths. First Mover's advantagesStrong Brand namegood coverage and speed

Weaknesses. High call rates. Large organizational structure

Strength and weaknesses

Marketing mix :

It is the set of marketing tools a firm uses to pursue its marketing objectives. McCarthy has classified these tools into four broad groups, called the four Ps of marketing:

1. Product 2. Price 3. Place 4. Promotion

Marketing Mix

Mobilink Product :

Mainly there are four product of Mobilink with each having separate target markets and positioning. ·

Mobilink Indigo · Mobilink Jazz · Mobilink World · Mobilink PCO

Mobilink Product

Mobilink has the largest subscriber base in Pakistan with 24 million customers. Mobilink recently started GPRS services with RS. 500/ month of unlimited usage which is a treat for GRPS users who want to take their office with them. Mobilink provides them with this facility with fairly reasonable charges.

Pricing

During the last 13 years, Mobilink has set up one of the largest cellular networks in the country. Currently, Mobilink is covering more than 5000+ cities and towns. This has involved an investment in the company of more than US$ 1 Billion. Mobilink have 50 Switches and more than 4,900 cell sites and the number keeps growing at a rapid pace. Mobilink also have deployed around 3,000 km of optical cable.

PLACE

Mobilink customers remain their priority and in an effort to enrich their lives Mobilink have put in place state-of-the-art call centers in Karachi, Lahore, Islamabad and in other cities of Pakistan where well trained staff is geared to answer complaints and queries, and a new billing system is in the process of commissioning.

Continuous

Nationwide coverage

Mobilink provide true nationwide coverage in more than 5000+ cities, towns, and villages across Pakistan. Mobilink provide its services in urban areas as well as towns and villages. In nationwide Mobilink provide services in following areas.

· Punjab · Sindh · Balochistan · NWFP · Capital · AJK · FATA

The chief advertising goal of Mobilink is to increase its customer base and to stimulate more usage.

Mobilink is currently using: Information Advertising: To create brand awareness

and knowledge of its Mobilink World brand. Reminder Advertising: To stimulate the repeat purchase

of its Jazz and Indigo brands.

PROMOTION

Mobilink is the largest telecommunication network in Pakistan and it has the higher market share than any other telecommunication network in Pakistan. There for Mobilink need to satisfy there customers and Mobilink is doing this very well by giving different tariffs. But I thing that the charges of Mobilink are little higher than other competitors, as it is the age of competition therefore Mobilink should have to reduce its’ charges and improve its’ standard of qualities more.

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