Mobilink

MOBILINKPakistan’s largest

Voice + Data Signal

GROUP MEMEBERS:

ARFA ASLAM(11090920-012)MOMNA ARSHAD(11090920-

022)BISMA SHAHZADI(11090920-

023)IQRA BASHIR(11090920-024)

PRODUCTS

TWO MAIN PRODUCTS:

Post-Paid Pre-Paid

MOBILINK INDIGO: Mobilink launch their post paid connection in

2001 in Pakistan it was biggest and best campaign ever launched by any cellular company in Pakistan. Mobilink have launched the service with new name Indigo. Mobilink Indigo is the new complexion of communication.

Indigo, BlackBerry, City Mobilink Credit Card, Call & Control, Indigo Reward, Indigo Genie.

MOBILINK JAZZ: Jazz is an amazing prepaid service

that allows freedom from monthly bills and gives complete control over cellular expenditure. Jazz is simple, easy and loads of fun.

Jazz Budget, Jazz Octane, Jazz Ladies first, Jazz Easy, Jazz Share,Jazz load.

Mobilink launch their post paid connection in 2001 in Pakistan it was biggest and best campaign ever launched by any cellular company in Pakistan. Mobilink have launched the service with new name Indigo. Mobilink Indigo is the new complexion of communication. Indigo, BlackBerry, City Mobilink Credit Card, Call & Control, Indigo Reward, Indigo Genie.

VALUE ADDED SERVICES

GPRS ,Mobilink must services, SMS

messaging, Power tool. Mail services,

Info services, ON Call services,

Misssed Call alerts, IVR ring tones,

Conference bridge, FAX Mail, Stock

watch, PSO cards, PIA reservations,

Mobilink Game, Mobilink TV, Mobilink

WI MAX and lot more….

DEPARTMENTS

The organization is divided into divisions which are further divided into departments and then sub-department. Some of them are mentioned below:-

Human Resources managementCorporate AffairMarketing departmentCustomers CareSales & DistributionTechnical departmentFinance

IMPLEMENTATION OF MGT. FUNCTIONS ON: Human Resources management Corporate Affair Marketing department Customers Care

HRM: HRM is a process for staffing the

organization and sustaining high employees performance.

The management function that deals with recruitment, placement, training, development of an organization members.

HRM Strategies: HR strategy refers to the specific

human resource management course of actions that a company pursues to achieve its objective.At Mobilink the people have been empowered to a large degree by minimizing out dated rules / regulation and plan to further eliminate

the bureaucratic barriers to capitalize on their ingenuity and talents.

Components of HRM: Planning Recruiting Selection Orientation Training and Development Performance and Appraisal System Career Development Reward Management Compensation and Benefit Plans Occupational health and safety measures Employees Relation

CORPORATE AFFAIRS

CORPORATE AFFAIRS: Corporate Affairs constitutes Legal

affairs, Government relations and Interconnect. Legal affairs provide legal and corporate support and advice at all levels to ensure effective decision making and strategizing.

The department also engages in policy-making, overseeing contracts and transactions, ensuring compliance with applicable rules, regulations and laws. Regulatory matters and assistance and support to the holding company and subsidiaries also falls within Legal Affairs purview.

CONT… Interconnect department makes arrangements for

providing connectivity between Mobilink and other operators in coordination with engineering and billing departments.

Government Relations Inter Connect Legal Affairs As their corporate level strategies they entered into

partner ship with different organizations.

With the threat of new entrants into the industry due to deregulation, Mobilink strategy took a new turn. To keep abreast with the new company, Mobilink took the following steps during last two years:

CONT… Expanded its international roaming

Service scope in 14 more countries. PROMOTIONAL CAMPAIGNS LAUNCHED. JAZZ BUNDLE OFFERS. INTERNATIONAL SUMMER PROMOTION. “JAZZ AUR SUNAO”, “LIFE M JAZZ LAO”. Indigo packages deliver nation wide

cellular freedom at local Call rates.Joint promotional agreements with various organizations:

JAZZ-HYUNDAI BUNDLE OFFER: Jazz connection and a latest Hyundai L-120 phone set

for only Rs. 2750. Mobilink nokia 9500 offer.

CONT… MOBILINK-AVIS partnership: Mobilink joined

hands with AVIS, a global brand and the world’s leading car Rental company to offer discounted car rental rates to all Mobilink post paid customers.

Mobilink and UBL launch online bill payment facility for indigo subscribers.

MOB-MOTOROLLA V3 launch. Mobilink-CITIBANK joint promotion. Handset Kiosk inside mobilink service center

CUSTOMER CARE

CUSTOMER CARE:“Keeping your customer on hold is no way to

hold a customer.”Provides services to customers pre and postpurchase to ensure that customer expectationsare exceeded.It is the largest division in the company. Customer Operations Support Centers Contact Centers Quality Assurance, Standardization and

Training Business Planning and Customer Retention Credit & Collection

MARKETING

MARKETING:Mobilink uses

these Marketing tools to pursue its

marketingobjectives.These tools are classified into four broad groups, called the four P’s of marketing.

  PROMOTION:Promoting a product requires varioustechniques and tools to enhanceand to attract customers to buythe company’s products.Promotion tools are follows:AdvertisingSales promotionPublic relationsDirect marketingPersonal selling.

PRODUCT:Mainly there are tow product lines of

Mobilinkwith each having separate target market

sandpositioning. Mobilink Indigo Mobilink Jazz

MOBILINK INDIGOMobilink re-launched its postpaid services onthe 11th of May, 2004 Under the brand name,Indigo.Indigo ignited an evolution in the communication industry redefining the essenceof the post-paid services in Pakistan.

MOBILINK JAZZJazz is an exciting and energetic offering ofMobilink, targeting specifically those enthusiastic teenagers, Middle class and the

youth market of the country, wishing to enjoy freedom, fun, lower rates and A package that matches their personality.

PRICE:

Mobilink is the undisputed

market leader,Which is believed to be Expensive as compare to other telecommunicatio

n Service providers.

Pricing Strategies:Mobilink uses psychological pricing.They have set their target price on Consumer perception of the product value e.g. outgoingcalls at any 3 Mobilink numbers costRs.0.99/min.They haven’t set the price exactly on Re.1 but have used psychological pricing to attract customers.

PLACE:Distribution Strategy of Mobilink:There are three types of distribution strategies. Intensive DistributionExtensive Distribution Selective Distribution.However mobilink follow both intensive and exclusive distribution strategies.

PROMOTION:promoting a product requires

various techniques and tools to enhance and to attract customers to buy the company’s products.

Mobilink not only tries to attract the customers through ads but also to retailers and Franchises by giving them handsome profit margins.

They use promotion tools of advertising, sales promotion, public relations, sales

force, direct marketing, and personal selling.Mobilink uses following factors for its Promotion:-Advertising BudgetAdvertising MediaAdvertising CampaignsBusiness and Sales Force

PromotionsEvent SponsorshipDirect Marketing.

SWOT ANALYSIS

STRENGTHSStrong brand image.Potential coustomers.Highest coverage.First to introduce HR.M2 motorway coverage.Biletral roaming with 50

operators.Motorola time port Tri band

handsets.Tracking and fleet Management

services.

WEEKNESSESCurrently providing not good

services because of changing their network from 900MHz to 1800MHz.

Fewer advertisements now days.Most expensive telecom company.Weak coustomer retention.Engineering department of

mobilink is not well competent

OPPORTUNITIESCan expand its network in the

uncovered areas.Services in the future can be

Telephone,wireless,calling cards.Can target maximum corporate

coustomers.Lower prices.

THREATS

New market players.Competitors can offer packages

for corporate coustomers in better way.

Wireless local loop providers.Brand names survival.Corporate coustomers can shift

to other companies.Employee retention.Loss of loyal coustomer

SUGESSTIONS

SUGGESTIONSMobilink should attract

maximum customers and satisfy them.

Lack of job within rotation department and not enacting on job advancement rules and procedure.

I would recommend that the department officially start job rotation. The major benefit of which would include even more motivated employees with enhanced skills.

CONT…They should try to improve their

customer service center for customer’s satisfaction.

Mobilink should target those areas which are less developed for providing their service.

As far as their charges are concerned they are a bit expensive as compared to their competitors so we suggest that the charges should be reduced.

CONCLUSION

CONCLUSION: In this report we have discussed the

working of mobilink.We have done the analysis of the company,Mobilink has very strong brand image but the cost rate is high.Its leading brand but it is not doing good advertisements as compared to its competitors.Theri were losing their coustomers because of bad internet quality but now they have done work on this.their high pricing strtigies can result into the loss of loyal coustomers.

REFRENCES:

Mobilink Frenchise Gujrat.Mobilinkworld.comPropakistani.comMobilink.com